Bajaj Autolimited

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Bajaj autolimited
Bachelor of Business Administration (Chaudhary Charan Singh University)
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A
Summer Training Project Report
(Viva- Voce-507)
On
“CUSTOMER SATISFACTION & BRAND IMAGE OF BAJAJ AUTO

LIMITED"
Submitted in partial fulfillment of the requirements for the degree

Bachelor of Business Administration
Session 2022-23
IIMT College of Management

Affiliated to CCS University, Meerut.
SUBMITTED To: SUBMITTED BY:
CCS University, Meerut. Student’s Name-Danish Kalim
BBA – 5th Semester
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Roll No.-200613105037
ACKNOWLEDGEMENT
I would like to express my sincere gratitude to Mr. Somesh Kumar, HOD of BBA department for
his contributions to the completion of my project report titled “Customer Satisfaction & Brand
Image With Respect To Bajaj Auto Limited"
Further, I would like to express my special thanks to my mentor/guide Ms Soni Tikoo for her
continuous guidance and support throughout the project. Her valuable advice and suggestions
added lots of value & were really helpful in completion of my project with practical
understanding of it.
Therefore, I am highly obliged to my college guide as well as the supervisor of the
organization/company under whose mentorship, I did this project work and the overall learning
was very enriching.
Also, I would like to declare that this internship project titled “CUSTOMER
SATISFACTION & BRAND IMAGE OF BAJAJ AUTO LIMITED” was exclusively
done by me and not by someone else.
Student’s Name: Danish Kalim

BBA – 5th Semester
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TABLE OF CONTENTS
SL. No Content Page No

1 Introduction 4-12
2 Company Profile 13-40
3 Research Methodology 41-64
4 Data Analysis & Discussion 65-72
5 Conclusion 73-74
6 Bibliography 75-76
7 Questionnaire 77-82

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CHAPTER-1
INTRODUCTION

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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 India’s most distinguished business leaders and internationally respected for his
business acumen and entrepreneurial spirit.
Customer satisfaction is the important thing in an organization which basically tells about
the degree of satisfaction level of a customer about a product and services which is being
provided by the company. The customer satisfaction can be achieved when the firm is
able to meet the requirements of its valuable customer through its product offerings
which can ultimately satisfy their demands.
Brand image tells about the perception which the customers are having about a brand in
their black box or in their mind. Companies are spending huge amount of fund to create a
good brand image in the minds of customer along with that they are also trying to provide
good products and service offerings consistently over a period of time.
Automobile is one of the largest industries in global market. Being the leader in product
and process technologies in the manufacturing sector, it has been recognized as one of the
drivers of economic growth. During the last decade, well-directed efforts have been made
to provide a new look to the automobile policy for realizing the sector's full potential for
the economy. Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO requirements have set
the industry in a progressive track.
As compared to hero Honda and BAJAJ AUTO doesn’t enjoy the similarity of spare
parts, they need to maintain all the spare parts though out the year. This may be one of
the problems of this case as this case deals with the problem related to the 16% dip in the
sales as well as in the performance of BAJAJ auto
As taken from the point of view of those working in the they don’t have the spare
parts of the BAJAJ BIKES all the times but in case of HERO HONDA they are having
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similar parts which can be fitted to any of the hero Honda bikes .so this could be the
reason behind the preference of bikes.
Lack of marketing could be one of the main reason behind dip in the sales as I observed
before they don’t have any authorized dealership so this could be one of the reason
behind dip in the sales.
BAJAJ AUTO is having so many good branded products like pulsar, xcd, platina, Boxer,
but except its pulsar no other brand has captured the minds of the customer .now the
problem factor arises like on the basics of one brand how many days it can survive in the
market where other competitors like hero Honda, TVS are introducing new product line
in the market so as to give bajaj a tough competition. As it can be known from the
following points that Every months they are able to sell some 50 bajaj bikes and out of
that 30 are bajaj pulsar and rest 20 from other bajaj bikes , in this crucial situation if they
have other bikes apart from pulsar then they could increase their sales to a great extent.
Bajaj Auto Ltd. is having few products which has performed well in the market like that
of pulsar, xcd etc. as referred from the point of view of the dealer they need to introduce
some more products in the market that will give a tough competition to its competitors in
the market and it is able to stand well as compared to its competitors.
As the suggestion which is given by the employees of the show room BAJAJ AUTO is
dealing with very limited products that are actually successful in grabbing the attention of
its customer. so they need to increase its product line and depth as in the case of HERO
HONDA ,they are having a large number of products line and depth.

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INDUSTRY PROFILE
Automobile is one of the largest industries in global market. Being the leader in product
and process technologies in the manufacturing sector, it has been recognized as one of the
drivers of economic growth. During the last decade, well-directed efforts have been made
to provide a new look to the automobile policy for realizing the sector's full potential for
the economy. Steps like abolition of licensing, removal of quantitative restrictions and
initiatives to bring the policy framework in consonance with WTO requirements have set
the industry in a progressive track. Removal of the restrictive environment has helped
restructuring, and enabled industry to absorb new technologies, aligning itself with the
global development and also to realize its potential in the country. The liberalization
policies have led to continuous increase in competition which has ultimately resulted in
modernization in line with the global standards as well as in substantial cut in prices.
Aggressive marketing by the auto finance companies have also played a significant role
in boosting automobile demand, especially from the population in the middle income
group.
EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA
Two-wheeler segment is one of the most important components of the automobile sector
that has undergone significant changes due to shift in policy environment. The two-
wheeler industry has been in existence in the country since 1955. It consists of three
segments viz. scooters, motorcycles and mopeds. According to the figures published by
SIAM, the share of two-wheelers in automobile sector in terms of units sold was about 80
per cent. This high figure itself is suggestive of the importance of the sector.
In the initial years, entry of firms, capacity expansion, choice of products including
capacity mix and technology, all critical areas of functioning of an industry, were
effectively controlled by the State machinery. The lapses in the system had invited fresh
policy options that came into being in late sixties. Amongst these policies, Monopolies
and Restrictive Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA)
were aimed at regulating monopoly and foreign investment respectively.
This controlling mechanism over the industry resulted in:

(a) Several firms operating below minimum scale of efficiency;
(b) Underutilization of capacity;
(c) Usage of outdated technology.
Recognition of the damaging effects of licensing and fettering policies led to initiation of
reforms, which ultimately took a more prominent shape with the introduction of the New
Economic Policy (NEP) in 1985. However, the major set of reforms was launched in the
year 1991 in response to the major macroeconomic crisis faced by the economy. The
industrial policies shifted from a regime of regulation and tight control to a more
liberalized and competitive era. Two major results of policy changes during these years
in two-wheeler industry were that the, weaker players died out giving way to the new
entrants and superior products and a sizeable increase in number of brands entered the
market that compelled the firms to compete on the basis of product attributes.

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Finally, the two-¬wheeler industry in the country has been able to witness a proliferation
of brands with introduction of new technology as well as increase in number of players.
However, with various policy measures undertaken in order to increase the competition,
though the degree of concentration has been lessened over time, deregulation of the
industry has not really resulted in higher level of competition.
INTERNATIONAL MARKETING
Based on our own brand of globalization, we have built out distribution network over 60
countries worldwide and multiplied our exports from 1 percent of total turnover in Fiscal
1989-90 to over 5 percent in fiscal 1996-97. The countries where our products have a
large market are Argentina, Colombia, Peru, Bangladesh, Sri Lanka, Italy, Sweden,
Germany, Iran and Egypt. Bajaj leads Colombia with 65 percent of the scooter market, in
Uruguay with 30 percent of he motorcycle market and in Bangladesh with 95 percent of
the three-wheeler market vehicle.

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RE
SEARCH & DEVELOPMENT
Bajaj Auto has huge, extensive and very well-equipped Research and Development wing
geared to meet two critical organisational goals: development of exciting new products
that anticipate and meet emerging customer needs in India and abroad, and development
of eco-friendly automobile technologies. While the manpower strength of the R & D
represents cross-section of in-depth design and engineering expertise, the company has
also been investing heavily in the latest, sophisticated technologies to scale down product
development lifecycles and enhance testing capabilities. Bajaj Auto R & D also enjoys
access to the specialized expertise of leading international design and automobile
engineering companies working in specific areas.
TWO WHEELERS MARKET SHARE

The auto two-wheeler segment has been witnessing a mixed trend in year 2004. During
the first seven months, the scooter volumes dipped and there was a sudden spurt in the
motorcycle sales. However there was some deviation from this trend during October
2008 when the scooter sales stated picking up due to launch of new variants by Bajaj
Auto Ltd., But on the whole the motorcycle market continued to prop up domestic 2-
Wheelers sales whereas scooters and moped sales maintained their downward trend in
fiscal 2010.
The sales of motorcycle segment remained buoyant in Dec 2008 and the major three
players have reported an average growth of 55% in their sales volumes. Bajaj Auto Ltd.
Has been the outperformed in the motorcycle segment followed by Hero Honda Motors
Ltd. And TVS Motor Company Ltd. (formed after the break-off with Suzuki Motor
Corporation, Japan)With the whopping 85% growth in the motorcycle sales Bajaj Auto
Ltd. Is the second biggest manufacturer of motorcycles.
The company’s recent indigenous launch in 4-stroke segment viz.; the 150/180 cc
‘Pulsar’ has been the major contributor to motorcycle sales alongwith its other popular
models such as Boxer ‘,’ Caliber Croma etc. the company is also refocusing on scooter
sales and has launched the 150cc ‘Legend NXT2’ and 4-stroke version of ‘Chetak’
recently. BAL aims to reach a target of 0.6 million units by the end of fiscal 2010.
Hero Honda has posted a negative sales growth of 8.75% from last month November
2008 which is attributed to lower registrations for new purchases by the customers in the
last month of the year. With the rising rural demand the company is optimistic of
reaching the sales target of 1.4 million units for the financial year ending March 2009-10.

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A GROWTH PERSPECTIVE
The composition of the two-wheeler industry has witnessed sea changes in the post-
reform period. In 1991, the share of scooters was about 50 per cent of the total 2-wheeler
demand in the Indian market. Motorcycle and moped had been experiencing almost equal
level of shares in the total number of two-wheelers. In 2003-04, the share of motorcycles
increased to 78 per cent of the total two-wheelers while the shares of scooters and
mopeds declined to the level of 16 and 6 per cent respectively. A clear picture of the
motorcycle segment's gaining importance during this period is exhibited by the Figures 1,
2 and 3 depicting total sales, share and annual growth during the period 1993-94 through
2003-04. National Council of Applied Economic Research (NCAER) had forecast two-
wheeler demand during the period 2002¬-03 through 2011-12.
The forecasts had been made using econometric technique along with inputs obtained
from a primary survey conducted at 14 prime cities in the country. Estimations were
based on Panel Regression, which takes into account both time series and cross section
variation in data. A panel data of 16 major states over a period of 5 years ending 1999
was used for the estimation of parameters. The models considered a large number of
macro-economic, demographic and socio-economic variables to arrive at the best
estimations for different two-wheeler segments. The projections have been made at all
India and regional levels. Different scenarios have been presented based on different
assumptions regarding the demand drivers of the two-wheeler industry. The most likely
scenario assumed annual growth rate of Gross Domestic Product (GDP) to be 5.5 per cent
during 2002-03 and was anticipated to increase gradually to 6.5 per cent during 2011-12.
The all-India and region-wise projected growth trends for the motorcycles and scooters
are presented in Table 1. The demand for mopeds is not presented in this analysis due to
its already shrinking status compared to' motorcycles and scooters.
It is important to remember that the above-mentioned forecast presents a long-term
growth for a period of 10 years. The high growth rate in motorcycle segment at present
will stabilize after a certain point beyond which a condition of equilibrium will set the
growth path. Another important thing to keep in mind while interpreting these growth
rates is that the forecast could consider the trend till 1999 and the model could not
capture the recent developments that have taken place in last few years. However, this
will not alter the regional distribution to a significant extent.
There are two important dimensions for the two wheeler industry. The region-wise
numbers of motorcycle and scooter suggest the future market for these segments. At the
all India level, the demand for motorcycles will be almost 10 times of that of the scooters.
The same in the western region will be almost 20 times. It is also evident from the table
that motorcycle will find its major market in the western region of the country, which will
account for more than 40 per cent of its total demand. The south and the north-central
region will follow this. The demand for scooters will be the maximum in the northern
region, which will account for more than 50 per cent of the demand for scooters in
2011-12.
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Table 1: Demand Forecast for Motorcycles and Scooters for 2019-20
2-Wheeler Segment Regions

South West North-Central East & North-East All India
2835 4327 2624 883 10669
Motorcycle
(12.9) (16.8) (12.5) (11.1) (14.0)
203 219 602 99 1124
Scooter
(2.6) (3.5) (2.8) (2.0) (2.08)
Source: Indian Automobile Industry: Optimism in the Air, Industry Insight, And
NCAER
The present economic situation of the country makes the scenario brighter for short-term
demand. Real GDP growth was at a high level of 7.4 per cent during the first quarter of
2004. Both industry and the service sectors have shown high growth during this period at
the rates of 8.0 and 9.5 per cent respectively. However, poor rainfall last year will pull
down the GDP growth to some extent. Taking into account all these factors along with
other leading indicators including government spending, foreign investment, inflation and
export growth, NCAER has projected an average growth of GDP at 6.7 per cent during
the tenth five-year plan. Its mid-term forecast suggests an expected growth of 7.4 per cent
in GDP during 2004-05 to 2008-09. Very recently, IMF has portrayed a sustained global
recovery in World Economic Outlook.
A significant shift has also been observed in Indian households from the lower income
group to the middle income group in recent years. The finance companies are also more
aggressive in their marketing compared to previous years. Combining all these factors,
one may visualize a higher growth rate in two-wheeler demand than presented.
There is a large untapped market in semi-urban and rural areas of the country. Any
strategic planning for the two¬-wheeler industry needs to identify these markets with the
help of available statistical techniques. Potential markets can be identified as well as
prioritized using these techniques with the help of secondary data on socio-economic
parameters. For the two-wheeler industry, it is also important to identify the target groups
for various categories of motorcycles and scooters. With the formal introduction of
secondhand car market by the reputed car manufacturers and easy loan availability for
new as well as used cars, the two-wheeler industry needs to upgrade its market
information system to capture the new market and to maintain its already existing
markets. Availability of easy credit for two-wheelers in rural and smaller urban areas also
requires more focused attention. It is also imperative to initiate measures to make the
presence of Indian two-wheeler industry felt in the global market. Adequate incentives
for promoting exports and setting up of institutional mechanism such as Automobile
Export Promotion Council would be of great help for further surge in demand for the
Indian two-wheeler industry
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The feeling of freedom and being one with the Nature comes only from riding a two
wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, pricing and easy loan repayments. Indian streets are full of people of all age
groups riding a two wheeler. Motorized two wheelers are seen as a symbol of status by
the populace. Thus, in India we would see swanky four wheels jostling with our ever
reliable and sturdy steed: the two wheeler.
MAJOR PLAYERS TWO WHEELERS INDUSTRY

 BAJAJ AUTO
 HERO HONDA MOTORS LTD.
 LML INDIA LTD.
 TVS MOTORS CO.
 KINETIC MOTORS CO.LTD.
 ROYAL ENFIELD MOTORS LTD.
 YAMAHA MOTORS INDIA
 SUZUKI MOTORS LTD.
TWO WHEELERS
What we generally mean by two wheelers:
1. Scooters
2. Motor cycles
3. Mopeds
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CHAPTER-2
COMPANY PROFILE
BAJAJ AUTO LIMITED

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. Established in
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1945, Bajaj Auto Ltd. was incorporated as a trading company. Till 1959, they imported
scooters and three-wheelers from Italy and sold them in India. The company got a
production license in the year 1959 and fastened a technical collaboration with Italian
PIAGGIO in 1960. Bajaj Auto Ltd. is one among India's top ten companies in terms of
market capitalization and among the top five in terms of annual turnover.The company
started producing scooters in the year 1961 and followed three-wheelers production in
1962. Its collaboration with Piaggio expired in 1971 and since then, their scooters and
three-wheelers are being sold with the brand name “BAJAJ”. Maharashtra Scooters Ltd.,
a Company with 24% equity participation by the Company and 27% participation from
Maharashtra State Government's Western Maharashtra Development Corp. was formed in
the year 1975 under the "Horizontal transfer of technology" policy.
The first production unit is located at Satara, Maharashtra. The unit continues to collect
scooters from CKDs supplied by the Company. These scooters are marketed through the
Company's distribution network and under the Company's brand name. In 1984, the
second production plant was set up at Aurangabad, Maharashtra. This plant started
scooter production in 1986, three-wheeler production in 1987 and scooterettes and
motorcycle facilities were commissioned in 1990 & 1991 respectively. Today, the
company has become a market leader with annual production in excess of 1.35 million
units which was about 4000 units in 1961. These days, Bajaj Auto Ltd. has started
offering products in all segments.
POSITIONING
Bajaj auto has positioned it self as a company which Is basically for the young
generation, like by introducing bikes such as pulsar,XCD, etc it has mainly focused upon
the younger generation who are between the age group of 20-35 ,as a part my survey a
found most of the consumer who are belonging to this age group only. Now one of its
bike BAJAJ PULSAR has reached its 6 th generation and it is performing consistently well
in the market by looking at the performance level of this bike they have introduced
another model i.e. XCD which is also considered as the bikes for the GEN X.
BAL ACHIEVES BS III NORMS ON ENTIRE 2-WHEELER RANGE

In early March 2020, Bajaj Auto Ltd. once again demonstrated its commitment to green
technology by achieving Bharat Stage-III norm compliance for its range of products-the
first company to do so. The Bharat Stage III norms, were notified by Government of
India on recommendation by Dr R.A. Mashelkar committee for the control of pollution in
the country and are applicable across all states.
Bajaj Auto achieved this much before the stated deadline of April 1st, 2020. Bajaj's
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patented technologies such as DTS-Si and the DTS-i have always been at the forefront of
eco-friendliness due to their efficiency and much lowered emissions.
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PLC (PRODUCTS LIFE CYCLE OF BAJAJ AUTO)
The product life cycle of bajaj auto is good for few products, as incase of pulsar which is
one of the most successful product of bajaj auto have introduced in the year 2001 and it
has reached its 6th generation till now, and now it has captured a 47% share in the 150 cc
segment in the Indian market, but other products like bajaj sunny,bajaj chetak,bajaj
cub ,bajaj super,bajaj saffire,bajaj Wave, bajaj Legend, bajaj bravo, bajaj Kawasaki
Eliminator, bajaj wind bike 125, bajaj Kawasaki 4s Champion,bajaj Kawasaki KB 100
RTZ,bajaj boxer ,bajaj caliber , bajaj wind.so from these mentioned point it can be
concluded that their products were quite good for some time but after that it loose its
market and remove from the market, and recently they have disposed bajaj discover from
their regular products.
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PRODUCTS OF BAJAJ AUTO

Scooters
 Bajaj Kristal DTSi
Motorcycles
 Bajaj CT 100
 Bajaj Platina
 Bajaj Discover 110cc
 Bajaj Discover DTS-i 125cc
 Bajaj Discover 135cc DTS-i
 Bajaj XCD 125 DTS-Si
 Bajaj Discover DTS-i 135cc
 Bajaj Pulsar 150 DTSi
 Bajaj Pulsar 220 DTS-Fi
 Bajaj Avenger
Upcoming Models
 Bajaj Sonic
 Bajaj Discover 150
 Bajaj XCD 125 sprint
Discontinued Models
 Bajaj Sunny
 Bajaj Chetak
 Bajaj Cub
 Bajaj Super
 Bajaj Saffire
 Bajaj Wave
 Bajaj Legend
 Bajaj Bravo
 Kawasaki Eliminator
 Bajaj Kawasaki Wind 125
 Bajaj Kawasaki 4s Champion
 Bajaj Kawasaki KB 100 RTZ
 Bajaj Boxer
 Bajaj Caliber
 Bajaj Wind
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UPCOMING CARS (IN THE NEAR FUTURE)
 Bajaj Lite concept
Bajaj ULC (ultra-low cost) - the Tata Nano competitor
VISION OF BAJAJ AUTO

Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan Motor, will
aim at a fuel-efficiency of 30 km/litre, or twice an average small car, and carbon dioxide
emissions of 100 gm/km. It is a Tata Nano competitor. The Bajaj venture will have an
initial capacity of 400,000 units, while Tata expects eventual demand of 1 million Nanos.
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REVOLUTION FROM THE COMPANY - TWO WHEELER SEGMENT
REVOLUTIONARY DTS-SI ENGINE
Bajaj had first dramatically improved on existing engine technology in 2003 when it
launched the DTS-i (Digital Twin Spark-ignition) engine with two Spark plugs located at
opposite ends of the combustion chamber (as compared to a single spark plug in
conventional 4-stroke engines) to achieve faster and more efficient combustion. The
DTS-i technology offered better performance, improved fuel efficiency with lower
emissions and helped establish the Bajaj Pulsar and then the Bajaj Discover as leaders in
their respective segments. The DTS-i Engine can be further engineered to deliver either
exceptional performance or exceptional mileage. Bajaj Auto worked on the mother DTS-i
technology to design the DTS-Si engine to deliver outstanding mileage. The DTS-Si
technology gives the highest possible fuel efficiency by introducing ‘Swirl induction’ to
the DTS-i engine to create turbulence in order to achieve extremely efficient combustion.
The DTS-Si engine is far superior to the conventional 4-stroke engines, which dominate
the 100cc segment at present. With the new DTS-Si engine the consumer now would not
have to compromise between power and mileage - he gets the best of both. The Digital
Twin Spark – ignition, equipped combustion chamber takes care of the slow rate of
combustion in a simple but novel way. The cylinder head is equipped with two spark
plugs, instead of the conventional single spark plug. By generating two sparks at either
ends of the combustion chamber, (approximately 90 to the valve axis) the Air-Fuel
mixture gets ignited such that, there are 2 flame fronts created and therefore a reduction
in flame travel of the order of 40% is achieved. A fast rate of combustion is achieved
leading to a fast rate of pressure rise. The obvious outcome of this is more torque, better
fuel efficiency and lower emissions.
DTS-SI (DIGITAL TWIN SPARK - SWIRL INDUCTION) - DIGITAL TWIN

SPARK – SWIRL INDUCTION (DTS-SI SYSTEM)
The Digital Twin Spark - ignition or DTS- i is the mother technology for the latest Digital
Twin Spark – Swirl induction or DTS-Si technology. Its only because of DTS- i, a fast
rate of combustion and therefore the resulting fast rate of pressure rise is harnessed, by
optimally positioning this pressure, to deliver maximum possible work and hence obtain
more torque, better fuel efficiency and lower emissions. When burning lean Air-Fuel
mixtures, the two plugs provide rapid combustion, but at light loads, opportunity exists to
improve the combustion further.
This results in a slower rate of combustion and thus slower rate of pressure rise. End
result is lower efficiency. When high turbulence is generated and combustion takes place,
the surface of the ballooning flame front fragments itself, with projection like fingers,
which increases its surface area, thereby improving combustion further. The straight ports
used in conventional e`ngines have limitations in generating high swirl values due to their
geometry. One of the ways to generate more swirl is to have a port configuration that
promotes this phenomena. An offset port configuration was arrived upon and optimised
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to generate the required swirl numbers. Incorporated in the new engine, this results in a
swirling motion of the incoming charge, which decays itself into turbulence as the piston
moves in the Induction and Compression strokes. This results in the Air-Fuel mixture
being more thoroughly mixed and spread around the combustion chamber. Sparks
provided by the twin spark plugs ignite this highly turbulent and compressed Air-Fuel
mixture, leading to a flame front with high surface area, resulting in a rapid rise of
pressure due to rapid combustion. The values of turbulence achieved now, are
substantially higher than that of a straight port cylinder head, such as in Pulsar. A
combination of DTS-i and Swirl induction thus provides extremely rapid combustion,
resulting in high efficiency.
HIGHLIGHTS
 One million vehicles were produced and sold in this financial year.
 Production commences at waluj, Aurangabad in record time of 16 months.
 Bajaj auto achieves production and sales of 100,000 vehicles in a single financial
year.
 Bajaj Auto rolls out its 100,000 the vehicle.
 Bajaj Auto obtains license from the Government of India to manufacture two and
three-wheelers.
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BAJAJ AUTO STARTS ANTI-PIRACY CAMPAIGN AGAINST
In order to contain this social menace, Bajaj Auto Ltd has initiated action against such
counterfeiters & following shops were raided with the help of Police & the named
persons were arrested.
 Balaram Street, MuBBAi

1. M/s. Satkar Automobile (Person arrested- Sarvinder Sarvansingh)
2. M/s. Perfect Scooters (Person arrested- Sarbajit Santuksingh)
3. M/s. Raj Ratan Automobiles (Person arrested- Kantilal Pukhrajji Bohra)
4. M/s. Dilip Auto Agency (Person arrested- Dilip Babulalji Bafna)
4000 pieces of Counterfeit Parts, Fake Packing Material, worth `300,000 (3 lacs) were
Seized from their premises.
 Nanapeth, Pune
1. Vadera Automobiles,( Person arrested- Dineshkumar Bhikalal Shah)
2. Hundiya Auto spare, (Person arrested- Rajesh Babuji Jain)
3. Union Automobiles , (Person arrested- Dimpi Chhotu Suri)
4. Plaza Auto center, (Person arrested- Mohammed Akhtar Ansari)
5. Pravin brake linings, ( Person arrested- Ritesh Pravinkumar Shah)
2000 pieces of Counterfeit Parts, Fake Packing Material, worth `285,000 ( ` 2.86 lacs)
were seized from their premises. Above offenders have been arrested & FIR has been
filed against them under Trademark act. Bajaj Auto is committed to conduct such raids
in all major cities to protect Bajaj brand & the customer. “We appeal our Discerning
Customers to Insist & Buy Bajaj Genuine Parts from our Authorized Dealers & Check
For Genuineness by Ensuring that the Package has MRP Sticker with Original Hologram
& Other Features.
The Leading Auto Magazines and News Papers have helped Bajaj Auto to Increase
Awareness of both Dealers & Customers regarding the Spurious Spares Business in the
State of Maharashtra by Splashing the Cracking News to their Readers and Prospective
Customers & Dealers of Bajaj Vehicles.
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MARKETING MIX PLAN ADOPTED BY BAJAJ AUTO LTD.
SEGMENTATION
Demographic Segmentation:
 Income: Our customer survey indicates that the segments available for the Bajaj
motor bike are the people with monthly income of Rs. 10,000 and above.
 Age: The main segmented group for the motorcycle are 18 years and above.
 Occupation: All kinds of people are taken into account. Students, professionals,
Govt. servants, etc.
Geographic Segmentation: The potential customers for the Bajaj motor cycle are
basically from every regions of India.
Psychographic Segmentation: People purchasing Bajaj’s bikes are very stylish,
brand conscious.
Behavioral Segmentation: This segmentation is done considering user status, benefit
wise.
TARGETING
The proposed targeting people in the age group of 18 years and above with a monthly
income of Rs. 10,000 and above, who are adventurous, enthusiasts and socializing and
who are either students or retired individuals or may be employed as professionals,
government servants or having their own business, but mostly male.
POSITIONING
The image that Bajaj creates in the mind of the customers is the faith. The add shown by
it says “HAMARA BAJAJ”. That means it’s a member of the Indian family. It
represents the Indian culture and society.
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PRODUCT & SERVICES
The product offers a service to the customers so as to satisfy their need. The
product provided the Bajaj suites the Indian Roads. And the Indian Consumers have a
perception that the Bajaj provides Genuine products.
The product is perfectly designed and all the switch are well placed, which
provides a good riding condition.
The details of the various bikes provided by the Bajaj are as follows:
1. Eliminator
2. Pulsar- 180
3. Pulsar-150
4. Caliber 115
5. Boxer AT
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The Comfort
Feature Advantage Benefit
Forward foot riding posture Comfortable and relaxed Strain free ride.
for driver. riding posture.
Low saddle height - broad Bucket seat for comfort over Fatigue free driving.
saddle seat. all drives.
Special backrest for the Pillion too has been taken Safe and comfortable
pillion. care. feeling.
Low centre of gravity. Better road grip and stability Good road holding -
while on drive. stability.
Wide tyres at front and rear. Better grip available. Excellent Road holding
characteristics.
Duel foam density seat. Ensuring comfort for driver Comfort on any kind of
as well as pillion. road.
THE Convenience
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Push button indicator Just push the indicator button Easy to ride without any
cancellation. to cancel. driving/operating/mainten
ance hassles.
Low Battery level indicator. Get the warning before
battery conks off.
The Style
Low-slung cruiser looks withLow slung,dynamic cruiserLook completely different

a classic tank-set fuel gaugelooks.Flamboyant silver -from other motorcycle
and an optional windshield chrome looks all over. drivers.Style staement of
your own.Just makes you
Chrome plating for the feel like god.
flamboyant silver look
Beautifully sculpted tank for

a special retro feel.
The Performance
4 stroke DTSi 220 CC DTSi technology advantages :

engine 1. Good power and pick up.
2. Better fuel efficiency.
3. Lesser emissions.
DC Ignition system
advantages :
1. Easy to start due to low
trigger start RPM.
2. Cold start ability improved.
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PULSAR -150
Pulsar Specification Value

Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 143.90cc
No. of Cylinders 1
MaxPower 12bhp
Max Power RPM 8500rpm
Max Torque 10.8Nm
Max Torque RPM 7500rpm
Ignition Type C.D.I
Carburettor Ucal-Mikuni(DH)
Transmission Type 5 Gears - All down
Clutch Type Lever operated(Left Hand)
Electrical System 12V
Head Light 35/35 W Clear Lens Type
Horn 12 V DC
Chassis Type Tubular Double Craddle
Front Suspension Telescopic
Rear Suspension
Trailing arm with coaxial hydraulic shock
absorbers & coil springs 5 Step adjustable
Front Tyre Size 2.75 x 18 42P
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Rear Tyre Size 3.00 X 18 4/6 PR
Front Brakes Drum Brake 130mm or Hydraulic Disc Brake
Rear Brakes Drum Brake 130mm
Fuel Tank Capacity 18 litres
Reserve Capacity 3 litres
Wheel Base 1265mm
Saddle Height 780mm
Kerb Weight
132kg
Maximum Payload
263kg
Max.Speed 100 kmph
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PULSAR -180
Specification Value
No. of Cylinders 1
MaxPower 15bhp
Max Torque 13.2Nm
Ignition Type C.D.I
Carburettor Mikuni(DJ)
Transmission Type 5 Gears- One down four up
Clutch Type Lever operated(Left Hand)
Electrical System 12V
Head Light 35/35 W Clear Lens Type
Horn 12 V DC 2 nos.
Chassis Type Tubular Double Cradle
Rear Suspension Trailing arm with coaxial hydraulic shock absorbers & coil
springs 5 Step adjustable
Front Tyre Size 2.75 x 18 42P
Rear Tyre Size 100/90 18 56P
Front Brakes Hydraulic Disc Brake
Rear Brakes Drum Brake - 130mm
Wheel Base 1265mm
Saddle Height 780mm
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Kerb Weight 137kg

Maximum Payload 268kg
Max Speed 107kmph
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Eliminator
Specification Value
No. of Cylinders 1
Compression Ratio
MaxPower 15.2bhp
Max Torque 13.7Nm
Ignition Type CDI Electronic
Carburettor Mikuni BSR30
Transmission Type 5 Speed
Clutch Type Wet multi-plate
Electrical System 12V AC/DC
Head Light 60/55W
Horn 12V
Chassis Type Double cradle
Rear Suspension Trailing arm with coaxial hydraulic shock absorbers and coil
springs
Front Tyre Size 90/90-17
Rear Tyre Size 130/90-15
Front Brakes Disc
Rear Brakes Drum
Reserve Capacity 2.5 litres
Wheel Base 1460mm
Ground Clearance 165mm
Saddle Height 680mm
Minimum Turning Radius 2.5m
Kerb Weight 157kg
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Fuel Efficiency (Ideal) Kmpl
Fuel Efficiency (Highway) Kmpl
Fuel Efficiency (City) Kmpl
Max Speed 116kmph
Acceleration
Braking Distance
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CALIBER 115
Specification Value
No. of Cylinders 1
MaxPower 7.7bhp
Max Torque 0.83Nm
Ignition Type C.D.I.
Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH
Transmission Type 4 Speed Gear Box
Clutch Type Lever operated
Electrical System 12V AC/DC
Head Light 35/35
Horn 12V DC
Chassis Type Tubular Semi Double cradle
Front Suspension Long Telescopic
Rear Suspension 5-step adjustable
Front Tyre Size 2.75 x 18 Zapper
Rear Tyre Size 3.00 x 18 Zapper
Front Brakes 240 mm ventilated disc brakes
Rear Brakes 130 mm brake drum
Wheel Base 1245mm
Saddle Height 780mm
Kerb Weight 120kg
Fuel Efficiency (City) 65kmpl
Max Speed 95 km/hr with single rider (68kg)kmph
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KAWASAKI BOXER
Specification Value
No. of Cylinders 1
Compression Ratio 9.3
MaxPower 7.7bhp
Max Torque 0.71Nm
Ignition Type CDI
Transmission Type 4-speed
Electrical System 12 V AC/DC
Head Light 35 / 35 W
Horn 12V DC
Chassis Type Tubular semi- double cradle
Front Suspension Hydraulically damped Telescopic (travel 110 mm)
Rear Suspension Swing arm hydraulic shock absorber with coaxial
spring
Front Tyre Size 2.75 x 18 4PR
Rear Tyre Size 3.0 x 18 4PR/6PR
Front Brakes Shoe
Rear Brakes Shoe
Reserve Capacity 2.8 litres
Wheel Base 1215mm
Ground Clearance 150mm
Saddle Height 780mm
Minimum Turning
1.86m
Radius
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Kerb Weight
113kg
Fuel Efficiency (Ideal) 91kmpl
Max Speed 95kmph
PRICES
Pricing is an important component of marketing mix of firm. Determining the prices of

different products of a firm is a very difficult task of the marketing manager. Price
denotes money value of a product. It represents the amount of money for which a product
can be exchanged. In other words, prices represents the money which the buyer pays to
the seller for a product price represents the exchange value of goods and services in terms
of money. Price is all around.
Price factor has very well been touched by the manufactures. The manufactures (Bajaj)
are charging very comparatively cheaper prices then their competitors. The pricing
strategy of the company is very set. They price their product according to the cost of
production and also by keeping an eye on the price of the competitors of that segment &
demand of the product in the market.
The pricing stratigies adopted by Bajaj Auto Ltd:
COMPETITIVE PRICING
The management of a firm decide to fix the price at the competitive level. This
method is adopted by bajaj auto because the bike market is highly competitive.
THE PRICE LISTS OF THE VARIOUS

BAJAJ BIKES ARE AS FOLLOWS:
PRICE LIST FOR PULSAR 180
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City Ex Show Room Price (Rs.) † On Road Price (Rs.) †

GKP 58580 61780
Price List for Pulsar 150
Ex Show Room On Road Price (Rs.)

City Variation
Price (Rs.) † †
GKP Base Model 55540 58740
Price List for Eliminator

GKP 65650 70650
Price List for Caliber 115

Ex Show Room Price On Road Price
City Variation
(Rs.) † (Rs.) †
Base Model with Drum
GKP 38470 41470
Brakes
Price List for Boxer aT

GKP 31400 34100
PROMOTION POLICIES
Promotion is an important part of marketing mix of a business enterprises. It is spark plug
of the marketing mix. Promotion is the process of communication with the potential
customer involving information, persuasion and influence. It includes all types of
personal or in personal communication with customers as well as middleman in
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distribution. The purpose of promotion is to inform, persuade and influence the

prospective customers. Personal selling, advertising, publicity and sales promotion are
widely used to inform the people about the availability of product and create among them
the desire to buy the products.
The words of E.L. Brink and W.T. Kelly promotion is the coordination of all seller
initiated affords to setup channels of information and persuasion to facilitated the sale of
a product or service or accepted of an idea.
The various promotional activities adopted by the Bajaj Auto Company.
 The company has 100crore rupees for its promotional activities out of which 75%
is sponsored by the company and 25% from the dealers.
 They may sign a celebrity for its promotional activities in recent futures.
 The company provides six free services to its customers in comparison to its
competitors.
 The company provides good services facilities to its customers through dealer’s
service station.
 Dealers encourage its customers by giving discount, providing 0% interest loan
schemes, prices, coupons etc.
THE VARIOUS PROMOTIONAL ACTIVITIES ADOPTED BY BAJAJ

BIKES ARE AS FOLLOWS:
 Credit & finance schemes

 Free services to the consumers
 Advertisements on Televisions, Newspapers, Magazines
 Road Shows
 Free trials for the new consumers
FACTS & FINDINGS - BAJAJ AUTO LTD.
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Bajaj enjoys a market share of 47% percent in the growing and profitable 125 cc and 150
cc segments, as against a smaller share of 24% percent in the declining but larger 100 cc
segments.
BAJAJ AUTO FINANCE
 Bajaj Auto Finance Limited was incorporated on March 25, 1987 as Bajaj Auto
Finance Private Limited got converted into a public
 Bajaj Auto Finance Limited was incorporated on March 25, 1987 as Bajaj Auto
Finance Private Limited got converted into a public limited Company w.e.f.
September 24, 1988
 The company is registered with the RBI as a Non Banking Finance Company
(NBFC) with effect from March 5, 1998
 As per the recent reclassification by RBI, the Company has been reclassified as an
Asset Finance Company
 BAFL is focused in the business of financing of Bajaj Two and three wheelers
 Network of over 300 Bajaj Auto dealerships and over 55 branch offices
throughout the country to facilitate fast and flexible availability of retails finance
for Bajaj vehicles
 Trust and loyalty of over 40 lakh satisfied customers across the country
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Bajaj Auto Finance Ltd offers schemes that are specially formulated with you
in mind, and go easy on your wallet. All schemes are:
 Completely transparent with absolutely no hidden costs or charges.

 Offer the lowest interest rates.
SOME ACHIEVEMENTS
2005
Bajaj Discover DTS-i was chosen as Bike of the Year and Indigenous Design of the
Year by Overdrive Awards.
2004
 Bajaj Auto was chosen as Bike Maker of the Year by ICICI Bank Overdrive
Awards.
 DTS-i Technology was chosen as Auto Tech of the Year by ICICI Bank
Overdrive Awards.
 Bajaj Pulsar DTS-i became Bike of the Year by ICICI Bank Overdrive Awards.
 Wind 125 chosen as the Two Wheeler of the Year by CNBC AUTOCAR Awards
 Wind 125 chosen as the Bike of the Year by Business Standard Motoring
2003
 Bajaj Pulsar 180 DTS-i chosen as Wheels Viewers Choice Two Wheeler of the
Year and Best Two Wheeler by BBC World Wheels Award.
 Bajaj Pulsar 150 DTS-i chosen as Best Two Wheeler between Rs. 45,000 to Rs.
55,000 by BBC World Wheels Award.
 Bajaj Boxer AT KTEC chosen as Best Two Wheeler under Rs. 30,000 by BBC
World Wheels Award.
 Bajaj Pulsar chosen as Motorcycle Total Customer Satisfaction Study by NFO
Automotive.
 Bajaj Pulsar chosen as Bike of the Year by ICICI Bank OVERDRIVE Awards.
2002
 Bajaj Pulsar chosen as Most Exciting Bike of the Year by OVERDRIVE Awards.
 Bajaj Eliminator chosen as Bike of the Year by OVERDRIVE Awards.
2001
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 Bajaj Eliminator chosen as Most Exciting Bike of the Year by OVERDRIVE

Awards.
MISSION AND VISION
Bajaj doesn't have a straight vision or mission statement. They define it in terms of
brand identity, brand essence (derived from mission) and brand values.
BRAND VALUE
The Company lives by its values of Learning, Innovation, Perfection, Speed and
Transparency.
Bajaj will constantly inspire confidence through excitement engineering.
 Learning
Learning is how we ensure proactivity.It is a value that embraces knowledge
as the platform for building well informed, reasoned, and decisive actions.
 Innovation
Innovation is how we create the future. It is a value that provokes us to reach
beyond the obvious in pursuit of that which exceeds the ordinary.
 Perfection
Perfection is how we set new standards. It is a value that exhibits our
determination to excel by endeavoring to establish new benchmarks all the
time.
 Speed
Speed is how we convey clear conviction. It is a value that keeps us sharply
responsive, mirroring our commitment towards our goals and processes.
 Transparency
Transparency is how we characterize ourselves. It is a value that makes us
worthy of credibility through integrity, of trust through sensitivity and of
loyalty through interdependence.
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CHAPTER-3
RESEARCH METHODOLOGY
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OBJECTIVES OF THE STUDY
 To analyze the brand image of Bajaj Auto Ltd. in comparison with other top
leader in market.
 To analyze the marketing strategies adopted by Bajaj Auto Ltd. and their
customer satisfaction.
 To determine the competitive strategies of each and every showroom and service
centers of Bajaj Auto Ltd.
 To determine all the factors with deep concern with respect to Bajaj Auto Ltd. in
compare with other leader two wheelers companies.
RESEARCH DESIGN
As already mentioned our products basically covers the satisfaction of the customer in
various levels. Like how a customer is getting treated as per the auto industry standard
next is how is a customer is treated as per the competitive standard and finally the
important part is how a customer is getting treated as per the Bajaj auto limited standard,
and to know this basic this the total project is divided in to 3 major parts. This is the first
phase of our grand project. In this project as being designed by our ASM of BAJAJ
AUTO LTD, regional office, we need to visit the major showrooms of bajaj as well as its
competitors to find out how a customer Is getting treated there. So here along with the
bajaj showroom we need to cover its competitors also to know what the difference is
when a particular customer is getting treated when he is visiting the showrooms of
BAJAJ AUTO LTD. And what he is getting when he is visiting its competitive
showroom. So as a customer I visited some 20 showrooms across Delhi & NCR as well
as New Delhi. And they have given us some criteria on the basis of which we are going
to judge the showroom and satisfaction level of customers. These are the following
criteria on the basis of which I judge the performance of a showroom
SAMPLING TECHNIQUES
Actually this was the criteria for the 1 st phase on the basis of which I judge the showroom
,like the inside and outside appeal ,it means how the showroom is looking like from out
side and how it is looking from inside. So I did it for all the showroom and I moved to
almost 20 showrooms of Bajaj Auto along with its competitors who are also in the same
area, so I also visited the showrooms of its competitors which are basically dealing with
the similar kind of products. So I have observer so many things from the showroom along
with that those person who are basically dealing with me when I visited the showroom as
a customer. Generally most of the Bajaj showrooms were not able to fulfill the
requirements which are given above. So they need some kind of improvement and in case
of Bajaj Auto basically those person who are dealing with the customers are not educated
enough to give all the details about the bikes and other offers about the finances ,they are
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not communicating all the information about the bikes, finances as well as the offers to
their respective customers even if they are well informed, but this is not the case in other
competitors showroom in most of the showroom they are recruiting those person who are
educated enough to give their performance to their customer. They are taking the full
responsibility about their products, offers and finances. Which are considered as the
pillars of Bajaj auto segments as well as its finance. Even I also found that even if they
are having all the information about the Bajaj auto financing they are not well versed
with its conditions. Few of the customers are also expressed the same grief which I felt
personally, they need to learn each and every thing about the financing of the bike. And
the explanation can be improved so that it can create a positive image in the minds of the
customer also. It was found that not all of the showrooms are maintaining as per the
standards of Bajaj Auto Ltd. They need some kind of improvement in their appearance
which is some what necessary.
PHASE 2
In the phase 2 as per the words I had visited the showrooms as well as service centre as a
representative of BAJAJ AUTO LTD. This helps me to take the general feed back from
the customers who so ever are visiting the showroom for the 1st time, and how they feel
about the showroom as well as the concerned person who are handling with them and in
the first instance how that person is getting response from them. After completing phase
1 it become easy for me to face the customer and ask them different question about the
behavior and about the outlook of the showroom and I have taken different set of
questionnaires along with different rating like -
Highly satisfied-5, Satisfied-4, Moderately satisfied – 3, Dissatisfied- 2, Highly

dissatisfied- 1, on the basis of which I personally meet with the customer who are coming
to the showroom for the first time.
These are as follows:
There are some 5 parameters which are taken in to mind while visiting the showrooms of
BAJAJ AUTO as well as its competitor.
These are as follows
APPEAL
Inside appeal and out side appeal
Outside appeal:
a. Banners
 Product
 Offers
b. glass pieces
c. front fascia
d. parking lot
e. gate arches
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INSIDE APPEAL
a. bikes arrangements
b. reception area
c. receiving (welcome)
d. walls ,floor
e. furniture & lighting
f. product literature
g. drinking water facility
h. customer sitting area
RECEPTION:
ATTITUDE, PSYCHOLOGICAL FACTOR, DRESS CODE

3. Information and convincing factor
4. Involvement and information gathering
5. Performa invoice and quotation
OUTSIDE APPEAL:
Banners:
Product: They have maintained the information about the product. Where
information about the new bike bajaj XCD 135 along with other bikes also
mentioned.
Offers: they have mentioned some information about the interest rate
Glass pieces:
The glass was good inside even out side also. it means they have maintained proper
cleanliness as far as the glass is concerned. as this will effect the image of the
customer who so ever is visiting the showroom.
Front fascia : it was good even wonderful.
Parking lot :it was maintained properly with neat and clean.
Gate arches : it was really good even inside the showrooms also they have maintained a
good environment.
Bikes arrangements
The arrangement was so good in fact really good.
Reception area: they have maintained a reception area in fact the response was
immediate which I liked.
Receiving (welcome):
It was good; every body was involved with me to explain about the bikes along with
finance facility.
Walls, floor:
It was really good. Maintenance was really good they gave a good finishing touch to their
walls & floor.
Furniture & lighting:
They have maintained good furniture for the customer along with that they have
maintained newspaper for the customer. Even the lightings was also wonderful.
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Product literature
They have maintained the product literature besides every bike which will helpful for
customer to know about the bikes.
Drinking water facility: yes they have maintained.
Customer sitting area
Yes they have maintained a customer sitting area.
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Reception:
Attitude, psychological factor, dress code
The attitude was positive in fact. How ever they have not maintained the dress code but
they maintained neatness in their cloth & behavior.
Information and convincing factor:
Convincing factor was there and they really did a great job to convince me.
Involvement and information gathering
It was really good and even they called me after some days regarding the purchase of the
bike.
Performa invoice and quotation
Yes given.
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GRAPHICAL DATA INTERPRETATION
CUSTOMER SATISFACTION SURVEY
Staff Greeting and Friendly Welcome
Highly Satisfied 23
Satisfied 61
Moderately
Satisfied 38
Dissatisfied 23
Highly
Dissatisfied 5
Table no: 2 staff greeting and friendly welcome
Staff Greeting and Friendly Welcome
Highly
Dissatisfied
3% Highly Satisfied
15% Highly Satisfied
Dissatified
15% Satisifed
Moderately Satidfied
Moderately
Satisifed Dissatified
Satidfied
25% 42% Highly Dissatisfied
GRAPHICAL DATA INTERPRETATION
From the above pie chart it is clear that more no. of persons are satisfied with the staff
greeting and friendly welcome ,it is happening in almost all the showrooms of Bajaj Auto
in Delhi & NCR. Where as dissatisfied customers are only 3% which ultimately says that
most of the customers are falling in the category of satisfied.
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STAFF’S REQUIREMENT OF CUSTOMER’S REQUIREMENT
Highly Satisfied 18
Satisfied 68
Moderately
Satisfied 42
Dissatisfied 17
Highly
Dissatisfied 5
STAFF UNDERSTANDING OF CUSTOMER’S REQUIREMENTS
Staff's Understanding of Customers' Requirements
Highly
Dissatisfied
3%
Highly Satisfied
Dissatified 12% Highly Satisfied
11% Satisifed
Moderately Moderately Satidfied
Satidfied Satisifed Dissatified
As per the above mentioned pie diagram it is clearly shown that 46% of the customers are
satisfied with the staff understanding of customer requirement and 28% customer are
showing moderately satisfied with this.
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STAFF GROOMING
Highly Satisfied 20
Satisfied 51
Moderately Satisfied 57
Dissatisfied 15
Highly Dissatisfied 7
Staff Grooming
Highly
Dissatisfied
5% Highly Satisfied
Dissatified
10% Satisifed
Moderately Satisifed
Dissatified
Satidfied 34%
Highly Dissatisfied
38%
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SALESMAN COOPERATION
Highly Satisfied 31
Satisfied 81
Dissatisfied 14
Salesman Cooperation
Highly
Dissatisfied
2%
Dissatified
9% Highly Satisfied
Moderately 21% Highly Satisfied
Satidfied Satisifed
14% Moderately Satidfied
Dissatified
Satisifed Highly Dissatisfied
54%
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PRODUCT DISPLAY AND DEMONSTRATION
Highly Satisfied 19
Satisfied 77
Dissatisfied 9
Product display and Demonstration

Highly
Dissatisfied
3%
Dissatified
6% Highly Satisfied
Moderately
Satisifed
Satidfied
Dissatified
Satisifed
Highly Dissatisfied
51%
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HIRE PURCHASE FACILITIES
Highly Satisfied 24
Satisfied 69
Dissatisfied 15
Hire Purchase Facilities
Highly
Dissatisfied
4%
Dissatified Highly Satisfied
10%
Satisifed
Moderately
Satidfied
24% Dissatified
Satisifed
Highly Dissatisfied
46%
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EXCHANGE FACILITY
Highly Satisfied 12
Satisfied 57
Dissatisfied 27
Exchange Facility
Highly
Dissatisfied
4% Highly Satisfied
8% Highly Satisfied
Dissatified
18% Satisifed
Satisifed Moderately Satidfied
38% Dissatified
Moderately
Highly Dissatisfied
Satidfied
32%
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COLOUR AVAILABILITY
Highly Satisfied 36
Satisfied 87
Dissatisfied 3
Colour Availibility
Highly
Dissatisfied
Dissatified
0%
2%
Highly Satisfied
Moderately Highly Satisfied
24%
Satidfied Satisifed
16%
Dissatified
58%
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TEST RIDE EXPERIENCE
Highly Satisfied 22
Satisfied 65
Dissatisfied 19
Test Ride Experience
Highly
Dissatisfied
3%
Highly Satisfied
13% Satisifed
Satidfied Dissatified
Satisifed
26% Highly Dissatisfied
43%
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OVERALL EXPERIENCE
Highly Satisfied 19
Satisfied 81
Dissatisfied 17
Overall Experience
Highly
Dissatisfied
3%
Dissatified
Moderately
Satisifed
Satidfied
Dissatified
Satisifed
Highly Dissatisfied
54%
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SERVICE RECEPTION IN SERVICE CENTRE
Highly Satisfied 5
Satisfied 56
Dissatisfied 12
Reception of the service center
Highly
Dissatisfied
6%
Highly Satisfied
12% Satisifed
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EMPLOYEE RESPONSIVENESS
Highly Satisfied 15
Satisfied 63
Dissatisfied 9
employees responsiveness
Highly
Dissatisfied
1%
Dissatified
9%
Highly Satisfied
Satidfied Satisifed
Dissatified
63%
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DELIVERY TIME IN SERVICE CENTER
Highly Satisfied 8
Satisfied 45
Dissatisfied 17
delivery time in service centre
Highly
Dissatisfied
4% Highly Satisfied
8% Highly Satisfied
Dissatified
17% Satisifed
Moderately Satisifed
Dissatified
Satidfied 45%
Highly Dissatisfied
26%
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AVAILABILITY OF SPARE PARTS
Highly Satisfied 9
Satisfied 64
Dissatisfied 5
availability of spare parts in the servicing

Highly centre
Dissatisfied
2%
Dissatified
5% Highly Satisfied
Satidfied Satisifed
Dissatified
Satisifed
Highly Dissatisfied
64%
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PERFORMANCE OF THE BIKE AFTER THE SERVICING
Highly Satisfied 10
Satisfied 57
Dissatisfied 4
performance of the bike after the servicing

Highly
Dissatisfied
2%
Dissatified
4% Highly Satisfied
Satidfied Satisifed
Dissatified
Satisifed
Highly Dissatisfied
57%
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QUALITY OF SPARE PARTS
Highly Satisfied 15
Satisfied 60
Dissatisfied 4
Quality of spare parts

Highly
Dissatisfied
2%
Dissatified
4%
Highly Satisfied
Satidfied Satisifed
Dissatified
60%
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STAFF BEHAVIOR
Highly Satisfied 3
Satisfied 43
Dissatisfied 11
Staff behaviour
Highly
Dissatisfied
5% Highly Satisfied
3% Highly Satisfied
Dissatified
11% Satisifed Satisifed
Moderately Dissatified
Satidfied Highly Dissatisfied
38%
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OVERALL EXPERIENCE
Highly Satisfied 8
Satisfied 47
Dissatisfied 6
Overall experience
Highly
Dissatisfied
5%
Highly Satisfied
6% Satisifed
34% 47%
Highly Dissatisfied
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CHAPTER-4
Data analysis and Discussion
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 For the customer who already experienced the services along with different things
of bajaj auto are the probable customers for us to target upon. So we have selected
3 main showrooms and we found out all the information about the customer and
finally we call some 250 customer, and out of that we have got different response
from the customer, and finally we got the response from around 150 customer
who are also a part of our survey because they are already experienced the culture
of BAJAJ AUTO. Here we also prepared different questions so as to ask them and
get their value able feedbacks which will help us to move further.
 For this phase we have taken the same questions from the 2 nd phase and asked the
same questions to our customers who have already experienced the services of
bajaj auto as they have purchased the bike 1 year before. Here I was asking
questions which are related to their services, like how many services they have
taken so far so are they really satisfied with the kind of behavior which Is being
shown by the service person, about the availability of spare parts, if they have
faced any kind of problem in getting the spare parts from the showroom, about the
mileage of the bike ,are they really satisfied with the kind of mileage which their
bike is giving now ,are they really satisfied with that one,
 The customer who purchased recently it means few days back say some 10-15. so
we also targeted these customers and asked how they experienced the showroom,
along with behavior of the sales person who was dealing with you, if purchased
on cash or finance,if they have purchased on finance, then are they really satisfied
with the hire purchase facility ,and are the sales person able to mentioned clearly
about the terms and conditions of hire purchase system. So a part from that we
also asked to them if they have faced any problem as far as the documentation
during the purchase, and the customers were also explaining their problems, grief
or if they have experienced any thing which they liked most in the showroom or
with the sales person.
 I have found that the customer who are coming to the showroom for the first time
to collect the information about the bike or to see the bike directly with out asking
any question to the concerned person are telling that the explanation part can be
little bit improved, they need to tell by looking at the nook and corner of the
situation. Some of the customers are also telling that the concerned person are
need some kind of improvement the time of mentioning about the bike say its
features and other kind of benefits, and even at the time of mentioning about the
finance also they have to be very careful. Because the customer needs some more
information say any offer in case of rate of interest. It Is quite satisfactory that
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 customers are quite happy with the performance of the service person and its
showrooms.
 Apart from the sales I also did the same thing with services also .like a prepared a
different set of questions for the services, and I went to the services centre of
different showrooms and I asked the customer individually about their response
about the servicing centre.
 In the similar manner I also visited the service centers of BAJAJ AUTO services
which is in Delhi & NCR. So here I prepared another questionnaire and I asked to
the customer individually by going to them and collecting all the information
from them like about their experience and other things about the services of
BAJAJ AUTO. And how they fell about the services, is it good or average. How it
can be improved.
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SWOT ANALYSIS
STRENGTH
Bajaj Auto has a network of more than 500 dealers and franchises and 1450 service
outlets throughout India. They adopt the Fast Moving Consumer Goods (FMCG)
distribution system in its marketing strategy which is normally used for serving smaller
and specific niches of the market and thus requires more resources. Despite the fact that
motorcycles and scooters are seldom distributed aggressively like in the FMCG system,
Bajaj Auto uses it in order to have an edge over its competitors in terms of the
extensiveness of its local distribution networks. The aggressive distribution tactic of Bajaj
is crucial to its success as 45 percent of its business is generated at service outlets and the
many dealerships distributed all over India has given them the presence even in the rural
regions of India. The rural regions would account strongly for the sales of motorcycles
because people there in general would not afford passenger cars and two wheelers is a
cost effective alternative for private transportation.
WEAKNESS
 The post sale services of BAJAJ AUTO is not good

 The market for 2nd hand bikes of BAJAJ AUTO is not an alluring one as in case
of other model.
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OPPORTUNITES
 Bajaj is having a good technology as they have introduced so many model having
dts-I and dts-si engine, which is quite successful among the consumers. The R&D
of BAJAJ is good as they are introducing new and new engine which is giving
good mileage.
 Growing demand in the 150 cc segment.
THREATS
Increasing competition, threats from companies like hero Honda, tvs, Yamaha, Suzuki,
and so on
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RECOMMENDATIONS & SUGGESTIONS
 They should hire those sales person who will be in a position to deal with the
person in a better way and able to understand their behavior so as to make an
impact before the customer.
 Few of the showrooms as well as services have not maintained the standards
of bajaj auto so it is recommended that they should maintained as per the
standards of BAJAJ AUTO.
 Those sales people who are dealing with the customer must be in a position to
give all the details about the product as well as finance so as to clear all the
doubts from the minds of the consumer.
 After sale services can be improved in case of the bajaj products as the
customers are complaining that they are getting fewer prices for their pre-
owned bikes. So this things can be improved.
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FUTURE SCOPE
 Proud Indian MNC
We are an automobile company with global presence and take pride in our Indian
roots and values.
 Be at the forefront of Technological Innovation
Our vibrant engineering minds consistently conceptualize new ideas, feeding

breakthrough technologies and innovative patents at our in-house R&D Center.
 World class manufacturing
TPM is the way of life at Bajaj Auto. Latest manufacturing technologies like
robotics, automation build quality in our products.
 Grow with us
Our organic growth strategy provides numerous opportunities to our employees to

climb the ladder of authority and responsibility.
 Culture of Empowerment
We provide our employees with high degree of autonomy in their day-to-day

decisions and to act on ideas.
 Fair and Transparent Annual and Quarterly PMS
Objective goal setting, transparent performance rewards and constructive

feedback in our Performance Management System, help you to exceed
performance expectations by unleashing your potential.
 Amongst Top Quartile in Industry Compensation
Competence and performance are the key drivers of our compensation policy.
Best performing employees are awarded with significant rewards.
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 Employee friendly work practices
Our policies and systems like SAP and ESS, provide transactional ease so that the
tedium does not claim your time and leaves you free to take on challenging
targets.
 Superior “Quality of Life”
Our constant efforts towards employee welfare ensure that our employees enjoy
superior quality of life.
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CHAPTER-5
CONCLUSION
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It is concluded that the brand image of a brand leader of Bajaj Auto Ltd. is superior than
other and top priority of customers and satisfaction level of customers is too high with
respect to its services, quality and brand perspective round o clock. But lacking in this at
few showrooms as well as services has not maintained the standards of Bajaj Auto Ltd. so
it is recommended that they should maintain as per the standards of Bajaj Auto Ltd.
Those sales strategies adopted by Bajaj Auto Ltd. is most effective and top most
marketing mix, CRM and other talent management is used for their customers.
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CHAPTER-6
BIBLIOGRAPGY
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BOOKS
 Marketing Management – Philip Kotler & Grey Armstrong
MAGAZINES & NEWSPAPERS
 Business World
 Business Today
 Outlook
 The Times of India
 The Economic Times
 The Business Standard Line
 The HT Media
WEBSITES
 www.bajajauto.com
 www.herohonda.com
 www.automobile.india.com
 www.autosegments.com
 www.customers-auto.org
 www.googlesearchengine.com
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CHAPTER-7
ANNEXURE
QUESTIONNAIRES
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1. Name : …………………………………………………………………
2. Mobile no: …………………………………………………
3. Email ID: …………………………………………………………
4. Gender : Male □ Female □
5 Are you satisfied by the staff’s greeting and friendly welcome?
Highly Satisfied Moderately Dissatisfied Highly

satisfied satisfied dissatisfied
6 Are you satisfied with staff’s understanding of your of your requirement?

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7 Staff’s grooming?

8 Are you satisfied with the salesman cooperation?

9 Product display & demonstration:

10 HP facilities

11 Exchange facility

12 Color availability

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13 Test ride Experience

14 Overall experience

15 Comments ( for / against )
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QUESTIONNAIRE FOR SERVICES

(Highly satisfied-5, Satisfied-4, Moderately satisfied – 3,
Dissatisfied- 2, Highly dissatisfied- 1)
Name : …………………………………………………………………
Mobile no: …………………………………………………
Email ID: …………………………………………………
Gender : Male □ Female □ Age-……
Address: - ………………………………………………
1. How will you rate the reception in service centre?

2. What is your experience regarding employees responsiveness towards your

problems?

3. Are you satisfied with the delivery time in service centre?

4. Are you satisfied with the availability of spare parts in the servicing centre?

5. Are you satisfied with the performance of the bike after the servicing?

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6 What is your experience about the quality of spare parts?

7 Did you find the service centre staff to be helpful, courteous & polite?

8 Was the final bill as per the cost estimate given to you?

9 How you rate cleanliness and comfort of service reception & customer reception
lounge/area?

10. How would you rate the overall experience?

11. Your comment (for/ against):-
83

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Bachelor of Business Administration (Chaudhary Charan Singh University)

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“CUSTOMER SATISFACTION & BRAND IMAGE OF BAJAJ AUTO

Submitted in partial fulfillment of the requirements for the degree

IIMT College of Management

SUBMITTED To: SUBMITTED BY:

CCS University, Meerut. Student’s Name-Danish Kalim

BBA – 5th Semester

Student’s Name: Danish Kalim

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EVOLUTION OF TWO-WHEELER INDUSTRY IN INDIA

This controlling mechanism over the industry resulted in:

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TWO WHEELERS MARKET SHARE

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Table 1: Demand Forecast for Motorcycles and Scooters for 2019-20

2-Wheeler Segment Regions

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MAJOR PLAYERS TWO WHEELERS INDUSTRY

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