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Toaz.info Consumer Buying Behaviour of Two Wheeler Industry Suzuki Pr 73eeeeea9373c5ee6ea7cfa9d6e5fb3e (1)
Toaz.info Consumer Buying Behaviour of Two Wheeler Industry Suzuki Pr 73eeeeea9373c5ee6ea7cfa9d6e5fb3e (1)
On
CONSUMER BUYING BEHAVIOUR OF SUZUKI TWO
WHEELER
1
Faculty of Management & Research
Integral University
Dasauli,Kursi Road Lucknow-26
CERTIFICATE
This is to certify “Md Tabrez Waris Khan”, a student of MBA 2nd year has
completed the dissertation project report on” ” under my guidance and
supervision.
The dissertation work of the student is found to be satisfactory for
submission for the award of degree of Master of Business Administration. I
wish him all the best for his future endeavors.
2
ACKNOWLEDGEMENT
3
PREFACE
The Grand project enables the students to know more about the
application of theoretical knowledge. The current situation of the
market is made known to the students when they undertake the
project. The project gives better insides into the application part
of the theory. The companies in an industry and their operations
can be better known by the students when they analyze the data.
4
Sr. CONTENT Page
No. No.
1 EXECUTIVE SUMMARY 8
2 ABOUT THE AUTOMOBILE INDUSTRY 10
BITRH OF AUTOMOBILE IN THE WORLD 11
INDIAN TWO WHEELER HISTORY 15
3 ABOUT THE SUZUKI MOTORCYCLES 26
SUZUKI MOTORCYCLES GLOBAL HISTORY 27
SUZUKI MOTORCYCLES INDIA HISTORY 32
COMPANY PROFILE 34
MISSION OF SUZUKI 35
4 PRODUCT OF SUZUKI MOTORCYCLES 42
5 SHIVALIK SUZUKI (AUTHO, DEALEAR) 53
6 MAJOR COMPETITORS 56
7 CUSTOMER SATISFACTION 62
8 OBJECTIVE OF THE STUDY 69
9 SCOPE OF THE STUDY 70
10 RESEARCH METHODOLOGY 71
11 DATA ANALYSIS & INTERPRETATION 77
12 FINDINGS 97
13 CUSTOMER REVIEW 98
14 SWOT ANALYSIS 99
15 LIMITATION 100
16 RECOMMEDATIONS 101
17 CONCLUSION 103
18 BIBLOGRAPHY 104
20 APPENDIX (QUESTIONNAIRE) 105
5
INDEX
EXECUTIVE SUMMARY
Satisfaction is a person’s feeling of pleasure or disappointment resulting
from a comparing perceived performance in relation to his or her
expectation. If the performance falls short of expectation, the consumer is
dissatisfied. If the performance matches the expectations, he consumer is
satisfied. If the performance exceeds expectation, the customer is highly
satisfied or delighted.
6
included open-ended questions, dichotomous questions, and multiple-
choice question.
7
Suzuki would have to constantly innovate and come up with new products to
maintain its dominance in the segment.
The History of the automobile actually began about 4,000 years ago
when the first wheel was used for transportation in India. Several
Italians recorded designs for wind-driven vehicles. The first was
Guido da Vigevano in 1335. It was a windmill-type drive to gears and
thus to wheels. Vaturio designed a similar vehicle that was also never
built. Later Leonardo da Vinci designed clockwork-driven tricycle
8
with tiller steering and a differential mechanism between the rear
wheels.
9
vehicle carried four persons and was meant to move artillery pieces. It
had a top speed of a little more than 3.2 km/h (2 mph) and had to stop
every 20 minutes to build up a fresh steam.
Evans was the first American who obtained a patent for “a self-
propelled carriage.” He, in fact, attempted to create a two-in-one
combination of a steam wagon and a flat-bottomed boat, which didn’t
receive any attention in those days. During the 1830’s, the steam
vehicle had made great advances. But stiff competition from railway
companies and crude legislations in Britain forced the poor steam
vehicle gradually out of use on roads.
Carl Benz and Gottlieb Daimler, both Germans, share the credit of
changing the transport habits of the world, for their efforts laid the
foundation of the great motor industry, as we know it today. First, Carl
Benz invented the petrol engine in 1885 and a year later Daimler made
a car driven by motor of his own design and the rest is history.
France too had joined the motoring scenario by 1890 when two
Frenchmen Panhard and Levassor began producing vehicles powered
by Daimler engine, and Daimler himself, possessed by the automobile
spirit, went on adding new features to his engine. He built the first V-
10
Twin engine with a glowing platinum tube to explode the cylinder gas-
the very earliest form of sparking plug.
In ten years from the invention of the petrol engine, the motorcar had
evolved itself into amazing designs and shapes. By 1898, there were
50 automobile-manufacturing companies in the United States, a
number that rose to 241 by 1908. In that year, Henry Ford
revolutionized the manufacture of automobiles with his assembly-line
style of production and brought out the Model T, a car that was
inexpensive, versatile, and easy to maintain.
11
Herbert Austin and William Morris, two different carmakers,
introduced mass production methods of assembly in the UK, thus
paving the way for a revolution in the automobile industry. Austin
Seven was the world’s first practical four-seater ‘baby car’ which
brought the pleasures of motoring to many thousands of people who
could not buy a larger, more expensive car. Even the ‘bull-nose’
Morris with front mounted engine became the well-loved model and
one of the most popular cars in the 1920s.
12
In 1948, Bajaj Auto began trading in imported Vespa scooters and three-
wheelers. Finally, in 1960, it set up a shop to manufacture them in technical
collaboration with Piaggio of Italy. The agreement expired in 1971. In the
initial stages, API dominated the scooter segment; Bajaj Auto later overtook
it. Although various government and private enterprises entered the fray for
scooters, the only new player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed to operate
in India. It was a complete seller market with the waiting period for getting a
scooter from Bajaj Auto being as high as 12 years. The motorcycles segment
was no different, with only three manufacturers viz Enfield, Ideal Jawa and
Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot
were two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike initially
dominated the motorcycle segment.
13
The first Japanese motorcycles were introduced in the early eighties. TVS
Suzuki and Hero Honda brought in the first two-stroke and four-stroke
engine motorcycles respectively. These two players initially started with
assembly of CKD kits, and later on progressed to indigenous manufacturing.
In the 90s the major growth for motorcycle segment was brought in by
Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last
five years. The industry had a smooth ride in the 50s, 60s and 70s when the
Government prohibited new entries and strictly controlled capacity
expansion. The industry saw a sudden growth in the 80s.
It was in the year 1954 that the Indian government ordered for total number
of 800 motorcycles to man the Pakistani borders. In came the Bullets which
were initially launched in England as a 350cc bike and it was upgraded to
500cc a year or so later. These bikes have remained unaltered, barring some
cosmetic changes which have undergone over the years. Thus one can say
without much of a doubt that the 1955 Bullet was one of the initial hits of
the Indian two-wheeler industry and till today it continues to be a darling of
the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike named
Rajdoot; as the bike was strong enough to handle the rough Indian roads.
The company had roped in Indian Heman Dharmendra for the promotion of
the bike. With more than 1.6 million vehicles on the road the Rajdoot
motorcycle was one of the initial hits of the earlier years of two-wheeler
history in the country.
14
When heavy motorcycles were the order of the day, a relatively lighter bike
had caught on the imagination of the Indian two wheeler user. Ind- Suzuki
bike launched by the then TVS Suzuki group was an instant hit; however the
bike could not sustain it's initial success due to the high import content in the
vehicle and less of localization.
In scooters Bajaj Chetak has been hugely responsible for adding momentum
to the transport system of the country, till today it remains one of the most
successful brands to have come out of the Bajaj stable. The scooter is named
after the horse of legendary Rana Pratap Singh. These sets of two wheels
have become a part of the Indian milieu and are often considered a
representative of the Indian middle class aspiration. Very few two-wheelers
have been able to emulate the success, which Bajaj Chetak has achieved
over the years.
15
due to significant rise in general price level and credit crunch in consumer
financing. Factors like increased production in 1992, due to new entrants
coupled with the recession in the industry resulted in company either
reporting losses or a fall in profits.
16
TREND IN 2W SALES VOLUMES, DOMESTIC AND
EXPORTS:
17
GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN
TWO WHEELER INDUSTRY:
The growth witnessed by the Indian two wheeler industry indicates the
growing demand for low cost personal transportation solutions amongst the
300 million Indian middle class consumers. Despite this spectacular growth
rate, the two-wheeler penetration (number of two wheelers per 1000
inhabitants) in India remains lower than other Asian countries. This fact
provides an opportunity for continued growth in the market. India has the
lowest Penetration of two wheelers as compared to countries like Taiwan,
Thailand, Malaysia, Vietnam, Indonesia and China. In the present scenario,
growth in the two wheelers Industry will be driven by several factors
18
RISE IN INDIA’S YOUNG WORKING POPULATION:
With the rising levels of per capita income of people, the Indian two wheeler
market offers a huge potential for Growth. This growth is relevant in the
light of the fact that 70 per cent of India’s population is below the age of 35
Years and 150 million people will be added to the working Population in the
next five years. The number of women in the urban work force is also
increasing; this will lead to the Growth of gearless scooters.
19
The growth in two-wheeler sales in India has been driven by an increase in
affordability of these vehicles. An analysis of the price trends indicates that
prices have more or less stagnated in the past. This has been part of the
marketing strategy adopted by the manufacturers to gain volume, as well as
conscious efforts adopted to bring down costs. The operating expenses of
leading manufacturers have declined by around 15 per cent in the last five
years. With greater avenues of financing, the customer’s capacity to own a
two wheeler has improved.
The last five years have witnessed a sharp increase in new product launches
in the two-wheeler industry. It is estimated that close to 50 new products
have been launched by manufacturers during this period, filling up all price
points and targeted at various consumer segments.
The economic boom witnessed in the country and the increased migration to
urban areas have increased the traffic congestion in Indian cities and
worsened the existing infrastructure bottlenecks. Inadequate urban planning
has meant that transport systems have not kept pace with the economic
boom and the growing urban population. This has increased the dependence
on personal modes of transport and the two wheelers market has benefited
from this infrastructure gap.
20
Post 1991, the Indian two-wheeler industry comprising of motorcycles,
scooters and scooterettes opened up tremendously. The Indian motorcycle
industry has expanded at a 24% CAGR over the last five years, It Captured
almost 80% of the market primarily at the cost of the scooter and Moped
segment. The scooter segment though has witnessed a revival with the
launch of scooterettes aimed at young women and adolescents.
The two-wheeler market can be segmented into three categories on the basis
of price – Entry segment (<35000), Executive segment (between 35000 and
45000) Deluxe (between 45000 and 65000) and Premium segment (above
65000). Motorcycles are now sold as a passion, experience rather than a
product. New products are being introduced at a rapid pace and brands are
gaining prominence. Thus there is an increased focus on the premium
segment, which has an increased scope for differentiation.
21
channels and service stations can be a major entry barrier. Another
significant entry barrier is the brand building required. Thus, initially foreign
players set up Joint Ventures with indigenous companies. After establishing
their brand they have launched their own line of products. E.g. Honda with
Hero Group and Yamaha with Escorts.
The growth witnessed by the Indian two wheeler industry has attracted a
number of new entrants to the market and it is expected that the Indian
industry will become more competitive in the future. The excess of products
introduced in the past has also raised customer expectations with respect to
reliability, styling, performance and economy.
Inflation is a big factor that may play a part in moving the loyalties and
aspirations of people away from the four to the much cheaper and
economical two-wheeler segment. Moreover, the constantly increasing
prices of oil and increasing interest rates on finance are not helping the cause
either. Environmental Concerns are also quite big on the agenda these days
and do play a part in the preference of consumer’s choices. The rising global
temperatures along with daily snippets in the national and international
media about the thinning of ozone and imminent environmental disaster
have all contributed to the making of a present day environmentally
conscious consumer.
22
ENVIRONMENTAL AND SAFETY CONCERNS:
The increasing demand for two wheelers will need to be managed to address
issues relating to overcrowding of roads. Another problem is the insufficient
infrastructure for inspection to ensure adherence to emission norms. As the
industry grows, it is important to regulate the sale of used two wheelers in a
more organized manner for which a mechanism needs to be evolved.
Unregulated sale of two wheelers, especially in the rural areas, are likely to
create issues related to emissions and safety of vehicles.
23
SUZUKI MOTORCYCLES GLOBAL HISTORY
In 1909 Michio Suzuki founds the Suzuki Loom Company in Hamamatsu,
Japan. He builds industrial looms for the thriving Japanese silk industry.
1937 To diversify activities, the company experiments with several
interesting small car prototypes, but none go into production because the
Japanese government declares civilian automobiles “non-essential
commodities” at the onset of WWII.
24
much name credibility. In 1962 Using MZ’s technology, Suzuki wins the
newly created 50cc class in the World Championship.
The company will win the class every year until ’67, and win the 125cc class
twice in that period, too. With a well-established name Suzuki dared enter
the big bike market and in 1967 Suzuki introduced T500. Which was known
as the Titan in America and the Cobra in England? The name changed over
the years to GT500 due to many improvements but it was purely the sharp
price and good reliability, which kept the GT in production until 1977.
In 1971 The GT7The Water Buffalo was introduced in 1971 in America and
the Kettle in Britain - both the same GT750 bike and the start for Suzuki to
enter the super bike market. The GT750 wasn't a very impressive machine
and also couldn't match the other bikes in the market at the time. Once again
the production kept going based on its demand for good price and reliability.
In 1974 The RE5 is the first Japanese motorcycle with a rotary engine. It
cost a fortune to develop and, while not bad, it’s a commercial disaster. After
two years, the company abandons the project, and there are rumors the
tooling was dumped into the sea so that Suzuki managers would never have
to see it again. Most bikes produced around the middle 70s had enough
power but lacked a steady frame. The introduction of the Suzuki GS1000 in
1978 changed this problem once and for all. The GS out preformed every
other bike in its category and had a frame to match its power. The only thing,
25
which could be said against the very popular and successful GS1000, was its
dull looks.
The GS1000 was redesigned and new models based on the same original
success bike were introduced. The GSX1000 in 1980 and the GSX1100S
Katana in 1982. The later bike was a huge success due to it powerful
performance, funky style, low weight and good pricing. In 1983 The RG250
is Suzuki’s first ever race replica. This bike features the AL-BOX, square
aluminum frame, 16-inch tire and Anti Nose Dive Forks (ANDF) at the
front. In 1985 The RG500 “Gamma” features the same square-Four cylinder
layout as the as the factory Grand Prix bikes. Other racy features are the
square-tube aluminum frame and the removable cassette-type transmission.
Suzuki pulled a stunt within the motorcycle market by introducing the GSX-
R750, which was such a direct copy of their formula race bike with the only
difference that this GSX was, road legal. It turned the super sport motorcycle
market upside down and dominated the way super bikes would look for the
future. The GSX-R750 was super fast, which wasn't hard to understand since
there were hardly any changes to its racetrack design. Both on the street and
in the race track the bike was a huge success. In 1986 the GSX-R1100 was
also added to the line.
In 1996 Suzuki calls the new GSX-R750 the ‘turning-point model’ thanks to
its twin-spar frame instead of the older double-cradle frame. The engine is
also redesigned and featured 3-piece crankcases, chrome-plated cylinders
26
and a side-mount cam chain as well as Suzuki Ram Air Direct (SRAD)
system.
In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine. It
will be followed a year later by a racier R version, with a dodgy rotary vane
damping system in the rear shock. Suzuki equipped the TL1000R with a
steering damper, but it was still prone to headshake and customers
approached it with caution, if at all.
In 1999 Mat Mladin wins the AMA Super bike Championship, beginning a
run of unprecedented dominance. Mladin will win five more times, and
Suzuki will win 8 of the next 9 titles. With sport bikes getting more and
more sharp edged, the company is one of the first to recognize what might
be called the ‘semi-sport’ market, as opposed to the super sport market. The
SV650 features an aluminum-alloy truss frame and a liquid-cooled 90° V-
Twin DOHC 4-valve engine. Suzuki calls the Hayabusa the ultimate
aerodynamic sportbike. It’s powered by a 1298cc liquid-cooled DOHC in-
line 4-cylinder engine that becomes the darling of land-speed racers. The
name means “peregrine falcon” in Japanese.
The GSX style and line didn't change much over all the years with
improvements being made to the bike. A small fluke in design made Suzuki
27
lose its performance lead with the GSX-R1100. But the GSX-R750 has
remained a hit up until today. Maybe still hurt by losing the performance
edge with the GSX-R1100 redesign in the 1990s Suzuki introduced the
GSX-1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing
and became the world's fastest production bike at a whopping 190 mph (307
km/h).
28
SUZUKI MOTORCYCLES INDIA HISTORY
Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two wheelers.
The company’s products include motorcycles and scooters. It offers its
products through a network of dealers. The company was incorporated in
1997 and is based in Gurgaon, India. Suzuki Motorcycle India Pvt., Ltd.
operates as the subsidiary of Suzuki Motor Corp.
29
Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already
crowded Indian two-wheeler segment with players like Hero Honda, Bajaj
Auto, Honda, and TVS. SMIPL have started their Indian operations with a
125-cc mass-market motorcycle. It has made an initial investment of Rs. 200
crores to start their Indian operations.
Company sources have revealed that Suzuki would follow up this 125cc
bike with a high performance 150-cc sibling sometime next year. And for the
budget segment, another 100cc bike is expected in the first quarter of 2006.
Mass market is the initial aim with plans to enter all the segments rapidly.
They have their facilities located in Gurgaon.
Suzuki had launched bike by diwali, which is the auspicious time for buying
a new vehicle in Indian families. Their setup in Gurgaon has the capabilities
of manufacturing one lakh motorcycles and they are ready to step that up
massively if the situation arises. They already have setup 40 dealerships
around the country and are going to establish 4,000-5,000 sq.ft showroom
and service stations to provide services to the customers.
30
COMPANY PROFILE
Plant area and production capacity:
Chairman:
Mr. Katsumi Takata
31
Name Address Operations
Factory Office Head office affairs
Village Kherki Dhaula,
Badshahapur, N.H.-8, Motorcycle engines assembling and
Link Road, Gurgaon. machining
Fax No. - 0124-4170
701 Spare parts administration
MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide “VALUE-PACKED
PRODUCTS”. Since the founding of SUZUKI Motor Corporation, the
Organization’s Endeavour has always been to provide “VALUE-PACKED
PRODUCTS” as one of the manufacturing philosophies.
32
Develop products of superior value by focusing on the customers
Establish a refreshing and innovative company through teamwork
Strive for individual excellence through continuous improvement
GROWTH REPORT:
It has sold 14806 units in December ’09 listing a strong growth of 61%
over its sales in December ’08 despite recession. This increase of sales is
attributed to the tremendous response from the new product GS150R and
ACCESS 125.
It has reported 93% growth in sales during the month of January 2010. It
has sold 20441 units in January ‘10 listing a strong growth of 93% over its
sales in January ‘09.
33
It has sold 21752 units in March ‘10 listing an impressive growth of 76%
over its sales in March ‘09. This increase of sales is attributed to the
tremendous response from the new product GS150R and ACCESS 125.
34
FACILITIES
1 ) ENVIRONMENT:
The philosophy of keeping “environment first” is properly percolated
downwards. To comply with all applicable legislations and setting standards
thereof remains only a beginning. Company thrives to discover and invent
mechanisms for better environment management systems and it’s a
35
continuous process which is managed by a separate wing of experts and
specialist in the field.
SMIPL have fire fighting system (manual & automatic) for immediate
handling of any fire related accident. They have a fire tender (capacity 4500
liters water and 500 liters capacity foam).
Company try to maintain zero accident record through regular safety audit,
frequent training for staff, line associates and contractors. They organize
36
different safety programs and competitions to encourage employee
awareness and involvement.
3) ENVIRONMENTAL UTILITY:
To take care of the health of all our employees, they maintain all
international parameters and standards for drinking water, treated water,
ambient air shop floor, office and the outside. They keep updating all these
standards of health and welfare of employees through a team of well
qualified personnel in the R & D laboratory.
4) QUALITY CONTROL :
5) PARTS INSPECTION:
37
carried out on the individual parts before they are declared fit for the
assembly
For carrying out the inspection activities effectively, we have the latest
& sophisticated machines installed in the inspection area
7) MARKET QUALITY:
To act upon the customer’s feedback received from the service
department for the up gradation of the product
To resolve the quality issues being received from the market by
visiting the suppliers & taking the corrective & preventive measures
for the same
Monitoring for the effectiveness of the measures taken for the
particular problems through the cut off engine/ frame numbers.
8) WORK CULTURE:
They believe that future growth and prosperity of every employee
depends on the company’s growth and prosperity
38
Organizational and individual discipline
Continual improvement in quality and productivity
Cost consciousness
Customer satisfaction ( both internal and external )
Long term goals
Respect for laws, human beings and society
9) EMPLOYEE DEVELOPMENT:
Company's growth is based on enhancement of technical and behavioral
skills of the employees. They continually identify the performance gaps and
new skills required keeping into the company's growth in focus. They
believe that Employees are the most important assets of an organization. For
enhancement of technical and behavioral skills of the employees they
organize regular training programmers. Teams from Japan often come to the
organization to impart training. Their focus is to create a healthy
Environment where individual employee can achieve maximum satisfaction.
39
PRODUCTS OF SUZUKI MOTORCYCLES
SUZUKI ACCESS 125CC
Suzuki launched the Access 125cc in the month of September 2007. In those
days, Access 125 was the third product from Suzuki’s stable in India. Prior
to this, Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN
India.
Suzuki Access 125 is the third product from the Suzuki stable in India after
Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled
four-stroke engine with Continuous Variable Transmission (CVT), which
develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design
is typically Japanese, almost flat aprons where large turn indicators are
embedded. Though it has a longer wheelbase access looks compact because
of this design. No body colored mirrors for this access. Paint quality is of top
notch.
40
Xtra Torque Performance (XTP) for more power and faster pick-up
Telescopic front fork suspensions for comfortable riding
Tail lights that are trendy and attractive
Wider seat for comfort riding
Large size underseat compartment
Centralized ignition key switch, with shutter
Smart built-in signal
Multi-reflector lights for better visibility
Stylish, Chrome-plated silencer cover
Engine
Type Four-stroke, Air-cooled,OHC
Number of cylinders 1
Displacement 124 cm3 (cc)
Max Power 6.4 Kw@7000rpm
(8.58hp@7000rpm)
Max Torque 9.8Nm@5000rpm (1.0kg-
m@5500rpm)
41
Air cleaner Non-woven fabric element
Transmission CVT
Starter system Self & Kick Self
Suspension
Front Telescopic
Rear Swing-arm
Brake
Front Drum brake (130 mm)
Rear Drum brake (130 mm)
Tyre Size
Front 90/100-10
Rear 90/100-10
Electrical
Spark plug CHAMPION P-RZ9HC
Battery 12V, 5Ah
Headlamp 12V 35/35W
42
SUZUKI GS150R
The engine of the Suzuki GS150R is said to be convenient for riding in the
city. The 150cc engine respires through a BS26 carburetter. It comes with
Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops
13.8bhp of peak power at 8500rpm and 13.4Nm of peak torque 6000rpm.
According to Suzuki, GS150R will return a mileage of 48kmpl in City and
55kmpl in Highway.
43
Name: GS150R
Type: Commuter
Top Speed: 120kph OTHER SPECIFICATIONS
Fuel Consumption: 48.00 Weight: 134.00 kg
City Ground Clearance:160.00 mm
Fuel Consumption: 55.00 Fuel Tank: 15.50 ltrs
Highway
Wheelbase: 1340.00 mm
ENGINE SPECIFICATIONS Multi Reflector Halogen
Headlamp:
Displacement: 149cc Bulb
Four Stroke, Single Wheel Type: Die Cast Alloys
Engine:
Cylinder, SOHC Wheel Size: 2.75x18 - 100/90-18 mm
Maximum Power: 13.8 Bhp @ 8500 rpm Tubeless: NO
Maximum Torque: 13.4 Nm @ 6000 rpm Pearl nebular black,
Gears: 6 Manual Metallic flint gray, Candy
Colors:
Bore: 57 max orange & Candy dark
Stroke: 58.6 greenish blue.
No. of Cylinders: 1
ACTIVE AND PASSIVE SAFETY
Cylinder
SOHC Telescopic, Coil Springs, Oil
Configuration: Suspension(Front):
Damped
Valve Per Cylinder:2
Cooling Type: Air Cooling Swing Arm Type Coil
Suspension(Rear):
Spring, Oil & Gas Damped
BS26 - Throttle
Carburetor: Brakes: Hydraulic Single Disc
Positioning Sensor
Brakes(Rear): 130mm Drum
DIMENSIONS Stand Alarm: NO
Length: 2095.00 mm
Width: 775.00 mm COMFORT AND CONVENIENCE
Height: 1120.00 mm Fuel Guage: Digital
Self Start: YES
Tacho Meter: Analogue
Trip Meter: Digital-1
Alloys: YES
Speedometer: Digital
Passenger
YES
Footrest:
Passenger
NO
Backrest:
Step-up Seat: YES
Pass-light: YES
Low Fuel
YES
Indicator:
44
SUZUKI ZEUS 125CC
Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been
launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs
46,084. The bike had a soft launch earlier this year.
Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian
market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's
attempts to come back to the Indian market, which it had left in the late 90s.
During its earlier Indian coming, Suzuki partnered TVS for its two-wheeler
business.
Suzuki Zeus, packed with latest technology and styling, is an entry level
bike from Suzuki Motor Corporation. Zeus has a unique cut-line front cowl
for a much stylished, dynamic look. The bike is available in Zeus 125X and
125XU models.
45
Suzuki Zeus will be available in three colors, the company said. These are
Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl
Nebular Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the
company has invested Rs 200 crore at its Gurgaon manufacturing plant. The
production capacity of the plant is 100,000 bikes per annum.
46
VEHICLE SUMMARY OTHER SPECIFICATIONS
Name: Zeus 125 Weight: 114.00 kg
Model: XCD Ground Clearance: 155.00 mm
Type: Commuter Fuel Tank: 12.00 ltrs
Top Speed: 101kph Wheelbase: 1240.00 mm
Electrical System: NA
ENGINE SPECIFICATIONS
Headlamp: NA
Displacement: 124cc
Battery Type: 9.0 KC 10HR
Four-stroke, Air-cooled,
Engine: Battery Voltage: 12V
OHC
Battery Capacity: 2.5 Ah
Maximum Power: 8.5 Bhp @ 7500 rpm
Horn: NA
Maximum Torque: 10 Nm @ 3500 rpm
Wheel Type: Alloys
Gears: 5 Speed
Wheel Size: 2.75x18 - 3.00x-18 mm
Clutch: Wet Multiplate type
Tubeless:
Bore: 53.5
Colors: NA
Stroke: 55.2
Cylinder ACTIVE AND PASSIVE SAFETY
NA
Configuration: Telescopic, Coil spring,
Engine Block Suspension(Front):
NA Oil damped
Material: Swing-arm type, Coil
Chassis Type: NA Suspension(Rear):
spring, Oil damped
Cooling Type: Air Cooling Brakes: Disc
Carburetor: NA Brakes(Rear): Drum 130mm
Stand Alarm:
DIMENSIONS
Length: 2040.00 mm COMFORT AND CONVENIENCE
Width: 770.00 mm Fuel Guage: Analogue
Height: 1125.00 mm Self Start:
Tacho Meter: Analogue
Trip Meter: Analogue-1
Alloys:
Warranty: NA
Speedometer: Analogue
Passenger Footrest:
Passenger
Backrest:
Step-up Seat:
Pass-light:
47
SUZUKI HAYABUSA
Although boasting of a top speed of 397 km per hour as per recorded figures,
the bike that will come to India will have a speed limit of 299 km per hour.
Company think that the higher figure here is from some world record
attempts, while 299 km ph would be the official top speed. Do keep in
though that superbike or not, speed limits in most parts of India are at 60
kmph, and may go up to 100 km ph on some of the expressways.
Suzuki expects only a sale of around 150 units of the Hayabusa in India per
annum.
48
SUZUKI WARRANTY POLICY
Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all
models manufactured in its Gurgaon plant and sold through its authorized
dealers. Suzuki Motorcycle India Private Limited reserves the right either to
replace or repair, at their authorized dealer, free of cost, those parts which
may be found on examination to have manufacturing defect within 2 years
from the date of sale (or) first 30,000 kms whichever occurs earlier of its
operation.
If any of the free or paid service is not done as per schedule, the warranty
tends to stand void. Parts of the vehicle have been subjected to misuse,
accident, and negligent treatment, use of bad quality parts which are not
manufactured (or) not recommended for use by SMIPL on their motorcycles.
49
Parts of the motorcycle getting rusted or their plating or painting coming off
due to atmospheric condition like Sea Breeze and Industrial Pollution.
Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used
for any commercial purposes like Hiring etc. SMIPL undertakes no liability
in the matter of any consequential loss (or) damage caused due to failure of
the parts. Parts repaired (or) replaced under this warranty are warranted only
for the original warranty period of Suzuki motorcycles. Consumables like
Engine Oil, TFF Oil, Grease, used for the warranty repair are not covered
under the application of the warranty.
The Apex Suzuki Show room has its separate service center, Here
APEX SUZUKI also have a latest service center with all semi-
automatic instruments. It maintain a unique and regular checking
of each and every bike to increase a satisfaction level of the
customers.
50
Gate Entry
Estimation of Exp .
This Procedure will take just only 5 Minute then after Service of
the Bike is done.
SERVICE PROCEDURE
MECHANICS / ENGINEER
(BIKE WISE)
RTO Free
Insurance Free
Petrol Free Up to some K.M or some Rupees.
Reference Sales
DSS (Door Sales Service)
Exchange (It is a Major tool of Scheme/Conversion)
52
SELLING OF SHOW ROOM:
Daily 6 vehicles
MAJOR COMPETITORS
53
single largest two wheeler Company. Shri Brijmohan Lall Munjal is the
chairman and managing director of this Company.
During 80s, Hero Honda became the first company in India to prove that it
was possible to drive a vehicle without polluting the roads.
The unique features like fuel conservation, safety riding courses and mobile
workshops helped the group reach in the interiors of the country. Well-
entrenched in the domestic market, Hero Honda Motors Ltd. turned its
attention overseas, and exports have been steadily on the rise.
Honda motors of Japan is not a new name in the two wheeler scenario in the
country, they were in a tie up with the Firodias owned Kinetic group.
However in the late 90s they parted ways after problems arose over issues
like introduction of new models, advertising expenditure, marketing
strategies and other related issues.
54
In the mid 80 Honda motors of Japan joined hands with the largest bicycle
maker of India the Hero cycles to create Hero Honda which in a couple of
decades or so have gone on to become the single largest motorcycle
company in the world. Though Honda has come on its own on the Indian
market yet it will be providing technological support to Hero Honda for the
next ten years.
Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki
Heavy Industries of Japan to manufacture state-of-art range of latest two-
wheelers in India. The JV has already given the Indian market the KB series,
4S and 4S Champion, Boxer, the Caliber series, and Wind125
Kawasaki Heavy Industries is a Fortune 500 company with a turnover of
USD 10 billion (Rs. 45,840 crore). It has crafted new technologies for more
than hundred years.
55
The technologies of KHI have redefined space systems, aircrafts, jet engines,
ships,locomotive, energy plants, automation system, construction machinery,
and of course high reliability two-wheelers KHI has given the world its
legendary series of 600-1200cc Ninja and 1600 Vulcan bikes. Straight from
its design boards, the Kawasaki Bajaj Eliminator, India's first real cruiser
bike, redefines the pleasure of "biking" in looks as well as performance.
Bajaj is the first Indian two wheeler automobile company in the market since
1945 with the name M/s Bacharj trading corporation private limited. In 1959
M/s Bacharj trading corporation private limited change its name as Bajaj
Auto Ltd. Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers vehicles in 1959.
TVS Motor is a leading and trusted two wheeler company began with
the vision of TVS Scooty the founder of the Sundaram Clayton Group,
the late T.S. Srinivasan - 'to design, develop and produce an affordable
moped for the Indian family.' This vision was realized in 1980 when TVS
50, India's first two-seater moped rolled out of the factory at Hosur in Tamil
56
Nadu, Southern India. The company has been known for its ruggedness and
reliability.
Yamaha made its initial foray into India in 1985. Subsequently, it entered
into a 50:50 joint venture with the Escorts Group in 1996. However, in
August 2001, Yamaha acquired its remaining stake as well, bringing the
Indian operations under its complete control as a 100% subsidiary of
Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its state-
57
of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar
Pradesh and produces motorcycles both for domestic and export markets.
With a strong workforce of 2000 employees, India Yamaha Motor is highly
customer-driven and has a countrywide network of over 400 dealers.
The company pioneered the volume bike segment with the launch of its 100
cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire range
of 2-stroke and 4- stroke bikes in India. Presently, its product portfolio
includes Crux (100cc), Alba (106cc) and Gladiator (125cc).
58
In 1990, Royal Enfield entered into a strategic alliance with
the Eicher Group, and later merged with it in 1994. The
annual turnover of the company is Rs.10 billion.
59
INTRODUCTION:
60
about the company and its products, pays less attention to competing brands
and is less sensitive to price, offers product or service ideas to the company,
and costs less to serve than new customers because transactions are routine.
61
Spending more to increase customer satisfaction might divert funds from
increasing the satisfaction of other “partners”. Ultimately, the company must
operate on the philosophy that it is trying to deliver a high level of customer
satisfaction subject to delivering acceptable levels of satisfaction to the other
stakeholders, given its total resources.
It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your
customers to make sure the site or system you create for them is as close to
their requirements as you can manage. Because it's critical that you form a
close working relationship with your client, customer service is of vital
importance. What follows are a selection of tips that will make your clients
feel valued, wanted and loved.
This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve-
62
wracking experience. Rest assured, though, it does get easier over time. It's
important to meet your customers face to face at least once or even twice
during the course of a project. Suzuki believes that if a potential client
spends over half the meeting doing the talking, you're well on your way to a
sale. In SMPIL always face to face dealing with customer
This goes without saying really. We all know how annoying it is to wait
message and you'll contact them about it as soon as possible. Even if days
for a response to an email or phone call. It might not always be practical to
deal with all customers' queries within the space of a few hours, but at least
email or call them back and let them know you've received their you're not
able to solve a problem right away, let the customer know you're working on
it.
Suzuki always listen customer problem and solve his queries and always
have communication with customer.
63
It's very important to be friendly, courteous and to make your clients feel
like you're their friend and you're there to help them out. There will be times
when you want to beat your clients over the head repeatedly with a blunt
object - it happens to all of us. It's vital that you keep a clear head, respond
to your clients' wishes as best you can, and at all times remain polite and
courteous.
In Suzuki showroom all workers are trained and well behave with customer.
Suzuki showroom’s staff very friendly with clients.
This may not be too important when you're just starting out, but a clearly
defined customer service policy is going to save you a lot of time and effort
in the long run. If a customer has a problem, what should they do? If the first
option doesn't work, then what? Should they contact different people for
billing and technical enquiries? If they're not satisfied with any aspect of
your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to
person, or not knowing who to turn to. Making sure they know exactly what
to do at each stage of their enquiry should be of utmost importance. So make
sure your customer service policy is present on your site -- and anywhere
else it may be useful.
64
In Suzuki all terms & conditions are clearly mentioned so that no doubt in
customer mind
Have you ever received a Happy Birthday email or card from a company
you were a client of? Have you ever had a personalized sign-up confirmation
email for a service that you could tell was typed from scratch? These little
niceties can be time consuming and aren't always cost effective, but
remember to do them.
Suzuki has keep detail of all customers and make them happy on specific
occasion.
Sometimes this is easier said than done! However, achieving this supreme
level of understanding with your clients will do wonders for your working
relationship.
65
Suzuki always tries to know about customer needs and make the product
according to them.
It's possible this is the most important point in this article. The simple
message: when you promise something, deliver. The most common example
here is project delivery dates.Clients don't like to be disappointed.
Sometimes, something may not get done, or you might miss a deadline
through no fault of your own. Projects can be late, technology can fail and
sub-contractors don't always deliver on time.
66
To determine the Comparision of Suzuki motor cycle to other brands.
SCOPE OF STUDY
The data has been analyzed and presented in a simple and precise way on the
basis of which pertinent recommendations have been made to the company
to better the services, policies and strategies of the company in India.
Companies also want the Suggestion for improvement from users
of Suzuki Vehicle & get Feedback from customer.
67
RESEARCH METHODOLOGY
68
for eliciting information. As such, its function is measurement and it
represents the most common form of measurement in marketing research.
The report has been prepared on the basis of information collected from
different sources. In order to achieve the objective of the project proper
research method was applied. After giving through brain storming session,
objectives were selected and the set on the base of these objectives, A
questionnaire was designed major emphasis of which was gathering new
ideas or insight so as to determine and bind out solution to the problems.
RESEARCH DESIGN
The study also aims at findings out the customer satisfaction level of
SUZUKI motor cycle .For the customer satisfaction study a questionnaire
was formulated containing 22 questions which were sent out for response
mainly through personal interviews of customers. Results of this step
formed the basis of the recommendations given to the company.
69
SOURCE OF DATA
The report has been prepared as per the information
obtained from two sources. They are:
Primary data
Secondary data
1. PRIMARY DATA :
The primary data is that which details we collect first time from the
market and also used first time in the research. To collect the primary data
structured non disguise questionnaire is prepared. Primary Data was very
crucial to collect so as to know various past & present consumer views about
bikes/scooter and to calculate the market share of this brand in regards to
other brands. Fresh primary data was collected by taking direct filling of a
questionnaire from customer which involved face to face, all the Suzuki
70
customer who visited the dealership showroom for the service of their
bikes/scooters were questioned in order to find out the behavior of customer.
2. SECONDARY DATA:
Secondary data are those which has been collected by some one else and
which already have been passed through statistical process. When the
secondary data are sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used as bases for comparison
with primary data have been collected by questionnaire. Secondary data has
been taken from internet, newspaper, magazines and companies web sites.
1) OPEN-ENDED QUESTIONS:-
71
It is helpful in knowing what is uppermost in
the mind of the respondents. It gives complete freedom to the respondent.
2) DICHOTOMOUS QUESTIONS:-
It has only two answers in form ‘yes’
or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So the respondent is offered
two or more choice.
3) MULTIPLE-CHOICE QUESTION:-
In this, the respondent is offered two or more choice.
SAMPLE DESIGN
SAMPLING PLAN:
72
SAMPLING FRAME:
SAMPLE SITE:-
SAMPLING UNIT:-
SAMPLE SIZE:-
SAMPLING METHOD :-
73
A Stratified random sample is one where the
population is divided in to mutually exhaustive strata or sub-group and then
a simple random is selected within each of strata on age groups, occupation
etc. It may be noted that stratification does not means absence of
randomness. I use a simple random sampling method.
74
1) AGE-WISE CLASSIFICATION
AGE (IN YEARS) NO. OF RESPONDENTS PERCENTAGE (%)
18-25 49 49
26-35 26 26
36-45 19 19
46 & ABOVE 6 6
ANALYSIS:
75
The above pie chart is showing that the customers of Suzuki Access
125 are mainly coming from the age group of 18-25 that is around
49% because that people of this age group are passionate and are style
freaks,
we can say that Popularity of Access 125 is available in the age of 26-
35 (around 26%) also because of its reputation in the world market.
2) GENDER-WISE CLASSIFICATION
MALE FEMALE
GENDER 71 29
PERCENTAGE (%) 71 29
ANALYSIS:
76
3) MARITAL STATUS CLASSIFICATION
MARRIED UNMARRIED
MARITAL STATUS 51 49
PERCENTAGE (%) 51 49
ANALYSIS:
In this pie chart it is very much clear that 51% of the Access 125
77
Customer is mainly 51% married & 49% unmarried, so Suzuki launch
Access 125 is mostly being accepted by the family oriented people.
4) OCCUPATION-WISE CLASSIFICATION
ANALYSIS:
78
Once again we found that Suzuki’s major customers are the
students of colleges and schools which consists 55%, as they want
something special, new, stylish, masculine and attractive.
5) INCOME-WISE CLASSIFICATION
INCOME (P.A) (IN ‘000) NO. OF RESPONDENTS PERCENTAGE (%)
75-100 2 2
100-125 18 18
125-150 49 49
150 & ABOVE 31 31
ANALYSIS:
79
In the income group distribution we can analyze those
customers of Access 125 are coming from the Middle income group people
which is around 49% by including 125-150 slab of income group. It shows
that Suzuki is placing their products in the appropriate price range. As the
people of this income bracket can easily afford this two wheeler.
80
ANALYSIS:
ANALYSIS:
As we can see here the major promotional tool which is influencing the
customers is advertisements which is around 49%, after that the major
source of awareness among customers, is Family 24% & friend’s 20%.
So here we can say that Suzuki should produce better advertisements like
Access 125 and they should link their ads with the emotions of the
customers so that the brand recognition by the customers will be for long
81
time. The customers can still recall the punch lines of Bajaj and Hero Honda
such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such
should also use such kind of heart loving lines.
ANALYSIS:
82
As we can see that most of customer expectation after going to be Suzuki
motorcycles product is 49% ask more value for money & 29% ask improved
quality so company should provided according to the needs and quality to
the customer.
83
ANALYSIS:
In this pie chart we can see that in India most competition brand against
Suzuki motorcycles is Honda 36% & Hero Honda 34% so to increase market
share and fight with competition SMIPL has to give customer wide range of
product with better quality.
84
ANALYSIS:
As we can see that 69% customer are very much like Suzuki Access 125 but
43% customer are average like Suzuki Access 125 so company has to more
improve his product.
85
ANALYSIS:
In this pie chart we can se that 69% customer are think that Access 125 is
attract today’s generation and 22% are think that no so company should
more focus on today’s generation.
86
ANALYSIS:
Above graph show that in Suzuki the best thing is quality 43%, style/design
33% so company should maintain his quality & style and improved his
service & price to increase satisfaction level.
ANALYSIS:
87
We can see that 53% are satisfied 29% are average satisfied and thinks that it
is worth purchasing so it is good for company.
YES NO
RESPONDENT 82 18
PERCENTAGE (%) 82 18
88
ANALYSIS:
In this pie chart we can see that 82% customer is satisfied with free service
from the showroom so the company showroom maintain his service &
customer relationship.
YES NO AVERAGE
RESPONDENTS 73 3 24
PERCENTAGE (%) 73 3 24
89
ANALYSIS:
Above pie chart shoe that 73% customer think that Suzuki Access 125 is
comfortable for driving & journey so company should maintain quality of
Access 125 and provide safety measures to the customer.
ANALYSIS:
90
In this pie chart we can that the maintenance of Suzuki is 55% low and 39%
average so it is good for company and company should maintain his product
quality.
YES NO AVERAGE
RESPONDENTS 69 3 28
PERCENTAGE (%) 69 3 28
91
ANALYSIS:
Above pie chart show that after purchasing Suzuki 69% customer are thinks
that it is good value for money and 28% think that it is average for money.
ANALYSIS:
92
In this pie chart we can see that customer belongs to 75-100 satisfaction
level, 18% customer belongs to 50-75 satisfaction level so it is good for
company that people like Suzuki.
FINDINGS
The survey show that 56% customer are average & 28% customer are
good perception about Suzuki automobile product
The survey show that in India the most compare brand against
SUZUKI is Honda 36%, Hero Honda 34% and Bajaj 21%.
The survey shows that 54% customers are like Suzuki Access 125 and
43% are average like.
The survey show that 69% customer think that Suzuki Access is
capable to attract today’s generation.
93
The survey shows those 43% customers are believed that quality is the
best thing is Suzuki Access 125.
CUSTOMER’S REVIEW
The style of scooter not much impressive, I am waiting for the how
the market responds but main key is priced comparative with Honda
activa and mileage.
Suzuki is globally known for quality, value for money & customer
94
SWOT ANALYSIS
1) STRENGTHS:
2) WEAKNESSES:
Small showrooms
Not much emphasis on aggressive selling
Weak product diversity
3) OPPORTUNITIES:
4) THREATS:
95
Cut throat competition
Increasing number of players in the market
Rising raw material costs
Increasing rates of interest on finance
LIMITATIONS
96
The research is directly concerned with the study of human
preference and behavior and achieving absolute mathematical
accuracy towards this was not possible.
RECOMMENDATIONS
The Suggestions that are given by customers and we give
suggestions as a market researcher for Improving in a service,
advertisements. Because after selling of a vehicle customer may
has some of the problem and customer come for solve their
problem through service and company should try to give proper
service to satisfy customer by solving their problem. The
suggestions are as followed:
97
All parts should be available at service station. Because
sometime customer face the problem that parts are not
available.
Company should facilitate a Scheme for servicing Old
Vehicles so that the entire customer services their vehicle at
company’s service station.
98
CONCLUSION
Indian 2-wheeler industry is the second largest in Asia after China. After the
separation with Tvs Motors the main focus of Suzuki has been to capture the
Indian Market through its Product which are Best In terms Of Style &
Design and is trying to achieve more target of which it has laid down for the
coming years its Recent Launched Bikes like Suzuki Zeus, GS150R,
Hayabusa and Scooter Suzuki Access have shaken the market leader Like
Bajaj, Hero Honda & Honda is giving them a tough competition & soon
going Launch Few More Bikes in the market. But in a country like India
where customer generally appreciates mileage it becomes necessary for a
company like Suzuki which produces Bikes whose prices are towards the
higher end to focus on other factors to which influence the consumer choice
of Product like Prices, after sale services and many more.
99
BIBLIOGRAPHY
MAGAZINES:
NEWSPAPERS:
Economic Times
Business Standard
WEBSITES:
www.suzukimotorcycles.co.in
www.autowebindia.com
www.sitepoint.com
www.automonitor.com
www.siamindia.com
100
Various Search Engines
APPENDIX
(QUESTIONNAIRE)
1. Name -________________________________________
5. Occupation-
Officials Students
Retired Others
101
Rs. 125-150 Rs. 150 above
13. Do you think that the Suzuki Access 125 is capable to attract
today’s generations?
Yes No cannot say
102
Quality Style/design Service Price
16. Are you satisfied with free service from the showroom?
Yes No
19. Do you think worth the value of money you spent on Suzuki
Access 125?
Yes No Average
103