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Final Research Project

“Customers Satisfaction towards 100cc Bikes

- A Comparative Study of Bajaj and Hero”
In the Partial Fulfillment of the Requirement for the Award of Degree of

Master of Business Administration (2011-13) in Punjab Technical University, Jalandhar

Submitted to
Management Department Malout Institute of Management & Information Technology, Malout

Submitted by
Mr. Sukhpal Singh Roll No. 1174497 MBA, MIMIT, Malout


I, Mr. Sukhpl Singh

here by declare report entitled “ CUSTOMERS

SATISFACTION TOWARDS 100CC BIKES- (A COMPARITIVE STUDY OF HERO AND BAJAJ)” submitted by me for the award of MBA, under PTU, Jalandhar. It is the original work conducted by me & the material has neither been copied nor reproduced from any other available source, the data provided in the study is correct to the best of my knowledge & belief . The report is not submitted by me to any other institute , establishment or to any individual for the award of any other certificate.


ACKNOWLEDGEMENT I take the opportunity to thank the faculty of MLOUT INSITITUTE OF

MANGEMENT & INFORMATION TECHNOLOGY providing me a plank to look into the industrial setup of a renowned establishment giving a thorough inside to the different aspects of the theoretical and practically knowledge. This project has studied me opportunity to get the feel of the working of a manufacturing unit. It has been a great working experience for me having worked on Automobile Companies.
I am o thankful to the respondents, all my friends and also to various Auto experts for their kind and valuable guidance, whom I consulted for my present work.

I would like to express my gratitude to all those who have directly or indirectly help me during my research project.


The aim of education is not only to feed the students with numerous data but prepare the students to face real challenges in life towards this end. I have been able to avail the opportunity of carrying out my research project on Automobile Companies to learn the practical applications of theoretical knowledge and learn techniques of handling real practical situation in an industrial set up. This kind of integration that is clubbing and super imposing class- room training and practical training is aspects in right direction as it per mates guided adjustments to corporate culture, functional, social and other norms .

The basic aim of this integrating research project is:1. To bridge the gap between theory and practice. 2. To instill feelings of belongingness and acceptance. 3. To help students in developing better understanding of the concepts. 4. To clarify doubts already raise during class- room or to be raised subsequently during the training. 5. To cultivate proper temperament and generates much needed morale. 6. To assist students to comprehend practical aspects of an industrial setup so enable the students to find out their strengths and weakness. 7. To acquit students with job performance standards and other variables. In the nutshell, it could be taken as the stepping – stones in the process of indication into the ways to business organizing, as the students are the future leaders.

1 2 3 4 5

Introduction Company Profile Literature Review Objective of the Study Research Methodology


Data Analysis & Interpretation


Summary & Conclusion




Limitations of the Study





In this research project study upon the performance of 100cc bikes of different companies and factor which affect the consumer buying decision process. As the objectives of my study

is to analyze the performance of 100cc bikes and the customer satisfaction towards specific brands of bike (HERO, BAJAJ) on the basis of Price, Fuel efficiency, Brand, Style, Comfort, Repair level and Power. Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buys services and goods for personal consumption. Consumer behavior is influenced strongly by culture, social, personal and psychological factors. Culture factors include the set of basic values, perceptions, wants and behavior learned by a member of society from family and other important institutions. The social factors include consumer’s family, small group, social roles and status. The personal characteristics such as buyer’s age, life cycle stage, occupation, economic situations and life style influenced by four major psychological factors: Motivation, Perception, Learning, Belief and Attitudes. In this era of cut throat competition, no company can survive in the market place without knowing its product’s strengths and weaknesses. It has to fortify (Strengthen) itself against threats from the environment and exploit its strengths for increasing profits. In order to do so, the company has to conduct regular surveys to know the customer’s opinions, needs, and preferences. This helps the company to manufacture the product according to customer’s expectations. It has now become more important for the customer confidence and higher positioning of buyer perception. Thus, Surveys becomes genuine key to success. The Bike segment is dominated by 4 major players viz. HERO, BAJAJ, TVS. Besides these, there are players like – HONDA, LML, KINETIC, SUZUKI. The expanding Indian market, the growing size of the middle class and the rise in aspirations of the youth along with opening up of the Indian economy have collectively influenced the steady growth of the two wheeler market in India. With leading foreign brands in collaborations with Indian manufacturers entering the Indian market, the customer could not have asked for more. In fact, the Indian bike market has grown immensely and the preference for variety looks, design has brought in a number of models in the market. In the last 3 to 4 years, the craze for motorcycle over the scooters has picked up and one can find today even girls crazy for a motorbike not only in the Metros but in small towns and cities also.

Trying to catch up with these, manufacturers are busy working out on customer profiles. With the increase in competition one can find a think of discounts including: cash rebates and free accessories to push sales of the commuter bikes. Certain changes are also visible as far as customer preferences are concerned. The basic 100cc bike market is suddenly experiencing a fast up in the growth. Manufacturers are now rushing in to introduce bikes in this segment. Bajaj has launched Bajaj Platina and Bajaj Discover higher on the power ladder, Hero has come up with CD deluxe and Splendor Plus. The customer is the basic ingredient of marketing. The development of marketing strategy is based on understanding of consumer and there behavior. The present study attempts to understand the behavior of consumer for their choice in purchasing twowheeler with special reference to bikes like Hero ( CD deluxe and Splendor Plus and Bajaj (Platina and Discover). But consumer behavior and the derived consumer satisfaction cannot be intact. Now days the two wheeler industry is growing at its fast speed. The competition is very hard and so many choices are available to customers. Here I have tried to find out the level of customer satisfaction regarding (CD deluxe and Splendor Plus, Platina and Discover) two wheelers and also what modification they want in their products. So the study is all about the customer’s preference and their satisfaction with regard to bikes coming under 100cc segment.

Objectives of the study

The clear purpose or objective of the research enables the researcher to collect – necessary relevant information. The objective of the research is to know the Customers Satisfaction towards 100cc Bikes on the basis of Price, Fuel efficiency, Brand, Style, Repair level, Power and comfort name. • Determine the factors which most influence to customers for purchase decision. • To study the performance comparatively of Hero and Bajaj. • Find out the quantum of customer satisfaction with respect to 100cc bikes. • Determine the influence of reference group in the purchase decision of the customers. • Find out the ways for improving of the services to attain level of customer satisfaction.

Corporate Profile of Hero
The Hero story began with a simple vision – the vision of a mobile and an empowered India, powered by Hero . This vision was driven by Hero 's commitment to customer,

quality and excellence, and while doing so, maintain the highest standards of ethics and societal responsibilities. Twenty five years and 25 million two wheelers later, Hero is closer to fulfilling this dream. This vision is the driving force behind everything that we do at Hero . We understood that the fastest way to turn that dream into a reality is by remaining focused on that vision. There were many unknowns but we kept faith, and today, Hero has been the largest two wheeler company in the world for eight consecutive years. Our growth has kept compounding. The company crossed the ten million unit milestone over a 19-year span. In the new millennium, Hero has scaled this to 15 million units in just five years! In fact, during the year in review, Hero sold more two wheelers than the second, third and fourth placed two-wheeler company put together. With Hero , the domestic two wheeler market was able to show positive growth during the year in review. Without Hero , the domestic market would have actually shrunk. Over the course of two and a half decades, and three successive joint venture agreements later, both partners have fine-tuned and perfected their roles as joint venture partners. What the two partners did was something quite basic. They simply stuck to their respective strengths. The company's meteoric growth in the two-wheeler market in India stems from an intrinsic ability to reach out and come closer to its customers, with every passing year. Hero's bikes are sold and serviced through a network of over 3500 customer touch points, comprising a mix of dealers, service centres and stockists located across rural and urban India. Hero has built two worldclass manufacturing facilities at Dharuhera and Gurgaon in Haryana, and its third and most sophisticated plant at Haridwar has just completed a full year of operations. It is difficult to imagine that all this has happened in the span of just two and a half decades! The best is yet to come. During the year in review, Hero powered its way in a market that, for all practical purposes, was feeling the full effects of the economic slowdown

in India. With an economic recovery now clearly on the cards, Hero is all set to ride into another summit. As Brijmohan Lall Munjal, the Chairman, Hero Motors succinctly puts it, "We pioneered India's two wheeler industry, we've steered it through difficult times; now it is our responsibility to set the pace again.''

Hero’s mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities. This mission is what drives Hero holders. to new heights in excellence and helps the

organization forge a unique and mutually beneficial relationship with all its stake

Hero is a world leader because of its excellent manpower, proven management, extensive dealer network, efficient supply chain and world-class products with cutting edge technology from Motor Company, Japan. The teamwork and commitment are manifested in the highest level of customer satisfaction, and this goes a long way towards reinforcing its leadership status.


Year Event 1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed Shareholders Agreement signed 1984 1985 1987 1989 1991 Hero Honda Motors Ltd. Incorporated First motorcycle "CD 100" rolled out 100,000th motorcycle produced New motorcycle model - "Sleek" introduced New motorcycle model - "CD 100 SS" introduced

500,000th motorcycle produced 1992 Raman Munjal Vidya Mandir inaugurated – A School in the memory of founder Managing Director, Mr. Raman Kant Munjal 1994 New motorcycle model - "Splendor" introduced 1,000,000th motorcycle produced 1997 New motorcycle model - "Street" introduced Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated 1998 2,000,000th motorcycle produced 1999 New motorcycle model - "CBZ" introduced Environment Management System of Dharuhera Plant certified with ISO-14001 by DNV Holland Raman Munjal Memorial Hospital inaugurated - A Hospital in the memory of founder Managing Director, Mr. Raman Kant Munjal 2000 4,000,000th motorcycle produced Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland Splendor declared 'World No. 1' - largest selling single two-wheeler model "Hero Honda Passport Programme" - CRM Programme launched 2001 New motorcycle model - "Passion" introduced One million production in one single year New motorcycle model - "Joy" introduced

5,000,000th motorcycle produced 2002 New motorcycle model - "Dawn" introduced New motorcycle model - "Ambition" introduced Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh and Zaheer Khan as Brand Ambassadors 2003 Becomes the first Indian Company to cross the cumulative 7 million sales mark Splendor has emerged as the World's largest selling model for the third calendar year in a row (2000, 2001, 2002) New motorcycle model - "CD Dawn" introduced New motorcycle model - "Splendor +" introduced New motorcycle model - "Passion Plus" introduced New motorcycle model - "Karizma" introduced 2004 New motorcycle model - "Ambition 135" introduced Hero Honda became the World No. 1 Company for the third consecutive year. Crossed sales of over 2 million units in a single year, a global record. Splendor - World's largest selling motorcycle crossed the 5 million mark New motorcycle model - "CBZ*" introduced Joint Technical Agreement renewed Total sales crossed a record of 10 million motorcycles 2005 Hero Honda is the World No. 1 for the 4th year in a row New motorcycle model - "Super Splendor" introduced New motorcycle model - "CD Deluxe" introduced New motorcycle model - "Glamour" introduced New motorcycle model - "Achiever" introduced First Scooter model from Hero Honda - "Pleasure" introduced 2006 Hero Honda is the World No. 1 for the 5th year in a row 15 million production milestone achieved

2007 Hero Honda is the World No. 1 for the 6th year in a row New 'Splendor NXG' launched New 'CD Deluxe' launched New 'Passion Plus' launched New motorcycle model 'Hunk' launched 20 million production milestone achieved 2008 Hero Honda Haridwar Plant inauguration New 'Pleasure' launched Splendor NXG lauched with power start feature New motorcycle model 'Passion Pro' launched New 'CBZ Xtreme' launched 25 million production milestone achieved CD Deluxe lauched with power start feature New 'Glamour' launched New 'Glamour Fi' launched 2009 Hero Honda GoodLife Program launched Hunk' (Limited Edition) launched Splendor completed 11 million production landmark New motorcycle model 'Karizma - ZMR' launched Silver jubilee celebrations


At Hero , our goal is not only to sell you a bike, but also to help you every step of the way in making your world a better place to live in. Besides its will to provide a high-quality service to all of its customers, Hero takes a stand as a socially responsible enterprise respectful of its environment and respectful of the important

issues. Hero has been strongly committed not only to environmental conservation

programmes but also expresses the increasingly inseparable balance between the economic concerns and the environmental and social issues faced by a business. A business must not grow at the expense of mankind and man's future but rather must serve mankind.

"We must do something for the community from whose land we generate our wealth." A famous quote from our Worthy Chairman Mr.Brijmohan Lall Munjal. Environment Policy We at Hero are committed to demonstrate excellence in our environmental performance on a continual basis, as an intrinsic element of our corporate philosophy.

To achieve this we commit ourselves to: • Integrate environmental attributes and cleaner production in all our business processes and practices with specific consideration to substitution of hazardous chemicals, where viable and strengthen the greening of supply chain.
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Continue product innovations to improve environmental compatibility. Comply with all applicable environmental legislation and also controlling our environmental discharges through the principles of "alara" (as low as reasonably achievable).

Institutionalise resource conservation, in particular, in the areas of oil,

water, electrical energy, paints and chemicals.

Enhance environmental awareness of our employees and dealers / vendors, while promoting their involvement in ensuring sound environmental management.

Quality Policy Excellence in quality is the core value of Hero 's philosophy . We are committed at all levels to achieve high quality in whatever we do, particularly in our products and services which will meet and exceed customer's growing aspirations through: • Innovation in products, processes and services.
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Continuous improvement in our total quality management systems. Teamwork and responsibility.

Safety Policy Hero is committed to safety and health of its employees and other persons who may be affected by its operations. We believe that the safe work practices lead to better business performance, motivated workforce and higher productivity. We shall create a safety culture in the organization by: • Integrating safety and health matters in all our activities.
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Ensuring compliance with all applicable legislative requirements. Empowering employees to ensure safety in their respective work places. Promoting safety and health awareness amongst employees, suppliers and


Continuous improvements in safety performance through precautions besides participation and training of employees.

Hero CD Deluxe Keeping in line with the market trend of launching upgraded versions of entry-level 100cc bikes, Hero came up with CD Deluxe. A polished version of CD Dawn, it resembles the CD-Dawn in every respect barring the frontal appearance and the snazzy new decals on the bike's body panels. The bike has ex-showroom price of Rs 32,000. Looks and Styling CD Deluxe comes in the color variants of black with golden stripes, black with yellow

stripes, candy tahitian blue, Cool mint green, Amranth maroon, Candy blazing red, and Cloud silver. It has a masculine, sturdy structure, making it fit for everyday use. MR head and tail light ensure better visibility. Attractive graphics make it nice to look at. Wide seat makes it comfortable for the driver and the rider. Other add-ons include a translucent visor, compared to the somber, round-headlamp looks of the CD-Dawn. The bike has spoke wheels and it can get to the top speed of 85kmph. Control and Comfort The bike has telescopic hydraulic fork front suspension while the rear suspension has swing arm with hydraulic shock absorbers. The suspension system provides steadiness to bike by preventing it from sudden bumps due to unkind road. It has internal expanding type drums front and rear brakes. It has 4 - speed constant mesh gear box and multi plate wet type clutch. The vehicle has analog fuel gauge and speedometer. It has capacitor discharge ignition and roller chain drive. The bike has the kerb weight of 108kg. The bike performs well on mileage front and can be controlled well in heavy city traffic. It has the fuel tank of 10.50 ltrs and wheelbase of 1230mm. Engine The bike has 4 stroke single cylinder OHC air cooled engine churning out maximum power of 5.44 kw ( 7.4 PS) @ 8000 rpm and maximum torque of 0.79 kgm @ 5000 rpm.

Engine Bore x Stroke Displacement Compression Ration Max Power

4-Stroke OHC, Single Cylinder, Air Cooled 50 x 49.5 97.2 cc 8.8:1 5.44 kw (7.4 PS) @ 8000 rpm

Kerb Weight Tyres (front) Tyres (rear) Torque Clutch Transmission Final Drive Ignition Wheel base Brakes (front) Brakes (rear) Head Light Starting Frame Suspension (front) Suspension (rear)

108 Kg 2.75 x 18 - 4PR 2.75 x 18 - 6PR 0.79 Kgm @ 5000 rpm Multi Plate Wet type 4-Speed Constant Mesh Roller Chain Capacitor discharge ignition 1230 mm Internal Expanding Shoe Type - 130 mm Dia Internal Expanding Shoe Type - 110 mm Dia Rectangualr Multi Focal Reflector - 35 / 35W(Halogen Bulb) Kick start Tubular double cradle Telescopic Hydraulic Fork Swing Arm with Hydraulic Shock absorbers

Dimensions (LxWxH) 1970x720x1045 Ground Clearance Fuel tank capacity 159 mm 10.5 L

Bajaj Auto Limited is one of the pioneering companies in the two wheeler industry. Bajaj Auto has a vast network of about 1500 service centers and 500 dealers all over India. It has 3 manufacturing plants located at Akurdi, Waluj and Chakan in Maharashtra. The company's technology partner is Kawasaki Heavy Industries, Japan. The company exports to ASEAN region, South America and Africa. MILESTONES • • • • • • • • • 1945 - Bajaj Auto comes into existence as M/s Bachraj Trading Corporation Private Limited. 1948 - Sales in India commence by importing two- and three-wheelers. 1959 - Bajaj Auto obtains license from the Government of India to manufacture twoand three-wheelers. 1960 - Bajaj Auto becomes a public limited company. BhoomiPoojan of Akurdi Plant. 1970 - Bajaj Auto rolls out its 100,000th vehicle. 1971- The three-wheeler goods carrier is introduced. 1972 - The Bajaj Chetak is introduced. 1975 - BAL & Maharashtra Scooters Ltd. joint venture. 1976 - The Bajaj Super is introduced.

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1977 - The Rear Engine Autorickshaw is introduced. Bajaj Auto achieves production and sales of 100,000 vehicles in a single financial year. 1981 - The Bajaj M-50 is introduced 1984 - Foundation stone laid for the new Plant at Waluj, Aurangabad. 1986 - The Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles are introduced. 500,000 vehicles produced and sold in a single financial year. 1990 - The Bajaj Sunny is introduced 1991 - The Kawasaki Bajaj 4S Champion is introduced. 1998 - Kawasaki Bajaj Caliber rolls out of Waluj. 2001- Bajaj Auto launches its latest offering in the premium bike segment ‘Pulsar’. The Eliminator is launched. 2003- Pulsar DTS-i is launched. 2004 - Bajaj unveils new brand identity, new symbol, logo and brand line 2007 - 200 cc Pulsar DTS-i launched 2008 - Xcd125 is launched

• 2009- Bajaj Pulsar 150 & 180 upgrade launched. Bajaj XCD 135 DTS-Si launched

Bajaj CT 100
Bajaj CT 100 is a 100 CC entry-level bike from Bajaj Auto. Bajaj CT 100 clearly targets the value-for-money conscious young bike buyer and offers build quality and trim levels of higher-end bikes at a price closer to that of a traditional metal-bodied scooter. Bajaj CT 100 is surely a combination of good looks, new-age technology, high mileage and features that should be enticing for the entry-level bike buyer. Looks & Styling The build quality of Bajaj CT 100 is a big plus. The eye-catching decals on the fuel tank and body side panels and the shapely, wide seating that gradually slopes upward and the chrome grab rail at the rear gives Bajaj CT 100 the appearance similar to that of a more expensive bike. Control & Comfort The ergonomically designed seat and the right angled handle of Bajaj CT 100 gives

the rider a more comfortable riding posture. Along with wider seats, shorter wheel base makes the ride quite comfortable for the driver. Its front suspension is telescopic and double acting, swing arm, hydraulic type in the rear.

Engine & Performance Bajaj CT 100 is equipped with a four-stroke, 99.27cc engine. The configuration of the engine block is a bit squarer, which enables the engine to better burn the fuel in the combustion chamber and generate more power and better torque. Bajaj CT 100 develops 8.2bhp of peak power at 7,500 rpm and a maximum torque of 8.05Nm at 5,500 rpm. Bajaj CT 100's torque spread gives the bike a high level of lowspeed tolerance and obviates the need for frequent shifting into a lower gear. The lowend torque also aids in achieving high mileage. Mileage and Economy Bajaj CT 100 comes with a "Ride Control" switch, which helps in improving the bike's mileage. The unique ride control switch enables the rider to select between the economy and power mode. The economy mode results in better mileage while the power mode gives better pick-up and performance. Bajaj CT 100 delivers a fuel economy exceeding 65 km/l in city conditions while highway driving may give you an additional mileage of 10-15 km/l.

Engine Type Cooling Type Displacement Max Power 4 Stroke Air Cooled 99.27 cc 8.2 bhp(6.03 kw) @ 7500 rpm

Max Torque Ignition Type Carburettor

8.05 Nm @ 4500 rpm C.D.I Keihin-Fie

Transmission Type 4 speed gear box Electrical System System Head Light Horn Chassis Chassis Type Suspension Front Suspension Rear Suspension Tyres Front Tyre Size Rear Tyre Size Brakes Front Brakes Rear Brakes Fuel Tank Fuel Tank Capacity 10.5 litres Reserve Capacity Dimensions Overall length Overall width Overall height 1945 mm 770 mm 1065 mm 2.2 litres Mechanical expanding shoe, Friction type Mechanical expanding shoe, Friction type 2.75 x 17, 4/6 PR 3.00 x 17, 6 PR Telescopic Swing arm type with dual co-axial springs (spring-in-spring) and hydraulic shock absorbers Tubular construction 12 V, AC+DC 35/35 W 12 V, DC

Wheel Base Kerb Weight

1235 mm 109 kg

Bajaj Platina

Baja Platina is a bike built by the Bajaj Auto. Baja Platina borrows extensively from the Bajaj Wind and Bajaj CT 100 models. There are two variants of Platina having engine capacities of 100 CC and 125 CC. The 100 CC Platina was introduced in the year 2006 while the Platina 125 DTS-Si was introduced in 2008. Looks & Styling Bajaj Platina comes in various colors with dazzling chrome graphics. It has unique streak designed side panels and optoprism head lens with clear lens blinkers. Platina's levers, grips, mirrors and switchgear are of the finest quality, and add to its exquisiteness. Control & Comfort Bajaj Platina has a telescopic front suspension with travel of 125 mm and the world's first SNS (Spring-N-Spring) rear suspension with the longest travel in its class of 100mm. Bajaj Platina offers a plush ride without sacrificing on the handling part. It has an upright riding posture inline with other commuter bikes. Engine & Performance Bajaj Platina 100 cc comes with four-stroke, single-cylinder, and 99.27cc engine. Bajaj Platina develops 8.2bhp peak power at 7500rpm and 0.82 kgm of torque at 4500 rpm. Platina is equipped with world class ExhausTEC (Torque Expansion Chamber) technology for the exhaust system. ExhausTEC drastically improves engine torque at low revolutions without compromising anything at mid or high engine revolutions. The Bajaj Platina engine has a ride control switch that indicates optimum throttle opening for best mileage. Mileage and Economy

Bajaj Platina 100 cc delivers a mileage of about 70 km/l in actual city driving while highway driving may yield another 10 km/l.

Engine Type Cooling Type Displacement Max Power Max Torque Ignition Type 4-Stroke Natural air cooled 99.27 cc 6.03 kw (8.2 bhp) @ 7500 rpm 8.05 Nm @ 4500 rpm Digital CDI & TRICS III

Transmission Type Constant Mesh Type Electrical System System Head Light Horn Suspension Front Suspension Rear Suspension Tyres Front tyre size Rear tyre size Fuel Tank Fuel tank Capacity 13.0 L (Reserve : 2 L) Dimensions Overall Length Overall Width Overall Height 190 mm 770 mm 1090 mm 2.75*17", 41 P 3.00*17", 50 P Hydraulic, Telescopic type, 125mm travel Hydraulic, 'SNS' Type, 100mm travel 12V AC+DC 12V, 35W / 35W (HS1) Single, 12V DC

Wheel Base Kerb Weight

1275 mm 113 kg

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

Consumer Behaviour – Consumer behaviour refers to how a consumer behaves or acts or reacts in making a purchase of goods and services of his choice in different situations The term consumer Behaviour can be defined as, “The behaviour that consumers display in searching for purchasing, using, evaluating and disposing of products, services and ideas which they expect will satisfy their needs.” - Leon G. Schiffman and Leslie Lazar Kanuk. The study of consumer behaviour not only focuses on how and why consumers make buying decisions, but also focuses on the uses which consumers make of the goods they buy and their evaluation of these goods after use. If the goods after use don’t satisfy the consumers, they my feel dissatisfied perhaps because post- purchase services are not up to their satisfaction, and thus, this may influence their purchase of the goods and it may also influence the buying decision of many others who might come in contact with them. The detailed study of Consumer Behaviour or Consumer Preferences focuses on Who Buys products or services?  How do they buy products or services?  Where do they buy them?  How often do they buy them?  When do they buy them?  Why do they buy them?  How often do they use them? These questions will help in understanding the factors that influence the decision making process of the consumers. The buyer’s decision making process includes the following:1. Problem recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase behaviour 1. Problem recognition: - First and the foremost step is to identify the problem i.e. what actually one wants with regard to the product. 2. Information Search: - Second step is to search the relevant information regarding the Product which one wants.

3. Evaluation of alternatives: - Third step is to evaluate the collected information i.e. analyze the information. 4. Purchase decision: - In forth step the product is actually purchased. 5. Post purchase behaviour: - In fifth step the consumer actually reacts against the quality, quantity etc received after the purchasing the product i.e. in this stage he reacts on the basis of his getting satisfied after the purchase of the product. The buyer’s decisions include the following: Product choice  Brand choice  Dealer choice  Purchase timing  Purchase amount. Consumer perception How do Buyers form their preference? Their preferences are influenced by their past buying experience, friend’s and associate’s advice, and the marketer’s and competitor’s information and promises. Though customer preference is a very qualitative term and it is very difficult to measure. In this study an effort has been made to measure the customer preference level. Customer Satisfaction “Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectation” As the definition makes it clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of the expectations of the customer, the customer is dissatisfied. If the performance exceeds the expectations, the customer is highly satisfied or delighted. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch, when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brain, not just a rational preference. The result is high customer loyalty. In this highly competitive world customers plays a very important role. Thus, if a company wants to survive then it should look forward to the determinants of customer

satisfaction. Though it is a very subjective issue that differs from individual to individual yet, identifying some basic parameters of customer satisfaction is important.


Once the problem is formulated, the researcher has to undertake an extensive literature survey related to problem. The literature survey undertaken here includes books and different websites from the internet. The research project was to know the “CUSTOMERS SATISFACTION

on the basis of Price, Fuel efficiency, Brand, Style and comfort name.

Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the customer behaviour is the study of how individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption related items. It includes the study what they buy, whey they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer behaviour as apart of marketing curriculum is to understand how and how customers make their purchase decisions. There insights enable marketers to design more effective marketing strategies.

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


- A business is based on understanding the

customer and providing the kind of products that the customer wants. Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the process where by individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of making market decision on products and services. • Nair Suja. R.4 - The success of the firm will be determined by how effective it has been in meeting the diverse customer needs and wants by treating each customer as unique and offering products and services to suit his/her needs. • • Bennett Peter.D. And Kassarjian Haroldh 5 - A great deal of research activity in marketing is design to shed light on the customer decision process. Kothari C.R.6 For data analysis different statistical techniques are being used such as scaling techniques, correlation, hypothesis testing.

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

SAMPLING Sampling may be defined as the selection of some parts of an agreement or totality for the purpose of study. All the items in any field of inquiry constitute a universe or

population, a complete enumeration of all the items in the population is known as Census inquiry. But when the field of inquiry is large this method becomes difficult to adopt because of the limited no. of resources involved in the case sample survey method is chosen under which units are selected in such a way that they represent the entire universe. SAMPLING DESIGN • CENSUS METHOD: - All the items in any field of inquiry constitute a ‘Universe’ or ‘Population’. A complete enumeration of all the items in the ‘Population’ is known as a Census inquiry. It can be presumed that in such an inquiry, when all items are covered, no element of chance is left and highest accuracy is obtained. But in practical it is not true in all cases. This type of inquiry involves a great deal of time, money and energy. Therefore, when the field of inquiry is large, this method becomes difficult to adopt because of the resources involved. • SAMPLING METHOD:- When field studies are undertaken in practical life, consideration of time and cost almost invariably lead to a selection of respondents i.e. selection of only few items. The respondent selected should be as representative of total population. These respondents constitute what is technically called a ‘Sample’ and the selection process is called ‘Sampling Technique’. The survey so conducted is known as ‘Sample Survey’. Implementation of Sample Design: - A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sampling design may as well lay down the number of items to be included in the sample i.e. the size of sample. Sample design is determined before the data are colleted.

Steps In Sampling Design :- While developing a research design following items are taken into consideration:-

I. Type of universe: - First and the foremost step is to clearly define the universe to be studied. As I had taken the area of Muktsar City (Punjab), so for me here the universe is Muktsar City area. No doubt it is a finite universe but the area is very big and can’t be covered easily due to shortage of time. II. Sampling unit: - A decision has to be taken concerning a sampling unit before selecting sample. Here my sample unit includes college going students who own bikes. III. Size of sample: - This refers to the number of items to be selected from the universe to constitute a sample. Here I had taken the sample of 100 College going students who have bikes. IV. Parameters of interest: - In determining the sample design, one must consider the question of the specific population parameters which are of interest. Here I had taken only college going students who own their bike. V. Sampling procedure: - Finally the technique of selecting the sample is to be dealt with. That means through which method the sample has been collected. There are various types of selecting the sample. This includes probability sampling, random sampling, stratified sampling, cluster sampling, convenience sampling. Here I had used the cluster sampling method for data collection, as Muktsar City area is very big and there are many colleges as well as the hostels.

Type of Data
Here I had collected the primary data in the Muktsar city, because the data does not exist in the records of Company. I had gone directly to the respondents and fill the questionnaires.


I used percentage method to analyze the survey data. I created graphs of questionnaires for showing the performance of company.

Data Analysis & Interpretation
1. Which Brand of bike you own? Total numbers of respondents= Sr. No. 1 2 3 Brand Hero Bajaj TVS 100 No. of Respondents 60 25 8




100 80 60 40 20 0 Hero Bjj TVS Yamaha

 Analysis: - Table shows there are 60% respondents have Hero’s bike, 25% have Bajaj brand’s bike, 8% have TVS brand, 7% have Yamaha brand.

2. What is the price of your bike? Total numbers of respondents Sr. No. 1 2 Price 3000040000 4000150000 = 100 No. of Respondents 24 75




100 75 80 No. of Respondents




20 1 0
30000-40000 40001-50000 Above 50000

Price of Bikes

Analysis: - Table shows there are 24% respondents have between 30000-40000 prices of their bike, 75% respondents have between 40000-50000 and 1% has above 50000.

3. How long do you own this bike? Total numbers of respondents = 100

Sr. No. Duration of Time No. of Respondents 1 Less than six months 7 2 Six Month 25

3 4 5

One Year Two Year More than 2 Years

40 16 22

100 80 No. of Respondents 60 40 40 25 20 0 Less than Six Month One Year Two Years More than six Month two Years Duration of Time 7 16 22

Analysis: - The above table shows that there are 7% respondents have less than six months of their bikes, 25% have six months, 40% respondents have one year time of the bike, 16% have two years of their bike and 22% respondents have more than two years of the bike.

4. How fuel efficient your bike? Total numbers of respondents = 100

Sr. No. 1 2

Mileage of bike Per liter Between 40-60 Between 61-80

No. of Respondents 75 25

100 75 80 No. of Respondents





0 Between 40-60 Between 61-80 Mileage of the Bike per liter

Analysis: - The table shows that there are 75% respondents said that the fuel efficiency of their bikes between 40-60 KM/L and 25% respondents said that the fuel efficiency of their bikes between 61-80 KM/L

5. What is the top speed (KM/H) of your bike? Total numbers of respondents = 100

Sr. No. Speed of the Bike (KM/H) No. of Respondents 1 80-100 0 2 101-120 58 3 Above 120 42

100 90 80 No. of Respondents 70 60 50 40 30 20 10 0 80-100 101-120 Speed of the Bike (KM/H) Above 120 0 42 58

Analysis: - The diagram shows that there are 0% respondent answer the speed between 80100 KM/H, 58% respondents said their bike speed between 101-120KM/H and 42% respondents said their bike speed above 120 KM/H.

6. Which of the following brand of 100cc motorcycle you like the most? Total numbers of respondents = 100

Sr. No. Brand of the bike No. of Respondents 1 Hero 65 2 Bajaj 35


80 No. of Respondents


60 35



0 Hero Honda Bajaj Brands of Bikes

Analysis: - The above table shows that there are 65% respondents are those like the Hero brand and 35% respondents like the Bajaj brand in 100cc bikes.

7. How did you know about this brand of 100 cc bike? Total numbers of respondents = 100

Sr. No. Options No. of Respondents 1 Through Friends 25 2 Advertisement 55 3 Publicity 5 4 Relatives 15

No. of Respondents






25 15 5



Through Friends





Analysis: - The above diagram shows that there are 25% respondents said that they came to know about 100cc bikes through friends, 55% respondents said through advertisement, 5% respondents knew through publicity and 15% respondents come to knew through their relatives about 100cc bikes.

8. Which factor influences you more to purchase the bike? Total numbers of respondents = 100

Sr. No. Factors No. of Respondents 1 Brand image 17 2 Fuel efficiency 30 3 Price 20 4 Comfort 10 5 Style 17 6 Spare parts Availability 3 7 Reparability 3

100 80 No. of Respondents 60 40 17 20 0 Brand image Fuel effi. Price Comfort Style Spare parts Reparability Avail. 30 20 10 3 3 17

Pack Size

Analysis: - the table shows that 17% influence by brand image, 30% respondents by fuel efficiency, 20% respondents by Price, 10% by comfort of bike, 17% respondents influence by style, 3% by spare parts availability and 3% respondents influence by reparability of the bike to their purchase decision.

9. Why did you prefer this model/brand? Total numbers of respondents = 100

Sr. No. Factors No. of Respondents 1 Price 32 2 Mileage 35 3 After sales 6 4 Service 7 5 Power 20

No. of Respondents






35 20


6 0




After Sales



Factors to prefer a bike

Analysis: - The table shows that there are 32% respondents prefer price factor in the bike, 35% respondents prefer to mileage of the bike, 6% respondents prefer to after sales factor, 7% respondents prefer to service factor and 20% respondents prefer to power factor of the bike. 10. Do you satisfy with its overall performance? Total numbers of respondents = 100

Sr. No. Options No. of Respondents 1 Fully satisfied 32 2 Satisfied 32 3 Average 36 4 Less satisfied 0 5 Dissatisfied 0

No. of Respondents









0 0 Fully Satisfied Satisfied Average Less satisfied

0 Dissatisfied


Analysis: - The above table shows that there are 32% respondents are those fully satisfied with the performance of their bike, 32% respondents are satisfied, 36% respondents are average satisfied and 0% respondent are those less satisfied and dissatisfied with the performance of their bike. 11. According to you which company gives the most benefits to customers? Total numbers of respondents = 100

Sr. No. Companies No. of Respondents 1 Hero 64 2 Bajaj 36

100 90 64

No. of Respondents

80 70 60 50 40 30 20 10 0


Hero Honda Name of the Company


Analysis: - The above table shows that there are 64% respondents said that Hero Company gives more benefits to the customers and 36% respondents said that Bajaj Company gives more benefits to the customers in their bikes.

12. Which type of media influences your purchase decision? Total numbers of respondents = 100

Sr. No. Type of Media No. of Respondents 1 TV 66 2 Newspaper 0 3 Wall painting 0 4 Magazine 34

100 90 80 No. of Respondents 70 60 50 40 30 20 10 0 TV Newspaper Wall painting Magazine Type of Media 0 0 34 66

Analysis: - The above table shows that there are 66% respondents influence by TV for their purchase decision, 0% respondent influence by newspaper and wall painting and 34% respondents influence by Magazine for their purchase decision of their bike.

Summary and Conclusion
This is quiet difficult to do, because I have no lot of experience to collect data, but I learned well in the training. The hard work is very must necessary for success in the life. The performance of HERO bikes is so much better than compare to BAJAJ bikes as the point of view the respondents. The survey tells us that there are more than 65% respondents are those whose preference to HERO bikes than BAJAJ. But at that time BAJAJ is not very much lower company, that company provides so many facilities in their bikes according to the

customers’ needs. So at last we can say that at present HERO bikes are the most loveable bikes by the respondents, but that company can survive in the market, whose work according to the customer’s needs and their expectations. That company will lead to the market in the automobile sector whose perform according to their customers’ expectations.

Recommendation refers to the outcome of the research work done and the suggestions for implementation i.e. findings. 1. It is suggested that manufacturer should make all efforts to control cost. 2. New technology should be applied according to the requirement of the customer. 3. Provide various schemes which attract the customers. 4. Spare parts of the bikes should be easily available in the market.

5. Bike should be fuel efficient. 6. Bike should be available in different colours so as to attract college going students. 7. Bike should be given sportier look.

Limitations of the Study
• • • • • Respondent’s answers may be biased. Price of the bikes is confined only to a particular period. Time constraint. The main limitation of the study is that the survey was limited to Muktsar City. Lack of researcher’s experience might result into biasness.

Name Place Qualification : : : ____________________________ ____________________________ ____________________________

1. Which Brand of bike you own? 2. What is the price of your bike?

3. How long do you own this Bike? a. Less than six month b. Six month c. One year d. Two year e. More than 2 years 4. How fuel efficient your bike is? 5. What is the top speed (km/hs) of your bike? 6. Which of the following model/brand of 100cc motorcycle you like the most? (Please specify the brand as per your preference) 1 a. HERO b. BAJAJ --2 --3 ---

7. How did you came to know about this brand /model of 100cc bike – a. Through friends b. Advertisement c. Publicity d. Relatives e. Any other (Specify)

8. Which factor influence you more to purchase the bike – (Ranking) a. Brand image b. Fuel efficiency c. Price d. Comfort e. Style f. Spare parts Availability g. Reparability

9. Why did you prefer this model /bike? (Ranking) a. Price b. Mileage c. After sales d. Service • • • • • • • • • • • • • Power

10. Do you satisfy with its overall performance? Fully satisfied Satisfied Average Less satisfied Dissatisfied

11. According to you which company gives the most benefits to customers? HERO BAJAJ

12. Which type of media influences your purchase behavior? T.V Newspaper Wall painting Hording Magazine

13. Any suggestion regarding to improve the performance of bikes?

1. 2. Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour 6th edition Published by: Prentice-hall of India Private Limited. ( page no. 2&6) Kothari C.R Research Methodology Methods & Techniques 2nd edition Published by: Wishwa Publication (page no. 151, 94-95)

3. 4.