CHAPTER – I

IntroductionIntroduction

BRANDAWAIRNESS

Definition:

Brand name, symbol or other identifying mark for a seller's goods or services. It is

distinct from other sellers.

Also Known As:

Trademark, Trade Name

Examples:

Brands may identify one particular item, an entire product line, or all items for sale by

retiling product.

Brand awareness is an important was of promoting commodity-related products. This is

because for these products, there are very few factors that differentiate one product from its

competitors. Therefore, the product that maintains the highest brand awareness compared to its

competitors will usually get the most sales.

For example, in the soft drink industry, very little separates a generic soda from a brand-

name soda, in terms of taste. However, consumers are very aware of the brands Pepsi and Coca

Cola, in terms of their images and names. This higher rate of brand awareness equates to higher

sales and also serves as an economic moat that prevents competitors from gaining more market

share

Brand awareness is a marketing concept that measures consumers' knowledge of a

brand's existence. At the aggregate (brand) level, it refers to the proportion of

BRAND AWAIRNESS

Measurement driven conceptualization

Brand awareness can be measured by showing a consumer the brand and asking whether

or not they knew of it beforehand. However, in common market reseal practice a variety of

recognition and recall measures of brand awareness are employed all of which test the brand

name's association to a product category cue, this came about because most market research in

the 20th Century was conducted by post or telephone, actually showing the brand to consumers

usually required more expensive face-to-face interviews (until web-based interviews became

possible). This has led many textbooks to conceptualize brand awareness simply as its measures,

that is, knowledge that the brand is a member of a particular product category, e.g. soft-drinks.

Examples of such measures include:

Brand recognition - Either the brand name or both the brand name and category name are

presented to respondents.

Brand recall - the product category name is given to respondents who are asked to recall

as many brands as possible that are members of the category.

Top of mind awareness - as above, but only the first brand recalled is recorded (also

known as spontaneous brand recall).

Research on metrics:

There has been discussion in industry and practice about the meaning and value of various brand

awareness metrics. Recently, an empirical study appeared to put this debate to rest by suggested

that all awareness metrics were systematically related, simply reflecting their difficulty, in the

same way that certain questions are more difficult in academic exams

Stability of responses:

While brand awareness scores tend to be quite stable at aggregate (level) level, individual

consumers show considerable propensity to change their responses to recall based brand

awareness measures. For top of mind recall measures, consumers give the same answer in two

interviews typically only 50% the time similar low levels of consistency in response have been

recorded for other cues to elicit brand name responses References

REVIW OF LITARATURE:

Marketing is fast moving and exciting activity in every body’s activates. The sellers,

distributors, advertising agencies, consultants, transporters, financiers, store agencies and every

one as a consumer are part of the marketing system. Any exchange process, be it consumer

goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very

often regarded that the development of markets and marketing is synonymous with the economic

development of a country. Through marketing is an age-old activity; it has developed recently as

an action discipline. In the ever-growing corporate world, marketing is being regarded as a

crucial element for the success of an Enterprise.

PERCEPTION:

Perception can be described as “how we see the world around us.” Two individuals may

be subject to the same stimuli under apparently the same conditions, but how they recognize

them, select them, organize them and needs, value, expectations and the like. The influence that

each of these variables has on the perceptual process and its relevance to marketing, will be

examined in some detail. First, how ever, we will examine some of the basic concepts that

underline the perceptual process.

Perception is defined as the process by which an individual selects, organizes, and

interprets stimuli in to a meaning full and coherent picture of the world. A stimulus is any unit

input to any of the senses. Examples of stimuli include products, packages, brand names,

advertisement, and commercials. Sensory receptors are the human organs that receive sensory

inputs. This sensory function is to see, here, smell taste and feel.

Perception is the process by which individual selects, organize, and interpret stimuli into

meaning full and coherent picture of the world. It has strategy implication for marketers because

consumer makes designs based on what they perceive, rather than on the basis of objective

reality.

PERCEPTUAL SELECTION:

Consumers subconsciously exercise a great deal of selectivity as to which aspects of the

environment – which stimuli – they perceive. An individual may look at some things ignore

others, and turn away from still others. In total, people actually receive -–or perceive – only a

small fraction of the stimuli to which they are exposed.

Brand

Brand is a name, term, design, symbol or any other features that identify one seller’s

goods or service as distinct from other seller.

An identifying features that distinguishes one product from another more specifically,

and name, term, symbol, sign or design or a unifying combination of these.

Brand Name

The part of a brand that can be verbalized including letter, words and number.

Brand Mark

A legal designation, registered with the U.S. patent and trade mark office, that gives the

owner exclusive use of a brand name, brand mark or part of a brand and prohibits other form

using it.

Branding

Branding helps consumers identify and evaluate products can provide a psychological

reward by symbol status or quality.

Reasons for Branding

Branding helps consumer to identify specific product they like or dislike so that they can

purchase the product that satisfy their needs. Branding also helps cost evaluate the quality of

products, especially when they cannot judge the product character tics.

BRAND AWARENESS

The marketing communicator’s target market may be totally unaware of the product, know

only its name, or know one or a few things about it. The communicator must first build

awareness and knowledge. For example, when Nissan introduced its Infiniti automobile line, it

began with an extensive “teaser” advertising campaign to create name familiarity. Initial ads for

the Infiniti created curiosity and awareness by showing the car’s name but not the car. Later ads

created knowledge by informing potential buyers of the car’s high quality and its many

innovative features.

And also the awareness is the first step to the communication objectives. So, awareness

having the most preference in the communication process. Without awareness there is no

communication.

With the awareness of the different brands only, customers can make correct decision

about their needs. Because, different peoples having the different needs. So, with the awareness

of the different brands can make the correct solution for the customers

Company profileCompany profile

BAJAJ AUTO LIMITED

HISTORY:

The Bajaj Group came into existence during the turmoil and the heady euphoria of

India's freedom struggle. Jamnalal Bajaj, founder of the Bajaj Group, was aconfidante and

disciple of Mahatma Gandhi, and was deeply involved in the effort for freedom. The integrity,

dedication, resourcefulness and determination succeed which are characteristic of the Company

today, are often traced back to it birth during those long days of relentless devotion to a common

cause. Kamalnayan, the eldest son of Jamnalal Bajaj, succeeded his father in 1942, at the age of

twenty-seven. Putting the Nation before business, he devoted himself to the latter only after India

achieved independence in 1947. But when he did so, he put his heart and soul into it. Within a

short while, he not only consolidated the Group, but also diversified into various manufacturing

activities, elevating the Group to the status it enjoys till this day.

Rahul Bajaj today heads the Group. He has been the Chief Executive Officer of

Bajaj since 1968 and is recognised as one of the most outstanding business leaders in India. As

dynamic and ambitious as his illustrious predecessors, he has been recognised for his

achievements at various national and international forums. Bajaj is currently India’s largest

two and three wheeler manufacturer and one of the largest in World.

COMPANY PROFILE

INTRODUCTION:

Founded in 1944, Bajaj manufacture motorcycles, scooters, mopeds and three-wheelers,

selling them not only across India, but in Asia, Latin America and Europe.

Bajaj focuses its socially responsible business practices on rural development activities,

principally around the areas where it has manufacturing plants. Bajaj Auto is one of the leading 2

& 3 wheeler manufacturers in the world. With a presence across the globe, products to cater to

every segment, Bajaj is now poised to drive growth for the future. We are constantly on the

lookout for bright, ambitious team players who thrive in on innovation and challenge.

Inculcating values of Learning, Innovation, Perfection, Speed and Transparency, Bajaj

strives to inspire confidence through excitement engineering .Blending together youthful

creativity and competitive technology to exceed the spoken and the implicit expectations of our

customers.By challenging the given .By exploring the unknown. And thereby stretching

ourselves towards tomorrow, today. If you live by the same values as ours and are looking to add

excitement into your careers, this is the opportunity to join a high powered, youthful & vibrant

team.

Kawasaki

Bajaj Auto has a technical tie-up with Kawasaki Heavy Industries of Japan to produce a range of

the latest, state-of-art two-wheelers in India. Since the tie-up in 1986, Bajaj Auto has launched

KB100, KB RTZ, KB125, 4S, 4S Champion, Boxer, Caliber, Caliber115, Wind125 and India's

first real cruiser bike, the Kawasaki Bajaj Eliminator.

A Fortune 500 company with a turnover of USD 10 billion (Rs. 45,840 crore), Kawasaki Heavy

Industries has crafted new technologies for over a hundred years. These technologies have

redefined space systems, aircrafts, jet engines, ships, locomotive, energy plants, construction

machinery, and automation systems, apart from a range of high quality, high reliability two-

wheelers.

Kawasaki has given the world its legendary series of 600-1200cc Ninja and 1600 Vulcan bikes.

Straight from Kawasaki design boards, the Kawasaki Bajaj Eliminator redefines the pleasure of

"biking" in looks as well as performance.

Brand Values:We live our brand by its values of Learning, Innovation, Perfection, Speed and

Transparency. Bajaj will constantly inspire confidence through excitement engineering.

Learning

Learning is how we ensure proactivity.

It is a value that embraces knowledge as the platform for building well informed, reasoned, and

decisive actions.

Innovation

Innovation is how we create the future. It is a value that provokes us to reach beyond the

obvious in pursuit of that which exceeds the ordinary.

Perfection

Perfection is how we set new standards. It is a value that exhibits our determination to excel by

endeavoring to establish new benchmarks all the time.

Speed

Speed is how we convey clear conviction. It is a value that keeps us sharply responsive,

mirroring our commitment towards our goals and processes.

Transparency

Transparency is how we characterize ourselves. It is a value that makes us worthy of credibility

through integrity, of trust through sensitivity and of loyalty through interdependence.

Accomplishments:

The first and the only automobile exporter from India to clock exports of 100,000 units in

one financial year (in 2003-04)

Consistent winner of the Engineering Export Promotion Council (EEPC) Awards for the

last decade

Largest manufacturer exporter in terms of the product range offered

Infrastructure

  Keeping in mind the county’s thrust on infrastructure development, Bajaj has

specially developed an entire range of high mileage, suspension and cc having application

in various vehicles. The company has developed breakthrough vehicles for this segment

and expects to grow this market rapidly in the future.

Bajaj is also the leading supplier of motor vehicles scooters in the Indian after –

market, with highly developed channels of distribution in rural and urban areas.

Plants

Bajaj Auto's three plants at Akurdi, Waluj and Chakan in Maharashtra, western India, produced

1,457,066 vehicles in 2002-03.

Akurdi Geared scooters, step-thrus, motorcycles

Waluj Bajaj-Kawasaki range of motorcycles, three-wheelers

Plant Locations

Bajaj Auto plants are located at:

Mumbai - Pune Road, Akurdi, Pune - 411 035

Bajaj Nagar, Waluj, Aurangabad- 431 136

Distribution Distribution network covers 50 countries

156,007 units exported in 2003-04

Dominant presence in Sri Lanka, Mexico, Bangladesh, Columbia, Guatemala, Peru,

Egypt, Iran and Indonesia

Largest exporter of three-wheelers; over 65.797 units exported in 2003-04

All products customized as per market needs

66 per cent growth in total exports in 2003-04

In countries where we perceive a good market potential, we seek a tie up with one of the major

industrial establishments, which would be in a position to invest in the project and which would

also entail manufacturing activities apart from marketing, distribution and after sales services

through a well-established nation-wide network.

 

Bajaj Auto Finance Limited (BAFL)

With 12 years of experience in this industry, we understand your needs better than anyone

else. Including your need for flexible hassle-free loans.

For all your finance requirements, contact Bajaj Auto Finance Ltd, one of the largest retail financing companies in

India.

We have a network of over 6,000 Bajaj Auto and consumer durable dealerships and 60 branch

offices throughout the country to handle all the requirements of our customers.

Our experience and expertise have earned us the trust and loyalty of over 10 lakh satisfied

customers across the country.

BAFL is one of the very few non-banking finance companies in the country to be awarded a

rating of FAAA, indicating the highest level of safety of depositors' money, by the Credit Rating

and Information Services India Limited (CRISIL).

APLICATIONS:

Bajaj Auto Limited highly engineered vehicles for the following applications.

Unique ride control system Exhaus technology Extra long suspension Long wheel base

BAJAJ VEHICLES:

Bajaj has manufactures the 2&3 wheelers. Two wheelers are motor cycles and scooters.

TWO WHEELERS:

1. MOTOR CYCLES:

Some like our looks. Some go for the speed and power. The truth is our motorcycles have

it all -style, speed, performance, comfort and safety. So go ahead and make your choice;

whichever bike you go for, you are in for a great ride. Some motor cycles are like

BAJAJ CT 100

BAJAJ WIND 125

BAJAJ DISCOVER

BAJAJ PULSAR

2. SCOOTERS:

Scoot through our range of scooters and find what you are looking for - a snug vehicle for

two or a sturdy workhorse for the family. Every scooter bears the Bajaj mark of excellence in

design and performance. Some Scooters are like

BAJAJ CHETAK

BAJAJ SPIRIT

Bajaj Recently launched another scooter for women is BAJAJ WAVE DTSi

THREE WHEELERS:

Whether you need a pick-up, a delivery van or a rickshaw, we have something that meets

your needs. Check out the range and compare the specifications. No one else gives you better

value for money than Bajaj Auto. Some three wheelers are like

FE DAC 2S

FE DELIVERY VAN 2S

FE PICKUP VAN 2S

GC 1000

RE RICKSHAW 2S

RE RICKSHAW CNG

RE RICKSHAW DIESEL

Awards

  Bajaj had got the achievements for every year. Bajaj had got the product & Safety awards.

Product Award Year By

Kawasaki Ninja-Bike of the Year

Pulsar 135LS Bike of the Year

Pulsar135LS-Bike of the Year 2010

Pulsar 220 DTS-If-Bike of the Year 2008

Bajaj Discover DTS-i - Bike of the Year 2005

2010

2010

2010

2008

2005

IMOTY

ET NOW – Zig Wheels

UTV Bloomberg-Auto Car

Overdrive

OVERDRIVE Awards 2005

Bajaj Discover DTS-i - Indigenous Design of the Year 2005

2005 OVERDRIVE Awards 2005

BAJAJ AUTO - Bike Maker of the Year 2004

2004 ICICI Bank OVERDRIVE Awards 2004

DTS-i Technology - Auto Tech of the Year 2004

2004 ICICI Bank OVERDRIVE Awards 2004

Bajaj Pulsar DTS-i Bike of the Year 2004 2004 ICICI Bank OVERDRIVE Awards 2004

Wind 125 Two Wheeler of the Year 2004 2004 CNBC AUTOCAR Awards 2004

Wind 125 Bike of the Year 2004 2004 Business Standard Motoring

Safety Award Year By

Meritorious Performance in Industrial Safety for three consecutive years

2001 National Safety Council

Certificate of Excellence 2001 National Safety Council

Achieving Lowest Average Frequency Rate

2001 National Safety Award

Achieving Lowest Average Frequency Rate

2000 National Safety Award

Meritorious Performance in Industrial Safety

2000 National Safety Council

for three consecutive years

Management Profile

 Rahul Bajaj Chairman

Madhur Bajaj Vice Chairman

Rajiv Bajaj Managing Director

R A Jain Executive Director

D S Mehta Whole time Director

Sonja Bajaj Executive Director

Ranjit Gupta Vice President (Insurance)

N H Hingorani Vice President (Materials)

P B Menon Vice President (Projects)

C P Tripathi Vice President (Operations)

J. Sridhar Company Secretary

PRODUCT PROFILE

APPLICATIONS OF pulsar:

Bajaj-PULSAR has one of the best vehicles in the market. The ten reasons for the giving high mileage.

New Carburetor small DB 16 & eosin with venture is excellent throttle response and drivability for higher mileage.

Swirl port induction is the caster burning of fuel gives higher mileage.

Roller Rockers are reduces friction and gives higher mileage.

0.8 mm piston rings, lowers friction.

Low end Torque gives the enable good pick-up in all gears.

Ride control switch useful to choose economy or power mode to get the best fuel efficiency.

Digital CDI with twin map helps in ensuring optimum delivery of fuel economy.

TRICS (Throttle Responsive Ignition Control Systems helps in controlling ignition map selection based on load / operating condition there by more mileage.

Spark Plug is useful to ensure complete burning of charge in the combustion chamber thereby increasing mileage.

Fuel gauge is shows the fuel position in the tank.

Baja PRODUCT PROFILE

APPLICATIONS OF BAJAJ PULSAR

Bajaj Patina has one of the best vehicle in the market. The ten reasons for the giving high mileage.

New Carburetor small DB 16 & eihin with venturi is excellent throttle response and drivability for higher mileage.

Swirl port induction is the kaster burning of fuel gives higher mileage.

Roller Rockers are reduces friction and gives higher mileage.

0.8 mm piston rings, lowers friction.

Low end Torque gives the enable good pick-up in all gears.

Ride control switch useful to choose economy or power mode to get the best fuel efficiency.

Digital CDI with twin map helps in ensuring optimum delivery of fuel economy.

TRICS (Throttle Responsive Ignition Control Systems helps in controlling ignition map selection based on load / operating condition there by more mileage.

Spark Plug is useful to ensure complete burning of charge in the combustion chamber thereby increasing mileage.

Fuel gauge is shows the fuel position in the tank.

Bajaj Pulsar sales cross 100,000 in 81 days:

Bajaj Auto's recently launched, Bajaj pulsar has revolutionized the entry-level segment,

and has met with overwhelming consumer response with sales crossing the 1 lash mark within

81 days of launch according to a press release from the company. "Bajaj have further ramped up

production to meet the current demand and to ensure ' no stock out' at dealership points, besides

we will also enhance production levels to meet the demand for the next season starting from

October 2004,"

.

According to the company the outstanding success of pulsar is not surprising as the bike

comes with stylish, inviting & premium looks along with mileage of more than 70 KMPL in

actual driving conditions. Its superior knock-free engine performance with extremely smooth

transmission has made it an instant hit among bike lovers. pulsar also comes with a 2-year &

30,000 Km warranty and offers superb ride comfort - thanks to its HD suspension. Its unique

'ride control switch' acts like a ' virtual instructor ' for the rider. "The impressive sales figures

reflect capability of Bajaj Auto to fully live up to its promise of delivering a world-class product

at an affordable price. The rationale behind the introduction of new Bajaj PULSAR was to

redefine the standards of the entry-level segment and also to take volumes from the large

executive segment. To achieve this, we have actually offered an executive bike at an entry-level

price. This bike has thus provided the consumer with outstanding value at an astonishing price.

This new introduction is thus seen as great value offering by the consumer for its style &

performance. No wonder the pulsar has received an incredible response from all over India," he

added.

Bajaj Auto is a leader in the premium segment with Pulsar

TECHNICAL SPECIFICATION

EngineType 4  strokeCooling Type Air Cooled Displacement 99.27 ccMax Power 8.2 bhp( 6.03 kW) @ 7500 rpmMax Torque 8.05 Nm @ 5500 rpmIgnition Type C.D.I Carburettor Keihin-Fie Transmission Type 4 speed gear box

Electrical SystemSystem 12 V, AC+DC Head Light 35/35 W Horn 12 V, DC

Chassis Chassis Type Tubular construction Maximum Payload 239 kgSuspension Front Suspension Telescopic Rear Suspension Hydraulic, Double acting, Swing arm type

Tyres Front Tyre Size 2.75 - 18, 4/6 PR Rear Tyre Size 2.75-18, 6 PR Brakes Front Brakes Mechanical expanding shoe, Friction type Rear Brakes Mechanical expanding shoe, Friction type Fuel Tank Fuel Tank Capacity 9.3  litresReserve Capacity 2.2  litresDimensions Overall length 1950 mmOverall width 770 mmOverall height 1065 mmWheel Base 1225 mmKerb Weight 109 kg*Because of our ongoing efforts to make Bajaj Vehicles even better, specification are subjected to change.

MILESTONES:

2009

April Bajaj Pulsar 150 & 180 upgrade launched

January Bajaj XCD 135 DTS-Si launched

2008

September Bajaj Patina 125 DTS-Si launched

August Bajaj XCD 125 DTS-Si is largest selling 125cc motorcycle

July Bajaj Discover 135 DTS-i Upgrade Launched.

June Bajaj Pulsar 220 bags IMOTY award

2007

April Bajaj auto commissions New Plant at Pantnagar, Uttarakhand

February 200 cc Pulsar DTS- i launched

January Bajaj Kristal DTS-i launched

2006

April Bajaj Platina launched

2005

December Bajaj Discover launched

June Bajaj Avenger DTS-i launched

February Bajaj Wave DTS-i launched

2004

October Bajaj Discover DTS-i launched

August New Bajaj Chetak 4 stroke with Wonder Gear launched

May Baja CT 100 Launched

January Bajaj unveils new brand identity, dons new symbol, logo and

brand line

2003

October Pulsar DTS-i is launched

October 107, 115 Motorcycles sold in a month

July Bajaj Wind 125, The World Bike, is launched in India.

February Bajaj Auto launched its Caliber115 “Hoodibabaa!” in the

executive Motor cycle segment.

2001

November Bajaj Auto launches its latest offering in the premium

bike segment ‘Pulsar’.

January The Eliminator is launched.

2000 The Bajaj Saffire is introduced.

NANDI BAJAJ:

Nandi Bajaj show room has been started in the year 2006 at NANDYAL. The showroom is situated at NANDYAL, with maintaining high standards of sales and services of the Vehicles, facilitates customer purchase and well trained staff members and service personnel to meet the requirement of the customers.

A STUDY OF TWO-WHEELER MARKET IN NANDYAL:

The most favorable days of two-wheeler suggestions are strengthened day

by day on the world for the past four years. In this connection a dealership

at Nandi Bajaj show room, Nandyal would definitely more to be a strong

centre to deploy and promote the Hero Honda two-wheeler. The area people

mostly depend on the local markets for their commercial needs and

commodities.Number of business establishments, schools,colleges and

theaters has come up to cater the needs of the residents. The establishment

of Hero Honda two-wheeler centre at Nandyal definitely provides much

relief to the residents, since most of the residents belong to middle class

segments.

The customers of surrounding villages and Mandals of Nandyal like

Atmakur, Maddur, Panyam, Bethamcherla, Kodur, Mahanandi, Velgodu,

Srisailam, Gospadu, Sirivella, Jutoor, Bugganapalli, Orvakal, Kalvabugga, etc.

Customer basic requirement like good quality service, timely delivery and

customer concert is the need of the hour for the residents of Nandyal and

surrounded peoples. Nandyal is the one of the notified industrial region in

Kurnool Distic Andhra pradeshand major part of district is industrially

developed and few places adjacent to the Nandyal. Some large and medium

scale industries are also scattered in other neighboring

Mandals. The prominent among them being NANDI PIPES PVT Ltd VIJAYA

DAIRY, PANYAM CEMENT Ltd, Sugar factory, Nut oil factory, NANDI DAIRY,

etc. There are about 60 large and medium industries and 2000 small scale

industries. I personally have acquaintance with the above locations of the

NANDYAL SALES DETAILS:

Year Avg. Sales (p.m.) Avg. Sales (p.yr.) Turnover

2006-07 50 600 6,60,000,00

2007-08 100 1200 9,90,000,00

2008-09 150 1500 33,00,000,00

BUSINESS ACHIVEMENTS: -

1. 5 years experience in two-wheeler market.

2. Full time involvement in Bajaj sales spares and services.

3. Good Rapport with various institutions industries to promote

institution sales.

4. Number of sub-dealers and D.S.A’s under the tended to entire

Nandyal region.

5. Promoted sale of 100 motor cycles in 2006 to 250 motor cycles per

month presently.

6. Servicing of 5 motorcycles per day in 2006 to 20 motorcycles per

day presently.

7. Having personal data base of customers and in touch with them

from time to time.

Nandi Bajaj management details:

C. Sudharshan Reddy Managing director (MD)

K.V.N.Kiran kumar General manager (GM)

Suresh Senior executive sales manager

Sandhya Executive sales manager

N.Subba rao Stock in charge

N.Subba rao Senior accountant

Nazmunia Assistant to senior accountant

and in this Nandi Bajaj show room works more than 20 employers and 30

members workers to work in the show room.

Competitors:

Sowjanya motors (Hero Honda)

Tvs motors(sri sai tvs motors)

Honda motors(Vasavi motors)

Mahindra motors

Address:

NANDI BAJAJ Nandyal

D.NO. 2/428-300-34,

Balaji complex,

Bye pass road,

Nandyal,

Andhra Pradesh - 518501

Ph: 08514 221177, 9440292190

Industry profile Industry profile

INDUSTRIAL PROFILE

Around the turn of the 20th century, bicycle racing was big in the USA Bicycles would race

around big curved tracks called velodromes aided by pacing machines powered by internal

combustion engines. These pacers were made in Europe and often broke down. A young

designer named Oscar Edstrom built his own American pacer. He met up with a racer named

George Hendee who had his own bicycle manufacturing plant in Springfield, MA. The two

combined forces and created a bicycle powered by an engine developed by Hedstrom. Thus was

born the Hendee Manufacturing Company and the Indian motorcycle. They chose the name

Indian since it would signify an American product. George Hendee became known as the Big

Chief (B.C.) and Oscar Hedstrom became known as the Medicine Man. The factory was called

the Wigwam and the dealer network was called the Tribe. The company finally changed its name

from the Hendee Manufacturing Company to the Indian Motorcycle Company in 1923.The first

V-twins from Indian were produced in 1907. Hedstrom left the company after a dispute in 1913,

never to work in the motorcycle industry again. In another dispute within the newly formed

company, Hendee also left the company in 1916. The company grew at a rapid rate but had many

competitors, most notably Harley-Davidson. Indian competed with Harley-Davidson in the

showrooms, on the tracks, and on the streets to determine which brand was better. The second

part of this article gives details about this war for bragging rights. The war continues to this day

even though Indian was to go out of business for all intents and purposes in 1954.

Indian began making motorcycles in 1901 as the Hendee Manufacturing Company. The

first production model was in 1902 and 143 units were produced.

In 1903 376 motorcycles were sold. It continued production through 1953 when it no longer made the

classic Indian. In 1999 Indian motorcycles were again produced, this time by the Indian Motorcycle Corporation.

This was not the same company but it did have rights to the Indian name and trademarks.

We present here a look at Indian models from the first prototype model in 1901 to the present as

provided by About.com members. A gallery called "58 Years of Indian" is provided that gives a

picture and description for each model year from 1901 to 2003. of this article discusses the

founding and early growth of the Indian Motorcycle Company. Note the spelling here of

"motocycle" instead of "motorcycle." The term "motorcycle" was an archaic word used in the

nineteenth century to denote any horseless carriage. Indian wanted to distinguish itself from the

competition by using the older word..

Historical Industry Development

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. This distinction was achieved due to variety of reasons like

restrictive policy followed by the Government of India towards the passenger car industry, rising

demand for personal transport, inefficiency in the public transportation system etc.

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

Automobile Products of India (API) started manufacturing scooters in the country. Until 1958,

API and Enfield were the sole producers.

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.

In the initial stages, API dominated the scooter segment; Bajaj Auto later overtook it.

Although various government and private enterprises entered the fray for scooters, the only new

player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate in India. It

was a complete seller market with the waiting period for getting a scooter from Bajaj Auto being

as high as 12 years.

The motorcycles segment was no different, with only three manufacturers viz Enfield,

Ideal Jawa and Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were

two-stroke bikes. The motorcycle segment was initially dominated by Enfield 350cc bikes and

Escorts 175cc bike.

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

market leaders - Escorts and Enfield - were caught unaware by the onslaught of the 100cc bikes

of the four Indo-Japanese joint ventures. With the availability 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 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.

These two players initially started with assembly of CKD kits, and later on progressed to

indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in

by Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last five years.

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 industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn vehicles

in 1990.

The entry of Kinetic Honda in mid-eighties with a variometric 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. In the 90s, this trend was reversed with the

introduction of scooterettes. In line with this, the scooter segment has consistently lost its part of

the market share in the two-wheeler market.

In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a

decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring

Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda

showed a marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in fuel prices, high input

costs and reduced purchasing power due to significant rise in general price level and credit

crunch in consumer financing. Factors like increased production in 1992, due to new entrants

coupled with the recession in the industry resulted in company either reporting losses or a fall in

profits.

India is one of the very few countries manufacturing three-wheelers in the world. It is the

world's largest manufacturer and seller of three-wheelers. Bajaj Auto commands a monopoly in

the domestic market with a market share of above 80%, the rest is shared by Bajaj Tempo,

Greaves Ltd and Scooters India.

The total number of registered two-wheelers and three-wheelers on road in India, as on

March 31, 1998 was 27.9mn and 1.7mn respectively. The two-wheeler population has almost

doubled in 1996 from a base of 12.6mn in 1990.

CHAPTER – II

The study designThe study design

OBJECTIVES OF THE STUDY

This study has been undertaken to analyze the customer opinion of various bikes in twin

cities a special reference to the BAJAJ PULSUR bikes, the other objectives are:

To know the strength and weakness of BAJAJ bikes compared to others.

To find out the reason for selecting the brand.

To know customers opinion on mileage and how much mileage they are getting.

To identify the customer’s opinion on pickup and maintenance cost.

NEED FOR THE STUDY

In the modern times the business organizations are adopting new techniques and methods

for the growth of business. The organizations are trying to provide better services to their

customers to face the competition. For every business, it is not only important to retain the

present customers but also to attract the new customers. So the BAJAJ Company wants to know

its Brand Awareness in the competitive world

CHAPTER – III

METHODOLOGY

Marketing research has got vital role in decision making process by making available the

right information at the right time in the right place and to the right person who involved in

decision making. This is a basic tool of marketing management in decision-making. If

facilitates decision making by considering the market mix elements like price, product, place and

promotion.

The research methodology is considered to be the backbone of the study. It determines

the strength, reliability and accurately of the project. Methodology shall be considered by the

methods used in research for selecting samples, sample size data collection and various tools of

data.

RESEARCH DESIGN:

A marketing research is a systematic and objective. Search and analysis of information

relevant to the identification and solution of any problem in the field of marketing.

The marketing research process is a seven-step procedure beginning with the research

objectives, which are based on the hypotheses. There are basic of the customer need &

satisfaction

Both exploratory and descriptive research was chosen because once the data is collected

and the problem has been identified, a conclusive report is given at the end of the project.

DATA COLLECTION METHOD:

The two main two type’s data collection methods

1. Questionnaire Method,

2. Observation Method

Further classified in to structured vs. non structured and disguised and non-disguised. Also,

the mode of communication for the various data collection options could range from personal to

mail to telephone. Again depending upon the type of research and constraints like time and cost,

the appropriate mode of communication has to be selected after carefully weighing its merits and

demerits.

Various sources of secondary data available external to the company include:

Government publications,

Non-government publications

Syndicate research done on a commercial

basis.

PRIMARY SOURCE

Primary data is collected by personally interviewing the owners of all the generators.

Each member of the sample responded to the questionnaire. Therefore the changes of distortion

occurring in the communication process, when the interview was answering the questionnaire,

are very much reduced:

SECONDARY SOURCE

The secondary data is collected from company news letters; magazines of the process are

population, sample frame, sampling unit and sample. There are two approaches to sampling: (I)

Profitability methods and company web site.

SAMPLING

The sampling process is an integral part of any research design. In the presence method a

few consumer are drawn from different geographic area and their opinion is recorded in this

fashion an idea could be obtained about future sales.

SAMPLE DESIGN

It is difficult to collect information about each of the population units so sampling methods is in

the study.

SAMPLE UNIT

For this study the main samples were the customers who are using the product.

SAMPLE SIZE: The sample size is 100

STATISTICAL TOOLS APPLIED

Much of the sampling in marketing research is non profitability in nature that is samples

are selected on the basis of the judgment of the investigators convenience or by some other non

random process rather then by use of table of random numbers or by some other randomizing

device.

The sample consists of customers who are using the bikes of different brands like Hero

Honda, Bajaj, Yamaha and others. This sample is taken through probability sampling because it

a bias free method of selecting sample units and permits the measurement of sampling error. In

profitability sampling the results are independent of investigator and test of significance can be

done only when probability sampling is done.

FIELD WORK

It was done by framing the questionnaire and taking the require information from the

respondents.

LIMITATIONS OF THE STUDY:

The study is restricted only to a sample of 100 customers of various brands in order to

know the position of the Bajaj Bikes in the market. The data collected in twin cities. The study is

limited to the following companies only.

Bajaj Bikes

Honda Bikes

Yamaha Bikes

Some respondents are not interested to give answers due to their busy works.

My study is permitted only in twin cities.

Time is major constraint to interact more customers of BAJAJ Pulsar.

CHAPTER – IV

Findings Findings

&&

Suggestions Suggestions

FINDINGS

The common mode of transport of the

people by Car is 5%, Bike is 41%, Auto is 11%, Bus is 40%, and lastly others are 3%.

15% of people are aware of pulsar bike,

48% of people are aware of Splendor ,27% of people are aware of BAJAJ Victor, 5% people

are aware of Libero and 5% people are aware of other bikes.

95% said that they owned a Motorcycle

and 5% said that they don’t own Motorcycle.

6% are pulsar owners, 14% are Splendor

owners, 70% are BAJAJ Pulsar owners,3% Libero owners and 7% belongs to some other

Bike owners.

13% customers have collected the

information about BAJAJ pulsar through News Papers, 39% of the people gathered the

information through Television, 16% of the people gathered the information through current

Customers and 30% of the people gathered the information through Friends/Relatives and 3%

got from others.

14% are Price influences Customers, 30%

are influenced by Brand name, 20% are influenced by Design, 30 % of Customers are

influenced by Mileage and other features influence 6%.

35% of customers’ are satisfied with good

mileage, 24% are satisfied with pick-up, 18% are satisfied with perfect balance, 14% are

satisfied with design and 9% are satisfied with powerful headlight.

27% of respondents get 40-50kmpl

mileage, 40% of respondents get 50-60 kmpl- mileage, 23% of respondents get 60-70 kmpl

mileage and 10 % of respondents get a mileage of above 70 kmpl Most of the respondents say

that pulsar bikes give a mileage of 50-60 kmpl.

58% of the people are interested to buy

the BAJAJ Pulsar in future, 13% are interested in purchasing Splendor, 4% are interested in

purchasing libero, 15% are interested in purchasing pulsar and 10% of people are interested in

purchasing other bikes.

SUGGESTIONS

Management has to provide the bikes with more mileage and pick-up.

Sales process, availability of models and colors has to be improved.

Indian market is price sensitive market, so the bikes’ prices have to be in such a way that

all level of people would be attractive.

The BAJAJ Company needs to increase promotional activities to create more BRAND

AWARENESS in public.

CHAPTER – V

Data Analysis Data Analysis

& &

InterpretationInterpretation

DATA ANALYSIS AND INTERPRETATION

Table 1 :- Indicating the common mode of Transport

Sno Mode of Transport No of Respondent Percentage Respondent

1

2

3

Bike

Auto

Others

56

41

3

56%

41%

3%

bike auto others0

10

20

30

40

50

60

Bike

auto

others

Interpretation: - From the above table it can be concluded that the number of respondents

who said that their mode of transport by Car is 5%, Bike is 41%, Auto is 11%,Bus is 40%, and

lastly others are 3%.

Inference : - Most of the respondents said that their common mode of

Transport is Bike.

Table 2 :- Indicating the awareness of Brands

Sno Factors No of Respondent Percentage Respondent

1

2

3

4

5

victor

pulsar

splendor

Libero

Others

15

48

27

5

5

15%

48%

27%

5%

5%

0102030405060

Interpretation: - From the above table out of 100 sample it is clear that 15% of people are

aware of TVs victor bike, 48% of people are aware of pulsar ,27% of people are aware of

splender,5% people are aware of Libero and 5% people are aware of other bikes.

Inference: - Most of the respondents are aware of pulsar bike.

Table 3 :- People Owning Bikes

Sno Factors No of Respondent Percentage Respondent 1

2

Yes

No

95

5

95%

5%

95

5

0

10

20

30

40

50

60

70

80

90

100

Yes No

Percentage of Respondents

No

of

Res

po

nd

ents

Interpretation: - Out of 100 sample, 95% said that they owned a Motorcycle and 5% said that

they don’t own Motorcycle.

Inference : - From the above table it is clear that 95% of people have their own bike.

Table 4 :- Different Brands of Bikes

Sno Factors No of Respondent Percentage Respondent

1

2

3

4

5

victor

Splendor

Pulsar

Libero

Others

6

14

70

3

7

6%

14%

70%

3%

7%

614

70

37

0

10

20

30

40

50

60

70

80

victo

r

Sple

nder

pulsa

r

Liber

o

Oth

ers

Interpretation: -

From the above table out of 100 sample it is clear that 6% are victor owners,14% are

Splendor owners, 70% are BAJAJ Pulsar owners,3% Libero owners and 7% belongs to some

other Bike owners.

Inference : - Majority of the people owned BAJAJ Pulsar Bikes.

Table 5 :- Sources of Information

Sno Factors No of Respondent Percentage Respondent

1

2

3

4

5

News Papers

Televisions

Current Customers

Friends/Relatives

Others

13

39

16

30

3

13%

39%

16%

30%

3%

13

39

16

30

3

05

1015202530354045

New

s Pap

ers

Tele

visio

ns

Cur

rent

Cus

tomers

Frie

nds/R

elativ

es

Oth

ers

Perrcentage of Respondents

No

of

Res

po

nd

ents

Interpretation: - From the above table it is clear that out of 100 samples, 13% customers have

collected the information about BAJAJ pulsar through News Papers, 39% of the people gathered

the information through Television, 16% of the people gathered the information through current

Customers and 30% of the people gathered the information through Friends/Relatives and 3%

got from others.

Inference: - Majority of the customers of Bajaj Pulsar said that they gathered the information

through Television.

Table 6 :- Factors influencing the purchase of BAJAJ Pulsar

Sno Factors No of Respondent Percentage Respondent

1

2

3

4

5

Price

Brand name

Design

Mileage

Others

14

30

20

30

6

14%

30%

20%

30%

6%

Price

Brand

nam

e

Desig

n

Mile

age

Other

s0

5

10

15

20

25

30

35

14

30

20

30

6

Chart Title

Interpretation: - From the above table it is clear that 14% are Price influences Customers, 30%

are influenced by Brand name, 20% are influenced by Design, 30 % of Customers are influenced

by Mileage and other features influence 6%.

Inference: - Majority of the people said that they are influenced by the Mileage and brand

name of the BAJAJ Pulsar in Purchasing of it.

Table 7:- Awareness of Brand Features

Sno Factors No of Respondent

Percentage Respondent

1

2

3

4

5

Good Mileage

Pick -up

Design

Powerful Headlight

Perfect Balance

35

24

14

9

18

35%

24%

14%

9%

18%

Go

od

Mi..

.

Pic

k -u

p

De

sig

n

Po

we

rfu

l ...

Pe

rfe

ct ..

.0

10

20

30

40 35

24

149

18

Chart Title

Interpretation: - From the above table it is clear that 35% Customers are aware of it’s Good

Mileage,24% are aware of Pick-up, 14% are aware of Design, 9% are aware of powerful

Headlight and 18% customers are aware of perfect balance of the Bike.

Inference : - It is clear that Majority of the Customers are influenced by the Good Mileage

Table 8: - Mileage given by BAJAJ Pulsar Bike

Sno Factors No of Responden

t

Percentage Respondent

1

2

3

4

40-50

50-60

60-70

Above 70

27

40

23

10

27%

40%

23%

10%

40-5

0

50-6

0

60-7

0

Above

70

05

1015202530354045

27

40

23

10

Series1

Interpretation: From the above table it is clear that 27% of respondents get 40-50kmpl mileage,

40% of respondents get 50-60 kmpl- mileage, 23% of respondents get 60-70 kmpl mileage and

10 % of respondents get a mileage of above 70 kmpl.

Inference: - Most of the respondents get a mileage of 50-60 kmpl.

Table 9: - Purchasing of BAJAJ Pulsar Bike in Future

Sno Factors No of Respondent

Percentage Respondent

1 2

3

4

5

Pulsar Splendor Libero

victor

Others

58

13

4

15

10

58%

13%

4%

15%

10%

I

pulsur splendor libero victor others0

10

20

30

40

50

60

70

pulsur

splendor

libero

victor

others

Interpretation: - From the above table it is clear that out of 100 samples 58% of the people are

interested to buy the BAJAJ Pulsar in future, 13% are interested in purchasing Splendor, 4% are

interested in purchasing libero, 15% are interested in purchasing pulsar and 10% of people are

interested in purchasing other bikes.

Inference : - From the above it is clear that majority are interested in purchasing BAJAJ Pulsar

bike in future.

CHAPTER – VII

BIBLIOGRAPHYBIBLIOGRAPHY

BIBLIOGRAPHY

1. Principles Of Marketing - Philip Cutler & Gary Armstrong

- J.C. Gandhi

2. Marketing Management - V.S. Ramaswamy &

- S.Namakumari

3. Marketing Research - Tull Donald & Hawkins

4. Consumer Behavior - Schiffman Leon & Kanuk Leslie

5. Magazines - Business Today &

Business World

Websites www.bajajpulsur.com

www.bajajgroups.com

QUESTIONNAIREQUESTIONNAIRE

QUESTIONNAIRE

An Assessment of Brand Awareness with Reference to BAJAJ Pulsar

Name: …………………………………………….

Occupation…………………………………………..

Cell No: ………………………………………

1. Do you own a motorcycle? [ ]

(a) Yes (b) No

2. Which Brand of motorcycle do you own? [ ]

(a)Pulsar (b) Splendor (c) cbz (d) Libero

3.How is the over all performance of your Pulsar ?

(a)Satisfactory (b) Un satisfactory

4. Please mark the different brands of bike you are aware of? [ ]

(a)Pulsar (b) Splendor (c) Libero (d) Others

5. How did you come to know about the Baja Pulsar? [ ]

(a)News Paper (b) Television (c) Current Customer

(d)Friends/Relatives

6. Which among the below features/factors influenced you most in purchasing of [ ]

BAJAJ Pulsar?

(a) Price (b) Brand name (c) Design (d) Mileage

7. With which features of BAJAJ Pulsar do you satisfy more? [ ]

(a) Good Mileage (b) Pick- up (c) Design

(d) Powerful Headlight

8. How much mileage (kmpl) is your bike giving? [ ]

(a) 40-50 (b) 50-60 (c) 60-70 (d) Above 70

9. In future if you plan to purchase a motorcycle, which among the

Following will you go for? [ ]

(a) Pulsar (b) Splendor (c) Libero (d) Others

10. What Suggestions would you like to offer for its improvement?

____________________________________________________

____________________________________________________

11. Do you recommend BAJAJ Pulsar bike to your friends/relatives? [ ]

(a) Yes (b) No (c) Can’t say

12 How would you rate Pulsar? [ ]

(a)Excellent (b) Very Good

(c)Good d) Average

13 Mileage expected before purchasing? [ ]

(a) 90 (b) 80 (c) 70

14 Mileage delivered at the present time? [ ]

(a) 80 (b) 70 (c) 60

15 Did you consider purchasing other brands before purchased Pulsar? [ ]

(a)Yes (b) No

16 Are you satisfied with the after sales service? [ ]

(a) Satisfy (b) Un-Satisfy

17 Are you satisfied with the pick-up of Pulsar? [ ]

(a) Satisfy (b) Un-Satisfy