1. Consumer Behaviour
Project (Term 1) Marketing Management 1
1. Pre Purchase Consumer Behavior Analysis- TVS motors
2. Post Purchase Consumer behavior- TVS motors
3. Post Purchase Consumer behavior- Dinathanthi, Dinamalar
S. No. Author Roll No.
1. Garima Yadhav FT13220
Great Lakes Chennai
Submitted on: 7th June 2012

2. Consumer Behaviour
Project Brief
This project analysis gives us an understanding of consumer‟s pre purchase and
post purchase behavior. The consumer satisfaction level is inferred from the
survey conducted of the chosen products. The report opens up with company
background, market positioning, competitor analysis, pre purchase and post
purchase analysis. Inferences based on the survey results have been provided.
Marketing Management 1 Page 1

3. Consumer Behaviour
Table of Contents
1. Company analysis of TVS…………………………………………………………………………………….Page 4
1.1 BCG Matrix ……………………………………………………………………………………………Page 5
1.2 Ansoff Matrix ………………………………………………………………………………………..Page 6
1.4 SWOT Analysis ……………………………………………………………………………………..Page 7
1.4 Competitor Analysis …………………………………………………………………………….Page 8
1.5 Promotion …………………………………………………………………………………………….Page 10
2. Pre Purchase Consumer Behaviour Analysis- TVS motors………………………………….Page 12
2.1 Pre-Purchase ……………………………………………………………………………………….Page 12
2.2 Inference …………………………………………………………………………………………….Page 15
2.3 Interview Findings- Pre purchase behaviour………………………………………..Page 16
3. Pre Purchase Consumer Behaviour Analysis- TVS motors………………………………….Page 17
3.1 Post-Purchase………………………………………………………………………………………Page 17
3.2 Inference………………………………………………………………………………………………Page 20
3.3 Interview Findings- Pre purchase behaviour…………………………………………Page 21
4. Post Purchase Consumer behaviour- Dinathanthi, Dinamalar…………………………..Page 23
4.1 Objective……………………………………………………………………………………………..Page 23
4.2 Company profile…………………………………………………………………………………. Page 23
- Dinamalar
- Dinakaran
- Dhinathanthi
- Dinamani
4.3 Rate Chart of Newspaper……………………………………………………………………. Page 23
4.4 Research Methodology for Data Collection & Analysis…………………………. Page 24
4.5 Analysis of Consumer Behaviour towards Newspaper at Mahabalipuram.. Page 25
4.6 Consumer Behaviour towards Dinamalar Newspaper…………………………..Page 26
i) Level of Satisfaction
ii) Factors Leading to satisfaction
4.7 Consumer Behaviour towards DhinaThanthi Newspaper…………………….. Page 29
i) Level of Satisfaction
ii) Factors Leading to satisfaction
4.8 Customer Interaction……………………………………………………………………………. Page 32
4.9 Inference………………………………………………………………………………………………. Page 32
4.10 References………………………………………………………………………………………….. Page 33
Marketing Management 1 Page 2

4. Consumer Behaviour
Executive Summary
In the project pre purchase and post purchase study has been conducted to
understand consumer behaviour.
Customer behaviour towards TVS motors & two Regional newspapers has been
analysed in this report.
1. TVS motor – Analysis of customer behaviour is done for 2-wheeler
segment of TVS motors. Executive (price range Rs. 40,000- 50,000) and
Premium (Rs. 50,000+) segment is taken for analysis. Pre purchase and
post purchase behaviour analysis has been carried out. Inference based on
the customer survey is included in the report.
2. Regional Newspaper – Analysis of customer behaviour is done for
regional newspaper – Dinamalar and Dinathanthi. Post purchase
behaviour is analysed for newspaper. Inference based on the customer
survey is included in the report.
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5. Consumer Behaviour
1.0 Company Analysis of TVS
Introduction
TVS Motor Company was incorporated in 1982. It is third largest two-wheeler manufacturer
in India and one among the top ten in the world. TVS Motor is the flagship company of the
$4 billion TVS Group employing 40,000 people with an estimated 15 million customers. The
company manufactures a wide range of two wheelers such as mopeds, scooters and
motorcycles. It has four manufacturing facilities located at Hosur, Mysore, Himachal Pradesh
and Indonesia and a production capacity of 300 thousand units a year.
In the motorcycles segment company it has created brands like TVS Apache, TVS Star and
TVS Flame. In automatic scooters segment TVS Motor manufactures brands like TVS
Scooty Pep + and TVS Scooty Teenz. In mopeds segment it has brands like TVS XL Super
and TVS XL Heavy. In the premium segment TVS motors launched Apache RTR 160 RD
motorcycle.
Key Milestones
In the year 1982 TVS Motor launched India‟s first two-seater 50cc moped TVS 50.
In 1984, the two-wheeler major became the first Indian company to introduce 100cc
Indo-Japanese motorcycles.
In 1994 it launched India‟s first indigenous scooterette -- TVS Scooty, a 100cc
model.
TVS and Suzuki shared a 19 year long relationship that was aimed at technology
transfer to enable design and manufacture of two-wheelers specifically for the Indian
market. Rechristened TVS-Suzuki, the company brought out several models such as
the Suzuki Samurai, Suzuki Shogun and Suzuki Fiero. Differences in opinion on how
to run the joint venture eventually led to the partners going their separate ways in
2001 with the company being renamed TVS Motor, relinquishing rights to use the
Suzuki name.
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6. Consumer Behaviour
Company’s current portfolio
During the year 2011, the Company for the first time achieved annual two wheeler sales of
two million, a growth of 32% from 1.52 mn units sold in the previous year, driven by growth
across all segments of two wheelers. The Company strengthened its portfolio of two wheelers
by launching Apache RTR 180 equipped with Anti-lock Brake System (ABS) and Max 4R
motor cycle. The Company's total revenue including other income grew from Rs.4,484.68 Cr
in the previous year to Rs.6,298.66 Cr in the current year. The Company expects to grow
further in the two wheeler segment, with additional sales coming from the new products
launched during the year and the exports of three wheelers.
Company‟s total sales in May declined 5% as a marginal growth in scooter sales was
nullified by 15% drop in motorcycle sales. TVS Motor was still not so long ago India's third
largest two-wheeler maker. But it has been trumped by Honda Motorcycle and Scooter India,
which has become more aggressive after parent Honda of Japan ended its partnership with
Hero MotoCorp . Some of TVS' recent launches like the Jive motorcycle too have seen
lacklustre demand, affecting its overall sales. The Chennai-based company's exports were
down near 13% to 22,817 units.
1.1 BCG Matrix
MARKET GROWTH
STAR ???
TVS APACHE RTR 160 TVS KING
TVS APACHE RTR 180
MARKET
SHARE
CASH COWS DOG
TVS XL SUPER
TVS SCOOTY PEP+
TVS XL HD
TVS SCOOTY STREAK
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7. Consumer Behaviour
1.2 Ansoff Matrix
Existing Products New Products
Apache, Flame, Jive, Three Wheeler
Existing Markets wego, scooty streak, Segment - TVS King
scooty pep+, XL
super and XL HD
Asian market, Brazil, Rockz, Neo X3I, TVS
New Markets Mexico and Africa. King ( Three wheeler
segment).
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8. Consumer Behaviour
1.3 SWOT Analysis
STRENGTHS
 It has a very good Brand Equity.
WEAKNESS
 One of the biggest players in the
Indian Market with market share  Less reach in the premium bike
of about 25% segment
 Excellent R&D, and wide variety  The after sales service network is
of products in every segment weak and the service quality is not
 „Scooty‟ as a brand has become a upto the standards.
second name for its corresponding  Off late losing market share to
segment competitors in its bread and butter
 Unqiue player in the moped scooter segment.
segment with products like TVS
EXCEL SUPER.
OPPORTUNITIES
THREATS
 Two-wheeler is one of the fastest
 With Honda sorting out its capacity
growing segment.
constraints for Honda Activa, it is
 With the launch of the New bikes
going to eat into the Scooter segment
in premium bike segment, the
of TVS.
untapped potential in those
 Suzuki Swish 125, Hero Maestro,
segment can be tapped
Vespa‟s comeback with a scooter
 In the executive segment Honda,
and a refreshed version of Honda
Bajaj and Hero are coming with
Activa will provide much more
new bikes (125CC and 110CC).
tough competition to TVS‟ new
With TVS victor out of market,
scooter which is planned to be
TVS could re- launch Victor or a
launched by the end of CY 2012.
product in this segment to tap the
 Increasing fuel prices.
potential market.
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9. Consumer Behaviour
1.4 Competitor Analysis
The respective market shares of major 2 wheeler OEMs in FY‟12 -
Market Share of Major Players
Hero MotoCorp -56%
Honda Motorcycles &
Scooters India-7.5%
Bajaj Auto - 25.5%
TVS Motors - 6.2%
Others - 4.8%
Domestic Sales Figure[5][6] of these OEMs –
600000
500000
400000
300000
March'11
200000
March'12
100000
0
Hero Honda Bajaj Auto TVS Motors
MotoCorp
Although the demand has been considerably high throughout the year, a certain amount of
moderation is seen in the sector. However, the highlights of the month were -
Hero MotoCorp's sales[7] were up 2.41% YoY at 528,290 units
Segment-wise Bajaj sold 300,848 units of motorcycles in Mar'12, up 10 per cent from
274,392 sold in the corresponding period of last year. History created - Pulsar
cumulative sales exceeded 5 million units since launch.
Honda reported 49.68 per cent jump in its total sales for March at 2,20,487 units
compared to 1,47,301 units in the same month of 2011.
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10. Consumer Behaviour
TVS Motor's two-wheeler sales witnessed a 3.48 per cent decline at 1,80,274 units
from 1,86,781 units in the same month last year.
Honda overtakes Bajaj in domestic 2 wheeler sales and emerges as the second-largest player
in the country's two-wheeler market. Not so long back, in November 2011 Honda had
overtaken TVS as the third largest 2-wheeler OEM in terms of volumes. Honda has been very
aggressive in its strategy since its separation from Hero. It has already in plans to launch the
splendor-competitor - 110 cc 'Dream Yuga' into the market which the company expects will
tremendously increase its penetration in motorcycles. With all this Hero Moto Corp hopes to
hold its dominance in the Indian Market and effectively hinder competition's moves.
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11. Consumer Behaviour
1.5 Promotion
TVS Motors promotes most of their products through TV ads and print media. Whenever
TVS introduces any new product, it also attaches a new tag line along with it in order to
create a lasting relationship with the consumers. Some products are marketed on the basis of
their value and usage while other products have brand ambassadors associated with them.
Virat Kohli is the brand ambassador for its all new TVS Sport model and Mahendra Singh
Dhoni represents the TVS StarCity version. The promotional activities include dirt bike rally,
MRF super cross championship rally promotional events in Malls etc. TVS motors majorly
concentrates on rural markets.
Product List:
Model Segment Tagline
TVS XL HD 2 Stroke
Economy
125
Not Applicable
TVS XL SUPER Economy
Namma ooru vandi
TVS Apache RTR 180 Premium
It's Now or Never
TVS Apache RTR 160 Premium
Scarily Fast
TVS Flame DS 125 Executive
Not Applicable
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12. Consumer Behaviour
TVS Flame SR 125 Executive Experience the joy of riding wi
SR 125
TVS Jive Executive
The No tension Bike
TVS Star City Executive
Dumdaar.Hardam
TVS Sport Executive
Itna Stylish k dil aa jaye
TVS Scooty Pep Executive
Go Babelicious
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13. Consumer Behaviour
2.0 Pre Purchase Consumer Behavior Analysis- TVS motors
2.1 Pre-Purchase
We will analyse the consumer behaviour considering the 7 O‟s model.
Research Type: Exploratory research
Method: Customer feedback
Location: Ramkay TVS showroom, Chennai
Type: Pre purchase
Total samples size: 18
1. Occupants – The profile of the consumer surveyed is:
a. Demographic study – Age group 25 to 40, Male to female ratio 9:1, Middle
class customers
b. Geographic study – Adayar, Chennai
2. Object of purchase –
a. The consumer is planning to buy 2-wheeler for personnel use. 2-wheelers
being considered are from premium (50,000+) and executive segments (price
range 40,000 to 50,000). The major contributing factor in taking the buying
decision was performance factor. The consumers are willing to pay more for
high performance. This shows that the consumer preference shifts to utility
for products having long term use.
b. Various alternatives are evaluated in order to come to a final decision.
Majority of the consumers considered 2 alternatives of which Yamaha shined
as the major competitor in premium segment. Although Hero Moto corp
holds the largest market share in 2-wheeler segment, our survey showed
that Yamaha is the major competitor in the premium segment.
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14. Consumer Behaviour
3. Objective: Objective of the purchase is majorly Utility.
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15. Consumer Behaviour
4. Operations: The survey shows that consumers tend to do a lot of research before
purchase. This can be because 2-wheeler is an expensive product and is used for a
long time. Majority of the consumers gather information from advertisements.
The consumer starts gathering information about a month before the purchase. This
shows that majority of consumers start information gathering only after making
a firm buying decision.
5. Organization: Our survey shows that the purchase decision was taken by the
consumer himself. Influence from other sources like family/friends is limited. This
can be majorly because the 2-wheeler is purchased for an individual’s need as
opposed to 4-wheeler wherein family opinion comes into play.
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16. Consumer Behaviour
2.2 Inference
The pre purchase behaviour can be segregated on basis of age group can be divided into 25-
33, 34-40.
1. Age group – 25 to 33: This age group shows an inclination towards premium segment
bikes wherein they look for design and performance factors. The consumer is willing
to pay more for looks alongside with performance. The major competitor is Yamaha
in this age group of consumers as their bikes also have good design. TVS can attract
more customers of this age group if they improve the bike’s design, power and
performance.
2. Age group – 33 to 40: This age group of consumers show more inclination towards
performance and value for money. Utilities like mileage and performance takes
precedence over design and looks.
Consumers in both the segments have evaluated their options carefully and made the
purchase decision. Brand awareness is prevalent among customers and advertisement is
majorly the source
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17. Consumer Behaviour
2.3 Interview Findings- Pre purchase behaviour
The Pre purchase interviews with customers were conducted at RamKay TVS showroom,
Adayar, Chennai. We met different set of customers and each customer exhibited varieties of
behaviour. Their suggestions & feedback are recorded in the questionnaire. Some interesting
interview statements from Customers:
Mr.Murugan: “I am planning to buy TVS excel super because it will help me to transfer some
heavy office items. In this way the product really helps me”
Analysis: TVS excel super‟s design helps this customer to carry heavy items and motivated
the purchase. He also felt it will be a great value for money.
Mr. Kumar: “I don‟t know to drive gear bike, so looking for a bike which will make my
driving simple. I will prefer scooty pep or Jive.”
Analysis: This customer needed a convenient bike to drive in a high traffic environment. So
he exhibited a very clear Preferred buying behaviour towards a product.
Mr. Sultan Basha: “I look for a higher end stylish looking bike, so I am looking for Apache
RTR160. I am considering Yamaha Fzs also which my friends are using.”
Analysis: This customer exhibited a Status seeking buying behaviour. He was more
influenced by his friends.
Ms. Bharathi: “I prefer to take my children to school, so I need a comfortable two wheeler
which will serve my purpose.”
Analysis: This customer exhibited a Usage specific buying behaviour. She gave more
preference for the convenience.
Mr. Mani: “I am looking for scooty pep, because it will be easier for me to drive in Chennai
traffic. I was also considering Honda Duo but the delivery time was high, so I dropped the
plan”
Analysis: This customer gave more importance to delivery time and he took just 2 days for
making the decision. Thus he exhibited a Quick buying behaviour.
Inferences on Interview session (Pre purchase behaviour):
Thus most of the customers preferred UTILITY which includes factors like convenience,
usage and comfort. Some customers looked for the style. On an average Customer considered
at least one other product as an alternative.
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18. Consumer Behaviour
3.0 Post Purchase Consumer Behaviour Analysis -TVS motors
3.1 Post-Purchase
Research Type: Exploratory research
Method: Customer feedback
Location: Ramkay TVS showroom, Chennai
Type: Post purchase
Total samples size: 18
Below are the parameters on which post purchase behaviour of consumers is analysed:
1. Customer satisfaction level:
Level of satisfaction is high among the consumers as 50% of the people have rated the
product as „Very Good‟.
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19. Consumer Behaviour
2. Usage of the product:
As per our analysis, the frequency of usage of the product is very high. The
consumers use the product on a daily basis.
3. Features that contribute towards satisfaction:
a. Performance is the major contributing factor towards customer satisfaction.
Our pre purchase analysis showed that the customers‟ expectations were
inclined towards the performance of the product. This post purchase survey
shows that TVS is able to assess the needs of the customer and deliver it.
b. The after sales service of the product is moderately rated. This shows that
there is still scope for improvement in after sales which would help TVS
in retaining its existing customer base.
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20. Consumer Behaviour
4. Value for Money
The product is perceived as complete value for money. This is related with overall
performance, looks, design and features of the product. As most of the TVS products
are targeted towards middle class, value for money is a very important aspect of
satisfaction.
Customers are willing to recommend the product to other prospective customers.
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21. Consumer Behaviour
3.2 Inference
1. The post purchase analysis shows that majority of the consumer are satisfied with the
product. The objective of purchase as shown in pre purchase analysis was
performance, which is the major satisfying factor in post purchase behaviour. This
shows that TVS has succeeded in capturing customer expectations and thus
giving the customers value of money.
2. On the contrary, the after sales service seems to be the point of concern for majority
of the customers. Since after sales service plays an important role in retention of
costumers, it would benefit TVS if it seeks ways to improve after sales quality
which in turn will help them in holding on to the existing market share.
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22. Consumer Behaviour
3.3 Interview Findings- Post purchase behaviour
The Post purchase interviews with customers were conducted at RamKay TVS service centre,
Adayar, chennai. We met different set of customers, who came for servicing their two
wheelers and each customer exhibited varieties of behaviour. Their suggestions & feedback
are recorded in the questionnaire.
Some interesting interview statements from Customers:
Ms. Anu: “I am very happy with my Scooty. I own it for 15 years. I really feel this has a great
value for money. I suggest if TVS can open some good service centres in OMR, it will be so
good for us”.
Analysis: This Customer was so much satisfied with the product (Stage of Delightment). She
has even recommended the product to her friends. She gave a very good constructive
feedback. She also feels that the product is so convenient to take her children.
Mr. Mano: “I suggest that the time taken for servicing should be reduced which in turn
reduces our waiting time”.
Analysis: This customer was happy with the product but not with the waiting time at service
lounge. Being an office goer, He feels the need of service time reduction.
Ms. Usha: “My scooty pep‟s indicator got damaged while servicing, I feel these type of
service time damages should be avoided.”
Analysis: This customer was disappointed with the error TVS committed during servicing.
Although she likes the product, she was little bit hesitant in recommending the brand.
Mr. Ganesh: “ I have TVS JIVE bike. I am not at all satisfied with the bike‟s performance. I
bought this bike only because of convenience (it has no clutch) but it gives lot of problems.”
Analysis: This customer was so much disappointed with the performance of JIVE. He feels
that he has been fooled by TVS marketing persons. When discussed with the service centre
manager, he tells that the problem with Jive couldn‟t be sorted out by the company itself.
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23. Consumer Behaviour
Inferences on Interview session
Overall the customers are satisfied with the product after purchase, the areas of major
concern is Servicing:
Customers want servicing section should be improved. Some customers even faced issues
immediately after the service of their vehicles and were frustrated to visit frequently to the
centre for repairs. The main complaints were inferior quality of parts replaced and all the
problems not thoroughly checked by the service personnel. They also exhibited a behaviour
in which a onetime error by the service centre makes them lose their confidence and hence
discouraged them from recommending the product to their family and friends who could be
potential customers for the company. Some customers suggested for a feature and mileage
improvement. Few products like TVS Jive has been not doing so well in market and has a
negative perception from the customers.
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24. Consumer Behaviour
4. Post Purchase Consumer Behaviour Analysis of Regional
Newspapers at Mahabalipuram Location
4.1 Objective To analyse the post purchase behaviour of consumers towards newspaper at
Mahabalipuram through questionnaires and interviews.
4.2 Company Profile
Dinamalar[1] is a Tamil newspaper established in south India in the year 1951.
Dinamalar provides both national and international news. Dinamalar provides wide
range of supplements such as Varamalar, Computer Malar, Siruvarmalar to attract
newspaper readers with various interests.
Dinakaran[2] is India's one of the most read Tamil Newspaper. Dinakaran is
circulated amongst various south Indian cities like Bangalore, Chennai, Madurai,
Delhi and Mumbai. Dinakaran has 12 editions across the country.
Dhinathanthi[3] is another reputed daily Tamil newspaper in Tamilnadu, Bangalore,
Mumbai, which was established in 1942. Dina Thanthi has 15 editions with the
Mumbai edition being the latest. It is one of the largest circulated newspapers in
Tamilnadu and the highest circulated newspaper in Bangalore and Pondicherry.
Dinamani[4] was established in 1933 and is owned by The New Indian Express
Group. Dinamani is published in Chennai, Bangalore, New Delhi, Madurai,
Coimbatore, Tirunlveli, Dharmapuri in India. Dina Mani has separate sections for
news, editorial and features.
4.3 Rate Chart of Newspaper
Newspaper Price on a week day (Rs.) Price on a week end (Rs.)
Dinathanthi 4 5
Dinamalar 4 5
Dinamani 4 5
Dinakaran 3 4
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25. Consumer Behaviour
4.4 Procedure Undergone for Data Collection
1. Selection of a product category - Newspaper
2. Location for survey- Mahabalipuram
3. Survey Type- Questionnaire & Interview
4. Analysis & Interpretation using Graphs
5. Inference on consumer behaviour towards Newspaper at Mahabalipuram
6. Post purchase consumer analysis has been done to infer on :
6.a Indicators of the level of Satisfaction
The measures that are taken for indicating the levels of satisfaction are
 Customer Rating towards the product.
 Duration of the customer‟s attachment towards the product.
 Customer to customer marketing – Stage of delightment.
6.b Major factors leading to Customer satisfaction
The measures that are taken for identifying the major factors are
 Reasons for attractiveness
 Appealing section in the newspaper
 Language of newspaper
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26. Consumer Behaviour
4.5 Analysis of Consumer Behaviour towards Newspaper at
Mahabalipuram
A survey has been conducted at Mahabalipuram on 26th may 2012. The survey analysed the
post purchase consumer behaviour pattern through 16 samples of questionnaires and through
2 video interviews.
The graph below shows different set of newspapers distribution at Mahabalipuram. It has
been found that Dinamalar and Dinathanthi are the highest selling papers. Hence the
consumer behaviour analysis has been done for the above mentioned papers.
Newspaper Sales
6.25%
Dinamalar
12.50%
31.25% Dinathanthi
Dinamani
12.50%
Hindu
TOI
12.50%
25.00% Others
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27. Consumer Behaviour
4.6 Post Purchase Consumer Behaviour towards Dinamalar Newspaper
i. Level of Satisfaction:
a. More than 60% of the customers rated the product “good”. This can be
attributed to the fact that because they might have got bored with the
monotonous usage of the newspaper.
b. Although the customer rating for dinamalar is more towards good, the bonding
of the customer with the product is high.
c. The customer to customer marketing is 100%. This means that everyone is
ready to market the product – It is indicative of the level of satisfaction-“
Stage of delightment”
Customer Rating- Dinamalar
0.8
60.00%
0.6
0.4
20.00% 20.00% Customer Rating
0.2
0.00% 0.00%
0
Excellent Very Good Good Average Bad
Duration of Customer Loyalty towards
Dinamalar
1
60.00%
0.5 20.00% 20.00% Duration of Customer Loyalty
towards Dinamalar
0
<5yrs 5-10yrs 10yrs<
Customer to Customer Marketing-
Dinamalar
150
100
50 Customer to Customer
0 Marketing
Success Failure
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28. Consumer Behaviour
ii) Factors Leading to satisfaction:
The satisfaction level of customer towards the product was quite high. The basic
factors behind the satisfaction are
a. Language: The language of the paper is so easy such that it attract all sections
of customers. For example, the usage of this kind of paper is more relevant in
small tea shops. Thus the 100% of the customers rated the language as easy to
understand.
Ease of Understanding the language -
Dinamalar
150
100
100
50
0
0
Easy Difficult
b. The external factor, which attracts the customer towards the product, is
appropriate news and availability.
Reasons for Attractiveness
28%
36%
Appropriate news
Easy Language
Availability
36%
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29. Consumer Behaviour
c. The factor, which holds the customer for a long time, is analysed in the graph
below. Most of the customers preferred political news towards the rest.
Appealing section in the
newspaper
Politics Sports Headlines Movie others
0%
10%
40%
30%
20%
Thus the company should concentrate more on providing political news and should make that
the availability is not disturbed at any point of time.
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30. Consumer Behaviour
4.7 Post purchase Consumer Behaviour towards Dinathanthi Newspaper
i. Level of Satisfaction:
a. There is a strong inclination towards the newspaper‟s appeal among the
consumers, this also reflects in the ratings section for the graphs below. A high
number of consumers (75%) rate the product as very good or above.
b. Almost 75% of the consumers have been associated with the product for more
than a year and this suggests a positive increasing trend towards customer
satisfaction and readership.
c. Customer to customer marketing is 75% successful. This is indicative of the
fact that there is a group of consumers who are happy but not delighted with
the product.
Consumer Rating - Dinathanthi
60
40 50
20
25 25 0 0
0
Excellent Very Good Good Average Bad
Duration of customer loyalty - Dinathanthi
60
40 50
20
25 25
0
<1yrs 1-3yrs >3yrs
Customer to Customer Marketing - Dinathanthi
80
60 75
40
20 25
0
Success Faliure
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31. Consumer Behaviour
ii) Factors Leading to satisfaction:
The satisfaction level of customer towards the product was reasonably high. The
contributing factors are
a. Language: The language of the paper is so easy such that it attract all sections
of customers. For example, the usage of this kind of paper is more relevant in
small tea shops. Thus the 100% of the customers rated the language as easy to
understand.
Ease of Understanding the language -
Dinathanthi
150
100
100
50
0
0
Easy Difficult
b. The external factor, which attracts the customer towards the product, is
appropriate news.
Reason for liking Dinathanthi
Appropriate news Easy Language Availability
29%
43%
28%
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32. Consumer Behaviour
c. Most of the customers preferred political and sports news.
Dinathanthi's most appealing section
Politics Sports Headlines Movie others
11%
11%
45%
11%
22%
Thus the company should continue to strengthen political news section with increased
coverage to other sections. Also, It should be more inclined towards increasing the local
presence to increase availability.
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33. Consumer Behaviour
4.8 Customer Interaction
 Newspaper vendor: “The sales of newspaper has come down over the years”
o Analysis: Due to the rapid increase in the viewership of electronic media, the
decline in the newspaper readership is noticeable.
 Customer: “Dinathanthi is not colourful and bears unpleasant odour”
o Analysis: The customers were not happy with the appeal of the newspaper.
The quality of the paper and the print was not adequate
 Customer: “Dinathanthi gives elaborate news, whereas Dinamani gives short news
and am happy with the Dinamalar.”
o Analysis: The customer requirement is diverse and time is a constraint.
 Customer: I read Dinakaran. My father has been reading the newspaper for many
years. I do not like it though. I like to read Dinathanthi.
o Analysis: The customer is clearly not happy with the newspaper that he reads
daily. Because his family read the newspaper, he is forced to read too.
4.9 Inference
Based on the post purchase consumer behaviour survey conducted at mahabalipuram for
Dinamalar and Dinathanthi the following inferences can be drawn:
- Political news is the major source of consumption through newspaper for the readers
- Most of the readers are happy about the content of the news and are ascribing the
newspapers to new readers through their own experience with the product.
- The local newspapers are favoured over other external newspapers because of
language factor and appropriateness of the news. Thus , these factors are the USP of
the newspapers.
- There is fairly a good demand for the newspapers which is supplemented by a decent
distribution system to keep the availability at good levels.
- There is an increasing number of customers who have become loyal to the respective
brands.
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34. Consumer Behaviour
4.10 References
[1] http://www.releasemyad.com/newspaper/dinamalar
[2] http://en.wikipedia.org/wiki/Dinakaran
[3] http://en.wikipedia.org/wiki/Dina_Thanthi
[4] http://www.newspapers-list.com/india/dinamani.php
[5]http://management-punditz.blogspot.in/2012/04/indian-two-wheeler-sales-march-
2012.html
[6]http://www.business-standard.com/content/research_pdf/tvs_050312.pdf
[7]http://www.tvsmotor.in/pdf/19th-Annual-Report-2010-2011.pdf
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