SRI SAI UNIVERSITY PALAMPUR

A RESEARCH METHODOLOGY PROJECT REPORT ON THE TOPIC

CUSTOMER SATISFACTION ON BAJAJ BIKES

SUBMITTED BY : ASHISH RANA ROLL NO. 611012005

SUBMITTED TO: ASIST.PROF.MR.GURU SWARUP

PREFACE

Education becomes more meaningful when its theoretical aspects are combind with practical experience.This provides an opportunity to the students to improve their understanding of the study. M.B.A. is a course which combines both its theoretical and practical aspects in the field of management.The purpose of this research methodology report is to expose the students of management sciences to real business situation. As complementary to my research methodology research report I prepared and submitted a research report on CUSTOMER SATISFACTION ON BAJAJ BIKES .It was an attempt to present on account of practical knowledge and observations gathered during the research period.

ACKNOWLEDGEMENT

While working on our project we encountered many new experiences and also several difficulties. But as each such point,we found someone is coming for our help with his full cooperation. We take the privilege in conveying heartiest gratitude to all whose help unable to complete this project. We sincerely and heartedly very much thanks to our research methodology teacher Mr. Guru Swaroop for constant help and valuable suggestion through out the project. There advise has gretly enhanced the worth this report. We thanks him for accommodating us as his student. Lastly we would like to thanks our respondents for extending their co-operation in valuable inputs.

ASHISH RANA.. ROLL NO. 611012005

CONTENTS
TABLE OF CONTENTS

Preface Acknowledgement

INTRODUCTION

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

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

The 80s saw the entry of Japanese companies in the Indian market with the opening up of the market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of market reform. The market was still predominantly scooter dominated and Bajaj and LML were the leading brands producing the products at that time. Scooter was

viewed as a more family and utility friendly vehicle than motorcycle and hence was preferred.

The Japanese companies not only collaborated with Indian companies to produce the already existing products but also brought in new technology as a result of which the ever conquering 100cc bikes which were extremely fuel efficient with 4 stroke engines

HISTORY OF BIKES INDUSTRY

American, Sylvester Howard Roper (1823-1896) invented a two-cylinder, steam-engine motorcycle (powered by coal) in 1867. This can be considered the first motorcycle, if you allow your description of a motorcycle to include a steam engine. Howard Roper also invented a steam engine car. Gottlieb Daimler - First Gas Engined Motorcycle German, Gottlieb Daimler invented the first gas-engined motorcycle in 1885, which was an engine attached to a wooden bike. That marked the moment in history when the dual development of a viable gas-powered engine and the modern bicycle collided. Gottlieb Daimler used a new engine invented by engineer, Nicolaus Otto. Otto invented the first "Four-Stroke Internal-Combustion Engine" in 1876. He called it the "Otto Cycle Engine" As soon as he completed his engine, Daimler (a former Otto employee) built it into a motorcycle. The Harley Davidson Motorcycle Many of the nineteenth century inventors who worked on early motorcycles often moved on to other inventions. Daimler and Roper, for example, both went on to develop automobiles.

However, inventors such as William Harley and the Davidsons brothers continued to develop motorcycles and their business competitors were other new start-up companies such as Excelsior, Indian, Pierce, Merkel, Schickel and Thor. In 1903, William Harley and his friends Arthur and Walter Davidson launched the Harley-Davidson Motor Company. The bike had a quality engine, so it could prove itself in races, however, the company planned to manufacture it as a transport vehicle. Merchant, C. H. Lange, sold the first officially distributed Harley-Davidson in Chicago.

HISTORY OF BIKES INDUSTRY

American, Sylvester Howard Roper (1823-1896) invented a two-cylinder, steam-engine motorcycle (powered by coal) in 1867. This can be considered the first motorcycle, if you allow your description of a motorcycle to include a steam engine. Howard Roper also invented a steam engine car. Gottlieb Daimler - First Gas Engined Motorcycle German, Gottlieb Daimler invented the first gas-engined motorcycle in 1885, which was an engine attached to a wooden bike. That marked the moment in history when the dual development of a viable gas-powered engine and the modern bicycle collided. Gottlieb Daimler used a new engine invented by engineer, Nicolaus Otto. Otto invented the first "Four-Stroke Internal-Combustion Engine" in 1876. He called it the "Otto Cycle Engine" As soon as he completed his engine, Daimler (a former Otto employee) built it into a motorcycle. The Harley Davidson Motorcycle Many of the nineteenth century inventors who worked on early motorcycles often moved on to other inventions. Daimler and Roper, for example, both went on to develop automobiles.

However, inventors such as William Harley and the Davidsons brothers continued to develop motorcycles and their business competitors were other new start-up companies such as Excelsior, Indian, Pierce, Merkel, Schickel and Thor. In 1903, William Harley and his friends Arthur and Walter Davidson launched the Harley-Davidson Motor Company. The bike had a quality engine, so it could prove itself in races, however, the company planned to manufacture it as a transport vehicle. Merchant, C. H. Lange, sold the first officially distributed Harley-Davidson in Chicago.

HISTORY OF BIKES IN INDIA

Two wheelers are the most sought out medium of transport in India. Whether the roads are rural or pucca, scooters and bikes as the preferred means of transport. Convenient, fuel efficient and faster bikes are preferred by farmers, office goers and racing ones for the style aficionados. The first bike ever was inspired from a horse carriage and was called Indian built by the Indian Motorcycle company in America. Indian history goes back to 1955 when real tough two wheeled machines were required by the Indian army to tread over rough and rocky western areas in India. The parts were assembled in Chennai ( Madras Motors) and machines were imported from UK from The Royal Enfield company. This was the birth of the motorcycle industry in India.

Patriotic spirit coming from the Indian army further goaded Madras Motors to produce the Bullet make with Indian origins and hence Enfield India came into being. The Eicher company acquired Enfield India and the name came to be known as Royal Enfield Motors Limited in 1993. Bullets came with much innovations like Royal Enfield Bullet 350 is famous for its sound. The bullet 500 has much pillion capacity and load taking capacity to enable carrying luggage over. The Bullet Electra bike is a sturdier version with highly user friendliness. More versions include Electra 55 and Machismo.

Much renaissance was witnessed in 1990 as demand for two wheelers were strongly expressed and hence supply was met with innovation. The TVS Company with its collaboration with Suzuki pioneered the 100 cc motorcycle in the Indian market in 1997. For determined efforts in quality management, the TVS Motors company ( now not a Suzuki alliance) was rewarded with The Deming Prize.

Hero Honda launched the first bike with fuel injection technology in India in 2006, with Standard and Deluxe models. Futuristic 2010 emission norms are well adhered too here. The capacity is small on Glamour yet the indigenous effort is admirable. Yamaha India has come with the swanky sports bike which was launched recently in Delhi. Bajaj and Kawasaki to hit the market soon with splendid models in India, primarily catered for designs in the US market. 2005 had commenced the idea of probiking showrooms and the highlight are indoor test drives allowed on specially created Dynamometers. The bikes in India have improvised the depth in selling techniques by roping creatives in advertising and event management companies. The allied industries include spare parts manufacturing, ancillary assembling shops and thereby providing more employment and business opportunities. Models, paints, ergonomic designs, better capacity (cc), fuel efficient makes with low pollution machines are filling in the market with user friendly preferences.

The Company

The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the group today, are often traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture. His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from INR.72 million to INR. 120 billion, its product portfolio has expanded and the brand has found a global market. He is one of Indias most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.

Group of Companies

Bajaj Auto is the flagship of the Bajaj group of companies. The group comprises of 34 companies and was founded in the year 1926. The companies in the group are:

Bajaj Auto Ltd. Bajaj Holdings & Investment Ltd. Bajaj Finserv Ltd. Bajaj Allianz General Insurance Company Ltd.

Bajaj Allianz Life Insurance Co. Ltd Bajaj Financial Solutions Ltd. Bajaj Auto Finance Ltd. Bajaj Allianz Financial Distributors Ltd. Bajaj Auto Holdings Ltd. P T Bajaj Auto Indonesia (PTBAI) Bajaj Auto International Holdings BV Bajaj Electricals Ltd. Hind Lamps Ltd. Bajaj Ventures Ltd. Mukand Ltd. Mukand Engineers Ltd. Mukand International Ltd. Bajaj Sevashram Pvt. Ltd. Jamnalal Sons Pvt. Ltd. Rahul Securities Pvt Ltd Shekhar Holdings Pvt Ltd Madhur Securities Pvt Ltd Niraj Holdings Pvt Ltd Shishir Holdings Pvt Ltd Kamalnayan Investments & Trading Pvt Ltd Sanraj Nayan Investments Pvt. Ltd. Hercules Hoists Ltd. Hind Musafir Agency Pvt. Ltd. Bajaj International Pvt. Ltd. Bachhraj Factories Pvt. Ltd. Baroda Industries Pvt. Ltd. Jeevan Ltd. Bachhraj & Co Pvt Ltd The Hindustan Housing Co. Ltd. Hospet Steels Ltd

Bajaj Team

Management Team
Rahul Bajaj ,Madhur Bajaj, Rajiv Bajaj, Sanjiv Bajaj, Pradeep Shrivastava ,Abraham Joseph ,K Srinivas, R C Maheshwari, Rakesh Sharma ,Eric Vas Kevin, P D'sa S Ravikumar ,Amrut Rath, N H Hingorani ,C P Tripathi.

Company Secretary

J. Sridhar Company Secretary Board of Directors Chairman - Rahul Bajaj , Vice Chairman - Madhur Bajaj Managing Director - Rajiv Bajaj Executive Director - Sanjiv Bajaj Directors - D.S. Mehta ,Kantikumar,R. Podar Shekhar Bajaj ,D.J. Balaji ,Rao J.N. Godrej ,S.H. Khan, Mrs. Suman Kirloskar , Naresh Chandra, Nanoo Pamnani, Manish Kejriwal, P Murari, Niraj Bajaj

Committees of the Board Audit Committee Shri Nanoo Pamnani (Chairman),Shri S.H. Khan(Member), Shri D.J. Balaji Rao(Member) ,Shri Naresh Chandra (Member) . Shareholders & Investors Grievance Committee Shri D.J. Balaji (Chairman) ,Rao Shri J.N. Godrej (Member ) ,Shri Naresh Chandra (member),Shri S.H. Khan (member).

Remuneration & Nomination Committee Shri D.J. Balaji Rao(Chairman), Shri S.H. Khan(member), Shri Naresh Chandra (member),Shri Rahul Bajaj Chairman Member Member Member

Registered under the Companies Act, 1956 REGISTERED OFFICE WORKS Akurdi, Pune 411 035 Akurdi, Pune 411 035. Chakan Industrial Area, Chakan, Pune 411 501 Bajaj Nagar, Waluj Aurangabad 431 136 Plot No. 2, Sector 10, Pant Nagar, Rudrapur

Plants Bajaj Auto's has in all three plants, two at Waluj and Chakan in Maharashtra and one plant at Pant Nagar in Uttranchal, western India.

Plant Locations Bajaj Auto plants are located at: Bajaj Nagar, Waluj, Aurangabad 431 136 MIDC, Plot No A1, Mahalunge Village, Chakan 410 501 Dist. Pune Plot No. 2, Sector 10 Phase -II - E, Pant Nagar, Sidcul, Rudrapur Dist. Udhamsingh Nagar Uttranchal

Products of Bajaj Pulsar 220 cc Pulsar 200 cc Pulsar 180 cc Pulsar 150 cc Pulsar 135 cc Discover 100cc Discover 125 cc

Discover 150cc Xcd 135cc Platina 125 cc Platina 100 cc Boxer 100 cc Boxer 150 cc Avenger 200cc

COMPETITOR
Hero Honda Motors Ltd. Hero Honda Motors Ltd. is a result of the joint venture between India's Hero Group and Japanese Honda Motors Company in the year 1983. This joint venture has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. Hero Honda is globally known of being the most fuel-efficient and the largest CBZ selling Indian Motorcycle Company. This is a relationship so harmonious that Hero Honda has managed to achieve indigenisation of over 95 percent, a Honda record worldwide. The below chart shows the golden years in the history of HERO HONDA :1985 1989 1991 1994 1997 1999 2001 2002 2003 CD-100 SLEEK CD-100 SS Splendor Street CBZ PASSION DAWN, AMBITION CD-DAWN, SPLENDOR +, PASSION +, KARIZMA 2005 SUPER-SPLENDOR, CD-DELUX, GLAMOUR, ACHIEVER

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

Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and produce an affordable moped for the Indian family.' This vision was realized in 1980 when TVS 50, India's first two-seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern India. The company has been known for its ruggedness and reliability. TVS 50 was successful and it has smoothened the way for many successes for TVS Suzuki even before its launch in the market. The TVS 50 XL is especially designed for individuals who want economy fused with sporty looks. Recently new XL Super with a 70 cc high-tech Power Pack is all set to redefine the category of mopeds in the country. The Suzuki Samurai was launched for the time conscious urban commuter. The Max 100 R was engineered for those who demanded strength and ruggedness. Along with them all, Suzuki Shogun was for those who wanted raw power. TVS Motor has continually worked on innovation of the motorcycle segment along with two wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5- speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a 60 cc Scooterette which keep one step ahead of its time in India. TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008 award for Customer Excellence and the other one is 2008 Symantec South Asia Visionary Award. Along with this, it is the first company in the world to be honored with The Deming Prize for Total Quality Management. In September 2008, the company has got 19% growth for registering total two wheeler sales of 137,246 units.

TVS bikes list

TVS Apache RTR FI TVS Centra TVS Fiero TVS Fiero F2 TVS Fiero FX

TVS Flame TVS Victor TVS Victor GLX TVS Victor GX TVS Victor Edge TVS Star TVS Star TVS Star City >> SCOOTERETTES/MOPEDS TVS Scooty Streak TVS Scooty TVS Scooty ES TVS XL TVS XL Supe

SUZUKI MOTORCYCLES
Suzuki Hayabusa 1300 Suzuki Intruder M1800R Suzuki GS 150R Suzuki Max 100 Suzuki Max 100R Suzuki Samurai Suzuki Shogun Suzuki Shaolin

Royal Enfield Motors Ltd.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle,

stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India. In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion. The Eicher Group has a range of interests in the automotive industry, including small trucks, tractors, exports, automotive gears, management consultancy and cartography. The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer, a few reasons why the legendary Bullet is not just a bike but a motorcycling icon. The ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.

TWO WHEELERS MOTORCYCLE

Bullet 350 Bullet 500 Enfield Diesel Bullet Deluxe Bullet Electra Bullet Electra Bullet Electra 5S Bullet Machismo Bullet Machismo 500 Bullet Std 12V Lightning 500

1.4 SWOT ANALYSIS FOR THE TWO WHEELER INDUSTRY

Strength

Size and scale of parent company. Effective Advertising Capability Committed and dedicated staff. High emphasis on R and D. Experience in the market. Established brand. Established market channel.

Power, Speed & Acceleration

Weaknesses
Small showrooms. Not much emphasis on aggressive selling. Weak product diversity.

Opportunities
Growing premium segment. Global expansion into the Caribbean & Central America. Expansion of target market (include women). Increasing dispensable income. 1st mover advantage.

Threats
Cut throat competition Increasing number of players in the market Rising raw material costs Increasing rates of interest on finance

2.0 CRITICAL REVIEW OF LITERATURE

Consumer buyer behavior refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption. (Philip Kotler) To understand the buyer, and to create a customer out of him, through this understanding, is the purpose of buyer behavior. (Ramaswamy and Namakumari) It needs to be specified at the outset that there is no unified, tested and universally established theory of buyer behavior. What is available today, are certain ideas of buyer behavior.

FACTORS INFLUENCING BUYER BEHAVIOUR

A number of factors influence buyer behavior. They can be grouped under three broad categories.

1. Factors that are part of buyer as an individual. 2. Buyers social environment (group influence). 3. Information from a variety of sources.

1. Factors that are part of the Buyer as an individual An individuals religion and cultural background, his personality traits, self concept, his general endowments, his upbringing in short, his overall biodata play a crucial role in his conduct as a buyer/consumer. These factors can be grouped broadly into three categories: i. Personal factors ii. Cultural factors iii. Psychological factors

I. Personal Factors Age, Education, Economic Position, Self concept An individuals age, level of education, his occupation, overall economic position and lifestyle all influence his role as a buyer. They decide what products he will buy and consume. A persons self concept and his concern about his about status also influence his buying decisions. In fact today people are very concerned about their image and status in society. Its a direct outcome of their material prosperity. Status is announced through various symbols like dress, ornaments, possessions and general lifestyle. The desire for self expression and self advancement is closely linked with social status. For several people, status is a major motive force guiding and shaping their life. Their concept of status decides what material possessions they should have. Even if a product that constitutes a status symbol is beyond their immediate reach, their aspiration to possess it will influence their decision making process.

ii. Cultural Factors Religion, Language etc. Every culture, every language and every religion group dictates its own unique patterns of social conduct. Within each religion, there may be several sects and sub sects; there may be orthodox groups and cosmopolitan groups. In dress, food habits or marriage in almost all matters of individual life religion and culture exercise an influence on the individual, though the intensity may vary from society to society. The dos and donts listed out by religion and culture impacts the individuals lifestyle and buying behavior.

iii.Psychological Factors Beliefs, Attitudes, Motivation, Perception Just like the economic and social conditions, a mans disposition too has a close bearing on his purchase decisions. Individuals coming under the same economic and social groups can be vastly different when it comes to certain personal beliefs, faith and attitudes. One may be timid and plain, while another may be outgoing and aggressive. One may be traditional in the overall view

of life, while another may be modern. One may be east innovative, while another may welcome anything new. In fact, the maximum variations are seen here and in the matter of analysis and assessment too, this area poses maximum problem to the marketer.

1. Buyers Social Environment (group influence)

The buyer living in a society is influenced by it and is in turn influencing its course of development. He is a member of several organizations and groups, both formal and informal. He belongs to a family, he works for a certain firm, he may be a member of a professional forum, he may belong to a particular political group, or a cultural body. There is constant interaction between the individual and the groups to which he belongs. And all these interactions leave some imprint on him, which influences him in his day to day life and consequently, his buying behavior. There are two broad types of group influences:

1. Influence of intimate group. 2. Influence of the broad social class.

I. Influence of Intimate Group Examples of intimate groups are family, friends, close colleagues and closely knit organizations. These groups exercise a strong influence on the lifestyles and the buying behavior of its members. Among these groups the most influential and primary groups are the family and peer groups. The peer groups are closely knit groups composed of individuals, who have a common social background and who normally belong to the same age group. The peer group has the greatest influence on the individual member as a stabilizer of styles and behavior patterns. In any intimate group, there is likely to be an informal group leader. Te group respects him and looks up to him. Though the leader may not directly influence every member in his day to day

purchases, his judgment on men and matters, and facts and fashion is respected by the group; and his views and lifestyle influences their buying decisions. He is normally the innovator in the group, who first tries new products and new ideas, and then, he becomes the propagator of those products and ideas. These opinion leaders or influencers play a key role in marketing. Marketers often try to reach these leaders first through advertisements and other means of communication. And if the leaders are convinced, their groups are likely to follow suit. ii. Influence of the Broad Social Class Structurally, the social class is a larger group than the intimate groups. The constitution of a social class is decided by the income, occupation, place of residence, etc. of the individual members. The members of a social class enjoy more or less the same status or prestige in the community. They share a common lifestyle and behaviour pattern. And they normally select a product or brand that caters to their class norms. Often they even do their shopping in the same shopping are and patronize selected shops, which befit their class image. This does not mean that all the members of a given social class will buy the same products and the same brands or conform to the same style, amounting to a sort of regimentation. Differential liking may exist among the members. But, in a buying situation in which objective standard are not available to guide them, they may conform to the class norms. Studies have shown that the extent of influence the social class has on its members will depend on the extent of attractiveness of the group holds out to them. The greater the attractiveness, the larger is the behavioral conformity. Study of group influence on the individual buying behaviour will help the marketers to develop right strategies for different customer segments. It is not feasible for them to appeal to the fancies of every individual buyer. They can find commonalities or pattern among specific groups of buyers and work on them.

3. Information from various sources The buyer today is exposed to a veritable flood of information, unleashed on him from different sources. These sources inform him about new products and services, improved versions of

existing products, new uses for existing products and so on. The information sources that persuade people to try a product include: advertising, samples and trials, display in shops and salesmens suggestions. Each of these sources provides some information to the buyer about the products. When the buyer sees an advertisement for a product, he is informed about the existence of the products. Later on, he may develop a positive or negative attitude towards the product or he may remain neutral. In any case, a piece of information about the product is made available to him and it has some influence on his buying behavior. The availability of the product in the shop itself acts as an information source to te buyer. The buyer may evince an interest in the product and may inquire about it. The product advertises itself. Often salesmen serve as a source of information to buyers. The salesmen may inform the prospects about a product, explain its advantages and may even suggest a trial purchase. In cases where a rapport has already been established between the buyer and the salesman, the latters suggestions are normally taken as reliable.

5.3 OBJECTIVES OF THE STUDY

To know the customers perception regarding launch of new Bajaj bikes

To determine the customers satisfaction regarding bikes and after sales service.

To determine the factors influencing the choice of customers regarding bikes.

To know the market scenario of second hand bike industry.

o Customer satisfaction of bajaj bikes o To study what are the advantages & disadvantages of the bike o To study what are the reasons behind the success of the bike

5.6 SCOPE OF THE STUDY

This study is aimed at providing India Yamaha Motors with an insight into the success of FZ & FZS as well as the customers response and awareness towards the brand, products and services of Yamaha.

The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better the services, policies and strategies of the company in India.

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem. The Research Methodology includes the various methods and techniques for conducting a Research. Marketing Research is the systematic design,collection, analysis and reporting of data and finding relevant solution to a specific marketing situation or problem. G. Slesingel and M.Stephenson in the encyclopedia of Social Sciences define Research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend,correct or verify knowledge making for its advancement. The purpose of research is to discover answers to the Questions through the application of scientific procedures. Our research report has a specifisd framework for collecting data in an effective manner. Such framework is called research Design . The research process followed by us consists of following steps:

RESEARCH DESIGN A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the study a descriptive one.

Type of Research

The study undertaken is of Descriptive Research in nature.

Nature of Research

The study is quantitative in nature.

It is structured, standardized, question based interview.

Sample design- Sampling can be defined as the selection of some part of an aggregate or totality on the basis of which judgement or an inference about aggregate or totality is made. The sampling design helps in decision making in the following areas:Universe of the study-The universe comprises of two parts as theoretical universe and accessible universe. Theoretical universe- It includes all the people throughout the universe. Accessible universe-It includes people in Palampur region Sample frame-Sample frame refers from where the questionnaires are to be filled. Our sample frame consists people of palampur. Sample size-sample size is the number of elements to be included in a study.keeping in mind all the constraints 20 respondents were selected. Sample unit-sampling unit is the basis unit containing the elements of the universe to be sampled.The sampling unit of our study is general public. Sampling Techniques- The sampling techniques used are conience technique and simple random sampling technique.

Methods of Data Collection-Research work is exploratory in nature.Information has been collected from both Primary and Secondary data.

Primary sources- Primary data are those,which are collected are fresh and for the first time, and thus happen to be original in character. Primary data has been collected by

conducting surveys through questionnaire, which include both open-ended questions and personal and telephonic interview.

Secondary sources- Secondary data are those which have already been collected by someone else which already had been passed through the statistical process. Secondary data has been collected through magazines, websites, newspapers and journals.

Tools of AnalysisTo analysis the data obtained with the help of questionnaire. Following tools were used. Likert Scale : These consist of a number of statements which express either a favourable or unfavourable attitude towards the given object to which the respondents are asked to react. The respondent responds to in terms of several gegrees of satisfaction or dissatisfaction .

Weighted Average Score : This tool is used to calculate highest and lowest rank. Tables : this is a tool to present the data in tabular form. Percentage,Bar Graphs And Pie charts : These tools were used for analsis of data.

INTERPRETATION OF DATA

1. Which motorcycle of Bajaj Auto do you own?

BIKES a. Pulsar b. Discover c. XCD d. Platina e. Other

TOTAL

NO. OF RESPONDENTS 10 07 01 02 00 20

%AGE 50 % 35 % 05 % 10 % 00 % 100 %

Analsis :-

60% 50% 40% 30% 20% 10% 0% Owners of Bajaj Bikes Pulser Discover Xcd Platina %age

2. Which series of Bajaj motorcycle do you own?

SERIES A. 150cc B. 180cc C. 200cc D. 220cc E. Other NO. OF RESPONDENTS 11 03 01 01 04 20 %AGE 55 % 15 % 05 % 05 % 20 % 100 %

TOTAL

Analsis :-

SERIES

20% 150 cc 5% 5% 55% 15% 180 cc 200 cc 220 cc OTHER

3. Tick any 5 for selecting Bajaj bike?

5.7 LIMITATIONS OF THE STUDY

This research is geographically restricted to Lakhimpur only. Hence the result cannot be extrapolated to other places.

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

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

The sample size is small due to the specified reasons.

Findings are based on sample survey.

All interview questions are undisguised or direct. Hence there is a scope for the respondents to be biased or pretentious.

The educational & awareness level of the respondents with respect to the questionnaires is low. Hence they respond one question in affirmative, but same interrelated question has been responded in negative. 2. The sample plan is too small to give the research a wide coverage with reference to their opinion. 3. Sampleplan is Noida specific. Hence it may show imbalances of urban elite perceptions. 4. The respondent include those people who has car (but not a specifically a luxury car) and hence, their opinion could be based with the lower income group. 5. The respondents are not interested to reveal their income level. Causing a hurdle in finding out the price as a buying decision.