Journal of Human Resource and Customer Relationship Management

Volume 4 Issue 1

A Study on Customer Satisfaction towards KTM Bikes in

Erode

K.V. Shanmugavadivu , G. Kalaimani

Assistant Professor/ Research Scholar,Assistant professor
Department of Business Adminstration
Kongu Arts and Science College (Autonomous), Sri Vasavi College Erode
Corresponding Author’s email id: vadivuanand77@gmail.com
DOI:- http://doi.org/10.5281/zenodo.3756626

Abstract
Customer satisfaction is defined as a measurement that determines how happy
customers are with a company's products, services, and capabilities. Customer
satisfaction information, including surveys and ratings, can help a company
determine how to best improve or changes its products and services. It is a
measure of how products and services supplied by a company meet or surpass
customer expectation. Consumer preference is defined as the subjective tastes
of individual consumers, measured by their satisfaction with those items after
they’ve purchased them. Customer satisfaction provides a leading indicator of
consumer purchase intentions and loyalty. Customer satisfaction data are
among the most frequently collected indicators of market perceptions.

Keywords:- Customer expectations, consumer preference, customer

satisfaction, customer loyalty and customer perception

INTRODUCTION how consumer utility compares between

Consumer preference is defined as the
subjective tastes of individual consumers,
measured by their satisfaction with those
items after they’ve purchased them. This
satisfaction is often referred to as utility.
Consumer value can be determined by
different items.
Consumer preferences can be measured by
their satisfaction with a specific item,
compared to the opportunity cost of that
item since whenever you buy one item,

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 Journal of Human Resource and Customer Relationship Management
you forfeit the opportunity to buy a
competing item.
WHY CONSUMER PREFERENCE IS
IMPORTANT?
Because consumer preference determines
what products people will buy within their
budget, understanding consumer
preference will give you an indication of
consumer demand. This information will
help to ensure that you have enough
products to meet demand and will help you
determine the price for your product.
Consumer Preference Examples
When it comes to consumer products,
change is always a constant. Before smart
phones arrived on the market, for example,
most people preferred small cell phones
that they could put in their pockets over
larger handsets.
A Growing Taste for Activity
As the American population ages, a
growing number of people are turning
towards products that are geared towards
activity and longevity, which represents a
$7.6 trillion opportunity for the right
products.
Younger Influencers
Years ago, a child's influence on a parent's
purchasing decisions was limited to toys
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Volume 4 Issue 1
and children's wear. Today, however,
parents are asking their children for
opinions more than ever, including what
kind of car would best suit the family,
where to go to dinner and even what
clothing the parents should buy for
themselves. As a result, clothing retailers
are putting more emphasis on their
children's departments.
Preferences for Larger Selections
In addition to getting older, Americans are
also getting larger. In 2017, more than
one-third of adults and one-in-six children
were obese, a trend that is only expected to
increase. These consumers know that just
because they are larger, wider or thicker
than the average customer, it doesn't mean
they shouldn't have well-fitting clothes.
A Need for Speed
Regarding the online shopping experience,
one-week delivery times are now passé.
More consumers are developing a
preference for nearly instant gratification.
Supermarkets are now offering same-day
delivery, while Amazon is developing an
army of drones that will be able to deliver
online purchases just as quickly.
Preference Tests
Preference testing is useful when you want
to compare one product to another. The
 Journal of Human Resource and Customer Relationship Management
consumers are given two or more products
and asked which they prefer. Once their
preferences, or lack of preference, are
recorded, you can then analyze the results
to determine which product is preferred.
You cannot, however, determine how
much each product was liked using this
method.
Acceptance Tests
Acceptance testing can determine how
much a product is liked. Instead of stating
which product is preferred compared to
others, the consumers are asked to give a
score to each product based on their like or
dislike for it. This test is also called
hedonic ranking. Usually, the scoring
system is based on a nine-point scale,
ranging from extreme like to extreme
dislike, with neither dislike or like in the
middle.
Ranking Tests
A third way of determining consumer
preferences is to use a ranking test.
Ranking tests are usually best for
comparing consumer preference between
three or more products, which the panel
ranks according to their preference. A
ranking test does not reveal how much
more consumers like one product over
another.
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Volume 4 Issue 1
Difference Tests
As its name suggests, difference testing
measures how well consumers can tell the
difference between two products. For
example, if your company has developed a
new soda, you could ask consumers to
compare it to a previous version you sold,
as well as to similar competitors’ sodas,
for aspects like sweetness. While this test
itself doesn’t reveal preferences, it can
provide insight into products when used
with any of the other tests.
STATEMENT OF THE PROBLEM
Two wheelers play a vital role in human
life. The best mode of transport for middle
class family is a two wheeler and is a need
for everyone in the family. As people want
to increase their standard of living, the
production and usage of two wheelers
have also substantially increased. The
customer’s preference for two wheeler is
based on his taste and priorities. In a
market oriented economy the consumer
expect the right type and the right quality
of goods at the right time and at the right
price.
This study is to find out the factors which
influence the customers to buy the KTM
bike and also to find out the improvements
that can be made in the KTM bike in order
to attract the customers.
 Journal of Human Resource and Customer Relationship Management
OBJECTIVES OF THE STUDY
 To study the socio - economic
characteristics of the respondents.
 To identify the factors that influences
the respondents to purchase KTM
bikes.
 To measure the level of satisfaction
towards KTM bikes.
 To find out the problems faced by the
respondents towards KTM bikes.
SCOPE OF THE STUDY:
 This study highlights the preference of
the customers towards the KTM bikes.
 The scope of the study was extended
only to the respondents of erode.
 It does not cover all the consumer
using KTM vehicles.
 The result of the study are use full to
assess customers response and let us
know what exactly customers are
looking for when they buy a two-
wheeler.
 It gives the idea of the sectors need to
improve, to stabilize the market and to
provide customer relationship.
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Volume 4 Issue 1
 It helps in getting feedback about the
product quality. The project helps to
put in to practice the theoretical
aspects of the study into reality.
RESEARCH METHODOLOGY
Research is an out of scientific
investigation and research methodology is
a way to systematically solve the research
problem. Hence the methodologies for
each research problem need to be designed
by the researcher through a research.
RESEARCH DESIGN
It is a conceptual structure within which
research should be conducted. Thus the
preparation of such a design facilities
research to be as efficient as possible and
will yield max information
.
DESCRIPTIVE RESEARCH DESIGN
Descriptive research design includes
surveys and fact findings, enquires of
different kinds. The major purpose of
Descriptive research is description of state
of affairs, as it exists at present.
The main characteristic of this method is
that the researcher has no control over the
variable he can only report what had
happened or what is happening.
 Journal of Human Resource and Customer Relationship Management
Volume 4 Issue 1

Nature of Data of Titan Watches. The finding, suggestion

The data can be collected in the form of and conclusion are based on analysis and
primary and secondary data. suggestions given by the respondents.

Primary Data Tools for Analysis

The primary data which are collected
freshly for the first time and they are
collected through questionnaire.
Secondary Data
The secondary data which have been
already collected by someone else. The
data was collected from the files of the
company, document, records, magazines
and books.
Sampling
The sampling means a definite plan for
obtaining a sample from given population.
For this research the following tools
were used;
1. Simple percentage analysis
2. Rank method – Weighted average
method
3. Chi-square test
Simple Percentage
The data gathered for the study is also
presented in terms of percentages. The
percentages are calculated to the total of
the subject. The processed data was
analysed and interpreted in the chapter
‘Analysis and interpretation’.

Sample Size Rank method – Weighted average method

The sample size for the survey is 100 Under this method of comparative the
questionnaires taken from the customers. respondents are asked to rank their
choices. This method is easier and faster
Sample Design than the method of paired comparisons.
Convenient sampling method was used in Weighted average = ∑Wo/∑w
this research.
Chi-square (x2) Test
Tabulation and Analysis Chi-square analysis has been used to test
With the help of filled questionnaire a the hypothesis regarding consumer
master table is prepared with all the data of satisfactions in preferring particular
the respondents, then it is converted into courier service. Chi-square, a non-
necessary tables based on different factors
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 Journal of Human Resource and Customer Relationship Management
Volume 4 Issue 1

parametric test, is symbolically written as Limited (BAL). The present case study
x2 provides an overview of KTM’s
2 2
x = ∑(O-E) /E internationalization path and highlights the
main motives, objectives and outcomes of
Degree of freedom = (R-1) (C-1) Where, the Austrian-Indian partnership. The case
O - Observed Frequencies study outlines the internationalization of
E - Expected Frequencies KTM in the context of an overview of
R - Number of rows India’s economy, the Indian motorcycle
C - Number of columns industry and India’s key players in the
industry.
REVIEW OF LITERATURE
A.PriyankaDr.B. PonnuthaiA Study on Two-Wheeler Consumer Behavior
Customers Perception Towards The towards Perceived Quality
Usage of KTM Bikes This original exploratory research study
India is emerging as one of the fastest was to examine the impact of Select
developing nation in the world with the independent and demographic variables on
economic liberalization in full swing; Perceived Quality. The data was analyzed
automobile plays an important role in the with descriptive statistics and non-
development of it. Marketing mainly parametric tests, and found no impact of
focuses on the customers. The marketing independent variables and demographic
philosophy of business assumes that an variables on Perceived Quality, further
organization can best serve, prosper and given various research and managerial
attain profit by identifying and satisfying implications.
the needs of its customers.
COMPANY PROFILE
KTM and Bajaj: An Austrian-Indian KTM AG (the former KTM Sport
Partnership in the Motorcycle Industry motorcycle AG) is an Austrian motorcycle
Austria-based motorcycle manufacturer and sports car manufacturer owned by
KTM has managed to become the number KTM Industries AG and Indian
one European seller of motorcycles. To manufacturer Bajaj Auto. It was formed in
achieve this goal, the company has chosen 1992 but traces its foundation to as early
to engage in a joint venture with Indian as 1934. Today, KTM AG is the parent
motorcycle manufacturer Bajaj Auto company of the KTM Group.
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 Journal of Human Resource and Customer Relationship Management
Volume 4 Issue 1

KTM is known for its off-road CHI-SQUARE ANALYSIS

motorcycles (enduro, motocross and AGE AND LEVEL OF
supermoto). Since the late 1990s, it has SATISFACTION TOWARDS KTM
expanded into street motorcycle BIKES
production and developing sports cars – Null hypothesis:
namely the X-Bow. In 2015, KTM sold There is no significant relationship
almost as many street as off-road bikes. between age and level of satisfaction
Production of the KTM X-Bow started in towards KTM bikes.
2007.
Alternative hypothesis:
Since 2012, KTM has been the largest There is significant relationship between
motorcycle manufacturer in Europe for age and level of satisfaction towards KTM
four consecutive years Globally, the bikes.
company is among the leading off-road
motorcycle manufacturers. In 2016, KTM
sold 203,423 motor vehicles worldwide.
AGE AND LEVEL OF SATISFACTION TOWARDS KTM BIKES
CROSS TABULATION
Level of satisfaction towards KTM bikes
Age Highly Highly Total
Satisfied Dissatisfied
satisfied dissatisfied
Below 20 1 8 2 1 12
21-30 12 32 4 1 49
31-40 8 17 8 3 36
Above 41 0 2 1 0 3
Total 21 59 15 5 100

CHI SQUARE TEST

Calculated Degree of Level of
Factor Table value
value freedom significance

Age 8.73 16.92 9 5%

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 Journal of Human Resource and Customer Relationship Management
Volume 4 Issue 1

RESULT Alternative hypothesis:

It could be observed from the above table There is significant relationship between
that the calculated value is less than the education and level of satisfaction towards
table value. Hence, the null hypothesis is KTM bikes.
accepted and it is concluded that there is
no significant relationship between age RESULT
and level of satisfaction towards KTM It could be observed from the above table
bikes. that the calculated value is less than the
table value. Hence, the null hypothesis is
EDUCATION AND LEVEL OF accepted and it is concluded that there is
SATISFACTION TOWARDS KTM no significant relationship between
BIKES education and level of satisfaction towards
Null hypothesis: KTM bikes.
There is no significant relationship
between education and level of satisfaction
towards KTM bikes.

EDUCATION AND LEVEL OF SATISFACTION TOWARDS KTM BIKES

CROSS TABULATION

Level of satisfaction towards KTM bikes

Education Highly Highly Total
Satisfied Dissatisfied
satisfied dissatisfied

School level 8 11 5 1 25

College level 6 24 4 3 37

No formal
2 12 3 1 18
education

Others 5 12 3 0 20

Total 21 59 15 5 100

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 Journal of Human Resource and Customer Relationship Management
SUMMARY OF FINDINGS,
SUGGESTIONS & CONCLUSION
FINDINGS
PERCENTAGE ANALYSIS
 Majority (98%) of the respondents are
male.
 Majority (49%) of the respondents
belong to the age group of 21-30.
 Majority (37%) of the respondents are
college level students.
 Majority (65%) of the respondents are
unmarried.
 Majority (37%) of the respondents are
students.
 Majority (49%) of the respondents are
earning rs.20000-rs.30000.
 Majority (63%) of the respondents are
getting awareness about the KTM
bikes through their friends.
 Majority (54%) of the respondents are
owned KTM duke 200.
 Majority (40%) of the respondents are
satisfied with the advertisement.
 Majority (45%) of the respondents are
selecting KTM for brand image.
 Majority (57%) of the respondents are
purchased the KTM vehicles before 2-
4 years.
 Majority (64%) of the respondents will
recommend KTM vehicles to others.
 Majority (49%) of the respondents are
purchased new vehicle.
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Volume 4 Issue 1
 Majority (46%) of the respondents are
paid through cash.
 Majority (36%) of the respondents are
traveled 21-40km as average distance
per day.
 Majority (77%) of the respondents are
highly satisfied with the price.
 Majority (59%) of the respondents are
satisfied with the brand.
 Majority (40%) of the respondents are
highly satisfied with the performance.
 Majority (44%) of the respondents are
satisfied with the mileage.
 Majority (40%) of the respondents are
satisfied with the spare parts
availability.
 Majority (39%) of the respondents are
satisfied with the service.
 Majority (49%) of the respondents are
highly satisfied with the speed.
 Majority (46%) of the respondents are
satisfied with the resale value.
 Majority (48%) of the respondents are
purchased orange colour bike.
 Majority (61%) of the respondents are
highly satisfied with the maintenance
charge.
 Majority (55%) of the respondents are
selecting authorized mechanics for
delivery in time.
 Journal of Human Resource and Customer Relationship Management
 Majority (61%) of the respondents
would not intend to buy another
vehicle.
 Majority (59%) of the respondents are
highly satisfied towards using KTM
bike.
 From the analysis it is stated that
majority of the respondents are
preferred KTM for its brand which
ranked as first.
 From the analysis it is stated that
majority of the respondents are ranked
long travel as first problem.
CHI-SQUARE TEST
o It could be observed from the
above table that the calculated value is less
than the table value. Hence, the null
hypothesis is accepted and it is concluded
that there is no significant relationship
between age and level of satisfaction
towards KTM bikes.
 It could be observed from the above
table that the calculated value is less
than the table value. Hence, the null
hypothesis is accepted and it is
concluded that there is no significant
relationship between education and
level of satisfaction towards KTM
bikes.
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Volume 4 Issue 1
SUGGESTION
 From this study, suggesting that to
provide more mileage.
 From this study, suggesting that to
have much more service to the
customers.
 Through this study, customers are
interested in KTM suggesting to
improve the spare parts availability.
 From this study, suggesting to improve
the overall performance.
 From this study, customers are
satisfied and suggesting to improve to
the next level.
CONCLUSION
This study is based on the customer
response for KTM. Finding and suggestion
has been found through data collected with
customers by preparing structured
questionnaire, the questions contains in the
questionnaire is based on the observation
done in the organization. I hope this study
will help the organization in general to
improve the customer response in the
company for longer period. I conclude this
report as been prepared completely based
on my own knowledge.
 Journal of Human Resource and Customer Relationship Management
Volume 4 Issue 1

BIBLIOGRAPHY
REFERENCES FROM BOOKS
I. Kothari, C.R, Research
Methodology- Methods and
techniques, Second Revised Cite this Article as
Edition New Age
K.V.Shanmugavadivu , G.Kalaimani
International (P) Ltd., New Delhi. (2020) “A Study on Customer
Satisfaction towards KTM Bikes In
II. Kotler Philip, Marketing
Erode” Journal of Human Resource and
Management, 15th Edition, PHI Customer Relationship Management, 4
pvt ltd, New Delhi. (1) 18-28

III. Prasad, V, Consumer Behaviour, http://doi.org/10.5281/zenodo.3756626

Gyan Publishing House, New

Delhi.

Web sites:
 www.consumer satisfaction.com
 www.ktmbikes.com

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