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INTRODUCTION
Demand
Companies use market demand analysis to understand how much consumerdemand exists for a product or service. This analysis helps management determine if
they can successfully enter a market and generate enough profits to advance their
business operations. While several methods of demand analysis may be used, they
usually contain a review of the basic components of an economic market.
Market Identification
1. The first step of market analysis is to define and identify the specific market to
target with new products or services. Companies will use market surveys or
consumer feedback to determine their satisfaction with current products and
services. Comments indicating dissatisfaction will lead businesses to develop new
products or services to meet this consumer demand. While companies will
usually identify markets close to their current product line, new industries may be
tested for business expansion possibilities.
Business Cycle
2. Once a potential market is identified, companies will assess what stage of the
business cycle the market is in. Three stages exist in the business cycle:
emerging, plateau and declining. Markets in the emerging stage indicate higher
consumer demand and low supply of current products or services. The plateau
stage is the break-even level of the market, where the supply of goods meets
current market demand. Declining stages indicate lagging consumer demand for
the goods or services supplied by businesses.
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Product Niche
3. Once markets and business cycles are reviewed, companies will develop a
product that meets a specific niche in the market. Products must be differentiated
from others in the market so they meet a specific need of consumer demand,
creating higher demand for their product or service. Many companies will
conduct tests in sample markets to determine which of their potential product
styles is most preferred by consumers. Companies will also develop their goods
so that competitors cannot easily duplicate their product.
Growth Potential
4. While every market has an initial level of consumer demand, specialized products
or goods can create a sense of usefulness, which will increase demand. Examples
of specialized products are iPods or phones, which entered the personal
electronics market and increased demand through their perceived usefulness by
consumers. This type of demand quickly increases the demand for current
markets, allowing companies to increase profits through new consumer demand.
Competition
5. An important factor of market analysis is determining the number of competitors
and their current market share. Markets in the emerging stage of the business
cycle tend to have fewer competitors, meaning a higher profit margin may be
earned by companies. Once a market becomes saturated with competing
companies and products, fewer profits are achieved and companies will begin to
lose money. As markets enter the declining business cycle, companies will
conduct a new market analysis to find more profitable markets.
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Importance of demand analysis in business decision
The demand analysis and the demand theory are of crucial importance to the
business enterprises. They are the source of many useful insights for business decision
making. The success of failure of business firms depend primarily on its ability to
generate resources by satisfying the demand of consumers. The firms unable to attract
consumers are soon forced out from the market.
The importance of demand analysis in business decisions can be explained under
following headings: 1. Sales forecasting: The demand is a basis the sales of the production of a firm.
Hence, sales forecasting can be made on the basis of demand. For example, if
demand is high, sales will be high and if demand is low, sales will be low. The
firms can make different arrangements to increase or reduce production or push up
sales on the basis of sales forecast.
2. Pricing decisions: The analysis of demand is the basis of pricing decisions of a
firm. If the demand for the product is high, the firm can charge high price, other
things remaining the same. On the contrary .If the demand is low, the firm cannot
high price. The demand analysis also helps the firm in profit budgeting.
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3. Marketing decisions: The analysis of demand helps a firm to formulate marketing
decisions. The demand analyses and measure the forces that determine demand.
The demand can be influenced by manipulating the factors on which consumers
base their demand on attractive packaging.
4. Production decisions: How much a firm can produce depends on its capacity. But
how much it should produce depends on demand. Production is not necessary if
their no demand. But continuous production schedule is necessary if the demand
for the production is relatively stable. If the demand is less than the quantity of
production, new demand should be created by means of promotional activities
such a advertising.
5. Financial decisions: The demand condition in the marker for firm's product's
affects the financial decisions as well. If the demand for firm's product is strong
and growing, the needs for additional finance will be greater. Hence ,the financial
manager should make necessary financial arrangement to finance the growing
need of the capital.
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OBJECTIVE
To Study the demand of Bajaj automobile.
To Increase the product awareness as compare to other automobile
service provider company.
To find out reasons to increase buying and using of Bajaj vehicles by
people.
To study the demand analysis as well as satisfaction level of Bajaj
automobile customers with following respect
- Price
- Average
- Brand image
- Services
To find out the defection rate.
To study the needs and future expectations of customers from Bajaj.
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INDUSTRIAL PROFILE
The feeling of freedom and being one with the Nature comes only from
riding a two wheeler. Indians prefer the two wheelers because of their small
manageable size, low maintenance, and pricing and easy loan repayments. Indian
streets are full of people of all age groups riding a two wheeler. Motorized two
wheelers are seen as a symbol of status by the populace. Thus, in India, we would see
swanky four wheels jostling with our ever reliable and sturdy steed: the two wheeler.
India is the second largest producer and manufacturer of two-wheelers in the
world. It stands next only to Japan and China in terms of the number of two-wheelers
produced and domestic sales respectively. Indian two-wheeler industry has got
spectacular growth in the last few years. Indian two-wheeler industry had a small
beginning in the early 50's. The Automobile Products of India (API) started
manufacturing scooters in the country.
Bikes are a major segment of Indian two wheeler industry, the other two being
scooters and mopeds. Indian companies are among the largest two-wheeler
manufacturers in the world.
In the initial stages, the scooter segment was dominated by API; it was later overtaken
by Bajaj Auto. Although various government and private enterprises entered the fray
for scooters, the only new player that has lasted till today is LML.
Among the two-wheeler segment, motorcycles have major share in the market. Hero
Honda contributes 50% motorcycles to the market. In it Honda holds 46% share in
scooter and TVS makes 82% of the mopeds in the country.
40% of the three-wheelers are used as goods transport purpose. Piaggio holds 40% of
the market share. Among the passenger transport, Bajaj is the leader by making 68%
of the three-wheelers.
The two-wheeler market was opened to foreign competition in the mid-80s. And the then market leaders - Escorts and Enfield - were caught unaware by the
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onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With the
availability of fuel efficient low power bikes, demand swelled, resulting in Hero
Honda - then the only producer of four stroke bikes (100cc category), gaining a top
slot.
In 1990, the entire automobile industry saw a drastic fall in demand. This
resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of
0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession
in FY93 and FY94. Hero Honda showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel prices, high
input costs and reduced purchasing power due to significant rise in general price level
and credit crunch in consumer financing. Factors like increased production in 1992,
due to new entrants coupled with the recession in the industry resulted in company
either reporting losses or a fall in profits.
Key players in the Two-wheeler Industry:
There are many two-wheeler manufacturers in India. Major players in the 2-wheeler
industry are Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS
Motor Company Ltd (TVS).
The other key players in the two-wheeler industry are Kinetic Motor Company Ltd
(KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India
Ltd (Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and
Honda Motorcycle & Scooter India (P) Ltd (HMSI).
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Types of Two-wheelers in India:
There are mainly three types of two-wheelers available in India. They are
Motorcycles, Scooters and Scooterettes/Mopeds.
Motorcycles in India:
Bikes comprise a major segment of Indian two wheeler industry.
Company: Bajaj Auto Ltd Company And HERO HONDA
* Bajaj Avenger
* Bajaj CT 100
* Bajaj Platina
* Bajaj Discover DTSi
* Bajaj Pulsar DTSi
* Bajaj Wave
* Bajaj Wind 125
* Sonic DTSi * Hero Honda Achiever
* Hero Honda CD Dawn
* Hero Honda CD Deluxe
* Hero Honda Glamour
* Hero Honda Glamour-Fi
* Hero Honda Karizma
* Hero Honda Passion Plus
* Hero Honda Pleasure
* Hero Honda Super Splendor
* Hero Honda Splendor NXG
* Hero Honda CBZ X-Treme
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The Automobile industry in India is the seventh largest in the world with an
annual production of over 2.6 million units in 2009. In 2009, India emerged as Asia's
fourth largest exporter of automobiles, behind Japan, South Korea and Thailand. By
2050, the country is expected to top the world in car volumes with approximately 611
million vehicles on the nation's roads.
Following economic liberalization in India in 1991, the Indian automotive
industry has demonstrated sustained growth as a result of increased competitiveness
and relaxed restrictions. Several Indian automobile manufacturers such as Tata
Motors, Maruti Suzuki and Mahindra and Mahindra, expanded their domestic andinternational operations. India's robust economic growth led to the further expansion
of its domestic automobile market which attracted significant India-specific
investment by multinational automobile manufacturers. In February 2009, monthly
sales of passenger cars in India exceeded 100,000 units.
Embryonic automotive industry emerged in India in the 1940s. Following the
independence, in 1947, the Government of India and the private sector launched
efforts to create an automotive component manufacturing industry to supply to the
automobile industry. However, the growth was relatively slow in the 1950s and 1960s
due to nationalization and the license raj which hampered the Indian private sector.
After 1970, the automotive industry started to grow, but the growth was mainly driven
by tractors, commercial vehicles and scooters. Cars were still a major luxury.
Japanese manufacturers entered the Indian market ultimately leading to the
establishment of Maruti Udyog. A number of foreign firms initiated joint ventures
with Indian companies. In the 1980s, a number of Japanese manufacturers launched
joint-ventures for building motorcycles and light commercial-vehicles. It was at this
time that the Indian government chose Suzuki for its joint-venture to manufacture
small cars. Following the economic liberalization in 1991 and the gradual weakening
of the license raj, a number of Indian and multi-national car companies launched
operations. Since then, [[automotive component and automobile manufacturing
growth has accelerated to meet domestic and export demands.
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India is the second largest producer of two-wheelers in the world. In the last
few years, the Indian two-wheeler industry has seen spectacular growth. The country
stands next to China and Japan in terms of production and sales respectively.
Majority of Indians, especially the youngsters prefer motorbikes rather than cars.
Capturing a large share in the two-wheeler industry, bikes and scooters cover a major
segment. Bikes are considered to be the favorite among the youth generation, as they
help in easy commutation. Large varieties of two wheelers are available in the market,
known for their latest technology and enhanced mileage. Indian bikes, scooters and
mopeds represent style and class for both men and women in India.
Benefits of two wheelers
Two-wheelers are the most popular and highly sought out medium of transport in
India. The trend of owning two-wheelers is due to its-
Economical price
Safety
Fuel-efficient
Comfort level
However, few Indian bike enthusiasts prefer high performance imported bikes. Some
of the most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki
Zeus, Hero Honda Karizma, Bajaj Pulsar and Honda Unicorn. These super bikes are
specially designed for those who have a zeal for speedy drive.
Browse through the pages and catch all the details of high-performance two wheelers
in India. Know more about latest launches and happenings in two wheelers industry.
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COMPANY PROFILE
India has the largest number of two wheelers in the world with 41.6 million
vehicles. India has a mix of 30 percent automobiles and 70 percent two wheelers in
the country. India was the second largest two wheeler manufacturer in the world
starting in the 1950’s with the birth of Automobile Products of India (API) that
manufactured scooters. API manufactured the Lambrettas but, another company,
Bajaj Auto Ltd. surpassed API and remained through the turn of the century from its
association with Piaggio of Italy (manufacturer of Vespa).
The license raj that existed between the1940s to1980s in India, did not allow
foreign companies to enter the market and imports were tightly controlled. This
regulatory maze, before the economic liberalization, made business easier for local
players to have a seller’s market. Customers in India were forced to wait 12 years to
buy a scooter from Bajaj. The CEO of Bajaj commented that he did not need a
marketing department, only a dispatch department. By the year 1990, Bajaj had a
waiting list that was twenty-six times its annual output for scooters.
The motorcycle segment had the same long wait times with three
manufacturers; Royal Enfield, Ideal Jawa, and Escorts. Royal Enfield made a 350cc
Bullet with the only four-stroke engine at that time and took the higher end of the
market but, there was little competition for their customers. Ideal Jawa and Escorts
took the middle and lower end of the market respectively.
In the mid-1980s, the Indian government regulations changed and permitted
foreign companies to enter the Indian market through minority joint ventures. The
two-wheeler market changed with four Indo-Japanese joint ventures: Hero Honda,
TVS Suzuki, Bajaj Kawasaki and Kinetic Honda. The entry of these foreign
companies changed the Indian market dynamics from the supply side to the demand
side. With a larger selection of two-wheelers on the Indian market, consumers started
to gain influence over the products they bought and raised higher customer
expectations. The industry produced more models, styling options, prices, and
different fuel efficiencies.
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" Inspiring Confidence"
Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With
Kawasaki Heavy Industries of Japan, Bajaj manufactures state-of-the-art range of
two-wheelers. The brand, Pulsar is continually dominating the Indian motorcycle
market in the premium segment. Its Discover DTSi is also a successful bike on Indian
roads.
Bajaj's Small Car in 2010-
India's second largest bike manufacturer Bajaj Auto Ltd has announced to
launch its concept car by 2010. The small 'Lite' will be in competition to Tata Nano
which is tagged as world's cheapest car. This small concept car is being designed in
collaboration with Renault and Nissan but it will not be for Rs 1 lakh. Bajaj Auto
managing director Rajiv Bajaj said that the focus is on performance of the car rather
than cost. Bajaj motors have clarified that mileage, maintenance and carbon
emissions. are the sole objectives in this Lite's design.
Quick Facts
Founder Jamnalal Bajaj
Year of Establishment 1926
Industry Automotive - Two & Three Wheelers
Business Group The Bajaj Group
Listings & its codes BSE - Code: 500490; NSE - Code: BAJAJAUTO
Presence Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh, Columbia,
Guatemala, Peru, Egypt, Iran and Indonesia.
Joint Venture Kawasaki Heavy Industries of Japan
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Registered & Head Office Akurdi
Pune - 411035
India
Tel.: +(91)-(20)-27472851
Fax: +(91)-(20)-27473398
Works Akurdi, Pune 411035
Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune 411501
E-mail [email protected]
Website www.bajajauto.com
Segment and Brands-
Products Brands
Motorcycles 4S 4S
Champion
Bajaj Avenger Bajaj Pulsar
135 New
Bajaj CT 100 Bajaj
Discover
Bajaj Platina Bajaj Platina
DTS SI
Bajaj Pulsar Bajaj Pulsar
DTSi
BAJAJ PULSAR
DTS FI 220
Kawasaki Ninja
250 New
Bajaj Sonic
Bajaj Wind125
Bajaj XCD 125
Boxer Caliber Caliber115
Kawasaki Bajaj
Eliminator
KB RTZ KB100
KB125
Scooters Bajaj Chetak Bajaj Kristal Dtsi Bajaj Wave
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Awards & Accolades
2005 -i was chosen as Bike of the Year and
Indigenous
Design of the Year by Overdrive Awards.
2004 Auto was chosen as Bike Maker of the Year by ICICI Bank
Overdrive Awards.
-i Technology was chosen as Auto Tech of the Year by ICICI
Bank Overdrive Awards.
Pulsar DTS-i became Bike of the Year by ICICI Bank
Overdrive Awards.
125 chosen as the Two Wheeler of the Year by CNBC
AUTOCAR Awards.
125 chosen as the Bike of the Year by Business Standard
Motoring.
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Bajaj Group Companies and their business interests
Bajaj Auto Ltd: Manufacturers of Scooters, Motorcycles and Three-wheeler
vehicles and spare parts thereof.
Bajaj Electricals Ltd.: Manufacturers of electric fans, high masts, lattice
closed towers and poles, etc. and marketing of electrical goods such as general
lighting service lamps, special lamps, compact fluorescent lamps, fluorescent
tubes, luminaries, fans and electrical & non-electrical appliances.
Mukand Ltd.: Manufacturers of stainless, alloy and special steels includingcarbon and alloy steels, free cutting steels, semi-free cutting steels, leaded free
cutting steels, cold heading quality steels, spring steels including vanadium
steels, high carbon steels; electrode quality steels, boiler quality steels; wire
rods, wires, castings, machine tools; E.O.T. and other cranes; bulk material
handling equipment for steel and other industries; specialist in major turnkey
projects, highway construction and international trading; real estate
development.
Bajaj Hindustan Ltd.: Manufacturers of white crystal sugar and industrial
alcohol.
Maharashtra Scooters Ltd.: Manufactures of scooters.
Bajaj Auto Finance Ltd.: Deals in financial services including hire purchase
financing & leasing.
Hercules Hoists Ltd.: Manufacturers of 'INDEF' brand materials handling
equipments such as triple spur gear chain pulley blocks, chain electric hoists,
wire rope, electric hoists, travelling trolleys, EOT / HOT / stores stacker
cranes, roll-out racks.
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Hind Lamps Ltd.: Manufacturers of GLS, fluorescent, miniature lamps and
major components such as glass shells, miniature and aluminum caps, lead
glass, etc.
Bajaj Ventures Ltd.: Involved in manufacturing and trading of power tools
and manufacturing of house ware and parts thereof.
Bajaj International Pvt. Ltd.: Exporters of electrical fans, GLS lamps,
fluorescent tubes, lighting fittings, luminaries, household appliances and
hoists.
Mukand International Ltd.: Involved in trading of metals, steels and ferro
alloys.
Mukand Engineers Ltd.: Construction, fabrication and erection of industrial
and infrastructural projects and InfoTech business.
Bachhraj Factories Pvt. Ltd.: Ginning and pressing of cotton bales at
Wardha.
Bajaj Consumer Care Ltd.: Manufacturing and trading of ayurvedic
medicines, hair oil, tooth powder, Shampoos, Pure coconut oil.
Bajaj Auto Holdings Ltd.: Investment company.
Jamnalal Sons Pvt. Ltd.: Investment and finance company.
Jeewan Ltd.: Investment Company.
The Hindustan Housing Co. Ltd.: Services company
Bombay Forging Ltd.: Manufacturers of carbon, alloy and stainless steel
closed die forgings for automobile and general engineering applications.
Bajaj Allianz General Insurance Company Ltd.: General Insurance
Business.
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COMPANY HISTORY
Bajaj Group
The Bajaj Group is one of the leading business houses of India. Its business
interests span host of industries such as automobiles (two-wheelers and three-
wheelers), home appliances, lighting, iron and steel, insurance, travel and finance.
The Bajaj brand is well-known in over dozen countries in Europe, South America, the
US and Asia. The Bajaj Group comprises 27 companies and its flagship company
Bajaj Auto is ranked as the world's fourth largest two and three- wheeler
manufacturer.
Bajaj Group was founded in 1926, at the height of India's movement for
independence from the British. Jamnalal Bajaj's close involvement in the freedom
movement did not leave him with much time for his business. Rahul Bajaj, the present
Chairman and Managing Director of the group took reins of the business in 1965.
1926 1926 - The group comprises of 27 companies and was founded in the
year 1926. The companies in the group are: Bajaj Auto Ltd.
1945 Nov 29, 1945 - the company produced and export scooter motorcycle
and the auto rickshaw. Bajaj was founded on November 29, 1945.
2001 May 2, 2001 - INSURANCE PLAYERS IN INDIA Bajaj Allianz
General Insurance Company Limited It is a joint venture between Bajaj
Auto Limited and Allianz AG of Germany.
2004 Aug 6, 2004 - According to Bajaj Auto, the company had filed an
application seeking the patent on 6 August, 2004, and ultimately
(CGPDTM).
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2005 Dec 2005 - “Bajaj Hindustan Ltd., a part of the 'Bajaj Group', is India's
Number One sugar and ethanol manufacturing company.
2006 Aug 28, 2006 - Bajaj Auto Ltd announced that the Government of
Maharashtra and the Company on August 28, 2006 have signed a
memorandum of Understanding (MOU).
2007 May 17, 2007 - The scheme for demerger, first unveiled by Bajaj Auto
chairman Rahul Bajaj in Mumbai on May 17, 2007, visualizes the auto
business being initially spun off into a fresh company
2008 Mar 2008 - The company was listed in March 2008. BHIL primarily
functions as an investment company and holds stakes in various group
companies.
2009 Sep 16, 2009 - In the patent dispute between Bajaj Auto Limited v. TVS
Motor Company Limited, the Supreme Court of India has allowed TVS
to sell the twin spark plug TVS-Flame by its order dated 16th September
2009.The Company will take.
2010 Jan 23, 2010 - Bajaj Capital Limited Walk in for Fresher’s on 23rd Jan
2010. Company Name : Bajaj Capital Limited Company Profile : The
Bajaj Capital Group is one of India s premier Investment Advisory and
Financial Planning companies
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BOARD OF DIRECTORS
Name Designation
Rahul Bajaj Chairman / Chair Person
Rajiv Bajaj Managing Director
Kantikumar R Podar Director
D J Balaji Rao Director
J N Godrej Director
Suman Kirloskar Director
Nanoo Pamnani Director
P Murari Director
Madhur Bajaj Vice Chairman
Sanjiv Bajaj Executive Director
Shekhar Bajaj Director
D S Mehta Director
S H Khan Director
Naresh Chandra Director
Manish Kejriwal Director
Niraj Bajaj Director
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PRODUCT PROFILE
Bajaj XCD 125 DTS-si
BAJAJ PLATINA-
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BAJAJ PULSAR 125 CC-
NEW BAJAJ DISCOVER SPORTY DTS-I
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BAJAJ KRISTAL-
BAJAJ ELIMINATOR-
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.
It may be understand as a science of studying how research is done scientifically.
Why a research study has been undertaken, how the research problem has been
defined, in what Way and why the hypothesis has been formulated, what data have
been collected and what way the hypothesis has been formulated, what data have been
collected and what particular technique of analyzing data has been used and a host of
similar other questions are usually answered when we talk of research methodology
concerning a research problem or study.
A research design serves as a bridge between what has been established (the research
objectives) and what is to done, in the conduct of the study. In this project research
done is of conclusive nature. Conclusive research information that helps in making a
rational decision.
Descriptive design was choose to measure the satisfaction level of customers on the
basis of different parameters such as quality, price, feature, technology, after sale
services etc. This design ensured complete clarity and accuracy. It also ensured
minimum bias in collection of data and reduced the errors in data interpretation.
Statistical method was followed in this research because the data was of descriptive
nature and it also enabled accurate generations
Methodology can be defined as a systemic way of approaching a problem to
identify the truth and for this certain step should be taken in a systematic order and
these steps are called methods.
“Research methodology is a process of planning, acquiring, analyzing and
disseminating relevant data and information”.
The use of right methodology is necessary because if the right methods are not
adopted and thoughts are not arrange in a logical order the exact truth might not be
expressed. Thus the methodology means correct arrangement of thoughts and
knowledge
.
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WHY RESEARCH IS REQUIRED
Conceptually, the purpose of research is to discover the answers for the questions
through application of scientific procedures. The main aim of the research is to find
out the truth which is hidden and which has not been discovered yet.
Through each research study has its own specific purpose, but generally
researchers are done: To gain familiarities with a phenomenon or to achieve new
insights into it.
Research is a careful and systematic effort of gaining new knowledge.
Research is an original contribute on to the existing stock of knowledge making for its
advancement; it is pursuit of true with the help of study, observation, comparison and
experiment.
In short the search of knowledge through objectives and systematic method of
finding solution to
Problem is research
It is well known fact that the most important step in marketing research
process is to define the problem. Choose for investigation because a problem well
defined is half solved. That was the reason that at most care was taken while defining
various parameters of the problem. After giving through brain storming session,
objectives were selected and the set on the base of these objectives. A questionnaire
was designed major emphasis of which was gathering new ideas or insight so as to
determine and bind out solution to the problems.
DATA SOURCE-
Research included gathering both Primary and Secondary data. Primary data
is the first hand data, which are selected a fresh and thus happen to be original in
character. Primary Data was crucial to know various customers and past consumer
views about bikes and to calculate the market share of this brand in regards to otherbrands.
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Secondary data are those which have been collected by someone else and
which already have been passed through statistical process. Secondary data has been
taken from internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH-
The research approach was used survey method which is a widely used
method for data collection and best suited for descriptive type of research survey
includes research instrument like questionnaire which can be structured and
unstructured. Target population is well identified and various methods like personal
interviews and telephone interviews are employed.
SAMPLING UNIT-
It gives the target population that will be sampled. This research was carried in
Kopargaon.
These were 100 respondents.
DATA COMPLETION AND ANALYSIS-
After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain conclusions.
SCOPE-
My project was based on the DEMAND ANALYSIS OF BABAJ
AUTOMOBILE and data was taken in the Kopargaon only.
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RESEARCH PROCESS
` `Define
Research
Problem
Review Concepts and
Theories
Review previous research
finding
Formulate Hypothesis
Design Research
(Including Sample Design)
Collect Data ( Execution)
Analyze Data
(Test Hypothesis if any)
Interpret and Report
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THE STEPS IN A SURVEY PROJECT
1) Establishing the goals of the project – What you want to learn
2) Determine your sample whom you will interview
3) Choose- interviewing methodology- how you will interview
4) Create your questionnaire – what you will ask
5) Pre-test the questionnaire if practical – test the questions
6) Conduct interviews and enter data- Ask the questions
Establishing Goals-
The first in a survey is deciding what you want to learn. The goals of the
project determine whom you will survey and what you will ask them. If your goals
are unclear, the results will probably be unclear. Some typical goals include learning
more about-
1) The potential market for a product or service
2) Ratings of current products or services
3) Employee’s attitude
4) Customer/Patient satisfaction levels
5) Reader/Listener/Viewer opinions
6) Association member opinions
7) Opinions about political candidates or issues8) Corporate images.
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RESEARCH METHODOLOGY USED IN THE
RESEARCH
1) Data source - Questionnaire & interview
2) Research Approach - Survey Method (Direct Method)
3) Research Instrument - Questionnaire
4) Sampling Plan
A) Sampling Area - Kopargaon.
B) Sample unit- - Customer of Bajaj automobile
C) Sample Size - Customer(100)
D) Procedure - Simple random
5) Contact Method - Questionnaire method & interview method
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DATA ANALYSIS
Data refers the raw data collected through questionnaire and the term analysis
refers to the computation of certain measures along with searching for patterns of
relationships or that exist among data groups.
The data, after collection, has be processed and analyzed in accordance with
the outline laid down for the purpose at the time of developing the research plan. This
is essential for a scientific study and for ensuring that we have all relevant data for
making contemplated comparisons and analysis. Processing implies editing, coding,
classification and tabulation of collected data so that they are amenable to analysis.
In the process of analysis, relationships or, differences supporting or
conflicting with originals or new hypothesis should be subjected to statistical test of
significance to determine with what validity data can be said to indicate any
conclusions. Analysis was done through the information collected by personal
interviews and records kept with the selling department. The following records were
explored for the purpose.
Unit’s turnover, profit/ loss etc.
Company’s order booking & collection of payment.
Product profile.
Demand of product is higher in the market.
The analysis is mainly based on The Demand of Bajaj Automobiles in
Kopargaon City by taking customer survey, by the help of following data.
Product Performance.
Price.
Resolution of Complaints.
Response to Communication.
Service Satisfaction level.
Functional Satisfaction.
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INTERPRETATION
1 Which Bike do you have?
Bajaj [ ] Hero Honda [ ] TVS [ ] Other [ ]
Bajaj 28
Hero Honda 41
TVS 23
Other 08
Respondents-100
Interpretation- It is observed that 41% respondent uses Hero Honda bike and 35%
people using Bajaj bike.
35%
41%
21%3%
Bike Name
Bajaj Hero Honda TVS Other
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2 Are you satisfied with your bike?
Yes [ ] No [ ]
No. of Respondents 100
Yes 65
No 35
Interpretation- This graph indicates that 65% respondents are satisfied with their
own bike.
No. of respondents
65
35
Satisfaction level
Yes No
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3 why you purchased this bike?
Good mileage [ ] Price [ ] Good Brand name [ ]
Maintenance free [ ] other reason [ ]
Respondents- 100
Good mileage Price Good Brand
name
Maintenance
free
Other reason
28 25 37 08 02
Interpretation- Above chart showing Maximum people go with brand image of the
company.
Good mileage
Price
Good brand name
Maintenance free
Other reaso
0
5
10
15
20
25
30
35
40
Respondent'spreferance
Good mileage
PriceGood brand name
Maintenance free
Other reaso
p
er
c
en
ta
ge
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4 Why did not purchased other bike rather than your bike?
Less mileage [ ] High price [ ] Lack of brand name [ ]
More maintenance [ ] other reason [ ]
Respondents -100
Less mileage 30
Price 22
Lack of brand name 28
Maintenance free 16
Other reason 04
Interpretation- From the point view of above chart Maximum people doesn’t
purchase other than their bike due to lack of brand name.
0 5 10 15 20 25 30
No.of respondents
Other reason
more maintenaance
Lack of brand name
High price
Less mileage
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5 Are you planning to buy BAJAJ vehicle in future?
Yes [ ] No [ ] Not decided [ ]
If yes please go to Q. 6, if no or not decided please got to Table No. 7
Yes 43
No 37
Not decided 20
Interpretation- It is observed that 43% respondents are planning to buy BAJAJvehicle in future.
43%
37%
20%
Yes No Not decided
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6 Which model do you wish to buy?
Platina [ ] Discover [ ] Pulsar [ ] Bajaj XCD [ ]
Other [ ]
Respondents-43
Platina 04
Discover 18
Pulsar 12
Bajaj XCD 07
Other 02
Interpretation- Above graph showing 18% people wish to buy Bajaj Discover in
future.
Platina, 4
Discover, 18
Pulsar, 12
Bajaj XCD, 7
Other, 2
0
2
4
6
8
10
12
14
16
18
20
Name of bike
p e r c e n t a g e
Choice of respondents
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7 According to you which is the key factor of Bajaj Vehicle?
Price [ ] Mileage [ ] Brand image [ ]
Low maintenance [ ]
Price Mileage Brand image Low
maintenance
33 42 17 08
Interpretation – It is observed that 42% respondents mileage is the key factor of
Bajaj Vehicle, while 8% people says that low maintenance.
Price
33%
Mileage
42%
Brand image
17%
Low maintenance
8%
Key Factor of Bajaj
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8 Have you want any change in Bajaj Vehicle in future?
Design & graphics [ ] Size & shape [ ] colors [ ]
Other [ ]
Respondents-100
Design & graphics 22
Size & shape 49
Colors 18
Other 11
Interpretation- Maximum respondents want to change in size & shape of Bajaj
Vehicle.
22
49
18
11
Dsign & graphics Size & shape Colors Other
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9 Have you recommended Bajaj to Anybody?
Yes [ ] No [ ]
Yes 68
No 32
Interpretation- Above chart indicates that68 respondents recommended Bajaj to their
friends and relatives.
68%
32%
Recommendation ratio
Yes
No
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10 How do you come to know about Bajaj vehicle?
News paper [ ] Television [ ] Magazines [ ]
Friends/ relative [ ]
News paper Television Magazines Friends/relative
36 42 08 14
Interpretation –
This graph More than 42% of respondents are come to know BAJAJvehicle due to Television Media.
0
5
10
15
20
25
30
35
40
45
News paper
TelevisionMagzines
Friends/ relatives
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FINDINGS
A. The prices of Bajaj vehicles are quite less as compare to competitors.
B. 65% respondents were satisfied their current bike.
C. According to respondents Mileage is the key factor of vehicles.
D. Regarding to service subscribers is satisfied.
E. Regarding to supply subscribers Good supports of supply of Bajaj
automobile having good impact on market,
F. Bajaj is the good brands, which is recommended by its most of the
subscribers.
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RECOMMENDATIONS
To satisfy the customers company should do some surveys periodically to
know the needs, wants and desires of the customers and also get feedback
from the regarding the products and the services provided by the company.
Promotional offers do little to build the brand image of the product or the
company in the long term.
Again it can be ascertained from the survey, most sought after promotional
offers are those in which the customer gets instant incentives like Price
discounts and freebies.
Price discounts can be effective tool for attracting the customers but it has to
be used with a word of caution and not excessively as it has many a flip sides
attached to it.
The information regarding the products should hence are better placed in
media which has higher amount of involvement
Company executives should pay proper attention towards checking of various
components of Vehicles before end user delivery.
Need to expand customer care center as the consumer base of Bajaj
automobile company increasing with tremendously fast pace.
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LIMITATIONS
1. The sample of 100 respondents may not be the true representative of the entire
population.
2. For this study, I have covered rural area of Kopargaon Taluka, only therefore
the result of study may be useful for this village only.
3.
The danger of bias is also quite significant in personal or face-to-faceinterview. The success of this kind of method largely depends on the
responses of the respondents.
4. Another limitation was the database; because of the non-availability of a
proper data analyzing data was quite difficult.
5. Non-availability of required current data. Data provided was not sufficient to
get the needed details.
6. Some of the respondents were not interested to interact due to work load.
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CONCLUSION
From these findings it can be ascertained that Sales promotion offers provide a
definite incentive to buy, but their impact on the Demand analysis of a Bajaj
Automobile product is still debatable.
These findings give an indication that Marketing strategies can be used for
increasing the short-term gain but their application in building the brand image over a
long term is limited.
For long term gain advertisement about product plays the vital in building the
brand image.
For the companies who seek to increase customer satisfaction can do so by
improving their “After sales Service” or else there might be some amount of
dissonance in the mind of the customer. Improving the after sales services the impact
of brand images on the mind of customer is improved.
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APPENDIX
Questionnaire
Name-
Add-
Q.1 Which Bike do you have?
Bajaj [ ] Hero Honda[ ] TVS [ ] Other [ ]
Q.2 Are you satisfied with your bike?
Yes [ ] No [ ]
Q.3 Why you purchased this bike?
Good mileage [ ] Price [ ] Good Brand name [ ] Maintenance free[ ]
Other reason [ ]
Q.4 Why did not purchased other bike rather than your bike?
Less mileage [ ] High price [ ] Lack of brand name [
More maintenance [ ] Other reason [ ]
Q.5 Are you planning to buy BAJAJ vehicle in future?
Yes [ ] No [ ] Not decided [ ]
If yes please go to Q. 6, if not please got to Q. 7
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Q.6 Which model do you wish to buy?
Platina [ ] Discover [ ] Pulsar [ ] Bajaj
XCD[ ] CT 100 [ ] Other [ ]
Q.7 According to you which is the key factor of Bajaj Vehicle?
Price [ ] Mileage[ ] Brand image [
Low maintenance [ ] Other [ ]
Q.8 Have you want any change in Bajaj Vehicle in future?
Design graphics [ ] Size & shape [ ] colors [ ]
other [ ]
Q.9 Have you recommended Bajaj to Anybody?
Yes [ ] No [ ]
Q.10 How do you come to know about Bajaj vehicle?
News paper [ ] Telemarketing [ ] Magazines [ ]
Friends/ relative [ ]
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BIBLIOGRAPHY
Marketing management : Philip Kotler
Research Methodology: C.R. Kothari.
Research Methodology in Management : Dr. V.P. Michael
Company’s Internet sources :
- Annual report
- Sales report
-
Websites:
- www.bajajautoltd.com
- www.google.com
