Varun Prakash

7/30/2019 Varun Prakash

1/74

1

CHAPTER1

INTRODUCTION


2/74

2

EXECUTIVE SUMMARY

Project study report consists of brief description of company BAJAJ AUTO, the special

focus on the Customers. My topic is AN ANALYSIS OF CUSTOMER

SATISFACTION TOWARDS BAJAJ TWO-WHEELERS .This project contains

five sections. The first section contains the Objective of the project and Research

methodology. The main objective of my project is to study about BAJAJ AUTO and I

will take the questionnaire for doing our project.

Second section Literature Review contains information about the Customer satisfaction

of BAJAJ AUTO. The study reveals that the majority of the customers have a good

opinion about the two-wheeler. And many of them are satisfied by owning two-wheeler.

The important factors which effect the buying decision of the customer is the style of the

bike. Most of the respondents were using two-wheeler for a period of 1 to 5 years.

Majority of the respondents were aware about the product through the print media and

TV. Many of the customers think that advertisement and friends suggestions will change

the buying decision of the customers at a certain level.

Third section is the Company Profile which contains the information about the company

BAJAJ AUTO. The Bajaj Group was formed in the first days of India's independence

from Britain. Its founder, Jamnalal Bajaj, had been a follower of Mahatma Gandhi, who

reportedly referred to him as a fifth son. 'Whenever I spoke of wealthy men becoming the

trustees of their wealth for the common good I always had this merchant prince

principally in mind,' said the Mahatma after Jamnalal's death.


3/74

3

Jamnalal Bajaj was succeeded by his eldest son, 27-year-old Kamalnayan, in 1942.

Kamalnayan, however, was preoccupied with India's struggle for independence. After

this was achieved, in 1947, Kamalnayan consolidated and diversified the group,

branching into cement, ayurvedic medicines, electrical equipment, and appliances, as

well as scooters.

The forth chapter is the Finding and Analysis, which is shown with the help of pie

charts, bar diagram.

Fifth chapter may contain the project limitation and conclusion and at last bibliography

and annexure. The data has been collected by the researcher using questionnaire and it

has been analyzed.


4/74

4

OBJECTIVES OF THE STUDY:

1. The main objective of the study is to find out to what extent the customers aresatisfied or dissatisfied.

2. To know the factors which influences the customers decision for purchasing theBajaj bike.

3. To study the level of customer satisfaction in terms of the services rendered by thedealer.

4.

To study the level of customer satisfaction in terms of the companys after Sales

and Services.


5/74

5

CHAPTER - 1

RESEARCH

METHODOLOGY


6/74

6

RESEARCH METHODOLOGY

2.1 STATEMENT OF THE PROBLEM:

Consumers needs are the focuses of marketing. To be successful marketing managers, it

is important for him to understand the nature and characteristics of consumers. The

Customer of New Delhi can be described as one who is at active stage of development

the difference exists in incomes, literacy, culture make it a Herculean task to typify

customer of New Delhi.

India is emerging as one of the fastest developing nation in the world with the economic

liberalization in full swing, the most MNC are making a beeline favor country with their

Hi-tech consumer durables, particularly. So in two-wheeler industry, the leading local

players in the two-wheeler industry are tying up with reputed MNC to come out with new

model and technology to cater to the growing needs of the two-wheeler marketing.

Generally people buy two wheelers to meet their needs, status, comfort, etc. Among

different brands of vehicles Bajaj is the most popular vehicle since many decades. In this

context, it is necessary to find out how many consumers prefer Bajaj over other vehicles.

It is necessary to know what more attributes is introduced in Bajaj vehicles can increase

their sales.


7/74

7

Therefore this study has been conducted to find the consumers perception towards Bajaj

vehicles.

2.4 METHODOLOGY:

1. Sampling:

The size of a sample can be determined either by using statistical techniques are through

adhoc methods which are used when a person knows from experience what sample size

to adopt or when they are constraints that dedicated the sample size.

2. Sample:

Sample denotes only a part of the universe and conclusions are draw none the entire

universe process of sampling involves selecting the sample size. The type of sample

chosen was convenient sampling.

3. Sample unit:

The marketing research must define a target that was sampled.

4. Sampling size:

It is that which denotes hoe many people surveyed an important decision that has to be

taken in adopting a sampling technique about the size of the sample. The size of the

sample means the number of sampling units to be selected from the universe for the

investigation

5. Sample size - 100.

2.5 TOOLS AND TECHNIQUES FOR COLLECTION OF DATA:

Primary data was collected through Questionnaire by distributing questionnaires to the

respondents.


8/74

8

Questionnaire consist of personal; details and core details. Seven personal details were

included in the question which consisted of name, age, income, sex, occupation, etc. Core

details include questions relating to Bajaj vehicles and the responses given by the

respondents, which have formed a basis for giving suggestions.

1. Contacting method:In this method the customers were personally contacted and interviewed.

2. Field analysis:A field work is an important step in the process of market research. It has been

carried out with in prior planning and with almost accuracy and also in a systematic

manner. The prepared questionnaire is circulated among the respondents: the field

work activities involve the data collection by containing the respondents the places

for data collection were choosing at various areas. Briefly were made to clear away

doubts and the concepts to get a better and right response.

2.6 PLAN OF ANANLYSIS:

Data collected from various sources were carefully computed, classified, tabulated,

analyzed and interpreted. The tables obtained were analyzed with the help of parametric

statistical techniques, in order to interpret the data and to draw inferences. Conclusions,

suggestions and recommendations are given from this inference.


9/74

9

2.7 ANALYSIS AND INTERPRETATION OF DATA:

Calculation and tabulation of data:

After collecting and editing data the first step towards is classification. Classification is

arranging the data according into points of similarities and dissimilarities.

1. Objectives of classification:Reduce data into homogenous groups. To prepare data and present it in a tabular form

.To condense the mass data in such a way that its salient features are high lightened. To

facilitate comparison between variables.

2. Types of classification:Broadly data can be classified on the following four bases:

Geographical i.e., Area wise.

Chronological i.e., On the bases of time.

Qualitative i.e., According to some attributes.

Quantities i.e., In terms of magnitude.

3. Tabulation of data:One of the simplest and most reliable devices for summarizing data andpresenting that in

meaningful fashion is the statistical table. The process of tabulationinvolves combination

and totaling of the collected data and used computerfor tabulating data and omits

fractions. The data collected through the researchwork has been analyzed in such a


10/74

10

manner so that to meet the sequence of theobjectives. This chapter shows how the data

obtained was tabulated and analyzedin order to draw inferences. The data collected from

the respondents havebeen grouped in to categories or classes according to the objectives.

The objectivewas to organize information and prepare a summary which would highlight

itssalient features. This task is statistically known as tabulation. Firstly the answerswere

recorded and depending upon the similarity, the response grouping wasdone. The

tabulation was done by editing function. It is the process by which datacollected has been

scrutinized to insure consistency and accuracy.The data collected was compiled,

encrypted, coded and tabulated for furtherparametric analysis. The analysis is encoded in

following tables and graphs.


11/74

11

CHAPTER - 2

Review of Literature


12/74

12

1.7CUSTOMER SATISFACTION:

Organizations are increasingly interested retaining existing customers while targeting

non-customers measuring customer satisfaction provides an indication of how successful

the organization is at providing products and /or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation

of the state of satisfaction will vary from person to person and the product/service to

product/service. The state of satisfaction depends on a number of both psychological and

physical variables which correlates with satisfaction behaviors such as return and

recommended rate. The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organizations products.

1.7.1 CUSTOMER SWITCHING:

The switching path is triggered by a factor that changes the present relationship between

customer and supplier by somehow making the customer aware of different reasons for

switching. This initiating factor affects the entire switching path. There are three different

triggers: external, internal, and situational. In the trigger, the company that the customer

has switched to has served as some kind of comparative object vis-a-vis the company

with which he has broken the relationship. The new company has perhaps changed or

improved its business concept, is a new competitor, or simply can offer something that

the former company could not. During the process, the customer begins to consider a

change and becomes sensitive to the various factors that finally lead to a switch. The time

span can vary and is here termed process duration.


13/74

13

The main reason for switching, according to the customer, is called the push factor. There

are also tip factors, which alone cannot speed up or extend the switching process but

which can expedite or delay the path that the customer goes through while considering a

change. Even other factors could be classified as causes for switching, since the) alone

could lead to switching and not only be considered trip factors. These factors are not

classified as switching causes but as sub-push factors because the respondents do not

consider them to be the main reason for switching. Even if a customer has switched, there

can be reasons why he could consider returning to the first company, by the force of a

pull factor. Even if a customer breaks the relationship with a company, it is important to

stress that the break should be handled professionally and end on friendly terms. The

former customer is otherwise likely to spread negative word-of-mouth

1.7.2 CUSTOMER EXPECTATION:

Customer satisfaction is largely a reflection of the expectations and experiences that the

customer has with a product or service. However expectations also reflect that influences

the evaluation of the product or service. When we make major purchases, we research the

product or service and gain information from the advertising, salespersons, and word-of-

mouth from friends and associates. This information influences our expectations and

ability to evaluate quality, value, and the ability of the product or service to meet our

needs. In meeting customers' requirements and measuring customers' satisfaction indexes,

customer perception should be definitely a key consideration. Qualified services in the

operation execution layer, technical management layer and business development layer

are necessary. However, it is even more important to efficiently understand customer


14/74

14

expectations and make efforts to exceed their expectations. Therefore, customer

perception management becomes a central topic.

Frankly speaking, among all indexes in customer satisfaction management, the biggest

challenge is customer perception management, or customer perception satisfaction.

1.7.3 NECESSITY OF CUSTOMER SATISFACTION:

The emerging consumer movement necessities markets to understand consumer behavior

their needs, expectations and problems. It will be easier in exploiting marketing

opportunities meeting the challenges of the market. Thus marketers must try to offer the

product wanted by the customers at the price he is prepared to pay, through distribution

channel convenient to him and with a proper promotional activities. A consumer by

nature is extrovert, a study of consumer behavior helps to formulate marketing program

mix and policies.

1.7.4 FACTORS:

To understand consumer behavior on the eventual buying decisions, the major factors

have to be clearly understood and analyzed.

They are:

1. Buyer characteristics.

2. Personal characteristics.

3. Seller characteristics.

4. Situational characteristics.


15/74

15

1. Buyer characteristics:

It deals with the individuals, personal, psychological, cultural and social

characteristics.

2. Personal characteristics:

It deals with the factors like age, sex, occupation, lifestyles, economic and

financial conditions, culture which affects the consumers purchase behavior.

3. Seller characteristics:

Influences the buying decision factor lies in the image of the facilities offered by

the companies or retail out lets etc affects the choice of the buyers. The buyers

decision will be based on the attitudes, behaviors and characteristics of the s eller

or sales person.

4. Situational characteristics;

This also plays an important role in influencing the decision of the buyer. The

aspects such as time, day, season, financial conditions, marketing situations,

demand for the products etc.


16/74

16

1.7.5 METHODS OF TRACKING AND MEASURING CUSTOMER

SATISFACTION:

A company tools for tracking and measuring customer satisfaction range from primitive

to sophisticate. The following methods are used to measure customer satisfaction

1. Complaints and suggestion system:

A customer centered organization would make it easy for its customer to deliver

suggestions and complaints. Many customers maximize the ease with telephone numbers,

customer can inquire, make suggestion on complaint. These information flows provide

these companies with many good ideas and enable them to act more rapidly to resolve the

problems.

2. Lost customer analysis:

Companies should contact customers who have stopped buying or switched to another

supplier. It is important to conduct exit interview and monitor the customer loss rate.

3. Customer satisfaction survey:

A company must not conclude that it can get a full picture of customer satisfaction and

dissatisfaction by simply running a complaint and suggestion system. Studies show that

customer4s are dissatisfied with one out of every ten purchases and less than 2%

dissatisfied customers will complain customers may feel that their complaints are minor.


17/74

17

4. Purchasing and consuming

It is important to distinguish between purchase and consumption for three reasons. Firstly

the product may be purchased by 1% and consumed by another. Secondly the purchase

depends on consumer expectation of the degree to which brands are likely to satisfy

needs. Thirdly a consumer post purchase evolution determines whether the brand is likely

to be repurchased.

5.Satisfaction v/s Dissatisfaction

Satisfaction occurs when customers expectations met to exceed and the purchase

decision is reinforced. Satisfaction reinforces positive attitudes towards the brand leading

to a greater likelihood that the customer will re purchase the same brand, dissatisfaction

results when consumer expectation is not met. Thus we assert that the buyers forms a

judgment of value acts on it whether the buyers are satisfied after purchase depends upon

the offer performance in relation to the buyers expectation. Here is our definition of

customer satisfaction, thus the satisfaction level is a function of the difference between

perceived performance and expectations. a customer could experience on their board

level of satisfaction. If the performance matches the expectations the customer is satisfied

if the performance exceeds expectations, a customer is highly satisfied, pleased or

delighted. But how do buyers form their expectations? Expectations are formed on the

basis of the buyers past buying experience, statements made by friends and associates and

market and competitor information and promises etc. if marketers raise expectations to

high the buyers are likely to be disappointed, some of todays most successful company


18/74

18

is raising expectations and delivering performance to match. Thus companies are aiming

for total consumer satisfaction.

Customer Satisfaction:

Customer Satisfaction may be defined as a qualitative measure where in a customer

experiences various degrees of satisfaction until the performance of the product matches

his expectations.

Customers satisfaction with a product depends on the products performance relative to

the buyers expectations. If the performance of the product falls short of his expectations

the customer is dissatisfied. If the performance of the product matches his expectations

the customer is satisfied. If the performance of the product exceeds his expectations the

customer is highly satisfied. Customer Satisfaction can be achieved through quality,

value and service.

For a customer-centered company customer satisfaction is both a goal as well as a major

factor in the companys success. Companies that achieve high customer satisfaction

ratings must make sure that their target customers come to know of it. The companies

must realize that highly satisfied customers produce several benefits to the company.

They are fewer pricessensitive and they remain customers for the longer period. They

also talk favorably to the others about the company and its product and services.

Although customer-centered firms seek to deliver a high level of customer satisfaction

than their competitors, they do not attempt to maximize the customer satisfaction. A

company can always increase customer satisfaction by lowering the price and increasing

its services. But this may result in lower profits. The company may be able to increase


19/74

19

profitability along with customer satisfaction by improving its manufacturing or investing

on the R & D.

Satisfaction is the customers fulfillment response. It is a judgment that a product or

service feature, or the product or service itself, provides a pleasurable level of

consumption-related fulfillment.

In less technical terms, we translate this definition to mean that satisfaction is the

customers evaluation of product or service in terms of whether that product or service

has met their needs and expectations. Failure to meet needs and expectations is assumed

to result in dissatisfaction with the product or service.

In addition to a sense of fulfillment in the knowledge that ones needs have been met,

satisfaction can also be related to other types of feelings, depending on the particular

context or type of service. For example, satisfaction can be viewed as contentment

more of a passive response that consumers may associate with services they dont think a

lot about or services that they receive routinely over time. Satisfaction may also be

associated with feelings of pleasure or services that make the consumer feel good or

associated with a sense of happiness. For those services that really surprise the consumer

in a positive way, satisfaction may mean delight. And in some situations, where the

removal of a negative leads to satisfaction, the consumer may associate a sense of relief

with satisfaction.


20/74

20

It is also important to recognize that although were tend to measure customer satisfaction

at a particular point in time as if it were static. Satisfaction is dynamic, moving target

that may evolve overtime. Influenced by a variety of factors. Particularly when product

usage or the service experience takes place over time, satisfaction may be highly variable

depending on which point in the usage or experience cycle one is focusing on. Similarly,

in the case of very new services or a service not previously experienced, customer

expectations may be barely forming at the point of initial purchase; these expectations

will solidify as the process unfolds and consumer begins to form his or her perception.

Through the service cycle the consumer may have a variety of different experiences

some good, some not good-and each will ultimately impact satisfaction.

What determines Customer Satisfaction?

Customer Satisfaction is influenced by specific product or service features and by

perceptions of quality as suggested. Satisfaction is also influenced by customers

emotional responses, their attributions, and their perceptions of equity.

Product and service features

Customer Satisfaction with a product or service is influenced by significantly by the

customers evaluation of product or service features. Research has shown that customers

of services will make trade-offs among different service features (for example, price level

versus quality versus friendliness of personnel versus level of customization), depending

on the type of service being evaluated and criticality of service.


21/74

21

Customer Emotion

Customers emotions can also affect their perceptions of satisfaction with products and

services. These emotions can be stable, preexisting emotions.

Attributions for Service success or failure

Attributions- the perceived causes of events influence perceptions of satisfaction as

well. When they have surprised by an outcome, consumer tend to look for the reasons,

and their assessments of the reasons can influence their satisfaction.

National Customer Satisfaction Indexes

Because of the importance of customer satisfaction to firms and overall quality of life

many countries have a national index that measures and tracks customer satisfaction at a

macro level. Many public policy makers believe that these measures could and should be

used as tools for evaluating the health of the nations economy, along with traditional

measures of productivity and price. Customer Satisfaction indexes begin to get at the

quality of economic output, whereas more traditional economic indicators tend to focus

only on quantity.

The American Customer Satisfaction Index (ACSI)

The ACSI, developed by researcher at the National Quality Research Center at the

University of Michigan, is a measure of quality of goods and services as experienced by

consumers. The measure tracks customer perceptions across 200 firms representing all

major economic sectors, including government agencies. For each company


22/74

22

approximately 250 interviews are conducted with current customers. Each company

receives an ACSI score computed from its customers perceptions of quality, value,

satisfaction, expectations, complaints, and future loyalty.

Customer Expectations of Service

Customer Expectations are beliefs about service delivery that functions as standards or

reference points against which performance is judged. Because customers compare their

perceptions of performance with these reference points when evaluating service quality,

through knowledge about customer expectations is critical to services marketers.

Knowing what the customer expects is the first and possibly most critical step in

delivering quality service. Being wrong about what customers want can mean expending

money, time, and other resources on things that do not count to the customer. Being

wrong can even mean not surviving in a fiercely competitive market.

Customer Perceptions

How customers perceive services, how they assess whether they have experienced quality

service, and whether they are satisfied.

Customers perceive services in terms of the quality of the service and how satisfied they

are overall with their experiences. These customer oriented terms quality and

satisfaction have been the focus of attention for executives and researchers a like over the

last decade or more. Companies today recognize that they can compete more effectively

by distinguishing themselves with respect to service quality and improved customer

satisfaction.


23/74

23

Satisfaction versus Service quality

Practitioners and writers in the popular press tend to use the terms satisfaction and quality

interchangeably, but researches have attempted to be more precise about the meanings

and measurements of the two concepts, resulting in considerable debate. Consensus is

growing that the two concepts are fundamentally different in terms of their underlying

causes and outcomes. Although the certain things in common, satisfaction is generally

viewed as a broader concept, whereas service quality assessment focuses specifically on

dimensions of service. Based on this view, perceived service quality is a component of

customer satisfaction.

Methods of measuring Customer Satisfaction

A companys tools for tracking and measuring Customer Satisfaction range from

Primitive to the sophisticated methods. Companies use following methods to measure

how much Customer Satisfaction they are creating.

Complaint & Suggestion Systems:

A customer centered organization would make it easy for its customers who deliver

suggestion and complaints. Many restaurants and hotels provides from guests to report

their likes and dislikes. Some companies establish customer hot line with toll-free

numbers to maximize the ease with which customers can inquire, make suggestions or

complaints. This inform action flows provide this companies with many good ideas and

enable then to act more rapidly to resolve problems.


24/74

24

Customer Satisfaction Survey:

A company may not conclude that it can get a full picture of customer satisfaction and

dissatisfaction by simply running a compliant and suggestion system. Companies cannot

use complaint level as a measure of customer satisfaction. Responsive companies obtain

a direct measure of the customer satisfaction by conducting surveys. They send

questionnaires or make phone call to random sample of their recent customer to find out

how they feel about various aspects of the companys performance. They will solicit

buyers view on the competitors. Customer Satisfaction can be measured in a number of

ways. It can be measured directly by asking indicate how satisfied you are with service

X on the following scale.

Highly Dissatisfied

Dissatisfied

Indifferent

Satisfied

Highly Satisfied

Respondents can be asked as well to rate how much they expected of a certain attribute

and also how much they expected it. (Derived Satisfied)

Another method is to ask respondents to list any problems they have had with the offer

and to list any improvements they could suggest. (Problem Analysis).


25/74

25

Finally, companies could ask respondents to rate various elements of the offer in terms of

the importance of each element and how well the organization performed each element.

(Importance, Performance rating).

The last method helps the company to know if it is under performing on important

elements and overperforming on relatively unimportant elements.

While collecting customer satisfaction data it would be useful asking additional questions

to measure the customers repurchase intention. This will normally be high if the

customer satisfaction is high.

It would be useful to measure the likelihood or willingness to recommend the company

and brand to other persons. A high positive word or mouth score indicates that the

company is producing high customer satisfaction

Ghost Shopping:

Companies can hire persons to pose as potential buyers to report their findings on strong

and weak points they experienced in buying the companys and competitors product.

Lost Customer Analysis:

Companies should contact customers who have stopped buying or have switched to

another supplier to learn why this happened.

Satisfaction:

Satisfaction is a function of perceived performance and expectation. If the performance

matches the expectations the customer is satisfied. If the performance exceeds the


26/74

26

expectations the customer is highly satisfied and delighted. If the performance does not

match the expectations the customer is dissatisfied. Satisfaction is a persons feelings of

pleasure or disappointment resulting from comparing a products perceived performance

(out-come) in relation to his/her expectation. The link between customer satisfaction and

customer loyalty is proportional. The key to generating high customer loyalty is to deliver

high customer value. A companys value proposition ismuch more than its positioning

on a single attribute. Most of the successful companies are raising expectations and

delivering performances to match. These companies are aiming for TCS Total

Customer Satisfaction. Customer satisfaction is both a goal and a marketing tool.

Companies that achieve high customer satisfaction ratings make sure that their target

market is known.

Customer Satisfaction may be defined as a qualitative measure where in a customer

experiences various degrees of satisfaction until the performance of the product matches

his expectations.


27/74

27

CHAPTER - 3

Industry Profile


28/74

28

1.1INTRODUCTION TO THE INDUSTRYThe liberalization policy and various tax reliefs by the Govt. of India in recent years have

made remarkable impacts on Indian Automobile Industry. Indian auto industry, which is

currently growing at the pace of around 18% per annum, has become a hot destination for

global auto players. A well-developed transportation system plays a key role in the

development of an economy, and India is no exception to it. With the growth of

transportation system, the Automobile Industry of India is also growing at rapid speed,

occupying an important place on the canvas of Indian economy. Today Indian

automobile industry is fully capable of producing various kinds of vehicles and can be

divided into 3 broad categories: cars, two-wheelers and heavy vehicles. Among the two-

wheeler segment, motorcycles have major share in the market. Hero Honda contributes

50% motorcycles in the market. In it Honda holds 46% share in scooter and TVS makes

82% of the mopeds in the in the country.

Snippets

The first automobile in India rolled in 1897 in Bombay India being recognized as

potential emerging market:

1. Within two wheelers, motorcycles contribute 80% of the segment size.2. India is the largest three wheeler market in the world3. India is the largest two-wheeler manufacturer in the world.4. India is the fifth largest commercial vehicle manufacturer in the world.5. The number one global motorcycle manufacturer is in India.


29/74

29

1.2 INDIAN TWO-WHEELER INDUSTRY:

Automobile is one of the largest industries in the global market. Being the leader in

product and process technologies in the manufacturing sector, it has been recognized as

one of the drivers of economic growth. During the decade will directed efforts have been

made to provide a new look to the automobile policy for realizing the sectors full

potential for the economy. Steps like abolition of licensing, removal of quantitative

restrictions and initiatives to bring the policy framework in consonance with WTO

requirements have set the industry in a progressive track. Removal of the restrictive

environment has helped restructuring and enabled industry to absorb new technologies,

aligning itself with the global development and also realize its potential in the country.

The liberalization policies have led to continuous increase in competition that has

ultimately resulted in modernization in line with global standards as well as in substantial

cut in price. Aggressive marketing by the auto finance companies have also played a

significant role in boosting automobile demand, especially for the population in the

middle income group.

1.3 EVOLUTION OF TWO WHEELER INDUSTRY IN INDIA:

Two wheeler segments is one of the most important components of the automobile sector

that has undergone significant changes due to shift in policy environment. The two

wheeler industry has been existence in the country since 1955. it consists of three

segments- Scooters, Motorcycles and Mopeds. According to the figures published by

SLAM, the share of two-heeler in automobile sector in terms of unit sold was about 80%

during 2003-04. This high figure itself is suggesting of the importance of the sector. In


30/74

30

the initial years entry of the firms, capacity expansion, choice of products including

capacity mix and technology, all critical areas of functioning of an industry were

effectively controlled by state machinery. The lapses in the system had invited fresh

policy options that came into being in late 60s. Among these policies Monopolies &

Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were

aimed at regulating monopoly and foreign investment respectively.


31/74

31

COMPANY

PROFILE


32/74

32

1.4.1 THE BACKGROUND OF THE COMPANY:The Bajaj Group was formed in the first days of India's independence from Britain. Its

founder, Jamnalal Bajaj, had been a follower of Mahatma Gandhi, who reportedly

referred to him as a fifth son. 'Whenever I spoke of wealthy men becoming the trustees of

their wealth for the common good I always had this merchant prince principally in mind,'

said the Mahatma after Jamnalal's death.

Jamnalal Bajaj was succeeded by his eldest son, 27-year-old Kamalnayan, in 1942.

Kamalnayan, however, was preoccupied with India's struggle for independence. After

this was achieved, in 1947, Kamalnayan consolidated and diversified the group,

branching into cement, ayurvedic medicines, electrical equipment, and appliances, as

well as scooters.

The precursor to Bajaj Auto had been formed on November 29, 1945 as M/s Bachraj

Trading Ltd. It began selling imported two- and three-wheeled vehicles in 1948 and

obtained a manufacturing license from the government 11 years later. The next year,

1960, Bajaj Auto became a public limited company.

Rahul Bajaj reportedly adored the famous Vespa scooters made by Piaggio of Italy. In

1960, at the age of 22, he became the Indian licensee for the make; Bajaj Auto began

producing its first two-wheelers the next year.

Rahul Bajaj became the group's chief executive officer in 1968 after first picking up an

MBA at Harvard. He lived next to the factory in Pune, an industrial city three hours' drive

from Bombay. The company had an annual turnover of Rs 72 million at the time. By


33/74

33

1970, the company had produced 100,000 vehicles. The oil crisis soon drove cars off the

roads in favor of two-wheelers, much cheaper to buy and many times more fuel-efficient.

A number of new models were introduced in the 1970s, including the three-wheeler

goods carrier and Bajaj Chetak early in the decade and the Bajaj Super and three-

wheeled, rear engine Autorickshaw in 1976 and 1977. Bajaj Auto produced 100,000

vehicles in the 1976-77 fiscal year alone.

The technical collaboration agreement with Piaggio of Italy expired in 1977. Afterward,

Piaggio, maker of the Vespa brand of scooters, filed patent infringement suits to block

Bajaj scooter sales in the United States, United Kingdom, West Germany, and Hong

Kong. Bajaj's scooter exports plummeted from Rs 133.2 million in 1980-81 to Rs 52

million ($5.4 million) in 1981-82, although total revenues rose five percent to Rs 1.16

billion. Pretax profits were cut in half, to Rs 63 million.

1.4.2 BAJAJ AUTO:

It is a major Indian automobile manufacturer. It is India's largest and the world's 4th

largest two- and three-wheeler maker. It is based in Pune, Maharashtra, with plants in

Akurdi and Chakan (near Pune), Waluj (near Aurangabad) and Pantnagar in Uttaranchal.

Bajaj Auto makes and exports motor scooters, motorcycles and the auto rickshaw.

The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946.

Over the last decade, the company has successfully changed its image from a scooter

manufacturer to a two wheeler manufacturer. Its product range encompasses Scooterettes,

Scooters and Motorcycles. Its real growth in numbers has come in the last four years after

successful introduction of a few models in the motorcycle segment.


34/74

34

The company is headed by Rahul Bajaj who is worth more than US$1.5 billion.

1.4.3 COMPANY'S HISTORY:

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading

Corporation Private Limited. It started off by selling imported two- and three-wheelers in

India. In 1959, it obtained license from the Government of India to manufacture two- and

three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In

1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985,

it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell

500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle

and produced and sold 1 million vehicles in a year.

1.4.3.1TIMELINE OF THE RELEASES:

19601970Vespa 150under the licence of Piaggio of Italy 1971three-wheeler goods carrier 1972Bajaj Chetak 1976Bajaj Super 1977Bajaj Priya 1977Rear engine autorickshaw 1981Bajaj M-50 1986Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj KB125, 1990Bajaj Sunny 1991Kawasaki Bajaj 4S Champion
http://en.wikipedia.org/wiki/Bajaj_Chetakhttp://en.wikipedia.org/wiki/Bajaj_Superhttp://en.wikipedia.org/wiki/Bajaj_Priyahttp://en.wikipedia.org/wiki/Autorickshawhttp://en.wikipedia.org/w/index.php?title=Bajaj_M-50&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_M-80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_KB100&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_KB125&action=edit&redlink=1http://en.wikipedia.org/wiki/Bajaj_Sunnyhttp://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_4S_Champion&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_4S_Champion&action=edit&redlink=1http://en.wikipedia.org/wiki/Bajaj_Sunnyhttp://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_KB125&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_KB100&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_M-80&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_M-50&action=edit&redlink=1http://en.wikipedia.org/wiki/Autorickshawhttp://en.wikipedia.org/wiki/Bajaj_Priyahttp://en.wikipedia.org/wiki/Bajaj_Superhttp://en.wikipedia.org/wiki/Bajaj_Chetak


35/74

35

1993Bajaj Stride 1994Bajaj Classic 1995Bajaj Super Excel 1997Kawasaki Bajaj Boxer, rear engine diesel autorickshaw 1998Kawasaki Bajaj Caliber, Bajaj Legend, 1999Bajaj Spirit[6] 2000Bajaj Saffire, Bajaj Prowler 2001Eliminator, Bajaj Pulsar, CaliberCroma 2003Caliber 115, Kawasaki Bajaj Wind 125, Bajaj PulsarDTS-i, Bajaj Endura

FX

2004Bajaj CT 100, New Bajaj Chetak 4-stroke withWonder Gear, BajajDiscoverDTS-i

2005Bajaj Wave, Bajaj Avenger, Bajaj Discover 112 2006Bajaj Platina 2007Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi

(Fuel Injection), XCD 125 DTS-Si

2008Bajaj Discover135 DTS-isport (upgrade of existing 135 cc model) 2009Bajaj Pulsar 135, Bajaj XCD 135 cc, Bajaj Pulsar 150 DTS-i UG IV, Bajaj

Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTS-i, Bajaj Discover 100 DTS-

Si, Kawasaki Ninja 250R

2010Bajaj Discover150 2011Bajaj Discover125 2012Bajaj RE 60, mini car for intra-city urban transportation
http://en.wikipedia.org/w/index.php?title=Bajaj_Stride&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_Classic&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_Super_Excel&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_Boxer&action=edit&redlink=1http://en.wikipedia.org/wiki/Kawasaki_Bajaj_Caliberhttp://en.wikipedia.org/wiki/Bajaj_Legendhttp://en.wikipedia.org/wiki/Bajaj_Spirithttp://en.wikipedia.org/wiki/Bajaj_Spirithttp://en.wikipedia.org/wiki/Bajaj_Spirithttp://en.wikipedia.org/wiki/Bajaj_Saffirehttp://en.wikipedia.org/w/index.php?title=Bajaj_Prowler&action=edit&redlink=1http://en.wikipedia.org/wiki/Kawasaki_Eliminatorhttp://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/Kawasaki_Bajaj_Caliberhttp://en.wikipedia.org/wiki/Kawasaki_Bajaj_Caliberhttp://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_Wind_125&action=edit&redlink=1http://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/Bajaj_CT_100http://en.wikipedia.org/w/index.php?title=Wonder_Gear&action=edit&redlink=1http://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Wavehttp://en.wikipedia.org/wiki/Bajaj_Avengerhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Platinahttp://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/Bajaj_Kristalhttp://en.wikipedia.org/wiki/Bajaj_Pulsar#DTS-Fi_220_CChttp://en.wikipedia.org/wiki/Bajaj_Pulsar#DTS-Fi_220_CChttp://en.wikipedia.org/wiki/Bajaj_XCDhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Pulsar_135http://en.wikipedia.org/wiki/Bajaj_XCDhttp://en.wikipedia.org/wiki/Bajaj_Pulsar_220_DTS-ihttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Kawasaki_Ninja_250Rhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Kawasaki_Ninja_250Rhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Pulsar_220_DTS-ihttp://en.wikipedia.org/wiki/Bajaj_XCDhttp://en.wikipedia.org/wiki/Bajaj_Pulsar_135http://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_XCDhttp://en.wikipedia.org/wiki/Bajaj_Pulsar#DTS-Fi_220_CChttp://en.wikipedia.org/wiki/Bajaj_Pulsar#DTS-Fi_220_CChttp://en.wikipedia.org/wiki/Bajaj_Kristalhttp://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/Bajaj_Platinahttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Avengerhttp://en.wikipedia.org/wiki/Bajaj_Wavehttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/wiki/Bajaj_Discoverhttp://en.wikipedia.org/w/index.php?title=Wonder_Gear&action=edit&redlink=1http://en.wikipedia.org/wiki/Bajaj_CT_100http://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_Wind_125&action=edit&redlink=1http://en.wikipedia.org/wiki/Kawasaki_Bajaj_Caliberhttp://en.wikipedia.org/wiki/Kawasaki_Bajaj_Caliberhttp://en.wikipedia.org/wiki/Bajaj_Pulsarhttp://en.wikipedia.org/wiki/Kawasaki_Eliminatorhttp://en.wikipedia.org/w/index.php?title=Bajaj_Prowler&action=edit&redlink=1http://en.wikipedia.org/wiki/Bajaj_Saffirehttp://en.wikipedia.org/wiki/Bajaj_Spirithttp://en.wikipedia.org/wiki/Bajaj_Spirithttp://en.wikipedia.org/wiki/Bajaj_Legendhttp://en.wikipedia.org/wiki/Kawasaki_Bajaj_Caliberhttp://en.wikipedia.org/w/index.php?title=Kawasaki_Bajaj_Boxer&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_Super_Excel&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_Classic&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Bajaj_Stride&action=edit&redlink=1


36/74

36

2012KTM Duke 200, launch of 200 cc bike from the KTM stable 2012Bajaj Pulsar 200 NS, launch of 200 cc bike, Discover 125ST, launch of

125 cc bike[7]

1.5SPINOFFS AND ACQUISITIONS:

It has been reported that Bajaj is headed for a demerger into two separate companies:

Bajaj Auto and Bajaj Finance. It is expected that the sum of the parts created will be

worth more than the current whole, as was the case in the de-merger of Reliance

Industries.In November 2007, Bajaj Auto acquired 14.5% stake in KTM Power Sports

AG (holding company of KTM Sport Motorcycles AG). The two companies have signed

a cooperation deal, by which KTM will provide the know-how for joint development of

the water-cooled 4 stroke 125 and 250 cc engines, and Bajaj will take over the

distribution of KTM products in India and some other Southeast Asian nations. Bajaj

Auto said it is open to take a majority stake in KTM and is also looking at other takeover

opportunities. On the 8th of January 2008, Managing Director Rajiv Bajaj confirmed the

collaboration and announced Bajaj Auto's intention to gradually increase their stake in

KTM to 25%.
http://en.wikipedia.org/wiki/Bajaj_Auto#cite_note-7http://en.wikipedia.org/wiki/Bajaj_Auto#cite_note-7http://en.wikipedia.org/wiki/Bajaj_Auto#cite_note-7


37/74

37

1.6PRODUCT PROFILE:

I. AVENGER 220:

Class Cruiser

Engine 219.89 cc

Transmission 5-Speed

Suspension Telescopic

BrakesFront - 260mm Hydraulic Disk

RearDrum

Wheelbase 1,475 mm (58.1 In)

Dimensions L - 2,195 mm, W750mm & H1,070 mm

Weight 154 kg

Fuel Capacity 14kmpl

Price 77,159/-


38/74

38

II. PULSAR 200 NS:

Class Sports

Engine 199.50 cc



BrakesFront - Petal Hydraulic Disk

RearPetal Hydraulic Disk



Weight 154 kg


Price 96,750/-


39/74

39

III. PULSAR 220 DTS-i:

Class Standard

Engine 220 cc



BrakesFront - Hydraulic Disk

RearHydraulic Disk



Weight 152 kg

Fuel Capacity 18 kmpl

Price 70,300/-


40/74

40

iv. PULSAR 180 DTS-i:

Class Standard

Engine 180 cc




RearHydraulic Disk



Weight 149 kg

Fuel Capacity 18 kmpl

Price 70,300/-


41/74

41

IV. PULSAR 150 DTS-i:

Class Standard

Engine 150 cc




RearHydraulic Disk



Weight 135 kg


Price 67,100/-


42/74

42

v. PULSAR 135 LS:

Class Standard

Engine 135 cc


Suspension Telescopic Fork


RearHydraulic Disk



Weight 120 kg


Price 58,900/-


43/74

43

V. DISCOVER 150:

Class Standard

Engine 150 cc




RearDrum

Wheelbase 1,305 mm


Weight 121 kg


Price 54,350/-


44/74

44

VI. DISCOVER 125 ST:

Class Standard

Engine 125 cc


Suspension Front Telescopic, Rear Nitrox


RearDrum



Weight 120 kg


Price 56,800/-


45/74

45

VII. DISCOVER 100 T:

Class Standard

Engine 100 cc


Suspension Front Telescopic, Rear Nitrox


RearDrum



Weight 120 kg


Price 50,500/-


46/74

46

VIII. PLATINA 100:

Class Standard

Engine 100 cc


Suspension Front Telescopic Fork, Rear Hydraulics

BrakesFront - Drum

RearDrum



Weight 120 kg


Price 48,000/-


47/74

47

ix. NINJA 650 R:

Class Sports

Engine 649 cc


SuspensionFront: 41 mm Hydraulic Telescopic Fork

Rear: 4.9 in. Single Offset Laydown Shock

BrakesFront - Dual Petal Disc with 2-Piston Caliper

RearSingle Petal Disc with hydraulic caliper

Wheelbase 1,405 mm


Weight 178 kg

Fuel Capacity 15.5kmpl

Price 5,14,000/-


48/74

48

IX. NINJA 300:

Class Sports

Engine 696 cc


SuspensionFront: 41 mm Hydraulic Telescopic Fork


BrakesFront - Dual Petal Disc with 2-Piston Caliper


Wheelbase 1,405 mm


Weight 164 kg

Fuel Capacity 17.5 kmpl

Price 3,50,000/-


49/74

49

X. KTM DUKE 200:

Class Sports

Engine 199.5 cc


Suspension

Front: 41 mm Hydraulic Telescopic Fork


BrakesFront - Disc with 2-Piston Caliper


Wheelbase 1,367 mm


Weight 150 kg


Price ,33,000/-


50/74

50

CHAPTER3

FINDINGS

AND ANALYSIS


51/74

51

GRAPH 1 - SHOWING THE AGE GROUP OF RESPONDENTS:

AGE GROUP NO.OF RESPONDENTS PERCENTAGE

18-30 39 39

31-40 25 25

41-50 27 27

51 & Above 9 9

TOTAL 100 100

Table 1Showing age group of Respondents

INTERPRETATION:

The above table shows the number of respondents in accordance to age group. It shows

that maximum number of respondents was aged between 31-40 years, 21-30 years, 31-40

years, 41-50 years and also aged above 50 years.

39%

25%

27%

9%

AGE

18-30

31-40

41-50

50 & Above


52/74

52

GRAPH 2 - SHOWING OCCUPATION OF THE RESPONDENTS:

OCCUPATION NO.OF RESPONDENTS PERCENTAGE

Business Persons 15 15

Students 35 35

Government Employees 33 33

Others 17 17

TOTAL 100 100

Table 2Showing occupation of Respondents.

INTERPRETATION:

The above table shows the customers of Bajaj two wheeler products according to their

occupation were Students (35%) Employees (33%) Business persons (15%) and Others

(17%).

15%

35%33%

17%

OCCUPATION

BUSINESS PERSONS

STUDENTS

GOVERNMENT EMPLOYEES

OTHERS


53/74

53

GRAPH 3 - SHOWING THE INCOME LEVEL OF THE RESPONDENTS:

INCOME GROUP NO.OF RESPONDENTS PERCENTAGE

Below 20,000 41 41

20,00030,000 31 31

30,00040,000 15 15

40,000 & Above 13 13

TOTAL 100 100

Table 3Showing income level of the Respondents.

INTERPRETATION:

From the above table it is observed that 41% of the customers were of low income level

customers, and 13% of customers are of high income level customer.

41%

31%

15%

13%

INCOME LEVEL

BELOW 20,000

20,000 - 30,000

30,000 - 40,000

40,000 & ABOVE


54/74

54

GRAPH 4 - SHOWING THE FACTORS AFFECTING THE PURCHASE

DECESION:

FACTORS NO.OF RESPONDENTS PERCENTAGE

Price 33 33

Mileage 29 29

Style 31 31

Power 31 31

TOTAL 100 100

Table 4Showing the factors affecting the purchase decision.

INTERPRETATION:

From the above table it shows that the purchase decisions of the customers were mainly

influenced by the price, mileage, power and style of the bike.

33%

29%31%

31%

FACTORS AFFECTING BUYINGDECISION

PRICE

MILEAGE

STYLE

POWER


55/74

55

GRAPH 5 - SHOWING SATISFACTORY LEVEL OF PRICE:

RESPONSES NO.OF RESPONDENTS PERCENTAGE

Affordable 52 52

Competitive 32 32

Comparatively High 16 16

TOTAL 100 100

Table 5Showing satisfactory level of price.

INTERPRETATION:

The table shows that, among the respondents the pricing of the Bajaj products is

Affordable for 52%, Competitive for 32% and ComparativelyHigh for 16%.

52%

32%

16%

AFFORDABILITY

AFFORDABLE

COMPETITIVE

COMPARATIVELY HIGH


56/74

56

GRAPH 6 - TABLE SHOWING AVAILABILITY OF ALL THE REQUIRED

ACCESSORIES IN THE SHOW ROOMS:


Yes 67 67

No 33 33

TOTAL 100 100

Table 6Showing availability of all the required accessories in the show rooms.

INTERPRETATION:

From the above table 67% of the respondents say that they find all the required

accessories and spare parts of Bajaj in all show rooms.

67%

33%

AVAILABILITY OF ALL THEACCESSORIES

YES

NO


57/74

57

GRAPH 7 - TABLE SHOWING THE RATING OF THE SERVICES PROVIDED

BY THE COMPANY:


Best 28 28

Better 54 54

Good 18 18

TOTAL 100 100

Table 7Showing the rating of the services provided by the company.

INTERPRETATION:

From the above table 28% of the respondents say the services provided to them by the

company are the best while 54% believe that services are better than the others.

28%

54%

18%

RATING OF THE SERVICES PROVIDED

BEST

BETTER

GOOD


58/74

58

GRAPH 8 - TABLE SHOWING CUSTOMER RESPONSES REGARDING THE

RESALE VALUE OF THE BIKES:


Good 24 24

Satisfactory 40 40

Poor 18 18

TOTAL 100 100

Table 8Showing customer response regarding the resale value of the bikes.

INTERPRETATION:

18% of the respondents had the opinion that the resale value of the vehicles is poor and

40% says that the resale value is satisfactory, whereas 18% opinion is excellent.

24%

40%

18%

RESALE VALUE OF THE BIKES

GOOD

SATISFACTORY

POOR


59/74

59

GRAPH 9 - TABLE SHOWING CUSTOMER RESPONSES

REGARDINGRECOMMENDATION OF BAJAJ BIKES BY THEM TO

OTHERS:


Yes 77 77

No 33 33

TOTAL 100 100

Table 9Showing customer response regarding recommendation of Bajaj bikes by them

to others.

INTERPRETATION:

From the above table it shows that 77% of respondents they willrecommend Bajaj

products to others

77%

33%

RECOMMENDATION

YES

NO


60/74

60

GRAPH 10 - TABLE SHOWING CUSTOMER OPINION ABOUTTHE

ADVERTISING STRATEGY OF THE BAJAJ BIKES:


Motivating 52 52

Informative 32 32

Makes No Difference 16 16

TOTAL 100 100

Table 10Showing customer opinion about the advertising strategy of the Bajaj bikes.

INTERPRETATION:

From the above table it shows that 52% of respondents feel motivated by the advertising

strategy of the Bajaj products.

52%

32%

16%

OPINION ABOUT PRICING STRATEGY

MOTIVATING

INFORMATIVE

MAKES NO DIFFERENCE


61/74

61

GRAPH 11 - TABLE SHOWING CUSTOMER OPINION ABOUTSCHEMES &

FREE GIFTS OFFERED:


Attractive 44 44

Insufficient 32 32

Makes No Difference 24 24

TOTAL 100 100

Table 11Showing customer opinion about schemes & free gifts offered.

INTERPRETATION:

From the above table it shows that 44% of respondents find offers and schemes offered to

them attractive.

44%

32%

24%

OPINION ABOUT FREE GIFTS &SCHEMES

ATTRACTIVE

INSUFFICIENT

MAKES NO DIFFERENCE


62/74

62

GRAPH 12 - TABLE SHOWING CUSTOMER RESPONSES REGARDING

WHETHER THEY HAVE GOT THEIR MONEYS WORTH:


Yes 20 20

May Be 64 64

No 16 16

TOTAL 100 100

Table 12Showing customer responses regarding whether they have got their moneys

worth.

INTERPRETATION:

The table shows that 64% of the respondents are satisfied on their Moneysworth and

20% of them are fully satisfied and 16% are not satisfied.

20%

64%

16%

MONEY'S WORTH

YES

MAY BE

NO


63/74

63

CHAPTER4

CONCLUSION


64/74

64

CONCLUSION:

1. The important factors which effect the buying decision of the customer is theMileage and Style of the bike.

2. Most of the respondents were using the bike for a period of 1 to 5 years.3. Majority of the respondents were aware about the product through the Friends and

TV.

4. Most of the customers have the opinion that advertisement will change the buyingdecision of the customers at a certain level.

5. From the analysis came to know that the present brand image of Bajaj two-wheeler is good.

6. The overall performance of the Bajaj two-wheelers is good.7. Customers think that the service provided by the company is not satisfactory.8. Customers are not satisfied with the availability of the bike.9. Customers think that Latest Version of Bike are not Displayed in the showroom.10.Customer thinks that the resale value is poor.11.Price is one of the Key-factor in purchase decisions


65/74

65

CHAPTER5

RECOMMENDATIONS

/ SUGGESTIONS


66/74

66

RECOMMENDATIONS / SUGGESTIONS:

1. More attention should be kept on complaints given by customers and serve themwell.

2. Feedback should be taken by after the service of the vehicle and try to deliver thebetter service next time.

3. More authorized service station should be opened in the city.4. Management should try to reduce service charges as much as possible by keeping

in mind other service centres charges.

5. Cash less schemes for repairs under insurance claims may be arranged to avoiddelay in reimbursement.

6. Display the latest version of bike to attract the customer and satisfy number or ofmodel released.

7. By providing better service the resale value of the bike will be good.8. Management should make availability of sufficient motorcycle model and

genuine spare parts.


67/74

67

CHAPTER6

LIMITATIONS OF

THE STUDY


68/74

68

LIMITATIONS OF THE STUDY:

1. The study is confined to selected customers.2. This study was confined to a specific area in this case, New Delhi.3. The survey was conducted only in urban sectors of Respondents thus it cannot be

generalized

4. The information collected in this project is highly time bound hence the resultcannot be universally applicable.

5. The survey was conducted only for 100 respondents because of time constraint.


69/74

69

BIBLIOGARPHY


70/74

70

BIBLIOGRAPHY

BOOKS REFERRED:

KOTLER,PHILIP, Marketing Management, Tenth Edition,New Delhi,2002. MAJUMDAR, RAMANUJ, Marketing Research, New Age InternationalPrivate

Limited Publishers, New Delhi (2000).

WEBSITES:

www.bajajauto.com www.overdrive.com


71/74

71

ANNEXURES


72/74

72

QUESTIONNAIRE

NAME:

1. Age Group:1830 3140

4150 51 & Above

2. Occupation:Business Govt. Employee

Student Others

3. Income Group:Below 20,000

20,001 -30,000

30,001 - 40,000

40,001 & Above

4. Rate the factor effecting the purchase decision:Price Mileage Style Power


73/74

73

5. What is your opinion on pricing of Bajaj Two-wheelers?Affordable Competitive Comparatively High

6. Do you find all you required accessories & spare parts of Bajaj in allshowrooms?

Yes No

7. Rate the services provided by Bajaj Auto:Best Better Good

8. Your opinion about the resale value of the bike.Good Satisfactory Poor

9. Would you recommend Bajaj Motor Cycle to others?Yes No

If no please specify

_______________________________________________


74/74

10.What you feel about advertising strategy of Bajaj:Motivating Informative

Makes no Difference

11.What is your opinion on occasional discounts / free gifts offered byBajaj:

Attractive Insufficient

Makes No Difference

12.On the Whole did you get your moneys worth?Yes May be No

13. Do you have any suggestion for improving the product?

........................................................................

Documents

Varun Prakash