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“Marketing Potential and Consumer Attitude towards Bajaj

Platina” With special reference to Supreme Auto Dealer’s Pvt.


Ltd., Bhadravati

CHAPTER CONTENTS

Chapter 1
Introduction
 Introduction
 Aims and objectives
 Scope of study
 Methodology
 Limitations

Chapter 2
Company Profile
 The background of Bajaj Company
 Management profile
 Company's History
 Timeline of new releases
 Awards and Accolades
 Organization chart
 Financial Summary

Chapter 3
Supreme Auto Dealer’s Pvt. Ltd., - a Profile
 Infrastructure
 Organization strategy
 Organization chart
 Marketing mix strategy

Chapter 4
Product Profile
 Introduction
 Key Feature
 About Bajaj Platina

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Chapter 5
Consumer Attitude Towards Two Wheelers
 Consumer attitude
 Determinant of buyer behavior, internal factors
 Conclusion

Chapter 6
Data Analyses and Interpretation

Chapter 7
Findings, Suggestions and Conclusion

Annexure
 Questionnaire
 Bibliography

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Chapter – 1

INTRODUCTION

 Introduction

 Aims and objectives

 Scope of study

 Methodology

 Limitations

3
Introduction

In the modern world the motorcycles are playing an important role


as a means of convenient transportation. They are really a boon to mankind.
It is deemed to be the best means of transportation to be in the city, in fact it
for necessary, someone for prestige or status, someone for sum % other for
transportation from one comes to another.
Markets are the “life blood of business”. They are its principle source of
revenue. It is in meeting the needs and preferences of buyers, the firm funds
the economic justification for it’s existence.
Consumers do not make decisions in vacuum, cultural social personal
and psychological factors strongly influence him in his purchase decisions.
His behavior is the result of the complex interplay of all these factors. Many
of there factors cannot be controlled by sellers, but they are useful in
identifying and understanding the consumers.
20th century witnessed a rapid development in the industrial since the
changes and the progress made in the day to day activities of human beings
with the growing urbanization, the mobility of people increased and people
tend to reside in one place and go to another corner of the city for their work,
as for carrying on their business. This necessitate an increased dependence on
transportation.
There are 2 types of transport system for commuters to travel. Firstly,
the public transportation system which is shared by many people. Normally,
there public transport systems are operated by government bodies. They
include trains, buses, van services etc. Sometimes, some private firms also
operate them. Generally, public transport systems are subsidized as a socio -
welfare measure.

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Secondly, personal transport system is to be considered which is
usually used by one or more persons. They include mopeds, scooters,
motorcycles, Autorikshaws, taxies etc.
As cities have developed at rapid rates and with the increasing
concentration of industries, offices and other business establishments at
certain localities and with the increase in population at a higher rate, public
transport system is finding it difficult to cope with the increasing demand.
The inadequate public transport entails queuing there by much of the
time is spent in waiting for transport rather than traveling, in addition to
distreuing conditions of travel. At the same time, people find it difficult to
make use of Autorikshaws and taxies because of the huge costs and their non
availability when there is an urgent need. Prohibitive carts of other means of
transport such as taxies. Auto-Rickshaws etc… discourage dependence on
there. Such compulsions for commuting between the place of work and
residence by owning two –wheelers, either a moped, a scooter or a motorbike.
This provides the case of mobility, availability of point to point transportation
and convenience at a reasonable exp
Added to this, the situation in the Gulf (major oil reducing
countries),the resulted in adverse balance of payment in India, where by, there
is a need for restricting the import of petroleum products in the resulted in the
increased price of petroleum products in the country. Hike in fuel prices have
resulted in people preferring a two wheeler in place of a four wheelers.
During the first two decades of independent India the two wheeler
industries was more or less monopolistic by two or three motor
manufactures, with an assured market. In that monopolistic market, people
waiting for longer period, to get a vehicle, thereby restricting their choice. In
the seventies, there was a drastic increase in the petroleum price in

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international markets. This led to the development of fuel economy vehicle in
Japan.
Government of India in 1980s liberalized licensing of manufacturing
of two wheeler vehicles in large scale with forgin collaboration. This drastic
change in policy opened the doors of the country for the entry of Japanese
manufactured vehicles. Consequently, the waiting time for the vehicles got
reduced. The monopoly market of two wheelers turned into a buyer’s market.
India is presently witnessing a whopping two wheelers boom. Over
17,00,000 two wheelers were sold in 1989. Making India the largest two
wheelers market in the world. The industry has a production potential of four
million units a year. By the mid 1990’s the two wheelers on Indian roads
could top the 15 million figure.
Interestingly enough, this rapid rise isn’t really the replacement of an
existing travel mode but, largely, lan addition, it is cycles (six million new
ones each year) and uncounted cycle rickshaws that dominate the road scene
in most towns, big and small developed countries abandoned motor cycles
rather early, except for recreational and specialized activities.
This situation in India is altogether different, if a percentage of the
present two wheeler owners hopes to ride in cars, many more new entrants
into the middle class will be glad to graduate to two wheelers. In fact,
millions in the lower middle class segment await their chance to buy bicycle.
Thus two wheelers are destined to remain a very strong presence in our urban
roads for many years to come.
In India, the two- wheeler is primarily a multirole vehicle. A ready
conveyance for commuting to work, alone or with a family number in friend
purchase on the pillion seat for a increasing number of user. The vehicle
constitutes a work horse; good for visiting sites, making business calls,
ferrying a helps and tools, and for carrying out Sunday workday jobs and aid

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to efficient functioning akin to a work van or a pickup. Two wheelers are
pressed into services for a hart of other errands like leaving children to school
as picking up things from the market of late, there has been the growing
trend, amongst two-wheelers users to commute longer distances to
neighboring towns and settlements.
The two wheelers in India, often functions a family car; for the
owner, his wife and may be couple of kids. Two wheelers are commanded for
shopping, eating out and for other social and recreational outings, helping
people escape their crowded quarters for a while and though riding triple seat
is an office as per the new motor vehicle Act, an entire family aboard a two –
wheelers is personably sacrosanct.
For the young, its often a plaything, even a possible help towards
furthering a romance through without the fabled privacy and comfort of a
car). Families with grown up children often passes more than one two
wheelers, in addition to a car.
Like any other mode of transport, two wheelers have generated their
own extra mobility. Once the initial investment has been made, the very
presence of a two- wheelers triggers for more trips, more than would
otherwise be made, by bus. The running cars of the vehicle rarely act as a
curb.
Besides the multiplicity of use to which a two wheelers is put, the
vehicle satisfies modern man’s cravings for personalized transport a private
vehicle under exclusive control; a means of self expressions, almost a status
symbol. The ready availability of one’s own transport, with the consequent
freedom and economy in one’s travel time, land even the relative privacy it
comforts are decided attractions as against walking for a bus or train, waiting
for it, the problem of getting aboard and being just led there in by the other
passenger

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Whenever a market shifts from a seller’s to a buyer’s market land what
a seller’s market it was with there high premiums and black market years of
waiting and another), a certain turbulence in the industry is unavailable.
However the situation soon adjusts itself, and there are great gains in
efficiency. Unfortunately however, ours still remains a closed market . We do
not import two wheelers and hardly export less than 90.2 percent of our
production. Evidently, we have not kept contemporarily technology despite
all those foreign tie-ups our two wheelers do not measure up to comparative
models else where, neither in design non in finish. Two wheelers are not an
unmixed boon; they are a bane too. Both a blessing and blight, it would be
over simplistic to assume that the cheaper expedient of using a two wheeler
as personal transport comes for of penalties.

Now a day two wheelers has become more popular among the

middle class and rich class people of the city. They have a craze of

purchasing two wheelers but sometimes there must be a necessity. Two

wheeler is a convenient and comfortable for every one.

Bajaj Platina is one of the dreaming bike of younger as well as

elder generation of the trend. It has become a fashion to ride the two

wheelers in city. To increase the importance and demand for two

wheelers in bhadravathi town I have selected this topic for my project

report. This project report required the details about history,

achievements and dynamic growth in marketing of Bajaj Platina and

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also to study the regarding history of bajaj auto ltd. And improving

competition in present market.

Scope of the study:

 The scope of the study is restricted to the consumer attitude towards

Bajaj Platina in bhadravathi.

 Finding the strength and weakness of the Bajaj Platina

 Finding the number of future purchase

 Finding the market potential and awareness of this vehicle

 Finding the position of the vehicle among the competitors

 Finding the perception of consumers about the vehicle.

Objective of the study:

 To the practical fulfillment of the requirement of the B B M degree.

 To analyze the general problems in marketing of the Bajaj Platina

 To analyse the marketing strategy of supreme motors bhadravathi.

 To find factors influence the selection of the product.

 To give suggestion to improvement of marketing strategy of supreme

auto dealer’s pvt. Ltd.,

 To find the potentiality of the bike Platina in bhadravathi town.

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 To analysis the customer attitudes towards the two wheelers.
 To analyse the sales performance of Platina by supreme Auto Dealers
(Private) Ltd.
 To know the market share captured by BAJAJ two wheelers.
 To know the competitors of BAJA two wheelers and their shares in the
market.
 To know the technical specification of Platina.

Methodology:

Both primary and secondary data have been collected to bring out

this project report.

Primary data have been collected through

 Personal interview with two wheeler customers

 By the process of random sampling.

 Structured questilnnaire was used to avoid unnecessaey detail to get

the required data.

Secondary data :

This another source of information that I got from secondary

sources by means of the following.

 Supreme auto dealers pvt ltd.,

 Auto magazines

 News paper and journals

 Web sites

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 Friends and relatives etc.

Limitations

 Project work and study is confined to Bhadravathi town only.

 The data was collected from 100 respondents only. Their feeling and

views are portrayed in the statistical and graphical manner. Thus it

can be a limitation.

 The total number of users of Bajaj Platina used in project work is 40.

This is very small compared to real number of users of this vehicle.

 The duration for the survey was very less.

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Chapter – 2

COMPANY PROFILE

 The background of Bajaj Company

 Management profile

 Company's History

 Timeline of new releases

 Awards and Accolades

 Organization chart

 Financial Summary

12
Chapter 2

COMPANY PROFILE

The background of Bajaj Company

The Bajaj group is one of the top 10 business concerns in India its

foot point stretcher over a wide range of industries, spanning

automobiles 12 wheelers and the three wheelers, lighting iron and

home appliances insurance, travel, and finance.

It was founded in 1926 at a height of India’s movement for

independent from the birth the group has on illustrious history the

integrity dedications resourcefulness and determination today are

often traced back of its bitch during there days of relentless devotion

to a common case, Jomanlar founder of the group was a close

confident and discipline of mahatma Gandhi in fact gandgiji had

adopted him as his son. This close relationship and his deep

involvement in the independence movement did not leave Jamalal

Bajaj with much time to spend on his newly launched business

venture.

13
His son Kamalanayan Bajaj when he was 27 took over the rains of
business in 1942 he to be close to Gandhi and it was only after
independence in 1947 that he was able to give his full attention to
the business. Kamalanayan Bajaj not only consolidated the group
but also the flagship companies has gone up form 72 million to
rs.47.18 billion (US $ 936 million) its product portfolio has
expanded from one to and the brand has found a global market. He
is one of the Indian’s must distinguished business leaders and
internationally respected for his business acumen and
entrepreneurial spirit.

Management profile:

Board of directors

Rahul Bajaj Chairman


Madura Bajaj Vice chairman and whole
time director
Rajiv Bajaj Executive director
Sanjiv Bajaj Executive director
D.D.S. Mehta Whole time director
Kantikumar R.Podar Director
Shekar Bajaj Director
D.J Bajaj Roa Director
J.N. Godrej Director
S.H. Khan Director
Mrs. Suman kirloskar Director
Naresh Chandra Director
Nonoo panmai Director
Manish Kejriwal Director
P. Murari Director
Niraj Bajaj Director

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Committees of the board:-

Audit committee

S.H. Khan Chairman


D.J. Balaji Roa Chairman
J.N. Godrej Chairman
Naresh Chandra Chairman
Nonoo pamnani Chairman

SHARE HOLDER’S AND INVESTORS GRIEVANCE COMMITTEE:

D.J. Balaji roa Chairman


J.N. Godrej Chairman
Naresh Chandra Chairman
S.H. Khan Chairman

Remuneration committee:

D.J. Balaji roa Chairman


S.H. Khan Chairman
Naresh Chandra Chairman

Auditors Dalal and shah


Charted accountants
International accounts KPMG
Cost auditors A.R. Raman cost central bank
of India
Central bank of India
State bank of India
Citibank N4
Standard charted

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Grinloys bank
Bank of America

Registered under the Indian companies act vii of 1913:

Registered office workers Akrudi Pune 411035


Workers Akrudi Pune 411035
Bajaj nagar
Bajaj Nagar , waluj
Chaka
Aurangabad industrial Area,
Pune-411501
Ch=kan

16
Company's History

Bajaj Auto Ltd

Type Public
Founded 1945
Headquarters Pune, India
Rahul Bajaj (Chairman), Rajiv Bajaj (Managing
Key people
Director)
Revenue ▲ Rs. 81,063 billion (2010) or USD 1.32 billion
Net income ▲ Rs. 11,016 billion
Employees 10,250 (2009-10)
Website www.bajajauto.com

Bajaj Auto is a major Indian automobile manufacturer. It is India's

largest and the world's 4th largest two- and three-wheeler maker [citation
needed]
. It is based in Pune, Maharashtra, with plants in Akurdi and

Chakan (near Pune),Waluj (near Aurangabad) and Pantnagar in

Uttaranchal. Bajaj Auto makes and exports motorscooters, motorcycles

and the auto rickshaw.

The Forbes Global 2000 list for the year 2010 ranked Bajaj Auto at

1946.

17
Over the last decade, the company has successfully changed its image

from a scooter manufacturer to a two wheeler manufacturer. Its product

range encompasses Scooterettes, Scooters and Motorcycles. Its real

growth in numbers has come in the last four years after successful

introduction of a few models in the motorcycle segment.

The company is headed by Rahul Bajaj who is worth more than US$1.5

billion

COMPANY'S HISTORY

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj

Trading Corporation Private Limited. It started off by selling imported

two- and three-wheelers in India. In 1959, it obtained license from the

Government of India to manufacture two- and three-wheelers and it

went public in 1960. In 1970, it rolled out its 100,000th vehicle. In

1977, it managed to produce and sell 100,000 vehicles in a single

financial year. In 1985, it started producing at Waluj in Aurangabad. In

1986, it managed to produce and sell 500,000 vehicles in a single

financial year. In 1995, it rolled out its ten millionth vehicle and

produced and sold 1 million vehicles in a year.

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TIMELINE OF NEW RELEASES

 1971 - three-wheeler goods carrier

 1972 - Bajaj Chetak

 1976 - Bajaj Super

 1977 - Rear engine Autorickshaw

 1981 - Bajaj M-50

 1986 - Bajaj M-80, Kawasaki Bajaj KB100

 1990 - Bajaj Sunny

 1991 - Kawasaki Bajaj 4S Champion

 1994 - Bajaj Classic

 1995 - Bajaj Super Excel

 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw

 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-

stroke scooter, Bajaj Spirit

 2000 - Bajaj Saffire

 2001 - Eliminator, Bajaj Pulsar

 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar

 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder

Gear, Bajaj Platina

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 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover

 2006 - Bajaj Platina

 2007 - Bajaj Pulsar-200(Oil Cooled), Bajaj Kristal,Bajaj Pulsar

220 DTS-Fi(Fuel Injection) , XCD 125 DTS-Si (Pronounced

Exceed 125 DTS-Si)

2008

 Bajaj Platina 125 DTS-Si launched

 Bajaj XCD 125 DTS-Si is largest selling 125cc motorcycle

 Bajaj Discover 135 DTS-i Upgrade Launched.

 Bajaj Pulsar 220 bags IMOTY award

2009

 Bajaj Pulsar 150 & 180 upgrade launched

 Bajaj XCD 135 DTS-Si launched

 2010

 Bajaj Pulsar 135 DTSi

 Bajaj Discover 100 & 150 launched

Awards and Accolades

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Product Award Award Body

Kawasaki Ninja Bike of the Year IMOTY

Pulsar 135LS Bike of the Year ET NOW - ZigWheels

Discover DTS-Si 100cc Bike of the Year ET NOW - ZigWheels

Pulsar 135LS 150cc Bike of the Year ET NOW - ZigWheels

Kawasaki Ninja 250cc Bike of the Year ET NOW - ZigWheels

Pulsar 135LS 4-V Technology of the Year ET NOW - ZigWheels

Discover DTS-Si Most Value for Money-Bike of the ET NOW - ZigWheels


Year

Kawasaki Ninja Motorcycle of the Year - Bike upto NDTV Profit - Car & Bike
250 cc

Bajaj Discover Motorcycle of the Year - Bike upto NDTV Profit - Car & Bike
DTS-Si 125 cc

Kawasaki Ninja Two Wheeler of the Year NDTV Profit - Car & Bike

Bajaj Discover And Best Integrated Campaign - Two NDTV Profit - Car & Bike
Pulsar wheelers

Kawasaki Ninja Bike of the Year CNBC - Overdrive

Bajaj Discover Best StoryBoard Commercial CNBC - Overdrive

Pulsar135LS Bike of the Year 2010 UTV Bloomberg-AutoCar

Pulsar135LS Viewer's Choice of the Year UTV Bloomberg-AutoCar

Bajaj Discover Best TV Commercial Auto India

Kawasaki Ninja Bike of the Year 2010 BS Motoring

Bajaj Auto Best Advertising Auto India

Pulsar Silver Effie for PulsarMania Ad Effie

Bajaj Auto Most Trusted Brands - Auto Two Brand Equity


Wheeler

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Bajaj Auto Most Popular Two Wheelers Amongst Global Youth Marketing Forum
Youth 2010

Bajaj Auto Chakan Plant - Super Platinum for ET - Frost & Sullivan
Manufacturing Excellence

Bajaj Auto Waluj Plant -Best-In-Class Stars of the Industry Group


Manufacturing Leadership Award -
2Wheeler

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Sales in numbers for the month of January 2010, February 2nd, 2010

Upto
For January Upto January For January
Product January
2010 2010 2009
2009
Motorcycles 232,939 2,027,298 109,666 1,643,815
Other 2
110 4,703 697 10,734
Wheelers
Total 2
233,049 2,032,001 110,363 1,654,549
Wheelers
Three
32,969 277,624 21,985 231,684
Wheelers
Grand Total 266,018 2,309,625 132,348 1,886,233

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Sales in numbers for the month of January 2011, February 2nd, 2011

Upto
For January Upto January For January
Product January
2011 2011 2010
2010
Motorcycles 275,622 2,825,994 232,939 2,027,298
Other 2
- 27 110 4,703
Wheelers
Total 2
275,622 2,826,021 233,049 2,032,001
Wheelers
Three
37,961 363,318 32,969 277,624
Wheelers
Grand Total 313,583 3,189,339 266,018 2,309,625

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ORGANIZATION CHART OF THE COMPANY

Chairman & Managing Director

Executive Whole time Vice chairman President Company


director director Secretary

Vice president

Finance Insurance Material Project Business Operator


development
& marketing

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General Manager

Production & Corporate Information Machine Finance Engineering


engineering officers marketing tool support
division

Production Finance Management& Motor cycle


Engineering Information division Marketing
3-wheeler service

3-wheeler Over seas Corporate


Marketing manufacturing Finance

26
Key Policy

TPM Policy

27
SHE Policy

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Chapter – 3

FIRM PROFILE
 Infrastructure

 Man Power

 Organization chart

 Marketing mix strategy

29
FIRM PROFILE

Supreme Auto Dealer’s Pvt. Ltd., have been incorporated as a

partnership . the firm was establish in 1995 the firm is located in New

Bridge road in Bhadravathi, but later the partnership firm turned in

private limited. First it was established as Supreme Motors commission

agency but later it was turned as Supreme Auto dealer’s Pvt. Ltd., in the

year 2006.

INFRASTRUCTURE FACILITY:

Land and building : the firm has its own land whose room, work shop

& spare parts section.

Power : the total electric power used by the firm is 450 units per month

& the same is supplied by K E B

Machinery :

The firm is well equipped with all required tools. There are require for

the servicing of all vehicles.

MAN POWER AND OFFICE STAFF OF THE FIRM

The firm has sufficient staff there are 40 employee in the firm.

The office staff includes 4 departments. They are

1. Sales department

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2. Service department

3. Spares department

4. Accounting department

1. Sales Department :

Here the vehicle is sold to the customer as their wants. this

department includes both two and three wheeler vehicle. The

monthly sales is 150 of total and 40 of Bajaj Platina per month. Now

the supreme auto dealer’s pvt. Ltd., has become highest selling two

dealer in Bhadravathi city. In this department the customer never had

to complaint about the firm.

2. Service Department

After the sales of the product, the customer wants friendly service by

the firm and it is in supreme auto dealer’s pvt. Ltd., they have hi-tech

work shop for motor cycle. And also it was awarded for excellent

service twice. The Supreme Auto Dealers also conducted many loan

mela and free service champ.

Separate stall are installed for new vehicle displays, as already they

have hi-tech work shop, it has well trained mechanic and they will

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fulfill customers complaints or problems regarding this a sample

survey was made and the number of respondents chosen was 50.

3. Spares Department :

In this department, we get all spares part of the vehicle easily, which

gives you best quality which gives you best quality in best price.

4. Accounting Department :

This is the main and financial department of the firm here we can

came to know about the sales volume of the year accounting

concerns the accounting department.

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ORGANISATION CHART

Supreme Auto Dealers Pvt. Ltd.,

Board of Directors

Branch Manager

Works Accounts Dept Spares Sales


Manager Manager Managers Manager

Supervisor Accounts Assistant Sales


Executives

Head Computer Computer


Mechanics Operator Operator Sales
assistant
Assistant
mechanics Receptionist

Helper

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Marketing Mix Strategy

Marketing is analysis planning and controlling the firm activities

with a view of satisfying the needs wants of the chosen customer can be

attracted by the following four ways namely.

1. Product

2. Price

3. Promotion

4. Physical distribution

These four are called 4 PS of marketing are the marketing mix

strategy.

1. Product

It is first ‘p’ of the marketing. It consist of bundle of utilities and

expected to customer. A product must be satisfactory to the consumer

because it is to be who is the ultimate user. In case of the product

concept not only the physical attributes are accountable but also

other attributes like presale & service are considered some of which

may be as following.

 The physical product itself

 Brand name

 Package

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 Colour, size shape etc.

 Price

 Service offered

 Safety

 Corporate image as well as the brand image.

2. Price

Price is a very important factor. Price means the exchange value of

an article in terms of money without it we cannot buy or sale

anything. Price of a product consist of the physical product plus the

bundle of expectations the product should be worth the price only

then will be the consumer is satisfied. Thus in case of bajaj auto ltd.,

they have fixed responsible price for their vehicle & thus their great

demand in the market.

3. Promotion

It is activity concerned with the market communication. Promotion

involves advertising personal selling , dealers & sales promotion.

Advertising means nothing but a form of non-personal presentation

& promotion ideas. Good services by an identified sponsor. It is a

form of publicity.

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Sales promotion plans are required to attracted the attention of the

consumer & create demand for the product.

Marketing strategy adopted by Supreme Auto Dealer’s Pvt. ltd.,

a) Advertising policy

The advertising policy is to be adopted by the supreme auto

dealer’s pvt. Ltd., as follows

 Demonstration of the vehicle in rural areas through mobile

service van by the cable t v advertisement

 Through hording boards

 Advertisement through media like news paper etc.

b) Counter Sales

Counter sales is nothing but sales department sales their product

their customer when the customer came to his show room. The

receptionist or sales executives attend the customer & give complete

information about the product which product do they want and also they

try to motive the customer to buy their prodct.

c) Direct Marketing

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It is also a kind of marketing here sales executives of the firm

meets the customer face to face and give full information about the

product and also collect their opinion towards the product.

d) Tele- Marketing

It is also a kind of marketing here some employees in the firm

call to many people and give detailed information about product in

sometimes the company gives marketing responsibility of their product

to BPO

e) Mela’s

This is a outside marketing it is conducted by the firm or

company. The main objective of these kind of marketing is to do

publicity about our product & firm.

The firm can arrange exchange and loan mela that provides an

opportunity to exchange their old bike and also provides loan for

purchasing new bike.

F) Invitation Letters

This letter send to many customer or people who are located near

to show room. This letter contains detailed information about their new

offers and their new products.

4. Distribution

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It is flow of goods the producer or the manufacturers to the

ultimate consumer. Distillation channels represent a chain of middle

man participating in the transferring of goods. Some of the channel s are

 Manufacturers  whole sellers  retailers  consumers

 Manufacturers  sales man  dealers  consumers

 Manufacturers  retailers  consumers

 Manufacturers  consumers

In case Supreme Auto Dealer’s pvt. Ltd., products after receiving

from the manufacturer that is Bajaj Auto Ltd., or they are the authorized

dealer’s of bajaj auto ltd., in Bhadravathi town.

38
Chapter – 4

PRODUCT PROFILE

 Introduction

 Key Feature

 About Bajaj Platina

 Bajaj Platina 100cc

 Bajaj Platina 125cc

39
PRODUCT PROFILE

The bajaj Platina has a set of new standard for new area of kikes

in India. It has been developed exclusively for the Indian market after

closely examining the changing life styles and needs of the consumer.

The bajaj Platina is equipped with a number of new function and

mechanisms introduced for the first time in India.

It is design to offer greater functionality, performance , economy

and ease of handling and maintainance to a wide cross selection of the

Indian society.

Features of bajaj Platina

 New masked front fairing

 New rectangular swing arm and an increased wheel base

 New rugged and muscular rear shock absorbers

 New mertail lamp

 New classy handlbars

 Introducing the number plate name

 New handle bar clamps

 Dts-i engine

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 Ignition with digital c d t

Bajaj Platina:

The bajaj Platina is the first bike in India which came in direct

competion with the hero Honda CBZ later bajaj introduced Pulsar 150

dts-I with digital twin spark ignition and till today Platina is one of the

most sought after bike in the 125cc segment. It has definitely won over

other bikes, but let us justify its triumph.

General information

Model: Bajaj Platina 100

Year: 2006

Category: Classic

Engine and transmission

Displacement: 99.27 ccm (6.06 cubic inches)

Engine type: Single cylinder, four-stroke

41
Power: 8.20 HP (6.0 kW)) @ 7500 RPM

Torque: 8.05 Nm (0.8 kgf-m or 5.9 ft.lbs) @ 4500 RPM

Ignition: Digital CDI and TRICS III

Cooling system: Air

Transmission type,

final drive: Chain

Chassis, suspension, brakes and wheels

Front suspension: Hydraulic, Telescopic Type

Front suspensiontravel: 125 mm (4.9 inches)

Rear suspension: Hydraulic, SNS Type

Rear suspension travel: 100 mm (3.9 inches)

Front tyre dimensions: 2.75-17

Rear tyre dimensions: 3.00-17

Front brakes: Expanding brake (drum brake)

Front brakes diameter: 130 mm (5.1 inches)

Rear brakes: Expanding brake (drum brake)

Rear brakes diameter: 110 mm (4.3 inches)

Physical measures and capacities

Weight incl. oil, gas, etc: 113.0 kg (249.1 pounds)

Overall height: 1,090 mm (42.9 inches)

42
Overall length: 1,990 mm (78.3 inches)

Overall width: 770 mm (30.3 inches)

Wheelbase: 1,275 mm (50.2 inches)

Fuel capacity: 13.00 litres (3.43 gallons)

Reserve fuel capacity: 2.00 litres (0.53 gallons)

Other specifications

Starter: Electric

Color options: Red, blue, grey, silver, black, black/maroon

Bajaj Platina 100cc

The entry level bike Bajaj Platina 100cc was launched as the cheapest

bike in its segment to compete with Hero Honda. Since its launch the

bike has got popularity among the buyers both in India and outside due

to its reduced cost and presentation. The bike has many executions like

body panels, fairings, and electronics, similar to former Bajaj Wind

125. Platina 100cc has been in great demand by the customers for its

gorgeous style, stunning performance, outstanding mileage and

negligible expenses in its range. The bike attracts the youngsters giving

43
them a suitable personal choice for their daily commute.

Engine

Bajaj Platina 100cc has the four-stroke engine with a single cylinder and

capacity ofthe engine is 99.27cc. The engine power reaches the highest

of 8.2bhp @ 7500rpm and maximum torque of 0.82kgm

@4500rpm.The bike is equipped with ExhausTEC skill that is Torque

growth Chamber for the exhaust system. ExhausTEC helps enhance

torque at low revolutions. The engine has a ride control switch to

facilitate the biker to identify the optimum throttle opening to get the

top mileage.

Design and Comfort

Platina has borrowed the style from the Bajaj Wind and Bajaj CT 100

model. The bike has platinum silver color and chrome graphics. The

chrome streaked blades on side panels and head lens add to visual

satisfaction of the bike. The lens blinkers and MFR lens are awesome.

The levers, grips, mirrors and switchgear are correctly placed. The

attractive matt black finished silencer gives a sparkling look to the bike.

It dons a stylish chrome heat shield and annular chrome rings on the

console. The muscular alloy wheels and sleek rear panels with polymer

44
coated grab rail displays the persona of the bike. It has also speed and

fuel gauge with concentric circle which give an alluring look.

Ride and Handling

The handling of the Platina is very user-friendly. It has got a large fuel

tank which is really rural friendly. It employs mesh type four speed gear

box transmission with the L shaped kick lever. Twin SNS adjustable rear

suspensions comfort both the rider and the pillion rider. TRICS III

(Throttle Responsive Ignition Control System) ignites the

engine instantly even cold weather. It gives a strong pick in third gear

with a single rider while with two rider on 2nd gear. It also works with

automatic transmission which can control the bike by simple

acceleration and a brake. The rear and front drum brakes can bring the

bike under perfect control in any riding mode. The bike gives a decent

mileage of around 60 kmpl but can gain 75-80 kmpl by third service.

Under standard test conditions of the manufacturer, it obtains 108 kmpl.

Variants, Price And Color

Bajaj Platina 100cc is available in 3 colors: Red, Black and Grey.

45
Price of Bajaj Platina 100cc (Starting Price in Hyderabad, Bangalore, Chennai, Delhi, Jaipur,
Kolkata, Ahmedabad, Mumbai)
City Ex. Show On Road City Ex. Show On Road
Room Room
Hyderabad Rs. Rs. Bangalore Rs. Rs. 39,384/-
29,990/- 34,275/- 32,989/-
Chennai Rs. Rs. Delhi Rs. Rs. 36,642/-
32,997/- 39,140/- 33,210/-
Jaipur Rs. Rs. Kolkata Rs. Rs. 40,640/-
33,800/- 37,215/- 34,090/-
Ahmedabad Rs. Rs. Mumbai Rs. Rs. 41,431/-
34,370/- 39,300/- 35,277/-

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Bajaj Platina 125cc

General information

Model: Bajaj Platina 125 Dumdar Sawari

Year: 2008

Category: Allround

Engine and transmission

Displacement: 124.60 ccm (7.60 cubic inches)

47
Engine type: Single cylinder, four-stroke

Power: 8.50 HP (6.2 kW)) @ 7000 RPM

Torque: 10.00 Nm (1.0 kgf-m or 7.4 ft.lbs) @ 4000 RPM

Ignition: Digital CDI and TRICS III

Cooling system: Air

Gearbox: 5-speed

Transmission type,

final drive: Chain

Chassis, suspension, brakes and wheels

Front suspension: Hydraulic, Telescopic Type

Front suspensiontravel: 125 mm (4.9 inches)

Rear suspension: Hydraulic, SNS Type

Rear suspension travel: 100 mm (3.9 inches)

Front tyre dimensions: 2.75-17

Rear tyre dimensions: 3.00-17

Front brakes: Expanding brake (drum brake)

Front brakes diameter: 110 mm (4.3 inches)

Rear brakes: Expanding brake (drum brake)

Rear brakes diameter: 110 mm (4.3 inches)

48
Physical measures and capacities

Dry weight: 99.0 kg (218.3 pounds)

Weight incl. oil, gas, etc: 110.0 kg (242.5 pounds)

Power/weight ratio: 0.0859 HP/kg

Overall height: 1,090 mm (42.9 inches)

Overall length: 1,990 mm (78.3 inches)

Overall width: 770 mm (30.3 inches)

Wheelbase: 1,275 mm (50.2 inches)

Fuel capacity: 13.00 litres (3.43 gallons)

Reserve fuel capacity: 2.50 litres (0.66 gallons)

Other specifications

Starter: Electric

Electrical: 35/35 W halogen headlamp

Factory warranty: 2 years, 30 000 km

Additional Features in New Platina 125:

1) 125 cc DTS-Si engine

2) 111 kmpl Mileage (Claimed)

3) Ride Control Switch

4) Electric Start

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5) Auto Choke

6) Maintenance Free Battery.

7) Anti-Friction DU Bushes in the front fork.

8) SNS Suspension.

9) Twin Pilot Lamps

10) 5 Speed Gearbox

50
Chapter – 5
CONSUMER ATTITUDE TOWARDS TWO WHEELERS

 Consumer attitude
 Determinant of buyer behavior, Internal factors
 Conclusion

51
CONSUMER ATTITUDE TOWARDS TWO WHEELERS
Consumer Attitude
Consumer attitude is comparative a new field of study. It is the
attempt to understand and predict human action is the buying role. It has
assumed growing importance under market oriented or customer
oriented market planning and management buyers market for many
products and the growth of consumerism and consumer legislation since
1960 have created special interest in buyer behavior and the formulation
of marketing mixed to responds favorable buyer behavior in the market
place.
Buyer behaviour is defined as all psychology social and physical
behaviour of potential, customer as they become aware of evaluate
purchase consumer and tell other about “product and service “ each
element of this definition is important.
 Buyer behavior involves both individual ( psychological) process
and group (social) process.
 Buyer behavior is reflected from awareness right through past
purchase evolution indicating satisfaction or non satisfaction from
purchase.
 Buyer behavior includes communication, purchasing and
consumption behavior.
 Consumer attitude is basically social in nature. Hence, social
environment plays an important role in shaping buyer behavior.
 Buyer behavior includes both consumer & industrial buyer behavior.

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Buyer behavior includes the acts individual directly involved in
obtaining and using economic goods and service including sequence of
decision process that processed and determine three acts. Actual
purchase only a part of the decision process. In buyer behavior we
consider not only why,how and what people buy but and under what
condition the purchase is made understanding of buyer behavior is
essential in marketing planning and performance.
The final analysis of the buyer behavior is one of the most
important key to successful marketing

Determinant of buyer behavior


Buyer behavior is a process, consumers are subjected to various
stimuli, therefore the consumer mind regarded as a block box as we
cannot see what is going on in his mind he response to the stimuli or
inputs and may purchase some products 2 service of interest to the
marketing managements.
The model of behavior is a stimulus responds model. Response
may be division to purchase or not to purchase.
Under the system views of buyer behavior have :
1. Inputs
2. Processing
3. Outputs
4. Feed back loop
The object of the process is of course expected satisfaction or
service.

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Buyer behavior is an orderly process where by the buyer interest is
with his or her environment making a purchase decision on product.
1. Internal or individual factor are psychological factor such as :
a) Motivation
b) Perception
c) Bearding
d) Attitude
e) Personality
2. Socio- culture factors are :
a) Family
b) Reference group
c) Social class
d) Culture
3. Environmental factors are :
a) Economics
b) Technological legal and political factors
4. Buyer is the “comer- stone” of marketing strategy. Firms must
understand buyer behavior to achieve the defective of customer
satisfaction buyer mind is called the black box inputs are processed
in this mind and buyer response become the output of the
psychological process.
The output in the form of buying a product is the objective of the
market but this project is only a study of consumer psychological
behavior.

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Consumer psychology towards two wheeler is very different
some of them time two wheeler as luxury amd for some it is a necessity
and at least to own two wheeler.
But now as the civilization progressing two wheeler no larger a
prestige of luxury they have become necessities.

Conclusions
The psychology of consumers towards two wheelers are;
1. Luxurious
2. Costly
3. Inadequate fund
4. Necessity
The necessity of two wheeler crores over the other 3 points, for
the dynamic society two wheelers are considered to be luxury for the
benefit of consumer who are not having adequate fund, companies have
proposed hire purchase schemes. With the rapid growth of finance
companies availability of finance at very competitive terms has become
popular and on coverage of 30 to 40 percent of the potential buyers opts
for this facility.

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Chapter - 6

DATA ANALYSES AND INTERPRETATION

56
DATA ANALYSES AND INTERPRETATION

Introduction:
Marketing is a social process by which individuals and groups
obtain what they need through the creation and exchange of production
and value with others.
The starting point of the discipline of marketing lies in human
needs and wants, use full distinction may be down amongst needs,
wants and demands. Human needs in a state of felt deprivation of some
basic satisfaction. Needs are not creating by society or markets, but
exist in the very texture of human biology and candidates of living.
Human wants are desired for satisfying those roads. Thus, a
consumer who feels a need for personal transport wants to buy two
wheelers. Human needs continuously shaped and reshaped by social
force and institutions.
Demand or wants for specific products that are backed by an ability and
willingness to buy them. Thus, wanting to buy a two wheeler will lead
to the demand for as purchase.
From the above definition, it becomes clear that sellers do not
create needs. In deed, needs precede sellers and sellers along with others
influential factor in society will influence the wants.
They also influences demand by making their own products
attractive affordable and easily available.
A product can be definded as anything that satisfied a need or a want
the existence of several products which can produce that satisfaction of

57
a given need or want places individual competitors in a position where
they have to try and understand the process by which a consumer arrives
at a brand choice as well as the criteria the employees in making a brand
selection.
Before this century, most marketing experts assumed that the
value was the guiding principles in brand selection of the consumer. But
the presumption that every consumer is a rational utility miximising
persons. Need not always rational utility maximsing person need not
always be true. Therefore, modern economists have dropped this
assumption of cadial utility. They assume that only consumers have the
capability of banking any to objects in terms of preference.
This assumption forms the basis for any consumer research
survey to determine the reason for consumer brand choice. The present
study is also based on the assumption that a consumer has the capability
of ranking the influencing factors tesponsible for the selection of brand.
The study is an attempt to determine the factors effecting the
selection of two wheelers.
 Good mileage
 Price
 Safety
 Appearance
 Technology
 After sales services
 Resale value
 Colors

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Factors Influencing Buying Decision

Factors No.of Respondents Percentage


Mileage 20 40
Price 06 12
Safety driving 04 08
Appearance 04 08
Technology 08 16
After sales service 02 04
Resale value 02 04
Colour 04 08
Total 50 100

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Graph showing Factors Influencing Buying Decision

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Mileage

It is seen that 40% of the total respondents indicate milage as a

very significant factor is influencing the selection of two wheeler. Then,

is the present case being the amount of fuel consumer per kilometer of

trawel. Even increasing price for petroleum products have made the

consumer and prefer vehicle with the extra made.

Price

Initial cost of the vehicle is another significant factor, 12% of the

total respondents have rounded it. This clearly indicated that price is one

of the important parameter under the control of production manager,

plays a vital role in selling a product. This is especially important in a

developing country like India where many people struggle to take both

ends meet together.

Safety Driving

It is seen that 8% of the respondents indicates that safety driving

is another important factor influencing the selection. The consumer who

is assured of the quality products than look convenience of riding even

increasing accidents of two wheelers vehicle has resulted to prefer

vehicle which are safety to ride.

Appearance

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Every motor cycle has its own appearance. A motor cycle should

be designed that consumer feel price of owning it. Here 8% of the

respondents have given the opinion that appearance also counts while

purchasing. It is also one of the important factor which influence the

selection. This factor is influential by the younger generation.

Technology

Technology being sophistication into life. It gives more and more

comfort features. So that easy free, riding trouble free, performance is

achieved. 16% of respondents indicate that technology is one of the

factors for buying decision.

After Sales Service

As after the sales in one of the influencing factor in buying

decision. Customers are not aware of the sale after services rendered by

the dealers. In order to save the amount ultimately to save the cost of the

bike the customers have made their purchased at Ananthpur and Goa.

This clearly show that the customer have least bothered about the after

62
sales service I. e., why only 4% of the total respondents have stressed

the important of this factor.

Resale Value

The table clearly states that only 4% of the total respondents have

thought of considering this factor. It is so because few owners have the

hobby of changing the vehicle often.

Colour

Even though customers desired to have their bike with different

colours they have expressed that they don’t have variety of colour 8%

choice. Since the vehicle are available with black and red and blue in

case of bajaj Platina

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Table 1: Showing the qualification of the respondents.

Qualification No. of respondents percentage


S.S.L.C 5 10
P.U.C. 6 12
Graduation 36 72
Post graduation 3 6
Total 50 100

Interpretation

As per the above 50 respondents 72% are graduates 6% are post


graduates and12% PUC and 10% are S.S.L.C.

Graph showing the qualification of the respondents.

64
Table 2: The table showing occupation of the respondents
Occupation No. of respondents Percentage
Student 30 60
Business 11 22
Profession 5 10
Employee 4 8
Total 50 100

Graph showing occupation of the respondents.

Interpretation
Here the above table address that our of 50 respondents 60% are
students 22% are business 10% are profession and 8% are employees.

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Table 3: showing that monthly income of the respondents:-
Income in rupees No. of respondents Percentage
Below -5000 14 28
5000-10.000 15 30
10000-15000 7 14
15000 and above 14 28
Total 50 100

Graph showing the income per month of respondents

Interpretation: Out of 50 respondents the income level of 28% is


below 5000 and is below 5000 is 30% of 5000-10000 and 14% is
10000-15000 and 28% is 15000 and above.

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Table 4: The table showing the classification of respondents on
the basis of source of information
Source of No. of Percentage
information Respondents
Advertisements 30 60%
Dealer’s 10 20%
Friends 7 14%
News papers 3 6%
Total 50 100

Graph showing the classification of recordation’s on the basis of


source of information

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Table: 5 The table showing the factor influencing the purchase
of “Bajaj Platina”
Factors No. of respondents Percentage
Price 6 12
Brand Image 6 12
Performance 19 38
Outlook and design 13 26
Technology 6 12
Total 50 100

Graph showing the influencing factor where purchasing a “Bajaj


Platina”

Interpretation: Out of 50 respondents price influenced 12% brand


image 12% performance 38% out look and design 26% and
technology 12%

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Table 6: Showing consumer opinion regarding price:-
Price No. of respondents Percentage
High 12 24
Reasonable 36 72
Low 2 4
Total 50 100

The graph showing consumer opinion regarding price

Interpretation: Out of 50 respondents 24% says that the price is


high and 4% says is low and the range remaining 72% says is
reasonable.

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Table 7: Showing the superior factor and inferior factor in
“Bajaj Platina”
Factor No. of respondents Percentage%
Low price 3 7
Performance 24 59
Outlook and design 10 24
After sales and service 4 10
Total 41 100

The graph showing superior factor and inferior factor in “Bajaj


platina”

Interpretation: Out of the respondents found superior factor in that


in 7% found that the low price, 59% performance, 24% found that
outlook and design and 10% found after sales and service.

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Table 8
Factors No. of respondents Percentage
Highly priced 1 11
Low Mileage 1 11
Outlook and design 4 45
Low pickup 3 33
Total 9 100%

The graph showing the inferior factor

Interpretation: Out of the respondents found inferior factor in that


in 11% found that the highly price, 11% low mileage, 45% found
that outlook and design and 33% found low pickup.

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Table 9: Showing consumer opinion regarding complaint in “Bajaj
Platina”
Opinion No. of respondents Percentage
Yes 25 50
No 25 50
Total 20 100

The graph showing consumer opinion regarding complaint in


“Bajaj platina”

72
Table 10: Showing consumer opinion regarding after sales and
services from the dealer:-
Opinion No. of respondents percentage
Satisfactory 44 88
Un Satisfactory 6 12
Total 50 12

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Table 11: Shows brand of bikes having customers

Brand No of respondents Percentage


BAJAJ Platina 28 56
Hero Honda 12 24
TVS 4 8
Pulsar 6 12
TOTAL 50 100
Source: Survey analysis
Interpretation:
The table indicates out of which 56% of the respondents have
Bajaj platina because that company creates a goodwill in the market,
24% of the respondents have Hero honda, 8% of the respondents TVS,
12% of respondents have Pulsar bikes.

74
Graph Shows brand of bikes having customers

75
Chapter -7
Findings Suggestions and Conclusion

76
Findings Suggestions and Conclusion

Findings

 Sales & Net profit of Bajaj Platina is increasing year to year

 Provided plenty of employment opportunity.

 Reputation of the company has dragged the attention of the

customer and induced to buy the product.

 Bajaj Platina has new silencer with TEC technology now ensures

improved engine torque over at varying land condition.

 Export of the company is increasing year to year.

 It is found that low cost, maintenance and pick up is the most

important attributes customer look for before deciding to

purchase a two wheeler.

 The study reveals that majority of the respondents are male as

well as students

77
Suggestions
 To offer accessories at discount rates to customer. At present
customer buy spares from the local market because they are low
priced. But customer forget that these parts are not equivalent
qualitatively to those which are sold by authorized dealer.
 To conduct free service camps and to give discount for the spare
purchased during that period. Manufactures should conduct free
service camps should be supervised by the company service
engineers.
 To maintain the quality where their product is having a good demand
in the market. Once a manufacturer gets a top position in the market
many of them fail to maintain the quality of the model. This should
be avoided so that they can maintain and improve their turnover.
 The dealer should improve the display of two wheelers in their
showroom so that customers will be attracted towards the two
wheelers and also the dealers should highlight the advantages of the
model when compare to other model.
 To improve the advertising in the media most of the customer buy
their two wheelers after having a complete knowledge of the model.
 So the advertisement should give all the particulars about the model
regarding cost factor. Special features and other specification.

78
Conclusions
Dealer feel that at present there is good supply should be stream

lined so as to meet the customer demand. Because of the supply is

delayed the customer may choose other dealer or other brand. There by

there is loss to the dealer and to the company the dealer feels that there

should be adequate supply of models with different colours to meet the

customers choice.

Company should give incentives for record sales done by the

dealers or that they are interested to do more sales and also they can

earn more profit.

Dealers feel that there should be proper supply of spare parts and

there should be more margin of them so that they can give discount to

the customer and with the help of discounts they can compete in local

market and it is preferable to give credit facility for the spare parts

purchased.

79
Questionnaire
Dear Sir,
I am M.D Jaffar Sadik from ATNCC, Shimogga. I am final year
BBM, student as per the requirement of my curriculum. I am currently
doing my project with respect to “Marketing Potential and Brand
Awareness towards Bajaj Platina” with a special reference to
Supreme Auto Dealer’s Pvt. Ltd., Bhadravati. I would be very obliged if
you take few minutes to answer the following questions.

Personal details:
1. Name :
2. Address :
3. Age :
4. Sex :
Male ( ) Female ( )
5. Occupation:
Business ()
Govt employee ()
Student ()
Professional ()
6. Educational Qualification:
SSLC ()
PUC ()
Graduation ()
PG ()

80
7. Income group (per year):
50000-100000 ()
100001-150000 ()
150001-200000 ()
Above- 200000 ()
8. Do you have any two wheelers (Bike?)
Yes ()
No ()
9. If yes which bike you are having
Bajaj Platina ()
Hero Honda ()
TVS ()
Pulsar ()
10.Do you have own Bajaj Platina.
Yes ()
No ()
11.If yes how did you come to know about this product?
Advertisement ()
Dealer ()
Friends ()
News papers ()
12.What factor do you consider while purchasing Bajaj Platina vehicle?
Price ()
Brand image ()
Performance and mileage( )
Design and outlook ( )
Technology ()
Resale Value ()
Colour ()
Safety driving
13.What is your opinion about the price of Bajaj Platina
High ()
Reasonable ()
Low ()

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14.Do you find any superior factor in Bajaj Platina against other?
Yes ()
No ()
15.If yes which superior factor do you consider?
Performance ( )
Low priced ()
After sales and service ()
Outlook and design ()
16.If no which inferior factor.
Highly priced ()
Low mileage ()
Outlook and design ( )
Low pick up ()
17. Do you have complaint in Bajaj Platina Bike?
Yes ( )
No ( )

18. If yes how often


Rarely ()
Frequently ( )
Occasionally ()
19. What is your opinion about the ‘after sales and service from dealer?
Satisfactory ()
Unsatisfactory ()
20. Do you recommended this brand to the potential buyer
Yes ()
No ()
21. If ‘Yes’ mention the reasons -----------------------------
22. If ‘No’ Please share -----------------------------------------
23. Your suggestions to the company? --------------------
24. Your suggestions to the dealer -----------------------------------

Thanking you,
Date:
Place:
Signature

82
Bibliography

Text Books
Philip Kolter : Principles of Marketing
R.N.S. Pillai and Bagavathi : Modern Marketing
S.A. Sherlekar, Reddy and Appanaiah : Marketing Management

Journals and Magazines


 Auto India
 Car and bike international
 Indian Express
 Overdrive
 The Times of India

Websites:
www.bajajautoltd.com
www.motosindia.com
www.bikes.com
www.autoindia.com

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