A Study on Customer Buying Behavior Towards TVS TwoWheelers with Reference to TVS Showroom

Abstract

Customer buying behaviour plays a significant role in the success of the automobile industry, especially in the two-wheeler segment. Understanding customer preferences, satisfaction levels, and decision-making factors helps companies improve their products and marketing strategies. The present study focuses on customer buying behaviour towards TVS two-wheelers with reference to a TVS showroom. The main objective of the study is to identify the factors influencing customer purchase decisions such as price, mileage, brand reputation, advertisements, and showroom services. The study also examines customer satisfaction and problems faced by customers after purchase. The research is based on primary data collected through structured questionnaires from 100 respondents using convenience sampling method. Secondary data was collected from books, journals, and websites. Percentage analysis was used for data analysis. The findings of the study reveal that price, mileage, and brand reputation are the major factors influencing customer buying behaviour. Most customers are satisfied with mileage and showroom staff behaviour, but some customers reported service delay and spare parts issues. The study concludes that TVS has a strong market position, but improving service efficiency and promotional strategies can further increase customer satisfaction and sales.