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A case study of Supreme Auto Dealer’s Pvt. Ltd., Shivamogga

 Introduction
 Aims and objectives
 Statement of Problem
 Scope of study
 Methodology
 Limitations
Chapter 2: Company Profile
 Company's history
 Mission and vision statement
 Awards
 Organization chart of the company
Chapter 3: Firm Profile
 Infrastructure
 Organization strategy
 Organization chart
 Marketing mix strategy
Chapter 4: Product Profile
 Introduction
 DTS –I Technology
 About Bajaj Pulsar 220 DTS-i
 Features
Chapter 5: Consumer attitudes towards two wheelers
 Consumer attitude
 Determinant of buyer behavior, internal factors
 Conclusion
Chapter 6: Data analyses and Interpretation
Chapter 7: Findings, Suggestions and Conclusion

 Questionnaire
 Bibliography

Chapter – 1

 Introduction
 Aims and objectives
 Scope of study
 Methodology
 Limitations

Now a day two wheelers has become more popular among the middle
class and rich class people of the city. They have a craze of purchasing
two wheelers but sometimes there must be a necessity. Two-wheeler is a
convenient and comfortable for every one.

Bajaj Pulsar 220 DTS-i is one of the dreaming bikes of younger as well
as elder generation of the trend. It has become a fashion to ride the two
wheelers in city. To increase the importance and demand for two
wheelers in Malanad city of Shivamogga. I have selected this topic for
my project report. This project report required the details about history,
achievements and dynamic growth in marketing and consumer attitude
towards Bajaj Pulsar 220 DTS-i and also to study the regarding history
of Bajaj auto ltd and improving competition in present market.

Today world customer is the king irrespective of whatever the business

may be, wherever the operations may be .A good business organization
is known by its strong customer loyalty, which turns to become a
unified family.

The project assigned to me by the company was a consumer attitude

towards Bajaj Pulsar 220 DTS-i bikes among the dealers and customers
with special reference to Supreme Bajaj dealer and loyalty of customers
towards the bike. The objective of the study was to find out the dealers
and customers opinion about the bikes with special reference to Pulsar
220 DTS-i dealer to understand how market fluctuations affect their

strategic decision. The research methodology was descriptive in nature
encompassing a sample of customers for in-depth analysis.

During the first two decades of independent India the two wheelers
industry has more or less monopolized by two or three major
manufactures with are assured market people waited for lager period to
get a vehicle there by restricting their choice. In the seventies, there
was a drastic increase in the petroleum price in the international
markets. This led to the development of fuel economy vehicles in

 Mileage problem
 For Bajaj pulsar bike battery
 Bajaj pulsar battery out of date
 New Bajaj Pulsar 220Ns engine noise very badly
 Really tired of taking Bajaj pulsar to service center
 New Bajaj Pulsar 220NS engine noise coming very badly
 Bajaj Dealer complaints- Improper service, spare parts removed
 Improper service, spare parts removed/Exchanged from Bajaj Pulsar
 Bajaj Pulsar 220 handle problem
 Bajaj pulsar 220dtsi bike cylinder is leaking
 Bajaj pulsar bike gear problem
 Bajaj unsatisfactory service & rough behavior.

 The scope of the study is restricted to the consumer attitude towards
Bajaj Pulsar 220 DTS-i in Shivamogga.
 Finding the strength and weakness of the Bajaj Pulsar 220 DTS-i
 For estimating the number of future purchase
 Finding the market potential and awareness of this vehicle
 Finding the position of the vehicle among the competitors
 Finding the perception of consumers about the vehicle.


 To understand analyze the consumer attitude towards Bajaj Pulsar
220 DTS-I in Shivamogga.
 To analyze the general problems in marketing of the Bajaj Pulsar 220
 To find factors influence the selection of the product
 To give suggestion to improvement of marketing strategy of
Supreme Auto Dealer’s Pvt. Ltd.
 To find the potentiality of the bike Pulsar 220 in Shivamogga.
 To find out the mode of purchase opted by the customer and opinion
about various schemes of bike purchase
 To find out the reasons for not purchasing the Pulsar 220 bike
 To final the factors those influence the selection of the products
 To know the customer attitude toward the products
 To give suggestions to improve strategy

Both primary and secondary data have been collected to bring out this
project report.
Primary data have been collected through
 Personal interview with two wheeler customers
 By the process of random sampling.
 Structured questionnaire was used to avoid unnecessaey detail to get
the required data.

Secondary data:
This is another source of information that I got from secondary sources
by means of the following.
 Supreme Auto Dealer’s Pvt. Ltd.
 Auto magazines
 News paper and journals
 Web sites
 Friends and relatives etc.

 Project work and study is confined to Shivamogga only.
 The data was collected from 100 respondents only. Their feeling and
views are portrayed in the statistical and graphical manner. Thus it
can be a limitation.
 The total number of users of Bajaj Pulsar 220 DTS-i used in project
work is 40. This is very small compared to real number of users of
this vehicle.
 The duration for the survey was very less.
 The project work is confined to Supreme Auto Dealer’s Pvt. Ltd.
Shivamogga only.


 Company's history
 Mission and vision statement
 Awards
 Organization chart of the company

The background of Bajaj Company

The Bajaj group is one of the top 10 business concerns in India its
foot point stretcher over a wide range of industries, spanning
automobiles 12 wheelers and the three wheelers, lighting iron and
home appliances insurance, travel, and finance.

It was founded in 1926 at a height of India’s movement for

independent from the birth the group has on illustrious history the
integrity dedications resourcefulness and determination today are
often traced back of its bitch during there days of relentless devotion
to a common case, Jomanlar founder of the group was a close
confident and discipline of mahatma Gandhi in fact Gandgiji had
adopted him as his son. This close relationship and his deep
involvement in the independence movement did not leave Jamalal
Bajaj with much time to spend on his newly launched business

His son Kamalanayan Bajaj when he was 27 took over the rains of
business in 1942 he to be close to Gandhi and it was only after
independence in 1947 that he was able to give his full attention to the
business. Kamalanayan Bajaj not only consolidated the group but
also the flagship companies has gone up form 72 million to rs.47.18
billion (US $ 936 million) its product portfolio has expanded from
one to and the brand has found a global market. He is one of the
Indian’s must distinguished business leaders and internationally
respected for his business acumen and entrepreneurial spirit.

About their brand identity

Brand identity:

 Brand is the visual expression of our thoughts and actions.

 It conveys to everyone our intention to constantly inspire
 Customers are the primary audience for our brand.
 Indeed, our brand identity is shaped as much by their belief in
Bajaj as it by our own vision.
 It can do this by living brand essence and by continuously seeking
to enhance the customer’s experience.
 In doing these, they ensure a special place for themselves in the
hearty and the minds of the customers.

Brands Essence:

 Brand essence is the soul of brand. It encapsulates the mission at

 It is the singular representation of our term of endearment with
the customers and also it provides the basis on which we grow
profitably in the market.
 Brand essence is excitement
 Bajaj strives to inspire confidence through excitement

Brand values:


 Learning is how we ensure proactively.

 It is a value that embraces knowledge as the platform for building
well informed, reasoned and decisive actions.


 Innovation is how we create the feature.

 It is a value that provokes us to reach behind the obvious in
pursuit of that which exceeds them ordinary.


 Perfection is how we set new standards.

 It is value that exhibits our determination to excel by endeavoring
to establish new branch marks all the time.


 Speed is how we convey clear conviction.

 It is a value that keeps us sharply responsive, mirroring our
commitment towards our processes.


 Transparency is how we characterize ourselves.

 It is a value that makes us worthy of credibility through integrity
of trust through sensitivity and of loyalty through


 We approach our responsibilities with ambition and resource

 We organize ourselves for a transparent and harmonious flow of
 We respect sound theory and encourage creative experimentation.
 We make our work place a source of pride

We Believe In:

 FAIRNESS- To all shareholders in the co, but especially to

minority shareholders.
 Disclosure- of all relevant financial and non financial information
in on easily understood manner.
 Supervision of the company’s activities by a professionally
competent and independent board of directors.

Management profile:

Rahul Bajaj Chairman

Madura Bajaj Vice chairman
Rajiv Bajaj Executive director
Sanjiv Bajaj Executive director
D.D.S. Mehta Whole time director
Kantikumar R.Podar Director
Shekar Bajaj Director
D.J Bajaj Roa Director
J.N. Godrej Director
S.H. Khan Director
Mrs. Suman kirloskar Director
Naresh Chandra Director
Nonoo panmai Director

Manish Kejriwal Director
P. Murari Director
Niraj Bajaj Director

Company's History

Bajaj Auto Ltd

Type Public
Founded 1945
Headquarters Pune, India
Rahul Bajaj (Chairman), Rajiv Bajaj (Managing
Key people
Revenue Rs. 81,063 billion (2012) or USD 1.32 billion
Net income Rs. 11,016 billion
Employees 10,250 (2011-12)

Bajaj Auto is a major Indian automobile manufacturer. It is India's

largest and the world's 4th largest two- and three-wheeler maker ]. It is
based in Pune, Maharashtra, with plants in Akurdi and Chakan (near
Pune),Waluj (near Aurangabad) and Pantnagar in Uttaranchal. Bajaj
Auto makes and exports motorscooters, motorcycles and the auto

The Forbes Global 2000 list for the year 2010 ranked Bajaj Auto at

Over the last decade, the company has successfully changed its image
from a scooter manufacturer to a two wheeler manufacturer. Its product
range encompasses Scooterettes, Scooters and Motorcycles. Its real
growth in numbers has come in the last four years after successful
introduction of a few models in the motorcycle segment.

The company is headed by Rahul Bajaj who is worth more than US$1.5


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. In 1959, it obtained license from the
Government of India to manufacture two- and three-wheelers and it
went public in 1960. In 1970, it rolled out its 100,000th vehicle. In
1977, it managed to produce and sell 100,000 vehicles in a single
financial year. In 1985, it started producing at Waluj in Aurangabad. In
1986, it managed to produce and sell 500,000 vehicles in a single
financial year. In 1995, it rolled out its ten millionth vehicle and
produced and sold 1 million vehicles in a year.

Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With
Kawasaki Heavy Industries of Japan, Bajaj manufactures state-of-the-
artrange of two-wheelers. The brand, Pulsar 220 is continually
dominating the Indian motorcycle market in the premium segment. Its
Discover DTSi is also a successful bike on Indian roads

Focus on value based manufacturing Fostering team work & enhancing
the capability of the team Continual Improvement Total elimination of
wastes Pollution free & safe environment

To attain World Class Excellency by demonstrating Value added
products to customers

Bajaj Limited is to cater the market needs of transportation by providing 2
wheeler and 3 wheeler vehicles. BALW has been producing the catalogue
products to cater to the changing market requirements. Based on the customer
feedback, improvements are being made continuously in the existing

To catapult Bajaj Auto as the country‘s largest automobile company.

Awards 2013-14
Outstanding Business Leader of the Year
NDTV Profit Business Leadership Award Young Business Leader
Autocar Awards 2012 Kawasaki Ninja Premium Bike of the Year
Ernst And Young “Entrepreneur of the Year” Business Transformation

In India, the Company sold 2,566,757 motorcycles during FY2012. That
was 6.3% higher than the sales in the previous year. As mentioned
earlier, FY2012 has been a year of lower growth for the domestic
economy, with almost all sectors reporting subdued numbers. Sale of
motorcycles in India was no exception. After two good quarters, sales
growth fell very sharply in Q3 FY2012 and Q4 FY2012, to eventually
clock 11.9% in FY2012, versus 22.9% last year.

Both urban and rural markets were affected by high consumer interest
rates, increasing petrol prices and overall inflation. Even the 11.9%
growth was severely skewed across quarters as well as segments. Sales
of models belonging to the upper end Performance segment remained
flat year-on-year. With a substantial proportion of Bajaj Auto’s business
coming from the Performance segment, the Company’s sales growth by
volume was more muted at 6%. As evidenced in the first two months of
ongoing financial year 2012-13, the growth continues to be muted.
Industry growth for H1/FY2013 is expected to be in the range of 6-7%
only. However, we expect an acceleration in growth in the second half
of the fiscal year 2012-13.
The good news is that Bajaj Auto continues to dominate the
performance segment. It sold 716,267 motorcycles in this segment in
FY2012, with a market share of 44%. This, despite the segment being
most hotly contested by every major two-wheeler company with a large
number of models fighting for market share.

The Company’s key brand in this segment, Pulsar 220, is now into its
10th year. Pulsar 220 is the only brand in the Performance segment
whose cumulative sales have crossed the 5 million mark. To increase the
momentum in the Performance segment, Bajaj Auto unveiled the next
generation Pulsar 220 200 NS in January 2012. Pulsar 220 200 NS is
expected to re-define motorcycling just as the original Pulsar 220s did
in 2001. To dominate the high end, Bajaj Auto launched the KTM Duke
200 in January 2012. Known for their legendary racing achievements,
KTM is Europe’s second largest motorcycle manufacturer and
dominates the off-road segment across the world. The first offering from
the KTM stable in India, the Duke 200, is being retailed through
dedicated KTM stores. Both the KTM Duke 200 and the Kawasaki
Ninja 650R, launched earlier in June 2011, have received excellent
In FY2011-12, the Discover range in the mid-Commuter Deluxe
segment has sold more than a lakh motorcycles every month, with
annual sales of 1,279,619 bikes. Within Discover, contribution of the
more powerful 125cc+ has nearly doubled to 53% of the brand portfolio
this year. With several product and marketing initiatives planned for
FY2014, Discover is set for further growth.
Reflecting the changing dynamics in the motorcycle market during
FY2013, the Commuter Standard segment grew the fastest. Bajaj Auto
also clocked healthy growth here with an annual volume of 570,871
motorcycles — contributed largely by the Platina.


Product Award Award Body

Kawasaki Ninja Bike of the Year IMOTY

Pulsar 220 135LS Bike of the Year ET NOW - ZigWheels

Discover DTS-Si 100cc Bike of the Year ET NOW - ZigWheels

Pulsar 220 135LS 150cc Bike of the Year ET NOW - ZigWheels

Kawasaki Ninja 250cc Bike of the Year ET NOW - ZigWheels

Pulsar 220 135LS Technology of the Year ET NOW - ZigWheels


Discover DTS-Si Most Value for Money-Bike of the ET NOW - ZigWheels


Kawasaki Ninja Motorcycle of the Year - Bike upto NDTV Profit - Car & Bike
250 cc

Bajaj Discover Motorcycle of the Year - Bike upto NDTV Profit - Car & Bike
DTS-Si 125 cc

Kawasaki Ninja Two Wheeler of the Year NDTV Profit - Car & Bike

Product Award Award Body

Bajaj Pulsar 220 135 LS Bike of the Year 2010 BBC - TopGear
Bajaj Pulsar 220 Hall of Pride Awards CNBC –Bajaj Pulsar
220 135 LS Bike of the Year Bike India
Bajaj Pulsar 220 135 LS Bike India upto 150 cc Bike India
Bajaj Avenger 220 2011 Mc of the year upto 250cc NDTV Car
Bajaj Pulsar 220 135 LS "Golden Steering Wheel" for Executive
Motorcycle Auto Build
Discover 150 DTS-I Best Value for Money Vehicle of the Year


Chairman & Managing Director

Executive Whole time Vice chairman President Company

director director Secretary

Vice president

Finance Insurance Material Project Business Operator

& marketing

General Manager

Production & Corporate Information Machine Finance Engineering

engineering officers marketing tool support
Production Finance Management& Motor cycle
Engineering Information division Marketing
3-wheeler service

3-wheeler Over seas Corporate

Marketing manufacturing Finance

Chapter – 3


Supreme Auto Dealer’s Pvt. Ltd., have been incorporated as a

franchisee the firm was establish in 2006 the firm is located in New
Bridge Road, Kanaka Nagar, Shivamogga. First it was established as
supreme motors that it is named as Supreme Auto dealer’s Pvt. Ltd.,

Infrastructure facility:
Land and building : the firm has its own land whose room, work shop
& spare parts section.
Power : the total electric power used by the firm is 400 units per month
& the same is supplied by K E B
Machinery :
The firm is well equipped with all required tools. There are require for
the servicing of all vehicles.


The firm has sufficient staff there are 100 employee in the firm.
The office staff includes 4 departments. They are
1. Sales department
2. Service department
3. Spares department
4. Accounting department

1. Sales Department :
Here the vehicle is sold to the customer as their wants. this
department includes both two and three wheeler vehicle. The

monthly sales is 80 of three wheeler and 300of two wheeler. Now the
supreme auto dealer’s pvt. Ltd., has become highest selling two
dealer in Shivamogga city. In this department the customer never had
to complaint about the firm.
2. Service Department
After the sales of the product, the customer wants friendly service by
the firm and it is in supreme auto dealer’s pvt. Ltd., they have hi-tech
work shop for motor cycle. And also it was awarded for excellent
service twice.
3. Spares Department :
In this department, we get all spares part of the vehicle easily, which
gives you best quality which gives you best quality in best price.
4. Accounting Department :
This is the main and financial department of the firm here we can
came to know about the sales volume of the year accounting
concerns the accounting department.

Marketing Mix Strategy
Marketing is analysis planning and controlling the firm activities
with a view of satisfying the needs wants of the chosen customer can be
attracted by the following four ways namely.
1. Product
2. Price
3. Promotion
4. Physical distribution
These four are called 4 PS of marketing are the marketing mix
1. Product
It is first ‘p’ of the marketing. It consist of bundle of utilities and
expected to customer. A product must be satisfactory to the consumer
because it is to be who is the ultimate user. In case of the product
concept not only the physical attributes are accountable but also
other attributes like presale & service are considered some of which
may be as following.
 The physical product itself
 Brand name
 Package
 Colour, size shape etc.
 Price
 Service offered
 Safety
 Corporate image as well as the brand image.

2. Price
Price is a very important factor. Price means the exchange value of
an article in terms of money without it we cannot buy or sale
anything. Price of a product consist of the physical product plus the
bundle of expectations the product should be worth the price only
then will be the consumer is satisfied. Thus in case of bajaj auto ltd.,
they have fixed responsible price for their vehicle & thus their great
demand in the market.

3. Promotion
It is activity concerned with the market communication. Promotion
involves advertising personal selling , dealers & sales promotion.
Advertising means nothing but a form of non-personal presentation
& promotion ideas. Good services by an identified sponsor. It is a
form of publicity.
Sales promotion plans are required to attracted the attention of the
consumer & create demand for the product.

Marketing strategy adopted by Supreme auto dealer’s pvt. ltd.,
a) Advertising policy
The advertising policy is to be adopted by the supreme auto
dealer’s pvt. Ltd., as follows
 Demonstration of the vehicle in rural areas through mobile
service van by the cable t v advertisement
 Through hording boards
 Advertisement through media like news paper etc.

b) Counter Sales
Counter sales is nothing but sales department sales their product
their customer when the customer came to his show room. The
receptionist or sales executives attend the customer & give complete
information about the product which product do they want and also they
try to motive the customer to buy their prodct.

c) Direct Marketing
It is also a kind of marketing here sales executives of the firm
meets the customer face to face and give full information about the
product and also collect their opinion towards the product.

d) Tele- Marketing
It is also a kind of marketing here some employees in the firm
call to many people and give detailed information about product in
sometimes the company gives marketing responsibility of their product
to BPO

e) Mela’s
This is a outside marketing it is conducted by the firm or
company. The main objective of these kind of marketing is to do
publicity about our product & firm.
The firm can arrange exchange and loan mela that provides an
opportunity to exchange their old bike and also provides loan for
purchasing new bike.

F) Invitation Letters
This letter send to many customer or people who are located near
to show room. This letter contains detailed information about their new
offers and their new products.

4. Distribution
It is flow of goods the producer or the manufacturers to the ultimate
consumer. Distillation channels represent a chain of middle man
participating in the transferring of goods. Some of the channel s are :
 Manufacturers  whole sellers  retailers  consumers
 Manufacturers  sales man  dealers  consumers
 Manufacturers  retailers  consumers
 Manufacturers  consumers

Chapter – 4

 Introduction
 DTSi Technology

 Bajaj Pulsar 220cc DTS-i –An Overview

 Specification

Product Profile


Bajaj Pulsar 220 is a motorcycle brand owned by Bajaj Auto in India.

The two wheeler was developed by the product engineering division of
Bajaj Auto in association with Tokyo R&D, and later with motorcycle
designer Glynn Kerr. Currently there are five variants available, with
engine capacities of 135 cc, 150 cc, 220 cc, 200 cc, and 220 cc.
Previously it was also offered with a 200 cc DTS-i oil cooled engine,
which now has been discontinued. Instead a new version Pulsar 220
200NS was launched in 2012. With an average monthly sales of around
86,000 units in 2011, Pulsar claimed a 2011 market share of 47% in its
segment. By April 2012, more than five million units of Pulsar were

DTSi Technology

DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark.
Bajaj Auto holds an Indian patent for the DTSi technology.[citation
needed] The Alfa Romeo Twin-Spark engines, the BMW F650 Funduro
which was sold in India from 1995 to 1997 also had a twin-spark plug
technology, and the Rotax motorcycle engines,more recently Honda's
iDSI Vehicle engines use a similar arrangement of two spark-plugs.
However very few small capacity engines did eventually implement
such a scheme in their production prototypes.

Bajaj Pulsar 220 DTS-i –An Overview

Launched in 2001 along with its 150cc sibling, Bajaj Pulsar 220cc was
the originator of a true biking revolution in India. Known, by then, to
only small-size motorcycles that served only as a convenient and
inexpensive means of travel, the Indian roads had been unaware of the
real spirit of biking, and so were the riders of those roads. It was Bajaj
auto that introduced the Indian streets to an altogether different class of
bikes that were designed to satiate the longing of those passionate about
biking. Starting from 2001, Bajaj Auto has brought forward a number of
striking models in the Pulsar range, never forgetting to upgrade the
existing ones. And which each new update or launch, this Indian bike-
major has provided the Indian crowds with something to gape at.

Bajaj Pulsar 220 itself has been through a series of alterations occurring
every two or three years. Starting with the debut in 2001, Pulsar 220 has
had fresh models released in the years 2003, 2005, 2006, 2009 and

2011. While this Bajaj Pulsar 220 DTS-i came out in 2009, the year
2011 saw some more updates though nothing spectacular enough to fit
the earlier track-record of Bajaj Pulsar 220. Getting a number of style
cues from the beefy Pulsar 200, Pulsar 220 Dtsi now flaunts a more
muscular look, its cleverly tweaked mill delivers a better performance
and several improvements in its structure account for an easier handling.

The latest variant of Bajaj Pulsar 220cc DTS-i sports a design that is the
perfect blend of the vibrant contours of the older 220 and the muscular
build of the 200 model. It has a length of 2035mm, width of 765mm and
height of 1165mm which gives the bike a fairly wide ground clearance
of 150mm besides a wheelbase of 1350mm. Weighing a total of 147kg,
the Pulsar 220 Dtsi has been given a very sprint-y look with its
aerodynamic fairing, up-swept muffler and a build that is brawny but
with a clear dash of sleekness. The handlebars are clip-on type which
imparts better handling, and the placing of the switches for the electric
start, engine kill and passing on the handlebars makes those controls
easily reachable. The seats are split-type and so are the alloy grab-rails
which, again, complements the sporty stance of the motorbike. Coming
to the electricals, the Pulsar 220 has a 12V full DC electrical system

that delivers a 35W of power for both the high as well as the low beam
of the headlamp.

Coming from an attractive line-up of Pulsar 220, Bajaj Pulsar 220 was,
no doubt, a head-turner right from the inception. But borrowing some of
the beefy muscle from its 200 sibling model only worked to enhance the
charm of those fascinating curves even more. The front of this
motorcycle flaunts a sharply designed headlamp fitted with twin pilot
lamps that together resembles a wolf's eye giving the bike a very wild
front facade. But it is the side view that is more worthy of gawking at.
The broad and beefy fuel tank of Pulsar 220 Dtsi which already
imparted a very energetic feel to the bike owing to its aerodynamic
fairing, now looks even more dynamic with the 200-inherited raised
lettering and sharp extensions. Plus, the 37mm silver-coated front forks
adopted from the Pulsar and the thicker rear tyre mounted over a six-
spoke alloy wheel add more muscle to the 220 besides acting as a sure-
shot looks-booster.
Engine & Performance

To propel this mighty package of speed, the Bajaj engineers have put an
air-cooled, single cylinder, 4-stroke, DTS-i engine with a displacement
of 178.6cc to work which has been harmonized with a 5-speed gearbox.
For a power to weight ratio of 115.7bhp per tonne, the Pulsar 220 Dtsi
cranks out a maximum of 16.79bhp at 8500rpm for a maximum of
14.22Nm torque. Besides delivering the impressive figures of power
and torque, the sturdy mill of Pulsar 220cc also acts very efficiently
when it comes to fuel-consumption. And the speed is simply
enthralling. With the speedometer topped with a 118kmph mark, it takes
merely 5.07 seconds for Pulsar 220 to go from a stand-still to a 60kmph
while a 100kmph can be reached within 16.6 seconds.

That was about the mechanical part, now moving on to the

technological part. The science that makes the Pulsar 220 power-house
work lies in the TRICS III and intelligent CDI technology which works
seamlessly to maintain a smooth flow of power through the electrical
network resulting in a better throttle response. What adds to the ride
quality is the fabulous suspension system of the motorbike which is
composed of a telescopic suspension paired with anti-friction bush for
the front and a 5-way adjustable suspension coupled with a Nitrox
shock absorber for the rear.

Fitted with a fuel-tank of 15 litres (3.2 litres reserve, 2 litres usable), this
bike provides a fuel-economy of 43.4kmpl in the city and 46kmpl on
highways which means a single fill would take you approximately
651km on city streets while on highways, you can go as far as 690km.

Braking & Handling

Bajaj Pulsar 220cc Dtsi has undergone many updates that have imparted
a much better handling and a much safer braking to the motorcycle.
240mm disc brakes for the front wheel set into a 90/90 x 17 inch tyre
and 130mm drum brakes for the rear which is surrounded by an even
thicker 120/80 x 17 inch tyre provide a very efficient braking
mechanism that can bring a Pulsar 220 speeding at 60kmph to a stand-
still within 2.15 seconds after covering a range of 15.6m.

For improvements in handling, a number of tweaks and twists have been

worked upon Bajaj Pulsar 220 Dtsi which include a telescopic pair of
37mm front forks, new clip-ons, enhanced suspension quality, nitrox
rear shock absorbers and chunkier tyres, – overall a much easier and
comfortable ride that demands minimal efforts from the rider whether it
is on a smooth straight drive, a bumpy road or the most difficult of
Safety Features

Bajaj Pulsar 220 Dtsi is not all about style and fun, it also supplies a fair
amount of safety to its riders. The set of thick tubeless tyres measuring

90/90 x 17 inch for the front wheel and 120/80 x 17 inch for the rear are
well-crafted to grip the road properly and provide just the right amount
of friction for safe braking. Talking about braking, 240mm disc brakes
and 130mm drum brakes do the duty for the front and rear wheels
respectively and are capable of bringing the bike from 60kmph to 0 in
2.15 seconds.


Excellent performance, impressive ride quality, good handling, effective

braking and good looks.


Lack in rider's comfort due to forward sloping seat and tank indents
make ride uncomfortable.


The Bajaj Pulsar 220’s suspension has also been overhauled following
on from previous models. The bike borrows a 37mm fork assembly
from its sibling the Pulsar 220. At the rear, it borrows the swing arm
found on the 220 Avenger: a nitrogen-assisted gas-powered shock
absorber, coupled with triple-rated springs, designed to cope with harsh
terrain and poor road conditions. In practice, the bike’s suspension
performs very well: it absorbs shocks consistently, even when at top
speed on poor road surfaces, and reduces vibrations to the minimum.

Tyre Size

The bike’s alloy wheels, stronger than those of the previous 220, are
combined with a longer wheelbase (1330mm) to offer greater stability
and agility. The new tubeless tyres are meaty 120/80 x 17”, easy to
maintain and providing a strong grip on all road surfaces.

Shades Available

 Cocktail Wine Red

 Plasma Blue
 Midnight Black

Bajaj Pulsar 220 is available in three shades: Cocktail Wine Red,

Plasma Blue and Midnight Black. Bajaj India has introduced new speed
line shades for Pulsar range comprising of Pulsar 150, Pulsar 220 and
Pulsar 220. The new shades are blue with combination of black, red
with combination of black and all-black shade. The new shades have
given a fresh lease to life to the Pulsar models and have further
enhanced the overall looks of the bikes.


Additional accessories for the Pulsar 220, such as seat covers or bike
covers, must be purchased separately from the standard bike.

Distinctive Features

The Pulsar brings plenty of unique features to the table, although some
are seen on other Pulsar models: a stylish and well-designed L.E.D. tail
lamp, muscular looking split seats, a split rear grab-rail, a powerful
engine with patented DTS-i and ExhausTEC, plus TRICS 3 and smart
CDI technology, and a kick-less, electric-powered start mechanism.

Specification: Pulsar 220cc Dtsi

 Engine Type 4-stroke, DTS-i, air cooled,

single cylinder
 Engine Displacement(cc) 178.6 cc
 Compression Ratio 9.5:1
 Maximum Power 21.04 @ 8500 (Ps @ RPM)
 Maximum Torque 19.12 @ 7000 (Nm @ RPM)
 Cylinder Bore 63.5 mm
 Stoke 56.4 mm
 Ignition CDI
 Starting Self/ Kick Start
 Wheel Type Alloy
 Tyre Size Front 90/90 x 17 - Tubeless, Rear 120/80 x 17
- Tubeless
 Wheel Base 1350 mm


Fuel Efficiency

 Fuel Efficiency 45 kmpl

 Fuel Capacity 15 ltrs

 Fuel Reserve 3.2 ltrs
 Fuel Type Petrol

 Safety
 Brakes Front-260 mm Disc, Rear-130 mm Drum
 Suspension Front-Telescopic, with anti-friction bush,
Rear-5 way adjustable, Nitrox shock absorber

 Drive Train
 Gear Box 5Speed

Dimension of Bajaj Pulsar 220cc Dtsi

 Length 2035 mm
 Height 1165 mm
 Width 750 mm
 Ground Clearance 150 mm
 Kerb Weight 147 kg
 Chassis Frame type Double cradle type.

Chapter – 5

Consumer Attitude
Consumer attitude is comparative a new field of study. It is the
attempt to understand and predict human action is the buying role. It has
assumed growing importance under market oriented or customer
oriented market planning and management buyers market for many
products and the growth of consumerism and consumer legislation since
1960 have created special interest in buyer behavior and the formulation
of marketing mixed to responds favorable buyer behavior in the market

Buyer behaviour is defined as all psychology social and physical

behaviour of potential, customer as they become aware of evaluate
purchase consumer and tell other about “product and service “ each
element of this definition is important.

 Buyer behavior involves both individual ( psychological) process

and group (social) process.
 Buyer behavior is reflected from awareness right through past
purchase evolution indicating satisfaction or non satisfaction from
 Buyer behavior includes communication, purchasing and
consumption behavior.
 Consumer attitude is basically social in nature. Hence, social
environment plays an important role in shaping buyer behavior.
 Buyer behavior includes both consumer & industrial buyer behavior.

Buyer behavior includes the acts individual directly involved in
obtaining and using economic goods and service including sequence of
decision process that processed and determine three acts. Actual
purchase only a part of the decision process. In buyer behavior we
consider not only why, how and what people buy but and under what
condition the purchase is made understanding of buyer behavior is
essential in marketing planning and performance.
The final analysis of the buyer behavior is one of the most important
key to successful marketing

Determinant of buyer behavior

Buyer behavior is a process, consumers are subjected to various stimuli,
therefore the consumer mind regarded as a block box as we cannot see
what is going on in his mind he response to the stimuli or inputs and
may purchase some products 2 service of interest to the marketing

The model of behavior is a stimulus responds model. Response may be

division to purchase or not to purchase.
Under the system views of buyer behavior have :
1. Inputs
2. Processing
3. Outputs
4. Feed back loop

The object of the process is of course expected satisfaction or


Buyer behavior is an orderly process where by the buyer interest is with
his or her environment making a purchase decision on product.
1. Internal or individual factor are psychological factor such as :
a) Motivation
b) Perception
c) Bearding
d) Attitude
e) Personality
2. Socio- culture factors are :
a) Family
b) Reference group
c) Social class
d) Culture
3. Environmental factors are :
a) Economics
b) Technological legal and political factors
4. Buyer is the “comer- stone” of marketing strategy. Firms must
understand buyer behavior to achieve the defective of customer
satisfaction buyer mind is called the black box inputs are processed
in this mind and buyer response become the output of the
psychological process.

The output in the form of buying a product is the objective of the market
but this project is only a study of consumer psychological behavior.

Consumer psychology towards two wheeler is very different some of
them time two wheeler as luxury amd for some it is a necessity and at
least to own two wheeler.

But now as the civilization progressing two wheeler no larger a prestige

of luxury they have become necessities.

The psychology of consumers towards two wheelers are;
1. Luxurious
2. Costly
3. Inadequate fund
4. Necessity
The necessity of two wheeler crores over the other 3 points, for the
dynamic society two wheelers are considered to be luxury for the
benefit of consumer who are not having adequate fund, companies have
proposed hire purchase schemes. With the rapid growth of finance
companies availability of finance at very competitive terms has become
popular and on coverage of 30 to 40 percent of the potential buyers opts
for this facility.

Chapter - 6

Data Analyses and Interpretation

Marketing is a social process by which individuals and groups obtain
what they need through the creation and exchange of production and
value with others.

The starting point of the discipline of marketing lies in human needs and
wants, use full distinction may be down amongst needs, wants and
demands. Human needs in a state of felt deprivation of some basic
satisfaction. Needs are not creating by society or markets, but exist in
the very texture of human biology and candidates of living.

Human wants are desired for satisfying those roads. Thus, a consumer
who feels a need for personal transport wants to buy two wheelers.
Human needs continuously shaped and reshaped by social force and

Demand or wants for specific products that are backed by an ability and
willingness to buy them. Thus, wanting to buy a two wheeler will lead
to the demand for as purchase.
From the above definition, it becomes clear that sellers do not create
needs. In deed, needs precede sellers and sellers along with others
influential factor in society will influence the wants.

They also influences demand by making their own products attractive

affordable and easily available.

A product can be defined as anything that satisfied a need or a want the
existence of several products which can produce that satisfaction of a
given need or want places individual competitors in a position where
they have to try and understand the process by which a consumer arrives
at a brand choice as well as the criteria the employees in making a brand

Before this century, most marketing experts assumed that the value was
the guiding principles in brand selection of the consumer. But the
presumption that every consumer is a rational utility miximising
persons. Need not always rational utility maximsing person need not
always be true. Therefore, modern economists have dropped this
assumption of cardial utility. They assume that only consumers have the
capability of banking any to objects in terms of preference.

This assumption forms the basis for any consumer research survey to
determine the reason for consumer brand choice. The present study is
also based on the assumption that a consumer has the capability of
ranking the influencing factors responsible for the selection of brand.

The study is an attempt to determine the factors effecting the selection
of two wheelers.
a) Good mileage
b) Price
c) Safety
d) Appearance
e) Durability
f) Zero maintains
g) Quality
h) Technology
i) After sales services
j) Resale value
k) Colours

Factors Influencing Buying Decision

No. of
Factors Percentage
Mileage 20 40
Price 06 12
Safety driving 03 06
Appearance 03 06
Durability 04 08
Zero maintains 02 04
Quality 02 04
Technology 05 10
After sales service 02 04
Resale value 02 04
Colour 01 02
Total 50 100




Safety driving



Zero maintains



After sales service


Resale value

Graph showing Factors Influencing Buying Decision

It is seen that 40% of the total respondents indicate milage as a very
significant factor for influencing the selection of two wheeler. Then, in
the present case being the amount of fuel consumer per kilometer of
travel. Even increasing price for petroleum products have made the
consumer and prefer vehicle with the extra made.
Initial cost of the vehicle is another significant factor, 12% of the total
respondents have rounded it. This clearly indicated that price is one of
the important parameter under the control of production manager, plays
a vital role in selling a product. This is especially important in a
developing country like India where many people struggle to take both
ends meet together.
Safety Driving
It is seen that 6% of the respondents indicates that safety driving is
another important factor influencing the selection. The consumer who is
assured of the quality products than look convenience of riding even
increasing accidents of two wheelers vehicle has resulted to prefer
vehicle which are safety to ride.

Every motor cycle has its own appearance. A motor cycle should be
designed that consumer feel price of owning it. Here 6% of the
respondents have given the opinion that appearance also counts while
purchasing. It is also one of the important factor which influence the
selection. This factor is influential by the younger generation.

Less or Zero Maintanance
The two wheeler id a vehicle which is continuously used, trouble free
performance is expected by each and every buyer. 4%of the respondents
state that it is one of the influencing for selection of vehicle.

When the customer are paying for a product they expect durability of
product. A two wheeler is a long term investment, durability of the bike
is an important factor which influence in buying.

Now a days, buyers are becoming quality conscious. Two wheeler is an
assemble of various parts. The quality of each every part in and
essential in maintaining the overall audit of the two wheeler. 4% of the
respondents indicated that quality is one of the factor of selection.

Technology being sophistication into life. It gives more and more
comfort features. So that easy free, riding trouble free, performance is
achieved. 10% of respondents indicate that technology is one of the
factors for buying decision.

After Sales Service

As after the sales this is one of the influencing factor in buying
decision. Customers are not aware of the sale after services rendered by
the dealers. In order to save the amount ultimately to save the cost of the
bike the customers have made their purchase at Ananthpur and Goa.

This clearly show that the customer have least bothered about the after
sales service I. e., why only 4% of the total respondents have stressed
the important of this factor.

Resale Value
The table clearly states that only 4% of the total respondents have
thought of considering this factor. It is so because few owners have the
hobby of changing the vehicle often.

Even though customers desired to have their bike with different colours
they have expressed that they don’t have variety of colour choice. Since
the vehicle are available with black and red and blue in case of Bajaj
Pulsar 220 DTS-i

Table 1: Classification of respondents basis on age

Age group No of respondents Percentage

18-21 10 10
21-24 40 40
24-27 25 25
27 & ABOVE 25 25
TOTAL 100 100
Source: Survey analysis

The table indicate the age group of respondents out of which 10%
of the respondents belong to 18-21 group the youngsters wants power of
the bike so they don’t look for mileage and also out look. 40% of the
respondents belong to 21-24 group this group of guys prefers outlook
and design of the bike, 25% of the respondents belong to 24-27
group,25% of the respondents belong to 27 & above group they always
want good mileage and safety .

Graph 1: Classification of respondents basis on age

Table 2: Classification of respondents on the basis of income of the family
Income group No of respondents Percenrtage
50000-100000 40 40
100001-150000 25 25
150001-200000 20 20
200000 & above 15 15
TOTAL 100 100
Source: Survey analysis

The table indicates the income group of respondents. The 40% of
respondents belongs the income group of 50000-100000, 25% of the
respondents belong the income group of 100001-150000,20% of
respondents belong the income group of 150001-200000,15% of
respondents belongs the income group of 200000 & above.

Graph 2: Classification of respondents on the basis of income of the

Table 3: Shows brand of bikes having customers

Brand No of respondents Percentage

Bajaj 55 55
TVS 10 10
Hero 25 25
Honda 10 10
Total 100 100
Source: Survey analysis
The table indicates out of which 55% of the respondents have
Bajaj bikes because that company creates a goodwill in the market,10%
of the respondents have TVS bikes ,25% of the respondents have Hero
bikes, 10% of respondents have Honda bikes.

Graph 3: Shows brand of bikes having customers

Table 4: Showing promotional activities

Sources No of respondents Percentage

Advertisement 45 45
Company image 10 10
Friends & relatives 30 30
Publicity 15 15
Others 0 0
Total 100 100
Source: Survey analysis

This table clearly that the source of information is large by an
advertisement factor which amounts to 45%, Advertisement is an
effective media that creates an image in the mind of customer. The next
source company image influence 10%, company image is nothing but
good will of the company. next friends & relatives influence 30% ,
impact on the consumer and publicity has 15% influence on the person
who want to purchase the products

Graph 4: Showing promotional activities

Table 5: Facilities expected from dealers
Facilities No of respondents Percentage
Mileage 20 20
Outlook 40 40
After sales service 10 10
Price reduction 25 25
Other 5 5
Total 100 100
Source: Survey analysis

According to above table, 30% of the people want to make us to
give good mileage by servicing because they are above 28 or 30 year
age group they are professionals they use the bike only for transport of
him in the city. and 40% of people looking for design & outlook , they
are all youngsters they uses bike only for the purpose of faction now it
becomes craze . 10% of people want after sales service, many of the
show rooms they sell his bikes but not give sufficient service to
customer. 25% of people expect reduction of price, now the price of
the bike is high so the respondents ask why do we spend that much
investment to that bike. And rest 5% of wants other thing.

Graph 5: Facilities expected from dealers

Table 6: Opinion about Bajaj Pulsar 220 DTS-i

Opinion No of respondents Percentage

Excellent 50 50
Good 40 40
Not bad 10 10
Ineffective 0 0
Total 100 100
Source: Survey analysis
This table clearly shows that out of which 50% of respondents
opinion is excellent because the bike has more power compare to other
company bike and have a good pickup and next 40% of respondents
opinion is good because out look of the bike is good but mileage is not,
rest 10% of respondents opinion is not bad, because every thing is good
but not its mileage and also high price. no one person can’t give the
opinion ineffective

Table 6: Opinion about Bajaj Pulsar 220 DTS-i








5 0
Excellent Good Not bad Ineffective

Chapter -7
Findings, Suggestions and Conclusion

 Sales & Net profit of Bajaj Pulsar 220 DTS is increasing year to
 Provided plenty of employment opportunity.
 Reputation of the company has dragged the attention of the customer
and induced to buy the product.
 Bajaj Pulsar 220 DTS-i has new silencer with technology now
ensures improved engine torque over at varying land condition.
 Export of the company is increasing year to year.
 It is found that low cost, maintenance and pick up is the most
important attributes customer look for before deciding to purchase a
two wheeler.
 The study reveals that majority of the respondents are male as well
as students

 To offer accessories at discount rates to customer. At present
customer buy spares from the local market because they are low
priced. But customer forget that these parts are not equivalent
qualitatively to those which are sold by authorized dealer.
 To conduct free service camps and to give discount for the spare
purchased during that period. Manufactures should conduct free
service camps should be supervised by the company service
 To maintain the quality where their product is having a good demand
in the market. Once a manufacturer gets a top position in the market
many of them fail to maintain the quality of the model. This should
be avoided so that they can maintain and improve their turnover.
 The dealer should improve the display of two wheelers in their
showroom so that customers will be attracted towards the two
wheelers and also the dealers should highlight the advantages of the
model when compare to other model.
 To improve the advertising in the media most of the customer buy
their two wheelers after having a complete knowledge of the model.
 So the advertisement should give all the particulars about the model
regarding cost factor. Special features and other specification.

Dealer feel that at present there is good supply should be stream lined so
as to meet the customer demand. Because of the supply is delayed the
customer may choose other dealer or other brand. There by there is loss
to the dealer and to the company the dealer feels that there should be
adequate supply of models with different colours to meet the customers

Company should give incentives for record sales done by the dealers or
that they are interested to do more sales and also they can earn more

Dealers feel that there should be proper supply of spare parts and there
should be more margin of them so that they can give discount to the
customer and with the help of discounts they can complete in local
market and it is preferable to give credit facility for the spare parts


Dear Sir
I Am VIKAS V.S studying in final year BBM P.E.S. Institute of
Advanced Management study Shivamogga I hereby request you to
kindly space a few moment of your valuable time in answering the
questionnaires which will help me to know your opinion toward A
Pulsar220 BIKE CITY” The data is given you will be used only for
academic purpose

Thanking you your faithfully

1) Name :
2) Address :
3) Age :
4) Sex :
Male ( ) Female ( )

5) Occupation:
Business ()
Govt employee ( )
Student ()
Professional ()

6) Income group (per year):
50000-100000 ()
100001-150000 ()
150001-200000 ()
Above- 200000 ()

7) Do you have own bike?

a) Yes ()
b) No ()

8) If yes name the brand :

a) Bajaj ()
b) T V S ()
c) Hero Honda ()
d) Honda ()

9) How did you came about Bajaj Pulsar 220 DTS-i?

a) Advertisement ()
b) Company image ()
c) Friends\ relatives ()
d) Publicity ()
e) Other ()
10) If you had to know through advertisement please name the media
a) News paper ()
b) T V ()
c) Magazine ()
d) Other ()

11) Year of purchase : _ _ _ _ _ _ _

12) Are you in need of more benefits from this bike?

a) Yes ()
b) No ()

13) If yes point out from the following mentioned below.

a) Mileage ()
b) Design \ outlook ()
c) After sales service ( )
d) Price reduction ()
e) Other ()

14) Which factor influenced you to select this bike?

a) Price ()
b) Mileage ()
c) Technology ()
d) Appearance ()
e) Safety ()
f) Quality ()
g) Durability ()

15) Your opinion about Bajaj Pulsar 220 DTS-i?

a) Excellent ()
b) Good ()
c) Not bad ()
d) Ineffective ( )

16) What do you think about Bajaj Pulsar 220 DTS-i Comfortness?
Invaluable []
Stupendous []
Sufficient []
Truly Needy []

17) What do you think about Bajaj Pulsar 220 DTS-i Bike’s Road
Excellent []
Splendid []
Adequate []
Insolvent []

18) What do you think about Bajaj Pulsar 220 DTS-i Bike’s
Magnificent []
Superb []
Delighting []
Ordinary []

19) What do you think about Bajaj Pulsar 220 DTS-i Bike’s
Maintenance cost?
Priceless []
Valuable []
Tolerable []
Worthless []

20) What do you think about Bajaj Pulsar 220 DTS-i Bike’s overall
World-class []
Super []
Capable []
Valueless[ ]

21) What do you think about Bajaj Pulsar 220 DTS-i Bike’s pickup?
Excellent []
Good []
Satisfactory []
Poor []

22) What do you think about Bajaj Pulsar 220 DTS-i Bike’s Riding
Superior []
Pleasant []
Satisfactory []
Deficient []

23) Do you have any suggestion to offer regarding the improvement

of the bike ?
a) Yes ( )
b) No ()
24) If yes please specify ………………..

25) Do you have any suggestion to offer regarding the improvement
of the bike ?
a) Yes ( )
b) No ()

26) If yes please specify ………………..

Thanking you,

Date :
Place : Signature


Text Books
 Philip Kolter : Principles of Marketing
 R.N.S. Pillai and Bagavathi : Modern Marketing
 S.A. Sherlekar, Reddy and Appanaiah : Marketing Management

Journals and Magazines

 Auto India
 Car and bike international
 Indian Express
 Overdrive
 The Times of India