A Market Survey Report on

A Study Of Customer preferences Towards BAJAJs Bikes

Submitted To:

COLLEGE OF MANAGEMENT AND COMPUTER APPLICATION, MORADABAD In Partial Fulfillment of the Requirement of the Degree of Bachelor of Business Administration (BBA) SESSION: 2009-2012 Department of Management TEERTHANKER MAHAVEER UNIVERSITY DELHI ROAD, MORADABAD
Project Guide: Project Incharge:

Mr. Avinash Raj Kumar

Mr. Avinash Raj Kumar Mr. Abhinav Shrivastav

(Course Co-ordinator, B.B.A.)
Submitted By:

RUPESH CHANDRA
Roll No. : R0912011287 B.B.A. V Semester
1

CERTIFICATE
This is to certify that Mr./Ms. BBA 5TH _________________________________________ student of
RUPESH CHANDRA

Semester (2009-12) at TMU has completed his/her dissertation under the

Mr. Avianash Raj Kumar guidance of ______________________________________________________

on the topic Bikes

A Study Of Customer preferences Towards BAJAJs

The dissertation is a part of BBA Vth semester curriculum of Teerthanker Mahaveer University, Moradabad. The student has genuinely carried out the project work. He/She has made sincere efforts in the completion of the dissertation.

Mr. Avinash Raj Kumar

Project Guide

STUDENT DECLARATION
I RUPESH CHANDRA hereby declare that the research work presented in this project report entitled A Study of Customer preferences Towards BAJAJs Bikes for the fulfillment of the award of Bachelor of Business Administration from Teerthanker Mahaveer University, Moradabad is based on my work is based on my work during the Training. The dissertation embodies the result of original work and studies carried out by me and the contents of the project do not form the basis for the award of any other degree to me or to anybody else.

RUPESH CHANDRA BBA Vth SEM

ACKNOWLEDGEMENT
It gives me immense pleasure and privilege to acknowledge my deepest sense of gratitude towards all those who helped me in the successful execution of this project.

I would like to thanks Chancellor Sir, Sh. Suresh Jain, Group Vice Chairman Mr. Manish Jain for their able guidance. I also extend my gratitude towards the additional director Mr. Vipin Jain, H.O.D. Mr. M.P. Singh and my course coordinator Mr. Abhinav Shrivastav and Mr. Avinash Raj Kumar who entrusted me for the completion of this project. I am highly indebted to my project guide Mr. Avinash Raj Kumar whose constructive counseling and able guidance helped me immensely in bringing out this project in the present form. And lastly the entire faculty member and Mr. Sanjeev Singh (Librarian) & the entire Lab staff for providing me this opportunity and expose me to industrial culture. The acknowledgement would be incomplete without thanking my family and friend who were a big support throughout.

RUPESH CHANDRA
4

TABLE OF CONTENTS

1. Introduction 2. Objective Of The Study 3. Company profile 4. Scope of The Study 5. Assumption 6. Research Methodology 7. Data Analysis & Interpretation 8. Findings 9. Suggestions And Recommendation 10. Limitation 11. Conclusions 12. Bibliography 13. Annexure

INTRODUCTION

INTRODUCTION
History of Two Wheelers Motorcycles have made their debut around the 1950s; this section looks at the two wheelers which have over the years caught the imagination of country. It was in the year 1954 that the Indian government ordered for total number of 800 motorcycles to man the Pakistani borders. In came the Bullets which were initially launched in England as a 350cc bike and it was upgraded to 500cc a year or so later. These bikes have remained unaltered, barring some cosmetic changes which have undergone over the years. Thus one can say without much of a doubt that the 1955 Bullet was one of the initial hits of the Indian two-wheeler industry and till today it continues to be a darling of the motorcycle enthusiasts. Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as the bike was strong enough to handle the rough Indian roads. The company had roped in Indian He-man Dharmendra for the promotion of the bike. With more than 1.6 million vehicles on the road the Rajdoot motorcycle was one of the initial hits of the earlier years of two-wheeler history in the country. When heavy motorcycles were the order of the day, a relatively lighter bike had caught on the imagination of the Indian two wheeler user. Ind- Suzukia bike launched by the then TVS Suzuki group was an instant hit; however the bike could not sustain its initial success due to the high import content in the vehicle and less of localization. In scooters Bajaj Chetak has been hugely responsible for adding momentum to the transport system of the country, till today it remains one of the most successful brands to have come out of the Bajaj stable. The scooter is named after the horse of legendary Rana Pratap Singh. These sets of two wheels have become a part of the Indian milieu and are often considered a representative of the Indian middle class aspiration. Very
7

few two-wheelers have been able to emulate the success, which Bajaj Chetak has achive over the years. Similarly LML Motors enjoyed a reasonable success with the launch of LML Select which came with new age technology and improved performance. Today newer models of two-wheeler are entering the market every day, slowly pushing these names down the memory lane. However names like Chetek , Rajdoot and Bullet will always find a mention in the history of two-wheelers in the country.

In this competitive modern age, where different qualities and types of goods exist, branding is of special importance in the business world branding not only gives separate identify and easy recognition of the product but also creates a special brand preference. Consumer are aware and prefer particular Brand when it is available for purchase. For knowing consumer taste and preferences, consumer oriented survey place an important role in the entire market . This project report is based on the Customer preferences Towards BAJAJs Bikes in Moradabad area with the help of general people . The sample will collect by using convenience sampling techniques . The sample size of the respondents will be 100.

Bajaj Auto is a major Indian automobile manufacturer. It is India's largest and the world's 4th largest two- and three-wheeler manufacturer. Bajaj
8

also manufactures motor scooters, motorcycles and the auto rickshaw and exports too.

OBJECTIVE OF STUDY

10

OBJECTIVE OF THE STUDY

To know the tastes and preferences of people of Moradabad (U.P.) when it comes to motorcycle .

11

COMPANY PROFILE

12

COMPANY PROFILE

History of Bajaj Bajaj Auto limited is one of the largest two wheeler manufacturing company in India apart from producing two wheelers they also manufacture three wheelers. The company had started way back in 1945. Initially it used to import the two wheelers from outside, but from 1959 it started manufacturing of two wheelers in the country. By the year 1970 Bajaj Auto had rolled out their 100,000th vehicle. Bajaj scooters and motor cycles have become an integral part of the Indian milieu and over the years have come to represent the aspirations of modern India. Bajaj Auto also has a technical tie up with Kawasaki heavy industries of Japan to produce the latest motorcycles in India which are of world class quality The Bajaj Kawasaki eliminator has emerged straight out of the drawing board of Kawasaki heavy industries. The core brand values of Bajaj Auto limited includes Learning, Innovation, Perfection, Speed and Transparency. Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj and Chakan in Maharashtra, western India, which produced 2,314,787 vehicles in

13

2005-06. The sales are backed by a network of after sales service and maintenance work shops all over the country. Bajaj Auto has products which cater to every segment of the Indian two wheeler market Bajaj CT 100 Dlx offers a great value for money at the entry level. Similarly Bajaj Discover 125 offers the consumer a great performance without making a big hole in the pocket. Market position As of 2006, the Bajaj Pulsars form the most popular motorbike product in the newly emerging 150+ cc class of Indian two wheeler market. Bajaj have been regularly making alterations to it to make the motorbike look fresh at all times. Versions 2001 The original Pulsar came with a 150 cc or 180 cc air-cooled, single-cylinder, petrol, spark-ignited four-stroke engine. They featured a single spark plug to ignite the air-fuel mixture fed from a carburetor, simple spring shock absorbers, round headlamp dome and 1,235 mm wheelbase. Disc brakes as standard equipment was a novelty in Indian motorcycles of the early 2000s. Other standard features were parking lights and an aircraft-type fuel tank lid. The 180 cc version came with Electric Start (ES) and twin-tone horn, both of which were optional equipment on the 150 cc version. 2003 The second generation Pulsars featured Bajaj Auto's newly developed DTSi technology, which increased the power rating of both versions by 1 bhp (0.75 kW) each and also increased fuel economy. This model also sported a new headlamp assembly, 1,320 mm wheelbase, and standard twin-tone horn and trip meter.

14

2005 In 2005, Bajaj launched another upgrade of the Pulsar. The bike was offered with 17-inch (430 mm) alloy wheels as standard option, and the stance was also lowered by about 12 mm. It was the first time any bike maker in India had offered 17-inch (430 mm) profile wheels at the rear. The fuel tank now had a capacity of only 15 litres. The power output was now further increased to 13.5 bhp (10.1 kW) @ 8500 rpm for the 150 while it increased to 16.5 bhp (12.3 kW) @ 8500 rpm for the 180. The rear shock absorbers were now gas-filled Nitrox absorbers. 2006 Bajaj introduced another version of Pulsar. New features included: pilot lamps separated from the main headlamp, turn indicators with clear lenses and amber bulb, self-cancelling turn indicator switch, flush LCD screen with digital readout of key vehicle data, non-contact speed sensor, non-contact backlit switches, twin-stripe LED tail-light assembly and side panels altered for a sharp, taperingtowards-the-rear look. The engine had increased torque availability, reduced vibration and improved gear shift feel. They also introduced the 1 Down 4 Up variant of the Gear box for the first time on sub150 cc variants. Bajaj Pulsar 220 DTS-Fi In July 2007, Bajaj began selling the Bajaj Pulsar 220 DTS-Fi and Pulsar 200 DTS-i, featuring fuel injection and oil cooled engines, a digital dash, and modern styling. This bike has some features which are totally new to the Indian market, like the fuel injection itself, rear disc brake and clip-on handlebars (the last two only available in the 220 model). Technology:-DTSi DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark. The DTSi idea is a simple one to understand - it involved usage of two spark plugs (instead of the usual choice of one) per engine cylinder.

15

Company profile Founder Year of Establishment Jamnalal Bajaj 1926

Industry Automotive Business Group Listings & its codes Presence

Two & Three Wheelers

The Bajaj Group BSE Code: 500490; NSE - Code: BAJAJAUTO Presence 50 countries. Dominant presence in Sri Lanka, Bangladesh, Columbia, Guatemala, Peru, Egypt, Iran and Indonesia Distribution network covers

Joint Venture Registered & Head Office

Kawasaki Heavy Industries of Japan Akurdi Pune - 411035 India Tel.: +(91)-(20)-27472851 Fax: +(91)-(20)-27473398

Works

Akurdi, Pune 411035 Bajaj Nagar, Waluj Aurangabad 431136 Chakan Industrial Area, Chakan, Pune 411501
16

l E-mai Website

rahulbajaj@bajajauto.co.in www.bajajauto.com

Board of directors Rahul Bajaj Madhur Bajaj Rajiv Bajaj Sanjiv Bajaj D.S. Mehta

Post Chairman Vice Chairman & Whole-Time Director Managing Director Executive Director Whole-Time Director

Bajaj Autos Ltd.

Bajaj Auto Limited Type: Founded: Headquarters: Key people: Revenue: Net income: Website: Public 1945 Pune, India Rahul Bajaj (Chairman) Rs. 1,01,063 billion (2006) or USD 1.87 Billion Rs. 17,016 billion www.bajajauto.com

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained license from the Government of India to manufacture two- and three-wheelers and it went public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold 1 million vehicles in a year.
17

Bajaj Auto limited is one of the largest two wheeler manufacturing company in India apart from producing two wheelers they also manufacture three wheelers. The company had started way back in 1945. Initially it used to import the two wheelers from outside, but from 1959 it started manufacturing of two wheelers in the country. By the year 1970 Bajaj Auto had rolled out their 100,000th vehicle. Bajaj scooters and motor cycles have become an integral part of the Indian milieu and over the years have come to represent the aspirations of modern India. Bajaj Auto also has a technical tie up with Kawasaki heavy industries of Japan to produce the latest motorcycles in India which are of world class quality The Bajaj Kawasaki eliminator has emerged straight out of the drawing board of Kawasaki heavy industries. The core brand values of Bajaj Auto limited includes Learning, Innovation, Perfection, Speed and Transparency. Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj and Chakan in Maharashtra, western India, which produced 2,314,787 vehicles in 2005-06. The sales are backed by a network of after sales service and maintenance work shops all over the country. Bajaj Auto has products which cater to every segment of the Indian two wheeler market Bajaj CT 100 Dlx offers a great value for money at the entry level. Similarly Bajaj Discover 125 offers the consumer a great performance without making a big hole in the pocket.

Timeline of new releases 1971 - three-wheeler goods carrier 1972 - Bajaj Chetak 1976 - Bajaj Super 1977 - Rear engine Auto rickshaw 1981 - Bajaj M-50
18

 1986 - Bajaj M-80, Kawasaki Bajaj KB100 1990 - Bajaj Sunny 1994 - Bajaj Classic 1995 - Bajaj Super Excel 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw 1998 - Kawasaki Bajaj Caliber , Legend(India's first four-stroke scooter) 2000 - Bajaj Saffire 2001 - Eliminator, Pulsar 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover 2006 - Bajaj Platina 2007 - Bajaj Pulsar-200

Upcoming Models Bajaj Krystal Bajaj Blade Bajaj Sonic Bajaj XCD String

New Image

The company, over the last decade has successfully changed its image from a scooter manufacturer to a two wheeler manufacturer, product range ranging from Scooters to Motorcycle. Its real growth in numbers has come in
19

the last 4 years after successful introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj who is worth more than US$1.5 billion.

20

SCOPE OF THE STUDY

21

SCOPE OF THE STUDY

This study includes direct interaction with the consumers and this helps us to know the CONSUMER PREFERENCE TOWARDS BAJAJS BIKES to great accuracy. This study is of great importance to the company which will know about the consumer preference to buy a particular brand. The company will gain information and try its best to attract consumer preference to sell out its product. There are some factors on which these all preference is based and we have to study on these factors. These factors are:1. Price factor 2. Service 3. Performance of bikes 4. Attractive Models 5. Brand image- on the important factor 6. Quick delivery time 7. Wide availability 8. Advertisement 9. Distribution channels

22

So, scope of this study is to achieve consumer preference because consumer objective. preference and satisfaction is companys primary

ASSUMPTIONS

23

ASSUMPTIONS
Assumption 1 Customers are satisfied with BAJAJs bikes .

Assumptions 2 Customers are not satisfied with bikes .

24

RESEARCH METHDOLOGY

25

RESEARCH METHDOLOGY
It is well known fact that the most important step in marketing research process is to define the problem. Choose for investigation because a problem well defined is half solved. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems. DATA SOURCE Research included gathering both Primary and Secondary data. Primary data is the first hand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various customers and past consumer views about bikes and to calculate the market share of this brand in regards to other brands. Secondary data are those which has been collected by some one else and which already have been passed through statistical process. Secondary data has been taken from internet, newspaper, magazines and companies web sites. RESEARCH APPROACH The research approach was used survey method which is a widely used method for data collection and best suited for descriptive type of research survey includes research instrument like questionnaire which can be structured and unstructured. Target population is well identified and various methods like personal interviews and telephone interviews are employed. SAMPLING UNIT It gives the target population that will be sampled. This research was carried in Moradabad (Distt. Moradabad). These were 50 respondents.

26

Data Analysis & Interpretation

27

Data Analysis & Interpretation

1. Do you have bike? a. YES 92% b. NO 8%

INTERPRETATION: - Out of the sample size of 50 customers, 46 customers are having bike and 4 customers dont have bike.

28

2. Which bike do you have ? a. BAJAJ 34% b. HERO HONDA 42% c. YAMAHA 16% d. Other 8%

INTERPRETATION: - Out of the sample size of 50 customers, 17 customers are of BAJAJs bike , 21 are of HERO HONDAs and 8 customers of YAMAHAs bike & 4 customers are having others.

29

3. What is your Profession ? a. Professional 16% b. Businessman 26% c. Student 44% d. Service Man 14%

INTERPRETATION:- During this survey , mostly business-man and students are taken in to consideration .

30

4. Income Group (monthly in rupees). a. 0 - 10,000 19% b. 10,000 20,000 31% c. 20,000 30,000 32% d. 30,000 above 18%

INTERPRETATION: - The maximum numbers of customers that are using these bikes fall in the income group of 200000-300000. While this ratio is minimum in case of customers whose income level fall between 300000400000.

31

5. What is source of information that made you opt for this motorcycle? a. TV ads 31% b. News Paper ads 27% c. Magazine 14% d. Friends & Relative 25% e. Dealer 3%

INTERPRETATION: - It is observed that the awareness of BAJAJ bikes mostly comes from newspapers and televisions.

32

6. For what purpose you have taken motorcycle? a. Business 7% b. College 32% c. Outing 18% d. Office 43%

INTERPRETATION:- The customers are using their bikes mostly for official and college purpose.

33

7. How much are you satisfied with your present motorcycle? a. Very much satisfied 43% b. Satisfied 40% c. Average 16% d. Dissatisfied 1% e. Very much dissatisfied 0%

INTERPRETATION: - It is observed that the most of the customers are the satisfied with the quality of their BAJAJ bike.

34

8.

Which factor influences you to buy BAJAJs bike? a. Brand Image 11% b. Price 16% c. Status 10% d. Product Design 11% e. Comfort 13% f. Resale Value 14% g. Mileage 25%

INTERPRETATION:- In BAJAJ bikes the mileage of the bike and the price that influences the decision criteria of most of the customers.

35

9. Are you aware of all the models of motorcycles made available to people by BAJAJ company ? a. Yes 87% b. No 13%

INTERPRETATION:- Out of the sample size of 50 customers, most of the customers are aware about all the models of BAJAJs bikes.

36

10. Which factor do you suggest the company should lay emphasis to enhance its sales ? a. Quality improvement 30% b. Product Design 19% c. Advertisement campaign 30% d. After sale services 21%

INTERPRETATION:- It is found that most of the customers suggests to improve the quality of products and advertisement to enhance the sale.

37

11. Do you know about the finance schemes offered by BAJAJ company ? a. YES 84% b. NO 16%

INTERPRETATION:- Out of the sample size of 50 customers , 42 customers are aware about the financial schemes offered by the BAJAJ company and remaining 8 customers are not aware.

38

FINDINGS

39

FINDINGS
During this research project I came in to contact with many customers who are having bikes. Out of the sample size of 50 customers, 17 customers are of BAJAJs bike , 21 are of HERO HONDAs and 8 customers of YAMAHAs bike & 4 customers are having others. During this survey , mostly business-man and students are taken in to consideration . The maximum numbers of customers that are using these bikes fall in the income group of 20,000- 30,000. It is observed that the awareness of BAJAJ bikes mostly comes from newspapers and televisions. The customers are using their bikes mostly for official and college purpose. It is observed that the most of the customers are the satisfied with the quality of their BAJAJ bike. In BAJAJ bikes the mileage of the bike and the price that influences the decision criteria of most of the customers. Out of the sample size of 50 customers, most of the customers are aware about all the models of BAJAJs bikes. It is found that most of the customers suggests to improve the quality of products and advertisement to enhance the sale. Out of the sample size of 50 customers , 42 customers are aware about the financial schemes offered by the BAJAJ company and remaining 8 customers are not aware.

40

SUGGESTION & RECCOMENDATION

41

SUGGESTIONS & RECCOMENDATIONS

Increase in advertising in mass media to promote its sales. Manufacture fuel efficient motorcycles. Manufacture motorcycles which can withstand for long time on Indian roads. It should appoint a brand ambassador and also sponsor entertainment and sports events so that the name of the company remains in the minds of the people. Company should implement new marketing strategies to compete with cheaper cars like NANO recently launched by TATA as it is one of the threat to automobile industry.

42

LIMITATIONS

43

LIMITATIONS
Research work was carried out in one Distt. of U.P. (MORADABAD) only the finding may not be applicable to the other parts of the country because of social and cultural differences. The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population. Shortage of time is also reason for incomprehensiveness. The views of the people are biased therefore it doesnt reflect true picture. During the survey most of the respondents contacted had newly purchased the motorcycle thus they could not respond accurately i.e. their satisfaction level and defects in the motorcycles. The research is directly concerned with the study of human preference and behavior and achieving absolute mathematical accuracy towards this was not possible.

44

CONCLUSION

45

CONCLUSION
Bajaj are purchased more by daily users who needs more average of bikes than looks. Service & Spare parts are available throughout India in local markets also. While buying a motorcycle, economy is the main consideration in form of maintenance cost, fuel efficiency.

46

BIBILIOGRAPHY

47

BIBILIOGRAPHY

Kotler, Philip 2002, PHI (I)P.ltd., Marketing management Kothari, C.R.2001, Himayalayan Publications, Research Methodology

Magazines and News papers a) Auto car India b) Business Today c) Business World d) Business India

Websites : www.google.com www.wiki.com www.yahoo.co

48

ANNEXURE

49

ANNEXURE
1. Do you have bike? a. YES b. NO 2. Which bike do you have ? a. BAJAJ b. HERO HONDA c. YAMAHA d. Other 3. What is your Profession ? a. Professional b. Businessman c. Student d. Service Man 4. Income Group (monthly in rupees) a. 0 - 10,000 b. 10,000 20,000 c. 20,000 30,000 d. 30,000 above 5. What is source of information that made you opt for this motorcycle? a. TV ads b. News Paper ads c. Magazine d. Friends & Relative e. Dealer 6. For what purpose you have taken motorcycle? a. Business b. College c. Joy d. Office 7. How much are you satisfied with your present motorcycle? a. Very much satisfied b. Satisfied c. Average d. Dissatisfied
50

e. Very much dissatisfied 8. Which factor influences you to buy BAJAJs bike? a. Brand Image b. Price c. Status d. Product Design e. Comfort f. Resale Value g. Mileage

9. Are you aware of all the models of motorcycles made available to people by BAJAJ company ? a. Yes b. No 10. Which factor do you suggest the company should lay emphasis to enhance its sales ? a. Quality improvement b. Product Design c. Advertisement campaign d. After sale services 11. Do you find finance schemes offered by BAJAJ company ? a. YES b. NO

51