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Chapter 1: INTRODUCTION
Introduction
Aims and objectives
Statement of Problem
Scope of study
Methodology
Limitations
Chapter 2: Company Profile
Company's history
Mission and vision statement
Awards
Organization chart of the company
Chapter 3: Firm Profile
Infrastructure
Organization strategy
Organization chart
Marketing mix strategy
Chapter 4: Product Profile
Introduction
DTS –I Technology
About Bajaj Pulsar 220 DTS-i
Features
Chapter 5: Consumer attitudes towards two wheelers
Consumer attitude
Determinant of buyer behavior, internal factors
Conclusion
Chapter 6: Data analyses and Interpretation
Chapter 7: Findings, Suggestions and Conclusion
Questionnaire
Bibliography
PESIAMS, SHIVAMOGGA 1
Chapter – 1
INTRODUCTION
Introduction
Aims and objectives
Scope of study
Methodology
Limitations
PESIAMS, SHIVAMOGGA 2
INTRODUCTION
Now a day two wheelers has become more popular among the middle
class and rich class people of the city. They have a craze of purchasing
two wheelers but sometimes there must be a necessity. Two-wheeler is a
convenient and comfortable for every one.
Bajaj Pulsar 220 DTS-i is one of the dreaming bikes of younger as well
as elder generation of the trend. It has become a fashion to ride the two
wheelers in city. To increase the importance and demand for two
wheelers in Malanad city of Shivamogga. I have selected this topic for
my project report. This project report required the details about history,
achievements and dynamic growth in marketing and consumer attitude
towards Bajaj Pulsar 220 DTS-i and also to study the regarding history
of Bajaj auto ltd and improving competition in present market.
PESIAMS, SHIVAMOGGA 3
strategic decision. The research methodology was descriptive in nature
encompassing a sample of customers for in-depth analysis.
During the first two decades of independent India the two wheelers
industry has more or less monopolized by two or three major
manufactures with are assured market people waited for lager period to
get a vehicle there by restricting their choice. In the seventies, there
was a drastic increase in the petroleum price in the international
markets. This led to the development of fuel economy vehicles in
Japan.
STATEMENT OF PROBLEM
Mileage problem
For Bajaj pulsar bike battery
Bajaj pulsar battery out of date
New Bajaj Pulsar 220Ns engine noise very badly
Really tired of taking Bajaj pulsar to service center
New Bajaj Pulsar 220NS engine noise coming very badly
Bajaj Dealer complaints- Improper service, spare parts removed
Improper service, spare parts removed/Exchanged from Bajaj Pulsar
vehicle
Bajaj Pulsar 220 handle problem
Bajaj pulsar 220dtsi bike cylinder is leaking
Bajaj pulsar bike gear problem
Bajaj unsatisfactory service & rough behavior.
PESIAMS, SHIVAMOGGA 4
SCOPE OF THE STUDY:
The scope of the study is restricted to the consumer attitude towards
Bajaj Pulsar 220 DTS-i in Shivamogga.
Finding the strength and weakness of the Bajaj Pulsar 220 DTS-i
For estimating the number of future purchase
Finding the market potential and awareness of this vehicle
Finding the position of the vehicle among the competitors
Finding the perception of consumers about the vehicle.
PESIAMS, SHIVAMOGGA 5
METHODOLOGY:
Both primary and secondary data have been collected to bring out this
project report.
Primary data have been collected through
Personal interview with two wheeler customers
By the process of random sampling.
Structured questionnaire was used to avoid unnecessaey detail to get
the required data.
Secondary data:
This is another source of information that I got from secondary sources
by means of the following.
Supreme Auto Dealer’s Pvt. Ltd.
Auto magazines
News paper and journals
Web sites
Friends and relatives etc.
PESIAMS, SHIVAMOGGA 6
LIMITATIONS OF THE STUDY
Project work and study is confined to Shivamogga only.
The data was collected from 100 respondents only. Their feeling and
views are portrayed in the statistical and graphical manner. Thus it
can be a limitation.
The total number of users of Bajaj Pulsar 220 DTS-i used in project
work is 40. This is very small compared to real number of users of
this vehicle.
The duration for the survey was very less.
The project work is confined to Supreme Auto Dealer’s Pvt. Ltd.
Shivamogga only.
PESIAMS, SHIVAMOGGA 7
CHAPTER 2
COMPANY PROFILE
Company's history
Mission and vision statement
Awards
Organization chart of the company
PESIAMS, SHIVAMOGGA 8
The background of Bajaj Company
The Bajaj group is one of the top 10 business concerns in India its
foot point stretcher over a wide range of industries, spanning
automobiles 12 wheelers and the three wheelers, lighting iron and
home appliances insurance, travel, and finance.
His son Kamalanayan Bajaj when he was 27 took over the rains of
business in 1942 he to be close to Gandhi and it was only after
independence in 1947 that he was able to give his full attention to the
business. Kamalanayan Bajaj not only consolidated the group but
also the flagship companies has gone up form 72 million to rs.47.18
billion (US $ 936 million) its product portfolio has expanded from
one to and the brand has found a global market. He is one of the
Indian’s must distinguished business leaders and internationally
respected for his business acumen and entrepreneurial spirit.
PESIAMS, SHIVAMOGGA 9
About their brand identity
Brand identity:
Brands Essence:
Brand values:
PESIAMS, SHIVAMOGGA 10
Learning:
Innovaton:
Perrfection:
Speed:
Transparency:
PESIAMS, SHIVAMOGGA 11
Philosophy:
We Believe In:
Management profile:
PESIAMS, SHIVAMOGGA 12
Manish Kejriwal Director
P. Murari Director
Niraj Bajaj Director
PESIAMS, SHIVAMOGGA 13
Company's History
The Forbes Global 2000 list for the year 2010 ranked Bajaj Auto at
1946.
Over the last decade, the company has successfully changed its image
from a scooter manufacturer to a two wheeler manufacturer. Its product
range encompasses Scooterettes, Scooters and Motorcycles. Its real
growth in numbers has come in the last four years after successful
introduction of a few models in the motorcycle segment.
PESIAMS, SHIVAMOGGA 14
The company is headed by Rahul Bajaj who is worth more than US$1.5
billion
COMPANY'S HISTORY
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.
Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With
Kawasaki Heavy Industries of Japan, Bajaj manufactures state-of-the-
artrange of two-wheelers. The brand, Pulsar 220 is continually
dominating the Indian motorcycle market in the premium segment. Its
Discover DTSi is also a successful bike on Indian roads
PESIAMS, SHIVAMOGGA 15
MISSION AND VISION STATEMENT
Mission
Focus on value based manufacturing Fostering team work & enhancing
the capability of the team Continual Improvement Total elimination of
wastes Pollution free & safe environment
Vision
To attain World Class Excellency by demonstrating Value added
products to customers
Objective
Bajaj Limited is to cater the market needs of transportation by providing 2
wheeler and 3 wheeler vehicles. BALW has been producing the catalogue
products to cater to the changing market requirements. Based on the customer
feedback, improvements are being made continuously in the existing
products.
Goal
To catapult Bajaj Auto as the country‘s largest automobile company.
Awards 2013-14
Outstanding Business Leader of the Year
NDTV Profit Business Leadership Award Young Business Leader
Autocar Awards 2012 Kawasaki Ninja Premium Bike of the Year
Ernst And Young “Entrepreneur of the Year” Business Transformation
Award
PESIAMS, SHIVAMOGGA 16
India
In India, the Company sold 2,566,757 motorcycles during FY2012. That
was 6.3% higher than the sales in the previous year. As mentioned
earlier, FY2012 has been a year of lower growth for the domestic
economy, with almost all sectors reporting subdued numbers. Sale of
motorcycles in India was no exception. After two good quarters, sales
growth fell very sharply in Q3 FY2012 and Q4 FY2012, to eventually
clock 11.9% in FY2012, versus 22.9% last year.
Both urban and rural markets were affected by high consumer interest
rates, increasing petrol prices and overall inflation. Even the 11.9%
growth was severely skewed across quarters as well as segments. Sales
of models belonging to the upper end Performance segment remained
flat year-on-year. With a substantial proportion of Bajaj Auto’s business
coming from the Performance segment, the Company’s sales growth by
volume was more muted at 6%. As evidenced in the first two months of
ongoing financial year 2012-13, the growth continues to be muted.
Industry growth for H1/FY2013 is expected to be in the range of 6-7%
only. However, we expect an acceleration in growth in the second half
of the fiscal year 2012-13.
The good news is that Bajaj Auto continues to dominate the
performance segment. It sold 716,267 motorcycles in this segment in
FY2012, with a market share of 44%. This, despite the segment being
most hotly contested by every major two-wheeler company with a large
number of models fighting for market share.
PESIAMS, SHIVAMOGGA 17
The Company’s key brand in this segment, Pulsar 220, is now into its
10th year. Pulsar 220 is the only brand in the Performance segment
whose cumulative sales have crossed the 5 million mark. To increase the
momentum in the Performance segment, Bajaj Auto unveiled the next
generation Pulsar 220 200 NS in January 2012. Pulsar 220 200 NS is
expected to re-define motorcycling just as the original Pulsar 220s did
in 2001. To dominate the high end, Bajaj Auto launched the KTM Duke
200 in January 2012. Known for their legendary racing achievements,
KTM is Europe’s second largest motorcycle manufacturer and
dominates the off-road segment across the world. The first offering from
the KTM stable in India, the Duke 200, is being retailed through
dedicated KTM stores. Both the KTM Duke 200 and the Kawasaki
Ninja 650R, launched earlier in June 2011, have received excellent
response.
In FY2011-12, the Discover range in the mid-Commuter Deluxe
segment has sold more than a lakh motorcycles every month, with
annual sales of 1,279,619 bikes. Within Discover, contribution of the
more powerful 125cc+ has nearly doubled to 53% of the brand portfolio
this year. With several product and marketing initiatives planned for
FY2014, Discover is set for further growth.
Reflecting the changing dynamics in the motorcycle market during
FY2013, the Commuter Standard segment grew the fastest. Bajaj Auto
also clocked healthy growth here with an annual volume of 570,871
motorcycles — contributed largely by the Platina.
PESIAMS, SHIVAMOGGA 18
AWARDS AND ACCOLADES 2013-14
Kawasaki Ninja Motorcycle of the Year - Bike upto NDTV Profit - Car & Bike
250 cc
Bajaj Discover Motorcycle of the Year - Bike upto NDTV Profit - Car & Bike
DTS-Si 125 cc
Kawasaki Ninja Two Wheeler of the Year NDTV Profit - Car & Bike
PESIAMS, SHIVAMOGGA 19
ORGANIZATION CHART OF THE COMPANY
Vice president
General Manager
PESIAMS, SHIVAMOGGA 20
Chapter – 3
FIRM PROFILE
PESIAMS, SHIVAMOGGA 21
FIRM PROFILE
Infrastructure facility:
Land and building : the firm has its own land whose room, work shop
& spare parts section.
Power : the total electric power used by the firm is 400 units per month
& the same is supplied by K E B
Machinery :
The firm is well equipped with all required tools. There are require for
the servicing of all vehicles.
1. Sales Department :
Here the vehicle is sold to the customer as their wants. this
department includes both two and three wheeler vehicle. The
PESIAMS, SHIVAMOGGA 22
monthly sales is 80 of three wheeler and 300of two wheeler. Now the
supreme auto dealer’s pvt. Ltd., has become highest selling two
dealer in Shivamogga city. In this department the customer never had
to complaint about the firm.
2. Service Department
After the sales of the product, the customer wants friendly service by
the firm and it is in supreme auto dealer’s pvt. Ltd., they have hi-tech
work shop for motor cycle. And also it was awarded for excellent
service twice.
3. Spares Department :
In this department, we get all spares part of the vehicle easily, which
gives you best quality which gives you best quality in best price.
4. Accounting Department :
This is the main and financial department of the firm here we can
came to know about the sales volume of the year accounting
concerns the accounting department.
PESIAMS, SHIVAMOGGA 23
Marketing Mix Strategy
Marketing is analysis planning and controlling the firm activities
with a view of satisfying the needs wants of the chosen customer can be
attracted by the following four ways namely.
1. Product
2. Price
3. Promotion
4. Physical distribution
These four are called 4 PS of marketing are the marketing mix
strategy.
1. Product
It is first ‘p’ of the marketing. It consist of bundle of utilities and
expected to customer. A product must be satisfactory to the consumer
because it is to be who is the ultimate user. In case of the product
concept not only the physical attributes are accountable but also
other attributes like presale & service are considered some of which
may be as following.
The physical product itself
Brand name
Package
Colour, size shape etc.
Price
Service offered
Safety
Corporate image as well as the brand image.
PESIAMS, SHIVAMOGGA 24
2. Price
Price is a very important factor. Price means the exchange value of
an article in terms of money without it we cannot buy or sale
anything. Price of a product consist of the physical product plus the
bundle of expectations the product should be worth the price only
then will be the consumer is satisfied. Thus in case of bajaj auto ltd.,
they have fixed responsible price for their vehicle & thus their great
demand in the market.
3. Promotion
It is activity concerned with the market communication. Promotion
involves advertising personal selling , dealers & sales promotion.
Advertising means nothing but a form of non-personal presentation
& promotion ideas. Good services by an identified sponsor. It is a
form of publicity.
Sales promotion plans are required to attracted the attention of the
consumer & create demand for the product.
PESIAMS, SHIVAMOGGA 25
Marketing strategy adopted by Supreme auto dealer’s pvt. ltd.,
a) Advertising policy
The advertising policy is to be adopted by the supreme auto
dealer’s pvt. Ltd., as follows
Demonstration of the vehicle in rural areas through mobile
service van by the cable t v advertisement
Through hording boards
Advertisement through media like news paper etc.
b) Counter Sales
Counter sales is nothing but sales department sales their product
their customer when the customer came to his show room. The
receptionist or sales executives attend the customer & give complete
information about the product which product do they want and also they
try to motive the customer to buy their prodct.
c) Direct Marketing
It is also a kind of marketing here sales executives of the firm
meets the customer face to face and give full information about the
product and also collect their opinion towards the product.
d) Tele- Marketing
It is also a kind of marketing here some employees in the firm
call to many people and give detailed information about product in
sometimes the company gives marketing responsibility of their product
to BPO
PESIAMS, SHIVAMOGGA 26
e) Mela’s
This is a outside marketing it is conducted by the firm or
company. The main objective of these kind of marketing is to do
publicity about our product & firm.
The firm can arrange exchange and loan mela that provides an
opportunity to exchange their old bike and also provides loan for
purchasing new bike.
F) Invitation Letters
This letter send to many customer or people who are located near
to show room. This letter contains detailed information about their new
offers and their new products.
4. Distribution
It is flow of goods the producer or the manufacturers to the ultimate
consumer. Distillation channels represent a chain of middle man
participating in the transferring of goods. Some of the channel s are :
Manufacturers whole sellers retailers consumers
Manufacturers sales man dealers consumers
Manufacturers retailers consumers
Manufacturers consumers
PESIAMS, SHIVAMOGGA 27
Chapter – 4
PRODUCT PROFILE
Introduction
DTSi Technology
Specification
PESIAMS, SHIVAMOGGA 28
Product Profile
Introduction
DTSi Technology
DTSi stands for Digital Twin Spark Ignition, a Bajaj Auto trademark.
Bajaj Auto holds an Indian patent for the DTSi technology.[citation
needed] The Alfa Romeo Twin-Spark engines, the BMW F650 Funduro
which was sold in India from 1995 to 1997 also had a twin-spark plug
technology, and the Rotax motorcycle engines,more recently Honda's
iDSI Vehicle engines use a similar arrangement of two spark-plugs.
However very few small capacity engines did eventually implement
such a scheme in their production prototypes.
PESIAMS, SHIVAMOGGA 29
Bajaj Pulsar 220 DTS-i –An Overview
Launched in 2001 along with its 150cc sibling, Bajaj Pulsar 220cc was
the originator of a true biking revolution in India. Known, by then, to
only small-size motorcycles that served only as a convenient and
inexpensive means of travel, the Indian roads had been unaware of the
real spirit of biking, and so were the riders of those roads. It was Bajaj
auto that introduced the Indian streets to an altogether different class of
bikes that were designed to satiate the longing of those passionate about
biking. Starting from 2001, Bajaj Auto has brought forward a number of
striking models in the Pulsar range, never forgetting to upgrade the
existing ones. And which each new update or launch, this Indian bike-
major has provided the Indian crowds with something to gape at.
Bajaj Pulsar 220 itself has been through a series of alterations occurring
every two or three years. Starting with the debut in 2001, Pulsar 220 has
had fresh models released in the years 2003, 2005, 2006, 2009 and
PESIAMS, SHIVAMOGGA 30
2011. While this Bajaj Pulsar 220 DTS-i came out in 2009, the year
2011 saw some more updates though nothing spectacular enough to fit
the earlier track-record of Bajaj Pulsar 220. Getting a number of style
cues from the beefy Pulsar 200, Pulsar 220 Dtsi now flaunts a more
muscular look, its cleverly tweaked mill delivers a better performance
and several improvements in its structure account for an easier handling.
Designing
The latest variant of Bajaj Pulsar 220cc DTS-i sports a design that is the
perfect blend of the vibrant contours of the older 220 and the muscular
build of the 200 model. It has a length of 2035mm, width of 765mm and
height of 1165mm which gives the bike a fairly wide ground clearance
of 150mm besides a wheelbase of 1350mm. Weighing a total of 147kg,
the Pulsar 220 Dtsi has been given a very sprint-y look with its
aerodynamic fairing, up-swept muffler and a build that is brawny but
with a clear dash of sleekness. The handlebars are clip-on type which
imparts better handling, and the placing of the switches for the electric
start, engine kill and passing on the handlebars makes those controls
easily reachable. The seats are split-type and so are the alloy grab-rails
which, again, complements the sporty stance of the motorbike. Coming
to the electricals, the Pulsar 220 has a 12V full DC electrical system
PESIAMS, SHIVAMOGGA 31
that delivers a 35W of power for both the high as well as the low beam
of the headlamp.
Appearance
Coming from an attractive line-up of Pulsar 220, Bajaj Pulsar 220 was,
no doubt, a head-turner right from the inception. But borrowing some of
the beefy muscle from its 200 sibling model only worked to enhance the
charm of those fascinating curves even more. The front of this
motorcycle flaunts a sharply designed headlamp fitted with twin pilot
lamps that together resembles a wolf's eye giving the bike a very wild
front facade. But it is the side view that is more worthy of gawking at.
The broad and beefy fuel tank of Pulsar 220 Dtsi which already
imparted a very energetic feel to the bike owing to its aerodynamic
fairing, now looks even more dynamic with the 200-inherited raised
lettering and sharp extensions. Plus, the 37mm silver-coated front forks
adopted from the Pulsar and the thicker rear tyre mounted over a six-
spoke alloy wheel add more muscle to the 220 besides acting as a sure-
shot looks-booster.
Engine & Performance
PESIAMS, SHIVAMOGGA 32
To propel this mighty package of speed, the Bajaj engineers have put an
air-cooled, single cylinder, 4-stroke, DTS-i engine with a displacement
of 178.6cc to work which has been harmonized with a 5-speed gearbox.
For a power to weight ratio of 115.7bhp per tonne, the Pulsar 220 Dtsi
cranks out a maximum of 16.79bhp at 8500rpm for a maximum of
14.22Nm torque. Besides delivering the impressive figures of power
and torque, the sturdy mill of Pulsar 220cc also acts very efficiently
when it comes to fuel-consumption. And the speed is simply
enthralling. With the speedometer topped with a 118kmph mark, it takes
merely 5.07 seconds for Pulsar 220 to go from a stand-still to a 60kmph
while a 100kmph can be reached within 16.6 seconds.
Mileage
Fitted with a fuel-tank of 15 litres (3.2 litres reserve, 2 litres usable), this
bike provides a fuel-economy of 43.4kmpl in the city and 46kmpl on
highways which means a single fill would take you approximately
651km on city streets while on highways, you can go as far as 690km.
PESIAMS, SHIVAMOGGA 33
Braking & Handling
Bajaj Pulsar 220cc Dtsi has undergone many updates that have imparted
a much better handling and a much safer braking to the motorcycle.
240mm disc brakes for the front wheel set into a 90/90 x 17 inch tyre
and 130mm drum brakes for the rear which is surrounded by an even
thicker 120/80 x 17 inch tyre provide a very efficient braking
mechanism that can bring a Pulsar 220 speeding at 60kmph to a stand-
still within 2.15 seconds after covering a range of 15.6m.
Bajaj Pulsar 220 Dtsi is not all about style and fun, it also supplies a fair
amount of safety to its riders. The set of thick tubeless tyres measuring
PESIAMS, SHIVAMOGGA 34
90/90 x 17 inch for the front wheel and 120/80 x 17 inch for the rear are
well-crafted to grip the road properly and provide just the right amount
of friction for safe braking. Talking about braking, 240mm disc brakes
and 130mm drum brakes do the duty for the front and rear wheels
respectively and are capable of bringing the bike from 60kmph to 0 in
2.15 seconds.
Pros
Cons
Lack in rider's comfort due to forward sloping seat and tank indents
make ride uncomfortable.
Suspension
The Bajaj Pulsar 220’s suspension has also been overhauled following
on from previous models. The bike borrows a 37mm fork assembly
from its sibling the Pulsar 220. At the rear, it borrows the swing arm
found on the 220 Avenger: a nitrogen-assisted gas-powered shock
absorber, coupled with triple-rated springs, designed to cope with harsh
terrain and poor road conditions. In practice, the bike’s suspension
performs very well: it absorbs shocks consistently, even when at top
speed on poor road surfaces, and reduces vibrations to the minimum.
PESIAMS, SHIVAMOGGA 35
Tyre Size
The bike’s alloy wheels, stronger than those of the previous 220, are
combined with a longer wheelbase (1330mm) to offer greater stability
and agility. The new tubeless tyres are meaty 120/80 x 17”, easy to
maintain and providing a strong grip on all road surfaces.
Shades Available
Accessories
Additional accessories for the Pulsar 220, such as seat covers or bike
covers, must be purchased separately from the standard bike.
Distinctive Features
PESIAMS, SHIVAMOGGA 36
The Pulsar brings plenty of unique features to the table, although some
are seen on other Pulsar models: a stylish and well-designed L.E.D. tail
lamp, muscular looking split seats, a split rear grab-rail, a powerful
engine with patented DTS-i and ExhausTEC, plus TRICS 3 and smart
CDI technology, and a kick-less, electric-powered start mechanism.
Features
Fuel Efficiency
PESIAMS, SHIVAMOGGA 37
Fuel Reserve 3.2 ltrs
Fuel Type Petrol
Safety
Brakes Front-260 mm Disc, Rear-130 mm Drum
Suspension Front-Telescopic, with anti-friction bush,
Rear-5 way adjustable, Nitrox shock absorber
Drive Train
Gear Box 5Speed
Length 2035 mm
Height 1165 mm
Width 750 mm
Ground Clearance 150 mm
Kerb Weight 147 kg
Chassis Frame type Double cradle type.
PESIAMS, SHIVAMOGGA 38
Chapter – 5
CONSUMER ATTITUDE TOWARDS TWO
WHEELERS
PESIAMS, SHIVAMOGGA 39
Consumer Attitude
Consumer attitude is comparative a new field of study. It is the
attempt to understand and predict human action is the buying role. It has
assumed growing importance under market oriented or customer
oriented market planning and management buyers market for many
products and the growth of consumerism and consumer legislation since
1960 have created special interest in buyer behavior and the formulation
of marketing mixed to responds favorable buyer behavior in the market
place.
PESIAMS, SHIVAMOGGA 40
Buyer behavior includes the acts individual directly involved in
obtaining and using economic goods and service including sequence of
decision process that processed and determine three acts. Actual
purchase only a part of the decision process. In buyer behavior we
consider not only why, how and what people buy but and under what
condition the purchase is made understanding of buyer behavior is
essential in marketing planning and performance.
The final analysis of the buyer behavior is one of the most important
key to successful marketing
PESIAMS, SHIVAMOGGA 41
Buyer behavior is an orderly process where by the buyer interest is with
his or her environment making a purchase decision on product.
1. Internal or individual factor are psychological factor such as :
a) Motivation
b) Perception
c) Bearding
d) Attitude
e) Personality
2. Socio- culture factors are :
a) Family
b) Reference group
c) Social class
d) Culture
3. Environmental factors are :
a) Economics
b) Technological legal and political factors
4. Buyer is the “comer- stone” of marketing strategy. Firms must
understand buyer behavior to achieve the defective of customer
satisfaction buyer mind is called the black box inputs are processed
in this mind and buyer response become the output of the
psychological process.
The output in the form of buying a product is the objective of the market
but this project is only a study of consumer psychological behavior.
PESIAMS, SHIVAMOGGA 42
Consumer psychology towards two wheeler is very different some of
them time two wheeler as luxury amd for some it is a necessity and at
least to own two wheeler.
Conclusions
The psychology of consumers towards two wheelers are;
1. Luxurious
2. Costly
3. Inadequate fund
4. Necessity
The necessity of two wheeler crores over the other 3 points, for the
dynamic society two wheelers are considered to be luxury for the
benefit of consumer who are not having adequate fund, companies have
proposed hire purchase schemes. With the rapid growth of finance
companies availability of finance at very competitive terms has become
popular and on coverage of 30 to 40 percent of the potential buyers opts
for this facility.
PESIAMS, SHIVAMOGGA 43
Chapter - 6
DATA ANALYSES AND INTERPRETATION
PESIAMS, SHIVAMOGGA 44
Data Analyses and Interpretation
Introduction:
Marketing is a social process by which individuals and groups obtain
what they need through the creation and exchange of production and
value with others.
The starting point of the discipline of marketing lies in human needs and
wants, use full distinction may be down amongst needs, wants and
demands. Human needs in a state of felt deprivation of some basic
satisfaction. Needs are not creating by society or markets, but exist in
the very texture of human biology and candidates of living.
Human wants are desired for satisfying those roads. Thus, a consumer
who feels a need for personal transport wants to buy two wheelers.
Human needs continuously shaped and reshaped by social force and
institutions.
Demand or wants for specific products that are backed by an ability and
willingness to buy them. Thus, wanting to buy a two wheeler will lead
to the demand for as purchase.
From the above definition, it becomes clear that sellers do not create
needs. In deed, needs precede sellers and sellers along with others
influential factor in society will influence the wants.
PESIAMS, SHIVAMOGGA 45
A product can be defined as anything that satisfied a need or a want the
existence of several products which can produce that satisfaction of a
given need or want places individual competitors in a position where
they have to try and understand the process by which a consumer arrives
at a brand choice as well as the criteria the employees in making a brand
selection.
Before this century, most marketing experts assumed that the value was
the guiding principles in brand selection of the consumer. But the
presumption that every consumer is a rational utility miximising
persons. Need not always rational utility maximsing person need not
always be true. Therefore, modern economists have dropped this
assumption of cardial utility. They assume that only consumers have the
capability of banking any to objects in terms of preference.
This assumption forms the basis for any consumer research survey to
determine the reason for consumer brand choice. The present study is
also based on the assumption that a consumer has the capability of
ranking the influencing factors responsible for the selection of brand.
PESIAMS, SHIVAMOGGA 46
The study is an attempt to determine the factors effecting the selection
of two wheelers.
a) Good mileage
b) Price
c) Safety
d) Appearance
e) Durability
f) Zero maintains
g) Quality
h) Technology
i) After sales services
j) Resale value
k) Colours
PESIAMS, SHIVAMOGGA 47
Factors Influencing Buying Decision
No. of
Factors Percentage
Respondents
Mileage 20 40
Price 06 12
Safety driving 03 06
Appearance 03 06
Durability 04 08
Zero maintains 02 04
Quality 02 04
Technology 05 10
After sales service 02 04
Resale value 02 04
Colour 01 02
Total 50 100
PESIAMS, SHIVAMOGGA 48
10
12
14
16
18
20
0
2
4
6
8
Mileage
20
Price
6
Safety driving
3
Appearance
PESIAMS, SHIVAMOGGA
Durability
4
Zero maintains
2
Quality
2
Technology
5
Resale value
2
Colour
Graph showing Factors Influencing Buying Decision
49
Mileage
It is seen that 40% of the total respondents indicate milage as a very
significant factor for influencing the selection of two wheeler. Then, in
the present case being the amount of fuel consumer per kilometer of
travel. Even increasing price for petroleum products have made the
consumer and prefer vehicle with the extra made.
Price
Initial cost of the vehicle is another significant factor, 12% of the total
respondents have rounded it. This clearly indicated that price is one of
the important parameter under the control of production manager, plays
a vital role in selling a product. This is especially important in a
developing country like India where many people struggle to take both
ends meet together.
Safety Driving
It is seen that 6% of the respondents indicates that safety driving is
another important factor influencing the selection. The consumer who is
assured of the quality products than look convenience of riding even
increasing accidents of two wheelers vehicle has resulted to prefer
vehicle which are safety to ride.
Appearance
Every motor cycle has its own appearance. A motor cycle should be
designed that consumer feel price of owning it. Here 6% of the
respondents have given the opinion that appearance also counts while
purchasing. It is also one of the important factor which influence the
selection. This factor is influential by the younger generation.
PESIAMS, SHIVAMOGGA 50
Less or Zero Maintanance
The two wheeler id a vehicle which is continuously used, trouble free
performance is expected by each and every buyer. 4%of the respondents
state that it is one of the influencing for selection of vehicle.
Durability
When the customer are paying for a product they expect durability of
product. A two wheeler is a long term investment, durability of the bike
is an important factor which influence in buying.
Quality
Now a days, buyers are becoming quality conscious. Two wheeler is an
assemble of various parts. The quality of each every part in and
essential in maintaining the overall audit of the two wheeler. 4% of the
respondents indicated that quality is one of the factor of selection.
Technology
Technology being sophistication into life. It gives more and more
comfort features. So that easy free, riding trouble free, performance is
achieved. 10% of respondents indicate that technology is one of the
factors for buying decision.
PESIAMS, SHIVAMOGGA 51
This clearly show that the customer have least bothered about the after
sales service I. e., why only 4% of the total respondents have stressed
the important of this factor.
Resale Value
The table clearly states that only 4% of the total respondents have
thought of considering this factor. It is so because few owners have the
hobby of changing the vehicle often.
Colour
Even though customers desired to have their bike with different colours
they have expressed that they don’t have variety of colour choice. Since
the vehicle are available with black and red and blue in case of Bajaj
Pulsar 220 DTS-i
PESIAMS, SHIVAMOGGA 52
Table 1: Classification of respondents basis on age
Interpretation:
The table indicate the age group of respondents out of which 10%
of the respondents belong to 18-21 group the youngsters wants power of
the bike so they don’t look for mileage and also out look. 40% of the
respondents belong to 21-24 group this group of guys prefers outlook
and design of the bike, 25% of the respondents belong to 24-27
group,25% of the respondents belong to 27 & above group they always
want good mileage and safety .
PESIAMS, SHIVAMOGGA 53
Graph 1: Classification of respondents basis on age
PESIAMS, SHIVAMOGGA 54
Table 2: Classification of respondents on the basis of income of the family
Income group No of respondents Percenrtage
50000-100000 40 40
100001-150000 25 25
150001-200000 20 20
200000 & above 15 15
TOTAL 100 100
Source: Survey analysis
Interpretation:
The table indicates the income group of respondents. The 40% of
respondents belongs the income group of 50000-100000, 25% of the
respondents belong the income group of 100001-150000,20% of
respondents belong the income group of 150001-200000,15% of
respondents belongs the income group of 200000 & above.
PESIAMS, SHIVAMOGGA 55
Graph 2: Classification of respondents on the basis of income of the
family
PESIAMS, SHIVAMOGGA 56
Table 3: Shows brand of bikes having customers
PESIAMS, SHIVAMOGGA 57
Graph 3: Shows brand of bikes having customers
PESIAMS, SHIVAMOGGA 58
Table 4: Showing promotional activities
Interpretation:
This table clearly that the source of information is large by an
advertisement factor which amounts to 45%, Advertisement is an
effective media that creates an image in the mind of customer. The next
source company image influence 10%, company image is nothing but
good will of the company. next friends & relatives influence 30% ,
impact on the consumer and publicity has 15% influence on the person
who want to purchase the products
PESIAMS, SHIVAMOGGA 59
Graph 4: Showing promotional activities
PESIAMS, SHIVAMOGGA 60
Table 5: Facilities expected from dealers
Facilities No of respondents Percentage
Mileage 20 20
Outlook 40 40
After sales service 10 10
Price reduction 25 25
Other 5 5
Total 100 100
Source: Survey analysis
Interpretation:
According to above table, 30% of the people want to make us to
give good mileage by servicing because they are above 28 or 30 year
age group they are professionals they use the bike only for transport of
him in the city. and 40% of people looking for design & outlook , they
are all youngsters they uses bike only for the purpose of faction now it
becomes craze . 10% of people want after sales service, many of the
show rooms they sell his bikes but not give sufficient service to
customer. 25% of people expect reduction of price, now the price of
the bike is high so the respondents ask why do we spend that much
investment to that bike. And rest 5% of wants other thing.
PESIAMS, SHIVAMOGGA 61
Graph 5: Facilities expected from dealers
PESIAMS, SHIVAMOGGA 62
Table 6: Opinion about Bajaj Pulsar 220 DTS-i
PESIAMS, SHIVAMOGGA 63
Table 6: Opinion about Bajaj Pulsar 220 DTS-i
50
50
45
40
40
35
30
25
20
15
10
10
5 0
0
Excellent Good Not bad Ineffective
PESIAMS, SHIVAMOGGA 64
Chapter -7
Findings, Suggestions and Conclusion
PESIAMS, SHIVAMOGGA 65
Findings
Sales & Net profit of Bajaj Pulsar 220 DTS is increasing year to
year
Provided plenty of employment opportunity.
Reputation of the company has dragged the attention of the customer
and induced to buy the product.
Bajaj Pulsar 220 DTS-i has new silencer with technology now
ensures improved engine torque over at varying land condition.
Export of the company is increasing year to year.
It is found that low cost, maintenance and pick up is the most
important attributes customer look for before deciding to purchase a
two wheeler.
The study reveals that majority of the respondents are male as well
as students
PESIAMS, SHIVAMOGGA 66
Suggestions
To offer accessories at discount rates to customer. At present
customer buy spares from the local market because they are low
priced. But customer forget that these parts are not equivalent
qualitatively to those which are sold by authorized dealer.
To conduct free service camps and to give discount for the spare
purchased during that period. Manufactures should conduct free
service camps should be supervised by the company service
engineers.
To maintain the quality where their product is having a good demand
in the market. Once a manufacturer gets a top position in the market
many of them fail to maintain the quality of the model. This should
be avoided so that they can maintain and improve their turnover.
The dealer should improve the display of two wheelers in their
showroom so that customers will be attracted towards the two
wheelers and also the dealers should highlight the advantages of the
model when compare to other model.
To improve the advertising in the media most of the customer buy
their two wheelers after having a complete knowledge of the model.
So the advertisement should give all the particulars about the model
regarding cost factor. Special features and other specification.
PESIAMS, SHIVAMOGGA 67
Conclusions
Dealer feel that at present there is good supply should be stream lined so
as to meet the customer demand. Because of the supply is delayed the
customer may choose other dealer or other brand. There by there is loss
to the dealer and to the company the dealer feels that there should be
adequate supply of models with different colours to meet the customers
choice.
Company should give incentives for record sales done by the dealers or
that they are interested to do more sales and also they can earn more
profit.
Dealers feel that there should be proper supply of spare parts and there
should be more margin of them so that they can give discount to the
customer and with the help of discounts they can complete in local
market and it is preferable to give credit facility for the spare parts
purchased.
PESIAMS, SHIVAMOGGA 68
Questionnaire
Dear Sir
I Am VIKAS V.S studying in final year BBM P.E.S. Institute of
Advanced Management study Shivamogga I hereby request you to
kindly space a few moment of your valuable time in answering the
questionnaires which will help me to know your opinion toward A
STUDY ON CONSUMER SATISFACTION LEVEL OF Bajaj
Pulsar220 BIKE CITY” The data is given you will be used only for
academic purpose
5) Occupation:
Business ()
Govt employee ( )
Student ()
Professional ()
PESIAMS, SHIVAMOGGA 69
6) Income group (per year):
50000-100000 ()
100001-150000 ()
150001-200000 ()
Above- 200000 ()
PESIAMS, SHIVAMOGGA 70
11) Year of purchase : _ _ _ _ _ _ _
PESIAMS, SHIVAMOGGA 71
16) What do you think about Bajaj Pulsar 220 DTS-i Comfortness?
Invaluable []
Stupendous []
Sufficient []
Truly Needy []
17) What do you think about Bajaj Pulsar 220 DTS-i Bike’s Road
grip?
Excellent []
Splendid []
Adequate []
Insolvent []
18) What do you think about Bajaj Pulsar 220 DTS-i Bike’s
Technology?
Magnificent []
Superb []
Delighting []
Ordinary []
19) What do you think about Bajaj Pulsar 220 DTS-i Bike’s
Maintenance cost?
Priceless []
Valuable []
Tolerable []
Worthless []
PESIAMS, SHIVAMOGGA 72
20) What do you think about Bajaj Pulsar 220 DTS-i Bike’s overall
performance?
World-class []
Super []
Capable []
Valueless[ ]
21) What do you think about Bajaj Pulsar 220 DTS-i Bike’s pickup?
Excellent []
Good []
Satisfactory []
Poor []
22) What do you think about Bajaj Pulsar 220 DTS-i Bike’s Riding
Comfort?
Superior []
Pleasant []
Satisfactory []
Deficient []
PESIAMS, SHIVAMOGGA 73
25) Do you have any suggestion to offer regarding the improvement
of the bike ?
a) Yes ( )
b) No ()
Thanking you,
Date :
Place : Signature
PESIAMS, SHIVAMOGGA 74
Bibliography
Text Books
Philip Kolter : Principles of Marketing
R.N.S. Pillai and Bagavathi : Modern Marketing
S.A. Sherlekar, Reddy and Appanaiah : Marketing Management
Websites:
www.bajajautoltd.com
www.motosindia.com
www.bikes.com
www.autoindia.com
PESIAMS, SHIVAMOGGA 75