A

SUMMER TRAINING REPORT ON

Customer Satisfaction: A Case of Bajaj Automobiles

1
 EXECUTIVE SUMMARY

The Bajaj Group was founded in 1926 by Jamnalal Bajaj and now consists of 27 companies.
In 1945, Jamnalal Bajaj had formed M/s Bachraj Trading Corporation Private Limited, the
flagship company, to sell imported two-wheelers and three-wheelers. The company acquired
a license from the government in 1959 to manufacture these vehicles and went public the
next year. By 1977, the company saw its plant rolling out 100,000 vehicles in a single year.
In another nine years, Bajaj Auto could produce 500,000 vehicles in a year. The present
Chairman of the Bajaj group, Rahul Bajaj, took charge of the business in 1965. He was the
first licensee of the Indian make of the Italian Vespa scooter. 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. By 1994-95, Bajaj was
racing to beat Honda, Suzuki and Kawasaki in the two-wheeler segment internationally.
By 1997, Bajaj faced tough competition in the domestic market and its market share stood at
40.5%. Under the leadership of Rahul Bajaj, the turnover of Bajaj Auto has gone up from
Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio has expanded from
one to many and the brand has found a global market. Bajaj as a brand is well-known across
several countries in Latin America, Africa, Middle East, South and South East
Asia.Thecompany has a network of 498 dealers and over 1,500 authorised service centers and
162 exclusive three-wheeler dealers spread across the country. Bajaj has identified a segment
of customers called 'Probikers', who are knowledgeable about motorbikes and appreciative of
contemporary technology. They are trendsetters and very choosy about what they ride.
Hence, Probikers need to be addressed in a meaningful way that goes beyond the product.
Bajaj Auto is in the process of setting up a chain of retail stores across the country
exclusively for high-end, performance bikes. These stores are called Bajaj Probiking".
Fifty two such stores have been opened across India. Catering to demand in this sector
requires a strong and effective distribution network as consumers are more demanding and
expect delivery on time. Early delivery is a cause of delight for customers. With such vast
global and Indian rural presence, designing an efficient distribution system becomes a
complex task even for a company like Bajaj Auto. Lot of time and effort goes into designing
a strategy based efficient distribution system.

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 PREFACE

The project work has been specially designed to meet the requirements of our academic
syllabus of 2014-2015. It is an attempt to link the knowledge of real life situations. The
project is based on Customer Satisfaction: A Case of Bajaj Automobile and the training
has been done in Bajaj Auto at Rehari Chungi

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."

The study includes a questionnaire which measures the individual responses towards a variety
of factors which constitute the branding of the organization. Respondents are the local people
of the city. The data is collected and tabulated according to the respondents response using
percentages. It is analyzed further with the help of pie charts.

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CHAPTER 1
INTRODUCTION
1.1 INTRODUCTION
1.2 CUSTOMER SATISFACTION
1.3 CUSTOMER SATISFACTION 7 STEPS
CHAPTER 2
REVIEW OF LITERATURE

CHAPTER 3
INDUSTRY AND COMPANY PROFILE
3.1 COMPANYS HISTORY:
3.2 BAJAJ AUTO LIMITED.

CHAPTER 4
OBJECTIVES OF THE STUDY AND RESEARCH METHODOLOGY
4.1 OBJECTIVES

CHAPTER 5
DATA ANALYSISAND INTERPRETATION

CHAPTER 6
FINDINGS, SUGGESTIONS and CONCLUSION

BIBLIOGRAPHY
ANNEXURE

4
 CHAPTER 1
INTRODUCTION

5
1.1 INTRODUCTION

Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a

products perceived performance (or outcome) in relation to his or her expectations. Whether
the buyer is satisfied after purchase depends on the offers performance in relation to the
buyers expectations. If the performance falls short of the expectations, the customer is
dissatisfied. If the performance matches the expectations, the customer is satisfied. If the
performance exceeds expectations the customer is highly satisfied or delighted. 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
favourably 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. Whencustomers rate their
satisfaction with an element of the companys performance - say, delivery. It could mean
early delivery, on-time delivery, order completeness, and so on. The company must also
realize that two customers can report being highly satisfied for different reasons. One may
be easily satisfied most of the time and the other might be hard to please but was pleased on
this occasion. A number of methods exist to measure customer satisfaction. Periodic surveys
can track customer satisfaction directly. Respondents can also be asked additional questions
to measure repurchase intention and the likelihood or willingness to recommend the company
and brand to others. Companies that do achieve high customer satisfaction ratings make sure
their target market knows it. For customer centered companies, customer satisfaction is both
a goal and a marketing tool. Although the customer-centered firm seeks to create high
customer satisfaction, that is not its ultimate goal. If the company increases customer
satisfaction by lowering its price or increasing its services, the result may be lower profits.
The company might be able to increase its profitability by means other than increased
satisfaction (for example, by improving manufacturing processes or investing more on
RandD). Also, the company has many stakeholders, including employees, dealers, suppliers
and stock holders. Spending more to increase customer satisfaction might divert funds from
increasing the satisfaction of other partners. Ultimately, the company must operate on the
philosophy that it is trying to deliver a high level of customer satisfaction subject to
delivering acceptable levels of satisfaction to the other stakeholders, given its total resources.

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1.2 CUSTOMER SATISFACTION
The term logistics is often misinterpreted to mean transportation. In fact, the scope of
logistics goes well beyond transportation. Logistics forms the system that ensures the
delivery of the product in the entire supply pipeline. This includes transportation, packaging,
storage and handling methods, and information flow. The impact of logistics in the ability of
a company to satisfy its customers cannot be overstated. All other efforts at modernization
within a company would not bear fruit until the logistics system is carefully designed to
facilitate the smooth and efficient flow of goods in the system. The topic of logistics is
relatively new in India. There have been some companies that have done work in this area,
but a large number of companies are only now beginning to realize the benefits of designing
and managing the entire supply chain.
The industrial policies in India have prompted manufacturers to build plants in remote,
backward areas due to in expensive land and tax benefits. This poses some serious logistical
problems. Apart from a poor road and transportation network, the existing communications
system in India leaves a lot to be desired by any international standard. It is in this context
that logistics has to be considered in India.

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers,
71 percent responded that they found a customer satisfaction metric very useful in managing
and monitoring their businesses. It is seen as a key performance indicator within business
and is often part 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.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.

7
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget moteleven though its
facilities and service would be deemed superior in 'absolute' terms."

The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as ATandT and Verizon, participate in
an industry that is an oligopoly, where only a few suppliers of a certain product or service
exist. As such, many cell phone plan contracts have a lot of fine print with provisions that
they would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be far too low, and customers would easily have the option of
leaving for a better contract offer.

1.3 Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings this is the most daunting and downright scary part of
interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve32
wracking experience. Rest assured, though, it does get easier over time. It's important to meet
your customers face to face at least once or even twice during the course of a project.
2. Respond to messages promptly and keep your clients informed this goes without saying
really. We all know how annoying it is to wait days for a response to an email or phone call.
It might not always be practical to deal with all customers' queries within the space of a few
hours, but at least email or call them back and let them know you've received their message
and you'll contact them about it as soon as possible. Even if you're not able to solve a
problem right away, let the customer know you're working on it.
3. Be Friendly and Approachable a fellow Site Pointer once told me that you can hear a smile
through the phone. This is very true. It's very important to be friendly, courteous and to make
your clients feel like you're their friend and you're there to help them out. There will be times
when you want to beat your clients over the head repeatedly with a blunt object - it happens
to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you
can, and at all times remain polite and courteous.
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4. Have a Clearly-Defined Customer Service Policy; this may not be too important when
you're just starting out, but a clearly defined customer service policy is going to save you a
lot of time and effort in the long run. If a customer has a problem, what should they do? If
the first option doesn't work, then what? Should they contact different people for billing and
technical enquiries? If they're not satisfied with any aspect of your customer service, who
should they tell? There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what to do at each
stage of their enquiry should be of utmost importance. So make sure your customer service
policy is present on your site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties') have you ever received a Happy
Birthday email or card from a company you were a client of? Have you ever had a
personalized sign-up confirmation email for a service that you could tell was typed from
scratch? These little niceties can be time consuming and aren't always cost effective, but
remember to do them. Even if it's as small as sending a Happy Holidays email to all your
customers, it's something. It shows you care; it shows there are real people on the other end
of that screen.
6. Anticipate Your Client's Needs and Go out Of Your Way to Help Them out Sometimes
this is easier said than done! However, achieving this supreme level of understanding with
your clients will do wonders for your working relationship.
7. Honour Your Promises its possible this is the most important point in this article. The
simple message: when you promise something, deliver. Clients don't like to be disappointed.
Sometimes, something may not get done, or you might miss a deadline through no fault of
your own. Projects can be late, technology can fail and sub-contractors don't always deliver
on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go a miss.

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Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services."

2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firms customers
will make further purchases in the future. Much research has focused on the
relationship between customer satisfaction and retention. Studies indicate that the
ramifications of satisfaction are most strongly realized at the extremes." On a five-
point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric
related to satisfaction is willingness to recommend. This metric is defined as "The
percentage of surveyed customers who indicate that they would recommend a brand
to friends." When a customer is satisfied with a product, he or she might recommend
it to friends, relatives and colleagues. This can be a powerful marketing advantage.)
"Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return.
Further, they can hurt the firm by making negative comments about it to prospective
customers. Willingness to recommend is a key metric relating to customer
satisfaction."

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Construction

Organizations need to retain existing customers while targeting non-customers.[4] Measuring

customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.

"Customer satisfaction is measured at the individual level, but it is almost always reported at
an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for
example, might ask customers to rate their experience with its front desk and check-in
service, with the room, with the amenities in the room, with the restaurants, and so on.
Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your
stay.

As research on consumption experiences grows, evidence suggests that consumers purchase

goods and services for a combination of two types of benefits: hedonic and utilitarian.
Hedonic benefits are associated with the sensory and experiential attributes of the product.
Utilitarian benefits of a product are associated with the more instrumental and functional
attributes of the product (Batra and Athola 1990).

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
provides the basis for the measurement of customer satisfaction with a service by using the
gap between the customer's expectation of performance and their perceived experience of
performance. This provides the measurer with a satisfaction "gap" which is objective and
quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman,
Zeithaml and Berry as two different measures (perception and expectation of performance)
into a single measurement of performance according to expectation.

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The usual measures of customer satisfaction involve a survey from software providers such
as Confirmit, MedalliaandSatmetrix with a set of statements using aLikert Technique or
scale. The customer is asked to evaluate each statement and in term of their perception and
expectation of performance of the organization being measured. Their satisfaction is
generally measured on a five-point scale.

"Customer satisfaction data can also be collected on a 10-point scale."

"Regardless of the scale used, the objective is to measure customers perceived satisfaction
with their experience of a firms offerings." It is essential for firms to effectively manage
customer satisfaction. To be able do this, we need accurate measurement of satisfaction.

Good quality measures need to have high satisfaction loadings, good reliability, and low error
variances. In an empirical study comparing commonly used satisfaction measures it was
found that two multi-item semantic differential scales performed best across both hedonic and
utilitarian service consumption contexts. According to studies by Wirtzand Lee (2003), they
identified a six-item 7-point semantic differential scale (e.g., Oliver and Swan 1983), which
is a six-item 7-point bipolar scale, that consistently performed best across both hedonic and
utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and
had by far the lowest error variance across both studies. In the study,[ the six items asked
respondents evaluation of their most recent experience with ATM services and ice cream
restaurant, along seven points within these six items: pleased me to displeased me,
contented with to disgusted with, very satisfied with to very dissatisfied with, did a
good job for me to did a poor job for me, wise choice to poor choice and happy with
to unhappy with.

A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item
7-point bipolar scale, was the second best performing measure, which was again consistent
across both contexts. In the study, respondents were asked to evaluate their experience with
both products, along seven points within these four items: satisfied to dissatisfied,

12
favorable to unfavorable, pleasant to unpleasant and I like it very much to I
didnt like it at all.

The third best scale was single-item percentage measure, a one-item 7-point bipolar scale
(e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on
both ATM services and ice cream restaurants, along seven points within delighted to
terrible.

It seems that dependent on a trade-off between length of the questionnaire and quality of
satisfaction measure, these scales seem to be good options for measuring customer
satisfaction in academic and applied studies research alike. All other measures tested
consistently performed worse than the top three measures, and/or their performance varied
significantly across the two service contexts in their study. These results suggest that more
careful pretesting would be prudent should these measures be used.

Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumers attitude
(liking/disliking) towards a product, which can result from any product information or
experience. On the other hand, cognitive element is defined as an appraisal or conclusion on
how the products performance compared against expectations (or exceeded or fell short of
expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the
requirements of the situation.

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CHAPTER 2

REVIEW OF
LITERATURE

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Eugene W. Anderson(1993), This research investigates the antecedents and consequences of
customer satisfaction. We develop a model to link explicitly the antecedents and
consequences of satisfaction in a utility-oriented framework. We estimate and test the model
against alternative hypotheses from the satisfaction literature. In the process, a unique
database is analyzed: a nationally representative survey of 22,300 customers of a variety of
major products and services in Sweden in 19891990. Several well-known experimental
findings of satisfaction research are tested in a field setting of national scope. For example,
we find that satisfaction is best specified as a function of perceived quality and
disconfirmationthe extent to which perceived quality fails to match prepurchase
expectations. Surprisingly, expectations do not directly affect satisfaction, as is often
suggested in the satisfaction literature. In addition, we find quality which falls short of
expectations has a greater impact on satisfaction and repurchase intentions than quality which
exceeds expectations. Moreover, we find that disconfirmation is more likely to occur when
quality is easy to evaluate. Finally, in terms of systematic variation across firms, we find the
elasticity of repurchase intentions with respect to satisfaction to be lower for firms that
provide high satisfaction. This implies a long-run reputation effect insulating firms which
consistently provide high satisfaction.
JOSEPH CRONIN, JR. (1997), The following study both synthesizes and builds on the
efforts to conceptualize the effects of quality, satisfaction, and value on consumers
behavioral intentions. Specifically, it reports an empirical assessment of a model of service
encounters that simultaneously considers the direct effects of these variables on behavioral
intentions. The study builds on recent advances in services marketing theory and assesses the
relationships between the identified constructs across multiple service industries. Several
competing theories are alsoconsidered and compared to the research model. A number of
notable findings are reported including the empirical verification that service quality, service
value, and satisfaction may all be directly related to behavioral intentions when all of these
variables are considered collectively. The results further suggest that the indirect effects of
the service quality and value constructs enhanced their impact on behavioral intentions.

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Matthew L. Meuter(2000),Self-service technologies (SSTs) are increasingly changing the
way customers interact with firms to create service outcomes. Given that the emphasis in the
academic literature has focused almost exclusively on the interpersonal dynamics of service
encounters, there is much to be learned about customer interactions with technology-based
self-service delivery options. In this research, the authors describe the results of a critical
incident study based on more than 800 incidents involving SSTs solicited from customers
through a Web-based survey. The authors categorize these incidents to discern the sources of
satisfaction and dissatisfaction with SSTs. The authors present a discussion of the resulting
critical incident categories and their relationship to customer attributions, complaining
behavior, word of mouth, and repeat a purchase intention, which is followed by implications
for managers and researchers.

This research investigated the relationship between three elements core service quality,
relational service quality- and perceived value and customer satisfaction and future
intentions across four services. The results revealed that core service quality (the promise)
and perceived value were the most important drivers of customer satisfaction with relational
service quality (the delivery) a significant but less important driver. A direct link between
customer satisfaction and future intentions was established. The relative importance of the
three drivers of satisfaction varied among services. Specifically, the importance of core
service quality and perceived value was reversed depending on the service. A major
conclusion was that both perceived value and service quality dimensions should be
incorporated into customer satisfaction models to provide a more complete picture of the
drivers of satisfaction.

Venkatesh Shankar (2003), We address the following questions that are becoming
increasingly important to managers in service industries: Are the levels of customer
satisfaction and loyalty for the same service different when customers choose the service
online versus offline? If yes, what factors might explain these differences? How is the
relationship between customer satisfaction and loyalty in the online environment different
from that in the offline environment? We propose a conceptual framework and develop
hypotheses about the effects of the online medium on customer satisfaction and loyalty and
on the relationships between satisfaction and loyalty. We test the hypotheses through a
simultaneous equation model using two data sets of online and offline customers of the
lodging industry. The results are somewhat counterintuitive in that they show that whereas

16
the levels of customer satisfaction for a service chosen online is the same as when it is chosen
offline, loyalty to the service provider is higher when the service is chosen online than
offline. We also find that loyalty and satisfaction have a reciprocal relationship such that each
positively reinforces the other, and this relationship between overall satisfaction and loyalty
is further strengthened online.

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 CHAPTER 4

OBJECTIVES OF THE
STUDY AND RESEARCH
METHODOLOGY

18
4.1 OBJECTIVES

i. To understand customer attitude towards Bajaj Auto.

ii. To measure customer satisfaction of Bajaj motorcycle owners.
iii. To know the tastes and preferences of people of Jammuwhen it comes to motorcycles.

RESEARCH METHODOLOGY
Survey research is the systematic gathering of information from respondents for the purpose
of understanding and/or predicting some aspects of the behaviour of the population of
interest. It is the most common method of collecting primary data for marketing decisions.
Survey can provide data on attitudes, feelings, beliefs, past and intended behaviour,
knowledge, ownership, personal characteristics and other descriptive items. Survey research
is concerned with administration of questionnaires (interviewing). The survey research must
be concerned with sampling, questionnaire design, questionnaire administration and data
analysis. The administration of questionnaire to an individual or group of individuals is called
an interview. A questionnaire is simply a formalized set of questions for eliciting
information. As such, its function is measurement and it represents the most common form of
measurement in marketing research.

The report has been prepared as per the information obtained from two sources. They are:
1. Primary data
2. Secondary data

1.Primary data:
The primary data included the information collected from the
i. Proprietor, manager and employees of Bajaj motors.
ii. Questionnaire
iii. Personal interview with customer

2.Secondary data:
Secondary data includes
i. Data from various magazines esp. bike magazines.
ii. Internet
iii. Brochures

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 iv. Books
v. Newspapers etc
Sampling plan:
Data collected has been analyzed and interpreted by using simple percentagemethod and
finally the data is presented in graphs and charts.
Sampling frame:
i. Customers visiting showrooms for servicing their motorcycles
ii. Shopping malls, Supermarket, Markets, College parking etc
Sampling unit:
Motorcycles owners esp. Bajaj Motors motorcycle owners
Sampling method:
Simple random sampling method was used.
Desired sample size:
A sample size of 100 motorcycle owners was specified.

Survey administration process

QUESTIONNAIRE

INTERVIEWER RESPONDENT

20
 CHAPTER 5
DATA ANALYSISAND
INTERPRETATION

21
The data collected with the help of questionnaires is tabulated and analyzed.

Q1. Which age group do you belong?

Age Group NO. Of Respondent Percentage

18-25 37 61.67

26-35 18 30

36-45 3 5

46 and Above 2 3.33

Total 60 100

INTERPRETATIONS:
It shows the age wise classification of all respondents .i.e. 61.67% are between 18-25,30%
are between 26-35, 5% are between 36-45 and 3.33% are above 45 years of age.

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Q2. What is your occupation?
Table 12
Occupation NO.Of Respondent Percentage

Students 31 51.67

Business Men 13 21.67

Professionals 1 1.67

Working Professionals 5 8.33

Employees 8 13.33

Others 2 3.33

Total 60 100

INTERPRETATION:
It reveals the Occupation wise classification of all respondents. Table no.20 reveals the
occupation of all respondents owning motorcycles of various companies

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Q3. What is your total monthly family income?

Monthly Income NO. Of Respondent Percentage

Less Than 5000 4 6.67

5000-10000 14 23.33

10000-15000 20 33.33

Above 15000 22 36.67

Total 60 100

INTERPRETATION:
It reveals the income of all respondents those owning and not owning motorcycles.

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Q 4.Which motorcycle of Bajaj Auto do you own?
Brand NO. Of Respondent Percentage

Pulsar 25 41.67

Discover 15 25

XCD 15 25

Platina 2 3.33

Other 3 5

Total 60 100

Percentage

3.33
5

Pulsar
25 41.67
Discover
XCD
Platina
Other

25

INTERPRETATION:
3.Chart 3.1 exhibits ownership of various brands of Bajaj i.e. 23 of them own Bajaj
motorcycles .Pulsar is owned by 41.67%, Discover 25%, XCD 1525%, Platina 3.33% and
Others 5%.

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Q 5.Which series of Bajaj motorcycle do you own?

Pulsar Series NO.of Respondent Percentage

150 cc 20 33.33

180 cc 18 30

200 cc 12 20

220 cc 10 16.67

Total 60 100

Sales

16.67

33.33

150 cc
180 cc
20 200 cc
220 cc

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INTERPRETATION:
It reveals series wise ownership of Bajaj i.e. 33.33% are owning 150cc 30% are owing 180cc,
20% are owing 200cc and 16.67% are owing 220cc

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Q. 6. Tick any reasons for selecting Bajaj Motorcycle?

Reason For NO.of Respondent Percentage

Purchase
Style 15 25

Brand Image 10 16.67

Mileage 5 8.33

Pick Up 10 16.67

Price 5 8.33

Resale Value 3 5

Popularity 5 8.33

Comfort 2 3.33

Safety 4 6.67

Low Maintainence 1 1.67

Total 60 100

Percentage

5 Style
8.33
25 Brand Image
Mileage
16.67 Pick Up
Price
8.33 16.67 Resale Value

INTERPRETATION:
It reveals the maximum reasons for selecting Bajaj motorcycle.

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Q 7.What was the source of information for the purchase of Bajaj motorcycle?

Source Of Information NO.of Respondent Percentage

Family 10 16.67

Friends 20 33.33

Advertisements 10 16.67

Mechanics 10 16.67

Dealers 8 13.33

Others 2 3.33

Total 60 100

Percentage

3.33
13.33 16.67
Family
Friends
Adversitement
16.67
Mechanics
Dealers
33.33
Others
16.67

INTERPRETATION:
It reveals the main sources of information to purchase Bajaj motorcycle.

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Q8.. What is your level of satisfaction towards Bajaj motorcycles?

Level Of Satisfaction NO.Of Respondent Percentage

0-25% 10 16.67

25-50% 25 41.67

50-75% 10 16.67

75-100% 15 25

Total 60 100

Sales

16.67
25
0-25%
25-50%
50-75%
16.67
75-100%
41.67

INTERPRETATION:
It shows the level of satisfaction of Bajaj motorcycle owners towards their motorcycle 60
respondents were 0-25% are 16.67%, 25-50% are 41.67%,50-75% are 16.67% and 75-100%
are 25%

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Q9. How do you feel when you ride your Bajaj motorcycle?

Customers Feeling NO.Of Respondent Percentage

Excited 20 33.33

Playful 15 25

Happy 20 33.33

Boring 3 5

Uncomfortable 2 3.33

Total 60 100

Percentage
3.33

Excited
33.33
Playful
33.33 Happy
Boring
Uncomfortable

25

INTERPRETATION:
Most of the motorcycle owners were feeling Playful when the ride theirmotorcycle with 60
responses, 20 were feeling Excited,15 were playful,20 were Happy and 3 was feeling Boring
and 2 were feeling Uncomfortableas depicted in chart

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Q 10 .Overall, how would you rate Bajaj Auto?

Rating NO.Of Respondent Percentage

Excellent 25 41.67

Good 30 50

Neither Good Nor Bad 5 8.33

Bad 0 0

Very Bad 0 0

Total 60 100

Percentage
00

8.33

Excellent
41.67
Good
Neither Good Nor Bad
Bad
Very Bad
50

INTERPRETATION:
It reveals that overall how the Bajaj motorcycle owners rate Bajaj.The table no.14 shown
below reveals rating of Bajaj by motorcycle andother Bajaj motorcycle owners.

31
Q.11. Are you aware of giving free service from the showroom?

Response No. of respondents Percentage

Yes 55 91.67

No 5 8.33

Total 60 100

Percentage

8.33, 8%

Yes
No

91.67, 92%

INTERPRETATION:
It reveals that aware of free service offered by the showroom.

32
Q.12. Are you satisfied with the service done in showrooms?

Response No. of respondents Percentage

Yes 45 75

No 15 25

Total 60 100

Percentage

25

Yes
No

75

INTERPRETATION:
It reveals that customers satisfaction on service towards theirmotorcycle.

33
 CHAPTER 6
FINDINGS,
SUGGESTIONS and
CONCLUSION

34
FINDINGS:

The study was conducted and the findings are given in the following text:

Automobile companies like HeroHonda, TVS, Honda are already present in the

market. But Bajaj was present with more than 60 % of high displacementsegment like

Pulsar. Market share of Bajaj is alright but it is no.2 in leadership. Its market share is

34%. Bajaj Auto is a cost effective producer in the two wheeler market.

Customer satisfaction of quality and style was high on pulsar. The research

proved thatcustomers see Bajaj as the company manufacturing stylish and quality

motorcycles.

26.67% of respondents commented that advertisement was the main source of

information which influenced them to buy a particular brand of Bajaj i.e. Pulsar. Even

Bajaj has not signed for any celebrity endorsement advertisement influences people.

But still Bajaj should sign a celebrity as its brand ambassador.

35
SUGGESTIONS
Increase in advertising in mass media to promote its sales. It is a main source of

increasing day by day. It should also provide good quality of products. Manufacture

fuel efficient motorcycles. Manufacture motorcycles which can withstand for long

time on Indian roads.

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. This is best source for increasing demand for high speed motor

cycle.

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. It is

also the way to increase its sale.

36
LIMITATION:
1. 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.
2. The research is directly concerned with the study of human preference and behavior
and achieving absolute mathematical accuracy towards this was not possible.
3. Secondary data about MaliniSri motors was rarely found as this firm was new and not
much has been written about it. The researcher had to depend on the discussion made
with the manager of the unit.
4. Some data like abbreviations and detailed promotional activities were scarce even on
internet.

37
CONCLUSION
Indian 2-wheeler industry is the second largest in Asia after China. And Bajaj is one among
them. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. Jamnalal Bajaj is founder of the group.. His son, Kamalnayan
Bajaj, then 27, took over the reins of business in 1942. The present Chairman and Managing
Director of the group, Rahul Bajaj, took charge of the business in 1965. The Groups'
principal activity is to manufacture two and three wheeler vehicles. Other activities of the
group include insurance and investment business. The group comprises of 27 companies.
Distribution network covers 50 countries. It has a network of 498 dealers and over 1,500
service dealers and 162 exclusive three-wheeler dealers spread across the country. Bajaj
Auto, is ranked as the worlds fourth largest two- and three- wheeler manufacturer and the
Bajaj brand is well-known in over a dozen countries in Europe, Latin America, the US and
Asia.
Apart from business it has contributed a lot for the society by as its customer social
responsibility. It has contributed to agriculture, women empowerment, health services, animal
husbandry etc.
Although Hero Honda is the market leader in the automobile sector, Bajaj has always
produced quality motorcycle with style and maintained its standard by being on No.2.

38
BIBLIOGRAPHY

39
Books:
1.PhilipKotler Marketing Management

Websites:
www.bajajauto.com
www.managementparadise.com
www.wikipedia.com
www.googlebooks.com

40
ANNEXURE

41
QUESTIONNAIRE

The data collected with the help of questionnaires is tabulated and analyzed.

Q1. Which age group do you belong?

18-25

26-35

36-45

46 and Above

Q2. What is your occupation?

Students

Business Men

Professionals

Working Professionals

Employees

Others

Total

Q3. What is your total monthly family income?

Less Than 5000

5000-10000

10000-15000

Above 15000

42
Q 4.Which motorcycle of Bajaj Auto do you own?
Pulsar

Discover

XCD

Platina

Other

Total

Q 5.Which series of Bajaj motorcycle do you own?

150 cc

180 cc

200 cc

220 cc

Q. 6. Tick any reasons for selecting Bajaj Motorcycle?

Style

Brand Image

Mileage

Pick Up

Price
Resale Value
Popularity
Comfort
Safety
Low Maintainence

43
Q 7.What was the source of information for the purchase of Bajaj motorcycle?
Family

Friends

Advertisements

Mechanics

Dealers

Others

Q8.. What is your level of satisfaction towards Bajaj motorcycles?

0-25%

25-50%

50-75%

75-100%

Q9. How do you feel when you ride your Bajaj motorcycle?
Excited

Playful

Happy

Boring

Uncomfortable

44
Q 10 .Overall, how would you rate Bajaj Auto?
Excellent

Good

Neither Good Nor Bad

Bad

Very Bad

Q.11. Are you aware of giving free service from the showroom?
Yes
No

Q.12. Are you satisfied with the service done in showrooms?

Yes
No

45