A study on customer preferebce and satisfaction towards bajaj bikes

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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

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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)

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Student’s Declaration
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)

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Institute’s Certificate
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

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Preface
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 8th 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.

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Acknowledgement
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.

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Executive Summary
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 non-
probability 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.

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TABLE OF CONTENTS
o Company’s Certificate
o Student’s’ Declaration
o Institute’s Certificate
o Preface
o Acknowledgement
o Executive Summary
Sr.
No.
Particulars Page
No.
1. Introduction 1
2. Industry Profile 5
a. Global
b. National
c. State
d. PESTEL
e. Current trends
f. Major Players
g. Major Offerings
5
8
12
13
16
18
19
3. Company Profile 20
a. Company Profile
b. Organogram
c. Divisions/ Departments
d. SWOT
e. Market Position
22
32
33
34
35
4. Review of Literature 36
5. Research Methodology 43
a. Problem Statement 43

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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
44
45
45
45
45
45
45
45
45
45
45
6. Data Analysis and Interpretation 46
7. Finding and Conclusion 83
a. Findings
b. Conclusion
83
85
8. Bibliography 86
9. Annexure 87

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LIST OF TABLES
Sr. No. Particulars
Table
No.
Page
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

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21 Rank 6.20 67
22 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 6.23 71
25
Chi-Square Test between Mileage attribute and
Monthly income
6.24 72
26
Satisfaction towards Price * Monthly income Cross
tabulation
6.25 73
27
Chi-Square Test between customer satisfaction
towards price and Monthly income
6.26 74
28
Satisfaction towards Comfortable ride * Occupation
Cross tabulation
6.27 75
29
Chi-Square between Satisfaction towards
Comfortable ride and Occupation
6.28 76
30
Satisfaction towards Look & style * Age(in Years)
Cross tabulation
6.29 77
31
Chi-Square between Satisfaction towards Look &
style and Age(in Years)
6.30 78
32
Satisfaction towards Brand image * Occupation
Cross tabulation
6.31 79
33
Chi-Square between Satisfaction towards Brand
image and Occupation
6.32 80
34
Education * Maintenance cost Attribute Cross
tabulation
6.33 81
35
Chi-Square between Education and Maintenance
cost Attribute
6.34 82

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LIST OF FIGURES
Sr. No. Particulars
Figure
No.
Page
No.
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 6.6 52
10 Most attractive attributes of Bajaj 6.7 54
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

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21 Customer satisfaction towards comfortable ride 6.18 65
22 Customer satisfaction towards after sales services 6.19 66
23 Rank 6.20 67
24 Problem facing by user of Bajaj 6.21 69
25 Recommended Bajaj bikes to friends or others 6.22 70

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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…
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.

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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.
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.

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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.
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.

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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
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.

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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,
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

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around 590 million cars in the world, or about 91 per 1000 people. Most two-
wheelers, 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.
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

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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, 4th 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.
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 three-
wheelers. 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

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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
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

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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 Feb’15 Feb’14 Value %Growth
Bajaj Auto 216,077 273,323 -57,246 -20.94%
Hero MotoCorp 484,769 504,181 -19,412 -3.85%
HMSI 361,493 328,468 33,025 10.05%
TVS Motors co 164,508 147,580 16,928 11.47%
Royal Enfield 29,491 19,840 9,651 48.64%
Suzuki Motorcycle India 30,467 27,007 3,460 12.81%
Mahindra Two wheelers 8,289 17,848 -9,559 -53.56%
Fig. 2.1

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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
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.

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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
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

29
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 two-
wheeler 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.
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

30
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
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.

31
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
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.

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 Segment Wise Two Wheeler Market Share
Fig. 2.3
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%.

33
f. Major Key Players
 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

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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.

35
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

36
(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.

38
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.

39
a. Company profile of Bajaj auto
Type Public company
Industry Automotive -Two & Three Wheelers
Year of Established November 29, 1945 in Pune, Maharashtra,
India
Founder Jamnalal Bajaj
Headquarters Pune, India
Key people Rahul Bajaj (Chairman)
Rajiv Bajaj (Managing Director)
Products 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 Bajaj Group
Subsidiaries Bajaj Auto Indonesia
Website www.bajajauto.com

40
 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
 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”

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 Models of Bajaj Motorcycle
 Bajaj CT 100
 Bajaj Platina 100
 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

42
 Timeline of New Releases of Bajaj Auto
1961–1971 – Vespa 150 – under the licence of Piaggio of Italy
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

43
2004 – Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj
Discover DTS-i
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 DTS-
Si, 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

44
 Awards and Recognition
 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.

45
 Management team of Bajaj Auto
Board of Directors Designation
Rahul Bajaj Chairman
Madhur Bajaj Vice chairman
Rajiv Bajaj Managing Director
Sanjiv Bajaj Executive Director
Pradeep Shrivastava Chief Operating Officer
Abraham Joseph Chief Technology Officer
R C Maheshwari President (Commercial Vehicle Business)
Rakesh Sharma President (International Business)
Eric Vas President (Motorcycle Business)
Kevin P D’sa President (Finance)
S Ravikumar President (Business Development & Assurance)
Amrut Rath President (Human Resources)
Ranjit Gupta President (Insurance, BFSL)
N H Hingorani Advisor (Materials)
C P Tripathi Advisor (Corporate Social Responsibility)
J. Sridhar Company Secretary

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Introduction of Shivam Bajaj
Shivam Bajaj is started on 1st 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 Shivambike77@gmail.com
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

47
 Two more authorized dealers of Bajaj Motorcycle are available in Surat
city.
Name Fortune Bajaj
Address M/s Fortune Bajaj,G-5, Deepkamal Complex, Near
Sarthana Zoo, Nana Varachha-395009
Phone no. (0261) 2575708
E-mail d11803@baldealer.com
Name Surat Bajaj
Address M/s, Gujarat Motors Pvt. Ltd. , Opera House, Opp.
Sanghvi Road, Gujarat Gas Circle-395009
Phone no. (0261)2789595, 2789555
E-mail d10971@baldealer.com

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b. Organogram
Workshop
Manager
Sales
Manager
Workshop
Person
Sales
Executive
Back Office
Owner
Marketing
Manager
Service
Manager

49
c. Division/ Departments
There are many departments. Name of the departments are following them:
 Sales Department
 Service Department
 Accessories Department
 Finance Department
 HR Department

50
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.
 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.

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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.
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.

53
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.
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

54
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
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

55
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
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

56
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
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

57
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
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

58
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
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

59
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
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.

61
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.

62
b. Research Objective
I. Primary objective
To ascertain the customer preference and satisfaction towards the Bajaj
bikes.
II. 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.

63
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.

64
DATA ANALYSIS
&
INTERPRETATION

65
1) Frequency of Age (in years)
Table 6.1
Criteria No. of
respondent
Percentage (%)
18-30 103 51.5
31-45 90 45
46-60 7 3.5
Total 200 100
Fig. 6.1
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.
51.5%45%
3.5%
18-30
31-45
46-60

66
2) Frequency of Occupation
Table 6.2
Criteria No. of
respondent
Percentage (%)
Businessman 68 34
Salaried 69 34.5
Retired 1 0.5
Student 61 30.5
Professional 1 0.5
Total 200 100
Fig. 6.2
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.
34%
34.5%
0.5%
30.5%
0.5%
Businessman
Salaried
Retired
Student
Professional

67
3) Frequency of Education
Table 6.3
Criteria No. of
respondent
Percentage (%)
H.S.C. or
below
27 13.5
Undergraduate 48 24
Graduate 117 58.5
Postgraduate 8 4
Total 200 100
Fig. 6.3
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.
13.5%
24%
58.5%
4%
H.S.C. or below
Undergraduate
Graduate
Postgraduate

68
4) Frequency of Monthly income
Table 6.4
Criteria No. of
respondent
Percentage (%)
Less than 15000 75 37.5
15001-30000 88 44
30001-50000 37 18.5
Total 200 100
Fig. 6.4
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.
37.5%
44%
18.5%
0
5
10
15
20
25
30
35
40
45
50
Less than 15000 15001-30000 30001-50000
Monthly
income

69
5) Frequency of how did you come to know about Bajaj bike.
Table 6.5
Criteria No. of
respondent
Percentage (%)
Friends 40 20
Media 102 51
Relatives 58 29
Others 0 0
Total 200 100
Fig. 6.5
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.
20%
51%
29%
Friends
Media
Relatives

70
6) Which model did you buy?
Table 6.6
Models of Bajaj
bike
No. of
respondent
Percentage
(%)
CT 100 9 4.5
Platina 100 22 11
Discover 100 10 5
Discover 100M 16 8
Discover 125M 21 10.5
Discover 150S 3 1.5
Discover 150F 5 2.5
Avenger 220 18 9
Pulsar 135LS 11 5.5
Pulsar 150 19 9.5
Pulsar 150AS 4 2
Pulsar 180 17 8.5
Pulsar 200NS 12 6
Pulsar AS200 12 6
Pulsar 220F 18 9
Pulsar RS200 3 1.5
Total 200 100

71
Fig. 6.6
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.
0
2
4
6
8
10
12
Different models of Bajaj
Model

72
7) Which is/are the most attractive attribute/attributes?
Table 6.7
Attributes Respondents
responses
out of 200
Percentage
(%)
Price 193 23.74
Mileage 186 22.88
Stylish look 32 3.94
Pickup 6 0.74
Engine Capacity 171 21.03
Colors 10 1.23
Maintenance cost 180 22.14
Brand image 24 2.95
Comfortable ride 11 1.35
Total 813 100

73
Fig. 6.7
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.
23.74%
22.88%
3.94%
0.74%
21.03%
1.23%
22.14%
2.95%
1.35%
0.00
5.00
10.00
15.00
20.00
25.00
Most Attractive
attribute

74
8) While comparing with other bike; the model of Bajaj bike is?
Table 6.8
Criteria Respondent Percentage (%)
Good 190 95
Need to improve 10 5
Can’t say 0 0
Total 200 100
Fig. 6.8
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.
Good
95%
Need to
improve
5%

75
9) Frequency of customer satisfaction towards Price
Table 6.9
Price No. of
respondent
Percentage
(%)
Highly satisfied 4 2
Satisfied 114 57
Average 58 29
Dissatisfied 20 10
Highly dissatisfied 4 2
Total 200 100
Fig. 6.9
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.
%2
57%
29%
10%
2%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

76
10) Frequency of customer satisfaction towards Mileage
Table 6.10
Mileage No. of
respondent
Percentage
(%)
Satisfied 99 49.5
Average 81 40.5
Dissatisfied 10 5
Total 200 100
Fig. 6.10
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.
3%
49.5%40.5%
5%
2%
Highly satisfied
Satisfied
Average
Dissatisfied
HIghly dissatisfied

77
11) Frequency of customer satisfaction towards look & style
Table 6.11
Look & style No. of
respondent
Percentage
(%)
Highly satisfied 11 5.5
Satisfied 74 37
Average 93 46.5
Dissatisfied 16 8
Total 200 100
Fig. 6.11
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
5.5%
37%
46.5%
8%
3%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

78
12) Frequency of customer satisfaction towards Pickup
Table 6.12
Pickup No. of
respondent
Percentage
(%)
Satisfied 96 48
Average 73 36.5
Dissatisfied 10 5
Total 200 100
Fig. 6.12
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.
5.5%
48%
36.5%
5%
5%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

79
13) Frequency of customer satisfaction towards Engine capacity
Table 6.13
Engine capacity No. of
respondent
Percentage
(%)
Satisfied 104 52
Average 63 31.5
Dissatisfied 16 8
Total 200 100
Fig. 6.13
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
4.5%
52%
31.5%
8% 4%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

80
14) Frequency of customer satisfaction towards Colors
Table 6.14
Colors No. of
respondent
Percentage
(%)
Satisfied 79 39.5
Average 77 38.5
Dissatisfied 10 5
Highly dissatisfied 5 2.5
Total 200 100
Fig. 6.14
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.
Highly
satisfied
14%
Satisfied
39%
Average
39%
Dissatisfied
5%
Highly
dissatisfied
3%

81
15) Frequency of customer satisfaction towards maintenance cost
Table 6.15
Maintenance cost No. of
respondent
Percentage
(%)
Satisfied 63 31.5
Average 86 43
Dissatisfied 28 14
Total 200 100
Fig. 6.15
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.
8%
31.5%
43%
14%
3.5%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

82
16) Frequency of customer satisfaction towards Brand image
Table 6.16
Brand image No. of
respondent
Percentage
(%)
Satisfied 79 39.5
Average 90 45
Dissatisfied 13 6.5
Total 200 100
Fig. 6.16
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.
5.5%
39.5%
45%
6.5%
3.5%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

83
17) Frequency of customer satisfaction towards Resale value
Table 6.17
Resale value No. of
respondent
Percentage
(%)
Satisfied 6 3
Average 67 33.5
Dissatisfied 109 54.5
Total 200 100
Fig. 6.17
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.
3%
33.50%
54.50%
9%
Satisfied
Average
Dissatisfied
Highly dissatisfied

84
18) Frequency customer satisfaction towards comfortable ride
Table 6.18
Comfortable ride No. of
respondent
Percentage
(%)
Satisfied 74 37
Average 86 43
Dissatisfied 11 5.5
Total 200 100
Fig. 6.18
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.
11.50%
37%43%
5.50% 3%
Highly satisfied
Satisfied
Average
Dissatisfied
Highly dissatisfied

85
19) Frequency of customer satisfaction towards after sales services
Table 6.19
After sales services No. of
respondent
Percentage
(%)
Satisfied 5 2.5
Average 45 22.5
Dissatisfied 135 67.5
Total 200 100
Fig. 6.19
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.
Satisfied
2.5%
Average
22.5%
Dissatisfied
67.5%
Highly
dissatisfied
7.5%

86
20) Frequency of Rank
Table 6.20
Rank Bajaj Hero Honda Yamaha Suzuki TVS
1 32 140 28 0 0 0
2 51 43 105 0 0 0
3 117 17 67 0 0 0
4 0 0 0 187 7 7
5 0 0 0 13 167 19
6 0 0 0 0 26 174
Total 200 200 200 200 200 200
Fig. 6.20
0
20
40
60
80
100
120
140
160
180
200
Bajaj Hero Honda Yamaha Suzuki TVS
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Rank 6

87
Interpretation
Out of 200 respondents 32 respondents have given 1st rank, 51 respondents
have given 2nd rank, and 117 respondents have given 3rd rank to Bajaj. While
none of the respondents have given 4th, 5th, and 6th rank to Bajaj.
have given 2nd rank, and 17 respondents have given 3rd rank to Hero. While none
of the respondents have given 4th, 5th, and 6th rank to Hero.
have given 2nd rank, and 67 respondents have given 3rd 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 4th rank and 13
respondents have given 5th rank to Yamaha. While none of the respondents have
given 1st, 2nd, 3rd and 6th rank to Yamaha.
Out of 200 respondents 7 respondents have given 4th rank, 167 respondents
have given 5th rank and, 26 respondents have given 6th 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 4th rank, 19 respondents have
given 5th rank and, 174 respondents have given 6th rank to TVS. While none of
the respondents have given 1st, 2nd and, 3rd rank to TVS.

88
21) Frequency of what problem you face while using the vehicle?
Table 6.21
Criteria No. of
respondent
Percentage
(%)
Starting trouble 35 17.5
Mileage problem 14 7
Pickup 24 12
Battery problem 127 63.5
Total 200 100
Fig. 6.21
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.
17.5%
7%
12%
63.5%
Starting trouble
Mileage problem
Pickup
Battery problem

89
22) Frequency of would you recommended Bajaj bikes to your friends or
others?
Table 6.22
Criteria No. of
respondent
Percentage
(%)
Yes 170 85
No 30 15
Total 200 100
Fig. 6.22
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.
Yes
85%
No
15%

90
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.
H1: There is association between customer monthly income and mileage
attribute of Bajaj bikes.
Table 6.23
Monthly income * Mileage Attribute Cross tabulation
Count
Mileage Attribute
TotalNo Yes
Monthly income Less than 15000 10 65 75
15001-30000 2 86 88
30001-50000 2 35 37
Total 14 186 200

91
 Interpretation
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.
Table 6.24
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-Square 7.786a 2 .020
Likelihood Ratio 7.902 2 .019
Linear-by-Linear
Association
4.160 1 .041
N of Valid Cases 200

92
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
Total
Less than
15000
15001-
30000
30001-
50000
Satisfaction
towards
Price
Highly satisfied 1 3 0 4
Satisfied 44 44 26 114
Average 21 32 5 58
Dissatisfied 9 7 4 20
Highly dissatisfied 0 2 2 4
Total 75 88 37 200

93
Table 6.26
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Linear-by-Linear
Association
.020 1 .887
 Interpretation
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.

94
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
TotalBusinessman Salaried Retired Student Professional
Satisfaction
towards
Comfortable
ride
Highly
satisfied
6 9 0 8 0 23
Satisfied 24 31 0 19 0 74
Average 31 20 1 33 1 86
Dissatisfied 6 5 0 0 0 11
Highly
dissatisfied
1 4 0 1 0 6
Total 68 69 1 61 1 200

95
Table 6.28
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Linear-by-Linear
Association
.413 1 .521
 Interpretation
customer satisfaction towards comfortable ride and customer occupation.

96
26) Chi-square between customer satisfaction towards Look & style and
customer age
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)
Total18-30 31-45 46-60
Satisfaction towards
Look & style
Highly satisfied 9 2 0 11
Satisfied 45 28 1 74
Average 42 47 4 93
Dissatisfied 7 8 1 16
Highly
dissatisfied
0 5 1 6
Total 103 90 7 200

97
Table 6.30
Chi-Square Tests
Value Df
Asymp. Sig.
(2-sided)
Linear-by-Linear
Association
14.845 1 .000
 Interpretation
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.

98
27)Chi-square between customer satisfaction towards brand image and
customer occupation
H0: There is no association between customer satisfaction towards brand image
H1: There is association between customer satisfaction towards brand image
Table 6.31
Satisfaction towards Brand image * Occupation Cross tabulation
Count
Occupation
TotalBusinessman Salaried Retired Student Professional
Satisfaction
towards
Brand image
Highly
satisfied
6 2 0 3 0 11
Satisfied 18 29 1 30 1 79
Average 36 30 0 24 0 90
Dissatisfied 4 7 0 2 0 13
Highly
dissatisfied
4 1 0 2 0 7
Total 68 69 1 61 1 200

99
Table 6.32
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Linear-by-Linear
Association
2.874 1 .090
 Interpretation
customer satisfaction towards brand image and customer occupation.

100
28)Chi-square between customer education and maintenance cost attribute of
Bajaj bike
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
TotalNo Yes
Education H.S.C. or below
0 21 21
Undergraduate 8 40 48
Graduate 10 113 123
Postgraduate 2 6 8
Total 20 180 200

101
Table 6.34
Chi-Square Tests
Value df
Asymp. Sig.
(2-sided)
Linear-by-Linear
Association
.503 1 .478
 Interpretation
The value of Pearson Chi-square is 7.182 and associated significant p-
value 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.

103
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.
customer satisfaction towards price and customer monthly income.
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.

104
 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.
 Majority of the respondents are facing battery problem while using Bajaj
bike.

105
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
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.

107
Bibliography
 Websites
 n.d.15 6 2015 <http://www.dmnews.com/digital-marketing/tailor-marketing-
strategies-to-customer-preferences/article/208054/>.
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 Journal Articles
 Balasubramani S,Suganthi M, SureshP."AnEmpirical Studyon ConsumerPreference
TowardsHyundai Cars inSalemCity." INDIAN JOURNALOFRESEARCH(2013).
 Balasubramani S,Suganthi M, SureshP."AnEmpirical StudyonConsumerPreference
TowardsHyundai Cars inSalem."INDIAN JOURNALOFRESEARCH(2013).
 Bateson,JohnE. G. "CustomersatisfactiontowardsCarmanufacturer." International
Journal of MultidisciplinaryResearch (June,2012).
 Dr. K. Ravichandran,K.Venkatesh,Dr.R.Muruganandham."A STUDY ON THE
CUSTOMER PREFERENCESOF CAR." International Journal inMultidisciplinaryand
AcademicResearch(SSIJMAR) (n.d.).
 Dr. Mrs. PUNITHAVATHYPANDIAN,A ARUNACHALA RAJAN."A StudyonAnalysisof the
CustomerSatisfactionLevel Towardsthe Use of Bajaj BikesWithSpecial Reference to
Tirunelveli Town,Tamilnadu." INDIAN JOURNALOFRESEARCH(2014).
 Dr. N.YesodhaDevi,Mrs.C.Gomathy,Mrs.R.Krishnakumari."A StudyonConsumer
Preference andSatisfactiontowardsSedanCarsinCoimbturCity." International
ResearchJournal of BusinessandManagement –(2013).
 Jani,KeravPandya& H. J. "CustomerSatisfactionamongTwo-WheelerUsersAnIndian
experience –withspecial reference tomotorcycle users." SIESJournal of Management
(2011).

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 John,Mrs. Beenaand Dr. S. Pragadeeswaran."A STUDYOF SMALL CAR CONSUMER
PREFERENCE IN PUNE CITY." AsianJournal of Marketing& ManagementResearch
(2013).
 KavitaDua, Savita."STUDY OF CUSTOMER SATISFACTION WITHREFERENCETO TATA
MOTOR PASSENGERVEHICLES." International Journal of AdvancedResearchin
ManagementandSocial Sciences (n.d.).
 Mahalakshmi,Mrs.G."CUSTOMER SATISFACTION ON TWOWHEELERS A SPECIAL
REFERENCE WITH TVs XL IN THENI DISTRICT." INTERNATIONALRESEARCHJOURNALOF
MANAGEMENT ANDCOMMERCE (2014).
 Ms. AmeerAsraAhmed,Dr.M.S. Ramachandra, Mr. SivaNagi Reddy."A STUDY ON
CUSTOMER SATISFACTION LEVELOFROYAL ENFIELD BULLET." International Journalof
BusinessandAdministrationResearchReview (2104).
 Ms.M.Shanthini Devi,Ms.S.Arunpriya."A StudyonCustomerSatisfactionTowardsTata
NanoCar withSpecial ReferencetoCoimbatore City." GRA - GLOBAL RESEARCH
ANALYSIS (2013).
 Rao, Dr. Duggani Yuvaraju(PDF-Scholar)&Prof.S.Durga."CustomerSatisfactiontowards
Honda TwoWheelers." IOSRJournal of BusinessandManagement(IOSR-JBM) (2014).
 Saraswathi,S."CustomerSatisfactiononPost-SalesServicewithReference toTwo-
WheelerAutomobile Industry." ChaitanyaBharathi Instituteof Technology (2008).
 Saxena,Aman."Consumerpreference andAutomobileMarketinIndia." International
Journal of InterdisciplinaryandMultidisciplinaryStudies(IJIMS) (2014).
 V.DEVAKI,DR. H. BALAKRISHNAN."A STUDYON THE CUSTOMER PREFERENCE
TOWARDSHERO TWO WHEELER AFTER TERMINATION OF HERO HONDA."
INTERNATIONALJOURNALOFRESEARCHIN COMMERCE & MANAGEMENT (2013).

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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 [ ] Pulsar 135LS
[ ] Platina 100 [ ] Pulsar 150
[ ] Discover 100 [ ] Pulsar 150AS
[ ] Discover 100M [ ] Pulsar 180
[ ] Discover 125M [ ] Pulsar 200NS
[ ] Discover 150S [ ] Pulsar AS200
[ ] Discover 150F [ ] Pulsar 220F
[ ] Avenger 220 [ ] Pulsar RS200
3) Which is/are the most attractive attribute for purchasing Bajaj bike as per
your preference? (Multiple tick allowed)
[ ] Price [ ] Colors
[ ] Mileage [ ] Maintenance cost
[ ] Stylish look [ ] Brand image
[ ] Pickup [ ] Comfortable ride
[ ] Engine capacity [ ] Others_______________

111
4) What mileage is your bike giving?
[ ] 60Km/Ltr and above
[ ] 50-60Km/Ltr
[ ] 40-50Km/Ltr
[ ] Below 40Km/Ltr
5) While comparing with other bike, the model of the Bajaj bike is?
[ ] Good
[ ] 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

112
7) Rank the company as per your preference.
(Rank 1 higher to Rank 6 lower)
Companies 1 2 3 4 5 6
Bajaj
Hero
Honda
Yamaha
Suzuki
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 [ ] 31 – 45
[ ] 46 – 60 [ ] above 60
Gender: [ ] Male [ ] Female
Education:
[ ] H.S.C. or below [ ] Undergraduate
[ ] Graduate [ ] Post graduate
[ ] Others______________
Occupation:
[ ] Businessman [ ] Salaried
[ ] Retired [ ] Student
[ ] Professional [ ] Others_______________
Monthly income:
[ ] Less than 15000 [ ] 15001 – 30000
[ ] 30001 – 50000 [ ] More than 50000

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