Chapter 1

Introduction
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INTRODUCTION
A customer is anyone makes regular purchases from a company or a store, while a consumer is one who makes any transactional decisions of economic nature including buying of goods and services. Consumer can be both personal consumer who buy for his or her own person and family consumption and organizational consumer which could include nongovernmental organization, political groups, companies and governments. Consumer behavior is the study of how individuals, group, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Buying Behavior refers to the buying behavior of the ultimate consumer. Buying Behavior is the decision processes and acts of people involved in buying and using products which includes social and mental processes. This study was undertaken in order to find out the factors influencing consumers purchase decision of Bike. And the findings of this first objective will provide the basis for the second research objective in the study. Secondly, it is intended to find out whether there are differences among consumer groups of a bike company with respect to the importance given to the factors influencing consumers bike purchases.

Chapter 2
Research Methodology
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RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other m ethods.

Research Design:
Research design is important primarily because of the increased complexity in the market. In fact, it is the key to the evolution successful of companies. It is an important tool to study the employee retention strategies. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, research design is a plan, conceptual structure, and strategy of investigation conceives as to obtain answers to research questions and to control variance.
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Research Design specifies methods and procedures for study. In this study the company designs new strategies for employee retention.

Source of data:
Research design specifies the method and procedures for the collection and analysis of the data in the manner that aims to combine relevance to the research purpose.

Data collection:
The data for the proposed study was collected from one source Primary data.

Primary Data:
It includes collection of first hand information from the response who is concerns with the market research. E.g. Survey, Questionnaire.

Secondary Data:
It includes collection of data from other source which is concerned with the market research. E.g. Books.

Analysis method:
The analysis and the interpretation have been done using the questionnaire, survey and interview method

TOOLS:
MS EXCEL. SPSS

Research Objectives:
To find out the attribute in which customers are more interested Whether mileage of the bike affect the decision of customer while purchasing the bike Whether maintenance level affects the purchase decision of bike or not
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Chapter 3
Data Interpretation

DATA ANALYSIS and RESULTS

Demographic Profile of the Respondents

Of the 15 respondents, all were male. Additionally, all respondents were under the age of 25. The education level of the respondents was graduates.

Brand Usage Profile of the Respondents

The participants were asked to choose the laptop brand that they were using at the time of the survey. Table 1 illustrated the frequency distribution of Bike brands by the respondents of the survey. In other words, the frequency of bike brands used by the respondents can be summarized as follows: Table1. Frequency Distribution of Laptop Brands
FREQUENCY DISTRIBUTION OF LAPTOP BRANDS

BRANDS

FREQUENCY

PRECENTAGE %

HeroHonda Bajaj Honda Yamaha TVS 4 6 3 2 0

26.67% 40.00% 20.00% 13.33% 0.00%

Income level of the Respondents

Family yearly Income level is divided into 4 parts

Brand

prefered by the Respondent at the most:

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The Features Influencing Consumersbike Purchase Decisions: To find relationship between income level and customer expectation for milage for the bike:
What is your family income yearly * What Fe ature are you conside r while purchasing bike - M ILEAGE (AVERAGE) Crosstabulation Count What Feature are you consider while purchasing bike - MILEAGE (AVERAGE) MOST LESS IMPORTANT IMPORTANT NUTRAL 3 5 1 1 1 1 1 0 2 5 6 4

Total 9 3 3 15

What is your family income yearly Total

1 to 3 Lac 3 to 5 lac Above 5 lac

With the above cross tabular it implied that less income people are more intrusted in milage of the bike rather then any other features. Form the sampl size the large opinion gave more weightage to the milage of the bike.

To find out relationship between income level and style feature of the bike:
What is your family income ye arly Frequency 1 to 3 Lac 9 3 to 5 lac 3 Above 5 lac 3 Total 15 Percent 60.0 20.0 20.0 100.0 Valid Percent 60.0 20.0 20.0 100.0 Cumulative Percent 60.0 80.0 100.0

Valid

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What Feature are you conside r while purchasing bike - BIKE LOOK OR STYLE Frequency MOST IMPORTANT 6 LESS IMPORTANT 5 NUTRAL 2 NOT IMPORTANT 1 NOT AT ALL IMPORTANT 1 Total 15 Percent 40.0 33.3 13.3 6.7 6.7 100.0 Valid Percent 40.0 33.3 13.3 6.7 6.7 100.0 Cumulative Percent 40.0 73.3 86.7 93.3 100.0

Valid

What feature you consider while purchasing bike

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Chapter 4
Conclusion
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CONCLUSION

- There is many people are ride the bike but which type of bike is more popular and accepted by people that we can only know if we physically ask to them - After this research we find that income level of people decide the feature availability in the bike - Below 3lac income people more conscious about the mileage of bike and also bother about the maintenance expense. - And more than 3 lac income class people more prefer the bike look and style

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