SCOOTERS INDIA LIMITED

SUMMER TRAINING PROJECT On BRAND POTENTIAL THROUGH USER PRECEPTION AND SATISFACTION OF THREE WHEELERS (LOADER SEGMENT)

SUBMITTED TO
Mr. R.K.CHADHA Manager (Marketing) Scooters India Limited (SIL) Lucknow

SUBMITTED BY
Pramod Kumar PGDM (2011-13) G.L. Bajaj Institute Of Management And Research Greater Noida
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ACKNOWLEDGEMENT

I hereby acknowledge Scooters India Limited for providing the constant guidance for encouragement, which helped me a lot to be successful in my efforts. Through this project, I have tried to make a step towards my journey to be a complete manager.

This formal acknowledgement will hardly be sufficient to express my deep sense of gratitude to all of them. It was memorable experience while doing my project at Scooters India Limited (SIL), Lucknow. I would therefore like to express my heartiest gratitude towards all of them.

I take immense pleasure in thanking Ms. Molly Chakraborty, Asstt. Manager (HR), Scooters India Limited for giving me the opportunity to undertake my summer training at SIL.

I would like to thank Mr. Piyush Chandra, Regional Sales Manager, And Mr. R.K. Chadha, Manager (Marketing), Scooters India Limited whose constant supervision and guidance greatly broadened the cope of my training program.

PREFACE
The project on An Analysis Of User Perception And Satisfaction Of Three- Wheelers is a detailed survey of the market which is divided into two logical segments. This project only deals with the loader segment of three wheelers ( Diesel Engine ). The project has been undertaken to analyze User Perception and Satisfaction about the product that is, Vikram 750 D and helps in giving precise information about the competitors in the local market that is, Lucknow City and their standing in it . Hence, the project tries to give a good glimpse of the areas in consideration. The project also covers other aspects as well as to study warranty policy and procedures of different product of the companies competing in the loader segment of three wheelers and investigating user preferences for any particular brand, their average, monthly income, avg. maintenance per month . The project has been displayed in a simple and a logical manner. It has been divided into four sections and each of these sections deals with separate topics as can ve witnessed. Great efforts have been taken to maintain the truthfulness and validity of the project through and extensive study so that it can serve as a feedback for Scooters India Limited, Lucknow and help the organization in designing their future course of actions.

Training At SIL
The main objective of the summer training at Scooters India Limited (SIL) was to conduct a market research and to suggest some data backed recommendations, which on implication should provide the results desired by the company. Apart from the research work, SIL gave me a valuable opportunity by making me aware to the current competitive word. Along with the research, my responsibility also included, checking the customers awareness of the products that serve as competitors to Vikram 750 D. In the process of this, I also observed the sales and marketing of the product. For this first, the target customers were identified. Next, their addresses and contact numbers were attained, a database of all such customers was made, and the customers who were interested in buying, as well as those who could be convinced, were sorted out of the list. Then product demos were given to them, to satisfy the slightest of the query, if they had any. Then these customers list were given to the sales persons of the dealer, for further processes. To perform all this, a complete knowledge of the product was required as well as the complete knowledge of the competitor products was necessary for having and edge, to convince the customer. To enhance my knowledge about Vikram 750 D I personally also met few customers, which were already having Vikram, and took the product feedback. This gave me the exact position of my product and I got to know certain other points on which I can convince the customers, which previously I was not aware of. I m glad that I received a chance to have this kind of learning experience. Scooters India Limited has taught me a lot, I practically experienced various concept of marketing and human resource and above that, I experience those concepts which are neither taught in classes not written in the text books. To know them one has to stand in the market and SIL, gave me that very opportunity to stand in the market and to learn. I am determined to carry these learning forwards and apply them to the organizations I will be associated with in future.

Table Of Contents :
Section- A.....-8THE INDUSTRY PROFILE, COMPANY PROFILE, THE PRODUCT & THE COMPETITORS.....-8THE INDUSTRY PROFILE..-9THE INDUSTRY... 10THE COMPANY PROFILE .-15THE COMPANY ..-16SWOT Analysis ...-19KEY DRIVING FORCES ...-20THE PRODUCT PROFILE ..-21THE PRODUCTS ....-22VIKRAM 750 D ...-23RESEARCH AND DEVELOPMENT ...-25THE COMPETITORS .-26MAHINDRA CHAMPION .........-28TATA ACE . -29BAJAJ MINIDOR ...-30SECTION-B ... ...-31THE PROJECT PROFILE ...-31THE PROJECT ...-32PROBLEM ENCOUNTERED .......-33SECTION-C ....-34RESEARCH DESIGN AND METHODOLOGY...-34THE RESEARCH PROBLEM ..-35THE RESEARCH OBJECTIVE ..........-36THE RESEARCH DESIGN ...-37THE DATA SOURCE ..-37THE AREA OF WORK -375

DATA COLLLECTION METHOD ...-38THE ANALYTICAL TOOLS USED ......-38THE SAMPLE AND DESIGN ....-39LIMITATIONS OF THE SURVEY ....-40SECTION-D .-41DATA TABULATION AND ITS INTERPRETATION ...-41Q1, Is it your first vehicle -42Q2. What made you purchase this vehicle .-44Q3. Vehicle purchased this through ...-46Cash ...-46Finance -46Q5. How much was the delivery time ? ..........................................-48Q6. Were all promises kept while delivery of the vehicle .-50Q7. Service/ maintenance from: ..-52Showroom ...-52Local Mechanic ..-52Q8. Was there any major breakdown within one month after the purchase ? ..-54Q9. Overall sales experience ....-56Q11. What will be your next vehicle ...-58Q13. Your view on: ...-60Q13. Daily Running ..-63Q14. Monthly earning ..-64Q15. Monthly maintenance expenses ..-65Q16. Monthly savings ...-66FINDING BASED ON THE DATA .-67CONCLUSION ....-68RECOMMENDATIONS ..-69ANNEXURE..-70-

ANNEXURE -1 ..-71` QUESTIONNAIRE ...-73-

APPENDIX ......-76-

SECTION A

THE INDUSTRY PROFILE, COMPANY PROFILE, THE PRODUCT & THE COMPETITORS

THE INDUSTRY POFILE

THE INDUSTRY
A sound transportation system plays a pivotal role in the countrys rapid economic and industrial development. The well developed Indian automotive industry, with deep forward and backward linkages, ably fulfills this catalytic role by producing a wide variety of vehicles. Passenger cars, light, medium and heavy commercial vehicles, multi-utility vehicles such as jeeps. Scooters, motorcycles, three wheelers, tractors etc. Since the beginning of liberalization in 1992-93, there has been spectacular growth in the industry and it achieved a cumulative annual groth rates (CAGR) of 22% between 1992 and 1997 outstripping industrial production growth by about 30%. This has led to an increase in its contribution to industrial output from 4.3% in 1992-93 to 5.4% by 1996-97. During the period of 1992-97, the automobile component industry has grown by a CAGR of 28%. Also this period was characterized by the entry of global automobile manufacturers for setting up joint venture in India. There Haas Been Substantial addition to installed capacity from 1993-94 to 1998-99.

GROWTH IN AUTOMOBILE INDUSTRY

The automotive industry in India is one of the largest in the world and one of the fastest growing globally. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.7 million units in 2010. According to recent reports, India is set to overtake Brazil to become the sixth largest passenger vehicle producer in the world, growing 16-18 per cent to sell around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand.[3] In 2010, India reached as Asia's third largest exporter of passenger cars, behind Japan and South Korea beating Thailand. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second fastest growing automobile market in the world. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 5 million by 2015 and more than 9 million by 2020. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads.

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THE MARKET SIZE OF THREE WHEELERS IN AUTOMOBILE INDUSTRY

The financial year 2010-11 was a mixed year for the automobile industry while the twowheelers segment witnessed an impressive growth largely due to growth in the motorcycle segment . The whole market is been captured by the two-wheelers i.e. about 76% . Commercial Vehicles and Three wheeler market is been at the downfall and which is need to be improved . Passenger vehicles share is been also went down slightly .

Domestic Market Share For 2011-12

Passenger Vehicles Commercial Vehicles Three Wheelers Two Wheelers

16.25 4.36 3.39 76.00

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SALES IN AUTOMOBILE INDUSTRY

Domestic Sales
The cumulative growth of the Passenger Vehicles segment during April 2007 March 2008 was 12.17 percent. Passenger Cars grew by 11.79 percent, Utility Vehicles by 10.57 percent and Multi Purpose Vehicles by 21.39 percent in this period. The Commercial Vehicles segment grew marginally at 4.07 percent. While Medium & Heavy Commercial Vehicles declined by 1.66 percent, Light Commercial Vehicles recorded a growth of 12.29 percent. Three Wheelers sales fell by 9.71 percent with sales of Goods Carriers declining drastically by 20.49 percent and Passenger Carriers declined by 2.13 percent during April- March 2008 compared to the last year. Two Wheelers registered a negative growth rate of 7.92 percent during this period, with motorcycles and electric two wheelers segments declining by 11.90 percent and 44.93 percent respectively. However, Scooters and Mopeds segment grew by 11.64 percent and 16.63 percent respectively.

CATEGORY Passenger Vehicles Commercial Vehicle Three Wheelers Two Wheelers GRAND TOTAL

2007-08 1,549,882 490,494 364,781 7,249,278 9,654,435

2008-09 1,552,703 384,194 349,727 7,437,619 9,724,243

2009-10 1,951,333 532,721 440,392 9,370,951 12,295,397

2010-11 2,520,421 676,408 526,022 11,790,305 15,513,156

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THE EXPORT IN AUTOMOBILE INDUSTRY

Exports
Automobile Exports registered a growth of 22.30 percent during the current financial year. The growth was led by two wheelers segment which grew at 32.31 percent. Commercial vehicles and Passenger Vehicles exports grew by 19.10 percent and 9.37 percent respectively. Exports of Three Wheelers segment declined by 1.85 percent.

CATEGORY Passenger Vehicles Commercial Vehicle Three Wheelers Two wheelers GRAND TOTAL

2007-08 218,401 58,994 141,225 819,713 1,238,333

2008-09 335,729 42,625 148,066 1,004,174 1,530,594

2009-10 446,145 45,009 173,214 1,140,058 1,804,426

2010-11 453,479 76,297 269,967 1,539,590 2,339,333

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THE COMPANY PROFILE

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THE COMPANY
In June 1971, M/s Automobile products of India Ltd. Bombay (API) sent a request to the government of India for increasing the production capacity for Lamberetta two-wheelers and three-wheelers. As per the request, API wanted to acquire the entire production facilities of its ex collaboration M/s Innoceti of Italy. Anticipating an increase in demand for scooters in the country, it was decided that a public sector unit should be set up in the country for the purpose. After informal meetings between Govt. of India represented by ministry of Industrial Development M/s Innoceti of Italy in Sept. 1971, Govt. of India decided that it should have 51% share holding. Consequently, on June 16, 1972 the formation of agreement was signed between Govt. of India, API of India Ltd. And M/s Innoceti Of Italy. The company ws incorporated under Companies Act 1956 on September 1972 by Registrar of Companies, UP and was to be known as Scooters INDIA LIMITED. As per the memorandum of association of the company the main object for SIL is to design manufacture assembly buy, sell export repair and/or service or otherwise deal in automobile of all types including Scooters, Mopeds, Motorcycles of being used therewith or manufacture, maintenance and working thereof respectively. Scooters India Ltd. Has changed gears. It has added and has thus become three-wheelers manufacture in its factory but sales employment in the market. The company has shifted its working from it now stands on three legs, which are Supply Curve Quality Productivity Discipline

Scooters India Ltd. Has met its entire debt obligation including its payback of principle and interest due thereon within the specified time the company with the active contribution of all the employees, which has not only increased the sales but also developed three new models of three wheelers.

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SCOOTERS INDIA LIMITED

THE VISION
To grow into global company constantly striving to meet the changing need of consumer through constantly improving existing products adding new products and expanding the customer base .

THE MISSION
To Fulfill customers need for economic and safe mode of road transport and quality engineering products through contemporary technologies.

THE OBJECTIVE
The main objective is to provide economical and safe means of transportation with contemporary technology for movement of cargo and people. Providing eco-friendly, flawless and reliable products to fulfill customer needs. Achieving the customer satisfaction by providing products at right price and at right time.

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THE QUALITY
Quality is the heart and soul of the company. Getting ISO 9001 And 14001 certification was just a milestone but company aims to go miles and miles in terms of quality achieving customer satisfaction by providing at right time and at right place. Quality in SIL is not limited to product. It has been made all pervasive because the company believes quality touches. Quality is not what we understand, quality is what customer wants, Quality is not static but dynamic . In SIL, the quality of product is assured through the following departments:

Vendor Quality Customer Quality Quality Audit

In process, quality has been left in the hands of production department as the company; strongly believe that quality is produced. Quality can not be incised by inspection. The facilities in the quality assurance include well-equipped chemical, physical and metallurgical labs, standard room attached to machine shop.

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SWOT ANALYSIS
Strengths
Being the market leader in loader vehicles, it has strong presence in the commercial vehicle market. Brand recognition as people say Vikram and Scooters India are synonyms. Continuous product improvement in accordance to the customer demand through high and continuous investment in R&D. Wide spread distribution channels across the state.

Weaknesses
Financing vehicles takes comparatively more time than other competitiors Weak advertising strategy. Cyclic foundation of demand. Weak relation of employee and dealers. Performance and effectiveness of service centers is much lower than that of its competitors like Tata Motors. Operations mainly restricted to India. High attrition rate of salespersons at the dealers end.

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Opportunities
Increasing demand for loader in India. Expansion in international markets. Governments regulations, which make certain type of vehicles, prohibited for a city or parts of country.

Threats
Increase in prices of raw materials. Governments regulations for conversion into and running of CNG commercial vehicles. Intense competition from global players. Stringent emission norms and related compliance can affect companys performance. Entry of various new players in loader manufacturing . Low entry barriers for foreign players to enter the industry.

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KEY DRIVING FORCES

Continued Road Development Ban on Overloading to Spur Commercial Vehicle Demand. Low Penetration Level of Passenger Cars Growing Urbanization A Burgeoning Middle Class Better Financing Options

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THE PRODUCT PROFILE

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THE PRODUCTS

The virile and versatile VIKRAM has presented in its family the following procedure :

Vikram 750 D Vikram 450 D Vikram EV

SIL

Vikram 600 G

Vikram 1000 CG

Vikram 410 G

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VIKRAM 750 D
Applications:- Passenger Carrier, Load Carrier, Delivery Van etc.

Specification Engine Fuel Displacement Bore Stroke Maximum Power Maximum Torque Compression Ratio G.V.W Kerb Wt. Wheel Track Wheel Base Ground Clearence Tyre Size Steering Brakes Suspension Gear Box Clutch Starting Maximum Speed Fuel Tank Capacity Seating Capacity 4 Stroke, Single Cylinder Diesel Engine ; Air Cooled / Water Cooled Diesel 510cc 85mm 90mm 7.5KW @ 3000 rpm 27Nm @ 1800-2400 rpm 17.5 : 1 1250 kgs 625 kgs for Passenger Carrier, 570 Kg for Goods Carrier 1315 mm 2270 mm 140 mm 4.5 x 10 " , 8 ply Steering Wheel Hydraulic brakes for simultaneous action on all 3 wheels Front coil spring with hydraulic damper . Rear leaf spring with hydraulic damper. Constant mesh type ; Four forward and one reverse gear. Dry Electric Start 52 Km / Hour 10 Ltr For Passenger Carrier- Driver + 6 Passenger For Goods Carrier - Driver + 1 Pickup / Delivery Van, Garbage Carrier , Sewage Cleaning, Poultry / Milk Van, Gas Cylinder / Bottle Carrier, Postal Van etc.

Applications

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In view of alarming rise in vehicular pollution in cities of India, the state owned company Scooters India Ltd. (SIL) has launched Vikram EV, an electric, zero pollution vehicles. Vikram EV is the first zero emission electric (battery driven) three-wheeler of the world (as recorded in the Limca Book of Records 2003) and its earlier versions are playing in many cities of India and several other countries like Sudan, Nigeria, Nepal, Bangladesh etc. Hundred of these three-wheelers are already running successfully on Kathmandu roads (Nepal) as SAFA TEMPO.

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RESEARCH AND DEVELOPMENT

Research and development has become the prime activity for the organization. The business today is customer driven. The department remains in constant touch with the customer to transplant their need and thinking into the product that satisfy them. The department serves the customers through design , standardization ,value ,engineering ,defect removal ,etc. Scooter India Ltd. Equipped with auto CAD system advanced instrumenting testing rings and prototype manufacturing facilities the companys R &D is recognized ,by ministry of science and technology Govt. of India. It has distinction of developing first zero pollution electric three- wheeler in India .

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THE COMPETITORS

The main competitors in loader segment of Vikram 750 D are:

Mahindra & Mahindras Champion DX Tata Motors Ace Force motors (Bajaj) Minidor

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Mahindra Champion

Application: Load Carrier

Specification Engine Engine Type Engine power Engine max. torque mkg@rpm Engine capacity CC Dimensions Wheel base(mm) Ground Clearance (mm) Max. Length(mm) Max. Width (mm) Cargo Bed (L*W*H) Tyre Size Chassis Chassis / Frame Weight Kerb weight Maximum GVW Suspension Front Rear Leading tink type with dual coil spring & shock absorber. Solid torsion bar with independent trailing arms & shock absorbers. 685 1350 Rectangular tubular chassis with box section long members and welded cross members 2050 160 3450 1520 1930*1450*300mm 4.5*10, 8PR Single Cylinder Water cooled, 4 S, DI 7.5 kW @ 3000 rpm (10.2 bhp) 2.6 @ 1800 - 2400 rpm KgM 510

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TATA ACE

Application: Load Carrier

Specification ENGINE TATA 275 IDI NA BS-II (And BS-III) 4-Stoke,Naturally Aspirated,indiect injection diesel engine 16hp @3200rpm 3.8mkg @2000rpm 700 cc, catalytic converter(only in BS III) Single plate dry fiction diaphragm type GBS 65-4/5.27 Synchromesh (4 forward gears), Sliding mesh (reverse gear) Mechanical, Variable ratio (20.5 to 24.5), 380 mm dia Dual circuit hydraulically activated Disc brakes Drum brakes (200 mm dia * 30 mm) Cable operated mechanical linkages acting on rear wheels Hydraulic double acting telescopic type both at front and rear 145 R12 LT 8PR RADIAL Capacity 30 liters 64 kmph 16% Pick up type. Hinged rear tail gate 675 mm Length? 2200 mm Width? 1500 mm Height? 300 mm (All in mm) 3800 1500 2100 1820 1300 1320 8.6 m 1550 Kg. 805 Kg. Driver + 1
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CLUTCH GEAR BOX Type STEERING BRAKES Type Front Rear Parking Brake SUSPENSION Shock Absorber Tyres FUEL TANK Max. Speed Max. Gradeability LOAD BODY Type Loading height Load Body(external)

DIMENSIONS Overall Legth Width Wheel Base Overall Height Track Front Track Rear Min Turning Circle WEIGHTS Max. GVW Kerb Weight Seating Capacity

BAJAJ MINIDOR
Application: Load Carrier

Specification Engine Fuel Displacement Bore/Stroke Maximum Output Maximum Torque Compression Ratio Weight Wheel Ground Clearance Tyre Size Steering Brakes Air filter : oil bath type of oil filter, spin on type oil sump capacity (ltr.), 1.75 Ltrs. Diesel 4996 cc 85.0 * 87.8 mm,outside dia.(mm) 160 mm 7 KW (ISO) @ 3000 rpm 25 NM @ 1800-2000 rpm 21:1 Maximum permissible FAW: 400 Max. Permissible RAW:950 Max. Permissible GVW:1350 Three and one spare 149 Wheel base 4.5 * 108 PR Rack and Pinion Parking Brake : Mechanical Service Brake : Dual circuit hydraulic self adjusting Front And Rear : Drum Brake Front : Leading like type with coil spring and shock absorber Rear : Solid torsion bars with independent swinging arms and shock absorber I-4.10:1,II-2.28:1,III-1.37:1,IV-0.87:1 Diaphragm, single plate dry fiction pot type, outside dia (mm)- 160 mm Electric Start 9 Liters Driver + 1 Chamber Ensures low emissions and excellent mileage even at high load condition Powerful, Dual Circuit, Highly Efficient

Suspension Gears Ratio Clutch Starting Fuel Tank Capacity Sitting Capacity Other Features

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SECTION B THE PROJECT PROFILE

30

THE PROJECT
The project is the result of a survey ,which was undertaken for a period of 45 days from May 4,2012 to June 20,2012 and was conducted in Lucknow city. The market in Lucknow has been divided into two segments of which only 1 is dealt in the project . The segment is the Loader Segment of Three Wheelers. The objectives of the project have been fulfilled by getting responses from the users (drivers/owners) associated to this segment ,through a personal interview in the form of a questionnaire. The response available through the questionable are later used to evaluate the demand for the product in the segment and the perception of the user about the product. Since the product Vikram 750D is not new in the market ,the project also covers an analysis of the trend in the market due to entry of new players in the loader segment and their ffect on the sale of Vikram 750 D(loader ). One very important aspect of the project is that it also helps to find out which features the user would like to avail from a loader . This has been met by acquiring suggestions from the users of the other brands of loader so that Scooter India Ltd. Can look upon these feedbacks to manufacture and provide a more user friendly machine in the market.

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PROBLEM ENCOUNTERED
The problems of the market survey are such as that of The respondents of the survey were mostly illiterate and were not able to communicate well. They were able to tell the actual maintenance cost, earnings and their monthly savings from the loader. It was not possible to extract each information about the load carriers ,as the technological aspect was complete. Only few of the many users of three-wheeler loader segment were covered in through survey.

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SECTION C RESEARCH DESIGN AND METHODOLOGY

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THE RESEARCH PROBLEM

The problem formulation is the first step to a successful research process. The project undertakes the problem of analyzing the customer perception about the Vikram 750 D and to find the demand of the product in the potential i.e. the problem dealt in the project is to explore the unnoticed opportunities that exists in the market.

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THE RESEARCH OBJECTIVE

To identify the effect of Vikram 750D on various automotive range. Customers preferences, buying attitude and the product image of Vikram 750 D in loader segment. To identify the competitors in the loader segment of three wheelers in CNG and the loader segment where a company need to change or add something. To study customers post purchase behavior for the product ,brand and the company. To study the customer perception about Vikram 750 D in loader segment.

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THE RESEARCH DESIGN

The research design used in the project is Exploratory Design. The investigation is carried upon the locals of the Lucknow city. The reason for choosing this design is to get response from the customers so that the company could discover new ideas through their response.

THE DATA SOURCE

The source of the data has been according to the segment ,which mainly includes interviews of drivers of the load carriers of the different companies with help of questionnaire. The source data collected with the help of personal interviews from the drivers of CNG loader segment through the different questionnaire for CNG load carrier drivers.

THE AREA OF WORK

The fieldwork is conducted in the Lucknow city only with special reference to Krishna Nagar, Alambagh Chauraha, Sarojini Nagar and Charbagh.

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DATA COLLECTION METHOD

The data collection method used is primary data source. It was done by collection of information from the respondents by me. The method of gathering information is Survey Method i.e. through structured questionnaire observation

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical ; in nature which include Cylindrical charts Column charts Tables showing percentage

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THE SAMPLE SIZE AND DESIGN

The sample size consists of 48 units which are the most logical and unbiased response. The sample design was purposely chosen as STRATIFIED SAMPLE DESIGN . As it is more advantageous over rest of the sampling method ,under this method sample are weighted based on importance of various segments comprising the market. The users of loader segment were divided into 4 major subgroups ,which are: Vikram 750 D (SIL) users Mahindra Champion (M&M) users Tata Ace (Tata Motors) users Bajaj Minidor (Force Motoirs0 users

In each of these subgroups, the sample size of the survey was taken 12 units . Therefore, the total no. of units in the survey is 48.

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LIMITATIONS OF THE SURVEY

Though, best efforts have been made to make the study fair, transparent and error free, yet there might be some inevitable and inherent limitations. Although outright measures are undertaken to make the report most accurate.

The limitations of the survey are narrated below: : The project is valid for the predefined area of work (Lucknow city) only. It was not possible to question each of the many users of the load carrier. There may be some biased response from the respondents. Some respondents did not provide the full data.,

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SECTION D DATA TABULATION AND ITS INTERPRETATION

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Q.1 Is it your first vehicle?

Vikram 750 D
Yes No Total 10 2 12

Tata Ace 9 3 12

Mahindra Champion 11 1 12

Bajaj Minidor 9 3 12

Total 39 9 48

Percentage 81.25 18.75 100

50 45 40 35 30 25 20 15 10 5 0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor Total No Yes

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INTERPRETATTION
As we can see from the analysis chart that for 81.25% of the total owners, these were the first vehicles. In Case Of Vikram 750 D , it is around 81%, while in case of Mahindra champion; it is 88% that is only one owner, this was the second vehicle. Similarly, for Tata Ace(72%) and Bajaj Minidor (72%) a major number of the owners were having a fresh experience as the owner of the vehicle.

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Q3. What made you purchase this vehicle?

Vikram 750 D Advertisement Finance Scheme Reference Total 0 0 12 12

Tata Ace 7 0 5 12

Mahindra Champion 0 0 12 12

Bajaj Minidor 0 0 12 12

Total 7 0 41 48

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

Reference Finance Scheme Advertisement

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INTERPRETATTION
About 85% of the owners came to know about the vehicles through their references. Only in case of Tata Ace, more than 50% of the people came to know about the vehicle through advertisement. For rest all other vehicles, their awareness was completely by reference.

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Q4.Vehicle purchased through: Cash Finance

Cash Finance Total Vikram 750 D 0 12 12 Tata Ace 6 6 12 Mahindra Champion 10 2 12 Bajaj Minidor 7 5 12 Total 23 25 48

12

10

Finance Cash

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATTION
Around 52% of the vehicles were purchased by finance. Rest, by cash payment. All the Vikram 750 D are purchased ny finance, while in case of Tata ace, it os 50%. In case of Mahindra Champion, a major portion of the vehicle is purchased through cash. While in case of Bajaj Minidor, more than 50% of the vehicles are purchased through cash.

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Q5. How much was the delivery time?

Immediately 3 4 5 6 7 >7 Total

Vikram 750 D 0 0 3 2 3 3 1 12

Tata Ace 5 0 0 0 0 7 0 12

Mahindra Champion 6 1 0 2 1 2 0 12

Bajaj Minidor 7 1 1 1 0 2 0 12

Total 18 2 4 5 4 14 1 48

12

10 >7 8 7 6 6 5 4 4 3 Immediately 2

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATION
Even after the ash payment, five of the vehicles were not delivered immediately as the number of vehicles delivered immediately is 18 while that of purchased through cash is 23. Another point to be noted is that most of the vehicles delivery time, apart from those purchased through cash, is around a week, while that of 2-3 days is very less. The other major portion of these vehicles, are having a delivery time varying between 5-7 days.

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Q6. Were all promises kept while delivery of the vehicle?

Yes No Total

Vikram 750 D 12 0 12

Tata Ace 12 0 12

Mahindra Champion 12 0 12

Bajaj Minidor 11 1 12

Total 47 1 48

12 11.8 11.6 11.4 11.2 11 10.8 10.6 10.4 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor No Yes

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INTERPRETATION
Here, as we can see that the companies are loyal to their customers for the promises done at the time of purchase of the vehicle. More than 90% of the people say that the promises done to them at the time of purchase were kept and fulfilled. Only one person said that the battery of his vehicle was not replaced even after being under the guarantee periods.

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Q7. Service/maintenance from : Showroom Local Mechanic

Vikram 750 D 12 0 12 Tata Ace 3 9 12 Mahindra Champion 12 0 12 Bajaj Minidor 11 1 12 Total 38 10 48

Local Mechanic Showroom Total

12

10

8 Showroom Local Mechanic 4

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATION
Around 80% of the owners get their vehicle serviced at their local mechanic others prefer showroom servicing. Among the rest 20% of those who prefer taking their vehicle to the showroom for servicing, 90% are the owners of the Tata Ace. The most probable reason could be the higher cost of the servicing and spare parts. The spare parts of Vikram and other two vehicles are quite easily available and are much cheaper that that of Tata Ace. So, for the owners of Tata Ace, as that are spending much higher and their vehicle is quite new in the market, they prefer going to the showroom for servicing rather than to the local mechanic, who might not be well versed In handling the new launch.

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Q8. Was there any major breakdown within one month after the purchase?

Yes No Total

Vikram 750 D 0 12 12

Tata Ace 0 12 12

Mahindra Champion 0 12 12

Bajaj Minidor 0 12 12

Total 0 12 12

12

10

8 No Yes

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATION
None of the owners of the vehicles had any major problem within one month after the purchase of the vehicle. This again shows the sincerity of the brand about their product that they not only keeps their promises but dont give a chance to their customers for complaints and try to avoid if any.

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Q9. Overall Vehicle Experience

Vikram 750 D 0 4 8 0 0 12 Tata Ace 0 1 9 2 0 12 Mahindra Champion 0 0 10 2 0 12 Bajaj Minidor 0 0 11 1 0 12 Total 0 5 38 5 0 48

Excellent Very Good Good Satisfactory Poor Total

12

10

Poor Satisfactory

Good Very Good

Excellent

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATION
Here, we can rate the owners overall purchase experience on a scale of 10, as: Excellent 9-10 Very Good 7-8 Good 5-6 Satisfactory 3-4 Poor 1-2

Therefore, by that scaling, around 79% of the owners feel that their experience of the vehicles overall performance is good which means we can give 5-6 points out of 10 for their vehicle. While an equal percentage (around 10%) of people gave their vehicles 7-8 and 3-4 points out of 10 as if we go according to the scale (Very good 7-8, Satisfactory 3-4).

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Q11. What will be your next vehicle?

Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor Mahindra Pickup Total

Vikram 750 D 8 2 0 0 2 12

Tata Ace 6 3 0 0 3 12

Mahindra Champion 5 4 1 0 2 12

Bajaj Minidor 8 0 0 1 3 12

Total 27 9 1 1 10 48

12

10

Mahindra Pickup Bajaj Minidor

Mahindra Champion Tata Ace

Vikram 750 D

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATION
Around 56.25% of the owners preferred to buy Vikram 650 D As their next loader vehicle. While 23% feel that they would prefer Mahindra Pickup that is they would go for a bigger vehicle as the loader, which indicates that the capacity is playing a major role in the scales of the loader as more capacity comes in the preferred options of the customer.

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Q12. Your View On

VIKRAM 750 D Pricing Finance Availability Looks Load Carrying Capacity Mileage Driver Comfort Overall VIKRAM 750 D 48 40 0 12 48 11 27 TATA ACE 0 8 48 36 0 37 21 TOTAL 48 48 48 48 48 48 48 TATA ACE

Pricing Finance Availability Looks Load Carrying Capacity Mileage Driver Comfort Overall

50 45 40 35 30 25 20 15 10 5 0 Pricing Finance Availability Looks Load Carrying Capacity Mileage Driver Comfort TATA ACE VIKRAM 750 D

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INTERPRETATION
First thing that comes to a persons mind is Price. As far as pricing is concerned, 100% of the vehicle owners feel that Vikram 750 D is better than Tata Ace. In case of availability of finance, a major portion (around 84%) prefers Vikram 750 D to Tata Ace. 100% feel that Tata Ace is a better- looking vehicle than Vikram 750 D. Similarly, A major portion feels that Tata Ace has better load carrying capacity, which may be due to its bigger space provided, shape and size. The engine performance of Vikram 750 D is far better than that of Tata Ace in terms of mileage. Though, most of them (77%) perceive that the comfort while driving is more in case of Tata Ace, yet a part (23%) feels that Vikram 750 D is more comfortable. When asked the reason, they told that Tata Ace is having a hump in the middle of the front seat (driver seat) due to which only two people can sit, while in case of Vikram 750 D, not only three people can sit comfortably but a person (driver) cab even lie and rest. In the overall comparison (basis of above mentioned criterions included), more than 56% of the owners feel that Vikram 750 D is better than Tata Ace.

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Q13. Daily running:

Vikram 750 D 0 2 0 5 4 1 0 12 Tata Ace 0 0 0 3 2 7 0 12 Mahindra Champion 0 0 1 7 4 0 0 12 Bajaj Minidor 0 0 1 6 5 0 0 12 Total 0 2 2 21 45 8 0 48

<50 50 75 100 150 200 >200 Total

12

10 >200 8 200 150 6 100 75 4 50 <50 2

0 Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor

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INTERPRETATION
Mostly Vehicles are running upto 150 Km Daily.Only Tata Ace is been running upto 200 Kms whereas only 1 Vikram 750 D owner agreed that his vehicle runs 200 Kms Daily. So we can say that Tata Ace is suitable for long running route as the Vikram 750 D is also becoming the efficient loader in short as well as medium range destination.

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Q14. Monthly earning

Vikram 750 D 0 3 5 4 0 12 Tata Ace 0 1 4 5 2 12 Mahindra Champion 0 10 2 0 0 12 Bajaj Minidor 0 8 3 1 0 12 Total 0 22 14 10 2 48

<8000 8000-10000 10000-12000 12000-15000 15000-20000 Total

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor 15000-20000 12000-15000 10000-12000 8000-10000 <8000

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INTERPRETATION
As we can see that approx 50% vehicles are having 8000-10000 earning per month. In those vehicles most of them are either Mahindra Champion or Bajaj Minidor. Vikram 750 D is having the satisfactory earning between 8000-15000 and owner looks pretty satisfied with the result that Vikram 750 D is earning. This can be also seen that Tata Ace has highest earning among all the loader vehicle which is been studied.

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Q.15 Monthly maintenance expenses

Vikram 750 D 0 7 4 1 12 Tata Ace 0 0 7 5 12 Mahindra Champion 0 5 4 3 12 Bajaj Minidor 0 4 4 4 12 Total 0 16 19 13 48

<500 500-1000 1000-1500 1500-2000 Total

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor 1500-2000 1000-1500 500-1000 <500

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INTERPRETATION
As from the analysis graph it clears that Vikram 750 D is having the minimum maintenance expense where as Tata Ace is taking the maximum maintenance expense. All other vehicle except Vikram 750 D require big expense on its maintenance. So we can say that Vikram 750 D is economical vehicle in terms of maintenance as it require very maintenance charge compared to others. Mahindra Champion and Bajaj Minidor costs very high charge on their maintenance compared to their earning which is not so great.

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Q16. Monthly savings

Vikram 750 D <4000 4000-6000 6000-8000 8000-10000 10000-15000 >15000 Total 0 1 3 5 3 0 12

Tata Ace 0 0 2 4 4 2 12

Mahindra Champion 0 6 5 1 0 0 12 1 5 5 1 0 0 12

Bajaj Minidor 1 12 15 11 7 2 48

Total

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Vikram 750 D Tata Ace Mahindra Champion Bajaj Minidor >15000 10000-15000 8000-10000 6000-8000 4000-6000 <4000

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INTERPRETATION
Here we find that even though Vikram 750 D has not much earning like Tata Ace but the low maintenance expense has led it to the greater savings . We can see that more than 95% Vikram 750 D is having the savings up to 6000-15000. Tata Ace is giving the maximum savinf value to its owners. Mahindra Champion and Bajaj Minidor has very average savings compared to Vikram and Tata Ace.

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FINDING BASED ON THE DATA

The findings are based on the response from the respondents through questionnaire. These are follows: More than 70% of the respondents find Vikram 750 D loader as a tough machine which is more economical with a good mileage, low maintenance and spare parts easily available in interiors of the city also. About 80% of the Vikram 750 D users are not satisfied by the service offered by the company, however they prefer local spare parts as they are cheap and easily available in the market. Only about 20% of the respondents were old users of the vehicle surveyed. Rest was the new users. The major reason for the Vikram 750 D users to prefer it was the price of the vehicle being much lower than others, specially, than that of Tata Ace. The areas where it lags behind Tata Ace are the load carrying capacity and looks of the vehicle as majority of the users preferred latter over Vikram 750 D. Though earning of Tata Ace users are higher than that of Vikram 750 D, yet it doesnt affect their perception about these two as the price and maintenance cost of the Tata Ace is in the same proportion as that of earnings. Majority of the respondents find Mahindra Champion and Mahindra Pickup as Vikrams main competitors, although Mahindra Pickup is a bigger load capacity vehicle. A further analysis of the primary data showed that recent buyers of the load carriers by and large are of Tata Ace because it has better load capacity and services provided. A major finding of the analysis is that the users would prefer diesel-engine vehicle over CNG and can even switch over their job/business if they run the latter. This is due to cost, mileage and availability of CNG which is not readily available.

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CONCLUSION
The brand image of the Vikram 750 D loader is strong among the people in the city but they fear any changes in the government Regulatory Policy which will directly affect them. Season plays the vital role in per day income of the load carrier users. Another problem cited was the finance schemes which have a direct affect on their earnings. Most drivers find the load permit of the Vikram 750 D load carrier less and want it to be increased. An increased number of service centers of Vikram 750 D and better services at cheaper rates would make it much more user friendly and easier to retain its market leader position and improve it .

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RECOMMENDATIONS
The recommendations are as follows: The product itself is as success in its every aspect but need a good promotion, revival in customer satisfaction and development of a good relationship between the customer and the company. The company should target its competitors in loader segment and should compete with them by upgrading its technology and improving its after sales service. The company can have its own finance company in order to finance the lower end customers who are willing to buy the product but are not able to do so as the finance of the product costs them lighter. The company should value its customers and should work on brand development and loyalty. Better services with prompt actions can be taken to satisfy the customer and thus increase consumer loyalty. Scooters India Ltd. Should incash the image of a more reliable product manufacturing company than its competitors for establishing the hold over the market.

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ANNEXURE

72

ANNEXURE-1 QUESTIONNAIRE

Name:__________________________________________________________________ Contact No:____________________________________________________________________ Location:________________________________________________________________ Vehicle Name:__________________________________________________________________ Registration No:___________________________________________________________

1. Is it your first vehicle? Yes No If no, then which of the other vehicle have you used? 1._________________________________________ 2.__________________________________________ 2. Rate the following the features of a load carrier on a scale of 1-10 based on its importance . 1 Least Important, 6- Most Important Capacity Mileage Petrol/Diesel/CNG Availability Price Maintenance Finance Availability

3. What made you purchase this vehicle? Advertising through press/television Finance scheme Friends reference Mechanic/brokers reference
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4. Vehicle purchased through: Cash Finance If finance, then: Name the financing institution:_____________________________________ Down Payment:_________________________________________________ Loan:_________________________________________________________ EMI per month:_________________________________________________

5. How much was the delivery time:___________________________________ 6. Were all promises kept while delivery of the vehicle? Yes No

If no, then which of the following were not fulfilled (You can tick more than one) Free Insurance Accessories (Free) Fuel (Free) Servicing (Free)

7. Service/maintenance from: Showroom Local Mechanic

8. Was there any major breakdown within one month after the purchase? Yes No

Q9. Overall Purchase Experience

Excellent

Very Good

Good

Satisfactory

Poor

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10.

Are you aware of other products? Yes No

If yes, then name three of them 1.______________________________________________ 2.______________________________________________ 3._______________________________________________

11. What will be your next vehicle?_____________________________________________ 12. Your view on: VIKRAM 750 D Pricing Finance Availability Looks Load Carrying Capacity Mileage Driver Comfort Overall 13. Daily running:____________________________________ 14. Monthly earning__________________________________ 15. Monthly maintenance expenses:_________________________ 16. Monthly savings:_______________________________________ TATA ACE

Thank You

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APPENDIX
BIBLIOGRAPHY

BOOKS
Marketing Management Marketing Research Research Methodology : : :

AUTHORS
Philip Kotler D.D. Sharma C.R.Kothari

Websites
www.scootersindia.com www.google.com http://www.indiacatalog.com www.siam.com ace.tatamotors.com www.balajiforce.com

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