INTRODUCTION

In the era of globalization, marketing is becoming more attractive to a

company/state/national/International levels. In the early days there was no difference between selling and marketing but today the difference between two terms has been made. Many organizations have been involved in developing marketing activities to satisfy the needs and wants of a group of customers. This segment concept has helped in the development of new products and services and also specialization in selling is being attained. With development of new markets and new avenues of selling, wide variety of consumer and producer goods have been designed and developed and for many marketing has become a good profession. The developing nations are giving a lot of importance for marketing to develop their internal and external markets even the socialist countries have started studying the marketing concepts in a scientific way to introduce them actively in their internal distribution system.

MARKETING Marketing is a comprehensive term which includes all the resources and set of activities necessary to direct and facilitate the flow of goods and services from producer to consumer in the process of distribution.

Marketing encompasses all the activities of exchange conducted by producers and by middleman in commerce for the impose of satisfying Consumer demands.

The American marketing association defines marketing as the performance of business activities that directs the flow of goods and services from producer to consumer or user.

Philip Kotler defines marketing as a set of human activities directed at facilitating and consummating exchanges. The essence of marketing is Exchange of products and the transactions is to satisfy human needs and wants. All business activities facilitating the exchange are included in marketing.

THE MARKET

The concept of the market is very important in marketing. The American marketing association defines the market as the aggregate demand of the potential buyers for a product or service.

Philip Kotler defines market as an area of potential exchanges. Thus a market is a group of buyers and sellers interested in negotiating the terms of purchase or sale of goods or services.

TYPE OF MARKETS On the basis of selling area, we have local, national and international markets. On the basis of article of trade, we have product markets on the basis of nature of exchange dealing; we have spot or cash markets and future or forward markets. On the basis of nature of goods sold, we have consumers goods market and industrial goods market. On the basis of period, we have short term and long term markets. On the basis of nature and magnitude of selling we have wholesale and retail markets; a successful marketing strategy must have a marketing mix as well as the target market for which the marketing mix is prepared.

The elements or variables that make up the marketing mix are only four. Decisions on products and services. Decisions on price. Decisions on promotions. Decisions on distribution.

The four ingredients are closely inter - related. Marketing mix decisions constitute a large part of marketing management. The marketing mix will naturally be changing according to the changing marketing conditions and also with the changing environmental factors (technical/ social/ economic and political) affecting each market. It is of course, based on marketing research and marketing information. It must be fully related to customers demand, completion as well as other aforesaid environmental forces. In the simplest manner, the basic marketing mix is blending of four inputs or sub mixes, which form a core of marketing system. MARKETING PLANS Marketing management is responsible to formulate comprehensive marketing plans indicating the objective to be achieved, and the future course of action to accomplish predetermined targets. The marketing plan is the main operational and controlled documents of the marketing department. It gives the intelligent directions of marketing operations. It can inspire marketing staff to reach the target as per plan. Progress can be measured against goals set. There will be no confusions and misunderstanding between marketing executives. All departmental plans can be integrated with each other. MARKETING MIX In marketing planning we use marketing information to assess the situation. We have to select specific marketing targets in the form of market segments. For each segment of sub divisions of the market we formulate combinations of a number of devices or types of marketing activities that are coordinated into a single marketing program to reach a particular target or marketing segment. The combination of these marketing methods or devices is known as the marketing mix.

PRODUCT

The product is the most tangible and important single component of the marketing program. The product policy and strategy is the cornerstone of marketing mix. Without a product, there is nothing to price. If the product fails to satisfy consumer demand, no additional cost on any of the product performance in the market place.

To the marketer products are the building blocks of a marketing plan, good products are key to market success, product decisions are taken first by the marketers and these decisions are central to all other marketing decisions such as price, promotion and distribution. Product is the vehicle by which a company provides consumer satisfaction. It is the engine that pulls the rest of the marketing program. Products fill in the needs of society. They represent a bundle of expectations to consumers and society. Importance of Marketing 1. Marketing helps in revenue earnings. 2. Marketing benefits business enterprise. 3. Marketing facilitates proper decision making. 4. Marketing encourages innovation and change. 5. Marketing helps in economic development. 6. Marketing bridges the gap between the producer and consumer.

What is a product?

The product is a bundle or all kinds of satisfaction of both a material and non-material kinds, ranging from economic utilities to satisfaction of a social psychological nature.

A product supplies two kinds of utilities Economic utility Supplementary utility The four elements of marketing mix Product mix Price mix Distribution mix Promotion mix

Product mix

Product is the thing possessing utility. It has four components: Product range Service after sale Brand Package

The product management evolves product mix in consultation with marketing manager.

Price mix Price is the valuation placed up on the product by the offerer, it has to cover pricing, discounts, allowances and terms of credit. It deals with price competition.

Place (distribution) mix Distribution is the delivery of the product and right to consume it, it includes channels of distribution, transportation, warehousing and inventory control.

Promotion Mix Promotion is the persuasive communication about the product by the offerer to the prospect. It covers advertisement, personal selling, sales promotion, publicity, exhibition and demonstrations used in promotion largely it deals with non-price competition. The four elements of marketing mix are equally interdependent and essential. The marketing mix acts as the integrated marketing strategy and the four elements together constitute the marketing strategy individually the four elements are important but their significance lies in the proper mix or blend indicating the unique way they are combined as careful plan or strategy to meet competition in a dynamic marketing environment. For one market segment we have a typical marketing mix. The decision on the four element of marketing mix must be properly coordinated and balanced in order to achieve an optimum marketing mix.

PRICE Introduction: Pricing decisions have strategic importance in any enterprise. Pricing governs the very feasibility of any marketing programme. Because it is the only element in a marketing mi x accounting for demand and sales revenue. Other elements are cost factors; Price is the only variable factor determining the revenues or income. A variety of economic and social objectives came into prominence in many pricing decisions.

What is pricing? Economist defines price as the exchange value of a product or service always expressed in money. To the consumer the price is an agreement between seller and the buyer concerning what each is to receive. Price is the mechanism or device for translating into quantitative terms (Rupees & Paisa) the perceived value of the product to the customer at the point of time.

We can define price as the money value of a product or service agreed upon in a market transaction. We have a kind of price equation, Where: Price (money) =Physical product+bundle of expectation OR Price (money) =Bundle of satisfaction. The consumer has numerous expectations such as accessories, after sales service, replacement parts, technical guidance, extra services, credit and many other benefits (physical, economic, social and psychological benefits) any change in the price will also bring about alterations in the satisfaction side of the equation.

Importance of pricing: Price is a matter of vital importance to both the seller and the buyer in the market place. In money economy, with out prices there cannot be marketing. Price denotes the value of a product or service expressed in money. Only when a buyer and the seller agree on price, we can have exchanges of goods and services leading to transfer ownership.

In competitive market economy prices is determined by free play or demand and supply and demand conditions. The going market price acts as a basis for fixing the sale price. Rarely an individual seller can dishonor the current market price.

Pricing decision interconnect marketing actions with the financial objectives of the enterprise. Among the most important marketing variables influenced by pricing decisions are: Sale volume Profit margins Rate of return on investment Trade margins Advertisement and sales promotion Product image New product development

PLACE (DISTRIBUTION) Meaning & definition:-

Distribution means to distribute, spread our or disseminate. In the field of marketing, channels of distribution indicate routes or pathways through which goods and services flow, or move from producer to consumers.

We can define formally that the distribution channel as a set of marketing institution participating in the marketing activities involved in the movement or the flow of goods services from the primary producer to the ultimate consumer.

Marketing institutions considered as channel components are:1. All kinds of merchants middlemen, such as wholesaler and retailers. 2. All kinds of agent middlemen, such as commission agent, factors, brokers, ware housekeepers and so on. 3. All other facilitating agencies such as common carriers, bankers, advertising agencies and so on.

The route or channel includes the manufacturer and the ultimate consumer as well as all intermediaries.

Middlemen in distribution There are two types of middlemen in distribution. 1. Merchant middlemen buy and sell goods on their own account and at their own risk of loss, e.g.: wholesalers and retailers.

2. Agent middlemen who do not take ownership title to goods but actively negotiate the transfer of ownership right from the seller to the buyer, eg: selling commission agent or broker.

In the channel management, a manufacturer has to take three decisions: 1. Selection of general channel of distribution to be adopted 2. Number of middlemen at each level in each market 3. Selection of particular middlemen for selling goods with or without any exclusive rights of distribution. Distribution of industrial goods Compared to other products, industrial goods have less number of channels of distribution in India, they are more or less fixed pattern. Industrial marketers expect much greater sales effort from the channel members. Physical distribution to ensure adequate customer service at

reasonable cost assumes unique importance in the industrial market.

The production department is keen on regular and quick delivery of industrial goods. The channel of distribution for industrial goods has to be selected by the marketers. There are normally three channels through which the industrial goods are distributed. They are:-

1. Sales branch 2. Sales agents 3. Industrial distributors

Channels of distribution

The most common routes used for bringing the products in the market from producer to consumer are as follows:1. Manufacturer = consumer 2. Manufacturer-Retailer-Ultimate consumer 3. Manufacturer-wholesaler-retailer-consumer 4. Manufacturer-agent-wholesaler-retailer-consumer 5. Manufacturer-wholesaler-consumer/user

Channel choice The problem of selecting the most suitable channel of distribution of a product is complex, the fundamental factor for channel choice and channel management is economic criteria viz: cost and profit criteria. Profit organizations are primarily interested in cost minimization in distribution and assurance of reasonable profit margin. However channel decision is not made entirely on the basis of rational economic analysis. We have to consider a number of factors such as the nature of the product, market trends, competition outlook, pricing policies, typical consumer needs as well as needs of the manufacturer himself.

PROMOTION Broadly speaking promotion means to push forward or to advance an idea in such a way to gain its acceptance and approval. Promotion is any communicative activity whose main object is to move forwards the product, service or idea in a channel of distribution. It is an effort by the marketer to inform and persuade buyers to accept, resell, recommend and use the article, service or idea which is being promoted. Promotion is a form of communication with an additional element of persuasion. The promotional activity always attempts to affect knowledge, attitudes

preferences and behaviors of the recipients i.e. buyers. The element of persuasion to accept ideas, product, services, etc is the heart of promotion.

In any exchange activity, communication is absolutely necessary. You may have the best product, package and so on. It may have fair price. But people will not buy your product, if they have never heard of it, and they are simply unaware of its existence. The marketer must communicate to his prospective buyer and provide adequate information in a persuasive language. People must know that the right product is available at the right place and at the right price; this is the job of promotion in marketing.

What is Promotion?

Promotion is a process of marketing communication involving information, persuasion and influence. Promotion has three specific purposes. It communicates marketing information to consumer, users and resellers. Promotion persuades and convinces the buyer and enters into consumer behavior. Promotional efforts act as a powerful tool of competition providing the cutting edge of its entire marketing programme. Marketers have adopted a communication view of their firms promotional activities. Receiver is now regarded as an active participant in the process of communication. All marketing communications must be planned as part of the total system, not as independent pieces. The communication or promotion mixes four ingredients viz: Advertising Publicity Personal selling All forms of sales promotion

What is advertising? Advertising can be defined as mass, paid communication of goods, services or ideas by an identified sponsor. It is paid form of communication because the advertiser has to pay for the space or time in which the advertisement appears. Advertisement appears in the recognized media, such as newspaper magazines, radio, television, cinema, films outdoor hoardings and posters direct mail and transit. Advertising purposes Marketing plans and strategies sets advertising purposes and tasks. Most advertising attempts to simulate sales to all customers.

Advertising has other purposes as well, it is used to reassure buyers that they have really made the best purchase thus advertisement can build up brand loyalty. Advertising can enhance the morale of the sales people and dealers thereby securing enthusiastic distribution of the products. Advertising is also employed to promote the bright image of the firm in the society.

Consumer Responses: The major segmentation variable for consumer market are geographic (nation, state, country, city), Demography (Age, Religion, Generation, Nationality, Social Class), Psychographic (lifestyle and personality) and behavioural (Occupation, benefits, uses, status, user age, rule, loyalty and status attitudes).

Consumer Behavior: The term consumer behaviour refers to the behaviour that consumer displays in reach for purchasing using, evaluating and disposing of product and service that they expect will satisfy their needs.

CONSUMER RESEARCH: Consumer research is the methodology used to study consumer behaviour consumer research offer a set divers to identify consumer needs it is used to identify both felt and unfelt needs, to learn how consumers. Perceive product and brands and stores. What their attitudes are before and after promotional campaigns and how and why they make their consumption decision.

CONSUMER SATISFACTION: Satisfaction is an important element in the evaluation stage. Satisfaction refers to the buyers state of being adequately rewarded in a buying situation for the sacrifice he has made one the customer purchase and use the product they may then become either satisfy or dissatisfied.

The result of satisfaction to the consumer from the purchase of the product or service is that more favourable post-purchase attitude, higher purchase intentions and brand loyalty are likely to be exhibited that the same behaviour is likely to be exhibited in a similar purchasing situation. The term Customer is a typically used to refer to some one who regularly purchase from a particular store or company.

Customers are people who are happy with the product and service and are willing to come back and pay for it again.

Today the firms aim to give satisfactions to the customer through marketing concepts. The firm tries to help the buyers in solving the problem than competitors. The marketers must see that consumers with purchasing power constitute a potential buyers are identified. It is essential for the marketer to carry out the business in such a way that they give satisfaction to carry out the business in such a way that they give satisfaction to consumers needed.

CONCEPT AND NEED FOR STUDYING CONSUMER BEHAVIOUR:

Consumer behaviour can be said to be the study of how individual make decision on how to spend their available resource (time, money, effort) on various consumption related items. This simple definition of consumer behaviour tells the marketers to resolve every activity around the ultimate consumers and gauge their behaviour b specifically focusing on;

Who buys products or services? How do they buy products or services? Where do they buy them? How often do they buy them? When do they buy them? Why do they buy them? And How often do they use them?

These questions will help in understanding better what factors influence the decision making process of the customers. The decision making process identifies the number of people who are involved in this process and describes a role to them like the uses, decides, influence and buyers.

CUSTOMER SATISFACTION: All business firms have realized that marketing is a core element of management philosophy and key to its success lies in focusing more and more in the customer. That is, it will be the customer who will decide where the firm is heading. Thus the challenge before the marketer is to ensure that they should satisfy every customer.

EXPECTATION: Consumer expectations though may look realistic is very often build upon very high platform. Then the quality of the product or service may not match the expectations. This again will affect the consumer satisfaction level.

So as to reduce the level of dissatisfaction among the customers, the marketing decision maker could adopt an approach wherein he can classify market in relation to the degree of opportunity to deliver customer satisfaction.

WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION: In the existing business environment markets are turbulent & customer needs fast changing, companies should opt for ways to add value for their customer by offering products or services just the way they want it. When the customer have to choose from a large & be wildering number of options, features, pricing structures & delivering methods, offering a unique product to every individual customer will go a long in adding value to customer decision making process.

Customer satisfaction is continued process which does not begin or end with a purchase. It covers with the ownership experience from relating a product, to purchase, through after case to repeat purchase. Clearly there are three phases in the customer satisfaction process, namely.

1. Pre-sales: During this stage the customers experience are developed through the various information sources like advertising, word of mouth & so on.

2. During Sales; When the customer is engaged in experiencing on how to deal with inquiries and sell products.

3. The after sale period; This refers to the period when the customer has started during the product.

The customers expectations & their experience will together determine the level of satisfaction.

FEED BACK: Many of the companies are entrusting their customers to give a feed back & use this as a means of maintaining regular contact & dialogue, having realized the importance of obtaining a feed back from the consumers. Rather than avoiding comment, companies are encouraging their customers to talk, as mentioned above, feedback helps the market firm to get an idea of the customers view point on their product or services and more important is that this information will help them to take action and deal with any problem immediately.

PLANNING PROMOTIONS TO BENEFIT THE CONSUMER: Promotions, which deliver value, will go a long way in building customer franchise; marketers must work out different promotions to attract various kinds of customers. Make use of lose of more for less to attract the promise could buyer who switch brands frequently, here the opportunity of getting a bargain will prove to be a source of value for the customer.

Reward the regular buyers with a lower price during certain months of the year; here the marketer must make effort to convey that there few promotion offers are exclusively meant for their regular buyers only.

Offer lesser prices and communicate a feeling of protecting them against inflation, this gesture will ensure that the consumers will remember the value of getting the same for a lower price especially when the value of money is corded by rising prices.

When prospective consumers are postponing their purchase decision especially seen in the core of consumer durables promotions in the form of discounts, freebies etc. could motivate them to take the decisions more quickly.

SOURCES OF CUSTOMER DISSATISFACTION: Very often customers dissatisfaction may occur on account of discrepant expectations and realizations, at times the nature of expectations may be ambiguous, such situations of ambiguity may be occur in various ways: Lack of experience with an existing product. The product under consideration may be a new product or an innovation. For instance doing marketing over the internet.

While making the purchase decision, the service may not be physically present as in the case when placing orders over telephone for in home tele-shopping. The quality of service varies spontaneously. For instance, not all tailors cut and stitch in the same style or way and also neither does the same tailor perform the same way at different times?

DEALING WITH CUSTOMER COMPLAINT: A market who has understood the specific service requirements of an individual customer will be in a position to make and offer a matching product; however given the nature of service, it may be at times, difficult to ensure a zero-defect operation in implementing a service. This may result in customer dissatisfaction and probably him or her leading a complaint. How ever firm and marketers must realize tat customer complaints must be considered as eye openers for providing opportunities for improving the relationship between the customer and the firm. This is possible if the complaint is handled well more specifically by the firm.

RESEARCH DESIGN

TITLE OF THE PROJECT

A study on customer satisfaction towards bajaj pulsar at Krishna Kumar Associates, Calicut

STATEMENT OF THE PROBLEM

The research problem selected for the analysis entitled customer satisfaction towards Bajaj pulsar at Krishna Kumar Associates, Calicut. This topic is selected because Bajaj pulsar is one of the largest selling two wheeler in India and to know its strengths and weaknesses. And also to help the company in studying the customer satisfaction towards various models of Bajaj Pulsar and the customer preferences towards the same. OBJECTIVES OF THE STUDY To evaluate the various models of Bajaj Pulsar To measure satisfaction and dissatisfaction of customers. To compare customer acceptance of various models. To make necessary suggestions based on the findings.

LIMITATIONS OF THE STUDY

The research does not cover the whole market. The bias of the respondents may pose as a limitation of the study. The sample size was confined to hundred respondents keeping in view time and cost constraints. The survey was conducted only in urban sectors respondents. Thus it cannot be generalized. Due to constraints in depth research work could not be carried out.

COMPANY PROFILE

INDUSTRY PROFILE HISTORY OF INDIAN TWOWHEELER INDUSTRY

India is the second largest manufacturer and producer of two wheelers in the world. It stands next only to Japan and China in terms of the numbers of two-wheelers produced and domestic sales respectively. This distinction was achieved due to variety of reasons like restrictive policy followed by the Government of India towards the passenger car industry, rising demand for personal transport. Inefficiency in the public transportation system etc;

The Indian two wheeler industry made a small beginning in the early 50s when automobile products of India (API) started manufacturing scooters in the country. Until 1958, API and Enfield were the sole producers.

In 1948. Bajaj Auto began trading in imported Vespa scooters and three wheelers. Finally, in 1960, it setup a shop to manufacture them in technical collaboration with Piaggio of Italy.

In the initial stages the scooter segment was dominated by API: it was later overtaken by Bajaj Auto. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML. The motorcycles segment was no different, with only three manufactures viz Enfield, Ideal Jawa and escorts. While Enfield bullet was a four stroke bike, Jawa and the Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by Enfield 350 cc bikes and Escorts 175 cc bike. The two wheeler market was opened to foreign competition in the mid-80s. And the then market leaders-Escorts and Enfield- were caught unaware by the onslaught of the 100cc bikes of the four Indo Japanese joint ventures. With the availability of fuel efficient low power bikes, demand swelled, resulting in Hero Honda then the only producer of four stroke bikes (100cc category), gaining a top slot.

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 motorcycled, 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. The industry witnessed a steady growth of 14 % leading to a peak volume of 1.9 vehicles in 1990. The entry of Kinetic Honda in mid eighties with a variomatic scooter helped in providing ease of use to the scooter owners. This helped in inducing youngsters and working women, towards buying scooters, who were earlier, inclined towards moped purchases. In the 90s, this trend was reversed with the introduction of scooterette, In line with this; the scooter segment has consistently lost its Part of the market share in two wheeler market. In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda, showed a marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and reduced purchasing power 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.

The total number of registered two-wheelers and three-wheelers on road in India, as on March 31, 1998 was 27.9mn and 1.7mn respectively. The two wheeler population has almost doubled in 1996 from a base of 12.6 mm in 1990.

THE MAJOR PLAYERS IN THE INDUSTRY: 1. Hero Honda 2. Bajaj Auto 3. TVS Suzuki 4. Yamaha India

HERO HONDA: This is in collaboration with the Honda Company of Japan; it was the second company to enter the Indian market in the 100 cc class bikes with the collaboration of Japan and it has a four stroke engine having a fuel efficiency advantage over the three bikes. Fill it, shut it, forget it, is the heart of the advertisement message of Hero Honda. Hero Honda is at present running the loose motor cycle market having a market share of 60% other than CD 100cc; they have released another bike called Honda Sleek. They have released one more bike called Hero Honda CBZ. Kawasaki Bajaj: It was the last company, which produced 100cc bikes. Bajaj auto just does not give the customer any time unless somebody else gives it first. In the two-stroke segment Bajaj offers the RTZ and SX endure Indias first all terrain bikes. The third bike can offer from Bajaj is the four stroke 4s which is now called the 4s champion other than down market models and Sunday 50cc bikes, this bike probably offers the best value for money on two wheelers in the country today, being the cheapest four stroke bike in India.

TVS Suzuki: TVS Suzuki limited is the pioneer in bringing the 100cc in the market it has been continuously expanding its products line and ranged through never models. Shogun is the most powerful India, Japans bike sold India. This bike is excellent bike on the road. TVS also has a bike called samurai for the pure sensitive consumer. It is considered to be the bike with less frills but the same. Performance and the Samurai give a better fuel efficiency (50m) average than other two bikes stroke 100cc. Now TVS came up with newer models they released one more model called TVS Victor and recently one more bike called TVS APACHE.

Yamaha Motors: It is joint venture Company formed by the alliance of Escorts limited. The flagship company of the Rs. 3600 crores Escorts group a major in the engineering industry with 19 plants employing 20,000 people in India including two wheeler business and Yamaha motor co Ltd; Japan, with Rs. 26,400 crores (Us$7.33 billion) is the global giant in two wheelers with 60 factories in 45 countries.

The most popular bikes manufactured by Yamaha motors are. Yamaha CRUX Yamaha Libero Enticer Yamaha RX 135 (5 speed) Yamaha R15 Yamaha YBX 125 Yamaha FZ 150

COMPANY PROFILE

Bajaj Auto Ltd. Is one among Indias top ten companies in terms of market capitalization and among the top five in terms of annual turnover. Established in 1945, Bajaj Auto ltd. was incorporated as a trading company. Till 1959, they imported scooters and three-wheelers from Italy and sold them in India. The company got a production license in the year 1959 and fastened the technical collaboration with Italian PIAGGIO in 1960. The company started producing scooters in the year 1961 and followed three-wheelers production in 1962. Its collaboration with Piaggio expired in 1971 and since then, their scooters and three-wheelers are being sold with the brand name BAJAJ. Maharashtra Scooters Ltd., a company with 24% equity participation BY THE COMPANY AND 27% PARTICIPATION FROM Maharashtra State Governments Western Maharashtra Development Corp. was formed in the year 1975 under the Horizontal transfer of technology policy. The first production unit is located at Satara, Maharashtra. The unit continues to collect scooters from CKDs supplied by the company. These scooters are marketed through the companys distribution network and under the companys brand name. In 1984, the second production plant was set up at Aurangabad, Maharashtra. This plant started scooter production in 1986, threewheeler production in 1987 and scooterettes and motorcycle facilities were commissioned in 1990 & 1991 respectively. Today the company has become a market leader with annual production In excess of 1.35 million units which was about 4000 units in 1961. These days Baja Auto Lt. has started offering products in all segments (mopeds, scooters, motor cycles, three wheelers).

GROUP OF COMPANIES:

Group comprises of 27 companies and was founded in the year 1926. The important companies in the group are:-

Bajaj Auto Ltd.,

2 and 3 wheelers

Maharashtra Scooters

2 wheelers

Bajaj Auto Finance Ltd.,

Finance Company

Mukund Ltd.,

Steel

Bajaj Hindustan Ltd.,

Sugar, Industrial Alcohol

Bajaj Electrical Ltd.,

Magnetos, Lamps, Fans and other Electrical Appliances, Dye Casting Components.

PRODUCT LINE DEVELOPMENT:

Nov 29, 1945

Bajaj Auto comes into existence as M/s. Bachraj Trading corporation Private Limited.

1948

Sales in India commence by importing two and three Wheelers.

1959 -1960

Bajaj Auto becomes a public limited company. Bhooms Pooja of Akrudi Plant.

1960-1970 1971 1972 1976 1976-1977

: : : : :

Bajaj Auto rolls out 100000th vehicle. The three wheeler goods carrier is introduced. The Bajaj Chetak is introduced. The Bajaj Super is introduced. Bajaj Auto achieves production and sale of 100000 Vehicles in single financial year.

1077 1981 1985

: : :

The rear engine Auto Rickshaw is introduced. The Bajaj M-50 is introduced. Production commences at Valley, Aurangabad in a record time of 16 months.

1986-1987

The Bajaj M-80 and Kawasaki Bajaj KB100 Motorcycles are introduced. 500000 vehicles produced

NDJand sold in a single financial year. 1990 1991 1994 1994-1995 : : : : The Bajaj Sunny is introduced. The Kawasaki Bajaj 4S Champion is introduced. The Bajaj Classic is introduced. One million more vehicles produced and sold in this

financial year. 1995 : Agreements signed with Kubota of Japan for the development of diesel engine for three-wheeler and with Tokyo R&D for non geared scooter and moped development.

1997

The Kawasaki Bajaj Boxer and the R.E. diesel Auto Rickshaw are introduced.

1998

June 7th Kawasaki Bajaj Caliber Roll out of waluj. July 25th legend, Indias first four stroke scooter rolls out

bkbbhbbbhbhbhbhbhbhbbhbhbjkof Akurdi. Oct 1998 1999 : : Spirit Launched. Caliber motorcycle notches up 100,000 sales in record time of 12 months. 2000 2004 2006 2007-08 : : : : The Bajaj Safire is introduced. Boxer, Introduced pulsar 150 and 180 Discover DTS-I and pulsar DTS-i

Pulsar 200 cc DTS-I, Pulsar 220 cc- DTS-fi, XCD 135 DTS-si,

2008-09 2009-10

: :

New Variants of Pulsar introduced New model of Pulsar Pulsar 135 is introduced

AWARDS:
Bajaj has several national and international awards in recognition to their corporate excellence. Here are some significant milestones. ISO 9002 certificate awarded by the bureau verities quality inter national (BVQI) to the moped & motor cycle. ISO 14001 certificate awarded by the bureau verities quality inter national (BVQI) to the moped &motor cycle. ISO 9001 certificate awarded to the Akurdi plant by the (BVQI) in 1997. Best productivity performance awarded for the automobile industry (1992-94) awarded by National productivity council. Export excellence trophy (1993-94) awarded by the engineering export promotion council. National awarded for outstanding export performance (1994-95) awarded by the ministry of commerce, Government of India.

GLOBAL PRESENCE
Distribution network covers 50 countries 250,204 units exported in 2005-06 Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. Largest exporter of three-wheelers; over 75,297 units exported in 2005-06.

ACCOMPLISHMENTS
Bajaj Auto continued to be Indias largest exporter of two and three wheelers, during 2005 -06, it exported 250,204 two and three- wheelers---- which represented a growth of27 percent over 2004-05. Experts now constitute 11 percent in volume terms and 12 percent of its value of net sales.

DEALER PROFILE

Company Name

KRISHNAKUMAR ASSOCIATES

Established

2001

Registered Office

PATHIYIL BUILDING BUS STAND ROAD BALUSSERY P.O KOZHIKODE

Founder

VIJAY KRISHNAKUMAR

The KrishnaKumar Associates is well known name in the automobile industry for more than 5 decades. Started in 1961 was dealing with Hindustan Motors for 35 years. In 1965 the group started dealing with Bajaj Auto Ltd for both 2 & 3 wheelers under the name of Krishnakumar Automobiles and Infrastructure Pvt Ltd. Krishnakumar group is one of the renowned dealers for Bajaj auto Ltd for around 50 years. Krishnakumar associates is spread across in Northern Kerala with 4 showrooms at Balussery (Calicut), Manjeri (Malappuram), Kalpatta (Wayanad), Thalassery (Kannur) with their hi Tech workshops and well trained technicians in very convenient locations. In a journey touching lives, they have created many popular moments, besides achieving great milestones, we have made it a habit to win our customer hearts. In acknowledgement to it Krishnakumar associates have won various awards from Bajaj auto for sales, Quality, Service, Business growth, customer satisfaction, total productivity management and others.

VISION, MISSION AND VALUES OF KHIVRAJ MOTORS:

VISION

TO BE MARKET LEADER

MISSION

TO ACCOMPLISH A STANDARD LEVEL OF SERVICE TO

CUSTOMERS

CUSTOMER FOCUSSED VALUES BEHAVIOUR CARRYING FOR THE PEOPLE INTEGRITY

PRODUCT PROFILE BAJAJ PULSAR:

Pulsar - the great Bajaj Pulsar has the reliable technology and superior parts, it keeps going on and on, in the harshest road of all life. Pulsar is the bike manufactured by Bajaj which gives the good mileage and it is stylish bike. It is all set to redefine existing standards with its looks and new riding experience. And to top it all, an unbelievable mileage and performances standards that you can only expect from Bajaj Pulsar. The Pulsar is a tough and sleek 4 stroke machine. Crafted with the best of Bajajs companies world wide technology. Each part, right from the engine to the body frame is designed to withstand the rough and tough conditions. Be it in the streets or on the highway. PULSAR is not the ordinary bike; it comes as a big surprise. To those who name resigned to the fact that present full size bike do not satisfy their basic needs of riding comfort, loading capacity and better fuel efficiency, PULSAR is a big surprise as it has got. Generation next technology included in the package of the equipments of this high flying bike is the revolutionary digital biking. Digital biking is the combination of various advanced systems like digital CDI, TRICS lll and Digital Twin Spark ignition (DTSi). Its highly masculine outlook with sporty, dashing structure gives the complete satisfaction of dare riding. Bajaj Pulsar enables its rider to tackle the situation of overcrowded street due to the presence of 17 alloy wheels with 1330 mm wheelbase. Its comfort statement includes front telescopic suspension, Nitro X Nitrogen assisted rear gas shockers with triple rated spring. Due to these comfort features, this bike is highly accommodative in any terrain. Feeling of proper riding is provided by different high end features like improved clutch, cylinder head with Roller Rocker Arms, optimized intake and exhaust systems & new valve timings. Its advanced exhaust TEC (Torque Expansion Chamber) technology ensures the higher performance at lower rpm.

PULSAR 135 DTS-i

Bajaj Pulsars another commuter variant to have graced the Indian tarmac is the elegant 135 cc four valve DTS-i engine and being a light sports bike, it has both the power and agility to let you weave your way through the city traffic, effortlessly

Stylish petrol tank flap along with air scoop New silencer with ExhausTEC technology Split seat that provides better sitting space Is very light weight Delivers the maximum power of 13.5 PS Constant velocity carburetor

PULSAR 150 DTS-i Its engine delivers maximum output of 13.5 bhp (9.94 kW) @ 8000 rpm and performance of 12.28 Nm @ 6500 rpm. Its engine capacity is 150 cc. The Bajaj Pulsar is the first bike in India which came in direct competition with the Hero Honda CBZ. Later Bajaj introduced Pulsar 150 cc DTS-I with digital twin spark ignition and till today Pulsar is one of the most sought after bike in the 150 cc segment. It has definitely won over other bikes, but let us justifies its triumph.

The engineers at Bajaj realized the fact that there is no beauty and only brawn; it is not going to sell in the Indian market. Claimed to be designed and developed in Japan, this bike does have a head turning looks. The most noticeable feature of this bike is the tank. Big tanks give a big bike feel, and when Pulsar was introduced, it had one of the biggest tanks in India.

PULSAR 180 DTS-i

This bike comes with the power of 16.5 bhp (12.28 kW) @ 8000 rpm and torque of 15.22 Nm @ 6000 rpm. Its engine capacity is 180 cc.

Bajaj Pulsar 180 DTSi gives superior performance, has a great lineup of standard equipments and overall looks good too. This is one of the most visible motorcycles on Indian roads. The alternatives for this bike are HH Hunk/CBZ Xtreme/Achiever, TVS Apache RTR, Honda Unicon.

PULSAR 200 NS

Equipped with state-of-the-art technologies and world class level of components, the brand new Bajaj Pulsar 200NS is entirely engineered by Bajaj Auto and it is a marvel how its maker has managed to package the best of everything into one motorcycle without demanding a hefty premium for it. Powered by a 199.5cc 4-valve, liquid-cooled single cylinder engine, the Pulsar 200NS achieves the goal of more from less in an absolute modest fashion yet rewarding the rider with all the jollies he desires.

Fed by a 33mm Mikuni carburettor, the engine pumps out 23.52PS at 9,500rpm and 18.3Nm of torque at 8,000rpm. Developed in-house by Bajaj Auto, the new Pulsar once again comes with ground-breaking of triple spark plug for improved efficiency without having to compromise on overall performance.

PULSAR 220 DTS-Fi

Bajaj Motors launches the yet another variant called Pulsar DTS-Fi. It has the worlds first 4 stroke digital twin spark fuel injected engine of 220 cc. This ravishing variant has a unique digital speedometer along with engine malfunction indicator which would convey any malfunction to the user. Pulsar 220 DTS-Fi is the Indias first bike to deliver a high wattage of H7, 55W of light that ensures the constant illumination at all times. Other salient features are as follows:

High Oil Temperature indicator Low Battery Voltage indicator Choked Air Filter indicator Low Engine Oil Level indicator High beam is a clear lens parabolic lamp Low beam is a ellipsoidal projector lamp Front and Rear tubeless tyres

ANALYSIS AND INTREPRETATION

ANALYSIS AND INTERPRETATION

The analysis has been done based on detailed questionnaire There are two types of analysis done in the 1. CODING AND TABULATION 2. GRAPHICAL REPRESENTATION

1. CODING AND TABULATION

Tabular representation is the systematic representation of data in rows and columns through tables a table makes the data more clear and it enable the reader to make quick comparison

2. GRAPHICAL REPRESENTATION DIAGRAMS (a) Bar diagram

The Bar or column diagram consists of repeated bar or column bar being rectangle of equal width the bar can be vertical or horizontal the width of the bar should be uniform throughout the diagram the gap between one bar and another is uniform throughout.

(b) Pie diagram

If you want to show an aggregate and its division into various parts a circle maybe drawn and divided into various sectors, each sector represents each division, since full angle of 360 degree around the centre of the circle represents the old data (i.e. 100%) each sector will have angle at the centre got by the formulae.

TABLE 4.1

TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THEIR AGE.

SAMPLE SIZE 100

SL NO

AGE

NO OF RESPONDENTS

PERCENTAGE %

BELOW 30

80

80

2 3

BETWEEN 20-50 ABOVE 50

17 3

17 3

TOTAL

100

100

ANALYSIS

From the above it can be inferred that 80% of the respondents were in the age group of below 30 years, 17% between 30-50 years, and remaining 3% were above 50 years.

FIGURE 4.1 GRAPH SHOWING AGE GROUP OF THE CUSTOMERS.

SAMPLE SIZE 100

80 80 70 60 50 40 30 20 10 0 BELOW 30 BETWEEN 20-50 ABOVE 50 17 3

INFERENCE

Majority of the respondents who prefer to ride the Bajaj Pulsar are in the age group of below 30 years.

TABLE 4.2 TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE GENDER
SAMPLE SIZE 100

SL NO

GENDER

NO OF RESPONDENTS

PERCENTAGE %

MALE

100

100

FEMALE TOTAL

0 100

0 100

ANALYSIS

100% of respondents whom Ive met were male.

FIGURE 4.2 GRAPH SHOWING GENDER OF THE CUSTOMERS

FEMALE 0%

MALE 100%

INFERENCE

Almost all the respondents belongs to the male group thus it can be observed that males play an important role in purchasing decision.

TABLE 4.3 TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE OCCUPATION
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

STUDENT

37

37

2 3

BUSINESS SERVICE

16 3

16 3

PROFESSIONAL

44

44

TOTAL

100

100

ANALYSIS

From the above table it can be inferred that 37% of the respondents were students, 16% of the respondents were business while 3% belongs to the service sector and 44% belonging to the professionals.

FIGURE 4.3 GRAPH SHOWING OCCUPATION OF THE CUSTOMERS

44 45 40 35 30 25 20 15 10 5 0 STUDENT BUSINESS SERVICE PROFESSIONAL 3 16 37

INFERENCE

More than 80% of Pulsar customers belong to either Student category or the Professionals or the working peoples category.

TABLE 4.4 TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE MONTHLY INCOME.

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

BELOW 20,000

47

47

2 3

BETWEEN 20,000-50,000 ABOVE 50,000

45 8

45 8

TOTAL

100

100

ANALYSIS

From the above it can be predicted that 47% of the respondents were earning less than 20,000 per month, where 45% of the respondents were earning between 20,000-50,000 and the rest of the 8% respondents were the customers earning above 50,000.

FIGURE 4.4 GRAPH SHOWING MONTHLY INCOME OF THE CUSTOMERS

47 50 45 40 35 30 25 20 15 10 5 0 BELOW 20

45

BETWEEN 20-50

ABOVE 50

INFERENCE

Almost 90% of the Pulsar customers belong to an earnings level below 50,000. From this it can be understood that Pulsar has successfully catered as a middleclass mens ride.

TABLE 4.5 TABLE SHOWING HOW THE CUSTOMERS CAME TO KNOW ABOUT THE BAJAJ PULSAR.

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

NEWS PAPER

22

22

2 3

MAGAZINE TV ADVT

17 53

17 53

WEBSITES

TOTAL

100

100

ANALYSIS
From the above data it can be represented the maximum customers came to know about the Bajaj Pulsar through TV advertisements and through newspaper ads and only a total of 25% respondants came to know about Pulsar through magazines and website.

FIGURE 4.5 GRAPH SHOWING HOW THE CUSTOMERS HOW THE CUSTOMERS CAME TO KNOW ABOUT BAJAJ PULSAR

WEBSITES 8%

NEWS PAPER 22%

TV ADVT 53%

MAGAZINES 17%

INFERENCE

It can be understood that the Pulsar mania advertisement campaign was a grand success in reaching the customers.

TABLE 4.6

TABLE SHOWING THE PROFILE OF THE RESPONDENTS USING THE MODELS OF BAJAJ PULSAR

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS 20

PERCENTAGE %

135 DTS-I

20

2 3

150 DTS-I 180 DTS-I

32 26

32 26

200 NS

12

12

220 DTS-I

10

10

TOTAL

100

100

ANALYSIS
Almost 80% of the respondents have chosen bikes of lower ccs i.e the 135, the 150 and the 180 cc bikes. Pulsar NS is yet to gain the market and prominence having introduced just a year back.

TABLE 4.6

TABLE SHOWING THE PROFILE OF THE RESPONDENTS USING THE MODELS OF BAJAJ PULSAR

Series1

32 26 20

12 10

135 DTS-I

150 DTS-I

180 DTS-I

200 NS

220 DTS-I

INFERENCE
Majority of the respondents own bikes in the lower cc section.

TABLE 4.7

TABLE SHOWING THE PROFILE OF THE RESPONDENTS WHAT MADE THEM TO GO FOR BAJAJ PULSAR

SAMPLE SIZE 100

SL NO

IMPORTANCE REASON

NO OF RESPONDENTS

PERCENTAGE %

1 2 3 4 5

Price Mileage Style Pickup Low Maintenance Cost TOTAL

13 17 44 24 2 100

13 17 44 24 2 100

ANALYSIS
From the above table it is clear that only 13% of the respondents were impressed by price of the Bike, 17% with the mileage of the Bike, 44% of the respondents satisfied with the style of the Bike, 24% of the respondents with the style of the Bike and 2% of the respondents are satisfied with the low maintenance cost of the Bike.

FIGURE 4.7

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS WHAT MADE THEM TO GO FOR BAJAJ PULSAR

44 50 40 30 20 10 0 17 13 2 24

PRICE

MILEAGE

STYLE

PICKUP

LOW MAINTENANCE COST

INFERENCE

Its the style and Pickup of ride that attracted the majority of the Pulsar customers. Only 2 out of 100 respondents were attracted by the maintenance cost of the bike.

TABLE 4.8 ARE YOU EXPECTING ANY KIND OF MODIFICATION IN EXISTING PULSAR MODEL

SAMPLE SIZE 100

SL NO

IMPORTANCE REASON

NO OF RESPONDENTS

PERCENTAGE %

YES

76

40

NO TOTAL

24 100

60 100

ANALYSIS

According to the analysis 40% of respondents were wanting modifications in existing pulsar models. And 60% respondents were do not want any other modification in pulsar models.

FIGURE 4.8

GRAPH SHOWING CUSTOMERS EXPECTATION REGARDING MODIFICATION IN EXISTING PULSAR MODEL

70 60 60 50 40 40 30 20 10 0 Category 1 NO YES Column1

INFERENCE

Majority of the respondents do not expecting any other modification in existing models of pulsar.

TABLE 4.9 TABLE SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF THEIR BIKES MILEAGE
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

60 KM/LTR & ABOVE 50-60 KM/LTR 40-50 KM/LTR

2 4

18 57

18 57

BELOW 40 KM/LTR TOTAL

24

24

100

100

ANALYSIS

The graphical representation shows that only 1% of the respondents bikes mileage is 60 km and above 60 km/ltr The 18% of the respondents bikes mileage between 50-60 km/ltr The 57% of the respondents bikes mileage between 40-50 km/ltr The 24% of the respondents bikes mileage is below 40 km/hr

FIGURE 4.9 GRAPH SHOWING THE PROFILE OF THE RESPONDENTS ON THE BASIS OF THEIR BIKES MILEAGE

60 50 40 30 20 10 1 0 Category 1 60 KM/LTR & ABOVE 50-60 KM/LTR 18

57

24

40-50 KM/LTR

BELOW 40 KM/LTR

INFERENCE
Majority of the respondents bikes mileage is in between of 40-50 km/ltr

TABLE 4.10 TABLE SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION WITH THEIR BIKES MILEAGE

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED

2 4

42 47

42 47

TOTAL

100

100

ANALYSIS

The graphical representation shows that 7% respondents were extremely satisfied with the bikes mileage The 42% of the respondents were satisfied with bikes mileage The 47% of respondents were somewhat satisfied with bikes mileage Where only 4% customers were not satisfied

FIGURE 4.10

GRAPH SHOWING CUSTOMERS SATIFACTION WITH THEIR BIKES MILEAGE

47 50 45 40 35 30 25 20 15 10 5 0 EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISFIED 7 4 42

INFERENCE

Majority of the respondents are satisfied or OK with the bikes mileage their ride provides.

TABLE 4.11

TABLE SHOWING THE RESPONDENTS VIEW TOWARDS THE POWER & PICK-UP OF BAJAJ PULSAR
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED

23

23

2 4

62 13

62 13

TOTAL

100

100

ANALYSIS
From above graph it comes to know that 23% of the respondents are extremely satisfied with power and pick-up of the bike, 62% of the respondents are satisfied with power and pick-up of the bike, 13% of the respondents are somewhat satisfied with power and pick-up of the bike, 2% of the respondents are not satisfied with power and pick-up of the bike.

FIGURE 4.11

GRAPH SHOWING THE RESPONDENTS TOWARDS THE POWER AND PICK-UP OF BAJAJ PULSAR

70 62 60 50 40 30 20 10 2 0 Category 1 EXTREMELY SATISFIED SATISFIED SOME WHAT SATISFIED NOT SATISIFIED

23 13

INFERENCE

A whopping 85% of the respondents are either extremely satisfied or satisfied with the power and pickup of the ride.

TABLE 4.12

TABLE SHOWING CUSTOMER FEEDBACK TOWARDS THE MAINTENANCE COST OF THE BIKE
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED

12

12

2 4

66 18

66 18

TOTAL

100

100

ANALYSIS

From above graph comes to know that 12% of the respondents are extremely satisfied with cost of maintenance of the bike, 66% of the respondents are satisfied with cost of maintenance of the bike, 18% of the respondents are somewhat satisfied with cost of maintenance of the bike,4% of the respondents are not satisfied with cost of maintenance of the bike.

FIGURE 4.12

GRAPH SHOWING CUSTOMERS FEED BACK TOWARDS THE MAINTENANCE COST OF THE BIKE

66 70 60 50 40 30 20 10 0 EXTREMELY SATISFIED SATISFIED SOME WHAT SATISFIED NOT SATISFIED 12 4 18

INFERENCE

Majority of the respondents 66% are satisfied with the cost of maintenance of the bike.

TABLE 4.13 TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

EXTREMELY SATISFIED SATISIFIED SOME WHAT SATISFIED NOT SATISIFIED

38

38

2 4

51 11

51 11

TOTAL

100

100

ANALYSIS

From the data it is clear that 38% of the respondents are extremely satisfied with riding comfort and safety of the bike 51% of the respondents are satisfied with riding comfort and safety of the bike 11% of the respondents are somewhat satisfied with the riding comfort and safety of the bike.

GRAPH 4.13 GRAPH SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY

60 50 40 30 20 10 0 38

51

11 0

EXTREMELY SATISFIED

SATISFIED

SOMEWHAT SATISFIED

NOT SATISFIED

INFERENCE

Almost 90% of the respondents are either extremely satisfied or satisfied with the comfort and safety given of the ride.

TABLE 4.14

TABLE SHOWING THE FEEDBACK OF THE RESPONDENTS AND THEIR CLASSIFICATION ON THE BASIS OF RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

EXCELLENT

17

17

2 4

GOOD MODERATE

56 19

56 19

POOR

TOTAL

100

100

ANALYSIS
The graphical representation shows that 17% of the respondents were highly satisfied with the responsiveness of the dealer towards their complaints The 56% of the respondents were just satisfied 19% of the respondents were nearly satisfied with the responsiveness of the dealer towards their complaints Where only 8% of the customers were unsatisfied

FIGURE 4.14 GRAPH SHOWING RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS

60 50 40 30 20 10 0 17

56

19

Category 1 EXCELLENT GOOD MODERATE POOR

INFERENCE
Most of the respondents feel that responsiveness of the dealer towards the complaints is good

TABLE 4.15 TABLE SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISIFACION AFTER SALES SERVICE FROM THE DEALER

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

YES

68

68

NO TOTAL

32 100

32 100

ANALYSIS: According to the analysis 68% of the respondents were satisfied with the after sales services from dealer. And 32% respondents were not satisfied.

FIGURE 4.15 GRAPH SHOWING SATISFACTION AFTER SALE SERVICES FROM THE DEALER

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Category 1 YES NO 68 32

INFERENCE

Most of the respondents are satisfied with the after sales services from the dealer

TABLE 4.16

TABLE SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE QUALITY AFTER SALE AND SERVICES OF BAJAJ PULSAR
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

EXCELLENT

2 3

GOOD AVERAGE

47 28

47 28

POOR

19

19

TOTAL

100

100

ANALYSIS
6% of the respondents found the quality after sales and service of Bajaj Pulsar excellent 47% of the respondents found it just good 28% respondents were nearly satisfied with the quality after sales and service of Bajaj Pulsar And 19% respondents found it poor

FIGURE 4.16

GRAPH SHOWING THE QUALITY AFTER SALE AND SERVICES OF BAJAJ PULSAR

47 50 45 40 35 30 25 20 15 10 5 0 EXCELLENT GOOD AVERAGE POOR 6 19 28

INFERENCE

Majority of the respondents 47% are satisfied with the quality after sales and service of the Bajaj Pulsar

TABLE 4.17

CUSTOMERS SATISFIED WITH SPARE PARTS AVAILABILITY AT SERVICE CENTRE

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

YES

91

91

NO TOTAL

9 100

9 100

ANALYSIS

According to the analysis 91% of the respondents were satisfied with the spare parts availability at the service centre And 9% of the respondents were not satisfied

FIGURE 4.17

GRAPH SHOWING THE SPARE AVAILABILITY AT THE SERVICE CENTRE

100 90 80 70 60 50 40 30 20 10 0

91

Category 1 YES NO

INFERENCE

91% of the respondents are satisfied with availability of the spare parts at service centre

TABLE 4.18

TABLE SHOWING THE FEEDBACK OF RESPONSIBILITIES AND THEIR CLASSIFICATION ON THE BASIS OF RELIABILITY OF BIKE
SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

VERY RELIABLE 25

25

2 3

RELIABLE NOT RELIABLE

64 11

64 11

TOTAL

100

100

ANALYSIS

25% of the respondents feel their product was very reliable 64% respondents found it just reliable And only 11% respondents said it was not reliable

FIGURE 4.18

GRAPH SHOWING THE LEVEL OF RELIABILITY OF BIKE

11

Category 1

66

25

10

20 NOT RELIABLE

30 RELIABLE

40

50

60

70

VERY RELIABLE

INFERENCE

64% respondents feel that reliability of bike is good Only 11% of the customers think Bajaj Pulsar is unreliable.

TABLE 4.19

TABLE SHOWING THE RESPONDENTS EXPECTING NEW VERSION OF PULSAR BY BAJAJ

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

YES

76

76

NO TOTAL

24 100

24 100

ANALYSIS

According to the analysis 76% respondents were expecting new version of pulsar by Bajaj And 24% respondents were not expecting new version of pulsar by Bajaj

FIGRURE 4.19

GRAPH SHOWING EXPECTING NEW VERSION OF PULSAR BY BAJAJ

YES

NO

24%

76%

INFERENCE

Majority of the respondents 65% are expecting new version of Pulsar by Bajaj other than the proposed Pulsar 400. They expect the series to continue.

TABLE 4.20

TABLE SHOWING THE RESPONDENTS RECOMMEND BUYING THE BAJAJ PULSAR

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

PERCENTAGE %

DEFINITELY YES MAY BE NEVER

72

72

2 3

23 5

23 5

TOTAL

100

100

ANALYSIS The graphical representation shows that 72% of the respondents will definitely recommend others to buy the Bajaj pulsar 23% of the respondents may recommend others to buy the Bajaj Pulsar to some extent And only 5% respondents said they will never recommend others to buy Bajaj pulsar

TABLE 4.20 BASED ON PERFPORMANCE/ QUALITY OF THE PRODUCT , WILL YOU RECOMMEND OTHERS TO BUY

Category 1

DEFINIETELY YES MAYBE NEVER

INFERENCE

Most of the respondents feel that on the basis of performance/ quality they will recommend others to buy the Bajaj Pulsar

TABLE 4.21 TABLE SHOWING THE PROFILE OF THE RESPONDENTS INTENTION TO EXCHANGE THE MODEL WITH ANOTHER PULSAR.

SAMPLE SIZE 100

SL NO

PARTICULAR

NO OF RESPONDENTS

1 2

WOULDNT OPT FOR CHANGE WOULD OPT FOR CHANGE TO 130 DTS-I 150DTS-I 180DTS-I 200 NS 220 DTS-I TOTAL

12

12

8 19 17 20 24 100

8 19 17 20 24 100

ANALYSIS
Majority of the respondents would prefer to upgrade their models.

TABLE 4.21 TABLE SHOWING THE PROFILE OF THE RESPONDENTS INTENTION TO EXCHANGE THE MODEL WITH ANOTHER PULSAR.

CHANGE?
100 90 80 70 60 50 40 30 20 10 0 Wouldn't opt Would opt Series 1

FINDINGS

FINDINGS

The below given inferences where actually delivered Majority of Pulsars customer base are the youth below 30 years of age who are either students or professionals whose monthly income is below 20,000 or in between 20 and 50 thousand. It can be rightly inferred that the style and pickup of the ride is what attracted the customer to the bike. In the male dominated industry it is of no wonder these youthful factor gained the centre stage. A major portion of customers gained the knowledge about the product through the Television advertisements. It is to be understood that the Pulsar Mania advertisement campaign has gained its objective of reaching and attracting people. Another section of the respondents got their primary knowledge about Pulsar through newspaper advertisements and through magazines. Pulsars lower cc bikes were preferred over the higher versions. Pulsar 150 was the most owned bike among the respondents followed by Pulsar 180 and Pulsar 135. A major portion of the customers do not want any additional features on the existing models but preferred a few modifications could make it even better. The majority of respondents could find their Bike providing a mileage of around 40 km/ltr to 50km/ltr of which they are not fully satisfied. Though the respondents find the power & pickup as well as the safety provided by the ride extremely satisfiable, they were not satisfied with the maintenance cost incurring for the product. Coming to the after sales part, the respondents were happy with the overall performance of the vehicular care centres. They find the redressal forums effective, though a little improvement was expected. The customers were satisfied with the after sales services provided and the availability of spare parts of their vehicle. A major portion of the respondents find the product reliable and would not hesitate to recommend the product to his friends or relatives. A similar portion of Pulsar customers expect the product line to extend and would predict newer products other than the proposed Pulsar 400.

 Based on the study conducted 12% of the respondents does not wish to change their product to another Pulsar provided the opportunity. They wish to continue with the existing model which is a good sign for the organization as the customers are pleased and satisfied with the product provided. Of the remaining 88%, majority of the people wish to upgrade their product to higher cc bikes of the Pulsar series. It has been observed that middle aged participants who took part in the study wished to remain within the 180cc. All the 3 above 50 aged respondents preferred either Pulsar 150 or Pulsar 180 as their product once provided a chance. Most of the Youth preferred the new 200NS or 220 DTS-I once provided a chance to exchange. Being introduced only a year ago the growth of Pulsar 200NS is grabbing great positive reviews from the customers. Being dubbed the Best Pulsar yet, Pulsar 200NS is destined to reach heights in the market, if the present trend is to be believed.

SUGGESTIONS AND RECOMMENDATIONS

SUGGESTIONS

Based on the findings of the study stating some of the important suggestions that the company can really go for to extend its operation market share, profit and so on.

1. CONCENTRATE ON EFFECTIVE AND INFORMATIVE ADVERTISEMENT

STRATEGY In order to attract and retain the customers the company should a. Develop both the informative and attractive advertisement strategies b. Company should go for advertising about the product in almost all the medias c. Regular modifications should be the content of the advertisement d. The presentation of the advertisement should be appealing to the customer

2. REWARDS FOR THE BEST DEALERS

In the present competitive markets, a company can be develop on its own efforts. It has to depend on others, i.e. it has to take effective support from its dealers . To get effective support it has to study and motivate them like: The company has to provide rewards , awards, offers, discount to its dealers to promote its products very effectively in the domestic market. If implemented definitely they may lend to tremendous increase in the turnover of the company

3.

Efficiency in after sales service: Retaining few satisfied customer is as good as attracting ten new customers . It implies that a company can easily increases the number of its customers but is very difficulty to retain them. In order to retain the customers especially the company should: a. Give more importance to the quality of the sales service.

b. Remind the customer as to when they have to get their vehicles serviced. c. Give tips to them on maintenance of vehicles

4. Customer research study:

This is also one of the important tools to the company to know that extra facilities the customers are expecting from the company and how they are comparing out vehicles with vehicles of computers etc... As most of the customers expecting that the improvement should be done on the seating of bajaj pulsar, it is necessary for the company to concentrate on this aspect. This is because one should feel comfortable in riding; this intern depends on the seating arrangement of the vehicles.

5. PROMOTIONAL STRATEGIES:

Festival offers, Exchange melas, offer of gold coins and other valuable things can be introduced in order to increase its turnover. Provide the financial schemes to increase the sales.

CONCLUSION

CONCLUSION
From the study it is concluded that majority of the customers satisfied by the pulsar rendered by Bajaj. While doing this project I came to know how challenging it is to satisfy the present day customers, I also realized various types of customers right from those who have genuine to ego kind of problems, but how important it is to satisfy all of them. During the course of project i also understood that all customers cannot be satisfied all the times it is only how well can we come to the satisfaction level, which actually matters. It is also understood that the volume of customers is mainly from the youth section and is mainly male population which means that the company should be more youth centric and at the same time should have a different marketing strategy for the elder population as they need to be pushed to the market.

BIBLIOGRAPHY

BIBLIOGRAPHY

MARKETING MANAGEMENT - Philip Kotler CONSUMER BEHAVIOUR MARKETING --------------- World wide web o www.bajajautoltd.com o www.teambhp.com - Suja Nair - Rajendra Nargundakar

www.wikipaedia.com

ANNEXURE

 QUESTIONNAIRE
(A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ PULSAR)

1. Age: (a) Below 30---------(b)between 30-50--------(c)above--------

2. Gender: (a)Male------------------ (b) Female--------------

3. Occupation: (A) student-------- (b) business-----------(c) service------------ (d) profession------------

4. Monthly income (in thousands) (a)Below 20 ------------ (b) between 20-50------------(c) above----------------------5. How do you come to know about Bajaj Pulsar? (a) News paper--------------- (b) Magazines------------------------(c)TV Advt.-------6. Which Pulsar do you own? (a) Bajaj Pulsar DTS-I 135----- (b) Pulsar 150 DTS-i------ (c) Pulsar 180DTS-i----(d) Website

(d) Pulsar DTS-I 200------- (e)Pulsar DTS-I 200 NS------- f) Pulsar 220DTS-F1----

7. What is the primary reason that made you to go for Bajaj Pulsar? (a)Price----- (b) Mileage------(c) Style------- (d) Pick-up------(f) Low Maintenance cost------

8. Are you expecting any other modification in existing models of Bajaj Pulsar? (a) Yes---- (b) No----------

9. Mileage your Bike giving? (a)60 km/ltr and above---- (b)50-6- km/ltr------------(c)40-5- km/ltr----(d)Below 40 km/ltr---

10. Are you satisfied with bikes mileage? (a)Extremely satisfied------(b) satisfied-------

(c) some what satisfied--------- (d) not satisfied----11. Are you satisfied with bikes power and pickup? (a)Extremely satisfied------(b) satisfied-------

(c) some what satisfied--------- (d) not satisfied----12. Are you satisfied withy the cost of maintenance of your bike? (a)Extremely satisfied------(b) satisfied-------------

(c) some what satisfied--------- (d) not satisfied----13. Do you have riding comfort and safety? (a)Extremely satisfied------- (b) satisfied------(c) some what satisfied--------- (d) not satisfied-----

14. Do you promptly get response from your dealer regarding complaints? (a) Yes------ (b) No----15. Are you satisfied with after sales service from dealer? a) Yes------ (b) No-----16. What do you think about the quality after sales service of Pulsar? (a)Extremely satisfied------(b) satisfied-------

(c) some what satisfied--------- (d) not satisfied------17. Are you satisfied with spare parts availability at the service centre where you deal with? (a) Yes------ (b) No----18. Is the product reliable? (a) Yes------ (b) No----19. Do you expect any new version of Pulsar by Bajaj other than the proposed Pulsar 400? (a) Yes------ (b) No----20. Would you recommend your friends to buy Bajaj Pulsar? (a)Definitely yes------(b)Maybe------(c) Never-------

Suggestion / comments, if any

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