“SRI SAI UNIVERSITY PALAMPUR”
A PROJECT REPORT ON THE TOPIC
“CUSTOMER SATISFACTION ON BAJAJ BIKES”
SUBMITTED BY :
SUBMITTED TO:
ASHISH RANA
ASSIST. PROF.
ROLL NO. 611012005
MR.GURU SWARUP
MBA -2ND SEM.
DECLARATION
I, Ashish Rana, student of MBA- IInd Semester, studying at Sri Sai University, Palampur, hereby declare that the Project report on “CUSTOMER SATISFACTION ON BAJAJ BIKES” submitted to Sri Sai University, Palampur is the original work conducted by me. The information and data given in the report is authentic to the best of my knowledge. This report is not being submitted to any other University for award of any other Degree, Diploma and Fellowship.
(Ashish Rana)
PREFACE
Education becomes more meaningful when its theoretical aspects are combind with practical experience.This provides an opportunity to the students to improve their understanding of the study. M.B.A. is a course which combines both its theoretical and practical aspects in the field of management.The purpose of this research methodology report is to expose the students of management sciences to real business situation. As complementary to my research methodology research report I prepared and submitted a research report on “CUSTOMER SATISFACTION ON BAJAJ BIKES” .It was an attempt to present on account of practical knowledge and observations gathered during the research period.
(ii)
ACKNOWLEDGEMENT
While working on our project we encountered many new experiences and also several difficulties. But as each such point,we found someone is coming for our help with his full cooperation. We take the privilege in conveying heartiest gratitude to all whose help unable to complete this project. We “sincerely and heartedly” very much thanks to our research methodology teacher Mr. Guru Swarup for constant help and valuable suggestion through out the project. There advise has gretly enhanced the worth this report. We thanks him for accommodating us as his student. Lastly we would like to thanks our respondents for extending their co-operation in valuable inputs.
ASHISH RANA………………………..
ROLL NO. 611012005
MBA 2ND SEM.
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TABLE OF CONTENTS Declaration
i
Preface
ii.
Acknowledgement
iii.
CHAPTERS NO. 1.
CHAPTERS NAME INTRODUCTION 1.1- HISTORY OF BIKES INDUSTRY
1.2- HISTORY OF BIKES IN INDIA
PAGE NO. 1,2 3 4
1.3- THE BAJAJ COMPANY
6
1.4-BAJAJ GROUP OF COMPANY
7
1.5-BAJAJ TEAM
9
1.6-COMPETITOR
12
1.7-SWOT ANALYSIS OF BAJAJ AUTO
17
2.
LITERATURE REVIEW
3.
OBJECTIVES OF THE STUDY
23,24
4.
RESEARCH METHODOLOGY
25,26
19
4.1-RESEARCH DESIGN
27
4.2-METHODS OF DATA COLLECTION
28
4.3-SAMPLING
29
5.
4.4-ANALYSIS AND INTERPRETATION OF DATA LIMITATIONS OF THE STUDY
6.
RESULT AND FINDINGS
30 45,46 47
7.
CONCLUSION
50
8.
RECOMMENDATIONS
52
9.
BIBLIOGRAPHY
54
10.
ANNEXURE
56
(CHAPTER NO. 1) INTRODUCTION 1.1- HISTORY OF BIKES INDUSTRY 1.2- HISTORY OF BIKES IN INDIA 1.3- THE BAJAJ COMPANY 1.4-BAJAJ GROUP OF COMPANY 1.5-BAJAJ TEAM 1.6-COMPETITOR 1.7-SWOT ANALYSIS OF BAJAJ AUTO
1
INTRODUCTION The automobile industry is one of the biggest industries in the world. Being a major revenue and job generating sector it drives the economies of some of the superpowers of the world. In India the automobile industry has grown by leaps and bounds since the advent of the liberalization era the automobile industry and especially the two wheeler segment has grown by leaps and bounds. The liberalization has done away with primitive and prohibitive practices of licensing and restricted foreign investment have been done away with. The result of which was the entry of foreign players into the Indian market. The two wheeler segment was largely dominated by Automobile Products of India (API) and Enfield in the 50s. Later on towards the end of the 50s Bajaj Autos began importing Vespa scooters from Italian company Piaggio. In the following decades the automobile industry in India was mainly dominated by scooters with API and later Bajaj dominating the market. There were very few products and choices available as far as motorcycle is concerned and Enfield bullet and Rajdoot dominated the market. The 80s saw the entry of Japanese companies in the Indian market with the opening up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of market reform. The market was still predominantly scooter dominated and Bajaj and LML were the leading brands producing the products at that time. Scooter was viewed as a more family and utility friendly vehicle than motorcycle and hence was preferred. The Japanese companies not only collaborated with Indian companies to produce the already existing products but also brought in new technology as a result of which the ever conquering 100cc bikes which were extremely fuel efficient with 4 stroke engines.
2
1.1-HISTORY OF BIKES INDUSTRY
American, Sylvester Howard Roper (1823-1896) invented a two-cylinder, steam-engine motorcycle (powered by coal) in 1867. This can be considered the first motorcycle, if you allow your description of a motorcycle to include a steam engine. Howard Roper also invented a steam engine car. Gottlieb Daimler - First Gas Engined Motorcycle German, Gottlieb Daimler invented the first gas-engined motorcycle in 1885, which was an engine attached to a wooden bike. That marked the moment in history when the dual development of a viable gas-powered engine and the modern bicycle collided. Gottlieb Daimler used a new engine invented by engineer, Nicolaus Otto. Otto invented the first "Four-Stroke Internal-Combustion Engine" in 1876. He called it the "Otto Cycle Engine" As soon as he completed his engine, Daimler (a former Otto employee) built it into a motorcycle. The Harley Davidson Motorcycle Many of the nineteenth century inventors who worked on early motorcycles often moved on to other inventions. Daimler and Roper, for example, both went on to develop automobiles. However, inventors such as William Harley and the Davidsons brothers continued to develop motorcycles and their business competitors were other new start-up companies such as Excelsior, Indian, Pierce, Merkel, Schickel and Thor. In 1903, William Harley and his friends Arthur and Walter Davidson launched the Harley-Davidson Motor Company. The bike had a quality engine, so it could prove itself in races, however, the company planned to manufacture it as a transport vehicle. Merchant, C. H. Lange, sold the first officially distributed Harley-Davidson in Chicago.
3
1.2-HISTORY OF BIKES IN INDIA
Two wheelers are the most sought out medium of transport in India. Whether the roads are rural or pucca, scooters and bikes as the preferred means of transport. Convenient, fuel efficient and faster bikes are preferred by farmers, office goers and racing ones for the style aficionados. The first bike ever was inspired from a horse carriage and was called „Indian‟ built by the Indian Motorcycle company in America. Indian history goes back to 1955 when real tough two wheeled machines were required by the Indian army to tread over rough and rocky western areas in India. The parts were assembled in Chennai ( Madras Motors) and machines were imported from UK from The Royal Enfield company. This was the birth of the motorcycle industry in India.
Patriotic spirit coming from the Indian army further goaded Madras Motors to produce the Bullet make with Indian origins and hence Enfield India came into being. The Eicher company acquired Enfield India and the name came to be known as Royal Enfield Motors Limited in 1993. Bullets came with much innovations like Royal Enfield Bullet 350 is famous for its sound. The bullet 500 has much pillion capacity and load taking capacity to enable carrying luggage over. The Bullet Electra bike is a sturdier version with highly user friendliness. More versions include Electra 55 and Machismo. Much renaissance was witnessed in 1990 as demand for two wheelers were strongly expressed and hence supply was met with innovation. The TVS Company with its collaboration with Suzuki pioneered the 100 cc motorcycle in the Indian market in 1997. For determined efforts in quality management, the TVS Motors company ( now not a Suzuki alliance) was rewarded with The Deming Prize.
4
Hero Honda launched the first bike with fuel injection technology in India in 2006, with Standard and Deluxe models. Futuristic 2010 emission norms are well adhered too here. The capacity is small on Glamour yet the indigenous effort is admirable.
Yamaha India has come with the swanky sports bike which was launched recently in Delhi. Bajaj and Kawasaki to hit the market soon with splendid models in India, primarily catered for designs in the US market. 2005 had commenced the idea of probiking showrooms and the highlight are indoor test drives allowed on specially created Dynamometers.
The bikes in India have improvised the depth in selling techniques by roping creatives in advertising and event management companies. The allied industries include spare parts manufacturing, ancillary assembling shops and thereby providing more employment and business opportunities. Models, paints, ergonomic designs, better capacity (cc), fuel efficient makes with low pollution machines are filling in the market with user friendly preferences.
5
1.3-The Bajaj Company
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. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history. 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, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture.
His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of 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. He is one of India‟s most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.
6
1.4-Bajaj Group of Companies
Bajaj Auto is the flagship of the Bajaj group of companies. The group comprises of 34 companies and was founded in the year 1926.
The companies in the group are:
Bajaj Auto Ltd.
Bajaj Holdings & Investment Ltd.
Bajaj Finserv Ltd.
Bajaj Allianz General Insurance Company Ltd.
Bajaj Allianz Life Insurance Co. Ltd
Bajaj Financial Solutions Ltd.
Bajaj Auto Finance Ltd.
Bajaj Allianz Financial Distributors Ltd.
Bajaj Auto Holdings Ltd.
P T Bajaj Auto Indonesia (PTBAI)
Bajaj Auto International Holdings BV
Bajaj Electricals Ltd.
Hind Lamps Ltd.
Bajaj Ventures Ltd.
Mukand Ltd.
Mukand Engineers Ltd.
Mukand International Ltd.
Bajaj Sevashram Pvt. Ltd.
Jamnalal Sons Pvt. Ltd.
Rahul Securities Pvt Ltd
Shekhar Holdings Pvt Ltd
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Madhur Securities Pvt Ltd
Niraj Holdings Pvt Ltd
Shishir Holdings Pvt Ltd
Kamalnayan Investments & Trading Pvt Ltd
Sanraj Nayan Investments Pvt. Ltd.
Hercules Hoists Ltd.
Hind Musafir Agency Pvt. Ltd.
Bajaj International Pvt. Ltd.
Bachhraj Factories Pvt. Ltd.
Baroda Industries Pvt. Ltd.
Jeevan Ltd.
Bachhraj & Co Pvt Ltd
The Hindustan Housing Co. Ltd.
Hospet Steels Ltd
8
1.5-Bajaj Team Management Team Rahul Bajaj ,Madhur Bajaj, Rajiv Bajaj, Sanjiv Bajaj, Pradeep Shrivastava ,Abraham Joseph ,K Srinivas, R C Maheshwari, Rakesh Sharma ,Eric Vas Kevin, P D'sa S Ravikumar ,Amrut Rath, N H Hingorani ,C P Tripathi.
Company Secretary J. Sridhar Company Secretary
Board of Directors
Chairman - Rahul Bajaj , Vice Chairman - Madhur Bajaj Managing Director - Rajiv Bajaj Executive Director - Sanjiv Bajaj Directors - D.S. Mehta ,Kantikumar,R. Podar Shekhar Bajaj ,D.J. Balaji ,Rao J.N. Godrej ,S.H. Khan, Mrs. Suman Kirloskar , Naresh Chandra, Nanoo Pamnani, Manish Kejriwal, P Murari, Niraj Bajaj
Committees of the Board Audit Committee Shri Nanoo Pamnani (Chairman),Shri S.H. Khan(Member), Shri D.J. Balaji Rao(Member) ,Shri
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Naresh Chandra (Member) Shareholders’ & Investors’ Grievance Committee Shri D.J. Balaji (Chairman), Rao Shri J.N. Godrej (Member ) ,Shri Naresh Chandra (member),Shri S.H. Khan (member).
Remuneration & Nomination Committee Shri D.J. Balaji Rao(Chairman), Shri S.H. Khan(member), Shri Naresh Chandra (member),Shri Rahul Bajaj ( Member).
Registered under the Companies Act, 1956 REGISTERED OFFICE WORKS Akurdi, Pune 411 035 Akurdi, Pune 411 035. Chakan Industrial Area, Chakan, Pune 411 501 Bajaj Nagar, Waluj Aurangabad 431 136 Plot No. 2, Sector 10, Pant Nagar, Rudrapur
Plants Bajaj Auto's has in all three plants, two at Waluj and Chakan in Maharashtra and one plant at Pant Nagar in Uttranchal, western India.
Plant Locations Bajaj Auto plants are located at:
Bajaj Nagar, Waluj, Aurangabad 431 136
10
MIDC, Plot No A1, Mahalunge Village, Chakan 410 501 Dist. Pune Plot No. 2, Sector 10 Phase -II - E, Pant Nagar, Sidcul, Rudrapur Dist. Udhamsingh Nagar Uttranchal
Products of Bajaj
Pulsar 220 cc Pulsar 200 cc Pulsar 180 cc Pulsar 150 cc Pulsar 135 cc Discover 100cc Discover 125 cc Discover 150cc Xcd 135cc Platina 125 cc Platina 100 cc Boxer 100 cc Boxer 150 cc Avenger 200cc
11
1.6-COMPETITORS Hero Honda Motors Ltd. Hero Honda Motors Ltd. is a result of the joint venture between India's Hero Group and Japanese Honda Motors Company in the year 1983. This joint venture has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. Hero Honda is globally known of being the most fuel-efficient and the largest CBZ selling Indian Motorcycle Company. This is a relationship so harmonious that Hero Honda has managed to achieve indigenisation of over 95 percent, a Honda record worldwide. The below chart shows the golden years in the history of HERO HONDA :1985
CD-100
1989
SLEEK
1991 CD-100 SS 1994 Splendor 1997 Street 1999 CBZ 2001 PASSION 2002 DAWN, AMBITION 2003 CD-DAWN, SPLENDOR +, PASSION +, KARIZMA 2005 SUPER-SPLENDOR, CD-DELUX, GLAMOUR, ACHIEVER
TVS Motor TVS Motor is a leading and trusted two wheeler company began with the vision of TVS Scooty the founder of the Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and produce an affordable moped for the Indian family.' This vision was realized in 1980 when TVS 50, India's first two-seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern
12
India. The company has been known for its ruggedness and reliability. TVS 50 was successful and it has smoothened the way for many successes for TVS Suzuki even before its launch in the market. The TVS 50 XL is especially designed for individuals who want economy fused with sporty
looks.
Recently
new
XL
Super
with
a
70
cc
high-tech
Power
Pack is all set to redefine the category of mopeds in the country. The Suzuki Samurai was launched for the time conscious urban commuter. The Max 100 R was engineered for those who demanded strength and ruggedness. Along with them all, Suzuki Shogun was for those who wanted raw power. TVS Motor has continually worked on innovation of the motorcycle segment along with two wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5- speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a 60 cc Scooterette which keep one step ahead of its time in India. TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008 award for Customer Excellence and the other one is 2008 Symantec South Asia Visionary Award. Along with this, it is the first company in the world to be honored with The Deming Prize for Total Quality Management. In September 2008, the company has got 19% growth for registering total two wheeler sales of 137,246 units.
TVS bikes list TVS Apache RTR FI TVS Centra TVS Fiero TVS Fiero F2 TVS Fiero FX TVS Flame TVS Victor
13
TVS Victor GLX TVS Victor GX TVS Victor Edge TVS Star TVS Star TVS Star City SCOOTERETTES/MOPEDS TVS Scooty Streak TVS Scooty TVS Scooty ES TVS XL TVS XL Supe
SUZUKI MOTORCYCLES Suzuki Hayabusa 1300 Suzuki Intruder M1800R Suzuki GS 150R Suzuki Max 100 Suzuki Max 100R Suzuki Samurai Suzuki Shogun Suzuki Shaolin
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Royal Enfield Motors Ltd. Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is on the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India. In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion. The Eicher Group has a range of interests in the automotive industry, including small trucks, tractors, exports, automotive gears, management consultancy and cartography. The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer, a few reasons why the legendary Bullet is not just a bike but a motorcycling icon. The ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.
TWO WHEELERS MOTORCYCLE Bullet 350 Bullet 500 Enfield Diesel Bullet Deluxe Bullet Electra Bullet Electra
15
Bullet Electra 5S Bullet Machismo Bullet Machismo 500 Bullet Std 12V Lightning 500
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1.7-SWOT ANALYSIS OF BAJAJ AUTO
Strength •
Size and scale of parent company. Effective Advertising Capability . Committed and dedicated staff. High emphasis on R and D. Experience in the market. Established brand. Established market channel.
Power, Speed & Acceleration.
Weaknesses Small showrooms. Not much emphasis on aggressive selling. Weak product diversity.
Opportunities Growing premium segment. Global expansion into the Caribbean & Central America. Expansion of target market (include women).
17
Increasing dispensable income. 1st mover advantage.
Threats Cut throat competition . Increasing number of players in the market. Rising raw material costs. Increasing rates of interest on finance.
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(CHAPTER NO. 2) LITERATURE REVIEW
19
LITERATURE REVIEW Consumers buy not the products but bundle of emotions.Modern goods are r e c o g n i z e d a s e s s e n t i a l l y p s yc h o l o g i c a l l y t h i n g s , w h i c h a r e s ym b o l i c o f p e r s o n a l attributes and goals and of social patterns and strivings. All commercial objects have as s y m b o l i c c h a r a c t e r , a n d m a k i n g a p u r c h a s e i n v o l v e s a n a s s e s s i m p l i c i t o n explicit of this symbolism to decide whether or not it fits (Sidney Levey, 1959).
The research has shown repeatedly that positive free choice Beliefs are related t o concurrently claim purchasing as brand usage (Barwise and Fhournberg 1985;Bind, Channan and Ehrenberg 1970; C ostlebeny and Ehrenbag 1990). A “ U s a g e factor” runs through the data. Many more people tend to associate a positive attribute w i t h l o n g e r b r a n d s t h a n a s s o c i a t e i t w i t h s m a l l e r b r a n d s . T h e e x p l a n a t i o n i s t h a t a larger brand has more claimed user than a smaller brand and the users of brand are more likely than non-users to give a positive Attribute response. This observation alsolies in much evidence in the literature that familiarity in users liking (e.g., Harinsar 1 9 7 7 ; P a y m e 1 9 8 1 ; S l u c k i n , H a r g r e a v e s a n d Calman 1982; Zajanc 1968. Forced choice degree of association att itude d o n e w e r e s i m i l a r l y c o - r e l a t e d w i t h c l a i m e d usage in our study of six packaged goods categories (Haley and case 1979).
Barwise and Ehrenberg (1985) in addition showed that a smaller brand tendedto get fewer positive belief brand associations than a l arger brand even within each c l a i m e d b r a n d u s a g e g r o u p i n g . T h u s r e g u l a r u s e r s o f t h e b r a n d l e a d e r s c o r e d t h a t branch. This effect in known more generally as double jeopardy or DJ effect (e.g.E h r e n b e r g , G o o d h a r d t , C d B a r w i s e 1 9 9 0 ; M c P h e e 1 9 6 3 ) . D J o c c u r s s i m p l y a s statistical selection effect due to the offering p o p u l a r i t i e s o n m a k i n g s h o w s o f t h e brands. There need not be any perceived differences between the brands. In contrastto these relationships with brand usage or market shares, very difference influences h o w u p i n r e s p o n d e n t 20
a s s o c i a t e s f o r s a m e b e l i e f a n d b r a n d c o m b i n a t i o n s . F o r example, an e i t h e r a p h ys i c a l a t t r i b u t e o r a n a d v e r t i s i n g c l a i m t h a t i s p a r t i c u l a r l y connected with a brand can enhance it score for that belief of the a t t r i b u t e . T h e aggregate score for that brand/belief combination then deviates markedly from what would be expected on the basis of brand usage alone. (Barwise and Ehrenberg 1985);Bird and Ehrenberg 1970; castteben and Ehrenberg 1990).
Pamela L. Alreck and Robert B.Settle (1999) felt that the principle objective of the marketer‟s is not simply to have a simple sale relation ship with buyer but also b u i l d r e l a t i o n s h i p w i t h b u ye r i n t h e f o r m o f l i n k i n g t h e b r a n d t o a p a r t i c u l a r n e e d , associating it with a pleasant mood, appealing to subconscious motives; conditioning b u ye r s t o p r e f e r t h e b r a n d t h r o u g h r e w a r d ; p e n e t r a t i n g p e r c e p t u a l a n d c o g n i t i v e barriers to create preferences and providing attractive models for buyers.
Lynda Chong (1996) analyzed the difficulties faced by department stores in S i n g a p o r e a n d o b s e r v e d t h e l o s i n g p r o m i n e n c e o f t h e s e s t o r e s . T h e a u t h o r h a s concluded
that
these
stores
have
to
adopt
creative
strategies such as tighter cost c o n t r o l , m o r e r e c r e a t i o n a l v a l u e , b e t t e r c u s t o m e r s e r v i c e p r o g r a m m e s , m a r k e t expansion and niche marketing.
Sally Dibb (1996) felt that the trading environment in the Asia Pacific region is some what diverse, offering a attractive trading environment keeping in view the sound economic growth, a rising population and changing lifestyles.
Kotler (2000) his book mentioned that a company practicing m a r k e t segmentation realizes that buyers differ in their needs and wants, purchasing behavior,demographic characteristics, product/service usage patterns, geographic locations, buying habits and other characteristics.
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A summary of literature review in branding reveals that the brand perception i s n o t predominantly depend upon on external parameters like age, i n c o m e a n d education but depends on more on personality and p s yc h o l o g i c a l d i m e n s i o n s . T h e research is conducted to prove that the brand preference is independent of the above parameters age, income and education.
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(CHAPTER NO. 3) OBJECTIVES OF THE STUDY
23
OBJECTIVES OF THE STUDY
To know the customer‟s perception regarding launch of new Bajaj bikes To determine the customer‟s satisfaction regarding bikes and after sales service. To determine the factors influencing the choice of customers regarding bikes. To know the market scenario of second hand bike industry. Customer satisfaction of Bajaj bikes.
To study what are the advantages & disadvantages of the bike.
.
To study what are the reasons behind the success of the bike.
SCOPE OF THE STUDY
This study is aimed at providing India Bajaj Bikes with an insight into the success of Pulsar as well as the customer‟s response and awareness towards the brand, products and services of Bajaj. The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better the services, policies and strategies of the company in India.
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(CHAPTER NO. 4) RESEARCH METHODOLOGY 4.1-RESEARCH DESIGN 4.2-METHODS OF DATA COLLECTION 4.3-SAMPLING 4.4-ANALYSIS AND INTERPRETATION OF DATA
25
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. The Research Methodology includes the various methods and techniques for conducting a Research. “Marketing Research is the systematic design,collection, analysis and reporting of data and finding relevant solution to a specific marketing situation or problem”. G. Slesingel and M.Stephenson in the encyclopedia of Social Sciences define Research as “the manipulation of things, concepts or symbols for the purpose of generalizing
to extend,correct or verify
knowledge making for its advancement. The purpose of research is to discover answers to the Questions through the application of scientific procedures. Our research report has a specifisd framework for collecting data in an effective manner. Such framework is called “research Design” . The research process followed by us consists of following steps:
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4.1-RESEARCH DESIGN A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the study a descriptive one.
Type of Research
The study undertaken is of ―Descriptive Research in nature.
Nature of Research
The study is ―quantitative in nature. It is structured, standardized, question based interview.
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4.2-Methods of Data Collection-Research work is exploratory in nature.Information has been collected from both Primary and Secondary data.
Primary sources- Primary data are those,which are collected are fresh and for the first time, and thus happen to be original in character. Primary data has been collected by conducting surveys through questionnaire, which include both open-ended questions and personal and telephonic interview.
Secondary sources- Secondary data are those which have already been collected by someone else which already had been passed through the statistical process. Secondary data has been collected through magazines, websites, newspapers and journals.
Tools of AnalysisTo analysis the data obtained with the help of questionnaire. Following tools were used.
Likert Scale : These consist of a number of statements which express either a favourable or unfavourable attitude towards the given object to which the respondents are asked to react. The respondent responds to in terms of several gegrees of satisfaction or dissatisfaction .
Tables : this is a tool to present the data in tabular form.
Percentage,Bar Graphs And Pie charts : These tools were used for analsis of data.
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4.3-Sample design- Sampling can be defined as the selection of some part of an aggregate or totality on the basis of which judgement or an inference about aggregate or totality is made. The sampling design helps in decision making in the following areas:
Universe of the study-The universe comprises of two parts as theoretical universe and accessible universe.
Theoretical universe- It includes all the people throughout the universe.
Accessible universe-It includes people in Palampur region
Sample frame-Sample frame refers from where the questionnaires are to be filled. Our sample frame consists people of palampur.
Sample size-sample size is the number of elements to be included in a study.keeping in mind all the constraints 20 respondents were selected.
Sample unit-sampling unit is the basis unit containing the elements of the universe to be sampled.The sampling unit of our study is general public.
Sampling Techniques- The sampling techniques used are conience technique and simple random sampling technique.
HYPOTHESIS –In this study the NULL hypothesis is followed.
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4.4-ANALYSIS AND INTERPRETATION OF DATA
1. Which motorcycle of Bajaj Auto do you have? BIKES a. Pulsar b. Discover c. XCD d. Platina e. Other
NO. OF RESPONDENTS 10 07 01 02 00 20
TOTAL
%AGE 50 % 35 % 05 % 10 % 00 % 100 %
Analysis:-
60% 50%
Pulser
40%
Discover
30%
Xcd
20%
Platina %age
10% 0% Owners of Bajaj Bikes
INTERPRETATION – In this chart it is very much clear that 50% Respondents have Pulsar bikes, 35% Respondents have Discover bikes, 5% Respondents have XCD bikes and 10% respondents have Platina bikes.
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2. Which series of Bajaj motorcycle do you own? SERIES
NO. OF RESPONDENTS
%AGE
A. 150cc
11
55 %
B. 180cc
03
15 %
C. 200cc
01
05 %
D. 220cc
01
05 %
E. Other
04
20 %
TOTAL
20
100 %
Analysis:-
SERIES
20% 150 cc 180 cc
5%
200 cc 5%
55%
220 cc OTHER
15%
INTERPRETATION – In this pie chart it is very much clear that 55% Respondents have 150 cc bikes, 15% Respondents have 180cc bikes , 5% Respondents have 200cc bikes , 5% Respondents have 220cc bikes and 20% Respondents have Others series Bajaj bikes.
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3. Tick any 5 for selecting Bajaj bike? RESPONCE
NO. OF RESPONDENTS
A. Style
4
%AGE 20%
B. Pickup
2
10%
C. Popularity
10
50%
D. Brand image
2
10%
E. Comfort
2
10%
TOTAL
20
100 %
Analysis:-
SELECTING THE BAJAJ BIKES 60% 50% 40% 30% SELECTING THE BAJAJ BIKES 20% 10% 0% Style
Pickup
Popularity
Brand image
Comfort
INTERPRETATION – In this chart it is very much clear that 20% Respondents selecting Bajaj bikes for Style, 10% Respondents selecting Bajaj bikes for Pickup, 50% Respondents selecting Bajaj bikes for popularity, 10% respondents selecting Bajaj bikes for brand image, 10% Respondents selecting Bajaj bikes for Comfort.
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4. What was the source of information for the purchase of Bajaj Pulsar? Motorcycle? RESPONCE
NO. OF RESPONDENTS
%AGE
A. Family
2
10%
B. Friends
5
25%
C. Media
3
15%
D. Mechanics
8
40%
E. Dealers
2
10%
F. Others
0
0%
20
100 %
TOTAL
Analysis :-
SOURCE OF INFORMATION Family
Friends
Media
Mechanics 0%
10%
10%
25% 40% 15%
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Dealers
Others
INTERPRETATION – The above pie chart it is very much clear that 10% Respondents receive information to purchase the bikes from Family, 25% respondents receive information to purchase the bikes from Friends, 15% respondents receive information to purchase the bikes from Media, 40% respondents receive information to purchase the bikes from Mechanics, 10% respondents receive information to purchase the bikes from Dealers.
34
5. What is your level of satisfaction towards Bajaj motorcycle? RESPONCE
NO. OF RESPONDENTS
%AGE
A.0-25%
1
5%
B.25-50%
3
15%
C.50-75%
4
20%
D.75-100%
12
60%
TOTAL
20
100 %
Analysis :-
LEVEL OF SATISFACTION 0-25%
25-50%
50-75%
75-100%
5% 15%
20%
60%
INTERPRETATION – In this pie chart it is very much clear that 5% Respondents satisfaction level between 0-25%, 15% Respondents satisfaction level between 25-50%, 20% Respondents satisfaction level between 50-75%, 60% Respondents satisfaction level between 75-100%.
35
6. How do you feel when you ride your Bajaj motorcycle? RESPONCE
NO. OF RESPONDENTS
%AGE
A. Excited
10
50%
B. Playful
2
10%
C. Happy
3
15%
D. Boring
1
5%
E. Uncomfortable
4
20%
20
100 %
TOTAL
Analysis :-
FEEL WHEN RIDE THE BIKE Excited
Playful
Happy
Boring
Uncomfortable
20%
5% 50% 15%
10%
36
INTERPRETATION – The above pie chart it is very much clear that 50% Respondents feel excited when they ride the Bajaj bikes, 10% Respondents feel Playful when they ride the Bajaj bikes , 15% Respondents feel happy when they ride the Bajaj bikes, 5% Respondents feel boring when they ride the Bajaj bikes, 20% Respondents feel Uncomfortable when they ride the Bajaj bikes.
37
7. What new /innovation would you like to see in Bajaj motorcycle? RESPONCE
NO. OF RESPONDENTS
%AGE
NEW LOOK
10
50%
COMFORT
7
35%
PICKUP
3
15%
TOTAL
20
100 %
Analysis :-
NEW FEATURE LIKE TO SEE IN BAJAJ BIKES NEW LOOK
COMFORT
PICKUP
15% 50% 35%
INTERPRETATION – In this pie chart it is very much clear that 50% Rspondents New Look feature like to see in Bajaj bikes, 35% Respondents comfort feature like to see in Bajaj bikes, 15% Respondents Pickup feature like to see in Bajaj bikes.
38
8. Overall, how would you rate Bajaj Auto? RESPONCE
NO. OF RESPONDENTS
%AGE
A. Excellent
8
40%
B. Good
9
45%
C. Neither good Nor Bad
2
10%
D. Bad
1
5%
E. Very Bad
0
0%
20
100 %
TOTAL
Analysis :-
RATE OF BAJAJ AUTO Excellent
Good
Neither good Nor Bad
Bad
E. Very Bad 0% 5% 10% 40%
45%
39
INTERPRETATION – The above pie chart it is very much clear that 40% Respondents give the Excellent rate of Bajaj bikes , 45% Respondents give the good rate of Bajaj bikes , 10% Respondents give the Neither good Nor Bad rate of Bajaj bikes , 5% Respondents give the Bad rate of Bajaj bikes.
40
9.Do you wish to buy next time the Bajaj Auto’s motorcycle? RESPONCE
NO. OF RESPONDENTS
%AGE
A. Definitely will buy
12
60%
B. Probably will buy
4
20%
C. Might or Might notBuy
2
10%
D. Probably will not buy
1
5%
E. Definitely will not buy
1
5%
20
100 %
TOTAL
Analysis :-
BUY THE NEXT TIME BAJAJ BIKES 70% 60% 50% 40% 30%
BUY THE NEXT TIME BAJAJ BIKES
20% 10% 0% Definitely will buy
Probably will buy Might or Might notBuy
41
Probably will not buy E. Definitely will not buy
INTERPRETATION – The above chart it is very much clear that 60% Respondents definitely buy the Bajaj bikes next time, 20% Respondents probably buy the Bajaj bikes next time, 10% Respondents might or might not buy the Bajaj bikes next time, 5% Respondents probably will not buy the Bajaj bikes next time, 5% Respondents definitely will not buy the Bajaj bikes next time.
42
10. Which income group do you belong? RESPONCE
NO. OF RESPONDENTS
%AGE
i. Less than 5000
8
40%
ii.5001-10000
6
30%
iii.10001-15000
4
20%
iv. Above 15000
2
10%
20
100 %
TOTAL
Analysis :-
INCOME GROUP 45% 40% 35% 30% 25% INCOME GROUP
20% 15% 10% 5% 0% Less than 5000
5001-10000
10001-15000
Above 15000
INTERPRETATION – In this chart it is very much clear that 40% Respondents income per month is less than 5000, 30% Respondents income per month is between 5001-10000, 20% Respondents income per month is between 10001-15000, 10% Respondents income per month is above 15000.
43
11. Are you satisfied of giving your motorcycle for free service from the showroom? RESPONCE
NO. OF RESPONDENTS
%AGE
A. Yes
7
35%
B. No
13
65%
TOTAL
20
100 %
Analysis :-
CUSTOMER SATISFACTION FOR FREE SERVICE YES 35% NO 65%
INTERPRETATION –In this pie chart it is very much clear that 35% Respondents are satisfied for free service provide by the showroom and 65% Respondents are not satisfied for free service provide by the showroom.
44
(CHAPTER NO. 5) LIMITATIONS OF THE STUDY
45
LIMITATIONS OF THE STUDY This research is geographically restricted to Palampur only. Hence the result cannot be extrapolated to other places. The study is restricted only to the organized sector of two wheeler industry The seriousness of the respondents and their ability to justify their answers may also be a limitation. The sample size is small due to the specified reasons. Findings are based on sample survey. All interview questions are undisguised or direct. Hence there is a scope for the respondents to be biased or pretentious. The educational & awareness level of the respondents with respect to the questionnaires is low. Hence they respond one question in affirmative, but same interrelated question has been responded in negative. The sample – plan is too small to give the research a wide coverage with reference to their opinion. The respondents are not interested to reveal their income level. Causing a hurdle in finding out the price as a buying decision.
46
(CHAPTER NO. 6) RESULT AND FINDINGS
47
RESULT AND FINDING
During this research project I came in to contact with many customers who are having bikes. It has been found that in Bajaj bikes
mostly the customers are having Pulsar and
Discover bikes. The ratio of the customers using XCD, Platina and other bikes are comparatively low. The customers are giving more preference to Discover and Pulsar models . The maximum numbers of customers that are using these bikes fall in the income group of less than 5000 per month.
It is observed that the awareness of Bajaj bikes mostly comes from Mechanics. Out of the sample size of 20 customers, 08 customers awareness related to purchase the bikes comes from mechanics.
When the customers are asked that are they satisfied with the performance of t h e i r bikes then most of them agrees to the fact. Out of the sample size o f 2 0 customers, 12 customers says that they are satisfied with the p e r f o r m a n c e o f t h e i r bikes and the satisfaction level between 75 -100%. The One customers are satisfied with the performance of the b i k e s t h a t t h e y a r e h a v i n g and the satisfaction level 0 -25%.
It is observed that the 65 % Respondents are not satisfied free service provided by the showroom.35% Respondents are satisfied. In Bajaj bikes customers gets more influenced by the price and quality of the bike and also they think that it adds value to their prestige.
It is observed that in rating of different features of different bikes of Bajaj bikes
48
give maximum rating Excellent . 40% Respondents give the Excellent rating to Bajaj bikes.
It is observed that the customers of Bajaj bikes are not ready to change their b i k e s . T h e c u s t o m e r s o f B a j a j b i k e s 6 0 % R e s p o n d e n t s definitely will buy the Bajaj bikes next time.
49
(CHAPTER NO. 7) CONCLUSION OF RESEARCH REPORT
50
CONCLUSION OF RESEARCH REPORT
During this research project I fill the 20 questionnaires in Palampur area. The mostly customers satisfied and the satisfaction level between 75-100% .The Bajaj bikes customers satisfied the performance of bikes. Mostly customers belonging the less than 5000 per month income.
The 65% customers of Bajaj bikes not satisfied free services provided by the showroom. It is observed that the customers of Bajaj bikes are not ready to change their b i k e s . T h e c u s t o m e r s o f B a j a j
bikes 60% Respondents
Definitely will buy the Bajaj bikes next time.
When the customers are asked that are they satisfied with the performance of t h e i r b i k e s t h e n m o s t o f t h e m a g r e e s t o t h e f a c t . O u t o f t h e s a m p l e s i z e o f 2 0 c u s t o m e r s , 1 2 c u s t o m e r s s a ys t h a t t h e y a r e s a t i s f i e d w i t h t h e p e r f o r m a n c e o f t h e i r bikes and the satisfaction level between 75-100%.
The Bajaj Auto
customers happy with the performance of their bikes.The
mostly Bajaj auto customer base is happy.
51
(CHAPTER NO. 8) RECOMMENDATIONS
52
RECOMMENDATIONS Bajaj Auto Should introduce some more models having more engine power. More service centers should be opened. Introduce less cost and fuel efficiency bikes. Provide good free services to new bikes. New technology introduce to minimize the maintenance cost. More showrooms should be opened in rural area.
53
(CHAPTER NO. 9) BIBLIOGRAPHY
54
BIBLIOGRAPHY
INTERNET
http://www.bajajauto.com/bajaj_corporate.asp http://www.bajajauto.com/bajaj_corporate_group_ofcompanies.asp http://www.bajajauto.com/bajaj_corporate_bajaj_team.asp http://www.bajajauto.com/bajaj_corporate_factory.asp http://www.google.co.in/#hl=en&output=search&sclient=psyab&q=review+of+literature+on+customer+satisfaction&oq=review+of+literature+on+cu stomer+satisfaction&aq=f&aqi=g4gK6&aql=&gs_l=hp.3..0l4j0i30l6.14600.38937.1.42225.45.18.0.27.27.1.1985.14012.33j6j2j2j3j2.18.0...0.0.nxJJGbgqI5k&bav=on.2,or.r_gc.r_pw.r_qf.,cf.osb&fp=b938ad7b74 7092a7&biw=1366&bih=480
BOOK
Research Methodology by Kothari C.R.
55
(CHAPTER NO. 10) ANNEXURE
56
QUESTIONNAIRE
I Ashish Rana conducting a research on the topic “Customer Satisfaction on Bajaj Bikes” and I request you to fill the following questionnaire. This will take 3-5 minutes of your time and we promise to keep the information confidential.
Demographic Information Name
Age
...............................................................
15-25
Gender
26-35
Male
36-45
Above 45
Female
Occupation - Student
Serviceman
Place ..................................... 1. Which motorcycle of Bajaj Auto do you own? a. Pulsar
b. Discover
c. XCD
d. Platina
e. Other .......................................(Please Specify)
2. Which series of Bajaj motorcycle do you own? a.150cc
b.180cc
c.200cc
d.220cc 57
Businessman
e.Other.................................................(please Specify) 3. Tick any 5 for selecting Bajaj bike? a. Style
b. Brand image
c. Mileage
d. Pickup
e. Resale value
f. Popularity
g. Comfort
h. Low maintenance
i. Safety
4.What was the source of information for the purchase of Bajaj Pulsar motorcycle? a. Family
b. Friends
c. Media
d. Mechanics
e. Dealers
f. Others.................................................... (Please Specify)
5. What is your level of satisfaction towards Bajaj motorcycle? a.0-25%
b.25-50%
c.50-75%
d.75-100%
6. How do you feel when you ride your Bajaj motorcycle? a. Excited
b. Playful
c. Happy
d. Boring
e. Uncomfortable 7. What new /innovation would you like to see in Bajaj motorcycle?
58
8. Overall, how would you rate Bajaj Auto? a. Excellent
b. Good
c. Neither good Nor Bad
d. Bad
e. Very Bad
9.Do you wish to buy next time the Bajaj Auto’s motorcycle? a. Definitely will buy
b. Probably will buy
c. Might or Might notBuy
d. Probably will not buy
e. Definitely will not buy
10. Which income group do you belong? i. Less than 5000 iii.10001-15000
ii.5001-10000 iv. Above 15000
11. Are you satisfied of giving your motorcycle for free service from the showroom? a. Yes
b. No
Thanks for your co-operation .
59
