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A LIVE PROJECT REPORT ON

COMPARITIVE STUDY ON CONSUMER BUYING BEHAVIOUR OF HONDA unicorn AND bajaj PULSAR

PREPARED BY: k.udayamani 09gsb052 Gnanam school of business ACADEMIC YEAR 2009(aug-dec)

DECLARATION

I Mr. k.udayamani of GNANAM OF SCHOOL BUSINESS of MBA (TRISEM-I), here by declare that I have completed this project on COMPARITIVE STUDY ON CONSUMER BUYING BEHAVIOUR OF HONDA unicorn AND bajaj PULSAR in the academic Year 2009(aug-dec). The information submitted is true and original to the best of my knowledge.

K.UDAYAMANI

Sr.no

Topics.

1)

INTRODUCTION.

2)

HISTORY OF BAJAJ

3)

HISTORY OF HONDA.

4)

BAJAJ Vs HONDA.

5)

ANALYSIS.

6)

CONCLUSION.

INDEX

BAJAJ IN INDIA Founded in 1926, the Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and threewheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known in over a dozen countries in Europe, Latin America, the US and Asia. The present Chairman and Managing Director of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion , its product portfolio has expanded from one to and the brand has found a global market. He is one of India’s most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.

Bajaj Pulsar DTSi

Bajaj Auto Ltd has launched Pulsar DTSi in its attempt to remain 'Distinctly ahead'. The all new Pulsar DTSi is packed with the path breaking next generation technology of digital biking. Its various digital systems like capacitor discharge ignition (CDI) system, Digital console and Digital Twin Spark ignition (DTSi) provides efficient fuel combustion and better performance under all conditions. The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark plugs and 8 bit microprocessor chip, generates the pulsating 18 ps of power to excite the bikers and its advanced exhausted technology ensures the great performance at lower rpm. The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel base with 17" large alloy wheels give this Bajaj bike a robust presence on the road. For the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less tiers and new digital console that makes the Pulsar most sporty and stylish two wheelers on Indian roads. Launched in three variants of 200cc, 150cc and 180 cc, Pulsar DTSi has a price tag of Rs.70-75,000 (approx.) and up for sale throughout the dealerships of Bajaj Auto India.

Key Features of Bajaj Pulsar DTSi

•

Engine Oil Cooler to control the temperature and maintain the high speed and

rpm. •

Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip

Meters contribute to enhanced riding comfort. •

Tubeless tyres for better road grip and stability.

•

First bike in India with large 33 mm front fork for better shock absorbing ability.

•

Constant velocity (CV) carburetor for high level of performance.

•

Split seat for better riding and sitting comfort.

•

The new Petrol tank flaps give petrol tank an aerodynamic looks.

HONDA IN INDIA “Hero” is the brand name used by the Munjal brothers in the year 1956 with the flagship company Hero Cycles. The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. During the 80s, Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The company introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of

commuters across India, and Honda sold millions of bikes purely on the commitment of increased mileage. Over 19 million Honda two wheelers tread Indian roads today. Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero Honda's top -selling motorcycle - Splendor. This festive season, the company sold half a million two wheelers in a single month-a feat unparalleled in global automotive history.

HONDA UNICORN

Honda Unicorn is the first motorcycle in India to have hi-tech Mono Suspension, which enhances the riding comfort and control. This is the first motorcycle to Indian market by the company setting up new benchmark in the motorcycle segment with its swift acceleration, superior mileage, international styling, riding comfort and convenience. It is engineered and styled for the taste of the younger generation..

Company

Stroke

Maximum Power

Displacement

Honda Motorcycles & Scooters India Private Limited

4-Stroke, single cyl, air cooled

13.5PS@8000 rpm

149.1 cc

Key features of Honda Unicorn •

Best pick up in its class.

•

It delivers an incredible 60 kms to a liter.

•

It is a perfect fusion of sporty & macho design.

•

With Mono Suspension & Diamond frame, it takes all kinds of road shocks with absolute ease.

•

It is the only motorcycle equipped with a puncture resistant Tupp up Tube.

Bajaj Pulsar DTSi

Benefits: - The pulsar is a very responsive bike and pulls with authority. It's also much smoother than before, plus it packs in a lot of goodies like a digital speedometer. It is one of the most powerful 150 cc bike. It is the best equipped bike at present, matched only by the Apache RTR 160.

Drawbacks: - There are just too many pulsars on the road today so it is doubtful that anyone will give you a second look. It also has typical Bajaj problems like the chain getting loose frequently. The engine although smooth is still not in Honda's league. The gearbox is an improvement on older pulsars but again doesn't match with Honda.

Honda Unicorn Benefits :- The Unicorn's engine is the smoothest, quietest and most refined in this group. Ride the bike and you will understand what Honda engineering means. It is also the only bike with mono shock suspension in India. It also has the best build quality. It delivers the best mileage. And is also suitable to you because you have very long legs. Don't worry about repairs on this bike as it comes with Honda's bullet proof reliability.

Drawbacks- It's acceleration doesn't matchup with other bikes in this group. But it gives the best mileage. It doesn't offer value for money and the styling may look dated. It doesn't come with goodies like digital speedometer.

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR

A consumer, making a purchase decision will be affected by the following three factors: 1. Personal Factors 2. Psychological Factors

3. Social Factors

Personal Factors: These factors were varying from person to person. Demographic Factors. Sex, Race, Age etc. played major role in buying two wheelers for individual use.

Young people in age group of 18-35yrs purchased two wheelers for different various reasons while older people in age group of 35-50yrs purchased just for travelling purpose only.

Psychological Factors : There were many people who wanted to purchase two wheelers just because they had sense of love and belonging for bikes. This was found more among Hero Honda user. They are mostly see performance of the bike and services that provided by companies and want their bike to be smooth while driving the bike.

Social Factors : There were many people who bought bikes because of social factors like on their parents, friends and relatives opinion. There were few people who bought their bikes for style and status. Besides this to my surprise I found out that in today’s world boys play major role in buying decisions for themselves and for their family also. This also played a greater role in purchasing decision of two wheelers by individuals. Boys who were in age group of 18-25yrs were more interested in features as compared to other factors described.

Q.Do you have a bike? Yes

NO

N O 2

YES 38

Q. Using bike for which purpose?

Office

Travelling

Both

Others

TRAVELLING 16

Q. Which company bike do you possess?

OFFI CE 10

BO TH 8

OTHE RS 6

Bajaj

Honda

HONDA 21

Others

BAJAJ 12

OTHERS 7

Q. Why did you prefer this brand over other brand? Quality

QUALITY 12

features

FEATURES 19

Availability

AVAILIBILIT Y 3

Price

PRICE 5

Q.Which type of bike you prefer for travelling? 100cc 150cc More than 150cc BIKE FOR TRAVELLING

100CC 11

150CC 19

MOR E THA N 150 C 9

FACTORS INFLUENCING SALES OF TWO WHEELERS

Features: It plays major role in sale on any bikes. Today people are more attracted towards the features of bikes and are ready to spend huge amount of money on buying a handset having huge numbers of features. E.g. Honda karizma

Price:- Price also plays a major role. Companies need to place their products in such a way that it can differentiate itself from others by its price. If price of bike is kept low and more features are provided to customers than company can create market for itself.

Availability:- Products need to be available easily. Customers don’t like to travel much to buy bikes. They prefer to get their bikes from nearest showrooms so in order to be market leader companies should make sure that there products are easily available to customers.

After sales service:- Companies should make sure that they provide good after sale service to their customers and there problems are rectified as soon as possible. The turnaround time should be very less that customers don’t have to wait too long for their problems so to be solved.

Quality:- The quality of products should be very good. Today’s customers want value for money if that is not provided than company will find it difficult to position itself in the market.

CONCLUSION:After doing extensive research on two wheelers I have come to the following conclusions: 21 people prefer Hero Honda(unicorn), therefore if the price rises and 5 people which look for another alternative if the price of Hero Honda is rise. It was also found that from the Survey of 40 Samples, 21 Persons prefer using unicorn12 person prefer Bajaj pulsar DTSI150 and 7 people uses other two wheelers for travelling or office purpose.

Findings. •

From the survey, it is founded that most of the people prefer Honda unicorn for office use and travelling purpose.

•

If the price of Honda unicorn increases there would be 5person who will change their Brand preference .

•

People prefer more quality and features of two wheelers rather than the price.

•

The brand image is been reflected in the individual’s mind rather than the promotional strategies.

Limitations and Recommendations

 As the study was taken in one area only, and also the sample size of doing the survey was also very limited i.e. 40 samples the results need to be understood keeping in mind. In future, the study in more localities or a town may reveal difference if any in respondent preferences. Also for the study of two wheelers reveals that, the consumers the decider, have only the preference of Honda and Bajaj pulsar DTSI even if the price of two wheelers rises and if the same trend continues the other companies would be finding it very difficult to be stable. This study has made conjoint design but alternate ways to measure consumer preferences which can be used in future.

 In the recommendations it can be said that there should be more development in finding out the different buying behavior and preferences by the other two wheeler industries in a promotion intensive environment and also the quality.

References

1. 2.

www.Hero Honda .com www.Bajaj.com

Questionnaire Name:

Age: Occupation: 1. Do you have a bike? Yes

No

2. Using bike for which purpose? Office

Travelling

Both

Others

3. Which company bike do you possess? Bajaj

Hero Honda

Others

4. Why did you prefer this brand over other brand? Quality

features

Availability

5. Will you prefer another bike if price is reduced? Yes

No

6. Which type of bike you prefer for travelling? 100cc 150cc More than 150cc

Thank you for your help! 8

Price