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A Presentation on

A Study on Customer
Preference and Satisfaction
towards Bajaj Bikes
Prepared By: Ajay B. Savaliya
Enrollment No: 147500592100
Faculty Guide: Ms. Esha Pandya
Company Guide: Mr. Shoban Mulla
S.R.LUTHRA INSTITUTE OF
MANAGEMENT
Summer Internship Project

Introduction of Customer
Preference and Satisfaction
Customer Preference
Consumer preference means a consumer likes one thing
over another. The preference of the consumer is the
result of the behavior they show during searching,
purchasing, and disposing the product.

Customer Satisfaction
Customer
satisfaction
measures
how
well
the
expectations of a customer concerning a product or
service provided by your company have been met.
Customer satisfaction is important because it provides
marketer and business owners with a metric that they
can use to manage and improve their businesses.

INDUSTRY
PROFILE

a. Global Level
India is the 2nd largest two-wheeler market and 4th
largest commercial vehicle market.
The worlds largest market for two-wheelers is China.
Other large markets in the region are Japan, Indonesia,
Vietnam and Taiwan.
The global two-wheeler manufacturing industry grew
by 3.3% in 2013 to reach a value of $61.5billion.
North America; which saw a decline in production
volume of over 20% in 2013.
Hondas sales is increased by 9.9%; mainly due to
higher sales in India, Thailand etc. while lower sales in
Brazil.

b. National Level
Two-wheeler
industry
started
early
50s
and
manufacturing scooters.
Bajaj auto and HERO MotoCorp sales went to decrease
while Honda Motorcycle sales has increased.

c. State Level
Sales of two-wheeler in between April and September
went down to 15%.
In previous, sales of two-wheeler in Gujarat is 65000 to
70000 units per month.
Now, average has come down around 50000 to 55000
units per month.
Bajaj auto has good response from Rural market.

d. PESTEL Analysis

Employment laws
Tax policy
Political Political stability
Inflation rate
Economi Exchange rates
Interest rates
cal

Safety
Social Popularity

Conti
..
Technological change
Technologic R&D activity
al

The environmental factors dont play a


vital role in the two-wheeler market.
Environmen But the time has changed and people
tal
are more eco-friendly.

Legal

New rules and regulations like


Helmet, Driving Licence for riding
two-wheelers.

e. Current Trend

f. Major Players

Hero MotoCorp Ltd.


Honda Motor Company Ltd.
Suzuki Motor Corporation Ltd.
Bajaj Auto Ltd.
TVS Motor Company Ltd.
Yamaha Motor Company Ltd.
Royal Enfield Company Ltd.
Mahindra Two-wheelers Ltd.
Harley-Davidson Company Ltd.
Piaggio

g. Major Offering
1.
2.
3.
4.
5.
6.
7.

Sports bikes
Sport touring bikes
Cruiser bikes
Touring bikes
Dual-sport bikes
Standards bikes
Off-road or Dirt bikes

COMPANY
PROFILE

Company Profile of Bajaj Auto

Type

Public company

Industry

Two-wheeler Automobile Industry

Year of
establishment

November 29, 1945 (Pune, Maharashtra,


India)

Founder

Jamnalal Bajaj

Key people

Rahul Bajaj (Chairman)


Rajiv Bajaj (Managing Director)

Headquarter

Pune, Maharashtra, India

Presence

Distribution network covers 50 countries


Dominant presence in Sri Lanka, Peru,
Bangladesh, Iran, Indonesia etc.

VISION
To
attain
world
class
Excellency
demonstrating value added products
customers

by
to

MISSION
Focus on value based manufacturing continual
improvement total elimination wastes pollution
free and safe environment

Company Profile of Shivam Bajaj


Company Name

Shivam Bajaj

Year of
establishment

1st Nov, 2013

Address

FF-1, Mansarovar Heights, opp.


Bhaktidham Temple, Puna Kumbhariya
road, Puna patiya, Surat-395010

Owner name

Mr. Dharmeshbhai Palsanawala


Mr. Hirenbhai Patel

Authorized dealer

Bajaj Auto Limited

No. of employees

30

Organogram
Owner
Sales
Manager

Sales
Executive

Marketing
Manager

Back
office

Service
Manager

Workshop
Manager
Workshop
Person

SWOT Analysis
Opportunities
Strength
Cheaper
Highly experienced management
variants
for
Widespread distribution networktapping more in the rural
Good experienced workers
segment
Premium sport bikes for
Excellent marketing
Good reputation in market
urban areas
Constant growth in twowheeler segment
Threats
Weakness
Cheaper imports from
After sales service is very poor
countries
like
China
Lag in distribution of products or
payment
delays
Other motorcycles
players have a strong
brand presence

REVIEW
OF
LITERATURE

Year

Author
Name

Topic

Findings

2014

Mrs. G.
Mahalakshami

Satisfaction on Buyers
prefer
twotwo-wheelers
wheelers for their riding
comfort and satisfied with
their services.

2013

V. Devki & Dr.


H. Balakrishnan

Preference
towards Hero
two-wheelers

2011

Kerav Pandya &


H. J. Jani

Satisfaction
Factor
that
affect
among
two- consumer
purchase
is
wheelers users style and power.

2014

Ms. Ameer Asra Satisfaction


Ahmed & Dr.
level to-wards
M.S.
Royal Enfield
Ramachandra &
Mr. Siva Nagi
Reddy

Youngers are more prefer


Royal Enfield bullet; and
they are
satisfied with
overall performance.

2004

Sagar and
Chandra

Consumers prefer cars for


their design and advance
technologies.

Preference
towards small
cars

Majority of them are give


more importance to price
and prefer middle ranged
bike.

RESEARCH
METHODOLOGY

a. Problem Statement
In todays intensely competitive environment, companies
today are constantly looking for ways to attract customers by
having a better understanding of changing customer
preferences. Therefore this study has been conducted to find
the Customer Preference and Satisfaction towards Bajaj Bikes.

b.

Research Objective

. To ascertain the customer preference and satisfaction


towards the Bajaj bikes.
. To
determine
which
is/are
the
most
attractive
attribute/attributes for purchasing Bajaj bikes.
. To find the areas of improvement of the Bajaj bikes.
. To know the respondents problems towards Bajaj bikes.
. To study association between demographic variables and
different attributes of Bajaj bikes.

c. Research Design
Types of Design

Descriptive Research Design

Data Collection

Questionnaire

Sample Population

Customer who are using Bajaj bike

Sample area

Surat city

Sample size

200 Questionnaires

Sampling Method

Non-probability convenience sampling


method

Tools for analysis

Charts with use of Microsoft Excel


2010
Chi-square test with the use of SPSS
16.0

Limitation of the
study

Very small sample size (200)


Study is limited to Surat city only.

DATA ANALYSIS

Demographic
Variables

Q. Models of Bajaj bikes


Model
CT 100

No. of
Respondents
9

Model

No. of
Respondents

Pulsar 135LS

11
19

Platina 100

22

Pulsar 150

Discover 100

10

Pulsar 150AS

Discover 100M

16

Pulsar 180

17

Discover 125M

21

Pulsar 200NS

12

Discover 150S

Pulsar AS200

12

Discover 150F

Pulsar 220F

18

Avenger 220

18

Pulsar RS200

1) Which is/are the most attractive


attribute/attributes for purchasing Bajaj bike
as per your preference ?
Attributes

Respondents

Percentage

responses

(%)

out of 200
Price

193

23.74

Mileage

186

22.88

Stylish look

32

3.94

Pickup

0.74

Engine Capacity

171

21.03

Colors

10

1.23

Maintenance cost

180

22.14

Brand image

24

2.95

Comfortable ride

11

1.35

Total

813

100

Q. Percentage of Customer Satisfaction


towards different attributes of Bajaj bikes.
Attributes

Highly
satisfie
d
(%)

Satisfi
ed

Averag
e
(%)

Dissatisfi
ed
(%)

Highly
dissatis
fied
(%)

(%)

Price

57

29

10

Mileage

49.5

40.5

Look & Style

5.5

37

46.5

Pickup

5.5

48

36.5

Engine capacity

4.5

52

31.5

14.5

39.5

38.5

2.5

31.5

43

14

3.5

Brand image

5.5

39.5

45

6.5

3.5

Resale value

33.5

54.5

11.5

37

43

5.5

2.5

22.5

67.5

7.5

Colors
Maintenance cost

Comfortable ride
After sales services

2) Problem you faced while using the vehicle


Criteria

No. of

Percentage

Starting

respondent
35

(%)
17.5

trouble
Mileage

14

problem
Pickup
Battery

24
127

12
63.5

problem
Total

200

100

Chi-Square test
Hypothesis

H0: There is no association between


customer
monthly
income
and
mileage attribute of Bajaj bikes.
H1: There is association between
customer
monthly
income
and
mileage attribute of Bajaj bikes.
H0: There is no association between
customer satisfaction towards price
and customer monthly income.
H1: There is association between
customer satisfaction towards price
and customer monthly income.

P value
significance
level (0.05)

Result

0.020

Rejected

0.118

Fail to
Rejected

H0: There is no association between


customer
satisfaction
towards
comfortable
ride
and
customer
occupation.
H1: There is association between
customer
satisfaction
towards
comfortable
ride
and
customer
occupation.
H0: There is no association between
customer satisfaction towards look &
style and customer age.
H1: There is association between
customer satisfaction towards look &
style and customer age.
H0: There is no association between
customer satisfaction towards brand
image and customer occupation.
H1: There is association between
customer satisfaction towards brand
image and customer occupation.

Conti
..
0.326

Fail to
Rejected

0.027

Rejected

0.482

Fail to
Rejected

Conti
..
H0: There is no association between
customer education and maintenance
cost attribute of Bajaj bike.
H1: There is association between
customer education and maintenance
cost attribute of Bajaj bike.

0.066

Fail to
Rejected

Findings
Majority of respondents are prefer Bajaj bike for their price,
mileage, maintenance cost, and engine capacity.
The study reveals that 57% of the respondents are satisfied
with price; while 10% of the respondents are dissatisfied with
the price of Bajaj bikes.
As per survey, 52% of the respondents are satisfied with
engine capacity of Bajaj bike.
The study reveals that majority of respondents are dissatisfied
with resale value and after sales services provided by Bajaj.
The study reveals that majority of the respondents are said
average and majority of the respondents are satisfied with the
mileage, look & style, pickup, colors, maintenance cost, and
brand image of Bajaj bikes.
Majority of the respondents are facing battery problem while
using Bajaj bike.
The study reveals that 95% of the respondents are said Bajaj
bike is good comparing to other bikes; but only 5% of the
respondents are said Bajaj has need to improve.

Conti
..
association between

From Chi-square test finding that there is


customer satisfaction towards look & style and customer age.
From Chi-square test finding that there is association between
customer monthly income and mileage attributes of Bajaj bikes.
From Chi-square test finding that there is no association between
customer satisfaction towards brand image and customer
occupation.
From Chi-square test finding that there is no association between
customer satisfaction towards price and customer monthly income.
From Chi-square test finding that there is no association between
customer satisfaction towards comfortable ride and customer
occupation.
From the Chi-square finding that there is no association between
customer education and maintenance cost attribute of Bajaj bikes.

Conclusion
From the research work it concludes that majority of the
customer prefer Bajaj bikes for price, mileage, maintenance
cost, and engine capacity. Bajaj need to improve on battery of
their bikes; because buyers have facing this problem while
using the vehicle. Bajaj doing very well on its durability of
bikes, comfortable ride, and after sales services for increases
their sales. Most of buyers are satisfied with the price,
mileage, look & style provided by Bajaj. Look & style of bike is
associated with age of buyers.

Bibliography
Websites
15 6 2015 <http://www.dmnews.com/digital-marketing/tailormarketing-strategies-to-customer-preferences/article/208054/>.
15 6 2015 <http://study.com/academy/lesson/what-is-customersatisfaction-definition-examples-quiz.html>.
20 6 2015
<http://www.companiesandmarkets.com/MarketInsight/Automoti
ve-and-Parts/Global-Motorcycle-Market/NI8576>.
20 6 2015 <http://www.autocarpro.in/analysis-sales/india-salesanalysis-february-2015-7829#sthash.gpnBExoP.dpuf>.
22 6 2015 <http://www.autocarpro.in/analysis-sales/india-salesanalysis-february-2015-7829>.
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Journals

Conti
..

Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference


Towards Hyundai Cars in Salem City." INDIAN JOURNAL OF RESEARCH (2013).
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Towards Hyundai Cars in Salem." INDIAN JOURNAL OF RESEARCH (2013).
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Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on Analysis of the
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Tirunelveli Town, Tamilnadu." INDIAN JOURNAL OF RESEARCH (2014).
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Preference and Satisfaction towards Sedan Cars in Coimbtur City." International
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Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference
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Conti
Balasubramani S, Suganthi M, Suresh P. "An Empirical Study ..
on
Consumer Preference Towards Hyundai Cars in Salem." INDIAN
JOURNAL OF RESEARCH (2013).
Bateson, John E. G. "Customer satisfaction towards Car manufacturer."
International Journal of Multidisciplinary Research (June, 2012).
Dr. K. Ravichandran, K. Venkatesh, Dr. R. Muruganandham. "A STUDY
ON THE CUSTOMER PREFERENCES OF CAR." International Journal in
Multidisciplinary and Academic Research (SSIJMAR) (n.d.).
Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on
Analysis of the Customer Satisfaction Level Towards the Use of Bajaj
Bikes With Special Reference to Tirunelveli Town, Tamilnadu." INDIAN
JOURNAL OF RESEARCH (2014).
Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari. "A Study on
Consumer Preference and Satisfaction towards Sedan Cars in Coimbtur
City." International Research Journal of Business and Management
(2013).
Jani, Kerav Pandya & H. J. "Customer Satisfaction among Two-Wheeler
Users An Indian experience with special reference to motorcycle
users." SIES Journal of Management (2011).
John, Mrs. Beena and Dr. S. Pragadeeswaran. "A STUDY OF SMALL CAR
CONSUMER PREFERENCE IN PUNE CITY." Asian Journal of Marketing &
Management Research (2013).

Conti
Mahalakshmi, Mrs.G. "CUSTOMER SATISFACTION ON TWO..
WHEELERS A SPECIAL REFERENCE WITH TVs XL IN THENI
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ENFIELD BULLET." International Journal of Business and
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