A RESEARCH PROJECT REPORT

ON
A STUDY ON CONSUMER PREFERENCE
REGARDING TWO WHEELER
IN
BAREILLY
Submitted for the partial fulfillment of the
requirement for the award of degree
Of
MASTER OF BUSINESS ADMINISTRATION
(SESSION 2015-16)

SUBMITTED TO

Dr. A.P.J. Abdul Kalam Technical University, Lucknow

SUBMITTED BY:

MD ASIF ALAM
ROLL NO. 1447570045
UNDER THE SUPERVISION OF
MR. DEVENDRA SINGH

Department of Business Administration

SHRI JEET RAM SMARAK INSTITUTE OF
ENGINEERING & TECHNOLOGY, BAREILLY

DECLARATION
I hereby declare that this Project Report entitled A STUDY ON CONSUMER
PREFERENCE REGARDING TWO WHEELER in Bareilly, is a bonafied work done by
me for the award of degree of Master of Business Administration submitted to S J R S I E T
B a r e i l l y . The results embodied in this thesis have not been submitted to any other
University or Institution for the award of any Degree/Diploma Certificate or Published any
time before.

MD ASIF ALAM
MBA IV SEM
1447570045

ACKNOWLEDGEMENT
First of all, I would like to pay our heartiest thanks to
our Charman Mr. K.K Gupta Dwivedi
(Faculty
of
management
studies)
for
imparting
her valuable
guidance to us. And gave us the useful tips and
suggestions regarding the project. And other faculty
members for helping us.Also the research would not
have been possible without the respondents and,the
entire people who gave their precious time to us for filling
these questionnaires patiently. And provided their
valuable suggestions to make our project more accurate
and useful.
I am thankful to our librarian Mr. Srivastav and IT
incharge Mr. Shubham and ofcourse our class and also
last but not the least the I am thankful to my group
members(Ashish
dwivedi,
Chavi
singh,Monil
varshney,rekha chauhan and Varun singhal who
worked sincerely and with mutual
understanding and
co- operation.
YOUR NAME
PGDM-08029
Batch (2008-2010)

Table of
Contents
CERTIFECATE ........................................................................................................................ 3
ACKNOWLEDGEMENT......................................................................................................... 4
PREFACE................................................................................................................................. 5
1.

INTRODUCTION ............................................................................................................. 6

2.

RESEARCH OBJECTIVES............................................................................................... 7

3.

RESEARCH METHODOLOGY ....................................................................................... 8

4.

DATA ANALYSIS ............................................................................................................ 9

CONCLUSION....................................................................................................................... 17
RECOMMENDATIONS ........................................................................................................ 18
BIBLIOGRAPHY ................................................................................................................... 19
APPENDIX ............................................................................................................................ 20

CERTIFECA
TE
TO WHOM SO EVER IT MAY CONCERN

This is to certify that YOUR NAME a student of COLLEGE

NAME of PGDM Programme has started her project of
doing a survey and to prepare a research report of twowheeler market survey inBareilly under my guidance.
She is doing her task with eficiency and has zeal
for learning.

PREFAC
E
Quite frequently these days people talk of research
both at academic institute &outside.
Several research
studies are undertaken &accomplished year after year.
Research is the all pervasive key and the brain for
decision making in the organization
. But in most cases very little attention is paid to
an important dimensions relating to research namely
that of research methodology. The need, therefore,
is
for
those
concern with research to pay due
attention to designing and adhering to the appropriate
methodology through out for improving the quality of
research. The methodology may difer from problem to
problem, yet the basic approach toward research remain
the same .
Keeping all this in view , we used
C.R
KOTHARI , S.N MURTHY & U BHOJANNA
the writers
of
research
methodology(research
methods
and
technology) which has helped us in making
the
research exploratory
as well as result oriented
research. We the students of PGDM will join the
corporate world , we need to know the methodology to
be adopted to conduct the research , in terms of
gathering data, interpretation & report writing and
also use of statistical techniques thus these books have
made it possible to continue with the same.
The concern of todays leading organizations is the
purpose of creating more value for customers. This value
end focus provides competitive advantage that has
become a necessity today .

Here with this research conducted considering the fact

that the market has become customer centric, with
changing life style,
tastes, & preferences of customers, customerisation is
the watch- word of this millennium .
Thus , this research is a small start to understand the
consumers
preference
regarding
two
wheelers .

1. INTRODUCTION
The Indian industrial sector has undergone profound
regulatory changes in recent times as a consequence of
the economic reforms program put together in between
1988 and 1991. Consequent to these reforms some of
the industries that have been influenced the most have
been the consumer durables industry, the automobiles
industry and certain financial services. In an evolving
industry especially in emerging economies like India, it is
extremely important to formulate optimal policies on
competitions in order to promote both competition as
well as growth.
India is the second largest manufacturer of two wheelers
in the world. It stands next only to Japan and china in
terms of the number of two wheelers produced and sold
respectively.
The Indian two wheelers industry can be broadly
classified into three major segments i.e:1. Scooters
2. Motorcycles
3. Mopeds.
Here in this study , by this research we are trying to
analyse about the number of two wheelers and how
many people are using two wheeler. what motivates and
influence them to buy two wheeler what is the most
preferable choice in two wheelers in case of motor cycles
and scooters and the most recent two wheelers choice in
the market .what are their preferences , satisfaction
level, who influenced them and the reason to buy.

2.

RESEARCH OBJECTIVES

Each and every work in our life is governed by some

aims or objectives. Any work without any objective is like
a ship in the mid sea without a compass. So for every
work objective should be specific and focused. Our
project is not an exception. Our questionnaire tells about
the objective of the study in a nutshell.
To identify and analyze the market of automobile
industry in two wheeler segment.
Giving conclusions and recommendations.

3.

RESEARCH METHODOLOGY

RESEARCH USED
The study of dissertation is based on descriptive research. The
major purpose of descriptive research is to give description of
the state of afairs as its exist at present. The main
characteristic of this method is that the research has no control
over variables; this can only report what has happened and what
is happening.

PRIMARY
SOURCES
Primary data has been collected with help of questionnaire from
various two wheelers users. The data collected through
questionnaire form that is filled by the general public according
to the researchers convenience.

SAMPL
E
sample size for this research is 240 and sample is taken
randomly .

ANOV
A
It is a statistical technique used to test and draw the inferences
whether the sample belongs to the same population or not, here
the data is quantitative in nature and normally distributed.
In this research we are using two way
anova.

CHI
SQUARE
Chi square symbolically written as 2 .

It is a measure used for sampling analysis and applicable in

large number of problems. It is technique used for
1.To test goodness of fit.
2. Test the significance of association between two
attributes &
3. The significance of population variance

4. DATA ANALYSIS
Here we are using two way ANOVA for analyzing And pie
chart.

Q 1- Distribution of respondents according to their

gender and occupation.
Frequency Table no: 1
student service business others
87
48
38
8

Male
Female

90
80
70
60
50
40
30
20
10
0

33

15

male
female

student

service

business

others

INTERPRETATIO
N:
Here we find that the number of male students are more than
the female students. It is also seen that the males are using
two-wheeler whether they are students or service goers than
female students, service goers. We have seen females doing

business and engaged in others are using very less number of

two-wheelers.

Q 2- Distribution of respondents according to whom

the services are provided.
Frequency table no :2

YES
NO

190
50

75%

YES
NO

285%

INTERPRETATION:
Here we analyzed that the percentage of getting services is
more than that of getting no services . This may be due to
service centers are not accessible .

Q 3-Distribution of respondents according to their area

where they live and area of purchase.
Frequency table 3
exclusiv non-exclusive road shops sale mela
e
Rural
9
0
2
1
semiurban
26
19
4
0
Urban
94
28
6
4
Metro
26
8
8
2
100
90
80
70
60
50
40
30
20
10
0

RURAL
SEMI URBAN
URBAN
METRO

Excl

N-EXCL Roadshop Salemela

INTERPRETATI
ON:
The respondents living in urban cities are more interested in
buying two- wheeler from exclusive showrooms and there is very
less number of urban respondents to buy from road shops and
sale mela. For metro respondents there is no preference for
buying two-wheeler from road shops and sale mela.

Q 4-Distribution of respondents according to the

service getting and their level of satisfaction.
Frequency table no:4
Very low Average High
55
75
5
26

Yes
No

Very High
42
18
16
3

80
70
60
50

Yes

40

No

30
20
10
0

Very low
high

Average

High

Very

INTERPRETATI
ON:
The respondents who are getting the services have the average
level of satisfaction and there are very less number of
respondents who are getting services have very high satisfaction
level.

Q 5-Distribution of respondents response towards

service getting from different brands.
Frequency table no:5
Bajaj
Yes
No

Honda
60
17

Yamaha Tvs
42
15
8
6

Hero hond I-motors Lml

23
25
10
5
7
2

10
1

60
50
40
Yes
NO

30
20
10
0

Bajaj

Yamaha

Hero
honda

LML

INTERPRETATI
ON:
By this chart we analyse that Bajaj and Honda are highest
service providers to their two-wheeler buyers than other brands
existing in two-wheeler market. And the level of satisfaction of
getting services is also higher in Bajaj.

Q 6-Distribution of respondents according to their

choice of best promotion scheme,
Frequency table no : 6
exchange lucky dra finance campaign
70
42
88
40

EXCHANGE
LUCKDRAW
FINANCE
CAM PAIGN

INTERPRETATIO
N:
According to the respondents it is analyzed that they feel more
to go for finance schemes for purchase of two wheelers so they
can have easy reach to buy two wheelers.

2. Data Analysis with the help of

chi square.
Observed
table
Occupation
>
Gender
Male

Student Service

Business Others

87

48

38

Female

33

15

Expected table
Occupaton

Student

Service

Business

Others

Male

91

48

32

10

Female

29

15

10

Gender

Ho: there is no significant difference in male and female

occupation who are using two-wheeler.
Hi: there is significant difference in male and female
occupation who are usingtwo-wheeler.
Test Statistic: (Oij-Eij)2
Eij
Where; Oij = observed frequency.
Eij = expected frequency.

Groups
MALE
Student

Observe
d
frequenc
Oij
87

Expected Oij-Eij
Frequenc
y
Eij
91
-4

(OijEij) Eij
.17

Service 48
Business 38
Others
8

48
32
10

0
6
-2

0
1.125
.4

FEMALE
Student
Service
Business
Others

29
15
10
3

4
1
-5
2

.55
.06
2.5
1.33

33
16
5
5

2 =(Oij-Eij)2
Ei
=
6.135
degree of freedom= (C-1)
(r-1)
= (4-1) (2-1)
=3
the table value of 2 for 3 DOF at 5% level of significance
is 7.815. the calculated value of 2 is less than this table value
and hence we can conclude that null hypothesis is accepted that
there is no significant difference in male and female occupations
who are using two-wheeler.
At 1% level of significance: the table value of 2 for 3 DOF at 1%
level of significance is 11.314. the calculated value of 2 is less
than this table value and hence we can conclude that null
hypothesis is accepted that there is no significant difference in
male and female occupations who are using two- wheeler.

CONCLUSI
ON
Understanding consumer behavior in the present scenario is
extremely important as it is no longer a simple task. Now the
consumer is considered to be the King. He is the price-maker and
not price-taker. . Earlier, there used to be a few two wheeler
manufacturers who held a monopoly. However, this situation has
changed with the entry of other competitors, especially after
liberalization and globalization. The foreign collaboration saw
production going up tremendously due to the availability of
many alternative choices, consumer preferences and needs
changed. Suddenly, the buyer came into focus. Hence, this study
makes an attempt to know the changes in the two wheeler
markets and buying motives of two wheeler buyers. The study
was conducted by using the survey method.
The study revealed the consumer preference and ownership
pattern and the sources of information they used to make the
purchase decision, and importance given to various evaluation
criteria.
Understanding consumer behavior or "knowing customers" is not
easy. Customers may state their needs and wants but act
otherwise. They may not be in touch with their deeper
motivation. They may respond to influences that change their
mind at the last minute.
Talking of the two wheeler industry, the names that efortlessly
come to us is Bajaj Auto, Hero Honda, TVS Motor, Yamaha Motor,
Kinetic and others. The two wheeler segment has played an
important role in giving a push to the automobile industry in
India. In fact, the production, sales and exports of the two
wheelers is a fair indication of the growing importance that it
enjoys in this country's manufacturing economy. An overview of
the two wheeler industry makes this clear that the two wheelers
are among the most sought after automobiles in India for some
time and the trend is likely to stay for a while.
But is also observed that consumer are not that satisfied with
the services provided by the two wheelers service provided
.service is provided but than to identify which is the factor that
make consumers unsatisfied and another is the rural sector

where demand for two wheeler is not to the level as it should

be since it also generates demand for many products whether
the FMCG products or any other technology equipments.

RECOMMENDATIONS
The economic growth, need for better conveyance and gradually
improving road infrastructure coupled with better credit and
financing options, have acted as a major catalyst in encouraging
the growth and development of the two wheeler segment in
India. Further, the new and improved features on the two
wheelers, their stylish and trendy looks and a rage with the
country's youth who form a substantial influence in
determining the consumer behavior have ensured that the
two wheelers remain on top of the automobile industry's
agenda in India.
With that of the recommendations it is also recommendable
to introduce such two wheelers that would make it easy on o be
used in rural kacha roads and with understanding of their income
level.
So that they can easy make expenditures to buy two wheelers
and that would be afordable for them just like 4-wheelrs NANO
TECHNOLOGY that is made keeping in mind that every class of
society should have an easy access to purchase cars . The
similar concept is to be taken while lau nching new two
wheelers that should be in range of every class of society.

BIBLIOGRAP
HY
C.R KOTHARI
(RESEARCH METHODOLGY RESEARCH
METRHODS AND TECHNOLOGY)
S.N MURTHY & U BHOJANNA
(RESEARCH METHODOLGY RESEARCH
METRHODS AND TECHNOLOGY)
WEBSITES
WWW.GOOGLE.C
OM

APPENDI
X

Use of graphs and pie charts.

Graphs
90
80
70
60
50
40
30
20
10
0

East
West
North

1st Qtr
Qtr

2nd Qtr

3rd Qtr

4th

PIE CHART

1s t Qtr
2nd Qtr
3rd Qtr
4th Qtr