rupesh gangwar

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A Market Survey Report

on

A Study Of Customer preferences Towards BAJAJs Bikes

Submitted To:

COLLEGE OF MANAGEMENT AND COMPUTERAPPLICATION, MORADABAD

In Partial Fulfillment of the Requirement of the Degree ofBachelor of Business Administration (BBA)

SESSION: 2009-2012

Department of ManagementTEERTHANKER MAHAVEER UNIVERSITY

DELHI ROAD, MORADABAD

1

Project Guide:

Mr. Avinash Raj Kumar

Project Incharge:

Mr. Avinash Raj KumarMr. Abhinav Shrivastav

(Course Co-ordinator, B.B.A.)

Submitted By:

RUPESH CHANDRARoll No. : R0912011287B.B.A. V Semester


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CERTIFICATE

This is to certify that Mr./Ms.

_________________________________________ student of BBA 5TH

Semester (2009-12) at TMU has completed his/her dissertation under the

guidance of ______________________________________________________

on the topic A Study Of Customer preferences Towards BAJAJs

Bikes

The dissertation is a part of BBA Vth semester curriculum of Teerthanker

Mahaveer University, Moradabad.

The student has genuinely carried out the project work. He/She has made

sincere efforts in the completion of the dissertation.

Project Guide

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RUPESH CHANDRA

Mr. Avianash Raj Kumar

Mr. Avinash Raj Kumar


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STUDENT DECLARATION

I RUPESH CHANDRA hereby declare that the research work presented in this

project report entitled A Study of Customer preferences Towards BAJAJs

Bikes for the fulfillment of the award of Bachelor of Business Administration

from Teerthanker Mahaveer University, Moradabad is based on my work is

based on my work during the Training. The dissertation embodies the result of

original work and studies carried out by me and the contents of the project do

not form the basis for the award of any other degree to me or to anybody else.

RUPESH CHANDRABBA Vth SEM

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ACKNOWLEDGEMENT

It gives me immense pleasure and privilege to acknowledge my deepest

sense of gratitude towards all those who helped me in the successful

execution of this project.

I would like to thanks Chancellor Sir, Sh. Suresh Jain, Group Vice

Chairman Mr. Manish Jain for their able guidance. I also extend my

gratitude towards the additional director Mr. Vipin Jain, H.O.D. Mr.

M.P. Singh and my course coordinator Mr. Abhinav Shrivastav and

Mr. Avinash Raj Kumar who entrusted me for the completion of this

project. I am highly indebted to my project guide Mr. Avinash Raj

Kumar whose constructive counseling and able guidance helped me

immensely in bringing out this project in the present form. And lastly

the entire faculty member and Mr. Sanjeev Singh (Librarian) & the

entire Lab staff for providing me this opportunity and expose me to

industrial culture.

The acknowledgement would be incomplete without thanking my

family and friend who were a big support throughout.

RUPESH CHANDRA

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TABLE OF CONTENTS

1. Introduction

2. Objective Of The Study

3. Company profile

4. Scope of The Study

5. Assumption

6. Research Methodology

7. Data Analysis & Interpretation

8. Findings

9. Suggestions And Recommendation

10. Limitation

11. Conclusions

12. Bibliography

13. Annexure

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INTRODUCTION

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INTRODUCTION

History of Two WheelersMotorcycles have made their debut around the 1950s; this section looks at the

two wheelers which have over the years caught the imagination of country. It

was in the year 1954 that the Indian government ordered for total number

of 800 motorcycles to man the Pakistani borders. In came the Bullets which

were initially launched in England as a 350cc bike and it was upgraded to 500cc

a year or so later. These bikes have remained unaltered, barring some cosmetic

changes which have undergone over the years.Thus one can say without much of a doubt that the 1955 Bullet was one of the

initial hits of the Indian two-wheeler industry and till today it continues to be a

darling of the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike named Rajdoot;

as the bike was strong enough to handle the rough Indian roads. The company hadroped in Indian He-man Dharmendra for the promotion of the bike.

With more than 1.6 million vehicles on the road the Rajdoot motorcycle was one

of the initial hits of the earlier years of two-wheeler history in the country.

When heavy motorcycles were the order of the day, a relatively lighter bike had

caught on the imagination of the Indian two wheeler user. Ind- Suzukia bike

launched by the then TVS Suzuki group was an instant hit; however the bike

could not sustain its initial success due to the high import content in the

vehicle and less of localization.

In scooters Bajaj Chetak has been hugely responsible for adding momentum

to the transport system of the country, till today it remains one of the most

successful brands to have come out of the Bajaj stable.

The scooter is named after the horse of legendary Rana Pratap Singh. These sets

of two wheels have become a part of the Indian milieu and are often

considered a representative of the Indian middle class aspiration. Very

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few two-wheelers have been able to emulate the success, which Bajaj Chetak

has achive over the years.

Similarly LML Motors enjoyed a reasonable success with the launch of LML

Select which came with new age technology and improved

performance.

Today newer models of two-wheeler are entering the market every day, slowly

pushing these names down the memory lane. However names like

Chetek , Rajdoot

and Bullet will always find a mention in the history of two-wheelers in the

country.

In this competitive modern age, where different qualities and types

of goods exist, branding is of special importance in the business world branding

not only gives separate identify and easy recognition of the product but also

creates a special brand preference. Consumer are aware and prefer particular

Brand when it is available for purchase.

For knowing consumer taste and preferences, consumer oriented survey

place an important role in the entire market .

This project report is based on the Customer preferences TowardsBAJAJs Bikes in Moradabad area with the help of general people . The sample

will collect by using convenience sampling techniques . The sample size of the

respondents will be 100.

Bajaj Auto is a major Indian automobile manufacturer. It is India'slargest and the world's 4th largest two- and three-wheeler manufacturer. Bajaj

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also manufactures motor scooters, motorcycles and the auto rickshaw

and exports too.

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OBJECTIVE OF

STUDY

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OBJECTIVE OF THE STUDY

To know the tastes and preferences of people of Moradabad (U.P.) when it

comes to motorcycle .

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COMPANY PROFILE

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COMPANY PROFILE

History of Bajaj

Bajaj Auto limited is one of the largest two wheeler manufacturing company in

India apart from producing two wheelers they also manufacture three wheelers.

The company had started way back in 1945. Initially it used to import the two

wheelers from outside, but from 1959 it started manufacturing of two wheelers

in the country. By the year 1970 Bajaj Auto had rolled out their 100,000th

vehicle. Bajaj scooters and motor cycles have become an integral part of the

Indian milieu and over the years have come to represent the aspirations of

modern India. Bajaj Auto also has a technical tie up with Kawasaki heavy

industries of Japan to produce the latest motorcycles in India which are of world

class quality The Bajaj Kawasaki eliminator has emerged straight out of the

drawing board of Kawasaki heavy industries. The core brand values of Bajaj

Auto limited includes Learning, Innovation, Perfection, Speed and

Transparency.

Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj and

Chakan in Maharashtra, western India, which produced 2,314,787 vehicles in

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2005-06. The sales are backed by a network of after sales service and

maintenance work shops all over the country.

Bajaj Auto has products which cater to every segment of the Indian two wheeler

market Bajaj CT 100 Dlx offers a great value for money at the entry level.

Similarly Bajaj Discover 125 offers the consumer a great performance without

making a big hole in the pocket.

Market position

As of 2006, the Bajaj Pulsars form the most popular motorbike product in the

newly emerging 150+ cc class of Indian two wheeler market. Bajaj have been

regularly making alterations to it to make the motorbike look fresh at all times.

Versions

2001

The original Pulsar came with a 150 cc or 180 cc air-cooled, single-cylinder,

petrol, spark-ignited four-stroke engine. They featured a single spark plug to

ignite the air-fuel mixture fed from a carburetor, simple spring shock absorbers,

round headlamp dome and 1,235 mm wheelbase. Disc brakes as standard

equipment was a novelty in Indian motorcycles of the early 2000s. Other

standard features were parking lights and an aircraft-type fuel tank lid. The 180

cc version came with Electric Start (ES) and twin-tone horn, both of which were

optional equipment on the 150 cc version.

2003

The second generation Pulsars featured Bajaj Auto's newly developed DTSi

technology, which increased the power rating of both versions by 1 bhp (0.75

kW) each and also increased fuel economy. This model also sported a new

headlamp assembly, 1,320 mm wheelbase, and standard twin-tone horn and trip

meter.

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2005

In 2005, Bajaj launched another upgrade of the Pulsar. The bike was offered

with 17-inch (430 mm) alloy wheels as standard option, and the stance was also

lowered by about 12 mm. It was the first time any bike maker in India had

offered 17-inch (430 mm) profile wheels at the rear. The fuel tank now had a

capacity of only 15 litres. The power output was now further increased to 13.5

bhp (10.1 kW) @ 8500 rpm for the 150 while it increased to 16.5 bhp (12.3

kW) @ 8500 rpm for the 180. The rear shock absorbers were now gas-filled

Nitrox absorbers.

2006

Bajaj introduced another version of Pulsar. New features included: pilot lamps

separated from the main headlamp, turn indicators with clear lenses and amber

bulb, self-cancelling turn indicator switch, flush LCD screen with digital read-

out of key vehicle data, non-contact speed sensor, non-contact backlit switches,

twin-stripe LED tail-light assembly and side panels altered for a sharp, tapering-

towards-the-rear look. The engine had increased torque availability, reduced

vibration and improved gear shift feel. They also introduced the 1 Down 4 Up

variant of the Gear box for the first time on sub150 cc variants.

Bajaj Pulsar 220 DTS-Fi

In July 2007, Bajaj began selling the Bajaj Pulsar 220 DTS-Fi and Pulsar 200

DTS-i, featuring fuel injection and oil cooled engines, a digital dash, and

modern styling. This bike has some features which are totally new to the Indian

market, like the fuel injection itself, rear disc brake and clip-on handlebars (the

last two only available in the 220 model).

Technology:-DTSi

DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. The DTSi

idea is a simple one to understand - it involved usage of two spark plugs

(instead of the usual choice of one) per engine cylinder.

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Company profile

Founder Jamnalal Bajaj

Year of Establishment 1926

Industry Automotive - Two & Three Wheelers

Business Group The Bajaj Group

Listings & its codes BSE Code: 500490; NSE - Code:BAJAJAUTO

Presence Presence Distribution network covers

50 countries.

Dominant presence in Sri Lanka, Bangladesh,

Columbia, Guatemala, Peru, Egypt, Iran and

Indonesia

Joint Venture Kawasaki Heavy Industries of Japan

Registered & Head Office Akurdi

Pune - 411035

India

Tel.: +(91)-(20)-27472851

Fax: +(91)-(20)-27473398

Works Akurdi, Pune 411035

Bajaj Nagar, Waluj Aurangabad 431136

Chakan Industrial Area, Chakan,

Pune 411501

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l E-mai [email protected]

Website www.bajajauto.com

Board of directors PostRahul Bajaj ChairmanMadhur Bajaj Vice Chairman & Whole-Time Director Rajiv Bajaj Managing Director Sanjiv Bajaj Executive Director D.S. Mehta Whole-Time Director

Bajaj Autos Ltd.

Bajaj Auto Limited

Type: Public

Founded: 1945

Headquarters: Pune, India

Key people: Rahul Bajaj (Chairman)

Revenue: Rs. 1,01,063 billion (2006) or USD 1.87 Billion

Net income: Rs. 17,016 billion

Website: www.bajajauto.com

Bajaj Auto came into existence on November 29, 1945 asM/s Bachraj Trading Corporation Private Limited. It started off by sellingimported two- and three-wheelers in India. In 1959, it obtained license from theGovernment of India to manufacture two- and three-wheelers and it went publicin 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to

produce and sell 100,000 vehicles in a single financial year. In 1985, it startedproducing at Waluj in Aurangabad. In 1986, it managed to produce and sell500,000 vehicles in a single financial year. In 1995, it rolled out its tenmillionth vehicle and produced and sold 1 million vehicles in a year.

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http://www.bajajauto.com/http://www.bajajauto.com/http://www.bajajauto.com/http://www.bajajauto.com/


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Bajaj Auto limited is one of the largest two wheeler manufacturingcompany in India apart from producing two wheelers they also manufacturethree wheelers. The company had started way back in 1945. Initially it used toimport the two wheelers from outside, but from 1959 it started manufacturing oftwo wheelers in the country. By the year 1970 Bajaj Auto had rolled out their

100,000th vehicle.Bajaj scooters and motor cycles have become an integral part of theIndian milieu and over the years have come to represent the aspirations ofmodern India. Bajaj Auto also has a technical tie up with Kawasaki heavyindustries of Japan to produce the latest motorcycles in India which are of worldclass quality The Bajaj Kawasaki eliminator has emerged straight out of thedrawing board of Kawasaki heavy industries. The core brand values of BajajAuto limited includes Learning, Innovation, Perfection, Speed andTransparency.

Bajaj Auto has three manufacturing units in the country at Akurdi,Waluj and Chakan in Maharashtra, western India, which produced 2,314,787vehicles in 2005-06. The sales are backed by a network of after sales serviceand maintenance work shops all over the country.

Bajaj Auto has products which cater to every segment of the Indiantwo wheeler market Bajaj CT 100 Dlx offers a great value for money at theentry level. Similarly Bajaj Discover 125 offers the consumer a great

performance without making a big hole in the pocket.

Timeline of new releases

1971 - three-wheeler goods carrier

1972 - Bajaj Chetak

1976 - Bajaj Super

1977 - Rear engine Auto rickshaw

1981 - Bajaj M-50

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1986 - Bajaj M-80, Kawasaki Bajaj KB100

1990 - Bajaj Sunny

1994 - Bajaj Classic

1995 - Bajaj Super Excel

1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw

1998 - Kawasaki Bajaj Caliber , Legend(India's first four-stroke scooter)

2000 - Bajaj Saffire

2001 - Eliminator, Pulsar

2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar

2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj

Discover DTS-i

2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover

2006 - Bajaj Platina

2007 - Bajaj Pulsar-200

Upcoming Models

Bajaj Krystal

Bajaj Blade

Bajaj Sonic

Bajaj XCD String

New Image

The company, over the last decade has successfully changed its image

from a scooter manufacturer to a two wheeler manufacturer, product rangeranging from Scooters to Motorcycle. Its real growth in numbers has come in

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the last 4 years after successful introduction of a few models in the motorcycle

segment. The company is headed by Rahul Bajaj who is worth more than

US$1.5 billion.

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SCOPE OF THE

STUDY

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SCOPE OF THE STUDY

This study includes direct interaction with the consumers and this helps

us to know the CONSUMER PREFERENCE TOWARDS BAJAJS

BIKES to great accuracy. This study is of great importance to the

company which will know about the consumer preference to buy a

particular brand.

The company will gain information and try its best to attract consumer

preference to sell out its product. There are some factors on which

these all preference is based and we have to study on these factors.

These factors are:-

1. Price factor2. Service

3. Performance of bikes

4. Attractive Models

5. Brand image- on the important factor

6. Quick delivery time

7. Wide availability

8. Advertisement

9. Distribution channels

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So, scope of this study is to achieve consumer preference because

consumer preference and satisfaction is companys primary

objective.

ASSUMPTIONS

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ASSUMPTIONS

Assumption 1

Customers are satisfied with BAJAJs bikes .

Assumptions 2

Customers are not satisfied with bikes .

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RESEARCH

METHDOLOGY

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RESEARCH METHDOLOGY

It is well known fact that the most important step in marketing research processis to define the problem. Choose for investigation because a problem well

defined is half solved. That was the reason that at most care was taken whiledefining various parameters of the problem. After giving through brainstorming session, objectives were selected and the set on the base of theseobjectives. A questionnaire was designed major emphasis of which wasgathering new ideas or insight so as to determine and bind out solution to the

problems.

DATA SOURCE

Research included gathering both Primary and Secondary data. Primary data is

the first hand data, which are selected a fresh and thus happen to be original incharacter. Primary Data was crucial to know various customers and pastconsumer views about bikes and to calculate the market share of this brand inregards to other brands.

Secondary data are those which has been collected by some one elseand which already have been passed through statistical process. Secondary datahas been taken from internet, newspaper, magazines and companies web sites.

RESEARCH APPROACH

The research approach was used survey method which is a widely usedmethod for data collection and best suited for descriptive type of researchsurvey includes research instrument like questionnaire which can be structuredand unstructured. Target population is well identified and various methods like

personal interviews and telephone interviews are employed.

SAMPLING UNIT

It gives the target population that will be sampled. This research was carried inMoradabad (Distt. Moradabad).These were 50 respondents.

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Data Analysis &Interpretation

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Data Analysis & Interpretation

1. Do you have bike?a. YES 92%b. NO 8%

INTERPRETATION: - Out of the sample size of 50 customers, 46 customersare having bike and 4 customers dont have bike.

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2. Which bike do you have ?a. BAJAJ 34%

b. HERO HONDA 42%c. YAMAHA 16%d. Other 8%

INTERPRETATION: - Out of the sample size of 50 customers, 17 customersare of BAJAJs bike , 21 are of HERO HONDAs and 8 customers ofYAMAHAs bike & 4 customers are having others.

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3. What is your Profession ?a. Professional 16%b. Businessman 26%

c. Student 44%d. Service Man 14%

INTERPRETATION:- During this survey , mostly business-man and studentsare taken in to consideration .

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4. Income Group (monthly in rupees).a. 0 - 10,000 19%b. 10,000 20,000 31%c. 20,000 30,000 32%

d. 30,000 above 18%

INTERPRETATION: - The maximum numbers of customers that are usingthese bikes fall in the income group of 200000-300000. While this ratio isminimum in case of customers whose income level fall between 300000-400000.

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5. What is source of information that made you opt for this motorcycle?a. TV ads 31%b. News Paper ads 27%

c. Magazine 14%d. Friends & Relative 25%e. Dealer 3%

INTERPRETATION: - It is observed that the awareness of BAJAJ bikes mostlycomes from newspapers and televisions.

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6. For what purpose you have taken motorcycle?a. Business 7%b. College 32%

c. Outing 18%d. Office 43%

INTERPRETATION:- The customers are using their bikes mostly for officialand college purpose.

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7. How much are you satisfied with your present motorcycle?a. Very much satisfied 43%b. Satisfied 40%

c. Average 16%d. Dissatisfied 1%e. Very much dissatisfied 0%

INTERPRETATION: - It is observed that the most of the customers are thesatisfied with the quality of their BAJAJ bike.

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8. Which factor influences you to buy BAJAJs bike?a. Brand Image 11%

b. Price 16%

c. Status 10%d. Product Design 11%e. Comfort 13%f. Resale Value 14%g. Mileage 25%

INTERPRETATION:- In BAJAJ bikes the mileage of the bike and the pricethat influences the decision criteria of most of the customers.

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9. Are you aware of all the models of motorcycles made available to peopleby BAJAJ company ?a. Yes 87%

b. No 13%

INTERPRETATION:- Out of the sample size of 50 customers, most of thecustomers are aware about all the models of BAJAJs bikes.

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10. Which factor do you suggest the company should lay emphasis to enhanceits sales ?

a. Quality improvement 30%

b. Product Design 19%c. Advertisement campaign 30%d. After sale services 21%

INTERPRETATION:- It is found that most of the customers suggests toimprove the quality of products and advertisement to enhance the sale.

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11. Do you know about the finance schemes offered by BAJAJ company ?a. YES 84%

b. NO 16%

INTERPRETATION:- Out of the sample size of 50 customers , 42 customersare aware about the financial schemes offered by the BAJAJ company andremaining 8 customers are not aware.

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FINDINGS

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FINDINGS

During this research project I came in to contact with many customers who arehaving bikes.

Out of the sample size of 50 customers, 17 customers are of BAJAJs bike , 21are of HERO HONDAs and 8 customers of YAMAHAs bike & 4 customersare having others.

During this survey , mostly business-man and students are taken in toconsideration .

The maximum numbers of customers that are using these bikes fall in theincome group of 20,000- 30,000.

It is observed that the awareness of BAJAJ bikes mostly comes fromnewspapers and televisions.

The customers are using their bikes mostly for official and college purpose.

It is observed that the most of the customers are the satisfied with the quality oftheir BAJAJ bike.

In BAJAJ bikes the mileage of the bike and the price that influences thedecision criteria of most of the customers.

Out of the sample size of 50 customers, most of the customers are aware aboutall the models of BAJAJs bikes.

It is found that most of the customers suggests to improve the quality ofproducts and advertisement to enhance the sale.

Out of the sample size of 50 customers , 42 customers are aware about the

financial schemes offered by the BAJAJ company and remaining 8 customersare not aware.

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SUGGESTION&

RECCOMENDATION

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SUGGESTIONS & RECCOMENDATIONS

Increase in advertising in mass media to promote its sales.

Manufacture fuel efficient motorcycles.

Manufacture motorcycles which can withstand for long time on Indianroads.

It should appoint a brand ambassador and also sponsor entertainment andsports events so that the name of the company remains in the minds of the

people.

Company should implement new marketing strategies to compete withcheaper cars like NANO recently launched by TATA as it is one of the threat toautomobile industry.

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LIMITATIONS

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LIMITATIONS

Research work was carried out in one Distt. of U.P. (MORADABAD) only thefinding may not be applicable to the other parts of the country because of socialand cultural differences.

The sample was collected using connivance-sampling techniques. As suchresult may not give an exact representation of the population.

Shortage of time is also reason for incomprehensiveness.

The views of the people are biased therefore it doesnt reflect true picture.

During the survey most of the respondents contacted had newly purchased

the motorcycle thus they could not respond accurately i.e. their satisfactionleveland defects in the motorcycles.

The research is directly concerned with the study of human preference andbehavior and achieving absolute mathematical accuracy towards this was notpossible.

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CONCLUSION

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CONCLUSION

Bajaj are purchased more by daily users who needs more average of bikes thanlooks.

Service & Spare parts are available throughout India in local markets also.

While buying a motorcycle, economy is the main consideration in form ofmaintenance cost, fuel efficiency.

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BIBILIOGRAPHY

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BIBILIOGRAPHY

Kotler, Philip 2002, PHI (I)P.ltd., Marketing management

Kothari, C.R.2001, Himayalayan Publications, ResearchMethodology

Magazines and News papers

a) Auto car Indiab) Business Todayc) Business Worldd) Business India

Websites :

www.google.comwww.wiki.comwww.yahoo.co

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ANNEXURE

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ANNEXURE

1. Do you have bike?a. YESb. NO

2. Which bike do you have ?a. BAJAJb. HERO HONDAc. YAMAHAd. Other

3. What is your Profession ?

a. Professionalb. Businessmanc. Studentd. Service Man

4. Income Group (monthly in rupees)a. 0 - 10,000b. 10,000 20,000c. 20,000 30,000

d. 30,000 above

5. What is source of information that made you opt for this motorcycle?a. TV adsb. News Paper adsc. Magazined. Friends & Relativee. Dealer

6. For what purpose you have taken motorcycle?a. Businessb. Collegec. Joyd. Office

7. How much are you satisfied with your present motorcycle?a. Very much satisfied

b. Satisfiedc. Averaged. Dissatisfied

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e. Very much dissatisfied

8. Which factor influences you to buy BAJAJs bike?a. Brand Image

b. Price

c. Statusd. Product Designe. Comfortf. Resale Valueg. Mileage

9. Are you aware of all the models of motorcycles made available to peopleby BAJAJ company ?a. Yes

b. No

10. Which factor do you suggest the company should lay emphasis to enhanceits sales ?

a. Quality improvementb. Product Designc. Advertisement campaignd. After sale services

11. Do you find finance schemes offered by BAJAJ company ?

a. YESb. NO

rupesh gangwar

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