A
SUMMER INTERNSHIP PROJECT ON “A Study on Customer Preference and Satisfaction towards Bajaj Bikes” Submitted to
S.R. LUTHRA INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION In
Gujarat Technological University UNDER THE GUIDANCE OF Faculty Guide:
Company Guide:
Ms. Esha Pandya
Mr. Shoban Mulla
Asst. Professor
Branch Manager (Shivam Bajaj)
Submitted by Mr. Ajay B. Savaliya [Batch No. 2014-16, Enrollment No.147500592100] MBA SEMESTER III
S.R. LUTHRA INSTITUTE OF MANAGEMENT – 750 MBA PROGRAMME Affiliated to Gujarat Technological University Ahmedabad August, 2015 1
Company Certificate This is to certify that Mr. Ajay B. Savaliya from S.R. LUTHRA INSTITUTE OF MANAGEMENT, have carried out the research on the subject titled “A study on Customer Preference and Satisfaction towards Bajaj Bikes” at Shivam Bajaj under the supervision of Mr. Shoban Mulla, from June 2015 to August, 2015. I also certify that, the above mentioned student has carried the research work satisfactorily.
Place: - Surat
Date: - ____________
________________ Mr. Shoban Mulla (Branch Manager)
Student’s Declaration 2
I, Mr. Ajay B. Savaliya, hereby declare that the report for Summer Internship Project entitled “A study on Customer preference and Satisfaction towards Bajaj Bikes” is a result of my own work and my indebtedness to other work publications, references, if any, have been duly acknowledged.
Place: Surat
Date: _____________
__________________ (Ajay B. Savaliya)
Institute’s Certificate
3
Certified that this Summer Internship Project Report Titled “A study on Customer Preference and Satisfaction towards Bajaj Bikes” is the bonafide work of Mr. Ajay B. Savaliya (Enrollment No. 147500592100), who has carried out the research under my supervision. I also certify further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate. Place: Surat Date: ________________
___________________ (Esha Pandya) Asst. Professor
___________________ (J. M. Kapadia) Director
Preface
4
In today’s intensely competitive environment, companies today are constantly looking for ways to attract customers by having a better understanding of changing customer preferences. So, I do this particular research to know about customer preference and satisfaction towards Bajaj bikes in Surat city those who use Bajaj bikes. I have tried my level best to do the proper justification with my work in this project. I do this research to know which is/are the influencing factors for purchasing Bajaj bikes. The time period for conducting the report is starting from 8 th June, 2015 to 18th July, 2015. I have taken primary and secondary data whereas primary data throughout questionnaire to study the report. I have applied Pearson Chi-square test for estimating the customer preference and satisfaction towards Bajaj bikes.
Acknowledgement
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I am very thankful to Gujarat Technological University because they contain training as an essential part of M.B.A. course & make it compulsorily to each & every student. I would like to express my sincere thanks and gratitude to our beloved principal Dr. Jimmy Kapadia (Director) and Ms. Esha Pandya (Assistant Professor) for giving innovative ideas, constant help, and encouragement too this project work & give me better support in the industrial training without whom it would be very difficult for me to completing this report. I am highly indebted to Mr. Shoban Mulla (Branch Manager, Shivam Bajaj, Surat) for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the report. I would like to express my gratitude towards my parents & member of Shivam Bajaj for their kind co-operation and encouragement which help me in completion of this report. I would like to express my special gratitude and thanks to industry persons for giving me such attention and time. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.
Executive Summary 6
I have selected topic for my project is “A study in Customer Preference and Satisfaction towards Bajaj bikes”. I have completed my training at Shivam Bajaj, Surat. In two-wheeler automobile industry Hero MotoCorp have a highest market share. The global two-wheeler manufacturing industry grew by 3.3% in 2013. India is the second largest manufacturer and producer of two-wheelers in the world. Major players of two-wheeler industry are Hero, Honda, Suzuki, Bajaj, TVS, Yamaha, and Royal Enfield etc. The objective of my research is which is/are the most attractive attributes for purchasing Bajaj bikes; and study the level of satisfaction the same. I have taken 200 samples for the survey. Type of design is descriptive research design; data collection throughout questionnaire; and sampling method for the study is a nonprobability convenience sampling. For the tools of data analysis I have used SPSS which analyze data to Pearson Chi-square for finding there is association between two variables; also prepare a frequency table for the same. I have used Microsoft Excel for prepare a frequency charts. Majority of the customer prefer Bajaj bike on the basis of price, mileage, maintenance cost, and engine capacity attributes. More than 50% of the respondents are satisfied with the price and engine capacity. More no. of respondents has dissatisfied with the resale value and after sales services of Bajaj. As per survey Hero is a 1st rank and Bajaj is a 3rd rank. There is no association between customer income and mileage attribute of bike; and customer occupation and brand image. There is association between customer age and look & style of Bajaj bikes.
TABLE OF CONTENTS 7
Company’s Certificate Student’s’ Declaration Institute’s Certificate Preface Acknowledgement Executive Summary
o o o o o o
Sr.
Particulars
Page
No. 1. 2.
3.
No. Introduction Industry Profile a. Global b. National c. State d. PESTEL e. Current trends f. Major Players g. Major Offerings Company Profile a. Company Profile b. Organogram c. Divisions/ Departments d. SWOT e. Market Position
1 5 5 8 12 13 16 18 19 20 22 32 33 34 35
4. 5.
Review of Literature Research Methodology a. Problem Statement b. Research Objective c. Research Design i. Type of Design ii. Types of Data iii. Instruments for Data Collections iv. Sample Population v. Sample Area vi. Sample Size vii. Sampling Method viii. Tools for Analysis ix. Limitations of the Study
8
36 43 4 3 4 4 4 5 4 5 4 5 4
5 4 5 4 5 4 5 4 5 4 5 4 5 6. 7.
8. 9.
Data Analysis and Interpretation Finding and Conclusion
46 83
a. Findings
83
b. Conclusion
85
Bibliography Annexure
86 87
LIST OF TABLES 9
Sr. No.
Particulars
Table
Page
No.
No.
1
February sales and growth of two-wheeler
2.1
10
2
Age
6.1
46
3
Occupation
6.2
47
4
Education
6.3
48
5
Monthly income
6.4
49
6
Know about Bajaj bikes
6.5
50
7
Models of Bajaj
6.6
51
8
Most attractive attributes of Bajaj
6.7
53
9
Comparing between other bikes
6.8
55
10
Customer satisfaction towards price
6.9
56
11
Customer satisfaction towards mileage
6.10
57
12
Customer satisfaction towards look & style
6.11
58
13
Customer satisfaction towards pickup
6.12
59
14
Customer satisfaction towards engine capacity
6.13
60
15
Customer satisfaction towards colors
6.14
61
16
Customer satisfaction towards maintenance cost
6.15
62
17
Customer satisfaction towards brand image
6.16
63
18
Customer satisfaction towards resale value
6.17
64
19
Customer satisfaction towards comfortable ride
6.18
65
20
Customer satisfaction towards after sales services
6.19
66
21
6.20
67
22
Rank Problem facing by user of Bajaj
6.21
69
23
Recommended Bajaj bikes to friends or others
6.22
70
24
Monthly income * Mileage Attribute Cross tabulation Chi-Square Test between Mileage attribute and
6.23
71
6.24
72
6.25
73
6.26
74
25 26 27
Monthly income Satisfaction towards Price * Monthly income Cross tabulation Chi-Square Test between customer satisfaction 10
28 29 30 31 32 33 34 35
towards price and Monthly income Satisfaction towards Comfortable ride * Occupation Cross tabulation Chi-Square between Satisfaction towards Comfortable ride and Occupation Satisfaction towards Look & style * Age(in Years) Cross tabulation Chi-Square between Satisfaction towards Look & style and Age(in Years) Satisfaction towards Brand image * Occupation Cross tabulation Chi-Square between Satisfaction towards Brand image and Occupation Education * Maintenance cost Attribute Cross tabulation Chi-Square between Education and Maintenance
6.27
75
6.28
76
6.29
77
6.30
78
6.31
79
6.32
80
6.33
81
6.34
82
Figure
Page
No.
No.
cost Attribute
LIST OF FIGURES
Sr. No.
Particulars
1
February Sales
2.1
10
2
Current trends
2.2
16
3
Segment wise two-wheeler Market share
2.3
17
4
Age
6.1
46
5
Occupation
6.2
47
6
Education
6.3
48
7
Monthly income
6.4
49
8
Know about Bajaj bikes
6.5
50
9
Model of Bajaj bikes Most attractive attributes of Bajaj
6.6
52
6.7
54
10
11
11
Comparing between other bikes
6.8
55
12
Customer satisfaction towards price
6.9
56
13
Customer satisfaction towards mileage
6.10
57
14
Customer satisfaction towards look & style
6.11
58
15
Customer satisfaction towards pickup
6.12
59
16
Customer satisfaction towards engine capacity
6.13
60
17
Customer satisfaction towards colors
6.14
61
18
Customer satisfaction towards maintenance cost
6.15
62
19
Customer satisfaction towards brand image
6.16
63
20
Customer satisfaction towards resale value
6.17
64
21
Customer satisfaction towards comfortable ride
6.18
65
22
Customer satisfaction towards after sales services
6.19
66
23
6.20
67
24
Rank Problem facing by user of Bajaj
6.21
69
25
Recommended Bajaj bikes to friends or others
6.22
70
12
INTRODUCTION
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Introduction of Customer Preference and Satisfaction Who is Customer? A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other consideration. Customers are generally categorized into two types:
An intermediate customer or trade customer who is a dealer that
purchases goods for re-sale. An ultimate customer who does not in turn re-sell the things bought but either passes them to the consumer or actually is the consumer.
A customer may or may not also be a consumer, but the two notions are distinct, even though the terms are commonly confused. A customer purchases goods; a consumer uses them. An ultimate customer may be a consumer as well, but just as equally may have purchased items for someone else to consume. An intermediate consumer is not a consumer at all. What is Preference? Preference refers to certain characteristics any consumer wants to have in a good or service to make it preferable to him. This could be the level of happiness, degree of satisfaction, utility from the product, etc… 14
Preferences are the main factors that influence consumer demand. Economists study preferences to perceive the demand for each commodity and the future implications it may cause.
What is Customer Preference? Customer preference is used primarily to mean to select an option that has the greatest anticipated value among a number of options by the consumer in order to satisfy his/her needs or desires. Preferences indicate choices among neutral or more valued options available. The preference of the consumer is the result of their behavior they show during searching, purchasing and disposing the products. Consumer preferences are defined as the subjective (individual) tastes, as measures by utility, of various bundles of goods. They permit the consumer to rank these bundles of goods according to the level of utility they give the consumer. Note that preferences are independent of income and pieces. Ability to purchase goods does not determine a consumer’s likes or dislikes. One can have a preference for Porsches over Fords but only have the financial means to drive a Ford. Tailor marketing strategies to customer preferences To make communications relevant, marketers need information about each customer's preferences and interests. But where do you get this information? How do you coax customers to give it to you? A well thought-out preference center can make all the difference across all channels.
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First, limit the information requested. Look at your overall marketing strategy and use that as your guide to decide what data to request. Ask only for the information you need and you will use to execute your communications strategy. Don't collect all the information at once. Allow your customers to share only the data they are comfortable sharing. As you build trust, they'll usually be willing to share more. Finally, don't give up. Send periodic follow-ups to customers who haven't completed their entire profile, and remind them of the advantages of doing so. Once you have the data, make sure you use it. Customers like it when you talk about what's important to them, so tailor your offers based on their information. It helps to ask your customers the day of the week and time of day they prefer to receive your messages. Gathering information through preference centers is the first step in building a meaningful dialogue with your customers. By combining preference information with data you already have, you can create campaigns that are so relevant that your customers will consider your marketing communications a value-added, differentiating service. What is satisfaction? It is the customer’s perceived performance from a product in relation to the expectations. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard.
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In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. The customer is satisfied if the performance matches the expectations; delighted if the performance exceeds expectations. Marketing aims for total customer satisfaction by matching product performance with expectations. Fulfillment of one’s wishes, expectations, or needs, or the pleasure derived from this.
What is Customer Satisfaction? Customer satisfaction measures how well the expectations of a customer concerning a product or service provided by your company have been met. Customer satisfaction is an abstract concept and involves such factors as the quality of the product, the quality of the service provided, the atmosphere of the location where the product or service is purchased, and the price of the product or service. Businesses often use customer satisfaction surveys to gauge customer satisfaction. Typical areas addressed in the surveys include:
Quality of product Value of product relative to price-a function of quality and price. Time issues, such as product availability, availability of sales assistance,
time waiting at checkout, and delivery time. Atmosphere of store, such as cleanliness, and enjoyable shopping
environment. Convenience, such as location, parking, hours of operation.
Every human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every
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business person. The consumer satisfaction after purchase depends on product performance in relation to his/her expectations. Consumer satisfaction or dissatisfaction is the feeling derived by the consumer when he compares the product's actual performance with the performance that he expects out of it. Consumers make their expectations from the service quality, service, delivery, communications, past experiences and references. These all are to be judged correctly by the management so that their perceptions match with consumer expectations. If any of these factors are wrongly interpreted then the expected level of consumer satisfaction cannot be reached.
INDUSTRY PROFILE 18
a. Global level The world’s largest market for two wheelers is china followed by India. These countries are also hosts to world class plants along with the obviously powerful and influential Japanese manufacturers and brand names such as Honda, Suzuki, and Yamaha and so on. It is also seen that the advent of national brands like Bajaj and TVS, which are also likely to go global, setting up marketing and manufacturing arrangements in the other populous markets of Asia. The global market for two wheelers has shown tremendous growth over the past decade. The geographic spread of this growth has been very uneven. Asia has accounted for the vast majority of growth. China and India alone account for over half the world’s two wheeler sales. Other large markets in the region are Japan, Indonesia, Vietnam and Taiwan. Latin America is another important region and sales there have more than doubled over the past ten years especially in Brazil. The major players in the world two-wheeler market could at one time be categorized simply into two groups: the three global Japanese giants (Honda, Suzuki and Yamaha) and other players are Hero, Bajaj, TVS, and Royal Enfield. However, as the industry globalizes further, a further category is emerging,
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namely other Asian (mostly Indian and Chinese player) and European players who are seeking to expand their own identities worldwide. The global two-wheeler manufacturing industry grew by 3.3% in 2013 to reach a value of $61.5bn representing a compound annual growth rate of 5.8% for the period spanning 2009-2013.Europe and North America experienced an overall decline in industry value in 2013. The decline in North America was driven by the Mexican industry, which saw a decline in production volume of over 20% in 2013. Two-wheelers are one of the most affordable forms of motorized transport and, for most of the world's population; they are the most common type of motor vehicle. About 200 million two-wheelers, including mopeds, motor scooters, motorized bicycles, and other powered two and three-wheelers, are in use worldwide, or about 33 motorcycles per 1000 people. In comparison, there are around 590 million cars in the world, or about 91 per 1000 people. Most twowheelers, 58%, are in the developing countries of Asian - Southern and Eastern Asia, and the Asia Pacific countries, excluding Japan - while 33% of cars, 195 million, are concentrated in the United States and Japan. There are approximately 1.5 million active motorcyclists in the UK, representing around 3% of the UK adult population. Around 3 million people hold a full two-wheeler licence. Ownership rates indicate there are approximately 22 motorcycles per 1,000 people. Total demand for two-wheeler in Europe during calendar year 2012 declined approximately 10% from the previous year to approximately 779 thousand units. Weak consumer sentiment due to growing economic instability adversely affected demand. Total industry demand for two-wheelers in Japan in financial year 2013 was approximately 440 thousand units, mostly unchanged from the previous financial year 2012. Although the number of licensed riders declined in line with the continued decline in the population of young people in Japan, unit sales growth was driven by higher demand for scooters and small motorcycles.
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Total demand for two-wheelers in Asia during calendar year 2012 declined approximately 3% from the previous year to approximately 41,500 thousand units. Looking at market conditions by country, demand in India increased approximately 5% from the previous year, to approximately 13,850 thousand units while demand in China decreased approximately 10% from the previous year, to approximately 12,630 thousand units. In Indonesia, saw demand decline approximately 12% from the previous year, to approximately 7,060 thousand units and Vietnam saw demand decline approximately 7% from the previous year, to approximately 3,100 thousand units. Demand in Thailand rose approximately 8% from the previous year, to approximately 2,160 thousand units. Harley-Davidson is the leader in the global to-wheeler industry, and saw two-wheeler retail sales increase 20% in the first quarter of 2012 year-on-year, with US growth reaching closer to 26%. The company is increasing its full-year shipment guidance, expecting to ship between 245,000 to 250,000 two-wheelers in 2012 to dealers and distributors throughout the world. In two-wheeler industry Honda's consolidated unit sales of two-wheelers in financial year 2013 totalled 9,510 thousand units, an increase of 9.9% from the previous fiscal year, mainly due to higher sales in India, Thailand and certain other countries, despite lower sales in Brazil and Vietnam. Other important players currently operating in the global two-wheeler market include BMW, Honda Motorcycle & Scooter India, Yamaha, Triumph, Kawasaki, Bajaj Auto.
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b. National level India is a 4th largest economy in the world, 4 th largest commercial vehicle market, India emerged as Asia’s 4th largest exporter of automobiles, behind Japan, South Korea and Thailand. India is the second largest manufacturer and producer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of two-wheelers produced and domestic sales respectively. This distinction was achieved due to variety of reasons like restrictive policy followed by the Government of India towards the passenger car industry, rising demand for personal transport, inefficiency in the public transportation system. Indian two-wheeler industry has got spectacular growth in the last few years. Indian two-wheeler industry had a small beginning in the early 50's. The Automobile Products of India (API) started manufacturing scooters in the country. Bikes are a major segment of Indian two wheeler industry, the other two being scooters and mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. 22
Indians prefer the two wheelers because of their small manageable size, low maintenance, and pricing and easy loan repayments. Indian streets are full of people of all age groups riding a two wheeler. The Indian two-wheeler industry made a small beginning in the early 50s when Automobile Products of India (API) started manufacturing scooters in the country. The two-wheeler industry in India has been in existence since 1955. It consists of three segments viz., scooters, motorcycles, and mopeds. Until 1958, API and Enfield were the sole producers. In 1948, Bajaj Auto began trading in imported Vespa scooters and threewheelers. In the initial stages, API dominated the scooter segment; Bajaj Auto later overtook it. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML. Under the regulated regime, foreign companies were not allowed to operate in India. Notwithstanding the strong revival witnessed early in FY15, volume growth in the Indian two-wheeler industry has reported deceleration over the last few months dragged by declining volumes of motorcycles segment. The growth story for the Indian automobile industry in 2014 rode on the two-wheeler segment and not on passenger cars or commercial vehicles, as high interest rates and a stuttering manufacturing industry kept a check on demand. The two-wheeler segment is the only one that has clocked positive growth at 12.9 percent YoY (year-on-year) to reach sales of nearly 13.5 million units by October. This can be attributed to the low cost of two wheelers in India. ICRA said that various structural positives associated with the domestic two wheeler industry include favorable demographic profile; moderate two wheeler penetration levels (in relation to several other emerging markets), under developed public transport system, growing urbanization, strong replacement demand and moderate share of financed purchases remain intact. ICRA said the motorcycle volumes faltered after a positive first half of 2014-15 and OEMs lined up new models to woo customers. Accounting for over 65 per
23
cent of two-wheeler industry volumes, performance of motorcycles has a significant bearing on the overall volumes of the industry. Consequently, with sluggish volumes in the segment, the overall industry volume growth was also dragged down during the last four months despite continued strong performance of scooters. Though the segment grew by 11.6 percent year over year (YoY) during H1 FY15, growth faltered during FY15 with motorcycle volumes posting a decline of 5.4 percent YoY and 6 per cent YoY in January 2015. Although fuel prices have started coming down significantly, the enquiry levels at showrooms have come down and conversions are not taking place at all. The sales of diesel vehicles are also tapering off because of the narrowing price gap vis-a-vis petrol. Two-wheeler sector grew 12.9 percent. The demand environment for the two wheeler industry remained subdued in the current fiscal. CARE Research believes tough economic scenario owing to high inflation, depleting growth in all economic activities, coupled with challenges like firm interest rates and spiralling fuel prices have moderated the growth in near term. Income levels in urban areas have been affected by the slowdown in the industrial activities, while rural income is impacted due to below normal monsoons in most regions that have significantly affected agriculture output. CARE Research observed in spite of some sort of momentary spurt owing to festive demand during third quarter of FY13, the two wheeler sales growth remained around 4 per cent during the April-February period of FY13. Table 2.1
February Sales and Growth of two wheelers
Two wheelers Bajaj Auto Hero MotoCorp HMSI TVS Motors co Royal Enfield
Feb’15 216,077 484,769 361,493 164,508 29,491
Feb’14 273,323 504,181 328,468 147,580 19,840 24
Value -57,246 -19,412 33,025 16,928 9,651
%Growth -20.94% -3.85% 10.05% 11.47% 48.64%
Suzuki Motorcycle India Mahindra Two wheelers
30,467 8,289
27,007 17,848 Fig. 2.1
3,460 -9,559
12.81% -53.56%
India’s largest motorcycle manufacturer, Hero MotoCorp has communicated that its monthly sales for February 2015 stands at 484,769 units as against 504,181 units sold in February 2014. The company has registered a fall of 3.85 percent for this month. February 2015 marked the highest domestic market share of 29 percent for Honda Motorcycle & Scooter India (HMSI). The company sold a total of 361,493 units during the month, marking a growth of 10.05 percent. HMSI’s February 2014 sales stood at 328,468 units. A continued dip in the motorcycle sales saw Pune-based Bajaj Auto sell 216,077 units (including exports) during February 2015. The company, which marked a decline in its monthly motorcycle sales of 20.94 percent, had sold 273,323 units in February 14.
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c. State level In Gujarat state, sales of two-wheeler between April and September went down by 15% to 3.40 lakh units from 4 lakh units in the same period of the previous year 2011-12. In 2012–13, sales of two-wheelers were down, Since September 2012, the sales gradually started coming down and hence de-growth in 2012–13 was marginal. While in 2013 –14, sales of two-wheeler were increased. In the previous year, Gujarat used to buy around 65000 to 70000 two-wheelers every month. Now, the averaged has come down around 50000 to 55000 units per month. There are multiple factors that have brought down sales of two-wheelers in the Gujarat state. Bajaj Automobiles has sold around 11000 bikes per month between April and September in 2014. Compared to the previous year 2013, the figures are down from over 13000 units per month. At present, automobile industry is selling bikes and scooters within the segment of 75cc to over 500cc of the total sales; over 60% falls in the segment of 100cc to 125cc.This segment provides good mileage and falls in the value segment. Now 26
a day the interest rates for buying two-wheelers have increased which is affecting one’s plan of buying a bike on loan. There are many customers who already own a bike but want to buy a new bike by selling the existing one. Those customers have put their plans on hold. They are not getting good resale value and getting finance for the new bike has become expensive. Bajaj auto has witness’s good responses from rural markets of Gujarat. In Gujarat state 2014, total sales, about 45% of two-wheelers were sold on finance.
d. PESTEL Analysis 1. Political factor Political factors are the level to what the government interferers in the economy. Specifically, political factors area such as tax liabilities, labour law, environmental law, trade restrictions, tariffs, and political stability. Political factors include goods and services which the government wants to provide or be provided government plays an important role in the economy as well as in taxes to be charged to the company. These factors are also play an important role in the employment law, competition regulations as the company cannot make specific prices as they have to follow the competition regulations. In the next few years, China is saying that they are going to be investing billions of dollars I to hybrid technology. Bajaj is a two-wheeler automobile company who is well known for sport bikes. Traditionally, Government of India has considered the automobile industry as a luxury segment. But realizing the growing importance of two-wheelers with the increasing necessity of personal transportation for the middle class in eighties, priority was given to the sector by favorable foreign policy. This brought about 27
technology revolution to the two-wheelers as Japanese majors entered in technical and financial participation with Indian majors. Government of India has a moderate intervention in the operations of two-wheeler industry. Excise duty structure, emission control, safety of rider, etc. are all policy decisions. 2. Economic factor Economic factors are those which are influenced by economic growth, interest rate, exchange rate and inflation rate. Abundant and low cost labour coupled with local availability of raw material like steel, aluminium, and natural rubber has placed India amongst the low cost producing centers of two-wheelers. Consequently, CARE research anticipants’ buoyant growth in two-wheelers exports as well, abundance of labour and raw material gives India an upper hand in the export. Since many auto finance company laid easy instalment rules with less interest rate it makes more segment people to go for it. 3. Social factor Social aspects of two-wheelers industry are popularity, subculture, and safety. Lifestyle and preferences of people that impact their choice of types of twowheeler bike. In numerous cultures, motorcycles are the primary means of motorized transport. India is the second largest motorcycle markets in the world next to china. Socially many motorcycle organization raise money for charities through organized ride and events. Many people ride motorcycles for various reasons, those reasons are increasingly practical, with riders opting for a powered two-wheeler as a cost –efficient alternative to infrequent and expensive public transport system, or as a means of avoiding or reducing the effects of urban congestion. Motorcycle gives a great advantage to the specified designation where other buses cannot enter. Since there is a rule in some of the main states and cities in India to wear helmet while ride two-wheelers to make them safe from accidents makes two-wheelers riders to have a safety journey. 28
4. Technological factor A technical aspect in two-wheeler industry includes construction, fuel economy, electric motorcycle, dynamics and accessories. Two-wheeler construction is engineering, manufacturing, and assembly of components and system for two-wheelers which result in performance, cost and aesthetics desired by the designers. Construction of two-wheeler includes steel, aluminium frame, telescope forks and disc brakes. Motorcycle is the best fuel economy mode of transport, now a days two-wheelers is desire to give more than 80km mileage per liter with low maintenance cost. Invention of electric motorcycle gives an added advantage since the two-wheeler users can avoid using petrol. Different types of two-wheelers have different dynamics and these plays a vital role in their performance. Since sufficient bike accessories are available in many place two-wheeler riders has a privilege to change the broken parts very easily. 5. Environmental factor Physical conditions effecting ability to use two-wheeler of different types. This will also include state infrastructure such as roads for driving vehicles. Physical infrastructure such as roads and bridges affect the use of two-wheeler industry. If there is good availability of roads or roads are smooth then it will affect the use of two-wheelers. Physical conditions like environmental situation affect the use of two-wheelers. If the environment is pleasant then it will lead to more use of vehicles. Technological solutions helps in integrating the supply chain, hence reduce losses and increase profitability. With the entry of global companies into the Indian market, advanced technologies, both in product and productions process have developed. 6. Legal factor
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Legal provision relating to environmental population by two-wheeler automobile. Legal provisions relating to safety, measures. In India the Rules and Regulations related to driving license, registration of two-wheelers, control of traffic, construction & maintenance of vehicles etc. are governed by the Motor Vehicles Act 1988 and the Central Motor Vehicles rules 1989. The Ministry of Shipping, Road Transport & Highways acts as a nodal agency for formulation and implementation of various provisions of the Motor Vehicle Act and Central Motor Vehicles Rules.
e. Current Trend The two wheeler market in India is clearly dominated by top 3 players like Hero MotoCorp, Honda Motorcycles and Scooters India (HMSI), Bajaj Auto around 86% of the market share. The rest 14% is shared by Yamaha, Suzuki, Royal Enfield, TVS Motors etc. Fig. 2.2
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Hero MotoCrop retains the top spot with 54% market share. Standing next to it is Bajaj Auto is 18%, Honda is 14%. The other players who are trailing are Suzuki, Royal Enfield, Yamaha and TVS Motors are covered in rest of 14% market share.
Segment Wise Two Wheeler Market Share Fig. 2.3
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There are three segments: Motorcycles, Scooters, and Mopeds. The motorcycle segment continues to dominate two wheeler markets with a strong hold of 74% in overall sales volume. On the other hand, scooters segment emerging as a significant market due to the preferred choice of young adults mainly by females, currently it holds around 22% of overall two wheeler sales volume. Mopeds would continue to remain small market and holds a share of around 4%.
f. Major Key Players
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Major Key players in the Two-wheeler industry are following them.
Hero MotoCorp Ltd
Honda Motor Company Ltd
Suzuki Motor Corporation Ltd
Bajaj Auto Ltd
TVS Motor Company Ltd
Yamaha Motor Company Ltd
Royal Enfield Company Ltd
Mahindra Two-wheelers Ltd
Harley-Davidson Company Ltd
Piaggio
33
g. Major Offering There are many categories of motorbikes; they offering two-wheeler industry. 1. Sports bikes A sport bike is a motorcycle optimized to achieve responsive, athletic levels of acceleration, braking, and cornering, often but not always involving the presence of a particularly high-performance engine. Riding position is inclined forward, hands on low or clip-on handlebars. The most popular motorbike class, sports bikes have fast and powerful engines, sharp styling and handling, and aerodynamic fairings. Sport bikes emphasize speed, acceleration, braking, and cornering on paved roads. I.e. Honda CBR 100RR, Yamaha YZF R1, and Kawasaki Ninja 250R, Pulsar RS200 etc. 2. Sport touring bikes Sport touring bikes is a type of motorcycle that combines the performance of sports bike with the long distance capabilities and comfort of a touring motorcycle. I.e. BMW R100RS, BMW K120GT, Kawasaki ZX-6R etc. 3. Cruiser bikes A cruiser is a motorcycle in the style of American machines from the 1930s to the early 1960s, including those made by Harley Davidson, Excelsior and Henderson. The riding position usually places the feet forward and the hands up, with the spine erect or leaning back slightly. Typical cruiser engines emphasize easy ride ability and shifting, with plenty of low-end torque but not necessarily large
amounts
of horsepower,
traditionally V-twins but inline
engines have
become more common. Cruisers with greater performance than usual, including more horsepower, stronger brakes and better suspension, are often called power cruisers. I.e. Bajaj Avenger, Royal Enfield Thunderbird, Harley Davidson Super Glide etc.
34
4. Touring bikes Touring motorcycles commonly have large displacement fairings and windshields that offer a high degree of weather and wind protection, large-capacity fuel tanks for long ranges between fill-ups, engines with a great deal of low end horsepower, and a more relaxed, upright than sport bikes. Touring bikes are built for on-road comfort and many tours have large windscreens, generous luggage capacity, plush seats, driver/passenger intercom, and heated handlebar grips. Touring bikes are specifically designed to excel at covering long distances. I.e. Yamaha Royal Star, Honda Gold Wing, and BMW R1200RT etc. 5. Dual-sport bikes A dual-sport motorcycle is a type of street-legal motorcycle that is designed for both on and off-road use. The terms 'All-road' and 'Dual-purpose' are also used. Dual-sports
are
equipped
with
street-legal
equipment
such
as
lights, speedometer, mirrors, horn, license plate mounting, and muffler and can, therefore, be registered and licensed. I.e. Kawasaki KLX250S, BMW R100GS, Yamaha XTZ 750 etc. 6. Standards bikes Standards, also called naked bikes or roadsters are versatile, general purpose street motorbike. It is recognized primarily by their upright riding position, partway between the reclining rider postures of the cruisers and the forward leaning sport bikes. Naked bikes are often un-faired sports bikes or modern bikes. I.e. Honda CB1000R, KTM Duke 690, Honda CB500, Ducati Monster 821 etc. 7. Off-road or Dirt bikes Off-road bikes are also known as dirt bikes; specially designed for off-road events. Compared to road going motorbikes, off-road machines are simpler and lighter, having long suspension travel, high ground clearance, and rugged construction with little bodywork and no fairings for less damage in spills. Wheels
35
(usually 21" front, 18" rear) have knobby tires, often clamped to the rim with a rim lock. I.e. Enduro, Supermoto, Suzuki Jr50, Endurocross, Erzberg Rodeo etc.
36
COMPANY PROFILE
37
History of Bajaj Auto The Bajaj Group was founded in 1926 by Jamnalal Bajaj. The Bajaj group comprises of 34 companies. The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. Bajaj Auto came into existence on 29 November 1945 as M/s Bachraj Trading Corporation Private Limited. The company is into manufacturing of motorcycles, scooters and three–wheelers. In India, Bajaj Auto has a distribution network of 485 dealers and over 1,600 authorized services centers. It has 171 exclusive dealers for the three–wheeler segment .It has total 3750 rural outlets in rural areas. The Bajaj brand is well–known across several countries in Latin America, Africa, Middle East, South and South East Asia. It has a distribution network in 50 countries with a dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. It started off by selling imported two- and three-wheelers in India. In 1959, it obtained a licence from the Government of India to manufacture two-wheelers and three-wheelers and it became a public limited company in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it sold 100,000 vehicles in a financial year. In 1985, it started producing at Waluj near Aurangabad. In 1986, it sold 500,000 vehicles in a financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold one million vehicles in a year. With the launch of motorcycles in 1986, the company has changed its image from a scooter manufacturer to a two-wheeler manufacturer. It has technical tie up with Kawasaki Heavy Industries of Japan to manufacture latest models in the two–wheeler space. Bajaj Auto has launched brands like Boxer, Caliber, Wind125, Pulsar and many more. It has also launched India's first real cruiser bike, Kawasaki Bajaj Eliminator.
38
a. Company profile of Bajaj auto
Type Industry Year of Established
Public company Automotive -Two & Three Wheelers November 29, 1945 in Pune, Maharashtra, India
Founder Headquarters Key people Products
Jamnalal Bajaj Pune, India Rahul Bajaj (Chairman) Rajiv Bajaj (Managing Director) Scooters, Motorcycles, Auto rickshaw
Number of employee
9,119 (March 2014)
Presence
Distribution network covers 50 countries. Dominant presence in Sri Lanka, Peru, Bangladesh, Columbia, Guatemala, Egypt, Iran and Indonesia.
Business Group Subsidiaries Website
Bajaj Group Bajaj Auto Indonesia www.bajajauto.com
Plants of Bajaj Auto Bajaj Auto’s has in all three plants, two at Waluj and Chakan in Maharashtra and one plant at Pant Nagar in Uttaranchal, western India.
Waluj – Bajaj range of Motorcycles and three-wheelers Chakan - Bajaj range of Motorcycles 39
Pant Nagar - Bajaj range of Motorcycles
Vision and Mission statement of Bajaj Auto
Vision
“To attain world class Excellency by demonstrating value added products to customers”
Mission
“Focus on value based manufacturing continual improvement total elimination wastes pollution free and safe environment”
Models of Bajaj Motorcycle
Bajaj CT 100
Bajaj Platina 100
40
Bajaj Discover 100M
Bajaj Discover 125M
Bajaj Discover 150S
Bajaj Discover 150F
Bajaj Avenger 220
Bajaj Pulsar 135LS
Bajaj Pulsar 150
Bajaj Pulsar 150NS
Bajaj Pulsar 180
Bajaj Pulsar AS200
Bajaj Pulsar 220F
Bajaj Pulsar RS200
Timeline of New Releases of Bajaj Auto 1961–1971 – Vespa 150 – under the licence of Piaggio of Italy 41
1971 – Three-wheeler goods carrier 1972 – Bajaj Chetak 1976 – Bajaj Super 1975 – Bajaj Priya 1977 – Rear engine auto rickshaw 1981 – Bajaj M-50 1986 – Bajaj M-80, Kawasaki Bajaj KB100, 1990 – Bajaj Sunny 1991 – Kawasaki Bajaj 4S Champion 1993 – Bajaj Stride 1994 – Bajaj Classic 1995 – Bajaj Super Excel 1996 - Bajaj SX Enduro 1997 – (Bajaj KB125) Kawasaki Bajaj Boxer, rear engine diesel autorickshaw. 1998 – Kawasaki Bajaj Caliber, Bajaj Super 99, 1999 – Bajaj Legend, Bajaj Bravo, Bajaj Chetak 99, Bajaj Spirit 2000 – Bajaj Saffire, Bajaj Prowler 2001 – Eliminator, Bajaj Pulsar, Kawasaki Bajaj Aspire, Caliber Croma 2003 – Caliber 115, Kawasaki Bajaj Wind 125, Bajaj Pulsar DTS-i 2004 – Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i
42
2005 – Bajaj Wave, Bajaj Avenger, Bajaj Discover 112 2006 – Bajaj Platina 2007 – Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi (Fuel Injection), XCD 125 DTS-Si 2008 – Bajaj Discover 135 DTS-i 2009 – Bajaj Pulsar 135, Bajaj XCD 135 cc, Bajaj Pulsar 150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i UG IV, Bajaj Pulsar 220 DTS-i, Bajaj Discover 100 DTSSi, Kawasaki Ninja 250R 2010 – Bajaj Discover 150 2011 – Bajaj Discover 125 2012 – Bajaj RE 60, mini car for intra-city urban transportation 2012 – Bajaj Pulsar 200 NS, launch of 200 cc bike, Discover 125ST 2013 - Bajaj Discover 125ST discover 100T 2014 - Bajaj Discover 150F, 150S 2015 - Bajaj Platina 100 ES, Bajaj CT 100 (Re introduced), Pulsar RS 200, Pulsar AS200 & AS150, Pulsar NS150
Awards and Recognition
43
Bajaj Pulsar 135 LS received Bike of the Year 2010 award from BBC – Top Gear and Bike India. Pulsar 220 DTS-Fi received the Bike of the Year 2008 award by all major Indian automobile magazines like Overdrive, Auto Car, Business Standard Motoring and Bike Top Gear. In 2006, Bajaj Auto won the Frost & Sullivan Super Platinum Award for manufacturing excellence in its Chakan Plant. It received award for The Most Customer Responsive Company in Automobiles category in a survey conducted by Economic Times for the years 2004, 2006 and 2008. Bajaj Auto received the Bike Maker of the Year award in ICICI Bank Overdrive Awards 2004. Bajaj Pulsar 180 DTS-i won the BBC World Wheels Viewer’s Choice 2 Wheeler of the Year 2003 award.
44
Management team of Bajaj Auto Board of Directors Rahul Bajaj Madhur Bajaj Rajiv Bajaj Sanjiv Bajaj Pradeep Shrivastava Abraham Joseph R C Maheshwari Rakesh Sharma Eric Vas Kevin P D’sa S Ravikumar Amrut Rath Ranjit Gupta N H Hingorani C P Tripathi J. Sridhar
Designation Chairman Vice chairman Managing Director Executive Director Chief Operating Officer Chief Technology Officer President (Commercial Vehicle Business) President (International Business) President (Motorcycle Business) President (Finance) President (Business Development & Assurance) President (Human Resources) President (Insurance, BFSL) Advisor (Materials) Advisor (Corporate Social Responsibility) Company Secretary
45
Introduction of Shivam Bajaj Shivam Bajaj is started on 1 st November, 2013. Shivam Bajaj is a presently new make show room of a Bajaj executive authorized dealer of the south Gujarat. It exclusively handles Bajaj two-wheelers and promotes business activities based on policies that focus on customer satisfaction. Shivam Bajaj in its respective markets and provide 4S facilities under one roof as per Bajaj's worldwide standards. Like sales, services, spare parts, safe riding etc. Company profile of Shivam Bajaj Company Name
Shivam Bajaj
Established
1st November, 2013
Address
FF-1, Mansarovar Heights Opp. Bhaktidham temple, Puna Kumbhariya Road, Puna Patia Magob, Surat-395010.
Phone No.
(0261) 2645577
Mobile No.
+918866770101, +918866550202
E-mail
[email protected]
Owner Name
Mr. Dharmeshbhai Palsanawala Mr. Hirenbhai Patel
Manager Name
Mr. Shoban Mulla
Authorized Dealer
Bajaj Auto limited
Number of employee
30
Products CT-100, Platina, Discover, Avenger, Pulsar Two more authorized dealers of Bajaj Motorcycle are available in Surat city. Name
Fortune Bajaj 46
Address
M/s Fortune Bajaj,G-5, Deepkamal Complex, Near
Phone no. E-mail
Sarthana Zoo, Nana Varachha-395009 (0261) 2575708
[email protected]
Name
Surat Bajaj
Address
M/s, Gujarat Motors Pvt. Ltd. , Opera House, Opp.
Phone no. E-mail
Sanghvi Road, Gujarat Gas Circle-395009 (0261)2789595, 2789555
[email protected]
b. Organogram
Owner 47
Sales Manager
Sales Executive
Marketing Manager
Back Office
Service Manager
Workshop Manager
Workshop Person
c. Division/ Departments There are many departments. Name of the departments are following them: Sales Department Service Department Accessories Department Finance Department HR Department
48
d. SWOT Analysis
Strengths Highly experienced management. Widespread distribution network. Good experience workers. Excellent marketing. Excellent reputation in market.
Weaknesses After sales services is very poor. 49
Lag in the distribution of products or payment delays.
Opportunities
Cheaper variants for tapping more in the rural segment. Premium sport bikes for urban areas. Constant growth in the two-wheeler segment.
Threats Cheaper imports from countries like China. Entry of international brands. Other motorcycle players have a strong brand presence.
e. Market Position In two wheeler market, Bajaj Auto faces stiff competition from new and existing players. Various product launches by Hero Motor Corp, Honda, Yamaha and TVS are expected over the medium term and this could put pressure on the domestic market share of the Company. Bajaj Auto sales declined by 4% to 301,826. Bajaj Auto being in the list of downfall. Bajaj Auto is the world’s largest three-wheeler manufacturer. The domestic three wheeler industry has three major participants namely Bajaj Auto, Piaggio Vehicles, Mahindra and Mahindra. For FY 2014, the Company has a leadership position in the segment with 53.7% market share. To maintain its position, the Company has launched a number of new product variants focusing on best mileage, competitive pricing, and low maintenance cost.
50
Bajaj Auto has a diversified product portfolio including motorcycles for all segments: Platina, Discover, Pulsar and Ninja (sport) and sizeable presence in three-wheelers segment. The Company derives about one-third of its revenues from the export of two and three-wheelers. This product diversification helped Bajaj Auto achieve its highest ever EBITDA in FY 2013-14. Their sales as compared to May 2014, this year were lower which stood at 301,862 units compared to 313,020 in 2014 reporting a decline of 4%. While its commercial vehicle saw a rise in sale by 13% to 43,576 units in May 2015 as compared to the numbers of 38,416 units in May 2014. The Company has shown consistent growth over the last 5 years (2009-10 to 2013-14). Its net revenue from operations over this period grew at an impressive CAGR of 9.94 %. For FY 2014, income from operations increased by 0.58 % to Rs. 20,158.29 Cr. from Rs. 20,041.99 Cr. The Company has a strong dividend history and has maintained an average dividend yield of 4.48% over the last 5 financial years. For FY 2014, the Company declared a dividend of 500 % i.e. Rs. 50 per share.
51
REVIEW OF LITERATURE
Mrs.G. Mahalakshami (Nov 2014) studied of “customer satisfaction on two wheelers a special reference with TVs XL in Theni district”. And found from survey that two wheeler brands are taken necessary promotional activities to increase their demand by introducing new models. In olden days the people used only the bicycle and rarely used the two wheelers. But now a days each and every one have the two wheelers in Theni district most of the respondents prefer the TVs XL for their riding comfort and satisfied with their services.
52
V. Devki & Dr. H. Balakrishnan (Nov 2013) studied of “Customer Preference towards Hero two wheeler after termination if Hero Honda” using primary data and found from survey that the purchase of two wheeler is independent of the annual income of buyer; this could perhaps be due to the easy loan available and customer friendly. Majority of the respondents give more importance to price and prefer the middle ranged bikes like, splendor and passion. It is perceived that most of the people confirmed that they will miss the Hero Honda and skeptic about the Hero. The future choice of Hero is only 36 % of the existing customer who prefer to stay with Hero. Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari (Oct 2013) studied of “Consumer Preference and Satisfaction towards Sedan Cars in Coimbatore City” using primary data and found from survey that the present study made an attempt to understand car purchase satisfaction and influential factors affecting purchase decision. Most of the buyers are satisfied with the services provided by the dealers and they preferred fiesta brand because of its comfortability. They also find there is no significant difference between the Age, Sex, Marital status, Occupation, Monthly income, Number of members in the family and satisfaction level of cars. Dr. Duggani Yuvaraju & Prof. S. Durga Rao (May 2014) studied of “Customer Satisfaction towards Honda two-wheelers with reference with Tirupati” that finding from survey that the 90 percent of the customers were completely satisfied with the mileage and performance of the bike, 10 percent of the customers are dissatisfied with the mileage. Also the respondents were aware about this company. Most of the customers agree that Honda is best quality with reasonable price the attitude 50% of customers towards price of Honda Bikes is reasonable. But 10% of the customers are asking for improvement in the quality. Kavita Dua & Savita (April 2013) studied of “A study of customer Satisfaction with reference to Tata motor passenger vehicles” and found that mostly Tata 53
customers purchased car on loan, used the Tata car for personal purpose, having the car from 1-5 year and they are recommended by their friends as well as take preventive maintenance from authorized dealer. It was found that the customer are mostly satisfied with price , design, safety, mileage, interior space, status brand name, comfort level, spares part and after sale service. Finding pertaining to most influencing show that most influencing factor for customer satisfaction in case of Tata Motors were price, mileage and interior space. Mahapatra, kumar and Chauhan (2010) studied on "customer satisfaction, dissatisfaction on small size passenger cars in India" with the main objectives to examine the satisfaction and impact on future purchase decision and explore the performance of different attributes and they revealed from this study that customers are highly satisfied with the performance of attributes like pickup, wipers, etc. and other attributes like pollution, engine, quietness, battery performance, and pick up influence the consumer future purchase decisions and consumer give the more importance to these factors.
Kurkoti and Prabhu (2011) revealed a study on "Customer Satisfaction with reference to Tata nano car in Pune city" with the objectives to determine the customer satisfaction towards Tata Nano, to study the gap analysis and to find out the impact of fire incidences on Nano car users. They concluded from the study that Nano car customers are not satisfied with the performance and waiting period of car but they satisfied with the safety of car and fire incidences report that has impact on the customer satisfaction. Sharma, Kiran Sharma and Khan (2011) studied on "analysis of customer satisfaction of Tata motors in Jaipur, Rajasthan with the objectives to find out the satisfaction among the customers, market performance and market position of Tata motors. They find that 73% people feel that safety are affordable whereas 54
12% do not agree, 74% believe that attractive discount are offered but 26% are not satisfied with the discount offered , but the overall opinion about Tata Motors is very good. Singh (2011) study on "An empirical review of the product and customer satisfaction of Tata commercial vehicles" to find out the quality of service, performance. These studies they find that consumer prefer the Tata commercial vehicles due to its better quality, brand image, easy availability of service stations, spare part quality etc. Ganesh and Soundarapandiyan (2011) conducted a study on "i10 Hyundai Chennai: customer satisfaction level" with the sample size of 150 customers and tools used percentage analysis, chi square and multiple regression analysis. The objectives of the study was to identify the post purchase behaviour and customer satisfaction level and find the effectiveness of after sales service of customer of Hyundai i10. They revealed from the study that customers are satisfied with the car after purchase because its gives the feel of luxury to customers and a convenience of smaller car in crowded area. It’s most stylish as compared to others. Lohana and sharma (2012) conducted a study on "customer satisfaction towards Hyundai cars in Nanded city" with the objectives is to identify the customer preferences and parameter about the Hyundai cars. They have taken the sample of 60. They concluded from the study that 50% customers are satisfied with the overall performance of their vehicle. The customers are satisfied with the fuel efficiency, brand image, after sales service and economy in purchase etc. Rao and Kumar (2012) revealed study on "Customer satisfaction towards Tata Motors - A study on Passenger cars in Warangal district of Andhra Pradesh" with the objectives to study the customer satisfaction with the usage of vehicles, after sale service, key area of strength, pricing affects, service and quality. They take 55
the sample of 100 respondents and used the percentage technique. They concluded from the study that majority of customers are satisfied with the safety, dealer service, customer relationship and availability of spares etc. Kerav Pandya & H. J. Jani (March 2011) study on “Customer Satisfaction among Two-Wheeler Users an Indian experience – with special reference to motorcycle users” and found from survey that few years ago, in two-wheelers, only the mileage was the main feature for motorcycle purchasers. But now the situation is not the same. It was found that style and power of motorcycle were also important reasons for purchasing a motorcycle. As the main factor creating dissatisfaction was after sales service, companies are recommended to improve on this factor. S Saraswathi (2008) study on “Customer Satisfaction on Post-Sales Service with Reference to Two-Wheeler Automobile Industry” and found from the survey mostly customer satisfied with examining the vehicle in presence of the customer. 80 percent customers are satisfied with the accuracy in delivery time, 41% of the customers are satisfied with examining the vehicle in presence of the customer. Ms.M.Shanthini Devi & Ms.S.Arunpriya (Aug 2013) studied on “Customer Satisfaction towards Tata Nano Car with Special Reference to Coimbatore City” and they found from the survey that, the customers have a good preference towards Tata Nano vehicle. They are mainly motivated by price of the car. The popularity of the brand also. Overall, it can be concluded that customers are satisfied with the price, appearance of the vehicle and comfortability in crowded area but they expect variety of models. Balasubramani S. & Suganthi M. & Suresh P. (Sept 2013) studied on “An Empirical Study on Consumer Preference towards Hyundai Cars in Salem City” and found from the survey that the majority of the respondents prefer the finance
56
mode of purchase (55.84%) rather than cash mode and in finance respondents are prefer bank finance rather than private finance. Ms. Ameer Asra Ahmed & Dr. M.S. Ramachandra & Mr. Siva Nagi Reddy (Oct-Dec 2014) study on “Customer Satisfaction level towards Royal Enfield Bullet” and they found that most of the respondents were not fully satisfied with the price, performance, utility benefits, aesthetics and service scheme of their Royal Enfield Bullet Most of the respondents were happy riding Royal Enfield Bullet and also they were overall satisfied with the performance of their Royal Enfield Bullet. In younger generation middle age are more interesting to purchase this bullet. Devang Desai (2014) study on “Customer Satisfaction towards Royal Enfield Bullet” and they found from the survey that it has been more than 50 years now that bikes have been ruling the Indian automobile sector. 350cc Bullet the super bike in India of all times, from the Royal Enfield Company of UK were received and assembled at Chennai. In this bullet; four-stroke engines are thought to be more fuel efficient motorbikes. They are the main reason for the growth of motorbikes in India as a segment. Shivamba M (2014) Study on “Customer Satisfaction towards various brands of two wheelers in India” and from these survey they found that the motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts 175cc bike. The two-wheeler market was opened to foreign competition in the mid-80s and then market leaders – Escorts and Enfield – were caught unaware by the onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of fuel efficient low power bikes, demand swelled, resulting in Hero Honda. Mrs. Beena John & Dr. S. Pragadeeswaran (March- April 2013) studied on “Small Cars Consumer Preference in Pune city” and they found that demographic 57
factors like age, gender, education, status, and income influence consumers indirectly for small car buying preference. Value consciousness & price quality inference are the important factors which influence small car buying. Male consumers preferred Diesel cars while female respondents preferred petrol cars Schiffman and Kanuk, (1997) study on “Customer Preference towards Small Car” and this survey then found that how people build their preferences to spend their resources like time, money, and effort on consumption-related things. Consumer behavior is a study of the process concerned when people choose, purchase, use, or eliminate products, services, ideas, or experiences to satisfy wants and needs. Sagar and Chandra (2004) study on “Customer preference towards small cars” and find that, how Indian car industry has leaped forward technologically with intensified technological capabilities .the industry is driven by a confluence of factors such as strong competition, changing consumer preferences, government policies especially with tightening of emission standards, and the global strategies of the various players. They detailed about cars manufactured in India with better designs& incorporating advanced technologies that are often comparable with those available globally and also commented Indian car exports are also growing in leaps and bounds. Banerjee, Ipsita (2011) studied about “Car Acquisition & Ownership Trends in Surat city” and found that vehicle choice behavior recognized that household income is the chief determinant of the number and size of cars that household possess, and that family size is a much less important factor & smaller vehicles were preferred even by larger family. Dr. Mrs. Punithava pandian & A. Arunchala Rajan (Jan 2014) study on “Customer Satisfaction Level towards the Use of Bajaj Bikes with Special Reference to Tirunelveli Town, Tamilnadu” and they found from the survey that 58
full satisfaction over the work that was done by him independently with the supervision of his Guide. they promote their services so effectively in the days to come. Dr. K. Ravichandran & K. Venkatesh & Dr. R. Muruganandham study on “Customer Preference of Automobile” and they found that Considering brand and brake system, consumer preference polo, Considering brand and comfort, consumer preference polo, Considering brand and mileage, consumer preference vista, Considering brand and maintenance cost, consumer preference Figo and Ritz. Customer always gives importance to Mileage and brake systems. Rachel Dardis and Horacio Soberon-Ferrer(1994) have investigated the rapport between automobile attributes and household characteristics to consumer preferences for cars. They found that indicated that the coefficients of five automobile quality attributes were statistically significant while the coefficients of most household characteristics were not significant. Households were interested in more fuel efficient and heavier cars as well as cars with lower depreciation rates and a lower frequency of repair are more likely to buy Japanese than non-Japanese cars.
59
RESEARCH METHODOLOGY
a. Problem Statement In today’s intensely competitive environment, companies today are constantly looking for ways to attract customers by having a better understanding of changing customer preferences. The ever changing market characteristics have huge impact on corporate decisions. Therefore this study has been conducted to find the Customer Preference and Satisfaction towards Bajaj Bikes.
60
b. Research Objective I. Primary objective To ascertain the customer preference and satisfaction towards the Bajaj II.
bikes. Secondary objective To determine which is/are the most attractive attribute for purchasing Bajaj
bikes. To find the areas of improvement of the Bajaj bikes. To know the respondents problems towards Bajaj bikes. To study association between demographic variables and different attributes of Bajaj bikes.
61
c. Research Design I. Type of Design Descriptive Research Design II. Types of Data Primary data III. Instrument for data collection Questionnaire IV. Sample population Customers who are using Bajaj bike V. Sample area Surat city VI. Sample size 200 VII. Sampling Method Non-probability convenience sampling method VIII. Tools for Analysis Charts with the use of Microsoft Excel 2010 Chi-square test with the use of SPSS 16.0 IX. Limitations of the Study The study has been conducted only in Surat city and so the opinion of the respondents in Surat only has been considered. A conclusion is based on assumption. It has been assumed that the answers given by the respondents are true and adequate. The time allotted for the study was
short otherwise a more in depth study could be made. I have taken only 200 respondents which may or may not represent the whole population.
62
DATA ANALYSIS & INTERPRETATION
1) Frequency of Age (in years) Table 6.1
63
Criteria
No. of
Percentage (%)
responden t 103 90 7 200
18-30 31-45 46-60 Total
51.5 45 3.5 100
Fig. 6.1
3.5 18-30 51.5
45
31-45 46-60
Interpretation Out of 200 respondents 51.5% of respondents are 18-30 years age and 45% of respondents are 31-45 years age whereas only 3.5% of respondents are 46-60 years age.
2) Frequency of Occupation Table 6.2 64
Criteria
No. of
Percentage (%)
responden t Businessma
68
34
n Salaried Retired Student Professional Total
69 1 61 1 200
34.5 0.5 30.5 0.5 100
Fig. 6.2
1% 31%
34%
Businessman Salaried Retired Student
1%
Professional 35%
Interpretation Out of 200 respondents 34% of respondents are businessman, 34.5% of respondents are salaried, and 30.5% of respondents are student. While, 0.5% out of them are retired and professional.
3) Frequency of Education Table 6.3 65
Criteria
No. of
Percentage (%)
responden H.S.C. or
t 27
13.5
below Undergraduat
48
24
e Graduate Postgraduate Total
117 8 200
58.5 4 100
Fig. 6.3
4
13.5 H.S.C. or below 24
Undergraduate Graduate Postgraduate
58.5
Interpretation Out of 200 respondents 58.5% of respondents are graduates. While, 24% of respondents are undergraduate, 13.5% of respondents are H.S.C. or below, and 4% of respondents are Postgraduate. 4) Frequency of Monthly income Table 6.4 66
Criteria
No. of
Percentage (%)
Less than 15000 15001-30000 30001-50000 Total
respondent 75 88 37 200
37.5 44 18.5 100
Fig. 6.4 50 44
45 37.5
40 35 30 25
Monthly income
20
18.5
15 10 5 0 Less than 15000
15001-30000
30001-50000
Interpretation Out of 200 respondents 44% of respondent’s monthly income is 15001-30000, 37.5% of respondents monthly income is less than 15000 and 18.5% of respondents monthly income is 30001-50000.
5) Frequency of how did you come to know about Bajaj bike. Table 6.5 Criteria
No. of
Percentage (%)
respondent 67
Friends Media Relatives Others Total
40 102 58 0 200
20 51 29 0 100 Fig. 6.5
20%
29% Friends
Media
Relatives
51%
Interpretation Out of 200 respondents 51% of respondents have known about Bajaj bikes from media, where as 29% of respondents known about Bajaj bikes from relatives and 20% of respondents have known from friends.
6) Which model did you buy? Table 6.6 Models of Bajaj bike CT 100 Platina 100
No. of
Percentage
respondent 9 22
(%) 4.5 11
68
Discover 100 Discover 100M Discover 125M Discover 150S Discover 150F Avenger 220 Pulsar 135LS Pulsar 150 Pulsar 150AS Pulsar 180 Pulsar 200NS Pulsar AS200 Pulsar 220F Pulsar RS200 Total
10 16 21 3 5 18 11 19 4 17 12 12 18 3 200
Fig. 6.6
69
5 8 10.5 1.5 2.5 9 5.5 9.5 2 8.5 6 6 9 1.5 100
Different models of Bajaj 12
10
8
6
Model
4
2
Pu ls ar RS 20 0
S Pu ls ar 20 0N
Pu ls ar 15 0
D is co ve r1 50 F
D is co ve r1 00 M
CT
10 0
0
Interpretation Out of 200 respondents 22 respondents have using Platina 100, 21 respondents have using Discover 125M, 19 respondents have using Pulsar 150, 18 respondents have using Avenger 220, 18 respondents have using Pulsar 220F, 17 respondents have using Pulsar 180, 16 respondents have using Discover 100M, 12 respondents have using Pulsar 200NS, 12 respondents have using Pulsar 200AS, 11 respondents have using Pulsar 135LS, 10 respondents have using Discover 100, 9 respondents have using CT 100, 5 respondents have using Discover 150F, 4 respondents have using Pulsar 150AS, 3 respondents have using Discover 150S, 3 respondents have using Pulsar RS200. 7) Which is/are the most attractive attribute/attributes?
70
Table 6.7 Attributes
Price Mileage Stylish look Pickup Engine Capacity Colors Maintenance cost Brand image Comfortable ride Total
Respondents
Percentage
responses
(%)
out of 200 193 186 32 6 171 10 180 24 11 813
23.74 22.88 3.94 0.74 21.03 1.23 22.14 2.95 1.35 100
Fig. 6.7
71
25.00
23.74
22.88
22.14
21.03
20.00 15.00 10.00 3.94
5.00
2.95
Most Attractive attribute 1.23 0.74
1.35
At tr ib ut e rid e fo rt ab le
Co m
M ai nt en an ce
co st
At tr ib ut e
At tr ib ut e Ca pa ci ty
En gi ne
lo ok St yl is h
Pr ic e
At tr ib ut e
At tr ib ut e
0.00
Interpretation Out of 200 respondents 23.74% of respondents have said price is a most attractive attributes while purchasing a Bajaj bike, 22.88% of respondents have said mileage is a most attractive attributes while purchasing a Bajaj bike, 22.14% of respondents have said maintenance cost is a most attractive attributes while purchasing a Bajaj bike, 21.03% of respondents have said Engine capacity is a most attractive attributes while purchasing a Bajaj bike, while 3.94% of respondents have said stylish look is a most attractive attributes while purchasing a Bajaj bike, 2.95% of respondents have said brand image is a most attractive attributes while purchasing a Bajaj bike, 1.35% of respondents have said comfortable ride is a most attractive attributes while purchasing a Bajaj bike, . 1.23% of respondents have said color is a most attractive attributes while purchasing a Bajaj bike, 0.74% of respondents have said pickup is a most attractive attributes while purchasing a Bajaj bike.
72
8) While comparing with other bike; the model of Bajaj bike is? Table 6.8 Criteria
Responden
Percentage (%)
Good Need to improve Can’t say Total
t 190 10 0 200
95 5 0 100
Fig. 6.8
Need to improve; 5%
Good; 95%
Interpretation Out of 200 respondents 95% of respondents have said model of Bajaj bike is good, but 5% of respondents have said need to improve the model of Bajaj bike.
73
9) Frequency of customer satisfaction towards Price Table 6.9 Price
No. of
Percentage
Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
respondent 4 114 58 20 4 200
(%) 2 57 29 10 2 100
Fig. 6.9
10 22 Highly satisfied Satisfied Average
29 57
Dissatisfied Highly dissatisfied
Interpretation From the above table it is clear that 57% of the respondents are satisfied, 29% of the respondents are average satisfied with the price of Bajaj bike. While 10% of the respondents are dissatisfied, 2% of the respondents are highly satisfied and, 2% of the respondents are highly dissatisfied. 10) Frequency of customer satisfaction towards Mileage Table 6.10 74
Mileage
No. of
Percentage
responden
(%)
t Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
6 99 81 10 4 200
3 49.5 40.5 5 2 100
Fig. 6.10
5 23 Highly satisfied Satisfied 40.5
49.5
Average Dissatisfied HIghly dissatisfied
Interpretation From the above table clear that 49.5% of the respondents are satisfied and 40.5% of the respondents are average satisfied with the mileage of Bajaj bike. While 5% of the respondents are dissatisfied, 3% of the respondents are highly satisfied and 2% of the respondents are highly dissatisfied. 11) Frequency of customer satisfaction towards look & style Table 6.11
75
Look & style
No. of
Percentag
responden
e (%)
t Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
11 74 93 16 6 200
5.5 37 46.5 8 3 100
Fig. 6.11
8% 3% 6%
Highly satisfied 37%
47%
Satisfied Average Dissatisfied Highly dissatisfied
Interpretation From the above table clear that 46.5% of the respondents are average satisfied and 37% of the respondents are satisfied with the look & style of Bajaj bike. While 8% of the respondents are dissatisfied, 5.5% of the respondents are highly satisfied and 3% of the respondents are highly dissatisfied. 12) Frequency of customer satisfaction towards Pickup Table 6.12
76
Pickup
No. of
Percentag
responden
e (%)
t Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
11 96 73 10 10 200
5.5 48 36.5 5 5 100
Fig. 6.12
8 31.5
4 4.5 Highly satisfied 52
Satisfied Average Dissatisfied Highly dissatisfied
Interpretation From the above table clear that 48% of the respondents are satisfied and 36.5% of the respondents are average satisfied with the pickup of Bajaj bike. While 5% of the respondents are dissatisfied, 5.5% of the respondents are highly satisfied and 5% of the respondents are highly dissatisfied. 13) Frequency of customer satisfaction towards Engine capacity Table 6.13
77
Engine capacity Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
No. of respondent 9 104 63 16 8 200
Percentage (%) 4.5 52 31.5 8 4 100
Fig. 6.13
8
4 4.5
31.5
Highly satisfied Satisfied
52
Average Dissatisfied Highly dissatisfied
Interpretation From the above table clear that 52% of the respondents are satisfied and 31.5% of the respondents are average satisfied with the engine capacity of Bajaj bike. While 8% of the respondents are dissatisfied, 4.5% of the respondents are highly satisfied and 4% of the respondents are highly dissatisfied. 14) Frequency of customer satisfaction towards Colors Table 6.14 Colors
No. of 78
Percentag
responden
e (%)
t Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
29 79 77 10 5 200
14.5 39.5 38.5 5 2.5 100
Fig. 6.14
Dissatisfied; 5% Highly dissatisfied; 3% Highly satisfied; 15%
Average; 39% Satisfied; 40%
Interpretation From the above table clear that 39% of the respondents are satisfied and 39% of the respondents are average satisfied with the colors of Bajaj bike. While 5% of the respondents are dissatisfied, 14% of the respondents are highly satisfied and 3% of the respondents are highly dissatisfied. 15) Frequency of customer satisfaction towards maintenance cost Table 6.15 Maintenance cost
No. of 79
Percentage
Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
respondent 16 63 86 28 7 200
(%) 8 31.5 43 14 3.5 100
Fig. 6.15
14
3.5 8 Highly satisfied Satisfied
31.5
Average Dissatisfied Highly dissatisfied
43
Interpretation From the above table clear that 43% of the respondents are average satisfied and 31.5% of the respondents are satisfied with the maintenance cost of Bajaj bike. While 14% of the respondents are dissatisfied, 8% of the respondents are highly satisfied and 3.5% of the respondents are highly dissatisfied. 16) Frequency of customer satisfaction towards Brand image Table 6.16 Brand image
No. of
Percentag
responden
e (%)
80
t Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
11 79 90 13 7 200
5.5 39.5 45 6.5 3.5 100
Fig. 6.16
7 3 5.5
Highly satisfied 39.5
45
Satisfied Average Dissatisfied Highly dissatisfied
Interpretation From the above table clear that 48% of the respondents are average satisfied and 39.5% of the respondents are satisfied with the brand image of Bajaj bike. While 6.5% of the respondents are dissatisfied, 5.5% of the respondents are highly satisfied and 3.5% of the respondents are highly dissatisfied. 17) Frequency of customer satisfaction towards Resale value Table 6.17 Resale value
No. of
Percentag
responden
e (%)
81
t Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
0 6 67 109 18 200
0 3 33.5 54.5 9 100
Fig. 6.17
9% 3% 34%
Satisfied Average Dissatisfied Highly dissatisfied
55%
Interpretation From the above table clear that 54.50% of the respondents are dissatisfied and 33.50% of the respondents are average satisfied with resale value of Bajaj bike. While 9% of the respondents are highly dissatisfied and only 3% of the respondents are satisfied. 18) Frequency customer satisfaction towards comfortable ride Table 6.18 Comfortable ride
No. of
Percentag
responde
e (%)
82
nt Highly satisfied Satisfied Average Dissatisfied Highly dissatisfied Total
23 74 86 11 6 200
11.5 37 43 5.5 3 100
Fig. 6.18
6% 3%12% 43%
Highly satisfied 37%
Satisfied Average Dissatisfied Highly dissatisfied
Interpretation From the above table clear that 37% of the respondents are satisfied and 43% of the respondents are average satisfied with the comfortable ride of Bajaj bike. While 5.5% of the respondents are dissatisfied, 11.5% of the respondents are highly satisfied and 3% of the respondents are highly dissatisfied. 19) Frequency of customer satisfaction towards after sales services Table 6.19 After sales services Satisfied
No. of respondent 5 83
Percentage (%) 2.5
Average Dissatisfied Highly dissatisfied Total
45 135 15 200
22.5 67.5 7.5 100
Fig. 6.19
Highly dissatisfied; 8% Satisfied; 3% Average; 23%
Dissatisfied; 68%
Interpretation From the above table clear that 67.5% of the respondents are dissatisfied and 7.5% of the respondents are highly dissatisfied with the after sales services of Bajaj bike. While 22.5% of the respondents are said average and only 2.5% of the respondents are satisfied.
20) Frequency of Rank Table 6.20 Rank 1
Bajaj 32
Hero 140
Hond
Yamah
Suzuk
a
a
i
28
0 84
0
TVS 0
2 3 4 5 6 Total
51 117 0 0 0 200
43 17 0 0 0 200
105 67 0 0 0 200
0 0 187 13 0 200
0 0 7 167 26 200
0 0 7 19 174 200
Fig. 6.20 200 180 160 140
Rank 1
120
Rank 2
100
Rank 3
80
Rank 4 Rank 5
60
Rank 6
40 20 0 Bajaj
Hero
Honda Yamaha Suzuki
TVS
Interpretation Out of 200 respondents 32 respondents have given 1 st rank, 51 respondents have given 2nd rank, and 117 respondents have given 3 rd rank to Bajaj. While none of the respondents have given 4th, 5th, and 6th rank to Bajaj.
85
Out of 200 respondents 140 respondents have given 1 st rank, 43 respondents have given 2nd rank, and 17 respondents have given 3 rd rank to Hero. While none of the respondents have given 4th, 5th, and 6th rank to Hero. Out of 200 respondents 28 respondents have given 1 st rank, 105 respondents have given 2nd rank, and 67 respondents have given 3 rd rank to Honda. While none of the respondents have given 4th, 5th, and 6th rank to Honda. Out of 200 respondents 187 respondents have given 4 th rank and 13 respondents have given 5th rank to Yamaha. While none of the respondents have given 1 st, 2nd, 3rd and 6th rank to Yamaha. Out of 200 respondents 7 respondents have given 4 th rank, 167 respondents have given 5th rank and, 26 respondents have given 6 th rank to Suzuki. While none of the respondents have given 1st, 2nd and, 3rd rank to Suzuki. Out of 200 respondents 7 respondents have given 4 th rank, 19 respondents have given 5th rank and, 174 respondents have given 6 th rank to TVS. While none of the respondents have given 1st, 2nd and, 3rd rank to TVS.
21) Frequency of what problem you face while using the vehicle? Table 6.21 Criteria Starting trouble
No. of respondent 35 86
Percentage (%) 17.5
Mileage problem Pickup Battery problem Total
14 24 127 200
7 12 63.5 100
Fig. 6.21
17.5 63.5
7
Starting trouble
12
Mileage problem Pickup Battery problem
Interpretation From the above table clear that 63.5% of the respondents are facing battery problem while using the Bajaj bike. While 17.5% of the respondents are facing starting trouble, 12% of the respondents are facing pickup problem and, 7% of the respondents are facing mileage problem while using the Bajaj bike.
22) Frequency of would you recommended Bajaj bikes to your friends or others? Table 6.22 Criteria
No. of
Percentage
respondent
(%)
87
Yes No Total
170 30 200
85 15 100
Fig. 6.22
No; 15%
Yes; 85%
Interpretation From the above table clear that 85% of the respondents have recommended Bajaj bikes to his friends or others while, 15% of the respondents have not recommended Bajaj bikes to his friends or others.
Chi-square test 23) Chi-square between customer monthly income and mileage attribute of Bajaj bike H0: There is no association between customer monthly income and mileage attribute of Bajaj bikes.
88
H1: There
is
Table 6.24
association
between Chi-Square Tests
customer income mileage Bajaj Table 6.23
monthly
Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear
df
7.786a 7.902
and
(2-sided)
attribute of .020 bikes. .019
2 2
4.160 1 .041 Association Monthly income * Mileage Attribute Cross tabulation 200 Count N of Valid Cases Mileage Attribute No Monthly income Less than 15000
Yes
Total
10
65
75
15001-30000
2
86
88
30001-50000
2 14
35 186
37 200
Total
Interpretation
89
The value of Pearson Chi-square is 7.786 and associated significant p-value is 0.02 which is less than the significance level (0.05) so, researcher reject null hypothesis. Thus, it is inferred that there is association between customer monthly income and mileage attribute of Bajaj bikes.
24) Chi-square between customer satisfaction towards price and customer monthly income H0: There is no association between customer satisfaction towards price and customer monthly income. H1: There is association between customer satisfaction towards price and customer monthly income. Table 6.25 Satisfaction towards Price * Monthly income Cross tabulation Count Monthly income
Satisfaction
Highly satisfied
towards Price
Total
Less than
15001-
30001-
15000
30000
50000
1
3
0
4
Satisfied
44
44
26
114
Average
21
32
5
58
9
7
4
20
0 75
2 88
2 37
4 200
Dissatisfied Highly dissatisfied Total
90
Table 6.26 Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
df
(2-sided)
12.818a 14.840
8 8
.118 .062
.020
1
.887
200
Interpretation The value of Pearson Chi-square is 12.818 and associated significant p-value is 0.118 which is greater than the significance level (0.05) so, researcher fail to reject null hypothesis. Thus, it is inferred that there is no association between Customer satisfaction towards price and customer monthly income.
91
25) Chi-square between customer satisfaction towards comfortable ride and customer occupation H0: There is no association between customer satisfaction towards comfortable ride and customer occupation. H1: There is association between customer satisfaction towards comfortable ride and customer occupation. Table 6.27 Satisfaction towards Comfortable ride * Occupation Cross tabulation Count Occupation
Total
Businessman Salaried Retired Student Professional Satisfaction Highly towards
satisfied
Comfortable Satisfied Average ride Dissatisfied Highly dissatisfied Total
6
9
0
8
0
23
24
31
0
19
0
74
31
20
1
33
1
86
6
5
0
0
0
11
1
4
0
1
0
6
68
69
1
61
1
200
92
Table 6.28 Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
df
(2-sided)
a
17.960 21.860
16 16
.326 .148
.413
1
.521
200
Interpretation The value of Pearson Chi-square is 17.960 and associated significant p-value is 0.326 which is greater than the significance level (0.05) so, researcher fail to reject null hypothesis. Thus, it is inferred that there is no association between customer satisfaction towards comfortable ride and customer occupation.
26) Chi-square between customer satisfaction towards Look & style and customer age
93
H0: There is no association between customer satisfaction towards look & style and customer age. H1: There is association between customer satisfaction towards look & style and customer age. Table 6.29 Satisfaction towards Look & style * Age(in Years) Cross tabulation Count Age(in Years) 18-30 Satisfaction towards
Highly satisfied
Look & style
31-45
46-60
Total
9
2
0
11
Satisfied
45
28
1
74
Average
42
47
4
93
7
8
1
16
0
5
1
6
103
90
7
200
Dissatisfied Highly dissatisfied Total
Table 6.30
94
Chi-Square Tests Asymp. Sig. Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases
Df
(2-sided)
a
17.344 19.424
8 8
.027 .013
14.845
1
.000
200
Interpretation The value of Pearson Chi-square is 17.344 and associated significant p-value is 0.027 which is less than the significance level (0.05) so, researcher reject null hypothesis. Thus, it is inferred that there is association between customer satisfaction towards look & style and customer age.
27)Chi-square between customer satisfaction towards brand image and customer occupation H0: There is no association between customer satisfaction towards brand image and customer occupation. 95
H1: There is association between customer satisfaction towards brand image and customer occupation. Table 6.31 Satisfaction towards Brand image * Occupation Cross tabulation Count Occupation
Total
Businessman Salaried Retired Student Professional Satisfaction Highly towards
satisfied
Brand image Satisfied Average Dissatisfied Highly dissatisfied Total
6
2
0
3
0
11
18
29
1
30
1
79
36
30
0
24
0
90
4
7
0
2
0
13
4
1
0
2
0
7
68
69
1
61
1
200
96
Table 6.32 Chi-Square Tests Value
Asymp. Sig. (2-sided)
df
15.583a
16
.482
Likelihood Ratio
16.511
16
.418
Linear-by-Linear Association
2.874
1
.090
N of Valid Cases
200
Pearson Chi-Square
Interpretation The value of Pearson Chi-square is 15.583 and associated significant p-value is 0.482 which is greater than the significance level (0.05) so, researcher fail to reject null hypothesis. Thus, it is inferred that there is no association between customer satisfaction towards brand image and customer occupation.
28)Chi-square between customer education and maintenance cost attribute of Bajaj bike
97
H0: There is no association between customer education and maintenance cost attribute of Bajaj bike. H1: There is association between customer education and maintenance cost attribute of Bajaj bike. Table 6.33 Education * Maintenance cost Attribute Cross tabulation Count Maintenance cost Attribute No
Yes
Total
0
21
21
Undergraduate
8
40
48
Graduate
10
113
123
Postgraduate
2
6
8
20
180
200
Education H.S.C. or below
Total
Table 6.34
98
Chi-Square Tests Value
Asymp. Sig. (2-sided)
df
7.182a
3
.066
Likelihood Ratio
8.426
3
.038
Linear-by-Linear Association
.503
1
.478
N of Valid Cases
200
Pearson Chi-Square
Interpretation The value of Pearson Chi-square is 7.182 and associated significant pvalue is 0.06 which is greater than the significance level (0.05) so, researcher fail to reject null hypothesis. Thus, it is inferred that there is no association between customer education and maintenance attribute of Bajaj bike.
99
FINDING & CONCLUSION
100
a. Findings Majority of the respondents belong to the age group of 18 – 30 years. Majority of the respondents are educated up to graduation level. The study reveals that most of the respondents who own Bajaj bike earn from Rs.15001 – Rs.30000. Majority of respondents are come to know about Bajaj bike from media. From Chi-square test finding that there is association between customer satisfaction towards look & style and customer age. From Chi-square test finding that there is association between customer monthly income and mileage attributes of Bajaj bikes. From Chi-square test finding that there is no association between customer satisfaction towards brand image and customer occupation. From Chi-square test finding that there is no association between customer satisfaction towards price and customer monthly income. From Chi-square test finding that there is no association between customer satisfaction towards comfortable ride and customer occupation. From the Chi-square finding that there is no association between customer education and maintenance cost attribute if Bajaj bikes. Majority of respondents are prefer bike on the basis of price, mileage, maintenance cost, and engine capacity attribute of Bajaj. The study reveals that 57% of the respondents are satisfied with price; whereas 10% of the respondents are dissatisfied with the price of Bajaj bikes. As per survey, 52% of the respondents are satisfied with engine capacity of Bajaj bike. 67.5% of the respondents are dissatisfied with after sales services provided by Bajaj. The study reveals that majority of respondents are dissatisfied with resale value of Bajaj. The study reveals that majority of the respondents are said average and majority of the respondents are satisfied with the mileage, look & style, pickup, colors, maintenance cost, and brand image of Bajaj bikes. The study reveals that Hero is a 1st rank, Honda is a 2nd rank, Bajaj is 3rd rank, Yamaha is a 4th rank, Suzuki is a 5th rank, and TVS is a 6th rank.
101
Majority of the respondents are facing battery problem while using Bajaj bike.
b. Conclusion From the research work it concludes that majority of the customer prefer Bajaj bikes on the basis of price, mileage, maintenance cost, and engine capacity attributes. Bajaj need to improve on battery of their bikes; because customers 102
have facing this problem while using the Bajaj bikes. Bajaj doing very well on its durability of bikes, comfortable ride, and after sales services for increases their sales. Most of buyers are satisfied with the price, mileage, look & style provided by Bajaj. Look & style of bike is associated with age of buyers; whereas there is no association between occupation and Brand image of Bajaj bikes.
103
BIBLIOGRAPHY
Bibliography Websites
n.d. 15 6 2015
. 104
n.d. 15 6 2015
. n.d. 20 6 2015 . n.d. 20 6 2015 . n.d. 22 6 2015 . www.acedemic.edu. n.d. 25 6 2015.
Journal Articles
Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference Towards Hyundai Cars in Salem City." INDIAN JOURNAL OF RESEARCH (2013).
Balasubramani S, Suganthi M, Suresh P. "An Empirical Study on Consumer Preference Towards Hyundai Cars in Salem." INDIAN JOURNAL OF RESEARCH (2013).
Bateson, John E. G. "Customer satisfaction towards Car manufacturer." International Journal of Multidisciplinary Research (June, 2012).
Dr. K. Ravichandran, K. Venkatesh, Dr. R. Muruganandham. "A STUDY ON THE CUSTOMER PREFERENCES OF CAR." International Journal in Multidisciplinary and Academic Research (SSIJMAR) (n.d.).
Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on Analysis of the Customer Satisfaction Level Towards the Use of Bajaj Bikes With Special Reference to Tirunelveli Town, Tamilnadu." INDIAN JOURNAL OF RESEARCH (2014).
Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari. "A Study on Consumer Preference and Satisfaction towards Sedan Cars in Coimbtur City." International Research Journal of Business and Management – (2013).
Jani, Kerav Pandya & H. J. "Customer Satisfaction among Two-Wheeler Users An Indian experience – with special reference to motorcycle users." SIES Journal of Management (2011).
John, Mrs. Beena and Dr. S. Pragadeeswaran. "A STUDY OF SMALL CAR CONSUMER PREFERENCE IN PUNE CITY." Asian Journal of Marketing & Management Research (2013). 105
Kavita Dua, Savita. "STUDY OF CUSTOMER SATISFACTION WITH REFERENCE TO TATA MOTOR PASSENGER VEHICLES." International Journal of Advanced Research in Management and Social Sciences (n.d.).
Mahalakshmi, Mrs.G. "CUSTOMER SATISFACTION ON TWO WHEELERS A SPECIAL REFERENCE WITH TVs XL IN THENI DISTRICT." INTERNATIONAL RESEARCH JOURNAL OF MANAGEMENT AND COMMERCE (2014).
Ms. Ameer Asra Ahmed, Dr. M.S. Ramachandra, Mr. Siva Nagi Reddy. "A STUDY ON CUSTOMER SATISFACTION LEVEL OF ROYAL ENFIELD BULLET." International Journal of Business and Administration Research Review (2104).
Ms.M.Shanthini Devi, Ms.S.Arunpriya. "A Study on Customer Satisfaction Towards Tata Nano Car with Special Reference to Coimbatore City." GRA - GLOBAL RESEARCH ANALYSIS (2013).
Rao, Dr. Duggani Yuvaraju(PDF-Scholar)& Prof. S. Durga. "Customer Satisfaction towards Honda Two Wheelers." IOSR Journal of Business and Management (IOSR-JBM) (2014).
Saraswathi, S. "Customer Satisfaction on Post-Sales Service with Reference to Two-Wheeler Automobile Industry." Chaitanya Bharathi Institute of Technology (2008).
Saxena, Aman. "Consumer preference and Automobile Market in India." International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) (2014).
V. DEVAKI, DR. H. BALAKRISHNAN. "A STUDY ON THE CUSTOMER PREFERENCE TOWARDS HERO TWO WHEELER AFTER TERMINATION OF HERO HONDA." INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE & MANAGEMENT (2013).
106
ANNEXURE
107
Questionnaire I, Ajay Savaliya, am currently pursuing MBA from S. R. Luthra Institute of Management affiliated to Gujarat Technological University, Surat. As a part of my curriculum I am conducting a survey on “A study on Customer Preference and Satisfaction towards Bajaj Bikes”. I request you to kindly spare few minutes of your very demanding schedule to fill up this questionnaire. I assure you that the views given by you will be kept strictly confidential and will be used for academic purpose only.
1) How did you come to know about Bajaj bike? [ ] Friends [ ] Relatives [ ] Media [ ] Others______________ 2) Which model did you buy? [ ] CT 100 [ ] Platina 100 [ ] Discover 100 [ ] Discover 100M [ ] Discover 125M [ ] Discover 150S [ ] Discover 150F [ ] Avenger 220
[ [ [ [ [ [ [ [
] Pulsar 135LS ] Pulsar 150 ] Pulsar 150AS ] Pulsar 180 ] Pulsar 200NS ] Pulsar AS200 ] Pulsar 220F ] Pulsar RS200
3) Which is/are the most attractive attribute for purchasing Bajaj bike as per your preference? (Multiple tick allowed) [ ] Price [ ] Mileage [ ] Stylish look [ ] Pickup [ ] Engine capacity 4) What mileage is your bike giving? [ ] 60Km/Ltr and above [ ] 50-60Km/Ltr [ ] 40-50Km/Ltr [ ] Below 40Km/Ltr
[ [ [ [ [
] Colors ] Maintenance cost ] Brand image ] Comfortable ride ] Others_______________
5) While comparing with other bike, the model of the Bajaj bike is? [ ] Good 108
[ ] Need to improve [ ] Can’t say 6) What is your satisfaction level for the following attribute? (1=Highly satisfied, 2=Satisfied, 3=Average, 4=Dissatisfied, 5=Highly dissatisfied)
Attribute
1
2
3
4
5
Price Mileage Look & Style Pickup Engine capacity Colors Maintenance cost Brand image Resale value Comfortable ride After sales services
7) Rank the company as per your preference. (Rank 1 higher to Rank 6 lower) Companies Bajaj Hero Honda Yamaha Suzuki
1
2
3
109
4
5
6
TVS 8) What problem you face while using the vehicle? [ ] Starting trouble [ ] Pickup [ ] Mileage problem [ ] Battery problem [ ] Others______________ 9) Would you recommend Bajaj bikes to your friends or others? [ ] Yes [ ] No Personal information: Name: _____________________________________________ Age (in years): [ ] 18 – 30 [ ] 46 – 60
[ ] 31 – 45 [ ] above 60
Gender:
[ ] Female
[ ] Male
Education: [ ] H.S.C. or below
[ ] Undergraduate
[ ] Graduate [ ] Others______________
[ ] Post graduate
Occupation: [ ] Businessman [ ] Retired [ ] Professional
[ ] Salaried [ ] Student [ ] Others_______________
Monthly income: [ ] Less than 15000 [ ] 30001 – 50000
[ ] 15001 – 30000 [ ] More than 50000
110
