A STUDY ON BUYER BEHAVIER FOR TWO WHEELER WITH

REFERENCE TO NEYVELI
INTRODUCTION

Marketing is the process by which companies can create customers interest in product or

services. It generates the strategy that underlies sales techniques, business communication and

business development. This integrated process makes the companies to build strong customer

relationship and create value for their customers and for themselves. Consumer behaviors are of

prime importance in marketing. It is important to understand consumer buying behavior as it

plays a vital role in creating an impression on commerce as a whole. It focuses on how individual

make decision to spend their available resources on consumption related items. Many

automobile companies exist in the market place.

In this era of cut throat competition, no company can survive in the market place

without knowing its product’s strengths and weaknesses. It has to fortify (Strengthen) itself

against threats from the environment and exploit its strengths for increasing profits. In order to

do so, the company has to conduct regular surveys to know the customer’s opinions, needs, and

preferences. This helps the company to manufacture the product according to customer’s

expectations. It has now become more important for the customer confidence and higher position

of buyer perception. Thus ,Surveys becomes genuine key to success.

The Bike segment is Dominated by 4 major players viz. HERO HONDA ,BAJAJ,

TVS, ROYAL ENFIELD .Besides these, there are players like –YAMAHA, SUZUKI.

The expanding Indian market, the growing size of the middle class and the rise in

1
aspirations of the youth along with opening up of the Indian economy have collectively

influenced the steady growth of the two wheeler market in India. With leading foreign brands in

collaborations with Indian company manufacturers entering the Indian market, the customer

could not have asked for more. In fact, the Indian bike market has grown immensely and the

preference for variety looks, design has brought in a number of models in the market. In the last

3 to 4 years, the craze for motorcycle over the scooters has picked up and one can find today

even girls crazy for a motorbike not only in the Metros but in small towns and cities also.

INDUSTRY PROFILE:-

The automotive industry design, develop, manufacturer, market and sales the worlds

motor vehicles. In 2018-19 more the 70 million motor vehicle including cars and commercial

vehicles were produced world wide.

In the 2018-19 the automobile industry produced over the 70 million vehicle, and

employed over the 9 million people and represented over 5% of world total manufacturing

employment. In 2018-19, the global vehicle registrations reach nearly 901 million vehicle.

The fastest growing market for automobiles are china, India, Russia, and brazil. In

2019 with rapidly rising oil prices, industries such as the automotive industries are experiencing

a combination of pricing pressures fro row material cost and change in consumer buying habit.

The industry is also facing to increase external competition from the public transport sector

as the consumer re-evaluate their private vehicle usage.

In the automobile industry there are a many players as the Hero Honda motor

limited, Bajaj auto limited, TVS motor company limited. The other players of the two wheeler

2
industry as the kinetic motor company limited, kinetic engineering limited, LML, Yamaha

motors India limited, Majestic Auto limited, Royal Enfield, and Hero Honda motorcycle and

scooter private limited.

Automobile industry in India ;

The Indian automobile Industry consist of five segment: commercial vehicles, multi

utility vehicles, and passenger cars, two-wheeler, three wheeler, tractors. The automobile

industry in India the tenth largest in the world with the annual production of the approximately 2

million unit expected to become one of the major global automotive industries in coming year. A

number of the domestic companies produce to the automobile industry in India and growing

presence of multi national investment to has increase in over all growth.

De-licensing in 1991 has put the Indian automobile industry on a new growth track,

attracting foreign auto gains to setup the production facilities in the country to take advantage of

various benefit it's offers. this took that Indian automobile production from the 5.3 million unit in

the 2001-02 to10.8 million unit in 2007-08. the other reason is to be attracting global auto manu-

facture to Indian are the country's large class population, growing earning power, strong

technology capability and availability of trained manpower at competitive price.

TWO-WHEELER INDUSTRIES ;

India is the second largest two-wheeler manufacture in the world and largest

manufacture in the in the world. Indian two-wheeler segment include in a range of vehicle such

as the scoter-geared and unguarded, moped and motorcycle. In india there are a 3 scooter

manufactures, and 3 moped manufacture, Hero Honda, TVS, Bajaj Auto, Suzuki, Yamaha, etc

are leading manufacturer. They have also dominated the global area after piaggo. production of

3
the automobile industry during the financial year 2008-2009 is 17.22 million.

Production of the two-wheeler automobile industry

Year Production (in units) of two

wheelers ( in million)

2014-2015 6.52

2015-2016 7.60

2016-2017 10.78

2017-2018 13.52

2018-2019 17.22

Sales of the two-wheeler bike in the Indian market

Year Total sales (in units) of two

wheelers (in million)

2014-2015 6.20

2015-2016 7.05

2016-2017 11.42

2017-2018 7.86

2018-2019 12.16

TWO WHEELER COMPANIES

 India is the second largest producer of two wheelers in the world. In the last few years, the

Indian two wheeler industry has seen spectacular growth. The country stand next to china and

japan in terms of production and sales respectively.

Majority of Indians especially the youngster prefer motorbikes rather than cars. capturing

a large share in the two wheelers industry, bikes and scooters cover major segment. Bikes are

large variety of two wheelers that are available in the market, known for the most recent

technology and improved mileage Indian bikes, mopeds stand for style and class for everyone in

India.

Large variety of two wheelers are available in the market, known for their latest technology

and enhanced mileage. Indian bikes, scooters and mopeds represent style and class for both men

and women in India.

BENEFIT OF TWO WHEELERS

Two wheelers are the most popular and highly sought out medium of transport in India.

 Economical price

 Safety

 Fuel efficient

 Comfort level

However, few Indian bike enthusiasts prefer high performance imported bikes. Some

of the most popular high-speed bikes are Suzuki hayabusa Kawasaki ninja, Suzuki Zeus,

hero Honda karizma, Bajaj pulsar and Honda unicorn. These super bikes are specially

5
deigned for those who hove browse through the pages and catch all details of high
performance two wheelers in India.

BAJAJ

Established in 1945, Bajaj auto ltd was incorporated as a trading company. Till 1959, they

imported scooters and three wheelers from Italy and sol them india. The company got a

production license in the year 1959 and fastened a technical collaboration with Italian PIAGGIO

in 1960.

Bajaj auto ltd is one among India ’s top ten companies in terms of market capitalization and

among the top five in terms of annual turnover. The company started producing in 1962. Its

collaboration with piggio expired in 1971 and since then, scooter and three wheelers are being

sold with the brand name “BAJAJ” .

In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant started

scooter production in 1986, three wheeler production in 1987 and scooter and motorcycle

facilities were commissioned in 1990 and 1991 respectively.

Today ,the company has become a market leader with annul production in excess of 1.35

million units which was about 4000 unit in 1961. These days, Bajaj auto ltd has stated offering

products in all segments.

6
Bajaj discover 150 DTSI 150cc
Bajaj avenger 180cc
Bajaj ct 100 99.27cc
Bajaj Discover DTSI 135.cc
Bajaj Kawasaki caliber 111.6cc
Bajaj Kawasaki boxer 111.6cc

Bajaj kb 125 123cc

Bajaj 4s champion 99.35cc

Bajaj platina 99.27

Bajaj pulsar 135 LS 135cc

Bajaj pulsar DTS –Fi 220cc 220cc

Bajaj pulsar DTSI

 Pulsar 180 DTS – I UG 180cc
 Pulsar 150 DTS - I UG 150cc
 Pulsar 180F 178cc
 Pulsar 220 DTS – Fi 220cc

Bajaj wind 125 124.66cc

Bajaj XCD 125cc

Bajaj Discover DTS-si 100 100cc

Bajaj pulsar 220 NS 200cc

7
ENFIELD MOTORS
 Established in 1955 , ROYAL ENFIELD was the brand of the enfield cycle company.

Royal Enfield is one of the oldest bike on the road . the company is well known for producing

motorcycles, but they also produce bicycle, stationary engines lawn mowers and rifle small parts

for the royal small arms factory in Enfield. Royal Enfield motors ltd has its headquarter situated

at thiruvottiyur, Chennai, Tamil nadu, India.

In 1990, royal Enfield entered into a strategic alliance with the belcher group, and later

merged with it 1994. The annual turnover of the company is rs.10 billion. The eicher group has a

range of interests in the automotive industry, including small trucks, tractors, exports, automotive

gears management consultancy and cartography

The innovative ideas of the royal enfild-eicher nexus is exhibited in the new line of

Enfield bikes and the global technological.

ROYAL ENFILED MOTORS LTD operates out of 12 area offices, 16 depots, over 250

dealers and 150 authorized service enters in India. The company also export its products to over

20 countries including Canada, France ,Japan, usa, Germany

.

Bullet 350 Bullet 500 Enfield diesel

 Bullet deluxe Bullet electra Bullet machismo
 Bullet electra
 Bullet electra 5s

Bullet machismo 500 Bullet std 12v Lightning 500

Taurus Thunderbirtd Royal enfield classic

Twinspark 500

SUZUKI

It is a global leader in the automotive industry, with over 50 years of continuous

profitability. That means we build great products, and we ‘ll always be there to support our

customers. SUZUKI MOTERS CORPORATION is an admired World leader in high

performance automobiles, an motorcycles. The experience and expertise that makes Suzuki

synonymous with consistent performance, goes right into every vehicle they make.

SUZUKI MOTOR CORPARATION

POSSESS an entirely owned subsidiary in India Suzuki motorcycle corporation.

This India subsidiary employ about 650 people including the contract workers. Suzuki

motorcycle is a manufacturer of two wheeler and has its manufacturing facility at gurgaon,

Haryana. The company started its manufacturing operations today, some of the most

technologically advanced, exciting, and dependable vehicles on the road were manufactured by

9
Suzuki motor. Buying a Suzuki offer you maximum confidence because of the proven quality of

the products, the pride and strength and unbeatable built in value.
Suzuki hayabusa 1340cc

Suzuki gixxer 155cc

Suzuki gixxer SF 155cc

Suzuki intruder 154.9cc

Suzuki gixxer SF 250 249cc

Suzuki GSX S1000 999cc

Suzuki GSX S 750 749cc

Suzuki v-strom 650XT 645cc

Suzuki Zeus 125cc

Suzuki access 125 125cc

10

TVS

TVS motor is a leading and trusted two wheeler company began with the vision of
 TVS scooty. Scooter the founder of the sundaram clay ton group, the late t.s srinivasan- to

design, develop and produce an affordable moped for the Indian family. This vision was

realized in 1980 when TVs 50, India’s first two seater moped rolled out of the factory at house

in Tamil nadu southern India.

TVS motor has continually worked on innovating the motorcycle segment along

with two wheeler range. The Suzuki shoaling, developed by TVs Suzuki is India’ first 5 speed

140 cc motorcycle. Another example of the company success is TVs scooty, 60 cc scooter

which keep one step ahead.

TVS motor has been coveted 2 it awards, one of the is bagging the SAPACE 2008

award for customer Excellence and other one is 2008 Symantec south Asia visionary award.

Along with this, its the first company in the word to be honored with the Deming prize for

quality management. In September 2008, the company has got 19% growth for registering total

two wheeler sales of 137246 unit.

The company is third largest two wheeler manufacturer in india and rank among the top

ten globally. Company was the first in india to launch 2 seater 50cc moped and 100cc indo

Japanese motor cycles. At fiero are the popular.

11

Suzuki hayabusa 1300 Suski intruder m1800r Suzuki gs 150 R

TVS Apache RTR Fi TVS centra TVS FIERO

  TVS fiero F2
 TVS fiero fx

Suzuki shogun Suzuki shaolin TVS flame

Suzuki max 100 Suzuki max 100 R Suzuki samurai

TVS Victor TVS star

 Tvs victor glx  Tvs star
 Tvs victor gx  Tvs star city
 Tvs victor edge

YAMAHA

Yamaha Motor India Pvt. Ltd. Is a 100% owned subsidiary of Yamaha Motor Company

Ltd. of Japan. Yamaha Motor is located at Faridabad, Haryana with employee strengthof more

than 3000 people. The company has opened “Yahama One”- a branded dealership at Delhi and

plans to open more in the future.

Holding the true spirit of commitment to customer satisfaction – Yamaha Motor India is

enriching lives of the people with the same ingenuity and enthusiasm as its parent company –

Yamaha Motor Corporation, Japan. Having operated in India as technology provider for almost

two decades YMI was incorporated in August 2001 as a 100% subsidiary of YMC , Japan. Since

then it has been in the process of redefining business processes and extending the awe and power

associated with the legacy of the Yamaha Group.

12
YAMAHA ’ s association with india began in 1985 for the first time when it provided

technical assistance to the escorts group in manufacturing of motorcycle manufacture which

build products that stand out for their quality wherever they are sold. In the year 1960, the
company began manufacturing powerboats and outboard motors. In June 2000, the equity

holding were revised and company.

Situated at Faridabad, Haryana, Yamaha motor india private limited is a 100% owned

subsidiary of Yamaha motors company limited of japan. Total employee strength of the company

is more 4500 people

13

YAMAHA YZF R15 V3 155CC

YAMAHA FZR V3 149CC

YAMAHA MT 15 155CC
 YAMAHA FZ V3 149CC

YAMAHA YZF R3 321CC

YAMAHA RAYZE 125 125CC

YAMAHA FAZER 25 249CC

YAMAHA YZF R1 998CC

YAMAHA MT 09 847CC

YAMAHA SALUTO RX 110CC

YAMAHA Alba 106 106CC

YAMAHA CRUX 106CC

YAMAHA YZF R1 1000CC

YAMAHA FZ 16 150CC

YAMAHA RX 135 132CC

YAMAHA RXZ 132CC

YAMAHA CYGNUS RAYZR 113CC

YAMAHA ALPHA 113CC

14
INTRODUCTION

This part of the Chapter covers the study related with Automobile industry and reviews are

likewise displayed to characterize the nature of the problem. The most vital part of any research

is the literature as it is a basic and foundation part of the investigation since it covers all past
research done on the subject and sets the platform on which the flow of current research and

study is based.

A literature assessment done has gone beyond the look for information and includes the

identification and articulation of relationships among the literature and the area of research. The

study is based on the inferences drawn from research articles and books with respect to the

research topic. This part contains review of research articles, review of books, Thesis and survey

of other related published or unpublished literature accessible on the concerned subject.

The subject area of present research is connected with two wheeler industry and its effect on

different gatherings or areas of economy. In the 21st Century, we are seeing a progression of

changes in two wheeler industry with foreign players entering the market Ducati, Harley and

Triumph. Market stability is the ruler of the past as innovation advances and business need to

spread out to increase the value of their services. There are numerous contemporary changes that

are occurring in and around the economy which are in charge of changes in the two wheeler

industry as a monetary movement. The present review manages to understand the growth of two

wheeler industry, its implications on economy, identify factors influencing the two wheeler

15

customer behaviour, the responses of consumer and how two wheeler industry sales practices has

influenced the overall economic growth of service sectors in particular as well as the economy in

general.

From the above factor of view the researcher has identified following as the basic purpose of

research.
i. To study the growth and development of Indian two wheeler companies

ii. To study the factors influencing customer’s buying decisions of a two wheelers
iii. To analyze the buying process for a two wheeler
iv. To study the pre and post sales practices of two wheeler companies
v. To study and analyze the impact of factors influencing customer buying behaviour on sales

practices

PURPOSE OF REVIEW

The purpose of the prevailing overview of literature is enlisted as follows:

 To recognize the overall trend in the automobile enterprise round the globe
 To identify the reasons of development of two wheeler automobile industry at large and
its impact on advertising of offerings.
 To discover the constituents of marketing environment that includes the two wheeler
automobile industry.
 To find out how the consumers have changed their perception about two wheeler
industry, about new sales practices in two wheeler industry and how the customers are
responding to the techniques adopted by two wheeler companies.
 To identify what are the contemporary areas of research in two wheeler industry and how
the researchers have studied different dimensions of two wheeler industry.

16
 To know what are the observations of different expert, marketers and researchers

regarding development in two wheeler industry and its impact on consumer response,

economic development as well as competitive changes that have taken place in sales

practices of different two wheeler companies.

From this point of view the researcher has made this review in a particular chronological
order, comprising of the review of various books regarding Marketing, Consumer Behaviour and

research material at national and international level

OBJECTIVES OF REVIEW.

Major objectives of review are as follows:

1. To examine the trends and changes in the field of two wheeler industry in India as studied
by different experts.
2. To find out new growth patterns in two wheeler marketing in India as noticed by different

authors.

3. To understand the developments and changes noticed via extraordinary authors and
researchers within the subject of two wheeler purchaser behaviour
4. To find perspectives and viewpoints of experts at national and worldwide level concerning

sales practices adopted by various two wheeler companies.

REVIEW OF BOOKS AT NATIONAL AND INTERNATIONAL

SCENARIO
The researcher has referred to a number of reference books for the research work. Some of the

important books are as follows:-

(Philip T. Kotler & Gary Armstrong, 2011)1 in their book „Principles of Marketing

Management‟ have given a bits of knowledge on marketing management. The author has used

17
various case studies and examples from the real market for each chapter making it more practical

oriented. He has also explained the importance and usefulness of Marketing Management for

various products and services across the markets. The book is organized into four portions:

Defining Marketing and Marketing Process; Understanding the Market Place and Consumers;

Designing a Customer-Driven Strategy and Mix; Extending Marketing. The fourteenth release
incorporates scope on supportability and an attention on marketing in today's difficult financial

atmosphere. This book gives an impeccable mix of hypothesis and reasonable application for its

readers. This book offers a short, brief insight of important concepts and cases.

(C.B.Mamoria, R.L.Joshi, & M.I.Mulla., 2005)2 The book “Principles and Practice of

Marketing in India” is exceptionally valuable to comprehend the idea of Marketing System and

Marketing Mix. The book gives wide data about the marketing of consumer products, Industrial

goods and agricultural goods. It is like way throws light regarding the matter Market

Segmentation, Consumer Behavior and Product Planning and Development. It additionally

clarifies the idea of Service Marketing, Pricing Policies and Strategies.

C.B.Mamoria, R.L.Joshi, & M.I.Mulla., 2005)2 The book “Principles and Practice of

Marketing in India” is exceptionally valuable to comprehend the idea of Marketing System and

Marketing Mix. The book gives wide data about the marketing of consumer products, Industrial

goods and agricultural goods. It is like way throws light regarding the matter Market

Segmentation, Consumer Behavior and Product Planning and Development. It additionally

clarifies the idea of Service Marketing, Pricing Policies and Strategies.

(Adcock, 2000) in his book “Marketing Strategies for Competitive Advantage” considers

methods for accomplishing a competitive edge and how to conquer the top position in the market

18
place. The author investigates vital basic leadership from two points: he demonstrates different

ways to build relations and create skills that will strengthen these relationships and he likewise

analyses how to create and own new markets. The author focuses on developing and maintaining

relationship with customers as he considers it as very noteworthy while planning and executing

of a marketing plan. The author tries to explain relationship marketing and competitive
advantage with real time examples. The author considers the advantages of significant worth of

value added association and the long term management of customers.

(Cassell, 2009)5 his book “Brilliant Selling: What the Best Sales People Know, Do and Say”

gives a strong foundation of sales practices to guarantee success. The author discusses the key

selling skills and investigates the requirements to develop the mindset and attitude of a excellent

sales person. It also discovers that anything can be sold and targets are always achievable. The

book gives a road map to achieve the selling skills by emphasizing the Knowledge to Plan,

Persuade, Negotiate, Collaborate and Sell. The book truly helps to understand what the customer

wants and how to put this into practice.

(R K Srivastava, Ernest Cyril de Run, & Kim Shyan Fam, 2008)6 describe in their book

“Sales Management” the different aspects of Marketing and Sales Management. The book opens

up the importance of Sales management in changing times and how it is the nerve of each and

every organization. The book covers the following topics like Sales Planning, The Selling

Process, Territory Management, Sales Control, Sales Training, Role of an Area Sales Manager,

How can First Line Sales Managers be more effective, How to Build Team Spirit, Get Best Sales

Performance and Sales Incentives. The book develops a correct perception about Sales

Management by incorporating research based articles throughout the book.

19
(Phadtare, 2012)7 in his book “Marketing of Two-Wheelers in Liberalized India” describes the

two wheeler industry in India which has now ventured to every part of the transform from the

seller's market to the purchaser's market. The book explains in detail the issues and problems

related to product mix, target segments, technology level and environment. Rating of 23 factors

is discussed in relation to inclinations of aspirant male and female towards experienced male and
female. A correlation of nature of services of three sorts of specialist organizations is made.

Approaches for product and service advancement are pondered. Dyadic models, feature

mapping, evaluation criteria for an objective and systematic selection of dealers were determined

a formulated by using simple tools. The subjective modern changes prone to occur will be

customer based, maker based, dealer based and environment based.

(Michael A. Belch, Keyoor Purani , & George E. Belch, 2013)8 in their book “Advertising

and Promotion: An Integrated Marketing Communications Perspective (SIE)” revealed the

change from the traditional advertising methods to the more widely recognized approach of

implementing an integrated marketing communications (IMC) strategy. Built around an

integrated marketing communications planning model, it recognizes the importance of

coordinating all elements of the promotional mix to develop and implement an effective

communications program.

(Sandra Moriarty, Nancy D Mitchell, & William D. Wells, 2012)9 in their book “Advertising

and IMC: Principles and Practice” tracks the changes in today’s dynamic world of media and

marketing communication–as well as the implications of these changes to traditional practice–

and presents through an accessible, well-written approach. The ninth edition highlights the

increasing importance of consumers as the driving force in today’s advertising strategies, social

20
media and the Internet evolution/ revolution. It also includes an increased IMC and brand focus.

Although the marketing communication environment is ever-changing, this text also highlights

the basic, timeless principles of advertising and marketing communication. These enduring

principles are woven throughout this text.

( Lenon G Schiffman & Leslie Lazar Kanuk, 2006)10 in the book „Consumer Behaviour‟

have recommended customer behaviour as individual varies as from group. The household

choice for a purchase is totally not quite the same as individual purchase decision. The authors

discussed about different factors that influence buyer purchase choice. The book concentrated on

family life cycle and different needs of customer amid various life cycle stages. The family

decision making process as a collective choice making process is expounded and it is suggested

for market segmentation as indicated by family need hierarchy. The book illustrates the

interrelationships between consumer behaviour concepts through a Simple Model of Consumer

Decision Making. A concise structural framework is presented in the first chapter to enhance

understanding and application of consumer behaviour principles to marketing strategy. The

book's final chapter ties all of these concepts together into a fine-tuned, detailed model that helps

to retain the interrelationships and relevance of individual concepts to consumer decision-

making. Market segmentation approach throughout introduces to the practical issues that the real

business world interacts with. This popular, real-world approach of market segmentation

provides with the structure and direction for successful market practice. The book illustrates the

enhanced global outlook through examples and by addressing cultural differences in both

domestic and multinational marketing. It helps to understand the dynamics of cultural

differences.

21
(Del I Hawkins, , Roger J Best,, Kenneth A Coney,, & Amit , 2007)11 discussed in their book

“Consumer Behaviour” about different variables influencing purchaser for purchasing, such as,

demographic and social impacts (family and household), group impact, effect of advertising and

internal influences (learning, perception, attitude and so forth.). The book explains the various

types of buying decisions, buyer’s involvement in purchase and product involvement. The book
additionally stressed on the search process for gathering information and different mediums

through which information can be acquired and assessed by the customers are prescribed in this

review. The book additionally accentuated on individual perception and judgement. They also

recommended that the capacity of a person to recognize comparable boosts is called sensory

discrimination which could include numerous factors identified with individual inclinations.

(Loudon David L. & Bitta Albert J. Della, 2004)12 in their book “Consumer Behaviour”

mentioned that consumer behaviour studies assume an imperative part in segmenting the markets

and planning focused marketing strategies. The authors advocated consumer behaviour as

applied science as the customer is frequently considered as a subject matter of study as certain

considerations are significantly influenced by their behaviour or expected activities. The authors

suggest firms how it‟s important to consider the core marketing activities in outlining successful

and effective marketing strategies. The authors highlighted the elements influencing customer

behaviour at micro and macro level for settling on a purchase choice.

(Sathish K. Batra, & S. H. H. Kazmi, 2008)13 in their book “Customer Behaviour”

demonstrate an all-around examination of purchaser conduct through a couple of relevant

examinations in their book. They revealed that, client conduct is a connected science and

22
furthermore the examination of client conduct goes well past the simple demonstration of

procuring or the use of the administrations or items. The book has depicted buyer fundamental

purchasing conduct, purchaser’s black box and noteworthiness of client conduct considers for

advertisers in order to fathom what satisfy a complete purchaser.

(Dr. Kerav Pandya, 2011) has elaborated the Indian two wheeler industry with special
reference to motorcycle users in his book “Consumer Behaviour in Two wheeler Industry”. In

India, those who use private transportation, majority of them depend on two-wheelers due to

convenience, less traffic problems, less price compared to four wheelers, less running and

maintenance cost etc. In two-wheeler industry, a large number of Indian and foreign players are

competing for higher market share. They focus on consumer psychology for providing the

required features in two wheelers, for designing their advertisements and for identifying better

ways of communication to the consumers. This book contains the research study on

understanding the consumer behaviour of motorcycle users of Gujarat, India. Extensive data

analysis has been carried out using various statistical tools. The study identifies some factors and

features of motorcycle that are relatively more important to consumers. The book is helpful in

better understanding of behaviour of motorcycle users in the developing countries like India and

it provides a great help to two-wheeler marketers.

( Zeithaml , Bitner, & Gremler, 2012)15 in their 6th edition “Services Marketing” have

discussed on various aspects of services marketing such as consumer behaviour in services,

services designs and standards, delivering and performing service and managing service

23
promises. The book focused on various challenges and issues of service marketing, the GAPS

model of service quality and customer defined service standards. The book discussed service

quality models and service preference models in detail. The book also recommended uniformity

in quality standards should be implemented.

(Krishna K. Havaldar & Vasant M. Cavale, 2011)16 in their book “Sales and Distribution
Management”, talk about the sales and distribution aspects of a marketing venture. Since the

marketing industry in itself is quite vast with its various parts like advertising, promotion and

shipping of the ultimate product. The book makes a clear understanding of the intricacies

involved in marketing research and overall logistics. This book seeks to establish a link between

the concept of sales and distribution and their effective management. The role of sales managers

in this context becomes relevant and the authors emphasize on that, along with analyzing sales

objectives, strategies, control and general understanding of sales management. The book gives a

clear understanding of all the main components of sales and distribution management with its

practical orientation.

(Sheth & Parvatiyar, 2000)17 in the book “Handbook of Relationship Marketing” stress the

importance of cooperation and collaboration with suppliers and customers, relationship

marketing is emerging as the 'core' of all marketing activity. In recent years, there has been an

explosive growth in business in relationship marketing and this book has presented the key

concepts, theories and applications. The authors of this book have assembled an authoritative and

global cast of chapter contributors and crafted a volume that will become the seminal, founding

work in this growing field. Their approach is eclectic, including a broad coverage of topics,

diverse theoretical and conceptual paradigms and global viewpoints.

24
(Ramana & G. Somaya., 2003)18 book on „Customer Relationship Management‟ attempts

to give the nature, conception as well as execution of CRM practices and techniques applicable

to various associations The book is partitioned into three sections: Part I of the book gives a

calculated structure, use of CRM in manufacturing and service sectors. Part II manages the e-

CRM ideas and execution issues required in its importance to various sectors. Part III comprises
of case studies of associations which have executed CRM.

(Shajahan, 2004)19 in his book “Relationship Marketing: Text and Cases” explained the

fundamental principles of customer relationship building and their applications through suitable

case studies. This book focuses on the power of customer relationship management. Customer

Relationship Management (CRM) is growing in importance due to the challenging business

environment faced by organizations throughout the world today. The book discusses on customer

acquisition, retention, measuring profitability from relationship, CRM, customer loyalty and so

on. The book covers the technology issues and internet applications and it also exclusively

discuss the application of technology in relationship marketing.

(Alvin C. Burns & Ronald F. Bush, 2014)20 in their book “Marketing Research” gives a “nuts

and bolts” understanding of marketing research and provides with extensive information on how

to use it. The text is in simple language which provides the fundamentals of the statistical

procedures used to analyze data. The authors has given good knowledge of statistical analyses

The authors have added guidelines to help and write reports after conducting a statistical analysis

using SPSS. By integrating SPSS 17.0 into the text, the researchers was at eased into

understanding the software what the analysis technique is, when to use it and how to interpret

25
(Scott M. Smith & Gerald S. Albaum, 2005)21 in their book “Fundamentals of Marketing

Research” covers all facets of marketing research including method, technique and analysis at all

levels. The methodological scope regarding research design, data collection techniques and

measurement is broad with three chapters devoted to the critical area of measurement and

scaling. The presentation is from primarily a pragmatic and user-oriented perspective which aids
to evaluate the research. The book explores cutting-edge technologies and new horizons through

a grasp of research fundamentals.

(Nair, 2016)22 book on “Consumer Behaviour and Marketing Research” combines two vital

aspects of the field of marketing therein. The book is divided into two parts: Consumer

Behaviour and Marketing Research, covering the various facets of consumer behaviour and the

steps involved in the marketing research process, respectively. It is an effort on the part of the

author to cover the subject matter with a blend of the important aspects related to the fields of

Consumer Behaviour and Marketing Research. Most of the important concepts and variables

involved in consumer behaviour and marketing research are explained citing real and practical

examples to facilitate the link with actual situations.

REVIEW OF RESEARCH PAPERS IN NATIONAL AND

INTERNATIONAL JOURNALS
A large number of authors have contributed by undertaking different research projects

regarding customer behaviour, factors affecting customer behaviour, various sales practices

followed by companies for promotion, distribution as well as to understand consumer behaviour.

26
There are even researches regarding display arrangement, discount and price off as they

influence consumer behaviour as well as consumer response to different types of competitive

strategies adopted by companies. It is worth understanding how the researchers have identified,

understood and analyzed different facets of consumer behaviour in two wheeler industry.
REVIEW ON INDIAN AUTOMOBILE AND TWO WHEELER INDUSTRY

(Dr. Govind P. Shinde & Dr. Manisha Dubey, 2011) analyzed the figures of the Indian

Automobile segments comprising of passenger vehicle, commercial vehicle, utility vehicles,

multi-purpose, two wheelers and three wheelers during the period 2005 to 2010. The review is

conducted to study the performance and trend of key players of Indian automobile Industry. The

study is based on secondary data and statistical tools such as the excel software is used to

analyze the data. The authors have portrayed every segment briefly describing the present and

future market patterns and developments in the Indian automobile industry. The study takes into

account the past and current trends in an economy and identifies immense opportunities for

various industry players including automobile manufacturers and players of automobile

components. The position of Indian automobile industry is revealed by using swot analysis.

Notwithstanding economic slowdown, the Indian automobile industry has demonstrated high

growth and shows a bright coming future due to economic sustainability and increasing living

standards and purchasing powers of the Indian customer’s. Despite the fact that the Automobile

industry is recording expanding development rate in sales, yet in the meantime there are grey

areas in the automobile business and these should be considered by the auto versatile industry to

overcome.

27
(Amarjit Singh & Dr. Vinod Gupta, 2012) gives a holistic view of Indian Automobile

Industry by conducting the research on secondary data which was collected from the books,

magazine, in-house materials and websites of automobile industry. Quantitative approach is used

for this study. The research examines the market percentage of Indian automobile industry,

forecast for Indian automobile industry and swot analysis of Indian automobile industry. The
working system is based on open market for automobile industry in India and hence several joint

ventures have up springed in India with foreign collaboration. The study concludes that the

Indian automobile industry holds huge scope for expansion in domestic and international market

thereby helping the Indian economy to proceed with this development.

(Upadhyay, 2013) witnessed the huge growth opportunities for manufactures and service

providers in Indian rural two -wheeler market. This paper goals at an empirical study of rural

customers and relationship of environmental factors affecting the people’s preference on

purchasing two wheelers in rural India. The authors predict the short to medium term outlook of

the industry will stay healthy, majorly driven by rising demand from rural areas and smaller

towns. According to the review the rural two wheeler market will be enhancing in future and

hence the competitors can utilize this opportunity via more and high-quality infrastructure in the

form of just good roads and using brand new technology and can provide an edge over

competitors throughout the country.

(Sharma, 2016)27 provides attention on market share of major two wheelers brand in Jaipur city and

also identifies the market leader among major brands of two wheeler companies namely Hero Moto

Corp, Honda, TVS and Bajaj. The scholar thinks that customer have a criteria of inclination towards

28
purchase a two wheeler before they decide to purchase a vehicle. The author has endeavored to

summate a portion of the components which people evaluate before the genuine purchase. The

review uncovers the different choice a customer evaluates at the time of purchasing a two wheeler

however the choice relies on upon different elements like product properties, price, credit assistance

and brand. The research inferred that Hero Moto Corp is the main brand of bike in Jaipur city
followed after by Honda, TVS and Bajaj.

(Pradeepta K. Sarangi, , Shahin Bano , & Megha Pant , Future Trend in Indian

Automobile Industry :A Statistical Approach, (2014) made an attempt to figure out the

growth of Indian automobile industry and to report the forecasted values for the next three years

(2013-14 to 2015-16) using statistical technique like Graphical method with linear trend line.

The secondary data from websites is used to study the Indian automobile industry from the

period 2001-02 to 2012-13 for the segments of production trend, domestic sales trend and export

trend for two categories: passenger and commercial vehicles. An entry has been made to realize

and analyze the present and future pattern in Indian automobile industries. Regardless of quite a

lot of ups and downs prior to now years, the experiments show confident progress in above two

segments of automobile industry.

(L Nanda Gopal, 2013) attempted the study and investigate the impact of globalization on

Indian two wheeler market and analyze the advantages from globalization in this industry. The

study has been explored through secondary sources such as reports, books, journals, articles and

access through websites etc. It discovered globalization approach has affected the sector in the

entire areas of production, sales, financing, research and development. Globalization has marked

29
a positive influence on the growth of two wheeler industry and thereby highlighting a huge

potential for new entrants models. Keeping in mind the end goal to meet the difficulties postured

by globalization the Indian two wheeler producers need to guarantee the technological

development, appropriate marketing strategies and satisfactory customer care feedback method

of their companies to compete with foreign manufacturers.

(George Sunila, Jha Raghbendra, & Nagarajan Hari K., 2002) explored the competitive

structure of two wheeler industry by using Kendall’s Index of Rank Concordance and the Evans-

Karras test of convergence. The study is based on secondary sources acquired from Info point,

Center for Monitoring Indian Economy. The period of ten years i.e. 1988-1998 was selected as it

traversed all major structural moves that had occurred in India. .The industry is described by

oligopoly with the onset of monetary changes not having much effect to modern industrial

structure. The estimations of the Herfindahl Index exhibited that the three segments of the

industry have different reactions towards the continuous changes from the rival firms. Post

liberalization opened doors for unequal number of entries in each segment and it revealed that

the motorcycle segment has a greater number of entries than did the scooter or moped segments.

From the consequences of the Evans and Karras convergence test it can be concluded that in the

scooter and motorcycle segments inter-brand transmittal of information through promotion,

product development, pricing etc.

(Salwan Prashant, 2007) studied the Indo-Japanese joint ventures – Hero Honda, TVS

Suzuki, Bajaj Kawasaki- and have identified and investigated the difference in competitive

strategies adopted to emerge as aggressive market leaders. For the domestic market Hero

Honda’s plan was to manufacture fuel efficient vehicles. Its worldwide plan was to offer the

30
high-quality products to customers with the aid of upgrading technology and to view the world

as one marketplace. Bajaj Auto applied a unique strategy by understanding the pulse of

customers. Bajaj customize its products as in line with market needs. TVS motors strategy was to

reduce price by concentrating on value engineering, global sourcing, lean manufacturing, waste
elimination and continuous reduction in cost and securing product leadership by delivering

customers good brands, innovative packages and developing energy efficient technologies to

become competitive. The study concluded that each venture has its dominance in different two

wheeler segments.

(Ramarao, 2009) examined the necessity for changes in the motorcycle section to face

challenges in the bike aggressive market. Two wheeler manufacturers are adjusting and

improving their product features, productivity, look, appearance and style. Nowadays a two

wheeler is pleasant technique for conveyance. There are many players in two wheeler market

like Hero Honda, Yamaha, Bajaj, TVS but Hero Honda is an established player. The review

identifies and recognizes the difference in consumer behaviour within two time frames, i.e., 2004

and 2008. The research suggest the manufacturers to concentrate and direct their focus towards

the non-stop behavioural changes in the purchaser and thereby making upgrades of their vehicles

to reap competitive position.

31
RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem, which is a

science of study how research is done scientifically. Thus research methodology encompasses

the research methods or techniques; the research is capable of being evaluated either by the
researcher himself or by others.

“A system of models, procedures and techniques used to find the results of a research

problem”. (R. Paneerselvam 2004). For this research, Researcher has used Descriptive Research.

A descriptive research is carried out with a specific objective and hence it results in definite

conclusions. This research tries to describe the characteristics of the respondents in relation to a

particular product or a practice of importance (R.Paneerselvam2010). The

sampling technique used in this study is simple random sampling method. A population can be

defined as including all people or items with the characteristic one wish to understand (Prof.

Cuddapah Ramanaiah). The total number of employees working in the organization is

the population under study. “A representative part or a single item from a larger whole or group

especially when presented for inspection or shown as evidence of quality.” The tools used for

Data analysis are Ranking method, Cluster Analysis and Anova. The Data collected were

analyzed using SPSS 16.0.

32
OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE;

 To analyses the major factor influencing the buyer’s behavior

SECONDARY OBJECTIVE
  To analyses the buyer’s decision process

 To analyses the customer expectations, needs wants and how to satisfied it.

 To analyses the advertisement effectiveness

33
NEEDS OF THE STUDY

 The study mainly under taken to identify market potential.

 It the market potential it would be possible for the management to take the necessary

steps to improve the sales of the product.

  Since market are considered as important for the company, markets will lend to the

success of the company in the long run

 The needs of the study can be recognized when the result of related study require

suqqestion and recommendation to similar situation.

34
SCOPE OF THE STUDY

 The study is useful to know the observations of customer about Yamaha vehicles

 It will be helpful for the management to identify the market potential

 Since the study is general one it can be adopted by similar organization.

  The recommendation and suqqestion of the study can also be applied to similar

project a similar situation.

35

Significance of the study

 To know the Basic consumer buying behavior and the reasons because of which they

switch from one company to another.

 To know about the company’s details (profile, Products)

  This study would help in revealing the type and specific qualities of the bikes offered by

the company to their consumers.

 To study the satisfaction level of consumers who uses bikes. To study the factors

influencing consumers to buy 150cc bikes.

 To study effect of advertisement on the purchasing decision of the consumers

36
LIMITATIONS OF THE STUDY

Even through the study have conducted properly, there is some limitation occurs they are as

Follows ;

 The time duration is not enough.

  Only 100 samples have been able to collect.

 The study only conducted in neyveli area alone.

The respondents are feel that questionnaires have more questions.

37
Consumer Buying Behavior

It is important to know theories about consumer buying behavior when someone is

making a research on choice of brand. As per Fiorito (1990), the consumer buying behaviour

depends on his attitudes, effort to commitment, intentions, preferences, and way of identifying
 the consumers have.

Figure 2.1: Buyer decision process

Need recognition

Information search

Evaluation of
Purchase
alternatives
decision
Post-purchase

Behavior

In the buying decision process-model as shown above, consumers are passing through five

stages in their buying decision process. In routine purchases consumers usually skip some stages

and do not pass all stages at every purchase. In a minor purchase, information search and

evaluation are often left out. However, the above figure shows consumers take all the

considerations when facing a complex purchase situation.

38
Need recognition is the first step in the model. In this stage the consumers define a problem or

something that they require. A need could be triggered either by an internal or external stimulus.

An internal stimulus means for example when we are hungry and need something to eat. An

example of an external stimulus is when consumers see a commercial on television and after
that they decide a particular brand is required. That is why it is important for marketers to find

out what exactly stimulus most often consumer activates interest in a particular brand.

Information search stage is the stage when the consumers start gathering information. The

information can be gathered from different sources like personal source, commercial source,

public source and experimental source. As more information is received by consumer, the

awareness and knowledge of the brands increases.

Purchase decision is the stage when the consumer actually purchases the product. The

consumers choice of brand might get affected by two major factors one is attitude of others and

other is unexpected situational factors.

Post-purchase behavior is the stage wherein the consumers compare their expectations with

the perceived performance. Consumer stands satisfied, If the expectations are the same as the

product’s performance, (Kotler et al., 2009).

Consumer buying behavior differs depending on what kind of product the consumer will

buy. There is a big difference in behavior when purchasing a car compared to purchasing a

toothpaste. Kotler et al., (2009) have made a buying behaviour model with four different buyer

behaviors.

39
MAJOR FACTORS INFLUENCING BUYING BEHAVIOR:

Consumer behavior is affected by a host of variables ranging from personal,

professional needs, attitudes and values, personality characteristics, social economic and cultural

background, age, gender, professional status to social influences of various kinds exerted a
family friends, colleagues, and society as a whole. The combination of these factors help the

consumer in decision making further Psychological factors that as individual consumer needs,

motivations, perceptions attitudes, the learning process personality characteristics are the

similarities, which operate across the different types of people and influence their behavior.

There are four major factors which influences on the buying behavior of

consumer.

1. Cultural factors

2. Social factors

3. Personal factors

4. Psychological factors

1 . CULTURAL FACTORS
Consumer behavior cultural can be defined as the some total of learned belief, values and

customs that serve to guide and direct the consumer behavior of all members of that society.

2. SOCIAL FACTORS :

Consumer behavior is also influenced by such social factors as reference groups ,family

and social roles and status.

40
3. PERSONAL FACTORS:

Buyer’s decisions are also influenced by personal characteristics, the buyers’ age, life

cycle stages, occupation, economic circumstances, lifestyle and personality and self-concept.

4. PSYCHOLOGICAL FACTORS :
 MASLOW’S hierarchy of human needs make us understand consumer

motivation. It is useful for the marketer who can identify what generic level need this brand is

capable fulfilling and accordingly position his brand up with relevant marketing inputs. Brands

such as food and clothes are bought to fulfill psychological needs.

KINDS OF MARKETING

Basically there are three kinds of system that are adopted for the purpose

 Marketing control system

 Marketing planning system

 Marketing research system

MARKETING CONTROL SYSTEM

It provides the management information to the trend and problem in the marketing

was also the marketing opportunities. the data provided cover number aspects of sales and the

management with the basis to access its performance in the past .this becomes a pointer for the

further the system is useful for controlling he marketing cost and findings out the reason for poor

sales .

41
MARKETING PLANING SYSTEM

It furnishes information required for future planning of product in a most convenient and

intelligence from. It provides necessary materials even to decide alternative products in addition

to the existing ones. The problems handled by this system are sales forecasting promotional
credit management etc

MARKETING RESEARCH SYSTEM

This is useful for analyzing and solving current marketing problems. it

measures characteristics of different type of customer and also their behavior under difficult

conditions marketing research handles problems concerning advertising, price, etc

ELEMANTS OF MARKETING RESEARCH

This includes market trends, market share and market potential . it is study of the

size, location, nature and characteristics of market, and the market is segmented on the basis of

many variables age, sex, income, education, etc. In short it can be restricted to the study of

“who, what, why, and how” of actual and potential buyers .

RESEARCH ON PRODUCT ;

It involves new product development, brand, image, corrupt test, and product test,

test marketing of new product etc. it analyses the strength and weakness of the present products

in relation to diversification simplification etc.

42
RESEARCH ON SALES ;

It covers sales forecasting, quota selling territory and other sales related activities.

It analyses sales volume, salesman performance data, new product data etc .

BUSINESS ECONOMIC RESEARCH

 It is concerned with economic forecasting and business trend analysis, planning

and product mix, price and profit analysis etc.

EXPORT MARKETING RESEARCH

This research is intended to study his export potentials of the product . in such case any

or all kinds of research mentioned above become necessary

CORPORATIVE GROWTH RESERCH

It emphasizes the studies on economic and technological forecasting, measuring

company image, profitability, measurement, merger, acquisitions, location etc

SAMPLNG ;

It is the process of learning about the population, (i.e) all the units of the universe on basis

of a sampling drawn from it. Requires selection of the sample collection and analysis of

information and making an inference about the population. For example, if the objective of the

study is to ascertain consumer satisfaction, it is not possible to get the necessary information

from all the consumer. The researcher may, therefore, selection sample 500 or 1000 consumer

from the market and proceed to collect the required information from them.

43
ADVANTAGE OF SAMPLING ;

 A sample study is less time consuming. This because it

is consider only a position of the universe.

 It is also less expensive as information has to be collected

 only from a limited number of respondents.

 The result of sample study may be more accurate. This is

possible because the number of unit to be considered is

less. The researcher therefore, can take every possible are

to get accurate and complete information from the

respondents

DISADVANTAGES OF SAMPLING

 If the sample is not representative of the population it will

affect the result.

 The study result will also get affected if the sample size

in inadequate

 Sampling method cannot be used if each unit off the

universe is heterogeneous

44
SAMPLING DESIGN

CENSUS METHOD :
All the items in any field of inquiry constitute a ‘Universe’ or ‘Population’. A complete

enumeration of all the items in the ‘Population’ is known as a Census inquiry. It can be
presumed that in such an inquiry, when all items are covered, no element of chance is left and

highest accuracy is obtained. But in practical it is not true in all cases. This type of inquiry

involves a great deal of time, money and energy. Therefore, when the field of inquiry is large,

this method becomes difficult to adopt because of the resources involved.

· SAMPLING METHOD :

When field studies are undertaken in practical life, consideration of time and cost almost

invariably lead to a selection of respondents i.e. selection of only few items. The respondent

selected should be as representative of total population. These respondents constitute what is

technically called a ‘Sample’ and the selection process is called ‘Sampling Technique’. The

survey so conducted is known as ‘Sample Survey’.

Implementation of Sample Design:

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the technique or the procedure the researcher would adopt in selecting items for the

sample. Sampling design may as well lay down the number of items to be included in the sample

i.e. the size of sample. Sample design is determined before the data are collected.

45
Steps In Sampling Design :

While developing a research design following items are taken into consideration:-

I. Type of universe:
First and the foremost step is to clearly define the universe to be studied. As I have taken
the area of Gorakhpur City, so for me here the universe is Gorakhpur area. No doubt it is a finite

universe but the area is very big and can’t be covered easily due to shortage of time.

II. Sampling unit:

A decision has to be taken concerning a sampling unit before selecting sample. Here my

sample unit includes college going students who own bikes.

III. Size of sample:

This refers to the number of items to be selected from the universe to constitute a sample.

Here I have taken the sample of 200 consumer who have bikes.

IV. Parameters of interest:

In determining the sample design, one must consider the question of the specific population

parameters which are of interest. Here I had taken all consumers who own their bike.

V. Sampling procedure: -
Finally the technique of selecting the sample is to be dealt with. That means through which

method the sample has been collected. There are various types of selecting the sample. This

includes probability sampling, random sampling, stratified sampling, cluster sampling,

convenience sampling. Here I have used the cluster sampling method for data collection, as

Gorakhpur area is very big and there are many consumer.

46
Analytical tool

Multi Dimensional Scaling

Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity)

proximity matrix based on a set of observations. The purpose of MDS is to model the
proximity of observations in order to represent them as accurately as possible in a limited

number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses

the SMACOF (Scaling by Majoring a Convex Function) algorithm that minimizes the

"normalized stress" function. Furthermore, there are several MDS models (or

representation functions), i.e. several ways to transform the dissimilarities into disparities.

The disparities are the distances that describe the optimal representation for the

observations. The difference between the disparities and the distances measured on the

representation resulting from the MDS is called the stress: the lower the stress, the better

the representation of the observations.

When the representation function simply respects the relative order of the observations,

one speaks about ordinal MDS or non-metric MDS. When the dissimilarities are

transformed into disparities using a specific parametric function, one speaks about metric

MDS. The following models are available in the current version of XLSTAT:

Metric MDS

Absolute MDS:
each dissimilarity dij must exactly match the distance between points i and j in the

representation space.

48

Ratio MDS:
the ratio of all distance pairs in the representation space must correspond to the ratio of the

corresponding dissimilarities.

Interval MDS:
 the ratio of all differences between distances in the representation space must correspond to

the ratio of the differences of the corresponding dissimilarities.

Note:

the current version of XLSTAT does not support negative disparities that may

occur if you use the "interval" model. If an error message is displayed on this subject, you

must use another model to process your data.

Nonmetric MDS

ordinal (1):

the order of the distances in the representation space must correspond to the order of the

corresponding dissimilarities. If there are two dissimilarities of the same rank, then there are no

restrictions on the corresponding distances.

ordinal (2):

identical to the previous model, but if dissimilarities exist in the same rank, the

corresponding distances must be equal. The stress measures the quality of the representation for

a given number of dimensions. The lower it is, the better the representation. Various formulas

have been proposed by different authors. Although the minimization is always based on the

normalized stress, XLSTAT allows to show the results using the four formulas defined below:

48
Raw stress:

it gives the quality of the representation based on the squared errors of the representation

compared with the disparities. The formula gives:

Where Dij is the disparity between individuals i and j, and dij is the Euclidean distance
on the representation for the same individuals. wij is the weight of the ij proximity (value

is 1 by default).

Normalized Stress:

it gives the quality of the representation based on the squared errors of the representation

compared with the disparities, divided by the sum of the squared disparities. The formula gives:

Kruskal's stress 1;

it gives the quality of the representation based on the square root of the squared errors of

the representation compared with the disparities, divided by the sum of the squared distances on

the representation. The formula gives:

Kruskal's stress 2:

it gives the quality of the representation based on the square root of the squared errors of

the representation compared with the disparities, divided by the sum of the squared centered

distances on the representation. The formula gives.

where is the average of the distances on the representation. This formula usually results in a

stress value that is approximately twice the value obtained for Kruskal's stress 1.

In order to know if the representation quality is good enough, some rules exist, mostly

based on the Kruskal's stress 1. However, the Shepard diagram that allows to compare the

49
dissimilarities with the distances and to observe some ruptures in the ordination of the

values is a empirical but reliable method. The more the chart looks linear, the better the

representation. The way the stress evolves when the number of dimensions decreases is

also interesting to detect if a significant amount of information is being lost in the

selected representation.

50
SOURCES OF DATA

PRIMARY DATA
Primary data are those which are collect for the time and they original in character .

these are collected by the research himself to study a particular problem. The different are the
different methods of collecting primary data.

DIRECT PERSONAL INTERVIEW ;

The researcher contacts the responding personally and obains all the relevant information for

his Study

INDIRET ORAL IN TERVIEW :

This approach contacts the respondents possible to get infoformation directly for m

the parties concerned. For example, if any study is on addition to allocation, the required

information can be better secured by approaching those who are closely required information

can be better secured by approaching those who are closely related to the addict.

INFORMATION FROM CORRESPONDENTS

In this case the investigator appoints agents or corresponds to collect the necessary

information from the parties. Computer agencies follow this approach

MAILED QUESTIPNNAIRE METHOD

Here, the investigator will prepare a questionnaire, containing the questions pertaining to the

study, and send it to each respondent by post. The respondent will fill its and send it back to

investigator

51

SCHEDULES AND THROUGH EMULATORS ;

In this method , researcher would send schedules through emulators or interviewers. The

interviewers would interview the respondent and record the details. The main difference between

a questionnaire and a schedule is that the former filled up by respondents in their own
handwriting and send back to the investigator by post while the interviewer in the respondents

fill up the later.

SECONDARY DATA ;

Data, which are not original colleted by the researcher buy obtained from books,

records, journals, dissertations, government order, etc, known as secondary data. The merits of

secondary data are as follows ;

1. It is easy to use information already gathered by someone.

2. Its will not be expensive

3. Collection of secondary data is not a time consuming affairs.

4. The researcher need not depend on any for the necessary information.

5. There is no need for a questionnaire or schedule.

52