CUSTOMER SATISFACTION TOWARDS VARIOUS MODELS OF TVS MOTORCYCLES WITH SPECIAL REFERENCE TO “SRI TVS MOTORS” AT MANNARGUDI TOWN

Abstract :

This study examines customer satisfaction towards various models of TVS motorcycles, focusing on factors influencing purchasing decisions, brand loyalty, and post-purchase experiences. TVS Motor Company, a leading two-wheeler manufacturer in India, offers a wide range of motorcycles catering to diverse consumer segments. The research aims to evaluate how product attributes—such as design, performance, mileage, comfort, pricing, and after-sales service—impact overall customer satisfaction. Primary data was collected through surveys and interviews with TVS motorcycle owners, supported by secondary data from company reports and industry analyses. Statistical tools such as percentage analysis and Likert scale ratings were employed to measure satisfaction levels and identify key drivers and gaps in customer expectations. The findings highlight that while factors like mileage and affordability remain critical, emerging preferences for modern features, style, and service quality significantly shape customer perceptions. The study concludes with recommendations to enhance product offerings and customer relationship strategies, thereby improving brand loyalty and market competitiveness.