Consumer perception of light motorcycle

1 CONSUMER PERCEPTION OF LITE MOTORCYCLE

CONSUMER PERCEPTION OF LITE MOTORCYCLE

Submitted by: SUBHANKAR DAS

Roll number – 371131520

Submitted To: Prof. GAUTAM BHATTACHARYA

IN PARTIAL REQUIREMENT OF THE FULFILLMENT OF THE MASTER DIGREE OF BUSINESS ADMINISTRATION

METROPOLITAN SCHOOL OF MANAGEMENT



Date:

CONSUMER PERCEPTION OF LITE MOTORCYCLE

Submitted by: SUBHANKAR DAS

Roll number – 371131520

Submitted To: Prof. GAUTAM BHATTACHARYA





Date:

ACKNOWLEDGMENTS

A work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-

operation of those people who had been so easy to let us understand what we needed from time

to time for completion of this exclusive project and special thanks to Prof. GAUTAM

BHATTACHARYA for providing us with his best of his knowledge.

Last but not the least, I would like to forward our gratitude to all the people who always endured

me and stood by me and without whom I could not have envisaged the completion of my project.



ABSTRACT

This project is a study on customer’s perception of Hero Honda motorcycles compared to

TVS and Bajaj. The objective of this study is to understand about the customer

perception towards Hero Honda, Vs TVS and Bajaj motorcycles and to analyze the

reasons customers opt for a particular brand. The study was conducted at Southern Auto

Centre (SAC), one of the oldest and fastest growing Hero Honda authorised dealer in

Chennai. A questionnaire was prepared containing appropriate questions and was

distributed to about 300 respondents. The tools used for the study were Chi – square,

ANOVA, percentage analysis and weighted average method. According to latest available

SIAM figures, Hero Honda controls almost 48% of the two-wheeler market, followed by

Bajaj with about 20% and TVS Motor at close to 17% share. So this study focuses on

customers’ perception towards the three major players in the market.



CANDIDATE DECLARATION

I Subhankar Das here by declare that the project has been carried out by me and its entirely original.

When ever matter has been taken from outside sources it has been duly acknowledge.


Name : SUBHANKAR DAS Signature_________________

Date:____________________



SL.NO TABLE OF CONTENTS PAGE NO

ACKNOWLEDGMENT i

ABSTRACT ii

DECLARATION iii

PART-1

1 EXECUTIVE SUMMARY 07-10

OBJECTIVES OF THE STUDY

METHODOLOGY

FINDINGS AND RECOMMENDATIONS

CONCLUSION

PART-2 11-34

2 INTRODUCTION

INDUSTRIAL PROFILE

COMPETITORS ANALYSIS OF MARKET

GROWTH PROSPECTS AND KEY COMPANY

SWOT ANALYSIS

PART-3 35-40

3 CRITICAL REVIEW OF LITERATURE

PART-4 41-46

4 RESEARCH DESIGN

DATA SOURCE

RESEARCH APPROCH

TOOLS USE

RESEARCH DESIGN

SAMPLE DESIGN

SCOPE OF STUDY

LIMITATIONS OF THE STUDY

PART-4 47-68

5 DATA ANALYSES AND INTERPRETATION

FINDINGS AND SUGGESTIONS

CONCLUSION

PART-5 69-73

6 ANNEXURE AND BIBLIOGRAPHY



EXECUTIVE SUMMARY



EXECUTIVE SUMMARY

This research is a hypothesized study which was conducted to measure the Customer Satisfaction

Level from the Yamaha’s, Bajaj’s, Honda’s new products.

This research was conducted in the Kolkata WB. This research was done during the months of

Oct to Nov 2013.Hence the data displayed has been collected during the before mentioned

period.

To meet the research objectives, following activities have been performed.

1. An extensive search of relevant literature from news articles, internet, books. This step guided

the development of the methods and instruments for collecting data.

2. Designing the questionnaire.

3. Survey has been carried away by telephone, one-on-one interviews; The Survey included both

quantitative, forced-choice or close ended questions and qualitative, open-ended questions.

4. Analysis was done on the basis of the information.

During this research it was found that the many new company are entering in this auto mobile industry and they are preety successful in the short period like heardly devison and ktm Kawasaki ect.

OBJECTIVE :

To view the satisfaction level of customers for two wheelers industries. To know the features influencing the customer during the purchase of Bike.

To Ascertain whether the Customer are satisfied with existing service from the Show

Room.

METHODOLOGY



1) Primary Data.

2) Secondary Data.

Primary Data:

Primary information was collected through questionnaire and personal interaction.

Secondary Data:

The sources of secondary data are as follows:

MAGZINES.

BOOKS.

WEBSITES.

Sample Size

150 Respondents.

Brands Covered

Hero Honda Bajaj Honda TVs Suzuki Yamaha

Target Area

Kolkata

Sampling Used –

Simple random.

Data Analysis:

Analysis was done on the basis of 22 parameters. Bar charts were developed on these parameters which compare different brands in the 2 wheeler industry with the help of these charts. Yamaha’s position in the market is found and analyzed.

Findings



Majority of the Customer have purchased the vehicle by their price and friends with 32%

and 31% respectively. And friends are second motivated factors which influenced the

customer to purchase the bike.

52% of the customers are satisfied with information provided by the mechanics while

delivering the bike for the first time.

Recommendations:

The dealer can convince the non-users by taking measures like advertising and sales

people.

The Diploma Holder mechanics should be recruited in the show room service Centre More

& More promotional measures should be taken to increase the sales.

The warranty service provided by dealers should improve they can gives better service in

the time of warranty periods.

Conclusion:

By seeing the performance of Bajaj Yamaha TVs and Honda vehicle and service provided by the

motors. I can conclude that it has wide market and bright future for its sales. And also in the current

market it is one of the leading vehicles. The distribution and availability of the vehicle in bagalkot District

as to be Improve Because of the Competing of the vehicle like Hero Honda, TVS are very high market

share.



INTRODUCTION



INDUSTRY PROFILE

AUTOMOBILE INDUSTRY DATE

The automobile industry is one of the biggest industries in the world. Being a major revenue and job generating sector it drives the economies of some of the superpowers of the world. In India the automobile industry has grown by leaps and bounds since the advent of the liberalization era the automobile industry and especially the two wheeler segment has grown by leaps and bounds.

The liberalization has done away with primitive and prohibitive practices of licensing and restricted foreign investment have been done away with. The result of which was the entry of foreign players into the Indian market. The two wheeler segment was largely dominated by Automobile Products of India (API) and Enfield in the 50s. Later on towards the end of the 50s Bajaj Autos began importing Vespa scooters from Italian company Piaggio. In the following decades the automobile industry in India was mainly dominated by scooters with API and later Bajaj dominating the market. There were very few products and choices available as far as motorcycle is concerned and Enfield bullet and Rajdoot dominated the market.

The 80s saw the entry of Japanese companies in the Indian market with the opening up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of market reform. The market was still predominantly scooter dominated and Bajaj and LML were the leading brands producing the products at that time. Scooter was viewed as a more family and utility friendly vehicle than motorcycle and hence was preferred.

The Japanese companies not only collaborated with Indian companies to produce the already existing products but also brought in new technology as a result of which the ever conquering 100cc bikes which were extremely fuel efficient with 4 stroke engines were launched in India. These proved to be highly successful as they provided a cheap and affordable means of personal transport to all those who could not buy a car. The flourishing middle class took a great liking for these bikes and the bike sales in India began to grow exponentially year on year leading to Hero Honda becoming the leader in the two wheeler industry in India and the largest producer of two wheelers in the world. The post 90s era was the era of liberalization and weakening of restrictive measures. The government went on an overdrive to support the industry and all FDI regulations and licensing was abolished. 100% FDI was allowed in the automobile industry and the excise duty was also considerably reduced to its current level of 12% on two wheelers. All these factors combined with the rising fuel prices, the increasing dispensable incomes of households, easy access to finance, etc. have led to two wheeler industry becoming the backbone of the automobile industry in India.

The two wheeler industry in India forms a major chunk of the automobiles produced in India. According to Society of Indian Automobile Manufacturers statistics for the year2008 – 2009, two – wheelers comprise 76.49% of market share among the vehicles produced in India.



The production share of two wheelers is quite similar to the market share. The two wheeler industry comprises around 74% of the total automobiles produced in India. The SIAM data for the year 2008-09 states that 8,418,626 two wheelers were produced during the year against a total of 11,175,479vehicles produced during the year.

SEGMENTATION OF TWO WHEELERA

Two Wheeler Sector Sub-Segmenting in the three Segments.

1. Motorcycle

2. Scooter

3. Mopeds

Domestic Market Share 2011-12



Commercial Vehicles 4.95%

Total Passenger Vehicles 12.96%

Total Two Wheelers 76.49%

Three Wheelers 5.60%1.1.1



Market Share of Passenger Vehicles Industry:



Percentage Market Share of Passenger Vehicles

The increasing scenario of passenger car segment has shown positive effect on the sales of the

Segment because of the tourist industry growth. Passenger car production in India is projected to

Cross three million units in 2014-15. Sales of passenger cars during the period 2015-16 are

Expected to grow around 10%. Export of passenger cars is anticipated to raise more than the

Domestic sales 2015-16.Passanger car segment is dominated by the share of Maruti Suzuki India

And it has recorded a percentage of 46 percent, second position has grabbed by the Tata Motors

This has a share of 16.45 percent. Third position is of Hyundai Motors of India. The rest of the

Companies have not recorded a significant sales increase during the period and their sales are less Than 10 percent.

The sales of Maruti Suzuki of India has increased because of its value added service like after

Sales services which includes regular check camps of the vehicles and free lubricants to the

Customers. Maruti Suzuki of India has a team of experts and they are always ready to give their

Expert advice to the customers regarding the vehicle problems. Maruti has maintained its quality

And it has good mileage per liter of diesel and petrol too. The life of vehicle is also a positive

Point to increase sales of the vehicles.

Tata motors is the local manufacture of the vehicles but still the sales has not increased because



Of it after sales services and the quality of the cars they produce. Other car manufacturer has not

Shown significant impact on customers because they are lacking somewhere in attracting

Customers, hence they have to have a strategy to attract customers and make some impact on the

Minds of the customers.

Market Share of Commercial Vehicles Industry:

Commercial vehicle segment has dominated by the Tata group of motors in India and stood first

In automobile industry. It has a share or 63.94 percent. Ashok Leyland has its brand name in

Market and known for the quality product. The price section of Ashok Leyland is higher than the

Other automobile companies but still it has second position in commercial vehicle segment and

Has garbed 16.47 percent share of the market. Third largest market share is captured by the

Mahindra and Mahindra automobiles it has 10.01 percent share in market. The other Automobile

Companies have shown their presence in market but it is not significant in nature. Their share is

in between 6 percent to one percent (figure 3). There are so many reasons why these companies

Have not performed in market. It may be the price war, quality of the product, durability of the

Product and performance of the product. The customers of this segment always think about the

Service provided by the company after sales. Hence it is most important to improve quality,

Durability and after sales service along with competitive price of the Product.

Percentage Market Share of Commercial Vehicles

Market Share of Two Wheeler Industry:



Hero Honda has a remarkable share in the market of the two wheeler industry of India. It has

Recorded more than 41 percent share in the segment during the period. Where Bajaj the local

Manufacturer of two wheelers has recorded second position sales percentage 26.70 but it is a

Significant growth during the period. Third place has grabbed by the TVS motors in the segment

Which has a share of 18.14 percent. Rest of the two wheeler manufacturer has a share of less than

10 percent and it is due to the quality of the product and the services provided by them to the

Customers. All the parameters like price, quality, after sales services, marketing strategy of the

Company leads to the increase of sales. As per the survey of the industry, Motorcycle sales will

Perform positively in future, which will exceed 10 Million units by 2012-13.

Percentage Market Share of Two Wheelers

Market Share of Three Wheeler Industry:



Percentage Market Share of Three Wheelers

This research analyzes the Indian market for Motorcycles, Scooters & Mopeds in Thousand

Units by the following product segments: Motorcycles, Scooters, and Mopeds. Annual estimates

And forecasts are provided for the period 2007 through 2015. The research analysis shows that

Bajaj auto dominates the three wheelers market share (58.6%) followed by the Piaggio Vehicles.

Thus the potential for the competitors is there in the three wheelers automobile segment. They

Need to concentrate on the marketing and pricing strategy according to the geographical segment

Of the country.



GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRY

The growth witnessed by the Indian two wheeler industry indicates the growing demand for low

cost personal transportation solutions amongst the 300 million Indian middleclass consumers.

Despite this spectacular growth rate, the two wheeler penetration (number of two wheelers per

1000 inhabitants) in India remains lower than other Asian countries. This fact provides an

opportunity for continued growth in the market. India has the lowest Penetration of two wheelers

as compared to countries like Taiwan, Thailand, Malaysia, Vietnam, Indonesia and China. In the

present scenario, growth in the two-wheelers Industry will be driven by several factors

Rise in India’s Young Working Population

With the rising levels of per capita income of people, the Indian two wheeler market offers a

huge potential for Growth. This growth is relevant in the light of the fact that 70per cent of

India’s population is below the age of 35 Years and 150 million people will beaded to the

working Population in the next five years. The number of women in the urban work force is also

increasing; this will lead to the Growth of gearless scooters.

Rise of India’s Rural Economy and Growth in Middle Income Households

The growth prospects of the Indian rural economy offer a significant opportunity for the

motorcycle industry in India. The penetration of motorcycles amongst rural households with

income levels greater than US$ 2,200 per annum has already increased to over 50per cent. The

current target Segment for two wheelers, i.e., households belonging to the Income category of

US$ 2,200–12,000 is expected to grow at a CAGR of 10 per cent.

Greater Affordability of Vehicles

The growth in two-wheeler sales in India has been driven by an increase in affordability of these

vehicles. An analysis of the price trends indicates that prices have more or less stagnated in the

past. This has been part of the marketing strategy adopted by the manufacturers to gain volume,

as well as conscious efforts adopted to bring down costs. The operating expenses of leading

manufacturers have declined by around 15 per cent in the last five years. With greater avenues of

financing, the customer’s capacity to own two wheeler has improved.

Rapid Product Introduction and Shorter Product Life Cycle



The last five years have witnessed a sharp increase in new product launches in the two-wheeler

industry. It is estimated that close to 50 new products have been launched by manufacturers

during this period, filling up all price points and targeted at various consumer segments.

Inadequate Public Transport Systems in most Urban Areas

The economic boom witnessed in the country and the increased migration to urban areas have

increased the traffic congestion in Indian cities and worsened the existing infrastructure

bottlenecks. Inadequate urban planning has meant that transport systems have not kept pace with

the economic boom and the growing urban population. This has increased the dependence on

personal modes of transport and the two wheelers market has benefited from this infrastructure

gap.

FACTORS AFFECTING THE MARKET

Post 1991, the Indian two-wheeler industry comprising of motorcycles, scooters andscooterettes

opened up tremendously. The Indian motorcycle industry has expanded at 24% CAGR over the

last five years; It Captured almost 80% of the market primarily ate cost of the scooter and Moped

segment. The scooter segment though has witnessed revival with the launch of scooterettes

aimed at young women and adolescents.

The two wheeler market can be segmented into three categories on the basis of price –Entry

segment (<35000), Executive segment (between 35000 and 45000) Deluxe (between 45000 and

65000) and Premium segment (above 65000).Motorcycles are now sold as a passion, experience

rather than a product. New products are being introduced at a rapid pace and brands are gaining

prominence. Thus there is an increased focus on the premium segment which has an increased

scope for differentiation.

Purchasing Power is relatively high with buyers becoming more discriminating. Reliability and

economy have become more of a hygiene factor. Buyers now demand two-wheelers that fit their

personality thus increasing the scope for differentiation and branding. Provision of financing

through EMI’s has provided a means to satisfy the need of possess a convenient and stylish

mode of transport in the form of a two wheeler. This has resulted in higher growth in the 150-

250cc segment

With the introduction of Government policies such as reduction in excise duty from 16%to 12%



and allowing for 100% FDI Barriers to entry has reduced. However, the investment required for

setting up large distribution channels and service stations can be major entry barrier. Another

significant entry barrier is the brand building required. Thus, initially foreign players set up Joint

Ventures with indigenous companies. After establishing their brand they have launched their

own line of products. E.g. Honda with Hero Group and Yamaha with Escorts.

Threat from Substitutes such as the Tata 1 Lakh car looms large over the two-wheeler industry.

For the first time, a car has been positioned at a price point that fills the vacuum between a

motorcycle and a low-end car such as the Maruti 800. Previously, the price of even a low end car

(2.5 – 3 Lakhs) was too high to attract the customers from the entry and executive two wheeler

segment. Since brand loyalty is lower for these segments vis-à-vis the premium segment, these

segments may be threatened by the Tata car. Their buyers will consider the convenience and

status associated with owning a car, which is reasonably priced and therefore a viable substitute.

Rising Customer Expectations

The growth witnessed by the Indian two wheeler industry has attracted a number of new entrants

to the market and it is expected that the Indian industry will become more competitive in the

future. The excess of products introduced in the past has also raised customer expectations with

respect to reliability, styling, performance and economy. Inflation is a big factor that may play a

part in moving the loyalties and aspirations of people away from the four to the much cheaper

and economical two wheeler segment. Moreover, the constantly increasing prices of oil and

increasing interest rates on finance are not helping the cause either.

Environmental Concerns are also quite big on the agenda these days and do play a parting the

preference of consumer’s choices. The rising global temperatures along with daily snippets in the

national and international media about the thinning of ozone and imminent environmental

disaster have all contributed to the making of a present day environmentally conscious

consumer.



Environmental and Safety Concerns

The increasing demand for two wheelers will need to be managed to address issues relating to

overcrowding of roads. Another problem is the insufficient infrastructure for inspection to ensure

adherence to emission norms. As the industry grows, it is important to regulate the sale of used

two wheelers in a more organized manner for which a mechanism needs to be evolved.

Unregulated sale of two wheelers, especially in the rural areas, are likely to create issues related

to emissions and safety of vehicles.

Creation of Distribution Infrastructure

Leading companies need to ensure that on one hand they build adequate infrastructure in terms

of dealerships and servicing stations in the urban areas and on the other ensure that their

distribution infrastructure also reaches the rural areas

Current Competition has intensified thus requiring greater branding and marketing. Also due to

the presence of relatively undifferentiated products, advertising and promotions have gained

importance. The product has moved from a commodity to a branded product. However, there is

still tremendous growth potential especially in the rural markets due to the under developed road

infrastructure for which motorcycles are highly suitable.

INDIAN Financial Year '12 automobile market



A total of 13.4 m two-wheelers were sold in India in FY12, a growth of a strong 14% over the previous year. Motorcycles accounted for 89% of the total two wheelers sold. The growth came in despite firm interest rates and rise in fuel prices especially petrol. The scooters (geared & ungeared) improved their sales considerably, largely due to improved performance of the ungeared scooter segment. The 3-wheeler segment was, however, at the receiving end as volumes dipped by 2%.

The medium and heavy commercial vehicles (M/HCVs) segment saw its volumes grow by a tepid 8% during the fiscal after having grown by an impressive 32% in FY11. LCVs on the other hand, outperformed their HCV peers as volumes increased at a relatively faster rate of 27%. Volumes for HCVs took a hit as the Indian economy slowed down. The HCV industry is highly cyclical and because the industrial and construction sectors witnessed slowed down, its effect was felt on HCVs as well. LCVs saw good growth because of increased preference for such vehicles for last mile connectivity.

Passenger vehicles (PV) did badly as volumes increased by a lukewarm 5%. Firm interest rates and rise in fuel prices (especially petrol) had an adverse impact on demand. On top of that, Maruti Suzuki, which is the market leader in PVs, had to deal with labour strikes at its plant at Manesar as a result of which production was severely hit. This had a negative bearing on the overall industry. In the PV space, the star of the show was utility vehicles which grew by 16%. As petrol prices firmed up, the differential between petrol and diesel widened. Thus, there was a surge in demand for diesel cars.

Most companies faced pressure at the operating level as margins declined due to rise in input costs. Steep depreciation of the rupee also took its toll.

Key Players Performance:



Bajaj Auto:

Market Share: Two Wheelers 26.70%, Three Wheelers 58.60%. Bajaj Auto is ranked as the

World’s fourth largest two and three wheeler manufacturer and the Bajaj brand is well-known

Across several countries in Latin America, Africa, Middle East, South and South East Asia.

Despite falling demand in the motorcycle segment, the company has succeeded in maintaining an

Operating EBITDA (earnings before interest, taxes, depreciation and amortization) margin of

13.6% of net sales and other operating income. From 1.66 million motorcycles in 2007-2008, the

Company’s domestic sales fell by 23% to 1.28 million units in 2008-2009.

Bajaj Auto is the country’s largest exporter of two- and three-wheelers. During 2008-2009, Bajaj

Auto’s international sales achieved an all-time high of 772,519 units of two and three wheelers,

Representing a growth of 25% over the previous year. The growth was driven by the export of

Two-wheelers, which increased by 31% over 2007-2008 to achieve sales of 633,463 units in

2008-2009. the company expanded its footprint in Africa and Middle East, where the region’s

Share rose from 30% of the export business in 2007-2008 to 43% in 2008-2009. The total value

Of exports was USD 528 million, representing a growth of 29%.

The company’s domestic sales of three wheelers in 2008-209 were 12% lower compared to the

Previous year, and stood at 135,473 units. Exports of three wheelers grew at 2% to 139,056 units



Maruti Suzuki India:



Market Share: Passenger Vehicles 46.07%. Maruti Suzuki India Limited, a subsidiary of Suzuki

Motor Corporation of Japan, is India's largest passenger car company, accounting for over 45%

Of the domestic car market. The company offers a complete range of cars from entry level

Maruti-800 and Alto, to stylish hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans

DZire, SX4 and Sports Utility vehicle Grand Vitara.

Since inception in 1983, Maruti Suzuki India has produced and sold over 7.5 million vehicles in

India and exported over 500,000 units to Europe and other countries. The company’s revenue for

the fiscal 2008-2009 stood over USD 4 billion and Profits After Tax at over USD 243 million.

Hyundai Motor India:

Market Share: Passenger Vehicles 14.15%. Hyundai Motor India Limited is a wholly owned

Subsidiary of world’s fifth largest automobile company, Hyundai Motor Company, South Korea,

And is the largest passenger car exporter. Hyundai Motor presently markets 49 variants of

Passenger cars across segments. These includes the Santro in the B segment, the i10, the

Premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the

Sonata Transform in the E segment.

Hyundai Motor, continuing its tradition of being the fastest growing passenger car manufacturer,

Registered total sales of 559,880 vehicles in the year 2009, an increase of 14.4% over 2008. In the

domestic market it clocked a growth of 18.1% as compared to 2008 with 289,863 units, while

overseas sales grew by 10.7%, with export of 270,017 units. Hyundai Motor currently exports

cars to more than 110 countries across European Union, Africa, Middle East, Latin America and

Asia. It has been the number one exporter of passenger car of the country for the sixth year in a

row.

In a little over a decade since Hyundai has been present in India, it has become the leading

exporter of passenger cars with a market share of 66% of the total exports of passenger cars from

India, making it a significant contributor to the Indian automobile industry. In 2009, in spite of a

global slowdown, Hyundai Motor India’s exports grew by 10.7%. In 2010 Hyundai plans to add



10 new markets with Australia being the latest entrant to the list. The first shipment to Australia

is of 500 units of the i20 and the total i20 exports to Australia are expected to be in the region of

15,000 per annum.

Hero Honda Motors:

Market Share: Two Wheelers 41.35%. Hero Honda has been the largest two wheeler company in

the world for eight consecutive years. The company crossed the 15 million unit milestone over a

25 year span. Hero Honda sold more two wheelers than the second, third and fourth placed twowheeler

companies put together.

As one of the world's technology leaders in the automotive sector, Honda has been able to

consistently provide technical know-how, design specifications and R&D innovations. This has

led to the development of world class, value - for- money motorcycles and scooters for the

Indian market. On its part, the Hero Group has took the responsibility of creating world-class

manufacturing facilities with robust processes, building the supply chain, setting up an extensive

distribution networks and providing insights into the mind of the Indian customer. Since both

partners continue to focus on their respective strengths, they have been able to complement each

other. In the process, Hero Honda is recognized today as one of the most successful joint

ventures in the world. It is therefore no surprise that there are more Hero Honda bikes on this

country's roads than the total population of some European countries.

Hero Honda's bikes are sold and serviced through a network of over 3500 customer touch points,

comprising a mix of dealers, service centres and stockists located across rural and urban India.

Hero Honda has built two world-class manufacturing facilities at Dharuhera and Gurgaon in

Haryana, and Hero Honda was the torchbearer for the two-wheeler industry during 2008-2009. It

sold more two-wheelers during the year than the combined volumes of the second, third and

fourth placed competitor. Overall, the company sold 3.72 million two-wheelers, growth of 12%

over previous year. Motorcycle sales in the domestic market, which account for more than 95 per

cent of Hero Honda's sales, were up by 11%. The company posted sales of USD 2.4 billion and



profits after tax of USD 256.40 million during the year 2008-2009. During the year under

review, your Company exported 81,194 two-wheelers, a decline of 10%. Its third and most

sophisticated manufacturing plant at Haridwar has just completed a full year of operations.

During the year, the company also turned in a rollicking performance with its scooter portfolio,

with a 49% growth in domestic sales to 156,210 units. This performance allowed Hero Honda to

increase its share in the domestic scooter market by more than three percentage points. Hero

Honda's performance in the two-wheeler industry was the only standout performance during the

year amongst the large players. Without Hero Honda's numbers, the two wheeler industry growth

would have been marginal.

(Source: Hero Honda Motors Annual Report 2008-2009)

TVS Motor:

TVS Motor is a leading and trusted two wheeler company began with the vision of TVS Scooty

the founder of theSundaram Clayton Group, the late T.S. Srinivasan - todesign, develop and



produce an affordable moped for the Indian family. This vision was realized in 1980 when TVS

50, Indias first two-seatermoped rolled out of the factory at Hosur in Tamil Nadu, Southern India.

The company has been known for its ruggedness and reliability. TVS 50 was successful and it

has smoothened the way for many successes for TVS Suzuki even before its launch in the market.

The TVS 50 XL is especially designed for individuals who want economy fused with sporty

looks. Recently new XL Super with a 70 cc high-tech Power Pack is all set to redefine the

category of mopeds in the country. The Suzuki Samurai was launched for the time conscious

urban commuter. The Max 100 R was engineered for those who demanded strength and

ruggedness. Along with them all, Suzuki Shogun was for those who wanted raw power.

TVS Motor has continually worked on innovation of the motorcycle segment along with two

wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India’s first 5-speed, 140 cc

motorcycle. Another example of the company success is TVS Scooty, a60 cc Scooterette which

keep one step ahead of its time in India.

TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008award for

Customer Excellence and the other one is 2008 Symantec South Asia Visionary Award. Along

with this, it is the first company in the world to be honoured with The Deming Prize for Total

Quality Management. In September 2008, the company has got 19% growth for registering total

two wheeler sales of 137,246 units.

The company is the third largest two-wheeler manufacturer in India and ranks among the top ten

globally. The company was the first in India to launch 2-seater 50cc moped and100cc Indo-

Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,TVS Centre and TVS

Fiero are the popular bikes in Indian market.

In all, team TVS has triumphed each and every race and rally in the country from theroad to

racetrack, with each of the TVS bikes being a winner. And each time the Team TVS has won on

the track or off it; our customers have secured a better product for their personal transportation



Royal Enfield Motors Ltd.

.Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield

is one the oldest bike on the road. The company is well known for producing motorcycles, but

they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal

Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at

Thiruvottiyur, Chennai, Tamil Nadu, India.

In 1990, Royal Enfield entered into a strategic alliance with the Eithar Group, and later merged

with it in 1994. The annual turnover of the company is Rs.10 billion. The Eicher Group has a

range of interests in the automotive industry, including small trucks, tractors, exports, automotive

gears, management consultancy and cartography.

The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching

loyalty to the customer, a few reasons why the legendary Bullet is not just a bike but a

motorcycling icon. The ruggedness and reliability of the bike is endorsed by the army, the police,

the paramilitary forces and over 500 institutions which form part of the die-hard customer base of

the Bullet, dubbed the "Rajagadi", or royal vehicle.

The innovative ideas of the Royal Enfield -Eicher nexus are exhibited in the new line of Enfield

bikes and the global technological tie-ups.

Royal Enfield has existing technical tie-ups with:-

Criterion Engineers,UK for a new 5 speed transmission system.

- DB Designs, UK for styling.

- AVL, Austria for new engines.

- FW Egli for high power engines for 535cc and 624cc.

Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150

authorized service centres in India. The company also exports its products to over 20 countries

including Canada, France, Japan, USA, Germany and UK.



Yamaha Motor Pvt. Ltd.

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50joint

venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its

remaining stake as well, bringing the Indian operations under its complete control as a 100%

subsidiary of Yamaha Motor Co., Ltd, Japan.

India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in

Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export

markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-

driven and has a countrywide network of over 400 dealers.

The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke

motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in

India. Presently, its product portfolio includes Crux (100cc), Alba (106cc)and Gladiator (125cc).

Kawasaki

Kawasaki high Engine product was lonched by Bajaj and it came to india approx 2008 and now a days the problem is in indian people are looking for more power and style but then also want in there budget

Kayasaki 250rr price now a days approx 3 lakh

And fule capacity also low but fro the good performance for the product it was taking the maket but very slowly



SWOT For Two Wheeler Industry



Strength

1. Established brand, strong brand name.

2. Fuel efficient

3. Style statement

4. Convenient is heavy traffic

5. Cheap and affordable

6. Easy and cheap finance availability

7. Patents

8. Good reputation among customers

Weaknesses

1. Extremely price sensitive2. Short plc.3. High R and D costs

Opportunities

1. Growing premium segment2. Increasing dispensable income3. Environmental concerns4. Exports increasing5. Very strong demand in the 150cc to 250cc segment dominated by limited players.

Threats

1. Cut throat competition2. Increasing number of players in the market 3. Rising raw material costs4. Increasing rates of interest on finance



CRITICAL REVIEW OF LITERATURE



CRITICAL REVIEW OF LITERATURE

Consumer buyer behaviour refers to the buying behaviour of final consumers – individuals and

households who buy goods and services for personal consumption.’ (Philip Kotler) ‘To

understand the buyer, and to create a customer out of him, through this understanding, is the

purpose of buyer behaviour.’ (Ramaswamy and Namakumari)

It needs to be specified at the outset that there is no unified, tested and universally established

theory of buyer behaviour. What is available today, are certain ideas of buyer behaviour.

FACTORS INFLUENCING BUYER BEHAVIOURA

Number of factors influence buyer behaviour. They can be grouped under three broad categories.

1. Factors that are part of buyer as an individual.

2. Buyer’s social environment (group influence).

3. Information from a variety of sources.

1. Factors that are part of the Buyer as an individual

An individual’s religion and cultural background, his personality traits, self-concept, his general

endowments, his upbringing – in short, his overall bio data – play a crucial role in his conduct as

a buyer/consumer. These factors can be grouped broadly into three categories:

i. Personal factors

ii. Cultural factors

iii. Psychological factors

I. Personal Factors – Age, Education, Economic Position, Self concept An individual’s

age, level of education, his occupation, overall economic position and lifestyle all

influence his role as a buyer. They decide what products he will buy and consume. A

person’s self-concept and his concern about his about status also influence his buying

decisions. In fact today people are very concerned about their image and status in

society. It’s a direct outcome of their material prosperity. Status is announced through

various symbols like dress, ornaments, possessions and general lifestyle. The desire

for self expression and self advancement is closely linked with social status. For



several people, status is a major motive force guiding and shaping their life. Their

concept of status decides what material possessions they should have. Even if a

product that constitutes a status symbol is beyond their immediate reach, their

aspiration to possess it will influence their decision making process.

II. Cultural Factors – Religion, Language etc. Every culture, every language and every

religion group dictates its own unique patterns of social conduct. Within each religion,

there may be several sects and sub sects; there may be orthodox groups and

cosmopolitan groups. In dress, food habits or marriage – in almost all matters of

individual life – religion and culture exercise an influence on the individual, though

the intensity may vary from society to society. The do’s and don’ts listed out by

religion and culture impacts the individual’s lifestyle and buying behavior.

III. Psychological Factors – Beliefs, Attitudes, Motivation, Perception Just like the

economic and social conditions, a man’s disposition too has a close bearing on his

purchase decisions. Individuals coming under the same economic and social groups

can be vastly different when it comes to certain personal beliefs, faith and attitudes.

One may be timid and plain, while another may be outgoing and aggressive. One may

be traditional in the overall view of life, while another may be modern. One may be

east innovative, while another may welcome anything new. In fact, the maximum

variations are seen here and in the matter of analysis and assessment too, this

areaposes maximum problem to the marketer.

2. Buyer’s Social Environment (group influence)

The buyer living in a society is influenced by it and is in turn influencing its course of

development. He is a member of several organizations and groups, both formal and informal.

He belongs to a family, he works for a certain firm, he may be a member of a professional

forum, he may belong to a particular political group, or a cultural body. There is constant

interaction between the individual and the groups to which he belongs. And all these

interactions leave some imprint on him, which influences him in his day today life and

consequently, his buying behaviour.

There are two broad types of group influences:

i. Influence of intimate group.

ii. Influence of the broad social class.

I. Influence of Intimate Group



Examples of intimate groups are family, friends, close colleagues and closely knit

organizations. These groups exercise a strong influence on the lifestyles and the

buying behaviour of its members. Among these groups the most influential and

primary groups are the family and peer groups. The peer groups are closely knit

groups composed of individuals, who have a common social background and who

normally belong to the same age group. The peer group has the greatest influence on

the individual member as a stabilizer of styles and behaviour patterns. In any intimate

group, there is likely to be an informal group leader. The group respects him and

looks up to him. Though the leader may not directly influence every member in his

day to day purchases, his judgment on men and matters, and facts and fashion is

respected by the group; and his views and lifestyle influences their buying decisions.

He is normally the innovator in the group, who first tries new products and new ideas,

and then, he becomes the propagator of those products and ideas. These opinion

leaders’ or influencers play a key role in marketing. Marketers often try to reach these

leaders first through advertisements and other means of communication. And if the

leaders areconvinced, their groups are likely to follow suit.

II. Influence of the Broad Social ClassStructurally, the social class is a larger group than the intimate groups. The

constitution of a social class is decided by the income, occupation, place of residence,

etc. of the individual members. The members of a social class enjoy more or less the

same status or prestige in the community. They share a common lifestyle and

behaviour pattern. And they normally select a product or brand that caters to their

class norms. Often they even do their shopping in the same shopping are and

patronize selected shops, which befit their class image. This does not mean that all

the members of a given social class will buy the same products and the same brands

or conform to the same style, amounting to a sort of regimentation.

Differential liking may exist among the members. But, in a buying situation in which

objective standard are not available to guide them, they may conform to the ‘class

norms’. Studies have shown that the extent of influence the social class has on its

members will depend on the extent of attractiveness of the group holds out totem.

The greater the attractiveness, the larger is the behavioural conformity. Study of

group influence on the individual buying behaviour will help the marketers to

develop right strategies for different customer segments. It is not feasible for them to



appeal to the fancies of every individual buyer. They can find ’commonalities’ or

‘pattern ‘among specific groups of buyers and work on them.

3. Information from various sources

the buyer today is exposed to a veritable flood of information, unleashed on him from

different sources. These sources inform him about new products and services, improved

versions of existing products, new uses for existing products and so on. The information

sources that persuade people to try a product include: advertising, samples and trials,

display in shops and salesmen’s suggestions. Each of these sources provides some

information to the buyer about the products. When the buyer sees an advertisement for a

product, he is informed about the existence of the products. Later on, he may develop a

positive or negative attitude towards the product orhe may remain neutral. In any case, a

piece of information about the product is made available to him and it has some influence

on his buying behaviour.

The availability of the product in the shop itself acts as an information source to te buyer. The

buyer may evince an interest in the product and may inquire about it. The product advertises

itself. Often salesmen serve as a source of information to buyers. The salesmen may inform the

prospects about a product explain its advantages and may even suggest a trial purchase. In cases

where a rapport has already been established between the buyer and the salesman, the latter’s

suggestions are normally taken as reliable.

THE BUYING PROCESS

1. Problem Recognition The process of buying normally starts with the recognition of a

need by the consumer. He recognizes a problem and develops a perception of the

problem. Then he seeks information for solving his problem.

2. Awareness The customer turns to his environment /world of information around him. It

makes him aware of the existence of the product that would solve his problem.

3. Comprehension (Evaluation) Comprehension comes out of his ability to reason with the

information. The awareness and comprehension stages represent the information

processing stage. These two stages constitute the cognitive field of the purchase process.

4. Attitude It is the sum total of the individual’s faith and feelings towards a product. As a

result of his awareness and comprehension, the consumer develops an attitude –



favourable or unfavourable – towards the product. The purchase process will continue

only if he develops a favourable attitude or a liking for the product.

5. Legitimization The buyer must be convinces that the purchase of the product is he

legitimate course of action. This stage often stands as a barrier between a favorable

attitude towards the product and actual purchase. Only if the buyer is convinced about the

correctness of the purchase decision, will he proceed. At this stage, he may seek further

information regarding the product, or attempt to assess the information already available.

Attitude and legitimization constitute the attitude field of he purchase process.

6. Trial Conviction leads the consumer to try the product on a small scale ; he may buy a

sample. He tries to evaluate the product from his own experience.

7. Adoption A successful trial leads him to buy/adopt the product. Trial and Adoption

constitute the behavioral field in the buying process.

8. Post-Purchase Behaviour The purchase leads to a specific post purchase behaviour.

Usually, it creates some restless ness in the mind of the individual. He is not sure about

the product. He may feel that ‘the other brand’ would have been better. He may even feel

that the salesman has taken him for a ride. As this dissonance is uncomfortable, the

individual, by himself will seek all means to recover his conviction and poise. He well

seed reassuring advertisements of the products or he may deliberately avoid positive

stories about the competing brand.



RESEARCH DESIGN



RESEARCH METHODOLOGY

The report has been prepared on the basis of information collected from different sources. In

order to achieve the objective of the project proper research method was applied.. After giving

through brain storming session, objectives were selected and the set on the base of these

objectives, A questionnaire was designed major emphasis of which was gathering new ideas or

insight so as to determine and bind out solution to the problems.

DATA COLLECTION SOURCER

search included gathering both primary and secondary data. :

PRIMARY DATA - Primary Data was very crucial to collect so as to know various past

& present consumer views about bikes and to calculate the market share of this brand in regards

to other brands. Fresh primary data was collected by taking direct feedback from customer which

involved face to face interview with the customer as well as through telephonic interview with

the customer , all the FZ customer who visited the dealership showroom for the service of their

bikes were questioned in order to find out the customer satisfaction level.

SECONDARY DATA- are those which has been collected by someone else and which

already have been passed through statistical process. Secondary data has been taken from

internet, newspaper, magazines and companies web

RESEARCH APPROACH

SURVEY METHOD: The research approach used was survey method which is a widely

used method for data collection and best suited for descriptive type of research survey includes

research instrument like questionnaire which can be structured and unstructured. Target

population is well identified and various methods like personal interviews and telephone

interviews are employed.

TOOLS USED



The tools used for analysis are Weighted Average Analysis, Chi- square, and Anova

Measurement Techniques:

Measurement may be defined as the assignment of numbers to characteristics of objects,

persons, states or events, according to rules.

Some of the measurement techniques used are,

Questionnaire:

It represents the most common form of measurement for eliciting information. As much, its

function is measurement.

The Questionnaire designed included Open-ended questions, Multiple-Choice questions, and

Dichotomous questions.

Open-Ended Question:

These questions leave the respondents free to offer, any replies that seem appropriate in light of

the question.

Questionnaire administered included Open-Ended question to find out respondents Expectations

towards Bajaj PLATINA Bike.

Multiple-choice Question:

Multiple-Choice are immediately followed by a list of possible answers from which the

respondents must choose.

Questionnaire included multiple-choice questions to find out the which sources customers has

satisfied with regard to the bike

Dichotomous Question.:

Dichotomous Question represent an extreme form of the multiple-choice question, allow only

two responses such as “Yes or No”



This type of questions were used to find out whether respondents happy with service provided by

show room and benefits get from the bijjal motors

Rating Scales:

The use of Rating Scale requires the rater to place an attribute of the object being rated at some

point along a numerically ordered series of categories. Rating Scale focus on Overall attribute

towards an object. The degree to which an object contains a particular attribute.

Ones feeling towards an attribute.

OBJECTIVES

Primary objective

is to study to find the customer perception towards the major brands Hero Honda, Bajaj and

Yamaha TVS motorcycles.

Secondary objectives are

1.To know the market leader among the three brands Hero Honda, Bajaj and TVS.

2. To understand the expectations of the customers.

3. To determine whether the customers are satisfied with the performance and after- sales service

of the three brands Hero Honda, Bajaj and TVS

motorcycles.

4. To determine the factors influencing the choice of customers regarding motorcycles.

5. To find the areas of improvement of the motorbikes and to give suggestions for their

improvement.

RESEARCH DESIGN



This study is a mix of explorative and formal methodologies adopting monitoring and observing

to study the dealerships in Kolkata and communication to elicit responses from customers. This

is a cross sectional study done during the months of Oct to Nov. For the customer satisfaction

study a questionnaire was formulated containing 20 closed ended questions which were sent

out for response through the internet and mainly through personal interviews of customers at

hand to hand. This data was later analysed using SPSS through performing the cross-tabulations

on various involved variables. Results of this step formed the basis of the recommendations

given to the company. To know the Yamaha reputation and sales promotion in motorcycle

market, census method was chosen and all the dealership were individually visited in the area of

kolkata Auto Sales(Hero Honda), I did a market survey by taking open interviews to the dealers

and brokers of the market.

SAMPLE DESIGNFor the sales promotion study a census methodology was adopted and all the dealerships and

brokers of that region were visited. For the customer satisfaction study a sample of 150

persons . The sample was judgmental and methodology was on probability sampling

Size of Sample 150

Sampling technique Judgmental (Non Probabilistic Sampling)

Location from which samples were taken Kolkata

SCOPE OF THE STUDY

This study mainly deals with the purpose of business is to create and keep the customers.



So the motorcycle companies identify the needs of customers and strive for customer

satisfaction. In India the major market share in motorcycle segment is occupied by Hero

Honda followed by Bajaj and TVS. Only if a company knows which features of its

products and services or which other points of contact with the customer are considered

most important by the customers, it can develop appropriate strategies. Such a strategy will

not only help the company to strengthen the emotional bond with the customer through

targeted improvements and activities. It may also have the positive side effect that the

customers’ whole experience leads him to the conclusion that this company really

understands his distinctive needs and really takes him seriously. Hence, the customer’s

perception of the whole company may improve beyond a positive attitude towards a

particular product. The study compares the performance and key features of the three

major brands of motorcycles. The pros and cons of each brand are outlined clearly in this

study and will thus enable customers to decide in favour of buying a brand. Moreover it

will also reduce cognitive dissonance in the minds of customers. This study focuses on the

customer’s perception regarding brand image, resale value, mileage etc towards the three

major brands Hero Honda, TVS and Bajaj

LIMITATIONS OF THE STUDY

This research is geographically restricted to Kolkata only. Hence the result cannot be

extrapolated to other places.

The study is restricted only to the organized sector of two wheeler industry •

The seriousness of the respondents and their ability to justify their answers may also be a

limitation.

The sample size is small due to the specified reasons.

Findings are based on sample survey.

All interview questions are undisguised or direct. Hence there is a scope for the

respondents to be biased or pretentious.



DATA ANALYSES

&

INTERPRETATION



DATA ANALYSIS

Data collected is useful only after analysis. Data Analysis involves converting a series of recorded

observations into descriptive statements and inferences about relationships. The types of analysis that

can be conducted depend on the nature of the measurement instrument and the data collected

method.

If the researcher selects the analytical techniques prior to collecting data, the researcher

should generate fictional responses to the measurement instrument, these dummy data are then

analyzed the results of this analysis will provide the information required by the problem at hand.

The results obtained by analyzing such data may not be accurate due to present of dummy data,

So it is preferable to select analytical technique after collection of data, depending on data collected.



1. Gender Status

Interpretation.

From The above graph it is found that the use of motorcycle in Kolkata in male 94% of 150 = 141 males and in female 6 % = 9 females


Male 94%

Female 6%


2. Age categories:

Interpretation.

From the above graph it is evident that out of 150 samples 47 customers are of 20-30 age limit and highest using of motorcycle in Kolkata because that people of this age group are passionate and style freaks.

And the age of 50-60 customers are low percentage .

3. Occupation

Occupation Respondents Percentage


Age Respondents Percentage18-20 35 23.33%20-30 47 31.40%30-40 30 20%40-50 25 16.70%50-60 13 8.66%Total 150 100%


Private employee 30 20%Gov. employee 25 17%business man 35 23%student 50 33%other 10 6.66%Total 150 100%

Interpretation.

We can see that major use of motor bike customer are the student of college and school which consists 33% of 150 sample

And in Kolkata we can major player in this market like bajaj Yamaha and Honda

4. Level of satisfaction of Family income


Family income Respondents Percentage

3000-5000 25 17%

5000-10000 35 23%

10000-15000 40 27%

15000-20000 35 23%

20000 and above 15 10.00%

Total 150 100%


Interpretation.

From the above graph we can see that the group of 10000-15000 income in permonth responds most and its 27%

5. Level of satisfaction How long used


Motorcycle owned Respondents Percentage1 year 25 17%1-3 year 35 100%3-5 year 40 100%more then 5 year 35 100%total 150 100%


Interpretation.

From above Graph it is observed that majority of customer use their bike 1-3 year

6. State the mode of Purchase



State the mode of Purchase Respondents PercentageLoan 88 59%Cash 30 20%Credit 20 13.33%Hypothecation 12 8%Total 150 100%

Interpretation.

From above chart we can see the purchase mode are made most of the time in loan and its 59 percentage and 20% are cash purchase

7. Level of satisfaction of Type of motor cycle use

Type of Motorcycle Respondents PercentageSport Bike 65 43%Standard 45 30%Custom 15 10%on/off road 7 5%



cruiser 18 12.00%total 150 100%

Interpretation.

From the above chart we can see mose of the customer preferred sport bike

8. Level of satisfaction of Engine Capacity



Interpretation.

From the servey we can see that now a days high cc capacity are growing level and low cc engine capacity are decresing their customer

9. Level of satisfaction purpose of use


Engine capacity Respondents Percentage100cc 20 13%100-150cc 40 27%150-200cc 45 30%200-250cc 30 20%250 and above 15 10.00%total 150 100%


Purpose of use Respondents Percentage

Personal 50 33%

office 40 27%

business 60 40%

total 150 100%

Interpretation

From the chart we can see customer who are in business they use 40% of 150 people and personal also 33 %

10. Level of satisfaction of Band

Brand Name Bajaj Yamaha Kawasaki Honda hero ktm tvs Others Total

Respondents 45 35 2 15 20 3 5 25 150



Percentage 30% 23.33% 1.33% 10% 13.33% 2% 3.33% 16.66% 100.00%

Interpretation

Majority of people are not comparing Yamaha and Bajaj product to any other Brand product

But the second view which hace found that Yamaha is getting a very tough competition for Bajaj and Honda

Bajaj recently going to lonch 300cc pulsar , and Honda is taking the maket after launching 250 cbr and 150 cbr and honda also going to launch 400cc cbr

Kayasaki also slowly taking the market it will take more time coz the price of the bike is too high for a middle class or service employee

11. Satisfaction Level of Band

Mileage Respondents Percentage

15-25 km/L 5 3%



25-30 Km/L 35 23.33%

30-40 Km/L 40 26.66%

40-50 Km/L 30 20%

50-60 Km/L 25 16.66%

60 and above 15 10%

Total 150 100.00%

Interpretation

From the above chart we can see 15-25 are low as low and its was 3% we can find out it in kayasaki Ninja 250rr for this reason also kayasaki taking market very slowly

12. Satisfaction Level of maintenance cost

maintenance cost per month Respondents Percentage

1000 50 33%

2000 45 30.00%



3000 35 23.33%

4000 and Above 20 13%

total 150 100.00%

Interpretation

From the abouve line chart less cost maintenance are more preferable

13. Satisfaction Level of resone for purchase



Interpretation

If we see the trend of who wheeler industry we found that carlier people were looking for mainly towards the mileage of the vehicle but now in your rescarch we collected data and found that now customer’s perception has change and they are shifting towards the style, design & riding comfort of the vehicle.

14. Satisfaction Level of spare parts available with local dealer


Reason for purchase

Respondents Percentage

comfort 20 13%

sporty 45 30.00%

style 40 26.66%

mileage 35 23%

other 5 3.33%

finance 5 3%

Total 150 100.00%


spare parts Respondents Percentage

Satisfied 100 66.66%

Dissatisfied 50 33.33%

Total 150 100%

Interpretation

Most of the people are satisfied for available spare parts from diller

15. Satisfaction Level for plan for changing vehicles

Plan to Change Vehicle

yes 120 80%



no 30 20%

Total 150 100%

Interpretation

This is very important for marketing coz mose of the people are preferred for changing their vehicle because customer are more intrest in style and more engine power

And this is the great oppturnity for major player in this market

1. Satisfaction Level for plan for changing then which brand

Changing brand to Respons Persentage

Honda 35 23.33%

Bajaj 25 16.66%



Yamaha 20 13.33%

Kayasaki 35 23.33%

Herohonda 20 13.33%

other 15 10%

Total 150 100%

FINDINGS

CUSTOMER SATISFACTION FOR MOTORCYCLE IN KOLKATA



Majority of the Customer have purchased the vehicle by there price and friends with

32% and 31% respectively. And friends is second motivated factors which influenced the

customer to purchase the bike.

52% of the customers are satisfied with information provided by the mechanics while

delivering the bike for the first time.

The Bajaj ,Yahama,Honda customers are satisfied with the price ie 72%.

Engine and performance of the vehicle satisfaction is 45%.

52% of the customers are satisfied with the maintenance cost 35% of them are not

satisfied, with the maintenance cost level.

The customers are highly satisfied with the Aesthetics (color, style)

The cost of said that cost of spares are quite affordable 55% of the customer are satisfied

with the cost of spares.

In the study I am found that 64% of the customers are not satisfied with the warranty

service provided by showroom.

The customers are satisfied with delivery time, availability of spares and attitudes of the

service providers.

But the customers are not fully satisfied with complaint handling procedure and only

average customers are satisfied.

From the market research it has been observed that 64% of the customers are highly

satisfied with the mileage of the bike.

RECOMMENDATIOIN

TO DEALER



As far as the show room satisfaction is concerned, the show room scores good percentage. At

But maintain this satisfaction level forever the show room has to do some activities.

The dealer can convince the non-users by taking measures like advertising and sales

people.

The Diploma Holder mechanics should be recruited in the show room service centre More

& More promotional measures should be taken to increase the sales.

The warranty service provided by dealers should improve they can gives better service in

the time of warranty periods.

The complaint solving procedure should be improved and after service of the bike

mechanics may be get feed back from the customers about bike.

When ever the any Company introduces new models, then the showroom people has to

arrange road shows. By doing this kind of activities the show room can retain its old

customer and try to attract new customer.

Show room owners have to send some gifts and greetings to customers especially in

festival seasons, like yugadi festival, Deepavali, New year because of attracting the

customer and to build long run relation ship with the customers.

RECOMMENDATIOIN

SUGGESTIONS TO COMPANY



By the study it is found that all most all customer of Bajaj and Yamaha and are

satisfied, the main reason to purchase this bike is because of its high mileage and low

price it is very help full to middle income level of group of people.

Auto starter should be included in the existing model

The current SNS (spring -in -spring) suspensions provide unique protection to the bike.

Improvement in the engine performance it sounds more when in use more than 70 km

speed there is no smoothness.

CONCLUSION



By seeing the performance of key company vehicle And service provided by the service

center. I can conclude that it has wide market and bright future for its sales. And also in the

current market it is one of the leading vehicles. The distribution and availability of the vehicle in

bagalkot District as to be Improve Because of the Competing of the vehicle like Hero Honda,

TVS are very high market share.

As per show room is concerned is having good prospects in near feature it is providing

good service and majority of the people are satisfied with Bajaj company vehicle.



ANNEXURE

&

BIBLIOGRAPHY



QuestionnaireDear sir / Madam,

I am pleased to introduce myself as MBA student I am doing my project on lighe motorcycle . The

purpose of the study is to know “A STUDY ON CONSUMER SATISFACTION LEVEL”.

I request you to kindly spare your valuable time for completing this questionnaire.

(Please mark √ for the relevant box)

1. Name :

2. What is your gender?a) Male b) Female

3. What is your Age?A) 18-20 B) 20-30 C) 30-40 D) 40-50 E) 50-60

4. What is your Occupation?a. Private employee. b. Government employee. c. Business man. d. Student. e. Others.

5. Family income (Per Month)

a) 3,000-5,000. b) 5,000-10,000. c) 10000-15000. d) 15000-20000. e) 20000 and above.

6. How long have you been a motorcycle owner?1. Less than a year 2. 1-3 years 3. 3-5 years 4. More than 5 year

7. State the mode of purchasea) Loan. b) Cash. c) Credit d) Hypothecation

8. Which type of motorcycle do you drive?a) Sport bike. b) Standard. c) Custom. d) On/off road. e) Cruiser.



9. Which type of motorcycle do you drive? (Engine Size in CC)a) 100cc. b) 100-150cc. c) 150-200cc. d) 200-250cc. e) 250 and above.

10. For what purpose the vehicle is used?a) Personal b) Office c) Business

11. Which brand with model you have?a) Bajaj._________________________________b) Yamaha.______________________________c) Kawasaki._____________________________d) Honda.________________________________e) Hero._________________________________f) Hero Honda____________________________g) KTM._________________________________h) TVS.___________________________________i) Others._______________________________

12. What is the mileage?(km per litter)

1) 15-25km/L. 2) 25-30km/L. 3) 30-40km/L. 4) 40-50km/L. 5) 50-60km/L 6) 60 and above.

13. What is the maintenance cost per Month?a)1000 b) 2000 c) 3000 d) 4000 and above.

14. State the reason for purchasing the mode?a) Comfort. b) Sporty. c) Style. d) Mileage. f) other

15. Are you satisfied with the spare parts available with local dealer?a) Satisfied b) dissatisfied

16. Are you satisfied after purchase and service of service centre?a) Highly satisfied b) satisfied c) highly dissatisfied d) dis-satisfied

17. Please Rank your level of satisfaction for the following Factors in service.



17.

What problem you come across while using the vehicle? If yes then mention the problem it .a) Yes.____________________b) No.

18. Do you have any plan to change the vehicle?a) Yes. b) No.

19. If yes, mention the brand a) Honda. b) Bajaj c) Yamaha. d) Kawasaki e) Hero-Honda

f) Other_________________

Signature ___________________

Date___________________

BIBLIOGRAPHY


Character sticks Highly

Satisfied

Satisfied Dis-satisfied Highly

Dissatisfied

1. Delivery time.

2. Availability spares.

3. Cost of spares.

4. Attitudes of service

provider.

5. Cost of service.


TEXT BOOKS MARKET MANAGEMENT

By. Philip Kotler.

MAGZINES BUSINESS WORLD.

BUSINESS TODAY.

INDIA TODAY.

NEWS PAPERS THE TIMES OF INDIA.

THE ECCONOMIC TIMES

PAMPLETS

WEB SITESwww.google.com

www.autosmaxabout.com

www.wkipidia.com


http://www.wkipidia.com/

http://www.autosmaxabout.com/

http://www.google.com/

Consumer perception of light motorcycle

Marketing

Transcript of Consumer perception of light motorcycle