The document is a project report submitted for a Bachelor of Commerce degree. It discusses a study on consumer buying behavior and satisfaction levels for two-wheelers with reference to Bajaj Auto. The report includes an introduction outlining the objectives and methodology of the study. It also provides background information on Bajaj Auto, including its profile, achievements, and product portfolio. The report will analyze collected data and make recommendations to help Bajaj Auto understand customer preferences and satisfaction.

1. STUDY ON CONSUMER BUYING BEHAVIOR &
SATISFACTION LEVEL OF TWO WHEELER WITH
REFRENCE TO BAJAJ AUTO.
PROJECT REPORT
SUBMITTED TO
UNIVERSITY OF PUNE
FOR THE PARTIAL FULFILLMENT OF THE DEGREE
BACHELOR OF COMMERCE
BY
SUBHADIP.SUNIL.MAITY
B.Y.K (SINNAR) COLLEGE OF COMMERCE, NASHIK-5
T.Y.B.COM. , DIVISION :- H ROLL NO:-731
YEAR: 2011-2012
GUIDED BY
MRS.KALPANA.KAREGAONKAR
1

2. ACKNOWLEDGEMENT
I have pleasure in successful completion of this work titled: Study on consumer buying behavior
& satisfaction level of two wheeler with reference to Bajaj auto ltd.
The special environment at B.Y.K College of Commerce, Nasik that always support educational
activities, facilitated my work on this project.
I acknowledgement the support and encouragement, extended for this study by Principal
Dr. Dhanesh Kalal.
I greatly appreciate the motivation and understanding extended for the project work, by
Ashok. Hemrajani (Manager) and the staff of the surveyed business unit, who, responded
promptly and enthusiastically to my requests for frank comments despite their
congested schedules. I am indebted to all of them, who did their best to bring improvement
through their suggestions.
I am very much thankful to Mrs. Kalpana. karegaonkar for his/her encouragement and guidance
for this project work. It would not have been possible for me to complete this work without
his/her suggestions on every part of this work.
I acknowledge the authors, whose works gave me insight and information related to this subject.
I am thankful to library staff and administrative staff of the B.Y.K College who, directly, or
indirectly, have all been helpful in one way or another.
I thank my father and mother who encouraged me to extend my reach with their help and
support,
I have been able to complete this work.
Signature
(Name of the student)
Date:-
2

3. INDEX
1. Introduction
1.1 Need And Importance Of Project Work.
1.2 Objectives Of Project Work
1.3 Methodology
2. Bajaj Auto Profile
2.1 Achievements
3. Product Profile
4. Theory
5. Data Analysis And Interpretation
6. Findings And Recommendation
7. Conclusion
7.1 Based On Work
7.2 Based On Learning Benefits
Annexure
Questionnare
Other literature to be attached
Bibliography
Executive Summary
3

4. INTRODUCTION
4

5. NEED AND IMPORTANCE OF PROJECT WORK:-
Two Wheeler Auto Mobile¶s Introduction
Throughout the centuries man has striven to expand his capabilities through the use
of machine. His ever inventive mind has constantly devised ways to use tool to
increase his abilities to explore the world around him. To go faster, deeper, higher
and further than before was it. Coupled with his need to find new thrills, new
adventures and new modes of transportation, the invention refinement of the
motorcycle seems an inevitable outcome.
It would seem that Michelangelo conceived of the bicycle as early 14th century.
And his drawing shows a remarkable resemblance to he modern day bike. It had
wheels of similar size and even pedals and chain. Albeit made without any
apparent means of steering. Through never built, it was a remarkably clever design,
and early bicycle makers would have done well to study his concepts, there have,
in fact been 4 machines built based on his drawing, attesting to the viability of his
design. In 1885 the Daimler, Europe this is consider by many as the first true
motorcycle or motor bicycle, as it was the first to employ an internal combustion
engine and was designed from the ground up to be motor powered. Designed by
gottlibe Daimler it was powered by an Otto cycle engine producing about ½ horse
powers. Note this design again employed wooden wheels and Daimler dropped the
twist grip controls from his 1877 design in favor of leavers on the frame. In 1898
orient-Aster, USA the American made production motorcycle was this entry built
by the Metz Company, in Waltham, mass, it used an aster engine that was a French
copy of the Metz Company, in Waltham, mass.
Introduction of India Two wheeler¶s Company
Bikes or two wheelers in India cater to various needs of the consumers. With the
choice of the Indians improving from bicycles to two wheelers, the Indian two-
wheeler market has seen a significant growth over the years. Now owing a bike has
become a must for most Indians. Even if people own a car they prefer to have a
bike as it is very economical and fuel efficient.
5

6. With the growth in the economy the demand for two wheelers is increasing over
the years. It is one of the most dynamic industries today and with the increasing
competition companies are bringing in new products with sophisticated
technologies and innovative features to capture a major pie of the Indian market
and itµs the consumer who is benefited from it..
With the availability of reduced consumer loans and high disposable income the
Indian two-wheeler industry has perceived an exceptional growth over the past few
years thereby making India the second largest market for two wheelers in the world
only after China.
The motorcycle has now become one most popular mode of transportation among
the Indian middle class families because of it is cost effective, economical and easy
to navigate through the traffic.
Moreover, the people have started preferring bikes instead of scooters and mopeds
and today bikes form a major part of the Indian two wheelers. Indian companies
are one of the largest two wheeler manufacturers in the world. The number one
bike manufacturer in the world, Bajaj auto is in close competition with the Indian
manufacturer Bajaj India.
The motorcycle industry in India has witnessed a tremendous change in the 90µs
with the invention of 4 stroke engine which makes the bikes more fuel efficient.
Further companies are trying to bring in more innovations to make the motorcycle
ride more comfortable, safe and user friendly and economical.
In a nut shell the followings factors can be distinguished for the growth of
motorcycle industry in India:
y Easy accessibility to cheap consumer loans
y The increase in the average income of the family.
y The reduction in duties and taxes.
y Convenience with regards to commuting as compared to the public transport
system.
y The first choice among youths and teenagers.
6

7. Introduction of Study
Selling of any product, there is needed to build relationship with customer. For
building a relationship there is need for knowing the customer behavior and how
will be they satisfied?
This project is undertaken to know the customer behavior satisfaction level for
Bajaj auto at Nasik. Also through this project get awareness that which factors
affect on the selling of bike mainly in the rural area. Because the area where
project was undergoing, it is almost rural area and most population income
depends on agriculture or its products.
There were some limitations while doing the project. The data was collected by
personal interviews of the respondents. It was very challenging to fill up the
questionnaire as most of the population comes from rural back ground. As it was
the rural area we were supposed to explain each and every question of the
questionnaire. Also many of them did not show any interest in filling
questionnaires.
This study will help Bajaj auto to know the most popular way by which they are
providing services and quality to the customers and to know various customers
Perceptions.
From the study, we found that, the customers were highly satisfied with the
products and service of Bajaj auto, but there were some complaints regarding after
sales service and staff of Bajaj auto. It was found that Bajaj auto Motorcycle is
having a good brand image in the market.
7

8. Objective of The Study:-
To know consumer behavior for purchase of two wheeler bike.
To identify the factor which influences on consumer decision?
To study whether customers are satisfied regarding the two wheeler.
Identifying possible areas of Improvement.
In todayµs world customer is the key of the success of any business. So, Customer
behavior and its satisfaction level play very key role to sale of the product. Thatµs
why we decide to keep the project title related this key factor called ʊ ´Study on
consumer buying behavior and satisfaction level of two wheeler with refrence
to Bajaj auto.´Main purpose of the study was to know the customer buying
behavior and demand into the minds of customer of Nashik because always
customers say something and does something. At the same time as there are many
companies manufacturing motorcycles, idea about thinking of customer on
whether, what, how, and for whom to purchase the motorcycle.Therefore, research
is required to measure present consumer buying behavior at the purchase of
Bajaj auto bike. so the researcher problem is to identify what are the criteria that
prospective customer takes into consideration before buying the motorcycles. Also
after purchasing are customers being satisfied or not?
8

9. METHODOLOGY
For Preparing The Project And For Gathering Necessary Information Relating To
The Project The Two Important Methods Of Data Collection Are Used, They Are
As Follows:
Primary Data Collection:
1. Distribution Of Questionnaire
2. Interview
3. BAJAJ Auto
4. Shopkeepers Opinion
5. Consumer Panels
Secondary Data Collection
1. Survey
2. Statistics And Graphs
3. Observation
4. Newspapers
5. Magazines
6. Sales Records
7. Accounting Records
8. Internet
9

10. Profile of The Company
10

11. Profile of the Company
BAJAJ AUTO PROFILE
Logo
Founded November 29, 1945 in Pune Maharashtra, INDIA
Headquarters Bajaj Auto Limited Complex
Mumbai-Pune Road
Akurdi, Pune 411 035.
Tel: (020) 27472851(Extn 6063), 27406063
Fax: (020) 27407380
e-mail: investors@bajajauto.co.in
11

12. BAJAJ AUTO HEADQUARTERS
Jamnalal Bajaj, Founder
Rahul Bajaj, Chairman
Key people Mr. Rajiv Bajaj, Managing Director
Sanjiv Bajaj, Executive Director
Industry Automotive
Products Motorcycles, Scooters, Auto rickshaw
Website www.bajajauto.com
12

13. Board of Directors:
Name of the Directors Designation
Rahul Bajaj Chairman Vice President (Insurance, BFSL)
Madhur Bajaj Vice Chairman
Rajiv Bajaj Managing Director
SanjivBajaj Executive Director
Eric Vas President (New Projects)
Abraham Joseph President (Research Development)
Pradeep Shrivastava President (Engineering)
S Sridhar CEO (2WH)
R C Maheshwari CEO (Commercial Vehicles)
Rakesh Sharma CEO (International Business)
C P Tripathi Vice President (Corporate)
N H Hingorani Vice President (Commercial)
Kevin P D'sa Vice President (Finance)
V S Raghavan CEO (Operations, BHIL)
S Ravikumar Vice President (Business Development)
K Srinivas President (Human Resources)
Ranjit Gupta President (Insurance, BFSL)
J. Sridhar Company Secretary
13

14. Achievements
y November 29 Bajaj Auto comes into existence as M/s Bachraj Trading
Corporation Private Limited.
y 1948 Sales in India commence by importing two- and three-wheelers.
y 1959 Bajaj Auto obtains licence from the Government of India to
manufacture two- and three-wheelers.
y 1960 Bajaj Auto becomes a public limited company. Bhoomi Poojan of
Akurdi Plant.
y 1970 Bajaj Auto rolls out its 100,000th vehicle.
y 1971 The three-wheeler goods carrier is introduced.
y 1972 The Bajaj Chetak is introduced.
y 1975 BAL Maharashtra Scooters Ltd. joint venture.
y 1976 The Bajaj Super is introduced.
y 1977 The Rear Engine Autorickshaw is introduced. Bajaj Auto achieves
production and sales of 100,000 vehicles in a single financial year.
y 1981 The Bajaj M-50 is introduced.
January 19 Foundation stone laid for the new Plant at Waluj,
Aurangabad.
November 5 The Waluj plant inaugurated by the erstwhile President of
India, Shri Giani Zail Singh.
Production commences at Waluj, Aurangabad in a record time of 16
months.
y 1986 The Bajaj M-80 and the Kawasaki Bajaj KB100 motorcycles are
introduced.
500,000 vehicles produced and sold in a single financial year.
y 1990 The Bajaj Sunny is introduced.
y 1991 The Kawasaki Bajaj 4S Champion is introduced.
y 1994 The Bajaj Classic is introduced.
14

15. November 29 Bajaj Auto is 50. Agreements signed with Kubota of Japan
for the development of diesel engines for three-wheelers and with
Tokyo RD for ungeared Scooter and moped development. The Bajaj
Super Excel is introduced while Bajaj celebrates its ten millionth vehicle.
One million vehicles were produced and sold in this financial year.
y 1997 The Kawasaki Bajaj Boxer and the RE diesel Autorickshaw are
introduced.
y 1998 Production commences at Chakan plant. June Kawasaki Bajaj
Caliber rolls out of Waluj. July Legend, India's first four-stroke scooter
rolls out of Akurdi. October Spirit launched.
y 1999 Caliber motorcycle notches up 100,000 sales in record time of 12
months.
y 2000 The Bajaj Saffire is introduced.
y 2001 November Bajaj Auto launches its latest offering in the premium
bike segment 'Pulsar'. January The Eliminator is launched.
y 2003 October Bajaj Pulsar DTS-i is launched. October 107,115
Motorcycles sold in a month. July Bajaj Wind 125,The World Bike, is
launched in India. February Bajaj Auto launched its Caliber115
Hoodibabaa! in the executive motorcycle segment.
y 2004 October Bajaj Discover DTS-i launched August New Bajaj Chetak 4
stroke with Wonder Gear launched May Bajaj CT100 Launched January
Bajaj unveils new brand identity, dons new symbol, logo and brandline
y 2005 December Bajaj Discover launched June Bajaj Avenger DTS-i
launched February Bajaj Wave DTS-i launched
y 2006 April Bajaj Platina launched
y 2007 December RE GDi autorickshaw launched September Bajaj XCD
125 DTS-Si launched August DTS-Si engine launched July Revamping of
Organisational structure June Bajaj Pulsar 220 DTS-Fi launched April
New Bajaj Auto Plant at Pantnagar, Uttarakhand February 200 cc Pulsar
DTS-i launched January Bajaj Kristal DTS-i launched
y 2008 September Bajaj Platina 125 DTS-Si launched August Bajaj XCD
125 DTS-Si is largest selling 125cc motorcycle July Bajaj Discover 135
DTS-i Upgrade Launched. June Bajaj Pulsar 220 bags IMOTY award
15

16. Product Profile
16

17. Product of BAJAJ AUTO :-
Market share of Bajaj auto Motorcycle:-
Motorcycle:
17

18. THEORY
18

19. The Company
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. The group's flagship company, Bajaj Auto, is ranked as the world's fourth
largest two- and three- wheeler manufacturer and the Bajaj brand is well-known
across several countries in Latin America, Africa, Middle East, South and South
East Asia. Founded in 1926, at the height of India's movement for independence
from the British, the group has an illustrious history. The integrity, dedication,
resourcefulness and determination to succeed which are characteristic of the group
today, are often traced back to its birth during those days of relentless devotion to a
common cause. Jamnalal Bajaj, founder of the group, was a close confidant and
disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This
close relationship and his deep involvement in the independence movement did not
leave Jamnalal Bajaj with much time to spend on his newly launched business
venture.
Founded in 1926, at the height of India's movement for independence from the
British, the group has an illustrious history. The integrity, dedication,
resourcefulness and determination to succeed which are characteristic of the group
today, are often traced back to its birth during those days of relentless devotion to a
common cause. Jamnalal Bajaj, founder of the group, was a close confidant and
disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son.This
close relationship and his deep involvement in the independence movement did not
leave Jamnalal Bajaj with much time to spend on his newly launched business
venture.
His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He
too was close to Gandhiji and it was only after Independence in 1947, that he was
able to give his full attention to the business. Kamalnayan Bajaj not only
consolidated the group, but also diversified into various manufacturing activities.
The present Chairman of the group, Rahul Bajaj, took charge of the business in
1965. Under his leadership, the turnover of the Bajaj Auto the flagship company
has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million),its product
portfolio has expanded from one to and the brand has found a global market. He is
19

20. one of India's most distinguished business leaders and internationally respected for
his business acumen and entrepreneurial spirit.
His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He
too was close to Gandhiji and it was only after Independence in 1947, that he was
able to give his full attention to the business. Kamalnayan Bajaj not only
consolidated the group, but also diversified into various manufacturing activities.
The present Chairman of the group, Rahul Bajaj, took charge of the business in
1965. Under his leadership, the turnover of the Bajaj Auto the flagship company
has gone up from INR.72 million to INR. 120 billion, its product portfolio has
expanded and the brand has found a global market. He is one of India¶s most
distinguished business leaders and internationally respected for his business
acumen and entrepreneurial spirit.
20

21. Dealer profile
Mr. Pradip. Wasan and Mr.Vijay. Wasan have started journey with Bajaj auto
ltd. on 1960 as starting workshop service station of New Agra Road, Nashik.
After achieving some milestone in the company they are appointed as an
authorized dealer of New Agra Road, Nashik. Bajaj auto was established in
Pune (Akrudi). In years Bajaj auto achieve many remarkable milestone and being
one of
the leading dealer behalf of Bajaj auto has given 4s (Sales, Service, Spares
Safety) facilities to the Wasan and son.
Bajaj auto at nashik
21

22. Service center of Bajaj auto
22

23. Value of Bajaj auto:
Trust
Satisfaction
Passion
VISION
To make Bajaj Auto the dominant for best service provider dealer built on trust
by all class people. This we hope to achieve by:
Understanding the needs of customers and offering them superior products
and service
Leveraging technology to service customers quickly, efficiently and
conveniently
Providing an enabling environment to faster growth and learning for our
employees
And above all, building transparency in all our dealings.
MISSION
Understanding the needs of customers and offering them superior products
and service
Building long lasting relationships with their customers Bajaj auto.
Providing an enabling environment to faster growth and learning for their
employees
DEALER¶S ARD SERVICE STATIION
There Are 1Dealer Showroom, 1 Main Service station Workshop, 3 ARD
(Authorized Representative of Dealer).Which details are given bellow
TYPE NAME ADDRESS
DEALER SHOWROOM Bajaj Probiking Shop No :1, Rushiraj
Heights, , Mahatma
Nagar,
422007
SERVICE WASAN SONS GURU NANAK HOUSE
STATIONWORKSHOP , NEW AGRA ROAD
422002
23

24. DEALER¶S ORGANIZATION STRUCTURE
OWNER
SHOW ROOM SERVICE STATION
WORK
SALES GODOWN ACCOUNT MANAGER
MANAGER INCHARGE MANAGER
FLOOR LINE FRONT LINE PARTS
MECHANICS P.D.I
SUP. SUP. MANAGER
INCHARGE
HELPER WASHER BOY
DELIVERY BOY HOUSE
KEEPING
MECHANICS
SALES/FILE PASSPORT
D EXE. EXE.
CASHIER BILL /BOOKING PASSPORT SERVICE
EXE. EXE. ADVISOR
SAFETY SERVICE R.T.O /
FINANCE EXE.
ADVISOR ADVISOR INSURANCE
24

25. E-R Diagram:
25

26. E-R diagram shows the process from inquiry of customers to delivery of bike or any services. It
shows the relation between entities.
(Secondary data collection from RTO and data is related to Nashik ciy)
26

27. CUSTOMER BEHVIOUR
The main aim of marketing is meet and satisfy target customers need and wants
buyer behavior refers to the peoples or organization conduct activities and together
with the impact of various influence on them towards making decision on purchase
of product and service in a market.
The field of consumer behavior studies how individuals, groups and organization
select, buy, use and despise of goods, service, ideas, or experience to satisfy their
needs and desires understanding consumer behavior and knowing customer are
never simple.
The wealth of products and service produced in a country make our economy
strong. The behavior of human being during the purchase is being termed
asʊBuyer Behaviorԡ. Customer says one thing but do another. They may not be in
touch with their deeper motivations.
They are responding to influences that change their mind at the last minute. A
buyer makes take a decision whether save or spend the money.
Definition of Buyer Behavior:-
Buyer behavior is ʊall psychological, Social and physical behaviors of potential
customers as they become aware of evaluate, purchase, consume and tell others
about product service.
Customer buying Decision Process
There are following five stages in consumer buying decision process.
1. Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The need
27

28. can be triggered by internal or external stimuli. Marketers need to identify the
circumstances that trigger a particular need. By gathering information from a
number of consumers, Marketers can identify the most frequent stimuli that spark
an interest in a product category. They can then develop marketing strategies that
trigger consumer interest.
2. Information Search:-
The consumer tries to collect information regarding various products/service.
Through gathering information, the consumer learns about completing brands and
their features. Information may be collected form magazines, catalogues, retailers,
friends, family members, business association, commercial, chamber of commerce,
telephone directory, trade fair etc. Marketers should find out the source of
information and their relative degree of importance to the consumes.
Personal Sources: Family, friends, neighbor, as quittances.
Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.
3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
28

29. The marketer must know which criteria the consumer will use in the purchase
decision.
4. Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the solution. It may
be to buy or not to buy. If the decision is to buy. The other additional decisions are:
Which types of bike he must buy?
From whom do you buy a bike?
How the payment to be made? And so on.
The marketer up to this stage has tried every means to influence the purchase
behavior, but the choice is properly consumers. In the evaluation stage the
consumer forms preferences among the brands in the choice set. The consumer
may also form an intention to but the most preferred brand.
5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same level of
product. The Marketerµs job not end when the product is buying must monitor
post-purchase satisfaction, post-purchase action, post -purchase use and disposal
Post Purchase Satisfaction:-
The customer, satisfaction is a function Of closeness between the buyer,
expectation and the products Perceiver performance. The larger the gap
between expectation and performance, the
greater the consumer dissatisfaction.
Post purchase Action:-
29

30. The Consumer, satisfaction or dissatisfaction with the product influence
subsequent behavior. If the consumer satisfied, he or she will exhibit a
higher probability of purchasing the product again. Dissatisfaction consumer
may abandon and return the product.
Post-Purchase Use or Disposal:-
The marketer should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying.
If the consumer throws the product away, the marketer needs to know how they
dispose of it; especially it can be hurt the environment.
Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as follow:-
(1) It consists of mental and physical activities which consumers undertake to get
goods and services and obtain satisfaction from them.
(2) It includes both observable activities such as walking through the market to
examine merchandise and making a purchase and mental activities-such as forming
attituzes, perceiving advertising material, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and dynamic to constantly changing.
And therefore, management need to adjust with the change otherwise market may
be lot.
(4) The individuals specific behaviors in the market place is affected by internal
factor, such as need, motives, perception, and attitudes, as well as by external of
environmental influences such as the family social groups, culture, economics and
business influences.
30

31. Stimulus - Response model for buyer behavior:
31

32. Research design
A research design is the detailed blue print used to guide a research study towards its objectives.
It helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards buying of bike. The study
also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes
the study a descriptive one.
Type of Research
The study undertaken is of ʊDescriptive Researchԡ in nature.
Nature of Research
The study is ʊquantitativeԡ in nature.
It is structured, standardized, question based interview.
Sources of Data
Secondary Source
In this study the secondary data is collected from the following sources.
1. Companyµs website
2. Reports of Company
3. Discussion with marketing and sales staff
4. Books on Marketing and Research methodology
Primary Source
The Primary source of collecting data for research is:
Questionnaire filled by the customers of Supreme Auto.
32

33. Primary Data of Collection
Research Technique
In this study the ʊsurvey methodԡ is used as a research technique. This method helps to obtain
right information from respondents.
Contact Method
In this study ʊPersonal Exit interviewԡ it is taken as a tool for the contact method. In which the
personal interview is conducted with customers of Westside.
Sampling plan
Sampling is a process of obtaining. The information about the entire population by examine a
part of it .The effectiveness of the research depends on the sample size selected for the survey
purpose.
The survey was conducted in nashik city:-
Sampling Unit:-
33

34. It means ʊWho is to be surveyedԡ. Here target population is decided and it is who are interested
to purchase ʊBikeԡ and sampling frame is developed so that everyone in the target population
has known chance of being sampled. So the survey is conducted particularly in Nashik city.
Sample size:-
For the purpose of proper survey, there is need of perfect research instruments to find out sample
size for more accurate result about buying behavior of bike. The sample size is 100 respondents.
Sample Element
The sample element of research is customer of Supreme Auto.
Sample Extent
The sample extent is limited to Nashik city.
Sample Duration
The sample duration between June 2009 and July 2009
Sampling Procedure
The sampling procedure followed is convenience.
Research Instrument
In this study the research instrument is ʊQuestionnaireԡ. It consists of set of question presented
to respondents.
The questionnaire is structured combinations of various close and open ended questions.
Close ended question already have the possible answers and the open ended question allow the
respondents to answer in their own word.
34

35. Data Analysis and Interpretation
35

36. 1. AGE WISE CLASSIFICTION
Data:
Age (in year) No. of respondents Percentage (%)
18-20 30 30
21-25 37 37
26-30 15 15
31-35 06 06
36-40 07 07
41 above 05 05
Total 100 100
Analysis:
AGE WISE CLASSIFICTION
7.7 5.5
30.3
6.6
18-20
21-25
26-30
31-35
36-40
41 above
15.15
37.37
Interpretation:
Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in
age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come
in 36- 40 and 41above.
36

37. 2. OCCUPATION WISE CLASSIFICATION
Occupation No. of respondents Percentage (%)
Agriculture 47 47
Student 30 30
Business 12 12
Serviceman 08 08
Others 03 03
Total 100 100
Analysis:
OCCUPATION WISE CLASSIFICATION
No. of respondents percentage (%)
47 47
30 30
12 12
8 8
3 3
Agriculture Student Business Serviceman Others
Interpretation: Above Chart Shows that 47 respondent are belonging Agriculture
occupation out of 100 and 30 are the students. 12 respondents are businessman.
37

38. 3. Income wise clacification
Income Level No. of respondents Percentage (%)
Less -5000 54 54
5000-10,000 25 25
10,000-15,000 11 11
15,000-20,000 07 07
20,000 Above 03 03
Total 100 100
Income wise clacification
7.7 3.3
11.11
less-5000
5000 -10000
10,000-15,000
15,000-20,000
54.54
20,000 Above
25.25
Interpretation:
Above graph shows that 54% of respondents are income in =5000 income level,
Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000-
15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of
income level
38

39. 4. SOURCES OF FINANCE
Data:
Sources of By cash By loan Total
Finance
Agriculture 31 16 47
Student 11 17 30
Business 10 2 12
Profession 3 5 8
Others 1 2 3
Total 46 54 100
Analysis:
50
45
40
35
30 Agriculture
Student
25
Business
20
Profession
15
Others
10
5
0
By cash By loan Total
Interpretation:
Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase
Hero Honda Bike by Cash.
39

40. 5. MEDIUM OF SOURCES
Data:
Sources No. of respondents Percentage (%)
News Paper 12 12
T.V.Advertisement 14 14
Friends 26 26
Others 48 48
Total 100 100
Sales
12
48
14
News Paper
T.V.Advertisement
Friends
Others
26
Interpretation:
Above graph shows that 48 % respondents are come to know from the Ĵotherµ. Then 26 %
respondents are come to know from the Ĵfriendsµ. 14 % 12 % respondents are come to know
from
the T.V.Advertisement news paper.
40

41. Findings And Recommendation
41

42. Findings
In current market scenario, respondents give maximum no. of weight age to
price then after they consider mileage and colors respectively.
The study shows that more no. of respondents have connected as sources of
income from agriculture.
The study shows that 51 respondents are already user of Bajaj
motorcycle. So Bajaj auto is popular automobile company in study region.
The study show that 48 respondents are come to know from ʊothersԡ and 26
respondents are come to know from ʊfriendsԡ about Bajaj auto.
The study shows that 55 respondents are purchase Bajaj auto bike by Loan
and 45 respondents are purchase Bajaj auto bike by cash.
The study shows that 31 respondents are give more points to mileage.
The study shows that 46 respondentsµ father take a decision to purchase bike
And 42 respondents take a self decision to purchase bike.
The study shows that 30 respondents are give rank to availability of show
rooms and 35 respondents are give rank to service.
The study shows that 43 respondents are giving excellent to festival offer and
41 respondents are give poor rank to the anniversary offer.
42

43. Summary And Conclusion
43

44. Conclusion based on work:
The Project Work Has Helped In Different Aspects. Each of which is stated below
1. Provided Complete Information Of Bajaj Auto Company
2. Explained The Concepts Of Marketing In Detail.
3. Provided A Full Length Marketing Strategy Of Bajaj
4. Displayed All Tabular Information Of Bajaj Sales And Profits In Graphical
Form
5. Provided With Findings And Recommendations
Conclusion Based On Learning Benefits
Project work is a unique opportunity in gaining practical knowledge. B.Y.K
College of commerce provides this opportunity to its students.This projectwork has
helped me personally, it has helped me in confidence building through which now I
can communicate to any corporate staff.
Project work has its own learning benefits, I have learned many aspects while
completing the project, like communicating at corporate places, gathering
information from various sources.
Project work has proved to be a significant experience in my college tenure. In
future it will help me while getting a job as it contributes as an important
weightage in my resume.
This project work has enhanced many of my personal skills like communication
skills, corporate manners and etiquettes, writing skills and grammar
44

45. ANNEXURE
45

46. Questionnaire
yCUSTOMER PERSONAL INFORMATION:-
A. Name: - ___________________________________________
B. Address:-___________________________________________
___________________________________________
___________________________________________
C. Contact No.:-__________________________________________
D. Gender: Male / Female
E. Age (in year):-
18 to 20 ( ) 21 to 25 ( )
26 to 30 ( ) 31 to 35 ( )
36 to 40 ( ) 41 above ( )
F. Occupation:-
Agriculture ( ) Businessman ( )
Students ( ) Professional ( )
Others ( )
G. monthly income:-
Less - 5000 ( ) 5000-10,000 ( )
10,000-15,000 ( ) 15,000-20,000 ( )
20,000 Above ( )
H. What is your level of satisfaction towards Bajaj motorcycle?
a.0-25% ( ) b.25-50% ( )
c.50-75% ( ) d.75-100% ( )
46

47. I. How do you feel when you ride your Bajaj motorcycle?
a. Excited ( ) b. Playful ( )
c. Happy ( ) d. Boring ( )
e. Uncomfortable ( )
J. What new /innovation would you like to see in Bajaj Pulsar
motorcycle?
____________________________________________________
_________
K. Do you own a motorcycle?
a. Yes ( ) b. No ( )
L. Overall, how would you rate Bajaj Auto?
a. Excellent ( ) b. Good ( )
c. Neither good Nor Bad ( ) d. Bad ( )
e. Very Bad ( )
M. Are you aware of giving free service of your motorcycle to
the Showroom?
a.Yes ( ) b. No ( )
N. Which motorcycle of Bajaj Auto do you own?
__________________________________________
O. What was the source of information for the purchase of Bajaj
Pulsar motorcycle?
a. Family ( ) b. Friends ( )
c. Media ( ) d. Mechanics ( )
47

48. e. Dealers ( )
f. Others ( )__________(Please Specify)
P. Are you satisfied of giving your motorcycle for free service
from the showroom?
a. Yes ( ) b. No ( )
Q. Give your suggestion if any:
__________________________________________________________
__________________________________________________________
_____________________________________
Sign.___________________
Date.___________________
48

49. BIBLIOGRAPHY
Bajaj auto, Wasan and sons
GURU NANAK HOUSE ,
NEW AGRA ROAD
422002
Website Name:
www.bajajauto.com
www.google.com
49

50. Executive Summary
50

51. The present is the era of customers. Customers are more knowledgeable than ever
before because the customer is more knowledgeable companies must be faster,
more agile and more creative than few years ago. So companies should strive to
enhance customer satisfaction through knowing their expectations regarding
products.
It can be concluded on the basis that market research must be used to find out
whether customer͛s expectation are being met by current products or services.
Consumer perception is based on the images consumers have of the organization
and its products, this can be based; on value for money, product quality , fashion
and products reliability. This is anticipating future trends and forecasting for future
sales. This is vital to any organisation if they wish to keep their entire current
market share and develop more. Generating income or profit principle clearly
states that the need of the organization is to be profitable enough to generate
income or growth and satisfying the customer is a big part of a companies plans
they also need to take into account their own needs.
For making satisfactory progress an organisation need to make sure that their
product is developing along with the market, if a product is developing well, then
income should increase, if not then the marketing strategy should be revised. An
organization should always know what is happening within their designated
market, if it is changing, saturation, technological advances, slowing down or
rapidly growing, being up to date on this is essential for companies to survive.
There are also certain external factors that a company should be very aware of
such as P.E.S.T factors i.e (political, environmental, social, and technological)
And S.W.O.T i.e (strength, weakness, opportunity, and threat). A business must
take into account all these constraints when designing and introducing a marketing
strategy.
It can be concluded that an organization must treat customers as a king in the
market and provide them essential, satisfied and quality products and than the
consumer buying activity will increase and subsequently sales will increase.
51