Major Project ReportOnConsumer satisfaction towards Bajaj
BikesSubmitted In Partial Fulfillment of the RequirementOfBachelor
of Business Administration Internal Guide Submitted By: Mrs. Anshu
sarna Ashish Negi Assistant Professor 07950501711 2011-14
Submitted To: Banarsidas Chandiwala Institute of Professional
Studies, Dwarka, New Delhi (Affiliated to Guru Gobind Singh
Indraprastha University)
CERTIFICATE
This is to certify that the project work done on Consumer
satisfaction towards Bajaj Bikes submitted to Guru Gobind Singh
Indraprastha University, Delhi by Ashish Negi in partial
fulfillment of the requirement for the award of degree of Bachelor
Of Business Administration, is a bonafide work carried out by him
under my supervision and guidance. This work has not been submitted
anywhere else for any other degree/diploma. The original work was
carried during 28 January 2014 to 15 April 2014
Mrs Anshu sarna (Assistant Professor)
BONAFIDE CERTIFICATE
This is to certify that as per best of my belief the project
entitled Consumer satisfaction towards Bajaj Bikesis the bonafide
research work carried out by Ashish Negi student of BBA, BCIPS,
Dwarka, New Delhi during January-April 2014, in partial fulfillment
of the requirements for the award of the Degree of Bachelor of
Business Administration.He has worked under my guidance.
Name-: Mrs Anshu sarna Project Guide (Internal) Date:
Counter signed by :-Name: Dr.Satish TanejaDirector Date:
AcknowledgementI have taken efforts in this project. However, it
would not have been possible without the kind support and help of
many individuals and organizations. I would like to extend my
sincere thanks to all of them.I am highly indebted to Ms Anshu
sarna for their guidance and constant supervision as well as for
providing necessary information regarding the project & also
for their support in completing the project.I would like to express
my gratitude towards my parents & member of Banarsidas
Chandiwala Institute of Professional Studies for their kind
co-operation and encouragement which help me in completion of this
project.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.
(Ashish Negi)(07950501711)
Table of ContentsCHAPTERSTOPICPG.NO
1
Executive Summary
2Plan of the Research1. Introduction2. Objective of the study3.
Literature Review
3Company Profile (with its SWOT Analysis)
4Research Methodology Universe & Sources of data Sample size
Methods of data collection- testing of questionnaire Tools and
techniques of analysis Instrument used
5Data collection and Analysis
6Findings and Conclusion
7Suggestions/ Recommendation
8Bibliography, Glossary
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Satisfying customer is very necessary for every organization. It
helps organizations in determining what product and services may
interest customers and also strategies for use in product
development, sales and promotions.It is believe that road to
improvement is never-ending and one always learns from a new
experience. This project is a step towards gaining knowledge about
the real world and putting the theory to practice.
The Project customer satisfaction towards Bajaj Bikes is an
attempt to find out the factors and causes which affect the degree
of satisfaction among the customers of Bajaj Bikes. In this tough
time of competition Bikes industry is going a long way in
developing, formulating and implementing promotional strategies to
cope up with this tough competition. Though there are many aspects
which can be improvised for the customer satisfaction. Various
strategies are formulated not only keep up with cut throat
competition but also to meet the consumer satisfaction.
There are several factors which influences the purchase. These
factors may be internal and external as well. Internal factors
include perception towards the thing, knowledge about product,
purchasers attitude, lifestyle, motivational status etc. Motivation
is the driving force which comes into play when customer has better
experience with the product. This leads to the repurchase decision
of the customer. Whereas external factors include culture, group or
peer influence, the situation in which purchase is made etc.
Market research has become an important tool of sound
management; marketing information based on marketing research has
served the basic purpose of management. This project is on customer
satisfaction towards Bajaj Bikes.The analysis revealed that there
are some factors e.g. the customer perceived value, getting full
value of money and value preposition when meets leads to customer
satisfaction .If that is consistent then leads to customer
locality.
Plan of the Research
INTRODUCTION OF THE COMPANYThe Bajaj Group is one of the leading
business houses of India. Its business interests span host of
industries such as automobiles (two-wheelers and three-wheelers),
home appliances, lighting, iron and steel, insurance, travel and
finance. The Bajaj brand is well-known in over a dozen countries in
Europe, South America, the US and Asia. The Bajaj Group comprises
27 companies and its flagship company Bajaj Auto is ranked as the
world's fourth largest two- and three- wheeler manufacturer.Founded
by the freedom fighter, philanthropist and close confidante of
Mahatma Gandhi Jamanalal Bajaj, the Bajaj Group is one of the most
respected and renowned business houses of India. Started around
eighty years back with a sugar factory in Lakhimpur Kheri of Uttar
Pradesh, the group has since diversified into a wide variety of
business area. The group's first sugar plant was one among only 30
sugar mills that pioneered the establishment of the sugar industry
in India. Today, Bajaj Hindusthan Ltd is Asia's Number One sugar
companyand among the top four globally. In addition, the Group
includes Bajaj Corp Ltd, a recently setup, Bajaj Energy Private
Ltd., Lalitpur Power Generation Company Ltd., Bajaj Power
Generation Pvt Ltd. and Bajaj Infrastructure Development Co.
Ltd.
Bajaj Group was founded in 1926, at the height of India's
movement for independence from the British, Jamnalal Bajaj, founder
of the group, was a close associate of Mahatma Gandhi. Jamnalal
Bajaj's close involvement in the freedom movement did not leave him
with much time for his business. In 1942, his son Kamalnayan Bajaj
took charge of the business. He consolidated the group and
diversified into various manufacturing activities. Rahul Bajaj, the
present Chairman and Managing Director of the group took reins of
the business in 1965. Under his leadership the group has achieved
new heights and ranks among the top 10 business houses in
India.Bajaj Auto Ltd. is the largest exporter of two and three
wheelers. With Kawasaki Heavy Industries of Japan, Bajaj
manufactures state-of-the-art range of two-wheelers.
Thebrand,PulsariscontinuallydominatingtheIndianmotorcyclemarketinthepremiumsegment.
Its Discover DTSi is also a successful bike on Indian roads. Bajaj
is promoted by the highly qualified and experienced promoters
having a successful track record of more than 40 years of
experience in the manufacture of autoparts.Our brand is the visual
expression of our thoughts and actions. It conveys to everyone our
intention to constantly inspire confidence. Our customers are the
primary audience for our brand. Indeed, our brand identity is
shaped as much by their belief in Bajaj as it isby our ownvision.
Everything we domust always reinforce the distinctiveness and the
power of our brand. We can do this by living our brand essence and
by continuously seeking to enhance our customers experience. In
doing so, we ensure a special place forourselves in the heart and
minds of our customers.
Bajaj Group Companies and their business interests: Bajaj Auto
Ltd:Manufacturers of Scooters, Motorcycles and Three-wheeler
vehicles and spare parts thereof. Bajaj Electricals
Ltd.:Manufacturers of electric fans, high masts, lattice closed
towers and poles, etc. and marketing of electrical goods such as
general lighting services lamps, special lamps, fluorescent tubes,
luminaries, fans and electrical & non-electrical appliances.
Bajaj Hindustan Ltd.:Manufacturers of white crystal sugar and
industrial alcohol. Bajaj Auto Finance Ltd.:Deals in financial
services including hire purchase financing & leasing. Bajaj
Sevashram Pvt Ltd.:Involved in investment activities. Bajaj
Ventures Ltd.:Involved in manufacturing and trading of power tools
and manufacturing of houseware and parts thereof. Bajaj
International Pvt. Ltd.:Exporters of electrical fans, GLS
lamps,lighting fittings, luminaries, household appliances and
hoists. Bajaj Consumer Care Ltd.:Manufacturing and trading of
ayurvedic medicines, hair oil, tooth powder, Shampoos, Pure coconut
oil. Bajaj Auto Holdings Ltd.:Investment Company. Bajaj Allianz
General Insurance Company Ltd.:General Insurance Business. Bajaj
Allianz Life Insurance Company Ltd.:Life Insurance Business.
Bajaj Group
TypePrivately held company
Founded1926
Founder(s)Jamnalal Bajaj
HeadquartersPune,Maharshtra,India
Area servedWorldwide
Key peopleRahul Bajaj(Chairman &MD)
ProductsAutomobilefinancial serviceshome
applianceselectricaliron and steelinsurance
Revenue380 billion(US$6.3billion)
Employees36,000 (as of 2013)
SALIENT FEATURES One of the oldest business conglomerates in
India A group comprising of 25 companies Turnover over INR 280
Billion (~USD 6 Billion, at INR 46 per USD) Around 36,000
Employees. Headed by Mr. Rahul Bajaj, currently Member of
Parliament and active leader in CII, WEF, etc Bajaj Auto Group's
flagship company is one of the world's leading 2 & 3 wheeler
manufacturer The company is currently engaged in life insurance;
general insurance and consumer finance businesses
OBJECTIVE OF STUDYFor any organization it is a matter of prime
importance to know exactly what their consumers expect from them in
terms of the actual product as well as the services offered by the
company. This would help the organization to plan and develop their
product as per the requirements of the ultimate consumer. To
ascertain the consumers requirements the organizations conduct
market research.In the present case a study of the transports in
the New Delhi area was conducted to determine the following
objectives. To study the satisfaction level of customer towards
Bajaj Bikes. To measure customer satisfaction level regarding after
sales services, parts etc.
About the project
Satisfying customer is very necessary for every organization. It
helps organizations in determining what product and services may
interest customers and also strategies for use in product
development, sales and promotions. For any organization it is a
matter of prime importance to know exactly what their consumers
expect from them in terms of the actual product as well as the
services offered by the company. This would help the organization
to plan and develop their product as per the requirements of the
ultimate consumer.
The automobile industry today is the most lucrative industry.
The Project customer satisfaction towards Bajaj Bikes is an attempt
to find out the factors and causes which affect the degree of
satisfaction among the customers of Bajaj Bikes. Bajaj Group was
founded in 1926, at the height of India's movement for independence
from the British, Jamnalal Bajaj, founder of the group, was a close
associate of Mahatma Gandhi. Jamnalal Bajaj's close involvement in
the freedom movement did not leave him with much time for his
business.
A sample of 100 respondents was selected in order to conduct
this research. A non-disguised structured questionnaire was used
for the study. Research is done on Bajaj motorcycle owners only. In
this project research Convenience sampling method was used.
LITERATURE REVIEW
Customer satisfactionCustomer satisfaction is the key to
success, getting our customers to tell you whats good about your
product or services and where you need improvement. It helps you to
ensure that your businesses measure up to their expectations. The
attached file contains a customersatisfaction survey from designed
to make it easy for customer to fill out and to fill and to make it
easy for you to quickly customize to exactly match your companys
activities.
Customer satisfaction, as a construct, has been fundamental to
marketing for over three decades. As early as 1960, Keith (1960)
defined marketing as satisfying the needs and desires of the
consumer.
Hunt (1982) reported that by the 1970s, interest in customer
satisfaction had increase to such an extent that over 500 studies
were published. Peterson and Wilson(1999) estimated the amount of
academic and trade articles on customer satisfaction to be over
15,000.Several studies have shown that it costs about five times to
gain a new customer as it does to keep an existing customer
(Naumann, 1995) and this results into more interest in customer
relationships. Thus, several companies are adopting customer
satisfaction as their operational goal with a carefully designed
framework. Hill and Alexander (2000) wrote in their book that
companies now have big investment in database marketing,
relationship management and customer planning to move closer to
their customers. Jones and Sasser (1995) wrote that achieving
customer satisfaction is the main goal for most service firms
today.Mr. Jatinder chhabra hade done the research in 1999-2000 on
the customer satisfaction and he concluded that the customer
looking for a power , brand and average the right brand is
bajaj.Mr. Randeep singh had done the research in 2004-2005 on the
topic on dealers satisfying customer and he concluded that the
supply policy of bajaj is good.
Research Methodology
Universe & Sources of dataThere two sources on which data
can be collected via primary source and secondary source. The data,
which are prepared from the main proposed and researcher or owner,
it is called primary source and the data collected from this source
is called primary data. The data which is collected from the
persons, private bodies, private research agencies etc are called
secondary source and the data collected is from both primary and
secondary type.
The following are the data that have been collected from both
the sources: -Primary data: - The primary objective of the study is
to ascertain the customer satisfaction towards bajaj bikes. The
study is mainly based on primary data. The primary data was
collected through the questionnaires administered to different
types of selected sample respondents.
Secondary Data: - Secondary data are those which has been
collected by someone else and which already have been passed
through statistical process. The secondary informations were
collected from different sources like newspapers, magazines,
journals, books, websites, and so on.
Sample SizeA sample of 100 respondents was selected in order to
conduct this research. A non-disguised structured questionnaire was
used for the study. Through this methodology, the intent was to
stay focused to ascertain the customer satisfaction towards bajaj
bikes.
Methods of data collectionThe Internet is not restrained by
boundaries. The survey tool developed gathered both quantitative
and qualitative data. A webbased survey approach was selected for
this study because sending the questionnaire via email allowed
respondents to receive and answer the questionnaire, without any
time restrictions, and at a time most convenient to them and the
submission of the questionnaire via email and internet access was
an inexpensive method of data collection.PRIMARY RESEARCH:-
Questionnaire
SECONDARY RESEARCH:- websites journals magazines
Instrument used:-
Research instrument: Questionnaire
TOOLS USED MS WORD
Techniques usedIn MS excel for data analysis, I have used: Pie
charts Histograms Barcharts
Data collection and AnalysisThe analysis of data is done in
order to study the Consumer satisfaction towards Bajaj Bikes.
Various factors are taken into consideration in order to study this
research. It helps in analyzing the different factor that plays a
vital role in accepting a Consumer satisfaction. A sample of 100
respondents is taken in order to study the Consumer satisfaction
towards Bajaj Bikes. The data collected from the questionnaires is
properly analyzed in order to conduct the research. The primary
data of this research is basically collected through questionnaires
filled by the respondents online. As the population does not allow
us to study on such a vast basis, so a sample of 100 respondents is
chosen and the questionnaires are filled by the people. The
secondary data used in this research is collected from various
books, journals, research papers and our modern technology Internet
that ensures relevancy of data.
Q 1. Which Bajaj Bike you use?
Pulsar41 41%
Discover1919%
Platina1313%
Other2626%
Analysis: Out of 100 respondents 41% use platina,19% use
discover,13% use platina and26% use other.
Q 2. Which feature of bike influence you more?
Speed22 22%
Power2121%
Average3132%
Design2424%
Analysis: Out of 100 respondents speed feature of bike influence
22%,power feature of bike influence21%,average feature of bike
influence 31% and design feature of bike influence 24%.Q 3. From
how many year you are using Bajaj bike?
Less than 1 year40 40%
1-5 year 5-10 year5959%
Above 10 year11%
Analysis:Out of 100 respondents 40% are using bajaj bikes from
less than 1 year, 59% are using bajaj bikes from 1-5 year and 1%
are using bajaj bike above 1 year.Q 4. Rate your level of
satisfaction with the performance of bike?
Strongly Agree 25 25%
Agree3434%
Neither Agree Nor Disagree2424%
Disagree1414%
Strongly Disagree33%
Analysis:Out of 100 respondents 25% are strongly agree the
performance of bike,34 % are agree the performance of bike, 24% are
Neither Agree Nor Disagree the performance of bike , 14% are
disagree with the performance of bike.
Q 5. Are you getting full value of money for the bike you
owned?
Yes88 88%
No1212%
Analysis:Out of 100 respondents 88% are getting full value of
money for the bike they owned and 12 % not.
Q 6. How was your experience with the bike?
Good45 45%
Excellent3333%
Average2222%
Not good00%
Analysis:Out of 100 respondent 45 % have good experience with
the bike, 33% have excellent experience with the bike, 22% have
average experience with the bike,0% % have not good experience with
the bike.
Q 7. Are you satisfied with the dealer service of bike?
Strongly Agree 15%
Agree38%
Neither Agree Nor Disagree40%
Disagree6%
Strongly Disagree2%
Analysis:Out of 100 respondents 15% are strongly agree with the
dealer service of bike,38% with the dealer service of bike, 40% are
Neither Agree Nor Disagree with the dealer service of bike , 6% are
disagree with the dealer service of bike and 2% strongly disagree
with the dealer service of bike.
Q 8. Are you satisfied with the performance of the Bike?
Strongly Agree 28 28%
Agree 2626%
Neither Agree Nor Disagree 3131%
Disagree 11 11%
Strongly Disagree 44%
Analysis:Out of 100 respondents 28% are strongly agree the
performance of bike,26 % are agree the performance of bike, 31% are
Neither Agree Nor Disagree the performance of bike , 11% are
disagree with the performance of bike and 4% are strongly disagree
with the performance of bike.Q 9. Are you satisfied with the
warranty service provided by the showroom?
Strongly Agree 12 12%
Agree3636%
Neither Agree Nor Disagree4141%
Disagree88%
Strongly Disagree33%
Analysis:Out of 100 respondents 12% are strongly agree with the
warranty service provided by the showroom,36% are agree with the
warranty service provided by the showroom, 41% are Neither Agree
Nor Disagree with the warranty service provided by the showroom, 8%
are disagree with the warranty service provided by the showroom and
4% are strongly with the warranty service provided by the showroom
.Q 10. Are you satisfied with the price of the bike you
purchased?
Strongly Agree 24 24%
Agree3636%
Neither Agree Nor Disagree2626%
Disagree1111%
Strongly Disagree33%
Analysis:Out of 100 respondents 24%strongly agree with the price
of the bike you purchased, 36% agree with the price of the bike you
purchased,26% neither agree nor disagree with the price of the bike
you purchased,11% disagree with the price of the bike you purchased
and 3%strongly disagree with the price of the bike you
purchased.
Q 11. Are you satisfied with the service charges and parts?
Strongly Agree 24 24%
Agree 22 22%
Neither Agree Nor Disagree 42 42%
Disagree 9 9%
Strongly Disagree 3 3%
Analysis:Out of 100 respondents 24%strongly agree with the
service charges and parts, 22% agree with the price of the bike you
purchased,42% neither agree nor dis agree with the price of the
bike you purchased,9% disagree with the price of the bike you
purchased and 3%strongly disagree with the price of the bike you
purchased.
Q 12. What do you feel about Bajaj 2 wheeler?
Good4848%
Excellent3030%
Average2222%
No good00%
Analysis:Out of 100 respondent 48 % feel Good about Bajaj 2
wheeler, 30% feel Excellent about Bajaj 2 wheeler , 22 feel average
about Bajaj 2 wheeler,0% % feel not good about Bajaj 2 wheeler.
Findings and Conclusion
1From the above chapter it is clea Customers experience with the
b Majority of respondents says that they are Satisfied with the
performance of the bikes. It is analyzed that the customerspurchase
Bajaj vehicle mostly because of their good Average.
A majority of respondent are Getting full value of money for the
bike you owned.
Customer experience with the Bajaj bike is
good.Suggestions/Recommendation
Suggestions/ Recommendation
In case ofaddressing the customers Bajaj should ensure that the
sales persons explain the detail of the bike to customer properly
for more sales.
By seeing the performance of Bajaj bikes and services provided
by them. It is conclude that it has a wide market and bright
future.
As customerspurchase Bajaj vehicle, more for average and design
so I t is concluded that Bajaj should focus more on that areas than
other.
Bibliography
Journal: J.D. Power and Associates 2013 U.S. Wireless Smartphone
Customer Satisfaction Study SMVolume 2 Greg Roche,Rachel Allen,
2007 The Customer Experience Through the Customer's Eyes
BOOKS:
PhilipKotlerMarketingManagement Oct, 2010 Source Volume:10
Source Issue:4 Nigel Hill, November 24, 2006 Handbook of Customer
Satisfaction And Loyalty MeasurementHardcover.
Magazines:
Auto India - Car & Bike Magazine 28 May 2013
Overdrive - Car & Bike Magazine 10 September 2013
Website:
http://www.bajaj.com/index.php?s=PROFILE&searchsubmit=Go on
8th feb 2014 at 11:30 AM
http://books.google.co.in/books/about/Customer_Satisfaction.html?id=uKQPo_FibAQC&redir_esc=y
on 23rd march 2014 at 9:30 PM
http://www.academia.edu/1480244/CONSUMER_SATISFACTION_LEVEL_OF_BAJAJ_BIKE_PROJECT_REPORT
on 28th march 2014 at 10:30 PM
Annexure
Questionnaire on Customer Satisfaction towards Bajaj BikesDear
Madam/Sir, I am student of BBA of institute BCIPS. I am conducting
a survey on customer satisfaction towards Bajaj Bikes. I request
you to kindly fill up the questionnaire which wont take much of
your valuable time. All your data and information would be kept
confidential. Thank you for your cooperation.Top of FormName:
Gender:MaleFemaleAge Group:15 years-20
years21years-30years31years-40yearsAbove 50 yearsQ1 Employment
Status:UnemployedGovernment ServantsPrivate SectorsStudentQ2 Which
Bajaj Bike you use?PulsarDiscoverPlatinaOtherQ3Which feature of
bike influence you more?SpeedPowerAverageDesign
Q4From how many year you are using Bajaj bike?Less than 1
year1-5 year 5-10 yearAbove 10 yearQ5Rate your level of
satisfaction level with the performance of bike?Strongly
AgreeAgreeNeither Agree Nor Disagree Strongly DisagreeDisagreeQ6Are
you getting full value of money for the bike you owned?YesNoQ7How
was your experience with the bike?GoodExcellentAverageNot goodQ8
Are you satisfied with the dealer service of bike?12345
Highly SatisfiedHighly Dissatisfied
Q9 Are you satisfied with the performance of the Bike?12345
Highly SatisfiedHighly Dissatisfied
Q10 Are you satisfied with the warranty service provided by the
showroom?12345
Highly SatisfiedHighly Dissatisfied
Q11 Are you satisfied with the price of the bike you
purchased?12345
Highly SatisfiedHighly Dissatisfied
Q12 Are you satisfied with the service charges and
parts?12345
Highly SatisfiedHighly Dissatisfied
Q13What do you feel about Bajaj 2
wheeler?GoodExcellentAverageNot goodBottom of Form