Professional Documents
Culture Documents
RESEARCH PROJECT
ON
Customer preferences and customer
satisfaction with regard to specific
brands of bikes
ACKNOWLEDGEMENT
Siddharth
B.B.A Final
EXECUTIVE
SUMMARY
Executive
Summary
To know about the consumer buying behavior and factor which
affect the consumer buying decision process. As the objectives of
my study is to analyze the customer perception and the customer
satisfaction to wards specific brands of bike (TVS, HONDA,
BAJAJ) between the age group of 18-25 College going student on
the basis of Price, Fuel efficiency, Brand, Style and comfort name.
Consumer buyer behavior refers to the buying behavior of
final consumers individuals and households who buys services
and goods for personal consumption. Consumer behavior is
influenced strongly by culture, social, personal and psychological
factors. Culture factors include the set of basic values, perceptions,
wants and behavior learned by a member of society from family
and other important institutions. The social factors include
consumers family, small group, social roles and status. The
personal characteristics such as buyers age, life cycle stage,
occupation, economic situations and life style influenced by four
major psychological factors: Motivation, Perception, Learning,
Belief and Attitudes.
Contents
Serial No.
Page No.
Certificate
Acknowledgement
Executive summary
Introduction
Objective of the study
Literature Review
Research Methodology
Limitations of the
study
Data Analysis & Interpretation
Findings
Recommendation
Conclusion
Bibliography
Annexure
INTRODUCTION
even girls crazy for a motorbike not only in the Metros but in small
towns and cities also.
BIG PLAYERS IN
THE BIKE
SEGMENT
MILESTONES
1945 - Bajaj Auto comes into existence as M/s Bachraj Trading
Corporation Private Limited.
1948 - Sales in India commence by importing two- and threewheelers.
1959 - Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers.
1960 - Bajaj Auto becomes a public limited company. Bhoomi
Poojan of Akurdi Plant.
1970 - Bajaj Auto rolls out its 100,000th vehicle.
1971- The three-wheeler goods carrier is introduced.
MILESTONES
Indias first 2 seater 50cc Moped TVS 50, launched in Aug
1980.
India's
first
catalytic
converter
enabled
TVS Apache
TVS Apache with its shapely streamlined tank and engine
design is really an eye -stopper. Its smooth and flawless finish
makes this bike desirable to the market. Its tough but light 6
spoke black alloy wheels are really supportive for better control
and excellent riding of this two wheeler. Its uniquely designed
head lamp has become one of the best head turner in the market
of two wheelers.
Its 240 mm disc brake is helpful in stopping one in any
sudden situation to avoid accident. Its all gear start and low
friction engine with RCF technology are the key factor of better
efficiency of this bike. It is further equipped with various
upgraded technology like monotube inverted gas filled shocks,
IDI lean burn, iE surge (intake and exhaust resonator), synchro
stiff chassis etc. for the proper safety and security of the persons
seating on the bike.
Honda Unicorn
This bike with powerful 4 stroke 150 cc engine delivering
output of 13.3 bhp engine clubbed with many other high end
equipments like Constant Volume (CV) Carburetor, pulse
exhaust system, offset crank and 2 way air jacket. Its multi
mapping CDI, roller rocker arm, 5 speed gears, tumble free
combustion etc. determine the performance as well as its
aesthetic value. Its aerodynamic body lining, sporty and sleek
design, appealing tail lamp and excellent body graphics etc are
enhancing its style statement day by day. Unique shock
absorbing mono suspension prevents discomfort due to the
sudden jerk caused by uneven road. Its flexible seating
arrangement, ample foot space gives the total comfort of
journey. Fully equipped with various cutting edge technologies,
this bike comes with hole plugging mechanism, tuff up tube,
easy primary kick etc.
CONSUMER BEHAVIOUR
Before getting into details of Consumer Behaviour, one must go
through certain basic terminologies. In general terms both
Consumer and Customer are considered the same but they are
quite different.
The term Customer is some what different from the term
consumer. The term customer is used to refer to someone who
purchases goods and services from a particular store or company.
Thus a customer is defined in terms of a specific term while a
consumer is not
Consumer may be referred to any one engaged in evaluating,
acquiring, using or disposing of goods and services which he
expects will satisfy his needs.
So
ultimately
Consumers
are
that
individual
who
Consumer perception
How do Buyers form their preference? Their preferences are
influenced by their past buying experience, friends and associates
advice, and the marketers and competitors information and
promises. Though customer preference is a very qualitative term
and it is very difficult to measure. In this study an effort has been
made to measure the customer preference level.
Customer Satisfaction
Satisfaction
is a persons feelings
of pleasure or
is
persons
feeling
of
pleasure
and
Significance of the
study
To know about the customer preference and decision process
with regard to 150cc bike.
To know the Basic consumer buying behaviour and the
reasons because of which they switch from one company to
another.
To know about the companys details (profile, Products)
This study would help in revealing the type and specific
qualities of the bikes offered by the company to their
consumers.
To study the satisfaction level of consumers who uses bikes.
To study the factors influencing consumers to buy 150cc
bikes.
To study effect of advertisement on the purchasing decision
of the consumers
OBJECTIVES OF
THE STUDY
Objectives of the
study
The clear purpose or objective of the research enables the
researcher to collect necessary relevant information. The
objective of the research is to know the Customer
Find out the ways for improving of the services to attain level
of customer satisfaction.
Study area:
YAMUNA NAGAR
Target segment:
LITERATURE
REVIEW
LITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake an
extensive literature survey related to problem. The literature survey
undertaken here includes books and different websites from the
internet.
Customer
preferences and customer satisfaction
with regard to specific brands of bikes
(TVS, HONDA and BAJAJ) under 150cc
category between the age group of 1825 College going student on the basis
of Price, Fuel efficiency, Brand, Style
and comfort name
The research project was to know the
- Study of
Kothari C.R.6
For data analysis different statistical
techniques are being used such as scaling techniques,
correlation, hypothesis testing.
RESEARCH
METHODOLOGY
RESEARCH
METHODOLOGY
Research Methodology is a way to systematically solve the
research problem, which is a science of study how research is done
scientifically. Thus research methodology encompasses the
research methods or techniques; the research is capable of being
evaluated either by the researcher himself or by others.
SAMPLING
Sampling may be defined as the selection of some parts of
an agreement or totality for the purpose of study. All the
items in any field of inquiry constitute a universe or
population, a complete enumeration of all the items in the
population is known as Census inquiry. But when the field of
inquiry is large this method becomes difficult to adopt
because of the limited no. of resources involved in the case
sample survey method is chosen under which units are
selected in such a way that they represent the entire universe.
SAMPLING DESIGN
CENSUS METHOD: - All the items in any field of inquiry
constitute a Universe or Population. A complete
enumeration of all the items in the Population is known as a
Census inquiry. It can be presumed that in such an inquiry,
design
following
items
are
taken
into
Data Collection
The task of data collection begins after the research program has
been defined and research design plan has been checked out. The data
collected is important part of research.
DATA COLLECTION METHOD
In the data collection method different methods are adopted for primary
data collection and secondary data collection.
PRIMARY DATA COLLECTION
Primary data is the data which is collected through observation
or direct communication with the respondent in one form or
another. These are several methods for primary data collection
like Observation method, Interview method, through schedule,
through questionnaires and so on.
But as time was limited so, the relevant data was collected from
the selected units by adopting and arranging personal interview
with the shopkeeper and dealer along with a pre structured
questionnaire. In this method I thank the views of shopkeepers
and dealer through the use of questionnaire and general
interview.
SECONDARY DATA COLLECTION
The companys past database is taken into reference along With
company brochures.
o QUESTIONNAIRE
The method of data collection is quite popular.
I prepared a
No. of respondents
Fully Aware
Aware
Less aware
93
76
31
Fig. 1
Table 2
How do you come to know about this brand/model of
150 cc bike?
How do you come to know
about this brand/model of
150cc bike?
No. of respondents
Friends
Advertisement
Publicity
Family members
Any other
45
87
10
47
11
Fig. 2
Table 3
Which factor influence you more to purchase a bike?
Which factor influence you
more to purchase a bike?
No. of respondents
Brand image
Fuel efficiency
Price
Comfort
Syle
53
81
27
17
25
Fig. 3
Table 4
Are you satisfied with its overall performance?
Are you satisfied with its
overall performance?
No. of respondents
Fully Satisfied
Satisfied
Moderate
Less satisfied
Poor
41
104
42
10
3
Fig. 4
Table 5
According to you which company gives the most benefit to
customers?
According to you which
company gives the most
benefit to customers?
No. of respondents
Honda
Bajaj
TVS
63
109
28
Fig. 5
Table 6
Which type of media influence your purchase behaviour?
Which type of media influence
your purchase behaviour?
No. of respondents
T.V.
Newspaper
Wall painting
Hording
Magazine
114
33
5
12
36
Fig. 6
Table 7
Who influenced you more in your buying decision of bike?
Who influenced you more in
your buying decision of bike?
No. of respondents
Self
Family Member
Friends/Relative
Mechanics
30
54
98
18
Fig. 7
Table 8
In your opinion, what role advertisement plays?
In your opinion, what role
advertisement plays?
No. of respondents
65
125
10
Fig. 8
FINDINGS
FINDINGS
65 of respondents are in favor that advertisement provides
important details, 125 of respondents are in favor that
advertisement creates awareness and 10 of respondents are in
favor that advertisement Misleading.
30 of respondents have influence their buying decision
from their self decision, 54 of respondents have influence
their buying decision from their family members, 98 of
respondents have influence their buying decision from
their friends/relative and 18 of respondents have influence
their buying decision from their Mechanics,
63 of respondents are saying that the Honda is providing
more benefits of the services to the customers, 109 of
respondents are saying that the Bajaj is providing more
benefits of the services to the customers and 28 of
respondents are saying that the TVS is providing more
benefits of the services to the customers.
41 of respondents are fully satisfied with the performance
of their bikes, 104 of respondents are satisfied with the
performance of their bike, 42 of respondents are
moderate in satisfaction with the performance of their
bikes and 3 of respondents are poorly satisfied with the
performance of their bike.
RECOMMENDATI
ONS
Recommendation
Recommendation refers to the outcome of the research work done
and the suggestions for implementation i.e. findings.
1. It is suggested that manufacturer should make all efforts to
control cost.
2. New technology should be applied according to the
requirement of the customer.
3. Provide various schemes which attract the customers.
4. Spare parts of the bikes should be easily available in the
market.
5. Bike should be fuel efficient.
6. Bike should be available in different colours so as to attract
college going students.
7. Bike should be given sportier look.
CONCLUSION
CONCLUSION
Their preferences are influenced by their past buying experience,
friends and associates advice,
competitors
information
and
promises.
Though
customer
BIBLIOGRAPHY
BIBLIOGRAPHY
1.
2.
3.
4.
Nair Suja R.
Consumer Behaviour Indian prospective Ist edition Published
by: Himalaya Publicating Home ( page no. 3)
5.
6.
Kothari C.R
Research Methodology Methods & Techniques 2nd edition
Published by: Wishwa Publication (page no. 151, 94-95)
7.
http://www.tvsapache.com/home.aspx
8.
http://www.bajajauto.com/pulsar/
9.
http://www.honda2wheelersindia.com/unicorn/ride_n_fly
/be_a_wing_rider.asp
10.
http://auto.indiamart.com/motorcycles/
11.
http://www.thehindubusinessline.com/iw/2004/11/28/stor
ies/2004112800421500.htm
12.
http://www.indiabike.com/infobank/unicorn/index.htm
13.
http://www.icmr.icfai.org/casestudies/catalogue/Marketin
g/MKTG098.htm
ANNEXURE
Questionnaire
1. Which Brand of bike you own?
2. What is the price of your bike?
3. How long do you own this Bike?
Less than six month
Six month
One year
Two year
More than 2 years
4. How fuel efficient your bike is?
5. What is the top speed (km/hs) of your bike?
6. Are you aware about the 150cc bike brands available in the market?
Fully aware
Aware
Less aware
7. Which of the following model/brand of 150cc motorcycle you like the
most
1
HONDA (Unicorn)
--
--
--
--
--
--
TVS (Apache)
--
--
--
How did you came to know about this brand /model of 150cc bike
Through friends
Advertisement
Publicity
Family members
Any other
8. Which factor influence you more to purchase the bike
Brand image
Fuel efficiency
Price
Comfort
Style
9.
Price
--
--
--
--
Mileage
--
--
--
--
After sales
--
--
--
--
--
--
--
--
Service
Power
Name
____________________________
Place
____________________________
Age
____________________________