CONSUMER SATISFACTION IN TWO WHEELER VEHICLE: SPECIAL REFERENCE TO LALGUDI TALUK IN TRICHIRAPPALLI DISTRICT

M. Marimuthu, U. Jahir Hussain

Abstract


The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create a community of satisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. So, the study had been conducted on consumer satisfaction in two wheeler special reference to Lalgudi taluk, in Tiruchirappalli district, with a sample of 141 consumers by selecting two wheeler vehicles i.e. Hero, Honda, Yamaha, bajaj, and TVS Brand and data had been collected through structured questionnaire. Personal interviews were undertaken with the two wheeler users. Analysis and interpretation had been drawn with the help of various statistical techniques such as percentage, mean, standard deviation and coefficient of variation. The study found that 85% of the respondents are satisfied with their lighting system.

Keywords


Consumer, Consumer Satisfaction, Two Wheeler, Consumer needs, Buyer expectation, Loyalty.

References


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