CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDY

INTRODUCTION OF MARKETING:

Today it is fashionable to talk about the new economy, we hear that

business are operating in a globalised economy, that things are moving at a

nano second place, that our markets are characterized by hyper

competition, that disruptive technologies are challenging every business and

that business must adopt to the empowered consumer.

Marketing deals with identifying and meeting human and social

needs. One of the shortest definitions of marketing is “meeting needs

profitability”.

Marketing is a societal process by which individuals and group obtain

what they need and want through or creating, offering and freely exchanging

products and services of value with others. For a managerial definition,

marketing has often been described as “the art of selling products”, but

people are surprised when they hear that the most important part of

marketing is not selling! Selling is only the tip of the marketing ice berry.

Marketing is typically seen as the task of creating, promoting, and

delivering goods and services to customers and business. Marketers are

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skilled in stimulating element for a company’s products, but this is too

limited a view of the tasks marketers perform.

Marketing people are involved in marketing 10 types of entities:

goods, services, experiences, events, persons, places, properties,

organizations, information and ideas.

Marketing is an exciting, dynamic and can temporary field. It

influences us each day in both our roles as providers of goods and services

and as customer. In other way we can say that’s we are all involved with or

affected by marketing practices.

E-BIKE

E-Bike is an innovation. A electric vehicle which

runs on electric power stored in battery, which in one charge giving a

mileage of around 50 kms. at a max. speed of 25kms/hrs.

ELECTRIC VEHICLE

Due to increase in the consumption of fuel, the entire world will

be facing shortage of fuel, the only option is to switch over to a alternate

[energy] drive source. R.K.Motors E-Bike is the answer.

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 R.K.Motors introduced “180 & 240 Watts E-Bike” which consumes

1 to 1.5 unit of electricity to recharge the batteries. Once fully charged, it

gives you a mileage of around 50 Kms. This means that E-bike is 10 to 15

times more economical as compared to conventional, diesel /petrol

vehicle. ,say in cost of 1 ltr. petrol it runs more then 500 kms.

RECHARGE THE BATTERY

It is as simple as recharging a mobile cell phone..

Connect the charger to the battery and the charger to a three pin domestic

electric points & switch on the electricity and the battery starts getting

charged. The charger automatically disconnects after the battery is fully

charged, displaying green Led.

THE DIFFERENT MODELS AND THEIR PRICES

R.K.Motors introduced "Snappy 180" Watts E-bike in the year

2005. Due to requirement of higher loading capacity “Snappy 2.4” 240

watts was launched in Feb 2006. Cost wise it is very economical at a price of

Rs.19080/-** and 240 watts for Rs. 24,500/-**. "Matrix" is launched in

Sept., 2006.

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 ABOUT AFTER SALES SERVICE

Committed dealers network is setup to give full fledge service

to the customer, however it is a maintenance free E-bike..

THE COLORS AVAILABLE

It is Red, Blue Grey, Silver and Pink

LIFE OF THE BATTERY THEY AVAILABLE

Battery can be charge for 300 times, it gives mileage of around

15000 to 18000 km during its life tenure. The replacement cost is Rs.1500/-

per battery set . The battery set is available with R.K.Motors authorized

dealers.

REGISTRATION FORMALITIES

R.K.Motor’s E-Bike is exempted from registration by

regulatory Authority, as its specification comply with the ARAI norms.

PEDAL PROVIDED

Pedals are provided to meet undesired incident of battery getting

discharged. In such cases one can comfortably pedal to their destination.

4
CUSTOMER VALUE:

Over 38 years ago, Peter Drucker observed that a company’s first task

is “to create customers”. However, customers face a vast array of product

and brand choices, prices, and suppliers. How do they make their choice?

Customers are value-maximizes, within the bounds of search costs

and limited knowledge, mobility, and income. They from an expectation of

value and act on it. Whether or not the offer gives up to the value

expectation affects both satisfaction and re-purchase probability.

CUSTOMER EXPECTATIONS

How do buyers from their expectations? From past buying experience,

friends and associates, advice, and marker’s and competitors information

and promises. If marketers raise expectations too high, the buyer is libely to

be disappointed.

Some of today’s most successful companies are raising expectations

and delivering performances to match.

CUSTOMER STATISFICATION:

Whether the buyer is statistified after purchase depends on the offers

performance in relation to the buyers expectation. If the company increasing

5
customer satisfaction by lowering its price or increasing its services, the

result may be lower profits.

The key to generating high customer loyalty is to deliver high

customer value. The value proposition consists of the whose cluster of

benefits the company premises to deliver, it is more than the core

positioning of the offering.

The present study is an attempt to find the customer preference and

expectation of matrix product.

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 CHAPTER II

PROFILE OF THE COMPANY

MATRIX COMPANY LTD

R. K. Group of Companies started its humble operations in the year

1974 at Malad, Mumbai with the manufacture of small components of

Tractors and Automobiles for M/s Mahindra & Mahindra. Over the past

years R. K. Group has developed itself as a major vendor of Mahindra &

Mahindra for supply of major parts of Tractors for their Farm Equipment

Division.

R. K. Group now has the finest state of the art infrastructure for

manufacturing for Sheet Matal Stampings, Welded Sub Assemblies, Front

Sale Assemblies, Press Shop Tooling and Jigs & Fixtures.

R. K. Group of Companies now has under its banner the following

units:-

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 1) Maharashtra Engineering at Kolhapur (An ISO 9001 : 2000

certified company).

2) Ameya Engineering Works at Vasai (An ISO 9001 : 2000 certified

company).

3) Axelo Industries at Vasai (An ISO 9001 : 2000 certified company).

4) R. K. Engineering Works at Malad, Mumbai.

5) R. K. Agro Industries at Nagpur.

6) R. K. Toolings & Pressing Pvt. Ltd. at Vasai.

7) R. K. Motors at Malad, Mumbai.

8) R. K. Rim Pvt. Ltd. at Vasai.

R. K. Group with its entire infrastructure and R & D alongwith

International know how started development of three wheelers and battery

operated two wheelers, in the year 2001, keeping in mind the needs of the

Indian market and the budgets of the common man.

R. K. Group launched its first Electric Bicycle and Three Wheeler at

the beginning of the year 2003. The initial sale of the products and the

market reports thereafter gave a very satisfactory report.

8
 With its revamped operations in April 2006, the R.K. Group is now

ready to spread its dealer network of E-Bicycles, All-India, with prompt

after-sales service to the end customer. Products marketed by R. K. Motors

are as follows:-

Electric Bikes, Models:- Snappy and Matrix.

Three Wheeler Goods Carrier, Model :- Dhanashree.

Power Tiller, Model:- 12 H.P. and 15 H.P..

Accessories for Power Tiller such as Single and Double Furrow

Plough, Disk Plough, Sprinklers and other similar accessories for

agricultural purposes.

LOCATION:

R.K. MOTORS

213, Linkway Industrial Estate,

Link Road, Malad (West),

Mumbai - 400 064, Maharashtra,

India.

Tel. : +91.022 28781425 / 28781475

Email : rkgroup@pacenet-india.com

info@rkebikes.com

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EXCLUSIVE AUTHORISED SHOWROOMS

MUMBAI

Shop No. 2/3, Sonal Link Residency,

New Link Road, Mith Chowky,

Malad (west), Mumbai – 400 064.

Tel : 022 6512 6577 / 6451 6150.

NAGPUR

U-101, Hingna M.I.D.C.,

Hingna Road,

Nagpur – 440 016.

Tel : 07104 323 438.

SURAT

Bhikshu Darshan,

Udhna Darwaja,

Besides Rajkumar Cinema,

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Ring Road, Surat – 395 002.

Tel : 0261 2333376.

SANGLI

Opp. Willingdon College Gate,

Sangli Miraj Road,

Vishrambaug, Sangli – 416 415.

Tel : 0 9372666565.

KOLHAPUR

At. Admapur,

Post – Mudal, Tal. Bhudargad,

Dist. Kolhapur,

Tel : 02324 244080 / 244011

KOLKATTA

Shree Ganesh Apartment,

Premises No. : 176B,

Harish Mukherjee Road,

11
P. S. Kalighat, Kolkatta – 700 026.

Tel : 0 9331410695 / 0 9331410696.

PRODUTS:

 Attractive, affordable & useful for entire family.

 Having aerodynamic shape, elegant look.

 Can travel 50 kms. Per charge.

 Travel 50 kms in Rs.4/-*.

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 Eco-friendly.

 No pollution.

 No fuel required.

 Powerful headlights.

 No Registration.

 No Driving Licence.

 Strong shock absorbers.

 No maintenance problems.

 Available in attractive colours.

 Comfortable & easy to drive.

 No hassle of changing gears.

Standard Load Capacity 100 KG*

Weight 60 KG.

Max. Speed 25 kmph*

Climbing Capacity 6 to 8 Degrees

Charging Time 4 to 6 Hrs.*

Rated Voltage 36V/48 V.

Input Voltage of Charging 220 V.

Running Distance per Charge 50 Kms.*

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Battery Model Sealed Lead Acid (Maintenance Free).

Charger 220V CE

Head Light 12W

Direction Light 3W

Horn 36V/48V

Flasher 36V/48V

 Attractive, affordable & useful for entire family

14
 Having aerodynamic shape, elegant look.

 Can travel 50 kms. Per charge

 Travel 50 kms in Rs.4/-*

 Eco-friendly,

 No pollution,

 No fuel required.

 Powerful headlights.

 No Registration

 No Driving Licence

 Strong shock absorbers.

 No maintenance problems.

 Available in attractive colours

 Comfortable & easy to drive.

 No hassle of changing gears

Standard Load Capacity 120 KG*

Weight 60 KG.

Max. Speed 25 kmph*

Climbing Capacity 6 to 8 Degrees

Charging Time 4 to 6 Hrs.*

15
Rated Voltage 48 V.

Input Voltage of Charging 220 V.

Running Distance per Charge 50 Kms.*

Battery Model Sealed Lead Acid (Maintenance Free).

Head Light 12W

Direction Light 3W

Horn 36V/48V

Charger 220V CE

16
  Attractive, affordable & useful for entire family

 Having aerodynamic shape, elegant look.

 Can travel 100 kms. Per charge

 Travel 100 kms in Rs.4/-*

 Eco-friendly,

 No pollution,

 No fuel required.

 Powerful headlights.

 No Registration

 No Driving Licence

 Strong shock absorbers.

 No maintenance problems.

 Available in attractive colours

 Comfortable & easy to drive.

 No hassle of changing gears

Standard Load Capacity 120 KG*

Weight 60 KG.

Max. Speed 25 kmph*

Climbing Capacity 6 Degrees

17
Charging Time 6 Hrs.*

Rated Voltage 48 V.

Input Voltage of Charging 220 V.

Running Distance per Charge 100 Kms.*

Battery Model Sealed Lead Acid (Maintenance Free).

Head Light 12W

Direction Light 3W

Horn 36V/48V

Charger 220V CE

18
 Attractive, affordable & useful for entire family

 Having aerodynamic shape, elegant look.

 Can travel 100 kms. Per charge

 Travel 100 kms in Rs.4/-*

 Eco-friendly,

 No pollution,

 No fuel required.

 Powerful headlights.

 No Registration

 No Driving Licence

19
 Strong shock absorbers.

 No maintenance problems.

 Available in attractive colours

 Comfortable & easy to drive.

 No hassle of changing gears

Standard Load Capacity 150 KG*

Weight 60 KG.

` 25 kmph*

Climbing Capacity 6 Degrees

Charging Time 4 to 6 Hrs.*

Rated Voltage 48 V.

Input Voltage of Charging 220 V.

Running Distance per Charge 100 Kms.*

Battery Model Sealed Lead Acid (Maintenance Free).

Head Light 12W

Direction Light 3W

Horn 36V/48V

Charger 220V CE

20
OTHER PRODUCTS:

21
COMPARE E-BIKES:

Following is a comparision of a regular IC engine Scooter with R.K.

Motors' Electric Scooter (E-Bike)

PARTICULARS IC ENGINE SCOOTER ELECTRIC SCOOTER

WEIGHT OF SCOOTER 84Kgs Vehicle Weight:49Kgs

Battery Weight:11Kgs

Kerb Weight : 60Kgs

Range (Kms) / Litre of Petrol 50 / Ltr. 100 / Charge

Cost / 100 Kms Rs. 105.00 (2 Ltrs) Rs. 7.00

Cost of Fuel : Rs/Km Rs. 1.05. Rs. 0.07

Cost of Fuel - Power over 31500.00 2,100.00

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30,000 Kms in Rs

Service and Maintainance 9,000.00 1,000.00

over 30,000 Kms, Rs

Battery Replacement over -- N.A. -- 3,000.00

30,000 Kms, Rs

Total Expense towards fuel 40,500.00 6,100.00

for 30,000 Kms, Rs

Cost of Scooter Ex Showroom 28,534.00 24,500.00 (approx)

(Rs)

Registeration (Rs) 620.00 --N.A.--

Registeration Tax (Rs) 2,480.00 --N.A.--

FOURTH COMING MODELS

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24
 CHAPTER III

RESEARCH METHODOLOGY

STATEMENT OF THE PROBLEM :

The study on customer preference & expectation of matrix bike

products helps to know who the consumer are, what they use, how they use

the product and what the preference and expectations relating to the

products.

In this context the researcher has to decide the consumer preference &

expectation on Matrix product at Tiruchengode Taluk. It hoped that such

will helps to gain knowledge on issues such as the factor influencing the

25
consumers to prefer a particular brand, factor lending to brand choice, source

of purchase, opinion and ideas of consumer about this company’s product.

We have realized that matrix product has most important part of life

style. People are least aware of instant E-bikes, most of the people do not

know about the instant product who knows about them reluctant to use.

Then due to miscosumption when something new different it is introduced

in the Indian market, which is look upon lot or suspicion. Hence the present

study reveals the level of preference & expectation of matrix product among

the users.

SCOPE OF THE STUDY :

This study covers the consumer preference & expectation of

MATRIX Bikes in Tiruchengode Taluk. The study deals with respondents

level of preference and expectation.

OBJECTIVE OF THE STUDY:

The following are the objectives of the study.

 To identify the consumer preference of matrix products.

 To analyze the socio-economic profile of the consumer against

various brands.

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  To know the effective media that influences the consumer.

 To analyze the consumers usage of matrix products and identify the

factors influencing the usages of products.

 To find out the level of consumer preference and expectation

regarding price of the product and usage quality.

METHODOLOGY AND TOOLS

DATE SOURCE:

This study is based an primary data, first hand information has

been collected from of sample of 100 respondents.

SELECTION OF SAMPLE:

A sample of 100 respondents has been selected fro the study.

Consumers were selected from Tiruchengode Taluk.

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FIELD WORK, DATA COLLECTION AND PROCESSING OF DATA :

Field work was under taken by the researcher during the period

from December 2008 to January 2009. structured interview schedule has

been used for the collection of data. Interview schedules has been

constructed in such a way as to cover demographic variables and product

related variables.

The research recorded all the answers with the help of master

table for further processing of the research.

TOOLS AND ANALYSIS :

For the purpose of present study simple statistical tools like

percentage analysis is used. In order to find out – the factors that influence to

analyze usage of a Matrix product and identify the factor influencing usage,

chi-square test has been employed. Null hypothesis was set based on the

data and inferences were drawn accordingly.

The procedure followed :

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 (1) Formulate the null hypothesis

(2) Fix the level of significance

(3) Calculate the test statistic

Chi square X2 =∑ (0-E)2

Degree of freedom = (R-1) (C-1)

Where

O= Observed Frequency

E= Expected Frequency

R= No of rows

C= No of columns

The expected frequency is calculated by using the following formula.

Row Total  Column Total

E=

Grand Total

LIMITATION OF THE STUDY :

The study is subject to the following limitation.

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  The research was conducted within limited duration (i.e.) 2 months

only.

 This study is constined to Tiruchengode Taluk only.

 Choice of consumer’s places of other than Sankari taluk is not

covered in the study.

 Sample size has been restricted to 100.

 The study was taken only from the consumer’s point of view only.

The company distributes views not used in this study.

CHAPTER SCHEME :

 The first chapter gives introduction, statement of the problem scope

of the study, objectives, methodology and limitation.

 The second chapter high light the profile of the matrix company Ltd.

 The third chapter includes the data analysis and interpretation.

30
 The fourth chapter deals with the usage of bikes and influencing

factor and level of satisfaction has been analyzed.

 The fifth chapter is of the whole study which contains the main

findings of the study and suggestions.

31