“SRI SAI UNIVERSITY PALAMPUR”

A

PROJECT REPORT

ON THE TOPIC

“CUSTOMER SATISFACTION ON BAJAJ BIKES”

SUBMITTED BY : SUBMITTED TO:

ASHISH RANA ASSIST. PROF.

ROLL NO. 611012005 MR.GURU SWARUP

MBA -2ND SEM.

DECLARATION

I, Ashish Rana, student of MBA- IInd Semester, studying at Sri Sai University, Palampur,

hereby declare that the Project report on “CUSTOMER SATISFACTION ON BAJAJ

BIKES” submitted to Sri Sai University, Palampur is the original work conducted by me.

The information and data given in the report is authentic to the best of my knowledge. This

report is not being submitted to any other University for award of any other Degree, Diploma

and Fellowship.

(Ashish Rana)

PREFACE

Education becomes more meaningful when its theoretical aspects are combind with practical experience.This provides an opportunity to the students to improve their understanding of the study.

M.B.A. is a course which combines both its theoretical and practical aspects in the field of management.The purpose of this research methodology report is to expose the students of management sciences to real business situation.

As complementary to my research methodology research report I prepared and submitted a research report on “CUSTOMER SATISFACTION ON BAJAJ BIKES” .It was an attempt to present on account of practical knowledge and observations gathered during the research period.

(ii)

ACKNOWLEDGEMENT

While working on our project we encountered many new experiences and also several

difficulties. But as each such point,we found someone is coming for our help with his full co-

operation. We take the privilege in conveying heartiest gratitude to all whose help unable to

complete this project. We “sincerely and heartedly” very much thanks to our research

methodology teacher Mr. Guru Swarup for constant help and valuable suggestion through out

the project. There advise has gretly enhanced the worth this report. We thanks him for

accommodating us as his student. Lastly we would like to thanks our respondents for extending

their co-operation in valuable inputs.

ASHISH RANA……………………….. ROLL NO. 611012005

MBA 2ND SEM.

(iii)

TABLE OF CONTENTS

Declaration i

Preface ii.

Acknowledgement iii.

CHAPTERS NO. CHAPTERS NAME PAGE NO.

1. INTRODUCTION 1,2

1.1- HISTORY OF BIKES INDUSTRY 3

HISTORY OF BIKES IN INDIA 4

1.3- THE BAJAJ COMPANY 6

1.4-BAJAJ GROUP OF COMPANY 7

1.5-BAJAJ TEAM 9

1.6-COMPETITOR 12

1.7-SWOT ANALYSIS OF BAJAJ AUTO 17

2. LITERATURE REVIEW  19

3. OBJECTIVES OF THE STUDY 23,24

4. RESEARCH METHODOLOGY 25,26

4.1-RESEARCH DESIGN 27

4.2-METHODS OF DATA COLLECTION 28

4.3-SAMPLING 29

4.4-ANALYSIS AND INTERPRETATION OF DATA

30

5. LIMITATIONS OF THE STUDY 45,46

6. RESULT AND FINDINGS 47

7. CONCLUSION 50

8. RECOMMENDATIONS 52

9. BIBLIOGRAPHY 54

10. ANNEXURE 56

(CHAPTER NO. 1)

INTRODUCTION

1.1- HISTORY OF BIKES INDUSTRY1.2- HISTORY OF BIKES IN INDIA1.3- THE BAJAJ COMPANY1.4-BAJAJ GROUP OF COMPANY

1.5-BAJAJ TEAM

1.6-COMPETITOR

1.7-SWOT ANALYSIS OF BAJAJ AUTO

1

INTRODUCTION

The automobile industry is one of the biggest industries in the world. Being a major revenue and

job generating sector it drives the economies of some of the superpowers of the world. In India

the automobile industry has grown by leaps and bounds since the advent of the liberalization era

the automobile industry and especially the two wheeler segment has grown by leaps and bounds.

The liberalization has done away with primitive and prohibitive practices of licensing and

restricted foreign investment have been done away with. The result of which was the entry of

foreign players into the Indian market. The two wheeler segment was largely dominated by

Automobile Products of India (API) and Enfield in the 50s. Later on towards the end of the 50s

Bajaj Autos began importing Vespa scooters from Italian company Piaggio. In the following

decades the automobile industry in India was mainly dominated by scooters with API and later

Bajaj dominating the market. There were very few products and choices available as far as

motorcycle is concerned and Enfield bullet and Rajdoot dominated the market.

The 80s saw the entry of Japanese companies in the Indian market with the opening up of the

market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of

market reform. The market was still predominantly scooter dominated and Bajaj and LML were

the leading brands producing the products at that time. Scooter was viewed as a more family and

utility friendly vehicle than motorcycle and hence was preferred.

The Japanese companies not only collaborated with Indian companies to produce the already

existing products but also brought in new technology as a result of which the ever conquering

100cc bikes which were extremely fuel efficient with 4 stroke engines.

2

1.1-HISTORY OF BIKES INDUSTRY

American, Sylvester Howard Roper (1823-1896) invented a two-cylinder, steam-engine

motorcycle (powered by coal) in 1867. This can be considered the first motorcycle, if you allow

your description of a motorcycle to include a steam engine. Howard Roper also invented a steam

engine car.

Gottlieb Daimler - First Gas Engined Motorcycle

German, Gottlieb Daimler invented the first gas-engined motorcycle in 1885, which was an

engine attached to a wooden bike. That marked the moment in history when the dual

development of a viable gas-powered engine and the modern bicycle collided.

Gottlieb Daimler used a new engine invented by engineer, Nicolaus Otto. Otto invented the first

"Four-Stroke Internal-Combustion Engine" in 1876. He called it the "Otto Cycle Engine" As

soon as he completed his engine, Daimler (a former Otto employee) built it into a motorcycle.

The Harley Davidson Motorcycle

Many of the nineteenth century inventors who worked on early motorcycles often moved on to

other inventions. Daimler and Roper, for example, both went on to develop automobiles.

However, inventors such as William Harley and the Davidsons brothers continued to develop

motorcycles and their business competitors were other new start-up companies such as Excelsior,

Indian, Pierce, Merkel, Schickel and Thor. In 1903, William Harley and his friends Arthur and

Walter Davidson launched the Harley-Davidson Motor Company. The bike had a quality engine,

so it could prove itself in races, however, the company planned to manufacture it as a transport

vehicle. Merchant, C. H. Lange, sold the first officially distributed Harley-Davidson in Chicago.

3

1.2-HISTORY OF BIKES IN INDIA

Two wheelers are the most sought out medium of transport in India. Whether the roads are rural or pucca, scooters and bikes as the preferred means of transport. Convenient, fuel efficient and faster bikes are preferred by farmers, office goers and racing ones for the style aficionados. The first bike ever was inspired from a horse carriage and was called ‘Indian’ built by the Indian Motorcycle company in America.

Indian history goes back to 1955 when real tough two wheeled machines were required by the Indian army to tread over rough and rocky western areas in India. The parts were assembled in Chennai ( Madras Motors) and machines were imported from UK from The Royal Enfield company. This was the birth of the motorcycle industry in India.

 

Patriotic spirit coming from the Indian army further goaded Madras Motors to produce the Bullet make with Indian origins and hence Enfield India came into being. The Eicher company acquired Enfield India and the name came to be known as Royal Enfield Motors Limited in 1993.

Bullets came with much innovations like Royal Enfield Bullet 350 is famous for its sound. The bullet 500 has much pillion capacity and load taking capacity to enable carrying luggage over. The Bullet Electra bike is a sturdier version with highly user friendliness. More versions include Electra 55 and Machismo.

Much renaissance was witnessed in 1990 as demand for two wheelers were strongly expressed and hence supply was met with innovation. The TVS Company with its collaboration with Suzuki pioneered the 100 cc motorcycle in the Indian market in 1997. For determined efforts in quality management, the TVS Motors company ( now not a Suzuki alliance) was rewarded with The Deming Prize.

4

Hero Honda launched the first bike with fuel injection technology in India in 2006, with

Standard and Deluxe models. Futuristic 2010 emission norms are well adhered too here. The

capacity is small on Glamour yet the indigenous effort is admirable.

Yamaha India has come with the swanky sports bike which was launched recently in Delhi. Bajaj

and Kawasaki to hit the market soon with splendid models in India, primarily catered for designs

in the US market. 2005 had commenced the idea of probiking showrooms and the highlight are

indoor test drives allowed on specially created Dynamometers.

The bikes in India have improvised the depth in selling techniques by roping creatives in

advertising and event management companies. The allied industries include spare parts

manufacturing, ancillary assembling shops and thereby providing more employment and

business opportunities. Models, paints, ergonomic designs, better capacity (cc), fuel efficient

makes with low pollution machines are filling in the market with user friendly preferences.

5

1.3-The Bajaj Company

The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a

wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home

appliances, lighting, iron and steel, insurance, travel and finance. The group's flagship company,

Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer and the

Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South

and South East Asia. Founded in 1926, at the height of India's movement for independence from

the British, the group has an illustrious history. The integrity, dedication, resourcefulness and

determination to succeed which are characteristic of the group today, are often traced back to its

birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the

group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him

as his son. This close relationship and his deep involvement in the independence movement did

not leave Jamnalal Bajaj with much time to spend on his newly launched business venture.

His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close

to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention

to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into

various manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of

the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company

has gone up from INR.72 million to INR. 120 billion, its product portfolio has expanded and the

brand has found a global market. He is one of India’s most distinguished business leaders and

internationally respected for his business acumen and entrepreneurial spirit.

6

1.4-Bajaj Group of Companies

Bajaj Auto is the flagship of the Bajaj group of companies. The group comprises of 34

companies and was founded in the year 1926.

The companies in the group are:

Bajaj Auto Ltd.

Bajaj Holdings & Investment Ltd.

Bajaj Finserv Ltd.

Bajaj Allianz General Insurance Company Ltd.

Bajaj Allianz Life Insurance Co. Ltd

Bajaj Financial Solutions Ltd.

Bajaj Auto Finance Ltd.

Bajaj Allianz Financial Distributors Ltd.

Bajaj Auto Holdings Ltd.

P T Bajaj Auto Indonesia (PTBAI)

Bajaj Auto International Holdings BV

Bajaj Electricals Ltd.

Hind Lamps Ltd.

Bajaj Ventures Ltd.

Mukand Ltd.

Mukand Engineers Ltd.

Mukand International Ltd.

Bajaj Sevashram Pvt. Ltd.

Jamnalal Sons Pvt. Ltd.

Rahul Securities Pvt Ltd

Shekhar Holdings Pvt Ltd

7

Madhur Securities Pvt Ltd

Niraj Holdings Pvt Ltd

Shishir Holdings Pvt Ltd

Kamalnayan Investments & Trading Pvt Ltd

Sanraj Nayan Investments Pvt. Ltd.

Hercules Hoists Ltd.

Hind Musafir Agency Pvt. Ltd.

Bajaj International Pvt. Ltd.

Bachhraj Factories Pvt. Ltd.

Baroda Industries Pvt. Ltd.

Jeevan Ltd.

Bachhraj & Co Pvt Ltd

The Hindustan Housing Co. Ltd.

Hospet Steels Ltd

8

1.5-Bajaj Team

Management Team

Rahul Bajaj ,Madhur Bajaj, Rajiv Bajaj, Sanjiv Bajaj, Pradeep Shrivastava ,Abraham Joseph ,K

Srinivas, R C Maheshwari, Rakesh Sharma ,Eric Vas Kevin, P D'sa S Ravikumar ,Amrut Rath, N

H Hingorani ,C P Tripathi.

Company Secretary

J. Sridhar

Company Secretary

Board of Directors

Chairman - Rahul Bajaj ,

Vice Chairman - Madhur Bajaj

Managing Director - Rajiv Bajaj

Executive Director - Sanjiv Bajaj

Directors - D.S. Mehta ,Kantikumar,R. Podar Shekhar Bajaj ,D.J. Balaji ,Rao J.N. Godrej ,S.H.

Khan, Mrs. Suman Kirloskar , Naresh Chandra, Nanoo Pamnani, Manish Kejriwal, P Murari,

Niraj Bajaj

 

Committees of the Board

Audit Committee

Shri Nanoo Pamnani (Chairman),Shri S.H. Khan(Member), Shri D.J. Balaji Rao(Member) ,Shri

9

Naresh Chandra (Member)

Shareholders’ & Investors’ Grievance Committee

Shri D.J. Balaji (Chairman), Rao Shri J.N. Godrej (Member ) ,Shri Naresh Chandra

(member),Shri S.H. Khan (member).

 

Remuneration & Nomination Committee

Shri D.J. Balaji Rao(Chairman), Shri S.H. Khan(member), Shri Naresh Chandra (member),Shri

Rahul Bajaj ( Member).

 

Registered under the Companies Act, 1956

REGISTERED OFFICE WORKS

Akurdi, Pune 411 035

Akurdi, Pune 411 035.

Chakan Industrial Area, Chakan, Pune 411 501

Bajaj Nagar, Waluj Aurangabad 431 136

Plot No. 2, Sector 10, Pant Nagar, Rudrapur

 

Plants

Bajaj Auto's has in all three plants, two at Waluj and Chakan in Maharashtra and one plant at

Pant Nagar in Uttranchal, western India.

 

Plant Locations

Bajaj Auto plants are located at:

Bajaj Nagar, Waluj, Aurangabad 431 136

10

MIDC, Plot No A1, Mahalunge Village, Chakan 410 501 Dist. Pune

Plot No. 2, Sector 10 Phase -II - E, Pant Nagar, Sidcul, Rudrapur Dist. Udhamsingh Nagar

Uttranchal

Products of Bajaj

Pulsar 220 cc

Pulsar 200 cc

Pulsar 180 cc

Pulsar 150 cc

Pulsar 135 cc

Discover 100cc

Discover 125 cc

Discover 150cc

Xcd 135cc

Platina 125 cc

Platina 100 cc

Boxer 100 cc

Boxer 150 cc

Avenger 200cc

11

1.6-COMPETITORS

Hero Honda Motors Ltd.

Hero Honda Motors Ltd. is a result of the joint venture between India's Hero Group and Japanese

Honda Motors Company in the year 1983. This joint venture has not only created the world's

single largest two wheeler company but also one of the most successful joint ventures

worldwide. Hero Honda is globally known of being the most fuel-efficient and the largest CBZ

selling Indian Motorcycle Company. This is a relationship so harmonious that Hero

Honda has managed to achieve indigenisation of over 95 percent, a Honda record worldwide.

The below chart shows the golden years in the history of HERO HONDA :-

1985 CD-100

1989 SLEEK

1991 CD-100 SS

1994 Splendor

1997 Street

1999 CBZ

2001 PASSION

2002 DAWN, AMBITION

2003 CD-DAWN, SPLENDOR +, PASSION +,

KARIZMA

2005 SUPER-SPLENDOR, CD-DELUX,

GLAMOUR, ACHIEVER

TVS Motor

TVS Motor is a leading and trusted two wheeler company began with the vision of TVS Scooty

the founder of the Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and

produce an affordable moped for the Indian family.' This vision was realized in 1980 when TVS

50, India's first two-seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern

12

India.

The company has been known for its ruggedness and reliability. TVS 50 was successful and it

has smoothened the way for many successes for TVS Suzuki even before its launch in the

market. The TVS 50 XL is especially designed for individuals who want economy fused with

sporty looks. Recently new XL Super with a 70 cc high-tech Power

Pack is all set to redefine the category of mopeds in the country. The Suzuki Samurai was

launched for the time conscious urban commuter. The Max 100 R was engineered for those who

demanded strength and ruggedness. Along with them all, Suzuki Shogun was for those who

wanted raw power.

TVS Motor has continually worked on innovation of the motorcycle segment along with two

wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5- speed, 140 cc

motorcycle. Another example of the company success is TVS Scooty, a 60 cc Scooterette which

keep one step ahead of its time in India.

TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008 award for

Customer Excellence and the other one is 2008 Symantec South Asia Visionary Award. Along

with this, it is the first company in the world to be honored with The Deming Prize for Total

Quality Management. In September 2008, the company has got 19% growth for registering total

two wheeler sales of 137,246 units.

TVS bikes list

TVS Apache RTR FI

TVS Centra

TVS Fiero

TVS Fiero F2

TVS Fiero FX

TVS Flame

TVS Victor

13

TVS Victor GLX

TVS Victor GX

TVS Victor Edge

TVS Star

TVS Star

TVS Star City

SCOOTERETTES/MOPEDS

TVS Scooty Streak

TVS Scooty

TVS Scooty ES

TVS XL

TVS XL Supe

SUZUKI MOTORCYCLES

Suzuki Hayabusa 1300

Suzuki Intruder M1800R

Suzuki GS 150R

Suzuki Max 100

Suzuki Max 100R

Suzuki Samurai

Suzuki Shogun

Suzuki Shaolin

14

Royal Enfield Motors Ltd.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield

is on the oldest bike on the road. The company is well known for producing motorcycles, but

they also produce bicycle stationary engines, lawnmowers and rifle small parts for the Royal

Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at

Thiruvottiyur, Chennai, Tamil Nadu, India.

In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged

with it in 1994. The annual turnover of the company is Rs.10 billion. The Eicher Group has a

range of interests in the automotive industry, including small trucks, tractors, exports, automotive

gears, management consultancy and cartography.

The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching

loyalty to the customer, a few reasons why the legendary Bullet is not just a bike but a

motorcycling icon. The ruggedness and reliability of the bike is endorsed by the army, the police,

the paramilitary forces and over 500 institutions which form part of the die-hard customer base

of the Bullet, dubbed the "Rajagadi", or royal vehicle.

TWO WHEELERS MOTORCYCLE

Bullet 350

Bullet 500

Enfield Diesel

Bullet Deluxe

Bullet Electra

Bullet Electra

15

Bullet Electra 5S

Bullet Machismo

Bullet Machismo 500

Bullet Std 12V

Lightning 500

16

1.7-SWOT ANALYSIS OF BAJAJ AUTO

Strength •

Size and scale of parent company.

Effective Advertising Capability .

Committed and dedicated staff.

High emphasis on R and D.

Experience in the market.

Established brand.

Established market channel.

Power, Speed & Acceleration.

Weaknesses

Small showrooms.

Not much emphasis on aggressive selling.

Weak product diversity.

Opportunities

Growing premium segment.

Global expansion into the Caribbean & Central America.

Expansion of target market (include women).

17

Increasing dispensable income.

1st mover advantage.

Threats

Cut throat competition .

Increasing number of players in the market.

Rising raw material costs.

Increasing rates of interest on finance.

18

(CHAPTER NO. 2)

LITERATURE REVIEW  

19

LITERATURE REVIEW

Consumers buy not the products but bundle of emotions.Modern goods are

r e cogn i zed   a s   e s sen t i a l l y   p sycho log i ca l l y   t h ings ,  wh ich   a r e   symbo l i c   o f

pe r sona l attributes and goals and of social patterns and strivings. All commercial objects have

as s y m b o l i c   c h a r a c t e r ,   a n d   m a k i n g   a   p u r c h a s e   i n v o l v e s   a n   a s s e s s

i m p l i c i t o n explicit of this symbolism to decide whether or not it fits (Sidney Levey, 1959).

The research has shown repeatedly that positive free choice Beliefs are related t o

concu r r en t l y   c l a im  pu rchas ing   a s   b r and  u sage   (Ba rwi se   and  Fhournbe rg

1985 ;B ind , Channan and Eh renbe rg 1970 ; Cos t l ebeny and Eh renbag 1990 ) .

A   “Usage   factor” runs through the data. Many more people tend to associate a

positive attribute w i th l onge r b r ands t han a s soc i a t e i t w i t h sma l l e r b r ands .

The exp l ana t i on i s t ha t a   larger brand has more claimed user than a smaller

brand and the users of brand are  more likely than non-users to give a positive Attribute

response. This observation alsolies in much evidence in the literature that familiarity in

users liking (e.g., Harinsar 1977 ; Payme 1981 ; S luck in , Ha rg reaves and

Ca lman 1982 ; Za j anc 1968 . Fo rced   cho i ce deg ree o f a s soc i a t i on a t t i t ude

done we re s im i l a r l y co - r e l a t ed w i th c l a imed usage in our study of six packaged

goods categories (Haley and case 1979).

Barwise and Ehrenberg (1985) in addition showed that a smaller brand tendedto

get fewer positive belief brand associations than a larger brand even within

each c l a imed b rand u sage g roup ing . Thus r egu l a r u se r s o f t he b r and l e ade r

s co red t ha t  branch. This effect in known more generally as double jeopardy or DJ

effect (e.g.E h r e n b e r g , G o o d h a r d t , C d B a r w i s e 1 9 9 0 ; M c P h e e 1 9 6 3 ) . D J

o c c u r s   s i m p l y   a s s t a t i s t i c a l   s e l e c t i on   e f f ec t   due   t o   t he  o f f e r i ng

popu l a r i t i e s on mak ing shows o f t he  brands. There need not be any perceived

differences between the brands. In  contrastto these relationships with brand usage

or market shares, very difference influences  h o w   u p   i n   r e s p o n d e n t

2 0

a s s o c i a t e s f o r s a m e b e l i e f a n d b r a n d c o m b i n a t i o n s . F o r   example , an

e i t he r   a   phys i ca l   a t t r i bu t e   o r   an   adve r t i s i ng   c l a im   tha t   i s   pa r t i cu l a r l y

connec t ed  w i th   a   b r and   can   enhance   i t   s co re   fo r   t ha t   be l i e f   o f   t he

a t t r i bu t e .The   aggregate score for that brand/belief combination then deviates

markedly from what would be expected on the basis of brand usage alone. (Barwise

and Ehrenberg 1985);Bird and Ehrenberg 1970; castteben and Ehrenberg 1990).

Pamela L. Alreck and Robert B.Settle (1999) felt that the principle objective  of

the marketer’s is not simply to have a simple sale relation ship with buyer but

also bu i l d r e l a t i onsh ip w i th buye r i n t he fo rm o f l i nk ing t he b r and t o a

pa r t i cu l a r need , associating it with a pleasant mood, appealing to subconscious

motives; conditioning buye r s t o p r e f e r t he b r and t h rough r eward ; pene t r a t i ng

pe r cep tua l and cogn i t i ve  barriers to create preferences and providing attractive models

for buyers.

Lynda Chong (1996) analyzed the difficulties faced by department stores

in S i n g a p o r e a n d o b s e r v e d t h e l o s i n g p r o m i n e n c e o f t h e s e s t o r e s .

T h e   a u t h o r   h a s   conc luded t ha t t he se s t o r e s have t o adop t c r ea t i ve

s t r a t eg i e s such a s t i gh t e r cos t   c o n t r o l , m o r e r e c r e a t i o n a l v a l u e , b e t t e r

c u s t o m e r s e r v i c e p r o g r a m m e s , m a r k e t expansion and niche marketing.

Sally Dibb (1996) felt that the trading environment in the Asia Pacific region is

some what diverse, offering a attractive trading environment keeping in view the

sound economic growth, a rising population and changing lifestyles.

K o t l e r ( 2 0 0 0 ) h i s b o o k m e n t i o n e d t h a t a c o m p a n y p r a c t i c i n g

m a r k e t   segmentation realizes that buyers differ in their needs and wants, purchasing

behavior,demographic characteristics, product/service usage patterns, geographic

locations, buying habits and other characteristics.

21

A summary of literature review in branding reveals that the brand perception i s n o t

p r e d o m i n a n t l y   d e p e n d   u p o n   o n   e x t e r n a l   p a r a m e t e r s   l i k e   a g e ,

i n c o m e   a n d   educa t i on  bu t   depends  on  more  on  pe r sona l i t y   and

p sycho log i ca l d imens ions . The   research is conducted to prove that the brand

preference is independent of the above parameters age, income and education.

22

(CHAPTER NO. 3)

OBJECTIVES OF THE STUDY

23

OBJECTIVES OF THE STUDY

To know the customer’s perception regarding launch of new Bajaj bikes

To determine the customer’s satisfaction regarding bikes and after sales service.

To determine the factors influencing the choice of customers regarding bikes.

To know the market scenario of second hand bike industry.

Customer satisfaction of Bajaj bikes.

To study what are the advantages & disadvantages of the bike. .

To study what are the reasons behind the success of the bike.

SCOPE OF THE STUDY

This study is aimed at providing India Bajaj Bikes with an insight into the success of Pulsar as

well as the customer’s response and awareness towards the brand, products and services of

Bajaj. The data has been analyzed and presented in a simple and precise way on the basis of

which pertinent recommendations have been made to the company to better the services, policies

and strategies of the company in India.

24

(CHAPTER NO. 4)

RESEARCH

METHODOLOGY

25

4.1-RESEARCH DESIGN

4.2-METHODS OF DATA COLLECTION

4.3-SAMPLING

4.4-ANALYSIS AND INTERPRETATION OF DATA

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. The Research

Methodology includes the various methods and techniques for conducting a Research.

“Marketing Research is the systematic design,collection, analysis and reporting of data and

finding relevant solution to a specific marketing situation or problem”. G. Slesingel and

M.Stephenson in the encyclopedia of Social Sciences define Research as “the manipulation of

things, concepts or symbols for the purpose of generalizing to extend,correct or verify

knowledge making for its advancement. The purpose of research is to discover answers to the

Questions through the application of scientific procedures. Our research report has a specifisd

framework for collecting data in an effective manner. Such framework is called “research

Design” . The research process followed by us consists of following steps:

26

4.1-RESEARCH DESIGN

A research design is the detailed blue print used to guide a research study towards its objectives.

It helps to collect, measure and analysis of data. The present study seeks to find out the

consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of

the marketing set up of Hero Honda. So this makes the study a descriptive one.

Type of Research

The study undertaken is of ―Descriptive Research in nature.

Nature of Research

The study is ―quantitative in nature.

It is structured, standardized, question based interview.

27

4.2-Methods of Data Collection-Research work is exploratory in nature.Information has been

collected from both Primary and Secondary data.

Primary sources- Primary data are those,which are collected are fresh and for the first

time, and thus happen to be original in character. Primary data has been collected by

conducting surveys through questionnaire, which include both open-ended questions and

personal and telephonic interview.

Secondary sources- Secondary data are those which have already been collected by

someone else which already had been passed through the statistical process. Secondary

data has been collected through magazines, websites, newspapers and journals.

Tools of Analysis-

To analysis the data obtained with the help of questionnaire. Following tools were used.

Likert Scale : These consist of a number of statements which express either a favourable

or unfavourable attitude towards the given object to which the respondents are asked to

react. The respondent responds to in terms of several gegrees of satisfaction or

dissatisfaction .

Tables : this is a tool to present the data in tabular form.

Percentage,Bar Graphs And Pie charts : These tools were used for analsis of data.

28

4.3-Sample design- Sampling can be defined as the selection of some part of an

aggregate or totality on the basis of which judgement or an inference about aggregate or

totality is made. The sampling design helps in decision making in the following areas:-

Universe of the study-The universe comprises of two parts as theoretical universe and

accessible universe.

Theoretical universe- It includes all the people throughout the universe.

Accessible universe-It includes people in Palampur region

Sample frame-Sample frame refers from where the questionnaires are to be filled. Our

sample frame consists people of palampur.

Sample size-sample size is the number of elements to be included in a study.keeping in

mind all the constraints 20 respondents were selected.

Sample unit-sampling unit is the basis unit containing the elements of the universe to be

sampled.The sampling unit of our study is general public.

Sampling Techniques- The sampling techniques used are conience technique and simple

random sampling technique.

HYPOTHESIS –In this study the NULL hypothesis is followed.

29

4.4-ANALYSIS AND INTERPRETATION OF DATA

1. Which motorcycle of Bajaj Auto do you have?

BIKES NO. OF RESPONDENTS %AGE a. Pulsar 10 50 % b. Discover 07 35 % c. XCD 01 05 % d. Platina 02 10 % e. Other 00 00 %

TOTAL 20 100 %

Analysis:-

Owners of Bajaj Bikes0%

10%

20%

30%

40%

50%

60%

Pulser Discover Xcd Platina%age

INTERPRETATION – In this chart it is very much clear that 50% Respondents have Pulsar

bikes, 35% Respondents have Discover bikes, 5% Respondents have XCD bikes and 10%

respondents have Platina bikes.

30

2. Which series of Bajaj motorcycle do you own?

SERIES NO. OF RESPONDENTS %AGE

A. 150cc 11 55 %

B. 180cc 03 15 %

C. 200cc 01 05 %

D. 220cc 01 05 %

E. Other 04 20 %

TOTAL 20 100 %

Analysis:-

55%

15%

5%

5%

20%

SERIES

150 cc180 cc200 cc220 ccOTHER

INTERPRETATION – In this pie chart it is very much clear that 55% Respondents have

150 cc bikes, 15% Respondents have 180cc bikes , 5% Respondents have 200cc bikes , 5%

Respondents have 220cc bikes and 20% Respondents have Others series Bajaj bikes.

31

3. Tick any 5 for selecting Bajaj bike?

RESPONCE NO. OF RESPONDENTS %AGE A. Style 4 20%

B. Pickup 2 10%

C. Popularity 10 50%

D. Brand image 2 10%

E. Comfort 2 10%

TOTAL 20 100 %

Analysis:-

Style Pickup Popularity Brand image Comfort0%

10%

20%

30%

40%

50%

60%

SELECTING THE BAJAJ BIKES

SELECTING THE BAJAJ BIKES

INTERPRETATION – In this chart it is very much clear that 20% Respondents selecting

Bajaj bikes for Style, 10% Respondents selecting Bajaj bikes for Pickup, 50% Respondents

selecting Bajaj bikes for popularity, 10% respondents selecting Bajaj bikes for brand image, 10%

Respondents selecting Bajaj bikes for Comfort.

32

4. What was the source of information for the purchase of Bajaj Pulsar?

Motorcycle?

RESPONCE NO. OF RESPONDENTS %AGE

A. Family 2 10%

B. Friends 5 25%

C. Media 3 15%

D. Mechanics 8 40%

E. Dealers 2 10%

F. Others 0 0%

TOTAL 20 100 %

Analysis :-

10%

25%

15%

40%

10%

SOURCE OF INFORMATIONFamily Friends Media Mechanics Dealers Others

33

INTERPRETATION – The above pie chart it is very much clear that 10% Respondents

receive information to purchase the bikes from Family, 25% respondents receive information to

purchase the bikes from Friends, 15% respondents receive information to purchase the bikes

from Media, 40% respondents receive information to purchase the bikes from Mechanics, 10%

respondents receive information to purchase the bikes from Dealers.

34

5. What is your level of satisfaction towards Bajaj motorcycle?

RESPONCE NO. OF RESPONDENTS %AGE

A.0-25% 1 5%

B.25-50% 3 15%

C.50-75% 4 20%

D.75-100% 12 60%

TOTAL 20 100 %

Analysis :-

5%

15%

20%60%

LEVEL OF SATISFACTION0-25% 25-50% 50-75% 75-100%

INTERPRETATION – In this pie chart it is very much clear that 5% Respondents

satisfaction level between 0-25%, 15% Respondents satisfaction level between 25-50%,

20% Respondents satisfaction level between 50-75%, 60% Respondents satisfaction level

between 75-100%.

35

6. How do you feel when you ride your Bajaj motorcycle?

RESPONCE NO. OF RESPONDENTS %AGE

A. Excited 10 50%

B. Playful 2 10%

C. Happy 3 15%

D. Boring 1 5%

E. Uncomfortable 4 20%

TOTAL 20 100 %

Analysis :-

50%

10%

15%

5%

20%

FEEL WHEN RIDE THE BIKEExcited Playful Happy Boring Uncomfortable

36

INTERPRETATION – The above pie chart it is very much clear that 50% Respondents

feel excited when they ride the Bajaj bikes, 10% Respondents feel Playful when they ride the

Bajaj bikes , 15% Respondents feel happy when they ride the Bajaj bikes, 5% Respondents feel

boring when they ride the Bajaj bikes, 20% Respondents feel Uncomfortable when they ride the

Bajaj bikes.

37

7. What new /innovation would you like to see in Bajaj motorcycle?

RESPONCE NO. OF RESPONDENTS %AGE

NEW LOOK 10 50%

COMFORT 7 35%

PICKUP 3 15%

TOTAL 20 100 %

Analysis :-

50%

35%

15%

NEW FEATURE LIKE TO SEE IN BAJAJ BIKESNEW LOOK COMFORT PICKUP

INTERPRETATION – In this pie chart it is very much clear that 50% Rspondents New

Look feature like to see in Bajaj bikes, 35% Respondents comfort feature like to see in Bajaj

bikes, 15% Respondents Pickup feature like to see in Bajaj bikes.

38

8. Overall, how would you rate Bajaj Auto?

RESPONCE NO. OF RESPONDENTS %AGE

A. Excellent 8 40%

B. Good 9 45%

C. Neither good Nor Bad 2 10%

D. Bad 1 5%

E. Very Bad 0 0%

TOTAL 20 100 %

Analysis :-

40%

45%

10%

5%

RATE OF BAJAJ AUTO Excellent Good Neither good Nor Bad BadE. Very Bad

39

INTERPRETATION – The above pie chart it is very much clear that 40% Respondents

give the Excellent rate of Bajaj bikes , 45% Respondents give the good rate of Bajaj bikes ,

10% Respondents give the Neither good Nor Bad rate of Bajaj bikes , 5% Respondents give the

Bad rate of Bajaj bikes.

40

9.Do you wish to buy next time the Bajaj Auto’s motorcycle?

RESPONCE NO. OF RESPONDENTS %AGE

A. Definitely will buy 12 60%

B. Probably will buy 4 20%

C. Might or Might notBuy 2 10%

D. Probably will not buy 1 5%

E. Definitely will not buy 1 5%

TOTAL 20 100 %

Analysis :-

Definitely will buy

Probably will buy Might or Might notBuy

Probably will not buy

E. Definitely will not buy

0%

10%

20%

30%

40%

50%

60%

70%

BUY THE NEXT TIME BAJAJ BIKES

BUY THE NEXT TIME BAJAJ BIKES

41

INTERPRETATION – The above chart it is very much clear that 60% Respondents

definitely buy the Bajaj bikes next time, 20% Respondents probably buy the Bajaj bikes next

time, 10% Respondents might or might not buy the Bajaj bikes next time, 5% Respondents

probably will not buy the Bajaj bikes next time, 5% Respondents definitely will not buy the

Bajaj bikes next time.

42

10. Which income group do you belong?

RESPONCE NO. OF RESPONDENTS %AGE

i. Less than 5000 8 40%

ii.5001-10000 6 30%

iii.10001-15000 4 20%

iv. Above 15000 2 10%

TOTAL 20 100 %

Analysis :-

Less than 5000 5001-10000 10001-15000 Above 150000%

5%

10%

15%

20%

25%

30%

35%

40%

45%

INCOME GROUP

INCOME GROUP

INTERPRETATION – In this chart it is very much clear that 40% Respondents income

per month is less than 5000, 30% Respondents income per month is between 5001-10000, 20%

Respondents income per month is between 10001-15000, 10% Respondents income per month is

above 15000.

43

11. Are you satisfied of giving your motorcycle for free service from the

showroom?

RESPONCE NO. OF RESPONDENTS %AGE

A. Yes 7 35%

B. No 13 65%

TOTAL 20 100 %

Analysis :-

YES35%

NO65%

CUSTOMER SATISFACTION FOR FREE SERVICE

INTERPRETATION –In this pie chart it is very much clear that 35% Respondents are

satisfied for free service provide by the showroom and 65% Respondents are not satisfied for

free service provide by the showroom.

44

(CHAPTER NO. 5)

LIMITATIONS OF THE

STUDY

45

LIMITATIONS OF THE STUDY

This research is geographically restricted to Palampur only. Hence the result cannot be

extrapolated to other places.

The study is restricted only to the organized sector of two wheeler industry

The seriousness of the respondents and their ability to justify their answers may

also be a limitation.

The sample size is small due to the specified reasons.

Findings are based on sample survey.

All interview questions are undisguised or direct. Hence there is a scope for the

respondents to be biased or pretentious.

The educational & awareness level of the respondents with respect to the questionnaires

is low. Hence they respond one question in affirmative, but same interrelated question

has been responded in negative.

The sample – plan is too small to give the research a wide coverage with reference to

their opinion.

The respondents are not interested to reveal their income level. Causing a hurdle in

finding out the price as a buying decision.

46

(CHAPTER NO. 6)

RESULT AND FINDINGS

47

RESULT AND FINDING

During this research project I came in to contact with many customers who are having bikes. It

has been found that in Bajaj bikes mostly the customers are having Pulsar and

Discover bikes. The ratio of the customers using XCD, Platina and other bikes are

comparatively low. The customers are giving more preference to Discover and Pulsar models .

The maximum numbers of customers that are using these bikes fall in the income group of

less than 5000 per month.

It is observed that the awareness of Bajaj bikes mostly comes from Mechanics. Out

of the sample size of 20 customers, 08 customers awareness related to purchase the

bikes comes from mechanics.

When the customers are asked that are they satisfied with the performance of  t h e i r

b i k e s t h e n m o s t o f t h e m a g r e e s t o t h e f a c t . O u t o f t h e s a m p l e s i z e

o f 2 0 cus tomer s , 12 cus tomer s s ays t ha t t hey a r e s a t i s f i ed w i th t he

pe r fo rmance o f t he i r    bikes and the satisfaction level between 75-100%. The One

customers are satisfied with the performance of the  b ike s t ha t t hey a r e hav ing

and t he s a t i s f ac t i on l eve l 0 -25%.

It is observed that the 65 % Respondents are not satisfied free service provided by

the showroom.35% Respondents are satisfied. In Bajaj bikes customers gets more

influenced by the price and quality of the bike and also they think that it adds value to their

prestige.

It is observed that in rating of different features of different bikes of Bajaj bikes

48

give maximum rating Excellent . 40% Respondents give the Excellent rating to Bajaj

bikes.

It is observed that the customers of Bajaj bikes are not ready to change

their b i k e s . T h e c u s t o m e r s o f B a j a j b i k e s 6 0 % R e s p o n d e n t s definitely

will buy the Bajaj bikes next time.

49

(CHAPTER NO. 7)

CONCLUSION OF

RESEARCH REPORT

50

CONCLUSION OF RESEARCH REPORT

During this research project I fill the 20 questionnaires in Palampur area. The mostly

customers satisfied and the satisfaction level between 75-100% .The Bajaj bikes

customers satisfied the performance of bikes. Mostly customers belonging the less than -

5000 per month income.

The 65% customers of Bajaj bikes not satisfied free services provided by the showroom.

It is observed that the customers of Bajaj bikes are not ready to change

their   b i k e s . T h e c u s t o m e r s o f B a j a j b i k e s 6 0 % R e s p o n d e n t s

Definitely will buy the Bajaj bikes next time.

When the customers are asked that are they satisfied with the performance

of t h e i r b i k e s t h e n m o s t o f t h e m a g r e e s t o t h e f a c t . O u t o f t h e

s a m p l e s i z e o f 2 0 cus tomer s , 12 cus tomer s s ays t ha t t hey a r e

s a t i s f i ed w i th t he pe r fo rmance o f t he i r    bikes and the satisfaction level

between 75-100%.

The Bajaj Auto customers happy with the performance of their bikes.The

mostly Bajaj auto customer base is happy.

51

(CHAPTER NO. 8)

RECOMMENDATIONS

52

RECOMMENDATIONS

Bajaj Auto Should introduce some more models having more engine power.

More service centers should be opened.

Introduce less cost and fuel efficiency bikes.

Provide good free services to new bikes.

New technology introduce to minimize the maintenance cost.

More showrooms should be opened in rural area.

53

(CHAPTER NO. 9)

BIBLIOGRAPHY

54

BIBLIOGRAPHY

INTERNET

http://www.bajajauto.com/bajaj_corporate.asp http://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asp http://www.bajajauto.com/bajaj_corporate_bajaj_team.asp http://www.bajajauto.com/bajaj_corporate_factory.asp http://www.google.co.in/#hl=en&output=search&sclient=psy-

ab&q=review+of+literature+on+customer+satisfaction&oq=review+of+literature+on+cu

stomer+satisfaction&aq=f&aqi=g4g-

K6&aql=&gs_l=hp.3..0l4j0i30l6.14600.38937.1.42225.45.18.0.27.27.1.1985.14012.3-

3j6j2j2j3j2.18.0...0.0.nxJJGbgqI5k&bav=on.2,or.r_gc.r_pw.r_qf.,cf.osb&fp=b938ad7b74

7092a7&biw=1366&bih=480

BOOK

Research Methodology by Kothari C.R.

55

(CHAPTER NO. 10)

ANNEXURE

56

QUESTIONNAIRE

I Ashish Rana conducting a research on the topic “Customer Satisfaction on Bajaj Bikes” and I request you to fill the following questionnaire. This will take 3-5 minutes of your time and we promise to keep the information confidential.

Demographic Information

Name ...............................................................

Age 15-25 26-35 36-45 Above 45

Gender Male Female

Occupation - Student Serviceman Businessman

Place .....................................

1. Which motorcycle of Bajaj Auto do you own?

a. Pulsar b. Discover

c. XCD d. Platina

e. Other .......................................(Please Specify)

2. Which series of Bajaj motorcycle do you own?

a.150cc b.180cc

c.200cc d.220cc

57

e.Other.................................................(please Specify)

3. Tick any 5 for selecting Bajaj bike?

a. Style b. Brand image

c. Mileage d. Pickup

e. Resale value f. Popularity

g. Comfort h. Low maintenance

i. Safety

4.What was the source of information for the purchase of Bajaj Pulsar

motorcycle?

a. Family b. Friends

c. Media d. Mechanics

e. Dealers f. Others.................................................... (Please Specify)

5. What is your level of satisfaction towards Bajaj motorcycle?

a.0-25% b.25-50%

c.50-75% d.75-100%

6. How do you feel when you ride your Bajaj motorcycle?

a. Excited b. Playful

c. Happy d. Boring

e. Uncomfortable

7. What new /innovation would you like to see in Bajaj motorcycle?

58

8. Overall, how would you rate Bajaj Auto?

a. Excellent b. Good

c. Neither good Nor Bad d. Bad

e. Very Bad

9.Do you wish to buy next time the Bajaj Auto’s motorcycle?

a. Definitely will buy b. Probably will buy

c. Might or Might notBuy d. Probably will not buy

e. Definitely will not buy

10. Which income group do you belong?

i. Less than 5000 ii.5001-10000

iii.10001-15000 iv. Above 15000

11. Are you satisfied of giving your motorcycle for free service from the

showroom?

a. Yes b. No

Thanks for your co-operation .

59