FIELD STUDY REPORT

On
“A Study on Customer Preference towards Bajaj
Pulsar 220”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted by
Ashutosh Kumar
BBA 3rd Semester
Roll No- 1170671091
Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow

1
 Declaration

I hereby declare that the field work entitled of “A Study on

Customer Preference towards Bajaj Pulsar 220” submitted to the BABU
BANARASI DAS UNIVERSITY, is a record of an original work done by
me under the guidance of Ms. Shachi Kacker and this project work is
submitted in the partial fulfillment of Bachelor in Business Administration.

Ashutosh Kumar

2
 ACKNOWLEDGEMENT

No field work ever reflects the efforts of a single individual. The report owes its existence
to the constant support and guidance of a number of people. I am grateful to all of them.

I would like to thank all the respondents for giving their valuable time and providing
useful insight into finer aspects of retailing and the latest trends.

I am also grateful to all those who have either directly or indirectly contributed towards
the completion of the project, for their support and encouragement.

Ashutosh Kumar

3
 PREFACE
As a part of course curriculum of Bachelor of business administration we were asked to
undergo Field work in any organisation so as to give us exposure to practical
management to get us familiar with various activities taking place in the organisation.

I have put my sincere efforts to accomplish my objectives within the stipulated time.
Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my
optimum potential to achieve desired goals. I am presenting this hand carved effort. I
tried my level best to conduct a research to gain a thorough knowledge about the project
on topic, “A Study on Customer Preference towards Bajaj Pulsar 220”. I put the best
of my efforts and have also tried to be justice with available. If anywhere something is
found unacceptable or unnecessary to the theme; you are welcomed with your valuable
suggestions.

We hope that the report has made the text interesting and lucid. In writing this report, we
have benefited immensely by referring to many publications and articles. We express my
gratitude to all such authors and publishers. Any suggestions to improve this report in
contents or in style are always welcome and will be appreciated and acknowledged.

4
 CONTENT
SR.NO. INDEX Page No

6
1. INTRODUCTION

2. 7
COMPANY OVERVIEW

9
3. OBJECTIVES OF THE STUDY

4. 10
RESEARCH METHODOLOGY

12
5. DATA ANALYSIS

23
6. FINDINGS

24
7. RECOMMENDATIONS

25
8. CONCLUSION

26
9 BIBLIOGRAPHY
10 27
QUESTIONNAIRE

5
 INTRODUCTION
Customer preferences are expectations, likes, dislikes, motivations and inclinations that

drive customer purchasing decisions. They complement customer needs in explaining

customer behavior. For example, a customer needs shoes and they'd prefer a particular

style, brand and color.

Consumers normally implement preferences when they go for comparing different

alternatives and choices. Preference based on scientific evaluation is always a reasonable

one. Real-life marketing primarily revolves around the application of a great deal of

common-sense dealing with a limited number of factors, in an environment of flawed

information and limited resources complicated by vagueness. Use of traditional

marketing techniques, in these circumstances, is inevitably partial and unequal. Now a

day the role of marketing has becoming an essential part for any product. Marketing

plays the pivotal role after establishing target specifications, concept generation, and

concept selection through concept screening matrix and concept scoring matrix, and

finally testing of concept selection. Marketing has been comprehensively classified into

two categories such as product selling and concept selling. The marketing of any product

might be reached only because of concept selling. The role of the concept selling is to

sell the concept to the customers after getting their feedbacks through face to face

interactions, Electronic mails, panel discussions, interaction with extreme users, end

users, lead users, written survey and word of mouth advertising. Above described

methods might be congruous and helpful for concept generation too. It will help the

marketers to market the product more gullible, notable and plausible.

6
 COMPANY PROFILE

Bajaj Auto Limited is an Indian two-wheeler and three-wheeler manufacturing

company.Bajaj Auto manufactures and sells motorcycles, scooters and auto rickshaws.

Bajaj Auto is a part of the Bajaj Group. It was founded by Jamnalal Bajaj in Rajasthan in

the 1940s. It is based in Pune, Mumbai, with plants in Chakan (Pune), Waluj (near

Aurangabad) and Pantnagar in Uttarakhand. The oldest plant at Akurdi (Pune) now

houses the R&D centre 'Ahead'.

Bajaj Auto is the world's sixth-largest manufacturer of motorcycles and the second-

largest in India. It is the world’s largest three-wheeler manufacturer.

On May 2015, its market capitalisation was 640 billion (US$9.5 billion), making it

India's 23rd largest publicly traded company by market value. The Forbes Global 2000

list for the year 2012 ranked Bajaj Auto at 1,416.

History

Bajaj Auto came into existence on 29 November 1944 as M/s Bachraj Trading

Corporation Private Limited. It started off by selling imported two- and three-wheelers in

India. In 1959, it obtained a licence from the Government of India to manufacture two-

wheelers and three-wheelers and it became a public limited company in 1960. In 1970, it

rolled out its 100,000th vehicle. In 1977, it sold 100,000 vehicles in a financial year. In

1985, it started producing at Waluj near Aurangabad. In 1986, it sold 500,000 vehicles in

a financial year. In 1995, it rolled out its ten millionth vehicle and produced and sold one

million vehicles in a year.

7
With the launch of motorcycles in 1986, the company has changed its image from a

scooter manufacturer to a two-wheeler manufacturer.

According to the authors of Globality: Competing with Everyone from Everywhere for

Everything, Bajaj has operations in 50 countries creating a line of bikes targeted to the

preferences of entry-level buyers.

8
 OBJECTIVES OF THE STUDY

 To determine the effects of the company image on the sales.

 To understand customer attitude towards Bajaj motorcycles and Bajaj auto.

 To measure customer satisfaction of Bajaj Pulsar 220 motorcycle owners.

 To know the market share of Bajaj auto in Lucknow.

 To predict the boom of automobile industry.

 To know the tastes and preferences of people of Lucknow when it comes to

motorcycles.

9
 Research Methodology

Research Design – Descriptive Research Design

Descriptive research is a study designed to depict the participants in an accurate way.

The three main ways to collect this information are: Observational, defined as a method

of viewing and recording the participants. Case study, defined as an in-depth study of an

individual or group of individuals.

Data source- Primary data & Secondary Data

Research Instruments- Questionnaire

Universe of the Study- Lucknow

Sample method- Random Sample method

Sample Size- 20

SOURCES OF DATA

The two main sources of data for the present study have been primary data and

secondary data.

1. Primary Data:

Primary data consists of original information collected for specific purpose. The

primary data for this research study was collected through a direct survey with the

viewers guided by a structured questionnaire. The questions were structured and direct

as to make viewers understand easily.

10
 2. Secondary Data:

Secondary data consists of information that already exists somewhere, having

been collected for specific purpose in the study. The secondary data for this study

collected from various books, company websites, and from company brochures.

DATA COLLECTION METHOD:

The methodology adopted to collect the primary data was Interview schedule,

which includes a structured questionnaire to be given to the respondents. The

respondents would be guided by the interviewer to fill the questionnaire, without

revealing the purpose for which the study is being conducted to the respondents.

11
 DATA ANALYSIS
1. Classification as per ownership of motorcycle:
Q no1 .Do you own a motorcycle?
Table 1
Response No. of respondents Percentage

Yes 53 83.33

No 7 16.67

Total 60 100

Chart 1.1

The survey revealed that 83.33% own motorcycles and11.67% do not own
motorcycle.

12
2. Classification as per ownership of Bajaj motorcycle

Q no2. Do you own bajaj motorcycle?

Table 2

Response No. of respondents Percentage

Yes 40 66.67

No 20 33.33

Total 60 100

Chart 2.1

Percentage

33.33

Yes
No

66.67

2.Chart 2.1 reveals the market share of Bajaj motorcycle companies in

Hazratganj (Lucknow). Out of 60 owning motorcycles 66.67% own Bajaj and
33.33% are not owning Bajaj Motorcycles.

13
3. Classification based brand-wise ownership of Bajaj Auto:
Q no3.Which motorcycle of Bajaj Auto do you own?
Table 3
Brand NO. Of Percentage
Respondent
Pulsar 25 41.67

Discover 15 25

XCD 15 25

Platina 2 3.33

Other 3 5

Total 60 100

Chart 3.1

Percentage
3.33
5

Pulsar
25 41.67 Discover
XCD
Platina
Other

25

3.Chart 3.1 exhibits ownership of various brands of Bajaj i.e. 23 of them own Bajaj
motorcycles .Pulsar is owned by 41.67%, Discover 25%, XCD 1525%, Platina 3.33%
and Others 5%.

14
4. Classification based on series-wise ownership of Bajaj Pulsar 220 motorcycle:
Q no4.Which series of Bajaj Pulsar 220 motorcycle do you own?

Table 4
Pulsar Series NO.of Percentage
Respondent
150 cc 20 33.33

180 cc 18 30

200 cc 12 20

220 cc 10 16.67

Total 60 100

Chart 4.1

Sales

16.67

33.33 150 cc
180 cc
20
200 cc
220 cc

30

4.Chart 4.1 reveals series wise ownership of Pulsar i.e. 33.33% are owning 150cc
30% are owing 180cc, 20% are owing 200cc and 16.67% are owing 220cc

15
5. Classification based on main reasons for purchasing Bajaj Pulsar 220
motorcycles:

Q no 5. Tick any 5 reasons for selecting Bajaj Motorcycle?

Table 5
Reason For NO.of Percentage
Purchase Respondent
Style 15 25

Brand Image 10 16.67

Mileage 5 8.33

Pick Up 10 16.67

Price 5 8.33

Resale Value 3 5

Popularity 5 8.33

Comfort 2 3.33

Safety 4 6.67

Low Maintainence 1 1.67

Total 60 100

16
 Chart 5.1

Percentage

5
8.33 Style
25 Brand Image
Mileage
16.67 Pick Up
Price

16.67 Resale Value

8.33

5.Chart 5.1 reveals the maximum reasons for selecting Bajaj Pulsar 220
motorcycle.

17
6.Classification based on source of information for the purchase of Bajaj Pulsar
220 motorcycle:

Q no6.What was the source of information for the purchase of Bajaj Pulsar 220
motorcycle?
Table 6
Source Of NO.of Percentage
Information Respondent
Family 10 16.67

Friends 20 33.33

Advertisements 10 16.67

Mechanics 10 16.67

Dealers 8 13.33

Others 2 3.33

Total 60 100

Chart 6.1

18
 Percentage

3.33
13.33 16.67 Family
Friends
Adversitement
16.67
Mechanics
33.33 Dealers

16.67 Others

6.Chart 6.1 reveals the main sources of information to purchase Bajaj Pulsar 220
motorcycle.

19
7. Classification based on satisfaction level of Bajaj motorcycle customers:

Table 7
Level Of Satisfaction NO. Of Percentage
Respondent
0-25% 10 16.67

25-50% 25 41.67

50-75% 10 16.67

75-100% 15 25

Total 60 100

Chart 7.1

Sales

16.67
25
0-25%
25-50%
50-75%
16.67
41.67 75-100%

Chart shows the level of satisfaction of Bajaj motorcycle owners

Towards their motorcycle 60 respondents were 0-25% are 16.67%, 25-50% are
41.67%,50-75% are 16.67% and 75-100% are 25%.

20
8. Classification based on feelings when the Bajaj Pulsar 220 motorcycle owners
ride the bike:
Table 8
Customers Feeling NO.Of Percentage
Respondent
Excited 20 33.33

Playful 15 25

Happy 20 33.33

Boring 3 5

Uncomfortable 2 3.33

Total 60 100

Chart 8.1

Percentage
3.33

5
Excited
33.33
Playful
33.33 Happy
Boring
Uncomfortable
25

8.Most of the motorcycle owners were feeling Playful when the ride their motorcycle
with 60 responses, 20 were feeling Excited,15 were playful, 20 were Happy and 3
was feeling Boring and 2 were feeling Uncomfortable as depicted in chart 8.1.

21
9. Classification based on overall rating of Bajaj Auto:

Rating NO.Of Percentage

Respondent
Excellent 25 41.67

Good 30 50

Neither Good Nor 5 8.33

Bad
Bad 0 0

Very Bad 0 0

Total 60 100

Percentage

8.33

Excellent
41.67 Good
Neither Good Nor Bad
Bad
50 Very Bad

Chart 9.1 shows overall how the Bajaj motorcycle owners rate Bajaj. The table no.14
shown below reveals rating of Bajaj by Pulsar motorcycle and
other Bajaj motorcycle owners.

22
 Findings
The study was conducted and the findings are given in the following text:

1. Market presence:

Automobile companies like Hero, TVS, Honda are already present in the market.

But Bajaj was present with more than 60 % of high displacement segment like Pulsar.

2. Market share:

Market share of Bajaj is alright but it is no.2 in leadership. Its market share

is 34%.

3. Customer perception of quality and style:

Customer satisfaction of quality and style was high on pulsar. The research

proved that customers see Bajaj as the company manufacturing stylish and

quality motorcycles.

4. Most effective factor for influencing the customers:

26.67% of respondents commented that advertisement was the main source of

information which influenced them to buy a particular brand of Bajaj i.e. Pulsar.

Even Bajaj has not signed for any celebrity endorsement advertisement influences

people. But still Bajaj should sign a celebrity as its brand ambassador.

23
 RECOMMENDATIONS

 Increase in advertising in mass media to promote its sales.

 Manufacture fuel efficient motorcycles.

 Manufacture motorcycles which can withstand for long time on Indian roads.

 It should appoint a brand ambassador and also sponsor entertainment and sports

events so that the name of the company remains in the minds of the people.

24
 CONCLUSION

 The project entitled “A STUDY ON CUSTOMER PREFERENCE TOWARDS BAJAJ

PULSAR 220” under taken by the researcher would help the dealer to know about

the level of customer satisfaction on the services provided.

 Report on the mileage effectiveness in India mostly influences the customer to buy

the Bajaj two wheelers. Majority of the respondents were aware about the product

through the Friends and TV.

 Service provided by Bajaj and the moderate cost of services plays a major role in

more customers being ready to buy the Bajaj products.

 More authorized service station should be opened in the city. By opening this

center the resale value will b good.

 The overall performance of the Bajaj two wheeler is good. In all the Bajaj two

wheelers, pulsar is the most carved by customers.

25
 BIBLIOGRAPHY

Books:

1.Philip Kotler Marketing Management

Magazines:

1. Auto India - Car & Bike Magazine

2. Overdrive - Car & Bike Magazine

3. Business Today

Websites:

www.bajajauto.com

www.mypulsar.com

www.managementparadise.com

www.wikipedia.com

www.google.com

26
 QUESTIONNAIRE

NAME:..........................................................................................OCCUPATION:......................................

........

AGE: Below 18  18-40  40-60  Above 60 

GENDER: Male  Female 

1.Do you own a motorcycle?

a. Yes �b. No �

2. Do you own Bajaj Motorcycle?

a. Yes�b. No �

3. Which motorcycle of Bajaj Auto do you own?

a. Pulsar �b. Discover �c. XCD �d. Platina �

e. Other �__________(Please Specify)

4. Which series of Pulsar motorcycle do you own?

a.150cc �b.180cc �c.200cc �d.220cc �

5. Tick any 5 for selecting Bajaj Pulsar 220?

a. Style �b. Brand image �c. Mileage �d. Pickup �e. Price �

f. Resale value �g. Popularity �h. Comfort �i. Low maintenance �

j. Safety �

6.What was the source of information for the purchase of Bajaj Pulsar 220

motorcycle?

a. Family �b. Friends �c. Media �d. Mechanics �e. Dealers �

f. Others �__________(Please Specify)

27
 7. What is your level of satisfaction towards Bajaj motorcycle?

a.0-25% �b.25-50% �c.50-75% �d.75-100% �

8. How do you feel when you ride your Bajaj motorcycle?

a. Excited �b. Playful �c. Happy �d. Boring �e. Uncomfortable �

9. What new /innovation would you like to see in Bajaj Pulsar 220 motorcycle?

_____________________________________________________________

10. Overall, how would you rate Bajaj Auto?

a. Excellent �b. Good �c. Neither good Nor Bad �d. Bad �e. Very Bad

11.Do you wish to buy a Bajaj Pulsar 220 or any of the Bajaj Auto’s motorcycle?

a. Definitely will buy �b. Probably will buy �c. Might or Might not Buy � d.

Probably will not buy �e. Definitely will not buy �

28
29