- bajaj auto

8/7/2019 - Bajaj Auto

1/57

INTRODUCTION

PROFILE OF THE STUDY

In this era of cut throat competition, no company can survive in the market place without

knowing its products strengths and weaknesses. It has to fortify (Strengthen) itself

against threats from the environment and exploit its strengths for increasing profits. In

order to do so, the company has to conduct regular surveys to know the customers

opinions, needs, and preferences. This helps the company to manufacture the product

according to customers expectations. It has now become more important for the

customer confidence and higher positioning of buyer perception. Thus, Surveys becomesgenuine key to success.

The Bike segment is dominated by 4 major players viz. HERO HONDA,

BAJAJ, TVS. Besides these, there are players like HONDA (Alone),LML, KINETIC,

SUZUKI.

The expanding Indian market, the growing size of the middle class and the rise

in aspirations of the youth along with opening up of the Indian economy have collectively

influenced the steady growth of the two wheeler market in India. With leading foreign

brands in collaborations with Indian manufacturers entering the Indian market, the

customer could not have asked for more. In fact, the Indian bike market has grown

immensely and the preference for variety looks, design has brought in a number of

models in the market. In the last 3 to 4 years, the craze for motorcycle over the scooters

has picked up and one can find today even girls crazy for a motorbike not only in the

Metros but in small towns and cities also.

Trying to catch up with these, manufacturers are busy working out on customer profiles.

With the increase in competition one can find a think of discounts including: cash rebates

and free accessories to push sales of the commuter bikes. Certain changes are also visible

as far as customer preferences are concerned. The basic 100cc bike market is suddenly

experiencing a slow down in the growth.

1


2/57

This Commuter bike was a favorite till the other day, commanding up to 90% of the total

bike sales. The shift towards 150 cc bikes is suddenly discernable and the segment is

expected to grow in near future.

Manufacturers are now rushing in to introduce bikes in this segment. Bajaj has launched

bajaj xcd125 higher on the power ladder, Honda has come up with Shine and TVS has

recently launched.

The customer is the basic ingredient of marketing. The

development of marketing strategy is based on understanding of consumer and there

behavior. The present study attempts to understand the behavior of consumer for their

choice in purchasing two-wheeler with special reference to bikes like Honda(shine), TVS

(victorGX), and Bajaj(xcd125). But consumer behavior and the derived consumer

satisfaction cannot be intact. Now days the two wheeler industry is growing at its fast

speed. The competition is very hard and so many choices are available to customers. Here

I have tried to find out the level of customer satisfaction regarding (Shine, xcd125, and

victorGX) two wheelers and also what modification they want in their products. So the

study is all about the customers preference and their satisfaction with regard to bikes

coming under 125cc segment.

2


3/57

Bajaj Auto Limited is one of the pioneering companies in the two wheeler industry. Bajaj

Auto has a vast network of about 1500 service centers and 500 dealers all over India. It

has 3 manufacturing plants located at Akurdi, Waluj and Chakan in Maharashtra. The

company's technology partner is Kawasaki Heavy Industries, Japan. The company

exports to ASEAN region, South America and Africa.

MILESTONES

1945 - Bajaj Auto comes into existence as M/s Bachraj Trading

Corporation Private Limited.

1948 - Sales in India commence by importing two- and three-

wheelers.

1959 - Bajaj Auto obtains license from the Government of India to

manufacture two- and three-wheelers.

1960 - Bajaj Auto becomes a public limited company. Bhoomi

Poojan of Akurdi Plant.

1970 - Bajaj Auto rolls out its 100,000th vehicle.

1971- The three-wheeler goods carrier is introduced.

1972 - The Bajaj Chetak is introduced.

1975 - BAL & Maharashtra Scooters Ltd. joint venture.

1976 - The Bajaj Super is introduced.

1977 - The Rear Engine Autorickshaw is introduced. Bajaj Auto

achieves production and sales of 100,000 vehicles in a

single financial year.

3


4/57

1981 - The Bajaj M-50 is introduced

1984 - Foundation stone laid for the new Plant at Waluj,

Aurangabad.

1986 - The Bajaj M-80 and the Kawasaki Bajaj KB100

motorcycles are introduced. 500,000 vehicles produced and

sold in a single financial year.

1990 - The Bajaj Sunny is introduced

1991 - The Kawasaki Bajaj 4S Champion is introduced.

1998 - Kawasaki Bajaj Caliber rolls out of Waluj.

2001- Bajaj Auto launches its latest offering in the premium bike

segment Pulsar. The Eliminator is launched.

2003- Pulsar DTS-i is launched.

2004 - Bajaj unveils new brand identity, new symbol, logo

and brand line

2007 - 200 cc Pulsar DTS-i launched

2008 - xcd125 is launched

4


5/57

Bajaj XCD125

Bajaj XCD 125cc DTS-Si

The bike Bajaj XCD 125cc DTS-Si was launched by the company Bajaj in September

and it was expected that the company will manufacture 20000 units of the bike initially

that will be increased to 50,000 units in the coming months to increase the production to

make it the highest produced bike of the market.

The key attractive feature of the bike is its cost and the introduction of the engine range

XCD 125cc that will give it an increased performance in to be between the 100cc and

150cc.

Sporty Look of the Bike

The look and technical specification of the bike are taken from the alliance company of

Bajaj, Kawasaki. The XCD design is also a feature imported from Kawasaki. The bike is

stylish and decent .It has black visor. The bike had a bit aggressive in looks and has

graphics on the tank. The bike had some traditional features like the clear lens indicator

and 5 spoke alloy wheels and also some new added features are large headlamp and twin

pilot lamp. The bike has a digital speedometer and has led tail lamps.

5
http://www.google.co.in/imgres?imgurl=http://www.bikes4sale.in/photos/bikes4sale.in_xcd1.jpg&imgrefurl=http://www.bikes4sale.in/bajajxcd125.php&h=113&w=150&sz=260&tbnid=3gmAM3YlNq4J:&tbnh=113&tbnw=150&prev=/images%3Fq%3DBajaj%2BXCD125&sa=X&oi=image_result&resnum=1&ct=image&cd=3http://www.google.co.in/imgres?imgurl=http://bp1.blogger.com/_QxpmZtfzoIU/RuUNqG6a-7I/AAAAAAAAAvU/4II2wJyaNLk/s400/bajaj_xcd_3.jpg&imgrefurl=http://rearset.blogspot.com/2007/09/bajaj-xcd-125-ridden.html&h=124&w=121&sz=28&tbnid=LdDY54bDjDsJ:&tbnh=124&tbnw=121&prev=/images%3Fq%3DBajaj%2BXCD125&sa=X&oi=image_result&resnum=1&ct=image&cd=2


6/57

Bajaj XCD 125cc DTS-Si Technical Specification

Dimensions & Weight

Length (mm) 1980

Width (mm) 760

Height (mm) 1200

Wheelbase (mm) 1275

Ground Clearance

(mm)170

Kerb Weight (kgs) 113

Engine

Model Designation Digital Twin Spark - Swirl induction (DTS-SI)

No. Of Cylinders 04

Type Four stroke Natural Air-cooled

Clutch Multi-Plate Wet type

Displacement (cc) 124.58 cc

Ignition systemMicroprocessor controlled Digital CDI, with TRICS incorporated

in Carburettor Ignition Timing

Gear Box 04 Gear Constant Mesh

Suspension

Front Telescopic (125 mm travel)

Rear Swing arm with 5-step adjustable Shock absorbers with DualSNS type Spring (105 mm travel)

Brakes

Front Mechanically expanding shoes, Drum type

Rear Mechanically expanding shoes, Drum type

Tyres

Front 2.75 - 17 41P

Rear 3.00 - 17 50P

Fuel Tank 8 Liters (1.8 Liters of reserve)

PerformanceMax. Horsepower

(ps/rpm)9.53 PS( 7.01 kW) at 7000 rpm

Max. Torque (kgm/rpm)

10.85 Nm at 5000rpm

Maximum Speed 90 Kmph (with single rider of 68 kg)

6


7/57

Mileage 109 KMPL

TVS VICTOR GLX 125 CC

Specifications

Engine & Transmission

Type 4 Stroke air cooled OHC

Cubic Capacity 124.8 cc

Max Power 7.16 Kw @ 7500 rpm

Max Torque 9.5 nm @ 5500 rpm

Bore X Stroke 54.5 mm X 53.5 mm

Compression Ratio 9.2:1

Transmission 4 speed contant mesh

Engine & Transmission

Front Telescopic oil-damped: 105 mm

travel

7


8/57

RearHydraulic with co-axial spring:

75 mm travel

Brakes & Wheels

Tyre (front) 2.75 x 18

Tyre (rear) 3.00 x 18

Brake (front)240 mm Disc (optional)130 mmDrum 130 mm Drum

Electricals

Head Lamp 12 V, 35/35 W

Tail Lamp 12 V, 5/10 W

Turn Signals 12 V, 10 W

Ignition System Digital Ignition

Dimensions & Weights

Wheel Base 1260 mm

Kerb Weight 118 kg

Capacities

Fuel Tank 13 Litre

Fuel Reserve 2.5 Litre

Colours AvailableBlue, Blue-Silver, Red-Silver,

Yellow, Green

TVS Motor Company is part of Sundaram Clayton group in TVS group of companies.

TVS Motor Company is the main flag ship company of Sundaram Clayton group. TVS

Motors is the third largest two-wheeler manufacturer in Indian and ranks among the top

ten globally. It is the first company in the world to be honored with the Deming Prize for

Total Quality Management. The Company was the first in India to launch 2-seater 50cc

moped and 100 cc Indo-Japanese Motorcycles. At Present TVS Apache, TVS Victor,TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian Market.

MILESTONES

8


9/57

Indias first 2 seater 50cc Moped TVS 50, launched in Aug 1980.

In 1982 SCL established Joint Venture with Suzuki Motor

Corporation.

In 1994 the company entered the market segment of scooters with introduction of

Scooty 2S, which was totally an indigenous design. Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun

in Dec 1996.

Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.

Launched TVS Victor, 4-stroke 110 cc motorcycles, in August 2001; Indias first

fully indigenously designed and manufactured motorcycle.

In 2000 the first 4 stroke motorcycle was launched called Fiero

Launched TVS Star in Sept 2004, a 100 cc motorcycle which is ideal for roughterrain

Launched TVS Apache in Nov 2005. It finally went on to be the Bike of the

Year for2006, winning 6 prestigious awards

9


10/57

TVS Apache

TVS Apache with its shapely streamlined tank and engine design is really an eye

-stopper. Its smooth and flawless finish makes this bike desirable to the market. Its

tough but light 6 spoke black alloy wheels are really supportive for better control and

excellent riding of this two wheeler. Its uniquely designed head lamp has become one

of the best head turner in the market of two wheelers.

Its 240 mm disc brake is helpful in stopping one in any sudden situation toavoid accident. Its all gear start and low friction engine with RCF technology are the

key factor of better efficiency of this bike. It is further equipped with various

upgraded technology like monotube inverted gas filled shocks, IDI lean burn, iE

surge (intake and exhaust resonator), synchro stiff chassis etc. for the proper safety

and security of the persons seating on the bike.

10


11/57

Its symbol, the Wings, represents the company's unwavering dedication in achieving

goals that are unique and above all, conforming to international norms. These wings

are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly

owned subsidiary of Honda Motor Company Ltd., Japan. In September 2004, Honda

Motorcycle and Scooters India Limited (HMSI), the wholly owned subsidiary of the

Japan-based Honda Motor Company Limited (HMCL), launched its first 150cc

motorcycle named 'Shine.' Priced at Rs. 50,043 (ex-showroom price, Delhi), Shine

had a four stroke 13.3 bhp engine with five gears. The new bike was available in five

colours and was designed to achieve a speed of 0 to 60 kmph in five seconds. Shine

was promoted with the caption "Be a wing rider." (Refer Exhibit I for a visual of

Shine). Targeted at youth, Shine looked sportier than all the existing motorcycles in

the premium segment and was pitted against Bajaj Pulsar, the leader with 75 percent

market share in that segment.

11


12/57

Honda Shine

This bike with powerful 4 stroke 125 cc engine delivering output of 13.3 bhp engine

clubbed with many other high end equipments like Constant Volume (CV)

Carburetor, pulse exhaust system, offset crank and 2 way air jacket. Its multi mapping

CDI, roller rocker arm, 4 speed gears, tumble free combustion etc. determine the

performance as well as its aesthetic value. Its aerodynamic body lining, sporty and

sleek design, appealing tail lamp and excellent body graphics etc are enhancing its

style statement day by day. Unique shock absorbing mono suspension prevents

discomfort due to the sudden jerk caused by uneven road. Its flexible seating

arrangement, ample foot space gives the total comfort of journey. Fully equipped with

various cutting edge technologies, this bike comes with hole plugging mechanism,

tuff up tube, easy primary kick etc.

12


13/57

CONSUMER BEHAVIOUR

Before getting into details of Consumer Behaviour, one must go through certain basic

terminologies. In general terms both Consumer and Customer are considered the

same but they are quite different.

The term Customer is some what different from the term consumer. The term

customer is used to refer to someone who purchases goods and services from a particular

store or company. Thus a customer is defined in terms of a specific term while a

consumer is not

Consumer may be referred to any one engaged in evaluating, acquiring, using or

disposing of goods and services which he expects will satisfy his

needs.

So ultimately Consumers are that individual who consumes or uses a product,

which may or may not be purchased by him.

So after getting into these terms we need to get into the details of Consumer

Behaviour.

Consumer Behaviour Consumer behaviour refers to how a consumer behaves or acts

or reacts in making a purchase of goods and services of his choice in different situations.

The term consumer Behaviour can be defined as, The behaviour that consumersdisplay in searching for purchasing, using, evaluating and disposing of products, services

and ideas which they expect will satisfy their needs.

- Leon G. Schiff man and Leslie Lazar Kanuk.

The study of consumer behaviour not only focuses on how and why consumers make

buying decisions, but also focuses on the uses which consumers make of the goods they

buy and their evaluation of these goods after use. If the goods after use dont satisfy the

consumers, they my feel dissatisfied perhaps because post- purchase services are not up

to their satisfaction, and thus, this may influence their purchase of the goods and it may

also influence the buying decision of many others who might come in contact with them.

13


14/57

The detailed study ofConsumer Behaviour orConsumer Preferences focuses on-

Who Buys products or services? How do they buy products or services?

Where do they buy them? How often do they buy them? When do they buy them? Why do they buy them? How often do they use them?

These questions will help in understanding the factors that influence the decision making

process of the consumers. The buyers decision making process includes the following:-

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Purchase decision

5. Post purchase behaviour

1. Problem recognition: - First and the foremost step is to identify the problem i.e.

what actually one wants with regard to the product.

2. Information Search: - Second step is to search the relevant information

regarding the Product which one wants.

3. Evaluation of alternatives: - Third step is to evaluate the collected information

i.e. analyze the information.

4. Purchase decision: - In forth step the product is actually purchased.

5. Post purchase behaviour: - In fifth step the consumer actually reacts against the

quality, quantity etc received after the purchasing the product i.e. in this stage he

reacts on the basis of his getting satisfied after the purchase of the product.

The buyers decisions include the following:-

Product choice Purchase timing Brand choice

Purchase amount. Dealer choice

14


15/57


16/57

16


17/57

Significance of the study

To know about the customer preference and decision process with regard to 100-

125cc bike.

To know the Basic consumer buying behaviour and the reasons because of whichthey switch from one company to another.

To know about the companys details (profile, Products)

This study would help in revealing the type and specific qualities of the bikesoffered by the company to their consumers.

To study the satisfaction level of consumers who uses bikes.

To study the factors influencing consumers to buy 125cc bikes. To study effect of advertisement on the purchasing decision of the consumers

17


18/57

Objectives of the study

The clear purpose or objective of the research enables the researcher to collect

necessary relevant information. The objective of the research is to know the Customer

preferences and customer satisfaction with regard to specific brands of bikes (TVS,

HONDA and BAJAJ) under 100-125cc category between the age group of 18-25

College going student on the basis of Price, Fuel efficiency, Brand, Style and comfort

name.

.

Knowledge about two-wheelers (Bikes).

Knowledge about the market share of two- wheeler.

To know about the leaders of the market in two wheelers (Bikes).

Find out the quantum of customer satisfaction with respect to 100-125cc bikes

especially the college going students within the age group of 18-25.

Determine the influence of reference group in the purchase decision of college

going students.

Find out the ways for improving of the services to attain level of customer

satisfaction.

Study area:

Target segment: COLLEGE GOING STUDENTS

18


19/57

LITERATURE REVIEW

Once the problem is formulated, the researcher has to undertake an extensive literature

survey related to problem. The literature survey undertaken here includes books and

different websites from the internet.

The research project was to know the Customer preferences and customersatisfaction with regard to specific brands of bikes (TVS, HONDA and BAJAJ)under 100-125cc category between the age group of 18-25 College going student on

the basis of Price, Fuel efficiency, Brand, Style and comfort name.

Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the customerbehaviour is the study of how individuals make decisions to spend their available

resources (Time, Money and Efforts) on consumption related items. It includes

the study what they buy, whey they buy it, when they buy it, where they buy it,

how often they buy it and how often they use it. The primary purpose for thestudy consumer behaviour as apart of marketing curriculum is to understand how

and how customers make their purchase decisions. There insights enable

marketers to design more effective marketing strategies.

Gupta.C .B and Dr. Nair. N.Rajan2- A business is based on understanding thecustomer and providing the kind of products that the customer wants.

Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the processwhere by individuals decide what, when, where, how and from whom to purchase

goods and services. Buying behaviour may be viewed as an orderly process here

by individual interacts with his environment for the purpose of making market

decision on products and services.

Nair Suja. R.4 -The success of the firm will be determined by how effective ithas been in meeting the diverse customer needs and wants by treating each

customer as unique and offering products and services to suit his/her needs.

Bennett Peter.D. And Kassarjian Haroldh5 - A great deal of research activityin marketing is design to shed light on the customer decision process.

Kothari C.R.6 For data analysis different statistical techniques are being usedsuch as scaling techniques, correlation, hypothesis testing.

http://www.tvsapache.com/home.aspx http://www.bajajauto.com/pulsar/ http://www.honda2wheelersindia.com/shine/ride_n_fly/be_a_wing_rider.asp

19
http://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asp


20/57

http://auto.indiamart.com/motorcycles/

20
http://auto.indiamart.com/motorcycles/http://auto.indiamart.com/motorcycles/


21/57

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem, which is a

science of study how research is done scientifically. Thus research methodologyencompasses the research methods or techniques; the research is capable of being

evaluated either by the researcher himself or by others.

SAMPLINGSampling may be defined as the selection of some parts of an agreement or

totality for the purpose of study. All the items in any field of inquiry constitute a

universe or population, a complete enumeration of all the items in the population

is known as Census inquiry. But when the field of inquiry is large this methodbecomes difficult to adopt because of the limited no. of resources involved in the

case sample survey method is chosen under which units are selected in such a way

that they represent the entire universe.

SAMPLING DESIGN

CENSUS METHOD : - All the items in any field of inquiry constitute a

Universe or Population. A complete enumeration of all the items in the

Population is known as a Census inquiry. It can be presumed that in such an

inquiry, when all items are covered, no element of chance is left and highest

accuracy is obtained. But in practical it is not true in all cases. This type of inquiry

involves a great deal of time, money and energy. Therefore, when the field of

inquiry is large, this method becomes difficult to adopt because of the resources

involved.

SAMPLING METHOD:- When field studies are undertaken in practical

life, consideration of time and cost almost invariably lead to a selection of

respondents i.e. selection of only few items. The respondent selected should be as

representative of total population. These respondents constitute what is

technically called a Sample and the selection process is called Sampling

Technique. The survey so conducted is known as Sample Survey.

21


22/57

Implementation of Sample Design: - A sample design is a definite plan for

obtaining a sample from a given population. It refers to the technique or the procedure the

researcher would adopt in selecting items for the sample. Sampling design may as well

lay down the number of items to be included in the sample i.e. the size of sample. Sample

design is determined before the data are colleted.

Steps In Sampling Design :- While developing a research design following

items are taken into consideration:-

I. Type of universe: - First and the foremost step is to clearly define the

universe to be studied. As I have taken the area of Yamuna Nagar City

(Haryana), so for me here the universe is Yamuna Nagar area. No

doubt it is a finite universe but the area is very big and cant be

covered easily due to shortage of time.

II. Sampling unit: - A decision has to be taken concerning a sampling

unit before selecting sample. Here my sample unit includes college

going students who own bikes.

III. Size of sample: - This refers to the number of items to be selected

from the universe to constitute a sample. Here I have taken the sampleof 200 College going students who have bikes.

IV. Parameters of interest: - In determining the sample design, one must

consider the question of the specific population parameters which are

of interest. Here I had taken only college going students who own their

bike.

V. Sampling procedure: - Finally the technique of selecting the sample

is to be dealt with. That means through which method the sample has

been collected. There are various types of selecting the sample. This

includes probability sampling, random sampling, stratified sampling,

cluster sampling, convenience sampling. Here I have used the cluster

sampling method for data collection, as Yamuna Nagar area is very big

and there are many colleges as well as the hostels.

22


23/57

Analytical toolMulti Dimensional Scaling

Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity)

proximity matrix based on a set of observations. The purpose of MDS is to model the

proximity of observations in order to represent them as accurately as possible in a limited

number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses

the SMACOF (Scaling by Majoring a Convex Function) algorithm that minimizes the

"normalized stress" function. Furthermore, there are several MDS models (or

representation functions), i.e. several ways to transform the dissimilarities into disparities.

The disparities are the distances that describe the optimal representation for the

observations. The difference between the disparities and the distances measured on the

representation resulting from the MDS is called the stress: the lower the stress, the better

the representation of the observations.

When the representation function simply respects the relative order of the observations,

one speaks about ordinal MDS or non-metric MDS. When the dissimilarities are

transformed into disparities using a specific parametric function, one speaks about metric

MDS. The following models are available in the current version of XLSTAT:

Metric MDS

Absolute MDS: each dissimilarity dij must exactly match the distance between

points i and j in the representation space.

Ratio MDS: the ratio of all distance pairs in the representation space must

correspond to the ratio of the corresponding dissimilarities.

Interval MDS: the ratio of all differences between distances in the representation

space must correspond to the ratio of the differences of the corresponding dissimilarities.

23


24/57

Note: the current version of XLSTAT does not support negative disparities that may

occur if you use the "interval" model. If an error message is displayed on this subject, you

must use another model to process your data.

Nonmetric MDS

ordinal (1): the order of the distances in the representation space must correspond

to the order of the corresponding dissimilarities. If there are two dissimilarities of the

same rank, then there are no restrictions on the corresponding distances.

ordinal (2): identical to the previous model, but if dissimilarities exist in the same

rank, the corresponding distances must be equal.

The stress measures the quality of the representation for a given number of dimensions.

The lower it is, the better the representation.

Various formulas have been proposed by different authors. Although the minimization is

always based on the normalized stress, XLSTAT allows to show the results using the four

formulas defined below:

Raw stress: it gives the quality of the representation based on the squared errors ofthe representation compared with the disparities. The formula gives:

Where Dij is the disparity between individuals i and j, and dij is the Euclidean distance

on the representation for the same individuals. wij is the weight of the ij proximity (value

is 1 by default).

24


25/57

. Normalized Stress: it gives the quality of the representation based on the squared

errors of the representation compared with the disparities, divided by the sum of the

squared disparities. The formula gives:

Kruskal's stress 1: it gives the quality of the representation based on the square

root of the squared errors of the representation compared with the disparities, divided by

the sum of the squared distances on the representation. The formula gives:

Kruskal's stress 2: it gives the quality of the representation based on the square

root of the squared errors of the representation compared with the disparities, divided by

the sum of the squared centered distances on the representation. The formula gives:

where is the average of the distances on the representation. This formula usually results

in a stress value that is approximately twice the value obtained for Kruskal's stress 1.

In order to know if the representation quality is good enough, some rules exist, mostly

based on the Kruskal's stress 1. However, the Shepard diagram that allows to compare the

dissimilarities with the distances and to observe some ruptures in the ordination of the

values is a empirical but reliable method. The more the chart looks linear, the better the

representation. The way the stress evolves when the number of dimensions decreases isalso interesting to detect if a significant amount of information is being lost in the

selected representation.

25


26/57

Correlation

One of the Statistical tool which I am going to apply in my project i.e. correlation.

Correlation is their when change in the value of one variable influences the change in the

value of other variable.

The statistical tool with the help of which relationship between two or more than

two variables are studied is called correlation

It refers to the techniques used in measuring the closeness of the relationship between the

variables.

Correlation analysis deals with the association between two or more variables.

26


27/57

Correlation

Let us take the hypothesis as:-

H0 = Let there is no correlation between various factors like Price,

Brand name, Fuel Efficiency, style & comfort and the Purchase of

bike(HONDA,BAJAJ and TVS)

H1 = Let there is correlation between various factors like Price, Brand

name, Fuel Efficiency, style & comfort and the Purchase of


X

Dx

Y

Dy

HONDA BAJAJ TVS

-1 0 1 F f dy fdy2 fdxdy

Price -2 23 4 5 32 -64 128 36

Brand -1 14 24 4 42 -42 42 10Fuel Efficiency 0 18 10 6 34 0 0 0Style 1 32 6 12 50 50 50 -20

Comfort 2 20 17 5 42 42 168 -30

f 107 61 32 200 28 388 -4fdx -107 0 32 -75fdx2 107 0 32 139fdxdy -12 0 8 -4

27


28/57

Coefficient of Correlation =

r = N fdxdy - fdxfdy

Nfdx2-(fdx)2 Nfdy2-(fdy)2

r = 200x-4 (-75)(28)__________

27800-5625 77600-784

r = +0.0314

Hence it has been proved that there is a correlation between various

factors and purchase of bikes.

Data CollectionThe task of data collection begins after the research program has been

defined and research design plan has been checked out. The data collected is

important part of research.

DATA COLLECTION METHOD

In the data collection method different methods are adopted for primary data

collection and secondary data collection.

PRIMARY DATA COLLECTION

Primary data is the data which is collected through observation or

direct communication with the respondent in one form or another. These

are several methods for primary data collection like Observation method,

Interview method, through schedule, through questionnaires and so on.But as time was limited so, the relevant data was collected from the

selected units by adopting and arranging personal interview with the

shopkeeper and dealer along with a pre structured questionnaire. In this

28


29/57

method I thank the views of shopkeepers and dealer through the use of

questionnaire and general interview.

SECONDARY DATA COLLECTION

The companys past database is taken into reference along With

company brochures.

DATA COLLECTION INSTRUMENTS

The data collection instruments used in the study is mentioned below:-

o QUESTIONNAIRE

The method of data collection is quite popular. I prepared a questionnaire

after knowing the different objectives of the study and considering all the

things that are required for studying the dissertation topic.

29


30/57

Hypothesis Testing(By applying Chi-Square)

Chi-square test is used when the set of observed frequencies obtained after

experimentation have to be supported by hypothesis or theory. The test is known as X2-

test of goodness of fit and is used to test if the deviation between observation

(experiment) and theory may be attributed to chance (fluctuations of sampling).

Here we have the assumption of H0 and H1. If the values come in accordance to the

depicted values then the hypothesis is accepted else its rejected.

(O-E) 2x2 = where,

E

O = observed frequency

E = Expected frequency

Chi-square test

Let us take the hypothesis as:-

H0 = Let there is no correlation between various factors like Price,

Brand name, Fuel Efficiency, style & comfort and the Purchase of


H1 = Let there is correlation between various factors like Price, Brand

name, Fuel Efficiency, style & comfort and the Purchase of


30


31/57

Honda TVS BAJAJ f

Price 4 5 23 32

Brand 24 4 14 42

Fuel Efficiency 10 6 18 34

Style 6 12 32 50

Comfort 17 5 20 42

f 61 32 107 200

EXPECTED

HONDA TVS BAJAJ f

Price 9.76 5.12 17.12 32

Brand 12.81 6.72 22.47 42

Fuel Efficiency 10.37 5.44 18.19 34

Style 15.25 8 26.75 50

Comfort 12.81 6.72 22.47 42

31


32/57

f

61 32 107

200

Observed Value Expected value (O-E)2 (O-E)2/E

4 9.76 33.06 3.3824 12.81 125.21 9.7710 10.37 0.136 0.0136 15.25 85.56 5.6117 12.81 17.55 1.375 5.12 0.014 0.0024 6.72 12.83 1.906 5.44 0.13 0.05612 8 16 25 6.72 2.95 0.4323 17.12 34.57 2.01

14 22.47 71.74 3.1918 18.19 0.036 0.00132 26.75 27.56 1.00320 22.47 6.100 0.27

2 Calculated = 31.033

V = (r-1) (c-1) = (5-1) (3-1) = 8

for V =8 20.05 table value = 15.5

So, 2 0.05 table value is less than 2 calculated value, so hypothesis

(Null) is rejected and the alternate hypothesis is accepted. Therefore there is a

correlation between various factors like Price, brand name, Fuel Efficiency,

style & comfort and the Purchase of bike (HONDA, BAJAJ and TVS)

Limitation of the study

32


33/57

Respondents answers may be biased.

Price of the bikes is confined only to a particular period.

Time constraint.

The main limitation of the study is that the survey will be limited to Yamuna

Nagar.

There is Difference between X-showroom prices of bikes in one city with respect

to other.

Lack of researchers experience might result into biasness.

Results and Discussions

33


34/57

Table 1

Are your aware about 125cc bike brands available in the market?

Are your aware about 125 cc bike

brands available in the market?

No. of respondents

Fully Aware 93Aware 76

Less aware 31

Table 1 shows that 93 of respondents are fully aware about 125 cc bikes in market, 76 of

respondents just aware about 125 cc bikes and only 31 of respondents are have little bit

knowledge about 125cc.

9376

31

0

50

100

Fully

Aware

Aware Less

aware

No. of respondents

No. of

respondents

Fig. 1

34


35/57

Table 2

How do you come to know about this brand/model of

125 cc bike?

How do you come to know about this

brand/model of 125cc bike?

No. of respondents

Friends 45

Advertisement 87

Publicity 10

Family members 47

Any other 11

0

10

20

30

40

50

60

70

80

90

No. of respondents

Friends

Advertisement

Publicity

Family members

Any other

Table 2 shows that 45 of respondents came to know about brand of bikes from friends, 87

of respondents came to know about brand of bikes from advertisement, 10 of respondents

came to know about brand of bikes from publicity, 47 of respondents came to know about

brand of bikes from family members and 11 of respondents came to know about brand of

bikes from other sources.

35


36/57

Table 3

Which factor influence you more to purchase a bike?

Which factor influence you more to

purchase a bike?

No. of respondents

Brand image 53

Fuel efficiency 81

Price 27

Comfort 17

Syle 25

Table 3 shows that 53 respondents are influenced to purchase a bike from its brandimage, 81 respondents are influenced to purchase a bike from its Fuel efficiency, 27

respondents are influenced to purchase a bike from its lesser Price, 17 respondents areinfluenced to purchase a bike from its Comfort, 25 respondents are influenced topurchase a bike from its Style.

53

81

27

1725

0

20

40

60

80

100

No.ofres

pondents

Brand image Fuel ef ficiency Price Comf ort Syle

Which factor influence you more to purchase a bike ?

Fig. 3

Table 4

36


37/57

Are you satisfied with its overall performance?

Are you satisfied with its overall

performance?

No. of respondents

Fully Satisfied 41

Satisfied 104

Moderate 42

Less satisfied 10

Poor 3

Table 4 shows that 41 of respondents are fully satisfied with the performance of their

bikes, 104 of respondents are satisfied with the performance of their bike, 42 of

respondents are moderate in satisfaction with the performance of their bikes and 3 of

respondents are poorly satisfied with the performance of their bike.

41

104

42

103

0

20

40

60

80

100

120

No.ofrespondents

Fully

Satisfied

Satisfied Moderate Less satisfied Poor

Are you satisfied with its overall performance?

Fig. 4

Table 5

37


38/57

According to you which company gives the most benefit to customers?

According to you which company gives

the most benefit to customers?

No. of respondents

Honda 63

Bajaj 109

TVS 28

Table 5 shows that 63 of respondents are saying that the Honda is providing more

benefits of the services to the customers, 109 of respondents are saying that the Bajaj is

providing more benefits of the services to the customers and 28 of respondents are saying

that the TVS is providing more benefits of the services to the customers.

According to you which company gives the most

benefit to customers ?

63

109

28

Honda

Bajaj

TVS

Fig. 5

38


39/57

Table 6

Which type of media influence your purchase behaviour?

Which type of media influence your

purchase behaviour?

No. of respondents

T.V. 114

Newspaper

Wall painting 5

Hording 12

Magazine 36

Table 6 shows that 114 of respondents and influence to purchase their bike through T.V.,

33 of respondents and influence to purchase their bike through Newspaper, 5 of

respondents and influence to purchase their bike through Wall painting, 12 of

respondents and influence to purchase their bike through Hording and 36 of respondents

and influence to purchase their bike through Magazine.

114

33

512

36

0

20

40

60

80

100

120

No.ofresp

ondents

T.V. New spaper Wall painting Hording Magazine

Which type of media influence your purchase

behaviour ?

Fig. 6

Table 7

39


40/57

Who influenced you more in your buying decision of bike?

Who influenced you more in your buying

decision of bike?

No. of respondents

Self 30

Family Member 54

Friends/Relative 98

Mechanics 18

Table 7 shows that 30 of respondents have influence their buying decision from their self

decision, 54 of respondents have influence their buying decision from their family

members, 98 of respondents have influence their buying decision from their

friends/relative and 18 of respondents have influence their buying decision from their

Mechanics,

30

54

98

18

0

20

40

60

80

100

No.ofrespondents

Self Family Member Friends/Relative Mechanics

Who influenced you more in your buying decision of

bike ?

Fig. 7

40


41/57

Table 8

In your opinion, what role advertisement plays?

In your opinion, what role advertisement

plays?

No. of respondents

Provides important details 65

Creates awareness 125

Misleading 10

Table 8 shows that 65 of respondents are in favor that advertisement provides important

details, 125 of respondents are in favor that advertisement creates awareness and 10 of

respondents are in favor that advertisement Misleading.

65

125

10

0

20

40

60

80

100

120

140

No.ofrespondents

Provides

important details

Creates

awareness

Misleading

In your opinion, what role advertisement plays ?

Fig. 8

41


42/57


43/57

BIBLIOGRAPHY

1. Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour

6th edition Published by: Prentice-hall of India Private Limited. ( page no. 2&6)

2. Gupta C.B. and Dr. Nair N. Rajan Marketing

Management 5th edition Published by: Sultan chand & sons (page no. 1.69)

3. Mamoria C.B. and Mamoria Satish Marketing

Management 4th edition Published by: Kitab Mahal (page no. 161)

4. Nair Suja R. Consumer Behaviour

Indian prospective Ist edition Published by: Himalaya Publicating Home ( page no.

3)5. Bennett Peter D. and Kassarjian Harold Consumer

Behaviour 8th edition Published by: Prentice-hall of India Private Limited.(page no.

5)

6. Kothari C.R Research

Methodology Methods & Techniques 2nd edition Published by: Wishwa

Publication (page no. 151, 94-95)

7. http://www.tvsapache.com/home.aspx

8. http://www.bajajauto.com/pulsar/

9. http://www.honda2wheelersindia.com/shine/ride_n_fly/be_a_wing_rider.asp

10. http://auto.indiamart.com/motorcycles/

11. http://www.thehindubusinessline.com/iw/2004/11/28/stories/200411280042

1500.htm

12. http://www.indiabike.com/infobank/shine/index.htm

13. http://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htm

43
http://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://auto.indiamart.com/motorcycles/http://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.indiabike.com/infobank/unicorn/index.htmhttp://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htmhttp://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://auto.indiamart.com/motorcycles/http://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.indiabike.com/infobank/unicorn/index.htmhttp://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htm


44/57

Questionnaire

1. Which Brand of bike you own?

2. What is the price of your bike?

3. How long do you own this Bike?

Less than six month

Six month

One year

Two year

More than 2 years

4. How fuel efficient your bike is?

5. What is the top speed (km/hs) of your bike?

6. Are you aware about the 125cc bike brands available in the market?

Fully aware

Aware Less aware

7. Which of the following model/brand of 125cc motorcycle you like the most

1 2 3

HONDA (Shine) -- -- --

BAJAJ (XCD125) -- -- --

TVS (victorGX) -- -- --

44


45/57

8. How did you came to know about this brand /model of 125cc bike

Through friends

Advertisement

Publicity

Family members

Any other

9. Which factor influence you more to purchase the bike

Brand image

Fuel efficiency

Price

Comfort

Style

10. How do you grade the following qualities-

Safety Comfort

Fuel efficiency

Style

performance

45


46/57

11. Why did you prefer this model /bike?

1 2 3 4

Price -- -- -- --

Mileage -- -- -- --

After sales -- -- -- --Service

Power -- -- -- --

12. Are you satisfied with its overall performance?

Fully satisfied

Satisfied

Average Less satisfied

Poor

13. According to you which company gives the most benefits to customers?

HONDA

BAJAJ

TVS14. Which type of media influences your purchase behavior?

T.V

Newspaper

Wall painting

Hording

Magazine

46


47/57

15. Who influenced you more in your buying decision of bike?

Self

Family member

Friends/relatives Mechanics

16. In your opinion, what role advertisement plays?

Provides Important details

Creates awareness

Misleading

Name : ____________________________

Place : ____________________________

Age : ____________________________

47


48/57

M.D.S

How do you grade the following qualities? Safety

Comfort

Fuel efficiency

Style

performance

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Fully

Satisfied 11 13 6 8 6Satisfied 7 11 11 7 5

Moderate 10 11 6 5 7

Less

satisfied 8 5 9 8 11

Poor 5 1 7 10 12

XLSTAT 7.1 - Multidimensional Scaling(MDS) - 3/14/2007 at 4:06:41 PM Rank 1 Rank 2

Rank3

Rank4 Rank 5

Similarity matrix (converted to a

dissimilarity matrix):workbook = Book1 / sheet = Sheet1 /range = $B$2:$F$6 / 5 rows and 5

columns 11 13 6 8 6Uniform weighting (default) 7 11 11 7 5No missing values 10 11 6 5 7Metric Multidimensional Scaling 8 5 9 8 11Multidimensional Scaling model: absolute 5 1 7 10 12Stress used for the results: Kruskal's stress-1Dimension of the representation space: 2Repetitions: 10Seed of the pseudo-random numbers generator: 4145765104Iterations: 50Convergence: 0.0001

Space with 2 Dimensions:

48


49/57

Model: Dij= Pij

Observation coordinates:

Observation Dim1 Dim2Rank 1 -0.649 2.254Rank 2 -4.633 0.143Rank 3 -1.495 -0.010Rank 4 2.140 -0.768Rank 5 4.637 -1.620

Distances measured in the representation space:

Rank 1 Rank 2Rank

3Rank

4 Rank 5Rank 1 0 4.509 2.417 4.112 6.554Rank 2 4.509 0 3.141 6.833 9.437

49


50/57

Rank 3 2.417 3.141 0 3.713 6.341Rank 4 4.112 6.833 3.713 0 2.639Rank 5 6.554 9.437 6.341 2.639 0Ideal distances calculated using the model (disparities):

Rank 1 Rank 2Rank

3Rank

4 Rank 5Rank 1 0 5.000 2.000 4.000 7.000Rank 2 5.000 0 1.000 7.000 11.000Rank 3 2.000 1.000 0 3.000 5.000Rank 4 4.000 7.000 3.000 0 2.000Rank 5 7.000 11.000 5.000 2.000 0Residual distances:

Rank 1 Rank 2Rank

3Rank

4 Rank 5Rank 1 0 -0.491 0.417 0.112 -0.446

Rank 2 -0.491 0 2.141 -0.167 -1.563Rank 3 0.417 2.141 0 0.713 1.341Rank 4 0.112 -0.167 0.713 0 0.639Rank 5 -0.446 -1.563 1.341 0.639 0Comparative table:

PairDissimi

larity DisparityDistan

ce

Dissimilarity rank

Disparity rank

Rank 2 - Rank 3 1.000 1.000 3.141 1 1Rank 4 - Rank 5 2.000 2.000 2.639 2 2

Rank 1 - Rank 3 2.000 2.000 2.417 2 2Rank 3 - Rank 4 3.000 3.000 3.713 3 3Rank 1 - Rank 4 4.000 4.000 4.112 4 4Rank 3 - Rank 5 5.000 5.000 6.341 5 5Rank 1 - Rank 2 5.000 5.000 4.509 5 5Rank 1 - Rank 5 7.000 7.000 6.554 6 6Rank 2 - Rank 4 7.000 7.000 6.833 6 6Rank 2 - Rank 5 11.000 11.000 9.437 7 7

50


51/57

Summary of repetitions:

RepetitionIteratio

nsInitialstress

Fin.stress

1 26 1.076 0.1892 23 0.746 0.1893 16 0.604 0.1894 26 0.633 0.1895 14 0.658 0.1896 22 0.644 0.1897 26 0.738 0.1898 19 0.660 0.1899 23 0.551 0.18910 21 0.683 0.189

51


52/57

Why did you prefer this model /bike?1 2 3 4

Price -- -- -- --

Mileage -- -- -- --

After sales -- -- -- --

Service

Power -- -- -- --

Rank 1 Rank 2 Rank 3 Rank 4

Price 23 14 9 9

Mileage 20 12 17 1

After sales service 6 17 16 12

Power 10 7 5 22

XLSTAT 7.1 - Multidimensional Scaling(MDS) - 3/14/2007 at 5:23:21 PM

Rank1 Rank 2 Rank 3 Rank 4

Similarity matrix (converted to a

dissimilarity matrix):workbook = Book1 / sheet = Sheet1 /range = $B$2:$E$5 /4 rows and 4 columns 23 14 9 9

Uniform weighting (default) 20 12 17 1No missing values 6 17 16 12Metric Multidimensional Scaling 10 7 5 22Multidimensional Scaling model: absoluteStress used for the results: Kruskal's stress-1Dimension of the representation space: 2Repetitions: 10Seed of the pseudo-random numbersgenerator: 766854828

Iterations: 50Convergence: 0.0001

Space with 2 Dimensions:Model: Dij= Pij

52


53/57

Observation coordinates:Observation Dim1 Dim2

Rank 1 -1.7115.95

5

Rank 2 -4.1470.68

1

Rank 3 -5.108

-7.81

6

Rank 4 10.9651.17

9

Distances measured in the representation space:

Rank 1Rank

2 Rank 3 Rank 4Rank 1

05.80

9 14.184 13.546Rank 2 5.809 0 8.551 15.120

53


54/57

Rank 3 14.1848.55

1 0 18.419

Rank 4 13.54615.1

20 18.419 0

Ideal distances calculated using the model (disparities):

Rank 1Rank

2 Rank 3 Rank 4

Rank 1 03.00

0 17.000 13.000Rank 2 3.000 0 6.000 16.000

Rank 3 17.0006.00

0 0 18.000

Rank 4 13.00016.0

00 18.000 0

Residual distances:

Rank 1Rank

2 Rank 3 Rank 4

Rank 1 02.80

9 -2.816 0.546Rank 2 2.809 0 2.551 -0.880

Rank 3 -2.8162.55

1 0 0.419

Rank 4 0.546

-0.880 0.419 0

Comparative table:

PairDissimilar

ityDisparity

Distance

Dissimilarityrank

Rank 1 - Rank 2 3.000

3.00

0 5.809 1

Rank 2 - Rank 3 6.0006.00

0 8.551 2

Rank 1 - Rank 4 13.00013.0

00 13.546 3Rank 2 - Rank 4

16.00016.0

00 15.120 4Rank 1 - Rank 3 17.000 17.0 14.184 5

54


55/57

00

Rank 3 - Rank 4 18.00018.0

00 18.419 6

Summary of repetitions:

Repetition Iterations

Initialstres

sFin.

stress

1 190.99

2 0.149

2 191.51

0 0.149

3 110.68

2 0.1494

180.69

9 0.1495 13 0.49 0.149

55


56/57

2

6 170.50

4 0.149

7 320.30

2 0.149

8 90.42

6 0.1499 24 0.27 0.149

Chi-square test

Honda TVS BAJAJ f

Price 4 5 23 32

Brand 24 4 14 42

Fuel Efficiency 10 6 18 34

Style 6 12 32 50

Comfort 17 5 20 42

f 61 32 107 200

XLSTAT 7.1 - Tests on Contingency Tables (Chi-square...) - 3/15/2007 at10:27:52 AMData: workbook = Book1 / sheet = Sheet1 / range = $B$2:$D$6 / 5 rows and 3columns

Independence tests between the rows and columns in the contingency table:

Chi-square test:

Chi-square (observed value) 30.286Chi-square (critical value) 15.507DF 8One-tailed p-value 0.000Alpha 0.05

56


57/57

Decision:At the level of significance Alpha=0.050 the decision is to reject thenull hypothesis of independence between the rows and the columns.

In other words, the dependence between the rows and the columns issignificant.

Chi-square likelihood ratio test (Wilks' G):

Wilks' G (observed value) 31.031Wilks' G (critical value) 15.507DF 8One-tailed p-value 0.000Alpha 0.05

Decision:At the level of significance Alpha=0.050 the decision is toreject the null hypothesis of independence between the rows and the columns.In other words, the dependence between the rows and the columns issignificant.

Table of the statistics testing the independence rows/columns:

Value DF p-valueChi-square 30.286 8 0.000Wilks' G 31.031 8 0.000

Table of the coefficients:

Coefficient ValuePearson's Phi 0.389Cramer's V 0.275Tschuprow's T 0.231Contingency coefficient 0.363Theil's U (R|C) 0.049Theil's U (C|R) 0.078Averaged Theil's U 0.060Goodman and Kruskal tau (R|C) 0.040Goodman and Kruskal tau (C|R) 0.086

Averaged Goodman and Kruskal tau 0.063

- bajaj auto

Documents