ASUMMER INTERNSHIP PROJECTONA Study on Customer Preference and
Satisfaction towards Bajaj Bikes
Submitted toS.R. LUTHRA INSTITUTE OF MANAGEMENT IN PARTIAL
FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OFMASTER
OF BUSINESS ADMINISTRATION
InGujarat Technological UniversityUNDER THE GUIDANCE OF
Faculty Guide:Company Guide:Ms. Esha PandyaMr. Shoban Mulla
Asst. ProfessorBranch Manager (Shivam Bajaj)
Submitted byMr. Ajay B. Savaliya [Batch No. 2014-16, Enrollment
No.147500592100]
MBA SEMESTER III
S.R. LUTHRA INSTITUTE OF MANAGEMENT 750MBA PROGRAMMEAffiliated
to Gujarat Technological UniversityAhmedabadAugust, 2015Company
Certificate
This is to certify that Mr. Ajay B. Savaliya from S.R. LUTHRA
INSTITUTE OF MANAGEMENT, have carried out the research on the
subject titled A study on Customer Preference and Satisfaction
towards Bajaj Bikes at Shivam Bajaj under the supervision of Mr.
Shoban Mulla, from June 2015 to August, 2015. I also certify that,
the above mentioned student has carried the research work
satisfactorily.
Place: - Surat
Date: - ____________
________________Mr. Shoban Mulla(Branch Manager)
Students Declaration
I, Mr. Ajay B. Savaliya, hereby declare that the report for
Summer Internship Project entitled A study on Customer preference
and Satisfaction towards Bajaj Bikes is a result of my own work and
my indebtedness to other work publications, references, if any,
have been duly acknowledged.
Place: Surat
Date: _____________
__________________ (Ajay B. Savaliya)
Institutes Certificate
Certified that this Summer Internship Project Report Titled A
study on Customer Preference and Satisfaction towards Bajaj Bikes
is the bonafide work of Mr. Ajay B. Savaliya (Enrollment No.
147500592100), who has carried out the research under my
supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other
project report or dissertation on the basis of which a degree or
award was conferred on an earlier occasion on this or any other
candidate.
Place: SuratDate: ________________
___________________(Esha Pandya)Asst. Professor
___________________(J. M. Kapadia) Director
PrefaceIn todays intensely competitive environment, companies
today are constantly looking for ways to attract customers by
having a better understanding of changing customer preferences. So,
I do this particular research to know about customer preference and
satisfaction towards Bajaj bikes in Surat city those who use Bajaj
bikes.I have tried my level best to do the proper justification
with my work in this project. I do this research to know which
is/are the influencing factors for purchasing Bajaj bikes.The time
period for conducting the report is starting from 8th June, 2015 to
18th July, 2015. I have taken primary and secondary data whereas
primary data throughout questionnaire to study the report.I have
applied Pearson Chi-square test for estimating the customer
preference and satisfaction towards Bajaj bikes.
AcknowledgementI am very thankful to Gujarat Technological
University because they contain training as an essential part of
M.B.A. course & make it compulsorily to each & every
student.I would like to express my sincere thanks and gratitude to
our beloved principal Dr. Jimmy Kapadia (Director) and Ms. Esha
Pandya (Assistant Professor) for giving innovative ideas, constant
help, and encouragement too this project work & give me better
support in the industrial training without whom it would be very
difficult for me to completing this report.I am highly indebted to
Mr. Shoban Mulla (Branch Manager, Shivam Bajaj, Surat) for their
guidance and constant supervision as well as for providing
necessary information regarding the project & also for their
support in completing the report.I would like to express my
gratitude towards my parents & member of Shivam Bajaj for their
kind co-operation and encouragement which help me in completion of
this report.I would like to express my special gratitude and thanks
to industry persons for giving me such attention and time. My
thanks and appreciations also go to my colleague in developing the
project and people who have willingly helped me out with their
abilities.
Executive SummaryI have selected topic for my project is A study
in Customer Preference and Satisfaction towards Bajaj bikes. I have
completed my training at Shivam Bajaj, Surat. In two-wheeler
automobile industry Hero MotoCorp have a highest market share. The
global two-wheeler manufacturing industry grew by 3.3% in 2013.
India is the second largest manufacturer and producer of
two-wheelers in the world. Major players of two-wheeler industry
are Hero, Honda, Suzuki, Bajaj, TVS, Yamaha, and Royal Enfield etc.
The objective of my research is which is/are the most attractive
attributes for purchasing Bajaj bikes; and study the level of
satisfaction the same. I have taken 200 samples for the survey.
Type of design is descriptive research design; data collection
throughout questionnaire; and sampling method for the study is a
non-probability convenience sampling.For the tools of data analysis
I have used SPSS which analyze data to Pearson Chi-square for
finding there is association between two variables; also prepare a
frequency table for the same. I have used Microsoft Excel for
prepare a frequency charts.Majority of the customer prefer Bajaj
bike on the basis of price, mileage, maintenance cost, and engine
capacity attributes. More than 50% of the respondents are satisfied
with the price and engine capacity. More no. of respondents has
dissatisfied with the resale value and after sales services of
Bajaj. As per survey Hero is a 1st rank and Bajaj is a 3rd rank.
There is no association between customer income and mileage
attribute of bike; and customer occupation and brand image. There
is association between customer age and look & style of Bajaj
bikes.
TABLE OF CONTENTS
Companys Certificate
Students Declaration
Institutes Certificate
Preface
Acknowledgement
Executive Summary
Sr. No.ParticularsPage No.
1.Introduction1
2.Industry Profile5
a. Globalb. Nationalc. Stated. PESTELe. Current trendsf. Major
Playersg. Major Offerings581213161819
3.Company Profile20
a. Company Profileb. Organogramc. Divisions/ Departmentsd.
SWOTe. Market Position2232333435
4.Review of Literature36
5.Research Methodology43
a. Problem Statementb. Research Objectivec. Research Designi.
Type of Designii. Types of Dataiii. Instruments for Data
Collectionsiv. Sample Populationv. Sample Areavi. Sample Sizevii.
Sampling Methodviii. Tools for Analysisix. Limitations of the
Study434445454545454545454545
6.Data Analysis and Interpretation46
7.Finding and Conclusion83
a. Findingsb. Conclusion8385
8.Bibliography86
9.Annexure87
LIST OF TABLES
Sr. No.ParticularsTable No.Page No.
1February sales and growth of two-wheeler2.110
2Age6.146
3Occupation6.247
4Education6.348
5Monthly income6.449
6Know about Bajaj bikes6.550
7Models of Bajaj6.651
8Most attractive attributes of Bajaj6.753
9Comparing between other bikes6.855
10Customer satisfaction towards price6.956
11Customer satisfaction towards mileage6.1057
12Customer satisfaction towards look & style6.1158
13Customer satisfaction towards pickup6.1259
14Customer satisfaction towards engine capacity6.1360
15Customer satisfaction towards colors6.1461
16Customer satisfaction towards maintenance cost6.1562
17Customer satisfaction towards brand image6.1663
18Customer satisfaction towards resale value6.1764
19Customer satisfaction towards comfortable ride6.1865
20Customer satisfaction towards after sales services6.1966
21Rank6.2067
22Problem facing by user of Bajaj6.2169
23Recommended Bajaj bikes to friends or others6.2270
24Monthly income * Mileage Attribute Cross tabulation6.2371
25Chi-Square Test between Mileage attribute and Monthly
income6.2472
26Satisfaction towards Price * Monthly income Cross
tabulation6.2573
27Chi-Square Test between customer satisfaction towards price
and Monthly income6.2674
28Satisfaction towards Comfortable ride * Occupation Cross
tabulation6.2775
29Chi-Square between Satisfaction towards Comfortable ride and
Occupation6.2876
30Satisfaction towards Look & style * Age(in Years) Cross
tabulation6.2977
31Chi-Square between Satisfaction towards Look & style and
Age(in Years)6.3078
32Satisfaction towards Brand image * Occupation Cross
tabulation6.3179
33Chi-Square between Satisfaction towards Brand image and
Occupation6.3280
34Education * Maintenance cost Attribute Cross
tabulation6.3381
35Chi-Square between Education and Maintenance cost
Attribute6.3482
LIST OF FIGURES
Sr. No.ParticularsFigure No.Page No.
1February Sales2.110
2Current trends2.216
3Segment wise two-wheeler Market share 2.317
4Age6.146
5Occupation6.247
6Education6.348
7Monthly income6.449
8Know about Bajaj bikes6.550
9Model of Bajaj bikes6.652
10Most attractive attributes of Bajaj6.754
11Comparing between other bikes6.855
12Customer satisfaction towards price6.956
13Customer satisfaction towards mileage6.1057
14Customer satisfaction towards look & style6.1158
15Customer satisfaction towards pickup6.1259
16Customer satisfaction towards engine capacity6.1360
17Customer satisfaction towards colors6.1461
18Customer satisfaction towards maintenance cost6.1562
19Customer satisfaction towards brand image6.1663
20Customer satisfaction towards resale value6.1764
21Customer satisfaction towards comfortable ride6.1865
22Customer satisfaction towards after sales services6.1966
23Rank6.2067
24Problem facing by user of Bajaj6.2169
25Recommended Bajaj bikes to friends or others6.2270
INTRODUCTION
Introduction of Customer Preference and SatisfactionWho is
Customer?A customer (sometimes known as a client, buyer, or
purchaser) is the recipient of a good, service, product, or idea,
obtained from a seller, vendor, or supplier for a monetary or other
consideration. Customers are generally categorized into two types:
An intermediate customer or trade customer who is a dealer that
purchases goods for re-sale. An ultimate customer who does not in
turn re-sell the things bought but either passes them to the
consumer or actually is the consumer.A customer may or may not also
be a consumer, but the two notions are distinct, even though the
terms are commonly confused. A customer purchases goods; a consumer
uses them. An ultimate customer may be a consumer as well, but just
as equally may have purchased items for someone else to consume. An
intermediate consumer is not a consumer at all. What is
Preference?Preference refers to certain characteristics any
consumer wants to have in a good or service to make it preferable
to him. This could be the level of happiness, degree of
satisfaction, utility from the product, etcPreferences are the main
factors that influence consumer demand. Economists study
preferences to perceive the demand for each commodity and the
future implications it may cause.
What is Customer Preference?Customer preference is used
primarily to mean to select an option that has the greatest
anticipated value among a number of options by the consumer in
order to satisfy his/her needs or desires. Preferences indicate
choices among neutral or more valued options available. The
preference of the consumer is the result of their behavior they
show during searching, purchasing and disposing the
products.Consumer preferences are defined as the subjective
(individual) tastes, as measures by utility, of various bundles of
goods. They permit the consumer to rank these bundles of goods
according to the level of utility they give the consumer. Note that
preferences are independent of income and pieces. Ability to
purchase goods does not determine a consumers likes or dislikes.
One can have a preference for Porsches over Fords but only have the
financial means to drive a Ford. Tailor marketing strategies to
customer preferencesTo make communications relevant, marketers need
information about each customer's preferences and interests. But
where do you get this information? How do you coax customers to
give it to you? A well thought-out preference center can make all
the difference across all channels.First, limit the information
requested. Look at your overall marketing strategy and use that as
your guide to decide what data to request. Ask only for the
information you need and you will use to execute your
communications strategy.Don't collect all the information at once.
Allow your customers to share only the data they are comfortable
sharing. As you build trust, they'll usually be willing to share
more.Finally, don't give up. Send periodic follow-ups to customers
who haven't completed their entire profile, and remind them of the
advantages of doing so.Once you have the data, make sure you use
it. Customers like it when you talk about what's important to them,
so tailor your offers based on their information. It helps to ask
your customers the day of the week and time of day they prefer to
receive your messages.Gathering information through preference
centers is the first step in building a meaningful dialogue with
your customers. By combining preference information with data you
already have, you can create campaigns that are so relevant that
your customers will consider your marketing communications a
value-added, differentiating service.What is satisfaction?It is the
customers perceived performance from a product in relation to the
expectations.Customer satisfaction, a business term, is a measure
of how products and services supplied by a company meet customer
expectation. It is seen as a key performance indicator within
business and is part of the four perspectives of a Balanced
Scorecard.In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.The
customer is satisfied if the performance matches the expectations;
delighted if the performance exceeds expectations. Marketing aims
for total customer satisfaction by matching product performance
with expectations. Fulfillment of ones wishes, expectations, or
needs, or the pleasure derived from this.
What is Customer Satisfaction?Customer satisfaction measures how
well the expectations of a customer concerning a product or service
provided by your company have been met.Customer satisfaction is an
abstract concept and involves such factors as the quality of the
product, the quality of the service provided, the atmosphere of the
location where the product or service is purchased, and the price
of the product or service. Businesses often use customer
satisfaction surveys to gauge customer satisfaction. Typical areas
addressed in the surveys include: Quality of product Value of
product relative to price-a function of quality and price. Time
issues, such as product availability, availability of sales
assistance, time waiting at checkout, and delivery time. Atmosphere
of store, such as cleanliness, and enjoyable shopping environment.
Convenience, such as location, parking, hours of operation.Every
human being is a consumer of different produces. If there is no
consumer, there is no business. Therefore, consumer satisfaction is
very important to every business person. The consumer satisfaction
after purchase depends on product performance in relation to
his/her expectations.Consumer satisfaction or dissatisfaction is
the feeling derived by the consumer when he compares the product's
actual performance with the performance that he expects out of it.
Consumers make their expectations from the service quality,
service, delivery, communications, past experiences and references.
These all are to be judged correctly by the management so that
their perceptions match with consumer expectations. If any of these
factors are wrongly interpreted then the expected level of consumer
satisfaction cannot be reached.
INDUSTRY PROFILE
a. Global levelThe worlds largest market for two wheelers is
china followed by India. These countries are also hosts to world
class plants along with the obviously powerful and influential
Japanese manufacturers and brand names such as Honda, Suzuki, and
Yamaha and so on. It is also seen that the advent of national
brands like Bajaj and TVS, which are also likely to go global,
setting up marketing and manufacturing arrangements in the other
populous markets of Asia. The global market for two wheelers has
shown tremendous growth over the past decade.The geographic spread
of this growth has been very uneven. Asia has accounted for the
vast majority of growth. China and India alone account for over
half the worlds two wheeler sales. Other large markets in the
region are Japan, Indonesia, Vietnam and Taiwan. Latin America is
another important region and sales there have more than doubled
over the past ten years especially in Brazil.The major players in
the world two-wheeler market could at one time be categorized
simply into two groups: the three global Japanese giants (Honda,
Suzuki and Yamaha) and other players are Hero, Bajaj, TVS, and
Royal Enfield. However, as the industry globalizes further, a
further category is emerging, namely other Asian (mostly Indian and
Chinese player) and European players who are seeking to expand
their own identities worldwide.The global two-wheeler manufacturing
industry grew by 3.3% in 2013 to reach a value of $61.5bn
representing a compound annual growth rate of 5.8% for the period
spanning 2009-2013.Europe and North America experienced an overall
decline in industry value in 2013. The decline in North America was
driven by the Mexican industry, which saw a decline in production
volume of over 20% in 2013.Two-wheelers are one of the most
affordable forms of motorized transport and, for most of the
world's population; they are the most common type of motor vehicle.
About 200 million two-wheelers, including mopeds, motor scooters,
motorized bicycles, and other powered two and three-wheelers, are
in use worldwide, or about 33 motorcycles per 1000 people. In
comparison, there are around 590 million cars in the world, or
about 91 per 1000 people. Most two-wheelers, 58%, are in the
developing countries of Asian - Southern and Eastern Asia, and the
Asia Pacific countries, excluding Japan - while 33% of cars, 195
million, are concentrated in the United States and Japan. There are
approximately 1.5 million active motorcyclists in the UK,
representing around 3% of the UK adult population. Around 3 million
people hold a full two-wheeler licence. Ownership rates indicate
there are approximately 22 motorcycles per 1,000 people. Total
demand for two-wheeler in Europe during calendar year 2012 declined
approximately 10% from the previous year to approximately 779
thousand units. Weak consumer sentiment due to growing economic
instability adversely affected demand. Total industry demand for
two-wheelers in Japan in financial year 2013 was approximately 440
thousand units, mostly unchanged from the previous financial year
2012. Although the number of licensed riders declined in line with
the continued decline in the population of young people in Japan,
unit sales growth was driven by higher demand for scooters and
small motorcycles.Total demand for two-wheelers in Asia during
calendar year 2012 declined approximately 3% from the previous year
to approximately 41,500 thousand units. Looking at market
conditions by country, demand in India increased approximately 5%
from the previous year, to approximately 13,850 thousand units
while demand in China decreased approximately 10% from the previous
year, to approximately 12,630 thousand units.In Indonesia, saw
demand decline approximately 12% from the previous year, to
approximately 7,060 thousand units and Vietnam saw demand decline
approximately 7% from the previous year, to approximately 3,100
thousand units. Demand in Thailand rose approximately 8% from the
previous year, to approximately 2,160 thousand units.
Harley-Davidson is the leader in the global to-wheeler industry,
and saw two-wheeler retail sales increase 20% in the first quarter
of 2012 year-on-year, with US growth reaching closer to 26%. The
company is increasing its full-year shipment guidance, expecting to
ship between 245,000 to 250,000 two-wheelers in 2012 to dealers and
distributors throughout the world.In two-wheeler industry Honda's
consolidated unit sales of two-wheelers in financial year 2013
totalled 9,510 thousand units, an increase of 9.9% from the
previous fiscal year, mainly due to higher sales in India, Thailand
and certain other countries, despite lower sales in Brazil and
Vietnam. Other important players currently operating in the global
two-wheeler market include BMW, Honda Motorcycle & Scooter
India, Yamaha, Triumph, Kawasaki, Bajaj Auto.
b. National levelIndia is a 4th largest economy in the world,
4th largest commercial vehicle market, India emerged as Asias 4th
largest exporter of automobiles, behind Japan, South Korea and
Thailand. India is the second largest manufacturer and producer of
two-wheelers in the world. It stands next only to Japan and China
in terms of the number of two-wheelers produced and domestic sales
respectively. This distinction was achieved due to variety of
reasons like restrictive policy followed by the Government of India
towards the passenger car industry, rising demand for personal
transport, inefficiency in the public transportation system.Indian
two-wheeler industry has got spectacular growth in the last few
years. Indian two-wheeler industry had a small beginning in the
early 50's. The Automobile Products of India (API) started
manufacturing scooters in the country. Bikes are a major segment of
Indian two wheeler industry, the other two being scooters and
mopeds. Indian companies are among the largest two-wheeler
manufacturers in the world.Indians prefer the two wheelers because
of their small manageable size, low maintenance, and pricing and
easy loan repayments. Indian streets are full of people of all age
groups riding a two wheeler. The Indian two-wheeler industry made a
small beginning in the early 50s when Automobile Products of India
(API) started manufacturing scooters in the country. The
two-wheeler industry in India has been in existence since 1955. It
consists of three segments viz., scooters, motorcycles, and mopeds.
Until 1958, API and Enfield were the sole producers. In 1948, Bajaj
Auto began trading in imported Vespa scooters and three-wheelers.
In the initial stages, API dominated the scooter segment; Bajaj
Auto later overtook it. Although various government and private
enterprises entered the fray for scooters, the only new player that
has lasted till today is LML. Under the regulated regime, foreign
companies were not allowed to operate in India.Notwithstanding the
strong revival witnessed early in FY15, volume growth in the Indian
two-wheeler industry has reported deceleration over the last few
months dragged by declining volumes of motorcycles segment. The
growth story for the Indian automobile industry in 2014 rode on the
two-wheeler segment and not on passenger cars or commercial
vehicles, as high interest rates and a stuttering manufacturing
industry kept a check on demand.The two-wheeler segment is the only
one that has clocked positive growth at 12.9 percent YoY
(year-on-year) to reach sales of nearly 13.5 million units by
October. This can be attributed to the low cost of two wheelers in
India.ICRA said that various structural positives associated with
the domestic two wheeler industry include favorable demographic
profile; moderate two wheeler penetration levels (in relation to
several other emerging markets), under developed public transport
system, growing urbanization, strong replacement demand and
moderate share of financed purchases remain intact.ICRA said the
motorcycle volumes faltered after a positive first half of 2014-15
and OEMs lined up new models to woo customers. Accounting for over
65 per cent of two-wheeler industry volumes, performance of
motorcycles has a significant bearing on the overall volumes of the
industry.Consequently, with sluggish volumes in the segment, the
overall industry volume growth was also dragged down during the
last four months despite continued strong performance of scooters.
Though the segment grew by 11.6 percent year over year (YoY) during
H1 FY15, growth faltered during FY15 with motorcycle volumes
posting a decline of 5.4 percent YoY and 6 per cent YoY in January
2015. Although fuel prices have started coming down significantly,
the enquiry levels at showrooms have come down and conversions are
not taking place at all. The sales of diesel vehicles are also
tapering off because of the narrowing price gap vis-a-vis petrol.
Two-wheeler sector grew 12.9 percent. The demand environment for
the two wheeler industry remained subdued in the current fiscal.
CARE Research believes tough economic scenario owing to high
inflation, depleting growth in all economic activities, coupled
with challenges like firm interest rates and spiralling fuel prices
have moderated the growth in near term. Income levels in urban
areas have been affected by the slowdown in the industrial
activities, while rural income is impacted due to below normal
monsoons in most regions that have significantly affected
agriculture output. CARE Research observed in spite of some sort of
momentary spurt owing to festive demand during third quarter of
FY13, the two wheeler sales growth remained around 4 per cent
during the April-February period of FY13.Table 2.1 February Sales
and Growth of two wheelersTwo wheelersFeb15Feb14Value%Growth
Bajaj Auto216,077273,323-57,246-20.94%
Hero MotoCorp484,769504,181-19,412-3.85%
HMSI361,493328,46833,02510.05%
TVS Motors co164,508147,58016,92811.47%
Royal Enfield29,49119,8409,65148.64%
Suzuki Motorcycle India30,46727,0073,46012.81%
Mahindra Two wheelers8,28917,848-9,559-53.56%
Fig. 2.1
Indias largest motorcycle manufacturer, Hero MotoCorp has
communicated that its monthly sales for February 2015 stands at
484,769 units as against 504,181 units sold in February 2014. The
company has registered a fall of 3.85 percent for this
month.February 2015 marked the highest domestic market share of 29
percent for Honda Motorcycle & Scooter India (HMSI). The
company sold a total of 361,493 units during the month, marking a
growth of 10.05 percent. HMSIs February 2014 sales stood at 328,468
units.A continued dip in the motorcycle sales saw Pune-based Bajaj
Auto sell 216,077 units (including exports) during February 2015.
The company, which marked a decline in its monthly motorcycle sales
of 20.94 percent, had sold 273,323 units in February 14.
c. State levelIn Gujarat state, sales of two-wheeler between
April and September went down by 15% to 3.40 lakh units from 4 lakh
units in the same period of the previous year 2011-12. In 201213,
sales of two-wheelers were down, Since September 2012, the sales
gradually started coming down and hence de-growth in 201213 was
marginal. While in 2013 14, sales of two-wheeler were increased. In
the previous year, Gujarat used to buy around 65000 to 70000
two-wheelers every month. Now, the averaged has come down around
50000 to 55000 units per month. There are multiple factors that
have brought down sales of two-wheelers in the Gujarat state. Bajaj
Automobiles has sold around 11000 bikes per month between April and
September in 2014. Compared to the previous year 2013, the figures
are down from over 13000 units per month.At present, automobile
industry is selling bikes and scooters within the segment of 75cc
to over 500cc of the total sales; over 60% falls in the segment of
100cc to 125cc.This segment provides good mileage and falls in the
value segment. Now a day the interest rates for buying two-wheelers
have increased which is affecting ones plan of buying a bike on
loan. There are many customers who already own a bike but want to
buy a new bike by selling the existing one. Those customers have
put their plans on hold. They are not getting good resale value and
getting finance for the new bike has become expensive.Bajaj auto
has witnesss good responses from rural markets of Gujarat. In
Gujarat state 2014, total sales, about 45% of two-wheelers were
sold on finance.
d. PESTEL Analysis1. Political factorPolitical factors are the
level to what the government interferers in the economy.
Specifically, political factors area such as tax liabilities,
labour law, environmental law, trade restrictions, tariffs, and
political stability. Political factors include goods and services
which the government wants to provide or be provided government
plays an important role in the economy as well as in taxes to be
charged to the company. These factors are also play an important
role in the employment law, competition regulations as the company
cannot make specific prices as they have to follow the competition
regulations. In the next few years, China is saying that they are
going to be investing billions of dollars I to hybrid technology.
Bajaj is a two-wheeler automobile company who is well known for
sport bikes.Traditionally, Government of India has considered the
automobile industry as a luxury segment. But realizing the growing
importance of two-wheelers with the increasing necessity of
personal transportation for the middle class in eighties, priority
was given to the sector by favorable foreign policy. This brought
about technology revolution to the two-wheelers as Japanese majors
entered in technical and financial participation with Indian
majors. Government of India has a moderate intervention in the
operations of two-wheeler industry. Excise duty structure, emission
control, safety of rider, etc. are all policy decisions.2. Economic
factorEconomic factors are those which are influenced by economic
growth, interest rate, exchange rate and inflation rate.Abundant
and low cost labour coupled with local availability of raw material
like steel, aluminium, and natural rubber has placed India amongst
the low cost producing centers of two-wheelers. Consequently, CARE
research anticipants buoyant growth in two-wheelers exports as
well, abundance of labour and raw material gives India an upper
hand in the export. Since many auto finance company laid easy
instalment rules with less interest rate it makes more segment
people to go for it.3. Social factorSocial aspects of two-wheelers
industry are popularity, subculture, and safety.Lifestyle and
preferences of people that impact their choice of types of
two-wheeler bike. In numerous cultures, motorcycles are the primary
means of motorized transport. India is the second largest
motorcycle markets in the world next to china. Socially many
motorcycle organization raise money for charities through organized
ride and events. Many people ride motorcycles for various reasons,
those reasons are increasingly practical, with riders opting for a
powered two-wheeler as a cost efficient alternative to infrequent
and expensive public transport system, or as a means of avoiding or
reducing the effects of urban congestion. Motorcycle gives a great
advantage to the specified designation where other buses cannot
enter. Since there is a rule in some of the main states and cities
in India to wear helmet while ride two-wheelers to make them safe
from accidents makes two-wheelers riders to have a safety
journey.4. Technological factorA technical aspect in two-wheeler
industry includes construction, fuel economy, electric motorcycle,
dynamics and accessories.Two-wheeler construction is engineering,
manufacturing, and assembly of components and system for
two-wheelers which result in performance, cost and aesthetics
desired by the designers. Construction of two-wheeler includes
steel, aluminium frame, telescope forks and disc brakes. Motorcycle
is the best fuel economy mode of transport, now a days two-wheelers
is desire to give more than 80km mileage per liter with low
maintenance cost. Invention of electric motorcycle gives an added
advantage since the two-wheeler users can avoid using petrol.
Different types of two-wheelers have different dynamics and these
plays a vital role in their performance. Since sufficient bike
accessories are available in many place two-wheeler riders has a
privilege to change the broken parts very easily.5. Environmental
factorPhysical conditions effecting ability to use two-wheeler of
different types. This will also include state infrastructure such
as roads for driving vehicles. Physical infrastructure such as
roads and bridges affect the use of two-wheeler industry. If there
is good availability of roads or roads are smooth then it will
affect the use of two-wheelers. Physical conditions like
environmental situation affect the use of two-wheelers. If the
environment is pleasant then it will lead to more use of
vehicles.Technological solutions helps in integrating the supply
chain, hence reduce losses and increase profitability. With the
entry of global companies into the Indian market, advanced
technologies, both in product and productions process have
developed.6. Legal factorLegal provision relating to environmental
population by two-wheeler automobile. Legal provisions relating to
safety, measures. In India the Rules and Regulations related to
driving license, registration of two-wheelers, control of traffic,
construction & maintenance of vehicles etc. are governed by the
Motor Vehicles Act 1988 and the Central Motor Vehicles rules 1989.
The Ministry of Shipping, Road Transport & Highways acts as a
nodal agency for formulation and implementation of various
provisions of the Motor Vehicle Act and Central Motor Vehicles
Rules.
e. Current TrendThe two wheeler market in India is clearly
dominated by top 3 players like Hero MotoCorp, Honda Motorcycles
and Scooters India (HMSI), Bajaj Auto around 86% of the market
share. The rest 14% is shared by Yamaha, Suzuki, Royal Enfield, TVS
Motors etc.Fig. 2.2
Hero MotoCrop retains the top spot with 54% market share.
Standing next to it is Bajaj Auto is 18%, Honda is 14%. The other
players who are trailing are Suzuki, Royal Enfield, Yamaha and TVS
Motors are covered in rest of 14% market share.
Segment Wise Two Wheeler Market ShareFig. 2.3
There are three segments: Motorcycles, Scooters, and Mopeds. The
motorcycle segment continues to dominate two wheeler markets with a
strong hold of 74% in overall sales volume. On the other hand,
scooters segment emerging as a significant market due to the
preferred choice of young adults mainly by females, currently it
holds around 22% of overall two wheeler sales volume. Mopeds would
continue to remain small market and holds a share of around 4%.
f. Major Key Players Major Key players in the Two-wheeler
industry are following them. Hero MotoCorp Ltd Honda Motor Company
Ltd Suzuki Motor Corporation Ltd Bajaj Auto Ltd TVS Motor Company
Ltd Yamaha Motor Company Ltd Royal Enfield Company Ltd Mahindra
Two-wheelers Ltd Harley-Davidson Company Ltd Piaggio
g. Major OfferingThere are many categories of motorbikes; they
offering two-wheeler industry.1. Sports bikesA sport bike is a
motorcycle optimized to achieve responsive, athletic levels of
acceleration,braking, and cornering, often but not always involving
the presence of a particularly high-performanceengine. Riding
position is inclined forward, hands on low or clip-on handlebars.
The most popular motorbike class, sports bikes have fast and
powerful engines, sharp styling and handling, and aerodynamic
fairings. Sport bikes emphasize speed, acceleration, braking, and
cornering on paved roads. I.e. Honda CBR 100RR, Yamaha YZF R1, and
Kawasaki Ninja 250R, Pulsar RS200 etc.2. Sport touring bikesSport
touring bikes is a type of motorcycle that combines the performance
of sports bike with the long distance capabilities and comfort of a
touring motorcycle. I.e. BMW R100RS, BMW K120GT, Kawasaki ZX-6R
etc.3. Cruiser bikesA cruiser is a motorcycle in the style of
American machines from the 1930s to the early 1960s, including
those made by Harley Davidson, Excelsior and Henderson. Theriding
positionusually places the feet forward and the hands up, with the
spine erect or leaning back slightly. Typical cruiser engines
emphasize easy ride ability andshifting, with plenty of
low-endtorquebut not necessarily large amounts ofhorsepower,
traditionallyV-twinsbutinline engineshave become more common.
Cruisers with greater performance than usual, including more
horsepower, stronger brakes and better suspension, are often called
power cruisers. I.e. Bajaj Avenger, Royal Enfield Thunderbird,
Harley Davidson Super Glide etc.
4. Touring bikesTouring motorcycles commonly have large
displacementfairingsand windshields that offer a high degree of
weather and wind protection, large-capacityfuel tanksfor long
ranges between fill-ups, engines with a great deal of low
endhorsepower, and a more relaxed, uprightthansport bikes. Touring
bikes are built for on-road comfort and many tours have large
windscreens, generous luggage capacity, plush seats,
driver/passenger intercom, and heated handlebar grips. Touring
bikes are specifically designed to excel at covering long
distances. I.e. Yamaha Royal Star, Honda Gold Wing, and BMW R1200RT
etc.5. Dual-sport bikesAdual-sportmotorcycle is a type
ofstreet-legalmotorcyclethat is designed for both on
andoff-roaduse. The terms 'All-road'and 'Dual-purpose'are also
used. Dual-sports are equipped with street-legal equipment such as
lights,speedometer,mirrors,horn,license platemounting,
andmufflerand can, therefore, be registered and licensed.I.e.
Kawasaki KLX250S, BMW R100GS, Yamaha XTZ 750 etc.6. Standards
bikesStandards, also called naked bikes or roadsters are versatile,
general purpose street motorbike. It is recognized primarily by
their upright riding position, partway between the reclining rider
postures of the cruisers and the forward leaning sport bikes. Naked
bikes are often un-faired sports bikes or modern bikes. I.e. Honda
CB1000R, KTM Duke 690, Honda CB500, Ducati Monster 821 etc.7.
Off-road or Dirt bikesOff-road bikes are also known as dirt bikes;
specially designed for off-road events. Compared to road going
motorbikes, off-road machines are simpler and lighter, having long
suspension travel, high ground clearance, and rugged construction
with little bodywork and no fairings for less damage in spills.
Wheels (usually 21" front, 18" rear) have knobby tires, often
clamped to the rim with a rim lock. I.e. Enduro, Supermoto, Suzuki
Jr50, Endurocross, Erzberg Rodeo etc.
COMPANY PROFILE
History of Bajaj AutoThe Bajaj Group was founded in 1926 by
Jamnalal Bajaj.The Bajaj group comprises of 34 companies. 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. Bajaj Auto came into
existence on 29 November 1945 as M/s Bachraj Trading Corporation
Private Limited. The company is into manufacturing of motorcycles,
scooters and threewheelers. In India, Bajaj Auto has a distribution
network of 485 dealers and over 1,600 authorized services centers.
It has 171 exclusive dealers for the threewheeler segment .It has
total 3750 rural outlets in rural areas. The Bajaj brand is
wellknown across several countries in Latin America, Africa, Middle
East, South and South East Asia. It has a distribution network in
50 countries with a dominant presence in Sri Lanka, Colombia,
Bangladesh, Mexico, Central America, Peru and Egypt.It started off
by selling imported two- and three-wheelers in India. In 1959, it
obtained a licence from theGovernment of Indiato manufacture
two-wheelers and three-wheelersand it became a public limited
company in 1960. In 1970, it rolled out its 100,000th vehicle. In
1977, it sold 100,000 vehicles in a financial year. In 1985, it
started producing at Waluj nearAurangabad. In 1986, it sold 500,000
vehicles in a financial year. In 1995, it rolled out its ten
millionth vehicles and produced and sold one million vehicles in a
year. With the launch of motorcycles in 1986, the company has
changed its image from a scooter manufacturer to a two-wheeler
manufacturer.It has technical tie up with Kawasaki Heavy Industries
of Japan to manufacture latest models in the twowheeler space.
Bajaj Auto has launched brands likeBoxer, Caliber, Wind125, Pulsar
and many more. It has also launched India's first real cruiser
bike, Kawasaki Bajaj Eliminator.
a. Company profile of Bajaj auto
TypePublic company
IndustryAutomotive -Two & Three Wheelers
Year of Established
November 29, 1945 in Pune, Maharashtra, India
FounderJamnalal Bajaj
HeadquartersPune,India
Key peopleRahul Bajaj (Chairman)Rajiv Bajaj (Managing
Director)
ProductsScooters, Motorcycles,Auto rickshaw
Number of employee9,119 (March 2014)
Presence
Distribution network covers 50 countries.Dominant presence in
Sri Lanka, Peru, Bangladesh, Columbia, Guatemala, Egypt, Iran and
Indonesia.
Business GroupBajaj Group
SubsidiariesBajaj Auto Indonesia
Websitewww.bajajauto.com
Plants of Bajaj AutoBajaj Autos has in all three plants, two at
Waluj and Chakan in Maharashtra and one plant at Pant Nagar in
Uttaranchal, western India. Waluj Bajaj range of Motorcycles and
three-wheelers Chakan - Bajaj range of Motorcycles Pant Nagar -
Bajaj range of Motorcycles Vision and Mission statement of Bajaj
Auto Vision To attain world class Excellency by demonstrating value
added products to customers MissionFocus on value based
manufacturing continual improvement total elimination wastes
pollution free and safe environment
Models of Bajaj Motorcycle Bajaj CT 100 Bajaj Platina 100 Bajaj
Discover 100M Bajaj Discover 125M Bajaj Discover 150S Bajaj
Discover 150F Bajaj Avenger 220 Bajaj Pulsar 135LS Bajaj Pulsar 150
Bajaj Pulsar 150NS Bajaj Pulsar 180 Bajaj Pulsar AS200 Bajaj Pulsar
220F Bajaj Pulsar RS200
Timeline of New Releases of Bajaj Auto19611971 Vespa 150 under
the licence of Piaggio of Italy1971 Three-wheeler goods carrier1972
Bajaj Chetak1976 Bajaj Super1975 Bajaj Priya1977 Rear engineauto
rickshaw1981 Bajaj M-501986 Bajaj M-80,Kawasaki Bajaj KB100,1990
Bajaj Sunny1991 Kawasaki Bajaj 4S Champion1993 Bajaj Stride1994
Bajaj Classic1995 Bajaj Super Excel1996 -Bajaj SX Enduro1997 (Bajaj
KB125)Kawasaki Bajaj Boxer, rear engine diesel autorickshaw.1998
Kawasaki Bajaj Caliber,Bajaj Super 99,1999 Bajaj Legend,Bajaj
Bravo,Bajaj Chetak 99,Bajaj Spirit2000 Bajaj Saffire,Bajaj
Prowler2001 Eliminator,Bajaj Pulsar,Kawasaki Bajaj Aspire,Caliber
Croma2003 Caliber 115,Kawasaki Bajaj Wind 125,Bajaj PulsarDTS-i2004
Bajaj CT 100, New Bajaj Chetak 4-stroke withWonder Gear,Bajaj
DiscoverDTS-i2005 Bajaj Wave,Bajaj Avenger,Bajaj Discover 1122006
Bajaj Platina2007 Bajaj Pulsar-200(Oil Cooled),Bajaj Kristal,Bajaj
Pulsar 220 DTS-Fi (Fuel Injection),XCD 125 DTS-Si2008 Bajaj
Discover135 DTS-i2009 Bajaj Pulsar 135,Bajaj XCD135cc, Bajaj Pulsar
150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i UG IV,Bajaj Pulsar 220
DTS-i,Bajaj Discover 100 DTS-Si,Kawasaki Ninja 250R2010 Bajaj
Discover1502011 Bajaj Discover1252012 Bajaj RE 60, mini car for
intra-city urban transportation2012 Bajaj Pulsar 200 NS, launch of
200cc bike, Discover 125ST2013 - Bajaj Discover 125ST discover
100T2014 -Bajaj Discover150F, 150S2015 - Bajaj Platina 100 ES,
Bajaj CT 100 (Re introduced), Pulsar RS 200, Pulsar AS200 &
AS150, Pulsar NS150
Awards and Recognition Bajaj Pulsar 135 LS received Bike of the
Year 2010 award from BBC Top Gear and Bike India. Pulsar 220 DTS-Fi
received the Bike of the Year 2008 award by all major Indian
automobile magazines like Overdrive, Auto Car, Business Standard
Motoring and Bike Top Gear. In 2006, Bajaj Auto won the Frost &
Sullivan Super Platinum Award for manufacturing excellence in its
Chakan Plant. It received award for The Most Customer Responsive
Company in Automobiles category in a survey conducted by Economic
Times for the years 2004, 2006 and 2008. Bajaj Auto received the
Bike Maker of the Year award in ICICI Bank Overdrive Awards 2004.
Bajaj Pulsar 180 DTS-i won the BBC World Wheels Viewers Choice 2
Wheeler of the Year 2003 award.
Management team of Bajaj AutoBoard of DirectorsDesignation
Rahul BajajChairman
Madhur BajajVice chairman
Rajiv BajajManaging Director
Sanjiv BajajExecutive Director
Pradeep ShrivastavaChief Operating Officer
Abraham JosephChief Technology Officer
R C MaheshwariPresident (Commercial Vehicle Business)
Rakesh SharmaPresident (International Business)
Eric VasPresident (Motorcycle Business)
Kevin P DsaPresident (Finance)
S RavikumarPresident (Business Development & Assurance)
Amrut RathPresident (Human Resources)
Ranjit GuptaPresident (Insurance, BFSL)
N H HingoraniAdvisor (Materials)
C P TripathiAdvisor (Corporate Social Responsibility)
J. SridharCompany Secretary
Introduction of Shivam BajajShivam Bajaj is started on 1st
November, 2013. Shivam Bajaj is a presently new make show room of a
Bajaj executive authorized dealer of the south Gujarat. It
exclusively handles Bajaj two-wheelers and promotes business
activities based on policies that focus on customer satisfaction.
Shivam Bajaj in its respective markets and provide 4S facilities
under one roof as per Bajaj's worldwide standards. Like sales,
services, spare parts, safe riding etc.Company profile of Shivam
BajajCompany NameShivam Bajaj
Established1st November, 2013
AddressFF-1, Mansarovar Heights Opp. Bhaktidham temple, Puna
Kumbhariya Road, Puna Patia Magob, Surat-395010.
Phone No.(0261) 2645577
Mobile No.+918866770101, +918866550202
[email protected]
Owner NameMr. Dharmeshbhai PalsanawalaMr. Hirenbhai Patel
Manager NameMr. Shoban Mulla
Authorized DealerBajaj Auto limited
Number of employee30
ProductsCT-100, Platina, Discover, Avenger, Pulsar
Two more authorized dealers of Bajaj Motorcycle are available in
Surat city.NameFortune Bajaj
AddressM/s Fortune Bajaj,G-5, Deepkamal Complex, Near Sarthana
Zoo, Nana Varachha-395009
Phone no.(0261) 2575708
[email protected]
NameSurat Bajaj
AddressM/s, Gujarat Motors Pvt. Ltd. , Opera House, Opp. Sanghvi
Road, Gujarat Gas Circle-395009
Phone no.(0261)2789595, 2789555
[email protected]
b. OrganogramOwner
Service ManagerMarketing ManagerSales Manager
Back OfficeSales ExecutiveWorkshop Manager
Workshop Person
c. Division/ DepartmentsThere are many departments. Name of the
departments are following them: Sales Department Service Department
Accessories Department Finance Department HR Department
d. SWOT Analysis Strengths Highly experienced management.
Widespread distribution network. Good experience workers. Excellent
marketing. Excellent reputation in market.
Weaknesses After sales services is very poor. Lag in the
distribution of products or payment delays. Opportunities Cheaper
variants for tapping more in the rural segment. Premium sport bikes
for urban areas. Constant growth in the two-wheeler segment.
Threats Cheaper imports from countries like China. Entry of
international brands. Other motorcycle players have a strong brand
presence.
e. Market PositionIn two wheeler market, Bajaj Auto faces stiff
competition from new and existing players. Various product launches
by Hero Motor Corp, Honda, Yamaha and TVS are expected over the
medium term and this could put pressure on the domestic market
share of the Company. Bajaj Auto sales declined by 4% to 301,826.
Bajaj Auto being in the list of downfall. Bajaj Auto is the worlds
largest three-wheeler manufacturer. The domestic three wheeler
industry has three major participants namely Bajaj Auto, Piaggio
Vehicles, Mahindra and Mahindra. For FY 2014, the Company has a
leadership position in the segment with 53.7% market share. To
maintain its position, the Company has launched a number of new
product variants focusing on best mileage, competitive pricing, and
low maintenance cost.Bajaj Auto has a diversified product portfolio
including motorcycles for all segments: Platina, Discover, Pulsar
and Ninja (sport) and sizeable presence in three-wheelers segment.
The Company derives about one-third of its revenues from the export
of two and three-wheelers. This product diversification helped
Bajaj Auto achieve its highest ever EBITDA in FY 2013-14.Their
sales as compared to May 2014, this year were lower which stood at
301,862 units compared to 313,020 in 2014 reporting a decline of
4%. While its commercial vehicle saw a rise in sale by 13% to
43,576 units in May 2015 as compared to the numbers of 38,416 units
in May 2014.The Company has shown consistent growth over the last 5
years (2009-10 to 2013-14). Its net revenue from operations over
this period grew at an impressive CAGR of 9.94 %. For FY 2014,
income from operations increased by 0.58 % to Rs. 20,158.29 Cr.
from Rs. 20,041.99 Cr. The Company has a strong dividend history
and has maintained an average dividend yield of 4.48% over the last
5 financial years. For FY 2014, the Company declared a dividend of
500 % i.e. Rs. 50 per share.
REVIEW OF LITERATURE
Mrs.G. Mahalakshami (Nov 2014) studied of customer satisfaction
on two wheelers a special reference with TVs XL in Theni district.
And found from survey that two wheeler brands are taken necessary
promotional activities to increase their demand by introducing new
models. In olden days the people used only the bicycle and rarely
used the two wheelers. But now a days each and every one have the
two wheelers in Theni district most of the respondents prefer the
TVs XL for their riding comfort and satisfied with their
services.
V. Devki & Dr. H. Balakrishnan (Nov 2013) studied of
Customer Preference towards Hero two wheeler after termination if
Hero Honda using primary data and found from survey that the
purchase of two wheeler is independent of the annual income of
buyer; this could perhaps be due to the easy loan available and
customer friendly. Majority of the respondents give more importance
to price and prefer the middle ranged bikes like, splendor and
passion. It is perceived that most of the people confirmed that
they will miss the Hero Honda and skeptic about the Hero. The
future choice of Hero is only 36 % of the existing customer who
prefer to stay with Hero.
Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari (Oct
2013) studied of Consumer Preference and Satisfaction towards Sedan
Cars in Coimbatore City using primary data and found from survey
that the present study made an attempt to understand car purchase
satisfaction and influential factors affecting purchase decision.
Most of the buyers are satisfied with the services provided by the
dealers and they preferred fiesta brand because of its
comfortability. They also find there is no significant difference
between the Age, Sex, Marital status, Occupation, Monthly income,
Number of members in the family and satisfaction level of cars.
Dr. Duggani Yuvaraju & Prof. S. Durga Rao (May 2014) studied
of Customer Satisfaction towards Honda two-wheelers with reference
with Tirupati that finding from survey that the 90 percent of the
customers were completely satisfied with the mileage and
performance of the bike, 10 percent of the customers are
dissatisfied with the mileage. Also the respondents were aware
about this company. Most of the customers agree that Honda is best
quality with reasonable price the attitude 50% of customers towards
price of Honda Bikes is reasonable. But 10% of the customers are
asking for improvement in the quality.
Kavita Dua & Savita (April 2013) studied of A study of
customer Satisfaction with reference to Tata motor passenger
vehicles and found that mostly Tata customers purchased car on
loan, used the Tata car for personal purpose, having the car from
1-5 year and they are recommended by their friends as well as take
preventive maintenance from authorized dealer. It was found that
the customer are mostly satisfied with price , design, safety,
mileage, interior space, status brand name, comfort level, spares
part and after sale service. Finding pertaining to most influencing
show that most influencing factor for customer satisfaction in case
of Tata Motors were price, mileage and interior space.
Mahapatra, kumar and Chauhan (2010) studied on "customer
satisfaction, dissatisfaction on small size passenger cars in
India" with the main objectives to examine the satisfaction and
impact on future purchase decision and explore the performance of
different attributes and they revealed from this study that
customers are highly satisfied with the performance of attributes
like pickup, wipers, etc. and other attributes like pollution,
engine, quietness, battery performance, and pick up influence the
consumer future purchase decisions and consumer give the more
importance to these factors.
Kurkoti and Prabhu (2011) revealed a study on "Customer
Satisfaction with reference to Tata nano car in Pune city" with the
objectives to determine the customer satisfaction towards Tata
Nano, to study the gap analysis and to find out the impact of fire
incidences on Nano car users. They concluded from the study that
Nano car customers are not satisfied with the performance and
waiting period of car but they satisfied with the safety of car and
fire incidences report that has impact on the customer
satisfaction.
Sharma, Kiran Sharma and Khan (2011) studied on "analysis of
customer satisfaction of Tata motors in Jaipur, Rajasthan with the
objectives to find out the satisfaction among the customers, market
performance and market position of Tata motors. They find that 73%
people feel that safety are affordable whereas 12% do not agree,
74% believe that attractive discount are offered but 26% are not
satisfied with the discount offered , but the overall opinion about
Tata Motors is very good.
Singh (2011) study on "An empirical review of the product and
customer satisfaction of Tata commercial vehicles" to find out the
quality of service, performance. These studies they find that
consumer prefer the Tata commercial vehicles due to its better
quality, brand image, easy availability of service stations, spare
part quality etc.
Ganesh and Soundarapandiyan (2011) conducted a study on "i10
Hyundai Chennai: customer satisfaction level" with the sample size
of 150 customers and tools used percentage analysis, chi square and
multiple regression analysis. The objectives of the study was to
identify the post purchase behaviour and customer satisfaction
level and find the effectiveness of after sales service of customer
of Hyundai i10. They revealed from the study that customers are
satisfied with the car after purchase because its gives the feel of
luxury to customers and a convenience of smaller car in crowded
area. Its most stylish as compared to others.Lohana and sharma
(2012) conducted a study on "customer satisfaction towards Hyundai
cars in Nanded city" with the objectives is to identify the
customer preferences and parameter about the Hyundai cars. They
have taken the sample of 60. They concluded from the study that 50%
customers are satisfied with the overall performance of their
vehicle. The customers are satisfied with the fuel efficiency,
brand image, after sales service and economy in purchase etc.
Rao and Kumar (2012) revealed study on "Customer satisfaction
towards Tata Motors - A study on Passenger cars in Warangal
district of Andhra Pradesh" with the objectives to study the
customer satisfaction with the usage of vehicles, after sale
service, key area of strength, pricing affects, service and
quality. They take the sample of 100 respondents and used the
percentage technique. They concluded from the study that majority
of customers are satisfied with the safety, dealer service,
customer relationship and availability of spares etc.
Kerav Pandya & H. J. Jani (March 2011) study on Customer
Satisfaction among Two-Wheeler Users an Indian experience with
special reference to motorcycle users and found from survey that
few years ago, in two-wheelers, only the mileage was the main
feature for motorcycle purchasers. But now the situation is not the
same. It was found that style and power of motorcycle were also
important reasons for purchasing a motorcycle. As the main factor
creating dissatisfaction was after sales service, companies are
recommended to improve on this factor.
S Saraswathi (2008) study on Customer Satisfaction on Post-Sales
Service with Reference to Two-Wheeler Automobile Industry and found
from the survey mostly customer satisfied with examining the
vehicle in presence of the customer. 80 percent customers are
satisfied with the accuracy in delivery time, 41% of the customers
are satisfied with examining the vehicle in presence of the
customer.Ms.M.Shanthini Devi & Ms.S.Arunpriya (Aug 2013)
studied on Customer Satisfaction towards Tata Nano Car with Special
Reference to Coimbatore City and they found from the survey that,
the customers have a good preference towards Tata Nano vehicle.
They are mainly motivated by price of the car. The popularity of
the brand also. Overall, it can be concluded that customers are
satisfied with the price, appearance of the vehicle and
comfortability in crowded area but they expect variety of
models.
Balasubramani S. & Suganthi M. & Suresh P. (Sept 2013)
studied on An Empirical Study on Consumer Preference towards
Hyundai Cars in Salem City and found from the survey that the
majority of the respondents prefer the finance mode of purchase
(55.84%) rather than cash mode and in finance respondents are
prefer bank finance rather than private finance.
Ms. Ameer Asra Ahmed & Dr. M.S. Ramachandra & Mr. Siva
Nagi Reddy (Oct-Dec 2014) study on Customer Satisfaction level
towards Royal Enfield Bullet and they found that most of the
respondents were not fully satisfied with the price, performance,
utility benefits, aesthetics and service scheme of their Royal
Enfield Bullet Most of the respondents were happy riding Royal
Enfield Bullet and also they were overall satisfied with the
performance of their Royal Enfield Bullet. In younger generation
middle age are more interesting to purchase this bullet.
Devang Desai (2014) study on Customer Satisfaction towards Royal
Enfield Bullet and they found from the survey that it has been more
than 50 years now that bikes have been ruling the Indian automobile
sector. 350cc Bullet the super bike in India of all times, from the
Royal Enfield Company of UK were received and assembled at Chennai.
In this bullet; four-stroke engines are thought to be more fuel
efficient motorbikes. They are the main reason for the growth of
motorbikes in India as a segment.
Shivamba M (2014) Study on Customer Satisfaction towards various
brands of two wheelers in India and from these survey they found
that the motorcycle segment was initially dominated by Enfield
350cc bikes and Escorts 175cc bike. The two-wheeler market was
opened to foreign competition in the mid-80s and then market
leaders Escorts and Enfield were caught unaware by the onslaught of
the 100cc bikes of the four Indo-Japanese joint ventures. With the
availability of fuel efficient low power bikes, demand swelled,
resulting in Hero Honda.
Mrs. Beena John & Dr. S. Pragadeeswaran (March- April 2013)
studied on Small Cars Consumer Preference in Pune city and they
found that demographic factors like age, gender, education, status,
and income influence consumers indirectly for small car buying
preference. Value consciousness & price quality inference are
the important factors which influence small car buying. Male
consumers preferred Diesel cars while female respondents preferred
petrol cars
Schiffman and Kanuk, (1997) study on Customer Preference towards
Small Car and this survey then found that how people build their
preferences to spend their resources like time, money, and effort
on consumption-related things. Consumer behavior is a study of the
process concerned when people choose, purchase, use, or eliminate
products, services, ideas, or experiences to satisfy wants and
needs.
Sagar and Chandra (2004) study on Customer preference towards
small cars and find that, how Indian car industry has leaped
forward technologically with intensified technological capabilities
.the industry is driven by a confluence of factors such as strong
competition, changing consumer preferences, government policies
especially with tightening of emission standards, and the global
strategies of the various players. They detailed about cars
manufactured in India with better designs& incorporating
advanced technologies that are often comparable with those
available globally and also commented Indian car exports are also
growing in leaps and bounds.
Banerjee, Ipsita (2011) studied about Car Acquisition &
Ownership Trends in Surat city and found that vehicle choice
behavior recognized that household income is the chief determinant
of the number and size of cars that household possess, and that
family size is a much less important factor & smaller vehicles
were preferred even by larger family.
Dr. Mrs. Punithava pandian & A. Arunchala Rajan (Jan 2014)
study on Customer Satisfaction Level towards the Use of Bajaj Bikes
with Special Reference to Tirunelveli Town, Tamilnadu and they
found from the survey that full satisfaction over the work that was
done by him independently with the supervision of his Guide. they
promote their services so effectively in the days to come.
Dr. K. Ravichandran & K. Venkatesh & Dr. R.
Muruganandham study on Customer Preference of Automobile and they
found that Considering brand and brake system, consumer preference
polo, Considering brand and comfort, consumer preference polo,
Considering brand and mileage, consumer preference vista,
Considering brand and maintenance cost, consumer preference Figo
and Ritz. Customer always gives importance to Mileage and brake
systems.
Rachel Dardis and Horacio Soberon-Ferrer(1994) have investigated
the rapport between automobile attributes and household
characteristics to consumer preferences for cars. They found that
indicated that the coefficients of five automobile quality
attributes were statistically significant while the coefficients of
most household characteristics were not significant. Households
were interested in more fuel efficient and heavier cars as well as
cars with lower depreciation rates and a lower frequency of repair
are more likely to buy Japanese than non-Japanese cars.
RESEARCH METHODOLOGY
a. Problem StatementIn todays intensely competitive environment,
companies today are constantly looking for ways to attract
customers by having a better understanding of changing customer
preferences. The ever changing market characteristics have huge
impact on corporate decisions. Therefore this study has been
conducted to find the Customer Preference and Satisfaction towards
Bajaj Bikes.
b. Research ObjectiveI. Primary objectiveTo ascertain the
customer preference and satisfaction towards the Bajaj bikes.II.
Secondary objective To determine which is/are the most attractive
attribute for purchasing Bajaj bikes. To find the areas of
improvement of the Bajaj bikes. To know the respondents problems
towards Bajaj bikes. To study association between demographic
variables and different attributes of Bajaj bikes.
c. Research DesignI. Type of DesignDescriptive Research
DesignII. Types of DataPrimary dataIII. Instrument for data
collectionQuestionnaireIV. Sample populationCustomers who are using
Bajaj bikeV. Sample areaSurat cityVI. Sample size200VII. Sampling
MethodNon-probability convenience sampling methodVIII. Tools for
Analysis Charts with the use of Microsoft Excel 2010 Chi-square
test with the use of SPSS 16.0IX. Limitations of the Study The
study has been conducted only in Surat city and so the opinion of
the respondents in Surat only has been considered. A conclusion is
based on assumption. It has been assumed that the answers given by
the respondents are true and adequate. The time allotted for the
study was short otherwise a more in depth study could be made. I
have taken only 200 respondents which may or may not represent the
whole population.
DATA ANALYSIS & INTERPRETATION
1) Frequency of Age (in years)Table 6.1CriteriaNo. of
respondentPercentage (%)
18-3010351.5
31-459045
46-6073.5
Total200100
Fig. 6.1
InterpretationOut of 200 respondents 51.5% of respondents are
18-30 years age and 45% of respondents are 31-45 years age whereas
only 3.5% of respondents are 46-60 years age.
2) Frequency of OccupationTable 6.2CriteriaNo. of
respondentPercentage (%)
Businessman6834
Salaried6934.5
Retired10.5
Student6130.5
Professional10.5
Total200100
Fig. 6.2
InterpretationOut of 200 respondents 34% of respondents are
businessman, 34.5% of respondents are salaried, and 30.5% of
respondents are student. While, 0.5% out of them are retired and
professional.
3) Frequency of EducationTable 6.3CriteriaNo. of
respondentPercentage (%)
H.S.C. or below2713.5
Undergraduate4824
Graduate11758.5
Postgraduate84
Total200100
Fig. 6.3
InterpretationOut of 200 respondents 58.5% of respondents are
graduates. While, 24% of respondents are undergraduate, 13.5% of
respondents are H.S.C. or below, and 4% of respondents are
Postgraduate.4) Frequency of Monthly incomeTable 6.4CriteriaNo. of
respondentPercentage (%)
Less than 150007537.5
15001-300008844
30001-500003718.5
Total200100
Fig. 6.4
InterpretationOut of 200 respondents 44% of respondents monthly
income is 15001-30000, 37.5% of respondents monthly income is less
than 15000 and 18.5% of respondents monthly income is
30001-50000.
5) Frequency of how did you come to know about Bajaj bike.Table
6.5CriteriaNo. of respondentPercentage (%)
Friends4020
Media10251
Relatives5829
Others00
Total200100
Fig. 6.5
InterpretationOut of 200 respondents 51% of respondents have
known about Bajaj bikes from media, where as 29% of respondents
known about Bajaj bikes from relatives and 20% of respondents have
known from friends.
6) Which model did you buy? Table 6.6Models of Bajaj bikeNo. of
respondentPercentage (%)
CT 10094.5
Platina 1002211
Discover 100105
Discover 100M168
Discover 125M2110.5
Discover 150S31.5
Discover 150F52.5
Avenger 220189
Pulsar 135LS115.5
Pulsar 150199.5
Pulsar 150AS42
Pulsar 180178.5
Pulsar 200NS126
Pulsar AS200126
Pulsar 220F189
Pulsar RS20031.5
Total200100
Fig. 6.6
InterpretationOut of 200 respondents 22 respondents have using
Platina 100, 21 respondents have using Discover 125M, 19
respondents have using Pulsar 150, 18 respondents have using
Avenger 220, 18 respondents have using Pulsar 220F, 17 respondents
have using Pulsar 180, 16 respondents have using Discover 100M, 12
respondents have using Pulsar 200NS, 12 respondents have using
Pulsar 200AS, 11 respondents have using Pulsar 135LS, 10
respondents have using Discover 100, 9 respondents have using CT
100, 5 respondents have using Discover 150F, 4 respondents have
using Pulsar 150AS, 3 respondents have using Discover 150S, 3
respondents have using Pulsar RS200.7) Which is/are the most
attractive attribute/attributes?Table 6.7AttributesRespondents
responses out of 200Percentage (%)
Price19323.74
Mileage18622.88
Stylish look323.94
Pickup60.74
Engine Capacity17121.03
Colors101.23
Maintenance cost18022.14
Brand image242.95
Comfortable ride111.35
Total813100
Fig. 6.7
InterpretationOut of 200 respondents 23.74% of respondents have
said price is a most attractive attributes while purchasing a Bajaj
bike, 22.88% of respondents have said mileage is a most attractive
attributes while purchasing a Bajaj bike, 22.14% of respondents
have said maintenance cost is a most attractive attributes while
purchasing a Bajaj bike, 21.03% of respondents have said Engine
capacity is a most attractive attributes while purchasing a Bajaj
bike, while 3.94% of respondents have said stylish look is a most
attractive attributes while purchasing a Bajaj bike, 2.95% of
respondents have said brand image is a most attractive attributes
while purchasing a Bajaj bike, 1.35% of respondents have said
comfortable ride is a most attractive attributes while purchasing a
Bajaj bike, .1.23% of respondents have said color is a most
attractive attributes while purchasing a Bajaj bike, 0.74% of
respondents have said pickup is a most attractive attributes while
purchasing a Bajaj bike.
8) While comparing with other bike; the model of Bajaj bike
is?Table 6.8CriteriaRespondentPercentage (%)
Good19095
Need to improve105
Cant say00
Total200100
Fig. 6.8
InterpretationOut of 200 respondents 95% of respondents have
said model of Bajaj bike is good, but 5% of respondents have said
need to improve the model of Bajaj bike.
9) Frequency of customer satisfaction towards PriceTable
6.9PriceNo. of respondentPercentage (%)
Highly satisfied42
Satisfied11457
Average5829
Dissatisfied2010
Highly dissatisfied42
Total200100
Fig. 6.9
InterpretationFrom the above table it is clear that 57% of the
respondents are satisfied, 29% of the respondents are average
satisfied with the price of Bajaj bike. While 10% of the
respondents are dissatisfied, 2% of the respondents are highly
satisfied and, 2% of the respondents are highly dissatisfied.10)
Frequency of customer satisfaction towards MileageTable
6.10MileageNo. of respondentPercentage (%)
Highly satisfied63
Satisfied9949.5
Average8140.5
Dissatisfied105
Highly dissatisfied42
Total200100
Fig. 6.10
InterpretationFrom the above table clear that 49.5% of the
respondents are satisfied and 40.5% of the respondents are average
satisfied with the mileage of Bajaj bike. While 5% of the
respondents are dissatisfied, 3% of the respondents are highly
satisfied and 2% of the respondents are highly dissatisfied.11)
Frequency of customer satisfaction towards look & styleTable
6.11Look & styleNo. of respondentPercentage (%)
Highly satisfied115.5
Satisfied7437
Average9346.5
Dissatisfied168
Highly dissatisfied63
Total200100
Fig. 6.11
InterpretationFrom the above table clear that 46.5% of the
respondents are average satisfied and 37% of the respondents are
satisfied with the look & style of Bajaj bike. While 8% of the
respondents are dissatisfied, 5.5% of the respondents are highly
satisfied and 3% of the respondents are highly dissatisfied.12)
Frequency of customer satisfaction towards PickupTable
6.12PickupNo. of respondentPercentage (%)
Highly satisfied115.5
Satisfied9648
Average7336.5
Dissatisfied105
Highly dissatisfied105
Total200100
Fig. 6.12
InterpretationFrom the above table clear that 48% of the
respondents are satisfied and 36.5% of the respondents are average
satisfied with the pickup of Bajaj bike. While 5% of the
respondents are dissatisfied, 5.5% of the respondents are highly
satisfied and 5% of the respondents are highly dissatisfied.13)
Frequency of customer satisfaction towards Engine capacityTable
6.13Engine capacityNo. of respondentPercentage (%)
Highly satisfied94.5
Satisfied10452
Average6331.5
Dissatisfied168
Highly dissatisfied84
Total200100
Fig. 6.13
InterpretationFrom the above table clear that 52% of the
respondents are satisfied and 31.5% of the respondents are average
satisfied with the engine capacity of Bajaj bike. While 8% of the
respondents are dissatisfied, 4.5% of the respondents are highly
satisfied and 4% of the respondents are highly dissatisfied.14)
Frequency of customer satisfaction towards ColorsTable
6.14ColorsNo. of respondentPercentage (%)
Highly satisfied2914.5
Satisfied7939.5
Average7738.5
Dissatisfied105
Highly dissatisfied52.5
Total200100
Fig. 6.14
InterpretationFrom the above table clear that 39% of the
respondents are satisfied and 39% of the respondents are average
satisfied with the colors of Bajaj bike. While 5% of the
respondents are dissatisfied, 14% of the respondents are highly
satisfied and 3% of the respondents are highly dissatisfied.15)
Frequency of customer satisfaction towards maintenance costTable
6.15Maintenance costNo. of respondentPercentage (%)
Highly satisfied168
Satisfied6331.5
Average8643
Dissatisfied2814
Highly dissatisfied73.5
Total200100
Fig. 6.15
InterpretationFrom the above table clear that 43% of the
respondents are average satisfied and 31.5% of the respondents are
satisfied with the maintenance cost of Bajaj bike. While 14% of the
respondents are dissatisfied, 8% of the respondents are highly
satisfied and 3.5% of the respondents are highly dissatisfied.16)
Frequency of customer satisfaction towards Brand imageTable
6.16Brand imageNo. of respondentPercentage (%)
Highly satisfied115.5
Satisfied7939.5
Average9045
Dissatisfied136.5
Highly dissatisfied73.5
Total200100
Fig. 6.16
InterpretationFrom the above table clear that 48% of the
respondents are average satisfied and 39.5% of the respondents are
satisfied with the brand image of Bajaj bike. While 6.5% of the
respondents are dissatisfied, 5.5% of the respondents are highly
satisfied and 3.5% of the respondents are highly dissatisfied.17)
Frequency of customer satisfaction towards Resale valueTable
6.17Resale valueNo. of respondentPercentage (%)
Highly satisfied00
Satisfied63
Average6733.5
Dissatisfied10954.5
Highly dissatisfied189
Total200100
Fig. 6.17
InterpretationFrom the above table clear that 54.50% of the
respondents are dissatisfied and 33.50% of the respondents are
average satisfied with resale value of Bajaj bike. While 9% of the
respondents are highly dissatisfied and only 3% of the respondents
are satisfied.18) Frequency customer satisfaction towards
comfortable rideTable 6.18Comfortable rideNo. of
respondentPercentage (%)
Highly satisfied2311.5
Satisfied7437
Average8643
Dissatisfied115.5
Highly dissatisfied63
Total200100
Fig. 6.18
InterpretationFrom the above table clear that 37% of the
respondents are satisfied and 43% of the respondents are average
satisfied with the comfortable ride of Bajaj bike. While 5.5% of
the respondents are dissatisfied, 11.5% of the respondents are
highly satisfied and 3% of the respondents are highly
dissatisfied.19) Frequency of customer satisfaction towards after
sales servicesTable 6.19After sales servicesNo. of
respondentPercentage (%)
Satisfied52.5
Average4522.5
Dissatisfied13567.5
Highly dissatisfied157.5
Total200100
Fig. 6.19
InterpretationFrom the above table clear that 67.5% of the
respondents are dissatisfied and 7.5% of the respondents are highly
dissatisfied with the after sales services of Bajaj bike. While
22.5% of the respondents are said average and only 2.5% of the
respondents are satisfied.
20) Frequency of RankTable
6.20RankBajajHeroHondaYamahaSuzukiTVS
13214028000
25143105000
31171767000
400018777
50001316719
6000026174
Total200200200200200200
Fig. 6.20
InterpretationOut of 200 respondents 32 respondents have given
1st rank, 51 respondents have given 2nd rank, and 117 respondents
have given 3rd rank to Bajaj. While none of the respondents have
given 4th, 5th, and 6th rank to Bajaj.Out of 200 respondents 140
respondents have given 1st rank, 43 respondents have given 2nd
rank, and 17 respondents have given 3rd rank to Hero. While none of
the respondents have given 4th, 5th, and 6th rank to Hero.Out of
200 respondents 28 respondents have given 1st rank, 105 respondents
have given 2nd rank, and 67 respondents have given 3rd rank to
Honda. While none of the respondents have given 4th, 5th, and 6th
rank to Honda.Out of 200 respondents 187 respondents have given 4th
rank and 13 respondents have given 5th rank to Yamaha. While none
of the respondents have given 1st, 2nd, 3rd and 6th rank to
Yamaha.Out of 200 respondents 7 respondents have given 4th rank,
167 respondents have given 5th rank and, 26 respondents have given
6th rank to Suzuki. While none of the respondents have given 1st,
2nd and, 3rd rank to Suzuki.Out of 200 respondents 7 respondents
have given 4th rank, 19 respondents have given 5th rank and, 174
respondents have given 6th rank to TVS. While none of the
respondents have given 1st, 2nd and, 3rd rank to TVS.
21) Frequency of what problem you face while using the
vehicle?Table 6.21CriteriaNo. of respondentPercentage (%)
Starting trouble3517.5
Mileage problem147
Pickup2412
Battery problem12763.5
Total200100
Fig. 6.21
InterpretationFrom the above table clear that 63.5% of the
respondents are facing battery problem while using the Bajaj bike.
While 17.5% of the respondents are facing starting trouble, 12% of
the respondents are facing pickup problem and, 7% of the
respondents are facing mileage problem while using the Bajaj bike.
22) Frequency of would you recommended Bajaj bikes to your friends
or others?Table 6.22CriteriaNo. of respondentPercentage (%)
Yes17085
No3015
Total200100
Fig. 6.22
InterpretationFrom the above table clear that 85% of the
respondents have recommended Bajaj bikes to his friends or others
while, 15% of the respondents have not recommended Bajaj bikes to
his friends or others.
Chi-square test23) Chi-square between customer monthly income
and mileage attribute of Bajaj bikeH0: There is no association
between customer monthly income and mileage attribute of Bajaj
bikes.H1: There is association between customer monthly income and
mileage attribute of Bajaj bikes.Table 6.23Monthly income * Mileage
Attribute Cross tabulation
Count
Mileage AttributeTotal
NoYes
Monthly incomeLess than 15000106575
15001-3000028688
30001-5000023537
Total14186200
Table 6.24Chi-Square Tests
ValuedfAsymp. Sig. (2-sided)
Pearson Chi-Square7.786a2.020
Likelihood Ratio7.9022.019
Linear-by-Linear Association4.1601.041
N of Valid Cases200
InterpretationThe value of Pearson Chi-square is 7.786 and
associated significant p-value is 0.02 which is less than the
significance level (0.05) so, researcher reject null hypothesis.
Thus, it is inferred that there is association between customer
monthly income and mileage attribute of Bajaj bikes.
24) Chi-square between customer satisfaction towards price and
customer monthly incomeH0: There is no association between customer
satisfaction towards price and customer monthly income.H1: There is
association between customer satisfaction towards price and
customer monthly income.Table 6.25Satisfaction towards Price *
Monthly income Cross tabulation
Count
Monthly incomeTotal
Less than 1500015001-3000030001-50000
Satisfactiontowards PriceHighly satisfied1304
Satisfied444426114
Average2132558
Dissatisfied97420
Highly dissatisfied0224
Total758837200
Table 6.26Chi-Square Tests
ValuedfAsymp. Sig. (2-sided)
Pearson Chi-Square12.818a8.118
Likelihood Ratio14.8408.062
Linear-by-Linear Association.0201.887
N of Valid Cases200
InterpretationThe value of Pearson Chi-square is 12.818 and
associated significant p-value is 0.118 which is greater than the
significance level (0.05) so, researcher fail to reject null
hypothesis. Thus, it is inferred that there is no association
between Customer satisfaction towards price and customer monthly
income.
25) Chi-square between customer satisfaction towards comfortable
ride and customer occupationH0: There is no association between
customer satisfaction towards comfortable ride and customer
occupation.H1: There is association between customer satisfaction
towards comfortable ride and customer occupation.Table
6.27Satisfaction towards Comfortable ride * Occupation Cross
tabulation
Count
OccupationTotal
BusinessmanSalariedRetiredStudentProfessional
Satisfaction towards Comfortable rideHighly satisfied6908023
Satisfied2431019074
Average3120133186
Dissatisfied6500011
Highly dissatisfied140106
Total68691611200
Table 6.28Chi-Square Tests
ValuedfAsymp. Sig. (2-sided)
Pearson Chi-Square17.960a16.326
Likelihood Ratio21.86016.148
Linear-by-Linear Association.4131.521
N of Valid Cases200
InterpretationThe value of Pearson Chi-square is 17.960 and
associated significant p-value is 0.326 which is greater than the
significance level (0.05) so, researcher fail to reject null
hypothesis. Thus, it is inferred that there is no association
between customer satisfaction towards comfortable ride and customer
occupation.
26) Chi-square between customer satisfaction towards Look &
style and customer ageH0: There is no association between customer
satisfaction towards look & style and customer age.H1: There is
association between customer satisfaction towards look & style
and customer age.Table 6.29Satisfaction towards Look & style *
Age(in Years) Cross tabulation
Count
Age(in Years)Total
18-3031-4546-60
Satisfaction towards Look & styleHighly satisfied92011
Satisfied4528174
Average4247493
Dissatisfied78116
Highly dissatisfied0516
Total103907200
Table 6.30
Chi-Square Tests
ValueDfAsymp. Sig. (2-sided)
Pearson Chi-Square17.344a8.027
Likelihood Ratio19.4248.013
Linear-by-Linear Association14.8451.000
N of Valid Cases200
InterpretationThe value of Pearson Chi-square is 17.344 and
associated significant p-value is 0.027 which is less than the
significance level (0.05) so, researcher reject null hypothesis.
Thus, it is inferred that there is association between customer
satisfaction towards look & style and customer age.
27) Chi-square between customer satisfaction towards brand image
and customer occupationH0: There is no association between customer
satisfaction towards brand image and customer occupation.H1: There
is association between customer satisfaction towards brand image
and customer occupation.Table 6.31Satisfaction towards Brand image
* Occupation Cross tabulation
Count
OccupationTotal
BusinessmanSalariedRetiredStudentProfessional
Satisfaction towards Brand imageHighly satisfied6203011
Satisfied1829130179
Average3630024090
Dissatisfied4702013
Highly dissatisfied410207
Total68691611200
Table 6.32
Chi-Square Tests
ValuedfAsymp. Sig. (2-sided)
Pearson Chi-Square15.583a16.482
Likelihood Ratio16.51116.418
Linear-by-Linear Association2.8741.090
N of Valid Cases200
InterpretationThe value of Pearson Chi-square is 15.583 and
associated significant p-value is 0.482 which is greater than the
significance level (0.05) so, researcher fail to reject null
hypothesis. Thus, it is inferred that there is no association
between customer satisfaction towards brand image and customer
occupation.
28) Chi-square between customer education and maintenance cost
attribute of Bajaj bikeH0: There is no association between customer
education and maintenance cost attribute of Bajaj bike.H1: There is
association between customer education and maintenance cost
attribute of Bajaj bike.Table 6.33Education * Maintenance cost
Attribute Cross tabulation
Count
Maintenance cost AttributeTotal
NoYes
EducationH.S.C. or below02121
Undergraduate84048
Graduate10113123
Postgraduate268
Total20180200
Table 6.34
Chi-Square Tests
ValuedfAsymp. Sig. (2-sided)
Pearson Chi-Square7.182a3.066
Likelihood Ratio8.4263.038
Linear-by-Linear Association.5031.478
N of Valid Cases200
InterpretationThe value of Pearson Chi-square is 7.182 and
associated significant p-value is 0.06 which is greater than the
significance level (0.05) so, researcher fail to reject null
hypothesis. Thus, it is inferred that there is no association
between customer education and maintenance attribute of Bajaj
bike.
FINDING&CONCLUSION
a. Findings Majority of the respondents belong to the age group
of 18 30 years. Majority of the respondents are educated up to
graduation level. The study reveals that most of the respondents
who own Bajaj bike earn from Rs.15001 Rs.30000. Majority of
respondents are come to know about Bajaj bike from media. From
Chi-square test finding that there is association between customer
satisfaction towards look & style and customer age. From
Chi-square test finding that there is association between customer
monthly income and mileage attributes of Bajaj bikes. From
Chi-square test finding that there is no association between
customer satisfaction towards brand image and customer occupation.
From Chi-square test finding that there is no association between
customer satisfaction towards price and customer monthly income.
From Chi-square test finding that there is no association between
customer satisfaction towards comfortable ride and customer
occupation. From the Chi-square finding that there is no
association between customer education and maintenance cost
attribute if Bajaj bikes. Majority of respondents are prefer bike
on the basis of price, mileage, maintenance cost, and engine
capacity attribute of Bajaj. The study reveals that 57% of the
respondents are satisfied with price; whereas 10% of the
respondents are dissatisfied with the price of Bajaj bikes. As per
survey, 52% of the respondents are satisfied with engine capacity
of Bajaj bike. 67.5% of the respondents are dissatisfied with after
sales services provided by Bajaj. The study reveals that majority
of respondents are dissatisfied with resale value of Bajaj. The
study reveals that majority of the respondents are said average and
majority of the respondents are satisfied with the mileage, look
& style, pickup, colors, maintenance cost, and brand image of
Bajaj bikes. The study reveals that Hero is a 1st rank, Honda is a
2nd rank, Bajaj is 3rd rank, Yamaha is a 4th rank, Suzuki is a 5th
rank, and TVS is a 6th rank. Majority of the respondents are facing
battery problem while using Bajaj bike.
b. ConclusionFrom the research work it concludes that majority
of the customer prefer Bajaj bikes on the basis of price, mileage,
maintenance cost, and engine capacity attributes. Bajaj need to
improve on battery of their bikes; because customers have facing
this problem while using the Bajaj bikes. Bajaj doing very well on
its durability of bikes, comfortable ride, and after sales services
for increases their sales. Most of buyers are satisfied with the
price, mileage, look & style provided by Bajaj. Look &
style of bike is associated with age of buyers; whereas there is no
association between occupation and Brand image of Bajaj bikes.
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