STUDY OF CONSUMER BEHAVIOUR FOF TWOWHEELERS OF BAJAJ IN COMPARISON TO ITS COMPETITORS

A project report submitted in partial fulfillment of the award of the degree of BACHELOR of BUSINESS MANAGEMENT of MATS UNIVERSITY

Under the guidance of: Submitted by:

Mr. Omprakesh Moriya Faculty of management MATS UNIVERSITY Name- Gaurav Agrawal Student Id no- MU08BBM019 BBM, MATS UNIVERSITY Submitted to MATS, Raipur

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CERTIFICATE FROM THE GUIDE

This is to certify that the project entitled consumer behavior for two wheelers of Bajaj in comparison to its competitors submitted is the partial fulfillment of the degree of bachelor of business management to the MATS, Raipur, done by Mr. Gaurav Agrawal, Student Id no. MU08BBM019 is and in an authentic work carried out by him at vandana Bajaj under my guidance. The matter embodied in this project work has not been submitted earlier for award of any degree or diploma to the best of my knowledge and belief.

Mr. Gaurav Agrawal Mr. Omprakesh Moriya

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SELF DECLARATION

This is to certify that the project report entitled consumer behavior for two wheelers of Bajaj in comparison to its competitors is done by me is an authentic work carried out for the partial fulfillment of the degree of bachelor of business management under the guidance of Mr. Omprakesh Moriya. The matter embodied in this project work has not been submitted earlier for award of any degree or diploma to the best of my knowledge and belief.

Gaurav Agrawal Student Id no- MU08BBM019

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ACKNOWLEDGEMENT
Every researcher in pursuit of his objective collects enormous empirical debt of gratitude to others and I am no exception to it. Completing a task is never one mans effort; it is often the result of invaluable contribution of no. of individuals in- direct or indirect way in shaping success on achieving it. Here I take the opportunity to extend my sincere gratitude to Mr. DEEPAK SHRIVASTAVA Manager (SALES & MARKETING Dept) allowing me to experience great work environment in their esteemed organization at VANDANA BAJAJ AUTO RAIPUR. Their benevolent nature and timely guidance infused courage in me to complete the project successfully. Their impact on me was tremendous, I wouldnt be exaggerating if I would say that even revolutionized the way in which I used to think and function. My profound, thank are due to them, for giving me unconditional and absolute support, cooperation, and encouragement during the project. This acknowledgement is incomplete without giving special thanks to the persons who are directly or indirectly associated with the project. I do sincerely hope that my report would give value to the organization. Last but not the least I pay my deep regard to my parents and gratitude to God, without whom I was not able to complete this project.

GAURAV AGRAWAL

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TABLE OF CONTENT

CHAPTER

TITLE

PAGE NO

OBJECTIVE AND SCOPE OF THE PROJECT INTRODUCTION Introduction to two-wheeler industry Evolution of two-wheeler industry Key earning drivers

II

COMPANY PROFILE

Introduction to Bajaj auto ltd Company history Principal subsidiaries Principal competitors Mission & vision SWAT analysis Strategy Board of directors Awards & Accolades
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PRODUCT PROFILE Product range Specifications Platina Pulsar Discover Avenger

CONSUMER BEHAVIOUR Introduction Consumer research methods Stages in consumer buying behavior Types of buying behavior Hawkins model of consumer buying behavior

IV

RESEARCH METHODOLOGY

Meaning Research design Sample size

Page 6

Types and Techniques Tools used Scope of study Limitations of study Data collection FINDINGS

CONCLUSION

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CHAPTER - I

INTRODUCTION

OBJECTIVE OF THE PROJECT

To determine the factor influencing the choice regarding bikes.

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To determine customer satisfaction regarding bikes. Detailed study of automobile industry which is gearing towards international standards.

To conduct market research with regard to two-wheeler industry and understand its market strategy.

Comparative analysis of major tough competitors. To understand the current trend of two-wheeler automobile industry.

SCOPE OF THE REPORT

To know more about the customer satisfaction level of the two wheeler industry. To gather detailed information about he competitors. To compare the satisfaction level of bajajs customer with its rivals.

INTRODUCTION TO INDIAN TWO WHEELER SECTOR

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The Indian automotive industry consists of 5 segments commercial vehicles, multi-utility vehicles& passenger cars, two- wheelers, three wheelers and tractors. With 7,822,963 units sold in the domestic market and 75,591 units exported during the first nine months of FY2007, the industry9exluding tractors0 marked a growth of 43% over the corresponding previous. The twowheeler sales have witnessed a spectacular growth trend since the mid nineties.

India is the second largest producer and manufacturer of two-wheelers in the world. Indian twowheeler has got a spectacular growth in the last few years. Indian Two- wheeler industry had a smaller beginning in the early fiftys. The automobile products of India (API) started manufacturing scooters in the country.

Bikes are a major segment of Indian two-wheeler industries. The other two being scooters and mopeds. Indian companies are among the largest two-wheeler manufactures in the world. Hero Honda and Bajaj auto are two o the Indian companies that top the list of the world companies manufacturing two-wheelers.

The two-wheeler market was opened to foreign companies in the mid 198s. The openness of the Indian market to foreign companies lead to the arrival of new models of two-wheelers into India. Easy availability of loans from the banks relatively low rate of interest and the discount of prices offered by the dealers and manufacturers lead to the increase in demand for two-wheeler vehicles in india. This leads to the strong growth in Indian automobile industries.

EVOLUTION OF TWO-WHEELER INDUSTRY

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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 in existence in the country since 1955. It consists of three segments viz. scooters, motorcycles, and mopeds. In India there are some mnCs and Indian company dealing in automobile sector. The main key players who are dealing in the sector are hero Honda, Bajaj, Yamaha, Honda and TVs. Hero Honda is the biggest player in this sector in India as well as in the world and playing a very important role in two wheeler automobile sectors. Hero Honda, Bajaj and TVs are the Indian companies and Yamaha and Honda are international automobile brand. BAJAJBajaj is the first Indian two-wheeler automobile company in the Market since 1945

with the name m/s Bachraj trading corporation private limited. In 1959 M/s Bachraj Trading corporation private limited change its name as Bajaj auto private limited. Bajaj auto obtains license from the government of India to manufacture two and three- wheelers vehicles in 1959.

HERO HONDA-

Hero Honda Motors Limited was established in 1984, as a joint venture

between India's Hero Group (world's largest bicycle manufacturers) and Japan's Honda Motor Company. And created the world's single largest two wheeler company and also one of the most successful joint ventures worldwide. During the 80s, Hero Honda became the first company in India. Over 19 million Hero Honda two wheelers running on Indian roads today.

TVS MOTORS- TVS Motors is the third largest company in the two-wheeler industry with a market share of 16%. Infect, it is the only Indian company without a foreign collaboration in the two-wheeler industry. When the company opted out of the collaboration with Suzuki in2002, Page 11

many believed that TVS was headed towards extinction. But the company proved the doomsayers wrong and came out with a very successful `TVS Victor'. TVS Motors Ltd. Originally incorporated in 1982 to manufacture two-wheelers in collaboration with Suzuki Motors of Japan, TVS was one of the leaders in two-wheeler industry.

YAMAHA- Yamaha Motor Corporation is the auto mobile company of Japan (1953) which works in India since 1955 and providing latest technology in India from last two decades. Yamaha Motor India was incorporated in august 2001 as a 100% subsidiary of Yamaha motor corporation, Japan.

HONDA MOTORS- Honda motors of Japan is not a new name in the two wheeler scenario in the country, they were in a tie up with the Firodias owned Kinetic group. However in the late 90sthey parted ways after problems arose over issues like introduction of new models, advertising expenditure, marketing strategies and other related issues. In the mid 80 Honda motors of Japan joined hands with the largest bicycle maker of India the Hero cycles to create Hero Honda which in a couple of decades or so have gone on to become the single largest motorcycle company in the world. Though Honda has come on its own on the Indian market yet it will be providing technological support to Hero Honda for the next ten years. Thus presenting a unique situation in which the company will be in direct competition with the company which it has been associated for nearly two decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary of Honda motor company Japan eventually entered the Indian market with Honda Unicorn in 2004.

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KEY EARNING DRIVERS

Below are the key factors, which strongly affect the auto industry: -

1. Government policy impact on petrol prices: Petrol prices determine the running cost of two/three wheelers expressed in Rupees per kilometer.

2. Petrol prices are the highest in India as GOI subsidizes kerosene and diesel.

But with the recent change in GOI policy to reduce the subsidy, the prices of petrol will remain constant at the current prices. This will have a positive effect on purchases of two/three wheelers.

3. Improvement in disposable income: With the increase in salary levels, due to entry of multinationals following liberalization process and fifth pay commission, the disposable income has improved exponentially over the years. This will have multiplier effect on demand for consumer durables including two-wheelers. 4. Changes in prices of second-hand cars:

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The second hand car prices of small cars have come down sharply in the recent past. This will shift the demand from higher-end two-wheelers to cars and affect the demand for two-wheelers negatively. A further drop in second-hand car prices will lead to pressure on the two-wheeler majors who plan to release Higher-end scooters and motorcycles. 5. Implementation of mass transport system: Many states have planned to implement mass transport systems in state capitals in the future. This will have negative impact on demand for two-wheelers in the long run. But taking into account the delays involved in implementation of such large infrastructure projects the demand to be affected only five to seven years down the line. 6. Availability of credit for vehicle purchase: The availability and cost of finance affects the demand for two- and three-wheelers as the trend for increased credit purchases for consumer durables have increased over the years. Therefore, any change with respect to any of these two parameters as a result of change in RBI policy has to be closely watched to assess the demand for two- and three-wheelers.

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CHAPTER - II

COMPANY PROFILE

COMPANY PROFILE
INTRODUCTION TO BAJAJ AUTO LTD
Established in 1945, BAJAJ AUTO LTD. was incorporated as a trading company. Till 1959, they imported scooters and three-wheelers from Italy and sold them in India. The

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company got a production license in the year 1959 and fastened a technical collaboration with Italian PIAGGIO in 1960.

Bajaj Auto Ltd. is one among India's top ten companies in terms of market capitalization and among the top five in terms of annual turnover.

The company started producing scooters in the year 1961 and followed three-wheelers production in 1962. Its collaboration with Piaggio expired in 1971 and since then, their scooters and three-wheelers are being sold with the brand name BAJAJ.

Maharashtra Scooters Ltd., a Company with 24% equity participation by the Company and 27% participation from Maharashtra State Government's Western Maharashtra Development Corp. was formed in the year 1975 under the "Horizontal transfer of technology" policy.

The first production unit is located at Satara, Maharashtra. The unit continues to collect scooters from CKDs supplied by the Company. These scooters are marketed through the Company's distribution network and under the Company's brand name.

In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant started scooter production in 1986, three-wheeler production in 1987 and scooters and
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motorcycle

facilities

were

commissioned

in

1990

&

1991

respectively.

Today, the company has become a market leader with annual production in excess of 1.35 million units which was about 4000 units in 1961. These days, Bajaj Auto Ltd. has started offering products in all segments (mopeds& scooters, motorcycles, three wheelers).

COMPANY HISTORY
Bajaj Auto Limited is India's largest manufacturer of scooters and motorcycles. The company generally has lagged behind its Japanese rivals in technology, but has invested heavily to catch up. Its strong suit is high-volume production; it is the lowest-cost scooter maker in the world. Although publicly owned, the company has been controlled by the Bajaj family since its founding.

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Origins

The Bajaj Group was formed in the first days of India's independence from Britain. Its founder, Jamnalal Bajaj, had been a follower of Mahatma Gandhi, who reportedly referred to him as a fifth son. 'Whenever I spoke of wealthy men becoming the trustees of their wealth for the common good I always had this merchant prince principally in mind,' said the Mahatma after Jamnalal's death.

Jamnalal Bajaj was succeeded by his eldest son, 27-year-old Kamalnayan, in s1942. Kamalnayan, however, was preoccupied with India's struggle for independence. After this was achieved, in 1947, Kamalnayan consolidated and diversified the group, branching into cement, ayurvedic medicines, electrical equipment, and appliances, as well as scooters.

The precursor to Bajaj Auto had been formed on November 29, 1945 as M/s Bachraj Trading Ltd. It began selling imported two- and three-wheeled vehicles in 1948 and obtained a manufacturing license from the government 11 years later. The next year, 1960, Bajaj Auto became a public limited company.

Rahul Bajaj reportedly adored the famous Vespa scooters made by Piaggio of Italy. In 1960, at the age of 22, he became the Indian licensee for the make; Bajaj Auto began producing its first two-wheelers the next year.
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Rahul Bajaj became the group's chief executive officer in 1968 after first picking up an MBA at Harvard. He lived next to the factory in Pune, an industrial city three hours' drive from Bombay. The company had an annual turnover of Rs 72 million at the time. By 1970, the company had produced 100,000 vehicles. The oil crisis soon drove cars off the roads in favor of two-wheelers, much cheaper to buy and many times more fuel-efficient.

A number of new models were introduced in the 1970s, including the three-wheeler goods carrier and Bajaj Chetak early in the decade and the Bajaj Super and three-wheeled, rear engine Auto rickshaw in 1976 and 1977. Bajaj Auto produced 100,000 vehicles in the 1976-77 fiscal years alone. The technical collaboration agreement with Piaggio of Italy expired in 1977. Afterward, Piaggio, maker of the Vespa brand of scooters, filed patent infringement suits to block Bajaj scooter sales in the United States, United Kingdom, West Germany, and Hong Kong. Bajaj's scooter exports plummeted from Rs 133.2 million in 1980-81 to Rs 52 million ($5.4 million) in 1981-82, although total revenues rose five percent to Rs 1.16 billion. Pretax profits were cut in half, to Rs 63 million.

New Competition in the 1980s

Early 1980s - Japanese and Italian scooter companies began entering the Indian market
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Although some boasted superior technology and flashier brands, Bajaj Auto had built up several advantages in the previous decades. Its customers liked the durability of the product and the ready availability of maintenance; the company's distributors permeated the country.

1981- The Bajaj M-50 debuted .The new fuel-efficient, 50cc motorcycle was immediately successful.

1984- Work on a new plant at Waluj, Aurangabad commenced.

1985- The company aimed to be able to make 60,000 of them a year .Capacity was the most important constraint for the Indian motorcycle industry. Work on a new plant at Waluj, Aurangabad commenced in January 1984.

1986-87- This fiscal year saw the introduction of the Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles. The company was making 500,000 vehicles a year at this point.

1990 -

The Bajaj Sunny was launched; the Kawasaki Bajaj 4S Champion followed a year

later. About this time, the Indian government was initiating a program of market liberalization, doing away with the old 'license raj' system, which limited the amount of investment any one company could make in a particular industry.
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1993- A possible joint venture with Piaggio was discussed but aborted.

1994 - Bajaj also was contemplating high-volume, low-cost car manufacture. Several of Bajaj's rivals were looking at this market as well, which was being rapidly liberalized by the Indian government.

1994-1945 - Bajaj Auto produced one million vehicles in this fiscal year. The company was the world's fourth largest manufacturer of two-wheelers, behind Japan's Honda, Suzuki, and Kawasaki. New models included the Bajaj Classic and the Bajaj Super Excel. Bajaj also signed development agreements with two Japanese engineering firms, Kubota and Tokyo R & D.

1997- The Kawasaki Bajaj Boxer and the RE diesel Auto rickshaw were introduced.

Principal Subsidiaries:
Bajaj Auto Finance Ltd.;

Bajaj Auto Holdings Ltd.;

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Bajaj Electricals Ltd.;

Bajaj Hindustan Ltd.;

Maharashtra Scooters Ltd.;

Mukand Ltd.

Principal Competitors:

HERO HONDA

TVS.

SUZUKI MOTOR CORPORATION

HONDA MOTOR CO. LTD.

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YAMAHA

MISSION & VISION

Bajaj doesn't have a straight vision or mission statement. They define it in terms of brand identity, brand essence (derived from mission) and brand values.

Our Brand Identity Our Brand is the visual expression of our thoughts and actions.

It conveys to everyone our intention to constantly inspire confidence. Our customers are the primary audience for our brand.

Indeed, our Brand Identity is shaped as much by their belief in Bajaj as it is by our own vision.

Everything we do must always reinforce the distinctiveness and the power of our brand. Page 23

We can do this by living our brand essence and by continuously seeking to enhance our customers experience.

In doing so, we ensure a special place for ourselves in the hearts and the minds of our customers.

Our Our Our Brand brand Essence essence

Brand is the soul our of mission our at

Essence brand. Bajaj.

encapsulates

It is the singular representation of our terms of endearment with our customers. It provides the basis on which we grow profitably is through excitement in the market.

Our Bajaj strives

Brand to inspire

Essence confidence

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.

Our

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. Page 24

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.

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SWOT Analysis
Let's analyze the position of Bajaj in the current market set-up, evaluating its strengths, weaknesses, threats and opportunities available.

Strengths: Highly experienced management. Product design and development capabilities. Extensive Widespread High High Great performance export financial support R & distribution products to network across domestic (For financing all sales the D focus. network. categories. ratio. automobile)

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High

economies

of

scale.

High economies of scope.

Weaknesses

Hasn't

employed

the

excess

cash

for

long.

Still has no established brand to match Hero Honda's Splendor in commuter segment. Not a global player in spite of huge volumes.

Not a globally recognizable brand (unlike the JV partner Kawasaki Opportunities Double-digit Untapped market growth above in 180 two-wheeler cc in market. motorcycles.

More maturity and movement towards higher-end motorcycles wing gearless trendy scooters and scooterette market.
Growing world demand for entry-level motorcycles especially in emerging markets

Threats; The Threat competition of catches-up cheap any new innovation in from no time. China.

imported

motorcycles

Margins getting squeezed from both the directions (Price as well as Cost)

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STRATEGY
Plug & play model for accelerated growth Innovate to grow : product and services Build and launch innovative products. Offer full product suite. Leverage existing gaps of service differentiation in the market

Forging business partnership Build partnerships with consumer databases. Leverage distribution & customers to build faster growth engines.

Scalable operating platform Outsource technology and operations for variable cost structure. Page 28

Own / automate risk & underwriting process.

Leverage CRM capabilities Sell more & more to each customer. Acquisition and operating cost advantage. .

BOARD OF DIRECTORSNAME
RAHUL BAJAJ

DESIGNATION
CHAIRMAN/CHAIR PERSON

RAJIV BAJAJ

MANAGING DIRECTOR

D S MEHTA

DIRECTOR Page 29

SHEKHAR BAJAJ

DIRECTOR

J N GODREJ

DIRECTOR

SUMAN KIRLOSKAR

DIRECTOR

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NANOO PAMNANI

DIRECTOR

P MURARI

DIRECTOR

MADHUR BAJAJ

VICE CHAIRMAN

SANJIV BAJAJ

EXECUTIVE DIRECTOR

KANTIKUMAR R PODAR

DIRECTOR

D J BALAJI RAO

DIRECTOR

S H KHAN

DIRECTOR

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NARESH CHANDRA

DIRECTOR

MANISH KEJRIWAL

DIRECTOR

NIRAJ BAJAJ

DIRECTOR

Awards & Accolades

Product Pulsar 135LS Discover DTS-SI Pulsar 135LS Bike of the year Award Bike of the year 100cc Bike of the Year Award Body IMOTY ET NOW ZigWheels ET NOW ZigWheels Pulsar 135LS 150cc Bike of the Year ET NOW ZigWheels Pulsar 135LS 4-V Discover DTS-Si Most Value for Money-Bike of the Year Technology of the Year ET NOW ZigWheels ET NOW ZigWheels

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Bajaj Discover DTS-Si Bajaj Discover And Pulsar Bajaj Discover Pulsar135LS

Motorcycle of the Year - Bike upto 125 cc

NDTV Profit - Car & Bike

Best Integrated Campaign - Two wheelers

NDTV Profit - Car & Bike

Best StoryBoard Commercial

CNBC - Overdrive

Bike of the Year 2010

UTV BloombergAutoCar

Pulsar135LS

Viewer's Choice of the Year

UTV BloombergAutoCar

Bajaj Discover Bajaj Auto Pulsar Bajaj Auto

Best TV Commercial

Auto India

Best Advertising Silver Effie for PulsarMania Ad Most Trusted Brands - Auto Two Wheeler

Auto India Effie Brand Equity

Bajaj Auto

Most Popular Two Wheelers Amongst Youth

Global Youth Marketing Forum 2010

Bajaj Auto

Chakan Plant - Super Platinum for Manufacturing Excellence

ET - Frost & Sullivan Page 33

Bajaj Auto

Waluj Plant -Best-In-Class Manufacturing Leadership Award - 2Wheeler

Stars of the Industry Group

PRODUCT PROFILE
The products offered by BAJAJ AUTO are SCOOTERSPage 34

- Bajaj Kristal DTSi MOTORCYCLESBajaj Platina 100cc. Bajaj Platina 125 DTS-Si Bajaj Discover 135 DTS-i. Bajaj XCD 125 DTS-Si Bajaj XCD 135 DTS-Si Bajaj Pulsar 135 LS Bajaj Pulsar 150 DTSi Bajaj Pulsar 180 DTSi Bajaj Pulsar 220 DTS-fi Bajaj Pulsar 220 DTSissss Bajaj Avenger 200 DTS-i Bajaj Avenger 220 DTS-i

CARS

(FUTURE PLANS)

Bajaj Life concept

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Bajaj ULC (ultra low cost)- The TATA Nano competitor.

SPECIFICATIONSBut here we are dealing only with two-wheelers. So lets have knowledge of individual models of two-wheeler products.

BAJAJ PLATINA

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GENERAL INFORMATIONCATEGORY- Sport. Engine type- single cylinder, 4 stroke. Front suspension- telescopic Front brakes- expanding brake (drum brake) Rear brakes- expanding brake (drum brake) Dry weight- 113.0 kg Fuel capacity- 11.00 liters Reserve fuel capacity- 2.00litres

Looks

&

Styling

Page 37

Bajaj Platina comes in various colors with dazzling chrome graphics. It has unique streak designed side panels and opt prism head lens with clear lens blinkers. Platina's levers, grips, mirrors and switchgear are of the finest quality, and add to its exquisiteness.

Control

&

Comfort

Bajaj Platina has a telescopic front suspension with travel of 125 mm and the world's first SNS (Spring-N-Spring) rear suspension with the longest travel in its class of 100mm. Bajaj Platina offers a plush ride without sacrificing on the handling part. It has an upright riding posture inline with other commuter bikes.

Engine

&

Performance

Bajaj Platina 100 cc comes with four-stroke, single-cylinder, and 99.27cc engine. Bajaj Platina develops 8.2bhp peak power at 7500rpm and 0.82 kgm of torque at 4500 rpm. Platina is equipped with world class ExhausTEC (Torque Expansion Chamber) technology for the exhaust system. ExhausTEC drastically improves engine torque at low revolutions without compromising anything at mid or high engine revolutions. The Bajaj Platina engine has a ride control switch that indicates optimum throttle opening for best mileage.

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Mileage

and

Economy

Bajaj Platina 100 cc delivers a mileage of about 70 km/l in actual city driving while highway driving may yield another 10 km/l.

BAJAJ PULSAR DTSi

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Looks

&

Styling

Bajaj Pulsar DTSi is a visual treat with its mean muscular aerodynamic shape. Apart from the smashing looks, Pulsar has lighter yet stronger alloy wheels, which when coupled with the longest wheelbase (1330mm) enhance the stability of the bike and at the same time make it more agile. The head lamps also give a cool look. The digital tachometer and sharp tail enhance the killer looks of Bajaj Pulsar DTSi.

Control

&

Comfort

Pulsar's highly masculine looks with sporty and dashing structure gives the complete satisfaction of riding a true macho machine. The 17" alloy wheels are of great help in riding down even the narrowest of streets. The 1330 mm Page 40

wheelbase also lends support in this regard. The comfort statement of Bajaj Pulsar includes front telescopic suspension, Nitro X - Nitrogen assisted rear gas shockers with triple rated spring. These features make Bajaj Pulsar highly accommodative in any terrain

Engine

&

Performance

Bajaj Pulsar 150 DTSi delivers a power output of 13.5bhp at 8000 rpm. It has wonderful pickup and zooms from zero to 60kmph in 5.66 seconds. It develops a maximum torque of 12.28 Nm @ 6500 rpm. Bajaj Pulsar 180 DTSi delivers maximum power of 16.5bhp @ 8000 rpm and a torque of 15.22 Nm @ 6000 rpm.

Bajaj Pulsar DTSi comes with a throttle actuated ignition-control system that works in conjunction with a chip-controlled digital capacitor discharge ignition (CDI) system for accurate ignition timing under all conditions. The dual spark design accelerates and evens out flame propagation, which results in more efficient combustion and hence leads to better performance.

Mileage and Economy Bajaj Pulsar 150 DTSi gives a mileage of 50-55 km/l while Bajaj Pulsar 180 DTSi delivers a mileage of 40-45 km/l in city riding while highway driving may give a better mileage.

BAJAJ DISCOVER

Page 41

Looks and stylingIts very stylish in looks .The designers of this bike have given a lot of thought to its styling, graphics and contours. The stylish head lamps smartly merge into the tear drop fuel tank while the tail lamp also looks cool as it emerges from the body.

Control

&

Comfort

The long wheelbase and the optimized weight distribution of Bajaj Discover DTSi give right balance and poise.

Page 42

Engine & Performance

Bajaj Discover 125 DTSi produces a maximum torque of 10.8 Nm at 6500 rpm. Bajaj Discover DTSi has an excellent pick up and is miles ahead of its peer group on this front.

Mileage

and

Economy

Bajaj Discover 125 DTSi is a rare combination of good looks and mileage. When riding at a normal speed of about 55 km/hr, you can easily get a mileage of around 60 km/l in city conditions.

BAJAJ AVENGER-

Page 43

Now is the time for you to drive in style the new Bajaj Avenger DTS-i in India. Any Bajaj Bike is a great product to covet and own. The Bajaj Avenger price in India is reasonable and the Bike surely appeals to all youngsters as a personal choice and as an ideal city commute. The Avenger Bike has a neat look along with a great rev-up and acceleration.

Bajaj Avenger (DTSi) offers the ultimate cruiser experience. Offering high stability and long cruising delights, Bajaj Avenger (DTSi) possesses wider saddle seat, special backrest besides 180cc powerful engine. Wider wheelbase and a heavy handlebar aids posture and stability. Riding Bajaj Avenger (DTSi) is an experience that needs to be personally felt and can hardly be described in words.

Looks

Available in black & red colours Low saddle height Page 44

Broad saddle seat Halogen headlamp Classic tank-set fuel gauge Optional stylish windshield Chrome consoles A truly heavy cruiser look

Control

Tubular double cradle suspension Large ventilated front brake Rear break - drum type Forward foot riding Low saddle seat.

Comfort

Low saddle seat for long cruises Longest front telescopic suspension for ultra smooth riding 5-step adjustable rear shockers Longest swing arm for easy maneuverability Page 45

Longest wheelbase offering high stability DTS-I engines gives effortless riding experience.

Mileage and Economy

Average of 40kmpl 180cc powerful engine Fuel tank capacity - 14 Ltrs Reserve fuel tank capacity - 3.4 Ltrs

CONSUME BEHAVIOR: THE PSYCHOLOGY OF CONSUMERS

Introduction
The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
Page 46

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an Page 47

organization (people on the job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study of how they are purchased.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By

understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial

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customers, since they will in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Acutance, a near miracle cure for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbone, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbone created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.

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As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

Consumer Research Methods

Market research is often needed to ensure that we produce what customers really want and not what we think they want. There are two main approaches to marketing: 1. Primary research methods. 2. Secondary research methods. Secondary research method - It involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you dont need to question people about how tall they are to find out how many tall people existthat information has already been published by the U.S. Government. Primary research method - In contrast, is research that you design and conduct yourself. For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.
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Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace traditional Coke. Primary Methods- Several tools are available to the market researchere.g., mail questionnaires, phone surveys, observation, and focus groups. Surveys are useful for getting a great deal of specific information. Surveys can contain open-ended questions (e.g., In which city and state were you born? ____________) or closed-ended,where the respondent is asked to select answers from a brief list (e.g., __Male ___ Female. Open ended questions have the advantage that the respondent is not limited to the options listed, and that the respondent is not being influenced by seeing a list of responses. Surveys come in several different forms: Mail surveys are relatively inexpensive, but response rates are typically quite lowtypically from 5-20%. Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, but respondents may be reluctant to discuss anything sensitive face-to-face with an interviewer. Focus groups are useful when the marketer wants to launch a new product or modify an existing one. A focus group usually involves having some 8-12 people come together in a room to discuss their consumption preferences and experiences. The group is usually led
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by a moderator, who will start out talking broadly about topics related broadly to the product without mentioning the product itself. Focus groups also have some drawbacks, for example:

They represent small sample sizes. Because of the cost of running focus groups, only a few groups can be run. Suppose you run four focus groups with ten members each. This will result in an n of 4(10) =40, which is too small to generalize from. Therefore, focus

groups cannot give us a good idea of:

What proportion of the population is likely to buy the product? What price consumers are willing to pay? The groups are inherently social. This means that: Consumers will often say things that may make them look good (i.e., they watch public television rather than soap operas or cook fresh meals for their families daily) even if that is not true.

Consumers may be reluctant to speak about embarrassing issues (e.g., weight control, birth control).

Personal interviews involve in-depth questioning of an individual about his or her interest in or experiences with a product. The benefit here is that we can get really into depth (when the respondent says something interesting, we can ask him or her to elaborate), but this method of research is costly and can be extremely vulnerable to interviewer bias. Personal interviews are highly susceptible to inadvertent signaling to the respondent. Although an interviewer is looking to get at the truth, he or she may have a significant
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interest in a positive consumer response. Unconsciously, then, he or she may inadvertently smile a little when something positive is said and frown a little when something negative is said. Consciously, this will often not be noticeable, and the respondent often will not consciously be aware that he or she is being reinforced and punished for saying positive or negative things, but at an unconscious level, the cumulative effect of several facial expressions are likely to be felt. Although this type of conditioning will not get a completely negative respondent to say all positive things, it may swing the balance a bit so that respondents are more likely to say positive thoughts and withhold, or limit the duration of, negative thoughts.

Projective techniques are used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences. For example, many older executives may not be comfortable admitting to being intimidated by computers. It has been found that in such cases, people will tend to respond more openly about someone else. Thus, we may ask them to explain reasons why a friend has not yet bought a computer, or to tell a story about a person in a picture who is or is not using a product. The main problem with this method is that it is difficult to analyze responses. Projective techniques are inherently inefficient to use. The elaborate context that has to be put into place takes time and energy away from the main question. There may also be real differences between the respondent and the third party. Saying or thinking about something that hits too close to home may also influence the respondent, who may or may not be able to see through the ruse.
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Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. For example, some American manufacturers were concerned about low sales of their products in Japan. Observing Japanese consumers, it was found that many of these Japanese consumers scrutinized packages looking for a name of a major manufacturerthe product specific-brands that are common in the U.S. (e.g., Tide) were not impressive to the Japanese, who wanted a name of a major firm like Mitsubishi or Proctor & Gamble. Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consulted. Online research methods. The Internet now reaches the great majority of households in the U.S., and thus, online research provides new opportunity and has increased in use. One potential benefit of online surveys is the use of conditional branching. in conventional paper and pencil surveys, one question might ask if the respondent has shopped for a new car during the last eight months. If the respondent answers no, he or she will be asked to skip ahead several questionse.g., going straight to question 17 instead of proceeding to number 9. If the respondent answered yes, he or she would be instructed to go to the next question which, along with the next several ones, would address issues related to this shopping experience. Conditional branching allows the computer to skip directly to the appropriate question. If a respondent is asked which brands he or she considered, it is also possible to customize brand comparison questions to those listed. Suppose, for example, that the respondent considered Ford, Toyota, and Hyundai, it would be possible to ask the subject questions about his or her view of the
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relative quality of each respective pairin this case, Ford vs. Toyota, Ford vs. Hyundai, and Toyota vs. Hyundai. There are certain drawbacks to online surveys. Some consumers may be more comfortable with online activities than othersand not all households will have access. Today, however, this type of response bias is probably not significantly greater than that associated with other types of research methods. A more serious problem is that it has consistently been found in online research that it is very difficultif not impossibleto get respondents to carefully read instructions and other information onlinethere is a tendency to move quickly. This makes it difficult to perform research that depends on the respondents reading of a situation or product description. Online search datas and page visit logs provides valuable ground for analysis. It is possible to see how frequently various terms are used by those who use a firms web site search feature or to see the route taken by most consumers to get to the page with the information they ultimately want. If consumers use a certain term frequently that is not used by the firm in its product descriptions, the need to include this term in online content can be seen in search logs. If consumers take a long, torturousroute to information frequently accessed, it may be appropriate to redesign the menu structure and/or insert hyperlinks in intermediate pages that are found in many users routes. Scanner data. Many consumers are members of supermarket clubs. In return for signing p for a card and presenting this when making purchases, consumers are often eligible for considerable discounts on selected products.

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Researchers use a more elaborate version of this type of program in some communities. Here, a number of consumers receive small payments and/or other incentives to sign up to be part of a research panel. They then receive a card that they are asked to present any time they go shopping. Nearly all retailers in the area usually cooperate. It is now possible to track what the consumer bought in all stores and to have a historical record. The consumers shopping record is usually combined with demographic information (e.g., income, educational level of adults in the household, occupations of adults, ages of children, and whether the family owns and rents) and the familys television watching habits. (Electronic equipment run by firms such as A. C. Nielsen will actually recognize the face of each family member when he or she sits down to watch).

It is now possible to assess the relative impact of a number of factors on the consumers choicee.g.,

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What brand in a given product category was bought during the last, or a series of past, purchase occasions;

Whether, and if so, how many times a consumer has seen an ad for the brand in question or a competing one;

Whether the target brand (and/or a competing one) is on sale during the store visit;

Whether any brand had preferential display space; The impact of income and/or family size on purchase patterns; and Whether a coupon was used for the purchase and, if so, its value.

Consumer Buying Behavior What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go through. These will be discussed below.

1. Problem/Need Recognitions

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How do you decide you want to buy a particular product or service? It could be that your bike stops working and you now have to look for a new one, So you have a problem or a new need. Or you need to change the bike just because the bike you own currently is old fashioned .For high value items like a bike or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. confectionery the process is different. Likewise need for a new bike can be due to different reasons. It can be looks, style, mileage, durability, economic price. Looks- This is the major reason to change the bike among youth. This factor does not matter much to people above middle age, what matters to them is durability and ease in driving. Stylestyle can also be referred to model design, like Bajaj pulsar and Bajaj avenger has

sporty look and very stylish which is the youths need. Mileage- mileage is the important factor for people seeking economy. For ex: service class people. Price- This is another important factor that directs the need of consumers as per their pocket size.

2. Information search-

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So we have a problem, our bike no longer works and we need to buy a new brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines to help with their purchase decision. You may even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options So which bike do we purchase? Shall it bebajaj, Honda, tvs, Yamaha,etc? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example mileage maybe better on the bajaj product and looks of the Honda bikes , but mileage is more important to you then looks. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the bajaj or honda then which one shall it be?.

4. Purchase decision
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Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e.g. The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone.

5. Post Purchase Behaviour Ever have doubts about the product after you purchased it? This simply is post purchase behavior and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase; it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organization. This limits post purchase behavior. I.e. you feel reassured that you own the latest advertised product.

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Factors influencing the behavior of buyers.

Consumer behavior is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups?

1. Culture is one factor that influences behavior. Simply culture is defined as our attitudes and beliefs. People learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO). These factors will influence their purchase behavior however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behavior.

2. Peoples social status will also impact their behavior. What is their role within society? Are they Actors? Doctors? Office worker? And mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes; the income which is earned has an impact. The lifestyle of someone who earns 250000 would clearly be different from someone who
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earns 25000. Also characters have an influence on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made. 3. Personality The personality of a person is the major factor that affects their decision. 4. Reference groups It can be friends, neighbors, dear ones, colleagues etc. their views and opinion regarding a particular influences the buying decision of consumer to a great extent. buying

Types of buying behaviour.

There are four typical types of buying behavior based on the type of products that intends to be purchased.

1. Complex buying behaviour It is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. 2. Habitual buying behaviour It is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. 3. Variety seeking buying behaviour- It is where the individual likes to shop around and experiment with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings!
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4. Dissonance reducing buying behaviour- It is when buyer are highly involved with the purchase of the product, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers.

The Consumer Behavior Model (Hawkins et al., 1998)

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SELF CONCEPT AND LIFESTYLE MODEL This model of consumer behavior given by Hawkins, Best and Coney in 1998 indicates that consumer needs arise as a result of numerous factors. They area. Internal factors.- Perception and Learning b. External factors - Culture and Social Status

These factors are aggregated into consumers self concept and lifestyle.

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Self-concept it refers to the way individuals think and feel about themselves, as well as how they would like to think and feel about themselves. Their actual and desired lifestyles are the way they translate their selfconcepts into daily behaviors, including purchases (which is the ultimate objective of advertising). Thus, the model has been widely used to drive the development of lifestyle-based segmentation methods, which constitute one of the most popular advertising targeting methods today. One of the most widely used lifestyle segmentation method is based on the VALS (Values and Lifestyles) concepts and methodology, which is "the most popular lifestyle and psychographic research" (Hawkins, Best, & Coney, 1998) and divides the whole population into eight clusters of consumers. This model explains that there are certain factors i.e. internal and external factors that affects consumer buying behavior collectively.

INTERNAL FACTORSPerception- it is what a consumer perceives about the product by his/her observation. For example, if a consumer observes that in market mostly people are driving Honda bikes then he perceives that it must be the best one and whenever he will have the need for a bike, he will visit Honda showroom first and a first preference for it is generated. Learning- it affects buying behavior of consumers by certain reference groups, friends, sales person, family, and others. A good demonstration about

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the product by sales advisor may affect the consumers buying decision to a great extent. For consumer that affects their purchase decision. Motives- this is the foremost driving factor. Different consumers have different motives for purchase. Some might have need for a bike for transportation, some for luxury, and some for status. Accordingly they choose their category of bike,- commuter standard, commuter deluxe, sports. Personality- this also affects the purchase decision as per age, lifestyle of consumer. A consumer of the age group between 18- 25 will prefers sports bike, stylish looks and on the other side, consumer of age group between30 50 will prefer simple bikes with good mileage and commuter deluxe category of bikes. Emotions- Emotions are also the major factor for the purchase decision. Some people being emotional prefer the bikes of company which their dear ones or elders in family used to

EXTERNAL FACTORS5. Culture - Culture of the consumers family makes the purchase decision of consumer. Culture defines the lifestyle of consumer and that makes the decision regarding the category of bike they require.

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6. Social status- The status of consumer in society drives the consumers decision for the kind of bike he wants to purchase. Consumer having high social status will want to purchase luxury bike that matches his status.

7. Family- The history of bikes used in family also affects purchase decision of consumers. The family income, lifestyle, and tradition also affect purchase decision.

8. Reference groups- Reference groups include friends, neighbor, colleagues etc. They have more influencing capability.

9. Marketing activities- Marketing activity by the company is very influential factor. The way the company presents its product in market grabs consumers attention. Schemes, offers,

advertisement have major affect on purchase decision of consumers. For example- long back Bajaj made space in consumers heart by developing a punch line Hamara Bajaj which made consumers feel it to be close to them and something meant for them only.

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Thus above discussed factors affect the decision of consumers whenever a need is generated in their mind for a product and they start taking into considerations above all factors automatically and start searching for options and make decision according to above all factors.

MEANING Research methodology refers to a search for knowledge. One can also define research methodology as a scientific and systematic search for the information on a specific topic. The word research methodology comes from the word advanced learners dictionary meaning of research as a careful investigation or inquiry specially through search for a new facts in any branch of knowledge for example some authors have defined research methodology as systematized effort to gain new knowledge RESEARCH DESIGN For the proper analysis of data simple statistical techniques such as percentage were used . It helped in making more accurate generalization from the data available. The data , which was collected from a sample of population, was assumed to be representing entire population was interest . demographic factors like age , income and educational background was used for the classification purpose . SAMPLE SIZE

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For carrying out any research or study on any subject it is very difficult to cover even 10% of the population. Therefore the sample size has to be decided for a meaningful conclusion. For designing the sample size, it was thought proper to cover a very small percentage of population in various age groups. The method used for sample technique was non probability convenience sampling method. This method was used because it was not known previously as to weather a particular person will be asked to fill the questionnaire. Convenient sampling is used because only those people were asked to fill the questionnaire who were easily accessible and available to me. Considering the constraints, I decided to conduct the study based on sample size of 50 people in various age groups. Scientific method was not adopted because of financial constraints and also because of lack of time, also the basic aim of doing the research was academics, hence most convenient way was selected.

TYPES AND TECHNIQUES The study conducted is a conclusion descriptive statistical study. Conclusive because after conducting the study, the researcher comes to a decision which is precise and rational. The study is conclusive because after doing the study the researcher comes to conclusion regarding the position of the Company in the minds of respondents of different age groups. The study is statistical because throughout the study all the similar samples are selected and grouped

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together. All the similar responses are taken together as one and their percentages are calculated. Thus, this conclusive descriptive statistical study for this purpose as it provides the necessary information which is utilized to arrive at a concrete decision. TOOLS USED To know the response I have used the questionnaire method in sample survey. If one wishes to find what people think to know, the logical procedure is to ask them. This has led marketing researchers to use the questionnaire techniques for collecting data more than any other method. In this method questionnaire were distributed to the respondents and they were asked to answer question in the questionnaire. The questionnaires were structured, non-disgusted questionnaire because the questions, which the questionnaire contained, were arranged in a specific order besides every question asked were logical for the study, no question can be termed irrelevant. The questionnaire, were non-disguised because the questionnaire were constructed so that the objective is clear to the respondents were aware of the objective. They knew why they asked to fill the questionnaire.

SCOPE OF THE STUDY

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The Students are highly benefited as the purpose if this research is to get acquainted with the practical side of marketing research, in addition to the theoretical studies in course of the academics year. This research also gives a chance for application and testing of the theoretical study on the real work situation. We students got the lessons of experience by meeting various sections of people conducting on interview knowing opinion of people tabulating interpretation and analyzing the data collected and this will help the researcher in future for career building. This study helped me understand consumer behaviour for automobiles and what they want when they want in their bikes and what satisfies them. Study also helped in knowing how many people prefer bajaj bikes and the reason behind their choice. and what are the products preferred by them

LIMITATIONS OF STUDY Limitation of the study can be summarized below:

The respondents were limited and cannot be treated as the whole population The respondents may be biased. Time was the major constraint. The accuracy of indications given by the respondents may not be consider adequate Due to language problem it is possible that the respondents are not able to

understand the questionnaire and can cause misleading results.

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3.8 DATA COLLECTION PRIMARY DATA SOURCES

Through interaction with consumers walking in showroom and even others. Through questionnaire filled from the sample population.

SECONDRY DATA SOURCES

Through internet, various official sites of the companies Journals and magazines.

DATA ANALYSIS AND INTERPRETATION

TABLE 1.1AGE GROUP AGE GROUPNO. RESPONDENTS 18-24 25-30 31-35 36& ABOVE TOTAL 24 10 8 8 50 48 20 16 16 100 OF % OF TOTAL RESPONDENTS

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INTERPRETION From the above table it can be interpreted that major respondents were youth between the age group 18-24. Mostly consumer between this age group are found interested in bikes.

TABLE 1.2Bike owners YES NO TOTAL

DETAILS OF HOW MANY CONSUMERS OWN A BIKE No. of respondents 38 12 50

40 35 30 25 20 15 10 5 0

YES NO

INTERPRETATION-

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From the above analysis it is found that maximum respondents already owned a bike and only few did not own any bike.

TABLE 1.3. - BRAND PREFERENCE BRAND BAJAJ HERO HONDA TVS SUZUKI HONDA YAMAHA TOTAL NO. OF RESPONDENTS 16 14 4 5 9 2 50

16 14 12 10 8 6 4 2 0 BAJAJ HERO HONDA TVS SUZUKI HONDA YAMAHA

INTEREPRETATION- From the analysis it is interpreted that maximum respondents prefer Bajaj bikes, then hero Honda is the second most preference. Page 74

TABLE 1.4. - FACTORS AFFECTING BUYING BEHAVIOURFACTORS Price Comfort Brand value Availability Service quality Income Mileage Durability Total NO. OF RESPONENTS 5 4 6 5 6 4 14 6 50

14 12 10 8 6 4 2 NO. OF RESPONDENTS 0

PRICE COMFORT BRAND VALUE AVAILABILITY SERVICE QUALITY INCOME MILEAGE DURABILITY

INTERPRETATION-

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From the above analysis it can be interpreted that major factor affecting buying behaviour is mileage. Factors like brand value , service quality and durability also affects buying behaviour secondarily.

TABLE 1.5. - PREFERENCE AMONG BAJAJ BIKESBIKES NO.OF RESPONDENTS

PLATINA PULSAR DISCOVER AVENGER TOTAL

9 16 11 14 50

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16 14 12 10 8 6 4 2 0

PLATINA PULSAR DISCOVER AVENGER

NO. OF RESPONDENTS

INTERPRETATION- From the survey it is found that the consumers preferring Bajaj have more preference for pulsar and second most preference for avenger. As the major respondents found were youth, they like sporty bikes i.e. pulsar and avenger.

TABLE 1.6- REASON FOR ABOVE CHOICE REASON LOOKS PRICE MILEAGE DURABILITY TOTAL NO. OF RESPONDENTS 6 7 28 9 50

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25 20 15 10 5 0 NO. OF RESPONDENTS LOOKS PRICE MILEAGE DURABILITY

INTERPRETATION- It is found that consumers prefer bajaj bikes over other company bikes for its mileage. Baja bikes provide the best mileage.

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TABLE 1.7- .BETTER SUBSTITUTE FOR BAJAJ BIKES

SUBSTITUTE COMPANY HERO HONDA TVS YAMAHA SUZUKI HONDA TOTAL

NO.OF RESPONDENTS 20 6 5 5 14 50

20 15 10 5 0 HERO HONDA TVS YAMAHA SUZUKI HONDA no. of respondents

INTERPRETATION- From the survey it is analyzed that if consumers switch to brand other than Bajaj, then they think HERO HONDA to be its better substitute as it provides good looks and stylish models. Its good for consumers who give more preference to looks. Page 79

TABLE 1.8 - EFFECT OF ADVERTISEMENT ON BUYING DECISION EFFECT YES NO TOTAL NO. OF RESPONDENTS 24 26 50

26 25

YES NO

24

23 NO.OF RESPONDENTS

INTERPRETATION-

when asked it was found that advertisement affects

buying decision but not to that extent. What majorly affects buying decision is the need of person, it might be mileage, looks, price, etc. TABLE 1.9 - MOST INFLUENCING MODE OF ADVERTISEMENTMEDIA TV NO.OF RESPONDENT 20

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NEWSPAPER Radio CANOPY TOTAL

12 10 8 50

25 20 15 10 5 0 NO OF RESPONDENT TV NEWSPAPER RADIO CANOPY

INTERPRETATIONIt is found through analysis that the most influential mode of advertisement is TV, as people remember what they see for longer period and that affects their buying decision when they have a need for purchase of that product.

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TABLE 1.10 - BEST THING OF BAJAJ QUALITY Durability Looks Mileage Service Total No. of respondents 8 10 20 12 50

20 15 10 5 0 NO. OF RESPONDENTS DURABILTIY LOOKS MILEAGE SERVICE

INTERPRETATION- From the analysis it can be found that the consumers consider mileage to be the best thing in Bajaj bikes.

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TABLE

1.11-

AFFECT

OF

SCHEMES

AND

OFFERS

ON

BUYING

BEHAVIOUR ? EFFECT NO. OF RESPONDENTS

YES NO TOTAL

32 18 50

35 30 25 20 15 10 5 0 NO. OF RESPONDENTS YES NO Column 3

INTERPRETATIONAnalysis shows that any kind of scheme and offers affect buying decision as consumer always seek for benefit, so even if they have need , they try and delay it to the festive season as at that time schemes and offers are introduced by company to increase sale and even consumers are benefited by it. TABLE 1.12- SATISFACTION TO CUSTOMERS BY BAJAJ

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Satisfaction

No. of respondents

Yes No Total

38 12 50

40 35 30 25 20 15 10 5 0 NO. OF RESPONDENTS

YES NO 3-D Column 3

INTERPRETATION- It is observed that maximum consumers are satisfied with bajaj products and bajaj service. Thus, this will help Bajaj grow its market share more in future.

TABLE 1.13- OCCUPATION OF RESPONDENTS OCCUPATION NO. OF RESPONDENTS

BUSINESSMAN

19

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SERVICE CLASSS STUDENTS OTHERS TOTAL

8 18 5 50

20 15 10 5 0 NO. OF RESPONDENTS BUSINESSMAN SERVICE STUDENTS OTHERS

INTERPRETATIONFrom the analysis it can be interpreted that maximum respondents are either businessman or students .Different category of consumers have different need. Service class consumers look for economy bikes giving good mileage and low price bikes belonging to category commuter standard, and business man requires little luxury bike as per his income , bikes belonging to category commuter deluxe, and students prefer most luxurious and stylish bikes, belonging to category sports bike

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FINDINGS

From the above analysis we can find that mostly people prefer Bajaj bikes, if they look for better mileage and if they consider looks as their primary need then the preference is hero Honda and Honda.

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Analysis also shows that the factors that majorly affect the buying decision of consumers is mileage and brand value. Secondly comes. Price and service. if a consumer belongs to low income category , he/ she will naturally prefer bike providing best mileage rather then considering looks and style, because he is seeking economy not luxury. Similarly consumers having high income level well give first preference to luxury, comfort, style, and looks which match his status.

It is also found that among Bajaj bikes consumers choice is Bajaj pulsar and baja avenger mostly, as maximum bike riders are youth who always prefer sporty bikes. It is also found that these bikes provide looks, style as well as mileage.

From the analysis it is found that consumers if not prefer Bajaj, they find hero Honda to be the second best option or substitute for it. Hero Honda provides stylish looks to bikes giving it a sporty touch and also has a great brand value.

It is also found that consumers buying behavior is also affected by kind of advertisement company makes for making people aware about its products. Mostly TV ads influences consumers buying behavior as these ads lasts for long into consumers mind if it attracts them and gradually

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in future if they have a need to purchase a bike, such ads are recalled by their mind and it affects their buying decision.

Analysis also shows that consumers opinion for best quality of Bajaj bikes is its MILEAGE. This is the major factor for consumers while making purchase of bike or any other automobile.

Survey also shows that maximum consumers are satisfied with the Bajajs product and service.

Consumers buying behavior is also affected by the various schemes and offers provided by companies seasonally. Certain consumers even delay their current need to future to avail the benefit of schemes and offers.

CONCLUSION
From the above analysis it can be concluded that Bajaj gives much emphasis to the study of consumer behavior so that they can satisfy

customers in better way and they are gaining success in that.

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Finally fm the above analysis I can conclude that Bajaj auto is doing fairly a good job through various ways and people are satisfied with their services and products.

As hero Honda is dominating the two wheeler industry in India they are the major players in this industry but Bajaj auto is also trying their level best to maintain their reputation in the society and get maximum returns. Bajaj has unique quality of providing better mileage which helps it in growing its market share and consumers loyalty.

Bajaj has speeded its recognition globally which is a great achievement for it.

According to the result of analysis and my personal observation, Baja must focus more on model designing so that it can give more competitive look to its products (bikes) to beat its competitors like hero Honda.

Bajaj auto must keep on working in the same pattern but they must not forget their prime objective i.e. loyalty which will pay them greater returns in future.

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Bajaj is coming with various beneficial schemes for the people which are one of the prime attractions of the customers.

As Bajaj group of industries is always been associated with the nations welfare activities they always try to support the society and its people right from the time of independence.

QUESTIONNAIRE
Name- ---------------------------Contact- --------------------------

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AgeA. 18-24 C. 31-35 B. 25- 30 D. 36 & above

1. Do you own a bike? A. yes B. no

2. Which brand you prefer the most? A. Bajaj C. Honda E. Yamaha B. Hero Honda D. TVs F. Suzuki

3. What factor affects your buying decision? A. cost C. product range E. availability G. income I. Durability. B. comfort D. brand value F. service quality H. mileage

4. Which bike do you prefer of Bajaj? Page 91

A. pulsar C. Plaina

B. discover D. Avenger.

5. What makes your above choice? A. looks C. price B. mileage D. Durability

6. For Bajaj bikes which brand you think is its better substitute?

A. Yamaha C. hero Honda E. Suzuki

B. Honda D. TVs

8. Does advertisement affects your buying decision? A. yes B. no

.9. Which media influences you the most? A. TV C. friends B. Newspaper D. Radio

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10. Which brands ad influences you the most? A. hero Honda C. TVs B. Yamaha D. Suzuki

11. In Bajaj bikes what you like the mostA. Durability C. Mileage B. looks D. Service

12. Does schemes affect your buying decision? A. yes B. no

13. Does Bajaj satisfies your need satisfactorily?

A. yes

B. no

14. Which occupation do you hold?

A. businessman C. student

B. service D. others

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BIBLIOGRAPHY

1. WEBSITES

WWW.SCRIBD.COM WWW.GOOGLE.COM WWW.BAJAJAUTO.COM WWW.WIKIPEDIA.COM

2. BOOKS

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RESEARCH AND METHODOLOGY MARKETING MANAGEMENT

3. OTHER REFRENCES

CUSTOMER DATA OF BAJAJ AUTO BAJAJ AUTO ENCYCLOPEDIA

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