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SUBMITTED BYSaurabh Srivastava(16) Chintan Jain(20) Saumya Ranjan Pradhan(34) PGDM (2010-12)
PREFACE
Consumer behavior is a systematic study; study of consumer behavior facilitates the marketers by providing the data about the behavioral aspects of the final consumer. It is vital for every marketerer to study the consumer behavior because behavior of a consumer is a prime factor in determining the effectiveness of a brand. Study of consumer behavior enables the marketer y y y y To take quick and effective decisions. To make a new marketing strategy. To minimize the risk of ineffective advertisements. To achieve the objectives of the firm very well.
ACKNOWLEDGEMENT
We consider this as the best opportunity to thank everyone, who has co-operated with us and encouraged us to carry out this project work on marketing work for consumer behaviour towards sensory branding of bajaj bikes. We express sincere thank & gratitude from the core of our heart towards Mr.Suresh Chandra,without whose content guidance, advice & inspiration, this wo rk would have not been possible We extend our sincere thanks to all the respondents for their valuable response to the data collection process through questionnaires & also for giving their valuable time as a respondent in this research work. Last, but not the least, We are highly obliged to all those, who helped us directly or indirectly in completion of this project work.
CONTENTS
CHAPTER CONTENTS PAGE NO.
INTRODUCTION
CHAPTER-I
1.
Need of product & importance of study Scope of study Objectives of the study Limitations study of
1-2
2. 3.
4.
CHAPTER-II
Research Methodology
3-4
CHAPTER-III
Product profile
CHAPTER-IV
Data analysis
6-15
CHAPTER-V
&
16-17
&
CHAPTER-VI
18-19
Any research in consumer behavior focuses its attention on all the problems that
the marketer faces in passing on his message to the audience. Marketer aims at making the message, of its products and services, being received effectively so as to impel consumer action in the way the company wants. The scope of studying consumer behavior is the answer to the question that why to study consumer behavior. Study of consumer behavior answers the question as to what, how much, where, when, at what price and why the consumers buy, is concerned with location of consumers-consumer motives, motivational variations and consumer behavior. Its scope is extended to know who are they? Where are they? What are their likes and dislikes? What are different buying motives? What are their beliefs? How their attention can be gained? & what are the determinants of such consumer behavior?
OBJECTIVE OF STUDY
_____________________________ _____________________ This whole study deals with the aspects of consumer behavior towards the sensory brands. This study was done to know about the preferences, motivation, satisfaction opinions, perception, beliefs, attitude, learning, and other behavioural aspects of consu mers towards the sensory brand i.e. Bajaj Pulsar. The project study deals with the following objectives: 1. 2. 3. 4. 5. 6. To study the effectiveness of after sale service given by the BAJAJ. To study the consumer behavior while buying it. To study the consumer motivation factors. To study the consumer perception towards Bajaj pulsar To study the consumer learning from the product. To study the consumer attitude while buying it.
TYPE OF RESEARCHThe research study was a descriptive research; the objective of descriptive research is to portray accurately the characteristics of a particular individual, situation or a group. The researcher seeks to measure such items as, for example, frequency of shopping, preferences of people, satisfaction level, learning, perception or any similar data.
RESEARCH APPROACHThe approach in this study is Qualitative. Qualitative approach to research is concerned with subjective assessment of attitudes, opinions and behaviour .Qualitative approach to research generates results either in nonquantitative form or in the form which are not subjected to rigorous quantitative analysis.
Research Design - Research Design means to state the conceptual structure within which research would be conducted. Data Collection Method- The data collection method was data collection through questionnaires directly filled by the respondents. Sample Type The sampling was deliberate sampling or convenience sampling. Convenient was used to get information from the sources which were most liable to give accurate information. Source of Data The data used was primary data only collected directly by the use of questionnaires. Primary Data can be defined as the data which are collected a fresh and for the first time and thus happen to be original in character. Sample size- While selection the sample size case has been taken such that it fulfills the requirements of efficiency, reliability and flexibility. The sample was a large sample of 30 units.
4
ESTABLISHED:
; 1926
MARKET COVERAGE:
Latin America, Africa, Middle East, South and South East Asia.
TURNOVER:
COMPETITORS:
ACHEIVEMENTS:
MAJOR BRANDS:
responses
Among the total sample of 30 , more than 70% of units were having a bajaj bike
responses
YES NO
Among the total sample units 97 % people said that they are aware of bajaj pulsar.
responses
EXCELLENT
AVERAGE POOR
66% people said that the pulsar bike is excellent in its class, 28% people said that pulsar is good
res
ses
DESIGN PRICE
BRAND IMAGE SPEED MILEAGE
66% people have mixed opinion of speed & design as the most important feature of the pulsar bike, whereas some people think that it gives good mileage.
responses
YES NO
10
responses
ADVERTISEMENT
O ARDING BOARDS
FRIENDS MARKETERS
11
res
ses
EXCELLENT
According to the opinion of 55% units all the subbrands of pulsar are excellent.
12
RESPONSES
54% people think that pulsar is good because it has a good exterior design, 33% people think that pulsar is good because it has an advanced engine. 10% people think that pulsar is good because it has a better mileage. 03% people think that pulsar is good because it has a less fuel consumption.
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Q-(9)- Which form of advertising is suitable for pulsar? The outcomes are as under -
responses
NEWSPAPER T. .
INTERNET RADIO
Most of the people think that TV advertisement is the best way of advertising pulsar.
14
Q-(10)- are you satisfied with the after sales service offered by bajaj? The outcomes are as under -
RESPONSES
YES
NO
65% people are satisfied with the after sales service of BAJAJ.
15
RECOMMENDATIONS
In our project analysis we found that BAJAJ PULSAR is a good bike & is upto the mark of customer satisfaction. Pulsar is growing well in its class it needs certain steps to be taken to gain more brand loyalty. (1) (2) (3) (4) (5) (6) Aggressive promotional strategy through T.V. commercials. Should work on R & D to improve the mileage. Company should also tap the rural areas. After sales service should be up to the mark.. A survey must be conducted time to time to be in touch with the changing behavior. Advertising campaigne should be broadened to the reputed channels of Television.
16
CONCLUSION
This study shows that consumer behavior is very much different in the case of sensory brands; they show a very sensitive behavior. When brand is connected to the comfort of senses then the preferences of the consumer changes in comparison to other products. Sensory brands need a better advertising & behavior study.
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BIBLIOGRAPHY
18
APPENDIX
A COPY OF QUESTIONNAIRE
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Occupation:________________E-mail id______________________ Phone no._____________________ Address :______________________ _________________________ 1. Do you have a BIKE ? a). Yes b). No.
2. Which brand of BIKE do you have? a). BAJAJ b). TVS c). HONDA d). HEROHONDA e). Others.
3. Are you satisfied with your Bike? a). Yes b). No.
4. Are you aware about BAJAJ BIKE ? a). Yes b). No.
5. What is your perception about BAJAJ PULSAR ? a). Excellent b). Good c). Average d). Poor.
6. What do you consider as the most important feature of PULSAR ? a). Design b). Price c). Brand image d). Speed e)Mileage
7. Do you feel comfort while driving PULSAR? a). Yes b). No.
8. Which factor influences most in BIKES? a). Brand name b). Color c). Price d). Engine capacity. e). Mileage
9. How you came to know about PULSAR BIKE? a). Advertisements b). Hoarding boards c). Friends d). Marketers.
10. What is the most important thing that a consumer considers while buying a BIKE ? a). Life b). Mileage c). Maintenance d). Comfort
11. Among the following features, which one do you prefer in your BIKE ? a). Speed b). Mileage c). Comfort d). Power e). Style.
12. What is your perception on the designs of all brands of PULSAR? a). Excellent b).Good c). Average d). Poor
13. Rate PULSAR in the following features: a). Advanced Engine b). Less fuel consumption. c). Better mileage d). Exterior design. 14. Which form of Advertising is suitable for PULSAR? a). News Papers b).TV c).Internet d). FM Radio.
15. Are you satisfied with the after sales service offered by BAJAJ ? a). Yes b). No.
16. Any valid suggestions from your side to rightly improve the BAJAJ BIKE(PULSAR) ?
Date :
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