customer perception towards bike in surat city

A

SUMMER INTERNSHIP PROJECTON

“A study on perception of consumer toward bike in Surat city”

Submitted to

S.R. LUTHRA INSTITUTE OF MANAGEMENTIN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATIONIn

Gujarat Technological UniversityUNDER THE GUIDANCE OF

Faculty Guide: Company Guide:

Mr. Pratiksinh Vaghela Mr. Hardik Joshi.

Assist. Prof (manager)

(Nj Automobiles Pvt.

Ltd.)

Submitted byMr. Rishi Patel

[Batch No. 2015-17, Enrollment No. 158050592089]

MBA SEMESTER III

S.R. LUTHRA INSTITUTE OF MANAGEMENT – 805MBA PROGRAMME

Affiliated to Gujarat Technological University

Ahmedabad

July, 2016

1

Student’s Declaration

I, Mr. Rishi Patel, hereby declare that the report for Summer Internship Project

entitled “A study on perception of consumer toward bike in Surat city”

is a result of my own work and my indebtedness to other work publications,

references, if any, have been duly acknowledged.

Place: Surat

Date: _____________

__________________ (Rishi Patel)

2

Institute’s Certificate

This certified that this Summer Internship Project Report Titled “A study on

perception of consumer toward bike in Surat city” is the bonafide work of Mr. Rishi Patel (Enrollment No. 158050592089), who has carried out the

research under my supervision. I also certify further, that to the best of my

knowledge the work reported herein does not form part of any other project

report or dissertation on the basis of which a degree or award was conferred

on an earlier occasion on this or any other candidate.

Place: Surat

Date: ________________

___________________

Mr. Pratiksinh Vaghela.

(Assist. Prof)

___________________

(J. M. Kapadia)

Director

3

PRE FACE

I undertake writing this report because I am a student who is presently

undertaking education in the spare of Master of Business Administration

which covers business activities. Being student of MBA each student has

under do project work in the 3nd semester with topic related to the selected

specialization. Bike is one of the things that before some year ago saw as

luxurious item but now a days it become need so, I have selected the topic

named study on perception of consumer toward bike in Surat city.

The research has been conducted about almost one and half months from 6

June 2015 to 18 July 2016. Some of tools and techniques like kruskal wallish

have been used for data analysis. The objective was to know the perception

of consumer on buying bike as well major influencer and sources which

influence consumer.

4

ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible

without the kind support and help of many individuals and organizations. I

would like to extend my sincere thanks to all of them.

I am highly indebted to Mr. Pratiksinh vaghela for their guidance and constant

supervision as well as for providing necessary information regarding the

project & also for their support in completing the project.

I would like to express my gratitude towards my parents & member of N.J

Automobiles Pvt. Ltd. for their kind co-operation and encouragement which

help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for

giving me such attention and time.

My thanks and appreciations also go to my colleague in developing the

project and people who have willingly helped me out with their abilities.

5

EXECUTIVE SUMMARY

The project entitled “A study on perception of consumer toward bike in surat

city” included industry profile, company profile, research methodology, data

analysis & then finding, conclusions & recommendations.

Industry profile indicates the detail in which industry company belongs i.e.

Automotive or Automobile industry. Company profile is followed by industry

which indicates the detail of company i.e. N.J Automobiles Pvt. Ltd.

Next is research methodology which consists of the whole research process

of how this project will be carried out. It includes objectives, research design,

sample size (i.e.200 respondents of Surat area), sampling design and most

important benefits & limitation of project report.

Data analysis consists of related data calculation required to complete this

project. Here, in data analysis SPSS software and MS EXCEL are used.

It is finding out that buying bike is necessity in today era because the

objective behind buying bike is one family need and and it is also finding out

that major of respondents buying decision influence by increase in income

and price, fuel efficiency are most important attributes of bike.

6

TABLE OF CONTENTS

Sr. No.

Particulars Page No.

1. Introduction 12. Industry Profile 4

Global National State PESTEL Major Players Major Offerings

41014151718

3. Company Profile 20 Company Profile Organogram Divisions/ Departments SWOT Market Position

21232425

4. Review of Literature 275. Research Methodology 33

Problem Statement Research Objective Research Design

◦ Type of Design◦ Sampling◦ Data Collection◦ Tools for Analysis◦ Limitations of the Study

343435

3535363636

6. Data Analysis & conclusion 37- Bibliography 61

- Annexure 63

7

LIST OF TABLES

SR.NO CONTENT PAGE NO.

1. Table No: 1.1 Global production of motor vehicles 7

2. Table No: 1.2 total production of automobile in india

11

3.Table 6.1 gender shows the same frequency.

38

4.Table 6.2 ages shows the same frequency.

39

5.Table 6.3 qualification shows the same frequency.

40

6.Table 6.4 occupation shows the same frequency.

41

7.Table 6.5 annual incomes shows the same

frequency.

42

8.Table 6.6 brand of bike shows the same frequency.

43

9.Table 6.7 objective behind buying a bike shows the

same frequency.

44

10.Table 6.8 source of information about bike shows

the same frequency.

45

11.Table 6.9 Features about bike shows the same

frequency.

46

12.Table 6.10 overall satisfaction level towards your

brand shows the same frequency.

50

13. Table: 6.11 Descriptive Statistics 51

14. Table No: 6.12 Rank 52

15.Table:6.13 Test Statistics

55

8

LIST OF FIGURES

SR.NO

CONTENT PAGE NO.

1.Figure No: 1.1 World Motor Vehicle Production

8

2. Figure No: 1.2 Market Share of Indian automobile

industries by volume

12

3. Figure No: 2.1 Company Organogram 23

4. Figure No: 5.1 Research Design 35

6. Figure No: 6.1 Gender% 38

7.Figure No: 6.2 ages shows the same frequency.

39

8. Figure No: 6.3 qualifications show the same frequency. 40

9.Figure No: 6.4 occupations show the same frequency.

41

10.Figure No: 6.5 Table 6.5 annual incomes shows the

same frequency.

42

11.Figure No: 6.6 brand of bike shows the same frequency.

43

12.Figure No: 6.7 objectives behind buying a bike shows

the same frequency.

44

13.Figure No: 6.8 source of information about bike shows

the same frequency.

45

14.Figure No: 6.9 Features about bike shows the same

frequency.

46

15.Figure No: 6.10 overall satisfaction level towards your

brand shows the same frequency.

50

9

INTRODUCTION

Human beings, in general, are multifaceted creatures who often do not seem

even to know their own minds. It is rarely easy, and sometimes impossible, to

generalize about human behavior. Each individual is a unique product of

genetics, environment and experience. Predicting such a strange behavior of

people is a difficult and complex task, filled with worries, risks, and surprises.

Accurate predictions can yield vast fortunes and inaccurate predictions can

result in the loss of millions of rupees. Today, business around the world

recognizes that „the consumer is the king. Knowing why and how people

consume products helps marketers to understand how to improve existing

products, what types of products are needed in the market place, or how to

attract consumers to buy their products. The period of liberalization,

privatization and globalization has brought changes in society and lifestyle of

people. Marketers can rationalize their existence only when they are able to

understand consumer’s wants and satisfy them. The modern marketing

concept for successful management of a firm requires marketers to consider

the consumer as the focal point of their business activity. Although it is

important for the firm to understand the buyer and accordingly evolve its

marketing strategy, the buyer or consumer continues to be a mystery -

sometimes responding the way the marketer wants and on other occasions

just refusing to buy the product from the same marketer.

For this reason, the buyer’s mind has been termed as a black box, which

should be opened by the seller to be a successful marketer. The study of

consumer behaviour also includes an analysis of factors that influence

purchase decisions and product use. Understanding how consumers make

purchase decisions can help marketing managers in several ways. For

example, if a manager knows through research that fuel mileage is the most

important attribute for a certain target market, the manufacturer can redesign

the product to meet that criterion. If the firm cannot change the design in the

short run, it can use promotion in an effort to change consumer’s decision

making criteria. For example, an automobile manufacturer can advertise a

car’s maintenance-free feature while downplaying fuel mileage.

11

With the growth in auto industry consumers are getting innumerable options to

choose from in almost every segment of the Indian auto industry. The high

degree of rivalry in the industry with the launch of new product almost in each

month and routine new entry of foreign players has made the market hyper

competitive. Hence to maintain higher profitability as well as to grow the

business, the insight into consumer psyche to understand their need and

satisfaction level is of utmost importance for the manufacturer of automobiles.

The paper attempts to study the needs and requirements of the customers

towards purchasing new cars and their perception towards current products.

For manufacturers, the pursuit of right product features is essential for being

competitive as well as exploring new business opportunities.

12

AUTOMOBILE INDUSTRY:

“The automotive or automobile industry is a wide range of companies and

organizations involved in the design, development, manufacturing, marketing,

and selling of automobile.

History of Automobile Industry:-

The automotive industry began in the 1890s with hundreds of manufacturers

that pioneered the horseless carriage. For many decades, the United States

led the world in total automobile production. In 1929 before the Great

Depression, the world had 32,028,500 automobiles in use, and the U.S.

automobile industry produced over 90% of them. At that time the U.S. had

one car per 4.87 persons.After World War II, the U.S. produced about 75

percent of world's auto production. In 1980, the U.S. was overtaken by Japan

and became world's leader again in 1994. In 2006, Japan narrowly passed the

U.S. in production and held this rank until 2009, when China took the top spot

with 13.8 million units. With 19.3 million units manufactured in 2012, China

almost doubled the U.S. production, with 10.3 million units, while Japan was

in third place with 9.9 million units. From 1970 (140 models) over 1998 (260

models) to 2012 (684 models), the number of automobile models in the U.S.

has grown exponentially.

Global Output:-

Growth in global automotive production is likely to remain at around +4% per

year in 2014 and 2015, with an increase in production in China, India, and

Mexico at the expense of Europe. Production is even expected to exceed 100

million vehicles by 2017. The major component manufacturers, which are

essential for auto makers, have relocated to follow production and register

healthy levels of profitability.

The global market has returned to a medium-term growth rate of +4% per

year and production is set to exceed 100 million vehicles (passenger cars and

commercial vehicles) by 2017. While it is well known that the industrialized

14

countries, such as the United States (ownership rate of 80%), Europe

(ownership rate of more than 55%), and Japan (ownership rate of 60%), do

not offer great growth potential, they remain renewal markets. With lower and,

in some cases, very low ownership rates in places like China (5%), India (2%)

or Africa, the rest of the world offers obvious long-term growth prospects.

However, new, ever-cheaper and harder- wearing products will have to be

invented to adapt to still-limited infrastructures and services: manufacturer are

working on it.

The automobile industry is also a major innovator, investing almost €85 billion

in research, development and production. The auto industry plays a key role

in the technology level of other industries and of society and is one of the

largest investors in research and development, with several manufacturers

leading the Top 10. Vehicle manufacturing and use are also major

contributors to government revenues around the world, contributing over €430

billion in twenty-six countries alone.

Increasing global trade has enabled the growth in world commercial

distribution systems, which has also expanded global competition amongst

the automobile manufacturers. Japanese automakers in particular, have

instituted innovative production methods by modifying the U.S. manufacturing

model, as well as adapting and utilizing technology to enhance production and

increase product competition.

There are a number of trends that can be identified by examining the global

automotive market, which can be divided into the following factors

Global Market Dynamics - The world's largest automobile manufacturers

continue to invest into production facilities in emerging markets in order to

reduce production costs. These emerging markets include Latin America,

China, Malaysia and other markets in Southeast Asia.

15

Table No: 1.1 Global productions of motor vehicles

Year Production Change

1997 54,434,000

1998 52,987,000 -2.7%

1999 56,258,892 6.2%

2000 58,374,162 3.8%

2001 56,304,925 -3.5%

2002 58,994,318 4.8%

2003 60,663,225 2.8%

2004 64,496,220 6.3%

2005 66,482,439 3.1%

2006 69,222,975 4.1%

2007 73,266,061 5.8%

2008 70,520,493 -3.7%

2009 61,791,868 -12.4%

2010 77,857,705 26.0%

2011 79,989,155 3.1%

2012 84,141,209 5.3%

2013 87,300,115 3.7%

2014 89,747,430 2.6%

16

World Motor Vehicle Production

Figure: 1.1 Production volumes (1000 vehicles)

Production in selected countries in 2014, by country

1. China: The market is soaring (+10% in 2014 and +8% in 2015) but is

perhaps becoming too profitable: selling prices will have to fall to maintain this

pace.

2 . United States: The market has finally returned to its pre-crisis sales level,

with a -20% reduction in the workforce and renewed profitability. We expect

the market to grow +4% in 2014 and +3% in 2015, i.e. 17 million units sold.

3 .Japan: Despite its accommodating monetary policy and flagrant

protectionism (94% of cars sold are Japanese), the VAT hike is expected to

dent sales by -5% in 2014 and -2% in 2015.

4. Europe. The automotive market is expected to recover by +5% in 2014 and

2015, but is still a long way from its pre-crisis level. The cannibalism among

European auto makers continues to rage, eating away at margins already

suffering from overcapacity.

17

https://en.wikipedia.org/wiki/File:Motor_Vehicle_Prod_volume_RITA_T1-23.svg

France: the market is showing early signs of a recovery, and sales are◾

expected to grow +3% in 2015, but production, which continues to move

offshore and is positioned mainly in entry-level products, has more than

halved since 2005.

Italy: the market is still depressed (sales are expected to come in at 1.3◾

million units, i.e. half their pre-crisis level) and production capacity continues

to be underutilized with no hope of a rapid turnaround.

Germany: auto makers are seeking to absorb the increase in operating◾

costs and investments via efficiency gains and internal synergies. Special

Report Euler Hermes market is expected to grow +3% in 2014 and 2015.

Spain: automotive production is expected to grow +10% and contribute◾

strongly to the country’s trade surplus (EUR 12.5 billion in 2013) after the

wage adjustments and the increase in working hours. The market, although at

half its pre-crisis level, is set to register an increase of +10% in 2014,

bolstered by scrap page incentives.

United Kingdom: the pre-crisis level of registrations, at 2.4 million units,◾

has been regained, and the market is expected to grow +10%.

Belgium: The market should remain stable while production faces a◾

chronic crisis (halved by the crisis) and there is no prospect for growth.

5. New players: The hoped-for El Dorado in emerging automotive markets has

been under- mined by the series of economic and political crises. For 2014,

we expect registrations to fall - 10% in Brazil, grow a meager +2.5% in India,

and contract -14% in Russia. A few new markets such as Saudi Arabia,

Turkey, and Malaysia are step- ping forth, but as Thailand and Argentina have

shown, economic and political risks have a direct impact on the automotive

market.

18

Automobile Industry in India:-

History:

The Ambassador dominated India's automotive market from the 1960s until

the mid-80

In 1897, the first car ran on an Indian road. Through the 1930s, cars were only

imported, and in very small numbers.

An embryonic automotive industry emerged in India in the

1940s. Hindustan was launched in 1942, long-time competitor Premier in

1944, building GM and Fiat products respectively.[9] Mahindra & Mahindra was

established by two brothers in 1945, and began assembly ofJeep CJ-3A utility

vehicles. Following independence in 1947, the Government of India and the

private sector launched efforts to create an automotive-component

manufacturing industry to supply to the automobile industry. In 1953, an

import substitution programmed was launched, and the import of fully built-up

cars began to be restricted.

However, growth was relatively slow in the 1950s and 1960s, due to

nationalization and the license raj, which hampered the Indian private sector.

After 1970, with restrictions on the import of vehicles set, the automotive

industry started to grow; but the growth was mainly driven by tractors,

commercial vehicles and scooters. Cars were still a major luxury item. In the

1970s, price controls were finally lifted, inserting a competitive element into

the automobile market. However, by the 1980s, the automobile market was

still dominated by Hindustan and Premier, who sold superannuated products

in fairly limited numbers. During the eighties, a few competitors began to

arrive on the scene.

In 1986, to promote the auto industry, the government established the Delhi

Auto Expo. The 1986 Expo was a showcase for how the Indian automotive

industry was absorbing new technologies, promoting indigenous research and

development, and adapting these technologies for the rugged conditions of

India. The nine-day show was attended by then Prime Minister Rajiv Gandhi.

19

Introduction

The Indian auto industry is one of the largest in the world with an annual

production of 21.48 million vehicles in FY 2013-14. The automobile industry

accounts for 22 per cent of the country's manufacturing gross domestic

product (GDP).

An expanding middle class, a young population, and an increasing interest of

the companies in exploring the rural markets have made the two wheelers

segment (with 80 per cent market share) the leader of the Indian automobile

market. The overall passenger vehicle segment has 14 per cent market share.

India is also a substantial auto exporter, with solid export growth expectations

for the near future. Various initiatives by the Government of India and the

major automobile players in the Indian market is expected to make India a

leader in the Two Wheeler and Four Wheeler market in the world by 2020.

Table:1.2 total production of automobile in india

20

Market size:

The industry produced a total 14.25 million vehicles including PVs,

commercial vehicles (CVs), three wheelers (3W) and 2W in April–October

2015, as against 13.83 in April–October 2014, registering a marginal growth

of 3.07 per cent, year-to-year.

The sales of PVs grew by 8.51 per cent in April–October 2015 over the same

period in the previous year. The overall CVs segment registered a growth of

8.02 per cent in April–October 2015 as compared to same period last year.

Medium & Heavy Commercial Vehicles (M&HCVs) registered very strong

growth of 32.3 per cent while sales of Light Commercial Vehicles (LCVs)

declined by 5.24 per cent during April–October 2015, year-to-year.

In April–October 2015, overall automobile exports grew by 5.78 per cent. PVs,

CVs, 3Ws and 2Ws registered growth of 6.34 per cent, 17.95 per cent, 18.59

per cent and 3.22 per cent, respectively, in April–October 2015 over April–

October 2014.

Market share of Indian automobile industry by volume

Two wheelers dominate production volumes; in FY13, the segment accounted

for 77 per cent of the total automotive production in India.

Figure No: 1.2Market Share of Indian automobile industries by volume

21

Investments

In order to keep up with the growing demand, several auto makers have

started investing heavily in various segments of the industry during the last

few months. The industry has attracted foreign direct investment (FDI) worth

US$13.48 billion during the period April 2000 to June 2015, according to data

released by Department of Industrial Policy and Promotion (DIPP).

Some of the major investments and developments in the automobile sector in

India are as follows:

Global auto maker Ford plans to manufacture in India two families of

engines by 2017, a 2.2 liter diesel engine code-named Panther, and a

1.2 liter petrol engine code-named Dragon, which are expected to

power 270,000 Ford vehicles globally.

The world’s largest air bag suppliers AutolivInc, Takata Corp, TRW

Automotive Inc and Toyoda Gosei Co are setting up plants and

increasing capacity in India.

General Motors plans to invest US$1 billion in India by 2020, mainly to

increase the capacity at the Talegaon plant in Maharashtra from

130,000 units a year to 220,000 by 2025.

US-based car maker Chrysler has planned to invest Rs 3,500 crore

(US$525 million) in Maharashtra, to manufacture Jeep Grand

Cherokee model.

Mercedes Benz has decided to manufacture the GLA entry SUV in

India. The company has doubled its India assembly capacity to 20,000

units per annum.

Mahindra Two Wheelers Limited (MTWL) acquired 51 per cent shares

in France-based Peugeot Motorcycles (PMTC).

22

Automobile Industry as State level:

Government Initiatives

The Government of India aims to make automobile manufacturing the

main driver of "Make in India" initiative, as it expects the passenger

vehicles market to triple to 9.4 million units by 2026, as highlighted in

the Auto Mission Plan (AMP) 2016-26.

In the Union budget of 2015-16, the Government has announced plans

to provide credit of Rs 850,000 crore (US$127.5 billion) to farmers,

which is expected to boost sales in the tractors segment.

The government plans to promote eco-friendly cars in the country—i.e.

CNG-based vehicles, hybrid vehicles, and electric vehicles—and also

to make mandatory 5 per cent ethanol blending in petrol.

The government has formulated a Scheme for Faster Adoption and

Manufacturing of Electric and Hybrid Vehicles in India, under the

National Electric Mobility Mission 2020, to encourage the progressive

introduction of reliable, affordable, and efficient electric and hybrid

vehicles into the country.

The Automobile Mission Plan (AMP) for the period 2006–2016,

designed by the government is aimed at accelerating and sustaining

growth in this sector. Also, the well-established Regulatory Framework

under the Ministry of Shipping, Road Transport and Highways, plays a

part in providing a boost to this sector.

23

Pestle analysis:

Political environment:

• Indian Government has changed its role from controller to facilitator with

prime focus on providing better infrastructure, growth oriented economic

policies and right environment to attract investments. This has made giant

auto manufacturers enter into India and affect the competitive environment.

• The liberalization steps, such as, relaxation of the foreign exchange and

equity regulations, reduction of tariffs on imports, and refining the banking

policies, have played an equally important role in bringing the Indian

Automotive industry to great heights.

• Institutionalization of automobile finance has further paved the way to

sustain a long-term high growth for the industry.

Economic environment:

• Rising GDP consecutively for the last 5 years has led to increased

purchasing power and hence the automobiles.

• Per capita Income is rising, which is affecting the segments of automobiles

being ventured into.

• There is cut Throat competition among many players in market.

• Increasing urbanization of rural India also has given rise to increase in

sales.

• The concept of service in auto industry has changed into customer care

now, thus encompassing the greater value into it.

24

Social Environment:

• Indian families are becoming increasingly nuclear

• Increasing Propensity to spend

• Increasing distances between work-place and residence

• Increase in percentage of working women has increased number of earning

members in a family.

Technology:

• Alternate Fuel: increasing Use of CNG and LPG instead of conventional fuel

has made the entry of new kinds of vehicle in the market.

• Advent of Internet: The customer can now use the Internet to place the

order and expect the manufacturer to fulfill his customized demand in the

minimum time.

• Electric Car: With technological advancements electrical car may emerge as

a preferred option.

Conclusions

• Institutionalization of automobile finance has become important factor for

sustainable growth.

• Car industry is gaining exports orientation due to foreign investment and deli

censing.

• Increase in money supply would ensure a reasonable demand for cars.

• Car industry is a growth industry which is sustainable.

• The changing lifestyles indicate an increase in demand for cars in the all the

segments and especially mid price segment

25

• The changing buying behavior shows preference for styling, comfort, fuel

efficiency and conformance to environmental standards

• Technologically the industry is experiencing major changes like alternative

fuels, customization etc.

• Intense competition is indicated in the coming years due to increase in

market players.

• The concept of value has been widened up to include customer care.

List of Top 10 Automobile Companies in India (Figures in Crores)

Table No: 1.3 List of Top 10 Automobile Companies

N

OCompany Turnover PAT Assets

1 Tata Motors Ltd. 123222.9

1

9273.6

2

52209.4

8

2 Mahindra & Mahindra

Ltd.

37026.37 3079.7

3

36926.1

9

3 Maruti Suzuki India Ltd. 38140.69 2382.3

7

14762.9

4 Hero MotoCorp Ltd. 19669.29 1927.9 4447.22

5 Bajaj Auto Ltd. 17008.05 3454.8

9

5154.96

6 Ashok Leyland Ltd. 11133.04 631.3 6621.16

7 Sundaram Clayton Ltd. 7419.41 64.63 2428.87

8 TVS Motor Company

Ltd.

6569.99 127.94 1745.06

9 Eicher Motors Ltd. 5138.64 243.12 474.14

26

10 Force Motors Ltd. 1574.05 58.62 583

The Future of the Automotive Industry

The automobile industry is not going anywhere soon. As the trends in the

automotive industry continue, there exists both old and new opportunities

available for those interested in franchising to get involved. Car maintenance,

repairs, and body services are regularly going to be in demand regardless of

whether people prefer to buy new cars or keep their old ones.

The green movement has hit the automotive industry as all car manufacturers

are focusing their attention on producing more environmentally friendly and

fuel efficient vehicles. As this infant market matures, there will be a demand

for services from businesses that understands how to cater to these specific

types of vehicles.

TOP MOTORCYCLE COMPANIES IN INDIA 2016

1. HERO MOTOCORPHero motocorp previously known as hero Honda is the top most trusted

brand in India. Hero motocorp has a big range of bikes and scooters in

India. It has launched some great quality Scooters too in India. Hero

motocorp is the leading two wheelers manufacturer in India.

2. BAJAJ

Bajaj is one of the most famous two wheeler’s brand in India. The

reason you are seeing it on the second position of this list because

people trust and buy Bajaj vehicles because off the great mileage they

offer. Some of the most popular bikes from Bajaj are Bajaj pulsar. Bajaj

platina and Bajaj discover.

3. YAMAHA

27

Yamaha focus on two wheeler that gives us a look and feel of sports

bikes. The main point that favor Yamaha is its stylish bikes which are

the most loved among youngsters. Yamaha has launched some really

cool bikes in recent days and it has always focus on vintage bike.

4. TVS If you are from India then you must be aware with the tvs brand.

Popular among the budget buyers as it launches budget bikes or semi

–budget bikes which possess great power. TVS has launched some

really cool scooters that have become a hit in no time.

5. HONDAHonda motorcycle is very famous in india as it india as it offers quality

vehicles. We have seen some successful models like the active

scooter and the most popular one the Honda shine 125cc motorcycle.

Couple of year back HMSI has registered a record number of sales.

6. MAHINDRA

This list won’t look complete without the automobile giant Mahindra.

Mahindra also works on design and manufactures of 4 wheel vehicles.

Mahindra two wheeler segments has gained huge popularity in India as

we have witnessed some brilliant offerings from Mahindra. It’s one of

the top distributers of two wheeler vehicles in India.

7. ROYAL ENFIELDRoyal Enfield commonly known as bullet is one the most loved bikes in

India .the bullet mark is there from a very old time. Even the latest and

classic range is also known as bullet. if you love vintage and heavy

bikes then you can’t ignore the royal Enfield at all. Its next category is

the thunderbird category which is a cruise style motor cycle.

8. SUZUKI

28

Suzuki motorcycle is not an Indian brand as it is a unit of Suzuki motor

corporation Japan. They have installed a plant locally in India that is

situated in gurgaon (Haryana). In recent times We have seen some

great offerings from the Japanese manufacturer such as Suzuki Hayate

and the incredible Suzuki Hayabusa.

29

Yamaha Company Profile

Since 1887, when it began producing reed organs, the Yamaha Corporation in

Japan (then Nippon Gakki Co., Ltd.) has grown to become the world's largest

manufacturer of a full line of musical instruments, and a leading producer of

audio/visual products, semiconductors and other computer related products,

sporting goods, home appliances and furniture, specialty metals, machine

tools, and industrial robots.

Yamaha now owns 44 subsidiaries and representative offices in overseas

markets in addition to numerous related companies in Japan.

Additionally, Yamaha owns and runs its unique resort facilities throughout

Japan so as to enhance our customers' leisure and cultural activities. Also,

Yamaha provides a place for studying music, sets opportunities for presenting

one's own compositions, and creates an environment for the enjoyment of a

variety of musical endeavors.

Since Yamaha Music Foundation was established in 1966, it has generated a

wide range of music activities throughout global society, including Yamaha

music schools, and the Junior Original Concert. Strong commitment to

promote and support music education and popularization is one of the most

significant elements to distinguish Yamaha from its competitors.

Yamaha has endeavored to produce products and services that satisfy the

diverse needs and desires of people worldwide. Its products and services are

recognized the world over for superior quality in acoustics, design,

technology, craftsmanship, and customer oriented services. These products

and services under the brand name of Yamaha are highly regarded by a large

30

number of professionals, institutions, business people within the related

industries, and consumers.

COMPANY OVERVIEW:

Company name : NJ AUTOMOBILES PVT LTD

Factory address : India Yamaha motor pvt.Ltd, A-3 ,noida-

Dadri road surajpur, gautambudhnagar

Uttar Pradesh, india-201306

Office address : n j automobiles opp. Nissan showroom,

Udhnabrcroad,udhna, Surat.

E-mail : [email protected]

Competitors : Honda, hero, Bajaj

Starting investment: 50, 00,000

Total no of employee: 18

Bank : SBI

Market condition : local

31

http://[email protected]

Organogram

32

SELLESSERVICE

DEPARTMENT

There are main 3 dept.

1. Service

2. Sales

3. Finance

Service:

Intangible product such as cleaning, consultancy, medical treatment, or

transportation. Sometimes services are difficult to identify because they are

closely with a good; and they (1) cannot be stored or transported, (2) are

instantly perishable and (3) come into existence at the time they are

consumed

Sales

1. The activity or business of selling products or services.

2. An alternative term for sales revenue or sales volume.

3. The exchange of a commodity for money; the action of selling something.

Finance

1. the management of large amounts of money,

33

2. The management of revenues; or transaction of money generally,

especially those affecting the public, as in the fields of investment.

3. Finances, the monetary resources.

Swot analysis of Yamaha automobile

Every organization has some strength &weakness, opportunity & threats

These are as follows:

STRENTH:

1. Yamaha Motor products extend from land to sea and even into the

skies, with manufacturing and business operations that include

everything from motorcycles, PSA electro-hybrid bikes, marine and

power products to automotive engines.

2. Continuously does product improvement in accordance with

demanding customers.

3. The distribution network of Yamaha Motors is very wide and spread

across the country.

4. Probably the best in terms of R&D facility.

5. Has great brand name and commands lot of respect among bikers

community.

WEAKNESS;

1. Narrow product line in terms of motorcycles.

2. Yamaha’s strategy for Indian market was on right pathway, but

somewhere down the lane, they are still relying on conventional model

which no longer in use.

34

3. Yamaha despite the promise has failed to deliver and is still an

underdog in the race to top.

4. A series of unsuccessful and flop bikes have battered the legacy of

RX100 and RD350

OPPORTUNITIES;

1. The motorcycle market has been growing at a phenomenal rate and

there has been a shift in the consumer preferences from 2 stroke bikes.

Yamaha motors have recognized this and are bringing out new models

of 4 stroke bikes quite regularly to cater the needs of the customers.

2. Consumers have become technology conscious and Yamaha Motors

have best R&D facilities. So they can tap new costumers with

innovative technology in motorcycle design and manufacturing.

3. There lies lot of potential in 150cc and above segment and Yamaha

has not made enough in roads in this segment.

THREAT:

1. Continuous divisions of customer segment have made conventional

bikes which was the strength of Yamaha motors.

2. Constant demand for price reduction from customers.

3. Bajaj, TVS, Hero Honda have taken large part of the market share

from Yamaha.

4. Growing competition in the industry, both in the terms of new models

and price undercutting, too is a matter of concern as both the sales

realization and operation margins may come under pressure.

35

DR. K. MALLIKARJUNA REDDY (2008): The marketing concept is

consumer oriented and the emphasis is more on the consumer rather than on

the product. The essence of modern marketing lies in building of profit along

with creating meaningful value satisfaction for the costumers, whose needs

and desires have to be coordinated with the set of products and production

programmers. Therefore, marketing success an enterprise depends as its

ability to create a community of satisfied consumers. All the business activities

should be carried out in ways which are directed towards the satisfaction of

the consumer needs. Consumer behavior is affected by a host of variables

ranging from personal, professional needs, attitudes and values, personality

characteristics, social economic and cultural background, age, gender,

professional status to social influences of various kinds exerted a family,

friends, colleagues, and society as a whole.

Priyanka Jain (2009): This research analyses the satisfaction of the

customer towards two wheelers. The study was restricted only to DELHI. India

is one of the largest manufacturers and producers of two-wheelers in the

world. The preference of the consumers clearly signifies that their importance

of family and friends influencing their purchase, the additional facilities

expected, and many. In the beginning of the century, the automobile entered

in the transportation market as a teddy bear for the rich. However, it became

gradually more popular among the general population because it gave

travelers the freedom to travel when they wanted to and where they wanted.

Readability of copy is of paramount importance.

37

M Abdul Haneef, M Edwin Gnanadhas, Mr. BA Abdul Karim, Mr. Vikas Singhal (2006):In his study of automobile Industry sector he has mentioned

that the two-wheeler segment has recorded significant change in the past 4-5

years. The market for motorcycles is growing and its sale rose by 27 percent

annually during the last four years. He pointed out that while the market for

motorcycles is growing that for mopeds and geared scooters is shrinking. This

change in the taste of the consumers is possibly due to the technological

change. Also most of the manufacturers like Hero Honda, Bajaj and TVS had

reduced the prices of their entry level motorcycles in order to capture a bigger

share of the market.

Mr. Subhadip Roy(2006) SR Mohnot (2002):In his study of two and three

wheelers he out from the standpoint of means of personal transportation. The

two-wheeler has become an expression of the owners' personality. The

(customer in making his choice does evaluate the product in terms of utility,

fuel economy, reliability, maintenance, affordability, performance, good after-

sales service at reasonable cost, availability of spare parts at :economical

prices, looks, safety and comfort and ease of riding for driving. Total sales of

two-'wheeler in first eight months of 200 1-02 had increased to 2.70 million

units from 1.33 million units in the corresponding period of the preceding year.

Siddhartha and S Mukherjee (2002):The Study reveals. That, the two-

wheelers in India are used for variety of work such as visiting people, carrying

loads, outdoor jobs like selling and buying. In rural areas it helps people to

travel more frequently to nearby towns to their daily needs. The two-wheeler

has become a valuable support for increasing productivity and in turn the

profit, besides helping as a personal mode of transportation.

Rajmani Singh and AS Yasso (2001): He also pointed out that a major part

of growth in the two-wheeler industry has come from motor cycles, which are

considered fuel efficient, reliable and its suitability on rough roads. As per his

study, TVS-Suzuki, Hero: Honda, Bajaj dominates the two wheeler scene.

The study also says that due to stiff competition from automobile major Bajaj

which is a largest producer of scooters the LML is facing considerably stiff

38

competition. However, dominance of this category has been declining

because of shift in customer preference towards motor bikes.

M. Sathish (December 2011): His research paper is aimed to determine the

customer’s perception towards the YAMAHA SZ-X motor bike. The study has

been conducted in Burdwan, a district town of West Bengal, India. In total

100respondents filled the questionnaire. The respondents were distributed on

the, basis of their age and income group. The degree of satisfaction of the

customers for Yamaha SZ-X motor bike has been measured on the basis of

scale (excellent, good, average, moderate, low, very poor etc.). Results reveal

that consumers are very satisfied after using the product. Further results show

that there is a significant relation between the brand name and the preference

of customers. Hence, it has been recommended that the company should

focus on fuel economy, servicing cost of the bike inside the show room and

spare parts prices of the bike.

R. Nair Suja (2000): the success of the firm will be determined by how

effective it h a s been in meeting the diverse us tome needs an d wants by

treating each customer as unique and offering products and services to suit

his/her needs.

Nikhil Monga 2(February 2012): This research attempts to answer some of

the questions regarding brand personality of selected cars in India by

conducting the market research. This personality sketching will help in

knowing what a customer (or a potential customer) thinks about a given brand

of car and what are the possible factors guiding a possible purchase.

Similarly, the idea of measuring the customer satisfaction will serve the same

purpose of determining the customer perception. Thus, by measuring the

”willingness of existing users of a car to recommend it to others” will help the

car manufacturers chalk out the entire Customer Buying Behavior. This

research will be helpful for the new car entrant companies in India to find out

the possible gaps between the customer expectations and the present market

offerings. It will be mainly a primary research and the information will be

gathered from both primary and secondary research. The research will

39

analyze the applicability of existing research concepts, theories, and tools for

evaluating consumer satisfaction.

Mr.FAISAL.T (August 2014):It is a comparative study between customers of

Hero Honda, Bajaj and TVS to know Asia Pacific Journal of Research

customer perception and the reason to a customer opt for a particular brand.

The study suggests that it is better to introduce eco- friendly bikes and to

reduce cost in case of Hero Honda. Better to Introduce bikes for women and

improve mileage incase of Bajaj. And it is better to take necessary step to

improve brand image in case of TVS.

Dr.L.VIJAY & B.JAYACHITRA (2011): This project is a study on customer’s

perception of Hero Honda motorcycles compared to TVS and Bajaj. The study

was conducted at Southern Auto Centre (SAC), one of the oldest and fastest

growing Hero Honda authorized dealer in Chennai. 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.

DR.D.SREERAMULU (2003):

The study is aimed at finding out the customer’s opinion towards Hero Honda

Splender+. The study would reveal the intensity of gap between company’s

deliverance and the customer’s expectation. The revelation of the study would

keep the company informed about the customer’s perception towards the bike

and various aspects concerned. The study taken up various aspect of the bike

for the study and presented many suggestions to the company in this regard.

Though all the suggestions may not be of utmost importance, there may be a

suggestion, which may ignite the think – tank of the company.

SREERAMULU, DRD.

40

The research paper is aimed to determine the customer’s perception towards

the YAMAHA SZ-X motorbike. The study has been conducted in Burdwan, a

district town of West Bengal, India. In total 100 respondents filled the

questionnaire. The respondents were distributed on the, basis of their age and

income group. The degree of satisfaction of the customers for Yamaha SZ-X

motor bike has been measured on the basis of scale (excellent, good,

average, moderate, low, very poor etc.). Results reveal that consumers are

very satisfied after using the product. Further results show that there is a

significant relation between the brand name and the preference of customers.

Hence, it has been recommended that the company should focus on fuel

economy, servicing cost of the bike inside the show room and spare parts

prices of the bike.

Kanojia, A.K. (2011): States that top 4 motorcycle segment control 93%

market share. Hero Moto Corp controls executive segment, Bajaj has

premium segment and Honda has the dominant position in scooter segment.

The author studied about various factors responsible for Hero Moto Corp

being able to sustain leadership like highest network penetration, highest

customer satisfaction with one of the fastest complaint resolution.

Nutan Sharma and Rajesh Mehrotra (February, 2016):The study aims to

showcase factors like product attributes, price, resale value, credit facility,

mileage and advertisement plays role in buying decision By keeping in view

that future disposable income of average household people will increase, so

in future their demand and need both increases. To meet their expectations it

become a prime importance to study various factors influencing their

perceptions and hence impact on purchase decision. In Case with the

purchase of an automobile, people prefer motorcycle over a four wheeler

because motorcycle is economical and affordable. In other words we can say

that motorcycle is a common man vehicle. The study focuses on major two

wheelers brand Hero Moto Corp, Honda, TVS and Bajaj.

41

RESEARCH METHODOLOGY

Research:

Definition of research is given by Creswell who states that - "Research is a

process of steps used to collect and analyze information to increase our

understanding of a topic or issue"

Research Methodology:-

“The system of collecting data for research projects is known as research

methodology. The data may be collected for either theoretical or practical

research for example management research may be strategically

conceptualized along with operational planning methods and change

management.

a. Problem StatementIn today’s world, consumer’s perception towards a product is given more

importance in this new era of competitive business environment. Yamaha’s

position form a market leader to an ordinary market survivor. The present

study would like to have an insight of consumer’s perception about the criteria

of selecting the bikes. Especially to figure out whether it is brand driven or

quality driven. The research determines the automobile futures that most

43

influences the consumer’s buying behavior and the research also locate the

primary source of information on which consumer’s perception of buying a

bike in prior.

b. Research objectiveI. Main Objective

To study on perception of consumer toward Yamaha bike

segment.

II. Secondary Objective To recognize the main source of information and clarification for

the consumer.

To understand the product attributes that influence the

consumer buying decision for bike.

To find satisfaction level towards Yamaha.

c. Research Design

“The research design is the method and process for the conducting particular

study, broadly speaking; it can be grouped in the three main categories –

Exploratory, Descriptive and Causal.

I Type of design“The research design is the method and process for the conducting

particular study, broadly speaking; it can be grouped in the three main

categories – Exploratory, Descriptive and Causal.

44

Reserch DesignExlporatoryDescriptiveCasualFigure No: 5.1: Research Design Types

Descriptive study is used when researcher interested in knowing the features

of certain group like age, sex, educational level, operation etc.”

This research conducted is a descriptive research. This is descriptive in

nature because the study is focused on fact finding investigation in a well-

structured form and is based on primary data. Primary data has been used in

the form of a questionnaire in order to collect data.

II SamplingSample size of this survey would be 200 respondents.

III Data collection

Sources of Data:

In the research report it is very important to determine the research had

collected primary data or secondary data. Sometimes the research study is

based in both data. The source of data can be divided in the two categories:

Primary data:

“The primary data are those data which are collected by any researcher first

and before no one has collected those data is known as the primary data.”

Survey Method

This research study was based on primary data structured questionnaire has

been used. The convenience sampling method was used to collect the

responses.

Secondary data:

The source of secondary data collection is the literature review as the books

that we referred. Internet was also one of the main sources of secondary data

collection.

Survey Tools

45

A Structured questionnaire was used as tool of data collection.

IV Tools of analysisChi- square, Percentage were used as tools of analysis

V Limitation of Studyi The Study was limited to Surat area only and survey was done in 6

week of limited time period.

ii Sample selected may not represent the whole population, as

sample size selected was very small in population due to time and

cost constrains.

iii Respondent might have felt hesitation in providing information

related to their age, income etc.

46

To study the demographic information of respondent.

Gender:

To study demographic details of respondent they were asked to answer their

gender.

Table 6.1 gender shows the same frequency.

47

Gender Frequency Percentage

Male 158 83.2

Female 32 16.8

Total 190 100

male female

158

32

83.2

16.8

GenderFrequency Percent

Figure -6.1

INTERPRETATION:

From the table 6.1 it can be interpret that 83.2% respondents are male and

16.8% respondents are female. Who gave the response and perception about

bike.

Age:

Table 6.2 ages shows the same frequency.

Age Frequency Percentage

Below 20 yr 15 7.9

Between 21 to 30 yr 94 49.5

Between 31 to 40 yr 66 34.7

Above 40 yr 15 7.9

Total 190 100

48

below 20 20 to 30 31 to 40 above 40

15

94

66

157.9

49.5

34.7

7.9

ageFrequency Percent

Figure -6.2

INTERPRETATION:

From the above figure-6.2 it can be conclude that 7.9% respondents are

below 20 year.49.5% respondents are between 20 to 30 year, 34.7%

respondents are between 31 to 40 year and 46% respondents are above 40

year.

Qualification:

Table 6.3 qualification shows the same frequency.

Qualification Frequency Percentage

Under graduate 37 19.5

Graduate 98 51.6

Post graduate 55 28.9

Total 190 100

49

under graduate graduate post graduate

37

98

55

19.5

51.6

28.9

qualificationFrequency Percent

Figure -6.3

INTERPRETATION:

The above figure-6.3 shows that there are 19.5% respondents are under

graduate, 51.6% respondents are graduate and 28.9% are post graduate. The

majority of respondents are graduate.

Occupation:

Table 6.4 occupation shows the same frequency.

Occupation Frequency Percentage

Salaried 97 51.1

Student 93 48.9

Total 190 100

50

salaried student

97 93

51.1 48.9

occupationFrequency Percent

Figure -6.4

INTERPRETATION:

The above figure-6.4 shows that there are 51.1% respondents are salaried,

48.9% respondents are students. The majority of respondents are salaried.

Annual income:

Table 6.5 annual incomes shows the same frequency.

Annual income Frequency Percentage

Below 200000 170 89.5

200001 to 400000 20 10.5

Total 190 100

51

below 200000 200001 to 400000

170

20

89.5

10.5

annual incomeFrequency Percent

Figure -6.5

INTERPRETATION:

From the above figure-6.5 it can be analyze that 89.5% respondents annual

income is below 200000 Rs and 10.5% are earn between 200001 to 400000.

1. Which brand of bike you have?

Table 6.6 brand of bike shows the same frequency.

Brand of bike Frequency Percentage

Honda 33 17.4

Hero 37 19.5

Bajaj 32 16.8

Yamaha 88 46.3

52

Total 190 100

honda hero bajaj yamaha

3337

32

88

17.4 19.5 16.8

46.3

Frequency Percent

Figure -6.6

INTERPRETATION:

From the above figure-6.6 it can be analyze that 17.4% respondents have

Honda brand and 19.5% have Hero brand, 16.5% have Bajaj brand and 46.3

have Yamaha brand of bike.

2. What is/was your objective behind buying a bike?

Table 6.7 objective behind buying a bike shows the same frequency.

Objective Frequency Percentage

Increase in income 61 32.1

Family need and

necessity

50 26.3

Increase in family size 37 19.5

53

Suits your lifestyle and

personality

42 22.1

Total 190 100

increase in income family need and necessity

increase in family size

Suits your life style and personality

61

50

3742

32.126.3

19.5 22.1

Frequency Percent

Figure-6.7

INTERPRETATION:

From the above figure-6.7 it can be analyze that 32.1% respondents objective

behind buying bike is increase in income,26.3% respondents objective behind

buying bike is family need and necessity,19.5% respondents objective behind

buying bike is increase in family size and 22.1% respondents objective behind

buying bike is Suits your lifestyle and personality.

3. What is your source of information about bike?

Table 6.8source of information about bike shows the same frequency.

Source of information Frequency Percentage

Internet 9 4.7

Product advertisement 74 37.4

Friend family and relatives 70 36.8

54

Showroom dealer 35 18.4

Automobile mechanic 5 2.6

internet

product A

dvertisem

ents

Frien

ds / Fa

mily / R

elatives

Showroom /D

ealer

Automobile m

echan

ic

9

71 70

35

54.7

37.4 36.8

18.4

2.6

Frequency Percent

Figure-6.8

INTERPRETATION:

From the above figure-6.8 it can be analyze that 4.7% respondents source of

information by internet, 37.4% respondents source of information by

advertisements, 36.8% respondents source of information by socially and

18.4% respondents source of information by automobile mechanic.

4. Which of the following factor that mentioned below towards bike are consider? [1=highly satisfied, 2=satisfied, 3=neutral, 4=dissatisfied 5=highly dissatisfied]

Table 6.9Features about bike shows the same frequency.

55

Features 1 2 3 4 5 Total

The price of my two wheeler brand is

reasonable than other brands17 72 67

3

40 190

I am satisfy with Fuel efficiency of my two

wheeler brand as compare to other brands15 49 110

1

60 190

My two wheeler brand offers eye catching

look/style than other brands5 86 84

1

50 190

My two wheeler brand is quiet preferred by

others than other brands1 55 109

2

50 190

My two wheeler brand offers attractive color

than other brands2 73 107 6 2 190

The sales service of my two wheeler brand is

quit worth than other brands1 96 93 0 0 190

The maintenance cost of my two wheeler

brand is affordable0 41 93

5

60 190

The engine capacity of my two wheeler brand

is quiet good18 94 78 0 0 190

The promotion scheme of my two wheeler

brand is attractive2 25 104

5

90 190

I satisfied with The warranty provide by my two

wheeler brand as compare too other brands0 94 96 0 0 190

My two wheeler brand reflects my social status1 65 103

2

10 190

I would like to consider this two wheeler brand

for future re-purchase0 25 100

6

50 190

56

service center of My two wheeler brand are

available at convenient place 1 81 91

1

70 190

Social pressure influenced my decision of

purchasing my bike 0 55 105

3

00 190

57

The price of my two wheeler brand is reasonable than other brands

I am satisfy with Fuel efficiency of my two wheeler brand as compare to other brands

My two wheeler brand offers eye catching look/style than other brands

My two wheeler brand is quiet preferred by others than other brands

My two wheeler brand offers attractive color than other brands

The sales service of my two wheeler brand is quit worth than other brands

The maintenance cost of my two wheeler brand is affordable

The engine capacity of my two wheeler brand is quiet good

The promotion scheme of my two wheeler brand is attractive

I satisfied with The warranty provide by my two wheeler brand as compare too other brands

My two wheeler brand reflects my social status

I would like to consider this two wheeler brand for future re-purchase

service center of My two wheeler brand are available at convenient place

Social pressure influenced my decision of purchasing my bike

17

15

5

1

2

1

0

18

2

0

1

0

1

0

72

49

86

55

73

96

41

94

25

94

65

25

81

55

67

110

84

109

107

93

93

78

104

96

103

100

91

105

34

16

15

25

6

0

56

0

59

0

21

65

17

30

0

0

0

0

2

0

0

0

0

0

0

0

0

0

satisfaction level of statementhighly dissatisfied dissatisfied neutral satisfied highly satisfied

Figure-6.9

58

INTERPRETATION:

From the above figure-6.9 it can be analyze that 18 of the respondents are

highly satisfied about the engine capacity of two wheeler brand is quiet good

and 96 of the respondents are satisfied about the sales service of two wheeler

brand is quit worth than other brands and 110 respondents are also satisfy

with Fuel efficiency of two wheeler brand as compare to other brands.

59

5. What is your overall satisfaction level towards your brand?

Table 6.10 overall satisfaction level towards your brand shows the same

frequency.

Satisfaction level Frequency Percentage

Highly satisfied 2 1.1

Satisfied 62 32.6

neutral 76 40

Dissatisfied 50 26.3

Highly dissatisfied 0 0

highly satisfied satisfied neutral dissatisfied

2

62

76

50

1.1

32.640.0

26.3

satisfaction levelFrequency Percent

Figure-6.10

INTERPRETATION:

From the above figure-6.10 it can be analyze that 11% respondents are

highly satisfied about brand of bike they have, 32.6% respondents are

satisfied about brand of bike they have, 40% respondents are neutral about

brand of bike they have and 26.3% respondents are dissatisfied about brand

of bike they have.

60

Kruskal-Wallis Test

To study the significant difference between brand of bike and

perception towards bike. Kruskal-wallis test has been applied with following hypothesis.

H0: There is no significant difference in customer perception towards two

wheelers brands across the categories of which brand two wheelers they

have.

H1: There is significant difference in customer perception towards two

wheelers brands across the categories of which brand two wheelers they

have.

Table: 6.11 Descriptive Statistics

N Mean Std.

Deviatio

n

Mi

n

Max

The price of my two wheeler brand is

reasonable than other brands

190 2.62 .881 1 4

I am satisfy with Fuel efficiency of my two

wheeler brand as compare to other brands

190 2.67 .742 1 4

My two wheeler brand offers eye catching

look/style than other brands

190 2.57 .676 1 4

My two wheeler brand is quiet preferred

by others than other brands

190 2.83 .645 1 4

My two wheeler brand offers attractive

color than other brands

190 2.65 .615 1 5

The sales service of my two wheeler

brand is quit worth than other brands

190 2.48 .512 1 3

61

The maintenance cost of my two wheeler

brand is affordable

190 3.08 .712 2 4

The engine capacity of my two wheeler

brand is quiet good

190 2.32 .639 1 3

The promotion scheme of my two wheeler

brand is attractive

190 3.16 .679 1 4

I satisfied with The warranty provide by

my two wheeler brand as compare too

other brands

190 2.51 .501 2 3

My two wheeler brand reflects my social

status

190 2.76 .646 1 4

I would like to consider this two wheeler

brand for future re-purchase

190 3.21 .657 2 4

service center of My two wheeler brand

are available at convenient place

190 2.65 .647 1 4

Social pressure influenced my decision of

purchasing my bike

190 2.87 .658 2 4

1.Which brand of bike you have? 190 2.92 1.163 1 4

62

Table: 6.12 RANK

Statements Which brand of bike you have?

N Mean Rank

The price of my two wheeler brand is reasonable than other brands

Honda 33 72.03

Hero 37 61.61

Bajaj 32 114.89

Yamaha 88 111.5

I am satisfy with Fuel efficiency of my two wheeler brand as compare to other brands

Honda 33 80.45

Hero 37 55.41

Bajaj 32 116.41

Yamaha 88 110.4

My two wheeler brand offers eye catching look/style than other brands

Honda 33 101.94

Hero 37 106.65

Bajaj 32 93.66

Yamaha 88 89.07

My two wheeler brand is quiet preferred by others than other brands

Honda 33 77.85

Hero 37 73.32

Bajaj 32 112.38

Yamaha 88 105.31

My two wheeler brand offers attractive color than other brands

Honda 33 97.67

Hero 37 118.7

Bajaj 32 84

Yamaha 88 89.11

The sales service of my two wheeler brand is quit worth than other brands

Honda 33 99.58

Hero 37 98.03

Bajaj 32 93.8

Yamaha 88 93.53

The maintenance cost of my two wheeler brand is affordable

Honda 33 45.36

Hero 37 51.78

Bajaj 32 122.92

Yamaha 88 122.71

63


Honda 33 76.17

Hero 37 72.91

Bajaj 32 100.44

Yamaha 88 110.45

The promotion scheme of my two wheeler brand is attractive

Honda 33 47.92

Hero 37 79.69

Bajaj 32 112.61

Yamaha 88 113.77

I satisfied with The warranty provide by my two wheeler brand as compare too other brands

Honda 33 87.8

Hero 37 91.15

Bajaj 32 103.91

Yamaha 88 97.16


Honda 33 90.76

Hero 37 144.81

Bajaj 32 73.38

Yamaha 88 84.59

I would like to consider this two wheeler brand for future re-purchase

Honda 33 62.77

Hero 37 78.07

Bajaj 32 106.44

Yamaha 88 111.13


Honda 33 91.61

Hero 37 109.19

Bajaj 32 93.06

Yamaha 88 92.09


Honda 33 74.97

Hero 37 77.86

Bajaj 32 101.44

Yamaha 88 108.45

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Table:6.13 Test Statistics

Statements Chi-Square df

Asymp.

Sig.

The price of my two wheeler brand is reasonable than

other brands

35.175 3 0.000

I am satisfy with Fuel efficiency of my two wheeler brand

as compare to other brands

42.174

3

0.000

My two wheeler brand offers eye catching look/style than

other brands

3.916

3

0.271

My two wheeler brand is quiet preferred by others than

other brands

19.407

3

0.000

My two wheeler brand offers attractive color than other

brands

12.063

3

0.007

The sales service of my two wheeler brand is quit worth

than other brands

0.535

3

0.911

The maintenance cost of my two wheeler brand is

affordable

94.809

3

0

The engine capacity of my two wheeler brand is quiet

good

21.128

3

0

The promotion scheme of my two wheeler brand is

attractive

50.466

3

0

I satisfied with The warranty provide by my two wheeler

brand as compare too other brands

2.275

3

0.517

My two wheeler brand reflects my social status 48.338 3 0

I would like to consider this two wheeler brand for future

re-purchase

29.284

3

0

service center of My two wheeler brand are available at

convenient place

3.521

3

0.318

Social pressure influenced my decision of purchasing my

bike

17.011

3

0.001

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a. Kruskal Wallis Test

b. Grouping Variable: 1.Which brand of bike you have?

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INTERPRETATION:

From the above table it was found that there was a statistically significant

difference in of all customer perception towards two wheelers brands across

the categories of which brand two wheelers they have, are some of them

more then 0.05

The factors which no significant towards different brand of bike are eye catch

look, sales service and warranty; hence H0 is accepted for all this parameters.

The factors which significant towards different brand of bike are price, fuel,

efficiency, maintenance cost, engine capacity, promotion scheme and social

pressure, hence H0 is rejected for all this parameter

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Findings:

It was found from the study that 32.1% of the consumer buy bike for

increase in income. Bike which is a necessity in today’s world.

In brand choice Yamaha has established great image in the Indian bike

segment as well as consumer mind that’s the reasons Yamaha bike

preferred by 46.3% respondents far ahead from all other well known

brands of bike.

It was found out that among all main sources of information

advertisements and word of mouth [friend, family and relatives] are

major sources of information.

It can be analyzed that the highest number of respondents are highly

satisfied about the engine capacity of two wheeler brand which is quiet

good and the sales service of two wheeler brand is quiet worth than

other brands and also respondents are satisfy with Fuel efficiency of

two wheeler brand as compare to other brands.

The Brand Name of Yamaha is still there in the market and in the

minds of the respondents

From the study it was found out that the major attributes and features

of bike Price, fuel efficiency and engine capacity are most the important

From the study it was found out that the Kruskal-Wallis Test brand of

bike and objective of buying bike was that, there was no significance

difference between brand of bike and objective of buying bike.

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Yamaha is one of the leading two wheeler producer in the world and a major

player in the Indian Market. They were the producer of largest selling motor

cycle of the world it has its own importance still in the market with which 80%

of the respondents were male who uses Yamaha Bikes. Nowadays the main

Yamaha customers are the students between 20 to 30 years of age and they

like the bike because of its mileage.

It holds an important place in the minds of consumer by providing efficient

service and better products. Product efficiency and innovations are the

method they live up to day. Their engineering is comprehensive. Consumer

perception towards Hero Honda motorcycles is very good. It has created a

very good brand image for itself by providing low maintenance, fuel efficient,

sleek looking models along with efficient after sales service. It has attracted

every class of customers. In today’s competitive business environment, it is

only due to the positive perception of the consumer that the company is being

able to compete in the market with its other competitors.

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Web Sites

https://www.google.co.in/?

gfe_rd=cr&ei=jTASVdGlNdSGvATfrYGwAg&gws_rd=ssl#q=automobile+in

dustries+in+india

http://www.questionpro.com/survey-templates/auto-purchase-lease-

satisfaction/

http://www.ibef.org/industry/automobiles

http://makeinindia.com/sector/automobiles/

http://www.oica.net/category/economic-contributions/

http://www.forbes.com/sites/joannmuller/2015/01/05/5-big-trends-driving-

the-auto-industry-in-2015/

References

Reddy, K. Mallikarjun. "Consumers BehaviorTowards Two-Wheeler Motor

Bikes." Osmania journal of Management (2011): 1-9.

Vijay, L., and B. Jayachitra. "Customer perception with motor

cycles."International Journal of Marketing & Human Resource Management

(IJMHRM) 2.1 (2011): 1-6.

Shaharudin, MohdRizaimy, et al. "The relationship between product quality

and purchase intention: The case of Malaysia's national motorcycle/scooter

manufacturer." African Journal of Business Management 5.20 (2011): 8163.

Chakraborty, Debarun. "A STUDY ON CUSTOMER’S PERCEPTION

TOWARDS YAMAHA SZ-X MOTORBIKE." INTERNATIONAL JOURNAL OF

MANAGEMENT AND SOCIAL SCIENCES (IJMSS) 1.2 (2012): 236-242.

Nutan Sharma and Rajesh Mehrotra.” CUSTOMER PERCEPTION

TOWARDS MAJOR BRANDS OF TWO WHEELERS IN JAIPUR CITY AND

ITS IMPACT ON BUYING DECISION” Abhinav International Monthly

Refereed Journal of Research in Management & Technology Volume 5, Issue

2 (February, 2016) ISSN-2320-0073

73

QUESTIONNAIRE

I am Rishi Patel pursuing MBA from S. R. Luthra Institute of Management,

Surat As a part of the curriculum I am doing research on “To study the customer perception towards two wheeler brands in Surat city” Kindly

help me in the same by filling the Questionnaire. Your response would be kept

strictly confidential and would be used only for academic research.

Personal Details:

Name:

Gender: Male Female

Age: Below 20 Years Between 31 to 40 Years

Between 20 to 30 Years Above 40 Years

Qualification:

Under Graduate Graduate Post Graduate Other___

Occupation:

Salaried Business Student

Housewife Other

Annual income:

Below Rs.2,00,000 Rs. 2,00,001 – Rs.4,00,000

Rs.4,00,001 – Rs.6,00,000 Above Rs. 6,00,000

1. Which brand of bike you have?Honda Hero Bajaj Yamaha Other___________

2. Which type of Model you have?

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3. What is/was your objective behind buying a bike?

Increase in disposable Income Family need/ Necessity

Increased in family size Suits your life style and

personality

4. What is your source of information about bike?Internet Product Advertisements Friends / Family / Relatives

Showroom /Dealer Automobile mechanic Auto Expo

Exhibitions

Other________________________________

5. Which of the following factor that mentioned below towards bike are consider? Request you to rate on following scale.

[1=highly satisfied, 2=satisfied, 3=neutral, 4=dissatisfied 5=highly dissatisfied]

Statements 1 2 3 4 5

The price of my two wheeler brand is reasonable than

other brands

I am satisfy with Fuel efficiency of my two wheeler brand as

compare to other brands

My two wheeler brand offers eye catching look/style than

other brands

My two wheeler brand is quiet preferred by others than

other brands

My two wheeler brand offers attractive color than other

brands

The sales service of my two wheeler brand is quit worth

than other brands

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The maintenance cost of my two wheeler brand is

affordable


The promotion scheme of my two wheeler brand is

attractive

I satisfied with The warranty provide by my two wheeler

brand as compare too other brands


I would like to consider this two wheeler brand for future

re-purchase

service center of My two wheeler brand are available at

convenient place

Social pressure influenced my decision of purchasing my

bike

6. What is your overall satisfaction level towards your brand? Highly satisfied Satisfied Neutral

Dissatisfied Highly dissatisfied

7. What is your expectation towards Yamaha?

_________________________________________________________

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customer perception towards bike in surat city

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