KHANDELWAL COLLEGE OFMANAGEMENT STUDIESA MARKET SURVEY REPORT OnCUSTOMER PREFERENCE ANDSATISFACTION YAMAHA BIKESUBMITTED BY UNDER GUIDANCE MOHD ARIF 1 SHWETA SINGHCERTIFICATEDateACKNOWLEDGEMENTI would like to take this opportunity to express my deep gratitude toall those who, directly or indirectly made this project possible.I have got considerable help and support in making this project reporta reality from many people.I would like to thank whose endeavor for perfection, under fatigablezeal, innovation and dynamism contributed in a big way incompletingthisproject. Thisworkisthereflectionofhisthought,ideas, concept and above all his modest effort.PREFACEThe project was undertakentostudythe IndianMotorcycleIndustry in reference to know the various products and basic servicesprovidedbytheseMotorcycleompanies. !arious theoretical andpractical aspects were studied in regard to this project. The project isaimed at studying the reason why the consumer purchases anyparticular "ike of any particular segment and what are those attributeswhich attracts the consumer towards them and compel them to maketheir decisions.!ariousparameterswereanalyzedtoknowthecurrent status of the Indian Motorcycle Industry and theirvarious products which are offered to the customers.CONTENTCERTIFICATEPREFACEACKNOWLEDGEMENTCONTENTSINTRODUCTIONCOMPANY PROFILEKNOWLEDGE ABOUT COMPANYOBJECTIVE OF THE SURVEYRESEARCH METHODOLOGYHYPOTHESIS COLLECTION OF DATAQUESTIONNAIERDATA ANALYSIS AND INTERPRETATIONFINDING AND SUGGESSIONCONCLUSIONBIBLIO GRAPHYAPPENDIXCOMPANY PROFILE OF BAJAJ AUTOMOBILE Ltd."ajaj #uto $td. is the largest exporter of two and three wheelers. %ith&awasaki 'eavy Industries of (apan, "ajaj manufactures state)of)the)art rangeof two)wheelers. The brand, *ulsar is continually dominating the Indianmotorcycle market inthe premiumsegment. Its +iscover +T,i is also asuccessful bike on Indian roads. The"ajaj -roupis oneof theleadingbusiness houses of India. Itsbusinessinterestsspanhost ofindustriessuchasautomobiles.two)wheelersand three)wheelers/, home appliances, lighting, iron and steel, insurance, travelandfinance. The "ajaj brandis well)knowninover a dozencountries in0urope, ,outh#merica, the 1,and#sia. The "ajaj -roupcomprises 23companies and its flagship company "ajaj #uto is ranked as the world4s fourthlargest two) and three) wheeler manufacturer. "ajaj -roup was founded in 5627, at the height of India4s movement forindependencefromthe"ritish. (amnalal "ajaj, founderofthegroup, wasaclose associate of Mahatma -andhi. (amnalal "ajaj4s close involvement in thefreedom movement did not leave him with much time for his business. In 5682,hisson&amalnayan"ajaj tookchargeofthebusiness. 'econsolidatedthegroupanddiversifiedintovariousmanufacturingactivities. 9ahul "ajaj, thepresent hairman and Managing +irector of the group took reins of thebusiness in 567:. 1nder his leadership the group has achieved new heights andranks among the top 5; business houses in India.BAJAJ GROUP COMPANIES AND THEIR BUSINESS INTERESTSBajaj Auto Ltd: Manufacturers of ,cooters, Motorcycles and Three)wheeler vehicles and spareparts thereof.Bajaj El!t"#!al$ Ltd%:Manufacturers of electric fans, highmasts, lattice closed towers and poles, etc.and marketing of electrical goods such as general lighting service lamps, speciallamps, compact fluorescent lamps, fluorescent tubes, luminaries, fans andelectrical < non)electrical appliances.Mu&a'd Ltd%: Manufacturers of stainless, alloy and special steels including carbon and alloysteels, freecuttingsteels, semi)freecuttingsteels, leadedfreecuttingsteels,cold heading =uality steels, spring steels including vanadium steels, high carbonsteels> electrode =uality steels,boiler =uality steels> wire rods,wires, castings,machine tools> 0.?.T. and other cranes> bulk material handling e=uipment forsteel and other industries> specialist in major turnkey projects,highwayconstruction and international trading> real estate development. Bajaj H#'du$t(a' Ltd%: Manufacturers of white crystal sugar and industrial alcohol.Ma(a"a$(t"a S!oot"$ Ltd%:Manufactures of scooters. Bajaj Auto F#'a'! Ltd%:+eals in financial services including hire purchase financing < leasing. H"!ul$ Ho#$t$ Ltd%: Manufacturers of 4I@+0A4brand materials handling e=uipments such as triplespur gear chain pulley blocks, chain electric hoists, wire rope, electric hoists,travelling trolleys, 0?T B '?T B stores stacker cranes, roll)out racks. Bajaj S)a$("a* P)t Ltd%: Involved in investment activities.H#'d La*+$ Ltd%: Manufacturers of -$,, fluorescent, miniaturelamps andmajor componentssuch as glass shells, miniature and aluminium caps, lead glass, etc.Bajaj ,'tu"$ Ltd%: Involved in manufacturing and trading of power tools and manufacturing of houseware and parts thereof. Bajaj I't"'at#o'al P)t% Ltd%: 0xporters of electrical fans, -$, lamps, fluorescent tubes, lighting fittings, luminaries, household appliances and hoists. H#'d Mu$a-#" A.'!/ P)t% Ltd%: Travel #gency. Mu&a'd I't"'at#o'al Ltd%:Involved in trading of metals, steels and ferro alloys. Mu&a'd E'.#'"$ Ltd%: onstruction, fabrication and erection of industrial and infrastructural projects and infotech businessMu&a'd Glo0al F#'a'! Ltd%: Ainancial servicesC fundbasedactivities ) loans andinvestments, consumerfinance, corporate finance. Aee based activities ) investment banking, corporateadvisory services.Ba!(("aj Fa!to"#$ P)t% Ltd%:-inning and pressing of cotton bales at %ardha. Bajaj Co'$u*" Ca" Ltd%: Manufacturingandtradingof ayurvedic medicines, hair oil, toothpowder,,hampoos, *ure coconut oil Bajaj Auto Hold#'.$ Ltd%: Investment ompany. Ja*'alal So'$ P)t% Ltd%: Investment and finance company. Ba!(("aj 1 Co*+a'/ P)t% Ltd%: Investment company. J2a' Ltd%: Investment company.T( H#'du$ta' Hou$#'. Co% Ltd%:,ervices company Ba"oda I'du$t"#$ P)t Ltd%: Investment company Sta#'l$$ I'd#a Ltd%: Manufacturers of stainless steel billets and flats etc.Bo*0a/ Fo".#'. Ltd%: Manufacturers of carbon, alloy and stainless steel closed die forgings forautomobile and general engineering applicationsBajaj All#a'3 G'"al I'$u"a'! Co*+a'/ Ltd%:-eneral Insurance "usiness.Bajaj All#a'3 L#- I'$u"a'! Co*+a'/ Ltd%: $ife Insurance "usiness.SEGMENT AND BRANDSP"odu!t$ B"a'd$Moto"!/!l$8, 8, hampion "ajaj #venger"ajaj T 5;; "ajaj +iscover "ajaj *latina"ajaj *latina +T, ,I"ajaj *ulsar"ajaj *ulsar +T,i"#(#( *1$,#9 +T, AI 22;"ajaj ,onic "ajaj %ind 52: "ajaj D+ 52:"oxeraliber aliber55:&awasaki "ajaj 0liminator&" 9TE &"5;;&"52:,cooters "ajaj hetak "ajaj &ristal +tsi "ajaj %aveBRIEF DISCRIPATION OF SOME TWO WHEELERSBAJAJ AUTOMOBILETWO WHEELERSMOTORCYCLEBajaj A)'." 456 CCBajaj CT 466 77%89 CCBajaj D#$!o)" DTS#4:; CCBajaj Ka2a$a Cal#0" 444%< CCBajaj Ka2a$a Bo=" 444%< CCBajaj KB 48; 48: CCBajaj >S C(a*+#o' 77%:; CCBajaj Plat#'a 77%89 CCBajaj Pul$a" DTS# *ulsar 5F; +T,)i 1- *ulsar 5:; +T,)i 1- *ulsar 2;; c *ulsar 22; +T,)Ai 456 CC4;6 CC866 CC886 CCBajaj W#'d 48; 48>%< CCBajaj ?CD 48; CC@@ SCOOTERSBajaj B"a)o 4>; CCBajaj C(ta& 4>;%>; CCBajaj Cla$$#! SL 4>;%>; CCBajaj L.'d 4;6 CC@@ SCOOTERETTESAMOPEDSBajaj Blad DTS# 466 CCBajaj Ca.#)a CR? 4>; CCBajaj Fu$#o' 4>; CCBajaj K"#$tal DTS# 466 CCBajaj M 56 El!t"o'#! 9>%65 CCBajaj Ra) 9>%65 CCBajaj Sa--#" 9>%> CCBajaj S+#"#t 466 CCBajaj Su''/ ;7%5< CCBajaj Su''/ S+#! ;7%5< CCBajaj Wa) DTS# 467%9 CCAWAITED MODELSSo'#! DTS# Moto"!/!lBajaj S!oot"In order to cover other segments than motorcycles in the two)wheeler market,"ajaj has launched the "ajaj &ristal +T,i, an extremely fuel)economic scooterpriced at around 9s. 8;,;;;. Bajaj K"#$tal &ristal +T,i .6: cc/The "ajaj ,cooterette model "ajaj &ristal +T,i comes with +igital Twin ,parkIgnition .+T,)i/ technology and 0xhausT0 technology. "ajaj &ristal +T,)i istargeted at college going girls who want good speed, comfort and fuel economy,helping them save their pocket money. #t the showroom, this bike costs around9s. G:,2;;withanon)roadpriceofaround9s. 8;,;;;at#hmedabad.Thisincludes standard ancillary charges also.urrently, +elhi has the lowest,and"angalore the highest on)road prices for "ajaj &ristal +T,i. "ajaj &ristal +T,iscooter prices vary upon the two)wheeler dealer4s location. Bajaj Plat#'a Allo/ W(l$ Plat#'a B77%89 !!C"ajaj *latinaisaleaderinmileage safety inIndianconditions is yet to be seemed.Thetyresof thenew+T,)Ai aretubeless andhenceoffer anexcitingridingexperience. The ::)watt projector low)beam headlamp offers a decent view of theroadahead.Thefullydigitaldashiseasytoreadanddifficult tomistake. Thedistinctive tail lamps of the *ulsar +T,)Ai add a bit of dash. ?verall, the body ofthe motorcycle still looks like the *ulsar family, but with sharper edges. The frontfaring is the difference ) It is well integrated into the rest of the bodywork, and thesidelights andindicators lookexcellent. %itha performance motorcycle, oneshould really not expect a high fuel efficiencyB mileage figures ) still we expect the*ulsar +T,)Ai to get around 8: kilometres to a litre.Co*-o"tIt is comfortable all right, but there is a hitch. The fixed fairing comes back a bittoo much and unless you are sitting so that the tailbone is touching the seat step,yourkneeswill berubbingonthefairing.That isabituncomfortable. Iguesswhen you are riding it in jeans> it would grip the tank =uite hard before hitting thebrakes hard. In riding pants, the armour has that privilege of being very intimatewith the fairing end. ,horties ) ILm guessing :O:P and below will not notice this.Aor themanufacturers, especiallyrivals, it wouldsignal theopeningofanewmarket attheverytopofthepeckingorder. # market all ofusenthusiastsaremilling about in, but the shelves have been empty so far. The *ulsar 22; mightactually cause competing products to fill the shops. %e already know that T!, isworking on an #pache 5F;. # successful *22; might even prod 'ero 'onda .or'onda, or both/ to upgrade, re)arm or replace the &arizma with something moreserious. It might actuallyengineerseparatemarket spacesforenthusiast)centricproduct strategy, which so far, does not exist. Aor us, it would be the beginning ofan era of machines and we have been forced to only dream about so far.S+!#al -atu"$Inadditiontothefeaturesmentionedindesignsection, boththesebikeshavespecial features, whichincreasestheir practicality.*ulsar 2;;ccalsoleavesitsdrivechainexposedwith?L ringsealed, whichispre)lubricatedtohelpitstayreliable inspite of running open without protection is one such example. ,imilar toits sibling *ulsar 22;cc)soon to be launched, the pulsar 2;;cc bike throws awaythe kick lever and makes you to crank the engine only with your thumb unlike the&arizma, whichoffersbothself, and&ickmechanismforcranking. "oththesebikes use best instruments and unheard features in any Indian bike. "oth *ulsar2;;ccandthenew&arizmahave+igital odoMeter, +igital Auel -augeand+igital Trip Meter. *ulsar 2;;cc features a digital console, which uses only $0+sand intelligently varies its amber backlight intensity for viewing in either day ornight.Road t$t%hen we road tested the bike, we find that it is no less impressive in the flesh. %eare not sure that making all *ulsars look so similar is such a great idea, but the 22;does havepresence. The 22;ccmotor is goodfor 2;.:bhpQit destroys allprevious ;)5;; kph and top speed times for bikes. "ut making a bigger motor gofaster is easy. %hat is great is the 22;Ls dynamic ability. +espite being a fair bitlonger than the smaller *ulsars, the 22; is very =uick and confident in corners, andmostbikesinIndia would findithard to keepup. That itridesverywelloverbroken roads and brakes with great composure is a bonus. %hat we are saying isthat overall Q product, packaging and pricing Q "ajaj have more or less hit the nails=uare on the head. I would not be surprised at all, if there are not enough 22;s togo around. 9s 6;,;;; have a way of disappearing when broken up into 0MIs.Hot #' 886!! +ul$a"In 22;cc *ulsar the most important feature of all is the fuel injection mechanism,which is responsible for the =uick throttle and the linear power curve. The "ajaj*ulsar +T,)Ai is the first Indian motorcycle with an oil)cooled engine. Together,theymakefor apotent combination. The'ero'onda&arizmaaswell asthe*ulsar +T,)Ai weigh 5:; kgs, and the extra G bhp of the +T,)Ai as well as thepower delivery characteristics make this an easy &arizma)beater.T!('#!al S+!#-#!at#o'D#*'$#o' 1 2#.(t?verall height 3:; mm?verall length 2;G: mm?verall %idth 557: mm%heelbase 5G:; mm-round learance 57: mm&erb weight 5:; &gAuel 5: $itersTank apacityE'.#'Type Auel Injection, ?il ooled,troke .2B8/ 8 ) ,troke@o. of cylinders )"ore x stroke )+isplacement 22; cc0lectrical52! +T"a'$*#$$#o'@o. of -ears : ,peed constant meshlutch )P"-o"*a'!Maximum *ower 2; *, .58.37 &%/ K F:;; rpmMax. Tor=ue 56.52 @m K 7:;; rpm,tart,elf ,tartSu$+'$#o'$ Aront Telescopic Aorks 5G; mm stroke9ear @itroD gas assisted 'ydrolic shock #bsorbers.B"a&$ Aront 27; mm disc 9ear2G; mm disc T/"$ Aront 6;B6; x 53R Tubeless tyre9ear52;BF; x 53R Tubeless tyre:7 Co**'t$OBJECTI,ES To appraise the present scenario of the Indian Motor "ike industry. To study the reason why the consumer purchases any particular "ike ofany particular segmentS Tofindwhat arethoseattributeswhichattractstheconsumer towardsthem and compel them to make their decisionsS To study the relation of the consumer with their companies. Toknowthe level of the awareness about the product among thecustomers. To determine the level of awareness of people about the various servicesoffered by the company. Toknowtheinterest level of theconsumerLswhoarewillingtogetassociated with the company. Tostudy the consumer perception regarding the =uality of servicesoffered by the company towards their prospective clients.RESEARCH METHADOLGY OBJECTI,ES: To appraise the present scenario of the Indian Motor "ike Industry. To identify the key factors of consumer satisfaction in this industry. To have a comparative analysis of the customer satisfaction level for the various "ike ompanies. RESEARCH DESIGN:9esearch design is a research plan which re=uires that C %hat data are to be collected S %hat research techni=ues and instruments are to be used S 'ow a sample is to be selected S and 'ow information is to be collected from this sample S# research design specifies the methods and procedures for conducting a particular study. B"oadl/ $+a'.E "$a"!( d$#.' !a' 0 ."ou+d #'to t(" !at.o"#$Dexpl!"t!# !e$e"!%&' de$%!(pt()e !e$e"!%& "*d %"$+"l !e$e"!%&. RESEARCH INSTRUMENT0xploratory research is used in this project report in order to understand the perceptions ofdifferent consumers towardsbikeindustry, andtheir behavior patternbystudyingtheirdifferent demographics . such as Q age, occupational,income level etc./. This is the mostpopular type of research techni=ue, generally used in survey research design and most usefulin describing the characteristics of consumer behavior. The methods used were followingC Tuestionnaire method +ata collection. +irect Interaction with the users. FUESTIONNAIRE METHODThis is the simplest method of collecting data. In this method a list of printed =uestions isplaced to the people, in which =uestions are asked with the given objective answers, fromwhich people have to select the best option. This is to be found that =uestionnaire must beinteresting, objective based, unambiguous, ease to complete and generally not burdensome,just to motivate respondents to answer truthfully and completely because consumers are oftenunwilling to give time for responding the surveys. The format and wording of =uestionnaireshould besimple and=uestionsare arranged inaproper se=uenceso thatconsumers canunderstand it easily.The interview was conducted by filling up the =uestionnaire by different categories of peopleand they are given full liberty to fill up these =uestionnaire.Therefore our =uestionnaire is prepared on the basis ofC)5. ?pen ended =uestions.2. Multiple)choice =uestions.G. +ichotomous =uestions.8. $ikert),cale =uestions. DATA COLLECTIONW(at #$ dataG+ata could be anything, it could be a name, and number, etc., which is meaningless. +ata collected is always in raw form. It doesnLt convey any msg. because it is facts and figure.+ata collected are of two typesC *9IM#9U +#T# ,0?@+#9U +#T#PRIMARYDDATA *rimary data is that kind of data which is collected by the investigatorhimself first time for the purpose of the specific study. The data such collected is original in nature. This method of collecting data is authentic. %e canalso saythatthedata collectedbytheinvestigatorbyprimarysources is called primary data. @ow the =uestion arise that, what are the sources of primary data. 'ere we use ,+e$t(**"(!e "*d pe!$*"l (*te!"%t(* with the customers as ourprimary sources of data collection.FUESTIONNAIRE:The printed set of =uestions in a paper is called as =uestionnaire> it facilitatestheconsumerstoanswer the=uestionsfreely.These=uestionsarebasedonobjective answers type, in which the consumers have to select the best option asper their choice. #=uestionnaire of about 5F=uestions was made andit was giventothecustomers to fill it up for our research.PERSONAL INTERACTION:*ersonal interactionmeansdirect communicationwiththeconsumerstogetsome information about their needs and re=uirement. In this method face to facecommunication takes place.%e also go to the market and to near people and interact with them personally,about their problem and what they actually need.SECONDARYDDATA +ataalreadycollected by any personor institution iscalled secondarydata. These data are often used by the investigators and other people having itsneed. The advantages of the secondary data can be QIt is economical, both interms of money and time spent. The researcher of the report also did the same and collected secondarydata from various internet sites. The researcher of the report also visited various libraries for collection ofthe introduction part. The sources of secondary data were "ooks, Magazines and Internet sites. The secondary data could be collected from(ournals, 9eports, andvarious publications.DIRECT INTERACTION WITH USERSIs one of the most popular and easy method of data collection from users.In this method the investigator directly approaches the users of the product or services.'ere investigator must know the techni=ues, how to take out the information of their interest from the users.In this method investigator must be close to the users in order to take related information, otherwise he may not be succeed.SAMPLE SIHE PLANNING:,ampling is simply the process of learning about the population on the basis of sample drawnfromit. It isthat part oftheuniverseVpopulationWwhichisselectedforthepurposeofinvestigation. ,ampling may be defined as a part of the whole VpopulationW that representsall the features of the whole under consideration.,ample sizeC ;6#pproachC Co')'#'! $a*+l#'.ANALYSISOF FUESTIONNAIRE4% W(at a. ."ou+ a" /ou #'G5F)2: G7)8:27)G: #bove 8:

#ge -roup and Income ategoryCMajo"#t/ o- t( !u$to*"$ 0lo'.$ to t(a. ."ou+ o- 45D8; a'd -#t #'to t( #'!o* !at.o"/ o- R$% 86E666I;6E6668% W(at !at.o"/ o- #'!o* do /ou -#t #'toG"elow 9s.:;,;;; 9s.5,;;,;;;)9s.2,:;,;;;9s.:;,;;;)9s.5,;;,;;; #bove 9s.2,:;,;;;.Age Group41%34%18%7%18-26626-3536-45Above 45

:% W(#!( 'd o" $.*'t o- *oto"!/!l do /ou (a)G*remium B *erformance ,egment .5:;cc < above/1tility B Medium ,egment .52:cc)5G:cc/0ntry B 0conomy ,egment .5;;cc)55;cc/

Moto"!/!l S.*'t: Majority of the customers have 0ntry B 0conomy segment motorcycles.>% W(#!( !o*+a'/J$ *oto"!/!l do /ou (a)G'ero 'onda T!,"ajaj $M$Uamaha 'onda9oyal 0nfield

Lad#'. Co*+a'/: #ccording to the study, 'ero 'onda is the market leader and "ajaj is the second most preferred brand in the market.;% W(at #$ /ou" *a#' +u"+o$ o- u$#'. a *oto"!/!lG*ersonal,tatus"usiness$eisure

Pu"+o$ o- U$#'. B#&: Most of the customers are using bikes for theirpersonal purpose.