A

RESEARCH PROJECT
ON
Customer preferences and customer
satisfaction with regard to specific
brands of bikes

ACKNOWLEDGEMENT

The submission of this project report gives me an opportunity to convey my

gratitude to all those who have helped me reach a stage where I have immense
confidence to launch my career in the competitive world of information technology.
My special thanks to Principal DAV College, Chandigarh for providing these
facilities in the department.
First and foremost, I would like to express my profound gratitude and sincere
acknowledgements to (Lect. of Deptt.Commerce) have been a source of perpetual
inspiration to me, gently guiding and paving my way towards a bright career, throughout
my project I was very fortunate to have them as my project guide also. They were willing
to give all kind of support and encouragement. Their parental kind of love that they
extend towards every student in the department and the concern they show has left an
indelible impression on me.
I am very thankful to my parents which have been a constant source of inspiration
for me from the very starting of my life

Siddharth
B.B.A Final

Roll No. 9251

PUPIN: 17512001365

EXECUTIVE
SUMMARY

Executive
Summary
To know about the consumer buying behavior and factor which
affect the consumer buying decision process. As the objectives of
my study is to analyze the customer perception and the customer
satisfaction to wards specific brands of bike (TVS, HONDA,
BAJAJ) between the age group of 18-25 College going student on
the basis of Price, Fuel efficiency, Brand, Style and comfort name.
Consumer buyer behavior refers to the buying behavior of
final consumers individuals and households who buys services
and goods for personal consumption. Consumer behavior is
influenced strongly by culture, social, personal and psychological
factors. Culture factors include the set of basic values, perceptions,
wants and behavior learned by a member of society from family
and other important institutions. The social factors include
consumers family, small group, social roles and status. The
personal characteristics such as buyers age, life cycle stage,
occupation, economic situations and life style influenced by four
major psychological factors: Motivation, Perception, Learning,
Belief and Attitudes.

In this era of cut throat competition, no company can even survive

in the market place without knowing its and its products strengths
and weaknesses. It has to fortify itself against threats from the
environment and exploit its strengths or increase profits. And in
order to do so, the company has to conduct regular surveys to
know the customers opinions, needs, and preferences. This helps
the company to manufacture the product like wise for each
customers expectations.

Contents
Serial No.

Page No.
Certificate
Acknowledgement
Executive summary
Introduction
Objective of the study
Literature Review
Research Methodology

Significance of the study

Sampling & Sample

Design

Limitations of the

study
Data Analysis & Interpretation
Findings
Recommendation
Conclusion
Bibliography
Annexure

INTRODUCTION

PROFILE OF THE STUDY

In this era of cut throat competition, no company can survive in the

market place without knowing its products strengths and
weaknesses. It has to fortify (Strengthen) itself against threats from
the environment and exploit its strengths for increasing profits. In
order to do so, the company has to conduct regular surveys to
know the customers opinions, needs, and preferences. This helps
the company to manufacture the product according to customers
expectations. It has now become more important for the customer
confidence and higher positioning of buyer perception. Thus,
Surveys becomes genuine key to success.
The Bike segment is Dominated by 4 major players viz.
HERO HONDA , BAJAJ, TVS, ROYAL ENFIELD .Besides
these, there are players like HONDA( Alone) , LML, KINETIC,
SUZUKI.
The expanding Indian market, the growing size of the
middle class and the rise in aspirations of the youth along with
opening up of the Indian economy have collectively influenced the
steady growth of the two wheeler market in India. With leading
foreign brands in collaborations with Indian manufacturers
entering the Indian market, the customer could not have asked for
more. In fact, the Indian bike market has grown immensely and the
preference for variety looks, design has brought in a number of
models in the market. In the last 3 to 4 years, the craze for
motorcycle over the scooters has picked up and one can find today

even girls crazy for a motorbike not only in the Metros but in small
towns and cities also.

Trying to catch up with these, manufacturers are busy

working out on customer profiles. With the increase in competition
one can find a think of discounts including: cash rebates and free
accessories to push sales of the commuter bikes. Certain changes
are also visible as far as customer preferences are concerned. The
basic 100cc bike market is suddenly experiencing a slow down in
the growth. This Commuter bike was a favorite till the other day,
commanding up to 90% of the total bike sales. The shift towards
150 cc bikes is suddenly discernable and the segment is expected
to grow in near future. Manufacturers are now rushing in to
introduce bikes in this segment. Bajaj has launched Pulsar-Dtsi
150cc higher on the power ladder, Honda has come up with
Unicorn and TVS has recently launched Apache.

The customer is the basic ingredient of

marketing. The development of marketing strategy is based on
understanding of consumer and there behavior. The present study
attempts to understand the behavior of consumer for their choice in

purchasing two-wheeler with special reference to bikes like

Honda(Unicorn), TVS (Apache), and Bajaj(Pulsar 150cc). But
consumer behavior and the derived consumer satisfaction cannot
be intact. Now days the two wheeler industry is growing at its fast
speed. The competition is very hard and so many choices are
available to customers. Here I have tried to find out the level of
customer satisfaction regarding (Unicorn, Apache, and Pulsar) two
wheelers and also what modification they want in their products.
So the study is all about the customers preference and their
satisfaction with regard to bikes coming under 150cc segment.

BIG PLAYERS IN
THE BIKE
SEGMENT

Bajaj Auto Limited is one of the pioneering companies in the two

wheeler industry. Bajaj Auto has a vast network of about 1500
service centers and 500 dealers all over India. It has 3
manufacturing plants located at Akurdi, Waluj and Chakan in
Maharashtra. The company's technology partner is Kawasaki
Heavy Industries, Japan. The company exports to ASEAN region,
South America and Africa.

MILESTONES
1945 - Bajaj Auto comes into existence as M/s Bachraj Trading
Corporation Private Limited.
1948 - Sales in India commence by importing two- and threewheelers.
1959 - Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers.
1960 - Bajaj Auto becomes a public limited company. Bhoomi
Poojan of Akurdi Plant.
1970 - Bajaj Auto rolls out its 100,000th vehicle.
1971- The three-wheeler goods carrier is introduced.

1972 - The Bajaj Chetak is introduced.

1975 - BAL & Maharashtra Scooters Ltd. joint venture.
1984 - The Bajaj Super is introduced.
1988 - The Rear Engine Autorickshaw is introduced. Bajaj Auto
achieves production and sales of 100,000 vehicles in a
single financial year.
1991 - The Bajaj M-50 is introduced
1994 - Foundation stone laid for the new Plant at Waluj,
Aurangabad.
1997 - The Bajaj M-80 and the Kawasaki Bajaj KB100
motorcycles are introduced. 500,000 vehicles produced and
sold in a single financial year.
2000 - The Bajaj Sunny is introduced
2000 - The Kawasaki Bajaj 4S Champion is introduced.
2004 - Kawasaki Bajaj Caliber rolls out of Waluj.
2007- Bajaj Auto launches its latest offering in the premium bike
segment Pulsar. The Eliminator is launched.
2009- Pulsar DTS-i is launched.
2010 - Bajaj unveils new brand identity, new symbol, logo
and brand line
2014 - 200 cc & 220cc Pulsar DTS-i launched

Bajaj Pulsar DTSi 150cc

Generation next technology included in the package of the
equipments of this high flying bike is the revolutionary digital
biking. Digital biking is the combination of various advanced
systems like Digital Twin Spark ignition (DTSi). Its highly
masculine outlook with sporty, dashing structure gives the
complete satisfaction of dare riding. Bajaj Pulsar enables its rider
to tackle the situation of overcrowded street due to the presence of
17" alloy wheels with 1330 mm wheelbase. Its comfort statement
includes front telescopic suspension, Nitro X - Nitrogen assisted
rear gas shockers with triple rated spring. Due to these comfort
features, this bike is highly accommodative in any terrain.
Feeling of proper riding is provided by different
high end features like improved clutch, cylinder head with Roller
Rocker Arms, optimized intake and exhaust systems & new valve
timings. Its advanced Exhaust TEC (Torque Expansion Chamber)
technology ensures the higher performance at lower rpm.

TVS Motor Company is part of Sundaram Clayton group in TVS

group of companies. TVS Motor Company is the main flag ship
company of Sundaram Clayton group. TVS Motors is the third
largest two-wheeler manufacturer in Indian and ranks among the
top ten globally. It is the first company in the world to be honored
with the Deming Prize for Total Quality Management. The
Company was the first in India to launch 2-seater 50cc moped and
100 cc Indo-Japanese Motorcycles. At Present TVS Apache, TVS
Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular
bikes in Indian Market.

MILESTONES
Indias first 2 seater 50cc Moped TVS 50, launched in Aug
1980.

 In 1982 SCL established Joint Venture with Suzuki Motor

Corporation.
In 1994 the company entered the market segment of scooters
with introduction of Scooty 2S, which was totally an
indigenous design.
Introduced

India's

first

catalytic

converter

enabled

motorcycle, the 110cc Shogun in Dec 1996.

Launched India's first 5-speed motorcycle, the Shaolin in Oct
1997.
Launched TVS Victor, 4-stroke 110 cc motorcycles, in
August 2001; Indias first fully indigenously designed and
manufactured motorcycle.
In 2000 the first 4 stroke motorcycle was launched called
Fiero
Launched TVS Star in Sept 2004, a 100 cc motorcycle
which is ideal for rough terrain
Launched TVS Apache in Nov 2005. It finally went on to be
the Bike of the Year for 2006, winning 6 prestigious awards

TVS Apache
TVS Apache with its shapely streamlined tank and engine
design is really an eye -stopper. Its smooth and flawless finish
makes this bike desirable to the market. Its tough but light 6
spoke black alloy wheels are really supportive for better control
and excellent riding of this two wheeler. Its uniquely designed
head lamp has become one of the best head turner in the market
of two wheelers.
Its 240 mm disc brake is helpful in stopping one in any
sudden situation to avoid accident. Its all gear start and low
friction engine with RCF technology are the key factor of better
efficiency of this bike. It is further equipped with various
upgraded technology like monotube inverted gas filled shocks,
IDI lean burn, iE surge (intake and exhaust resonator), synchro
stiff chassis etc. for the proper safety and security of the persons
seating on the bike.

Its symbol, the Wings, represents the company's unwavering

dedication in achieving goals that are unique and above all,
conforming to international norms. These wings are now in
India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a
wholly owned subsidiary of Honda Motor Company Ltd., Japan.
In September 2004, Honda Motorcycle and Scooters India
Limited (HMSI), the wholly owned subsidiary of the Japanbased Honda Motor Company Limited (HMCL), launched its
first 150cc motorcycle named 'Unicorn.' Priced at Rs. 50,043
(ex-showroom price, Delhi), Unicorn had a four stroke 13.3 bhp
engine with five gears. The new bike was available in five
colours and was designed to achieve a speed of 0 to 60 kmph in
five seconds. Unicorn was promoted with the caption "Be a
wing rider." (Refer Exhibit I for a visual of Unicorn). Targeted
at youth, Unicorn looked sportier than all the existing
motorcycles in the premium segment and was pitted against
Bajaj Pulsar, the leader with 75 percent market share in that
segment.

Honda Unicorn
This bike with powerful 4 stroke 150 cc engine delivering
output of 13.3 bhp engine clubbed with many other high end
equipments like Constant Volume (CV) Carburetor, pulse
exhaust system, offset crank and 2 way air jacket. Its multi
mapping CDI, roller rocker arm, 5 speed gears, tumble free
combustion etc. determine the performance as well as its
aesthetic value. Its aerodynamic body lining, sporty and sleek
design, appealing tail lamp and excellent body graphics etc are
enhancing its style statement day by day. Unique shock
absorbing mono suspension prevents discomfort due to the
sudden jerk caused by uneven road. Its flexible seating
arrangement, ample foot space gives the total comfort of
journey. Fully equipped with various cutting edge technologies,
this bike comes with hole plugging mechanism, tuff up tube,
easy primary kick etc.

CONSUMER BEHAVIOUR
Before getting into details of Consumer Behaviour, one must go
through certain basic terminologies. In general terms both
Consumer and Customer are considered the same but they are
quite different.
The term Customer is some what different from the term
consumer. The term customer is used to refer to someone who
purchases goods and services from a particular store or company.
Thus a customer is defined in terms of a specific term while a
consumer is not
Consumer may be referred to any one engaged in evaluating,
acquiring, using or disposing of goods and services which he
expects will satisfy his needs.
So

ultimately

Consumers

are

that

individual

who

consumes or uses a product, which may or may not be purchased

by him.
So after getting into these terms we need to get into the details of
Consumer Behaviour.

Consumer Behaviour Consumer behaviour refers to how a

consumer behaves or acts or reacts in making a purchase of goods
and services of his choice in different situations

The term consumer Behaviour can be defined as, The behaviour

that consumers display in searching for purchasing, using,
evaluating and disposing of products, services and ideas which
they expect will satisfy their needs.
- Leon G. Schiffman and Leslie Lazar Kanuk.
The study of consumer behaviour not only focuses on how and
why consumers make buying decisions, but also focuses on the
uses which consumers make of the goods they buy and their
evaluation of these goods after use. If the goods after use dont
satisfy the consumers, they my feel dissatisfied perhaps because
post- purchase services are not up to their satisfaction, and thus,
this may influence their purchase of the goods and it may also
influence the buying decision of many others who might come in
contact with them.
The detailed study of Consumer Behaviour or Consumer
Preferences focuses on Who Buys products or services?
How do they buy products or services?
Where do they buy them?
How often do they buy them?
When do they buy them?
Why do they buy them?

 How often do they use them?

These questions will help in understanding the factors that
influence the decision making process of the consumers. The
buyers decision making process includes the following:1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post purchase behaviour
1. Problem recognition: - First and the foremost step is to
identify the problem i.e. what actually one wants with regard
to the product.
2. Information Search: - Second step is to search the relevant
information regarding the Product which one wants.
3. Evaluation of alternatives: - Third step is to evaluate the
collected information i.e. analyze the information.
4. Purchase decision: - In forth step the product is actually
purchased.
5. Post purchase behaviour: - In fifth step the consumer
actually reacts against the quality, quantity etc received after
the purchasing the product i.e. in this stage he reacts on the
basis of his getting satisfied after the purchase of the product.

The buyers decisions include the following: Product choice

Brand choice
Dealer choice
Purchase timing
Purchase amount.

Consumer perception
How do Buyers form their preference? Their preferences are
influenced by their past buying experience, friends and associates
advice, and the marketers and competitors information and
promises. Though customer preference is a very qualitative term
and it is very difficult to measure. In this study an effort has been
made to measure the customer preference level.

Customer Satisfaction
Satisfaction

is a persons feelings

of pleasure or

disappointment resulting from comparing a products perceived

performance in relation to his or her expectation
As the definition makes it clear, satisfaction is a function of
perceived performance and expectations. If the performance falls
short of the expectations of the customer, the customer is

dissatisfied. If the performance exceeds the expectations, the

customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because
customers who are just satisfied still find it easy to switch, when a
better offer comes along. Those who are highly satisfied are much
less ready to switch. High satisfaction or delight creates an
emotional affinity with the brain, not just a rational preference. The
result is high customer loyalty.
In this highly competitive world customers plays a very
important role. Thus, if a company wants to survive then it should
look forward to the determinants of customer satisfaction. Though
it is a very subjective issue that differs from individual to
individual yet, identifying some basic parameters of customer
satisfaction is important.
Satisfaction

is

persons

feeling

of

pleasure

and

disappointment resulting from comparing a products perceived

performance in relation to his or her expectations. It is only the
customer delight that marketer aims for.

Significance of the
study
To know about the customer preference and decision process
with regard to 150cc bike.
To know the Basic consumer buying behaviour and the
reasons because of which they switch from one company to
another.
To know about the companys details (profile, Products)
This study would help in revealing the type and specific
qualities of the bikes offered by the company to their
consumers.
To study the satisfaction level of consumers who uses bikes.
To study the factors influencing consumers to buy 150cc
bikes.
To study effect of advertisement on the purchasing decision
of the consumers

OBJECTIVES OF
THE STUDY

Objectives of the
study
The clear purpose or objective of the research enables the
researcher to collect necessary relevant information. The
objective of the research is to know the Customer

preferences and customer satisfaction

with regard to specific brands of bikes
(TVS, HONDA and BAJAJ) under 150cc
category between the age group of 1825 College going student on the basis
of Price, Fuel efficiency, Brand, Style
and comfort name.
.
Knowledge about two-wheelers (Bikes).
Knowledge about the market share of two- wheeler.
To know about the leaders of the market in two wheelers
(Bikes).
Find out the quantum of customer satisfaction with respect to
150cc bikes especially the college going students within the
age group of 18-25.
Determine the influence of reference group in the purchase
decision of college going students.

 Find out the ways for improving of the services to attain level
of customer satisfaction.

Study area:

YAMUNA NAGAR

Target segment:

COLLEGE GOING STUDENTS

LITERATURE
REVIEW

LITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake an
extensive literature survey related to problem. The literature survey
undertaken here includes books and different websites from the
internet.

Customer
preferences and customer satisfaction
with regard to specific brands of bikes
(TVS, HONDA and BAJAJ) under 150cc
category between the age group of 1825 College going student on the basis
of Price, Fuel efficiency, Brand, Style
and comfort name
The research project was to know the

Schiffman. G. Leon and kanuk lazare Leslie

- Study of

the customer behaviour is the study of how individuals make

decisions to spend their available resources (Time, Money
and Efforts) on consumption related items. It includes the
study what they buy, whey they buy it, when they buy it,
where they buy it, how often they buy it and how often they
use it. The primary purpose for the study consumer behaviour
as apart of marketing curriculum is to understand how and
how customers make their purchase decisions. There insights

enable marketers to design more effective marketing

strategies.

Gupta.C .B and Dr. Nair. N.Rajan 2 - A business is based on

understanding the customer and providing the kind of
products that the customer wants.

Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour

is the process where by individuals decide what, when,
where, how and from whom to purchase goods and services.
Buying behaviour may be viewed as an orderly process here
by individual interacts with his environment for the purpose
of making market decision on products and services.

Nair Suja. R.4 - The success of the firm will be determined

by how effective it has been in meeting the diverse customer
needs and wants by treating each customer as unique and
offering products and services to suit his/her needs.

Bennett Peter.D. And Kassarjian Haroldh 5 - A great deal

of research activity in marketing is design to shed light on the
customer decision process.

Kothari C.R.6
For data analysis different statistical
techniques are being used such as scaling techniques,
correlation, hypothesis testing.

RESEARCH
METHODOLOGY

RESEARCH
METHODOLOGY
Research Methodology is a way to systematically solve the
research problem, which is a science of study how research is done
scientifically. Thus research methodology encompasses the
research methods or techniques; the research is capable of being
evaluated either by the researcher himself or by others.

SAMPLING
Sampling may be defined as the selection of some parts of
an agreement or totality for the purpose of study. All the
items in any field of inquiry constitute a universe or
population, a complete enumeration of all the items in the
population is known as Census inquiry. But when the field of
inquiry is large this method becomes difficult to adopt
because of the limited no. of resources involved in the case
sample survey method is chosen under which units are
selected in such a way that they represent the entire universe.

SAMPLING DESIGN
CENSUS METHOD: - All the items in any field of inquiry
constitute a Universe or Population. A complete
enumeration of all the items in the Population is known as a
Census inquiry. It can be presumed that in such an inquiry,

when all items are covered, no element of chance is left and

highest accuracy is obtained. But in practical it is not true in
all cases. This type of inquiry involves a great deal of time,
money and energy. Therefore, when the field of inquiry is
large, this method becomes difficult to adopt because of the
resources involved.
SAMPLING METHOD:- When field studies are undertaken
in practical life, consideration of time and cost almost
invariably lead to a selection of respondents i.e. selection of
only few items. The respondent selected should be as
representative of total population. These respondents
constitute what is technically called a Sample and the
selection process is called Sampling Technique. The survey
so conducted is known as Sample Survey.
Implementation of Sample Design: - A sample design is a
definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt
in selecting items for the sample. Sampling design may as well lay
down the number of items to be included in the sample i.e. the size
of sample. Sample design is determined before the data are
colleted.

 Steps In Sampling Design :- While developing a

research

design

following

items

are

taken

into

consideration:I. Type of universe: - First and the foremost step is to

clearly define the universe to be studied. As I have
taken the area of Yamuna Nagar City (Haryana), so
for me here the universe is Yamuna Nagar area. No
doubt it is a finite universe but the area is very big
and cant be covered easily due to shortage of time.
II. Sampling unit: - A decision has to be taken
concerning a sampling unit before selecting sample.
Here my sample unit includes college going students
who own bikes.
III. Size of sample: - This refers to the number of items
to be selected from the universe to constitute a
sample. Here I have taken the sample of 200 College
going students who have bikes.
IV. Parameters of interest: - In determining the sample
design, one must consider the question of the
specific population parameters which are of interest.

Here I had taken only college going students who

own their bike.
V. Sampling procedure: - Finally the technique of
selecting the sample is to be dealt with. That means
through which method the sample has been
collected. There are various types of selecting the
sample. This includes probability sampling, random
sampling, stratified sampling, cluster sampling,
convenience sampling. Here I have used the cluster
sampling method for data collection, as Yamuna
Nagar area is very big and there are many colleges as
well as the hostels.

Data Collection
The task of data collection begins after the research program has
been defined and research design plan has been checked out. The data
collected is important part of research.
DATA COLLECTION METHOD
In the data collection method different methods are adopted for primary
data collection and secondary data collection.
PRIMARY DATA COLLECTION
Primary data is the data which is collected through observation
or direct communication with the respondent in one form or
another. These are several methods for primary data collection
like Observation method, Interview method, through schedule,
through questionnaires and so on.
But as time was limited so, the relevant data was collected from
the selected units by adopting and arranging personal interview
with the shopkeeper and dealer along with a pre structured
questionnaire. In this method I thank the views of shopkeepers
and dealer through the use of questionnaire and general
interview.
SECONDARY DATA COLLECTION
The companys past database is taken into reference along With
company brochures.

DATA COLLECTION INSTRUMENTS

The data collection instruments used in the study is mentioned below:-

o QUESTIONNAIRE
The method of data collection is quite popular.

I prepared a

questionnaire after knowing the different objectives of the study

and considering all the things that are required for studying the
dissertation topic.

Limitation of the study

Respondents answers may be biased.
Price of the bikes is confined only to a particular period.
Time constraint.
The main limitation of the study is that the survey will be
limited to Yamuna Nagar.
There is Difference between X-showroom prices of bikes in
one city with respect to other.
Lack of researchers experience might result into biasness.

DATA ANALYSIS &

INTERPRETATION

DATA ANALYSIS &

INTERPRETATION
Table 1
Are your aware about 150 cc bike brands available in the
market?
Are your aware about
150 cc bike brands
available in the market?

No. of respondents

Fully Aware
Aware
Less aware

93
76
31

Table 1 shows that 93 of respondents are fully aware about 150 cc

bikes in market, 76 of respondents just aware about 150 cc bikes
and only 31 of respondents are have little bit knowledge about
150cc.

Fig. 1

Table 2
How do you come to know about this brand/model of
150 cc bike?
How do you come to know
about this brand/model of
150cc bike?

No. of respondents

Friends
Advertisement
Publicity
Family members
Any other

45
87
10
47
11

Table 2 shows that 45 of respondents came to know about brand of

bikes from friends, 87 of respondents came to know about brand of
bikes from advertisement, 10 of respondents came to know about
brand of bikes from publicity, 47 of respondents came to know
about brand of bikes from family members and 11 of respondents
came to know about brand of bikes from other sources.

Fig. 2

Table 3
Which factor influence you more to purchase a bike?
Which factor influence you
more to purchase a bike?

No. of respondents

Brand image
Fuel efficiency
Price
Comfort
Syle

53
81
27
17
25

Table 3 shows that 53 respondents are influenced to purchase a

bike from its brand image, 81 respondents are influenced to
purchase a bike from its Fuel efficiency, 27 respondents are
influenced to purchase a bike from its lesser Price, 17 respondents
are influenced to purchase a bike from its Comfort, 25 respondents
are influenced to purchase a bike from its Style.

Fig. 3

Table 4
Are you satisfied with its overall performance?
Are you satisfied with its
overall performance?

No. of respondents

Fully Satisfied
Satisfied
Moderate
Less satisfied
Poor

41
104
42
10
3

Table 4 shows that 41 of respondents are fully satisfied with the

performance of their bikes, 104 of respondents are satisfied with
the performance of their bike, 42 of respondents are moderate in
satisfaction with the performance of their bikes and 3 of
respondents are poorly satisfied with the performance of their bike.

Fig. 4

Table 5
According to you which company gives the most benefit to
customers?
According to you which
company gives the most
benefit to customers?

No. of respondents

Honda
Bajaj
TVS

63
109
28

Table 5 shows that 63 of respondents are saying that the Honda is

providing more benefits of the services to the customers, 109 of
respondents are saying that the Bajaj is providing more benefits of
the services to the customers and 28 of respondents are saying that
the TVS is providing more benefits of the services to the
customers.

Fig. 5

Table 6
Which type of media influence your purchase behaviour?
Which type of media influence
your purchase behaviour?

No. of respondents

T.V.
Newspaper
Wall painting
Hording
Magazine

114
33
5
12
36

Table 6 shows that 114 of respondents and influence to purchase

their bike through T.V., 33 of respondents and influence to
purchase their bike through Newspaper, 5 of respondents and
influence to purchase their bike through Wall painting, 12 of
respondents and influence to purchase their bike through Hording
and 36 of respondents and influence to purchase their bike through
Magazine.

Fig. 6

Table 7
Who influenced you more in your buying decision of bike?
Who influenced you more in
your buying decision of bike?

No. of respondents

Self
Family Member
Friends/Relative
Mechanics

30
54
98
18

Table 7 shows that 30 of respondents have influence their buying

decision from their self decision, 54 of respondents have influence
their buying decision from their family members,
98 of
respondents have influence their buying decision from their
friends/relative and 18 of respondents have influence their buying
decision from their Mechanics,

Fig. 7

Table 8
In your opinion, what role advertisement plays?
In your opinion, what role
advertisement plays?

No. of respondents

Provides important details

Creates awareness
Misleading

65
125
10

Table 8 shows that 65 of respondents are in favor that

advertisement provides important details, 125 of respondents are in
favor that advertisement creates awareness and 10 of respondents
are in favor that advertisement Misleading.

Fig. 8

FINDINGS

FINDINGS
65 of respondents are in favor that advertisement provides
important details, 125 of respondents are in favor that
advertisement creates awareness and 10 of respondents are in
favor that advertisement Misleading.
30 of respondents have influence their buying decision
from their self decision, 54 of respondents have influence
their buying decision from their family members, 98 of
respondents have influence their buying decision from
their friends/relative and 18 of respondents have influence
their buying decision from their Mechanics,
63 of respondents are saying that the Honda is providing
more benefits of the services to the customers, 109 of
respondents are saying that the Bajaj is providing more
benefits of the services to the customers and 28 of
respondents are saying that the TVS is providing more
benefits of the services to the customers.
41 of respondents are fully satisfied with the performance
of their bikes, 104 of respondents are satisfied with the
performance of their bike, 42 of respondents are
moderate in satisfaction with the performance of their
bikes and 3 of respondents are poorly satisfied with the
performance of their bike.

RECOMMENDATI
ONS

Recommendation
Recommendation refers to the outcome of the research work done
and the suggestions for implementation i.e. findings.
1. It is suggested that manufacturer should make all efforts to
control cost.
2. New technology should be applied according to the
requirement of the customer.
3. Provide various schemes which attract the customers.
4. Spare parts of the bikes should be easily available in the
market.
5. Bike should be fuel efficient.
6. Bike should be available in different colours so as to attract
college going students.
7. Bike should be given sportier look.

CONCLUSION

CONCLUSION
Their preferences are influenced by their past buying experience,
friends and associates advice,
competitors

information

and

and the marketers and

promises.

Though

customer

preference is a very qualitative term and it is very difficult to

measure. In this study an effort has been made to measure the
customer preference level.
The study of consumer behaviour not only focuses on how and
why consumers make buying decisions, but also focuses on the
uses which consumers make of the goods they buy and their
evaluation of these goods after use. If the goods after use dont
satisfy the consumers, they my feel dissatisfied perhaps because
post- purchase services are not up to their satisfaction, and thus,
this may influence their purchase of the goods and it may also
influence the buying decision of many others who might come in
contact with them.

BIBLIOGRAPHY

BIBLIOGRAPHY
1.

Schiffman Leon G. and Kanuk Leslie Lazar

Consumer Behaviour 6th edition Published by: Prentice-hall
of India Private Limited. ( page no. 2&6)

2.

Gupta C.B. and Dr. Nair N. Rajan

Marketing Management 5th edition Published by: Sultan
chand & sons (page no. 1.69)

3.

Mamoria C.B. and Mamoria Satish

Marketing Management 4th edition Published by: Kitab Mahal
(page no. 161)

4.

Nair Suja R.
Consumer Behaviour Indian prospective Ist edition Published
by: Himalaya Publicating Home ( page no. 3)

5.

Bennett Peter D. and Kassarjian Harold

Consumer Behaviour 8th edition Published by: Prentice-hall of
India Private Limited.(page no. 5)

6.

Kothari C.R
Research Methodology Methods & Techniques 2nd edition
Published by: Wishwa Publication (page no. 151, 94-95)

7.

http://www.tvsapache.com/home.aspx

8.

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

9.

http://www.honda2wheelersindia.com/unicorn/ride_n_fly
/be_a_wing_rider.asp

10.

http://auto.indiamart.com/motorcycles/

11.

http://www.thehindubusinessline.com/iw/2004/11/28/stor
ies/2004112800421500.htm

12.

http://www.indiabike.com/infobank/unicorn/index.htm

13.

http://www.icmr.icfai.org/casestudies/catalogue/Marketin
g/MKTG098.htm

ANNEXURE

Questionnaire
1. Which Brand of bike you own?
2. What is the price of your bike?
3. How long do you own this Bike?
Less than six month
Six month
One year
Two year
More than 2 years
4. How fuel efficient your bike is?
5. What is the top speed (km/hs) of your bike?
6. Are you aware about the 150cc bike brands available in the market?
Fully aware
Aware
Less aware
7. Which of the following model/brand of 150cc motorcycle you like the
most
1

HONDA (Unicorn)

--

--

--

BAJAJ (Pulsar 150cc)

--

--

--

TVS (Apache)

--

--

--

How did you came to know about this brand /model of 150cc bike
Through friends
Advertisement
Publicity
Family members
Any other
8. Which factor influence you more to purchase the bike
Brand image
Fuel efficiency
Price
Comfort
Style
9.

How do you grade the following qualities Safety

Comfort
Fuel efficiency
Style
performance

10.Why did you prefer this model /bike?

Price

--

--

--

--

Mileage

--

--

--

--

After sales

--

--

--

--

--

--

--

--

Service
Power

11.Are you satisfied with its overall performance?

Fully satisfied
Satisfied
Average
Less satisfied
Poor
13. According to you which company gives the most benefits to
customers?
HONDA
BAJAJ
TVS
14.Which type of media influences your purchase behavior?
T.V
Newspaper
Wall painting
Hording
Magazine

15. Who influenced you more in your buying decision of bike?

Self
Family member
Friends/relatives
Mechanics

16. In your opinion, what role advertisement plays?

Provides Important details
Creates awareness
Misleading

Name

____________________________

Place

____________________________

Age

____________________________