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Factor affecting customers purchase of Bajaj two wheelers in Pune

and Pimpri Chinchwad


Introduction
The two wheeler industry has been growing steadily over the year all over the world. With the
emerging economic and political growth India is not exceptional. In 2017 India overtook china
to emerge as a global leader in two wheeler market. India produce a total of 17.7 million two
wheeler vehicles followed by china at 16.8 million units. China however remain the leading
exporters of two wheelers having shipped 6.6 million units in compare to India counts of 2.3
million units in FY2017 according to society of Indian automobile manufacturer (SAIM) and
Chinese association of automobile manufacturer. Hero MotoCorp also the world’s largest two-
wheeler manufacturer has continued to be the leader in the Indian two wheeler industry third is
TVS and there comes Bajaj auto which is the fourth highest largest manufacturer and largest
exporter of two wheelers in India. Founded in 1926 by Jamnalal Bajaj who was a close confidant
disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. Because of his close
relationship between Mahatma Gandhi he was not able to devote much of his time to his new
launch venture. His son kamalnayan Bajaj took over at 27 he too was in close to Mahatma
Gandhi it was after 1947 he was able to give full attention to business. The present chairman
took charge over the business in 1965. Under his leadership, the turnover of the Bajaj Auto the
flagship company has gone up from INR.72 million to INR. 120 billion, its product portfolio has
expanded and the brand has found a global market. The integrity, dedication, resourcefulness
and determination to succeed which are characteristic of the group today, are often traced back
to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder
of the group. Being the oldest, latest exporter and fourth largest two wheeler manufacturer in
the India and loved in 70 countries in the world. Back then it was a trendsetter in Indian
market with the launch of Bajaj pulsar DTS –I model with 135 cc previous it was all about 80-
125 cc. with this the journey is still continuing with Dominer 400 cc with the tough competition
and highly saturated market in India it is still continuing to stand

Market share of Two wheelers companies.

Suzuki Yamaha,
Royal Royal
Motorcyc 3.80%
Yamah , Enfield, Suzuki, Enfield,
le, 2.50%
3.90% 4% 3.20% 3.80%
Bajaj
Auto ,
9.80% Bajaj Auto
Hero Hero, , 12%
Motocorp 35.90%
, 36.60%
TVS,
TVS, 14.80%
14.20%
HMSI, HMSI,
28.60% 26.10%
FY 18 FY19
Global share
With the emerging economic and political development in Asia region specially in country like
India, Thailand, Indonesia and Vietnam have made major manufacturer to shift according to the
market scenario. From low end-models and medium cc bikes manufacturing shifted to emerging
market. In term of market share Bajaj stand at 12 % in FY 19 with double digit growth compare
9.8 % in previous year. The maker of pulsar was the only manufacturer to enhance the market
with recorded of a strong growth of around 28.7 %. Region like Bangladesh, Africa and Latin
America has help Bajaj two wheeler for the growth. According to the data collected in over 80
countries Bajaj Auto hit the all-time record sales of 3.5 million units doing better than previous
record of 3.25 million in 2015

Review of literature
Dr. Krishna Banana
Buyer behaviour occupies a pivotal place in marketing research. Two wheeler automobile
market of India is one of most competitive market in the world. Enormous factors, including
both internal and external factors influencing the buyer, it seems to extract an effective and
efficient influence on the purchasing decisions of the consumers, purchase intention of
consumers depends on several factors. The feeling of freedom and being one with the nature
comes only for riding a two wheeler. Indians prefer the two wheelers because of their small
manageable size, low maintenance, and pricing and easy loan repayment. Motorized two
wheelers are seen as a symbol of status by the populace.
Dr K.Mallikarjun Reddy
Consumer behaviour is affected by a host of variables ranging from personal, professional
needs, attitudes and values, personality characteristics, social economic and cultural
background, age, gender, professional status to social influences of various kinds exerted a
family, friends, colleagues, and society as a whole.

Journal of the eastern Asia for transportation studies


In recent years, the number of registered two-wheeled vehicles has been increasing
remarkably in the Asian region. two-wheeled vehicle ownership tends to be suppressed
by the presence of public transport in the urban area but it tends to increase
accordingly with respect to the economic condition of the local area even though
alternative public transportation is introduced.

Dr shailesh K. Kaushal, Shaileja Anand


The study aims to find out the motivation factors of consumer behaviour towards two wheelers
The results reveal that users differ in consumer behaviour towards motivation factors of two
wheelers. This research identified five types of motivations are labelled as convenience
conscious, brand conscious, liberty conscious, quality conscious and economy coconscious
buyers.

Objective of the study


 To identify the various factor which are responsible for the purchase of two wheeler
 To study the consumer utility aspect of two wheeler segment in consumer point of view
 To study the consumer awareness regarding the Bajaj two wheeler and Bajaj auto
finance
 To study the consumer perception regarding Bajaj two wheeler performance

Limitation of the study


 The study is confined only to Pune and pimpri chinchwad
 The study is limited only to Bajaj two wheeler bikes
 The accuracy and reliability of data is entirely depending upon the respondent of
various malls and employee within allocated area of Pune and pimpri chinchwad. Efforts
we made to cover most of the malls but respondent were not willing to co-operates.

Research methodology
Research has its special significance in solving various operational and planning problems
of business and industry. Research methodology is a way to systematically analyse the research
problem. Market research has been undertaken to understand marketing problems and
prospects in a better way.
Primary data which were collected are through a predefined closed ended questionnaire
through respondent. Secondary data is being collected through journals, newspapers and
through various websites
Primary data is being collected through questionnaire form Bajaj two wheeler owners

 Research approach: survey method


 Research instrument: questionnaire
 Data analysis: Percentage analysis
 Sample size: 134
 Sample technique: Non-probability, convenience sampling

Data analysis and interpretation


The data after collection have to be process and analysis in accordance with the outline laid
down for the purpose at the time of developing the research plan. The processing of data
implies, editing, coding, classification, tabulation and presentation of collected data so that they
are enable to data analysis
1. Which Bajaj two wheeler do you own?

S.NO TWO WHEELER RESPONDENTS PERCENTAGE


1 Pulsar 220 17 13%
2 Pulsar 180 18 13%
3 Pulsar 150 43 32%
4 Pulsar 135 8 6%
5 Avenger Streets 220 6 5%
6 Avenger Streets 180 4 3%
7 NS 200 7 5%
8 Discover 150 18 13%
9 Platina 110 5 4%
10 CT 100 3 2%
11 Discover 125 5 4%
Discover 125
C T 100 4% Pulsar 220
Platina 110
2% 13%
4%

Discover 150
13%

Pulsar 180
NS 200 13%
5%

Avenger Streets
180
3%
Pulsar 150
32%
Avenger Streets
220 Respondents
Pulsar 135
5%
6%

Interpretations:
Form the above chart it is observed that out of 136 respondents Pulsar 150 dominated with the
32% and followed by pulsar 180 with 13 % pulsar 220 with 13% and discover 150 with 13%

2. How long you are using Bajaj two wheeler?

S.NO YEARS RESPONDENTS PERCENTAGE


1 Less than a 1 year 39 29%
2 1-2 years 46 34%
3 2-4 years 37 27%
04 4 and above 14 10%

Respondents

Less than a 1 year


4 and 29%
above
10%
Less than a 1 year
1-2 Years
2-4 years
27% 2-4 years
4 and above

1-2 Years
34%
Interpretation:
From the above chart we can come to know that most of respondents were using Bajaj bike for
1-2 years 34% and less than a year is 29%. But third was 2-4 years with 27%

3. What was the feature you had look while buying Bajaj two wheeler?

S.NO FEATURES RESPONDENTS PERCENTAGE


1 Mileage 51 69%
2 Design 29 39%
3 Comfort 19 25%
4 Performance 28 38%
6 Servicing 0 0%
7 Accessories 3 4%
Availability
8 Engine 5 6%
9 Safety 1 1%

Respondents
Safety 1
Engine 5
Acc. Aval 3
Service 0
Performance 28
Comfort 19
Design 29
Mileage 51

0 10 20 30 40 50 60
Performanc
Mileage Design Comfort Service Acc. Aval Engine Safety
e
Series 2 51 29 19 28 0 3 5 1

Interpretation:
From the above graph we come to know that most of the respondents were seeing mileage as
their first preference while buying bike that is 51 respondents, second preference is design with
29 respondents than comes performance with 28 respondents and comfort with 19
respondents.
4. What was the basic purpose of buying Bajaj two wheeler?

S.NO PURPOSE RESPONDENTS PERCENTAGE


1 Personal use 86 59%
2 Status 1 1%
3 Easy Commute 32 22%
4 Style 18 12%
5 Adventure 9 6%

Adventure Respondents
6%

Style
12%

Easy Commute Personal


22% use
59%
Status
1%
Personal use Status Easy Commute Style Adventure

Interpretation:
From the above chart it is observed that most of the respondents utility for Bajaj two wheeler
were for personal use with 59% and easy commuted was only 22%, style with 12% , adventure
with 6%
5. How you came to know about Bajaj two wheeler?

S.NO AWARNESS RESPONDENTS PERCENTAGE


1 Friends 82 62%
2 Internet 11 8%
3 TV 23 17%
4 News papers 1 1%
5 Bike dealers 12 9%
6 Event sponsors 4 3%

Event Sponsors
3% Bike Dealers
Respondents
9%
News Papers
1%
TV
17%
Friends
62%
Internet
8%

Friends Internet TV News Papers Bike Dealers Event Sponsors


Interpretation:
If we talk about the awareness of the Bajaj bike than form the above chart we came to know that
most of the respondents came to know about the Bajaj two wheeler from their friends with 62%
and Bike dealers with 9%, with TV 17% and Event Sponsors with 3%, internet with 8%,
Newspaper with 1%

6. Are you satisfied with the performance of you bike?

S.NO PERFORMANCE RESPONDENTS PERCENTAGE


1 Strongly Satisfied 29 21%
2 Satisfied 88 65%
3 Neutral 16 12%
4 Dissatisfied 3 2%
5 Strongly dissatisfied 0 0%

dissatisfied strongly Respondents


2% satisfied
0%

neutral Strongly
12% satisfied Strongly satisfied
21%
satisfied
neutral
dissatisfied
strongly satisfied
satisfied
65%

Interpretation:
Form the above chart we came to know that most of the respondents were satisfied with the
performance of the Bajaj two wheeler bike with 65%, strongly satisfied were 21% and neutral
were 12%, Dissatisfied were 2% and there were no strongly dissatisfied

7. Do you know about Bajaj Auto Finance?

S.NO AWARENESS RESPONDENTS PERCENTAGE


1 YES 78 58%
2 NO 59 42%
78
80

60
31
40

20

0
Yes No

Respondents

Interpretation:
Form the above chart we came to know that most of the people were aware about the Bajaj auto
finance with 78 respondents and only 31 respondents were not aware about it

8. Would you like to buy Bajaj two wheeler through Bajaj Auto Finance?

S.NO BUY THROUGH RESPONDENTS PERCENTAGE


1 YES 76 52%
2 NO 60 48%

RESPONDENTS
76

35

Yes No

Interpretations:
Only 76 respondents were willing to take Bajaj auto Finance and rest were not willing to take
loan form Bajaj auto finance with 35 respondents
9. What do you like most about Bajaj Auto Finance?

S.NO LIKE MOST RESPONDENTS PERCENTAGE


1 Less documentation 19 20%
2 Less Down Payments 26 27%
3 Good Service 16 16%
4 Not interested 59 37%

Respondetns
Less
Documentation
20%

Not Intersted
37%

Less Down
Payment
27%
Good Service
16%
Less Documentation Less Down Payment Good Service Not Intersted

Interpretation:
Form the above chart we came to know that most of the respondents like Bajaj auto Finance
because of the less down payments with 27%, Less documentation with 20% and Good service
were 16% and 37% people were not Interested

Findings
1. It was found that 37 % of people are having pulsar 150. 15% of peoples are having
pulsar 180
2. The basic utility for the purchase of two wheelers is for personal use with 47% and easy
commute with 19%
3. Most of people came to know or be aware about their bike was from friends with 46%
and with TV were around 10%
4. 60% of people were satisfied with the performance of the bike and 21% were strongly
satisfied
5. Out of 134 respondents only 58% people were aware about the Bajaj auto finance and
rest 42% were unaware about it
6. Only 52% people were willing to buy Bajaj bike through Bajaj auto finance
7. 49% respondents were not interested about the Bajaj auto finance and 22% of
respondents like about the less down payments
Suggestion:
1. It was found that Bajaj two wheeler bike were generally low in durability and
performance in compare to Yamaha and Honda so they should also focus on
durability of the bikes and enhance the performance part as compare to design and
other factors
2. Bajaj should also come out with new model as pulsar have created much more
impression in people’s mind similarly they should create same with new models.
3. Most important media for two wheelers have become Television and Social media as
most of the customer have come to know about Bajaj two wheeler is through their
friends as chain of referrals, they should cover all the media platform specially with
social media
4. Not many people were aware about the Bajaj auto finance which provide loan for
Bajaj two wheeler so awareness should be created for the growth

Conclusion:
we can conclude by say that even though Bajaj two wheeler bike were not much durable but
people still prefer to go for it because of its design and performance. Not much people were
aware about the Bajaj auto Finance as it is a captive Finance. There was a chain of referrals for
the customer as most of them come to know form their friends that is about 62% of customer. It
was found that even low income people prefer Bajaj two wheeler
Reference:
1. Rajendra Nargundar - Market research book
2. Tull and Hawkins – Market research book
3. Dr. Duggani Yuvaraju(PDF-Scholar)& 2Prof. S. Durga Rao- Customer Satisfaction
towards Honda Two Wheelers
4. Dr. M.S. Ramachandra, Ms. Ameer Asra Ahmed, Mr. Siva Nagi Reddy- a study on customer
satisfaction level of royal enfield bullet
5. www.motocylcesdata.com
6. www.autocarpro.in
7. www.Auto.economictimes.indiantimes.com
8. www.thehindubusinessline.com
9. www.financialexpress.com
10. www.siam.in
11. www.bajajauto.com

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