A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Abstract Introduction: Consume behavior obviously refers to the behavior of consumers in deciding to buy or not to buy or use or not to use or dispose of or not to dispose of the products which satisfy their needs. consumer behavior also refers to the use of scarce resources like time, money, and effort on consumption items.The study is intended to know the behaviour of consumer towards Bajaj Discover 125 ST motor cycle. Bajaj Auto Limited is an Indian motorized vehicle-producing company. Bajaj Auto is a part of Bajaj Group. Its founded by Jamnalal Bajaj at Rajasthan in the 1930s. It is based in Pune , Maharashtra, with plants in Chakan (Pune), Waluj and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D centre ahead. Bajaj Auto makes and exports automobiles, scooters, motorcycles and the auto rickshaw. The first variant of Discover was launched in 2004. The bike had an engine capacity of 119 cc. A 125&112 cc variant was launched in December 2005. The bike was claimed to have a mileage of 101 km/l . In 2007, a 135 cc variant was launched. The Discover was the second Bajaj bike (After the Pulsar segment) to come with the six spoke alloys and the patented "exhaus-tec"basically a resonator that boosts torque at lower rpms. It also employed the Bajaj trademark "dts-i" digital twin spark ignition technology used in the Bajaj Pulsar 150 and 180 dts-i s. At launch, four variants were available:

Research Objectives:Objectives designed for the research study are as follows: 1) To study and understand the behavior of consumer towards Bajaj discover 125 ST motor cycle . 2) To study the awareness of Bajaj discover 125 ST motor cycle among consumers.

3) To compare in detail between current demand and future trends of Bajaj discover 125 ST motor cycle.

Page 1

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Importance of Research :1) Through the study we will know the future trends for Bajaj discover motor cycle. 2) We will get the idea about, preference of consumer for Baja discover 125 ST motor cycle. 125 ST

Research Design : The research design of this research study will be requirement of project, it may be explorer which explore the project and objective as well as descriptive which provide the descriptive of the project.

Data Collection : For the study of the project, both Primary data as well as Secondary data will be collected. A) Primary data: Primary data will be collected through well structured questionnaires or interview. B) Secondary data: Secondary data will be collected from journals, reputed books, Magazines and also from internet.

Tools for data collection : Tools for data collections will be well structured questionnaire and Interview. Sampling Design : The universe selected for the research will be used for the study of project. Sample Size : The sample size will be 100 consumer from Amravati district has to be selected for the study of the topic. Page 2

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Sampling Technique : The sampling technique will be convenience sampling. Due to limitation of time, money and energy the research study is limited to specific area.

Limitations of The Study : 1) The study is limited to Amravati Region. 2) Respondents may not give proper response on their Questionnaire due to unawareness about Bajaj motor cycle. 3) Due to lack of time research is limited to 100 respondent.

Page 3

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Chapter 1 INTRODUCTION

1.1 Introduction of consumer behaviour

As a consumer we are all unique in nature and this uniqueness is reflected in our consumption pattern and process of purchase. A consumer is one who actually purchases a product or service from a particular organization or shop. Costumer is always defined in terms of a specific product of company. Consume behavior obviously refers to the behavior of consumers in deciding to buy or not to buy or use or not to use or dispose of or not to dispose of the products which satisfy their needs. consumer behavior also refers to the use of scarce resources like time, money, and effort on consumption items. Consumer behavior tries to answer fallowing questions: What product and service consumer buy? What makes them buy them? When these are bought? From where? What is the frequency of buying? How often are they use?

It examines consumers' decision making processes and ways in which they gather and analyze information from the environment. See the consumer behavior article for an overview. Consumer behavior is a multidisciplinary field which is integral to Industrial Psychology and aspects of household economy studied in microeconomics. Consumer behavior also means the actions shown by consumers while making decision to select household and consumer items. As students of consumer behavior, we learn the logic behind consumption related decision and motivation which propel them to take certain decision. It becomes fascinating subject, drawing from various discipline like psychology, social psychology, anthropology and economy. Page 4

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Consumer behavior provide us the various reasons why consumer are different from one another while buying product and services it is consider that we receive stimuli from the environment and the specifics of marketing strategies of different product and services by which consumer responds to the product and services or not to purchase. Consumer behavior is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups

There are number of definition of consumer behavior given by number of author some of them are as below: Buying behavior is all psychological, social, & physical behavior of potential customer as they become aware of evaluate, purchase, consume, and tell other people about products and services. Webster Consumer behavior is the process where the individuals decide what, where, how & from whom to purchase goods & services. Walters & Paul

The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision.Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now.

Page 5

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. 1.2 Characteristics of consumer behavior Consumer Behavior Is Very Complex & Dynamic In Nature Therefore It Is Constantly Changing So There Should Be Some Measurements Which Will

Adjust With The Changes. 1) Consumer behavior includes both observation physical activities, such as walking through the market to examine merchandise & activates such as forming attitudes perceiving material & learning to prefer particular brands. 2) Consumer behavior consists of the mental & physical activities which consumer undertakes to acquire goods services and obtain satisfaction from them. 3) The individual specific behavior in the market place is affected by internal factor such as needs, perceptions & attitudes, as well as by external or environmental influence such as family, social group, culture economics and business influences. 1.3 Introduction of Bajaj Discover 125 ST

The new bike to be announced by Bajaj is the Bajaj Discover 125 ST, a revamp of the previous Discover model. It is powered by a 4-Valve, air-cooled, 4-stroke 124.6 cc engine, which generates maximum power of 12.8 Bhp at 9000 rpm with maximum torque of 11 Nm at 7000 rpm. Bajaj Discover 125 ST features telescopic forks at front and nitrox monoshock rear suspension. It also features petal shaped 200mm front disc brake and 130mm drum rear brake. Its pitched at the casual driver making trips of a few hundred kilometres, rather than epic cross-country journeys so how does it compare with other bikes in the crowded commuter segment? Discover 125 ST has an upright riding position, with forward-positioned footrests for the driver. The seat for driver and pillion is wide, comfortable and plush, and extremely well designed, so youll find both short and long journeys no problem at all. The handlebars are well positioned for a comfortable driving posture. The drivers knees Page 6

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. fit snugly into the fuel tank recess (10 litres), giving a compact and highly controlled feel.Bajaj Discover 125 ST is available in four attractive shades:

Blue . Blue+Black Red Red+Black

COMPANY PROFILE : Founder Year of Establishment Industry Business Group Listings & its codes Presence Jamnalal Bajaj 1926 Automotive - Two & Three Wheelers The Bajaj Group BSE - Code: 500490; NSE - Code: BAJAJAUTO Distribution network covers 50 countries. Dominant presence in Sri Lanka, Bangladesh, Columbia, Guatemala, Peru, Egypt, Iran and Indonesia. Joint Venture Registered & Head Office Kawasaki Heavy Industries of Japan Akurdi Pune - 411035 India Tel.: +(91)-(20)-27472851 Fax: +(91)-(20)-27473398 Works

Akurdi, Pune 411035 Bajaj Nagar, Waluj Aurangabad 431136 Chakan Industrial Area, Chakan, Pune 411501 rahulbajaj@bajajauto.co.in www.bajajauto.com Page 7

E-mail Website

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

1.4 Need of Study of Consumer Behavior:1) Growth and complexity of markets: - The marketing activity is becoming increasingly complex and broader in scope as more firms operate in domestic and global markets. Manufactures find it difficult to establish close contact with all markets and consumers directly. Similarly, they have no control on the marketing system. 2) Wide gap between producers and consumers:- marketing research is needed as there is a wide gap between producers and consumers in the present marketing system. Due to mass scale production and distribution direct contact between producers and consumer. Producers do not get dependable information as regards needs, expectation and reactions of consumers; they are unable to adjust their products, packaging, prices, etc. as per the needs of consumers. The problem created due to information gap can be solved only through marketing research as it possible to establish contact with consumers and collect first hand information about their needs, expectation, likes, dislikes, preferences and special features

of their behavior. 3) Growing importance of consumers in marketing: - Consumers occupy key position in modern marketing system. They are now well informed about market trends, goods available, consumer rights and protection available to them through consumer protection acts, the growth of consumerism has created new challenges before manufacturers and traders. Even growing customer expectations create situation when manufacturers have to understand such expectations and adjust the production policies accordingly. Indifference towards consumer expectations may lead to loss of business. In the present marketing system, consumers cannot be taken for granted. Marketing research particularly consumer research gives valuable data relating to consumers. It is possible to use such data fruitfully while framing

Page 8

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. marketing policies. Thus, marketing decisions can be made

pro consumer through marketing research activities. 4) Need of prompt decision making: - In competitive marketing, marketing executive have to take quick and correct decision. Companies have to developandmarketnew products more quickly than ever before. However, su ch decision is always difficult.Moreover, wrong decisions may bring loss to th e organisation. For correct decisionmaking, marketing reliable data and up to executive need

date market

information.Here,marketing,research comes to the rescue of marketingmana ger. Problems in marketing are located, defined, analyzed and solved

through marketing research techniques. This suggests its need as a tool for decision making. marketing research is needed as a tool for reasonably accurate decision making in the present highly competitive market system.

1.4 Nature& Scope of study: The research was carried out to find factors which influence customer behavior . The study projects that customer behavior change in various factors like during sales evaluation and after sales evaluation. This research is an attempt to provide feedback to Motorcycle manufacturer Bajaj Auto Ltd. so that they can bring about changes in various departments of their organization which will help them in becoming Number 1 motorcycle brand in India.For instance during research factors such as technology, maintenance, looks, style, brand image, behavior of dealers, timely delivery of documents and bike and proper information about the product were considered.This research would give necessary details to Bajaj motors so that it could know the various factors that affect customer satisfaction level and then initiate appropriate changes to make it Number 1 motorcycle brand in India

Page 9

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

1. It will help to study the consumer behavior to make changes in the Discover 125 ST bikes. 2. It will help to find out role of advertisement in customer buying decision. 3. It will help to study the consumer behavior to make advertising strategies for new product.

Page 10

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Chapter 2 COMPANY PROFILE

2.1 About Bajaj Auto Ltd.

Bajaj Auto came into existence on November 29,1945 as M/s Bachraj Trading Corporation Private Limited . It started off by selling imported two- and three-wheelers in India. In1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public as Bajaj Auto Ltd (BAL) in1960 . It started producing at Waluj in Aurangabad. In1986, it managed to produce and sell 500,000 vehicles in a single financial year. In1995, it rolled out its ten millionth vehicle and produced and sold 1 million vehicles in a year. . Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in current production are the Discover 125 ST & Ninja Cars include the Bajaj ULC ultra-low-cost car. following separate corporate entities came into existence in May 2008: Bajaj Finserv Ltd (BFL) Bajaj Auto Ltd (BAL) Bajaj Holdings and Investment Ltd (BHIL)

2.2 Achievements 1. In 1945 Bajaj Auto comes into existence as M/s Bachraj Trading Corporation Private Limited. 1948 Sales in India commence by importing two- and threewheelers. 1959 Bajaj Auto obtains licence from the Government of India to manufacture two- and three-wheelers. 1960 Bajaj Auto becomes a public limited company. Bhoomi Poojan of Akurdi Plant. 1970 Bajaj Auto rolls out its 100,000th vehicle. 1971 The three-wheeler goods carrier is introduced. 1972 The Page 11

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Bajaj Chetak is introduced. 1975 BAL & Maharashtra Scooters Ltd. joint venture 1976 The Bajaj Super is introduced 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. 1985 The Waluj plant inaugurated by the erstwhile President of India, Shri Giani Zail Singh. Production commences at Waluj, Aurangabad in a record time of 16 months. 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. 2. In 2005 December Bajaj Discover launched June Bajaj Avenger DTS-i launched February Bajaj Wave DTS-i launched 2006 April Bajaj Platina launched 2007 December RE GDi autorickshaw launched September Bajaj XCD 125 DTS-Si launched August DTS-Si engine launched July Revamping of Organisational structure June Bajaj Pulsar 220 DTS-Fi launched April New Bajaj Auto Plant at Pantnagar, Uttarakhand February 200 cc Pulsar DTS-i launched January Bajaj Kristal DTS-i launched 2008 September Bajaj Platina 125 DTS-Si launched August Bajaj XCD 125 DTS-Si is largest selling 125cc motorcycle July Bajaj Discover 135 DTS-i Upgrade Launched. June Bajaj Pulsar 220 bags IMOTY award 2009 April Bajaj Pulsar 150 & 180 upgrade launched January Bajaj XCD 135 DTS-Si launched 2.3 Key Policies BAL will continuously specialize in Motorcycle and commercial vehicle though its strategy of differentiations TO Defend its brands , BAL will continuously improve its core competencies in all its functions, as also across its supply chain, including its suppliers and dealers. BALs core competencies rest on its values of innovations Perfections & supply. BAL has adopted TPM, The Prime Mover towards excellence, to build and to continuously improve its core competencies. TPM shall provide a holistic, structured and quantifiable methodology for deeper and wider continuous improvements in an integrated way aligned to BALs business vision. TPM ensures that individually and collectively, every employee of BAL and its business partners strive to keep BAL Distinctly Ahead. Page 12

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. 2.4 Corporate Social Responsibility (CSR) Education Shiksha Mandal, Wardha Jamnalal Bajaj Institute of Management Studies etc Health Kamalnayan Bajaj Hospital Aurangabad Bajaj - YCM Hospital A.R.T. Centre for HIV/Aids Pimpri Jankidevi Bajaj Gram Vikas Sanstha etc Women Empowerment Jankidevi Bajaj Gram Vikas Sanstha IIMC Ladies' Wing Jankidevi Bajaj Puraskar for Rural Entrepreneurship Corporate Social Responsibility (CSR). Jamnalal Bajaj Seva Trust Institute of Gandhian Studies IMC Ramkrishna Bajaj National Quality Award Jankidevi Bajaj Gram Vikas Sanstha Rural Development Distribution of solar-lantern & solar cookers Installation of bio-gas plants Deepening and widening of wells and drinking water scheme Environment & Natural Resources Water conservation projects for improving agricultural productivity Construction of latrines Family size biogas plants Corporate Social Responsibility (CSR). 2.5 Hierarchical Structure

Top Management

Managing Director and CEO Senior Vice President Vice President

Senior Management

Associate Vice President Chief General Manager General Manager

Middle Management

Deputy General Manager Chief Manager Manager

Operational Staff

Assistant Manager Senior Superintendent Senior Officer Officer Assistant Officer

Page 13

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. 2.6 Company Perspectives: Our Philosophy: We approach our responsibilities with ambition and resourcefulness. We organise ourselves for a transparent and harmonious flow of work. We respect sound theory and encourage creative experimentation. And we make our workplace a source of pride. We believe in: Transparency--a commitment that the business is managed along transparent lines. Fairness&mdash all stakeholders in the Company, but especially to minority shareholders. Disclosure--of all relevant financial and non-financial information in an easily understood manner. Supervision--of the Company's activities by a professionally competent and independent board of directors. 2.7 Products of Company

Products Motorcycles 4S Bajaj CT 100

Brands 4S Champion Bajaj Discover125 ST Bajaj Pulsar DTSi Bajaj Avenger Bajaj Platina Pulsar 135 Platina DTS SI

Bajaj Pulsar

PULSAR DTS FI Kawasaki 220 Bajaj XCD 125 Ninja 250 Discover 150 Pulsar 200 DTSi

Bajaj Sonic

Bajaj Wind 125

Boxer Kawasaki Bajaj Eliminator KB125 Scooters

Caliber

Caliber115

KB RTZ

KB100

Bajaj Chetak

Bajaj Kristal Dtsi Bajaj Wave

Page 14

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

2.8 . SWOT Analysis : 1. Strengths: Highly experienced management Product design and development capabilities Extensive R & D focus Widespread distribution network High performance products across all categories High export to domestic sales ratio Great financial support network (For financing the automobile) High economies of scale High economies of scope. 2. Weaknesses : Hasn't employed the excess cash for long. Still has to establish a brand to match Hero Honda's Splendor in commuter segment. Not a global player in spite of huge volumes. Not a globally recognizable brand (unlike the JV partner Kawasaki)

Page 15

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. 3. Opportunities : Double-digit growth in two-wheeler market. Untapped market above 180 cc in motorcycles. More maturity and movement towards higher-end motorcycles. The growing gearless trendy scooters and scoottee market. Growing world demand for entry-level motorcycles especially in emerging markets. It is also proposing to launch motorcycles from Austrian bike maker KTM, in which Bajaj Auto has over 25 per cent stake.

Page 16

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Chapter 3 RESEARCH METHODOLOGY

Research in common parlance refers to search for knowledge. Research is anacad emic activity and as such it is used in a technical sense. According to CliffordWoody, research comprises defining and redefining problems, formulatinghypoth esis or suggesting solutions, collecting, organizing and evaluating data, making

deductions and research conclusions to determine whether they fit the formulating hypothesis.

3.1 Objectives of the study: . 1. To study and understand the consumers buying behavior towards Bajaj Discover 125 ST motor cycle. 2. To study the awareness of Bajaj Discover 125 ST motor cycle among consumer. 3. To study of consumers perception towards Bajaj Discover 125 ST motor cycle. 3.2 Research Design: A Questionnaire is used to do the research Exploratory Research design Primary data analysis

3.3 Data collection: Data means information required in the research. There are two types of data sources, which have been helpful to carry out the research these are as follows: Primary data Primary data are those, which are collected a fresh and for the first time. Primary data was collected through questionnaires & Interview schedule.

Page 17

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Secondary data Secondary data are those, which have already been collected by publication of Governments, Periodicals of organization, newspaper, books, & internet etc. . 3.4 Sampling Universe The first step in devolving any sample design is to clearly define the set of objects, technically called the universe. Sample universe includes users of Discover 125 ST bikes. Sample Technique Sampling technique used for selection of sample non-probability, Convenience sampling technique. A convenience sample is that where the sample is selected, in part or only a limited attempt, to ensure that this sample is an accurate representation of some larger group of population. The classic example of convenience sample is standing at shopping mall and selecting shoppers as they walk by to fill out a survey. A convenience sample chooses the individuals that are easiest to reach or sampling that is done easy. Hence, convenience sampling was used for the research. Sample Size This refers to the number of item to be selected from the universe to constitute a sample. The sample size is 100 users of Discover 125 ST bikes. 3.5 Limitations: The limitation of this study is that sometimes the male or female respondents may not give the proper and correct information. .

1. Research was limited to Amravati only. 2. Due to time constraints research was limited to 100 respondents only. 3. Time and money factor does not allow me to meet each and every cosumer.

Page 18

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. CHPTER 4 DATA ANALYSIS & INTERPRETATION

4.1 INTRODUCTION Data analysis plays an important role in during the quantity of questionnaire paper in to defensible, actionable sets of conclusion and report. Data analysis plays an important role in transforming lots of data in to varifiable sets of conclusions & reports. Proper analysis helps the researcher to gain insight from the data and to arrive at informed judgements & conclusions. It is actually a set of methods and techniques that can be used to obtain information and insight from the data. The raw data collection is first tabulated in a systematic manner and was analysed and the findings are presented below. The analysis and interpretation of collected data has been done in the following manner.

1) Table showing responses tabulation and frequency for each question follows it. 2) Finally, the interpretation drawn from the table has been discussed in brief.

Page 19

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No 4.1: Table showing Age group of consumers.

Age Group Up to 18 years 19 to 30 31 to 40 Above 40

Percentage 20 65 10 5

Graph no.4.1: Age group of consumer.

percentage
70% 60% 50% Axis Title 40% 30% 20% 10% 0% percentage up to 18 years 20% 19 to 30 65% 31 to40 10% Above 40 5%

Interpretation: From the above tabulated data it is clear that 65% age group of 19 to 30 years people preferred Bajaj Discover 125 ST, up to 18 years age group 20% people preferred bike,31 to40 age group 10% people preferred bike and rest of above 40 years old 5% people preferred bike.

Page 20

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No 4.2: Table showing Respondents attitudes towards Bajaj Discover 125 ST motor bike.

Respondent Married Unmarried

Percentage 25 75

Graph no.4.2: Marital Status.

Percentage

Married 25%

Unmarreid 75%

Interpretation: From the above data tabulated it is clear that 65% of people used motor cycle which are unmarried and 35% married people use motor bike.

Page 21

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No. 4.3: Showing monthly income wise analysis Income Below 20000 20000-30000 31000-40000 41000 & above Graph no.4.3: Monthly income. Percentage 35 40 15 5

percentage
40% Axis Title 30% 20% 10% 0% Below 20000 20000 to 30000 percentage 31000 to 40000 41000 & above

percentage

Below 20000 35%

20000 to 30000 40%

31000 to 40000 15%

41000 & above 5%

Interpretation: From the above data tabulated it is clear that 40% people having income group is 20000 to 30000 ,35% people having below 20000 income,15% people having 31000 to 40000 income and rest of people having 5% income level.

Page 22

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No 4.4: Table showing Education Qualification of consumer.

Education HSC Graduation Post graduation other

Percentage 45% 30% 5% 20%

Graph no.4.4: Education Qualification of consumer.

percentage
45% 40% 35% Axis Title 30% 25% 20% 15% 10% 5% 0% percentage HSC 45% Graduation 30% Post Graduation 5% Other 20%

Interpretation: From the above data tabulated it is clear that 45% people are having education on HSC level,30% people are Graduation , 5% people are Post graduation and rest of having other education.

Page 23

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No 4.5: Table showing Occupation of consumer.

Profession Student Employee Business Others

Percentage 45% 40% 5% 10%

Graph no.4.5: Occupation of consumer.

percentage
Business 5% Other 10% Student 45%

Employee 40%

Interpretation: From the above data tabulated it is clear that 45% people are student ,40% people are employee ,5% people are businessmen and rest of people are having other profession.

Page 24

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No.4.6:Table showing customer use motor cycle. User Percentage

Yes

100%

No

00%

Graph no.4.6:User of motor cycle.

percentage

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% percentage

Axis Title

Yes 100%

No 0%

Interpretation: From the above table it is clear that 100% respondent use the motor cycle.

Page 25

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No 4.7: Table showing companys motor cycle use by customer.

Company Bajaj Hero Honda TVS

Percentage 50% 35% 12% 03%

Graph no.4.7:Companys of motor cycle use.

percentage
TVS 3% Honda 12% Bajaj 50% Hero 35%

Interpretation: From the above data tabulated it is clear that 45% respondent having Bajaj motor cycle ,40%respondent having Hero motorcycle ,12% respondent having Honda motor cycle and rest of having TVS company motor cycle. Page 26

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table NO.4.8: Table showing model of Bajaj use by customer. Model Discover125 ST Bajaj pulsar 4S champion Bajaj avenger Percentage 30% 45% 10% 15%

Graph no.4.8: Model of Bajaj use by consumer.

percentage
15% 30% 10% Discover125 ST Bajaj pulsar 4S champion Bajaj avenger

45%

Interpretation: From the above data tabulated it is clear that 45% respondent use Bajaj pulsar model motor cycle,30% respondent use Discover 125 ST model motor cycle,15% respondent use Bajaj avenger Model motor cycle and rest of use 4S champion motor cycle.

Page 27

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No.4.9: Table showing time period since the customers using Bajaj Discover 125 ST.

Time period Since 3months Since 6 months Since 9 months Above 9 months Graph no.4.9 :Time period of using.

Percentage 55% 30% 15% 00%

percentage
60% 50% 40% 30% 20% 10% 0% percentage Since 3 months 55% since 6 months 30% since 9 months 15% Above 9 months 0%

Interpretation: From the above data tabulated it is clear that 55% respondent using Bajaj Discover 125 ST since 3 months,30% respondents using since 6 months and rest of respondents using since 9 months.

Page 28

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No.4.10: Table showing reason behind purchasing Bajaj Discover 125ST. Reason Easy maintenance Low cost High performance Other Graph no.4.10: Reason of purchase. Percentage 30% 35% 30% 05%

percentage
5% 30% 30% Easy maintenance low cost High performance 35% Other

Interpretation: From the above data tabulated it is clear that reason of 35% respondents of purchasing of Bajaj Discover 125 ST is easy maintenance,30% respondent reason is low cost and same percentage respondent (30%) reason is high performance and rest of respondents reason is other such as style ,look, brand of purchasing Discover 125 ST motor cycle.

Page 29

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.11: Table showing media from consumer get information about Bajaj Discover 125 ST. Media TV ads News paper Out door Word of mouth Graph no.4.11: Media of information. Percentage 55% 10% 21% 14%

percentage
60% 50% Axis Title 40% 30% 20% 10% 0% percentage TV ads 55% News paper 10% Out door 21% Word of mouth 14%

Interpretation: From the above data tabulated it is clear that 55% respondent get information from TV ads,21% respondent get information from out door hording, posters,14% respondents take information from word of mouth and rest of respondents get information from News paper.

Page 30

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.12: Table showing purchase decision of consumer on discount.

Decision on discount Yes No Graph no.4.12: Purchase decision.

Percentage 38% 62%

percentage

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% percentage

Axis Title

Yes 38%

No 62%

Interpretation: From the above data tabulated it is clear that 38% respondent take decision of purchase Discover 125 ST motor cycle on discount like, exchange offer ,cash discount. And 62% respondents are not take decision of purchase on discount.

Page 31

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.13: Table showing satisfaction of customer regarding price of Bajaj Discover 125ST. Appropriate Yes No Percentage 85% 15%

Graph no. 4.13:Price satisfaction.

percentage
No 15%

Yes 85%

Interpretation: From the above data tabulated it is clear that 85% respondent are satisfied with price and 15% respondent are think that price is not appropriate of Bajaj Discover 125 ST motor cycle.

Page 32

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.14: Table showing consumer use of Bajaj Discover 125 ST for daily work. User Yes No Percentage 92% 08%

Graph no.4.14: Daily use of Bajaj Discover 125 ST motor cycle.

percentage
8%

Yes No 92%

Interpretation: From the above data tabulated it is clear that 92% respondents are use Bajaj Discover 125 ST motor cycle for their daily work and 08% respondents are use for their other work like for office use only, for going to college, and for long drive.

Page 33

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.15: Table showing customer travel on Bajaj Discover 125ST motor cycle in a week. Travel in a week 100-200 km. 200-500 km. 500-1000 km. Above 1000 km. Percentage 66% 22% 12% 00%

Graph no.4.15 :Travel in a week .

percentage
80% Axis Title 60% 40% 20% 0% 100-200km. 200-500km. percentage 500-1000km. above 1000km.

percentage

100-200km. 66%

200-500km. 22%

500-1000km. 12%

above 1000km. 0%

Interpretation: From the above data tabulated it is clear that 66% respondents travel 100 to 200 km. in a week,22% respondents are travel 200 to 500 km. ,12% respondents travel 500 to 100 km.ina week and no one respondent travel above 1000 km. in a week.

Page 34

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.16: Table showing Bajaj Discover 125 ST is suitable for life style of consumer. Suitable Yes No Graph no.4.16 :Suitability of life. percentage 100% 00%

percentage
Yes 0% No

100%

Interpretation: From the above data tabulated it is clear that 100% respondent accept that Bajaj Discover 125ST is suitable for their life style.

Page 35

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. Table No.4.17: Table showing future response towards Bajaj Discover 125ST brand. Prefer Yes No percentage 88% 12%

Graph no.4.17 :Future response.

percentage

90% 80% 70% 60% Axis Title 50% 40% 30% 20% 10% 0% percentage Yes 88% No 12%

Interpretation: From the above data tabulated it is clear that 88% respondents will prefer Bajaj Discover 125 ST brand in future and rest of seeing some things new in market or for new technology.

Page 36

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Table No:4.18: Table showing satisfaction of consumer. Satisfied Yes No percentage 100% 00%

Graph no. 4.18: Satisfaction of consumer.

percentage
120% 100% 80% Axis Title 60% 40% 20% 0% percentage

Yes 100%

No 0%

Interpretation: From the above data tabulated it is clear that 100% of the respondent are satisfied with Bajaj Discover 125 ST Motor cycle.

Page 37

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Chapter 5 FINDINGS& SUGGESTIONS 5.1 FINDINGS 1. Customers are generally satisfied with performance of Bajaj Discover 125 ST motor cycle. 2. Hero ,Honda and Bajaj is the most famous brand. 3. Favored bikes in todays date are Pulsar Apache Discover 125ST 4. Mostly people use Bajaj Discover 125St and Bajaj pulsar motorcycle. 5. Customer giving preference to Bajaj Discover 125ST as new purchasing motor cycle. 6. Low cost is what everybody wants. 7. 75% unmarried people likes to drive Bajaj Discover 125ST motor cycle and 25% married people are like to uses Bajaj Discover 125 ST motor cycle. 8. 19 to 30 age group people likes the Bajaj Discover 125ST to drive. 9. 45% student mostly like the Bajaj Discover 125 ST motor cycle. 10. In the income wise classification group, 20000-30000 income group like 40% and below 20000 income group people like 35%. 11. From the respondents, large number of people likes Bajaj bikes. 12. From the research, 35% respondents are adopted bikes by low cost, 30% by easy maintenance. 13. 55% people get the information by TV. 14. 38% purchase motor cycle on discount. 15. 85% people are satisfied with price. 16. 92% people use Bajaj Discover 125ST for daily work. 17. 66% people travel 100-200km.in a week on motor cycle. 18. 100% people say that Bajaj Discover 125 ST is suitable for their life style. 19. 88% people like to use brand Bajaj Discover 125 ST in future. Page 38

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. 20. 100% people are satisfied by Bajaj discover 125ST performance.

5.2 SUGGESTIONS Bajaj auto ltd. Should to introduce Bajaj Discover 125 ST motor cycle in new colors. Bajaj should to change look & style of Discover 125 ST it will defiantly make market for Bajaj. Bajaj should to use new technology for improving in mileage. Bajaj should to introduce new variant in the market for filling of customer requirement .

Page 39

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Appendices
QUESTIONNAIRE DEAR SIR/MADAM, I, THE STUDENT OF P. R. POTE (PATIL) EDU. & WELFARE TRUSTS GROUP OF INSTITUTES, COLLEGE OF ENGINEERING & MANAGEMENT, AMRAVATI, INTEND TO SUBMIT THE RESEARCH REPORT AS PART OF CURRICULUM ON
THE TOPIC ,

A STUDY OF CONSUMER BEHAVIOUR TOWARDS BAJAJ

DISCOVER 125 ST MOTOR CYCLE.. YOUR CO- OPERATION IN THIS ACADEMIC

PURPOSE IS EARNESTLY SOLICITED . THE

SO, PLEASE SHARE YOUR VALUABLE TIME TO FILL

QUESTIONNAIRE.

Thank you,

Yours Sincerely Maulavi Juned Khan Akbar Khan

1) Name (Optional):__________________________

2) Gender Male 3) Age a) Up to 18 years b) 19 to 30 years c) 31 to 40 years d) 41 and above

Female

4) Marital Status Married Unmarried

Page 40

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

5) Income level (p.m.): a) Below Rs. 20,000 b) Rs.20000 to 30000 c) Rs.30000 to 40000 d) Rs.40000 and above 6) Educational Qualification:HSC Post Graduation Graduation Other

7) Occupation:Student Business 8) Do you use motor cycle? Yes No Employed Other

9) Which companys motor cycle do you use? Bajaj Honda Hero TVS

10) Which models of Bajaj motor cycle do you use?

Discover 125 ST Bajaj Pulsar

4S champion Bajaj Avenger

11) From how much time you are using Discover 125 ST motor cycle?

since 3 months since 9 months

since 6 months above 9 months

Page 41

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

12) What is the reason behind buying Discover 125ST?

Easy maintenance High performance

Low cost Other

13) From which media you get the information about Discover 125ST?

TV ads Out door

News paper Word of mouth

14) Did you purchased Discover 125ST on discount ?

Yes

No

15) Do you think price of Discover 125 ST is appropriate ?

Yes

No

16) Do you use Discover 125ST for your daily work? Yes No

17) How much you travel on your motorcycle in a week?

100 to 200 km 500 to 1000 km

200 to 500 km Above 1000 km

18)Do you think Bajaj Discover 125 ST is suitable to your life style? Yes No

Page 42

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle. 19)In future would you like to switch to another brand other than Bajaj Discover 125 ST? Yes No

20) Do you think Bajaj Discover 125ST is better than other brands? Yes No

21) Are you satisfied with your motor cycle? Yes No

22) Which will your suggestions to Bajaj Discover 125 ST motor cycle for customer satisfaction?

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

Page 43

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Bibliography:
Reference Books: 1) Principles of Marketing Management by Philip Kotler. 2) Consumer Behaviour in Indian perspective by Suja R. Nair. 3) Chunawalla S. A., Commentary on consumer behavior, 2nd edition, 2005, by Himalaya Publishing House. 4) Michael R Soloman, Consumer Behavior, 8th edition, 2009, by Person Education Ltd. 5) Research Methodology Methods and Techniques, Second Revised Edition, by C. R. Kothari.

Magazines:1) 4Ps Business and Marketing. 2) Business Today.

News Paper:1) Times of India

Webliography:1) www.Bajaj auto.com. 2) E-mail: rahulbajaj@bajajauto.com

Page 44

A Study of Consumer Behaviour Towards Bajaj Discover 125ST Motor Cycle.

Page 45