Consumer behavior towards bajaj pulsar 150 cc

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CHAPTER 1
INTRODUCTION TO PROJECT REPORT
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INTRODUCTION TO PROJECT REPORT
The project report offers details regarding the “Consumer behavior towards Bajaj
pulsar 150cc in Hassan city”.
In the modern world the Motorcycles are playing an important role as a means of
convenient transportation. They are really a benefit to mankind. It is deemed to be the
best means of transportation to be in the city, in fact it has become a fashion to ride
the two wheeler in city, some take it for necessity, someone for prestige or status,
someone for fun and others for transportation from one comes to another.
In this project report an attempt is made to bring out the details regarding
history, development and dynamic growth of automobiles, growth of “Bajaj Auto
Ltd” and competition in present market for two wheelers, attempts have also been
made to provide certain suggestions and conclusions for the improvement and
development of the product.
In this project report an attempt is made to bring out the details regarding history,
development and dynamic growth of automobiles, growth of “Arpita Bajaj” and
Competition in present market for two wheelers, attempts have also been made to
provide certain suggestions and conclusions for the improvement and development of
the product.
PROBLEM STATEMENT:-

Projectskart.com In Indian two wheeler industry,
two wheelers manufacturing sector has played a
very crucial and significant role.
As today’s world is of stiff competition, a firm has to attract the interest of the
customers and provide satisfactory service to them according to their taste and
requirements. They have to know about the changing customer needs and preferences.
A consumer is the king and has the right to choose from a large variety of
offering. He is the central point and all marketing activities revolve around him.
Today’s market is more of a consumer oriented in the sense all the business
operations rotate around the customer satisfaction and service.
Thus, marketing is often dynamic, challenging and rewarding. It can also be
frustrating and even disappointing but never dull. The topic “Consumer behaviour
towards bajaj pulsar 150cc in Hassan city” is chosen to study the consumer
behaviour adopted in Arpita Bajaj, dealers for Bajaj auto Ltd. This project deals
with how bajaj pulsar 150cc defines its consumer behaviour and uses its marketing
tools in the best way to attract and satisfy their needs and wants competitively and
profitably
Marketing management usually represents all managerial efforts and functions to
operate the marketing concept, not only in letters but also in the spirit. Marketing
concept demands customer oriented marketing plans, programs and policies so that
the merchants can assume perfect correlation between demand and supply.
Thus, marketing is a matching process by which a producer provides a marketing
mix i.e., product, price, promotion and physical distribution that meet consumer’s
demand of a target market within the limits of society.
Finding out “CONSUMER BEHAVIOR TOWARDS BAJAJ PULSAR 150 –
CC” is the important statement of the problem in this project.
AIMS AND OBJECTVES:-

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· To know about the Marketing of Pulsar 150cc in India.
· To analyze the customer attitudes towards the two wheelers manufactured by
“Bajaj Auto Ltd”.
· To analyze the promotional activities of Arpita Bajaj, Hassan.
· To analyze the sales performance of Pulsar 150cc by Arpita Bajaj, Hassan.
· To know the market share captured by Bajaj in two wheelers segment.
· To know the competitors of Bajaj two wheelers and their shares in the market.
· To know the technical specification of Pulsar 150cc.
· To analyze any kind of obstacles faced by Arpita Bajaj, Hassan.
SCOPE OF THE STUDY:-
The scope of the study is limited to the “Consumer attitudes
towards Pulsar 150cc in Hassan city” only, out of the total population of the city, 60 are
selected as respondents for the purpose of research study. In selecting the sample, much
care is taken to see that the same selected is works as the representative of the

Projectskart.com various groups of population. The study covers various types of
people such as
business man, professionals, employees, students and they are of the different age
group and different levels.
RESEARCH METHODOLOGY:-
The research conducted is concentrated much on the following information:
· How do customers make a purchase decision?
· What are the various factors affecting the potential customers during the
process of selection?
· Brand awareness in the minds of the customers about the company?
· What are the benefits, improvements required by the customers?
· What is the effect of Bajaj’s Advertising/Promotion Campaign?
· How does the competitor’s influence on the existing customers?
METHODOLOGY:-
Both primary and secondary data have been collected to bring this project
report, primary data have been collected through the personal interview from the
respondents. The survey of the respondents was made on the basis of Random
Sampling Method. Questionnaire had been issued to the respondents to avoid
unnecessary delay and to make filling task easy the questionnaires were prepared in
structural manner.

TECHNIQUES OF DATA COLLECTION:-
A questionnaire is designed to collect data and information from the opinion
survey of the product. It is meant to extract useful information about the various
factors influencing consumer behaviours. Care is taken to arrange the questions in
logical sequence and to form them in a simple and precise manner to enable to collect
authentic and accurate response from the customer.
The data collected through questionnaire are analyzed and interpreted conclusion in a
systematic.
FIELD WORK:-
The field work was conducted in the month of March in the Hassan city. The
interview with respondents with a time span of 5-10 minutes on an average to obtain
the required formation for the structured questionnaire was used.
DATA ANALYSIS TECHNIQUES:-
Tabulation, percentage calculation, bivariate table, ranking, bar diagrams,
pie charts is the techniques to analyze the data collected from the consumers. Graphs
are also drawn and complied.
LIMITATIONS OF THE STUDY:-
As the survey is restricted to Hassan city only, the area is limited that is of the vast
geographical spreading of customers. The sample is supposed to show the view of
total population.
· The respondents selected for the survey is restricted to 60 only because of time
shortage.
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· The time taken for the conduct of survey is very short and so it has become
very difficult to collect more information from large respondents.
· From the study, it is clear that the price of the product is not affordable for all
the classes of people, price is costly for the middle and lower class people.
· It was not possible to collect some confidential matters from the dealers and
the company. It is presumed that the information provided by them is
authentic and this definitely affects the accuracy of the results of the study.

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CHAPTER 2
COMPANY PROFILE
2. INDUSTRY SCENARIO:
2.1 HISTORY OF TWO- WHEELER:
The Encyclopaedia describes a motorcycle as a bicycle or tricycle propelled
by an internal-combustion engine (or, less often, by an electric engine).
The motors on minibikes, scooters, and mopeds, are usually air-cooled and
range from 25 to 250 cubic cm (1.5 to 15 cubic inches) in displacement, the multiple-
cylinder motorcycles have displacements of more than 1,300 cubic cm.

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The automobile was the reply to the 19th-century dream of self-propelling the
horse-drawn carriage. Similarly, the invention of the motorcycle created the self-
propelled bicycle. The first commercial design was a three-wheeler built by Edward
Butler in Great Britain in 1884. This employed a horizontal single-cylinder gasoline
engine mounted between two steer able front wheels and connected by a drive chain
to the rear wheel.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding
small, centrally mounted spark ignition engines. There was then felt the need for
reliable constructions. This led to road trial tests and competition between
manufacturers.
Tourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability
or endurance races. Such were the proving ground for many new ideas from early
two-stroke-cycle designs to supercharged, multivalent engines mounted on
aerodynamic, carbon fiber reinforced bodywork.
The two-wheeler industry today has a significant role in the Indian Economy.
With an annual turnover of Rs. 6,200 crores and a compounded average growth of 10
per -cent in the recent years, it is one if the few industrial sectors in the growth phase
today. The reasons for this are not far to seek. The consumer’s who wants to be
mobile today considers personal transportation as one of his basic needs.
In India, the two-wheeler is used in variety of purposes, particularly in urban areas
communicating to work, visiting people, carrying loads, outdoors jobs like selling and
the like. In rural areas, it enables people to travel more frequently to nearby towns for
their daily needs. In other words, it has also become a valuable support for increasing
productivity and profits, besides helping personal transportation.
The year 1997 was a difficult period for the automobile sector with the
major sector with major player hit by the recession. However, two- wheelers came
through un- scratched with a modest three per cent growth. One of the primary
reasons for this has been the robust growth of the rural market. A series of good
monsoons and high prices for agricultural commodities have increased the purchasing

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power of rural customers. Today, the rural market of over six lakhs Indian villages
contributes 35 percent to total two wheeler sales.
2.2 THE TWO-WHEELER INDUSTRY BASICALLY COMPRISES
OF:
2.2.1 MOTOR CYCLES: The motorcycles segment grew by 28% in terms of
sales in 1995, which is remarkable by all standards.
In the 1980’s the only available motorcycles in the Indian market were the
conventional indigenously build Rajdoot, Bullet and Yezdi. This changed drastically
when Japanese introduced their motorcycle in Indian market. The superior styling and
better ergonomics led to increase in the market share.
2.2.2 SCOOTERS: In 94 - 95 the scooter segment accounted for 46 - 80% of two
wheeler industries crossed the one million mark. As such the scooters segment has
grown by 34% - 37%, which is one of the segment achievements of industry.
The most important contribution to the segment is Baja Auto with an installed
capacity of 12.72-lakh scooters per annum. In fact the company is the largest
manufacture of two-wheeler in the country and fourth largest in world. Other
Companies, which involve in manufacturing scooter, are LML with a capacity
of 20,000 scooter per annum and Kinetic Honda.

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In both the companies (LML Limited and Kinetic Honda) foreign partners
enjoyed a majority stake.
2.2.3 MOPEDS: In 1972 Indian customers was introduced to the models of two-
wheeler, which was popularly known as Mopeds. The segment was dominated by
Luna, which become virtually to generic name for mopeds and come to be identified
with lower middles class people of the country because it was the cheapest available
two wheeler with maximum offered mopeds are for this smallest chunk in the
Industry.
However this segment has failed to grow especially compared to Motorcycles
and Scooters. During the 1980,s mopeds are quite popular in first half of the 1980’s,
the scooters showed a phenomenal growth of 65% during 1980 – 85. During 1994
mopeds registered a growth of just 13% Kinetic Engineering is one of the leading
producers of mopeds in India.
A major part of growth on the two wheeler industry has come from
Motorcycles especially the Indo – Japanese 100 CC motorcycles which are considered
fuel efficient, reliable and suited for rough roads. Scooterettes are also growing at a
fast pace and are being increasingly perceived as a better option providing
convenience and modern style, by urban customers. In this category, TVS Scooty
holds a dominant market share
2.3 PROMISING FUTURE:
The future outlook for the industry looks promising. Rising income levels in
both urban and rural markets will ensure a rising market for the two-wheeler,
considered a basic need.
Most of the leading players such as TVS, Hero Honda and Bajaj Auto gearing up
to strengthen their presence in this segment with a range of new products that will address
the needs of specific consumer demand. Today customer preferences are driving the
industry. Reliability, modern styling and economy are demanded by the mass segment
while convenience the important features for the emerging segment the power and
pleasure of riding a two wheeler as well. The manufacturers are responding

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to these customers needs with the introduction of new models and modifying existing
models.
The next few years will see a flood of new vehicles from various
manufactures. These vehicles will only have not only have to improved aesthetics and
comfort but also be environmental friendly.
The motorcycle segment will also see many new models introductions from
TVS, Hero Honda, Bajaj and escorts. The market will see higher capacity vehicles in
the 125 CC to 175 cc range compared to the predominantly 100 CC motorcycles sold
now. The two-wheeler industry is geared up and going full steam ahead into the next
century.
1990 – 91

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CHANGING PROFILE OF TWO
WHEELRS INDUSRTY
26%
50% Scooters
Mopeds
24%
Motorcycles
1997 – 98
37% 39%
Scooters
Mopeds
Motorcycles
20%

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COMPANY PROFILE
AN EYE SIGHT ON BAJAJ AUTO LIMITED
2.4 COMPANY PROFILE

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INTRODUCTION:-
The Bajaj group came into existence during the turmoil and the heady
explore of Indian’s freedoms struggle. Jamanlal Bajaj, founder of the Bajaj group, was
a confident and disciple of Mahatma Gandhiji and was deeply involved in the effort
for freedom. The integrity, dedication, resourcefulness and determination to succeed
which are characteristic of the company today, are often traced back to its birth during
those long days of relentless devotion to a common cause.
Kamalnayan, the eldest son of Jamanlal Bajaj, succeeded his father in 1942,
at the age of twenty seven. Putting the nation before business, be devoted himself to
the latter only after India achieved independence in 1947. But when he did so, he put
his heart and soul into it. Within a short while, he not only consolidated the group, but
also diversified into various manufacturing activities, elevating the group to the status
it enjoys till this day.
Rahul Bajaj heads the group. He has been the chairman of Bajaj since
1968is recognized as one of the most outstanding business leaders in India. As
dynamic and ambitions as his illustrious predecessors, he has been recognized for his
achievements at various national and international forums.
Bajaj is currently India’s largest two and three wheeler manufacturer and one of the
biggest in the world. Bajaj has the long left behind its annual turnover of Rs. 72 million
(1968), to currently register an impressive figure of Rs 42.16 billion (US$ 936 million).
CONSUMER AWARENESS ENRICHMENT TIPS:-
To keep your vehicle up to date, few maintenance tips are as follows,
 Pre delivery checks.
 Tips on using a new vehicle.

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 Washing tips.
Page 16

 Ideal maintenance schedule.
 Daily checks.
 Free service checks.
 Regular service checks.
 Pollution control.
PRE DELIVERY CHECKS:-
Following are the general guidelines you should follow
While selecting a vehicle.
 Check for smooth operation of fuel coak lever and accelerator.
 Check engine idling and get it adjusted.
 Check gear shifting and clutch lever for proper.
 Adjustment and Working.
 Check whether switches, speedometer and fuel meter
 Operations for satisfactory working.
 Check steering cum ignition lock and other locks e.g.
 Luggage box, toolbox etc for proper working.
 Check front and rear brakes for effective working.
 Test drives the vehicle; see if any past is making an unwanted noise.
TIPS ON USING A NEW VEHICLE:-
 Do not cross the 40 Kmph limit (up to 500Km) to Kmph (up to 200 Km)
 Do not race the engine too much.
 Do not start moving or racing the engine immediately after starting.
Keep the engine during a few minutes to let the flow to all the engine parts.
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 Do not run the engine at constant speed for a long
time. Vary the speed from time to time.
 Follow the specific instructions given in owner’s manual it dry with a
Clean cloth.
 Dry the vehicle and oil it.
FREE SERVICE CHECKS:-
 Ensure that you get the following checks done in your free service.
 Oil change – The oil level should be between the maximum and
Minimum level
 Air filters cleaning.
 Spark plug cleaning and setting.
 Fuel filters cleaning.
 Engine, silencer decarburization
 Tightening and adjustments of all major bolts / nuts,
Control cables.
POLLUTION CONTROL:-
Important tips to keep the emission low.
 Keep the sparkplug clean and maintain specified
gap Between electrodes.
 Keep the air filter clean.
 Get the carburettor tuned at an authorized service centre.

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 Avoid use of excess oil in fuel.
 Avoid use of adulterated fuel.
 Check the emission level once in 3 months and get the
Engine tuned if it is above the prescribed limit.
 Use the correct percentage of 2T oil.
NON USE MAINTENANCE:-
 Keep the vehicle thoroughly.
 Empty the fuel tank.
 Start the Engine, consume the fuel inside the carburettor.
 Inflate tyre to specified pressure, support the vehicle
Such that both the tyres are not loaded.
 Grease all unpainted parts.
 Cover the vehicle properly.
 If the vehicle is fitted with battery, remove it from
Vehicle and subject it to bench charging, every fortnight.
2.5 THE CONSOLIDATED FINANCIAL RESULTS INCLUDE
THE RESULTS OF THE FOLLOWING COMPANIES
Name of the % Share holding Segment Consolidated as
company and voting power
of Bajaj Auto Ltd
and subsidiaries

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A) Bajaj Auto 100 % Investment Subsidiary
Holdings Ltd
B) Bajaj Allianz 74 % Insurance Life Joint venture
General Insurance
Company Ltd
C) Allianz Bajaj 74 % Insurance Life Joint venture
Life Insurance
Company Ltd
D) Maharashtra 24 % Automotive and Joint venture
Scooters Ltd Investments
E) Bajaj Auto 46.15 % Hire purchase and Associate
Finance Ltd financing
2.6 A REVIEW ON THE ANNUAL SALES OF TWO AND THREE
WHEELERS IN 2008-09
Bajaj Auto records a sale of 140,117 units of two and three wheelers in March 09.
MOTORCYCLES SALES:-
A total of 74,031 motorcycles were sold during March 08, as against a sale of
69,924 units in March 2009 a growth rate of 5.9%.
April 1, 2003: This growth has been achieved despite very tough market
conditions triggered by war, petrol price bikes, VAT related confusions etc.

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Such growth was enable by the strong product line up of the company-entry
level CT 100 BYK, the new Pulsar 150cc of take of 10,754 units, Initial customer
feedback is encouraging and company plans to produce over 30000 units during April
09.
THREE WHEELERS:-
Demand for 3 wheelers, has been strong and over 16000 3 wheelers have been
sold in March, 09.
Commercial production of GC 1000-new one ton goods carrier powered by
high performance Kubota Diesel Engine has commenced a Waluj plant. Company
expects to produce over 500 units of this model in April 09.
2.7 EXPORTS GROWTH:-
Exports growth continues in March. Exports performance continues to be
strong, with 7,119 two and three wheelers exported during the month, a growth of
53.8% over 4,628 units exported in Mar, 09.
Export performance during the month would have comfortably crossed
11000 units, but for the Mumbai customers House Agents strike for a few days which
bampered shipping of goods. As of 31st
March over 4200 units awaiting shipping in
Mumbai port.
Fiscal Year 08-09 volumes total sales of 2 and 3 wheelers for 08-09 are
14,42,760 units recording a growth rate of 6.2% over last year.

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Motorcycles sales are 868,089 units against 656,018 units sold during 08-09
recording a healthy growth rate of 32.3%. Despite intense competition, in this all
important segment, for the 3rd
consecutive year, company has recorded market share
improvement, which for 08-09 stood at 23%.
Exports have been another high point of the year 94, 133 units have been
exported-highest ever by the company and a whopping 112.4% growth over
corresponding numbers of 44,311 units exported during the previous fiscal.
Fiscal year 08-09 outlook based on product strength in critical motorcycle
segment which is expected to contribute over 80% of 2 wheeler sales, company is
bullish for the forth coming year. Discover and CT 100 have redefined be respective
sub-segments and Pulsar 180 with its best in class performance and fuel efficiency, is
making inroads in the Executive segment.
Given the current uncertainties explained earlier, 08-09 is projected to be a
difficult year. Despite this general back drop, based on its products, positioning and
exports, company expects to sell over 1.6 million units in 08-09, achieving a 10% plus
growth rate.
Following table shows the sales in March 2009 with comparison to
previous year march 2008.
March 09 March 08 Growth
Motorcycles 868.089 656.018 32.3%
Total 2 Wheelers 1.24.043 1.197.922 4.3%
3 Wheelers 193.717 160.684 20.6%
Total 2 & 3 1.442.760 1.358.606 6.2%
Wheelers
Exports out of 94.133 44.311 112.4%
above total 2 & 3

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Wheelers
2.8 BOOK PROFIT OF THE FIRM:-
Reflective of the growing competitive pressure in the two wheeler industry.
Bajaj Auto reported a marginal increase in turnover and net profit for the year ended
Mar 2009. Aided by 6% increase in sales volume, the total income from operations
rose 15% to Rs. 4,895.3 crores.
For the year ended Mar 09 motorcycle sales rose 32% to 8.68 lakh units while 3
wheeler sales 21% to 1.94 lakh units.
However the other two wheeler segment such as scooter and step they saw a net
decline in sales volume. As a result, the total two wheeler sales inched up by 4%
deposit a robust 21% increase in motorcycle sales.
2.9 FINANCIALS:-
The operating profit margin rose to 18.9% from 17.5%. The cost control
measures undertaken by the company along with the increased off take of higher
value products such as Pulsar, CT 100 and 3 Wheeler helped the company to achieve
a higher OPM.
The increase in turnover and profitability helped Bajaj to record a 3.3%
increase in post tax earnings to 5,38,42 crores. The company has maintained the
dividend at 140% for the year ended Mar, 03.
The impact of the competitive forces is evident in the fourth quarter of the
previous fiscal. The turnover for this period rose by just 10% while the OPM saw a
net decline. Over the past few years Bajaj has been fairly successful in segmenting the
motorcycle market.
It took the lead be launching CT 100 at the lower price spectrum and, with
Avenger and Pulsar, which were positioned in the premium price band.

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However Hero Honda and TVS Motor have launched a product that competes
with Bajaj’s range in almost all price segments. As a result, the company might find
its growth rates getting stalled.
2.10 FORWARD LOOK:-
For the financial year 2008 BAL is targeting two wheeler sales of 1.6
million units, in line with the 12% industry growth rate. But is motorcycle growth rate
is 30%, with volumes crossing one million units, including projected Pulsar volume of
240,000 units.
Final 2009 3 wheeler volumes are seen at 216,000 units while total 2 & 3
wheeler export is projected at 126,000 units. In July, the 124cc exceed launched. Its
first year export volume is pegged at 6000 units, understanding with Bajaj being for
an eventual 50000 units mostly to Indian markets.
2.11 ORGANIZATIONAL STRUCTURE:-
BOARD OF DIRECTORS
RAHUL BAJAJ
Chairman
MADHUR BAJAJ
Vice Chairman
RAJIV BAJAJ
Managing Director
SANJIV BAJAJ
Executive Director

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RAKESH SHARMA
CEO (International Business)
R C MAHESHWARI
CEO (Commercial Vehicles)
S SRIDHAR
CEO (Two Wheelers)
BOARD OF DIRECTORS:-
Board of directors
Managing Director
Executive V.P President
Purchase Marketing Sa Sales
Industrial HRD& Business FinanceOperations R&D
TQC Planning
Information
Systems

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Production Quality Program Corporate
Engineer Assurance Motorcycle
SALES & SERVICE DEPARTMENTS:-
Senior Vice President
Vice President
Sales Head
National Mgr National Mgr National Mgr National Mgr
Area Mgr Area Mgr Area Mgr Area Mgr
Territory Mgr Territory Mgr Territory Mgr Territory Mgr

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FUNCTIONS OF SALES & SERVICE DEPARTMENTS
 Improved Customer Satisfaction
 Customer Relation Management
 Build the Auto Bajaj Ltd
 Improve Channel Management
 Expand dealer network
HUMAN RESOURCES DEVELOPMENT (HRD):-
Head of BAL
DGM HRD
Senior Manager (HRD)
3 Senior Administrative Assistants

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FIRM’S PROFILE
A BIRD VIEW OF ARPITA BAJAJ

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2.12 FIRM’S PROFILE
A BIRD VIEW OF ARPITA BAJAJ
BIRTH
Arpita Bajaj has taken its birth in the year may 1, 2000 by appointing as an
authorized dealer of Bajaj Auto Ltd. For the sales, service spares of two wheelers. A
new showroom was started in Hassan in the heart of the city of the BM Road. In the
early stages of the firm there were only 20 workers who were working. Due to the
increase of sales and profit of the firm, they wanted to increase the scale of the
business. So the purchased asset (site) in 1983, Hassan at BM Road. In that place,
they constructed an exciting showroom for the purpose of business. It consists of 3
divisions.
THEY ARE:-

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a. A department for sales.
b. A department for service.
c. A department for spares.
a. The sales department contains a head count of 13 members.
b. The service department contains a head count of 25 members.
c. The spare part department also contains a head count of 04 members to
work.
It is having computer facility for billing and charging the amount.
NATURE OF THE FIRM:-
Arpita Bajaj is a sole trading firm. The founder of Arpita Bajaj. Was Mr.Vishwanath
Patil who developed the firm into a greater extent.
INFRASTRUCTURAL FACILITIES:-
The firm is having a total area of 2000 sq.ft. It is having a fabulous and an
attractive showroom of 950 sq. ft. The spare part section is having on area of 1000
sq.ft. It is having a well equipped workshop with an area of 1800 sq.ft. The remaining
area is using for parking and test riding of vehicles.
The firm is having a separate counter for sales and for Bajaj Auto Finance.
Bajaj Auto Finance is providing a good facility for customer like loans, free service
etc. The customers will have the facility of loan by Bajaj Auto Finance Ltd., in Pune
at an attractive rate of interest. The customer has to clear the instalment within 12, 18,
24 & 36 months.
TABLE SHOWING THE TOTAL SALES OF TWO WHEELERS ACHIEVED
BY ARPITA BAJAJ, IN THE LAST 2 YEARS.

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YEAR TOTAL SALES OF 2 WHEELERS
2008-09 79
2009-10 120
The above table clearly shows that the sales of two wheelers are in cumulative
increase except in the year 2008-10. So that Arpita Bajaj performing its function in a
competitive way.
PROMOTIONAL STRATEGY OF THE FIRM:-
Arpita Bajaj emerged as a fast moving seller of two wheelers of Bajaj Auto
Ltd, it has undertaken various promotional tools to retain the existing customers and
to forecast the prospective and failure customer. Following are the sales promotional
tools adopted by the firm to increase its sales.
1. NEWS PAPER:-
The firm has adopted the newspaper as an advertisement media for the
promotion of its two wheelers. If give the Add in the all English newspapers like
Times of India, Vijay Times, Indian Express, Deccan Herald etc. It also gives Add in
local newspapers such as Vijaya Karnataka, Janatha madhyama, etc.
2. TELEVISION:-
The firm displays its Add in different channels of television. It is an effective
media of advertisement which is adopted by the firm to induce the prospective
customers.
3. MAGZINES:-

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The firm subscribes its Add in various souvenirs and magazines of reputed
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colleges, educational institutions and in other institutions.
4. WINDOW DISPLAY:-
The firm is having an exciting showroom and a large place for the display of
vehicles. The vehicles will to display through windows. So it attracts the attention of
the customers when they enter into the showroom.
5. OTHERS:-
The firm displays its products big banners, posters, boards across the major
busy roads and also leaf lets, pomplets issued to the customers.
The posters, banners will be displayed in the sports events, drama festivals,
youth festivals, exhibitions, fares, and other famous festivals.
2.13 PRODUCTS PROFILE
Type of Company: Public
Founded in
Headquarters
Products
: 1945
: Pune, India
: Scooters, Motorcycles and Auto rickshaw.
Bajaj Auto Ltd. is an important Indian automobile manufacturer. Bajaj
Auto is the second largest two-wheeler manufacturer in India and one of the largest in
the world. It is also the earliest one in India to venture into automobile manufacturing.
The company produces and exports scooters, motorcycles and the auto rickshaw.
Bajaj Auto is based in Pune, Maharashtra, with plants in Akurdi and Pantnagar in
Uttarakhand.
Bajaj Auto Limited was founded on November 29, 1945. At that time it was
known as M/s Bachraj Trading Corporation Private Limited. The company initially
sold imported two- and three-wheelers in India. In 1959, Bajaj Auto obtained license
from the Government of India to manufacture two- and three-wheelers in the country.
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In 1960, Bajaj Auto became a public limited company.
Over the last few years, Bajaj Auto Ltd has smartly and successfully
transformed its image from a scooter manufacturer to a two wheeler manufacturer. At
present, the product range of Bajaj Auto Ltd includes Scooters and Motorcycles. The
last few years have seen company's real growth in numbers after it successfully
introduced a number of new models in various segments of the fast growing bike
market in India. In fact, Bajaj Auto Ltd smartly introduced new segments in the
motorcycle market to take on its arch rival and market leader Hero Honda
BAJAJ AVENGER: -
Bajaj Avenger is a cruiser bike from the stable of Bajaj Auto. Bajaj Avenger
is modeled along the lines of Kawasaki Eliminator as it draws the styling and other
design cues from Bajaj Eliminator which had an air-cooled, single cylinder Kawasaki
engine.
BAJAJ CT 100:-
Bajaj CT 100 is a 100 CC entry-level bike from Bajaj Auto. Bajaj CT 100
clearly targets the value-for-money conscious young bike buyer and offers build
quality and trim levels of higher-end bikes at a price closer to that of a traditional
metal-bodied scooter.
BAJAJ PLATINA: -
Baja Platina is a bike built by the Bajaj Auto. Baja Platina borrows
extensively from the Bajaj Wind and Bajaj CT 100 models.
BAJAJ DISCOVER DTSi: -
Bajaj Discover DTSi is a 125 cc bike. The Bajaj Discover has been the
highest selling 125 cc bike in India since its inception and far ahead of other bikes in

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its segment. It is equipped with world’s first 125cc DTSi engine which gives best in
class power of 8.47kW (11.51Ps).
BAJAJ PULSAR DTSi: -
Bajaj Pulsar has achieved the status of a cult bike in India. The sturdy and
macho looking bike has been hugely popular in the Indian motorcycle market and is
largely responsible for changing the 'scooter manufacturer' image of Bajaj Auto Ltd.
BAJAJ WAVE: -
Bajaj Wave scooterette borrows heavily from the old Bajaj Saffire in terms
of the overall design but it comes with several new refinements. Bajaj has
incorporated its patented DTSi (Digital Twin Spark Ignition) technology and Exhaust
TEC into Bajaj Wave.
BAJAJ WIND 125:-
Bajaj Wind 125cc is an executive segment, upright postured, fuel
efficient bike from Bajaj Auto. Though manufactured in India, Bajaj Wind 125 is
available only for select international markets.
AUTO RICKSHAWS:-
•Bajaj Auto rickshaw Rear Engine 2 stroke petrol
•Auto rickshaw WH175ZK
•Auto rickshaw passenger and goods carrier

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petrol
•Gasoline Motor Tricycle
•3 Wheeler Auto rickshaws with Powerful 200cc Engine WZMT2001.
PRODUCT PROFILE
A SHOW AND REVIEW ON PULSAR 150cc

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2.14 PRODUCT PROFILE:-
A SHOW AND REVIEW ON PULSAR 150cc
BAJAJ LAUNCHES PULSAR 150cc
Bajaj Auto Launched its Pulsar in the executive Motor cycle Segment on
March 6th
, Pune. The new 120km/hour 11.5 and 60 Km / Litre. Motor cycle comes in
6 colours and is priced at Rs 59,000 (Ex-Showroom, Pune). The launch is aimed at
strengthening in the executive Motorcycle Market after having dominated in the
premium bike segment with Discover and CT 100 in the economy end.
Developed under the Bajaj platform, the Discover, Pulsar150, CT 100 will be
launched across the country in executive segment, Pradeep Shrivastva President, Bajaj
Auto Ltd, while launching the produce said:
“Bajaj Auto has achieved undisputed leadership in the entry level segment
with a market share of 44% by the Boxer series complemented with the new 100ml /
liter CT 100 and also in the premium segment with a market share of 40% by the
avenger. Now, with the introduction Pulsar 150cc”

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Bajaj auto is reiterating its change: from being a slow-to-react. Mono politic
player in the two wheeler industry in the 1990’s, to a more proactive one, zooming on
competing new models with fresh releases. The Pulsar 150cc is obviously pitted
against the Hero Honda CBZ and will try to score bowing Points over slightly bigger
competitors such as the TVS Apache and Hero Honda Hunk. In addition to the punch in
the details, Bajaj has also Managed to complete the package with penetrative plus on road
price tag.
SALES TARGET
R.L. Ravichandran, Vice President (Business Development and Marketing),
said Bajaj Auto Limited sold 72,132 Motorcycles a month and had a 23% share of the
Motorcycle segment in the current year.
The Pulsar is priced lower than using up the Market share to around 20%.
Competitors in it segment Unicorn 58,903 Apache 56000.
Mr. Ravichandran Said the P-150 would eat into the market share of existing,
outdated products.
COLOUR DIMENSIONS
The Bajaj Auto Ltd. has launched new Bajaj Pulsar 150cc in 4 different
colours to attract the customers. They are in:
 Red
 Black
 Blue
 Silver
PERFORMANCE
Engine *********
Clutch / Gear Box *********

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Handling *********
Braking *********
Rider comfort *********
Pillion Comfort *********
TECHNICAL SPECIFICATIONS:
ENGINE:
Type 4 Stroke, Air cooled
Valuetrain 2 Values / Cylinder,
Displacement 149.l2 CC
Bore X Stroke 53.0mm X 50.6mm
Comp Ratio 9.9:1
Carburettor Keibin PB – 20
Max Power 4.5 bhp @ 40,000rpm
Max Torque 13.5 NM @ 10000 rpm
Power to weight 139 KG
Ignition Digital CDI
Idle Speed 1300 +/- 100 rpm
Air Filtration Oiled from element
Oil Filtration Oil strainer & paper element
Lubrication Forced
Oil pump type Positive, Internal gear pump
Fuel Petrol

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Type Tabular, Semi double Crable type
Suspension Adjustable
Front DISC
Rear Trailing arm with coaxial shock absorber
and coil Springs
Breaks DISC
Front 130 mm Drum
Rear 130 mm Drum
Wheels and Tyres Alloy wheels
Rim (F/R) 1.6 x 18/ 1.85 x 18
Tyre (F/R) 2.75 x 1813.00 x 18

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GENERAL DATA
Kerb Weight 139 Kg
Max Pay Load 130 Kg
Wheel base 130 KG
Length 1995 mm
Width 750 mm
Height 1060 mm
Seddle Height 815 mmg
Ground Clearence 180 mmg
Steering angle 26
Trial 83 mm
Fuel Efficiency 15 Liters
Reserve 3 Liters
TOP SPEED
Max 99.72 p
Speed
Speedo read 10.6 Kmph
WARRANTY: SCOPE AND LIMIT

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Bajaj Auto Ltd gives the following warranty in respect of the Pulsar 150cc
motorcycle manufactured by them.
Warranty claims in respect of such items like shock absorbers, speedometers,
chains, etc though claimed through us, are subject to the acceptance of the respective
manufacturer will be final and binding.
Proprietary parts like tyre, tubes, battery and spark plugs are warranted by
their respective manufactures and should be claimed on them directly by the
customer.
PRICE OF THE PULSAR 150cc
Ex- showroom price Rs 64,083/-
Road tax Rs 2,000/-
Registration charges Rs 600/-
Comprehensive Insurance Rs 1,000/-
On road price Rs 67,683/-
TABLE SHOWING SALES OF PULSAR 150cc FOR LAST 10
MONTHS
MONTHS VEHICLES SOLD

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March 65
April 60
May 56
June 55
July 95
August 90
September 100
October 100
November 60
December 100
From the above it is clear that the sale of the produce is really in a positive manner.
From the above graph it is clear that the Arpita bajaj is really performing
its job in a fast moving way. During the first 4 months there were somehow normal
sales of the product. But during the next month i.e., in July the sales increased from
55-95 and in the August month there was decrease in sales were recovered from 90-
100. And again there were too much decrease in the sale i.e., it reduce from 100-60 in
the November, but the sales again gone up from 60-100 fastly
SOME OF THE MODELS OF PULSAR 150CC

2.15 ACHIEVEMENT
BAJAJ AUTO LTD ACHIEVE SOME AWARDS FROM SOME
COMPANIES, THEY ARE
200
5
200
4
•Bajaj Discover DTS-I was chosen as Bike of the Year and Indigenous
Design of the Year by Overdrive Awards.
•Bajaj Auto was chosen as Bike Maker of the Year by ICICI Bank
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2003
2002
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Overdrive Awards.
•DTS-I Technology was chosen as Auto Tech of the Year by ICICI
Bank Overdrive Awards.
•Bajaj Pulsar DTS-I became Bike of the Year by ICICI Bank
Overdrive Awards.
•Wind 125 chosen as the Two Wheeler of the Year by CNBC
AUTOCAR Awards.
•Wind 125 chosen as the Bike of the Year by Business Standard
Motoring.
•Bajaj Pulsar 180 DTS-I chosen as Wheels Viewers Choice Two
Wheeler of the Year and Best Two Wheeler by BBC World Wheels
Award.
•Bajaj Pulsar 150 DTS-I chosen as Best Two Wheeler between Rs.
45,000 to Rs. 55,000 by BBC World Wheels Award.
•Bajaj Boxer AT KTEC chosen as Best Two Wheeler under Rs. 30,000
by BBC World Wheels Award.
•Bajaj Pulsar chosen as Motorcycle Total Customer Satisfaction Study by
NFO Automotive.
•Bajaj Pulsar chosen as Bike of the Year by ICICI Bank
OVERDRIVE Awards.
•Bajaj Pulsar chosen as Most Exciting Bike of the Year by
OVERDRIVE Awards.

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•Bajaj Eliminator chosen as Bike of the Year by OVERDRIVE Awards.
2001
•Bajaj Eliminator chosen as Most Exciting Bike of the Year
by OVERDRIVE Awards.
SWOT ANALYSIS

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2.16 SWOT ANALYSIS:-
STRENGTH:-
 Minimum Response Time due to good Team Work.
 Focus on Customer Delight besides Customer Satisfaction.
 Latest Hi-tech Core Concepts of Production & Quality
OUR PASSION FOR QUALITY & SAFETY BUILT INTO EVERY BIKE.
 Specially compounded high strength polymers for all body panels.

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 Hydraulic disk brakes front and rear for maximum safety. Disks are high
quality, stress relieved steel.
 High quality switches for long life.
 Custom cast aluminum alloy wheels,
 Tires designed for optimum performance on wet and dry road traction.
 Clearly written and comprehensive Owner’s Manual including helpful safety
tips.
 One year, 6000 mile warranty.
WEAKNESS:-
 The recent trend of volume-driven growth is likely to get pronounced. The
growing competitive pressure in the two-wheeler market can limit the scope
for expansion in profitability.
 The degree of success enjoyed by model introductions would be the critical
performance determinant.
 The company has a strong portfolio of products spread across almost the entire
spectrum of the two-wheeler market.
 Competitors such as LML, Hero Honda and TVS Motor are also slated to
launch models this year.
 The company's huge investment portfolio and its stake in the fast-growing
insurance business are other attractive features.
OPPORTUNITIES:-
A choice for the trader is not an easy one these days. It is because most
scripts have zoomed up sizeable and therefore are of doubtful nature for
recommendation for further gain. There are others who are resisting a fall. They are
neither good for short selling’s nor for long trades.
 Bajaj will also set up an assembly unit in Nigeria.
 Bajaj, overtaken as India's top two-wheeler maker in 2002 by Hero Honda
Motors Ltd, has benefited from rising incomes in Asia's third-largest

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economy, besides cheaper loans and a shift in preference to high-value
motorbikes from scooters.
 But Bajaj, which uses Kawasaki Heavy Industries Ltd technology for some
models, faces growing competition from Honda Motorcycles, Suzuki Motor
and Yamaha, besides local players TVS Motor and Kinetic Motors.
 Bajaj Auto to launch cheap car to tackle Tata’s car. The Proposed cheap car
from Bajaj Auto will have a 500 or 600cc engine and diesel, petrol or CNG
engine options.
THREATS:-
The initiation of liberalization in India posted great challenges for Bajaj Auto.
Liberalization brought the threat of cheap imports and FDI from top companies like
Honda. Rahul Bajaj became famous as the head of the Bombay Club, which opposed
liberalization. The scooter sales plummeted as people were more interested in
motorcycles and the rival Hero Honda was a pioneer in it.
BAJAJ AUTO’S SMART MOVE:-
 Faced with tough competition.
 In the late 1990s, Bajaj Auto, the leading scooter manufacturer, faced a crisis.
There was a shift from scooters to motorcycles. Urban youth as well as rural
markets were patronizing the motorcycles, effectively ignoring scooters.

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CHAPTER 3
REVIEW OF LITERATURE
CONSUMER BEHAVIOUR
3.1 CONSUMER BEHAVIOUR
INTRODUCTION:-
Before going to study about the “Consumer Behaviour’ in depth, we have to
study the following important terms.
CONSUMERS:-
The term consumer is a person who buys’s goods / services for his own
consumption for the satisfaction of his needs. He is known as ‘Consumer’.

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BUYER:-
The term Buyer is a person who purchases goods either for resale or for use in
production for use of somebody else, he is known as ‘Buyer’.
Therefore, the two terms consumers and buyer are not equal in the true sense.
In a customer oriented marketing consumer or buyer behaviour has attained an
increasing importance. The study of consumer behaviour is an attempt to understand
what the consumer, buyer really wants and why they want. The study of Buyer
behaviour is relatively a new discipline of study in the field of marketing.
Now, it has become the central topic of modern marketing, since the ultimate
aim of marketing is consumer satisfaction and consumer earning.
3.2 DEFINITIONS:-
1. WEBSTER:-
‘Buyer Behaviour is all psychological, social and physical behaviours of
potential customers as they become aware of evaluate, purchase, consume and tell
other people about product and services”.
2. WALTER AND PAUL:-
‘Consumer behaviour is the process whereby individual decide about what,
when, where, how and from whom to purchase goods and services”.

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The above definition gives the following features of consumer behaviour.
 Buyer behaviour includes both individual (Psychological) and Group (Social)
Process.
 Buyer behaviour is reflected by post purchase evaluation which indicates
satisfaction or non satisfaction.
 Buyer behaviour includes communication purchasing and consumption
behaviour.
 Buyer behaviour is shaped by social environment.
 Buyer behaviour includes both consumer and buyer behaviour.
 Buying patterns are compiled in nature.
 Buyer has many alternative choices in spending his money.
 Consumer behaviour is dynamic in nature.
3.3 DETERMINANTS OF CONSUMER BEHAVIUOR
A marketer is always interested to know how the consumer responds to various
marketing stimuli like economic, technological, political and cultural. The marketer
studies the relationship between the marketing stimuli and consumer responds. The
consumer is regarded as ‘Black box’ as we cannot see what is going on his mind. The
model of buyer behaviour stimulus = responds model, responds may be decision to
purchase or not to purchase.
The buyer behaviour is influenced by several factors and forces. They can be
outlined as:
3.3.1 ECONOMIC FACTORS:-

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The consumer behaviour is influenced by economic factors such as personal income,
family income, income expectation, savings, Liquid assets, consumer credit.
3.3.1 PERSONAL INCOME:-
Disposable personal income represent purchasing power that a buyer has the
change in income has a direct relation on buying habits. Therefore income of a person
is an important determinant of his buying behaviour.
3.3.2 FAMILY INCOME:-
The size of the family and the amount of income affect the spending and
saving patterns. The amount which available for pending will determine the attitude
of a buyer.
3.3.3 INCOME EXPECTATION:-
The expected income to receive in future has a direct relation with the buying
behaviour.
3.3.4 SAVINGS:-
A change in an amount of savings leads to a change in the expenditure of an
individual. If the, buyer decides to save more, he will spend less on comforts and
other luxurious goods.

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3.3.5 LIQUID ASSETS:-
The present buying plans are influenced greatly by liquidity of asset. However
the convertible asset influence and offer freedom to the buyer to decide buy goods.
3.3.6 CONSUMER CREDIT:-
Facility of consumer credit system like hire purchase, instalment purchase etc. play
an important role in purchasing decision. A buyer can command more purchasing power
which can be used for unwanted goods also.
3.3.2 SOCIAL OR CULTURAL FACTORS:-
Human behaviour and attitude are greatly influenced by socio-cultural factors
such as family, reference groups, social class, occupation and life style.
3.3.2.1 FAMILY:-
Family member can be strongly influence the buyer behaviour. Family may
be nuclear or joined family. The family influence on the buying behaviour of a
member may be in 2 ways.
 The family influenced on the individual personality Characteristics and
attitudes.
 It’s influence on the decision making process of goods and serious.
3.3.2.2 REFERENCE GROUP:-
These groups have social, economical, professional, and religious, relationship
and they serve as direct or indirect points of reference in the formation of a person’s
behaviour. The marketing managers have to identify the reference groups of their
target markets. Reference groups influence the buying behaviour of a person in a 3
ways.
i. They explore the person to new behaviour.

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ii. They influence the person’s attitude and self-concept.
iii. The create pressure to confirm the product or brand choice.
3.3.2.3 SOCIAL CLASS:-
It is relatively permanent and ordered division in a society whose members
share the similar value, interest and behaviour. We have distinctive social classes like
upper, middle and lower class.
Consumer belonging to middle class usually more rational exhibits a greater
sense of choice. Whereas lower class have impulse buying attitude they have less
rational behaviour and the top most, highest level class have less sense of choice.
3.3.3 CULTURE:-
Cultural influence is for shopping both pattern of consumption and patterns of
decision making from infancy. Much of our behaviour is influenced by culture. Out
cultural institution like temple, schools, colleges, languages, customs etc provide
guidelines to marketer. Technological advances may influence cultural changes.
Marketing strategy may be based on culture with its own set of value, habit and
behaviour patterns.
3.3.4 OCCUPATIONS:-
A person’s behaviour depends upon his occupation. A Company’s managing
director will prefer the expensive items, whereas a worker would prefer more
economical items. Therefore the occupation of a person decides his ability to buy.
3.3.5 LIFE STYLE:-
Life Style may be defined as the pattern of living of a person which will be
indicated through a person activities, interests and style of living. Hence, he will close
according to his life style.
3.3.6 INTERNAL OR PSYCHOLOGICAL FACTORS

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The buying behaviour is influenced by internal or psychological factors such
as motivation, perception, learning, belief and attitudes, personality etc., buyers.
3.3.7 MOTIVATION:-
In the field of marketing motivation acts as a driving force that is impels an
individual to take action to satisfy his needs. It is psychological phenomenon. Man is
a perpetual wanting animal, because whose one need is satisfied, a new need at a
highest level emerges.
3.4 ABRAHAM. M.MASLOW EXPLAINS THESE NEEDS AS
FOLLOWS:-
3.4.1 PSYCHOLOGICAL NEEDS:-
These are the most basic needs and they have the highest priority. Until these
are satisfied other needs have little important.
3.4.2 SAFETY AND SECURITY NEEDS:-
These are related to economic and social security such an economic security,
family security and stability in leading of life.
3.4.3 SOCIO CULTURAL NEEDS:-
These are related to Sense of belonging, love for kith and ken, affection.
These needs are to be satisfied first to avoid dissatisfaction and frustration.
3.4.4 ESTEEM NEEDS:-

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These needs arrive out of a desire to achieve self-respect, prestige and social
status in a society. Fulfilment of these needs provide a feeling of complete satisfaction
for attaining for a higher portion and self confidence.
3.4.5 SELF ACTUALIZATION NEEDS:-
These are concerned with the desire to achieve the maximum of one’s
capabilities or getting complete satisfaction.
Maslow States that is when the needs at one level are satisfied, the needs at the
next the higher level crop-up and it is a gradual process.
3.4.6 PERCEPTION:-
Motivation provides a basic influence upon buyer behaviour, which perception
is operationally critical in nature. That is how the person’s acts are influenced by his
perception. Perception influences this behaviour and gives the direction to be taken by
the buyer. Our sense pervious the colour, sound, touch, small, taste etc, have the
stimulus. Our behaviour is governed by these physical perceptions.
3.4.7 LEARNING:-
All theories of human behaviours have been primarily based on learning model
viz., stimulation response model or S-R model. Learning is the central topic in the
study of human behaviour.
Learning is defined as all the changes in behaviour that is result from previous
experience and behaviour in similar situation learning in the product of reasoning,
thinking, information processing buying behaviour is critically affected by learning
experience of a buyer.
3.4.8 BELIEFS AND ATTITUDES:-
People, through acting, learning develop their beliefs and attitudes which
intern influence their buying behaviour.

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Beliefs refer to a descriptive thought which a person has about something.
An attitude explains a person’s consistent evolution, feelings, and a tendency
towards an object attitude is a predisposition of a person to act in a certain manner
towards an object and stimulus.
3.4.9 PERSONALITY AND SELF-CONCEPT:-
Personality in termed as the constant pattern of behaviour of an individual.
The buying behaviour is influenced by the particular role upon which a buyer is
concentrating at a queen time. Personality traits such as dominance, adventures,
sociability, friendliness, responsibility, aggressiveness, dependence etc., can indicate
how a person behaves.
The self concept refers to how a person sees himself and how he beliefs other
to see influences the buyer’s behaviour.
3.5 ENVIRONMENT FACTORS:-
Environmental factors such as political, legal, technological and ethical force
influence the buying behaviour of the consumer.
3.5.1 POLITICAL SYSTEM:-
In a controlled economic system, the consumption pattern is determined by
government But in a free capital economic system, consumer have, economic freedom
and wider choice and are free to spend their income in any way because of the greater
inequality on income and wealth.
3.5.2 LEGAL FORMALITIES:-
Consumers are always interested in fair, lawful dealings. If the taxes are low
and legal restrictions are less, consumer expenditure will be more.
3.5.3 TECHNOLIGICAL CHANGES:-
Technological advancement induces consumers spend more on comforts and
luxurious goods. Because this help them to raise their standard of living.
3.5.4 ETHICAL CONSIDERATIONS:-

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behaviour of the consumers. If the people are educated, civilized, advanced they
spend more on
modern and luxurious and sophisticated goods.
Above are all the important determinants of consumer behaviour. The study of
consumer behaviour is a critical process. So the study of these determinants helps to
understand the consumer behaviour.
3.6 STAGES OF BUYING PROCESS:-
The buying process is composed of a number of stages and is influenced by an
individual’s psychological fame work composed of the individual’s personality,
motivators, perception and attitudes. Following are the general stages in the buying
process.
3.6.1 NEED RECOGNITION:-
A buying process starts with need arousal. A need can be activated through
internal or external stimuli. The internal stimulus like hunger, thirst, sex etc also cause
to need arousal and also the external stimulus such as the sight or new product in a
shop while purchasing other usual products.
3.6.2 PRODUCT AWARENESS / INFORMATION SEARCH:-
After need arousal, the consumer tries to solve it and gather the sources and
information about the product. If the need is very intense, he gathers amore
information and vice-versa.
3.6.3 INTERNET:-
After gathering information, the consumer is actively involved in the buying
process and pays attention to the product. If he lose interest in his involvement, the
buying process will breakdown.
3.6.4 PURCHASE DECISION:-
After gathering information and involvement in the buying process, the
consumer will decide whether to purchase the product or not.

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3.6.5 POST PURCHASE FEELINGS:-
If the product matches his expectations, the consumer is satisfied, he goes on
repeating the purchase action. If he is highly satisfied with product he will purchase
only that product. If the product falls short of actions, he will discontinue purchasing
the product.
CHAPTER.4
METHODLOLOGY

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TYPE OF RESEARCH:-
Descriptive method has been used in this research for the collection of data
.As the research is related to the study of consumer behaviour, which can more
effectively be studied through direct question, experimental research will not be much
effective. Also, considering the constraint, descriptive research is the most suitable
design for this research.
QUALITATIVE RESEARCH:-
Qualitative research allows you to explore perceptions, attitudes and
motivations and to understand how they are formed. It provides depth of information
which can be used in its own right or to determine what attributes will subsequently
be measured in quantitative studies. Verbatim quotes are used in reports to illustrate
points and this brings the subject to life for the reader. However, it relies heavily on
the skills of the moderator, is inevitably subjective and samples are small. Techniques
include group discussions/workshop sessions, paired interviews, individual in-depth
interviews and mystery shopping (where the researcher plays the role of a potential
student, etc in order to replicate the overall experience).
QUANTITATIVE RESEARCH:-

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Quantitative research is descriptive and provides hard data on the numbers of
people exhibiting certain behaviours’, attitudes, etc. It provides information in breadth
and allows you to sample large numbers of the population.
DESCRIPTIVE RESEARCH:
Descriptive research is used to obtain information concerning the current status
of the phenomena to describe "what exists" with respect to variables or conditions in a
situation. The methods involved range from the survey which describes the status quo,
the correlation study which investigates the relationship between variables, to
developmental studies which seek to determine changes over time.
 Statement of the problem.
 Identification of information needed to solve the problem.
 Selection or development of instruments for gathering the information.
 Identification of target population and determination of sampling procedure.
 Design of procedure for information collection.
 Collection of information.
 Analysis of information.
 Generalizations and/or predictions

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SOURCE OF DATA:
Data which is collected for the first time is called primary data. In the study
primary data includes the data which is collected from the customer directly with
interaction. The study includes data got with personal interaction.
PRIMARY AND SECONDARY DATA:
The appraiser or market analyst must know what they are and what affects
them. All data used in appraisals and market studies should be current, relevant,
reliable, accurate, and conceptually correct. This article presents a discussion of each
of these terms and their significance in the context of the data and in the analysis. The
article then discusses the nature of potential errors that can affect primary and
secondary data. Several categories of errors can exist. The analyst needs to be able to
recognize the error, understand its significance and evaluate the applicability of that
data in the analysis.
Secondary data--Information from secondary sources, i.e., not directly
compiled by the analyst; may include published or unpublished work based on
research that relies on primary sources of any material other than primary sources
used to prepare a written work.
Secondary data has been gathered by others for their own purposes, but the
data could be useful in the analysis of a wide range of real property. In general,
secondary data exists in published sources.

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use studies, market analysis sections of appraisals, and full-scale market studies. A
conceptual link between these two types of data and their use appears in the "Levels
of Study" discussion presented in the Appraisal Institute's Course 520, "Highest and
Best Use and Market Analysis" and in Chapter 5 of Market Analysis for Valuation
Appraisals, which is published by the Appraisal Institute. A detailed discussion of this
relationship appears later in this paper.
METHODS FOR OBTAINING PRIMARY DATA:
The analyst can obtain primary data through the process of direct observation
or by explicit questioning of people.
OBSERVATION:
Observation as a data gathering technique focuses attention on an observable
fact or inanimate entity such as a building or on an observable action or behaviour by
an animate entity such as a homeowner or shopper. Observation of an inanimate
object is the easier of the two activities, but it is not free from error or
misinterpretation.
SAMPLING:
Sampling is a process of learning about the population on the basis of which
sample is drawn. A sample is a subset of a population unit.
SAMPLE DESIGN:
Sampling is a practice a researcher uses to draw data on people, places, or
things to study. Sampling allows statisticians to draw conclusions about a whole by
examining a part. It enables us to estimates characteristics of a population by openly
observing a portion of the entire population. The whole that the researcher wants to
know something about is the population is called a sample.

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SAMPLING TECHNIQUE:
The sampling technique used in the study includes both simple random sampling as
well as judgment sampling.
Respondent Size: 60
Tool for data collection: Structured questionnaire
Geographical area: HASSAN CITY
DATA COLLECTION INSTRUMENT:
The primary data collection instrument for the survey is self administrated and
structured questionnaire which consists of preference and scaling questions. This
method of data collection is quite popular, particularly in case of big enquires. The
questionnaire consists of close-ended and open ended questionnaire.
THE MODES OF DATA COLLECTION:
· Interviewing face-to-face.
· Interviewing by telephone.
· Remote self-completion e.g. postal, internet.
· Face-to-face and telephone interviewing are often computer-assisted.
· The amount.
· The complexity.
· The quality of the data they can collect.
· Interviewing is the most powerful mode in all these respects.

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CHAPTER 5
ANALYSIS OF DATA AND INTERPRETATION

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ANALYSIS OF DATA AND INTERPRETATION
A consumer survey is conducted on the “Consumer attitude towards the
Pulsar 150cc”. Various key aspects are taken while conducting the survey. These key
aspects revealed the attitudes of different type of customers towards Pulsar 150cc.
The survey is concentrated on the following key aspect which determines
the buying decision of a customer.
1. Age group of customers
2. Income level of customers
3. Occupation of the customers
4. Riding model
5. Purpose of purchasing
6. Awareness medium of the product
7. Factors of satisfaction
8. Ranking of performance of Arpita Bajaj.
The above factors really exhibit about the position of the product in the market
and how they are having the influence on the buying decision of a customer.

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AGE GROUP OF THE CUSTOMERS:-
In fact the age of the customer influence the buying decision on the product
characteristics that influences the purchase of the product. Generally the people
belong to the age group of 20 to 35 prefer the two wheeler Immediate next to this
group is 35 to 45. So the young and youth generally want to ride a two wheeler.
TABLE SHOWS THE IMPACT OF AGE RESPONDENTS
SL NO AGE GROUP NO OF PERCENTAGE
RESPONDENTS
1 BELOW 20 11 18.33
2 20 TO 35 24 40
3 35 TO 45 19 31.66
4 45 AND ABOVE 6 10
TOTAL 60 100

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40
35
30
25
20
15
10
5
0
Below 20 20 to 35 35 to 45 45 and above
Age group
Below 20 20 to 35 35 to 45 45 and above
ANALYSIS AND INTERPRETATION:-
Above table shows that the out of total respondents 18.33% belong to the age
below 20 years and 40% belong to 20 to 35 who are the dominators of buying two
wheelers. The other two groups of 35 to 45 and above are 31.66% and 10%
respectively.

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INCOME LEVEL OF THE CUSTOMER
The level of the income of the customer is the dominant factor influencing the buying
decision of the customer. Generally we see different levels of income existing in the
society. This income level has a direct relationship with the buying decision of a
customer. Generally 60000 and above and 35000 to 60000 are the high level or top
level. They make irrational buying. The 5000 to 35000 is the middle level. These
people make a national buying on whom the company has to give much
concentration. The group less than 5000 is the lower income group. These people
make a point purchase.
TABLE SHOWS THE MONTLY INCOME OF RESPONDENTS
SL. NO MONTHLY NO OF PERCENTAGE
INCOME RESPONDENTS
1 LESS THAN 8 13.33
5000
2 5000-35000 26 43.33
3 35000-60000 14 23.33
4 60000 AND 12 20
ABOVE
TOTAL 60 100

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45
40
35
30
25
20
15
10
5
0
5000- 35000- 60000 andLess than
5000 350000 60000 above
Income Group
Less than 5000 5000-350000 35000-60000 60000 and above
The above table shows that the income level influence the customer 13.33% of
the respondents belongs to less than 5000, 43.33% belong to 5000-35000, 23,33%
belong to 35000-60000 and remaining 20% belong to 60000 and above income.

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OCCUPATION OF THE CUSTOMER
Occupation is also having its impact on the buying decision of a customer. It is
also another demographic factor having a great influence on the buying Behaviour.
The people belong to different type of occupation. In general they belong to salaried
to professional, employee, businessman and others.
TABLES SHOWS THE IMPACT OF OCCUPATION OF THE
RESPONDENTS
SL NO OCCUPATION NO OF PERCENTAGE
RESPONDENTS
1 SALARIED 29 48.33
PROFESSIONAL
2 EMPLOYEES 12 20
3 BUSINESSMAN 15 25
4 OTHERS 4 6.66
TOTAL 60 100

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Occuption
50
45
40
35
30
25
20
15
10
5
0
Salarie Employees Businssman Others
professioanl
Salarie professioanl Employees Businssman Others
The above table shows that majority of the two wheeler riders are belonging to
salaried professional occupation. They are in 29 in numbers i.e., 48.33% followed by
businessman with 25%, the next is employees with 20% and the least from others just
6.66%.

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RIDING MODEL
The respondents selected for the survey ride different type of models of two
wheelers.
TABLE SHOWS THE DIFFERENT MODELS RIDING BY THE
RESPONDENTS
SL NO MODEL NO OF PERCENTAGE
RESPONDENTS
1 T.V.S APACHE 8 13.33
2 HUNK 7 11.66
3 UNICORN 5 8.33
4 PULSAR 150cc 38 63.33
5 OTHERS 2 3.33
TOTAL 60 100

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Ridign Model
70
60
50
40
30
20
10
0
T VS a p a c h eH e ro h o n d a H u n kH o n d a u n ic o rn P u ls a r 15 0 O t h e r
TVS apache Herohonda Hunk Honda unicorn
Pulsar 150 Other
The above table shows that most of the customers ride “Bajaj Pulsar 150cc”.
They are in the highest percentage i.e., 63.33% followed by TVS apache with 13.33%
Hero Honda Hunk, with 7% Honda Unicorn with 5% and the others in 3.33%.

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PURPOSE OF PURCHASING
The people purchase a two wheeler for various purposes. The purposes to
purchase a bike influence a customer in his buying decision. Some people purchase
for necessity, some for comfort and safety, for status symbol etc.
TABLE SHOWS THE PURPOSE OF PURCHASING
SL NO PURPOSE NO OF PERCENTAGE
RESPONDENTS
1 NECESSITY 28 46.66
2 STATUS 6 10
SYMBOL
3 COMFORT AND 9 15
SAFETY
4 BRAND IMAGE 4 6.66
5 EASY MODE OF 8 13.33
PAYMENT
6 OTHERS 5 8.33
TOTAL 60 100

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50
45
40
35
30
25
20
15
10
5
0 Necessity Status Comfort and Brand image Easy made of Others
Symbol safety payment
Necessity Status Symbol
Comfort and safety Brand image
Easy made of payment Others
The above table shows that the people purchased the bike for their necessity
with 46.66% followed by comfort and safety with 15% easy mode of payment with
13.33%, status symbol with 10%, others 8.33% and Brand Image with 4%.
AWARENESS MEDIUM OF THE PRODUCT

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The customers come to aware the product various mediums. Generally people
get awareness about the product through achievement. Sometimes they come to know
about product through their friends also. And the dealers also take the measures to
give awareness about the product to be customers.
TABLE SHOWS THE AWARENESS MEDIUM OF THE PRODUCT
SL NO PURPOSE NO OF PERCENTAGE
RESPONDENTS
1 ADVERTISEMENT 37 61.66
2 FRIENDS / 14 23.33
RELATIVES
3 DEALERS / 7 11.66
AGENTS
4 OTHERS 2 3.3
5 TOTAL 60 100

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70
60
50
40
30
20
10
0
Advertisment Dealers /agents
Product Awareness
Advertisment Friends/realtives Dealers /agents Others
Above table shows that the people come to aware about the product through
advertisement with 61.66% and least from others with 3.3%.
FACTORS OF SATISFACTION

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There are various factors which satisfy a customer after purchasing a product.
Among 8 respondents who purchased “Bajaj Caliber 115” are satisfied by their
product. They are satisfied by various factors. They are much satisfied by the more
mileage of the product.
TABLE SHOWS THE FACTORS OF SATISFACTION
SL NO FACTORS NO OF PERCENTAGE
RESPONDENTS
1 COMPETITIVE 5 13.15
PRICE
2 LOW FUEL 6 15.78
CONSUMPTION
3 MORE MILEAGE 18 47.36
4 DURABILITY 2 5.26
5 BETTER 2 5.26
SERVICES
6 GOOD OUTLOOK 5 13.15
TOTAL 38 100

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50
45
40
35
30
25
20
15
10
5
0
C o m p e t it iv e la w f u e l M o re m ile a g eD u ra b ilit y B e t t e r s e rv ic e s G o o d o u t lo o k
p ric e c o n s u p t io n
F a c t o rs o f S a t is f a c t io n
Competitive price law fuel consuption More mileage
Durability Better services Good outlook
Most of the respondents are satisfied with the mileage with 47.36%, followed
by lower fuel consumption with 15.78%, competitive price and good outlook are with
13.15% and durability and better services are with 5.26%.

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RANKING OF PERFORMANCE OF ARPITA BAJAJ
Arpita Bajaj is the authorized dealer of appointed for the sales and service of
two wheelers. It is having a back ground of selling and servicing of two wheelers
from 10 years. It is performing its functions excellently. It has developed as an
unbeatable dealer for two wheelers in HASSAN city.
PERFORMANCE TABLE OF ARPITA BAJAJ
SL NO PERFORMANCE NO OF PERCENTAGE
RESPONDENTS
1 QUICK DELIVERER OF 19 31.66
VEHICLES
2 QUICK SUPPLIER OF 13 21.66
SPARE PARTS
3 QUICK SERVICE OF 28 46.66
VEHICLES
TOTAL 60 100
PERFORMANCE OF ARPITA BAJAJ.

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29%
42%
29%
Quick Deliverer of vehicles Qick supplier of spae
parts Quick servicer of vehicles
Majority of the respondents have ranked the performance of the Arpita Bajaj
as “ Quick services of vehicles” with 46.66%, followed by “Quick Delivers of
vehicles” with 31.66% and Quick suppliers of spare parts” with 21.66%

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CHAPTER.6
FINDINGS AND SUGGESTIONS
FINDINGS:
 Income group between Rs 14,000/–Rs 18,000/- are more when compared to
people with the income of above Rs 20, 000/-.

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 During the study out of 60 respondents 5% of them are students who owned
Hero Honda motorcycles. This shows Hero Honda is the nearest competitor
for Bajaj Pulsar 150cc.
 It is observed that respondents get their motorcycle serviced more than four
times in a year.
 Estimation of days will be given before delivering the vehicle.
 From the survey it is observed that half of the respondents experienced good
attitude from the supervisor.
 The permission was taken for repairs of motorcycles for other than mentioned
in job card.
SUGGESTIONS:
After conducting a detail survey on the “Consumer attitudes towards
“Pulsar 150cc” it is found to make some suggestions to:

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· Company
· Dealer
TO COMPANY:-
Following are the suggestions put forwarded towards the company.
1. As there is thick competition, the company should invest the amount on the
advertising campaign to attract the customers.
2. The company should give more attention to the proper working of dealer.
Because they are the real distributor of vehicles to the customers.
3. The promotional strategies conducted by the Bajaj are still to increase. As
there is cut throat competition between the Hero Honda, TVS Victor, and
Honda Unicorn. So it has to give complimentary gifts and coupons, offer
exchange etc.
4. Many of the respondents have purchased the vehicles on the basis of company
brand image. So the company has to take measures to maintain and increase
the existing brand image.
5. The cost of the spare parts of Bajaj’s vehicle is high. So the company has to
try in keeping the cost of the spare parts very reasonable.
TO DEALER:-
1. Majority of the respondents are not satisfied with the service of the vehicles.
Because the vehicles are not serviced in time. So the firm has to give much
importance to the service of vehicles in time.
2. Majority of the respondents purchase the spare parts from the local shops
because of the lower price. So the firm has to offer discount on the spare parts

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give education on the use of the spare parts for the efficient utilization of the
vehicle.
3. Some of the respondents are from rural places. It is fudged that they are not
aware of the credit schemes provided by the company regarding vehicle. So
the firm has to give guidance to the customers about the credit schemes
provided by The Company.
4. To give guidance about the maintenance of vehicles, the firm has to conduct
service camps frequently and these service camps should be at free of cost and
to be conducted by the company’s service engineers.
5. Majority of the respondents are purchased the vehicles through advertisement
media. So the firm should invest much on the advertisement campaign. It has
to expend much on TV advertisement, posters/boarding, and magazines to
attract the customers.
6. Some of the respondents suggested that all the dealers of the Bajaj Company
should have a unique colour for their showroom, unique emblem for the
building to identify the showroom quickly by the customers.
7. Some of the respondents suggested that the service cost little bit should be
reduced. So the firm has to take measures for the reduction in the cost of
servicing.
8. The survey findings revealed that majority of the buyers belong to the middle
class group. These people cannot buy the vehicle by paying cash at a stretch.
So that firm should introduce some schemes of payment like monthly
instalments, loan facilities etc.

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CHAPTER.7
CONCLUSION
CONCLUSION:-
In India, the two-wheeler industry is passing through a very interesting phase.
Development such as the entry for motorcycles segment by a more number of players
into the market.
With more than 40% of the motorcycle demand flowing from the rural sector,
the success or failure of monsoon has a major influence on the sale volume.

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A lot of changes take in the market share, a divergent trend in share price and
sharp swing in the price earning multiple. Hero Honda continues to be market leader
in the motorcycle segment with a 44.7% share. But it has ceded vital market share to
competitors such as Bajaj (23.7%) and TVS motor (19.2%).
Thus Bajaj Auto Ltd is having a wider share in the motorcycle segment. It is
placing a wide range of motorcycle to the various segments such as pulsar to the
premium segment. Pulsar 150cc the economy and entry-level segment. Bajaj pulsar
captured the market share of Hero Honda CBZ, which was launched before the launch
of Bajaj pulsar, Pulsar turned out to be a big bit for Bajaj in the premium segment of
motorcycles.
But the Bajaj Auto Ltd and TVS Apache have not made any notable
contributions to the motor scooters segment. Still the Hero Honda leading the motor
scooter segment by its new launch of Honda Unicorn.
The launch of Pulsar 150cc by BAL brought a loin share in the entry-level
segment. The Pulsar 180cc has brought up the market share of BAL against TVS
Apache and Honda Hunk and CBZ. This launch has enjoyed fair degree of success in
the 150cc four stroke motorcycle segment and this aided by its each rich status,
competitive price, fuel economy, more mileage, the company has been able to hold its
ground.

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BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS:-
 Philip Kotler, Kevin Lane Keller, Marketing Management, 13th
Edition, Prentice-Hall of India Pvt Ltd, New Delhi-110001, 2008.
Page No 150-161.

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 Philip Kotler, Gary Armstrong, principles of Marketing, 12th
Edition, Prentice-Hall of India Pvt Ltd, New Delhi-110001, 2007.
Page No 128-151.
 William D Perreault, E Jerome Mc McCarthy, Basic Marketing,
15th
Edition, the Mc Grow-Hill Companies, 2006. Page No 148-
173.
 S L Guptha, Marketing Research, 1st
Edition, Excel Books, Page
No 40-50.
MAGZINES:-
 Over Drive
 Auto India
WEBSITES:-
 Google.com
 Bajajauto. Com
 India Info line. Com

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ANNEXURE
QUESTIONNAIRE
CONSUMER QUESTIONNAIRE
A CASE STUDY ON “CONSUMER BEHAVIOUR TOWARDS
BAJAJ PULSAR 150 CC”
DEAR RESPONDENTS.
I am Mr. Ravikumar.D.G from Harnahalli Ramaswamy Institute of Higher
Education, Hassan. MBA in Mysore University for my academic purpose. I am
conducting a survey on “CONSUMER BEHAVIOUR TOWARDS BAJAJ
PULSAR 150 CC” for the partial fulfilment of my academic purpose.

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I would be, therefore grateful if you spend a few minutes for answering my
questions. Thanking You.
Yours sincerely
Ravikumar.D.G
1. Name :
2. Age :
3. Address : ___________________
_____________________
4. Occupation
Salaried [ ] Professional [ ]
Employees [ ] Businessman [ ]
Others [ ]
5. Monthly Income
Less than 5000 [ ] 5000 to 35000 [ ]
35000 to 60000 [ ] Above 60000 [ ]
6. Do you ride any bike?
Yes [ ] No [ ]
7. If yes, which models do you possess?
TVS Victor [ ] Yamaha Libero [ ]
Hero Honda Splendor [ ] Others [ ]
Bajaj 150cc [ ]
8. Why did you purchase the bike?
Necessity [ ] Status [ ]
Image of company [ ] Brand [ ]
Comfort and Safety [ ] Others [ ]
9. How did you come to know about your bike?
Advertisement [ ] through agents/dealer [ ]

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Friends / relatives [ ] others [ ]
10.Why did you pick this bike?
Good outlook [ ] Competitive price [ ]
Image of company [ ] others [ ]
11.Are you satisfied with your bike performance?
Yes [ ] No [ ]
12.If yes, specify the reason for you satisfaction.
Competitive price [ ] Lower fuel consumption [ ]
More mileage [ ] Durability [ ]
Better service [ ] Good outlook [ ]
Others [ ]
13.If no, specify the reason
Non affordable price [ ] Not convenient [ ]
Poor outlook [ ] Inadequate services [ ]
Less mileage [ ] Less fuel efficiency [ ]
Others [ ]
14. Do you posses “Pulsar 150 CC”?
Yes [ ] No [ ]
15. If yes, why did you purchase?
For necessity [ ] for gifts offered [ ]
For exchange offers given [ ] others [ ]
16. From which name did you know the bike?
Pulsar [ ] Pulsar Mania [ ]
17. Are you satisfied with the services rendered by Arpitha Bajaj?
Yes [ ] No [ ]

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18.If yes, how do you award the Arpitha Bajaj?
Quick Delivery of Vehicles [ ]
Quick Supplier of Spare parts [ ]
Quick Servicing of Vehicles [ ]
19.Are you satisfied by the service facility given by the Bajaj Auto Ltd?
Yes [ ] No [ ]
20. Any suggestions towards the improvement of service facilities or product.
Specify ________________________________

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