A STUDY ON

“CONSUMER SATISFACTION OF BAJAJ WITH SPECIAL

REFERENCE TO KVR MOTORS VATAKARA’’

Submitted in partial fulfillment of the requirements of the degree of

MASTER OF BUSINESS ADMINISTRATION

KANNUR UNIVERSITY

BY

NISHANTH.P

UNDER THE GUIDANCE OF

O.T.S.Nambiar

CHINTECH SCHOOL OF MANAGEMENT STUDIES

CHINMAYA INSTITUTE OF TECHNOLOGY

KANNUR

2010
 CERTIFICATE

This is to certify that the project report entitled

“CONSUMER SATISFACTION OF BAJAJ WITH SPECIAL

REFERENCE TO KVR MOTORS VATAKARA”

Is a bona fide record of work done by

NISHANTH.P

and submitted in partial fulfillment of the requirements of the degree of Master

Of Business Administration of the Kannur University

Place: Kannur Prof: O.T.S.Nambiar

Date (Supervising Guide)
 CERTIFICATE

This is to certify that the project report entitled

“CONSUMER SATISFACTION OF BAJAJ WITH SPECIAL

REFERENCE TO KVR MOTORS VATAKARA”

Is a bona fide record of work done by

Nishanth.P

and submitted in partial fulfillment of the requirements of the degree of Master

Of Business Administration of the Kannur University

Place: Kannur Dr. K. K. Falgunan

Date (Director)
 DECLARATION

Date:

Nishanth.P
III semester MBA

I declare that the Project entitled “CONSUMER SATISFACTION OF

BAJAJ WITH SPECIAL REFERENCE TO KVR MOTORS

VATAKARA” is my original work and it was under the supervision of Prof:

O.T.S.Nambiar, Lecturer, Chintech School Of Management Study, Kannur.

I also declare that this report has not been submitted by me fully or partially for
the award of any degree, diploma, or any other similar title or recognition
before.

Nishanth.P
 ACKNOWLEDGEMENT

I would like to express my heartfelt thanks and gratefulness to all those people

who have cooperated with me for undertaking this project.

I am deeply indebted to Dr K.K Falgunan, Director Chinmaya Institute of

Technology for giving me the opportunity to carry out this project.

I express my immense gratitude to my mentor Prof: O.T.S.Nambiar, lecturer,

School of Management Studies, Chintech who has helped me during the course

of my project.

I am also thankful to all other faculty members in the Department of

Management Studies and all my friends who have helped me during the course

of the project.

Last but not the least I am thankful to the Lord almighty who led me in the right

way to attain the successful completion of this project.

Nishanth.P
 CONTENTS
 Title Page
 Certificate
 Declaration
 Acknowledgement
 List of tables
 List of charts
 CHAPTER 1: INTRODUCTION AND DESIGN OF THE STUDY
1.1 – Introduction

1.2 - Statement of the Problem

1.3 - Objectives of the Study

1.4 - Sample Design

1.5 - Methodology and Data Collection

1.6 - Tools of Analysis

1.7 - Chapter Scheme

CHAPTER 2: LITERATURE SURVEY

CHAPTER 3: INDUSTRY PROFILE AND COMPANY PROFILE

CHAPTER 4: ANALYSIS AND INTERPRETATION OF DATA

CHAPTER 5: FINDINGS, SUGGESTIONS AND CONCLUSION BIBLIOGRAPHY

ANNEXURE
 INTRODUCTION
Marketing is essentially about marshalling the resources of an
organization so that they meet the changing needs of customers on
whom the organization depends. As a verb, marketing is all about
how an organization addresses its markets.
Marketing is “The management process which identifies anticipates
and supplies customer requirements efficiently and profitably”.
“Marketing is a total system of interesting business activities defined
to Plan, piece, promote and distribution want satisfying products &
services to present and potential consumers”
- William. J. Stantion
“Marketing is the performance of business activities that direct the
follow of goods and services from the producer to the consumer or
user”
- American Marketing Association
A social and managerial process, by which individuals and groups
obtain what they need and want, through creating and exchanging
product and value with others. develop this kind of awareness of
dealer satisfaction strategy.
 STATEMENT OF THE PROBLEM
Customers are the king in the market. So the role of customer
satisfaction is very important. Now a days many companies are not
able to satisfy the customers needs fully. In this project has been made
to study the satisfaction level of customer of KVR motors
1) OBJECTIVE OF THE STUDY

1. Identify the satisfaction level of customer.

2. To find out the age group of customers who purchase more
3. To come up with suggestions based on findings

4) SAMPLE DESIGNS

For this project a sample of 50 customers of KVR motors were selected

randomly

5) METHODOLOGY AND DATA COLLECTION

Both primary and secondary data were used for the purpose of
the study.

Primary data was collected by means of interview with the

customer of KVR

Secondary data was collected from the websites and books.

6) TOOL OF DATA COLLECTION

Questionnaires were used for data collection.
7) TOOL OF ANALYSIS
The data collected were analyzed by way of simple percentage
calculation. The analyzed data were presented by way of tables and graphs.

8) CHAPTER SCHEME
 First chapter deals with introduction part
 Second chapter deals with literature survey
 Third chapter deals with industry profile and company profile
 Fourth chapter deals with analysis and interpretation part
 Fifth chapter deals with findings suggestion and conclusion
.

CHAPTER II
LITERATURE SURVEY
Customer satisfaction surveys are a questionnaire based information collection
tool to determine the level of satisfaction with various product or service
features. Developing a good questionnaire is the key to collecting good quality
information. Questions must be short and concise, well formulated, easy to
interpret and answer, and facilitate unbiased responses.Survey techniques and
questionnaire designs are well known to research community andmultiple
guidance from different disciplines exist (see, for example, (Hayes 1998),
(Kessler1996), (Chakrapani 1998), (Gerson 1994), (Hill, Brierley et al. 1999),
(Reidenbach andMcClung 1998)).
Many methods are being used for gathering survey information. Telephone
surveys aregenerally used to collect data from a large group of customers and to
target segment markets.They are more effective in obtaining data than mail or e-
mail questionnaires and can potentially provide a higher depth of data (Fetz
1996). Online surveys offer an economical and fast alternative form of
surveying. They can be utilised with current customers, or theentire on-line
population to provide fast feedback on satisfaction and allow quick automatic
information processing.
Mail surveys are the least expensive approach, but they often have a low
response rate (20-30%), which becomes problematic for the statistical reliability
of the data. These surveys also do not permit follow-up questions and do not
offer the depth of a telephone survey (Dickey1998). Return cards allow getting
customer response and certain possibility for measuring customer satisfaction.
They proved to be especially useful if they are used in after-sale interaction with
consumers, e.g. repair or service activity or warranty registration (Dickey1998).
Customer intercepts and exit surveys are two types of in-store information
collection methods. They are especially useful in probing customer in their
shopping environment.These surveys aim to intercept consumers in retail places
and deliver a short structured questionnaire on their satisfaction with the
delivered service, preferences, or behaviour. The intercept surveys can also
incorporate limited product testing, which provides opportunity to appraise
consumer opinion immediately after sampling a product.
Consumer intercepts are usually employed to gain a fast or first overview of the
phenomena studied. They are relatively cheap and can result in a considerable
sample. Their major disadvantage is that samples may not randomly chosen
leading to stratified sampling and reducing the representativeness of the results.
Measurement scales in surveys Along with the development of consumer
research, the number of measurement scales used in customer satisfaction
surveys is growing (Devlin, Dong et al. 1993), which complicates 34 data
 CHAPTER III
INDUSTRY PROFILE
INDUSTRY PROFILE

The two-wheeler industry (henceforth TWI) in India has been in existence since 1955. It
consists of three segments viz., scooters, motorcycles, and mopeds. The increase in sales
volume of this industry is proof of its high growth. In 1971, sales were around 0.1 million
units per annum. But by 1998, this figure had risen to 3 million units per annum. Similarly,
capacities of production have also increased from about 0.2 million units of annual capacity
in the seventies to more than 4 million units in the late nineties4.

The TWI in India began operations within the framework of the national industrial

policy as espoused by the Industrial Policy Resolution of 1956. (See Government of India
1980, 1985, 1992). This resolution divided the entire industrial sector into three groups, of
which one contained industries whose development was the exclusive responsibility of the
State, another included those industries in which both the State and the private sector could
participate and the last set of industries that could be developed exclusively under private
initiative within the guidelines and objectives laid out by the Five Year Plans (CMIE, 1990).
Private investment was channelised and regulated through the extensive use of licensing
giving the State comprehensive control over the direction and pattern of investment. Entry of
firms, capacity expansion, choice of product and capacity mix and technology, were all
effectively controlled by the State in a bid to prevent the concentration of economic power.
However due to lapses in the system, fresh policies were brought in at the end of the sixties.

COMPANY PROFIL

Bajaj auto is a major Indian automobile manufacturer started by a Rajasthani merchant. It is

based in Pune, Maharashtra, with plants in Chakan(pune), waluj and pant nagar in
Uttaranchal. The oldest plant at akur now houses the R& D centre ahead. Bajaj auto makes
and exports motors cooters, motorcycles and the auto rikshaw. Over the latest decades, the
company has successfully changed its image from a scooter manufacturer to a two wheeler
manufacturer. Its product range encompasses scooteretts, scooters and motor cycles. Its real
growth in numbers has come in the last four years after successful introduction of a few
models in the motorcycle.
Mission:

Create Family and Friendly environment.

Build long term employment culture.
Provide support and guidance to the employees appropriately.
Motivate and retain staffs through effective methods.

Objectives:

To be dynamic and growth oriented.

To create a distinguished climate within the organization.
To be law- abiding company and comply with all statutory requirements.
To continuously strive and create a pollution free environment.
To be a front – runner in providing match less service.
To sustain and eventually surge ahead in the business activities carried out.
 KVR Motors

KVR Automobiles is an Authorized Dealer of Bajaj Auto Ltd, Pune. KVR BAJAJ dealing 2
& 3 wheeler vehicle’s sales, service & spares covering through out Malappuram District,
Kerala. KVR Bajaj started at Angadippuram, Perinthalmanna in the year 2000 and now
running with 8 branches in different locations in Malappuram district. And also KVR Bajaj is
the only Distributor for Bajaj Genuine Spares in Thrissur, Palakkad and Malappuram
districts.

Started on 2nd March 2000 KVR Automobiles is a Sole Proprietorship. The principal person
managing the dealership is Shri. Balan P Nair, an NRI having extensive spare parts business
in Abu dhabi (UAE).

The dealership employs a dedicated workforce of 300 staff, which includes well-experienced
professional staff for customer relationship management. It offers a full-fledged 3S (Sales,
Service & Spares) facility for all types of Bajaj Two-wheelers and Three-wheelers.

KVR Automobiles have branches at the following places with started dates :-
Tirur - 03.03.2000
Malappuram - 10.09.2001
Manjeri - 15.07.2002
Edappal - 09.12.2002
Nilambur - 25.12.2003
Kottakkal - 19.03.2004
Kondotty - 29.05.2004
Mr.Kunhiraman.P.Nair is an NRI hailing from Kannur district in Kerala. Mr.K.PNair
has been successfully running his spare parts business in Abudhabi, UAE for the last
30 years and has more than 9 years experience in the automobile industry in Kerala.

He started KVR Motors, a leadership of Bajaj Motorcycles in Calicut and Wayanad

district of Kerala in the year 1997. KVR Motors was successful in making significant
growth in the market share of Bajaj in the Calicut and Wayanad district of Kerala.
Bajaj Auto Ltd., having been convinced about the financial and management
capabilities of Mr.K.P.Nair awarded the dealership of Kannur also to KVR in the year
2003.

Today KVR Motors is the undisputed leader in the two wheeler industry with market
share of 35% and three wheeler industries with a market share of 40% in Calicut,
Wayanad and Kannur district in Kerala state.

Vision

“We believe that you deserve the best”

Mission

1. Be the first choice for the people for purchase of Maruti vehicles and it service.

2. Be the Market Leader by providing best after sale, and service practice.

3. Reflects accuracy and efficiency with dedicated man power through our Ultra Modern
Body Workshops

4. We are aware of the environment and corporate responsibility towards it.

 CHAPTER IV

ANALYSIS AND
INTERPRETATION
 TABLE 4.1

AGE WISE CLASSIFICATION

Age Respondents Percentage
20-25 20 40
25-30 16 32
30-35 10 20
ABOVE 35 4 8
TOTAL 5O 100
Source: primary data

CHART 4.1

40

35

30

25

20 Respondents
Percentage
15

10

0
Percentage
20-25
25-30 Respondents
30-35
ABOVE 35

Source: primary data

INFERENCE

TABLE 4.2
 MODEL WISE CLASSIFICATION
Particulars Respondents Percentage
Pulsar 30 60
Discover 8 16
Platina 5 10
Others 7 14
TOTAL 5O 100
Source: primary data

CHART 4.2

Pulsar Discover Platina Others

14%

10%

60%
16%

Source: primary data

INFERENCE
From the above table and chart it can be observed that 60 % of the respondents like
pulsar,16% of the respondents like discover,10% of the respondents like platina and 14% of
the respondents like other models. Hence it can be inferred that the majority of the
respondents having the bike pulsar
 TABLE 4 3

PRODUCTS DELEVERED ON TIME

Particular Respondent Percentage

Agree 45 90

Disagree 5 10

Total 50 100

Source: primary data

CHART 4.3

Agree
Total 45%
50%

Disagree
5%
Source: primary data

INFERENCE
From the above chart it can be inferred that 90% of the respondents are agree and 10% of the
respondents are disagree
 TABLE 4 4

SATISFACTORY REGARDING EFFICIENCY

Source: primary data

CHART 4 4

Highly satisfied Satisfied Moderate Dissatisfied

12% 8%

50%

30%

Source: primary data

INFERENCE

From the above chart it has been observed that 50 of the respondents are of the opinion that
they are highly satisfied , 30% of them are satisfied, 12% are moderately satisfied and the
remaining 8% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred
that the majority of the employees are highly satisfied with the efficiency of bike
 TABLE 4 5

Satisfactory regarding dealers offer

particular No of respondents percentage

Highly satisfied 5 10
satisfied 20 40
moderate 21 42
dissatisfied 4 8
total 50 100
Source: primary data

CHART 4 5

40
30
20
10 No of respondents
0 percentage
ed ed ate ed
fi fi r fi
atis atis d e
atis
o
l ys s m d iss
h
H ig

Source: primary data

INFERENCE

From the above chart it has been observed that 42% of the respondents are of the opinion that
they are moderately satisfied , 40% of them are satisfied, 10% are highly satisfied and the
remaining 8% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred
that the majority of the employees are moderately satisfied with the efficiency of bike
 TABLE 4 6

Classification regarding after sale service

particular No of respondents percentage

Highly satisfied 9 18
satisfied 25 50
moderate 14 28
dissatisfied 2 4
total 50 100
Source: primary data

CHART 4 6

4%

18%

28%

Highly satisfied
satisfied
moderate
dissatisfied

50%

Source: primary data

INFERENCE
From the above chart it has been observed that 50 of the respondents are of the opinion that
they are satisfied , 28% of them are moderately satisfied, 18% are highly satisfied and the
remaining 4% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred
that the majority of the customers are satisfied with the after sale service of KVR.
 TABLE 4 7

Opinion regarding customer relationship

particular No of respondents Percentage

Highly satisfied 12 24
satisfied 26 52
moderate 10 20
dissatisfied 2 4
total 50 100
Source: primary data

CHART 4 7

60
50
40
30
20 No of
10 respondents
0 percentage

Source: primary data

INFERENCE
From the above chart it has been observed that 52 of the respondents are of the opinion that
they are satisfied , 24% of them are highly satisfied, 20% are moderately satisfied and the
remaining 4% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred
that the majority of the customers are satisfied with the customer relationship
 TABLE 4 8

GRIEVANCE HANDLING PROCEDURE

Opinion Respondent Percentage

Satisfied 40 80
Not Satisfied 10 20
Total 50 100
Source: primary data

CHART 4 8

100
90
80
70
60
Respondent
50 Percentage
40
30
20
10
0
Percentage
Satisfied
Not Satisfied Respondent
Total

Source: primary data

INFERENCE
From the above table and chart, it can be seen that 80% of the customers are satisfies with
the grievance handling procedure .20% of the workers are not satisfies with the grievance
handling procedure. Hence it can be inferred that the majority of the customers are satisfies
with the grievance handling procedure.
 TABLE 4 9

Reason to choose KVR MOTORS

Reason No of respondents Percentage

Friends 25 50
Relatives 10 20
Advertisement 15 30
Total 50 100
Source: primary data

CHART 4 9

No of respondents

Friends
Relatives
Advertisement
Total

Source: primary data

 Table No. 4.10

Satisfactory regarding delivery procedure

particular No of respondents percentage

Highly satisfied 15 30
satisfied 25 50
moderate 8 16
dissatisfied 2 4
total 50 100
Source: Primary data

Chart No.4.10

Satisfactory regarding delivery procedure

No of respondents

Highly satisfied
satisfied
moderate
dissatisfied

Source: Primary data

INFERENCE
From the above chart it has been observed that 50% of the respondents are of the opinion that
they are satisfied , 30% of them are highly satisfied, 16% are moderately satisfied and the
remaining 4% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred
that the majority of the customers are satisfied with the customer relationship
Findings

1. Majority of the customers are satisfied with KVR

2. Consumers are getting better after sale service
3. Bikes are delivered to the customers on time
4. Customers are satisfied with the delivery procedures
5. Consumers are satisfied with customer relationship of KVR
6. Majority of the customers are demanding pulsar 150 and pulsar 180
7. Bikes are mostly preferred by youth
8. Consumers are not highly satisfied with KVR’s offer
Suggestions

• They should conduct a survey about their customer satisfaction and find out the level
of satisfaction

• Besides the company offers the KVR should provides exciting offers

• They should increase the sales of Bajaj Discover and Platina by boosting their
advertisement

• They should target 35and above aged customers by giving them more attractive
offers
Conclusion

QUESTIONNAIRE...
 
1. Name

 
2. Address

4. Age

3. Are you getting better after sales service?

Yes  no
 
4. opinion regarding after sales service?

Fully satisfied satisfied moderate dissatisfied

 
5. Opinion regarding grievance handling procedure ?

Fully satisfied satisfied moderate dissatisfied

6. Reason to choose KVR?

  Friends Relatives Advertisement

7. Are you satisfied with delivery procedure?
Fully satisfied satisfied moderate dissatisfied

8. Opinion regarding delivery of the product?

satisfied satisfied moderate dissatisfied  

9. Are you satisfied with the efficiency of bike

satisfied satisfied moderate dissatisfied