EXECUTIVE SUMMARY

1
 EXECUTIVE SUMMARY
Title of the project: “A Comparative Study of Customer Satisfaction toward
Performance of Hero, TVS, Honda & Bajaj Bikes”

Industry: Automobile

Company: HMSI (Honda Motorcycle and Scooter India) Private Limited

Product: Two Wheeler Bikes

NEED FOR THE STUDY

The title of this project clearly states that the purpose of the study is to know the
consumer preference towards performance of different two wheelers bike, the
problem is to identify the impact of current marketing strategy on the consumers
& the brand positioning of the product. Therefore a research is conducted to
give and exposure to this case. The study is an attempt to know what is the exact
expectation of customer attitude towards performance of different two wheelers
bike in India.

OBJECTIVES OF PROJECT

1. To identify the customer satisfaction level towards the performance of bikes

2. To identify the factors which influence consumer decision making process.
3. To identify possible area of improvement in bike.
4. To identify the competitive position of various brands of two wheelers in
customers mind.

2
RESEARCH DESIGN
Success of any formal research project is a sound research design. A good
research design has Characteristics like problem identification, problem definition,
research objectives, developing the research plan, sourcing data, collection of data,
analyzing data and information, presenting the findings.
Research type - Descriptive

Research approach- Qualitative and Quantitative

Population- Malegaon

Sample frame- Two Wheeler Bike users in Malegaon city

Sample size- 100 Two Wheeler Bike customers in Malegaon city

Data collection –
Primary data was collected by structured questionnaires, interviews and
observations made during the visits on field.
Secondary data was collected from literature survey and internet.

LIMITATIONS

1. Research work was carried out in Malegaon City only. The findings may not be
applicable to the other parts of the country because of social and cultural
differences.

2. The sample was collected using connivance-sampling techniques. As such result

may not give an exact representation of the population.

3. Shortage of time is also reason for incomprehensiveness.

4. The views of the people are biased therefore it doesn’t reflect true picture.

3
FINDINGS

1. It is observed that in rating of different features of different bikes people give

maximum rating to the look shape, Brand Image and Pickup of the HONDA &
HERO bikes. At the second level they give their maximum rating to the mileage
of Bajaj Bikes. Most of the customers are dissatisfied with their TVS bikes
2. It is observed that the customers of Hero, Bajaj & Honda bikes are not ready to
change their bikes even if a new bike comes in with good features. While majority
of the customers of TVS are ready to change their bikes if new bike provides
some good features to them.

Conclusion
1. Hero, Bajaj and Honda are considered to be most fuel-efficient bike on Indian
rods.
2. Service & Spare parts of Honda bikes are available throughout India in local
markets also.
3. While buying a motorcycle, economy is the main consideration in form
of maintenance cost, fuel efficiency.
4. Majority of the respondent had bought their motorcycle more than 2 years.

SUGGESTIONS
1. Honda should introduce some more models having more engine power.
2. Honda should think about fuel efficiency in case of upper segment bikes.

4
 INDEX

SR. No. Title Page no.

1 INTRODUCTION OF THE STUDY 9

2 LITTERATURE SURVEY 11

3 INDUSTRY PROFILE 17

4 COMPANY PROFILE 21

- HMSI (Honda Motorcycles and Scooters India) Pvt.

Ltd.

5 OBJECTIVE AND SCOPE OF THE STUDY 38

6 RESEARCH METHODOLOGY 40

7 DATA ANALYSIS AND INTERPRETATION 49

8 OBSERVATIONS FROM THE STUDY 69

9 CONCLUSIONS 71

10 SUGGESTIONS 73

11 REFERRENCES AND QUESTIONIARRE 75

5
 LIST OF TABLES

Table Page Table Page

Table Name Table Name
No. No. No. No.

TVS Ushering In the personal 26 7.06 56

4.1.1 Usage Of Bikes
transportation revolution

Profile of TVS Motors Ltd. 27 7.07 How did customers get to 58

4.1.2
know about bikes?

Profile Of Bajaj Auto Ltd. 29 7.08 Influence of advertisement 59

4.2.1
on customer’s decision

Owners of different bikes 49 7.09 Customer Satisfaction 60

7.01 towards performance of
bikes

Age-wise users of different 50 7.10 Respondents having about 61

7.02 bikes knowledge about bikes
before buying

Respondents using different 51 7.11 62

7.03 Influencing factors of bikes
models

7.04 Income level of respondents 54 7.12 Points given by customers 65

for attributes of bikes

7.05 Customers using bikes 55 7.13 67

Bike Changing decision
since…

6
 LIST OF FIGURES GRAPHS

Graph GRAPH NAME PAGE Graph GRAPH NAME PAGE

No. No. No. No.

1 Respondents Ownership Of 49 11 Influence of 59

Bikes advertisement on
customer’s decision

2 Age-Wise Users Of Bikes 50 12 Customer Satisfaction 60

towards performance of
bikes

3 Respondents using different 51 13 Respondents having 61

models of Hero Bikes knowledge about bikes
before buying

4 Respondents using different 52 14 Hero Bikes influencing 62

models of Bajaj Bikes factor

5 Respondents using different 53 15 Bajaj Bikes influencing 63

models of TVS Bikes factor

6 Respondents using different 53 16 TVS Bikes influencing 63

models of Honda Bikes factor

7 Income Level of 54 17 Honda Bikes influencing 64

respondents factor

8 Customers using bikes 55 18 Points given by customers 66

since… for attributes

9 Usage of Bikes 56 19 Bike Changing decision 67

10 How Did customers get to 58

know about bikes?

7
 CHAPTER – 1

INTRODUCTION

8
 INTRODUCTION
In today’s market the sales of the product is not the only way to get success,
the services and the customer satisfaction is also important. The companies HERO,
HONDA, BAJAJ, & TVS are the world class companies in the two wheeler bikes.
Those all are the highest two wheeler selling companies in India. But the performance
and the customers approach toward those companies is important.

The topic “A COMPARATIVE STUDY OF CUSTOMER

SATISFACTION TOWARD PERFORMANCE OF HERO, TVS, HONDA AND
BAJAJ BIKES” is a kind of survey that shows the performance of those companies.
So this shows the customers view toward the companies and their problems about the
companies.

Here in this study, we try to analyze about the number of two wheelers and
how many people are using two-wheeler? What motivates and influence them to
buy two-wheeler? Which are the most preferable choices in two wheelers in case of
motor cycles and scooters and the most recent two wheelers choice in the market?
What are their consumer attitude toward performance of two wheelers bikes
which influenced them and the reason to buy?
So it is helpful to me in my future reference and that’s the reason I select this
topic for my project.

STATEMENT OF THE PROBLEM

In today’s intensely competitive environment, companies today are constantly
looking for ways to attract customers by having a better understanding of changing
customer attitude towards performance of two wheelers bikes. The ever changing
market characteristics have huge impact on corporate decisions. The global
environment also poses several complexities to marketer in understanding the market
and consumer attitude.

“A COMPARATIVE STUDY OF CUSTOMER SATISFACTION TOWARD

PERFORMANCE OF HERO, TVS, HONDA AND BAJAJ BIKES”

9
 CHAPTER – 2

LITERATURE SURVEY

10
 LITERATURE SURVEY
In the review of literature I found that many researchers have contributed to this
study about 'Consumer attitude toward performance of two wheeler bikes. Yet, these
remain some area on the part of consumer attitude that needs to be taken notice of in
my report.

According to Anuj Kumar Kanojia, 2011

In his article explored the impact of consumer attitude on sales of two-wheeler in
urban areas of India. However, the study also showed that urban and rural regions
have different attitude when it comes to selecting the two wheelers bike model.

According to Economic of times Ketan Thakkar, ET Bureau:-

How critical India is to Hero Motor Co's fortunes became evident at the close of the
last financial year. The Japanese company had forecast that it would sell 15.52 million
motorcycles and all terrain vehicles (TVs) by March. It ended up falling marginally
short (15.494 million) but that it was even able to get so close to the target was
because its Indian unit grew at a cracking 30% pace. The numbers pretty much tell the
story of what...

ICRA EQUITY RESEARCH SERVICE: -

HERO MOTOCORP LIMITED Results Update January 20, 2012, Hero Moto. Corp.
Limited (HMCL), formerly Hero Honda Motors Limited, is the world’s largest two-
wheeler (2W) company in terms of sales volumes, a position that it has been holding
for the last nine consecutive years. HMCL was promoted as a joint venture (JV)
between the Hero Group of the Munjal family and Honda Motor Company (HMC,
Japan), with each holding around 26% equity stake in the company. However, in
December 2010, the management of HMCL signed a new licensing agreement with
HMC. The Hero Group and HMC agreed to restructure their respective equity
positions in HMCL, as part of which, the Hero Group bought out the entire 26% of
HMC’s stake in HMCL. HMCL has three manufacturing facilities located at Gurgaon
(Haryana), Dharuhera (Haryana) and Haridwar (Uttarakhand) with an aggregate
capacity to produce 6.15 million vehicles per annum as of March 31, 2011.

11
Asian Journal of Technology & Management Research / Vol. 01 –
Issue: 02 (Jul - Dec 2011) according to him: -
Hero Honda has a remarkable share in the market of the two wheeler industry of India.
It has recorded more than 41 percent share in the segment during the period. Where
Bajaj the local manufacturer of two wheelers has recorded second position sales
percentage 26.70 but it is a significant growth during the period. Third place has
grabbed by the TVS motors in the segment which has a share of 18.14 percent.

SIAM, Imams Analysis: -

Indian two wheeler markets, competition is intense with around 10 players competing
for the share in the industry. These players include global giants like Honda, Suzuki
and Yamaha as well as Indian players like Bajaj and TVS. The market leader in the
domestic two wheeler industry is Hero Honda Motors, with a 42 per cent market share.
It is the largest two wheeler manufacturer in the world and is closely followed by
Bajaj Auto, which has a 27 per cent market share. TVS Motor is the third largest two
wheeler manufacturer in the country; it has also established a manufacturing facility in
Indonesia. Honda Motors is present in India as Honda Motorcycles and Scooters India
Limited (HMSIL), a 100 per cent subsidiary, in addition to joint venture, Hero Honda.
Another international player, its Suzuki, has recently entered the Indian market
through its direct subsidiary. The industry is characterized by frequent product
launches, with over 20 models launched in 2006-07.

In the year 1984, Mr. Brijmohan Lal Munjal:-

The Chairman and Managing Director of Hero Honda Motors (HHM), headed an
alliance between the Munjal family and Honda Motor Company Ltd. (HMC). HHM
Mission Statement is: “We, at Hero Honda, are continuously striving for synergy
between technology, systems, and human resources to provide products and services
that meet the quality, performance, and price aspirations of our customers.

According to study of Mr. MUKESH KUMAR, SRM SCHOOL OF

MANAGEMENT:-
“Hero Honda Motors Ltd., the manufacturer of India Largest selling 100 CC
Motorcycles was incorporated on Jan. 19, 1984. Hero Honda is a successful blend of
12
two unique cultures & world market leaders i.e. Honda Motor Company of Japan &
Hero Group of India. The partnership between Honda’s & Manual’s to manufacture
100 CC Motor bike has been one of the most successful Indian joint Venture ever.
HHML has brought to India a revolution on Two Wheeler by famous advertising
campaign “Fill it-Shut It-Forget it “. Today 2 plants of HHML are located on Delhi-
Jaipur highway”.

According to Company, Media Reports, ICRA Hero Honda:-

Hero Honda been adding 500-600 customer touch points every year and has doubled
the count from 2,000 in March 2006 to 4,200 (includes around 800 dealers) in March
2010. To strengthen its presence in the rural markets, HHML had launched a dedicated
rural vertical in 2007 - 08, which took several new marketing initiatives including
launch of a national-level programmed to direct sales efforts in territories with a
population of 5,000 and above.

Management Punditz: Indian Two Wheeler Industries - 2011-2012:-

Hero Moto Corp is now world’s largest manufacturer of two-wheelers. The company
has benefited from the demand shift to motorcycles, as it focuses solely on this
product segment (although has a product called Pleasure in Scooter segment). With
fuel efficiency and riding comfort as the main selling points, HMC has been able to
address a wide market and post robust sales growth even after its separation from the
Japanese major Honda.

Honda Motorcycle and Scooter India, Private Limited (HMSI) is the wholly owned
Indian subsidiary of Honda Motor Company, Limited, Japan. Founded in 1999, it was
the fourth Honda automotive venture in India, after Hero Honda, Kinetic Honda Motor
Ltd and Honda Siel Cars India. The entry of Honda into the Indian market as HMSI
began with the launch of the Honda Activa, a 100 cc scooter. A slightly modified
trendier version of the Activa was soon launched, as the Honda Dio. Honda Eterno
was launched thereafter to add to the portfolio of HMSI's scooters. The Honda
Unicorn was the first motorcycle released by HMSI. The Honda Shine has since been
released.

13
According to Sriram on LinkedIn.... Shoppers' Stop Ltd:-
In 2000 from the initial investor India Book House Ltd. Sriram stepped...He curated the
Kala Ghoda Literature Festival from 2005 to 2010.Past: AVP (Research& Consulting) at
Trans Graph Consulting Pvt. Ltd., Senior Analyst at.

(Received 12 September 2009; accepted 23 Janaury2010). Abstract. The purpose of

the...Key words: Customer Evaluation, Brand Image, Quality ... techniques are
suggested in the literature to.....Hero Honda Motors Ltd (HHML), Bajaj. Auto Ltd
(Bajaj Auto) and TVS Motor..... Loyalty and positive word-of-mouth.

Nov 25, 2009 ... 13HeroCycles Limited Hero Honda Motors Limited hero Cold..... This
has helped Hero Cycles develop immense brand loyalty and customer satisfaction.
....Hero Cycles was ranked 3rd amongst top Indian Companies Review2000.... 38
CHAPTER 339 Literature review Ball and Brown (1968) were the first...

May 6, 2008 ... Customer loyalty has been universally recognized as a valuable asset....
Nearly30 years after loyalty first appeared in the academic literature ... Indica Xeta,
Bajaj Pulsar, Hero Honda, CD 100 and gold coins..... Article: NETTINGLOYALTY
Article from: Grocer Article date: October 07, 2000 is…

Nov 30, 2008 ... Customer Value Exchange Loyalty (If Exchange not
Applicable)....Songs, Review, Story, MP3, Download, Trailer, Wallpaper, Picture....
NII invites application for Ph.D. Programmed for the Academic Year 2009-2010....
Bajaj Auto Ltd, India's second-biggest motorcycle and Hero Honda was in the first in the
market.

Hero Honda contributes 50% motorcycles to the market. In it Honda holds 46% ... per
cent lower than in the West, have grown at 25% a year between 2000to 2005. ...
Environmental issues, web usage, lead management and customer loyalty.

According to Davis :-
To maximize the customer-brand relationship on review of the literature we see that
family decision-making process has been. These trust levels are not only associated

14
with brand equity and band loyalty but also Hero Honda being the key player. Bajaj by
far is the number one...

We are very excited to launch Audire - the IIM ABC Consulting

Review:-
Joint effort of the.....off in other ways: the share of Hero Honda in ... dramatic shift in
fortune from March 2000 when it..... Customer base of both the standards by lying
out..... Entrepreneurship literature, it is clear that a key.

Customer's impression regarding such products will enhance the tendency to shift ...
because there salting brand loyalty lowers customers' sensitivity to price. ... Uses of a
differentiation strategy are Hero Honda, HLL, in their 1999 Harvard Business Review
article "Creating New Market Space".

15
 CHAPTER – 3

INDUSTRY PROFILE

16
 INDUSTRY PROFILE
TWO WHEELERS INDUSTRY IN INDIA
The two wheeler industry in India is one of the largest in the world and one of the
fastest growing globally. India manufactures over 18 million vehicles including
four wheeled vehicle every year. It is the world's second largest manufacturer of
motorcycles, there are eight key players in the Indian market that produced 13.8
million units in the year 2010-11.At present the dominant products of the automobile
industry are two wheelers with a market share of over 75%. The industry has attained
a turnover of more than USD 35 billion & provides direct and indirect employment to
over 13 million people.

Currently, India is the second largest producer of two-wheelers in the world. It

stands next only to China and Japan in terms of the number of two wheelers
produced and the sales of two-wheelers respectively. There are many two-wheeler
manufacturers in India. The major players in the 2-wheeler industry are Hero
,Bajaj Auto Ltd (Bajaj Auto), TVS Motor Company Ltd (TVS) and Honda
Motorcycle & Scooter India, Private Limited (HMSI) accounting for over 93% of
the sale in the domestic two wheeler market. It is noteworthy that motorbikes
segment’s share is just below 80% of the total 2W market in India which is
dominated by Hero a n d Honda with a market share of 59%. Scooter segment’s
market share is about 18% which is led by Honda Motorcycle & Scooter India,
Private Limited (HMSI) with a market share of 43%. Three-fourth of the total
exports in the two wheeler automobile industry is made in the motorcycle segment.
Exports are made mainly to South East Asian and SAARC nations.

The level of technology change in the Motor vehicle Industry has been high but,
the rate of change in technology has been medium. Investment in the technology
by the producers has been high. However, further investment in new technologies
will help the players to be more competitive. Currently, India’s increasing per
capita disposable income which is expected to rise by 106% by 2015 and
growth in exports is playing a major role in the rise and competitiveness of
the industry. The Indian two wheeler industry has come a long way since its humble

17
beginning in 1948 when Bajaj Auto started importing and selling Vespa scooters in
India. Since then, the customer preferences have changed in favor of motorcycles and
gearless scooters that score higher on technology, fuel economy and aesthetic appeal,
at the expense of metal bodied geared scooters and mopeds. These changes in
customer preference have had an impact on the fortunes of the lead manufacturers.
The erstwhile leaders have either perished or have significantly lost market share,
whereas new leaders have emerged. The two wheeler industry consists of three
segments viz., scooters, motorcycles and mopeds. With an expanding market and
entry of new players over the last few years, the Indian two wheeler industry is now
approaching a stage of maturity. Previously, there were only a handful of two wheeler
models available in the country.

At present the dominant products of the automobile industry are Two Wheelers
with a market share of over 75% and passenger cars with a market share of about
16%. Commercial vehicles and three wheelers share about 9% of the market
between them. The industry has attained a turnover of more than USD 35 billion
and provides direct and indirect employment to over 13 million people.

The Indian two-wheeler industry has come a long way since its humble beginning
in 1948 when Bajaj Auto started importing and selling Vespa Scooters in India.
Since then, the customer preferences have changed in favor of motorcycles and
gearless scooters that score higher on technology, fuel economy and aesthetic
appeal, at the expense of metal-bodied geared scooters and mopeds. These
changes in customer preferences have had an impact on the fortunes of the
Players. The former leaders have either perished or have significantly lost market
share, whereas new leaders have emerged. With an expanding market and entry of
new players over the last few years, the Indian two wheeler industry is now
approaching a stage of maturity. Previously, there were only a handful of two-
wheeler models available in the country.

Consumers are very important for the survival of the Motor Vehicle manufacturing
industry. In 2008-09, customer sentiment dropped, which burned on the
augmentation in demand of cars. The key to success in the industry is to improve
labor productivity, labor flexibility, and capital efficiency. Having quality
18
manpower, infrastructure improvements, and raw material availability also play a
major role. Access to latest and most efficient technology and techniques will bring
competitive advantage to the major players. Utilizing manufacturing plants to
optimum level and understanding implications from the government policies are the
essentials in the Automotive Industry of India.

This report “A COMPARATIVE STUDY OF CUSTOMER

SATISFACTION TOWARD PERFORMANCE OF HERO, TVS,
a n d H O N D A & B A J A J B I K E S ” gives insight of the industry encompassing
its evolution in India, demand drivers, influence of supply side factors,
commentary on industry players and competition and the trends in domestic sales
and exports. The report also shows the oligopolistic nature of the Indian two
wheeler industry and the propensity of the major players to increase their share. In
this paper we assess the degree of imperfection in the two-wheeler industry by
using Hirschman- Herfindahl Index (HHI). In a rapidly growing two wheeler
industry, especially in developing economies like India, it is extremely important
to analyze the state of competition to check whether a few firms may increase
their dominance and also the implications of after sale services provided by the
two wheeler firms to consumers. An important point also remains to look that why
even after being the world’s largest two wheeler industry.

19
 CHAPTER – 4

COMPANY PROFILE

20
 COMPANY PROFILE

HONDA MOTORCYCLES AND SCOOTERS, INDIA

PVT.LTD.

The wholly owned subsidiary of Honda Motor Company, Japan, Honda Motorcycle &
Scooter India has amassed impressive numbers and credibility over the past decade
with some very successful models like the Activa scooter and the Honda Shine 125cc
motorcycle. HMSI is currently the third largest two-wheeler company in India and is
steadily climbing up the ranks. And now with its third plant getting operational, the
long wait for its products also seems to be dropping effectively.

1.1 Products

• Twister

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The Honda CB Twister is a motorcycle manufactured and marketed in India by the
Honda subsidiary Honda Motor and Scooter India (HMSI). It was introduced in
December 2009.

It was given "the most awarded motorcycle of the year" in 2011.

It is available in the Philippines as the Honda CB110, and in India as the CB Twister.

• CBR

The Honda CBR models are a series of Honda sport bikes several of which (400RR,
600RR, 900RR, 929RR, 954RR and 1000RR) are marketed as race replicas, having
the suffix RR after the engine size designation. With the exception of the single
cylinder CBR125 and CBR150, all CBR motorbikes have inline engines (as compared
to the V-twins in the VT, VTR and VF/VFR series). Less sporting models with inline
engines make up the CB Series.

• Honda Shine

22
The Honda Shine is a motorcycle developed by Honda Motorcycle & Scooter India
(HMSI). It was introduced in India in 2006. It is a 125 cc motorcycle. Honda claimed
the Shine accelerated from 0 to 60 km/h (0 to 37 mph) in 5.30 seconds and had a top
speed of 95–100 km/h (59–62 mph).

1.2 Product Offering

• Exchange Offer
• Free gifts

1.3 USP

Extremely powerful engine and sporty design used in motorsports

1.4 Marketing Strategy

The markets are different in terms of the way we reach out to them. As we are
expecting Dream Yuga to generate good volumes from Tier II and Tier III towns, we
need to work on both front end and back end. So we are working on what we call the
3C strategy at Honda. The first C is communication; we have to communicate in such
a way that we are understood by customers belonging to Tier II and Tier III towns.
We want to translate our global slogan ‘Power of Dreams’ into a language that is
followed by the masses in India - ‘Sach kar denge sapne’ is being used in local
languages as per the region. The second C is Connect; we have seen that that the
Indian buyer has a very good balance of emotional and rational connect. He evaluates
the product on looks and price, as well as emotional connect through messages and
communication of the brand. That’s why we have roped in Akshay Kumar. We feel
that he has very wide acceptability amongst the masses. We are also increasing our
own network - from 1500 touchpoints last year, we want to take it to 2000 by the end
of this fiscal year. The product is a mass segment product and it should be available
closer to the masses. We are also increasing the reach of our regional offices;
everywhere.

23
HISTORY:-
The history of the Honda brand is nothing more than the history of our challenges and
achievements in creating values, invariably ahead of our time. It is also the history of
the dreams of each of our associates that have come true and have been shared by
people around the world.

COMPETITORS:-

4.1- TVS MOTOR COMPANY

The TVS group was established in 1911 by Shri. T. V. Sundaram Iyengar. As one
of India’s largest industrial entities it epitomizes Trust, Value and Service. It all
began way back in 1984 when Sundaram Clayton Li m i te d (A TVS Group
company) introduced its 50 CC mopeds in the arena of road racing, notching up
unbelievable speeds of 105 kmph. Since then, there has been no looking back

24
for TVS Motor Company. TVS Racing was established in 1987 with the
objective of improving the performance of its bikes. Over the years it has
provided valuable data, design inputs, development of reliable motorcycle
models, excellent vehicle dynamics & handling etc. The true evidence of it is
seen in today's TVS Victor and TVS Fiero. Today, there are over thirty companies
in the TVS Group, employing more than 40,000 people worldwide and with a
turnover in excess of USD 2.2 billion.

With steady growth, expansion and diversification, TVS commands a strong

presence in manufacturing of two-wheelers, auto components and
computer peripherals. We also have vibrant businesses in the distribution of
heavy commercial vehicles passenger cars, finance and insurance.

TVS Motor Company Limited, the flagship company of the USD 2.2 billion
TVS Group, is the third largest two-wheeler manufacturer in India and among the
top ten in the world, with an annual turnover of over USD 650 million.

The year 1980 is one to be remembered for the Indian two-wheeler industry,
with the roll out of TVS 50, India's first two-seater moped that ushered in an era
of affordable p e r s o n a l t r a n s p o r t a t i o n . For t h e Indian A u t o m o b i l e
s e c t o r , i t w a s a breakthrough to be etched in history. TVS Motor Company is
the first two-wheeler manufacturer in the world to be honored with the hallmark of
Japanese Quality – The Deming Prize for Total Quality Management.

MANY FIRSTS TO THE AUTOMOTIVE INDUSTRY IN INDIA

TVS has been at the forefront in bringing a revolution in the way personal
commutation was happening, way back in the 1980s. Beginning with launching
a simple, easy-to-use moped for the middle class in India in the 1980s to
launching 7 new bikes in a single day (first time in the history of the automotive
industry in the world), TVS has often taken the unbeaten path to innovation.

25
 Ushering in the personal transportation revolution

1980 Launched TVS 50, India's first 2 seater 50 cc moped

1984 First Indian company to introduce 100 cc Indo - Japanese motorcycles

Launched India's First indigenous scooterette (sub - 100 cc variomatic) -

1994
Introduced India's first catalytic converter enabled motorcycle, the 110 cc
1996
1997 Introduced India's first 5 speed motorcycle, Shaolin

2000 Launched India's first 150 cc, 4 stroke motorcycle - The Fiero

Launched India's first fully indigenously designed and manufactured

2001
Launched the revolutionary VT-I engine for the best in class mileage in
2004
2006 Launched TVS Apache - first bike to win 6 awards in a row

Apache RTR - first two wheeler in India to have racing inspired engine and
2007
TVS Flame, TVS Scooty Electric Vehicle and Three- wheeler TVS King
2008 Launched.
Table no. 4.1.1 Ushering in the personal transportation revolution

TVS MOTORS LIMITED.

TVS MOTOR

26
Type Private conglomerate (BSE)

Founded In 1911 by shri. T. V. Sundaram Iyenger

Headquarters Chennai, Tamilnadu, India.

Key
Mr. venu srinivasan chairman

Products Motorcycle, mopeds, ungeared scooters, automotive

components.

Revenue USD 2.2 billion (FY 2006)

Employees 5,633 (2007)

Website www.tvsmotor.in

Table no. 4.1.2 Profile of TVS Motors limited

27
4.2- BAJAJ AUTO
TO LIMITED

Bajaj Auto limited is onne of the largest two wheeler manufacturing coompany in
India apart from produciing two wheelers they also manufacture threee wheelers.
The company had started
ted way back in 1945. Initially it used to impo
port the two
wheelers from outside, but
bu from 1959 it started manufacturing of two w
wheelers in
the country. By the yearr 1970 Bajaj Auto had rolled out their 100,000t
00th vehicle.
Bajaj scooters and moto
or cycles have become an integral part of tthe Indian
milieu and over the yeaars have come to represent the aspirations oof modern
India. Bajaj Auto als
lso has a technical tie up with Kawasaaki heavy
industries of Japan to produce the latest motorcycles in India wh
which are of
world class quality The Bajaj
B Kawasaki eliminator has emerged straight
ht out of the
drawing board of Kawasaaki heavy industries. The core brand values of B
Bajaj Auto
limited includes Learning
g, Innovation, Perfection, Speed and Transparenncy.

Bajaj Auto has three maanufacturing units in the country at Akurdi, W

Waluj and
Chakan in Maharashtra,, western India, which produced 2,314,787 vehicles
v in
2005-06. The sales are
re backed by a network of after sales seervice and
maintenance work shops all over the country.

Bajaj Auto has produccts which cater to every segment of the Inndian two
wheeler market Bajaj CT 100 Dlx offers a great value for money att the entry
level. Similarly Bajaj
aj Discover 125 offers the consumerr a great
performance without maaking a big hole in the pocket.

28
PROFILE:-

FOUNDER JAMUNALAL BAJAJ

Year of Establishment 1926

Industry Automotive- Two & Three Wheelers

Business Group The Bajaj Group

Listings & its codes BSE – Code: 500490; NSE - Code:

BAJAJAUTO

Presence Distribution network covers 50 countries.

Dominant presence in SriLanka, Bangladesh,
Columbia, Guatemala, Peru, Egypt, Iran and
Indonesia.

Joint Venture Kawasaki Heavy Industries of Japan

Akurdi
Pune - 411035
Registered & Head Office
India
Tel.: +(91)-(20)-27472851

Works 1- Akurdi, Pune 411035

2- Bajaj Nagar, Waluj Aurangabad 431136

3- Chakan Industrial Area, Chakan, Pune

E-mail rahulbajaj@bajajauto.co.in

Website www.bajajauto.com
Table No. 4.2.1. Profile of Bajaj Auto Limited

29
COMPANY'S HISTORY
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 vehicles and produced
and sold 1 million vehicles in a year.

4.3- HERO MOTO CORP.

About Us
Hero Moto Corp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's largest
manufacturer of two - wheelers, based in India. In 2001, the company achieved the
coveted position of being the largest two-wheeler manufacturing company in India
and also, the 'World No.1' two-wheeler company in terms of unit volume sales in a
calendar year. Hero Moto Corp Ltd. continues to maintain this position till date.

30
VISION
The story of Hero Honda
da began with a simple vision - the vision of a m
mobile and an
empowered India, powere
ered by its two wheelers. Hero MotoCorp Ltd., co
company's new
identity, reflects its com
mmitment towards providing world class mobi
bility solutions
with renewed focus on expanding
ex company's footprint in the global arena
na.

MISSION
Hero MotoCorp’s missio
sion is to become a global enterprise fulfillingg its
i customers'
needs and aspirations for
fo mobility, setting benchmarks in technology
gy, styling and
quality so that it convert
erts its customers into its brand advocates.Thee ccompany will
provide an engaging env
nvironment for its people to perform to their true
rue potential. It
will continue its focus on value creation and enduring relationships withh iits partners.

31
STRATEGY
Hero MotoCorp’s key sstrategies are to build a robust product por
ortfolio across
categories, explore growth
gro opportunities globally, continuously improve its
operational efficiency, aggressively
ag expand its reach to customers, conti
ntinue to invest
in brand building activitie
ities and ensure customer and shareholder delight.

BRAND
The new Hero is rising
g aand is poised to shine on the global arena. Coompany's new
identity "Hero MotoCorp
rp Ltd." is truly reflective of its vision to strengt
gthen focus on
mobility and technologyy and creating global footprint. Building and pr
promoting new
brand identity will be central
ce to all its initiatives, utilizing every opp
pportunity and
leveraging its strong presence
p across sports, entertainment andd ground-level
activation.

32
MANUFACTURING
G
Hero Moto Corp. two wheelers
w are manufactured across 3 globallyy benchmarked
manufacturing facilities.
s. Two
T of these are based at Gurgaon and Dharuhe
uhera which are
located in the state of Haryana in northern India. The third an
and the latest
manufacturing plant is based
ba at Haridwar, in the hill state of Uttrakhand.

DISTRIBUTION
The Company's growth in the two wheeler market in India is the result
lt oof an intrinsic
ability to increase reachh in new geographies and growth markets. Hero
ro MotoCorp’s
extensive sales and servi
rvice network now spans over to 6000 customer
er touch points.
These comprise a mix of
o authorized dealerships, service & spare parts
rts outlets, and
dealer-appointed outletss aacross the country.

33
History

“Hero” is the brand name used by the Munjal brothers for their flagship company,
Hero Cycles Ltd. A joint venture between the Hero Group and Honda Motor
Company was established in 1984 as the Hero Honda Motors Limited at Dharuhera,
India. Munjal family and Honda group both owned 26% stake in the Company.

During the 1980s, the company introduced motorcycles that were popular in India for
their fuel economy and low cost. A popular advertising campaign based on the slogan
'Fill it – Shut it – Forget it' that emphasized the motorcycle's fuel efficiency helped the
company grow at a double-digit pace since inception. In 2001, the company became
the largest two-wheeler manufacturing company in India and globally. It maintains
global industry leadership till date. The technology in the bikes of Hero Moto.Corp
(earlier Hero Honda) for almost 26 years (1984–2010) has come from the Japanese
counterpart Honda.

Hero Honda Motorcycles Limited is an Indian manufacturer of motorcycles and

scooters. Hero Honda is a joint venture that began in 1984 between the Hero group
of India and Honda from Japan. It has been the world's biggest manufacturer
of 2- wheeled motorized vehicles since 2001, when it produced 1.3 million
motorbikes in a single year. Hero Honda's Splendor is the world's largest selling
motorcycle. Its 2 plants are in Dharuhera and Gurgaon, both in Haryana, India. It
specializes in dual use motorcycles that are low powered but very fuel efficient.

The company has sold over 47 million 2-wheelers since its inception in 1984 till
March 2013. It sold 6.07 million 2-wheelers in 2012, out of which 5.5 million were
motorcycles. Hero Moto.Corp sells more two wheelers than the second, third and
fourth placed two-wheeler companies put together. Its most popular bike Hero Honda
Splendor sells more than one million units per year.

In 2013, Hero MotoCorp registered best ever calendar year performance of more than
6.1 million unit sales. By selling 6.25 million units in the month of October, it became
the first-ever manufacturer to cross landmark 6 lakh unit sales in a month. In the last
quarter of the year or say in the festive season, the company sold more than 1.6
million units, while in non festive time in April–May 2013; it managed to sell out
quite good numbers of units- 1.1 million.

34
Termination of Honda joint venture:-
In December 2010, the board of directors of the Hero Honda Group had decided to
terminate the joint venture between Hero Group of India and Honda of Japan in a
phased manner. The Hero Group would buy out the 26% stake of the Honda in JV
Hero Honda.

Under the joint venture Hero Group could not export to international markets (except
Sri Lanka and Nepal) and the termination would mean that Hero Group can now
export. Since the beginning, the Hero Group relied on their Japanese partner Honda
for the technology in their bikes. So there are concerns that the Hero Group might not
be able to sustain the performance of the joint venture alone.

The Japanese auto major will exit the joint venture through a series of off market
transactions by giving the Munjal family—that held a 26% stake in the company—an
additional 26%. Honda, which also has an independent fully owned two-wheeler
subsidiary—Honda Motorcycle and Scooter India (HMSI)—will exit Hero Honda at a
discount and get over $1 billion for its stake. The discount will be between 30% and
50% to the current value of Honda's stake as per the price of the stock after the market
closed on Wednesday.

The rising differences between the two partners gradually emerged as an irritant.
Differences had been brewing for a few years before the split over a variety of issues,
ranging from Honda's reluctance to fully and freely share technology with Hero
(despite a 10-year technology tie-up that expires in 2014) as well as Indian partner's
uneasiness over high royalty payouts to the Japanese company. Another major irritant
for Honda was the refusal of Hero Honda (mainly managed by the Munjal family) to
merge the company's spare parts business with Honda's new fully owned
subsidiary Honda Motorcycle and Scooter India (HMSI).

As per the arrangement, it will be a two-leg deal. In the first part, the Munjal family,
led by Brijmohan Lal Munjal group, will form an overseas-incorporated special
purpose vehicle (SPV) to buy out Honda's entire stake, which will be backed by
bridge loans. This SPV would eventually be thrown open for private equity
participation and those in the fray include Warburg Pincus, Kohlberg Kravis
Roberts (KKR), TPG, Bain Capital, and Carlyle Group.

35
Honda will continue to provide technology to Hero Honda motorbikes until 2014 for
existing as well as future models.

Formation of Hero Moto Corporation:-

The name of the company was changed from Hero Honda Motors Limited to Hero
Moto Corp Limited on July 29, 2011. The new brand identity and logo of Hero Moto
Corp were developed by the British firm Olins. The logo was revealed on 9 August
2011 in London, to coincide with the third test match between England and India.

Hero Moto Corp can now export to Latin America, Africa and West Asia. Hero is free
to use any vendor for its components instead of just Honda-approved vendors.

36
 CHAPTER – 5

OBJECTIVE AND
SCOPE OF THE STUDY

37
 OBJECTIVES AND SCOPE OF THE
STUDY
Successful decision-making depends not on any principles but on the skill and
judgments of the individuals. However skill and judgment by itself cannot lead to
good decisions but are the inherent tools through which data collected or available can
be converted into proper information thus for this purpose of having proper decision
making it is very essential to collect relevant and accurate information. Hence to
collect proper information certain objectives were set which would lead to the process
of research in the designed direction based on the priority and need of the
organization the objectives of the research were segregated in to primary and
secondary objectives.

OBJECTIVES OF PROJECT

1. To identify the customer satisfaction level towards the performance of bikes

2. To identify the factors which influence consumer decision making process.
3. To identify possible area of improvement in bike.
4. To identify the competitive position of various brands of two wheelers in
customers mind.

SCOPE

The project was based on the A COMPARATIVE STUDY OF CUSTOMER

SATISFACTION TOWARD PERFORMANCE OF HERO, HONDA, TVS
AND BAJAJ BIKES and data was collected from the Malegaon City.
This shows the company’s performance and the customer’s satisfaction toward the
company’s products. It also helps to know the customers demand and the expected
services from the companies. The project also helps to know the reasons behind the
reduction of sales of the company’s product. So it is important for customer as well
as the company

38
 C HA PT E R – 6

RESEARCH
METHODOLOGY

39
 RESEARCH METHODOLOGY
Introduction

Research methodology is a way to systematically solve the research problem, as

to how research is done scientifically. It consist of the different methods that
generally adopted by researcher to study his research problem along with logic behind
them. It is necessary for the researcher to develop certain tests.

Marketing research specifies the information required to address these issues; designs
the method for collection information manages and implements the data collection
process; analysis the results and communication the findings and their implication.

Research definition:

“Research is careful inquiry or examination to discover new information and

relationship and to expand and to verify exiting knowledge,”

Research always starts with questions or a problem. Its purpose is to find answer to
questions through the application of the scientific method. It is a systematic and
intensive study directed towards a more complete knowledge of the subject studies.

The following are the methods adopted for the projects:

1. The Research Design is made as per the requirements of the project.
2. For the secondary data collection, the information in the record of the company
proved to be sufficient.
3. For the primary data collection, the researcher has preferred the survey method
to the other methods.
4. In the survey method, the researcher chose to undertaken field work. This is
because there is perception that in the geographical area in which he was to conduct
the survey, better and quicker data was possible to be collected only through direct
field work.
5. In the field work, instead of choosing any interviews or recorded

40
observation, the researcher chose to incorporate all the questions in from of a
questionnaire.

RESEARCH DESIGN

“Research design is the plan, structure and strategy of investigation conceived so as to

obtain answer to research question and to control variance.” - BY KERLINGER

The researcher after choosing the subject, company and the area to conduct his
research, decided to establish the theme or the important factor upon which the entire
project is to base.
At the outset, the objectives of the project were identified. Thereupon, the
conclusive research was undertaken upon consideration, the researcher chose the
statistical design as it suited the project’s requirements. This method was warranted
as he had decided to embark upon a survey and the analysis and interpretation of the
findings of the surveys can only be done properly only if he chose the statistical
design.

RESEARCH PROBLEM:-

To know the consumer buying behavior & awareness about the HONDA bikes and in
the minds of consumer in Malegaon city, because always consumer say something and
does something. There are many companies manufacturing motorcycles into the
market, at the same time as there are many companies manufacturing motorcycles,
idea about thinking of customer on whether, what, how, and for whom to purchase the
motorcycle.

Therefore, research is required to measure present consumer buying behavior at the

purchase of hero bike. So the researcher problem is to identify what are the criteria
that prospective customer takes into consideration before buying the motorcycles.

At the outset may be noted that there are several ways of studying and tackling a
problem. There is no signal perfect design. The research design can be classified in to
true broad categories:

41
 • Exploratory
• Descriptive
• Casual

• Exploratory research is focus on the discovery of ideas. Exploratory research is

carried out to define problems and developed hypothesis to test later. An exploratory
study is generally based on the secondary data that are reading available. It does not
have to change his focus of direction, depending on the availability of new ideas and
relationship among variables.
• Descriptive studies are undertaken in many circumstances. Descriptive studies
can be complex, determining a high degree of scientific skill on the part of the
researcher.
• Casual research helps in determined cause and effect relationship. Between
two or more variables.

The present study seeks to find out the consumers preference towards performance of
two wheelers bike. The study also aims at findings out the drawbacks of the marketing
set up of HONDA’s two-wheeler bikes. So, this makes the study a descriptive one.

SOURCE OF DATA

The sources of data collection methods are as follows:-

a) Primary data:-
The primary data is that which details we collect first time from the market and also
used first time in the research. We also say that the information is first time in the
research decision. To collect the primary data questionnaire is prepared structure
non-disguise questionnaire is prepared.

Primary data:- Questionnaire

42
b) Secondary data:-
Secondary data are those data which are already collected by someone for some
purpose and are available for the present study; secondary data are already collected
by the company’s records and other library’s books. When the secondary data are
sufficient, the researcher has to be satisfied with the primary sources of data.
Secondary data can be used as bases for comparison with primary data have been
collected by questionnaire.

Secondary data: Magazines, Newspapers, Websites, Books, E-Journals.

Primary data i.e. collected for the first time. It is fresh and originally collected by the
survey. I have used only primary data in calculating the study and collect the data.

DATA COLLECTION METHOD

Sampling plan

Sampling is a process of obtaining. The information about the entire population by

examine a part of it .The effectiveness of the research depends on the sample size
selected for the survey purpose.

(A)Sampling Unit:-

It means “Who is to be surveyed”. Here target population is decided and it is who are
interested to purchase “Bike” and sampling frame is developed so that everyone in the
target population has known chance of being sampled. So the survey is conducted
particularly in MALEGAON City.

(B)Sample size:-

For the purpose of proper survey, there is need of perfect research instruments to find
out sample size for more accurate result about buying preference of bike.

These were 100 respondents.

43
(C) Sampling Method:-

A Stratified random sample is one where the population is divided in to mutually

exhaustive strata or sub-group and then a simple random is selected within each of
strata on age groups, occupation etc. It may be noted that stratification does not means
absence of randomness. Here the researcher has used a simple random sampling
method.

Period of study
The period of the study for this is two months i.e.15-May to 14-July.

DATA COLLECTION INSTRUMENT

RESEARCH INSTRUMENT:-

Researcher instruments is the tool by which the researcher can do research on specific
problems or objective. The most popular researcher instrument for collection data is
“Questionnaire” for a particular investigation. It is simple for a moiled set of questions
presented to respondents for their answers. Due to this flexibility, it is most common
instrument used to collect the primary data. During the pre- testing of questionnaire, I
seen the reaction of respondents and suggestions required to make change in research
instrument.

Data Collection :-
The data will be collected from the respondents using questionnaire by personal
interview.

Data Analysis:-

The data analysis will be divided in 2 parts.

First part: will include descriptive statistics and

Second part: will include inferential statistics.

44
THE QUESTIONNAIRE DESIGN:
The questionnaire has been prepared on the following lines:
• The questionnaire includes the entire relevant question so as to provoke and elicit
the data from the respondents in a brief manner.
• There are some open ended questions which are incorporated in the questionnaire.
• The reason behind this is to get the subjective data which if otherwise put in the
form of a close ended form would not elicit the answer in a proper form.
• The questions were able to fully cover the themes concerned.

Analysis of Data through statistical Tools

1. Simple percentage method
2. Correlation Analysis
3. CHI- Square Test
4. Pie diagram
5. Bar diagram

SIMPLE PERCENTAGE METHOD:-

Percentage refers to a special kind of ratio. Percentages are used in making
comparison between two or more series of data. Percentages are used to describe
relationships. Percentage can also be used to compare the relative terms, the
distribution of two (or) more series of data.
% of respondents = No. of respondents ÷ Total respondents × 100

ARITHMETIC MEAN:-
Arithmetic mean, average, or mean is the sum of all items divided by the number of
items. The weighted value mean is most frequently used in marketing research analysis.

CHI- SQURE ANALYSIS:-

Chi-square test is a non- parametric test. It is used most frequently by marketing
researcher to test hypothesis. This is employed for testing hypothesis when
distribution of population is not known and when nominal data is to be analyzed.

45
CORRELATION ANALYSIS:-
Correlation analysis is the statistical technique that is used to describe not only the
degree to which are variable is related to another, but also the direction the
influence. The coefficient of correlation measures the mutual relationship between
two variables. A simple correlation between two variables only and it is usually
represented.
The simple correlation indicted whether the change in one variable influences
the change in the other variable. Not that the changes may likely to occur in both
directions namely:-
1. The increase in one variable is accompanied by the proportionate increase in
the other variable.
2. The increase in one variable causes the proportionate decrease in the other variable.
In the first cast the variable are said to be positively correlated, while in the second
case, the variable are said to be negatively correlated.

BAR DIGAMS:-
Bar diagram consist of bars running either horizontally or vertically with an
individual bar for each observation. The individual bars have separate observations
and magnitudes. They serve the purpose of showing the rate of change in continuous
data. More than two series of data may be depicted by the use of bar diagrams.
The positive and negative quantities also are demonstrated with bar diagram.

PIE DIAGRAMS:-
The pie diagram is presented in a circle dividing the chart in different
components according to the need of the distinctive data. The slices of the circle are
also noted with the name and their percentage share in the total circle of 360 degree.

The questionnaire contains 3 types of questions.

1 Open-ended question:-
It is helpful in knowing what is uppermost in the mind of the respondents. It gives
complete freedom to the respondent.

46
2 Dichotomous questions :-
It has only two answers in form ‘yes’ or ‘n’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So
the respondent is offered two or more choice

3 Multiple-choice question:-
In this, the respondent is offered two or more choice.

47
 CHAPTER – 7

DATA ANALYSIS &

INTERPRETEATION

48
DATA ANAL
ALYSIS & INTERPRETA
ATION

Q1) Which company’s two-wheeler

tw bikes do you have?
Com
mpany Users

HER
RO 25
BAJA
JAJ 25
HON
NDA 25
TVS
S 25
Tabl
ble no. 7.01 Owners of different bikes

Respond
ndent's Ownership of Different Bikes
No. of Respondents

30

20

10

0
HERO
BAJAJ
HONDA
TVS
Name
Na of two-wheere companies

Graph no.1
o.1 Respondent's Ownership of Different Bikes

INTERPRETATION: -
As per the above 100 customers
cu survey it is clear that all the four com
ompany’s bikes
are preferred equally by the customers, i.e. HERO 25 customers,
s, HONDA 25
customers, TVS 25 custo
stomers, and BAJAJ 25 customer.

49
Age Wise Interpre
retation
Age Hero
ro TVS Honda Bajaj
18-25 9 3 11 3
25-40 7 13 9 5
40-55 8 3 7 9
Above 55 1 6 2 4
Total 25 25 25 25
Table No. 7.02 Age-Wise Users of Bikes

Age-Wise Users of Bikes

18-25 25-40 40-55 Above 55

1 2
6 4
8 7
3
9
7 9
13
5
9 11
3 3

Hero TVS Honda Bajaj

Gra
raph No. 2 Age-Wise Users of Bikes

Interpretation:-
• Customers with agee above
a 55 prefer mostly TVS and BAJAJ bikes,
s, i.e. 6 & 4
respectively, while customers
cu for Hero and Honda are very less,, ii.e. 1 & 2
respectively
• Most of the custome
mers between age group 40-55 prefer BAJAJJ bikes i.e.
9.while few customer
ers prefer HERO i.e. 8, customers for HONDA AND
A TVS
are very less i.e. 7 & 3 respectively.
• Most of the customer
ers between the age group 25-40 prefer TVS Bi
Bikes i.e. 13
customers. While the
he customers between this age group for HERO,
O, BAJAJ &
Honda comparatively
ly less i.e. 7, 5 and 9 respectively.

50
• Most of the customer
ers between the age group 18-25 prefer HONDA
A Bikes i.e.
11 customers and HER
ERO BIKES i.e. 9 customers. While the customer
ers for TVS
are quite low i.e. 3 and
an customers for Bajaj are too less i.e. 3.

Q2) Which Models of tw

two-wheeler bike do you have?

Hero No. B
Bajaj No. TVS No. Hond
nda No.

Splendour+ 7 C 100
CT 10 Flame 5 Activ
tiva 8

CD Deluxe 8 D
Discover 5 Star city 5 Drea
eam 5
Yuga
ga

Passion 5 pu
pulsar 6 Apache 3 Shine
ine 7
Pro

CBZ 2 X
XCD 3 Jive 3 Unico
icorn 3

Other 3 O
Other 1 Other 9 Othe
her 2
Table no.
no 7.03 Respondents using different models

Respond
ndents using different models of Hero Bikes
Splendou
dour+ CD Deluxe Passion Pro CBZ Other

12%
8% 28%

20%

32%

Graph No. 3 Respondents

R using different models of Hero Bik
ikes

51
INTERPRETATION
N: -

For Hero Bikes most of

o the customers have CD Deluxe, while the
he ratio of the
customers using Passion
on pro, Splendour +, CBZ and other bikes are ccomparatively
low. The reason behind CD
C Deluxe being famous is its good mileage

Res
espondents using different models of Bajaj Bikes
Other
4%
XCD
12%

CT 100
40%
pulsar
24%

Discover
20%

Graph No.4 Respondents

Re using different models of Bajaj Bikes
Bi

INTERPRETATION
N: -
In Bajaj the customers are
a giving more preference to CT100, Pulsarr aand Discover
models, because the mode
odels have good pickup and good mileage.

52
 Respond
ndents using different models of TVS Bikes

No. Of Respondents
10

Different Models of TVS Bikes

Graph No.5 Respondents

R using different models of TVS Bik
Bikes

INTERPRETATION
N:-
In TVS Bikes the custom
mers are giving more preference to the other models
m rather
than Flame, Star city Jive
ve and Apache.

Responde
dents using different models of Honda Bikes
No. of Respondents

10

Different
D Models of Honda Bikes

Graph No. 6 Respondents

Re using different models of Honda B
Bikes

Interpretation: - In Honda
H Bikes the customers are giving more prefference to the
Activa and Shine models
ls rather than Dream Yuga, Unicorn and Others

53
Q3) In which family Inccome level do you Fall?

Incom
ome level Respondents

Belo
low 2 lac. 10

20000
000-400000 49

40000
000-600000 31

Above
ove 600000 10

Ta
able no. 7.04 - Income level of respondents

Income Group
50
No. Of People

40
30
20
10
0

Income Of people

Graph No. 7 Income Level of Respondents

INTERPRETATION
N: -

The maximum numberss of

o customers that are using these bikes fall in the
he income
group of 200000-400000 & 400000-600000. While this ratio is minimum
um in case of
customers whose income level fall below 200000 because they can’t affo
fford such bikes
and the preference levell for
f such bikes lowers from 600000 & above ass th
they prefer
four wheelers’.

54
Q4) Since how long do
o you
y own a bike?

Yea
ears Respondents

0-2ye
year 34

2-5 year
ye 29

5-7 year
ye 26

Abovee 7 year 11
Table
le No. 7.05 Customers using bikes since..

Custo
ustomers Using Bikes Since...
0-2y
2year 2-5 year 5-7 year Above 7 year

11%
34%
26
26%

29%

Grap
aph No. 8 Customers using bikes since…

INTERPRETATION
N: -
It is observed that mostly
y the customers are having new bikes. This is bbecause the
customers are attracted towards
t new bikes with add on features & doo not prefer
using one bike for moree than
th two years.

55
 Q5) For what purpose do
d you use your Motor Bike?

Hero Bajaj Honda TVS Score

Office purpose 6 3 3 8 20

Personal 7 12 8 2 29
purpose

Educational 4 4 6 8 22
Purpose

Joy purpose 5 2 2 2 11

Other 3 4 6 5 18

Total 25 25 25 25 100
Table No. 7.06 Usage of Bikes

Usage Of Bikes

12
10
8
6
4 He
Hero
2 Baj
Bajaj
0
Ho
Honda
TVS

Graph No. 9 Usage of Bikes

56
INTERPRETATION:-
The customers are using their bikes mostly for official, educational and
personal purpose.
People preferring bikes for office purpose are seen highest in TVS, i.e. 8. People
preferring bikes for personal purpose are seen highest in Bajaj, i.e. 12. People
preferring bikes for joy purpose are seen highest in Hero, i.e. 5. People preferring
bikes for educational purpose are seen highest in TVS, i.e. 8. People preferring bikes
for other purpose are seen highest in Honda i.e. 6.

57
Q6) How do you came to
t know about this Motor Bike?

Hero Bajaj Honda TVS Score

Newspaper 8 3 6 7 24

Television 10 8 12 7 37

Internet 2 6 2 6 16

Friends & Relative 3 7 4 1 15

Other 2 1 1 4 8

Total 25 25 25 25 100
Table No.. 7.07
7. How did customer get to know about bike
ke

How did customer get to know about bike?

15
10 Her
Hero
5
0 Baja
Bajaj
Hon
Honda
TVS

Graph No.. 10
1 How did customer get to know about bikes?
es?

INTERPRETATION
N: - It is observed that the awareness of Hero,, T
TVS & Honda
bikes mostly comes from
om Television and Newspaper, while for Bajaj; tthe awareness
comes from internet and
d television.
t

58
Q7) Does Advertisement Influence your decision in choosing a Motor
or bike?

ANSWERS RESPONDENTS

Yes 65

No 19

Can’t say 16
Table No. 7.08 Influence
I of advertisement on customer’s deci
ecision

Influenc
enced by Advertisement or not?
Yes No Can’t say

16%

19%
65%

Graph No.. 111 Influence of advertisement on customer’s de

decision

INTERPRETATION
N: -
Out of the samplee size of 100 customers, 65 customers agree wi
with the fact
that advertisements play
y a very significant role in influencing their bbehavior to
choose the bike. On thee other
o hand 19 customers do not agree to thiss ffact. While
remaining 16 customerss aare not sure about it.

59
Q8) Are you satisfied with the performance of the bike that you are currently
having?
ANSWERS RESPONDENTS

Yes 59

No 34

Can’t say 07
Table no. 7.09 Customer Satisfaction Towards Performance of bikes

Customer Satisfaction Towards

performance of bikes

Can’t say
7%

No
34% Yes
59%

Graph No. 12 Customer Satisfaction Towards Performance of bikes

INTERPRETATION:-
Out of the sample size of 100 customers, 59 customers say that they are
satisfied with the performance of their bikes. On the other hand 34 customers are
not satisfied with the performance of the bikes that they are having, while the
remaining 7 customers are unable to say anything.

60
Q9) Do you have full kn
nowledge about Bikes before buying?

Hero Bajaj Honda TV

TVS

Yes 1
19 16 21 15

No 4 8 1 7

Can’t say 2 1 3 3

Table no. 7.10 Resp

spondents having knowledge about bikes before
ore buying

Knowledge about bikes

25

20 Hero

15 Bajaj
Honda
10
TVS
5
0
Yes
No
Can’t
say

Graph No. 13 Respo

spondents having knowledge about bikes before
re buying

INTERPRETATION
N:-
It is observed that
hat most of the customers are having full knowleedge of the
bike before purchasing.

61
 Q10) Which Factor belo
low Influence your decision?

Hero
o Bajaj TVS Honda

1
Price 1 2 8

Mileage 8 15 5 1

Quality 2 4 3 7

Resale Value 12 2 4 8

8
Status symbol 2 2 5
T
Table No. 7.11 Influencing Factors of Bikes

Hero Bikes Influencing Factor

15

10

0
Status…
Resale…
Quality
Price

Mileage

Grap
aph No. 14 Hero Bikes Influencing Factor

INTERPRETATION
N: - In Hero bikes the mileage of the bike aand the resale
value that it adds influencces the decision criteria of most of the customers
rs.

62
 Bajaj Bike Influencing factor

status symbol
resale 8% price
8% 8%
ality
quality
6%
16%

mileage
60%

Graph
ph No. 15 Bajaj Bikes Influencing Factor

INTERPRETATION
N: -
In Bajaj bikes customers
rs gets more influenced by the quality and mile
ileage of the
bike and also they thinkk that
th it adds value to their prestige.

TVS Bikes Influencing Factor

8
5 5
4
3

Price Mileage Quality Resale Status

Value Symbol

Graph
Gr No. 16 TVS Bikes influencing factor

INTERPRETATION
N: - In TVS bike the economic price off the bikes
influences the buying beh
havior of the customers.

63
 Honda Bikes Influencing Factor
9

No.of people influenced

8
7
6
5
4
3
2
1
0
price mileage Quality Resale Status
Value Symbol
Influencing Factors

Graph No. 17 Honda Bikes Influencing Factor

Interpretation: -

In Honda Bikes, the factors that influence the consumer buying behavior are Quality,
Resale Value and Status Symbol.

64
Q11) How will you rate your bike’s performance with respect to following
attributes?

Give the points as follows:-

Worst Worse Bad Neutral Good Better Best

-3 -2 -1 0 1 2 3

ATTRIBUTES AVERAGE AVERAGE AVERAGE AVERAGE

POINTS POINTS POINTS POINTS FOR
FOR HERO FOR BAJAJ FOR TVS HONDA

Mileage 1 3 0 1

Price 1 2 0 -2

Pick-up 2 0 1 3

Maintenance 2 0 -2 2

Look & shape 3 -1 2 3

Brand Image 3 0 -1 3

Table no. 7.12 Points Given By Customers for attributes of bikes

65
 POINTS GIVE
EN BY CUSTOMERS FOR ATTRIBUTES
OF BIKES

8
7
6 AVERAGE ASSOCIST
ISTION
5 FACTOR FOR HONDDA
4 AVERAGE ASSOCIST
ISTION
3 FACTOR FOR TVS
2
1 AVERAGE ASSOCIST
ISTION
0 FACTOR FOR BAJAJ
AJ
-1 AVERAGE ASSOCIST
ISTION
-2 FACTOR FOR HERO

Graph No. 18 Points

P Given By Customers for attributes off b
bikes

INTERPRETATION
N: -

It is observed that in rating

r of different features of different bikes
es people give
maximum rating to the look
lo shape, Brand Image and Pickup of the HOND
NDA & HERO
bikes. At the second lev
evel they give their maximum rating to the mile
ileage of Bajaj
Bikes. Most of the custom
omers are dissatisfied with their TVS bikes.

66
Q12) If new Bike with good
g features comes in, then would you like too change
your bike?

Honda
Heero Bajaj TVS

Yes 10
7 10 13

No 13
14 12 7

Can’t say 2
4 3 5
Table No. 7.13 Bike Changing decision

Bike Changing decision

50

40

30 Honda

20 TVS
Bajaj
10 Hero

0
Yes No Can’t
say

Grraph No. 19 Bike Changing Decision

INTERPRETATION
N: - It is observed that the customers of Hero, B
Bajaj & Honda
bikes are not ready to chaange their bikes even if a new bike comes in with
ith good
features. While majority of
o the customers of TVS are ready to change theeir bikes if
new bike provides some good
g features to them.

67
 CHAPTER – 8

OBSERVATIONS FROM
THE STUDY

68
 OBSERVATIONS FROM THE STUDY

OBSERVATIONS:-

1. The maximum numbers of customers that are using these bikes fall in the income
group of 200000-400000 & 400000-600000. While this ratio is minimum in case
of customers whose income level fall below 200000 because they can’t afford
such bikes and the preference level for such bikes lowers from 600000 & above as
they prefer four wheelers.

2. Out of the sample size of 100 customers, 59 customers say that they are satisfied
with the performance of their bikes. On the other hand 34 customers are not
satisfied with the performance of the bikes that they are having. While the
remaining 7 customers are unable to say anything.

3. In Hero bikes the mileage of the bike and the resale value that it adds influences
the decision criteria of most of the customers. In Bajaj bikes customers gets more
influenced by the quality and mileage of the bike and also they think that it adds
value to their prestige. In TVS bike the economic price of the bikes influences the
buying behavior of the customers. In Honda Bikes, the factors that influence the
consumer buying behavior are Quality, Resale Value and Status Symbol.

4. It is observed that in rating of different features of different bikes people give

maximum rating to the look shape, Brand Image and Pickup of the HONDA &
HERO bikes. At the second level they give their maximum rating to the mileage
of Bajaj Bikes. Most of the customers are dissatisfied with their TVS bikes

5. It is observed that the customers of Hero, Bajaj & Honda bikes are not ready to
change their bikes even if a new bike comes in with good features. While majority
of the customers of TVS are ready to change their bikes if new bike provides
some good features to them

69
 CHAPTER – 9

CONCLUSIONS

70
 CONCLUSIONS

1. Most of the Apache, Pulsar & Shine are purchased by young generation 18
to 25 years because they prefer stylish looks and rest of the models of Hero,
Honda, TVS and Bajaj are purchased more by daily users who needs more
average of bikes than looks.

2. Hero, Bajaj and Honda is considered to be most fuel-efficient bikes on Indian

roads.

3. Service & Spare parts of Honda Bikes are available throughout India in local
markets also.

4. While buying a motorcycle, economy is the main consideration in form

of maintenance cost, fuel efficiency.

5. Majority of the respondent had bought their motorcycle more than 2 years.

71
CHAPTER – 10

SUGGESTIONS

72
 SUGGESTIONS

1. Honda should introduce some more models having more engine power.

2. Honda should think about fuel efficiency in case of upper segment bikes.

3. More service centers should be opened for their Customers.

4. Maintenance cost and the availability of the spare parts should also be
given due importance.

5. They also introduce some good finance/discount schemes for students.

6. The price should be economic.

73
CHAPTER – 11

REFERENCES

74
 REFERENCES
Bibliography

Kotler, Philip (1999) “Marketing Management” Millennium Edition, Prentice

Hall, New York.
Kothari, C (2005) “Research Methodology” New age publisher, New Delhi.

Magazines
Business Today and India Today

Webliography:

1. www.heromotocorp.com
2. www.world.honda.com
3. www.bajajauto.com
4. www.extrememachines.com
5. www.tvsmotors.in
6. www.honda2wheelersindia.com
7. www.business-standard.com

75
 QUESTIONNAIRE
“A comparative study on customer satisfaction towards
performance of Hero, Bajaj, Honda & TVS Bikes”
I. Personal data:-
1. Name & Contact no: -
____________________________________________________________

2. Gender: M F

3. Age Group : (A)18 to 25 (B)25 to 40

(C) 40 to 55 (D) Above 55

4. Occupation : Businessman Govt. Employee Private Employee

Student Retired Farmer

5. Annual income : Below 2,00,000 2,00,000-4,00,000

4, 00,000-6, 00,000 Above 6, 00,000

II. Consumer attitude & performance:-

1. Which company’s two wheelers bike do you have?

HERO BAJAJ HONDA TVS

2. Which models of two wheelers bike do you have?

HERO: - Splendour+ CD Deluxe Passion Pro CBZ Other

BAJAJ: - CT 100 Discover Pulsar XCD Other

HONDA: - Activa Dream Yuga Shine Unicorn Other

TVS: - Flame Apache Star city Jive Other

3. For how long do you own a bike?

0 year – 2 year 2 year – 5 year 5 year – 7 year Above 7 year

76
 4. Since do you came to know about these two wheeler bike?

Newspaper Television Internet Friends / family other

5. For what purpose do you use these two wheelers bike?

Office work personal Enjoyment Education Other

6. Which source did you use to purchase a these two wheelers bike?

Cash Bank loan Friend / Relative Instalments

7. How will you rate your bike’s performance with respect to following attributes:-

Give the points as follows:-

Worst Worse Bad Neutral Good Better Best

-3 -2 -1 0 1 2 3

ATTRIBUTES POINTS
A Mileage

B Price

C Pick-up

D Maintenance

E Look / shape

F Brand image

8. Give the proper rank from 1 to 4 for the below given different two-wheeler companies of
bikes for choice preference as per your views?

(A)HERO_____ (B) BAJAJ _____ (C) HONDA_____ (D) TVS_____

9. If new bike with good features come in, then would you like to change your bikes?

Yes No can’t say

77
 10. From the following factors given below, tick the foremost important factor which
influenced your decision while purchasing a bike?

Price mileage Quality Resale value Status

11. Does advertisement influence your decision in choosing a motor bike?

Yes No Can’t say

12. Which company’s bikes you will suggest others to buy?

HERO BAJAJ HONDA TVS

13. For the following criteria answer these question based upon your experience about these

two wheeler bikes. Tick the most appropriate answer as per your views in the block.

Strongly Agree Natural Disagree Strongly

Agree Disagree
A Satisfied with the performance of the bike

B Knowledge about bike before buying.

C The dealers are customer friendly.

D Dealer service is helpful at time to

purchase a bike.

E Satisfied with the dealer service after

purchase a these two wheeler.

78