A PROJECT REPORT ON BRAND IMAGE

By RAVI TEJA (09141E0026) IN BAJAJ AUTO COMPANY PVT.LTD

BRAND IMAGE
According to Sengupta: Brand Image is the totality about the impressions about the brand. This according to him includes its physical, functional and psychological aspects of the brand. According to Christian Restall: Brand Image is the measurable aspects of the brand According to Oglivy personality and brand image are the same Joseph Plummer He indicates that brand image has three components: Product attributes Consumers benefit Brand personality .Brand image would stem from three sources .These are: PROVIDER-DRIVEN IMAGE This is the image driven from the company/brand. The brand is what it is because of the company makes it. PRODUCT DRIVEN IMAGE This image is result of the product performance. This in turn depends on its ingredients. Santoor toilet soap promises skin care through it contents - sandal wood and turmeric. USER DRIVEN IMAGE This image is driven by the lifestyle of the user. A particular lifestyle is south to be projected through a product. This is done through user-imagery.

NEED OF THE STUDY:

The study centered to take strategic decisions in support of Bajaj auto in the field of marketing. The main need of this study is to ascertain various methods to increase the sales volume of the concern. The method includes regular product information to the buyers, creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the products. OBJECTIVES OF THE STUDY: To collect the information and their attitude from Bajaj auto customers. To know the awareness level of customers of Bajaj auto specially. The main objective of study is to present conclusion and necessary suggestions regarding

consumer awareness relating to Bajaj auto.

The purpose of the study is to explore the market of Bajaj auto Ltd. and betterment of its Sale. To collect their ideas about future purchasing of Bajaj auto. To know the latest grievance of Customers.

SCOPE OF THE STUDY

The scope of marketing research can be pointed out by a single word, "Consumer Preference". It can be termed as the balance wheel as the marketing system which harmonies

the study and demand factors.

Marketing survey has wide scope and covers all aspects of marketing. Broadly its scope can be classified in the following categories :The study is confined on the selected customers in Nalgonda It is concerned with product of Bajaj auto. Research on Promotional Policies of Bajaj auto It is concerned with buying behavior of Bajaj auto.

Brand Image of Bajaj auto.

LIMITATIONS OF THE STUDY

Since the survey was done only in Nalgonda.So the result obtained may not be taken as universal suggestion.

Due to time constraints and busy schedules of the people it was difficult to interact with
them completely The sample size was limited

RESEARCH METHODOLOGY
RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure. Population All the items under consideration in any field of enquiry constitute a universe or population Sample size This refers to the number of items to be selected from the universe to constitute a sample. SAMPLE SIZE

The sample size chosen by the researcher for the purpose of this study is 100 Working Public in
Nalgonda District SOURCE OF DATA Primary Data Questionnaires were used for collecting Primary Data Secondary Data Secondary data were collected from figures, statistics and tables from the companys annual

INDUSTRY PROFILE
AUTOMOTIVE INDUSTRY IN INDIA The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India is manufacturing over 11 million 2 and 4-wheeled vehicles and exporting about 1.5 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 2.6 million units in 2009. As of 2009, India is home to 40 million passenger vehicles and more than 1.5 million autos were sold in India in 2009 (an increase of 26%), making the country the second fastest growing automobile market in the world. By 2050, the country is expected to top the world in auto volumes with approximately 611 million vehicles on the nation's roads. A major chunk of India's auto manufacturing industry is based in and around the city of Chennai (also known as "Detroit of India"),with the Indian city accounting for 60 per cent of the country's automotive exports. Chakan corridor near Pune. HISTORY Following economic liberalization in India in 1991, the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. Several Indian automobile manufacturers such as Tata Motors ,Mahindra and Mahindra, expanded their domestic and international operations. India's robust economic growth led to the further expansion of its domestic automobile market which attracted significant India-specific investment by multinational automobile manufacturers. In February 2009, monthly sales of passenger autos in India exceeded 100,000 units.

COMPANYS 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. Company Profile: Founder: Jamnalal Bajaj Year of Establishment: 1926 Industry Automotive - Two & Three Wheelers Business Group: The Bajaj Group Listings & its codes BSE Code: 500490; NSE - Code:BA JA JAU TO About Bajaj The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. Rahul Bajaj -Chairman Rahul Bajaj is an honours Graduate in Economics and Law and a Business Graduate from the Harvard Business School. He was appointed Chief Executive Officer of Bajaj Auto in 1968 and took over later as Head of the Bajaj Group of companies. Madhur Bajaj -Vice Chairman. .

REVIEW OF LITERATURE:
Brand Image is the impression left in the mind of the prospect by the brand A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name,

logo, slogan, and design scheme that convey the essence of a company, product or service.
Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols and sound which may be developed to represent implicit values,

ideas, and even personality. The key objective is to create a relationship of trust.
The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".

1. Name of Respondent:
2. Age 3. Gender 4. Educational Details : Less than 20 [ ] 0-30 [ ] 31-40 [ ] 41-50 [ ] : Male [] Female Graduate [] [] Diploma []

: PG & Above [ ]

12th Pass
5.Income Per month a) Rs.10, 000 c) Rs. 20 to 30,000

[]

10th Pass

[]
(

Uneducated
)

[]

b) Between Rs. 10 to 20,000 d) More than Rs. 30,000

6. Are you having an Auto?

(a) Yes (b) No

7. If yes with which company are you having an Auto? (a) Bajaj (b) Piaggio ape

(c) Atul

(d)

Mahindra

8. Are you aware of Other Companies Auto in India? (a) Yes (b) No

9. How did you become aware of these companies auto?

(a)Advertisement
(c)Broker

(b) Friends / relatives

(d) others

10. What are the parameters on which you choose this auto? (a)Brand Image (b) Reliability (c)Service (d) Mileage (e) Price (f) Quality 11. Since how many years are you using the Bajaj auto? A) 0-1 years B) 2-3 years C) 4-5 years D) > 5 years 12. Which is the most important factor that represents the Brand Image of Auto Company? (a)Advertisement (b) Service (c)Price (d) Market Share 13. What according to you is the most important factor that Bajaj Auto should concentrate more to withstand competition? (a)Increase efficiency of Mileage (b)Increase Ads (c)Technology Up gradation (d)Promotional activities of Bajaj Auto 14. Are you happy with the publications brought by Bajaj Auto for use of members? (a) Yes (b) No 15.Does Company's Dealer helps in choosing the Brand as per your requirement? (a) Yes (b) No 16. If any company launch new auto you purchase or not? A) Yes B) No 17. Kindly rate following factors of the Bajaj Brand? A) Excellent B) Good C) Average D) Poor 18. Please give any additional suggestions for improving the trading volume of Bajaj Auto? .