Bajaj adv

A

PROJECT REPORT ON

IMPACT OF ADVERTISEMENT OF BAJAJON CUSTOMERS

UNDERTAKEN AT(MAHALAXMI MOTORS, NAVSARI)

Submitted By:(Arjunbhai B.Patill)

(0039)

Guided By:(Mrs.Verangni patil)

MBA PROGRAMME(YEAR 2007-2009)

SAHYADRI INSTITUTE OFMANAGEMENT STUDIES

UNIVERSITY OF PUNE

SAHYADRI INSTITUTE OF MANAGEMENT STUDIES

COLLEGE CERTIFICATE

This is to certify that the Summer Project report entitled “Impact of

advertisement of Bajaj on customer” at Mahalaxmi Motors Ltd. Submitted by

Arjunbhai B. Patil, 0039 towards the partial fulfillment of the requirement for

the degree of Master of Business Administration has been found satisfactory.

[ Mrs. Verangni patil ] [Dr. Nitin Mankar]

Faculty Guide Director

DECLARATION

I hereby declare that the summer project report entitled “Impact

of advertisement of Bajaj on customers” is purely an original work done by me

toward the fulfillment of the award of degree of Master of Business

Administration. Any information taken from different sources has been duly

acknowledged.

I further declare that the personal data and information received from any

respondent during survey has not been shared with any one and is used for

academic purpose only.

Arjunbhai B. Patil

ACKNOWLEDGEMENT

First I would like to thank Dr. Nitin Mankar, Director, Sahyadri

institute of Mangement Studies, Tathawade for making available all facilities in

fulfilling the requirements for the research work.

To make anything successful one need help and corporation from people

involve directly or indirectly. It was my reminding experience to work with my

guide Mrs. Verangni patil, Faculty, Sahyadri institute of Mangement Studies,

Tathawade, I wish to express my deep sense of gratitude to them for providing

me valuable comments and suggestion for making this project. Indeed they

have served me with their best knowledge to sharpen and refine my knowledge

about the subject. I consider its privilege of mine to work under their guidance

and supervision.

I also wants to thank Mr. Dhaval Patel, managing director of

Mahalaxmi Motors for allowing me and helping out to carry the project work at

Mahalaxmi Motors. I also thank to all the staff of Mahalaxmi Motors for

providing their valuable time and knowledge to me.

Arjunbhai B. Patil

INDEX

Chapter Particulars Page no.

1. INTRODUCTION1.1 History of two wheeler1.2 Industry profile1.3 Company profile1.4 Sales information1.5 Literature review

2. RESERCH METHODILOGY 2.1 Management problem2.2 Objective2.3 Research design 2.4 Types of sampling2.5 Types of data collection2.6 Limitation

3. DATA ANALYSIS AND INTERPRITATION4. FINDINGS5. RECOMMENDATION

5.1 conclusion

6. APPENDIX7. BIBLIOGRAPHLY

CHATER: 1INTRODUCTION

History of two wheeler:

Two-wheelers were originated by the modification of bicycles. Edward Butler,

an Englishman, built the first motor tricycle in 1884. The first gasoline-engine

motorcycle to appear publicly was built by Gottlieb Daimler, of Bad Cannstatt,

Germany, in 1885.

Gottlieb Daimler, who later teamed up with Karl Benz to form the Daimler-

Benz Corporation is credited with building the first motorcycle in 1885, one

wheel in the front and one in the back, although it had a smaller spring-loaded

outrigger wheel on each side. It was constructed mostly of wood, the wheels

were of the iron-banded wooden-spoked wagon-type. This two-wheeler was

powered by a single-cylinder Otto-cycle engine, and may have had a spray-type

carburetor.

One of this type of machine was demonstrated at fairs and circuses in the

eastern US in 1867. The first practical engines and motorcycles were designed

by the French and Belgians, followed by British, German, Italian, and American

makers.

The popularity of the vehicle increased, especially after 1910. During World

War First the motorcycle was used by all branches of the armed forces in

Europe, principally for dispatching. After the war it enjoyed a sport craze until

the Great Depression began in 1929. After World War II motorcycles are being

used for high-speed touring and sport competitions.

During the 1950s with the help of Western Europe and

parts of the United States, the development of a new type of vehicle that is

light weighted motorcycle is become possible, later on it is known as moped.

The first moped Originating in Germany as a 50-cubic-centimetre machine with

simple controls and low initial cost, it was largely free of licensing and

insurance regulations except in Great Britain.

The more sophisticated motor scooter originated in Italy after World War II, led

by manufacture of a 125-cubic-centimetre model. Even with strong competition

from West Germany, France, Austria, and Britain, the Italian scooters

maintained the leading position in the diminishing market.

Industry Profile:-

India is the second largest manufacturer and producer of two-wheelers in the

world. It stands next only to Japan and China in terms of the number of two-

wheelers produced and domestic sales respectively.

The Indian two-wheeler industry made a small beginning in the early 50s when

Automobile Products of India started manufacturing scooters in the country.

In 1948, Bajaj Auto began trading in imported Vespa scooters and three-

wheelers. Finally, in 1960, it set up a shop to manufacture them in technical

collaboration with Piaggio of Italy. The agreement expired in 1971.

Because of government regulation, foreign companies were not allowed to

operate in Indian market. It was a complete seller market with the waiting

period for getting a scooter from Bajaj Auto being as high as 12 years.

The first Japanese motorcycles were introduced in the early eighties. TVS

Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine

motorcycles respectively.

The industry had a smooth ride in the 50s, 60s and 70s when the Government

prohibited new entries and strictly controlled capacity expansion. The industry

saw a sudden growth in the 80s.

The two-wheeler market was opened to foreign competition in the mid-80s.

With the new feature of fuel efficient low power bikes, demand swelled,

resulting in Hero Honda - then the only producer of four stroke bikes (100cc

category), gaining a top slot.

The entry of Kinetic Honda in mid-eighties with a barometric scooter helped in

providing ease of use to the scooter owners. This helped in inducing youngsters

and working women, towards buying scooters, who were earlier, inclined

towards moped purchases.

Company Profile:

Bajaj Auto is a major Indian automobile manufacturer. It is India's second

largest and the world's 4th largest two- and three-wheeler maker. It is based in

Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune),Waluj (near

Aurangabad) and Pantnagar in Uttaranchal. Bajaj Auto makes and exports

motorscooters, motorcycles and the auto rickshaw.

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.

The company was mainly known for manufacturing the scooter which was

introduced with the brand name of Bajaj “Chetak”. Over the last decade, the

company has successfully changed its image from a scooter manufacturer to a

two wheeler manufacturer. Its product range encompasses Scooterettes,

Scooters and Motorcycles. Its real growth in numbers has come in the last four

years after successful introduction of a few models in the motorcycle segment.

Sales information:

2007-08 2006-07 2005-06 2004-05

Motorcycles 2139779 2379499 1912306 1449710

Two

wheelers

2161095 2399996 2029176 1602646

Exports 482026 301766 174907 130945

Bajaj is the largest exporter of motorcycles in the country with a market share

of 63.55%. in the first quarter of financial year 2008-09 company sells 558633

motorcycles, and company’s total export were 170877 two-wheelers. The

company is having units in Indonesia, Latin America and Netherlands. It has

recently start new subsidiary in Netherlands with the investment of 583 crores.

LITERATURE REVIEW

About Advertisement:-

Advertising has come to stay as a part of the modem economic system and

present-day society. Without advertising communicating to consumers about

the vast variety of goods and services available is impossible. Now-a-days

advertising is being effectively used for promotion of number of goods.

Advertising has played a critical role in the development process by creating a

demand for goods. Multinational companies used advertisement as a tool of

communicating with its customers. Small firms are also using the advertisement

in local media for communication. A question may come

up to the new firm that what to communicate, how to communicate, which

media to be used and how often it should communicate and most importantly to

whom to communicate.

Various communicating tools are available for communicating with the

consumers. Advertisement is one of the communicating tools. A firm can

advertise through newspapers, magazines, brochures, pamphlets, hoardings,

T.V., internet, radio, directories, posters and leaflets etc. But all these

communicating tool may be of no use if the consumers are provided

unnecessary information. So an advertisement should take interest of what info

does the consumer need and should provide the same by advertising.

Advertising is an instrument of information. Advertisements gives information

about products, features, functions, specifications and prices to prospective

buyers. A company may get a competitive advantage by providing all the

necessary information demanded by the consumers.

Advertising informs a customer about the various choices available in the

market. It is also the most economical tool for providing the information to the

prospective audience.

According to Philip Kotler “advertisement are any paid form of non-personal

presentation and promotional of ideas, goods or services by an identified spons

CHAPTER: 2

RESEARCH METHODOLOGY

Research Methodology

Management Problem:

What should be done by the Mahalaxmi Motors in order to create an

image through advertisement?

Problem Definition:

How advertisement should be used in order to deliver and communicate

the message?

Primary Objective:

Measure effectiveness of advertisement and effective way of using the

advertisements.

Secondary Objective:

To find out important factor, to which customers give more importance

while perceiving an advertisement.

To measure overall customer perception towards the advertisement.

To measure customer’s opinion towards the advertisements?

What information would the customer expect to get through the

advertisements?

Research Design:

Here the Descriptive research design has been used because here we want

to know the customers opinion towards the Advertisement.

Types of Sampling:

Here we are going to use the Non Probability Sampling (convenience

sampling) method in order to collect the samples.

Types of Data Used:

1. Primary Data:

Primary data are collected by the Survey method of data collection.

2. Secondary Data:

Secondary data are collected from business magazines, research books,

marketing, other research reports and websites.

Types of Data Collection Method:

The data collection method used is survey method. Here the primary data

are collected by questionnaire and secondary data are collected from the

websites and magazines and literature.

Sampling Plan: XXX

It includes students, businessperson, and employees who are the potential

customers of the product.

Sample Size:

139 Respondent’s opinion is been taken.

Research Instrument:

Questionnaire is going to be use for the purpose of the data collection as

the research instrument. Questionnaire will consist of closed ended, open ended

and single choice questions.

DATA COLLECTION:

Field Area:

Area for survey is Navsari city and surrounding region.

Contact Method:

Contact method for survey is face to face personal interview.

Statistical Test Used:

Here I have used statistical tests in order to find out whether there is any

significance difference between sample statistic and hypothesized population

parameter.

One Sample T-test:

One sample T-test is used when the type of data are interval in nature. It’s used

to test whether the mean of a single variable differs from a specified constant or

not. The test carried out here is with the 95% confidence level.

How to Conduct Statistical Test:

I have used SPSS software for doing all kind of statistical test.

Various statistical terms:

Mean: The means value is obtained by adding up all the numbers and dividing

them by total by number of items.

Standard deviation: a probability distribution, random variable, or population

or multiset of values is a measure of its values.

LIMITATIONS

The survey work was conducting with the Navsari city only so it can not

cover the preference of other area’s consumer.

The sample size taken for the survey work was 139 because of the

limited time period.

Every person gives answer as per their understanding so there is a

possibility if mistakes in giving answer.

There is a chance of mistake in the answers because of the limited

knowledge of the respondent.

This project work is prepared as per my limited under-standing.

It is a consumer survey and not the market survey.

CHAPTER: 3DATA ANALYSIS AND

INTERPRITATION

1. Have you seen the advertisement of Bajaj’s

motorcycles?

Purpose: This question is asked in order to know whether people are aware

and have seen the advertisement of Bajaj or not.

Awarenenss of Advertisement

98%

2%

Yes

No

Interpretation:

From the above chart we can say that 98% that is 136 of the total respondents

are aware of the advertisement of Bajaj and only 3 of the total respondents do

not aware about the Bajaj’s advertisement. The ratio of awareness is too high

because Bajaj’s advertisements are broadcasted through various media like

Television, Radio and Newspaper and people came across the advertisement of

Bajaj through these media.

2. Which media do you most prefer for watching the advertisement?

Purpose: This question is asked in order to know that which media is preferred

most by the people for watching the advertisement.

T.V.45%

Radio12%

Newspaper13%

Internet14%

Magazine12%

Hoardings4%

T.V.

Radio

Newspaper

Internet

Magazine

Hoardings

Interpretation:

From the above chart we can say that 45% people prefer Television for

watching the advertisement while 14% prefer Internet, 13% people prefer

Newspaper, 12% people prefer Radio, 12% people prefer magazine and only

4% people prefer Hoardings for watching the advertisements. So we can say

that the most of the people preferred Television for watching the

advertisements.

4.1 What is the importance of “Mileage” to be

described in the advertisement of a bike?

1=Not Important, 2=marginally Important, 3=Partly Important, 4=Greatly

Important, 5=Most Important

Null Hypothesis (HO): There is no significant difference between calculated

mean (4.32) and hypothesized mean (4). In other words, we hypothesized that

people give greatly importance to the mileage.

Alternative Hypothesis (H1): There is significant difference between

calculated mean and hypothesized mean. In other words, we hypothesized that

people do not give greatly importance to the mileage.

Statistical Test: One sample t-test is chosen because the measurement of data

is interval in nature.

Significance level: 0.05

Test value: 4

One-Sample Statistics

N MeanStd.

Deviation

Std. Error Mean

Mileage

139 4.32 1.057 .090

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce

95% Confidence Interval of the

Difference

Lower UpperMileage

3.532 138 .001 .317 .14 .49

Interpretation:

At 95% confidence level, the significance value is 0.001 which is less than

0.05; therefore we reject the null hypothesis and accept the alternative

hypothesis. In other words, people do not give greatly importance to the

mileage. So from the mean 4.32 and from the t-value 3.532, we can say that

people give above greatly importance to the mileage.

4.2 What is the importance of “Price” to be described in the advertisement

of a bike?





people give greatly importance to the price.

Alternative Hypothesis (H1): There is significant

difference between calculated mean and hypothesized mean. In other words, we

hypothesized that the people do not give greatly importance to the price.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

price

139 3.98 1.201 .102

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperprice

-.212 138 .832 -.022 -.22 .18

Interpretation:

At 95% confidence level, the significance value is 0.832 which is greater than

0.05 therefore we accept the null hypothesis and reject the alternative

hypothesis. In other words we can say that people give greatly importance to

the price.

4.3 What is the importance of “Style” to be described in the advertisement

of a bike?





people give greatly importance to the style.



people do not give greatly importance to the style.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

style 139 4.08 1.029 .087

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperstyle .907 138 .366 .079 -.09 .25

Interpretation:


0.05 and therefore we accept the null hypothesis and reject the alternative


the style of the bike.

4.4 What is the importance of “Power/Pick-up” to be described in the

advertisement of a bike?





people give greatly importance to the power.



people do not give greatly importance to the power.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Power

139 4.12 1.011 .086

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upper LowerUpper Lower Upper

Power

1.427 138 .156 .122 -.05 .29

Interpretation:

At 95% confidence level, the significance value is 0.156

which is greater than 0.05 therefore we accept the null hypothesis and reject the

alternative hypothesis. In other words, people give greatly importance to the

power.

4.5 What is the importance of “Features” to be described in the






people give greatly importance to the features.



people do not give greatly importance to the features.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Features

139 3.84 1.098 .093

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperFeatures

-1.699 138 .092 -.158 -.34 .03

Interpretation:




the features to be described in the advertisement of a bike.

4.6 What is the importance of “Finance” to be described in the






people give partly importance to the finance.


difference between calculated mean and hypothesized mean. So we

hypothesized that people do not give partly importance to the finance.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

finance

139 3.32 1.167 .099

One-Sample Test

Test Value = 3

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperfinance

3.197 138 .002 .317 .12 .51

Interpretation:

At 95% confidence level, the significance value is 0.000 which is less than 0.05

and therefore we reject the null hypothesis and accept the alternative

hypothesis. In other words, people do not give partly importance to the finance

to be described in the advertisement. From mean 3.32 and

t-value 3.197, we can say that people give above partly importance to the

finance.

4.7 What is the importance of “Service” to be described in the






people give greatly importance to the service.



people do not give greatly importance to the service.




Test value: 4


N Mean Std. Deviation

Std. Error

Meanservice

139 4.08 1.210 .103

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperservice

.771 138 .442 .079 -.12 .28

Interpretation:



hypothesis. In other words, people give greatly importance to the service.

4.8 What is the importance of “the image of the company” to be described

in the advertisement of a bike?





people give greatly importance to the image of the company.



hypothesized that people do not give greatly importance to the image of the

company.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Image

139 4.50 .912 .077

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperImage

6.511 138 .000 .504 .35 .66

Interpretation:



hypothesis. In other words, people do not give greatly

importance to the image of the company. But from the mean 4.50 and t-value

6.511, we can say that people give above greatly importance to the image of the

company.

5. The advertisements of Bajaj help you in purchasing a bike.

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree



people are neutral about that the statement that advertisement of Bajaj’s bike

help them in purchasing a bike.



people are not neutral about the statement that the advertisement of Bajaj’s bike

help them in purchasing a bike.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

Advertisement help in purchasing bike

139 3.37 1.331 .113

One-Sample Test

Test Value = 3

T dfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperAdvertisement help

3.313 138 .001 .374 .15 .60

Interpretation:



hypothesis. In other words, people are not neutral about the statement that the

advertisement of Bajaj helps them in buying a new bike. But from the mean

3.37 and t-value 3.313, we can say that people are above neutral level about the

statement that advertisements of Bajaj’s bike help them in purchasing a bike.

6. Comparison with other company’s bikes should be given.




people agree that a comparison table between various bikes should be given.



people do not agree that a comparison table between various bikes should be

given.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Comparisons

139 3.50 1.024 .087

One-Sample Test

Test Value = 4

t df Sig. (2- Mean 95% Confidence

tailed)Differen

ceInterval of the

Difference

Lower UpperComparisons

-5.797 138 .000 -.504 -.68 -.33

Interpretation:

At 95% confidence level, the significance value is 0.000 which is less than 0.05,

so we reject the null hypothesis and accept the alternative hypothesis. That’s

why we can say that people do not agree with the statement that comparative

advertisement of various bikes should be given.

7. Comparison of Bajaj’s various bikes should be given.




people agree that a comparison table between Bajaj’s own bikes should be

given.



people are not neutral that a comparison table between Bajaj’s own bikes

should be given.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

Comparison

139 3.20 1.264 .107

One-Sample Test

Test Value = 3

t dfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperComparison

1.879 138 .062 .201 -.01 .41

Interpretation:


0.05, therefore we accept the null hypothesis and reject the alternative

hypothesis. So we can say that people are neutral with the statement that

comparative advertisement between Bajaj’s own bikes should be given.

8. Attractive colour of the advertisements is expected.


Purpose: to know whether people like to see the colourful

advertisements or not.



people do not agree that attractive colours are expected by them in the

advertisements.



people do not agree that attractive colours is expected in the advertisements.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Colour

139 3.78 1.108 .094

One-Sample Test

Test Value = 4

t Df Sig. (2- Mean 95% Confidence

tailed)Differen

ce

Interval of the Difference

Lower UpperColour

-2.296 138 .023 -.216 -.40 -.03

Interpretation:

At 95% confidence level, the significance value is 0.000 and therefore we reject

the null hypothesis and accept the alternative hypothesis. So we can say that

people do not expect and want to see the colourful advertisement.

9. Hoardings are a good way of getting information about bikes.




people are neutral about the statement that hoardings are good way of getting

information about bikes.



people are not at neutral level about the statement that hoardings are good way

of getting information about bikes.




Test value: 3


N MeanStd. Deviation

Std. Error Mean

Hoarding

139 3.35 1.075 .091

One-Sample Test

Test Value = 3

T DfSig. (2-tailed)

Mean Difference

95% Confidence Interval of the Difference

Lower UpperHoarding

3.788 138 .000 .345 .17 .53

Interpretation:



hypothesis. So we can say that people are not neutral with the statement that the

hoardings are good way of getting information about bikes. So from the mean

3.35 and from the t-value 3.788, we can say that people are above neutral level

with the statement that the hoardings are good way of getting information about

the bikes.

10. Big advertisement plays more attention.


Null Hypothesis (HO): There is no significant difference

between calculated mean (3.57) and hypothesized mean (4). In other words, we

hypothesized that people agreed that they pay more attention towards big

advertisement.



people do not agreed with the statement that they pay more attention towards

big advertisement.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Big advertisement

139 3.57 1.130 .096

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperBig ads

-4.505 138 .000 -.432 -.62 -.24

Interpretation:



hypothesis. In other words, people do not agree with the statement that they pay

more attention towards big advertisements. From the mean 3.57 and from the t-

value -4.505, we can say that people are less than agree with the statement that

they pay more attention towards big advertisement.

11. Involvement of celebrity in the advertisement creates brand-image.


Purpose: to know whether involvement of celebrity creates brand image of the

company or not.



people are neutral with the statement that they pay more attention when a

celebrity is included in the advertisements and it creates brand image about the

company.



hypothesized that people are not neutral about the statement that they pay more

attention when a celebrity is included in the advertisements and it creates brand

image about the company.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

celebrity

139 3.45 1.168 .099

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperCelebrity

4.501 138 .000 .446 .25 .64

Interpretation:

At 95% confidence level, the significance value is 0.000

which is less than 0.05; therefore we reject the null hypothesis and accept the

alternative hypothesis. So we can say that people do not agree with the

statement that they pay more attention when a celebrity is included in the

advertisements and it creates brand image in their minds about the company.

From the mean 3.45 and from the t-value 4.501, we can say that people above

neutral level with the statement that they pay more attention towards big

advertisements.

12. Showing advertisements frequently make a good brand-image.


Purpose: to know whether people appreciate the repetition of the

advertisement.



people are neutral about the statement that showing advertisements frequently

make a good brand-image of the company.



people are not at neutral level about the statement that showing advertisements

frequently make a good brand-image of the company.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

repeat ads

139 3.40 1.238 .105

One-Sample Test

Test Value = 3

t df

Sig. (2-tailed)

Mean Differen

ce


Difference Lower Upper

repeat ads

3.837 138 .000 .403 .20 .61

Interpretation:



hypothesis. So we can say that people are not at neutral level about the

statement that showing advertisements frequently does make a good brand-

image of the company. From the mean 3.40 and from the t-value 3.837, we can

say that people are above neutral level with the statement that showing

advertisements frequently make a good brand-image of the company.

13. An advertisement on the first page gives more attention.


Purpose: to know how much attention people pay to the advertisement

displayed on the first page.



people agree that they pay more attention when an advertisement is been

displayed on the first page.


calculated mean and hypothesized mean.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

first page

139 3.38 1.200 .102

One-Sample Test

Test Value = 3

Df Sig. (2- Mean 95% Confidence

t tailed)Differen

ce

Interval of the Difference

Lower Upper

first page

3.745 138 .000 .381 .18 .58

Interpretation:


0.05; and therefore we reject the null hypothesis and accept the alternative

hypothesis. So we can say that people are not neutral with the statement that

they pay more attention when an advertisement is been displayed on the first

page. From the mean 3.38 and from the t-value 3.745, we can say that people

are above neutral level with the statement that they pay more attention when an

advertisement is been displayed on the first page.

14. The language of the advertisement should be simple.


Purpose: to know whether people prefer simple and easy to understand

language or not.



people agree that the language of the advertisement should be simple and easy.



people do not agree with the statement that the language of

the advertisement should be simple and easy




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Language

139 3.66 1.126 .096

One-Sample Test

Test Value = 4

t Df

Sig. (2-tailed)

Mean Differen

ce



Language

-3.539 138 .001 -.338 -.53 -.15

Interpretation:



hypothesis. So we can say that people do not agree with

that the language of the advertisement should be simple and easy. From the

mean 3.66 and from the t-value -3.539, we can say that people are above neutral

level with the statement that the language of the advertisement should be simple

and easy.

15. The advertisement describes the real quality of Bajaj’s bike.


Purpose: to know that how much people believe that the advertisement

describe the real quality of Bajaj’s bike.



people agree that the advertisement describes the real quality of Bajaj’s bike.


calculated mean and hypothesized mean.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Quality

139 3.22 1.167 .099

One-Sample Test

Test Value = 3

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower UpperQuality

2.252 138 .026 .223 .03 .42

Interpretation:



people do not agree that the advertisement describes the real quality of Bajaj’s

bike. From the mean 3.22 and from the t-value 2.252, we can say that people

are above neutral level with the statement that advertisement describes the real

quality of Bajaj’s bike.

16. You like to see the stunt making advertisements of bike.

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree,

5= Strongly Agree

Purpose: to know whether people like the present stunt making advertisement

or not.



people agree that they like to see the stunt making advertisement of the Bajaj’s

bike.



people are not at neutral level with the statement that they like to see the stunt

making advertisement of the Bajaj’s bike.




Test value: 4



Std. Error Mean

stunt 139 3.43 1.269 .108

One-Sample Test

Test Value = 3

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperstunt 4.012 138 .000 .432 .22 .64

Interpretation:


0.05; so we reject the null hypothesis and accept the alternative hypothesis. So

we can say that people do not agree that they like to see the stunt making

advertisement of the Bajaj’s bike. From the mean 3.43 and from the t-value

4.012, we can say that people are above neutral level with the statement that

they like to see the stunt making advertisement of the Bajaj’s bike.

17. Showing advertisement in prime-time pays more attention.


Purpose: to know the attention level of people for the advertisement during

prime-time.



people are at neutral level that they pay more attention when an advertisement

is been telecast in prime-time.



hypothesized that people are not at neutral level that they pay more attention

when an advertisement is been telecast in prime-time.




Test value: 3



Std. Error Mean

prime time

138 3.20 1.152 .098

One-Sample Test

Test Value = 3

t dfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperprime time

1.996 137 .048 .196 .00 .39

Interpretation:



hypothesis. So we can say that people are not at neutral level that they pay more

attention when an advertisement is been telecast in prime-time. From the mean

3.20 and from the t-value 1.996, we can say that people are above neutral level

with the statement that they pay more attention when an advertisement is been

telecast in prime-time.

18. After seen advertisements, you like to buy a new bike of Bajaj.


Purpose: to know intention that person would like to buy the bike of Bajaj after

seen its advertisement.



people are at neutral level that after seen the advertisement of Bajaj’s bike they

would like to buy a new bike of Bajaj.



people are not at a neutral level that after seen the advertisement of Bajaj’s bike

they would like to buy a new bike of Bajaj.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

buy 139 3.45 1.078 .091

One-Sample Test

Test Value = 3

T Df

Sig. (2-tailed)

Mean Differen

ce



buy 4.956 138 .000 .453 .27 .63

Interpretation:

At 95% confidence level, the significance value is 0.000 which is lower than

0.05; so we reject the null hypothesis and accept the alternative hypothesis. So

we can say that people do not agree that after seen the advertisement of Bajaj’s

bike they would like to buy a new bike of Bajaj. From the mean 3.45 and from

the t-value 4.956, we can say that people are above neutral level with the

statement that after seen the advertisement of Bajaj’s bike they would like to

buy a new bike of Bajaj.

19. An advertisement showing various schemes like cash refunds, rebates,

gifts and free vouchers attract you.

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree,

5= Strongly Agree

Purpose: to know that how much do these promotional activities influence

buying.



people are neutral with the statement that advertisement showing various

schemes attract them.



people are not at a neutral level that advertisement showing various schemes

attract them.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

schemes

139 3.28 1.222 .104

One-Sample Test

Test Value = 3

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperschemes

2.707 138 .008 .281 .08 .49

Interpretation:



hypothesis. So we can say that people are not neutral with the statement that

advertisement showing various schemes attracts them. From the mean 3.28 and

from the t-value 2.707, we can say that people are above neutral level with the

statement that advertisement showing various schemes attracts them.

20. Bajaj’s advertisement provides you the necessary information.

1= Not at all, 2= Marginally, 3= Partly, 4= Greatly, 5= Fully

Purpose: to know whether present advertisement of Bajaj provide necessary

info or not.



people agree that Bajaj’s advertisement provides partly information to the

people.



people do not agree that Bajaj’s advertisement provides partly information to

the people.




Test value: 3


N Mean

Std.

Deviation

Std.

Error

Mean

info 139 3.04 1.215 .103

One-Sample Test

Test Value = 3

T Df

Sig. (2-

tailed)

Mean

Differen

ce

95% Confidence

Interval of the

Difference

Lower Upper

info .419 138 .676 .043 -.16 .25

Interpretation:

At 95% confidence level, the significance value is 0.676 and therefore we

accept the null hypothesis and reject the alternative hypothesis. From the mean

3.04 and from the t-value .419, we can say that Bajaj’s advertisement provides

partly information to the people.

21. You admire present advertisement of Bajaj.


Purpose: to know that people admire present advertisement of Bajaj or not.



people greatly admire the present advertisement of Bajaj.



people do not greatly admire the present advertisement of Bajaj.




Test value: 4


N MeanStd.

Deviation

Std. Error Mean

Admire

139 3.54 1.072 .091

One-Sample Test

Test Value = 4

t DfSig. (2-tailed)

Mean Differen

ce


Difference

Lower Upperadmire

-5.065 138 .000 -.460 -.64 -.28

Interpretation:



people do not greatly admire the present advertisement of Bajaj. From the mean

3.54 and from the t-value -5.065, we can say that people admire the present

advertisement of Bajaj less than greatly.

22. The advertisement of Bajaj meets with what it says.


Purpose: to know whether people believe that the bike meets with the

advertisement with what it is saying.



people partly believe that the advertisement of Bajaj meets with what it says.



hypothesized that people partly believe that the advertisement of Bajaj meets

with what it says.




Test value: 3


N MeanStd.

Deviation

Std. Error Mean

meet 139 3.30 1.184 .100

One-Sample Test

Test Value = 3

t Df

Sig. (2-tailed)

Mean Differen

ce



meet 3.010 138 .003 .302 .10 .50

Interpretation:



hypothesis. So we can say that people do not partly believe that the

advertisement of Bajaj meets with what it says. From the mean 3.30 and from

the t-value -5.065, we can say that people admire the present advertisement of

Bajaj more than partly.

23. At which place you pay more attention to hoardings?

[ ] Bus-stop [ ] Railway station [ ] Public garden

[ ] Highways [ ] Traffic Signal

Purpose: - to know where people pay more attention to the hoardings.

Where to see the hoarding

Frequen

cy Percent

Valid

Percent

Cumulati

ve

Percent

Valid bus-stop 22 15.8 15.8 15.8

railway station 40 28.8 28.8 44.6

public garden 33 23.7 23.7 68.3

Highway 16 11.5 11.5 79.9

traffic signal 28 20.1 20.1 100.0

Total 139 100.0 100.0

Interpretation:-

From the above figures of the table, we can say that from 139 respondents,

28.8% people would like to see the hoardings at the Railway Station, 23.7%

would like to see the hoardings at the Public Garden, 20.1% would like to see

hoardings at the traffic signal, 15.8% people would like to see the hoardings at

the Bus-stop while only 11.5% people would like to see the hoardings at the

highways.

24.In which media would you like to find the advertisement of “Mahalaxmi

Auto” in Navsari?

[ ] Newspaper [ ] Radio

[ ] Ad pamphlets [ ] T.V.

Purpose: - to know which media do the people prefer most to see the

advertisement.

Media preference by people

Frequen

cy Percent

Valid

Percent

Cumulati

ve

Percent

Valid Newspaper 51 36.7 36.7 36.7

Radio 23 16.5 16.5 53.2

Ad pamphlets 26 18.7 18.7 71.9

T.V. 39 28.1 28.1 100.0

Total 139 100.0 100.0

Interpretation:-

From the above table we can say that amongst the 139 respondents, 36.7%

respondents would like to see the advertisement of Bajaj in Newspaper while

28.1% respondent prefer Television for watching the advertisement of

Mahalaxmi Motors, 18.7% respondents would prefer the ad pamphlets for

advertisement while only 16.5% people would like to prefer Radio for the

advertisements. So we can say that showing the advertisement in the newspaper

might be a good way of communicating with the people.

Cross tabulation between gender and media preferred by them.

Gender and media Cross tabulation

Media

Totalnewspap

er radioad

pamphlets tvgender male Count 40 15 13 26 94

% within gender

42.6% 16.0% 13.8% 27.7% 100.0%

female Count 11 8 13 13 45% within gender

24.4% 17.8% 28.9% 28.9% 100.0%

Total Count 51 23 26 39 139% within gender

36.7% 16.5% 18.7% 28.1% 100.0%

Interpretation:-

From the table we can say that the 42.6% of male prefer newspapers for

advertisements while only 24.4% females prefer the newspapers for

advertisements. Only 27.7% male preferred television for

advertisement while 28.9% of female prefer television. So, we can say that

newspaper is a good way of communicating with the male customer.

Gender and preference of colourful advertisements Cross tabulation

Colour Total

strongly

disagree

disagree

neutral agree

strongly agree

Gender

Male Count6 7 15 39 27 94

% within gender

6.4% 7.4%16.0

%41.5

%28.7%

100.0%

Female

Count1 6 7 19 12 45

% within gender

2.2%13.3

%15.6

%42.2

%26.7%

100.0%

Total Count 7 13 22 58 39 139 % within

gender5.0% 9.4%

15.8%

41.7%

28.1%100.0

%

Interpretation:-

From the above table we can see that the 41.5% males and 42.2% females

agrees that they like colourful advertisements while 28.7% male and 26.7%

females like the colourful advertisement. So, we can say that both male and

female are either agree or strongly agree that they like the colourful

advertisemtnts.

CHAPTER: 4FINDINGS

Findings:

From the total respondents, 98% respondents are aware about Bajaj’s

advertisement. So, we can say that the advertisement of Bajaj reaches to the

most of the people via different media.

From the survey it has been found out that the 45% of the respondents

preferred Television for watching the advertisements but for the advertisement

of Mahalaxmi Motors 36.7%people prefer Newspaper.

It has been found out that amongst the 122 bike owners 31 person has got

Bajaj bikes and it stood at the second position in Navsari in terms of numbers of

two wheelers.

It has been also found out that Railway-station is the most preferable

location where people pay more attention towards the hoarding.

I have found out that the promotional schemes play important role.

From the cross tabulation, it has been found out that behaviour of male

and female differs significantly. Males prefer Newspapers while the females

prefer Television and ad pamphlets.

From the cross tabulation I have also found out that people usually pay

more attention toward the colourful advertisements rather than simple

advertisements.

From the one sample t-test it is also found out that

price is the greatly important factor which people wants to see in the

advertisements. Samely, people give great importance to style, power, various

features and services.

CHAPTER: 5

RECOMMENDATION:

Recommendation:

This recommendation is made on the base of analyzing the questions

asked to the consumers and their responses. This recommendation is based on

my findings and limited knowledge.

From the survey it can be said that most of people are aware of the

advertisement of Bajaj and Mahalaxmi Motors should use Newspaper and

Television as the media of advertisement.

The colorful advertisement taken more consideration by all, so the

company should use colourful advertisement in newspaper as well as in ad-

pamphlets too.

People pay more attention towards those advertisements which satisfy

those criteria which are greatly important to them like price of the bike, style,

power, features and services.

Promotional schemes are also a good way to make the advertisement

more effective one.

As the people pay more attention to the hoardings at the railway station,

the company can use the same for the advertising.

Company enjoys the second position in Navsari so it can strengthen its

position by using above mentioned recommendations.

Conclusion:

From the survey I conclude that advertisements are been shown widely

and awareness of the same is too high.

Form the survey I can conclude that consumer pay more attention to the

broadcast media as per my analysis. Television and Print media are having most

of the reach and can be used for advertisement if the company wants good

results.

I also conclude that the advertisement accompanied with all the necessary

information and criteria in which consumers are interested can make a good

image of the company and make the advertisement more effective one.

There is no doubt that company will succeed if it provide all the

necessary information which a consumer requires.

CHAPTER 6:

APPENDIX

I, Mr. Arjunbhai B. Patil student of M.B.A. of Sahyadri institute of

management studies, pune, prepared this questionnaire in order to prepare a

project work meant for educational purpose only. No personal information will

be disclosed in any form at anywhere.

3. Have you seen the advertisement of Bajaj’s motorcycles?

[ ] Yes [ ] No

4. Which media do you most prefer for watching the advertisement?

[ ] T.V. [ ] Radio [ ] Newspaper

[ ] Internet [ ] Magazine [ ] Hoardings

5. Indicate the time you spent in the following media per day.

T.V. Most 1 2 3 4 5 Least

Radio Most 1 2 3 4 5 Least

Newspaper Most 1 2 3 4 5 Least

Internet Most 1 2 3 4 5 Least

6. What is the importance of following criteria to be

described in the advertisement of a bike?

Not

Important

Marginally

Important

Partly

Important

Greatly

Important

Most

Important

Mileage

Price

Style / Looks

Power / Pick-

up

Features

Financial

Schemes

Service

Company

Image

Please put tick mark for the following questions.

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly

Agree

7. The advertisements of Bajaj help you in purchasing a bike.

1 2 3 4 5

8. Comparison with other company’s bikes should be given

1 2 3 4 5

9. Comparison of Bajaj’s various bikes should be given.

1 2 3 4 5

10.Attractive colour of the advertisements is expected.

1 2 3 4 5

11.Hoardings are a good way of getting information about bikes.

1 2 3 4 5

12.Big advertisement plays more attention.

1 2 3 4 5

13.Involvement of celebrity in the advertisement creates brand-image.

1 2 3 4 5

14.Showing advertisements frequently make a good brand-image.

1 2 3 4 5

15.An advertisement on the first page gives more attention.

1 2 3 4 5

16.The language of the advertisement should be simple.

1 2 3 4 5

17. The advertisement describes the real quality of Bajaj’s bike.

1 2 3 4 5

18.You like to see the stunt making advertisements of bike.

1 2 3 4 5

19.Showing advertisement in prime-time pays more attention.

1 2 3 4 5

20.After seen advertisements, you like to buy a new bike of Bajaj.

1 2 3 4 5

21.An advertisement showing various schemes like cash refunds,

rebates, gifts and free vouchers attract you. 1 2 3 4 5

Please put tick-mark for following questions:


22.Bajaj’s advertisement provides you the necessary information.

1 2 3 4 5

23.You admire present advertisement of Bajaj.

1 2 3 4 5

24.The advertisement of Bajaj meets with what it says.

1 2 3 4 5

25.At which place you pay more attention to hoardings?

[ ] Bus-stop [ ] Railway station [ ] Public

garden

[ ] Highways [ ] Traffic Signal

26.In which media would you like to find the advertisement of “Mahalaxmi

Auto” in Navsari?

[ ] Newspaper Please specify_______________________

[ ] Radio [ ] Ad pamphlets [ ] T.V.

Personal Detail

Name: ___________________________________________________

Age:

[ ] 18-24 Year [ ] 25-31 Year

[ ] 32-38 Year [ ] 39-45 Year

[ ] 45 Year & Above

Gender:

[ ] Male [ ] Female

Occupation:

[ ] Student [ ] Service [ ] Professional

[ ] Businessman [ ] Housewife [ ] Other please specify

_______________

Present Vehicle Owned:

[ ] Bajaj Brand _________________

[ ] Hero-Honda Brand _________________

[ ] Honda Brand _________________

[ ] TVS Brand _________________

[ ] Other Brand _________________

Family Annual Income:

[ ] Less Than 1, 00,000 Rs.

[ ] 1, 00,000 - 2, 00, 00 Rs.

[ ] 2, 00,001 - 3, 00,000 Rs.

[ ] 3, 00,001 - 4, 00,000 Rs.

[ ] Above 4, 00,000

BIBILOGRAPHY

www.google.com

www.bajajauto.com

www.autopassion.com

phillph kotler 12th addition

spaa15 software

http://www.autopassion.com/

http://www.bajajauto.com/

http://www.google.com/

Bajaj adv

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