A Presentation on “A Study on Customer Preference and

Satisfaction towards Bajaj Bikes”

Prepared By: Ajay B. SavaliyaEnrollment No: 147500592100

Faculty Guide: Ms. Esha PandyaCompany Guide: Mr. Shoban Mulla

S.R.LUTHRA INSTITUTE OF MANAGEMENTSummer Internship Project

AUGUST – 2015

Introduction of Customer Preference and Satisfaction

• Customer PreferenceConsumer preference means a consumer likes one thing over another. The preference of the consumer is the result of the behavior they show during searching, purchasing, and disposing the product.• Customer SatisfactionCustomer satisfaction measures how well the expectations of a customer concerning a product or service provided by your company have been met. Customer satisfaction is important because it provides marketer and business owners with a metric that they can use to manage and improve their businesses.

INDUSTRY PROFILE

a. Global Level

• India is the 2nd largest two-wheeler market and 4th largest commercial vehicle market.

• The world’s largest market for two-wheelers is China.• Other large markets in the region are Japan, Indonesia, Vietnam

and Taiwan.• The global two-wheeler manufacturing industry grew by 3.3% in

2013 to reach a value of $61.5billion.• North America; which saw a decline in production volume of over

20% in 2013.• Honda’s sales is increased by 9.9%; mainly due to higher sales in

India, Thailand etc. while lower sales in Brazil.

b. National Level• Two-wheeler industry started early 50s and manufacturing scooters.• Bajaj auto and HERO MotoCorp sales went to decrease while Honda

Motorcycle sales has increased.

c. State Level• Sales of two-wheeler in between April and September went down to

15%.• In previous, sales of two-wheeler in Gujarat is 65000 to 70000 units

per month.• Now, average has come down around 50000 to 55000 units per

month.• Bajaj auto has good response from Rural market.

d. PESTEL Analysis

Political

• Employment laws• Tax policy• Political stability

Economical

• Inflation rate• Exchange rates• Interest rates

Social

• Safety• Popularity

Technological

• Technological change• R&D activity

Environmental

• The environmental factors don’t play a vital role in the two-wheeler market. But the time has changed and people are more eco-friendly.

Legal

• New rules and regulations like Helmet, Driving Licence for riding two-wheelers.

Conti…..

e. Current Trend

f. Major Players

• Hero MotoCorp Ltd.• Honda Motor Company Ltd.• Suzuki Motor Corporation Ltd.• Bajaj Auto Ltd.• TVS Motor Company Ltd.• Yamaha Motor Company Ltd. • Royal Enfield Company Ltd.• Mahindra Two-wheelers Ltd.• Harley-Davidson Company Ltd.• Piaggio

g. Major Offering

1. Sports bikes2. Sport touring bikes3. Cruiser bikes4. Touring bikes5. Dual-sport bikes6. Standards bikes7. Off-road or Dirt bikes

COMPANYPROFILE

Company Profile of Bajaj Auto

Type Public company

Industry Two-wheeler Automobile Industry

Year of establishment November 29, 1945 (Pune, Maharashtra, India)

Founder Jamnalal Bajaj

Key people Rahul Bajaj (Chairman)Rajiv Bajaj (Managing Director)

Headquarter Pune, Maharashtra, India

Presence Distribution network covers 50 countriesDominant presence in Sri Lanka, Peru, Bangladesh, Iran, Indonesia etc.

• “To attain world class Excellency by demonstrating value added products to customers”

VISION

• “Focus on value based manufacturing continual improvement total elimination wastes pollution free and safe environment”

MISSION

Company Profile of Shivam Bajaj

Company Name Shivam Bajaj

Year of establishment 1st Nov, 2013

Address FF-1, Mansarovar Heights, opp. Bhaktidham Temple, Puna Kumbhariya road, Puna patiya, Surat-395010

Owner name Mr. Dharmeshbhai PalsanawalaMr. Hirenbhai Patel

Authorized dealer Bajaj Auto Limited

No. of employees 30

Organogram

Owner

Sales Manager

Service Manager

Sales Executive

Workshop ManagerBack office

Workshop Person

Marketing Manager

SWOT Analysis

Strength• Highly experienced management• Widespread distribution network• Good experienced workers• Excellent marketing• Good reputation in market

Weakness• After sales service is very poor• Lag in distribution of products or

payment delays

Opportunities• Cheaper variants for tapping

more in the rural segment• Premium sport bikes for urban

areas• Constant growth in two-wheeler

segment

Threats• Cheaper imports from countries

like China• Other motorcycles players have

a strong brand presence

REVIEWOF

LITERATURE

Year Author Name Topic Findings2014 Mrs. G.

MahalakshamiSatisfaction on two-wheelers

Buyers prefer two-wheelers for their riding comfort and satisfied with their services.

2013 V. Devki & Dr. H. Balakrishnan

Preference towards Hero two-wheelers

Majority of them are give more importance to price and prefer middle ranged bike.

2011 Kerav Pandya & H. J. Jani

Satisfaction among two-wheelers users

Factor that affect consumer purchase is style and power.

2014 Ms. Ameer Asra Ahmed & Dr. M.S. Ramachandra & Mr. Siva Nagi Reddy

Satisfaction level to-wards Royal Enfield

Youngers are more prefer Royal Enfield bullet; and they are satisfied with overall performance.

2004 Sagar and Chandra Preference towards small cars

Consumers prefer cars for their design and advance technologies.

2013 Mrs. Beena John & Dr. S. Pragadeeswaran

Preference towards small cars

Demographic variables are indirectly influenced and Price quality is influenced customer for purchasing cars.

RESEARCH METHODOLOGY

a. Problem StatementIn today’s intensely competitive environment, companies today are constantly looking for ways to attract customers by having a better understanding of changing customer preferences. Therefore this study has been conducted to find the Customer Preference and Satisfaction towards Bajaj Bikes.

b. Research Objective• To ascertain the customer preference and satisfaction towards the Bajaj

bikes.• To determine which is/are the most attractive attribute/attributes for

purchasing Bajaj bikes.• To find the areas of improvement of the Bajaj bikes.• To know the respondents problems towards Bajaj bikes.• To study association between demographic variables and different

attributes of Bajaj bikes.

Types of Design Descriptive Research Design

Data Collection Questionnaire

Sample Population Customer who are using Bajaj bike

Sample area Surat city

Sample size 200 Questionnaires

Sampling Method Non-probability convenience sampling method

Tools for analysis • Charts with use of Microsoft Excel 2010• Chi-square test with the use of SPSS 16.0

Limitation of the study • Very small sample size (200)• Study is limited to Surat city only.

c. Research Design

DATA ANALYSIS

Demographic Variables

Q. Models of Bajaj bikes

Model No. of Respondents

Model No. of Respondents

CT 100 9 Pulsar 135LS 11

Platina 100 22 Pulsar 150 19

Discover 100 10 Pulsar 150AS 4

Discover 100M 16 Pulsar 180 17

Discover 125M 21 Pulsar 200NS 12

Discover 150S 3 Pulsar AS200 12

Discover 150F 5 Pulsar 220F 18

Avenger 220 18 Pulsar RS200 3

1) Which is/are the most attractive attribute/attributes for purchasing Bajaj bike as per your preference ?

Attributes Respondents responses out of 200

Percentage (%)

Price 193 23.74

Mileage 186 22.88

Stylish look 32 3.94

Pickup 6 0.74

Engine Capacity 171 21.03

Colors 10 1.23

Maintenance cost 180 22.14

Brand image 24 2.95

Comfortable ride 11 1.35

Total 813 100

Q. Percentage of Customer Satisfaction towards different attributes of Bajaj bikes.

Attributes Highly satisfied

(%)

Satisfied

(%)

Average

(%)

Dis-satisfied

(%)

Highly dissatisfied

(%)

Price 2 57 29 10 2

Mileage 3 49.5 40.5 5 2

Look & Style 5.5 37 46.5 8 3

Pickup 5.5 48 36.5 5 5

Engine capacity 4.5 52 31.5 8 4

Colors 14.5 39.5 38.5 5 2.5

Maintenance cost 8 31.5 43 14 3.5

Brand image 5.5 39.5 45 6.5 3.5

Resale value 0 3 33.5 54.5 9

Comfortable ride 11.5 37 43 5.5 3

After sales services 0 2.5 22.5 67.5 7.5

2) Problem you faced while using the vehicle

Criteria No. of respondent

Percentage (%)

Starting trouble 35 17.5

Mileage

problem

14 7

Pickup 24 12

Battery problem 127 63.5

Total 200 100

Hypothesis P value significance level

(0.05)

Result

H0: There is no association between customer monthly income and mileage attribute of Bajaj bikes.H1: There is association between customer monthly income and mileage attribute of Bajaj bikes.

0.020 Rejected

H0: There is no association between customer satisfaction towards price and customer monthly income.H1: There is association between customer satisfaction towards price and customer monthly income.

0.118 Fail to Rejected

Chi-Square test

H0: There is no association between customer satisfaction towards comfortable ride and customer occupation.H1: There is association between customer satisfaction towards comfortable ride and customer occupation.

0.326 Fail to Rejected

H0: There is no association between customer satisfaction towards look & style and customer age.H1: There is association between customer satisfaction towards look & style and customer age.

0.027 Rejected

H0: There is no association between customer satisfaction towards brand image and customer occupation.H1: There is association between customer satisfaction towards brand image and customer occupation.

0.482 Fail to Rejected

Conti…..

H0: There is no association between customer education and maintenance cost attribute of Bajaj bike.H1: There is association between customer education and maintenance cost attribute of Bajaj bike.

0.066 Fail to Rejected

Conti…..

Findings• Majority of respondents are prefer Bajaj bike for their price, mileage,

maintenance cost, and engine capacity.• The study reveals that 57% of the respondents are satisfied with price;

while 10% of the respondents are dissatisfied with the price of Bajaj bikes.• As per survey, 52% of the respondents are satisfied with engine capacity

of Bajaj bike.• The study reveals that majority of respondents are dissatisfied with resale

value and after sales services provided by Bajaj.• The study reveals that majority of the respondents are said average and

majority of the respondents are satisfied with the mileage, look & style, pickup, colors, maintenance cost, and brand image of Bajaj bikes.

• Majority of the respondents are facing battery problem while using Bajaj bike.

• The study reveals that 95% of the respondents are said Bajaj bike is good comparing to other bikes; but only 5% of the respondents are said Bajaj has need to improve.

• From Chi-square test finding that there is association between customer satisfaction towards look & style and customer age.

• From Chi-square test finding that there is association between customer monthly income and mileage attributes of Bajaj bikes.

• From Chi-square test finding that there is no association between customer satisfaction towards brand image and customer occupation.

• From Chi-square test finding that there is no association between customer satisfaction towards price and customer monthly income.

• From Chi-square test finding that there is no association between customer satisfaction towards comfortable ride and customer occupation.

• From the Chi-square finding that there is no association between customer education and maintenance cost attribute of Bajaj bikes.

Conti…..

Conclusion

From the research work it concludes that majority of the customer prefer Bajaj bikes for price, mileage, maintenance cost, and engine capacity. Bajaj need to improve on battery of their bikes; because buyers have facing this problem while using the vehicle. Bajaj doing very well on its durability of bikes, comfortable ride, and after sales services for increases their sales. Most of buyers are satisfied with the price, mileage, look & style provided by Bajaj. Look & style of bike is associated with age of buyers.

Bibliography

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strategies-to-customer-preferences/article/208054/>.• 15 6 2015 <http://study.com/academy/lesson/what-is-customer-

satisfaction-definition-examples-quiz.html>.• 20 6 2015

<http://www.companiesandmarkets.com/MarketInsight/Automotive-and-Parts/Global-Motorcycle-Market/NI8576>.

• 20 6 2015 <http://www.autocarpro.in/analysis-sales/india-sales-analysis-february-2015-7829#sthash.gpnBExoP.dpuf>.

• 22 6 2015 <http://www.autocarpro.in/analysis-sales/india-sales-analysis-february-2015-7829>.

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Journals• Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference Towards

Hyundai Cars in Salem City." INDIAN JOURNAL OF RESEARCH (2013).• Balasubramani S, Suganthi M, Suresh P. "An Empirical Study on Consumer Preference Towards

Hyundai Cars in Salem." INDIAN JOURNAL OF RESEARCH (2013).• Bateson, John E. G. "Customer satisfaction towards Car manufacturer." International Journal of

Multidisciplinary Research (June, 2012).• Dr. K. Ravichandran, K. Venkatesh, Dr. R. Muruganandham. "A STUDY ON THE CUSTOMER

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• Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on Analysis of the Customer Satisfaction Level Towards the Use of Bajaj Bikes With Special Reference to Tirunelveli Town, Tamilnadu." INDIAN JOURNAL OF RESEARCH (2014).

• Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari. "A Study on Consumer Preference and Satisfaction towards Sedan Cars in Coimbtur City." International Research Journal of Business and Management – (2013).

• Jani, Kerav Pandya & H. J. "Customer Satisfaction among Two-Wheeler Users An Indian experience – with special reference to motorcycle users." SIES Journal of Management (2011).

• Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference Towards Hyundai Cars in Salem City." INDIAN JOURNAL OF RESEARCH (2013).

Conti…..

• Balasubramani S, Suganthi M, Suresh P. "An Empirical Study on Consumer Preference Towards Hyundai Cars in Salem." INDIAN JOURNAL OF RESEARCH (2013).

• Bateson, John E. G. "Customer satisfaction towards Car manufacturer." International Journal of Multidisciplinary Research (June, 2012).

• Dr. K. Ravichandran, K. Venkatesh, Dr. R. Muruganandham. "A STUDY ON THE CUSTOMER PREFERENCES OF CAR." International Journal in Multidisciplinary and Academic Research (SSIJMAR) (n.d.).

• Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on Analysis of the Customer Satisfaction Level Towards the Use of Bajaj Bikes With Special Reference to Tirunelveli Town, Tamilnadu." INDIAN JOURNAL OF RESEARCH (2014).

• Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari. "A Study on Consumer Preference and Satisfaction towards Sedan Cars in Coimbtur City." International Research Journal of Business and Management – (2013).

• Jani, Kerav Pandya & H. J. "Customer Satisfaction among Two-Wheeler Users An Indian experience – with special reference to motorcycle users." SIES Journal of Management (2011).

• John, Mrs. Beena and Dr. S. Pragadeeswaran. "A STUDY OF SMALL CAR CONSUMER PREFERENCE IN PUNE CITY." Asian Journal of Marketing & Management Research (2013).

• Kavita Dua, Savita. "STUDY OF CUSTOMER SATISFACTION WITH REFERENCE TO TATA MOTOR PASSENGER VEHICLES." International Journal of Advanced Research in Management and Social Sciences (n.d.).

Conti…..

• Mahalakshmi, Mrs.G. "CUSTOMER SATISFACTION ON TWO WHEELERS A SPECIAL REFERENCE WITH TVs XL IN THENI DISTRICT." INTERNATIONAL RESEARCH JOURNAL OF MANAGEMENT AND COMMERCE (2014).

• Ms. Ameer Asra Ahmed, Dr. M.S. Ramachandra, Mr. Siva Nagi Reddy. "A STUDY ON CUSTOMER SATISFACTION LEVEL OF ROYAL ENFIELD BULLET." International Journal of Business and Administration Research Review (2104).

• Ms.M.Shanthini Devi, Ms.S.Arunpriya. "A Study on Customer Satisfaction Towards Tata Nano Car with Special Reference to Coimbatore City." GRA - GLOBAL RESEARCH ANALYSIS (2013).

• Rao, Dr. Duggani Yuvaraju(PDF-Scholar)& Prof. S. Durga. "Customer Satisfaction towards Honda Two Wheelers." IOSR Journal of Business and Management (IOSR-JBM) (2014).

• Saraswathi, S. "Customer Satisfaction on Post-Sales Service with Reference to Two-Wheeler Automobile Industry." Chaitanya Bharathi Institute of Technology (2008).

• Saxena, Aman. "Consumer preference and Automobile Market in India." International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) (2014).

• V. DEVAKI, DR. H. BALAKRISHNAN. "A STUDY ON THE CUSTOMER PREFERENCE TOWARDS HERO TWO WHEELER AFTER TERMINATION OF HERO HONDA." INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT (2013).

Conti…..

THANK YOU!!