ON THE JOB TRAINING REPORT

ON
“CUSTOMER SATISFACTION OF BAJAJ PULSAR BIKES”

AT

SANGAM BAJAJ THAKURDWARA, KANGRA, H.P

Submitted in partial fulfillment of the requirements

For the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

(2017-2019)

Supervised by: Submitted by:

Name Dr. Balbir Mangta Amit Kumar

University Roll No. 3353

DEPARTMENT OF MBA
HIMACHAL PRADESH UNIVERSITY REGIONAL CENTRE
MOHLI, KHANIYARA, DHARAMSHALA (H.P.)

1
 DECLARATION
I, Amit Kumar, hereby declare that the On The Job Training Report, entitled “Customer
Satisfaction of Bajaj Pulsar Bikes” , submitted to the HPU RC in partial fulfillment of the
requirement for the award of the Degree of Master of Business Administration is a record of
original training undergone by me during the period December 2018- February 2019 under the
supervision and guidance of Dr. Balbir Mangta, Department of MBA, HPU Regional Centre
and it has not formed the basis for the award of any Degree/Fellowship to any candidate of any
University.

Place: Dharamshala Signature of the Student

Date: AMIT KUMAR

2
 CERTIFICATE

This is to certify that the On the Job Training Report entitled, “Customer Satisfaction of Bajaj
Pulsar Bikes”, submitted by (Amit Kumar and Roll No 3353) to Himachal Pradesh University
Regional Centre, Dharamshala, for the award of the Degree of Master of Business
Administration, in the Department of MBA has been carried out under my supervision. To the
best of my knowledge the report is an original work. I recommend the same for evaluation.

I wish him all the success in life.

Place: Dharamshala Signature of Guide

Date: Dr. Balbir Mangta

3
 ACKNOWLEDGEMENT

The project report would not be complete without a mention of those, who have spared their
valuable time and share their rich experience, in making the project happen.

I wish to express my sincere gratitude to Mr. Varun, Sr. Manager Sales and Marketing
Department for providing an opportunity to do my internship and project work in “Customer
Satisfaction of Bajaj Pulsar Bikes” at Sangam Bajaj Thakurdwara. I also wish to express my
gratitude to the officials and other staff members of Sangam Bajaj Thakurdwara to render
their help during the period of my project work.

I am especially thankful to my project guide Dr. Balbir Mangta who motivated and helped me
in the accomplishment of my project.

I extend my heartfelt thanks to The Director of HPU Regional Centre, the Head of
Department MBA, all faculty members, my family members and my friends who motivated
and helped me in the accomplishment of my project.

Dated

Place: Dharamshala

4
 INDEX

Sr. No Part- 1 :Introduction to company Page No

1. Introduction 7-9
2. Company Profile 10-29
3. SWOT Analysis 30-32
Part-2 : Introduction to topic
4.  Introduction of Customer Satisfaction 33-39
 Customer Expectations
 Traditional Customer Satisfaction Model
 Current Customer Satisfaction Model
 Importance of Customer Satisfaction
 Measuring Customer Satisfaction

Part-3: Research Methodology 40-49

5. Research Methodology
 Objectives of Study
 Data collection methods
 Sampling
 Sample
 Data Interpretation
6. Learning at the Organisation 48-51
7. Conclusion 52
8. Annexure 53-54

5
 FIGURES INDEX

Figure No. Figure Page No.

2.1 Pulsar 220 F 15

2.2 Pulsar 150CC 16

2.3 Pulsar 180CC 17

2.4 Dominor 400CC 18

4.1 Traditional Macro 35

Model
4.3 Satisfaction at Macro 36
Level

6
 Chapter 1

INTRODUCTION

7
 INTRODUCTION

BAJAJ Brand is the visual expression of our thoughts and actions. It conveys to everyone our
intention to constantly inspire confidence. Our customers are the primary audience for our brand.
Indeed, our Brand Identity is shaped as much by their belief in Bajaj as it is by our own vision.
Everything we do is always reinforcing the distinctiveness and the power of our brand. We do
this by living our brand essence and by continuously seeking to enhance our customers’
experience. Our brand essence encapsulates our mission at Bajaj. It is the singular representation
of our terms of endearment with our customers. It provides the basis on which we grow
profitably in the market and blending together the implicit expectations of our customers. By
challenging the given. By exploring the unknown and thereby stretching ourselves towards
future.

Bajaj auto is the world’s 3rd largest manufacturer of the motorcycle and the 2nd largest in India.
It stands next only to China and Japan in terms of the number of two wheelers producer and the
sale of two wheelers respectively. Bajaj auto began trading in imported Vespa scooter in 1948
meanwhile automobile product of India commence production of scooter in the country in the
early 50’s. Bajaj auto is registered at BSE: 532977 and NSE: Bajaj auto.

Japanese and Italian scooter companies began entering the Indian market in the early 1980s.
Although some boasted superior technology and flashier brands, Bajaj Auto had built up several
advantages in the previous decades. Its customers liked the durability of the product and the
ready availability of maintenance; the company's distributors permeated the country.

Marketing “is the process of planning and executing the conception, pricing, promotion and
distribution of ideas goods and services to create exchange that satisfy individual and
organizational goals” today marketing must be under-stood not in the old sense of making
sale-telling and selling. The marketing has changed from Barter concept to new sense of
satisfying customer needs. The objective of all marketing effort should to maximize customer
satisfaction. An individual firm’s success depends not only on how well it has performs, but also
on how well its entire supply chain and marketing channel competes with competitors channels.
The customer is the key. Therefore the satisfaction of consumer is the prime objective of an
enterprise.

8
PERIOD OF TRAINING:

Initially my training at “SANGAM BAJAJ” in Marketing Department of Bajaj organization

starts on 25th of December 2018 and after a training of 56 days that is 8 weeks training finally my
training completed on 18th of February 2019.

During this training period of 8 weeks, I learned a lot in the Marketing Department of Sangam
Bajaj. I am highly thankful to all the faculty members of Sangam Bajaj who helped me in
completion of my training. This training period is really a great exposure for me and also a
learning experience for me.

9
 Chapter 2

COMPANY PROFILE

10
COMPANY HISTORY:

Bajaj Auto Limited is India's largest manufacturer of scooters and motorcycles. The company
generally has lagged behind its Japanese rivals in technology, but has invested heavily to catch
up. Its strong suit is high-volume production; it is the lowest-cost scooter maker in the world.
Although publicly owned, the company has been controlled by the Bajaj family since its
founding.

Bajaj Auto is a major Indian vehicle manufacturer started by Jamnalal Bajaj from Rajasthan in
the 1930s. It is based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near
Aurangabad) and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the
R&D centre ahead. Bajaj Auto makers and exports automobiles, scooters, motorcycles and the
auto rickshaw.The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1,946. It
features at 1639 in Forbes 2011 list.

The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1,946. It features at 1639 in
Forbes 2011 list.

Bajaj Auto came into existence on 29 November 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 near
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 one million vehicles in a
year.

ORIGINS:

The Bajaj Group was formed in the first days of India's independence from Britain. Its founder,
Jamnalal Bajaj, had been a follower of Mahatma Gandhi, who reportedly referred to him as a
fifth son. 'Whenever I spoke of wealthy men becoming the trustees of their wealth for the

11
common good I always had this merchant prince principally in mind,' said the Mahatma after
Jamnalal death.

Jamnalal Bajaj was succeeded by his eldest son, 27-year-old Kamalnayan, in 1942. Kamalnayan,
however, was preoccupied with India's struggle for independence. After this was achieved, in
1947, Kamalnayan consolidated and diversified the group, branching into cement, ayurvedic
medicines, electrical equipment, and appliances, as well as scooters.

The precursor to Bajaj Auto had been formed on November 29, 1945 as M/s Bachraj Trading
Ltd. It began selling imported two- and three-wheeled vehicles in 1948 and obtained a
manufacturing license from the government 11 years later. The next year, 1960, Bajaj Auto
became a public limited company.

Rahul Bajaj reportedly adored the famous Vespa scooters made by Piaggio of Italy. In 1960, at
the age of 22, he became the Indian licensee for the make; Bajaj Auto began producing its first
two-wheelers the next year.

Rahul Bajaj became the group's chief executive officer in 1968 after first picking up an MBA at
Harvard. He lived next to the factory in Pune, an industrial city three hours' drive from Bombay.
The company had an annual turnover of Rs 72 million at the time. By 1970, the company had
produced 100,000 vehicles. The oil crisis soon drove cars off the roads in favor of two-wheelers,
much cheaper to buy and many times more fuel-efficient.

IN RECENT YEARS:

2010

- Bajaj Auto launched a 135 cc Pulsar, priced at Rs 51,000, pushing the Pulsar brand into the
mass segment.

- Bajaj Auto has given the Bonus in the Ratio of 1:1

2011

-Bajaj Auto - Bajaj records its best year ever

12
-Bajaj Auto ties-up with SBI for inventory finance to dealers

2012

-Bajaj Auto has tied up with Japan’s Kawasaki in Indonesia

-Bajaj Auto - Board recommends Dividend of Rs. 45 per share (450%)

2013

-Bajaj Auto plans to export Discover 100T motorcycle

-The newly launched Discover 100T motorcycle is priced at Rs 51,979

(ex-showroom Chennai), and is costlier by around Rs 7,000 as against the company’s Discover
100cc model.

-The Company has introduced another variant of premium motorcycles under the Bajaj-KTM
joint venture namely Duke 390cc for a price of Rs 1.83 lakh

-The Company has Received ‘CII Design Excellence Award'

2014

-Bajaj Auto bags order in Sri Lanka

-People's Choice Bike of the Year - CNBC TV18 Overdrive Awards.

-The Company has received Bike of the Year - BBC Top gear Awards.

2015

-Bajaj Auto has introduced the all-new Platina electric start 100 cc bike to the long-distance
commuter.

-Bajaj Auto has introduced the Pulsar Rs. 200 to cater to the rising super sports bike segment.

-Bajaj Auto has given a whopping Rs. 30 crore to the Indian School of Business (ISB) with an
aim to boost its learning facilities.

13
 2016

-Bajaj Auto unveils bike containing metals from INS Vikrant

-Pulsar RS 200 bags 14 product awards + 1 for its TVC from Auto media fraternity

2017

-Bajaj Auto and KTM to globally roll out Husqvarna Motorcycles

2018

-Bajaj Auto and British niche bike maker Triumph announced a global partnership for design,
development and distribution of mid-range motorcycles.

Bajaj Auto has been on a roll this year. The company did a proper clean-sweep at the 2018
NDTV Carandbike Awards this year, winning the two-wheeler of the year, viewers-choice two-
wheeler of the year and the premium motorcycle of the year. But the company did not stop there.
Bajaj was also adjudged as the Two-Wheeler manufacturer of the year at the recently held 2018
NDTV Carandbike Awards.

The company had a rather eventful year, with multiple launches, most notably of the Bajaj
Dominar, a strong focus on R&D and forging new partnerships with global two-wheeler
manufacturing giants such as Triumph. And not only that, Bajaj also managed to pick up sales
and launch great advertisement campaigns for its two-wheelers which earned the company the
coveted award of the two-wheeler manufacturer of the year.

Bajaj started this year with a bang and that bang was the Dominar, which proved to be a great
selling motorcycle and as we mentioned earlier in the story, it lapped up quite a few awards. It
followed up with the launches of the updated 2018 Pulsar range and sometime in August this
year, Bajaj announced its partnership with Triumph Motorcycles of UK.

TOP SELLING PRODUCT PROFILE (COMPANY’S PRODUCT):

14
PULSAR 220F:

(FIG. 2.1 Pulsar: 220F)

General information
Model: Bajaj Pulsar 220
Year: 2018
Category: Sport
Rating: 57.8 out of 100
Engine and transmission
Displacement: 220.00 ccm (13.42 cubic inches)
Engine type: Single cylinder, four-stroke
Power: 21.04 HP (15.4 kW)) @ 8500 RPM
Torque: 19.12 Nm (1.9 kgf-m or 14.1 ft.lbs) @ 7000 RPM
Fuel system: Carburetor
Ignition: CDI
Cooling system: Air
Transmission type, Chain
final drive:

PULSAR 150:

15
 (FIG. 2.2: Pulsar 150 CC)

General information
Model: Bajaj Pulsar 150
Year: 2018
Category: Sport
Rating: 53.6 out of 100

Engine and transmission

Displacement: 149.00 ccm (9.09 cubic inches)

Engine type: Single cylinder, four-stroke

Power: 15.06 HP (11.0 kW)) @ 9000 RPM

Torque: 12.50 Nm (1.3 kgf-m or 9.2 ft.lbs) @ 6500 RPM

Ignition: CDI

Cooling system: Ai

PULSAR 180:
16
 (FIG. 2.3: Pulsar 180 CC)

General information
Model: Bajaj Pulsar 180
Year: 2018
Category: Sport

Engine and transmission

Displacement: 178.60 ccm (10.90 cubic inches)

Engine type: Single cylinder, four-stroke

Power: 17.02 HP (12.4 kW)) @ 8500 RPM

Torque: 14.22 Nm (1.4 kgf-m or 10.5 ft.lbs) @ 6500 RPM

Fuel system: Carburetor

Ignition: CDI

Cooling system: Air

Transmission Chain

BAJAJ DOMINAR 400 CC:

17
 (FIG.2.4: Dominar 400 CC)

General information
Model: Bajaj Dominar 400
Year: 2018
Category: Naked bike
Rating: 68.2 out of 100

Engine and transmission

Displacement: 373.30 ccm (22.78 cubic inches)

Engine type: Single cylinder, four-stroke

Power: 35.00 HP (25.5 kW)) @ 8000 RPM

Torque: 35.00 Nm (3.6 kgf-m or 25.8 ft.lbs) @ 6000 RPM

Fuel system: Injection

Cooling system: Liquid

Clutch: Slipper clutch

18
BOARD OF DIRECTORS:

SHRI RAHUL BAJAJ CHAIRMAN

SHRI SANJEEV BAJAJ MANAGING DIRECTOR
SHRI RAJIV BAJAJ DIRECTOR
SHRI MADHUR BAJAJ DIRECTOR
SHRI D J BALAJI RAO INDEPENDENT DIRECTOR
SHRI NANOO PANIWAL INDEPENDENT DIRECTOR
SHRI MANISH KEJRIWAL DIRECTOR
SHRI P MURARI INDEPENDENT DIRECTOR

(Board of Directors of Bajaj Automobiles)

MISSION AND VISION:

Bajaj doesn’t have a straight mission or a vision statement. They define it in the terms of:

BRAND IDENTITY:

Bajaj’s brand is the visual expression of its thoughts and actions. It conveys to everyone Bajaj’s
intention to constantly inspire confidence.

BRAND ESSENCE:

It provides the basis on which we grow profitably in the market. Blending together youthful
creativity and competitive technology to exceed the spoken and the implicit expectations of
customers.

BRAND VALUES:

We live our brand by its values of learning, innovation, perfection, speed and transparency.
Bajaj will constantly inspire confidence through excitement engineering.

19
OUR BRAND VALUES

Brand values:

Learning, Innovation, Perfection, Speed and Transparency. Bajaj constantly inspires

confidence through excitement engineering.

Learning:

Learning is how we ensure proactivity.It is a value that embraces knowledge as the platform for
building well informed, reasoned, and decisive actions.

Innovation:

Innovation is how we create the future. It is a value that provokes us to reach beyond the obvious
in pursuit of that which exceeds the ordinary.

Perfection:

Perfection is how we set new standards. It is a value that exhibits our determination to excel by
endeavoring to establish new benchmarks all the time.

Speed:

Speed is how we convey clear conviction. It is a value that keeps us sharply responsive,
mirroring our commitment towards our goals and processes.

Transparency:

Transparency is how we characterize ourselves. It is a value that makes us worthy of credibility

through integrity, of trust through sensitivity and of loyalty through interdependence.

SALES AND MARKETING DEPARTMENT

Sales include “operations and activities involved in promoting and selling goods or services.”

20
Marketing includes “the process or technique of promoting, selling, and distributing a product or
service.”

These statements highlight two aspects of the sales and marketing relationship:

 The responsibilities of each group are closely linked.

 Marketing has a vital role in supporting sales.

In practice, the marketing department tends to bear responsibility for raising awareness about a
product and generating high-quality leads for a sales team. A “marketing-qualified lead” is a lead
that meets certain criteria set forth by a marketing department. A “sales-qualified lead” adds to
the initial stipulations set forth by marketing to help find the highest value prospects.

At times, a sales department may complain that marketing leads do not meet the standard set
forth by the sales team. However, the potential for conflict also represents an opportunity for
collaboration. The more effectively the two teams can share ideas, the better aligned their
definitions are likely to be.

Sales and Marketing Responsibilities:

While sometimes grouped separately, sales and marketing functions overlap. Those businesses
that recognize the critical areas of overlap may get more value out of their teams by combining
efforts. After all, both sales and marketing have the same end goal: increasing sales.

Sales Responsibilities:

Follow up: A key sales function is following up with the leads generated by a marketing
department. Successful businesses usually develop a structured handoff process so that each
marketing-qualified lead receives appropriate and timely follow-up from a sales team member.

Relationship building: The era of the “hard sell” continues to fade. Modern sales focus on
relationship building to help create trust between a buyer and seller. Effective salespersons can
understand the needs of the buyer and develop a persuasive—but not pushy—message to help
differentiate the company’s product.

21
Closing: Most salespersons are judged by their ability to turn leads into customers. While some
may envision a face-to-face meeting and handshake as the close of a sale, many businesses also
close sales online or over the phone. This can broaden the responsibilities of closing a sale to
more employees.

Retention: Sales and marketing have responsibility for improving client retention. By checking
in with an existing client, a sales team member can help demonstrate an interest in long-term
client success, not just a one-time sale. The ongoing effort to build strong relationships can help
improve retention and lead to “up sells”—additional sales beyond the initial purchase.

Marketing Responsibilities:

Awareness: An effort to build awareness of a product or service is the first step in the sales
process. A successful awareness-building effort may help a prospect recognize a brand or
product name or may ensure a company makes the shortlist for purchasing consideration.

Engagement: Engagement efforts build on an initial awareness campaign to deepen a consumer’s

connection to a company or product. Marketing materials aimed at engagement may be longer
(e.g. a whitepaper or video) compared to a more superficial awareness piece (e.g. direct mailer or
radio advertisement).

Conversion: A conversion is the critical transition of a potential customer from an anonymous

person to a known lead. For marketing teams, a conversion may be the completion of a web
form, the instigation of a web chat, or a phone call to a customer service line.

Retention: Even after a purchase, a marketing team can help a business grow its repeat
customers. The retention function of marketing helps maintain awareness and engagement after a
sale. This may include email newsletters or invitations to webinars that help a consumer get more
value from a product. The retention function of marketing is especially critical for subscription
services.

The Role of Technology:

Today’s technology has a key role in sales and marketing. It also has a role in facilitating
collaboration between the two business units.

22
A prominent example of sales and marketing technology is the customer relationship
management (CRM) system. A CRM serves as a single resource will all client information. This
information can help sales teams better understand how a customer became a lead. For instance,
a CRM may contain information about the source of a lead, such as a trade show or online ads.

From a marketing perspective, a CRM can help track leads throughout the sales cycle. This
information can provide valuable feedback to marketing teams about which marketing channels
generate the most sales-qualified leads, actual sales, or longest client retention.

Sales and Marketing Techniques:

These are some of the common sales and marketing techniques that form the core of each
practice.

Limiting the opportunity: The idea of a “limited-time offer” is common in retail, but creating a
sense of scarcity is a tactic used in many industries. A limited opportunity may be limited by
time (e.g. an offer good for this month only) or availability (e.g. the last pickup on the lot).

Focusing on pain points: An effective salesperson can frame the benefits of a product or service
regarding the needs of a client. This means understanding the day-to-day challenges a client
faces and focusing on how a product can solve those issues. An emphasis on pain points can also
help build a relationship by showing a salesperson’s interest in a customer’s problem.

Marketing Techniques:

Outbound marketing: Outbound marketing represents traditional “push” marketing. This

includes television advertisements, direct mail flyers, and cold calling. Outbound marketing
tactics often are effective at generating broad awareness among a demographic. However, some
modern marketing strategies question the ability of outbound marketing to develop the
persuasive, personal marketing messages that build lasting company–customer relationships.

Inbound marketing: Inbound marketing shifts marketing efforts from “push” to “pull.” The
core idea behind inbound marketing is to draw potential customers in by creating marketing

23
 materials that help consumers. For example, an investment firm may offer a free webinar on
retirement planning. Inbound marketing tends to focus first on providing a consumer with
something valuable, rather than maintaining an inward focus on delivering a company message.

Technology can help sales and marketing teams:

 Identify the most successful tactics.

 Make it easier for teams to align best practices.

How to Improve a Sales and Marketing Department:

The effort to improve a sales and marketing department is ongoing. However, it begins with an
understanding of the role of each service so that a business can establish clear and reasonable
goals.

From there, the development of each department depends on the identification of the right
tactics, which vary based on how a business prefers to interact with its customers.

Along the way, technology can help organize the process and make it more efficient. It can also
play a role in improving information sharing between the two departments, which may help each
reach their shared goals of more sales and a thriving business.

SALES CHART OF BAJAJ BIKES IN DECEMBER 2018:

PRODUCT FOR UPTO FOR UPTO

DECEMBER DECEMBER DECEMBER DE3CEMBER
2018 2018 2017 2017
MOTORCYCLES 2,98,885 32,34,890 2,28,762 25,12,954

COMMERCIAL 47,344 5,91,023 63,785 4,48,468

VECHILES
GRAND TOTAL 3,46,199 38,25,913 2,92,547 29,61,473

24
Bajaj Bikes Two-Wheeler Sales Grew By 31% In December 2018:

Bajaj Auto has registered a growth of 31 per cent in two-wheeler sales for the month of
December 2018, while the company's total growth, including commercial vehicles was 29 per
cent.

Bajaj Auto released its sales numbers for the month of December 2018, registering a total growth
of 31 per cent in two-wheeler sales. The company sold a total of 298,855 units in the last month
of 2018, against the 228,762 units sold in December 2017. Growth in the domestic market was
much better with the company selling 157,252 two-wheelers in December 2018, registering an
increase of 39 per cent, compared to the 112,930 motorcycles sold during the same month last
year. Exports, at the same time, went up by 22 per cent, with 141,603 units, against the 115,832
motorcycles that were exported in December 2017.

On the other hand, the company's commercial vehicles sales did not see similar success in the
last month of 2018. Bajaj Auto's total commercial vehicle sales, which includes three-wheelers
for both passenger and cargo segment, saw a decline of 26 per cent with 47,344 units, compared
to the 63,785 units sold in December 2017. CV sales in the domestic market were down by 37
per cent, at 23,099 units, against the 36,579 three-wheelers sold during the same month last year.
Exports, on the other hand, went down by 11 per cent in December 2018 with 24,245 units,
compared to the 27,206 three-wheelers exported in the adjoining month from 2017.

The company combined sales went up last month by 18 per cent, with the company's total sales,
including motorcycles and commercial vehicles, accounting for 346,199 units. In comparison,
Bajaj Auto sold a total of 292,547 vehicles during the same month in 2017. Combined sales in
the domestic market were 180,351 units, while total exports went up to 165,848 units, registering
a growth of 21 per cent and 16 per cent, respectively.

Furthermore, Bajaj's total sales in the 2018-19 fiscal year so far, between April and December
2018, accounts for 3,825,913 units, registering a growth of 29 per cent, compared to the
2,961,413 units sold by the company during the same period in 2017.

25
ABOUT SANGAM BAJAJ THAKURDWARA:
Dealer profile:

Mr. Varun Kumar have started journey with Bajaj auto ltd. On 1985 they got the authorized
dealership of Bajaj auto ltd. The name of the showroom is SANGAM AUTO SALES located at
Thakurdwara (Palampur) deals with two wheelers automobiles of Bajaj. Initially they deals with
Bajaj scoters, but as soon as the scoters are going thrown out from market, they shifted to
motorcycles. At the present they have following product-

1. Platina 100cc
2. Discover 100cc
3. Discover 125cc
4. Pulsar 135cc, 150cc, 180cc & 220cc
5. Pulsar 200 ns
6. Avenger 220cc
7. Dominar 400cc

DEPARTMENTS

Sales Department:

This department consists of the ales manager under whom are sales executives. The sale
executives are the people who help the customers to provide the necessary information regarding
their product. They are the key people who convince the customers to buy their product. This
department is responsible for the sales of their product.

Spare Department:

Spares department consist of a manager who looks after all the transaction carried out in the
spare department. This department holds the spares of the Bajaj bikes. Under the manager they
are spares employees who are responsible for the carrying out the sales of the spares and
marinating the records of the transactions.

Accounts Department:

This department also consists of manager under whom there are other accountants working. This
department is responsible for maintaining the financial transactions carried out within the

26
organization. Maintaining the financial transactions, during the day are to be recorded by the
accounts department.

Pre-delivery department:

Pre –delivery department consists of a PDI in charge under whom there are technician working.
The department is responsible for checking the bike and making it ready before the delivery.

Work Station:

This department is responsible for the maintenance and servicing of the bikes. In this department
there is a service manager, under whom are supervisors or service advisor’s. Under the
supervisors are the technicians who service the bikes that have come for servicing. There are the
five departments within the organization who have to report to the ex-director of the
organization.

SALES OF BAJAJ VECHILES IN SANGAM BAJAJ THAKURDWARA

DURING 2018:

MONTH SALES in UNITS

JANUARY 210

FEBRUARY 245

MARCH 451

APRIL 215

MAY 94

JUNE 261

JULY 122

AUGUST 211

SPETEMBER 351

OCTOBER 214

NOVEMBER 412

27
 DECEMBER 200

This shows that there is great performance of Sangam Bajaj Thakurdwara. Every single time it
had sold more than 100 vehicles. So the owner of the Sangam Bajaj is very happy with the
performance of the sales person of the Sangam Bajaj.

This all shows that Sangam Bajaj Thakurdwara (H.P) Palampur which deals in selling of
Bajaj two wheelers played a very vital role in the success of the Company.

Organizational chart Sangam Bajaj Thakurdwara Palampur H.P

28
 Mr. Varun Owner

Mr. Rahul Malhotra

Mr. Dinesh Sharma
Marketing Head
(Sales Manager) Head

Mr. Sumit Patyal

Mr. Rajneesh
Supervisor Marketing Activities
Sales Person (Head) at
Sangam Bajaj
Thakurdwara

Mr. Rakesh Mr. Vipul Sharma

Assistant (Marketing Activities) Marketer at Sangam Bajaj

Thakurdwara

Table 3.3: Organizational Structure at Sangam Bajaj Thakurdwara

29
 Chapter 3
SWOT ANALYSIS

30
SWOT Analysis:
Market trends must be considered as the company the company develops its marketing strategies.

Strengths:

 "Bajaj" is a well-established Brand name in the scooter segment.

 Bajaj Auto is a cost-effective producer in the two wheeler market.
 It has a huge market share in the scooter segment of the two-wheeler industry. This acts
as a cushion for the company in their efforts of foraying into the motorcycle segment.
 Bajaj has established a wide distribution network for the scooter segment which will
favor them in their efforts in the motorcycle segment.
 Marketing has been strength for Bajaj since inception.

Strengths are internal capabilities that can help the company reach its objectives
Bajaj can build three important strengths:
1. Style
2. Pick up
3. Speed

Weaknesses:

 Bajaj has become a generic name associated with the scooters and that needs to be
changed in the minds of the consumers before it could expect a great success in the
motorcycle segment.
 Bajaj is dependent on its foreign counterparts for technological support. This needs to be
addressed as it might be crucial when the foreign players enter the Indian market directly.

Weaknesses are internal elements that may interfere with the company’s ability to achieve its
objectives.

The weaknesses evaluated after the study are:

1. Heavy weight of the motorcycles

2. Mileage
3. Costly spare parts

Opportunities:

 The motorcycle segment is expected to grow at a considerable rate and this would
provide a good opportunity for Bajaj Auto to increase its market share in this segment.

 Kawasaki of Japan, when it comes to India, can help Bajaj enhance its Product portfolio
in the motorcycle segment as Kawasaki plans to use Bajaj's manufacturing base for its
global operations.

31
Opportunities are areas of buyer’s needs or potential interest in which the Company might
perform profitability. They are all external factors.

Bajaj can take advantage of three major market opportunities:

1. Increasing demand for high speed motorcycles.

2. Launching low cost motorcycles especially for India’s large number of middle class which is
more than 60% of total population.

3. Reaching the towns through dealership as the middle class living in this area is getting rich
and their purchasing power is also increasing.

Threats:

 The market share in the scooter segment has taken a beating from TVS Suzuki entered
into this segment.
 Entry of Multinational companies, especially Chinese ones, in the motorcycle segment
will stiffen the competition and will hamper the efforts of Bajaj to establish itself in the
motorcycle segment. Threats are challenges posed by an unfavorable trend or
development that could lead to lower sales and profit.

They are external factors.

Bajaj faces three major threats in future:

1. Increasing competition
2. Launch of cheaper motorcycles by competitors
3. Launch of cheaper cars by TATA whose price is equivalent to Bajaj’s Pulsar segment.

32
 Part -2

Introduction to Topic:

Chapter 4

Customer Satisfaction

33
INTRODUCTION
MEANING OF CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how products and services supplied by a
company meet customer expectation. It is seen as a key performance indicator within business
and is part of the four perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.

"Customer satisfaction" is the important statement of the problem in this project.

“Satisfaction is the consumer’s fulfilment response. It is a judgment that a product or service feature,
or the product of service itself, provided (or is providing) a pleasurable level of consumption-related
fulfilment, including levels of under- or over-fulfilment…” (Oliver, 1997)

According to Garbrand, customer satisfaction equals perception of performance divided by

expectation of performance.

Customer expectations

How do buyers form their expectations? From past buying experience, friends' and associates'
advice, and marketers' and competitors' information and promises. If marketers raise
expectations too high, the buyer is likely to be disappointed. However, if the company sets
expectations too low, it won't attract enough buyers (although it will satisfy those who do buy).
Customer satisfaction is largely a reflection of the expectations and experiences that the
customer has with a product or service. However expec tations also reflect that
influences the evaluation of the product or service. When we make major purchases,
we research the product or service and gain information from the advertising, salespersons,
and word-of-mouth from friends and asso ciates. This information influences our
expectations and ability to evaluate quality, value, and the ability of the product
or service to meet our needs.

34
 Traditional Macro-Model of Customer Satisfaction
(adapted from Woodruff &Gardial, 1996)

Perceived
performance

Outcomes

Comparison
standards
(FIG.4.1 Traditional Macro model)

Current comparisons of satisfaction at Micro-Models (adapted from Oliver,

1997)

35
 (FIG. 4.2 Satisfaction at Macro Level)

Why the Customer Satisfaction so important today?

There was a time when customers were less critical and vocal if not totally satisfied when dealing with
a business.

This is not the case today. There was a time when the choices available on where and who to deal with
was limited. The power belonged to the business owner, customers had nowhere else to go and
therefore customer satisfaction was not so important.

Today, customers are becoming increasingly more demanding, less tolerant and very critical
when not having their expectations met. Customers have lots of choice on where and who to deal
with. As a result the power has now shifted to the customer. If they feel you cannot satisfy their
expectations they will simply vote with their feet and deal with someone who will fulfill their
needs.

If you don’t listen to your customer’s thoughts to learn their needs and desires, you fail to give
them what they need as a product because you simply don’t know what that need is.

36
Further to this, you reject them as a person. The greatest source of information you have to move
your business forward is from your customers.

NECESSITY OF CUSTOMER SATISFACTION:

The emerging consumer movement necessities market to understand consumer

behavior their needs, expectations and problems. It will be easier in exploiting
marketing opportunities meeting the challenges of the market. Thus marketers must
try to offer the product wanted by the customers at the price he is prepared to pay, through
distribution channel convenient to him and with a proper promotional activities. A
consumer by nature is extrovert, a study of consumer behavior helps to formulate
marketing program mix and policies.

FACTORS:
To understand consumer behavior on the eventual buying decisions, the major
factors have to be clearly understood and analyzed. They are:
1. Buyer Characteristics
2. Personal Characteristics
3. Seller Characteristics
4. Situational Characteristics

1. Buyer characteristics: It deals with the individuals, personal, psychological,

cultural and social characteristics.

2. Personal characteristics: It deals with the factors like age, sex, occupation, lifestyles,
economic and financial conditions, culture which affects the consumers purchase behavior.

3. Seller characteristics: Influences the buying decision factor lies in the image of
the facilities offered by the companies or retail out lets etc affects the choice of the buyers.
The buyer’s decision will be based on the attitudes, behaviors’ and characteristics of the seller or
sales person.

4. Situational characteristics; This also plays an important role in influencing the

decision of the buyer. The aspects such as time, day, season, financial conditions,
marketing situations, demand for the products etc.

37
 Methods of Tracking and Measuring Customer Satisfaction

A company tools for tracking and measuring customer satisfaction rangefrom primitive to
sophisticate. Customer satisfaction refers to the extent to which customers are happy with the
products and services provided by a business. Customer satisfaction levels can be measured
using survey techniques and questionnaires. Gaining high levels of customer satisfaction is very
important to a business because satisfied customers are most likely to be loyal and to make repeat
orders and to use a wide range of services offered by a business. It reduces negative word of
mouth.

A company would be wise to measure customer satisfaction regularly because one key to
customer retention is customer satisfaction. A highly satisfied customer generally stays loyal
longer, buys more as the company introduces new products and upgrades existing products, talks
favorably about the company and its products, pays less attention to competing brands and is less
sensitive to price, offers product or service ideas to the company, and costs less to serve than
new customers because transactions are routine.

The following methods are used to measure customer satisfaction

1. Complaints and suggestion system:

A customer centered organization would make it easy for its customer todeliver suggestions
and complaints. Many customers maximize the ease with telephone numbers, customer
can inquire, make suggestion on complaint. These information flows provide these
companies with many good ideas and enable them to act more rapidly to resolve the
problems.

2. Lost customer analysis:

Companies should contact customers who have stopped buying o

r switched to another supplier. It is important to conduct exit interview and monitor the customer
loss rate.

3. Customer satisfaction survey:

A company must not conclude that it can get a full picture of customer satisfaction and
dissatisfaction by simply running a complaint and suggestion sys -tem. Studies show
that customer4s are dissatisfied with one out of every ten purchases and less than 2%
dissatisfied customers will complain customers may feel that their complaints are
minor.

38
Purchasing and consuming

It is important to distinguish between purchase and consumption for three reasons. Firstly the
product may be purchased by 1% and consumed by another. S e c o n d l y t h e p u r c h a s e
d e p e n d s o n c o n s u m e r e x p e c t a t i o n o f t h e d e g r e e t o which brands are likely
to satisfy needs. Thirdly a consumer post purchase evolution determines whether the brand is
likely to be repurchased.

Satisfaction v/s Dissatisfaction

Satisfaction occurs when customer’s expectations met to exceed and the purchase decision is
reinforced. Satisfaction reinforces positive attitudes towards the brand leading to a greater
likelihood that the customer will re purchase the same brand, dissatisfaction results
when consumer expectation is not met.

Thus we assert that b the bu yer’s forms a judgment of value

a c t s o n i t whether the buyers are satisfied after purchase depends upon the
offer performance in relation to the buyer’s expectation. Here is our definition of customer
satisfaction, thus the satisfaction level is a function of the difference between
perc e i v e d p e r f o r m a n c e a n d e x p e c t a t i o n s . a c u s t o m e r c o u l d e x p e r i e n c e
o n t h e i r board level of satisfaction. If the performance matches the expectations the customer
is satisfied if the performance exceeds expectations, a customer is highly satisfied, pleased or
delighted. But how do buyers form their expectations? Expectations are
formed on the basis of the buyers past buying experience, statements made by
friends and associates and market and c ompetitor information and promises etc. if
marketers raise expectations to high the buyers are likely to be disappointed, some of today’s
most successful company is raising expectations and delivering performance to match. Thus
companies are aiming for total consumer satisfaction

39
 Part 3

Chapter 5
RESEARCH METHODOLOGY

40
RESEARCH METHODOLOGY
Research is totally based on primary data. Secondary data can be used only for the reference.
Research has been done by primary data collection, and primary data has been collected by
interacting with the customers at Sangam auto sales Palampur. Data collection has been done
through by giving structured questionnaire. This study is based on sampling. This is an
exploratory type of research.

OBJECTIVES OF STUDY

1. To examine the customer satisfaction towards Bajaj Pulsar Bike.

2. To determine the impact of the company image on the sales of Pulsar Bike.

3. To understand customer buying behaviour towards Bajaj Pulsar Bikes.

DATA COLLECTION METHOD:

The data was collected through the following methods:

 PRIMARY DATA: For the completion of this report, primary survey was conducted by
me during the training at Sangam Bajaj Thakurdwara. A questionnaire was used for
getting the opinion of the respondents.
 SECONDARY DATA: Secondary data is collected from various websites to collect the
information.

SAMPLING

Convenience sampling technique was used for gathering the data from the respondents.

SAMPLE: The information was collected from the sample size of 50 respondents, which
included only males.

41
 Tools Used
 Microsoft Excel 2010 was used for interpretation of data.
 Simple percentage method was used to draw pie charts and graphs

Each and every attempt has been made to make the data more quantifiable and of more use to
conclude some results.

Data Interpretation

1. Which category of Pulsar motorcycle do you own?

Response % of customers No. of customers

135cc 24 12
150cc 31 15
180cc 19 9
200ns 10 5
220cc 16 9
Total 100 50

% age of customers
135cc 150cc 180cc 200ns 220cc

16% 24%
10%

19%
31%

42
According to my survey, out of 50 respondents, 24 % of the people owns pulsar 135cc category
there are 31% of respondents having pulsar 150, 19% having 180cc.Respondends assume that
Pulsar 150cc as stylish as well as and good in terms of mileage.

2. Choose reasons for selecting Bajaj Pulsar?

Response % of customers No. of customers

Style 16.66 08
Brand image 13.33 06
Mileage 36.66 15
Pick up 16.66 08
Price 10 05
Resale value 10 05
Popularity 3.33 01
Comfort 3.33 01
Low maintenance 0 00
Safety 3.33 01
Total responses 100 50

Most of respondents chosen the reason for selecting Bajaj Pulsar is its mileage ad that is shown
in the table. But they see other factors also like brand, style, pickup and comfort etc.

3. What was the source of information for the purchase of Bajaj Pulsar
motorcycles?

Response No. of customers % of customers

Family 02 08
Friends 22 43
Media 26 51
Dealers 00 00
Total 50 100

43
 Source of information
Family Friend Media Dealer
0%

5%

51%
44%

Out of 50 respondents 51% of respondents are got information from media and 44% respondents
are influenced by friends. So we can see that how media and word of mouth helps customers to
buy products.

4. From how many years do you own the bike?

Years No. of customers % of customers

0-1 30 60
1-2 12 23
2-4 08 17
4 & above 00 00
Total 50 100

Above table clearly shows us that most of the respondents owns bike for less than a year. There
are many customers also who owns bike more than one year and they are also satisfied.

5. How much kilometers ( km ) have you travelled up to date?

Kilometers No. of customers % of customers

500-5000 35 70
5000-20000 10 20
20000-40000 05 10
40000 & above 00 00
Total 50 100

44
 Kilometers
500 -5000 5000 -20000 20000 -40000 40000 & above

10% 0%

20%

70%

Out of 50 respondents 70% respondents travel between 500 to 5000 kms because they maximum
respondents own bike for less than one year and 20% respondents travels 5000 to 20000 kms.

6. Which is the best feature of the bike?

Features No. of customers % of customers

Mileage 17 33
Pick up 23 47
Handling 03 07
Engine 07 13
Total 50 100

45
 Features
Milleage Pickup Handling Engine

13%
7% 33%

47%

As we can see in the table 47% respondents buys Pulsar bike for its Pick up and 33% for the mileage and
13% for its engine. We can see that how the customers choose the product they want value for their
money.

7. What is the disadvantage of bike?

Disadvantage No. of customers % of customers

Tubeless tyres 13 26
Engine 08 17
Comfort 14 27
Gear box 15 30
Total 50 100

46
 Disadvantages

30% 26%
Tubeless tyres
Engine
17%
Comfort
27%
Gear box

Most of the respondents found gear box a big disadvantage in a bike. So company needs improve the
problems in the product it is important to make product valuable.

8. What is one thing you want to improve in bike?

Improvement No. of customers % of customers

Tyres 15 30
Gear box 14 27
Handling 09 17
Braking 12 26
Total 50 100

Improvements

26%
30%
Tyre
Gear box
Handling
Braking
17%

27%

47
Majority of respondents want to improve tyres and gear-box in the bike. As we can see that every product
carries some faults so company needs to finds the gaps to improve the products

9. Are you satisfied with the service by Bajaj?

Satisfaction level

15%

Yes
No

85%

85% of respondents said that they are satisfied with the service provided by Bajaj.

LIMITATIONS OF THE STUDY:

 The responses given by the respondents may not be true.

 The respondents may be careless in responding to the questionnaire.
 The respondents may be illiterate.

48
 CHAPTER 4

LEARNINGS AT THE ORGANIZATION

49
 (TABLE 4.1 LEARNINGS AT THE ORGANIZATION)

Sr. No. Week Work Assigned Work Assigned Observations

By /Learning’s

1 Week 1 Preparation of Marketing How to

25/12/2018 Banners For Manager Prepare
To Marketing (Sangam Banners for
31/12/2018 Bajaj) Marketing
2 Week 2 Marketing Marketing How to
01/01/2019 event Manager organize New
To regarding New (Sangam Year
07/01/2019 Year 2019 Bajaj) Marketing
Organize event
3 Week 3 Distribution of Marketing How to build
08/01/2019 Posters Manager Customer
To regarding New (Sangam Relationship
14/01/2019 models of Bajaj)
Bajaj Bikes
4 Week 4 Let People Marketing How to make
15/01/2019 know about Manager Customers
To Bajaj Bikes (Sangam aware about
22/01/2019 Exchange Bajaj) New Policies of
offers by the Company
means of
Marketing
through
distribution of
Posters

50
5 Week 5 Organize Bike Marketing How to make
23/01/2019 Fair at Manager customer
To Palampur (Sangam aware about
29/01/2019 regarding Bajaj) latest models.
Latest models
of Bajaj Bikes
2k19
6 Week 6 Let customers Marketing How to make
30/01/2019 inform about Manager customer
To zero rate of (Sangam aware about
05/02/2019 interest Bajaj) new policy
7 Week 7 How to retain Marketing Build
06/02/2019 customers Manager Customer
To Sangam Bajaj relationships
12/02/2019
8 Week 8 Sending Marketing How to create
13/02/2019 Customers Manager bond with
To Happy wishes Sangam Bajaj customers
18/02/2019

51
 CONCLUSION

During the live project we found that so many people and officials prefer pulsar bikes because of
mileage, pickup and its styling. Some of the office going people and students prefer pulsar
because of its easy handling too.

People preference to pulsar bikes is rapidly increasing because of less price and satisfactory
after-sale service. These bikes are generally used for the mileage and good looking. The new
generation people prefer sports bike because of comfortable and fast pickup. The sports bikes are
made for the youth to stylish look and quick pickup.

Due to growing complexities in business-to-business products, the relationship between a seller

and a buyer usually never ends after the purchase transaction. Customers buy augmented
products, expecting bundle of values that come with the product which will satisfy the buyer.
Thus, integrating services into the core offerings in manufacturing industries has taken crucial
importance. Especially, after-sales service is considered a tool for enhancing a valuable
advantage for the customer as well as it is a business opportunity for the company.

After-sales services have proven to be of importance, and a strategic after-sales framework is

necessary. Three major activities that play a crucial role within the after-sales services in the
manufacturing industry are field
 Technical assistance.
 Spare parts distribution.
 Customer care.

This study made us to understand the demand and factors which affect the buying preference of a
consumer. They always take care of customer taste out of the 4 ‘P’s of marketing price, product
plays very important role though promotion doesn’t play that much important role because in our
survey we found that the least factor which affects the consumer to pulsar bikes was promotion,
but another fact is that consumers preference is always quality and prices of the bike.

52
 ANNEXURE

Questionnaire

NAME:
OCUPATION:
INCOME:

1. Which category of Pulsar motorcycle do you own?

a. 135cc b.150cc c. 180cc d.200 NS e. 220cc

2. Choose reasons for selecting Bajaj Pulsar?

a. Style
b. Brand image
c. Mileage
d. Pickup
e. Price
f. Resale value
g. Popularity
h. Comfort
i. Low maintenance
j. Safety

3. What was the source of information for the purchase of Bajaj

Pulsar motorcycle?
a. Family b. Friends c. Media d. Dealers

4. Which age group do you belong?

a. 18-25 b. 26-35 c .36-45 d. 46 and above

5. How would you rate Bajaj Pulsar in terms of its mileage?

a. Excellent b. Good c. Bad d. Very bad

6. From how many years do you own the bike?

a. 0-1 b. 1-2 c. 2-4 d. 4 & above

7. Which is the best feature of the bike?

a. Mileage b. Pick up c. Handling d. Engine

53
8. What is the disadvantage of bike?
a. Tubeless Tyre b. Engine c. Comfort d. Gear box

9. What is the one thing you want to improve in bike?

a. Tyre b. Gear box c. Handling d. Braking

10. What is your level of satisfaction towards Bajaj motorcycle?

a. 0-25% b. 25-50% c. 50-75% d. 75-100%

11. Overall, how would you rate Bajaj Auto?

a. Excellent b. Good c. Neither good Nor Bad d. Bad e. Very Bad

12. Are you satisfied with the service provided by Bajaj?

a. Yes b. No

54