project on consumer satisfaction of bajaj

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

EXECUTIVE SUMMARY After liberalization, the Indian market is open to wide competition. The market underwent a change and the average customers have become more aware and demands greater value for money. India being the 2nd fastest growing economy in the world next to china. Service sector dominates the India economy today by contributing more than half of our national income. In the 90’s one in every two Indian’s earn his livelihood, by providing services, with best jobs, best incomes and best talents, the service sector is the new showcase of the Indian economy. Moreover technological advances have made it possible for India to complete on global basis. At present two wheeler industry is also facing the competition from many other competitors’. In today’s competitive world customer is king. He has got many alternatives to choose. The behavior and the level of satisfaction of customers towards two wheeler is different from customers to customers. To over come this they have to provide a better and quality services to the customers so that the customers should be happy and satisfied with the service. The methodology of this study was to collection of data through structured questionnaire and personal interview conducted with the customers in the various given area covers a sample size of 100 customers. The data was collected from various classes of customers like employees, youngsters, students etc…The study reveals that the majority of the customers have a good opinion about the two wheeler. And many of them are satisfied by owning two wheeler. The important factors which effect the buying decision of the customer is the style of the bike. Most of the respondents were using two wheeler for a period of 1 to 5 years.

Majority of the respondents were aware about the product

through the print media and TV. Many of the customers think that advertisement

T. JOHN INSTITUTE OF MANAGEMENT & SCIENCE, BANGALORE

1

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

and friends suggestion will change the buying decision of the customers at a certain level. From the analysis came to know that the present brand image of Bajaj two wheeler is good. By conducting more demos, exhibitions and kiosks will help to increase the sale volume and will attract the customers .It is helpful to use sales promotional activities for motivating customers and salesmen to increase the sales volume. Try to penetrate in the rural areas also. Improve the quality to reduce the maintenance. Maintain the brand image through the continuous promotional activities. Increase the sales volume by conducting more national and international conferences.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

2

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

INTRODUCTION Marketing “is the process of planning and executing the conception, pricing, promotion and distribution of ideas goods and services to create exchange that satisfy individual and organizational goals” today marketing must be understood not in the old sense of making sale-telling and selling. The marketing has changed from Barter concept to new sense of satisfying customer needs. The objective of all marketing effort should to maximize customer satisfaction. An individual firm’s success depends not only on how well it has performs, but also on how well its entire supply chain and marketing channel competes with competitors channels. The customer is the key. Therefore the satisfaction of consumer is the prime objective of an enterprise. Satisfaction is a person’s feeling of pleasure of disappointments resulting from comparing a product’s perceived performance in relation to his or her expectations. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when better offer comes along. Customer satisfaction is both a goal and a marketing tool. Customer’s first interaction with the product occurs at the retail level. The availability of the product, their display, spacing etc, influence the customers purchase decision to a large extends. Retailers also act as an important link between consumers and the company. They are closer to the customers know his wants and needs better than the company. This information is highly useful to the company in catering the consumer’s wants and needs.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

3

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

This study on Customer Satisfaction of Bajaj two wheeler is a step to understand the factors which are effective for the success of the product. 50 samples are taken for this study to understand the satisfaction level of the customers.

CUSTOMER SATISFACTION: Organizations are increasingly interested retaining existing customers while targeting non-customers measuring customer satisfaction provides an indication of how successful the organization is at providing products and /or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will very from person to person and the product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which chorrelate with satisfaction behaviors such as return and recommended rate. The level of satisfaction can also very depending on other options the customer may have and other products against which the customer can compare the organizations products.

CUSTOMER SWITCHING: The switching path is triggered by a factor that changes the present relationship between customer and supplier by somehow making the customer aware of different reasons for switching. This initiating factor affects the entire switching path. There are three different triggers: external, internal, and situational. In the trigger, the company that the customer has switched to has served as some kind of comparative object vis-a-vis the company with which he has broken the rela-

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

4

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

tionship. The new company has perhaps changed or improved its business concept, is a new competitor, or simply can offer something that the former company could not. During the process, the customer begins to consider a change and becomes sensitive to the various factors that finally lead to a switch. The time span can vary and is here termed process duration. The main reason for switching, according to the customer, is called the push factor. There are also tip factors, which alone cannot speed up or extend the switching process but which can expedite or delay the path that the customer goes through while considering a change. Even other factors could be classified as causes for switching, since the) alone could lead to switching and not only be considered trip factors. These factors are not classified as switching causes but as sub-push factors because the respondents do not consider them to be the main reason for switching. Even if a customer has switched, there can be reasons why he could consider returning to the first company, by the force of a pull factor. Even if a customer breaks the relationship with a company, it is important to stress that the break should be handled professionally and end on friendly terms. The former customer is otherwise likely to spread negative word-of-mouth

CUSTOMER EXPECTATION: Customer satisfaction is largely a reflection of the expectations and experiences that the customer has with a product or service. However expectations also reflect that influences the evaluation of the product or service. When we make major purchases, we research the product or service and gain information from the advertising, salespersons, and word-of-mouth from friends and asso-

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

5

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

ciates. This information influences our expectations and ability to evaluate quality, value, and the ability of the product or service to meet our needs. In meeting customers' requirements and measuring customers' satisfaction indexes, customer perception should be definitely a key consideration. Qualified services in the operation execution layer, technical management layer and business development layer are necessary. However, it is even more important to efficiently understand customer expectations and make efforts to exceed their expectations. Therefore, customer perception management becomes a central topic. Frankly speaking, among all indexes in customer satisfaction management, the biggest challenge is customer perception management, or customer perception satisfaction.

IMPORTANCE OF MARKETING: As consumption initiates production, the producer should identify the motives, which promote consumers to purchase. This helps him to offer a total product that can satisfy the consumer’s needs. Thus consumer’s inner motives such as fear, pride, fashion, profession, purchasing power are the things which decide the buying pattern. Today’s marketers have also released the buying power of the consumers and they are constantly trying to adopt their product suite the ever changing needs of the customers. Its importance is  To create awareness about new products in the minds of the customer.  To attract the customers to buy the products

 To increase the sales.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

6

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

THE OPERATIONAL CONCEPTS OF MARKETING: MARKET: “A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange of products to satisfy the need or want”. MARTKETING: “Marketing is social and management processes by which individuals and group obtain what they need and what they want through creating offering and exchange products of value with other”. MARKET SEGMENTATION: Market segmentation is a method for achieving maximum market response from limited marketing resources by recognizing difference in the response characteristics of various parts of the market. In the sense market segmentation is the strategy of divide and conquer i.e. dividing markets in order to conquer items for different group of customer there exist different sets of marketing strategy .segmentation strategy is an answer to the question, to whom should, one sell his product and what he sell them? It is a strategic choice concerned with doing the right things as opposed to tactical choice, doing things right. It enables the marketer to give better attention to the selection of customers and offer an appropriate marketing mix for each segment or a group of buyer having similar demand.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

7

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

CORE CONCEPT OF MARKETING: THE PRODUCT CONCEPT: The product concept hold that consumer will favor those product that offer the most quality, performance or innovation focus their energy on making superior product and improving them over time.

THE SELLING CONCEPT: The selling concept holds that consumer if left alone, will ordinary not but enough of the organization product. The organization must therefore undertake an aggressive selling promotion effort.

THE MARKTING CONCEPT: The marketing concept holds that the keys to achieving the organization goals consist in determining the need and wants of target market and delivering the desires satisfaction more effectively and efficiently than competitors.

MARKETING MIX: “Marketing mix is a combination of 4p’s such as product, price, promotion and place (distribution channel) to deliver standard goods and services”.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

8

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

4 P’S OF MARKETING:

PRODUCT: a product can be anything that can be offered to a market for attention acquisition use or consumption that might satisfy a need or want. PRICE: economist’s defines price as “the exchange value of a product or reserve always impressed in terms of money”. PROMOTION: promotion may be defined as “the various activities that the company undertakes to promote its products to the target market”.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

9

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

DISTRIBUTION CHANNEL: it can be defined as “the set of marketing institution participating in marketing activities involved in the movement or the flow of goods and services from the primary product to the ultimate consumer”. TYPES OF BUYING BEHAVIOR: COMPLEX BUYING BEHAVIOR: The consumers go through complex buying behavior when they are highly involved in a purchase and aware of significant among brands. Consumer are involves when the product is expensive, brought infrequently risky and highly self expressive. DISSONANCE REDUCING BUYING BEHAVIOR: Sometimes the consumer is highly involved in the purchase but sees the little difference in the product & service. The high involvement is again on the fact that the purchase is expensive infrequently risky. HABITUAL BUYING BEHAVIOR: Many products are bought under conditions of low consumer involvement and the absence of significant product difference, consumer do not search extensively for information about the product, evaluate their characteristics and make weightily decision on which product to buy. VARIETY SEEKING BUYING BEHAVIOUR: Some buying situation is characterized by low consumer involvement but significant product difference. Here consumer is often observed to do a lot of product switching. The buyer’s behavior is influenced by four major factor cultural (cultural, sub cultural,& social class),social(reference group, family,& roles & sta-

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

10

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

tus )personal ( age & life stage, occupation, economic circumstances. Life styles, personality, self concept & psychological (motivation, perception learning & belief and attitude). All of these provide clues to know reach and serve buyers more effectively.

NECESSITY OF CUSTOMER SATISFACTION: The emerging consumer movement necessities markets to understand consumer behavior their needs, expectations and problems. It will be easier in exploiting marketing opportunities meeting the challenges of the market. Thus marketers must try to offer the product wanted by the customers at the price he is prepared to pay, through distribution channel convenient to him and with a proper promotional activities. A consumer by nature is extrovert, a study of consumer behavior helps to formulate marketing program mix and policies. FACTORS: To understand consumer behavior on the eventual buying decisions, the major factors have to be clearly understood and analyzed. They are: 1.

Buyer characteristics.

2.

Personal characteristics.

3.

Seller characteristics.

4.

Situational characteristics.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

11

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

1. Buyer characteristics: It deals with the individuals, personal, psychological, cultural and social characteristics.

2. Personal characteristics: It deals with the factors like age, sex, occupation, lifestyles, economic and financial conditions, culture which affects the consumers purchase behavior.

3. Seller characteristics: Influences the buying decision factor lies in the image of the facilities offered by the companies or retail out lets etc affects the choice of the buyers. the buyers decision will be based on the attitudes, behaviors’ and characteristics of the seller or sales person.

4. Situational characteristics; This also plays an important role in influencing the decision of the buyer. The aspects such as time, day, season, financial conditions, marketing situations, demand for the products etc.

Methods of tracking and measuring customer satisfaction:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

12

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

A company tools for tracking and measuring customer satisfaction range from primitive to sophisticate. The following methods are used to measure customer satisfaction

1. Complaints and suggestion system: A customer centered organization would make it easy for its customer to deliver suggestions and complaints. Many customers maximize the ease with telephone numbers, customer can inquire, make suggestion on complaint. These information flows provide these companies with many good ideas and enable them to act more rapidly to resolve the problems. 2. Lost customer analysis: Companies should contact customers who have stopped buying or switched to another supplier. It is important to conduct exit interview and monitor the customer loss rate. 3. Customer satisfaction survey: A company must not conclude that it can get a full picture of customer satisfaction and dissatisfaction by simply running a complaint and suggestion system. Studies show that customer4s are dissatisfied with one out of every ten purchases and less than 2% dissatisfied customers will complain customers may feel that their complaints are minor. Purchasing and consuming

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

13

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

It is important to distinguish between purchase and consumption for three reasons. Firstly the product may be purchased by 1% and consumed by another. Secondaly the purchase depends on consumer expectation of the degree to which brands are likely to satisfy needs. Thirdly a consumer post purchase evolution determines whether the brand is likely to be repurchased.

Satisfaction v/s Dissatisfaction Satisfaction occurs when customer’s expectations met to exceed and the purchase decision is reinforced. Satisfaction reinforces positive attitudes towards the brand leading to a greater likelihood that the customer will re purchase the same brand, dissatisfaction results when consumer expectation is not met. Thus we assert that b the buyers forms a judgment of value acts on it whether the buyers are satisfied after purchase depends upon the offer performance in relation to the buyers expectation. here is our definition of customer satisfaction, thus the satisfaction level is a function of the difference between perceived performance and expectations. a customer could experience on their board level of satisfaction. If the performance matches the expectations the customer is satisfied if the performance exceeds expectations, a customer is highly satisfied, pleased or delighted. But how do buyers form their expectations? Expectations are formed on the basis of the buyers past buying experience, statements made by friends and associates and market and competitor information and promises etc. if marketers raise expectations to high the buyers are likely to be disappointed, some of today’s most successful company are raising expectations and delivering performance to match. Thus companies are aiming for total consumer satisfaction.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

14

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

CUSTOMER RELATIONSHIP MARKETING: It refers to developing stronger bonds with customers. It is the process of managing detailed information about individual customers and carefully managing all customers to maximize customer loyalty. A customer touch point is any occasion on which a customer encounters the brand and the product from actual experience to personal or mass communications to casual observations. Customer relationship marketing enables companies to provide excellent real time customer service through the effective use of individual accounting information. Based on what they know about each valued customer, companies can customize market offerings, services, messages and media, and also it is important because it is a major driver of company profitability is the aggregate value of the company’s customer base. Some customers will inevitable become inactive or drop out for reasons, moves to other location, dissatisfaction so on. Here the companies challenge is to reactive dissatisfied customers through customers backing strategies. It is often easier to re attract the ex-customers because the company knows their names and histories. Developing more loyal customer’s increases revenue. However the company has to spend more to build greater customer loyalty. How much should company invest relationship building, so that the cost does not exceed the gains, we need to distinguish 5 different levels of investment n customer relationship building. 1. Basic marketing:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

15

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

The salesman simply sells the product. 2. Reactive marketing: The salesman sells the product and encourages the customer to call if he or she has question, comments or complaints.

3. Accounting marketing: The sales person phones the customers a short time after the sale to check whether the product is meeting expectation. T he sales person also asks for any product service improvement suggestion and any specific disappointments. This information helps their company to continue to improving its performance.

4. Proactive marketing: The company sales person contacts the customer from time to time with suggestion about improved product uses or helpful new products.

5. Partnership marketing: The company works continues with the customer to discover ways to perform better.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

16

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

INDUSTRY PROFILE

The liberalization policy and various tax reliefs by the Govt. of India in recent years has made remarkable impacts on Indian Automobile Industry. Indian auto industry, which is currently growing at the pace of around 18% per annum, has become a hot destination for global auto players. A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system, the Automobile Industry of India is also growing at rapid speed, occupying an important place on the ‘canvas’ of Indian economy. Today Indian automobile industry is fully capable of producing various kinds of vehicles and can be divided into 3 broad categories: cars, two-wheelers and heavy vehicles. Among the two-wheeler segment, motorcycles have major share in the market. Hero Honda contributes 50% motorcycles in the market. In it Honda holds 46% share in scooter and TVS makes 82% of the mopeds in the in the country. Snippets The first automobile in India rolled in 1897 in Bombay India being recognized as potential emerging market.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

17

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

 Within two wheelers, motorcycles contribute 80% of the segment size.  India is the largest three wheeler market in the world  India is the largest two-wheeler manufacturer in the world.  India is the fifth largest commercial vehicle manufacturer in the world.  The number one global motorcycle manufacturer is in India. INDIAN TWO-WHEELER INDUSTRY: Automobile is one of the largest industries in the global market. Being the leader in product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of economic growth. During the decade will directed efforts have been made to provide a new look to the automobile policy for realizing the sector’s full potential for the economy. Steps like abolition of licensing, removal of quantitative restrictions and initiatives to bring the policy framework in consonance with WTO requirements have set the industry in a progressive track. Removal of the restrictive environment has helped restructuring and enabled industry to absorb new technologies, aligning itself with the global development and also realize its potential in the country. The liberalization policies have led to continuous increase in competition that has ultimately resulted in modernization in line with global standards as well as in substantial cut in price. Aggressive marketing by the auto finance companies have also played a significant role in boosting automobile demand, especially for the population in the middle income group.

EVOLUTION OF TWO WHEELER INDUSTRY IN INDIA:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

18

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Two wheeler segments is one of the most important components of the automobile sector that has undergone significant changes due to shift in policy environment. The two wheeler industry has been existence in the country since 1955. it consists of three segments. Scooters, Motorcycles and Mopeds. According to the figures published by SLAM, the share of two wheeler in automobile sector in terms of unit sold was about 80% during 2003-04. This high figure itself is suggesting of the importance of the sector. In the initial year’s entry of the firms, capacity expansion, choice of products including capacity mix and technology, all critical areas of functioning of an industry were effectively controlled by state machinery. The lapses in the system had invited fresh policy options that came into being in late 60s. Among these policies Monopolies & Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were aimed at regulating monopoly and foreign investment respectively.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

19

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

COMPANY PROFILE THE BACKGROUND OF THE COMPANY: The Bajaj group is one of the top 10 business concerns in India its foot point stretcher over a wide range of industries, spanning automobiles 12 wheelers and the three wheelers, lighting iron and home appliances insurance, travel, and finance. It was founded in 1926 at a height of India’s movement for independent from the birth the group has on illustrious history the integrity dedications resourcefulness and determination today are often traced back of its bitch during there days of relentless devotion to a common case, Jomanlar founder of the group was a close confident and discipline of mahatma Gandhi in fact gandgiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamaal Bajaj with much time to spend on his newly launched business venture. His son Kamalanayan Bajaj when he was

27 took over the rains of busi-

ness in 1942 he to be close to Gandhi and it was only after independence in 1947 that he was able to give his full attention to the business. Kamalanayan Bajaj not only consolidated the group but also the flagship companies has gone up form 72 million to rs.47.18 billion (US $ 936 million) its product portfolio has expanded

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

20

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

from one to and the brand has found a global market. He is one of the Indian’s must distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.

MANAGEMENT PROFILE: Board of directors Rahul Bajaj Madura Bajaj

Chairman Vice chairman and whole time director

Rajiv Bajaj Sanjiv Bajaj D.D.S. Mehta Kantikumar R.Podar Shekar Bajaj D.J Bajaj Roa J.N. Godrej S.H. Khan Mrs. Suman kirloskar Naresh Chandra Nonoo panmai Manish Kejriwal P. Murari Niraj Bajaj

Executive director Executive director Whole time director Director Director Director Director Director Director Director Director Director Director Director

SHARE HOLDER’S AND INVESTORS GRIEVANCE COMMITTEE: D.J. Balaji roa J.N. Godrej Naresh Chandra

Chairman Chairman Chairman

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

21

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

S.H. Khan

Chairman

BAJAJ AUTO: It is a major Indian automobile manufacturer. It is India's 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 motor scooters, motorcycles and the auto rickshaw. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946. 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. The company is headed by Rahul Bajaj who is worth more than US$1.5 billion. Company's history: 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. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Au-

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

22

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

rangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold 1 million vehicles in a year. Timeline of new releases: •

1971 - three-wheeler goods carrier

•

1972 - Bajaj Chetak

•

1976 - Bajaj Super

•

1977 - Rear engine Autorickshaw

•

1981 - Bajaj M-50

•

1986 - Bajaj M-80, Kawasaki Bajaj KB100

•

1990 - Bajaj Sunny

•

1991 - Kawasaki Bajaj 4S Champion

•

1994 - Bajaj Classic

•

1995 - Bajaj Super Excel

•

1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw

•

1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter, Bajaj Spirit

•

2000 - Bajaj Saffire

•

2001 - Eliminator, Bajaj Pulsar

•

2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar

•

2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i

•

2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover

•

2006 - Bajaj Platina

•

2007 - Bajaj Pulsar-200(Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTSFi(Fuel Injection) , XCD 125 DTS-Si (Pronounced Exceed 125 DTS-Si).

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

23

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

•

2008-Bajaj Discover 135 DTS-i-Sports.

•

2009-Bajaj XCD 135cc, Bajaj Pulsar 220 DTS-I, Bajaj Discover 100 DTSSi.

Products: Some of the models that Bajaj makes (or has made including prototypes) are: Motorcycles: •

Bajaj CT 100

•

Bajaj Platina

•

Bajaj Discover 110cc

•

Bajaj Discover DTS-i 125cc

•

Bajaj XCD 125 DTS-Si

•

Bajaj Discover DTS-i 135cc

•

Bajaj Pulsar 150 DTSi

•

Bajaj Pulsar 180 DTSi

•

Bajaj Pulsar 200 DTSi

•

Bajaj Pulsar 220 DTS-Fi

•

Bajaj Avenger

Upcoming Models: •

Bajaj Blade

•

Bajaj Sonic

•

Bajaj Pulsar 300

•

Bajaj Discover 150

•

Bajaj XCD 125 sprint

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

24

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Discontinued Models: •

Bajaj Sunny

•

Bajaj Chetak

•

Bajaj Cub

•

Bajaj Super

•

Bajaj Saffire

•

Bajaj Wave

•

Bajaj Legend

•

Bajaj Bravo

•

Kawasaki Eliminator

•

Bajaj Kawasaki Wind 125

•

Bajaj Kawasaki 4s Champion

•

Bajaj Kawasaki KB 100 RTZ

•

Bajaj Boxer

•

Bajaj Caliber

•

Bajaj Wind

•

Bajaj CT 100

Spinoffs and Acquisitions:It has been reported that Bajaj is headed for a demerger into two separate companies: Bajaj Auto and Bajaj Finance. It is expected that the sum of the parts created will be worth more that the current whole, as was the case in the de-merger of Reliance Industries.In November 2007, Bajaj Auto acquired 14.5% stake in KTM Power Sports AG (holding company of KTM Sportmotocycles AG). The two companies have signed a cooperation deal, by which KTM will provide the know-how for joint development of the water-cooled 4 stroke 125 and 250 cc engines, and Bajaj will take over the distribution of KTM products in India and some other Southeast Asian nations. Bajaj Auto said it is

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

25

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

open to take a majority stake in KTM and is also looking at other takeover opportunities. On the 8th of January 2008, Managing Director Rajiv Bajaj confirmed the collaboration and announced Bajaj Auto's intention to gradually increase their stake in KTM to 25%. MILESTONE 2009

Bajaj XCD 135cc,Bajaj Pulsar 220 DTS-I, Bajaj Discover 100 DTS-Si.

2008

Bajaj Discover 135 DTS-i-Sports.

2007

Bajaj Pulsar 200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi(Fuel Injection), XCD 125 DTS-Si.

2006

Bajaj Platina

2005

Bajaj Avenger and Bajaj Wave launched.

2004

Bajaj Discover DTS-i, New Bajaj Chetak 4 stroke with Wonder Geaf and Bajaj CT100 launched. Bajaj also unveils new brand identity, dons new symbol, logo and brand line.

2003

Pulsar DTS-i and Bajaj Wind 125-The World Bike was launched. In the executive motorcycle segment, its Caliber 115 "Hoodibabaa!" was launched. 107,115 Motorcycles sold in a month.

2001

Launches Pulsar and Eliminator.

2000

Bajaj Saffire was introduced.

1999

Caliber motorcycle notches up 100,000 sales in record time of 12 months. Production commences at Chakan plant.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

26

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

1998

Kawasaki Bajaj Caliber rolls out of Waluj. Legend, India's first four-stroke scooter rolls out of Akurdi. Spirit launched

THE FACTS AND FIGURES: a) Sale of company new products during 2002-03 spirit, Bravo, Legend and caliber was 35% of the total number of two wheeler sold during the period. b) Sale of recently introduced sprit Scooter has crossed 6000 units per month. This will be followed by an new scooter in the text quarter. c) Four stroke form engine and rear engine three wheelers will be introduced

in the current quarter. Ultra low emission form strokes three wheelers field by CNG and LPG are under development. d) In motor cycles segment introduction new Boxer, At, CT and caliber has been very exchanging. e) In 201 December Bajaj Pulsor introduced in chakan plant (Pune).

f) Commercial production of “Bajaj Platina” bike connected at Akrudi plant (Pune) on 2004.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

27

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

PRODUCT PROFILE: The Platina 125 (DTS-Si): The Platina 125 (DTS-Si) motor cycle, one of the finest motor cycle in the country brought to you by Bajaj Auto Ltd. the first service falls dues between 500750 kms of initial number or 30-45 days whichever occurs first from the date pf purchase. A large fuel tank capacity consists of full 13.0 liters, reserve 2.5 liters, usable 1.75 liters. It is the India’s most fuel efficient 124 cc motorcycle engine. Best ride comfort on any kind of road surface. This motorcycle is low price and high mileage capacity

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

28

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Bajaj Platina Alloy Wheels technical specification Engine Engine

4 Stroke, Single Cylinder, Air Cooled

Displacement

99.27 cc

Bore and Stroke

53 X 45

Compression Ratio 9.5:1 Max. Power

8.2 PS (6.03 KW) @ 7500rpm

Max. Torque

8.05 Nm @ 4500rpm

Transmission

4 Speed, constant mesh

Clutch

Multiplate Wet

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

29

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Ignition

Digital CDI

Fuel Supply

Carburettor

Chassis Chassis Type

Single Downtube with cradle

Suspension (Front) Telescopic Hydraulic Fork, 125mm travel Suspension (Rear) Hydraulic Shock Absorbers (Spring in Spring Type) Brakes

Front - 130mm Drum / Rear - 130mm Drum

Tyres

Front - 2.75 X 17 / Rear - 3.00 X 17

Electricals Battery

12V 2.5Ah

Head Lamp

35W/35W Halogen

Tail / Stop Lamp

5W/21W

Dimensions Seat Height

805mm

Wheelbase

1275mm

Ground Clearance 160mm Weight

113 Kg

Fuel Tank Capacity 13 Litres Colour(s)

Red, Blue

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

30

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Bajaj Discover DTSi: Price: Ranges from Rs. 46,248 to Rs. 51,895 The new Bajaj Discover 135 cc is stylish and sporty bike for all generations with all these essential features for an exciting ride for performance-oriented customers. Bajaj Discover DTSi enables you to find your internal desire of finding faster than the horse. This bike will surely grab the customers attention with its gorgeous graphics. It is equipped with various highly advanced technology and exceptional features. Outstanding feature: Engineers of DTSi 135 cc have not confined their expertise only on its better performance, but also shown their creativity by keeping certain elegent features in it like its dazzling body graphics, ride control switch, muscular, sturdy and classy body lining, optoprism head lamp with twin pilot lamps which is placed in jet canopy styled fairing with a smoked visor, stylish tail lamp, full function twin pod console, integrated new style tail lamp and fluid grab rail design etc. It is also equipped with an Electric start button which needs only a thumb to start the bike. Comfortableness: Considering comfort of the biker, this bike is fitted with Spring and Spring (SNS) rear suspension with triple rated springs guarantying longest travel of 11 Omm, telescopic front suspension of 30 mm diameter with the promise of longest travel of 135 mm in its class.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

31

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

The superior performance of this super bike completely rests upon its lighter and stronger 17” alloy wheels

Bajaj Discover 135 ES Alloy Wheels

Engine Engine

4 Stroke, Single Cylinder, Air Cooled

Displacement

134.21 cc

Bore and Stroke

58 X 50.8

Compression Ratio 9.5:1

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

32

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Max. Power

13.1 PS (9.64 KW) @ 8500rpm

Max. Torque

11.88 Nm @ 6500rpm

Transmission

4 Speed, constant mesh

Clutch

Multiplate Wet

Ignition

CDI

Fuel Supply

Carburettor Keihin FIE NCV24

Chassis Chassis Type

Double Cradle Type

Suspension (Front) Telescopic 135mm Travel Suspension (Rear) Trailing Arm with coaxial hydraulic shock absorbers Brakes

Front - 240mm Disc / Rear - 130mm Drum

Tyres

Front - 2.75 X 17 / Rear - 100/90 X 17

Electricals Battery

12V 5Ah

Head Lamp

35W/35W

Tail / Stop Lamp

5/21W

Dimensions Seat Height

798mm

Wheelbase

1305mm

Ground Clearance 179mm Weight

133 Kg

Fuel Tank Capacity 10 Liters

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

33

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Color(s)

Black, Red, Blue

Pulsar 220 DTS-If: Bajaj Motors launches the yet another variant called Pulsar DTS-Fi. It has a world’s first 4 stroke digital twin spark fuel injected engine of220 cc. This ravishing variant has a unique digital speedometer along with engine malfunction indicator which would convey any malfunction to the user. Pulsar 220 DTS-If is the India’s first bike to deliver a high wattage of H7, 55W of light that ensures the constant illumination at all times.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

34

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Bajaj Pulsar 220 DTS Fi Engine Engine

4 Stroke, Single Cylinder, Air Cooled with Oil Cooler

Displacement

220 cc

Bore and Stroke

67 X 62.4

Compression Ratio 9.5:1 Max. Power

20.06 PS (14.75 KW)@ 8500rpm

Max. Torque

19.12 Nm @ 6500rpm

Transmission

5 Speed, constant mesh, 1 down - 4 up

Clutch

Multiplate Wet

Ignition

CDI

Fuel Supply

Fuel Injection

Chassis Chassis Type

Double Cradle Type

Suspension (Front) Telescopic Fork Suspension (Rear) Elliptical swingarm, gas charged shock absorbers Brakes

Front - 260mm Disc / Rear - 230mm Disc

Tyres

Front - 90/90 X 17 Tubeless / Rear - 120/80 X 17 Tubeless

Electricals Battery

12V 9Ah

Head Lamp

55W/55W Halogen

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

35

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Tail / Stop Lamp

LED

Dimensions Seat Height

795mm

Wheelbase

1350mm

Ground Clearance 177mm Weight

150 Kg

Fuel Tank Capacity 15 Liters Color(s)

Black, Red, Silver, Blue

Pulsar 200 ES DTS-i UG: Bajaj Pulsar’s another powerful variant to have graced the Indian tarmac is the elegant 200 cc bike which has become the fancy of any Indian bike enthusiast’s. The bike features 200 cc fuel injected engine and has a self adjustable oil cooler that adjusts the lube oil viscosity which in turn polishes its overall performance. It has a large front fork of 33 mm that enhances its shock absorbing.  Stylish petrol tank flap along with anti scratch tank pad.  Has fuel injection.  New silencer with Exaus TEC technology that maintains engine torque.

 Split seat that provides better sitting space.  Has a comparatively light weight.  Delivers the maximum power of 18 PS

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

36

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

 Excellent performance giving 17” alloy wheels.

Bajaj Pulsar 200 DTSi Engine Engine

4 Stroke, Single Cylinder, Air Cooled

Displacement

198.8 cc

Bore and Stroke

67 X 56.4

Compression Ratio 9.5:1

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

37

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Max. Power

18.01 PS (13.25 KW) @ 8000rpm

Max. Torque

17.68 Nm @ 6000rpm

Transmission

5 Speed, constant mesh, 1 down - 4 up

Clutch

Multi plate Wet

Ignition

CDI

Fuel Supply

Carburetor CV Type

Chassis Chassis Type

Double Cradle Type

Suspension (Front) Telescopic Forks, 135mm stroke Suspension (Rear) Triple rated spring, 5 way adjustable Nitrox shock absorbers Brakes

Front - 260mm Disc / Rear - 130mm Drum

Tyres

Front - 90/90 X 17 Tubeless / Rear - 120/80 X 17 Tubeless

Electricals Battery

12V 9Ah

Head Lamp

35W/35W

Tail / Stop Lamp

LED

Dimensions Seat Height

785mm

Wheelbase

1345mm

Ground Clearance 165mm Weight

145 Kg

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

38

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Fuel Tank Capacity 15 Litres Colour(s)

Black, Red, Silver, Blue

Bajaj Pulsar DTSi:  Generation next technology included in the package of the equipments of

this high flying bike is the revolutionary digital biking. Digital biking is the combination of various advanced systems like digital CDI, TRICS III and Digital Twin Spark ignition (DTSi)  Its highly masculing outlook with sporty, dashing structure give the com-

plete satisfaction of dare riding. Bajaj Pulsar enables its rider to tackle the situation of overcrowded street due to the presence of 17” alloy wheels with 1330 mm wheelbase.  Its comfort statement includes front telescope suspension, Nitro X- Nitro-

gen assisted rear gas shockers with triple rated spring. Due to these comfort features, this bike is highly accommodative in any terrain.  Feeling of proper riding is provoded by different high end features like im-

proved clutch, cylinder with Roller Rocker Arms, optimized intake and exhaust systems and new valve timing. Its advanced Exhaustec (Torque Expansion Chamber) technology ensures the higher performance at lower rpm.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

39

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Bajaj Pulsar 150 ES DTSi Upgrade:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

40

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Engine Engine

4 Stroke, Single Cylinder, Air Cooled

Displacement

149.01 cc

Bore and Stroke

57 X 56.4

Compression Ratio 9.5:1 Max. Power

14.09 PS (10.35 KW) @ 8500rpm

Max. Torque

12.76 Nm @ 6500rpm

Transmission

5 Speed, contstant mesh

Clutch

Multiplate Wet

Ignition

CDI

Fuel Supply

Carburettor UCAL Mikuni BS29

Chassis Chassis Type

Double Cradle Type

Suspension (Front) Telescopic Forks, 135mm stroke Suspension (Rear) Triple rated spring, 5 way adjustable Nitrox shock absorbers Brakes

Front - 240mm Disc / Rear - 130mm Drum

Tyres

Front - 2.75 X 17 / Rear - 100/90 X 17

Electricals Battery

12V 9Ah

Head Lamp

35W/35W

Tail / Stop Lamp

LED

Dimensions

T. JOHN INSTITUTE Seat Height 785mm OF MANAGEMENT AND SCIENCE, BANGA-

41

LORE

Wheelbase

1320mm

Ground Clearance 165mm Weight

143 Kg

Fuel Tank Capacity 15 Litrres

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Bajaj XCD 125:

Engine Engine

4 Stroke, Single Cylinder, Air Cooled

Displacement

124.58 cc

Bore and Stroke

54 X 54.4

Compression Ratio 9.5:1 Max. Power

9.53 PS (7.01 KW)@ 7000rpm

Max. Torque

10.85 Nm @ 5000rpm

Transmission

4 Speed, constant mesh, all down

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

42

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Clutch

Multiplate Wet

Ignition

Digital CDI

Fuel Supply

Ucal Mikuni VM16 with autochoke

Chassis Chassis Type

Single Downtube

Suspension (Front) Telescopic Hydraulic Fork (125mm travel) Suspension (Rear) Swing arm with 5 Step Adjustable, dual spring in spring type Brakes

Front - 130mm Drum / Rear - 110mm Drum

Tyres

Front - 2.75 X 17 / Rear - 3.00 X 17

Electricals Battery

12V 5Ah

Head Lamp

35W/35W

Tail / Stop Lamp

LED

Dimensions Seat Height

790mm

Wheelbase

1275mm

Ground Clearance 173mm Weight

112 Kg

Fuel Tank Capacity 8 Litres Colour(s)

Black, Red, Blue

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

43

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Dealer Profile Name: Sai Automobile Began Automobile industry in the year 1994 Authorized Dealers for Bajaj range of vehicles. Now dealing with product ranges of Bajaj Two wheelers and three wheelers Our Allied Business Interests are Agriculture, Education, Construction and Transport CO. Vision: Expansion into Four Wheeler Company products/services •

Vehicle Sales

- Bajaj - 2 & 3 Wheeler

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

44

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS ORGANIZATION CHART Future Perspectives

•

Vehicle Service - all the above said brands

•

Spares Sales

- Bajaj, MICO, SPACO, UCAL, Gabriel, Endurance,

Lumax •

Finance

•

Construction

•

Transport

-

Finance and Leasing

- Our Trucks regularly fly between Hospet/Bellary to

Pune/Aurangabad Offices & Branches •

Head Office - Hospet

•

-T.B.Dam

•

-M.J.Nagar

- Hospet - Hospet

Out station Branches •

Bellary

•

Gangavathy

•

KoppalGF

•

Raichur

•

Siruguppa

•

Sindanur

•

Manvi

The Management • • •

Mr. Jayaprakash Mrs. Manoja Jayaprakash Mr. Shivaprasad

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

45

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

LITERATURE REVIEW

Once the problem is formulated, the researcher has to undertake an extensive literature survey related to problem. The literature survey undertaken here includes books and different websites from the internet. The research project was to know the Customer satisfaction towards BAJAJ two wheeler bikes after sales and service.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

46

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

•

Schiffman. G. Leon and kanuk lazare Leslie - Study of the customer Satisfaction is the study of how individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption related items. It includes the study what they buy, whey they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. The primary purpose for the study Customer Satisfaction as apart of marketing curriculum is to understand how and how customers make their purchase decisions. There insights enable marketers to design more effective marketing strategies.

•

Gupta.C .B and Dr. Nair. N.Rajan - A business is based on understanding the customer and providing the kind of products that the customer wants.

•

Mamoria C.B. and Mamoria Satish - Customer Satisfaction is the process where by individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of making market decision on products and services.

•

Nair Suja. R. –‘ The success of the firm will be determined by how effective it has been in meeting the diverse customer needs and wants by treating each customer as unique and offering products and services to suit his/her needs’.

. •

Bennett Peter.D. And Kassarjian Haroldh - A great deal of research activity in marketing is design to shed light on the customer decision process.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

47

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

•

Kothari C.R. For data analysis different statistical techniques are being used such as scaling techniques, correlation, hypothesis testing.

RESEARCH DESIGN STATEMENT OF THE PROBLEM: Consumer’s needs are the focuses of marketing. To be successful marketing managers, it is important for him to understand the nature and characteristics of consumers. The Customer of Hospet can be described as one who is at

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

48

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

active stage of development the skew ness exists in incomes, literacy, culture make it a Herculean task to typify customer of Hospet. India is emerging as one of the fastest developing nation in the world with the economic liberalization in full swing, the most MNC are making a beeline favor country with their Hi-tech consumer durables, particularly. So in two-wheeler industry, the leading local players in the two-wheeler industry are tying up with reputed MNC to come out with new model and technology to cater to the growing needs of the two-wheeler marketing. Generally people buy two wheelers to meet their needs, status, comfort, etc. Among different brands of vehicles Bajaj is the most popular vehicle since many decades. In this context, it is necessary to find out how many consumers prefer Bajaj over other vehicles. It is necessary to know what more attributes is introduced in Bajaj vehicles can increase their sales. Therefore this study has been conducted to find the consumers perception towards Bajaj vehicles.

OBJECTIVES OF THE STUDY: 1. To know about the factors influencing the customer decisions of purchas-

ing Bajaj bike. 2.

The main objective of the study is to find out to what extent the customers are satisfied or dissatisfied.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

49

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

3. To know about the services rendered by the dealer. 4. To know about the company’s after Sales and Services.

5. To know the respondents problems towards Bajaj vehicles.

SCOPE OF THE STUDY: The scope of the study was extended only to the respondents of Hospet. It does not cover all the consumer using Bajaj vehicles. The result of the study are use full to assess customers satisfaction and let us know what exactly customers are looking for when they plan to buy a two-wheeler. It gives the idea of the sectors need to improve, to stabilize the market and to fight the competitors. It helps in getting feed back about the product quality. The project helps to put in to practice the theoretical aspects of the study into reality.

LIMITATIONS OF THE STUDY:  The study is confined to selected customers. It is a study & confined to Hospet.  The survey was conducted only in urban sectors of Respondents thus it cannot be generalized.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

50

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

 The information collected in this project is highly time bound hence the result cannot be universally applicable. The survey was conducted only for 100 respondents because of time constraint.

REAEARCH METHODOLOGY: 1. SAMPLING The size of a sample can be determined either by using statistical techniques are through adhoc methods which are used when a person knows from experience what sample size to adopt or when they are constraints that dedicated the sample size. 2. Sample: Sample denotes only apart of the universe and conclusions are drawn on the entire universe process of sampling involves selecting the sample size. The type of sample chosen was convenient sampling. 3. Sample unit: The marketing research must define a target that was sampled. 4. Sampling size: It is that which denotes hoe many people surveyed an important decision that has to be taken in adopting a sampling technique about the size

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

51

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

of the sample. The size of the sample means the number of sampling units to be selected from the universe for the investigation 5. Sample size - 100. METHODOLOGY: Convenient sampling has been used in the study. Primary data as well as secondary data provided the basis for the study. TOOLS AND TECHNIQUES FOR COLLECTION OF DATA: Primary data was collected through Questionnaire by distributing questionnaires to the respondents. Questionnaire consist of personal; details and core details. Seven personal details were included in the question which consisted of name, age, income, sex, occupation, etc. Core details include questions relating to Bajaj vehicles and the responses given by the respondents, which has formed a basis for giving suggestions. Contacting method: In this method the customers were personally contacted and interviewed.

Field analysis:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

52

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

A field work is an important step in the process of market research. It has been carried out with in prior planning and with almost accuracy and also in a systematic manner. The prepared questionnaire is circulated among the respondents: the field work activities involve the data collection by containing the respondents the places for data collection were choosing at various areas. Briefly were made to clear away doubts and the concepts to get a better and right response.

PLAN OF ANANLYSIS: Data collected from various sources were carefully computed, classified, tabulated, analyzed and interpreted. The tables obtained were analyzed with the help of parametric statistical techniques, in order to interpret the data and to draw inferences. Conclusions, suggestions and recommendations are given from this inference.

ANALYSIS AND INTERPRETATION OF DATA T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

53

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Calculation and tabulation of data: After collecting and editing data the first step towards is classification. Classification is arranging the data according in to points of similarities and dissimilarities. Objectives of classification: Reduce data into homogenous groups. To prepare data and present in a tabular form. To condense the mass data in such a way that its salient features are high lightened. To facilitate comparison between variables. Types of classification: Broadly data can be classified on the following four basis; Geographical i.e., Area wise. Chronological i.e., on the basis of time. Qualitative i.e., according to some attributes. Quantities i.e., in terms of magnitude.

Tabulation of data:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

54

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

One of the simplest and most reliable devices for summarizing data and presenting that in meaningful fashion is the statistical table. The process of tabulation involves combination and totaling of the collected data and used computer for tabulating data and omits fractions. The data collected through the research work has been analyzed in such a manner so that to meet the sequence of the objectives. This chapter shows how the data obtained was tabulated and analyzed in order to draw inferences. The data collected from the respondents have been grouped in to categories or classes according to the objectives. The objective was to organize information and prepare a summary which would highlight its salient features. This task is statistically known as tabulation. Firstly the answers were recorded and depending upon the similarity, the response grouping was done. The tabulation was done by editing function. It is the process by which data collected has been scrutinized to insure consistency and accuracy. The data collected was compiled, encrypted, coded and tabulated for further parametric analysis. The analysis is encoded in following tables and graphs.

TABLE-1: TABLE SHOWING THE AGE GROUP OF RESPONDENTS

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

55

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Age Group

No. of Respondent

Percentage

21-30

32

32

31-40

38

38

41-50

18

18

50 and above TOTAL

12 100

12 100

16%

21-30 31-40 41-50

50%

19% 6%

9%

50 and above TOTAL

INTERPRETATION: The above table shows the number of respondents in accordance to age group. It shows that maximum number of respondents was aged between 31-40 years, 21-30 years, 31-40 years, 41-50 years and also aged above 50 years.

TABLE-2:TABLE SHOWING OCCUPATION OF THE RESPONDENTS

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

56

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Occupation

No. of Respondents

Percentage

Business persons

18

18

Students

42

42

Employees

30

30

Others

10

10

TOTAL

100

100

45

42

42

40 35 30

30

30

25 20

Series1 18

Series2

18

15 10

10

10

5 0 Business persons

Students

Employees

Others

INTERPRETATION: The customers of Bajaj two wheeler products according to occupation were Students (42%) Employees (30%) Business persons (18%) Others (10%).

TABLE-3:TABLE SHOWING INCOME LEVEL OF RESPONDENTS

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

57

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Income

No. of Respondent

Percentage

Below 5000

14

14

5001-10,000

26

26

10,001-20,000

28

28

20,001 and above

32

32

TOTAL

100

100

35

32 32

30 26 26

25

28 28

20 15

No. of Respondent

14 14

Percentage

10 5 0

Below 5000

500110,000

10,00120,000

20,001 and above

INTERPRETATION; From the above table it is observed that 32% of customers were of high income level customers, and 14% of customers are low income level customers, and some have income level of 13%. TABLE-4: TABLE SHOWING VEHICLE MODEL OWNED BY RESPONDENTS

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

58

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Vehicle Model Discover 135cc Pulsar 180 DTS-i Platina XCD Pulsar 220 DTS-Fi TOTAL

No. of Respondent 24 34 16 18 8 100

Percentage 24 34 16 18 8 100

GRAPH SHOWING VEHICLE MODELS OWNED BY RESPONDENTS 35

34 34

30 25

24 24

20 16 16

15

18 18 No. of Respondent Percentage

10

8 8

5 0

Discover 135cc

Pulsar 180 DTS-i

Platina

XCD

Pulsar 220 DTS-Fi

INTERPRETATION: The above table shows that pulsar is the maximum selling bike out of 50 respondents 17 purchases pulsar, and less selling bike is avenger is 4 0f 50 respondents will purchase avenger

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

59

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

TABLE-5: TABLE SHOWING THE SOURCES OF AWARENESS OF THE PRODUCT RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE

Advertisement

16

16

Friends

28

28

Family Members

16

16

T.V

20

20

OTHERS

20

20

Total

100

100

SOURCES OF AWARENESS OF THE PRODUCT

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

60

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

NO. OF RESPONDENTS

16

20

Advertisement Friends Family Members 20

28

T.V OTHERS

16

INTERPRETATION: The table reveals that major part of the customers came to know about the product through Print Media, TV and reference group. The other source of awareness is outdoor advertising and others.

TABLE-6: TABLE SHOWING FACTORS AFFECTING PURCHASE DECISION RESPONSES

NO. OF RESPON-

PERCENTAGE

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

61

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

DENTS PRICE

10

10

BRAND IMAGE

08

08

STYLE

16

16

MILEAGE

50

50

POWER

16

16 50 50

50 45 40 35 30

S e rie s 1

25

S e rie s 2

20 15 10

16 16 10 10

8

8

5 0

P R IC E

B R A N D IM A G E S TY L E

M IL E A G E

INTERPRETATION; From the above table it shows that the purchase decisions of the customers were mainly influenced by the mileage, power and style of the bike. TABLE-7: TABLE SHOWING SATISFACTORY LEVEL OF PRICE RESPONSES

NO. OF RESPONDENTS

PERCENTAGE

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

62

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Affordable

52

52

Competitive

32

32

Comparatively High

16

16

Total

100

100

60

52

52

50 40

32

32 S eries 1

30

S eries 2 16

20

16

10 0

A ffordable

Com petitive

Com paratively High

INTERPRETATION: The table shows that among the respondents 52% is Affordable Price, 32% is competitive. TABLE-8: TABLE SHOWIAG AVAILABILITY OF REQUIRED ACCESSORIES OF BAJAJ IN ALL SHOW ROOMS Accessories

No. of Respondent

Percentage

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

63

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

YES

56

56

NO

44

44

TOTAL

100

100

100% 56

80%

44

S eries 2

60%

S eries 1 40%

56

44

20% 0%

YES

NO

INTERPRETATION: From the above table 56% of the respondents say that they all find required accessories and spare parts of Bajaj in all show rooms.

TABLE-9: TABLE SHOWING SERVICE PROVIDED BY THE COMPANY RESPONSES

NO. OF RESPONDENTS

PERCENTAGE

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

64

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Good

28

28

Average

64

64

Bad

08

08

Total

100

100

70

64

64

60 50 40 30

S eries 1 28

28

S eries 2

20 8

10 0

G ood

A verage

8

B ad

INTERPRETATION: The table shows that 48% of the respondents think that the services provided by the company are good 32% thinks that the service is excellent.

TABLE-10: TABLE SHOWING RESALE VALUE OF THE BIKE RESPONSES

NO. OF RESPON-

PERCENTAGE

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

65

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

DENTS EXCELLENT

08

08

GOOD

24

24

SATISFACTORY

32

32

POOR

36

36

Total

100

100

40

36

35

32

36

32

30 24

25

24 Series1

20

Series2

15 10

8

8

5 0

EXCELLENT

GOOD

SATISFACTORY

POOR

INTERPRETATION: 36% of the respondents had the opinion that the resale value of the vehicles is poor and 32% says that the resale value is satisfactory, whereas 8% opinion is excellent. TABLE-11: TABLE SHOWING RECOMMENDATION OF BAJAJ TWO WHEELERS PRODUCTS TO OTHER PEOPLE Recommend

No. of Respondent

Percentage

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

66

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

YES

80

80

NO

20

20

TOTAL

100

100

80

80

80 70 60 50

S e rie s 1

40

S e rie s 2

30

20

20

20 10 0

YES

NO

INTERPRETION: From the above table it shows that 80% of respondents they will recommend Bajaj products other’s to buy. TABLE-12: TABLE SHOWING FEELING ABOUT ADVERTISEMENT STRATEGY OF BAJAJ TWO WHEELER Advertisement

No of Respondents

Percentage

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

67

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Motivating

52

52

Informative

32

32

Make no difference

16

16

Total

100

100

60 52

52

50 40 32

32

Series1

30

Series2

20

16

16

10 0

Motivating

Inform ative

M ake no difference

INTERPRETION: From the above table it shows that 52% of respondents they Feel that Advertisement Stratergy is Motivative Bajaj products to buy. TABLE-13: TABLE SHOWING FEELING ABOUT DISCOUNT & FREE GIFT OFFERED TO CUSTOMERS Discounts & Offers

No of Respondents

Percentage

Attractive

44

44

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

68

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Insufficient

32

32

Make no difference

24

24

Total

100

100

24 44

Attractive Insufficient Make no difference

32

INTERPRETION: The table shows that 44% of the respondents think that the Occasional discount and free gifts offered by the company is Attractive 32% thinks that Insufficient compared to other.

TABLE-14: TABLE SHOWING THAT THE CUSTOMERS SATISFIED IN THE NUMBER OF MODELS REALESED Respondents

No of Respondents

Percentage

Yes

67

67

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

69

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

No

33

33

Total

100

100

70

67

67

60 50 40

33

33

S eries 1 S eries 2

30 20 10 0

Y es

No

INTERPRETION: The table shows that 67% of the respondents are satisfied with the number of model released 33% thinks that unsatisfied.

TABLE-15: TABLE SHOWING THAT THE LATEST VERSION OF TWO WHEELERS RELEASED IN SHOW ROOM

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

70

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Display in show room

No of Respondents

Percentage

Yes

58

58

No

42

42

Total

100

100

42 No

42 S eries 2 S eries 1 58

Y es

58

0

10

20

30

40

50

60

INTERPRETION: The table shows that 58% of the latest version two wheeler are displayed in show room and 42% of the latest bikes are not displayed.

TABLE-16: TABLE SHOWING THAT THE WHETHER CUSTOMER HAS GOT THERE MONEYS WORTH

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

71

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Moneys worth

No of Respondents

Percentage

Yes

20

20

May be

64

64

No

16

16

Total

100

100

70

64

60 50 40 Series1 30 20

20 16

10 0 Yes

May be

No

INTERPRETION: The table shows that 64% of the respondents are satisfied on there Moneys worth and 20% of them are fully satisfied and 16% are not satisfied.

FINDINGS, SUGGESTIONS AND CONCLUSION FINDINGS:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

72

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

 The important factors which effect the buying decision of the customer is

the Mileage and Style of the bike.  Most of the respondents were using the bike for a period of 1 to 5 years.  Majority of the respondents were aware about the product through the

Friends and TV.  Most of the customers have the opinion that advertisement will change the

buying decision of the customers at a certain level.  From the analysis came to know that the present brand image of Bajaj two

wheeler is good.  The over all performance of the Bajaj two wheeler is good.  Customers think that the service provided by the company is not satisfac-

tory.  Customers are not satisfied with the availability of the bike.  Customers think that Latest Version of Bike are not Displayed in the show

room.  Customer thinks that the resale value is poor.

 Price is one of the Key factor in purchase decisions.

SUGGESTIONS

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

73

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

 More attention should be kept on complaints given by customers and serve them well.  Feedback should be taken by after the service of the vehicle and try to de-

liver the better service next time.  More authorized service station should be opened in the city.  Management should try to reduce service charges as much as possible by keeping in mind other service centers charges.  Cash less schemes for repairs under insurance claims may be arranged to

avoid delay in reimbursement.  Display the latest version of bike to attract the customer and satisfy num-

ber or of model released.  By providing better service the resale value of the bike will be good.  Management should make availability of sufficient motorcycle model and genuine spare parts.

CONCLUSION

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

74

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

The project entitled “A study on customer satisfaction towards Bajaj two wheeler products” under taken by the researcher would help the dealer to know about the level of customer satisfaction on the services provided. Report on the mileage effectiveness in India mostly influences the customer to buy the Bajaj two wheelers. Majority of the respondents were aware about the product through the Friends and TV. Service provided by Bajaj and the moderate cost of services plays a major role in more customers being ready to buy the Bajaj products. More authorized service station should be opened in the city. By opening this center the resale value will b good. The over all performance of the Bajaj two wheeler is good. In all the Bajaj two wheelers, pulsar is the most carved by customers.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

75

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

BIBILIOGRAPHY

 PHILIP KOTLER , Marketing Management, Tenth Edition, PHI, New Delhi,

2002  C.R.KOTHARI, Research Methodology.  RAMANUJ MAJUMDAR, Marketing Research, New Age International Pvt.

Ltd Publishers, New Delhi (2000) WEBSITES: www.bajajauto.com www.google.com www.Overdrive.com

ANNEXURE T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

76

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

QUESTIONNAIRE Dear Sir, I am Arun Kumar C.S, student of 4th SEM MBA at T. John Institute of Management & Science College on a dissertation on “CUSTOMER SATISFACTION TOWARDS BAJA TWO WHEELERS PRODUCTS”. I require some information to complete my dissertation. I assure that the information given by you would be kept strictly confidential and be used only for academic purpose.

The Degree of Customer satisfaction towards the Bajaj Motor Cycles Please () inside the appropriate box

NAME

:

AGE

:

___________________________

_______________

SEX

:

M

OCCUPATION

:

Business  Govt Employee

Student

INCOME

:



F





 Pvt Employee Other

Below 5000



T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

77

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

Rs. 5001 – 10000



Rs. 10001- 20000



Rs. 20001 & Above



1. Which bike do you like in the Bajaj Discover 135cc 

Pulsar 180 DTS-i 

Platina 125cc 

XCD  pulsar 220 DTS-Fi  Year of Purchase

: ______________________

2. Rate the factor effecting the purchase decision Price 

Brand image 

Mileage



Power



Style 

3. What is your opinion on price of Bajaj Motor Cycle. Affordable



Competitive 

Comparatively High 

4. How do you know come to know about Bajaj two wheelers? Advertisement 

Friends 

Family members 

Others



T.V

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

78

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

5. What you feel about advertising strategy of Bajaj Motivating



Informative



Makes no Difference

 6. What is you opinion on occasional discounts / free gifts offered by Bajaj. Attractive



Insufficient compared to other brands 

Makes no difference 7. Are you satisfied in the number of Models released in a year. Yes



No



8. Do you find the Display of all the latest version of Bajaj Motor Cycles in showrooms. Yes



No



9. Do you find all you required accessories & spare parts of Bajaj in all showrooms. Yes

No





10. Would you recommend Bajaj Motor Cycle to others . Yes



No



If No, please specify: _______________________________________________ 11. On the Whole did you get your moneys worth. Yes 

May be



No



T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

79

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

12. Do you purchase the Bajaj two-wheeler through dealer? Yes

No





13. Is the service given by the showrooms are good. Good 

Average 

Bad



14. Your opinion about the resale value of the bike. Excellent 

Good 

Satisfactory 

Poor 

15. Do you any suggestion for improving the product ……………………........................................................................ …………………………………………………………………… ………………………………………………

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGALORE

80