Final Marketing Project Rajuda

8/6/2019 Final Marketing Project Rajuda

1/52

CHAPTER 1


2/52

COMPARATIVE STUDY:

Comparative study reveals the competitive position of the company as well as

competitor's activities. It is of paramount of importance to measure the share of market

owned by a companys product by assessing its own strengths and weaknesses. Study of

competitors price change and advertising Champaign will be helpful for the company to

frame suitable policies and Procedures to meet the challenges of the markets. A company

can conduct intensive study of competitor's marketing situations require -a probe to take

an appropriate decision by management.

Marketing management must have such intelligence to do its jobs effectively.

There are four areas of comparative study as follows:

1. Market Potential Research

2. Consumer Research

3. Market Share Research

4. Sales Research

Market Potential Research : Market potential research reveals the amount of a product

or services that can be absorbed by the market during a period of time . It define the

market opportunity that exist in a particular time . Market potential is related to the salesforecast of a product of a company .the potential of the marketability of the product can

be estimated on several grounds.

Consumer Research : Consumer sovereignty is considered modern marketing

principle . it means that the producer has no right to intervene to purchasing habit of

consumer They are free to spend their money in their respective manner they like, there

fore it is essential to understand the consumers behavior to meet their requirement by

providing suitable product and services .

Thoroughly assessing the consumers behavior will help increases the sales of firm. The

planning and the policy of marketing can be decided accordingly. The consumer research

reveals the behavior of the consumer at constant market . It also reveal the behavior of

the consumer at the introduction of various marketing variable.


3/52

Market Share Research :Market share is decidedon the basis of market potential . It is

the ratio of company s sales to their industry s potential sale .performance standard is

established after forecasting of sales is set.After estabilishing the the standard , the

performance is measure.The level of performance or a standard can be set after trough

the analysis of the product capability , price and marketing programmes of company on

the one hand and the market potential on the other hand . The potential capability of the

company can be estimated on the basis of market variables , market design , advertising

policies , product function , pricing policies and distribution channel.

Sales Research : Sales research involves measuring of sales , sales potential ,cost of

product line, sales control research an market analysis .Firms to assess the amount of

sales from time to time conduct sales analysis . The sales analysis is use to mean actual

analysis of sales performance of a company.

This project is based for knowing the customer's brand preferences, which is an essential

part of Consumer Research. This project report shows the mirror of reality between two

famous two wheeler companies HERO HONDA & BAJAJ AUTO LIMITED that which

brand is more preferred by customers in present world.

I chose the

HERO HONDA & BAJAJ AUTO LIMITED because both are leading two

wheeler company not only in India ,but in entire world in their segment. The two wheeler

of HERO HONDA & BAJAJ AUTO LIMITED is assumed as India's no.-1, but the

reality may be provide as more knowledge about the two wheeler market of our country.


4/52

INDIAN TWO WHEELER MARKET

The Indian society for the past ten years has been caught-up in a firestorm of

change. This storm now appears to be gathering force and sweeping through the country

with ever-accelerating speed and unprecedented impact. These streams of changes are so

accelerated that they have influenced our sense of "time and revolutionized the tempo of

our daily lives. It is a whole new beginning of an era lo capitalise on striking differences

in lifestyles of consumers of today, as compared lo those of past, with new ideas-

products/concepts, services - more quickly than ever before.

The changing trend and pattern in the Indian consumers market is mainly due lo a

total transformation of the economic and social fabric of the country in profound and far-

reaching ways such as the emergence of new, affluent and increasingly consumerist

middle class in the country. The implications of this rapid-fire change in the middle class

can hardly be missed. The Indian middle class have now touched the 200 million mark.

The two-wheeler market in India is the biggest contributor to the automobile industry

with a size of Rs.100,000 million. The two-wheeler market in India comprises of 3 types

of vehicles, namely motorcycles, scooters, and mopeds.

Foreign collaborations have been playing a major role in the growth of the Indian two-

wheeler market, and most of them are Japanese firms. The modern two-wheeler firms in

India have been manufacturing new categories of two wheelers such as Step Thrust and

Scootees. These have been produced by combining two or more two-wheeler segments.

Foreign firms have already taken initiatives to own their two-wheeler subsidiaries in

India.

Among the 3 segments of the Indian two wheeler market, major growth trends have been

seen in the motorcycle segment over the last four to five years. One good reason for such

increase in demand for motorcycles is due to its resistance and balance even on bad roadconditions. Most of the rural areas in India do not have decent roads and hence the need

for good, shock-resistant, and steady two-wheelers such as motorcycles had been felt.

Some of the major players in the Indian motorcycles market are Hero Honda CBZ, Bajaj

Pulsar, TVS and Apache. Other brands include Splendor, Passion, Fiero, Victor, Star


5/52

City, Boxer, CD Dawn, Karizma, Caliber, etc. Having classified the motorcycle brands

into economy, executive, and premium segments, Bajaj stands as the leader in the

economy segment, Hero Honda leads in the executive segment, and there is a competition

in the premium segment between Hero Honda and Bajaj.

The following are the main factors that affect two-wheeler sales in India:

Increase in credit and financing for auto vehicles - Two-wheeler loans and

financing has been on the rise.

Increase in consumer's salary - Due to opportunities offered by multinationals the

disposable incomes of salaried individuals have increase manifold.

Constant petrol prices - Today, the government of India has been working on

reducing subsidies on kerosene and diesel which will keep petrol prices at more or

less the same level.

Delay in initiation of Mass Transport System - Probably a future threat to the two-

wheeler market, the implementation of the mass transport system has been

delayed.

However, the two-wheeler market in India is a fast growing market due to itstechnological advancements in product manufacturing and emphasis on design

innovation.


6/52

TWO WHEELER SEGMENTATION OF INDIAN MARKET

There are generally the market of two wheeler is been categories in to three main

groups . They are Entry segment or Economy segment . Than Standard or premium

segment and at last the Exclusive segment. Over all most of the two wheeler in in are

from the standard or premium segment (43 %) than comes the entry segment with

(35%) and at last the exclusive segment comes with (22%).

SEGMENTS PERCENTAGE

ENTRY LEVEL 35%

PREMIUM LEVEL 43%

EXCLUSIVE LEVEL 22%

\

GEOGRAPHICAL LOCATION OF RESEARCH

Bilaspur is a second big city of newly made state Chhattisgarh . The population of

ENTRY

35%

PREMIUM

43%

EXCLUSIV

E

22%


7/52

the city is about 7 7.5 lakh . There are about 50,000 two wheeler are officially

registered by the RTO Authority of Bilaspur. Every year in Bilaspur city about

5,000 new two Wheeler are sold in Bilaspur city . The sale of two wheeler is

increases every year in Bilaspur city at the rate of 10- 12 % per year. That shows as

the demand of two wheelers in the Bialspur city and it indicate that these two

wheeler are became the part of the life . in the year 2008 there are 7400 unit of two

wheeler are sold in Bilaspur city .


8/52

The joint venture between India's Hero Group and Honda Motor Company, Japan has not

only created the world's single largest two wheeler company but also one of the most

successful joint ventures worldwide.

During the 80s, Hero Honda became the first company in India to prove that it was

possible to drive a vehicle without polluting the roads. The company introduced new

generation motorcycles that set industry benchmarks for fuel thrift and low emission. A

legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of commuters

Company profile


9/52

across India, and Hero Honda sold millions of bikes purely on the commitment of

increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as

many as the number of people in Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and today, every

second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in

India buys Hero Honda's top -selling motorcycle Splendor. This festive season, the

company sold half a million two wheelers in a single montha feat unparalleled in

global automotive history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing

facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third

state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April

this year. These plants together are capable of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch

points. These comprise a mix of dealerships, service and spare points, spare parts

stockiest and authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero

Honda Passport Program, one of the largest programs of this kind in the world, has over 3

million members on its roster. The program has not only helped Hero Honda understand

its customers and deliver value at different price points, but has also created a loyal

community of brand ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero

Honda is constantly working towards consolidating its position in the market place. The

company believes that changing demographic profile of India, increasing urbanization

and the empowerment of rural India will add millions of new families to the economic

mainstream. This would provide the growth ballast that would sustain Hero Honda in the

years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly


10/52

points out, "We pioneered India's motorcycle industry, and it's our responsibility

now to take the industry to the next level. We'll do all it takes to reach there.''

PRODUCTS OF HERO HONDA

HUNK

CBZ

CBZ EXTREME

KARIZMA


11/52

SPLENDOR

PLEASURE

CD DELUXE

CD DOWN


12/52

AUTHORIZED DEALER OF HERO HONDA IN

BILASPUR

Satya Automobile , Sarkanda

Galaxy motors , Tifra road maharana pratap chowk


13/52

BAJAJ AUTO LTD.

"Inspiring Confidence"

Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With Kawasaki Heavy

Industries of Japan, Bajaj manufactures state-of-the-art range of two-wheelers. The

brand, Pulsar is continually dominating the Indian motorcycle market in the premium

segment. Its Discover DTSi is also a successful bike on Indian roads.

Company Flashback

'Inspiring Confidence,' the tagline, has build up confidence, through excitement

engineering, not only to domestic consumers but also internationally. Established just

eight decades back in 1926 by Jamnalal Bajaj, the company has been vested with India's

largest exporter of two and three wheelers, 196,710 units in 2004-05, a great 26 per cent

jump over the previous year.

Bajaj Auto Ltd. sales have increased by approximately 21 per cent in the year 2004-05,

which exceeds Rs 65.4 billion, a record in the history of the company. The gross

operating profit stands at Rs. 9.3 billion, again a record. The profits after tax of the BAL


14/52

are close to Rs. 7.7 billion, and the pre-tax return on operating capital is at an impressive

80 percent.The strength of the company is its quality products, excellence in

engineering and design, and its ability to delight the customers. The Pulsar, introduced in

November 2004, is continually dominating the premium segment of the motorcycle

market, helping to maintain the market superiority. Discover DTSi, one more successful

bike on Indian roads, is in the 'value' segment of the motorcycle market. It incorporates a

high degree of power with fuel efficiency of a 100cc motorcycle.

BAL is committed to prevention of pollution, continual improvement of environment

performance and compliance with all environmental legislation and regulations. They

always believe in providing the customer 'value for money' and keeps an special eye upon

quality, safety, productivity, cost and delivery.

Outlook

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki Heavy Industries

of Japan to manufacture state-of-art range of latest two-wheelers in India. The JV has

already given the Indian market the KB series, 4S and 4S Champion, Boxer, the Caliber

series,andWind125.

Kawasaki Heavy Industries is a Fortune 500 company with a turnover of USD 10 billion

(Rs. 45,840 crore). It has crafted new technologies for more than hundred years. The

technologies of KHI have redefined space systems, aircrafts, jet engines, ships,locomotive, energy plants, automation system, construction machinery, and of course

high reliability two-wheelers.

KHI has given the world its legendary series of 600-1200cc Ninja and 1600 Vulcan

bikes. Straight from its design boards, the Kawasaki Bajaj Eliminator, India's first real

cruiser bike, redefines the pleasure of "biking" in looks as well as performance.

Segment and Brands

Products Brands

Motorcycles 4S 4S Champion Bajaj Avenger

Bajaj CT 100Bajaj

DiscoverBajaj Platina

Bajaj Platina

DTS SI

Bajaj PulsarBajaj Pulsar

DTSi

BAJAJ PULSAR DTS

FI 220

Bajaj Sonic Bajaj Wind Bajaj XCD 125
http://www.surfindia.com/automobile/bajaj-avenger.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-platina.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-sonic.htmlhttp://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-xcd-125.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-platina.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-sonic.htmlhttp://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-xcd-125.htmlhttp://www.surfindia.com/automobile/bajaj-avenger.html


15/52

125

Boxer Caliber Caliber115

Kawasaki Bajaj

EliminatorKB RTZ KB100

KB125

Scooters Bajaj Chetak Bajaj Kristal Dtsi Bajaj Wave
http://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-chetak.htmlhttp://www.surfindia.com/automobile/bajaj-kristal-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-wave.htmlhttp://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-chetak.htmlhttp://www.surfindia.com/automobile/bajaj-kristal-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-wave.html


16/52

XCD DISCOVER PLATINA

AUTHORIZED DEALER OF BAJAJ AUTO

LIMITED IN BILASPUR

TRIPUR BAJAJ at Maharana pratap chowk


17/52

CHAPTER 2


18/52

RESEARCH METHODOLOGY

RESEARCH PLAN:

The research plan is the basic framework which provides guidelines for the rest ofresearch process. It is a map or blueprint according to which the research is to be

conducted. The research plan specifies the method for data collection and -data analysis.

The researcher specifically pinpoints that to carry out the research properly.

How the data would be collected?

Which instruments for data collection would be used?

What sampling plan would be used?

The researcher has to carefully decide and make a choice from the group of different

alternatives available to him. Designing a research plan calls for decisions on the data

sources, research approaches, research instruments, sampling plan, and contact methods.

For any research to be successful, it is very important that the procedure should be

systematically designed and scientifically planned before hand.

RESEARCH DESIGN:

"It is a series of advance decisions that are taken together and comprises a master plan or

modal for the conduct of this study". The research type selected was descriptive type.

This is used for opportunity and alternative oriented studies.

Descriptive research is the one that simply describes some thing as demographic

characteristic of consumer who use the product. The descriptive study is typically

concerned with determining.


19/52

SITUATIONAL ANALYSIS AND DATA SOURCES:

Before starting the research work, researcher must be aware about certain basic element

related to study, apart from clearly knowing the basic objectives. For example, how many

companies in two wheeler automobile sector , what are the different types of two wheeleravailable in Indian market, which are the major ones, main dealers of the city etc. This

provides a useful idea regarding how to go about the whole research.

As there is large number of company, this study includes a lot of information touching

each and every dimension of marketing. This information will be collected from various

sources which can be classification as primary and secondary sources.Customers Formed

the Primary Sources of Information.

SOURCES AND METHODS EMPLOYED FOR DATA COLLECTION.

DATA COLLECTION:

There are two types of data: secondary and primary. The- secondary data refers to those

data which were gathered for some other purpose and are already available in the firm's

internal records and commercial, trade, or government publication. On the other hand,

primary data do not exist already in record and publication. The researcher has to gather

primary data afresh for the specific study undertaken by him. The primary data are

explicitly for a specific research project at hand.

Of course, it is essential to collect primary data if the secondary data are not sufficiently

available. The primary data can be collected by three methods:

Observation

Surveys

I choose survey method for primary data collection. With the use of survey, we can

gather a wide range of valuable information on overt behavior of the consumer, attitudes,motive, and opinions. Primary data can be gathered in marketing by three basic methods -

Survey, Observation and

Experiments. Given the nature of the study survey method was found to be most suitable.

Survey can be done through:

Telephone


20/52

Direct interviews

Mail

I found direct interviews method is more suitable for my study. Although, the personal

interview was very much time taking. But the advantages of it greatly out weighted the

inconvenience involved. Accordingly a questionnaire was prepared to bring in uniformity

in the collected data.

QUESTIONNAIRE DESIGN:

Construction and implementing questionnaires is one of the most interesting and

challenging tasks of conducting marketing research.

Questionnaires or schedules constructing consists of five steps as follows:

Specifying the information needed?

Determining the type of question to be asked?

Deciding the number and sequence of question?

Preparing the preliminary draft of questionnaires?

Revising and presenting the questionnaires?

These five steps are the guideline for construction a questionnaires and are generally

applicable to both forms of questions asking instruments.

I make closed-ended questions such questions are also called fixed alternatives questions.

They refer to those questions in which he is to select the one that most closely matches

his opinion and attitude.

PREPARATION OF QUESTIONNAIRE:

Constructing and implementing questionnaire is one of the interesting and challenging

tasks of conducting research. The problem facing the market researcher is to took deep

into the process of human communication and thinking. Three basic things need to be

considered while marking a questionnaire.


21/52

Wording

Format

Sequence

Working means the world used should be such that the respondent can understand the

question easily. It should not lead to any sort of Hesitation on part of the respondent to

answer any question Format refers to the type of questions asked. It can be opening ended

or close ended, depending upon the type of question.

A questionnaire is a proper arrangement of questions so that respondent does not loose

interest while reading the questionnaire.

In this study there will be only one questionnaire for

Customers

CATEGORISATION OF QUESTIONS:

The questions were properly categories into specific area such as product, price, place

distribution), promotion, opinion etc. so as to direct and maintain.

CONTINUOUS FLOW OF QUESTION, CATEGORIES :-

(a)TARGET SEGMENT:

A group of questions regarding the customer's business area, status. Company/dealer

major and know the resent and potential customers market segment to which the

company are targeting.

(b) PRODUCT: -

Second group regarding the product range earned by each dealer of each company, their

price range various features of the product, selling rate of each product and customers

choice as per the current trend.

(c)PROMOTION: - .

To measure the impact of and campaign and promotional policies in creating awareness

and generating sales of each company vis--vis company's nature of spending in local


22/52

market certain Questioners were asked.

(d) DISTRIBUTION:

One important aspect of companys strategies is the way if managing the distributionchannel and sales force the compensation planes, selling network and terms and condition

of dealing etc. Some questions had to be inducted to cater to tin's crucial area.

(e) OPINIONS:

One separate category of questions was created to gauge the brands acceptance of

customers, their wants of modifications. It was through that. if the opinions could be

extracted from the depths they might reveal the important hidden aspect of the strategies.

SAMPLING PLAN:

First step in the sampling plan is to decide the universe or population. Once the universe

is decide, the researcher must concern himself to find;

What sampling unit should be studied?

What should be the sample size?

What sampling procedure should be used?

What sampling (contact) method should be utilized?

SAMPLING PLANNING: - Insampling planning, I pay attention to following points;

1.UNIVERSE: - All the user of two wheeler in Bilaspur city, are considered as universe

of my study

2. SAMPLE SIZE: - Sample size will be 100 house hold customers in Bilaspur city using

HERO HONDA & BAJAJ TWO WHEELER .

.

3. BUDGETARY CONSTRAINT: - The cost consideration is taken into account. The

expenses bear by researcher himself.


23/52

4. SAMPLING PROCEDURE: - Sampling procedure includes the techniques of

questionnaire and interview method.

PATTERN OF ANALYSIS UNDERTAKEN

The task of data collection begins after a research problem has defined. Researchershould keep in mind two types of data, primary data and secondary data. The primary

data are those, which are collected afresh and for the first time, and thus happen to be

original in character. The secondary data, on the other hand, are those which have already

been collected by someone else and which have already been passed through the

statistical process.

PRIMARY DATA: Primary data collected through interview method; personal meeting

with the officials as well as customers. And tools of the data collection were through

interview schedules and questionnaires.

SECONDARY DATA: Secondary data was collected through the Business Magazines,

Company's catalogue, Newspaper, Internet and other Official records.

Both, primary data and secondary data were used in accomplishment of objective of the

research.


24/52

CHAPTER 3


25/52

DATA ANALYSIS AND RESULTS

ANALYSIS OF DATA:

An extensive research work was cared out through out the study period until all area of

Bilaspur were connected personally and chooses 100 customer randomly, the sampling

unit from which data in the following pages was generated comprised.

Total 50 respondents - It was already discussed in the data collection stage of research

methodology. A part from simplifying the analysis, the approach also proved useful in

high lighting the policy of each company with regards to each of the above concepts of

marketing programmer against the others at the same time are could get the direct feel to

face differences in the perceptions of each customers regarding each area concerned.

MARKETING SEGMENTATION

The out dividing market into distinct group of buyers, who might require separate

products and/or marketing mix, is called market segmentation. All the companies are

targeting upper lower and working class.

Which type of two wheeler they use?

What is their household income?

Market share of their product in Bilaspur.

Average demand of their product in Bilaspur market.


26/52

TABLE 1

Why you have purchase two wheeler ?

FACTOR PERCENTAGE

PERSONAL USE 55%

BUSINESS PURPOSE 35%

FOR GIFT 2%

OTHER REASON 8%

PERCENTAGE

55%35%

2% 8%

PERSONAL USE

BUSINESS

PURPOSE

FOR GIFT

OTHER REASON

INTERPRETATIONS

People are using two wheeler for these following reason in the city

Personal use 55%

Business purpose 35%

For gift 2%


27/52

Other reason 8%

TABLE 2

What kind of two wheeler do you purchase ?

FACTOR PERCENTAGE

MOPED 10%

E.BIKE 5%

STANDARD 100 CC 55%

PREMIUM 150 CC 30%

PERCENTAGE

10% 5%

55%

30%MOPED

E.BIKE

STANDARD 100 CC

PREMIUM150 CC

INTERPRETATIONS

About 55% of respondents are wants or have standard 100 cc bikes, than comes the group

of people who are using or like to purchase bike of 150cc of premium segment they are

30% . Remaining part of the purchaser of two wheeler are the moped user their


28/52

percentage 10% & 5% of E bike user in Bilaspur city

TABLE 3

From which source did you get the information about the two wheeler purchase ?

FACTOR PERCENTAGE

ADVERTISEMENT 20%FRIENDS 30%

RELATIVES 60%

OTHERS 10%

PERCENTAGE

17%

25%

50%

8%

ADVERTISEMENT

FRIENDS

RELATIVES

OTHERS

INTERPRETATIONS

In Bilaspur city the main source of information about the two wheeler are following

20% people gets information from the Advertisements

30% people gets information from friends

60% people are gets information from their relatives


29/52

8% of people are get information from the other sources

TABLE 4

Who influence you to purchase ?

FACTOR PERCENTAGE

FRIENDS 35%

SPOUSE 5%NEIGHBOR 20%

SELF 40%

FACTOR

35%

5%20%

40% FRIENDS

SPOUSE

NEIGHBOR

SELF

INTERPRETATIONS

Most of the respondent says that the decision about two wheeler purchase are

influence by there

Friends 35%

Spouse 5%

Neighbor 20%


30/52

Self 40%

TABLE 5

Which two wheeler company do you prefer ?

FACTOR PERCENTAGE

HONDA 20%HERO HONDA 45%

TVS 7%

BAJAJ 28%

PERCENTAGE

20%

45%

7%

28%

HONDA

HERO HONDA

TVS

BAJAJ

Z

INTERPRETATIONS

In Bilasputr city people prefer to purchase two wheeler of these company

20% prefer to purchase HONDA

45% prefer to purchase HERO HONDA

7% Prefer to purchase TVS

28% prefer to purchase BAJAJ


31/52

TABLE 6

Since when you planning to purchase two wheeler ?

FACTOR PERCENTAGE

SPECIAL OCCASION 40%

FESTIVAL 30%

TRADE FAIR 10%

COMPANY DISCOUNT 20%

PERCENTAGE

40%

30%

10%

20%

SPECIAL

OCCASION

FESTIVAL

TRADE FAIR

COMPANY

DISCOUNT

INTERPRETATIONS

Most of the Purchaser of two wheeler wants to purchase these at special occasion their

percentage is 40%. Than at period of festivals 30% people wants to purchase & 20 %


32/52

people are at the time of company discount and Less no. of purchaser are prefer to buy at

the time of Trade Fair, they are only 10%.

TABLE 7

What will help you to take decision about purchase of bike ?

FACTOR PERCENTAGETEST DRIVE 10%

EXCHANGE OFFER 25%

FINANCE FACILITY 60%

OTHER 5%

PERCENTAGE

10%

25%

60%

5%TEST DRIVE

EXCHANGE OFFER

FINANCE FACILITY

OTHER

INTERPRETATIONS

People thinks that following reason helps them to take decision about two wheeler

purchase

Test drive will inspire 10%


33/52

Exchange offer inspires 25%

Finance facility inspires 60%

Other reason are 5%

TABLE 8

Ranking of parameter of people s choice ?

Looks

FACTOR PERCENTAGEBAJAJ 27%

HERO HONDA 33%

TVS 15%

HONDA 25%

FACTOR

0% BAJAJ

27%

HERO

HONDA

33%

TVS

15%

HONDA

25%

INTERPRETATIONS

On the looks of the two wheeler people prefer most is

BAJAJ 27%

HERO HONDA 33%


34/52

TVS 15%

HONDA 25%

TABLE 9

Price

FACTOR PERCENTAGE

BAJAJ 35%

HERO HONDA 30%TVS 10%

HONDA 25%

PERCENTAGE

BAJAJ

35%

HERO

HONDA

30%

HONDA

25%

TVS

10%

INTERPRETATIONS

On the basis of price , Peoples preference in these order

BAJAJ 35%

HERO HONDA 30%


35/52

TVS 10%

HONDA 25%

TABLE 10

Mileage

FACTOR PERCENTAGE

BAJAJ 40%

HERO HONDA 25%

TVS 15%

HONDA 20%

PERCENTAGE

BAJAJ

40%

HERO

HONDA

25%

TVS

15%

HONDA

20%

INTERPRETATIONS

On the basis of mileage people like

BAJAJ 40%

HERO HONDA 25%


36/52

TVS 15%

HONDA 20%

TABLE 11

Comfort

FACTOR PERCENTAGE

BAJAJ 20%

HERO HONDA 40%

TVS 10%

HONDA 30%

PERCENTAGE

BAJAJ

20%

HERO

HONDA

40%

HONDA

30%

TVS

10%

INTERPRETATIONS

On the basis of comfort people likes


37/52

BAJAJ 20%

HERO HONDA 40%

TVS 10%

HONDA 30%

TABLE 12

Safety

FACTOR PERCENTAGE

BAJAJ 15%

HERO HONDA 45%

TVS 15%

HONDA 25%

PERCENTAGE

HERO

HONDA

45%

TVS

15%

HONDA

25%

BAJAJ

15%

INTERPRETATIONS


38/52


39/52

BAJAJ 15%

HERO HONDA 55%

TVS 10%

HONDA 20%

TABLE 14

After sale services

FACTOR PERCENTAGE

BAJAJ 15%HERO HONDA 50%

TVS 20%

HONDA 15%

PERCENTAGE

HERO

HONDA

50%

TVS

20%

BAJAJ

15%

HONDA

15%

INTERPRETATIONS

On the basis of after sales services


40/52

BAJAJ 15%

HERO HONDA 50%

TVS 20%

HONDA 15%

TABLE 15

Do you satisfied with after sale services ?FACTOR PERCENTAGE

O.K. 30%

GOOD 45%

EXCELLENT 15%

WORSE 10%

PERCENTAGE

O.K.

30%

GOOD

45%

WORSE

10%

EXCELLE

NT

15%

INTERPRETATIONS

Users of two wheeler are responding about after sale services in city

30% thinks that it is OK

45% thinks it Good


41/52

15% of them say it is Excellent

10% say it is Worse

TABLE 16

Do you suggest other to purchase this two wheeler ?

FACTOR PERCENTAGE

YES 85%

NO 15%

PERCENTAGE

YES

85%

NO

15%

INTERPRETATIONS

85% users of HERO HONDA & BAJAJ will suggest other to purchase these twowheeler.


42/52

15% User will not suggest other to purchase these two wheeler.

TABLE 17

Do you satisfied with work style of local dealer ?

FACTOR PERCENTAGE

YES 75%

NO 25%

INTERPRETATIONS

75% of respondent are happy with the work style of local dealer of HERO

PERCENTAGE

YES

75%

NO

25%


43/52

HONDA & BAJAJ in Bilaspur city.

25% of respondent are not satisfied with local dealers work.

TOOLS AND TECHNIQUE USED:

The research was aimed to study the brand acceptance of different two wheeler to be

adopted by customer. For this purpose the researcher framed one Questionnaire for

customer. The research technique adopted was to elicit response which were indicative

that same. The research technique use was that of "sample survey" with structured

quantitative as a tool to get proper feed back and responses. In the sample survey, there

used cluster sampling where total are of interest happen to be big one a convent way in

which a sample can be taken is to divide the area into number of smaller non-overlapping

area then to randomly sleet a number of these smaller area-usually called cluster. We

took content analysis technique rather than going' to strict statistical analysis. A

questionnaire is helpful in getting authentic information so that accurate condensing can

be arrived upon, strategies and area of improvement.

LIMITATION OF STUDY:

1. Since the time for the study was less.-Researcher had to restrict himself to the

adjusting Cities Bilaspur.2. The study was aimed only to build a brand acceptance of different brands of two

wheelers (HERO HONDA & BAJAJ).

3. Due to administrative constraint the sample size is restricted to small figure.

4. As company's official of Head quarter/office were for away from the researcher so the

research was based on information provided by the company websites as secondary data.


44/52

5. The research is more based on primary data collected by the researcher.

CHAPTER 4


45/52

MAJOR FINDINGS

Reputation of the company or its image in the mind of people played an important role in

deciding about the brand of two wheeler.

The price of the two wheeler is one of the important factors who affect the buying

behavior of the customer.

Price of BAJAJ two wheeler is less as compared to the HERO HONDAs two

wheeler..

Customer preference was more in favor of the HERO HONDA than the BAJAJ

AUTOMOBILE in Bilaspur city.

Market share of HERO HONDA in Bilaspur city is 45%.

60% customer wants the companies to conduct regularly sales promotion

activities.

Factors which consumer search in the two wheeler is as follows: 15% of customer

search for good looks, 25% of customers search for reasonable price, 45% of

customer search for good functions, 15% of customer search for good and

valuable durability of product.

Out of 50 respondent 25% say brand image is Reason for selecting HERO

HONDA , 15% say Reason for selecting HERO HONDA for Effectiveness. 20%

say Reason for selecting HERO HONDA for low price 5% say Reason for

selecting HERO HONDA for Status symbol 35% say Reason for selecting HERO

HONDA for user friendly.


46/52

Out 50 respondent 20% say brand image is Reason for selecting BAJAJ two

wheeler , 15% say Reason for selecting BAJAJ two wheeler for Effectiveness.

35% say Reason for selecting BAJAJ two wheeler for low price ,10% say Reason

for selecting BAJAJ two wheeler for Status symbol 20% say Reason for selecting

BAJAJ two wheeler for user friendly.

CONCLUSION:

It is a time of tough competition. Every producer wants that his products should capture

good market. For the achievement of this purpose, every producer wants that his products

must have a different image so that he may attract maximum number of consumers and

thus sales and profits of the enterprise may be increased.

Brand acceptance means satisfied with purchase product. When I go

for survey I find that many of the customers want cheapest two wheeler with maximum

facilities. In Bilaspur the users of BAJAJ two wheeler are less as compared to HERO

HONDA. Market share of BAJAJ two wheeler in Bilaspur city is 28%.HERO HONDAs

market share is 45%. Other market shares are 27%. Out of 50 respondent 25% say brand

image is Reason for selecting HERO HONDA & 20% say selecting for its brand image.


47/52

SUGGESTIONS AND RECOMMENDATION :

During survey various facts came into light. Some as suggestions by two wheeler user

and some through the data and information gathered. On that basis following are

suggested. '

The company should launches proper complaining to establish individual

identification of its brands.

Most of the company is targeting the middle class and above, Now companies

also target lower middle class, because due to industrial development the income

of this class is increasing and they are being capable to use the two wheeler.

Most of the customers believe in the negotiations, it is routine practice in

consumer goods, hence there is no harm in negotiating for two wheeler user. If a

company wants its products to maintain a status as quality-products it has to

restrict the negotiation.

It can be suggested that the companies should have wide range of two wheeler

series to take different segment or Market. If company offers more choices, the

more changes the customers will buy the company's product. Moreover, on that

count the company can convince the . customers about they price level adopted

even it is higher in his eyes.

At present the trend is that all the. companies are focusing the brand image and

quality of product: Some companies highlighting their new advanced technology.


48/52

It can be suggested that companies should make the people aware about the

functions & technology provided as special feature in the two wheeler.

Distribution network play crucial role in consumer durable and non-durable both.

Distribution channel should be effective and less costly. Company should have

direct contact with Dealers also, in this way company may aware about Dealer's

problems and customer perceptions also.

Frequently feedback should be taken from customer regarding their problems in

spare parts availability & after sale services.

For increasing the sales of any brand of two wheeler more and more consumer

oriented schemes should be launched to gain the favor of consumers


49/52

Questionnaire

Dear sir / madam,I am Devraj singh Student of Department of management studies Guru

ghasidas university ,Bilaspur. As a part of my academic curriculum I am conducting a

survey on SALES COMPARISON BETWEEN HERO HONDA & BAJAJ

`TWO WHEELER AUTOMOBILES IN BILASPUR CITY.

Request you to valuable time in furnishing live details these information

are to be used for academic purpose only& have not commercial relevance.

Name of respondent :-

Address.........Age Sex :- Male ( ) / Female ( )

Q1. Do you have any two wheeler ?

(a) yes (b) NoQ2. Your monthly house hold income ?

(a) < 10000 (b) 10000-15000

15000-20000 (d) Above 20000

Q3. Have you purchased any two wheeler in past 12 months ?

(a) yes (b) No

Q4. Why you have purchased two wheeler ?

(a) Personal use (b) Business purpose

( c) For gift (d) Other reason

Q5. What kind of two wheeler do you purchased ?


50/52

(a) moped (b) E.bike

(c) 100 c.c. Standard bike (d) 150 c.c. Premium bike

Q6. Do you have any plan to purchase two wheeler in next 12 months?

(a) yes (b) No

Q7. From which source did you get the information about two wheeler purchase ?

(a) Advertisement (b) Friends

(c ) Relatives (d ) Others

Q8. Who influence you to purchase ?

(a) Friends (b) Spouse

(c ) Neighbor (d) selfQ9. Which two wheeler company will you prefer ?

(a) Honda (b) Hero Honda

(c) TVS (d) Bajaj

Q10. Since when you planning to purchase two wheeler ?

(a) Special Occasions (b ) Festival(c ) Trade Fair (d) Company discount

Q11. What will help you to take decision about purchase of bike ?

(a) Test drive (b) Exchange offer

(c ) Finance Facility (d) Other

Q12 . Did you see advertisement before choosing two wheeler ?

(a) Yes (b) No

Q13 . Rank the following parameter of your choice ?

ChoicesBAJAJ HEROHONDA T.V.S. HONDA

Looks

Price

Mileage

Comfort

SafetyRe Sale value

After sale

services

Q14 . Do you satisfied with after sale services ?

(a) O.K. (b) Good


51/52

(c) Excellent (d) Worse

Q15 . Do you suggest others to purchase this two wheeler ?(a) Yes (b) No

Q16 . Do you satisfied with work style of local dealer ?(a) Yes (b) No

Signature of respondent

THANK YOU

BIBLIOGRAPHY

Marketing management By Philip Kotler

Consumer Behavior By Blackwell

Marketing Research By Dr. D.D. Sharma (Sultan Chand & Sharma ?ublication).

Journal Business Today

www.hero honda.com

www.bajajauto limited.com

.
http://www.hero/http://www.bajaj/http://www.bajaj/http://www.hero/http://www.bajaj/


52/52

Final Marketing Project Rajuda

Documents

Transcript of Final Marketing Project Rajuda