You are on page 1of 92

Chapter 1

INTRODUCTION

I. INDUSTRY PROFILE HISTORY OF INDIAN TWOWHEELER INDUSTRY


India is the second largest manufacturer and producer of two wheelers in the world. It stands next only to Japan and China in terms of the numbers of two-wheelers produced and domestic sales respectively. This distinction was achieved due to variety of reasons like restrictive policy followed by the Government of India towards the passenger car industry, rising demand for personal transport. Inefficiency in the public transportation system etc;

The Indian two wheeler industry made a small beginning in the early 50s when automobile products of India (API) started manufacturing scooters in the country. Until 1958, API and Enfield were the sole producers.

In1948. Bajaj Auto began trading in imported Vespa scooters and three wheelers. Finally, in 1960, it setup a shop to manufacture them in technical collaboration with Piaggio of Italy.

In the initial stages the scooter segment was dominated by API: it was later overtaken by Bajaj Auto. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML. The motorcycles segment was no different, with only three manufactures viz Enfield, Ideal Jawa and escorts. While Enfield bullet was a four stroke bike, Jawa and the Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by Enfield 350 cc bikes and Escorts 175 cc bike.
1

The two wheeler market was opened to foreign competition in the mid-80s. And the then market leaders-Escorts and Enfield- were caught unaware by the onslaught of the 100cc bikes of the four Indo Japanese joint ventures. With the availability of fuel efficient low power bikes, demand swelled, resulting in Hero Honda then the only producer of four stroke bikes (100cc category), gaining a top slot. The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on progressed to indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese motorcycled, which grew at a rate of nearly 25 % CAGR in the last five years. The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s. The industry witnessed a steady growth of 14 % leading to a peak volume of 1.9 vehicles in 1990. The entry of Kinetic Honda in mid eighties with a variomatic scooter helped in providing ease of use to the scooter owners. This helped in inducing youngsters and working women, towards buying scooters, who were earlier, inclined towards moped purchases. In the 90s, this trend was reversed with the introduction of scooters, In line with this; the scooter segment has consistently lost its Part of the market share in two wheeler market.

In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda, showed a marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and reduced purchasing power due to significant rise in general price level and credit crunch in consumer financing. Factors like increased production in 1992, due to
2

new entrants coupled with the recession in the industry resulted in company either reporting losses or a fall in profits.

THE MAJOR PLAYERS IN THE INDUSTRY:


1. Hero Honda 2. Bajaj Auto 3. TVS 4. Yamaha India 5. Suzuki 6. Honda

HERO HONDA:
This is in collaboration with the Honda Company of Japan; it was the second company to enter the Indian market in the 100 cc class bikes with the collaboration of Japan and it has a four stroke engine having a fuel efficiency advantage over the three bikes. Fill it, shut it, forget it, is the heart of the advertisement message of Hero Honda. Hero Honda is at present running the loose motor cycle market having a market share of 60%.

Hero Honda bikes available in the market;


Karizma CBZ Extreme Splendor Pleasure Passion Hunk

BajajAuto:Bajajis currently India's largest two and three-wheeler manufacturer and one of the biggest in the world.

Bajaj bikes available in the market;


Discover Platina Discover XCD Avener

TVS MOTORS:
TVS Suzuki, a leading two wheeler company began with the vision of founder of the Sundaram Clayton Group, the late T.V. SHRINIVASAN - to design, develop and produce an affordable moped for the Indian family. TVS holds a major part of the share in the automobile market in India.

bikes available in the market


Apache Jive Victor Scooty pep

Yamaha Motors:
It is joint venture Company formed by the alliance of Escorts limited. The flagship company of the Rs. 3600 crores Escorts group a major in the engineering industry with 19 plants employing 20,000 people in India including two wheeler business and Yamaha motor co Ltd; Japan, with Rs. 26,400 crores (Us$7.33 billion) is the global giant in two wheelers with 60 factories in 45 countries.

bikes available in the market


Yamaha Libero Yamaha R15 Yamaha FZ 150 YamahaFazer

HONDA MOTORCYCLES
Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned subsidiary of Honda Motor Company Limited, Japan. Honda is the world's largest manufacturer of two wheelers. Set up in 1999, it was the fourth Honda automotive venture in India, after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited. Headquarters of the company are located at Gurgaon in Haryana state of India. In December 2002, HMSI got ISO 14001 certification Honda Brands

Honda Aviator Honda Activa Honda Dio Honda Eterno


5

Honda Unicorn Honda Shine

II Marketing Concepts
In the era of globalization, marketing is becoming more attractive to a company/state/national/International levels. In the early days there was no difference between selling and marketing but today the difference between two terms has been made. Many organizations have been involved in developing marketing activities to satisfy the needs and wants of a group of customers. This segment concept has helped in the development of new products and services and also specialization in selling is being attained. With development of new markets and new avenues of selling, wide variety of consumer and producer goods have been designed and developed and for many marketing has become a good profession. The developing nations are giving a lot of importance for marketing to develop their internal and external markets even the socialist countries have started studying the marketing concepts in a scientific way to introduce them actively in their internal distribution system.

MARKETING
Marketing is a comprehensive term which includes all the resources and set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer in the process of distribution.

Marketing encompasses all the activities of exchange conducted by producers and by middleman in commerce for the impose of satisfying Consumer demands.

The American marketing association defines marketing as the performance of business activities that directs the flow of goods and services from producer to consumer or user.
6

Philip Kotler defines marketing as a set of human activities directed at facilitating and consummating exchanges. The essence of marketing is Exchange of products and the transactions is to satisfy human needs and wants. All business activities facilitating the exchange are included in marketing.

THE MARKET The concept of the market is very important in marketing. The American marketing association defines the market as the aggregate demand of the potential buyers for a product or service.

Philip Kotler defines market as an area of potential exchanges. Thus a market is a group of buyers and sellers interested in negotiating the terms of purchase or sale of goods or services.

TYPE OF MARKETS On the basis of selling area, we have local, national and international markets. On the basis of article of trade, we have product markets on the basis of nature of exchange dealing; we have spot or cash markets and future or forward markets. On the basis of nature of goods sold, we have consumers goods market and industrial goods market. On the basis of period, we have short term and long term markets. On the basis of nature and magnitude of selling we have wholesale and retail markets; a successful marketing strategy must have a marketing mix as well as the target market for which the marketing mix is prepared.

The elements or variables that make up the marketing mix are only four. Decisions on products and services. Decisions on price. Decisions on promotions. Decisions on distribution. The four ingredients are closely inter - related. Marketing mix decisions constitute a large part of marketing management. The marketing mix will naturally be changing according to the changing marketing conditions and also with the changing environmental factors (technical/ social/ economic and political) affecting each market. It is of course, based on marketing research and marketing information. It must be fully related to customers demand, completion as well as other aforesaid environmental forces. In the simplest manner, the basic marketing mix is blending of four inputs or sub mixes, which form a core of marketing system.

MARKETING PLANS Marketing management is responsible to formulate comprehensive marketing plans indicating the objective to be achieved, and the future course of action to accomplish predetermined targets. The marketing plan is the main operational and controlled documents of the marketing department. It gives the intelligent directions of marketing operations. It can inspire marketingstaff to reach the target as per plan. Progress can be measured against goals set. There will be no confusions and misunderstanding between marketing executives. All departmental plans can be integrated with each other.

MARKETING MIX In marketing planning we use marketing information to assess the situation. We have to select specific marketing targets in the form of market segments. For each segment of sub divisions of the market we formulate combinations of a number of devices or types of marketing activities that are coordinated into a single marketing program to reach a particular target or marketing segment. The combination of these marketing methods or devices is known as the marketing mix.

Factors Influencing Buyer Behaviour


There are two basic factors, which influence buyer behaviour which are social and cultural, factors and psychological factors that are explained in detail below:-

Social and Cultural Factors:

Family:

Most consumers belong to a family group. The family can exert considerable influence in shaping the pattern of consumption and indicates the decision making role, personal value, attitudes and buying habits that have been shaped by the family influence. Reference Groups:

The concept of reference group is borrowed from sociology and psychology. Buyer behaviour is influenced by the small group, which the buyer belongs to reference groups are social, economic or professional groups and buyer evaluates his or her opinions and beliefs with them.

Social Class

Consumer buying behaviour is dependent on the social classes they belong to or the social class they aspire to belong to. To their effect we have three distinct social classes. They are the upper class, middle class, and the lower class.

Culture

Culture represents the overall social heritage a distinctive form of environmental adaptation by a whole society of people. Culture refers to all the symbol and behavioural pattern, which are passed on socially from one generation to the next.

Psychological Factors A. Motivation All behaviour starts with a need security. Social acceptance and prestige are examples of needs. A need must be aroused or stimulated before it becomes a motive. Thus a motive is a need that individual to seek satisfaction.

B. Perception: Perception is the process by which an individual selects, organises, and interprets information inputs to create a meaningful picture of the world. To perceive is to see, to hear, to touch, to taste, to smell and to sense something in our environment and to final meaning in that experience.

Attitudes: Attitude is a state of mind or feeling. It includes a predisposition to behave in some way. Attitudes govern our response to a stimulus and lead us to
10

certain behaviour resulting in action. Attitudes indicate our position in favour or against an issue.

PRODUCT
The product is the most tangible and important single component of the marketing program. The product policy and strategy is the cornerstone of marketing mix. Without a product, there is nothing to price. If the product fails to satisfy consumer demand, no additional cost on any of the product performance in the market place.

To the marketer products are the building blocks of a marketing plan, good products are key to market success, product decisions are taken first by the marketers and these decisions are central to all other marketing decisions such as price, promotion and distribution. Product is the vehicle by which a company provides consumer satisfaction. It is the engine that pulls the rest of the marketing program. Products fill in the needs of society. They represent a bundle of expectations to consumers and society.

Importance of Marketing
1. Marketing helps in revenue earnings. 2. Marketing benefits business enterprise. 3. Marketing facilitates proper decision making. 4. Marketing encourages innovation and change. 5. Marketing helps in economic development. 6. Marketing bridges the gap between the producer and consumer.

11

What is a product? The product is a bundle or all kinds of satisfaction of both a material and non-material kinds, ranging from economic utilities to satisfaction of a social psychological nature.

A product supplies two kinds of utilities Economic utility Supplementary utility The four elements of marketing mix Product mix Price mix Distribution mix Promotion mix

Product mix

Product is the thing possessing utility. It has four components: Product range Service after sale Brand Package The product management evolves product mix in consultation with marketing manager. Price mix Price is the valuation placed up on the product by the offerer, it has to cover pricing, discounts, allowances and terms of credit. It deals with price competition.
12

Place (distribution) mix

Distribution is the delivery of the product and right to consume it, it includes channels of distribution, transportation,warehousing and inventory control.

Promotion Mix Promotion is the persuasive communication about the product by the offerer to the prospect. It covers advertisement, personal selling, sales promotion, publicity, exhibition and demonstrations used in promotion largely it deals with non-price competition.

The four elements of marketing mix are equally interdependent and essential. The marketing mix acts as the integrated marketing strategy and the four elements together constitute the marketing strategy individually the four elements are important but their significance lies in the proper mix or blend indicating the unique way they are combined as careful plan or strategy to meet competition in a dynamic marketing environment. For one market segment we have a typical marketing mix. The decision on the four element of marketing mix must be properly co-ordinated and balanced in order to achieve an optimum marketing mix.

13

PRICE

Introduction:

Pricing decisions have strategic importance in any enterprise. Pricing governs the very feasibility of any marketing programme. Because it is the only element in a marketing mix accounting for demand and sales revenue. Other elements are cost factors; Price is the only variable factor determining the revenues or income. A variety of economic and social objectives came into prominence in many pricing decisions.

What is pricing?
Economist defines price as the exchange value of a product or service always expressed in money. To the consumer the price is an agreement between seller and the buyer concerning what each is to receive. Price is the mechanism or device for translating into quantitative terms (Rupees & Paisa) the perceived value of the product to the customer at the point of time. We can define price as the money value of a product or service agreed upon in a market transaction. We have a kind of price equation, Where: Price (money) =Physical product+bundle of expectation Or Price (money) =Bundle of satisfaction. The consumer has numerous expectations such as accessories, after sales service, replacement parts, technical guidance, extra services, credit and many other benefits

14

(physical, economic, social and psychological benefits) any change in the price will also bring about alterations in the satisfaction side of the equation.

Importance of pricing:

Price is a matter of vital importance to both the seller and the buyer in the market place. In money economy, without prices there cannot be marketing. Price denotes the value of a product or service expressed in money. Only when a buyer and the seller agree on price, we can have exchanges of goods and services leading to transfer ownership.

In competitive market economy prices is determined by free play or demand and supply and demand conditions. The going market price acts as a basis for fixing the sale price. Rarely an individual seller can dishonor the current market price.

Pricing decision interconnect marketing actions with the financial objectives of the enterprise. Among the most important marketing variables influenced by pricing decisions are:-

Sale volume Profit margins Rate of return on investment Trade margins Advertisement and sales promotion Product image New product development

15

PLACE (DISTRIBUTION)
Meaning & definition:Distribution means to distribute, spread out or disseminate. In the field of marketing, channels of distribution indicate routes or pathways through which goods and services flow, or move from producer to consumers. We can define formally that the distribution channel as a set of marketing institution participating in the marketing activities involved in the movement or the flow of goods services from the primary producer to the ultimate consumer.

Marketing institutions considered as channel components are:1. All kinds of merchants middlemen, such as wholesaler and retailers. 2. All kinds of agent middlemen, such as commission agent, factors, brokers, ware housekeepers and so on. 3. All other facilitating agencies such as common carriers, bankers, advertising agencies and so on. The route or channel includes the manufacturer and the ultimate consumer as well as all intermediaries. Middlemen in distribution There are two types of middlemen in distribution. 1. Merchant middlemen buy and sell goods on their own account and at their own risk of loss, e.g.: wholesalers and retailers.

2. Agent middlemen who do not take ownership title to goods but actively negotiate the transfer of ownership right from the seller to the buyer, eg: selling commission agent or broker.
16

In the channel management, a manufacturer has to take three decisions: i. Selection of general channel of distribution to be adopted ii. Number of middlemen at each level in each market iii. Selection of particular middlemen for selling goods with or without any exclusive rights of distribution.

Distribution of industrial goods Compared to other products, industrial goods have less number of channels of distribution in India, they are more or less fixed pattern. Industrial marketers expect much greater sales effort from the channel members. Physical distribution to ensure adequate customer service at reasonable cost assumes unique importance in the industrial market. The production department is keen on regular and quick delivery of industrial goods. The channel of distribution for industrial goods has to be selected by the marketers. There are normally three channels through which the industrial goods are distributed. They are:1. Sales branch 2. Sales agents 3. Industrial distributors

Channels of distribution The most common routes used for bringing the products in the market from producer to consumer are as follows:1. Manufacturer = consumer 2. Manufacturer-Retailer-Ultimate consumer 3. Manufacturer-wholesaler-retailer-consumer
17

4. Manufacturer-agent-wholesaler-retailer-consumer 5. Manufacturer-wholesaler-consumer/user

Channel choice The problem of selecting the most suitable channel of distribution of a product is complex, the fundamental factor for channel choice and channel management is economic criteria viz: cost and profit criteria. Profit organizations are primarily interested in cost minimization in distribution and assurance of reasonable profit margin. However channel decision is not made entirely on the basis of rational economic analysis. We have to consider a number of factors such as the nature of the product, market trends, competition outlook, pricing policies, typical consumer needs as well as needs of the manufacturer himself.

PROMOTION Broadly speaking promotion means to push forward or to advance an idea in such a way to gain its acceptance and approval. Promotion is any communicative activity whose main object is to move forwards the product, service or idea in a channel of distribution. It is an effort by the marketer to inform and persuade buyers to accept, resell, recommend and use the article, service or idea which is being promoted. Promotion is a form of communication with an additional element of persuasion. The promotional activity always attempts to affect knowledge, attitudes preferences andbehaviours of the recipients i.e. buyers. The element of persuasion to accept ideas, product, services, etc is the heart of promotion. In any exchange activity, communication is absolutely necessary. You may have the best product, package and so on. It may have fair price. But people will not buy your product, if they have never heard of it, and they are simply unaware of its existence. The marketer must communicate to his prospective buyer and provide adequate information in a persuasive language. People must know that the right product is
18

available at the right place and at the right price; this is the job of promotion in marketing.

What is Promotion? Promotion is a process of marketing communication involving information, persuasion and influence. Promotion has three specific purposes. It communicates marketing information to consumer, users and resellers. Promotion persuades and convinces the buyer and enters into consumer behavior. Promotional efforts act as a powerful tool of competition providing the cutting edge of its entire marketing programme. Marketers have adopted a communication view of their firms promotional activities. Receiver is now regarded as an active participant in the process of communication. All marketing communications must be planned as part of the total system, not as independent pieces. The communication or promotion mixes four ingredients viz: Advertising Publicity Personal selling All forms of sales promotion

What is advertising? Advertising can be defined as mass, paid communication of goods, services or ideas by an identified sponsor. It is paid form of communication because the advertiser has to pay for the space or time in which the advertisement appears. Advertisement appears in the recognized media, such as newspaper magazines, radio, television, cinema, films outdoor hoardings and posters direct mail and transit. Advertising purposes Marketing plans and strategies sets advertising purposes and tasks. advertising attempts to simulate sales to all customers. Most

19

Advertising has other purposes as well, it is used to reassure buyers that they have really made the best purchase thus advertisement can build up brand loyalty. Advertising can enhance the morale of the sales people and dealers thereby securing enthusiastic distribution of the products. Advertising is also employed to promote the bright image of the firm in the society. CustomerResponses: The major segmentation variable for customer market are geographic (nation, state, country, city), Demography (Age, Religion, Generation, Nationality, Social Class), Psychographic (lifestyle and personality) and behavioural (Occupation, benefits, uses, status, user age, rule, loyalty and status attitudes).

Consumer Behaviour: The term consumer behaviour refers to the behaviour that consumer displays in reach for purchasing using, evaluating and disposing of product and service that they expect will satisfy their needs.

CONSUMER RESEARCH: Consumer research is the methodology used to study consumer behaviour consumer research offer a set divers to identify consumer needs it is used to identify both felt and unfelt needs, to learn how consumers. Perceive product and brands and stores. What their attitudes are before and after promotional campaigns and how and why they make their consumption decision.

20

CONSUMER SATISFACTION: Satisfaction is an important element in the evaluation stage. Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifice he hasmade one the customer purchase and use the product they may then become either satisfy or dissatisfied. The result of satisfaction to the consumer from the purchase of the product or service is that more favourable post-purchase attitude, higher purchase intentions and brand loyalty are likely to be exhibited that the same behaviour is likely to be exhibited in a similar purchasing situation. The term Customer is a typically used to refer to some one who regularly purchase from a particular store or company. Customers are people who are happy with the product and service and are willing to come back and pay for it again. Today the firms aim to give satisfactions to the customer through marketing concepts. The firm tries to help the buyers in solving the problem than competitors. The marketers must see that consumers with purchasing power constitute a potential buyers are identified. It is essential for the marketer to carry out the business in such a way that they give satisfaction to carry out the business in such a way that they give satisfaction to consumers needed.

CONCEPT AND NEED FOR STUDYING CUSTUMER BEHAVIOUR:

Customerbehaviour can be said to be the study of how individual make decision on how to spend their available resource (time, money, effort) on various consumption related items. This simple definition of customerbehaviour tells the marketers to resolve every activity around the ultimate customers and gauge their behaviour b specifically focusing on;

21

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? And How often do they use them?

These questions will help in understanding better what factors influence the decision making process of the customers. The decision making process identifies the number of people who are involved in this process and describes a role to them like the uses, decides, influence and buyers.

CUSTOMER SATISFACTION: All business firms have realized that marketing is a core element of management philosophy and key to its success lies in focusing more and more in the customer. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every customer.

Why to Measure Customer Satisfaction?


In todays competitive environment, every organization is trying to attract the customers by assuring highest degree of satisfaction. Satisfied customers are the main determinants of success or failure of the business of an organization. Customer satisfaction is measured in subjective as well as objective terms, to know that up to

22

what extent the organizations business processes and products are able to satisfy the customers.

Customer satisfaction measurement helps the organization to know:


How well are the products and services able to meet customer needs and expressions? How well is the business process working? Where to make the changes to improve the performance of product or process? What is the effect of the changes made for improvements? Customers', who are satisfied, come and continue to buy the products and services of the organization. They also recommend the products to other buyers . Acute measurement of customer satisfaction helps in identification of the gap between the customer expectations and real performance of the product supplied by the organization. If the customers are not satisfied with the products and services of the organization, the reasons for dissatisfaction are identified and timely corrective and preventive action is taken to meet the customer expectations.

EXPECTATION: Consumer expectations though may look realistic is very often build upon very high platform. Then the quality of the product or service may not match the expectations. This again will affect the consumer satisfaction level. So as to reduce the level of dissatisfaction among the customers, the marketing decision maker could adopt an approach wherein he can classify market in relation to the degree of opportunity to deliver customer satisfaction.

23

PRODUCT PROFILE
BAJAJ Discover:
Discover - the great Bajaj Discover has the reliable technology and superior parts, it keeps going on and on, in the harshest road of all life.Discovered is the bike manufactured by Bajaj which gives the good mileage and it is stylish bike. It is all set to redefine existing standards with its looks and new riding experience. And to top it all, an unbelievable mileage and performances standards that you can only expect from Bajaj Discover. The Discover is a tough and sleek 4 stroke machine. Crafted with the best of Bajajs companies world wide technology. Each part, right from the engine to the body frame is designed to withstand the rough and tough conditions. Be it in the streets or on the highway. DISCOVER is not the ordinary bike; it comes as a big surprise. To those who name resigned to the fact that present full size bike do not satisfy their basic needs of riding comfort, loading capacity and better fuel efficiency, DISCOVER is a big surprise as it has got. 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 CDI, TRICS lll and Digital Twin Spark ignition (DTSi). Its highly masculine outlook with sporty, dashing structure gives the complete satisfaction of dare riding. Bajaj Discover 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
24

ensures

the

higher

performance

at

lower

rpm.

DISCOVER135 DTS-i Bajaj Discovers another commuter variant to have graced the Indian tarmac is the elegant 135 cc four valve DTS-i engine and being a light sports bike, it has both the power and agility to let you weave your way through the city traffic, effortlessly

Stylish petrol tank flap along with air scoop New silencer with ExhausTEC technology Split seat that provides better sitting space Is very light weight Delivers the maximum power of 13.5 PS Constant velocity carburetor
25

26

Bajaj Discover 135LS Specifications:


Engine Type Displacement (cc) Max. Power (Ps @ 13.5 @ 9000 rpm RPM) Max. Torque (Nm @ 11.4 @ 7500 RPM) Starting Kick + Self start Suspension Telescopic Front Fork with antifriction bush (Stroke Front 130) Trailing arm with Co Axial Hydraulic cum Gas Rear filled adjustable Shock Absorbers and Triple rate Coil Spring Brakes Front Disc (Diameter 240 mm) Rear Drum (Diameter 130 mm) Tyre Tubetype Unidirectional 2.75 x 17 & 1.4 X 17, 5 Front & Wheel Size Spoke Alloy Tubetype Unidirectional 100 / 90 x 17 & 2.15 X Rear & Wheel Size 17, 5 Spoke Alloy Fuel Tank Total litres Capacity : 8 litres, (reserve, usable) Reserve : 2.5 litres (1.6 litres usable) Electricals System 12 V Full DC Headlamp (Low/High 35/35 W with 2 pilot lamps Beam- Watts) Dimensions Wheelbase 1325 (mm) Ground clearance 170 mm Kerb Weight 122 Kg Key Features Auto Choke Yes Clip-on handle bar Yes Speedometer Digital Tachometer Digital type with analog display Fuel gauge Digital Tripmeter Digital Wheel type Alloy 4 stroke, air cooled, 4-valve, single cylinder, SOHC, DTS-i 134.66cc

27

DISCOVER135 DTS-Fi Bajaj Motors launches the yet another variant called Discover DTS-Fi. It has the worlds first 4 stroke digital twin spark fuel injected engine of 220 cc. This ravishing variant has a unique digital speedometer along with engine malfunction indicator which would convey any malfunction to the user. Discover 220 DTS-Fi is the Indias first bike to deliver a high wattage of H7, 55W of light that ensures the constant illumination at all times. Other salient features are as follows: High Oil Temperature indicator Low Battery Voltage indicator Choked Air Filter indicator Low Engine Oil Level indicator

28

Chapter 2

Research Design

A Study on customer satisfaction towardsBajaj Discover

STATEMENT OF THE PROBLEM

The research problem selected for the analysis entitled customer satisfaction towards Bajaj Discover at Varadha Enterprise Bangalore. This topic is selected because Bajaj Discover is one of the largest selling two wheeler in India and to know the strength and weakness of this two wheeler.

SCOPE OF STUDY
The area of is limited to the segment selected within the town of Bangalore, Karnataka. Further scope is narrowed down only to the study of the identified segments.

OBJECTIVES OF THE STUDY To measure how the customer preserves your performance against men requirements comparing that of your competitors. To understand dissatisfaction of customers To make the necessary product, services or organizational changes to achieve the ideal level of service. To make necessary suggestions based on the findings.

29

TYPE OF RESEARCH
The present study is diagnostic descriptive type of research, which focus in the impact of customer satisfaction towards Bajaj Discover at Varadha enterprises.

METHODS OF DATA COLLECTION

SAMPLING DESIGN

Sampling Method
Simple random sampling, a non-probability sampling method was used to select respondents to conduct the study.

Sample size
The size of the sample is 100. Only 100 respondents were interviewed with the help of questionnaire keeping in mind the time and costconstraints.

30

SOURCES OF DATA COLLECTION


The information relevant for the study was drawn from secondary data, which alone was not sufficient. Primary data was collected through survey method using questionnaire to conduct the study successfully. A questionnaire was designed for this purpose.

Tools of data collection

Statistical tools such as tabulation, drawing of percentages, construction of charts, for analysis from the raw data is widely used.

Primary data The primary data used for the purpose of preparing questioner and distributing it to the customers of the Bajaj Discover. . Secondary data Secondary data was collected by the following means: Refers of newspaper Magazines Website Various types of advertisements

31

PLAN OF ANALYSIS

Raw primary data has been collected with the help of questioner. The raw data has been with the help of table. Conclusion have been drawn which is followed by recommendation and suggestions, keeping the objectives in mind through out of the study.

LIMITATIONS OF THE STUDY


The research does not cover the whole market of Karnataka. The bias of the respondents may pose as a limitation of the study. The sample size was confined to hundred respondents keeping in view time and cost constraints. The survey was conducted only in urban sectors respondents. Thus it cannot be generalized. Due to constraints in depth research work could not be carried out.

32

Chapter 3

COMPANY PROFILE
The Bajaj Group came into existence by Jamanalal Bajaj, founder of the Bajaj Group, during the turmoil and the heady euphoria of India's freedom struggle. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the company today, are often traced back to its birth during those long days of relentless devotion to a common cause. Kamalnayan, the eldest son OF Jamanalal Bajaj, succeeded his father in 1942, at the age of twenty-seven. Putting the Nation before business, he devoted himself to the latter only after India achieved independence in 1947. But when he did so, he put his heart and soul into it. Within a short while, he not only consolidated the Group, but also diversified into various manufacturing activities, elevating the Group to the status it enjoys till this day.

Rahul Bajaj today heads the Group. He has been the Chief Executive Officer of Bajaj since 1968 and is recognized as one of the most outstanding business leaders in India. As dynamic and ambitious as his illustrious predecessors, he has been recognized for his achievements at various national and international firms. Bajaj is currently India's largest two and three-wheeler manufacturer and one of the biggest in the world. Bajaj has long left behind its annual turnover of Rs. 72 million (1968), to currently register an impressive figure of Rs. 42.16 billion (US $936 million). Established in 1945, Bajaj Auto ltd. was incorporated as a trading company. Till 1959, they imported scooters and three-wheelers from Italy and sold them in India. The company got a production license in the year 1959 and fastened the technical collaboration with Italian PIAGGIO in 1960.

33

The company started producing scooters in the year 1961 and followed three-wheelers production in 1962. Its collaboration with Piaggio expired in 1971 and since then, their scooters and three-wheelers are being sold with the brand name BAJAJ. Maharashtra Scooters Ltd., a company with 24% equity participation BY THE

COMPANY AND 27% PARTICIPATION FROM Maharashtra State Governments Western Maharashtra Development Corp. was formed in the year 1975 under the Horizontal transfer of technology policy. The first production unit is located at Satara, Maharashtra. The unit continues to collect scooters from CKDs supplied by the company. These scooters are marketed through the companys distribution network and under the companys brand name. In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant started scooter production in 1986, three-wheeler production in 1987 and scooterettes and motorcycle facilities were commissioned in 1990 & 1991 respectively. Today the company has become a market leader with annual production In excess of 1.35 million units which was about 4000 units in 1961. These days Baja Auto Lt. has started offering products in all segments (mopeds, scooters, motor cycles, three wheelers). GROUP OF COMPANIES: Group comprises of 27 companies and was founded in the year 1926. The important companies in the group are:-

Bajaj Auto Ltd., Maharashtra Scooters Bajaj Auto Finance Ltd., Mukund Ltd., Bajaj Hindustan Ltd., Bajaj Electrical Ltd.,

2 and 3 wheelers 2 wheelers Finance Company Steel Sugar, Industrial Alcohol Magnetos, Lamps, Fans and other Electrical Appliances, Dye Casting Components.
34

PRODUCT LINE DEVELOPMENT:

Nov 29, 1945 :Bajaj Auto comes into existence as M/s. Bachraj Trading corporation Private Limited. 1948 Plant. 1960-1970 : Bajaj Auto rolls out 100000th vehicle. 1971:The three wheeler goods carrier is introduced. 1972 1976 :The Bajaj Chetak is introduced. :The Bajaj Super is introduced. : Sales in India commence by importing two andThreeWheelers. 1959 -1960 :Bajaj Auto becomes a public limited company.BhoomsPooja of Akrudi

1976-1977 : Bajaj Auto achieves production and sale of 100000 Vehicles in single financial year. 1077:The rear engine Auto Rickshaw is introduced. 1981:The Bajaj M-50 is introduced. 1985:Production commences at Valley, Aurangabad in a record time of 16 months. 1986-1987: The Bajaj M-80 and Kawasaki Bajaj KB100Motorcyclesareintroduced.500000vehiclesproducedandsold in a single financial year. 1990:The Bajaj Sunny is introduced. 1991:The Kawasaki Bajaj 4S Champion is introduced. 1994:The Bajaj Classic is introduced. 1994 1995:One million more vehicles produced and sold inthisfinancial year. 1995:Agreements signed with Kubota of Japan for the development of diesel engine for three-wheelerand moped development. 1997 :The Kawasaki Bajaj Boxer and the R.E. diesel
35

AutoRickshaw are introduced. 199:June 7th Kawasaki Bajaj Caliber Roll out of waluj. July 25th legend, Indias first four stroke scooter rolls out of Akurdi. Oct 1998: Spirit Launched. 1999:Caliber motorcycle notches up 100,000 sales inrecordtime of 12 months. 2000 : The Bajaj Safire is introduced. 2004 : Boxer, Introduced discover135 2006 : Discover DTS-I and discover DTS-i

2007-08 :Discover 135 cc DTS-I, Discover 135 cc- DTS-fi, XCD 135 DTS-si, 2008-09:New Variants of Discover introduced 2009-10: New model of Discover Discover 135 is introduced

AWARDS:
Bajaj has several national and international awards in recognition to their corporate excellence. Here are some significant milestones. ISO 9002 certificate awarded by the bureau verities quality inter national (BVQI) to the moped & motor cycle. ISO 14001 certificate awarded by the bureau verities quality inter national (BVQI) to the moped &motor cycle. ISO 9001 certificate awarded to the Akurdi plant by the (BVQI) in 1997. Best productivity performance awarded for the automobile industry (1992-94) awarded by National productivity council.

36

Export excellence trophy (1993-94) awarded by the engineering export promotion council. National awarded for outstanding export performance (1994-95) awarded by the ministry of commerce, Government of India.

GLOBAL PRESENCE
Distribution network covers 50 countries 250,204 units exported in 2005-06 Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. Largest exporter of three-wheelers; over 75,297 units exported in 2005-06.

ACCOMPLISHMENTS
Bajaj Auto continued to be Indias largest exporter of two and three wheelers, during 2005-06, it exported 250,204 two and three- wheelers---- which represented a growth of27 percent over 2004-05. Experts now constitute 11 percent in volume terms and 12 percent of its value of net sales.

DEALER PROFILE:

Company Name : VARADHA ENTERPRISES Established : 2004

Registered Office : NO.1887|1,4thcross, HENNUR MAIN ROAD.


37

St.THOMAS TOWN POST, KACHARAKANAHALLI, BANGALORE 84

38

SHOW ROOM DETAILS


Varadha enterprises was started in 2004 by A. Baranidaran on Hennur main road. The company has a total of 13 employees including 5 mechanics who takes care of the after sales servicing of the bikes. The showroom sells anywhere from 50 to 100 bikes a month and is the main distributor of discover bikes in Hennur. The main strengths of the show room are 1) The location of the showroom is ideal 2) Little competition from other dealers 3) Good prices and good after-sales services

39

Chapter4

ANALYSIS AND INTERPRETATION

The analysis has been done based on detailed questionnaire There are two types of analysis done in the 1. CODING AND TABULATION 2. GRAPHICAL REPRESENTATION

1. CODING AND TABULATION

Tabular representation is the systematic representation of data in rows and columns through tables a table makes the data more clear and it enable the reader to make quick comparison

2. GRAPHICAL REPRESENTATION
DIAGRAMS (a) Bar Diagram The Bar or column diagram consists of repeated bar or column bar being rectangle of equal width the bar can be vertical or horizontal the width of the bar should be uniform throughout the diagram the gap between one bar and another is uniform throughout.

40

(b) Pie diagram


If you want to show an aggregate and its division into various parts a circle maybe drawn and divided into various sectors, each sector represents each division, since full angle of 360 degree around the centre of the circle represents the old data (i.e. 100%) each sector will have angle at the centre got by the formulae.

41

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THEIR AGE.


SAMPLE SIZE 100

SL NO

AGE

NO OF RESPONDENTS

PERCENTAGE %

1 2 3

BELOW 30 BETWEEN 20-50 ABOVE 50 TOTAL

80 17 3 100

80 17 3 100

TABLE 4.1 ANALYSIS

From the above it can be inferred that 80% of the respondents were in the age group of below 30 years, 17% between 30-50 years, and remaining 3% were above 50 years.

42

GRAPH SHOWING AGE GROUP OF THE CUSTOMERS.

SAMPLE SIZE 100

FIGURE 4.1

INFERENCE

Majority of the respondents who prefer to ride the Bajaj Discover are in the age group of below 30 years.

43

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE GENDER


SAMPLE SIZE 100

SL NO

GENDER

NO OF RESPONDENTS

PERCENTAGE %

1 2

MALE FEMALE TOTAL

100 0 100

100 0 100

TABLE 4.2

ANALYSIS

From the above table it can be inferred that 100% of the respondents were male.

44

GRAPH SHOWING GENDER OF THE CUSTOMERS

FIGURE 4.2

INFERENCE Majority of the respondents belongs to the male group thus it can be observed that males play an important role in purchasing decision.

45

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE OCCUPATION


SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 3 4

STUDENT BUSINESS SERVICE PROFESSIONAL TOTAL

20 8 21 51 100

20 8 21 51 100

TABLE 4.3

ANALYSIS From the above table it can be inferred that 20% of the respondents were students, 8% of the respondents were business while 21% belongs to the service sector and 51% belonging to the professionals.

46

GRAPH SHOWING OCCUPATION OF THE CUSTOMERS

FIGURE 4.3

INFERENCE

Majority of the respondents belongs from Professional group as an occupation.

47

TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE MONTHLY INCOME.

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 3

BELOW 20 BETWEEN 2050 ABOVE 50 TOTAL

49 45 6 100

49 45 6 100

TABLE 4.4

ANALYSIS From the above it can be predicted that 49% of the respondents were earning less than 20,000 per month, where 45% of the respondents were earning between 20,000-50,000 and the rest of the 6% respondents were the customers earning above 50,000.

GRAPH SHOWING MONTHLY INCOME OF THE CUSTOMERS


48

FIGURE 4.4

INFERENCE

Majority of the respondents belongs to the group where the monthly earning is below 20,000.

SHOWING HOW THE CUSTOMERS CAME TO KNOW ABOUT THE BAJAJ DISCOVER.
49

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 3 4

NEWS PAPER MAGAZINE TV ADVT FRIENDS & RELATIVES TOTAL

15 17 30 38 100

15 17 30 38 100

TABLE 4.5

ANALYSIS
From the above data it can be represented the maximum customers came to know about the Bajaj Discover through their friends and relative that is 38%, and 30% respondents were got to know about Bajaj Discover through TV advertisements, where 17% and 15% respondents came to know about Bajaj Discover through magazines and news paper respectively.

GRAPH SHOWING HOW THE CUSTOMERS HOW THE CUSTOMERS CAME TO KNOW ABOUT BAJAJ DISCOVER

50

FIGURE 4.5

INFERENCE

Majority of the respondents came to know about the Bajaj discover through their friends and relatives.

SHOWING THE PROFILE OF THE RESPONDENTS WHAT MADE THEM TO GO FOR BAJAJ DISCOVER
SAMPLE SIZE 100
51

SL NO

IMPORTANCE REASON

NO OF RESPONDENTS

PERCENTAGE %

1 2 3 4 5

Price Mileage Style Pickup Low Maintenance Cost TOTAL

4 6 31 43 16 100

4 6 31 43 16 100

TABLE 4.6

ANALYSIS
From the above table it is clear that 4% of the respondents are satisfied with the price of the Bike, 6% of the respondents are satisfied with the mileage of the Bike, 31% of the respondents are satisfied with the pickup of the Bike, 16% of the respondents are satisfied with the low maintenance cost of the Bike.

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS WHAT MADE THEM TO GO FOR BAJAJ DISCOVER

52

FIGURE 4.6

INFERENCE

Most of the respondents go for discover because of its Pick-Up and style.

ARE YOU EXPECTING ANY KIND OF MODIFICATION IN EXISTING DISCOVER MODEL

SAMPLE SIZE 100


53

SL NO

IMPORTANCE REASON

NO OF RESPONDENTS

PERCENTAGE %

1 2

YES NO TOTAL

40 60 100

40 60 100

TABLE 4.7

ANALYSIS

According to the analysis 40% of respondents were wanting modifications in existing discover models. And 60% respondents were doing not want any other modification in discover model

54

GRAPH SHOWING CUSTOMERS EXPECTATION REGARDING MODIFICATION IN EXISTING DISCOVER MODEL

FIGURE 4.7

INFERENCE

Majority of the respondents do not expecting any other modification in existing models of discover.

55

SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR BIKES MILEAGE


SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 4 5

60 KM/LTR & ABOVE 50-60 KM/LTR 40-50 KM/LTR BELOW 40 KM/LTR TOTAL

0 14 59 27 100

0 14 59 27 100

TABLE 4.8

ANALYSIS

The graphical representation shows th7at 0% of the respondents bikes mileage 60 km and above 60 km/ltr The 14% of the respondents bikes mileage between 50-60 km/ltr

56

The 59% of the respondents bikes mileage between 40-50 km/ltr The 27% of the respondents bikes mileage is below 40 km/hr

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS ON THE BASIS OF THEIR BIKES MILEAGE

FIGURE 4.8

INFERENCE

Majority of the respondents bikes mileage is in between of 40-50 km/ltr

57

SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION WITH THEIR BIKES MILEAGE SL NO PARTICULAR NO OF RESPONDENTS PERCENTAGE %

1 2 4 5

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED TOTAL

6 41 41 12 100

6 41 41 12 100

TABLE 4.9

ANALYSIS

The graphical representation shows that 6% respondents were extremely satisfied with the bikes mileage The 41% of the respondents were satisfied with bikes mileage
58

The 41% of respondents were somewhat satisfied with bikes mileage Where only 12% customers were not satisfied

GRAPH SHOWING CUSTOMERS SATIFACTION WITH THEIR BIKES MILEAGE

FIGURE 4.9

INFERENCE

Majority of the respondents are satisfied with the bikes mileage.

59

60

SHOWING THE RESPONDENTS VIEW TOWARDS THE POWER & PICK-UP OF BAJAJ DISCOVER
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS 10 78 10 2 100

PERCENTAGE %

1 2 4 5

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED TOTAL

10 78 10 2 100

TABLE 4.10

ANALYSIS

From above graph it comes to know that 10% of the respondents are extremely satisfied with power and pick-up of the bike, 78% of the respondents are satisfied with power and pick-up of the bike, 10% of the respondents are somewhat satisfied with power and pick-up of the bike, 2% of the respondents are not satisfied with power and pick-up of the bike.
61

GRAPH SHOWING THE RESPONDENTS TOWARDS THE POWER AND PICK-UP OF BAJAJ DISCOVER

FIGURE 4.10

INFERENCE

Majority of the respondents 78% are satisfied with the bikes power and pick-up.

62

SHOWING CUSTOMER FEEDBACK TOWARDS THE MAINTENANCE COST OF THE BIKE


SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 4 5

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED TOTAL

5 66 25 4 100

5 66 25 4 100

TABLE 4.11

ANALYSIS
From above graph comes to know that 5% of the respondents are extremely satisfied with cost of maintenance of the bike, 66% of the respondents are satisfied with cost of maintenance of the bike, 25% of the respondents are somewhat satisfied with cost of maintenance of the bike,4% of the respondents are not satisfied with cost of maintenance of the bike.

63

GRAPH SHOWING CUSTOMERS FEED BACK TOWARDS THE MAINTENANCE COST OF THE BIKE

FIGURE 4.11

INFERENCE

Majority of the respondents 66% are satisfied with the cost of maintenance of the bike.

64

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY
SAMPLE SIZE 100

SL NO 1 2 4 5

PARTICULAR EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED TOTAL

NO OF RESPONDENTS 32 56 12 0 100

PERCENTAGE % 32 56 12 0 100

TABLE 4.12

ANALYSIS

From the data it is clear that 32% of the respondents are extremely satisfied with riding comfort and safety of the bike 56% of the respondents are satisfied with riding comfort and safety of the bike 12% of the respondents are somewhat satisfied with the riding comfort and safety of the bike.

65

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY

GRAPH 4.12

INFERENCE

Most of the respondents are satisfied with the riding comfort and safety

66

SHOWING THE FEEDBACK OF THE RESPONDENTS AND THEIR CLASSIFICATION ON THE BASIS OF RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 4 5

EXCELLENT GOOD MODERATE POOR TOTAL

17 56 19 8 100

17 56 19 8 100

TABLE 4.13

ANALYSIS
The graphical representation shows that 70% of the respondents were highly satisfied with the responsiveness of the dealer towards their complaints The 56% of the respondents were just satisfied 19% of the respondents were nearly satisfied with the responsiveness of the dealer towards their complaints
67

Where only 8% of the customers were unsatisfied

GRAPH SHOWING RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS

FIGURE 4.13

INFERENCE
Most of the respondents feel that responsiveness of the dealer towards the complaints is good

68

SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISIFACION AFTER SALES SERVICE FROM THE DEALER

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2

YES NO TOTAL

62 38 100

62 38 100

TABLE 4.14

ANALYSIS: According to the analysis 62% of the respondents were satisfied with the after sales services from dealer. And 38% respondents were not satisfied.

69

GRAPH SHOWING SATISFACTION AFTER SALE SERVICES FROM THE DEALER

FIGURE 4.14

INFERENCE

Most of the respondents are satisfied with the after sales services from the dealer

70

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE QUALITY AFTER SALE AND SERVICES OF BAJAJ DISCOVER
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 3 4

EXCELLENT GOOD AVERAGE POOR TOTAL

8 47 27 18 100

8 47 27 18 100

TABLE 4.15

ANALYSIS
8% of the respondents found the quality after sales and service of Bajaj Discover excellent 47% of the respondents found it just good 27% respondents were nearly satisfied with the quality after sales and service of Bajaj Discover
71

And 18% respondents found it poor

GRAPH SHOWING THE QUALITY AFTER SALE AND SERVICES OF BAJAJ DISCOVER

FIGURE 4.15

INFERENCE

Majority of the respondents 47% are satisfied with the quality after sales and service of the Bajaj Discover

72

73

CUSTOMERS SATISFIED WITH SPARE PARTS AVAILABILITY AT SERVICE CENTRE


SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2

YES NO TOTAL

90 10 100

90 10 100

TABLE 4.16

ANALYSIS

According to the analysis 90% of the respondents were satisfied with the spare parts availability at the service centre And 10% of the respondents were not satisfied

74

GRAPH SHOWING THE SPARE AVAILABILITY AT THE SERVICE CENTRE

FIGURE 4.16

INFERENCE

90% of the respondents are satisfied with availability of the spare parts at service centre

75

TABLE SHOWING THE FEEDBACK OF RESPONSIBILITIES AND THEIR CLASSIFICATION ON THE BASIS OF RELIABILITY OF BIKE
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS 35 64 1 100

PERCENTAGE %

1 2 3

VERY RELIABLE RELIABLE NOT RELIABLE TOTAL

35 64 1 100

TABLE 4.17

ANALYSIS

35% of the respondents feel their product was very reliable 64% respondents found it just reliable And only 1% respondents said it was not reliable

76

GRAPH SHOWING THE LEVEL OF RELIABILITY OF BIKE

FIGURE 4.17

INFERENCE

64% respondents feel that reliability of bike is good

77

SHOWING THE RESPONDENTS EXPECTING NEW VERSION OF DISCOVER BY BAJAJ

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2

YES NO TOTAL TABLE 4.18

65 35 100

65 35 100

ANALYSIS

According to the analysis 65% respondents were expecting new version of pulsat by Bajaj And 35% respondents were not expecting new version of discover by Bajaj

78

GRAPH SHOWING EXPECTING NEW VERSION OF DISCOVER BY BAJAJ

FIGRURE 4.18

INFERENCE

Majority of the respondents 65% are expecting new version of Discover by Bajaj

79

SHOWING THE RESPONDENTS RECOMMEND BUYING THE BAJAJ DISCOVER


SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

1 2 3 4

DEFINITELY YES SOME EXTENT MAY BE NEVER TOTAL

71 23 5 1 100

71 23 5 1 100

TABLE 4.19

ANALYSIS

The graphical representation shows that 715 of the respondents will definitely recommend others to buy the Bajaj discover 23% of the respondents will recommend others to buy the Bajaj Discover to some extent 5% respondents may recommend others to buy Bajaj Discover
80

And only 1% respondents said they will recommend others to buy Bajaj discover

BASED ON PERFPORMANCE/ QUALITY OF THE PRODUCT , WILL YOU RECOMMEND OTHERS TO BUY

FIGRURE 4.19

INFERENCE

Most of the respondents feel that on the basis of performance/ quality they will recommend others to buy the Bajaj Discover

81

Chapter5

FINDINGS
The below given inferences where actually delivered Majority of the respondents who prefer to ride the Bajaj Discover are in the age group of below 30 years. Majority of the respondents belongs to the male group thus it can be observed that males play an important role in purchasing decision .Majority of the respondents belongs from Professional group as an occupation Majority of the respondents belongs to the group where the monthly earning is below 20,000. Majority of the respondents came to know about the Bajaj discover through their friends and relatives. Majority of the respondents using Bajaj discover 150cc i.e. 79% and Bajaj Discover135 cc i.e. 10%. Most of the respondents go for discover because of its Pick-Up and style. Majority of the respondents do not expecting any other modification in existing models of discover. Majority of the respondents bikes mileage is in between of 40-50 km/ltr. Majority of the respondents are satisfied with the bikes mileage. Majority of the respondents 78% are satisfied with the bikes power and pick-up. Majority of the respondents 66% are satisfied with the cost of maintenance of the bike.
82

Most of the respondents are satisfied with the riding comfort and safety. Most of the respondents feel that responsiveness of the dealer towards the complaints is good.

Most of the respondents are satisfied with the after sales services from the dealer. Majority of the respondents 47% are satisfied with the quality after sales and service of the Bajaj Discover.

90% of the respondents are satisfied with availability of the spare parts at service centre

64% respondents feel that reliability of bike is good. Majority of the respondents 65% are expecting new version of Discover by Bajaj. Most of the respondents feel that on the basis of performance/ quality they will recommend others to buy the Bajaj Discover.

83

SUGGESTIONS

Based on the findings of the study stating some of the important suggestions that the company can really go for to extend its operation, market-share, profit and so on.

1. CONCENTRATE ON EFFECTIVE AND INFORMATIVE ADVERTISEMENT STRATEGY

In order to attract and retain the customers the company should a. Develop both the informative and attractive advertisement strategies b. Company should go for advertising about the product in almost all the medias c. Regular modifications should be the content of the advertisement d. The presentation of the advertisement should be appealing to the customer

2. REWARDS FOR THE BEST DEALERS

In the present competitive markets, a company can be develop on its own efforts. It has to depend on others, i.e. it has to take effective support from its dealers . To get effective support it has to study and motivate them like: The company has to provide rewards, awards, offers, discount to its dealers to promote its products very effectively in the domestic market. If implemented definitely they may lend to tremendous increase in the turnover of the company

84

3. EFFICIENCY IN AFTER SALES SERVICE: Retaining few satisfied customer is as good as attracting ten new customers . It implies that a company can easily increases the number of its customers but is very difficult to retain them.

In order to retain the customers especially the company should: a. Give more importance to the quality of the sales service. b. Remind the customer as to when they have to get their vehicles serviced. c. Give tips to them on maintenance of vehicles

4. CUSTOMER RESEARCH STUDY:

This is also one of the important tools to the company to know that extra facilities the customers are expecting from the company and how they are comparing out vehicles with vehicles of computers etc... As most of the customers expecting that the improvement should be done on the seating of bajajdiscover, it is necessary for the company to concentrate on this aspect. This is because one should feel comfortable in riding; this intern depends on the seating arrangement of the vehicles. 5. PROMOTIONAL STRATEGIES:

Festival offers, Exchange melas, offer of gold coins and other valuable things can be introduced in order to increase its turnover. Provide the financial schemes to increase the sales.
85

CONCLUSION

From the study it is concluded that majority of the customers are satisfied by the DISCOVER rendered by Bajaj. While doing this project I came to know how challenging it is to satisfy the present day customers, I also realized various types of customers right from those who have genuine to ego kind of problems, but how important it is to satisfy all of them. During the course of project i also understood that all customers cannot be satisfied all the times it is only how well can we come to the satisfaction level, which actually matters. It is also understood that the volume of customers is mainly from the youth section and is mainly male population which means that the company should be more youth centric and at the same time should have a different marketing strategy for the elder population as they need to be pushed to the market.

86

QUESTIONNAIRE
(A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ Discover)

Respondents Profile

Name:

Age: (a) (b) (c) Below 30 between 30-50 above

Gender: (a) (b) Male Female

87

Occupation: a) student b) business c) Service d) profession------------

Monthly income (in thousands) a) Below 20 -----------b) between 20-50-----------c) above-------------------

88

1) How did you come to know about Bajaj Discover? a) b) c) d) Newspaper--------------Magazines-------------TV Advt-------Friends and relatives

2) What is the main reason that made you to go for Bajaj Discover? a. Price----b. Mileage-----c. Style------d. Pick-up------e. Low Maintenance cost------

3) Are you expecting any other modification in existing models of Bajaj Discover? a) b) Yes-----No --------

4) Mileage your Bike giving? a. 60 km/ltr and above---b. 50-6- km/ltr------------c. 40-5- km/ltr----d. Below 40 km/ltr---

5) Are you satisfied with bikes mileage? a. Extremely satisfied------b. satisfied------c. somewhatsatisfied--------d. not satisfied----89

6) Are you satisfied with bikes power and pickup? a) Extremely satisfied------b) satisfied------c) somewhatsatisfied--------d) not satisfied-----

7) Are you satisfied with the cost of maintenance of your bike? a. Extremely satisfied------b. satisfied------------c. somewhatsatisfied--------d. not satisfied-----

8) Do you have riding comfort and safety? a. Extremely satisfied------b. satisfied------c. somewhatsatisfied--------d. not satisfied-----

9) Do you promptly get response from your dealer regardingcomplaints? a. Yes-----b. No----10) Are you satisfied with after sales service from dealer? 1) Yes-----2) No------

11) What do you think about the quality after sales service of Discover? a. Extremely satisfied------b. satisfied------c. some what satisfied--------d. not satisfied------90

12) Are you satisfied with spare parts availablity at the servicecentre where you deal with? a. Yes-----b. No-----

13) Is the product reliable? a. Yes-----b. No----14) Do you expect any new version of Discover by Bajaj? a. Yes-----b. No----15) Do you recommend your friends to buy Bajaj Discover? a. Definitely yes------b. some extend------c. Never-------

Suggestion / comments if any SIGNATURE: THANK YOU

91

BIBLIOGRAPHY

MARKETING MANAGEMENT - Philip Kotler CONSUMER BEHAVIOUR MARKETING RESEARCH World wide web o www.bajajautoltd.com o www.teambhp.com o www.wikipaedia.com - Suja Nair - RajendraNargundakar

92