1

A
PROJECT REPORT
ON

“ORIGINAL TYRE CUSTOMER SATISFACTION

STUDY”

Submitted in partial fulfillment of

Requirement for the degree of
PGDBM

Submitted By:
Abhinav Shrivastava
Maharishi Arvind Inst.Of Science & Mgt.
Ambabari, Jaipur (Raj.)

Submitted To:
The Director
Maharishi Arvind Inst.Of Science & Mgt.
Ambabari, Jaipur (Raj.)

1
 2

ACKNOWLEDGEMENT

The making of any report calls for cooperation and contribution from many others
besides the individual alone. It is the results of meticulous efforts put in by many
minds that contribute to the final report formation.

First and foremost, I would like to express my sincere gratitude to Mr.Praveen

Kumar (Dist. Sales Manager, Bridgestone India Pvt. Ltd., Jaipur) for giving me an
opportunity to undergo the summer training of PGDBM in their esteem
organization. I also take the opportunity to express my profound sense of
gratitude to Mr. Ankur Sharma and Mr. Nitin Anand, Deputy District Sales
Manager (Bridgestone India Pvt. Ltd.,Jaipur) and Mr.Praveen Nawani ,Service
Engineer(Bridgestone India Pvt. Ltd.,Jaipur) who provided most valuable and
dedicated guidance,encouragement,inspiration ,constructive criticism and
solutions in due course of preparation of this report.

I also thank Mr.Bharat Parashar, Director MAISM, Mr.J.P.Sharma, Mr.Harish

Singla (Faculty,MAISM),Mr.Rajveer Singh (Placement Officer,MAISM),
Ms.Rahil Verma (Faculty of Marketing,MAISM),Mrs.Ashu Sharma
(Faculty,MAISM) and Mr.Ajay Sharma (Computer Lab In charge,MAISM) for their
constant encouragement and support.

Abhinav Shrivastava

2
 3

PREFACE

To satisfy the customer is very hard to any company by all manners and without
satisfying them there is nothing for the company to survive because customer is
the boss. Gandhi ji also said that “customer is the king” of the market and if the
king is not happy then how the people will be happy.

If we look through the graph of tyre industry, we will find, there is a lot cut throat
competition going on in the market. The turn over of the Indian tyre industry has
exceeded about Rs.9500 crore and it plays a very important role in the economic
development of the country this includes the foreign players in Indian soil i.e.
Bridgestone, the largest tyre company in the world.

Since it is felt that this top multi-national company will be in great trouble for
some tyre company for domestic tyre manufacturer. In spite of the hurdles faced
Bridgstone India Pvt. Ltd.it is trying to be in the heart of the consumers so as to
capture the biggest part of the market segment of the India.

As a part of my training program, the Bridgestone India Pvt. Ltd. gave a project,
to Know customer satisfaction with tyres equipped on new vehicle. The main
motive was to know the customer satisfaction level with regard to their current
fitment. The estimation was made with help of questionnaire and interviews with
customers.

A sincere effort has been made in this regard to find out the customer satisfaction
level and recommendations have been given at the end of this report.

3
 4

CONTENTS

Project Profile

Company Profile

Objectives of the Study

Limitations of the Study

Research Methodology

Annexure

Analysis & Interpretation

Findings & Recommendations

Suggestions

Conclusion

Bibliography

4
 5

PROJECT PROFILE

5
 6

INTRODUCTION TO CONSUMER BEHAVIOUR AND

SATISFACTION

Today the world is moving and fast moving we need to see something that
which is very helpful in going here and there, which is well rounded shaped,
flexible and comfort. Tyre is the only thing, which carries us from one place to
another in a very short period of time. We can put them into any vehicle and
cover the distance in few minutes or hours. Even today, in small products like
toys, also we can find a small fabrics and nylon which make up to storm. If it is a
Bicycle or scooter or motorcycle or car or bus or airplane, any thing you can take
to reach a particular place but one thing which is common in every vehicle is a
tyre.So we can not imagine our life without tyre.

The annual turnover of tyre industry exceeds about Rs.12500 crore and plays an
important role in the economic development of the country where nearly about 15
million people owe there employment in the tyre industry. With most of the
existing vehicle manufacturers hiring plans to expand production capacities, a
rise of 5% to 6% demand for tyre is expected once the slow recession is over.

In India the tyre market is such that only 4 or 5 company completely dominate the
market and the rest are some how able to survive.The tyre market in India can be
divided into 6 main end user segment i.e. trucks and buses,pesenger cars ,geeps
light commercial vehicle and two or three wheeler.At present Indian tyre market is
dominated by 6 major players namely MRF,CEAT,JK,APPOLO,GOODYEAR &
BRIDGESTONE.

Since the liberalization has lead to the entry of the foreign segment tyre in the
Indian tyre market i.e. Bridgestone, Pirelli, Kumho, Michelin etc. the coming time
will witness fierce competition in virtually all segment of tyre market.

6
 7

The market of tyre industry is some where directly dependent on the expansion
of the automobile industry. Currently in India,rising production of all type of
vehicle has been followed by increase in road transport activity and has resulted
in a growing demand for tyre.Significant growth is expected for tyre from hot new
cars namely Maruti Swift,Hyundai Tuson,Ford Mondeo,Ford Fusion,Hyundai
Elantra etc.

Today, radial tyres are standard fitment on major cars manufactured in India.The
only exceptions are Maruti 800,Maruti Omni,some models of the
Ambassador,Fiat Premere and Mahindra Jeep which still comes fitted with bias
tyres.Radials are definitely superior in terms of road – grip,handling tyre life,car
dynamic and safety.On other hand there are critics who says radials play a havoc
with your car’s –suspension give a rough ride,make steering heavier and not
suitable for Indian roads this may be true for older cars such as the Ambassader
and Premier Padmini which are fitted with bias tyre.

Radial tyre are manufactured through high tech process and is build to exacting
standard and tolerances they are ideally suited to the suspension system of new
generation cars. When it comes to brands of car radials, it is a mater of personal
choice. Today some Indian manufacturer like MRF,JK has developed
indigenously the radial technology to suit Indian. MNC’s also offer a wide range
of tyre suited to their new vehicle in the country like India.

Bridgestone is making a bid for passenger car radial to suit and make tyre
compatible with the Indian roads. The technology that a Bridgestone India Pvt.
Ltd. Posse is suited to the tarmac road in the advance countries. But Bridgestone
has taken a challenge to make suit radial tyre to Indian road condition

This has thus resulted in cars brands specifying tyres exclusively as OE fitment.
Today the tyre industry is having a boom simply because of car industry in India
is booming whether it is Ferrari or Mercedes.

7
 8

COMPANY PROFILE

8
 9

BRIDGESTONE INDIA PVT.LTD.

Bridgestone India Pvt.Ltd. (Formerly Bridgestone Acc India Ltd.) was established
under the joint agreement between Bridgestone Corporation, which is the world’s
largest company with the state – of – the – art tyre technology. And Acc India Ltd.
Which has been well known for its advanced management.

OUTLINE OF BAIL:

Joint venture agreement signed: 22Jan. 1996

Incorporation of the company: 27 Feb. 1996]

Product launched: 18 July 1998

Building area 1. Plant: 33,000 m.square

2. Office/ Canteen: 6000m square

Total Land Area: 265,500 sq. m.(450m x 590m)

*Building to land ratio= 40%.

Paid – up capital: Rs. 1552 million

(BS:64%, MITSUI: 10%,ACC: 26%)

Products: 1. Passenger steel radial tyres and tubes

2. Light commercial vehicle steel radia
tyres and tubes

Production Capacity: 2 Million pieces per year.

9
 10

BRIDGESTONE TYRES

1930-1950: From rubber soled footwear to rubber tyres

All companies have a beginning. And every company has a founder. But there
are few companies in which its founder was clearer about his purpose than
Bridgestone. Even before his venture into the world of tyres, Shojiro Ishibashi
proved he was quite an entrepreneur. In 1925, he pioneered the mass production
of Tabi; a traditional Japanese footwear in Kurume City in the southern island of
Kyushu. Spurred by Japan's rapid industrialisation, he conducted research in the
tyre market and made his first tyre in 1930. In 1931, Ishibashi's realised his
dream of becoming the first Japanese tyre manufacturer when he established the
Bridgestone

Everything. And Ishibashi kept this in mind when he came up with his company's
name. At the time, British and American products were in high demand and he
decided to capitalise on this international aspect. In fact, Bridgestone is a literal
English translation of his last name “Ishibashi” which means “Stone Bridge”. He
liked the sound of it better when he reversed the words to Bridge Stone.

Expansion summed up the company's activities through the 1930-40s as full-

scale tyre production began at the newly completed plant in Kurume in 1934. A
year later, they entered the leisure market with the mass production of golf balls,
which continues to experience phenomenal success. To supply the growing
demand in the capital, Ishibashi moved his headquarters to Tokyo in 1937 where
he continued expansion into new sectors like V-belts, rubber hoses, vibration
isolating components and synthetic rubber. He even changed the company name
to Nippon Tire Co. Ltd.

10
 11

1950s - Bridgestone becomes the largest Japanese tyre maker

After a quarter of century, the beginning of the 50s marked rapid growth for the
organisation. Its first course of business was to switch its name back to
Bridgestone, followed by the construction of its new headquarters in central
Tokyo and finally, the opening its first affiliated tyre distributor. All proved to be
sound business decisions as sales topped 10 billion-Yen in 1953 making
Bridgestone Japan's largest tyre manufacturer. Ishibashi never forgot his roots
and celebrated the company's 25th anniversary by building the Ishibashi Cultural
Center in Kurume, which he donated to the city.

1960s - Serving society with products of superior quality

The corporate motto "serving society with products of superior quality" was
adopted during this decade, which saw the development of Japan's first steel
radial tyres for truck and buses in 1962 and the first radial tyres for passenger
cars in 1964. With factories in Kurume, Yokohama and Tokyo, the company was
producing a wide range of rubber products, as well as tyres. It was also Japan's
leading manufacturer of bicycles and had an auto production company, which
produced more than 5,000 passenger cars and trucks every month.

11
 12

Bridgestone expands beyond its borders

The rapid growth of the automotive industry worldwide encouraged Bridgestone

to expand production beyond Japanese borders. In 1965 a new Bridgestone
plant was founded in Malaysia, the company's first overseas production since
WorldWarII.
The establishment of a marketing subsidiary in the U.S. followed in 1967. And a
company-wide quality-control campaign to improve quality and increase
productivity earned the company the prestigious Deming Prize in 1968.

1970s - Company founder dies but his legacy lives on

Shojiro Ishibashi died in 1976 but his organisation forged on, entering bigger
markets and developing new initiatives. In 1970, the company sponsored the first
Bridgestone Golf Tournament, now known as the Bridgestone Open. The
Bridgestone Corporation European Office (representative office for Bridgestone
Corporation in Europe) was created in Brussels in 1972. And the company began
marketing aluminium wheels for passenger cars and developed technology for
converting scrap tyres into supplemental fuel for cement kilns in 1979.

1980s - 50th anniversary celebrates a decade of firsts

The 80s began with a milestone event, the celebration of the company's 50th
anniversary, but it was just the beginning of a string of successes marked by
expansions, revolutionary technology and acquisitions.

International expansion leads to the acquisition of Firestone

Expansion began small with the opening of the first Cockpit retail outlet for tyres
and car accessories. But Bridgestone took a large step into solidifying its position

12
 13

in the world tyre market in 1983 when it purchased its first production facility in
Tennessee, U.S. from Firestone Tire & Rubber Company. It didn't end there. The
company finally acquired the entire company in 1988 – the second largest tyre
manufacturer in the U.S. for $2.6 billion. This marked Bridgestone's
transformation into a truly global company.

Bridgestone and Firestone's European Office are close to a union

After the global Bridgestone/Firestone merger, Firestone Europe Inc., Firestone's

European Office, was established in Belgium in 1989. Both Bridgestone
Corporation European Office and Firestone European Office were located in the
same building in Brussels, although they remained separate entities.

Bridgestone's technological advances revolutionises tyre industry

Success was not limited to business operations but technological advances in

tyre development and design revolutionised the industry. In 1982, Bridgestone
introduced Japan's first studless snow tyre and five years later; engineers
designed the original multicell compound for use in this tyre. It also announced
two new theories: the revolutionary Rolling Control Optimisation Theory and the
Tension Control Optimisation Theory for truck and bus tyres. Hard work paid off
in 1986 when Porsche adopted Bridgestone's RE71 ultra high-performance tyres
as factory equipment on its limited edition 959 sports car, the world's fastest
production car at the time.

1990s - From European HQ to Formula One championship

Bridgestone Corporation, History, 1980s

13
 14

Bridgestone/Firestone Europe S.A. (BFE) is born

Bridgestone and Firestone in the US are consolidated under a unified

organisation called Bridgestone/Firestone Inc. and the company set up
Bridgestone/Firestone Europe S.A. (BFE) on July 18, 1990. BFE played a
coordination and centralisation role until 1994, when it became the “European
Headquarters”.

From then on, it assumed the responsibility for integrating European marketing
and distribution activities and was involved in sales and purchasing activities.
Consequently, it became a shareholder in most of the group companies in
Europe. In mid-1998, the company moved to its new premises in Zaventem. BFE
employed approximately 150 people, including locals and expatriates reflecting
its multicultural and global outlook. In fact, there are 16 different nationalities
represented in the BFE headquarters in Brussels.

Breakthrough technology takes Bridgestone to Formula One tracks

Uni-T, Bridgestone's three-way advance in tyre design methodology including

developments in carbon black particle structure and tyre bead in 1994 helped
return Firestone tyres to open-wheel racing (CART) the following year in the US.
A legend at the Indy 500, Firestone immediately asserted its dominance. In 1997,
Bridgestone entered the Formula One competition. Cars equipped with
Bridgestone's Potenza tyres captured four podium finishes in the company's
rookie season.

14
 15

In its second season competing in F1 in 1998, Bridgestone won its first F1 world
championship, thanks to Mika Hakkinen who secured the Driver's title and his
team, Mercedes/McLaren, which offered Bridgestone its first Constructors'
championship.

21st century

2004 is an important year for Bridgestone, in light of numerous events and

achievements that confirm its will to strengthen its position in Europe as the tyre
manufacturer to turn to. It begins supplying tyres to the SuzukiGrand Prix Team
for MotoGP motorcycle racing for the 2004 season. Motorcycle racing is an
important facet of Bridgestone's motorsports program, which is also famous for
success in Formula One, IndyCar racing and other automobile racing.
At the MotoGp in Rio, the victory of Makoto Tamada is the first ever for both
partners in MotoGP.
BS confirms its position of leader in the Run Flat Technology with the shipment
of its 1 million tyre in February 2004.Ferrari chooses the RFT for its Scaglietti
612 and Maserati opts for the runflat too.
The trust awarded to the company by main manufacturer is highlighted by the
contract signed between BS and Daimler Chrysler where BS become a key
supplier of tyres for DaimlerChrysler's range of medium and heavy (over 6
tonnes)trucks.

This major new agreement, which takes effect from 1 January 2005, applies to
vehicles sold throughout Europe, as well as in Africa, Asia and the Middle East
Bridgestone Europe (BSEU) shows determination in the development of its
network on the continent with the following:

The company purchased 100% of the shares of Mecamold SA. Mecamold

produces moulds for the tyre industry. BSEU is convinced that further vertical

15
 16

integration and synergies in this area of the production process will strengthen its
position on the European tyre market.

And Bridgestone formed a new subsidiary company, Bridgestone Retread

Systems NV/SA, in a joint venture with Italian retread specialist Marangoni
Tread S.p.A as minority partner.
Last but not least, June saw the official opening of Bridgestone's European
Proving Ground (EUPG) in Rome.

Bridgestone Europe inaugurated its brand-new European Proving Ground

(EUPG) at Aprilia, near Rome, Italy, on 11th June 2004. Covering 144 hectares
and dominated by a 4 km oval circuit, the € 40 million facility gives Bridgestone
the most modern year-round testing assets in Europe.

16
 17

OBJECTIVE OF THE STUDY

17
 18

RESEARCH OBJECTIVE

Marketing research is a systematic collection, analysis, interpretation and

reporting marketing managers to solve some marketing opportunities. This
particular research study was undertaken and design with some predetermined
objectives. The main objective of the study is to evaluate the” Consumer’s
Behavior and Satisfaction with regard to Radial Tyres”.

The objectives of the research are:

To know about the popularity of OE fitted tyres among the consumers.

To know about the level of satisfaction with present fitted tyre.

To know the customer satisfaction level with regard to wear life, cornering
& braking, puncture resistance and noise level.

To know the problems which customers are facing while using radial tyres.

To know the perception and views of consumers so as to improve the

strategies of the company to upgrade the quality of the tyres.

To know about the consumer’s preferences with regard to the choice of

radial tyres.

To know about the consumer’s priority while purchasing the next radial
tyre.

18
 19

LIMITATIONS OF THE STUDY

19
 20

LIMITATIONS OF THE STUDY

Every research has its own limitations. It is not possible that a research is
accomplished without having any bindings and limitations. There are always
some shortcomings, which come into the way of the accomplishment of a
particular research study. It is almost impossible for researcher to get away from
it.
In the particular research, the study duration was limited to a time of few weeks.
So having a limited time span, I had to collect information subject to the
availability of various sources i.e. customers, dealers etc. As the research study
provides me an insight of estimation of “Original Tyre Customer satisfaction
Study”, it suffers from various limitations.

Following are the few limitations of the particular research study:

Sometimes the consumer does not reveal the correct information so

biases come

People do not like to waste times in giving the reply.

The scope of the study is limited to the dealers and consumers of Jaipur
(Raj.) Thus confined to this city only and is not universal applicable.

The result determined by the survey is of the selected respondents based

on the information given by the prospects.

Human error factor is always involved as a basic limitation in study.

The objective of the project was very limited therefore it was not possible
to go in details in many aspect market and consumer satisfaction.
The study is limited to the OE tyre dealer of Jaipur.

20
 21

RESEARCH METHODOLOGY

21
 22

RESEARCH METHODOLOGY
Research methodology is the way to systematically solve the research problem.
It may be understand as a science of studying how research is done scientifically.
In it I study the various steps that are generally adopted by a researcher in his
research problem along with the logic behind them. It is necessary for the
researcher to know not only the research method but also the methodology.

I not only talk off research method but also consider the logic behind the
methods. The use in conduct of my research study and explain why I am using a
particular matter for technique and why I am using others. So those research
result are capable for being well evaluated by others.

Research Design:
Research design is the arrangement of conditions for
collection & analysis in a manner that aims to combine relevance to the research
purpose with economy in procedure.

Research Instruments: - A complete questionnaire is prepared on the basis of

consumer behavior & satisfaction with regard to radial tyres.

The questionnaire was designed keeping the following point / question in mind:

1. Is the question required?

2. Has the respondent experienced the situation described in the

question?

3. Is the question testing the respondent’s memory?

4. Is the respondent likely to remember such information?

22
 23

5. Will the respondent part with the information voluntary?

6. Can a single question be fragmented into small but multiple questions

for better understanding?

Sampling Plan: -
1. Sample method: Non probability sampling (random & stratified)

2. Sample Size: 250 consumers of radial tyres & 20 dealers of

radial tyres.

A definite plan was drawn up for obtaining a sample from different areas of
Jaipur. Thus sample size has been determined using a particular method. The
availability of resources in terms of infrastructure of field force. Time and cost
was also taken into account.
We have taken vehicles, which had run more than 10000km so that we can
analyze data more effectively.

Sampling Frame: - The sampling frame is the whole population since is based on
the selling behavior of all units presents in the population that is the targeted to
all the units in the population.

The process involved breaking up the wide area of Jaipur division. This division
was made in such a way that each one major market, two or three colonies.
There by each of these areas sample were drawn randomly.

Sample Design: - A sample design is a definite plan for obtaining technique or

procedure. The researcher would adopt in selecting items for the sample.

23
 24

Types of sample design: -

1. Random sampling: - In random sampling, each of the population

has a definite reassigned probability of being selected in the
sample.

2. Stratified sampling: - Under stratified sampling the population is

divided into several sub population (strata) that are individually
more homogeneous than the total population & then select items
from each stratum to constitute a sample.

Data collection: -
Since the study, undertaken by me is descriptive research, I
have concentrated on primary data through survey and collection secondary
data.

Source of data collection:

Data is collected from two methods: -

Primary data: - The questionnaire for data collection according to the

information required from the consumers was designed. The region
undertaken for the research is Jaipur (Raj.). Different areas selected for
collection of data through questionnaire and interviews.
Secondary data: - Secondary data is collected from books, newspaper,
magazine and websites.

24
 25

ANNEXURE

QUESTIONNAIRE

25
 26

1. What is the present fitment you have in your car?

a. Bridgestone b. Goodyear c. MRF
e. JK f. Apollo

2. Are you satisfied with tour tyre ‘Wear Life’?

Yes No

3. Are you satisfied with cornering or braking of your car due to tyre?

Yes No

4. Are you satisfied with your tyre comfort level?

Yes No

5. Are you satisfied with puncture resistance of the tyre?

Yes No

6.Are you satisfied with the noise level of the tyre?

Yes No

7.Are you satisfied with present fitment?

Yes No

8. Which brand of tyre you will purchase next?

26
 27

a. Bridgestone b. Goodyear c. MRF

d. JK f. Apollo

9. Why? Reason.

27
 28

QUESTIONNAIRE

1. Name the company that first comes to your mind in car radial tyre industry.

2. Have you heard about Bridgestone tyre?

YES NO

3. How did you come to know about BRIDGESTONE tyre?

a. Advertisement b. Friends c. Family
d. Dealer e. Mechanics f. Fitted with car

4. Have you brought BRIDGESTONE tyre.

YES NO

5. Where did you buy it? (Please specify the place and the shop)

------------------------------------------------------------------------------------------------------

6. What are the considerations when you buy a tyre? (Please rank in order)

a. Price
b. Safety
c. Durability
d. Ride comfort
e. Availability
f. Fuel efficiency

28
 29

7. What promoted you to buy a BRIDGESTONE tyre?

a. Quality
b. Brand image
c. Features
d. Dealers

8. Where the after sales services provided to you by the shopkeeper.

YES NO

9. What were the after sales services? (Please mention)

a. Tyre change through automatic machine.

b. Balancing]
c. Alignment
10. How would you rank the BRIDGESTONE tyre?
V.Good Good Ok Poor

Price:
Quality:
Safety:
Breaking:
Fuel Efficiency:

11. How do you compare BRIDGESTONE with its competitors?

Excellent Good Ok Poor

12. Would you buy BRIDGESTONE tyre (again).

YES NO

13. Please mention the problem faced by you. (If any)

29
 30

a. At the time of purchase

b. In use

14. Have you seen the BRIDGESTONE advertisement?

YES NO
(If any)
a. TV b. Magazine c. Newspaper
d. Hoardings e. Wall paintings

QUESTIONNAIRE

30
 31

Name:
Address:
Tele No:
Occupation:
Age:
Sex:

1. Which company tyre you are using for your vehicle.

MRF CEAT
JK BRIDGESTONE
GOODYEAR APPOLO

2. Which is your priority while purchasing a new tyre? (Rank them)

Price Quality
Brand name Durability
Features Comfort

3. What advantage you expect from using a particular tyre.

Advantage Important Neutral Not Important

Mileage
Fuel Efficiency
Price
Grip in Road
Wear Life

4. What is the Average daily running of your car?

(Please Specify)

5. Do you seek information before making purchase?

31
 32

YES NO

6. If yes, from where you gather your information.

TV Advertisement News Paper
Friends Reference
Trade Journals Any Other (Specify)

7. Which company’s name comes in your mind when you think of tyres?
(Rank them)

MRF BRIDGESTONE
CEAT JK
APPOLO GOODYEAR

8. Are you satisfied with the brand you are using.

YES NO

32
 33

ANALYSIS & INTERPRETATION

33
 34

ANALYSIS & INTERPRETATION

1. Present fitment:

Option Maruti Honda TATA Toyota Ford Hyunda GM

i
B. S. 45% 64% 55% 90% 42% 100% 75%
GY 0% 36% 10% 10% 33% 0% 25%
MRF 10% 0% 0% 0% 25% 0% 0%
JK 45% 0% 20% 0% 0% 0% 0%
Apollo 0% 0% 15% 0% 0% 0% 0%

PRESENT FITMENT

120% 100%
100% 90% B.S.
PERCENTAGE

75%
80% 64% GY
55%
60% 45% 42% MRF
45% 36% 33%
40% 20% 25% JK
25%
20%
10% 0% 10%
15%10%
0% 0%0% 0% 0% Apollo
0% 0% 0% 0% 0% 0%0% 0%0% 0%0% 0%
0%
i

rd

M
TA

ai
da
ut

G
nd
yo

Fo
ar

on

TA

To
M

yu
H

From the study it was found that Maruti uses Bridgestone and JK tyre mostly
as a OE tyre, Honda uses Bridgestone and Goodyear tyre as a OE tyre, TATA
mostly uses Bridgestone and JK tyre as a OE tyre, Toyota mostly uses
Bridgestone tyre as a OE tyre, Ford uses Bridgestone, Goodyear and MRF as
a OE tyre, Hyundai mostly uses Bridgestone tyre only as a OE tyre and GM
uses Bridgestone tyre mostly and then Goodyear as a OE tyre.

2. Satisfaction with ‘Wear Life’:

34
 35

Option Yes No
B.S. 61% 39%
MRF 84% 16%
JK 58% 42%
Apollo 28% 72%
GY 19% 81%

Level of Satisfaction

100% 84%
80% 72% B.S
61%58%
Percentage

60% MRF
39%42% JK
40% 28%
Apollo
16%
20% GY
0%
YES NO

Studying the graph it was found that most of the customers satisfied with
MRF (84%), Bridgestone (61%), and JK (58%) in terms of ‘Wear Life’ and rest
was not satisfactory.

3. Satisfaction with ‘Cornering & Braking’:

Option Yes No

35
 36

B.S. 79% 21%

MRF 81% 19%
JK 73% 27%
Apollo 71% 29%
GY 68% 32%

Level of Satisfaction

100%
81%
79% 73%71%
80% 68% B.S.
Percentage

60% MRF
29%
JK
40% 27% 32% Apollo
21%19%
20% GY
0%
YES NO

After study the graph it was found that 79% customers satisfied with
Bridgestone, 81% customers satisfied with MRF, and 73% customers satisfied
with JK tyre regarding the cornering and braking. Apollo and Goodyear tyre
was also satisfactory regarding the cornering and braking.

4. Satisfaction with ‘Comfort Level’:

Yes No
B.S. 84% 16%
MRF 89% 11%
JK 81% 19%
Apollo 78% 12%

36
 37

GY 61% 39%

Level of Satisfaction

100% 89%
84% 81%
78%
80%
61% B.S.
percentage

60% 39%
MRF
40%
12% JK
19%
11% Apollo
20% 16%
GY
0%
Yes No

After analyze the graph it was found that Bridgestone, MRF, JK and Apollo
was good in this category.

5. Satisfaction with ‘Puncture Resistance’:

Option Yes No
B.S. 63% 37%
MRF 79% 21%
JK 65% 35%
Apollo 56% 44%
GY 52% 48%

37
 38

Level of Satisfaction

100%
79%
80% B.S.
63% 65%
Percentage

60% 56%
52% MRF
44%48%
37% JK
35%
40%
Apollo
21%
20% GY
0%
Yes No

From the above graph it was found that Bridgestone and MRF tyres are good
puncture resistance but Apollo and Goodyear was not at all good puncture
resistance.
6. Satisfaction with the ‘Noise Level’:

Option Yes No
B.S. 81% 19%
MRF 79% 21%
JK 72% 28%
Apollo 64% 36%
GY 57% 43%

38
 39

Level of Satisfaction

90% 81% 79%

80% 72%
64%
70%
57% B.S.
60%
Percentage

43% MRF
50%
36%
40% JK
28%
30% 21% Apollo
19%
20% GY
10%
0%
Yes No

It was found by the survey that mostly consumers satisfied with the noise
level. In which 81% satisfied with Bridgestone, 79% satisfied with MRF, 72%
satisfied with JK, 64% satisfied with Apollo and 57% satisfied with Goodyear.

7. Are you satisfied with your present fitment?

Option Yes No
B.S. 68% 32%
MRF 79% 21%
JK 64% 36%
Apollo 32% 68%
GY 16% 84%

39
 40

Level of Satisfaction

100%
84%
79%
80% 68%
68% B.S.
Percentage

64%
60% MRF
40% 32% 32%
36% JK
16%
21% Apollo
20%
GY
0%
Yes No

On the basis of survey it was found that most of that consumers satisfied with
Bridgestone and MRF in which 68% customers satisfied with Bridgestone and
32% not satisfied. In case of MRF 79% customers satisfied with MRF and
21% not satisfied. In case of JK tyre only 64% customers satisfied with tyre
and rest 36% not satisfied. Customers were not satisfied with Goodyear and
Apollo.

8. Next purchase of tyre:

Option Percentage
B.S. 18%
GY 1%
MRF 35%
JK 8%
Apollo 8%
CEAT 3%
Not Decided 27%

40
 41

Next Purchase

35% 35%

30% 27% B.S.

25%
Percentage

GY
18%
20% MRF
15% 8% JK
10% 8%
Apollo
5% 1% CEAT
3%
0%
Not Decided
Response

From the above graph it found that maximum customers wanted to buy MRF
(35%), Then Bridgestone (18%). Very less customers wanted to buy
Goodyear, JK, Apollo and CEAT and 27% customers had not decided the tyre
brand to purchase, because they are not aware about the tyres. They depend
on the dealer preference.
9. Buying habit of tyre.

Medium Percentage
Cash 97%
Credit 3%

41
 42

BUYING HABIT

100% 97%

80%
Percentage

60% Cash
40% Credit

20%
3%
0%

It was found from the survey that the mostly customer was purchased their tyre in
cash i.e. 97% means they are fully capable in purchasing any brand of tyre and
they are financially sound. Very small number of customers purchased their tyre
in credit i.e. only 3%.

10. Have you heard about Bridgestone tyre?

Option Percentage
Yes 80%
No 20%

42
 43

AWARENESS
80%
80%

60%
Percentage

Yes
40%
No
20%
20%

0%

From the study, it was found that the consumers were fully aware about
Bridgestone tyre i.e. 80% and only 20% consumers weren’t heard about
Bridgestone tyre.

11. What promoted you to buy a Bridgestone tyre?

Factors Percentage
Quality 21%
Brand Image 26%
Feature 0%
Dealer 9%

43
 44

PROMOTED TO BUY

30%
26%
25%
21%
20% Quality
Percentage

15% Brand Image

Feature
10% 9%
Dealer
5%
0%
0%

Studying the graph it was found that the most of the customers buy Bridgestone
tyre because of its brand image i.e. 26% and quality i.e. 21%. The features of
tyre can’t please the consumers and the share of features was nil.

12. What is your priority while purchasing a new tyre?

Factors 1st 2nd 3rd 4th 5th 6th

Rank Rank Rank Rank Rank Rank
Price 11% 11% 16% 32% 30% 1%
Quality 68% 33% 1% 0% 0% 0%
Brand Name 23% 2% 12% 12% 50% 2%
Durability 0% 51% 41% 6% 2% 0%
Comfort 0% 4% 28% 53% 16% 1%
Features 0% 0% 1% 0% 3% 97%

44
 45

PURCHASING PREFERENCE

120%
97%
100% Price
PERCENTAGE

80% 68%
Quality
53% Brand Name
60% 51% 50%
41% Durability
33%
40% 23% 28% 32% 30%
Comfort
16% 16%
20% 11% 11% 12% 12%
0%0%0% 2%4%
0% 1% 1% 0%
6% 1% 0%
0% 0%2% 3% 0%2%1%
Features
0%
1st 2nd 3rd 4th 5th 6th
RANK

After the survey it was found that the consumers purchased a new tyre of any
company because of its quality i.e. 68%. Price wasn’t a good excuse of
purchasing a new tyre. They said that price has no matter while purchasing a
tyre but the quality should be good. Durability and comfort can rank on 2 nd
and 4th position.

13. How would you rank the Bridgestone tyre?

Factors Very Good Good Ok Poor

Price 1% 28% 11% 0%
Quality 2% 35% 2% 0%
Safety 0% 37% 3% 0%
Breaking 2% 28% 10% 0%
Fuel Efficiency 1% 32% 7% 0%

45
 46

RANKING

40% 35% 37%

35% 32%
28% 28%
30% Very Good
Percentage

25% Good
20%
15% 11% 10% Ok
10% 7%
3% Poor
5% 1% 0% 2% 2%
0% 0% 0% 2% 0% 1% 0%
0%
Price Safety Fuel
Efficiency
Factors

From above study it was found that Bridgestone has a good response in
Jaipur market.

Consumers ranked ‘Good’ for Bridgestone tyre in all feature of tyre, i.e. price
of Bridgestone tyre was good i.e. 28%, quality was also good i.e. 35%, safety
wise tyre was also good i.e. 37% etc. So Bridgestone tyre got ‘Good’
response in Jaipur market.

14. How do you compare Bridgestone tyre with its competitors?

Factors Percentage
Excellent 0%
Good 31%
Ok 9%
Poor 0%

46
 47

COMPARISION

Poor
0%

Ok
Factors

9%

Good
31%
Excellent
0%

0% 10% 20% 30% 40%

Percentage

After analyzing the graph it was found that Bridgestone tyre is a ‘Good’
competitor for the rest players of tyre market in Jaipur. Bridgestone tyre is a
‘Good’ challenger for its competitors in Jaipur market i.e. 31%.

15(a). Have you seen the Bridgestone advertisement?

Option Percentage
Yes 87%
No 13%

47
 48

ADVERTISEMENT

100%
87%
80%
Percentage

60% Yes
40% No

20% 13%
0%

On the basis of advertisement, it was found that most of the customers have
seen the advertisement of the Bridgestone tyre i.e. 87% and only 13%
consumers have not seen the advertisement of Bridgestone tyre.

15(b). If yes, then through which media.

Media Percentage
TV 0%
Magazine 0%
News Paper 0%
Hoardings 13%
Wall painting 0%

48
 49

MEDIA

14% 13%
12%
Percentage

10%
8%
6%
4%
2% 0% 0% 0% 0%
0%
TV Magazine News Hoardings Wall
Paper Painting
Medium

Advertisement of Bridgestone tyre wasn’t very affected in Jaipur market. Only

13% consumers have seen the Bridgestone tyre and they have seen only
hoardings on the name of advertisement i.e. 13%. In Jaipur, there wasn’t any TV
or Magazine or News Paper or Wall Painting advertisements have seen by the
consumers.

16.Name the company that first comes to your mind in car radial tyre
industry.

Company 1st Rank 2nd Rank 3rd Rank 4th Rank

MRF 29% 27% 12% 1%
Bridgestone 18% 13% 11% 3%
CEAT 17% 19% 16% 1%
JK 14% 15% 21% 3%
Apollo 5% 7% 12% 5%
Goodyear 10% 4% 13% 0%

49
 50

COMPANY AWARENESS

40%
Responses

29%
30% 27%
MRF
21%
17% 19%
20% 18%
14% 13%
15% 12%
16% 13% Bridgestone
10% 11% 12%
7%
10% 5% 4% 3% 3%5% CEAT
1% 1% 0%
0% JK
1st 2nd 3rd 4th Apollo
Rank Rank Rank Rank Goodyear
Rank

From the study it was found that the company, which was, comes first in the mind
of the consumers were MRF i.e. 39%. Bridgestone was the second company,
which was, comes in the mind of the consumers i.e. 36%. So MRF got a tough
competition by the Bridgestone tyre in Jaipur market.
17. Do you seek information before making purchase?

Response Percentage
Yes 2%
No 98%

50
 51

INFORMATION GATHERING

120%
98%
100%
Percentage

80%
Yes
60%
No
40%
20%
2%
0%

Information

It was found from the survey that mostly consumer wasn’t seeking information
before making purchase i.e. 98%. They are only purchase the tyre because of its
quality. Only 2% consumers was seeking information before making purchase.

51
 52

OVERALL SATSFACTION WITH TYRES OF CONSUMERS

13% 24% B.S.

16% MRF
JK
Apollo
20% 27% GY

From above graph it shows that MRF is the most preferred tyre brand of Jaipur.
After analyzing the data it MRF has 27% market share in Jaipur market. After
MRF Bridgestone is the second preference of the consumers. Bridgestone has
24% market share in Jaipur market. JK tyre has 20% market share, Apollo tyre
has 16% market share and Goodyear tyre has 13% market share in Jaipur
market.

52
 53

FINDINGS AND RECOMMENDATIONS

FINDINGS AND RECOMMENDATION

53
 54

The first priority of the customer is the wear life and the overall customer
satisfaction with tyre based on the factors (in order of importance): wear life;
comfort level; cornering & breaking; puncture resistance and noise level.
I have studied different factors / criteria regarding the tyre, on which customer
satisfaction depend and I found that in MRF, most of the customer are satisfied
with wear life and puncture and in Bridgestone, maximum customers are satisfied
with wear life but some are not at all satisfied and customers are not satisfied
with ‘puncture resistance’ in Bridgestone. Other factors are average satisfactory
in both MRF and Bridgestone. In JK and Apollo tyre all the factors are average
satisfactory. In Goodyear all the factors are not satisfactory.

From the study it found that most of the customer prefer the company fitted as a
next purchase.

In rural areas, consumers are known to MRF & JK tyres only they are not aware
about the MNCs, which are also there in the country.

54
 55

SUGGESTIONS

55
 56

SUGGESTIONS

Company should optimize all the factors like wear life; comfort, cornering
& breaking; puncture resistance and noise level so that customer satisfaction
level with the tyre can increase.

Company should introduce some more patterns of the tyres because

customers are always ready to purchase new patterns.

Company should arrange an awareness program regarding the tubeless

tyres so that customers can know about it and buy it as a next purchase.

Company should manufacture such type of tyre patterns, which is suitable

for Indian roads especially for rural areas so that company can rise from its
competitors.

56
 57

CONCLUSION

CONCLUSION

57
 58

I have studied customer’s satisfaction with original fitted tyre in the Jaipur market
and I found that most of the customers of Jaipur market are brand conscious and
very few customers are quality conscious.

There are lots of customers who are not aware about the tyre and they depend
on the preference of dealer. Which dealer will suggest that they prefer as a next
purchase.

For higher end vehicles like Honda, GM, Toyota etc. customers are ready for new
technology like tubeless tyre. They expect such technology from MNCs.

After analysis I have given rank to different factors responsible for ‘customer
satisfaction level’, these factors are as follows:

Factors Rank

Wear life 1
Comfort level 2
Cornering & Breaking 3
Puncture Resistance 4
Noise Level 5

58
 59

BIBLIOGRAPHY

BOOKS REFERRED:

Research Methodology Page No. 37,38,51,60 C.R. KOTHARI

MAGAZINES REFERRED:

Motoring Page No. 27 Annual Report

Autocar Page No. 43 Editor’s report
Overdrive Page No. 39 Company focus

WEBSITE REFERRED:

www.bridgestone.com> Home > Europe > Corporate > History

59
60

60
61

61