SANOOP
89
A STUDY ON CUSTOMER SATISFACTION LEVEL OF BAJAJ CUSTOMERS WITH SPECIAL REFERENCE TO KVR BAJAJ, CALICUT MINOR PROJECT REPORT Submitted in partial fulfillment for the award of degree of MASTER OF BUSINESS ADMINISTRATION UNIVERSITY OF CALICUT Submitted By SANOOP N.S [Reg. No: SOAKMBA 025] Under the guidance of DR.CK RAVINDRANATH (Faculty in charge) 1
Transcript of SANOOP
A STUDY ON CUSTOMER SATISFACTION LEVEL OF BAJAJ CUSTOMERS WITH SPECIAL REFERENCE TO KVR BAJAJ, CALICUT
MINOR PROJECT REPORT
Submitted in partial fulfillment for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
UNIVERSITY OF CALICUT
Submitted By
SANOOP N.S
[Reg. No: SOAKMBA 025]
Under the guidance of
DR.CK RAVINDRANATH
(Faculty in charge)
1
SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM,
DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES,
UNIVERSITY OF CALICUT
2010-2011
CERTIFICATE
This is to certify that Mr.SANOOP N.S is a bonafide student of School of Management Studies, Kuttippuram under Department of Commerce and Management Studies, University of Calicut. The project titled “A STUDY ON CUSTOMER SATISFACTION LEVEL OF BAJAJ CUSTOMERS WITH
SPECIAL REFERENCE TO KVR BAJAJ, CALICUT” is a bonafide record of the project done by him in partial fulfillment for the award of the degree of the Master of Business Administration, University of Calicut.
Date: Dr .E.K. SATHEESH
Place: Kuttippuram Coordinator
School of Management Studies, Kuttippuram
2
SCHOOL OF MANAGEMENT STUDIES, KUTTIPPURAM
DEPARTMENT OF COMMERCE AND MANAGEMENT STUDIES
UNIVERSITY OF CALICUT
CERTIFICATE
This is to certify that Mr.SANOOP N.S is a bonafide student of School of Management
Studies, Kuttippuram under Department of Commerce and Management Studies,
University of Calicut. The project titled” A STUDY ON CUSTOMER
SATISFACTION LEVEL OF BAJAJ CUSTOMERS WITH SPECIAL REFERENCE
TO KVR BAJAJ, CALICUT” is a bonafide record of the project done by him in
partial fulfillment for the award of the degree of the Master of Business
Administration, University of Calicut.
Date: Faculty Guide
Place: Kuttippuram DR.C.K.RAVINDRANATH
Faculty in Charge
3
DECLARATION
I, SANOOP N.S hereby declare that project report entitled, titled “A STUDY
ON CUSTOMER SATISFACTION LEVEL OF BAJAJ CUSTOMERS WITH
SPECIAL REFERENCE TO KVR BAJAJ, CALICUT” has been prepared by me
under the guidance of DR.C.K.RAVINDRANATH, Faculty of School of
Management Studies Kuttippuram, in partial fulfillment of the requirements
for the award of the degree of Master of Business Administration under
University of Calicut during the year 2010 – 2012.
I also declare that this report has not been submitted by me
fully or partially for the award of any degree, diploma and title of
recognition earlier.
Date: SANOOP N.S
Place: School Of Management Studies,
Kuttippuram
4
ACKNOWLEDGEMENT
“It takes a lot of effort to work your way through your goal and having someone
to guide you and help you, is always a blessing”
At the completion of my project, I endeavor to express my sincere gratitude to
all who have supported and provided with the necessary guidance to do
so.Boundless thanks to The Lord Almighty for the priceless blessings that
showered on us.
I am greatly indebted to Dr.E.K.Satheesh, Coordinator, School of Management
Studies, Kuttippuram, for providing an opportunity and necessary support to do
our project.
I extend my sincere thanks to our guide DR.CK.RAVINDRANATH(Faculty,
SMS Kuttippuram) for the valuable suggestions which directly influenced in the
development of every step of our project.
I would like to thank, MARKETING MANAGER of METAL TO KVR
BAJAJ, CALICUT and all other staffs for their co-operation and for
providing us the necessary information.
I would also like to convey our sincere gratitude to all faculty members of the
centre and librarian for their whole hearted cooperation.
I acknowledge my sincere thanks to my parents and friends for their help in making this report in the final form.
SACHIDANANDAN V.V
School of management studies,
Kuttippuram
5
CONTENTS
CHAPTER NO
`TITLE PAGE
NOLIST OF TABLES
1 INTRODUCTION
1.1 Introduction To The Study1.2 Objectives Of The Study1.3 Scope Of The Study1.4 Research Methodology1.5 Limitations Of The Study
REVIEW OF LITERATUREINDUSTRY AND COMPANY PROFILE
3.1 Industry Profile3.2 Company Profile
DATA ANALYSIS AND INTERPRETATION
ObjectiveResearch methodology.Scope of the studyLimitation.Review of literatureData analysis and interpretation.Chi squareSWOT AnalysisFindingsSuggestionsConclusionBibliographyAnnexure
6
LIST OF TABLES
TABLE NO:
TITLE PAGE NO:
1 Age wise classification 27
2 Gender of respondents 28
3 Model of the bike uses 29
4 Purpose of purchase of bike 30
5 Opinion on the mileage 31
6 Opinion on the comfortability of Bajaj 32
7 Rank the most influenced factor to buy Bajaj 33
8 View on the price of Bajaj 35
9 Importance of advertisement in the decision making 36
10 Through which media you came to know about BAJAJ 37
11 Effectiveness of BAJAJ advertisement 39
12 Opinion about after sale service 40
13 Demand of BAJAJ bike 41
14 Opinion on timely delivery of BAJAJ bike 42
15 Contact with the dealer 43
16 Customer dealing of KVR staff 44
17 Spare parts availability 45
18 Price quoted on spare parts 46
19 Suggest BAJAJ to friends 47
20 Design and style of BAJAJ 48
7
21 Using BAJAJ is prestigious or not 49
22 BAJAJ is innovative company or not 50
23 Is any change needed for BAJAJ bike 51
24 Area where changes needed 52
25 Chi-square 1 54
26 Chi-square 2 57
LIST OF CHARTS
CHART NO:
TITLE PAGE NO:
1 Age wise classification 27
2 Gender of respondents 283 Model of the bike uses 294 Purpose of purchase 305 Opinion on the mileage 316 Opinion on the comfortability of Bajaj 327 Rank the most influenced factor to buy Bajaj 348 View on the price of Bajaj 359 Importance of advertisement in the decision making 3610 Through which media you came to know about
BAJAJ38
11 Effectiveness of BAJAJ advertisement 3912 Opinion about after sale service 4013 Demand of BAJAJ bike 4114 Opinion on timely delivery of BAJAJ bike 4215 Contact with the dealer 4316 Customer dealing of KVR staff 4417 Spare parts availability 4518 Price quoted on spare parts 4619 Suggest BAJAJ to friends 4720 Design and style of BAJAJ 4821 Using BAJAJ is prestigious or not 4922 BAJAJ is innovative company or not 5023 Is any change needed for BAJAJ bike 5124 Area where changes needed 53
8
CHAPTER 1INTRODUCTION
9
1.1 INTRODUCTION TO THE STUDY
Customer satisfaction is the main running force of all the marketing activity. Making the customer delighted is the fuel for the innovations and inventions. So the producer is very keen about knowing the level of satisfaction among the customers. This was the key desire behind the study.
This is a study on the customer satisfaction level of Bajaj motors in special reference to the KVR bajaj.The study was done at KVR motors Calicut, the authorized dealer of Bajaj two wheelers and three wheelers in Calicut and Wayanad districts. This study is done to measure the responses of the customers against the Bajaj bike and the dealer. The study was a brief test using the questionnaire.
The study was conducted by using the questionnaire. Sample size of the study is 50.Duration of the study was 21 days. The questionnaire includes the questions regarding the dealer and Bajaj. The questionnaire was mainly distributed among the Bajaj customers.
10
1.2 OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
To measure the satisfaction level of bajaj customers
SECONDARY OBJECTIVE
Find To out the most influencing factors behind the purchase of Bajaj To know the effectiveness of the Bajaj advertisement
To know the performance of KVR Bajaj
11
1.3 SCOPE OF THE STUDY
Customer satisfaction is the foundation of a business and keeps it existed. The success of every product depends upon on the customer satisfaction. At present all companies are overly anxious about customer satisfaction and it indicate that proper customer delight should require in and after the sale of the product, otherwise the company will loose the customer. The main intention behind the study is to measure the satisfaction level of Bajaj bike customers and to make proper suggestion for improvements. This study will provide clear picture of various customers of Bajaj.
12
1.4 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done systematically. The systematic procedure involved in research process is research design, data collection, sampling method, sample size, statistical tools used for data analysis.
RESEARCH DESIGN
A researcher should think about the way in which he should proceed in attaining his objective in his research work. He has to make a plan of action before starting the research. This plan of study is called Research Design. Descriptive research design using a structured questionnaire, prepared after extensive with researcher and others having expertise in the subject, was distributed to the respondents for collecting information.
SOURCES OF DATA
PRIMARY DATA
Primary data was collected using structured questionnaire. There are several other methods like observation and interview.
In this survey, data was collected through questionnaire to employees.
SECONDARY DATA
The secondary data collected from various books, internet, company records and other references. That is these are the data’s which have already been collected and analyzed by someone can save both money and time. The data regarding the industry
13
and company profile has been collected from the company’s records, journals and websites …
AREA OF THE STUDY
Sample was taken from the customers of KVR Bajaj, Calicut.
SAMPLE SIZE
For this study sample size of 50 was selected
SAMPLING TECHNIQUE
Simple Random Sampling.
RESEARCH PERIOD
From 1stNovember 2011 to 21th November 2011
TOOLS OF PRESENTATION
1) TABULAR PRESENTATION.2) COLOUMN CHART3) PIE DIAGRAM4) BAR DIAGRAM5) WEIGHTED AVERAGE METHOD 6) TABULAR PRESENTATION7) SWOT ANALYSIS
DURATION OF STUDY
Period of study is 21 days.
METHOD OF DATA COLLECTION
The task of data collection begins after a research problem has been defined and
research design chalked out. While deciding about the method of data collection to be
used for the study the researcher keep in mind two types of data.
14
Primary data.
Secondary data.
PRIMARY DATA
The primary data are those data which are collected a fresh for the first time and
thus happen to be original. Such data are original in character and is generated by
surveys conducted by individuals.
SCHEDULES
The technique used by the research was non disguised structured or direct
technique. This technique the question shaped be asked by using the same works and
in the same sequence for all respondents.
The primary advantage of schedule is
It is economical in terms of money and time.
It gives samples which are more representative of the population.
It generates standardized in formation.
It provides respondent the desired privacy.
SECONDARY DATA
When an investigator uses the data which has already been collected by others
such data is called secondary data. Secondary data is needed for the proper
interpretation of primary data. The sources of secondary data are from organization
website, magazines, booklets and profile of the company. For example if a researcher
wants to analyze the weather conditions of different regions he can get the required
information or data from the records of the meteorology department.
15
SIMPLE PERCENTAGE METHOD
Simple percentage method refers to special kind of ratio percentage that is used
in marketing for comparison between two or more series of data. Percentages are used
to describe relationship. Since the percentage reduce everything to a common base &
these by allow meaningful comparison to be made.
CHI-SQUARE METHOD
Chi-square is a statistical test commonly used to compare observed data with data
we would expect to obtain according to a specific hypothesis. The chi-square test is
always testing what scientists called null hypothesis, which states that there is no
significant difference between the expected and observed result.
The formula for calculating chi-square (χ²) is χ ²=∑(O−E)² ∕ E
Where, O- Observed frequency
E- Expected frequency
That is, chi-square is the sum of the squared difference between observed (o)
and expected (e) data (or the deviation, d), divided by the expected data in all possible
categories.
16
WEIGHTED AVERAGE METHOD
An average in which each quantity to be averaged is assigned a weight. These
weightings are the equivalent of having that many like items with the same value
involved in the average.
To calculate the weighted average
1. Multiply each value by its weight.
2. Add up the products of value time`s weight to get the total value.
3. Add the weight themselves to get the total weight.
4. Divide the total value by the total weight.
Formula
Average weight = TotalValue
TotalWeight
17
1.5 LIMITATION OF THE STDUY:
1. The study was limited to Calicut city only.2. The sample size only 50 from the large population3. There are chances of bias in the data collected from the respondents.4. Period of the study was very limited.
18
CHAPTER 2
REVIEW OF LITERATURE
19
2.1 REVIEW OF LITERATURE
CUSTOMER SATISFACTION
Customer- the honored guest. A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.
Satisfaction is advertisement. Personal feeling of pleasure resulting from comparing a product’s perceived performance in relation to his or her expectation. If the performance matches wit h the expectation, the customer is satisfied. if the performance exceeds the expectation the customer is highly satisfied or delighted.
Customer satisfaction is defined as the process by which consumers realize the performance and effectiveness of the product. Satisfaction is highly individual process based on each person on needs, values and expectations. Marketing efforts should be the conference of consumer expectation and producers innovations.
The company’s main aim is to raise the satisfaction level and belongingness of the customer. The expectation of a customer is usually based on familiarity previous experience or pre conditioned set. For generating the customer loyalty delivering high customer value is essential for delivering high profitable value a company must develop a competitively superior value delivery system. Monitoring customer value expectation and satisfaction is much essential factor of maintaining good customer satisfaction.
20
CHAPTER 3
INDUSTRY AND COMPANY PROFILE
21
3.1 INDUSTRY PROFILE
Automobile is one of the largest industries in the global market. Being the leader in the product and process technologies in the manufacturing sector, it has been recognized as one of the drivers of the economic growth.
During the last decade, well -directed efforts have been made to provide anew look to the automobile policy for realizing the sectors full potential for the economy. Step like abolition of licensing, removal of quantitative restrictions and initiative to bring the policy framework in consonance with the WTO requirements have set the industry in the progressive track.
Removal of the restrictive environment has helped restructuring, and enabled industry to absorb new technologies, aligning it with he global development and also to realize the potentials in the country.
The liberalization policies have led to continuous increase in the competition, which ultimately resulted in line with the global standards as well as in substantial cut in prices. Aggressive marketing by the auto financing companies have also played a significant role in boosting the automobile demand, especially from the population of middle income group.
EVOLUTION OF AUTOMOBILE INDUSTRY IN INDIA:
Two wheeler segments is one of the most important components of the auto mobile sector that has undergone significant change due to the shift in policy environment. The two wheeler industry has been existence in the country since 1955.it consists of three segments via, scooters, motor cycle and Mopeds.
According to the figure published by SIAM, the share of two wheelers in automobile sector in terms of unit sold was about 80% during 2009-2010.this high figure itself is suggestive of the importance of the sector .In the initial year, entry of firms, capacity expansion, choice of product including capacity mix and technology, the state machinery, effectively control all the critical areas of functioning of the industry. The lapses in the system had invited fresh policy options that come into being into late 60s.
Amongst this policies, monopolies and restrictive trade practices (MRTP) and foreign exchange regulation act (FERA) where aimed at regulating and foreign investment respectively .This controlling
Mechanism over the industry resulted to (a) several companies rate in below minimum scale efficiency (b)under utilization of capacity .How ever ,the major set of reforms were launched in the year 1991 in respond to the major macro-economic
22
crisis faced by the economy. The industustrial Policies shifted from regime of regulations and control to a more liberalized and competitive era .
KEY FACTORS THAT AFFECTING THE SALE OF MOTOR CYCLE
Govt. policy on the petrol price impact the sale of the two wheelers. Petrol prices determine the running cost of the two wheelers. The statistics says that there is no chance for the reducing of the petrol price.
Implementation of mass transport system: Many states have planned to implement mass transport system. Implementation of transport system may cause the shifting of the bike users to the cars. This will have the impact on the sale of motor cycle.
Availability of the credit for the vehicle purchase: The availability and the cost of finance affects the demand for the two wheelers as the trend for the increased credit purchase for consumer durables have increased over the past few years.
23
3.2 COMPANY PROFILE
Bajaj Auto is a major Indian automobile manufacturer. It is India’s second largest two wheeler manufacturer and the world`s fourth largest two and three wheeler maker.
It is based in Pune, Maharashtra, with plants in Akurdi and chakan (pune),Waluj (near Aurangabad) and Pantnagar in Uttaranchal.Bajaj auto makes and exports Moto scooters Motor cycle and Autorikshaw.
Over the last decade, the company has successfully changed its image from scooter manufacturer to a Bike manufacturer. Its real growth in numbers has come in the last four years after successful introduction of a few models in the motor cycle segment.
The company has headed by Rahul Bajaj who is worth more than US$ 1.5 billion. Bajaj auto came in to existence on November 29, 1945 as M/s Bajaj Trading Corporation Private Limited. It started off by selling imported two wheeler and three wheeler in India. In 1959, it obtained license from the Govt. of India to Manu facture the two wheeler and three wheeler .Bajaj started public issue of share in 1960.
In 1970, it rolled out its 100,000 the vehicle. In 1977 ,it managed to produce and sell 100,000 vehicle in single financial year .In 1985,it started producing at Waluj in Aurangabad.In 1986,it managed to produce and sell 500,000 vehicles in single year. In 1995, it rolled out its ten millionth vehicles and produced 1 million vehicles in one financial year.
Bajaj has grown operations in 50 countries by creating a line of value for money bikes targeted to the different preferences of entry level buyers.
24
TYPE : PUBLIC
FOUNDED : 1945
HEAD QUARTERS : PUNE INDIA
KEY PEOPLE: chairman : RAHUL BAJAJ
Managing director : RAJIVE BAJAJ
REVENUE : Rs 89.063(2007) or USD
USD : 1.32 billion
NET INCOME : 11.016 billion
EMPLOYEES : 12,250(2008-2009)
MARKET SHARE : 40% (2010)
25
DEALERSHIP PROFILE
KVR BAJAJ CO. PRIVATE.LIMITED
KVR Bajaj Co.Pvt.Ltd is the authorized dealer of Bajaj Auto Limited for selling and servicing of the three wheeler and the three wheelers.KVR Bajaj is a sole proprietor concern owned by Mr kunhiraman Nayar Parayil an NRI hailing from the Kannur district.KVR motors namely KVR Bajaj is one of the leading service, sales and spare parts provider in India.
KVR Motors has head office at Calicut and has branches at Vatakara, Koyilandy, Ramanattukara, Sulthan Batheri, Kalpetta, Manandavadi, Perambra, Balussery Kunnamangalam ,Koduvally, Thalassery and K annur.KVR motors has an annual turn over of Rs 40 crore and sales around 10000 in a year.KVR Motors has a market share of 60% in two wheeler sales of Calicut and market share of 70% in three wheeler industry of Calicut. The main financiers of KVR Motors are PNB, ICICI,SBI and HDFC.
KVR Bajaj has five departments namely service, sales, spare, Administration and accounts. Each department has got its own managers to control them. It consists of 176 staffs in total. The working hours of KVR Bajaj are from 9 am to 6 pm. KVR mainly concentrate on the satisfaction of consumers by providing better quality of product.
26
ORGANISATIONAL STRUCTURE
The structure of organization clearly specified by the KVR Bajaj, Calicut
27
MARKETING OF KVR BAJAJ
The sales procedure of KVR, BAJAJ begins when customer comes to them for purchasing a bike they want. KVR, BAJAJ enquire about the model of bike, color, customer payment details etc. KVR also gives advice to the customers and clear the doubt on their purchase. They offer home delivery of bikes within the time of period when they received payment. On the delivery of bike the customer want to fill in the form called delivery detail. They provide customer with the fastest registration process too.
CONTROL AND EVALUATION OF SALES EXECUTIVES
In KVR BAJAJ auto there is a very effective sale force, which includes marketing field executives for controlling and evaluating them. There is assistant General Manager, Regional sales Manager to control these sales executives. The main task of sales executives are to go and meet customers directly and promote the sales. The Managers conduct yearly meeting of the executives to analyze the sales and involvement made by them.
TOOLS FOR BOOST SALES
The KVR BAJAJ taken many tools for increasing the sales. Important tools are as follows.
1. Demonstration2. Area Display3. Home brochure4. Advertisement5. Exchange6. Notice supply
CUSTOMER RELATIONSHIP OF KVR BAJAJ
KVR BAJAJ is the only dealer in Calicut district. They have to compete strongly with other two wheeler dealers dealing with strong substitute for BAJAJ. They compete with others by applying better customer relationship management. Their customer relation start before purchasing and it goes on after sales. The outstanding features of this organization are that every person from senior manager to the lower level workmen has a customer relationship attitude. Every person in the organization behave sincerely and honestly to the customer. They maintain a good relationship with existing and potential customers by providing customer services.
28
1. BOOKING PROCEDURE
KVR BAJAJ begins their relation with customer from booking procedure itself. They provide more convenience by installing residential offices in district. Each and every detail related to booking are provided to customer from these offices. They also provide following facilities.
A. Test drive facilityB. Model decision C. Booking arrangementD. Financial facility
1. DELIVERY PROCEDURE
The organisation facilitate simple and systematic mode of action for the delivery of the vehicle. The delivery procedures like registration, insurance, preparation of documents, fitting of accessories etc is done well and in time in order to make more satisfaction among customer. The entire vehicle operation system are explained and demonstrated to the customer for their ease of operation. The customers will get their vehicle on time and warranty procedure, free services schedule etc. are explained at the time of delivery itself.
2. AFTER SALE SERVICE AND FOLLOW UP
They provide paid service repairs whenever customer need. It is also the policy of KVR BAJAJ. That the service department will engage in continuing service follow up so that degree of satisfaction by identifying way’s to make their service in the finest possible. Each warranty and customer pay repair order must be followed up and written record of the followed up must be maintained by customer relationship officer.
3. CUSTOMER MEETS
It is another customer relation program conducted by KVR BAJAJ. It is a policy of the firm to conduct customer meets once in every three month. It is an opportunity for the customers to express their view and concerned before dealers. This will be an interactive session for the purpose of increasing customer loyalty to the organization. It is a family meet. Some entertainment program for children and families also included in this. This meet also helps the firm to consolidate important information about the customers.
4. SPECIAL INVITATION TO ALL CUSTOMERS WHILE LAUNCHING NEW PRODUCT
It is a practice of KVR BAJAJ to invite all their customers while new event taken place in the firm. While launching new vehicle all customers are invited through direct
29
mail or other ways in order to participate in the new product launching ceremony. This will create favorable mind among the customers towards the firm.
5. CUSTOMER REFERRAL PROGRAMME
This is a initiative opportunity for the customers to refer any potential customers to KVR BAJAJ. Once a customer referred any customer to the sales team of KVR BAJAJ they will follow them in order to convert their desire to reality. If it is materialized the customer will get prices. The price to the customers will been the form of cash discount, commission or any other gifts. This program will improve the sales by converting potential customers into actual customers and also by satisfying the existing customers.
6. SERVICE CAMPAIGN AT VARIOUS PLACES
This is another peculiarity of KVR BAJAJ for the maintenance of customer loyalty. They conduct service campaign at various outstations where repair facility does not exist. A team of qualified technicians from Bajaj auto provides this facility at distance places. The customers are informed about the service campaign in advance when it will be held. Depending upon the number of the customers it will last for one or two days
A service advisor is also along with the team of mechanics for giving guidance during service. All the procedure in the service campaign will be in the same to the show room. Some times service campaign take place once in month.
30
CHAPTER 4
ANALYSIS AND INTERPRETATION
31
DATA ANALYSIS AND INTREPRETATION
This consist diagrammatic representation and interpretation of data collected through questionnaire from the customer. This survey was conducted to find out the satisfaction level of Bajaj customer. The sample survey was conducted on fifty customers. This survey was mainly concentrated on Calicut and near places.
32
TABLE NO :1
1. AGE WISE CLASSIFICATION
Age Number of respondents Percentage0-19 3 620-39 42 84
40&above 5 10Total 50 100
CHART NO: 1
0-19 20-39 40& above0
10
20
30
40
50
60
70
80
90
Infererence:
From the above table it is clear that 84% of the respondents are in the age of Between 20-39. 6% are in the age between 0-19 and 10% are above 40.
33
TABLE NO: 2
2. GENDER OF RESPONDENTS
Gender Number of respondents PercentageMale 49 98
Female 1 2Total 50 100
CHART:NO 2
GENDER
MaleFemale
Inference:
It is clear that 98% of the respondents were Male and the 2% are female
34
TABLE NO :3
3. MODEL OF THE BIKE WHICH THE RESPONDENT USES
Model Number of respondents PercentagePulsar 22 44Discover 7 14Xcd 3 6CT100 12 24Platina 6 12Total 50 100
CHART NO: 3
Inference:
From the chart it is clear that 44% of the respondents uses Pulsar.24% were uses CT100,14 % were using the Discover.12% uses Platina and 6% were uses the Xcd.
TABLE NO :4
Number of Percentage
35
PulsarDiscoverXcdCt100Platina
Purpose respondentsBusiness 9 18Personal use 29 58Office use 7 14Others 5 10Total 50 100
4. THE PURPOSE OF PURCHASING BAJAJ BIKE
CHART NUMBER: 4
Business Personal use Office use Others0
10
20
30
40
50
60
70
Percentage
Inference:
From the above table it is clear that 58% uses the bike for the personal use. 18% uses itfor the Business,14% for office and 10% for the other uses.
TABLE NO: 5
5. OPINION ON MILEAGE PROVIDED BY BAJAJ
36
Opinion Number of the respondents
Percentage
Excellent 9 18Good 27 54Average 11 22Poor 3 6Total 50 100
CHART NO: 5
excellentGood
AveragePoor
0
10
20
30
40
50
60
70
Inference:
From the above chart it is clear that 54% said the mileage of bajaj is good.18% said that Bajaj provides excellent mileage.22% said Average and 8% said it is poor mileage
TABLE NO :6
6. OPINION ON THE COMFORTABILITY OF THE BAJAJ BIKE
37
CHART NO: 6
Comfort ability Numbers of respondents PercentageAlways Comfortable 12 24
comfortable 27 54Not Comfortable 11 11
Total 50 100
COMFORTABILITY
Always ComfortablecomfortableNot Comfortable
Inference:
From the above table it is clear that 54% of the respondents are comfortable with the Bajaj bike.24% were always comfortable and 22% were not comfortable.
TABLE NO: 7
7. SHOWING THE MOST INFLUENCED FACTOR TO BUY BAJAJ,
38
USING WEIGHTED AVERAGE METHOD
RANK 1 2 3 4
WEIGHTS 4 POINTS 3 POINTS 2 POINTS 1 POINTS
RANK 1 RANK 2 RANK 3 RANK 4 Total PercentagePrice 48 42 20 14 124 24.8
Availability 72 24 14 17 127 25.4Mileage 44 30 22 18 114 22.8
Style 36 54 44 1 135 27Total 200 150 110 50 500 100
Interpretation:
Style ranked as no 1 by 135 points. Availability ranked 2nd by 127
CHART NO: 7
39
Price Availability Mileage Style0
10
20
30
40
50
60
70
80
Rank 1Rank2Rank3Rank4
40
TABLE NO: 8
8. VIEW ON THE PRICE OF THE BAJAJ BIKES
View on the price of the Bajaj bike
Number of respondents Percentage
Expensive 13 26Affordable 31 62
Cheap 6 12Total 50 100
CHART NO: 8
ExpensiveAffordableCheap
Inference:
From the above it is clear that 62% of the respondents said that the price of Bajaj is affordable. 26% expressed that it is expensive while the 12% said it is very poor.
41
TABLE NO: 9
9. THE IMPORTANCE OF ADVERTISEMENT IN THE DECISION MAKING
Importance Number of respondents PercentageImportant 22 44
Not important 12 24Sometimes 16 32
Total 50 100
CHART NO: 9
Important
Not important
Sometimes
Inference:
44% of the people said that advertisement is important in the decision making.32% have the opinion that advertisement is important in some times.
42
TABLE NO: 10
10. THROUGH WHICH MEDIA YOU CAME TO KNOW ABOUT BAJAJ
Media Number of respondents Percentage
Dealer advertisement 4 8
TV/Radio 9 18
Friends 21 42
News paper/Magazine 12 24
Social network sites 4 8
Total 50 100
CHART NO: 10
43
Inference:
From the above it is clear that 8% of the respondents influenced by the dealer advertisement.18% known about Bajaj is by TV or Radio.42% heard about Bajaj from the friends.24% is by the way of news paper and magazine,8% through social network sites
TABLE NO:11
44
Media
Dealer advertisementTV/RadioFriendsNews paper/MagazineSocial network sites
11. EFECTIVENESS OF BAJAJ ADVERTISEMENT
Efficiency Number of respondents Percentage
Excellent 7 14
Good 26 52
Average 15 30
Poor 2 4
Total 50 100
CHART NO: 11
ExellentGood
AveragePoor
0
10
20
30
40
50
60
Inference: From the table and chart it is clear that 52% says that Bajaj advertisement has good efficiency.14 % says that Bajaj advertisement is excellent.30% says that Bajaj advertisements are average and 4% says that advertisements are performing very poor.
TABLE NO: 12
12. OPINION ABOUT THE AFTER SALES SERVICE
45
opinion Number of respondents PercentageExcellent 9 18
Good 22 44Average 19 38
Total 50 100
CHART NO: 12
ExcellentGood
Average
05
1015202530354045
Inference:
Here it is clear that a44 %that Bajaj`s after sales service is good.18% have the opinion that after sales service excellent.38% said that service is average.
TABLE NO:13
13. OPINION ABOUT THE DEMAND OF BAJAJ BIKES
46
Opinion Number of respondents PercentageVery high 2 4
High 22 44Average 17 34
Poor 9 18Total 50 100
CHART NO: 13
very highhigh
averagepoor
0
5
10
15
20
25
30
35
40
45
Inference:
From the table it is clear that 44% persons responded that the demand for the Bajaj is high. While 4% of the respondent said that the demand is very high.18% were responded that the demand is poor.
TABLE NO :14
14. OPINION ABOUT THE TIMELY DELIVERY OF BIKE
47
Opinion Number of Respondents Percentage
Punctual 15 30
Not punctual 10 20
Average 25 50
Total 50 100
CHART NO: 14
Punctual Not punctual Average0
10
20
30
40
50
60
Inference:
From table It is clear that 30% said delivery is punctual.50% of the respondents said that delivery is average.20% said the delivery is punctual.
TABLE:NO 15
15. CONTACT WITH THE DEALER
48
Contact with the dealer No. Respondents PercentageIn person 16 30
By telephone 30 60Internet 3 6Others 2 4Total 50 100
CHART NO: 15
In person By telephone Internet Others0
10
20
30
40
50
60
Inference:
60% of the persons contact with the dealer by telephone and 30%, by the way of personal relation.6% uses the internet and rest 4% uses other ways.
TABLE NO :16
16. VIEW ON CUSTOMER DEALING OF KVR STAFF
49
Opinion No. Of respondents Percentage
Very good 3 6Good 29 58Average 18 36Total 50 100
CHART NO: 16
Very goodGood Average
Inference:
58% of the respondents expressed customer dealing of the KVR staff is good.36% said that customer dealing is Average.6% viewed that ranked it as good.
TABLE NO :17
17. OPINION ON THE SPARE PARTS AVAILABILITY IN KVR BAJAJ
50
Opinion No,of respondents PercentageExcellent 2 4
Good 29 58Average 19 38
Total 50 100
CHART NO: 17
Excellent Good Average0
10
20
30
40
50
60
70
Inference:
The graph shows that58% of the respondents said that the spareparts availability is good. 4% of the respondents said that spare parts availability is excellent, 38% viewed it is average.
TABLE NO: 18
18. PRICE QUOTED ON THE SPARE PARTS
51
Opinion No. of respondents PercentageHighly satisfied 4 8Satisfied 42 84Not satisfied 4 8Total 50 100
CHART NO: 18
Highly satisfied Satisfied Not satisfied0
10
20
30
40
50
60
70
80
90
Inference:
From the diagram it is clear that 84r% of the the respondents satisfied with the price quoted on the spare parts.8% were highly satisfied while,8% were not satisfied.
TABLE NO: 19
19. DO YOU SUGGEST BAJAJ BIKE TO THE FRIENDS AND RELATIVES?
Opinion No. of respondents PercentageAlways suggest 2 4
52
sometimes 43 86Not suggest 5 10
Total 50 100
CHART NO: 19
Always suggest sometimes Not suggest0
10
20
30
40
50
60
70
80
90
Inference:
From the above table 86% opinion is always suggest and 10% is not suggest and 4% is always suggest.
TABLE NO: 20
20. DESIGN AND STYLE OF THE BAJAJ
Opinion No. of. respondents Percentage
53
Very attractive 9 18Attractive 31 62
Not attractive 10 20Total 50 100
CHART NUMBER: 20
Very attractiveAttractive
Not attractive
0
10
20
30
40
50
60
70
Inference:
18% opted the very attractive option.62% ticked the Attractive option and 20% said Bajaj is not attractive.
TABLE NO: 21
21. “USING BAJAJ IS VERY PRESTIGIOUS” COMMENT ON THIS STATEMENT
54
Opinion No. of respondent PercentageDefinitely 11 22Sometimes 32 64
Not prestigious 7 14Total 50 100
CHART NO: 21
DefinitelySometimesNot prestigious
Inference:From the table it is clear that 64% sometimes feel prestigious by using Bajaj.22% says definitely prestigious and 14% says not prestigious.
TABLE NO: 22
22. “BAJAJ IS AN INNOVATIVE COMPANY” COMMENT C0MMENT ON THIS STATEMENT
55
Opinion No.of respondents PercentageStrongly agree 2 4Agree 35 70Disagree 13 26Total 50 100
CHART NO: 22
No.of respondents0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DisagreeAgreeStrongly Agree
Inference:
70% of the respondents agreed on the statement while 26% were disagreed with the statement.4% were agreed strongly with the statement.
TABLE NO: 23
23. IS ANY CHANGES NEEDED FOR THE BAJAJ BIKES?
56
Opinion No. Of Respondents PercentagesDefinitely 29 48Not needed 21 42Total 50 100
CHART NO: 23
DefinitelyNot needed
Inference:
48% of the respondents have the opinion that Bajaj need some changes.42% 0f the respondents are against the change
TABLE NO: 24
24. AREAS WHERE CHANGES WERE NEEDED
57
Areas No. Of respondents Percentages
Mileage 10 20
Style 12 24
Price 15 30
Technology 13 26
Total 50 100
.
CHART NO: 24
58
0
5
10
15
20
25
30
Inference:
From the table it is clear that 20% needs changes on the Mileage .style is preferred by 24% respondents while price is selected by 30%. 26% needs change in the technology
59
TABLE 25
CHI-SQUARE TEST-1
Advertisement
Demand
Excellent Good Average Poor Total
Very high 0 2 7 9 18
High 6 3 2 2 13
Average 7 0 4 6 17
POOR 1 1 0 0 2
Total 14 6 13 17 50
60
RELATIONSHIP BETWEEN DEMAND AND ADVERTISEMENT
Null Hypothesis (H0): There is no relationship between job satisfaction and working condition
Alternate Hypothesis (H1): There is relationship between job satisfaction and working condition
61
C (No. of columns) = 4
62
Observed value(Oij)
Expected value(Eij) (Oij – Eij) (Oij – Eij)2 (Oij – Eij)2/ Eij
0 5.04 -5.04 25.40 5.04
2 2.16 -0.16 0.02 0.09
7 4.68 2.32 5.38 1.15
9 6.12 2.88 8.29 1.35
6 3.64 2.36 5.57 1.53
3 1.56 1.44 2.07 1.32
2 3.38 -1.38 1.90 0.56
2 4.42 -2.42 5.86 1.32
7 4.76 2.24 5.01 1.05
0 2.04 -2.04 4.16 2.03
4 4.42 -0.42 0.17 0.03
6 5.78 0.22 0.04 0.007
1 0.56 -0.44 0.194 0.346
1 0.24 0.76 0.57 2.4
0 0.52 0.52 0.27 0.51
0 0.68 -0.68 0.46 0.67
TOTAL 20.14
r (No. of rows) = 4
Degree of freedom = (c-1)(r-1)
= (4-1)(4-1)
= 9
Level of significance = 5%
Table value at 5% level of significance and 9 degree of freedom = 16.919
Calculated value =20.14
INFERENCE
X Value at 5% level of significance for 9 degree freedom =16.191
Since the X (20.14) is more than the table value (16.16), Null hypothesis Ho is rejected. So there is a relationship between advertisement and demand of Bajaj
bikes
63
TABLE NO: 26
CHI-SQUARE 2
RELATION BETWEEN STYLE AND PRICE
Style
Price
Attractive Very attractive Not attractive Total
Expensive 8 12 0 20
Affordable 6 4 5 15
cheap 6 2 7 15
20 18 12
Null Hypothesis (H0): There is no relationship between job satisfaction and working condition
Alternate Hypothesis (H1): There is relationship between job satisfaction and working condition
64
Observed value(Oij)
Expected value(Eij)
(Oij – Eij) (Oij – Eij)2 (Oij – Eij)2/ Eij
8 8.00 0 0.00 0.00
12 7.20 4.80 23.04 3.20
0 4.80 -4.80 23.04 4.80
6 6.00 0.00 0.00 0.00
4 5.40 -1.40 1.96 0.36
5 3.60 1.40 1.96 0.54
6 6.00 0.00 0.00 0.00
2 5.40 -3.40 11.56 2.14
7 3.60 3.40 11.56 3.21
TOTAL 14.25
C (No. of columns) = 3
65
r (No. of rows) = 3
Degree of freedom = (c-1)(r-1)
= (3-1)(3-1)
= 4
Level of significance = 5%
INFERENCE
X Value at 5% level of significance for 4 degree freedom =9.488
Since the X (14.25) is more than the table value (9.488), Null hypothesis Ho is rejected. So there is a relationship between Price and style of Bajaj bikes
66
SWOT ANALYSIS
STRENGTH:
1) Large network of branches create goodwill.2) Innovative style and design of Bajaj bikes get KVR accepted among the
youth.3) Highly skilled professionals and staffs make the customer dealing very
effective.4) Good image in servicing gets the consumers retained.5) Marketing executives makes good relationship with customers.
Relationship.6) Satisfaction regarding the mileage gives advantage to KVR Bajaj.
WEAKNESS:
1) Lack of the space in service area makes inconvenience to the customers.2) Poor exchange offers makes dissatisfaction to the consumer who thinks to
sell the bike.3) Ineffective dealer advertisement strategies miss the consumers. 4) KVR is situated at the place hub of motor marketers so it faces high
competition from to catch the consumers.
OPPORTUNITY:
1) Changing preference and taste in the two wheeler market.2) Web based marketing is useful in a world where every one uses internet.3) Good transportation network will make the delivery faster and faster.
THREAT:
1) Increasing means of communication used by other show rooms make threat for KVR
2) Good offers provided by the other bike show rooms.
67
CHAPTER 5
FINDINGS, SUGGESTION & CONCLUSION
68
FINDINGS
1. Most people respondent to the study were with the age o f 20-39.2. Majority of the respondents were male.3. Most people responded to the study uses Bajaj Pulsar, secondly CT100.4. Major part of the respondents purchased the bike for the personal use.5. Respondents were got the expected mileage from their Bajaj bike.6. There is good comfort ability in the case of Bajaj bikes. 7. Majority of the respondent said that the price of Bajaj is affordable. 8. Advertising has high importance in the building of decisions.9. The customers were heard about the Bajaj through their friends.10. Customer’s opinion says that Bajaj advertisement has good effectiveness.11. Good after sales service is helps Bajaj to retain the customer satisfaction.12. Most people have the opinion that Bajaj bikes have high demand.13. Bajaj is very punctual in delivering of the bike for the consumers.14. Customers mainly use telephone to contact with the dealer KVR Bajaj.15. Most respondents certify that KVR staffs are dealing in good manner to their
customers.16. Most respondents say that there is good spare parts availability in KVR Bajaj.17. Most respondents are satisfied with the price for the spare parts In KVR Bajaj.18. Major of the Bajaj customers suggest sometime Bajaj bikes for friends. 19. Design and style of Bajaj bike attractive for the most Bajaj customers.20. Most of the respondents say that, sometimes using Bajaj is prestigious.21. Good part of the respondents thinks that Bajaj is an innovative company.22. Most the customers need change in the Bajaj bikes.23. Majority needs change in the price.24. The weighted average analysis shows that, most customers selected Style as
Their decision making factor.25. The chi-square test of the advertisement and demand of the Bajaj bike
shows there is some relation ship between them.26. The chi- square test on the price and style of Bajaj bikes shows that there is
some relationship between them.27. SWOT analysis found that better staff is the strength of KVR and the weakness
is less space in the service area.
69
SUGGETIONS
Should improve promotional activities to attract the mind of the consumers. Implement more dealer offers also help to keep customer relationship with the
company. Increase the demonstrations done at the public places can compete with the
others. Use only accurate factors in the Advertisements, it will attract the consumers. As Bajaj’s bikes are made for rural areas also, KVR should open showrooms in
areas other than cities. Give training programs for the staff. Make the service centre very spacious. Should appoint new staffs.
70
CONCLUSION
The report on customer satisfaction level of the Bajaj customers is a survey conducted among the customers of Bajaj. The study was done at KVR Bajaj, Calicut.. The views and opinions were collected using Questionnaire.
The analysis using statistical tools like chi-square, weighted average, and simple percentage method revealed that most of the respondents are satisfied with Bajaj. Even though there is high competition in the two wheeler industry, Bajaj bikes have high demand .Bajaj will have to strengthen its position with better products and services that will cater to the needs of customers. The most influencing factor to buy Bajaj bike is style and design. Most of the customers were satisfied about the service provided by KVR Bajaj.
But the thing is to notice here that, customers are not highly satisfied. Making them highly satisfied is the next task of Bajaj a KVR bajaj.Both of them should take corrective actions to improve the level of satisfaction.
71
APPENDIX
72
QUESTIONNAIRE
Name :
Age : Gender :
1) Which model of Bajaj you use?
Pulsar Discover Xcd CT100 Platina
2) What is the purpose of your purchase?
Business Personal use Office use Others
3) What is your opinion with the mileage provided by Bajaj models?
Excellent Good Average Poor
4) What is your opinion regarding the comfortability of your bike?
Always comfortable Comfortable Not comfortable
5) Rank the factors that influenced you to by the Bajaj bike?
Price Availability Mileage Style
6) How do you view the price of the Bajaj bikes?
Expensive Affordable Cheap
7) Do you think that advertisement have an important role in the making of the buying decision?
Important Not important Sometimes
8) Through which media you came to know about Bajaj?
Dealer advertisement TV/Radio Friends
News paper/Magazine Social network sites
9) Do you think that Bajaj advertisement is effective?
Excellent Good Average Poor
10) What is your opinion about the after sales services?
Excellent Good Average
11) What is your opinion about the demand of the Bajaj bikes?
Very high high Average Poor
12) What is your opinion about the timely delivery of the Bajaj Bikes?
Punctual Not punctual Average
73
13) How do you contact with your dealer?
In person By telephone Internet Others
14) How do you view the customer dealing of the KVR staff?
Good Very Good Average
15) What is your opinion about the spare parts availability in KVR Bajaj?
Excellent Good Average
16) Are you satisfied with the price quoted on the spare parts?
Highly satisfied Satisfied Not satisfied
17) Do you suggest Bajaj bike to your friends and relatives?
Always suggest sometimes Do not suggest
18) Is the design and style of Bajaj bike is attractive?
Very attractive Attractive Not attractive
19) ‘Using Bajaj is very prestigeos.’ What is your opinion on this comment?
Definitely Sometimes Not Prestigeos
20) ‘Bajaj is an Innovative company’ Do you agree?
Strongly agree Agree Disagree
21) Is any changes needed to Bajaj bikes?
Definitely Not needed
22) In which area changes are needed?
Mileage Style Price Technology
74
BIBLIOGRAPHY
MARKETING MANAGEMENT : PHILIP KOTLER
RESEARCH METHEDOLAGY : C.R. KOTHARI
MARKETING MANAGEMENT : A . VINOD
CONSUMER BEHAVIOUR : LION G. SCHIFFMAN,
LESLIE LAZAR KANUK
WEBLIOGRAPHY
WWW.BAJAJAUTO.COM
WWW.AUTOMOBILE INDIA.COM
WWW.GOOGLE.COM
75
