.

PROJECT REPORT

ON

MARKET RESEARCH, DATA ANALYSIS & SURVEY

In fulfillment of the requirement for

Post Graduate Program in Business Management
(PGPBM+MBA)
(2014 2016)

UNDER THE GUIDANCE OF:

Mr. Rajnish Bhusan

The Nielsen Company

SUBMITTED TO: SUBMITTED BY:

Anindya Dutta Saikat Bhattacharjee

18 D Lake view road

Kolkata

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CERTIFICATE

This is to certify that Mr. Saikat Bhattacharjee, student of Bengal

Institute of Business Studies has completed his project report on
MARKET RESEARCH, DATA ANALYSIS & SURVEY in the
year 2014 2016 in final fulfillment of post Graduate program in
Business Management (PGPBM+MBA). He has achieved all the
targets and successfully completed the project under my constant
guidance and support.

Signature of Project Guide

Mr. Rajnish Bhusan

Field Executive Manager
Nielsen

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DECLARATION

I hereby declare that the project report titled MARKET

RESEARCH, DATA ANALYSIS & SURVEY is my original
work and has not been published or Submitted for any degree,
diploma or other similar titles elsewhere. This has been undertaken
for the purpose of partial fulfillment of Post Graduate Program in
Business Management (PGPBM+MBA) at Bengal Institute of
Business Studies.

Date: Saikat Bhattacharjee

PGPBM+MBA
2014 - 2016

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PREFACE

This project report attempts to bring under one cover the entire hard
work and dedication put in by me in the completion of the project
work on MARKET RESEARCH, DATA ANALYSIS &
SURVEY

I have expressed my experiences in my own simple way. I hope who

goes through it will find it interesting and worth reading. All
constructive feedback is cordially invited.

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ACKNOWLEDGEMENT

It is really a matter of pleasure for me to get an opportunity to thank

all the persons who contributed directly or indirectly for the
successful completion of the project report , MARKET
RESEARCH, ANALYSIS & SURVEY.

First of all I am extremely thankful to my college Bengal Institute of

Business Studies for providing me with this opportunity and for all
its cooperation and contribution.

I also express my gratitude to my project mentor Mr. Anindya Dutta

and Project guide Mr. Rajnish Bhusan. I am highly thankful to our
respected project guide for giving me the encouragement and freedom
to conduct my project.

I am also grateful to all my faculty members for their valuable

guidance and suggestions for my entire study.

I would also like to thank the Nielsen team for extending their
valuable time and Cooperation.

Saikat Bhattacharjee
PGPBM+MBA

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CONTENTS

SL.NO PAGE NO
PART-1

1 EXECUTIVE SUMMARY 08-11

INDUSTRY PROFILE

COMPANY PROFILE

NEED FOR STUDY

OBJECTIVES OF THE STUDY

SCOPE OF THE STUDY

METHODOLOGY
FINDINGS AND RECOMMENDATIONS
PART-2 13-39
2 OBJECTIVES
INTRODUCTION TO STUDY
METHODOLOGY
3 DATA ANALYSIS
FINDINGS AND SUGGESTIONS
CONCLUSION
BIBLIOGRAPHY

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Part-1

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EXECUTIVE SUMMARY

The present aim at examining the Customer satisfaction Level in Bajaj Bike
at Kolkata .The importance of the study is emphasized by the fact the Customer Satisfaction
is person feelings (or) disappointment resulting from comparing a products performance in
relation to his/her expectations. It is the key to generate the high customer loyalty.

The measures the Customer satisfaction level research survey was conducted
with sample size of 100. The information is collected with the help of questionnaire through
personal interview and study is revealed that the most of the customer are satisfied with the
Bajaj Bike

Industry Profile
BAJAJ AUTO
One of the largest 2 and 3 wheeler manufacturer in the world
Industry sale of two wheelers 16,880 million units in 2013-2014
In FY2014, Bajaj Auto sold over 3.42 million motorcycles in India and abroad
Bajaj Auto finances one of the largest auto finance cos. In India
Rs. 22,194 Cr. Turnover and Profits after tax of 3243 Cr. in 2013-2014

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Company Profile:

Bajaj Auto Ltd (BAL), the largest two and three wheeler manufacturer in the country, has a
dominating 40% market share in scooters with 18.5% in un geared scooters, 25.2% in motor
cycles, 53% in step-through, 8.3% in mopeds and a leading 78% market share in three-
wheelers in 2014.

Need for study:

In this competitive era we are using so many different types of two wheelers,
even though we are not satisfied with the particular bike, so we choose the appropriate bike
that is PLATINA which is suitable for all the level of people because it gives more mileage
and it has good looking bike. For that matter only we are studying about this particular topic.

OBJECTIVES OF THE STUDY

To Study the Customer Satisfaction level for the Bajaj PLATINA Bike.
To know the features influencing the customer during the purchase of Bajaj
PLATINA Bike.
To Ascertain whether the Customer are satisfied with existing service.

SCOPE:
The scope of the study is limited to Bajaj and other two whellers .

METHODOLOGY

1) Primary Data.

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2) Secondary Data.

Primary Data:
Primary information was collected through questionnaire and personal interaction.
Primary research consists of a collection of original primary data collected by the researcher.
It is often undertaken after the researcher has gained some insight into the issue by reviewing
secondary research or by analyzing previously collected primary data.

Secondary Data:

The sources of secondary data are as follows:

COMPANY
WEB SITES.

Findings
Majority of the Customer have purchased the vehicle by there price and friends with
32% and 31% respectively. And friends are second motivated factors which
influenced the customer to purchase the bike.
52% of the customers are satisfied with information provided by the mechanics while
delivering the bike for the first time.
The Bajaj Bikes customers are satisfied with the price i.e. 72%.

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Part-2

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INTRODUCTION TO STUDY
Project is under taken aims at measuring customer satisfaction level of Bajaj Bike at
Kolkata.

Bajaj PLATINA Bike has been launched by Bajaj Company and there is a need
measures satisfaction level of Bajaj PLATINA Bike in Kolkata
The benefit of the study is to make the strategic decision about which are
characteristics and factors in service like price of the vehicle, cost, mileage delivery time,
attitudes of service provider, and cost of spares.

Considering all the above points examining whether the customers are satisfied with
Bajaj PLATINA Bike if the performance matches the expectation the customers are satisfied
if the performance exceeds expectation the customers are is highly satisfied or delighted.

OBJECTIVES:

To Study the Customer Satisfaction level for the Bajaj PLATINA Bike.
To know the features influencing the customer during the purchase of Bajaj
PLATINA Bike.
To determine the consumers perception towards Bajaj vehicles.

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To know the respondents problem towards Bajaj vehicles.
To find out the level of dis-satisfaction.
To understand their reactions of the respondents towards two wheelers in term of
awareness, perception & level of satisfaction.

SCOPE:
The scope of the study is limited to Bijjal Motors only
METHODOLOGY
Methodology explains the methods used in collecting information are as follows.
Description of Research:
Marketing Research design specify the procedure for conducting a research project.
The survey is conducted with the objective to know the Customer satisfaction level of Bajaj
PLATINA Bike at Kolkata
In this, two types of research methods are used.
1) Descriptive Research.
Descriptive Research is used to collect various information from customer to study
the satisfaction level With respect to PLATINA Bike.
2) Exploratory Research:
Exploratory Research is concerned with discovering the general nature of the
problem and the variables that are related to research study.

Types and Sources of Data:

For the purpose of study the data has been collected from two sources mainly,

3) Primary Data.
4) Secondary Data.

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Primary Data:

Primary information was collected through questionnaire and personal interaction.

Secondary Data :
The major sources of secondary data are as follows,

MAGZINES.
BOOKS.
WEBSITES.
MANUAL

Survey Research:

The method used to collect data for the study was through survey research. Survey
Research is the systematic gathering of information from respondents for the purpose of
understanding and predicting some aspect of the behavior of the population of interest.

Measurement Techniques:

Measurement may be defined as the assignment of numbers to characteristics of

objects, persons, states or events, according to rules.
Some of the measurement techniques used are,

Questionnaire:

It represents the most common form of measurement for eliciting information. As

much, its function is measurement.

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The Questionnaire designed included Open-ended questions, Multiple-Choice
questions, and Dichotomous questions.

Open-Ended Question:

These questions leave the respondents free to offer, any replies that seem
appropriate in light of the question.

Questionnaire administered included Open-Ended question to find out respondents

Expectations towards Bajaj PLATINA Bike.

Multiple-choice Question:

Multiple-Choice are immediately followed by a list of possible answers from which

the respondents must choose.

Questionnaire included multiple-choice questions to find out the which sources

customers has satisfied with regard to the bike

Dichotomous Question:

Dichotomous Question represent an extreme form of the multiple-choice question,

allow only two responses such as Yes or No

This type of questions were used to find out whether respondents happy with service
provided by show room and benefits get from the bijjal motors

Rating Scales:

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The use of Rating Scale requires the rater to place an attribute of the object being
rated at some point along a numerically ordered series of categories. Rating Scale focus on

Overall attribute towards an object.

The degree to which an object contains a particular attribute.
Ones feeling towards an attribute.

SAMPLING

Sampling Process:
Population:
The Aggregate of all units pertaining to the study is called Population. The population
of this project is a survey of Walking Customers and Existing Customer.
Sampling Frame:
A Sampling Frame is a means of representing the elements of the population.
Sampling Unit:
The Sampling Unit is basic unit containing the elements of the population to be
sampled.
Sampling Extent:
It is the scope of study Sampling Extent is Kolkata.
Sample size:
The total Sample Size is 100 from different locations in Kolkata

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DATA ANALYSIS

Data collected is useful only after analysis. Data Analysis involves converting a series of
recorded observations into descriptive statements and inferences about relationships. The
types of analysis that can be conducted depend on the nature of the measurement instrument
and the data collected method.

If the researcher selects the analytical techniques prior to collecting data, the
researcher should generate fictional responses to the measurement instrument, these dummy
data are then analyzed the results of this analysis will provide the information required by the
problem at hand.

The results obtained by analyzing such data may not be accurate due to present of
dummy data, So it is preferable to select analytical technique after collection of data,
depending on data collected.

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1) Following factors influenced you to purchase Bajaj platina Bike?

Respondents Percentage
Friends opinion 31 31%
Price 32 32%
Advertisement 22 22%
Relative opinion 15 15%
Total 100 100%

Interpretation.

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From the above Graph it is found that 32% of Customer are purchased Bike by preferring
Price. And 31% of customer purchased the bike by the influenced of there friends. And
remaining 22% customer are influenced by Advertisement 15% customer motivated to
purchase the Bike through relatives opinion. The majority of the people bought Bajaj
PLATINA revealed they purchase the Bike influenced by the price.

2) Satisfaction Level of the Customers with respect to information given by the mechanics.
Satisfaction level Respondents Percentage
Highly satisfied 28 28%
Satisfied 53 53%
Dis satisfied 3 3%
Highly dissatisfied 6 6%
Total 100 100%

6
3
28 Highly satisfied
Satisfied
Dis satisfied
Highly Dissatisfied
53

Interpretation.

From the above Graph its clear that most of the owner of the Bajaj PLATINA are
satisfied with preliminary Information given by the mechanics while purchasing the Bike i.e.
63%.

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3) Satisfaction level of customer with respect to the following characteristics of the

Bajaj PLATINA.

a). Price of the Vehicle.

Price vehicle Respondents Percentage
Very good 72 72%
Good 13 13%
Bad 13 13%
Very bad 2 2%
Total 100 100%

80
72
60
40
20
13 13
0
2 S1
Very Good
good Bad Very
Bad

Interpretation.

From the above Graph it is found that out of 100 respondents majority of the
Customer are very much satisfied with the price of Bajaj PLATINA Bike as compared to
other Bikes.72% of the customer said price of the bike is very good.

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a) Engine and performance of the vehicle.

Engine & performance Respondents Percentage
Highly satisfied 38 38%
Satisfied 45 45%
Dis satisfied 15 15%
Highly satisfied 0 0%
Highly dissatisfied 2 2%
Total 100 100%

15% 2%
Highly satisfied
38%
Satisfied
Dis satisfied
Highly Dissatisfied
45%

Interpretation.

From above Graph it is clear that 45% Respondents are satisfied with the
performance of the vehicle and 38% of the Respondents satisfied and 15% of the
Respondents are not satisfied with the performance of the vehicle the reason behind this they
are facing problem Engine (carburetor).

b) Maintenance Cost of the Vehicle.

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Maintenance cost Respondents Percentage
Highly satisfied 10 10%
Satisfied 60 60%
Dis satisfied 20 20%
Highly satisfied 10 10%
Total 100 100%

10% 10%

Highly satisfied
20%
Satisfied
Dis satisfied
Highly Dissatisfied
60%

Interpretation.

From the above Graph is highlighted that maintenance cost of the vehicle the
maximum number of customer are satisfied with maintenance cost ie 60% hence we can say
it is Happy new for the company maintenance cost of the Bajaj PLATINA Bike is less.

c) Aesthetics (Color).

Aesthetics color Respondents Percentage

Highly satisfied 28 28%
Satisfied 48 48%

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Dis satisfied 18 18%
Highly satisfied 6 6%
Total 100 100%

48
50
40 Highly satisfied
28
30
Satisfied
18
20
Dis satisfied
10 6

0 Highly Dissatisfied
1

Interpretation.

From the above Graph it is found that out 100 Customer 48% of Respondents are
satisfied with the color and style of the vehicle and only 18% of the Respondents are not
satisfied with the color of the vehicle.

d) Cost of spares.

Cost of spares. Respondents Percentage

Highly satisfied 23 23%
Satisfied 55 55%

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Dis satisfied 19 19%
Highly satisfied 3 3%
Total 100 100%

60 55
50
Highly satisfied
40
Satisfied
30 23
19 Dis satisfied
20
Highly Dissatisfied
10 3
0
1

Interpretation.
From above Graph it is observed that majority of the customers said that the cost of
spares are quite affordable and they are satisfied.

e) Mileage of the Vehicle.

Mileage of the Vehicle. Respondents Percentage

Highly satisfied 64 64%
Satisfied 13 13%
Dis satisfied 12 12%
Highly satisfied 11 11%

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Total 100 100%

11

12 Highly satisfied
Satisfied
Dis satisfied
13
64 Highly Dissatisfied

Interpretation.

From above Graph it has been observed that 64% of the customer highly satisfied
with mileage of the Vehicle. and customer are said that there Vehicle gives 70-80 km
mileage per liter of petrol in city limits. If they go for long ride it gives nearly about 80-85
km per liter.

4) Level of satisfaction of warranty service provided by the show room.

Level warranty service Respondents Percentage

Highly satisfied 13 13%
Satisfied 12 12%
Dis satisfied 64 64%
Highly satisfied 11 11%

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Total 100 100%

80
64
60 Highly satisfied
Satisfied
40
Dis satisfied
13 12 11
20 Highly Dissatisfied

0
1

Interpretation. From above Graph it has been observed that 64% of the customer is not
satisfied only 13% Respondents are satisfied with warranty service.

1) Percentage of Customer going for paid up service.

Paid up service Respondent Percentage

Yes 62 62%
No 38 38%
Total 100 100%

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38%
Yes
No
62%

Interpretation.

From the above graph it is clear that majority of the customer go for the paid up
service provided in the show room. As far as the Bajaj Authorized dealer scores more in Ilkal
city but only 38% of the customer are go for unauthorized service station like garage.

5) Level of satisfaction for following factors in Service provided by show room.

a) Delivery Time.

Delivery Time. Respondents Percentage

Highly satisfied 13 13%
Satisfied 65 65%
Dis satisfied 12 12%
Highly satisfied 10 10%
Total 100 100%

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Interpretation

From above Graph its Clear that 65% of the Respondents are satisfied with delivery
time of motors the company may provide service of delivery as per Customer convenience.

b) Availability Spares.

Availability Spares. Respondents Percentage

Highly satisfied 10 10%
Satisfied 70 70%
Dis satisfied 14 10%
Highly satisfied 6 6%
Total 100 100%

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80 70

60 Highly satisfied
Satisfied
40
Dis satisfied
14
20 10 6 Highly Dissatisfied

0
1

Interpretation

From the above Graph it has been observed that out 100 customer 70% of the
customer are satisfied with Availability of spares in showroom. Because of spare parts are
Genuine parts and Guarantee, next to these are long performance and Good quality.

C) Attitudes of Service Provider.

Attitudes of Service Provider. Respondents Percentage

Highly satisfied 65 65%
Satisfied 19 19%
Dis satisfied 13 13%
Highly satisfied 3 3%
Total 100 100%

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80
65
60 Highly satisfied
Satisfied
40
Dis satisfied
19
20 13 Highly Dissatisfied
3
0
1

Interpretation

From the above graph it is evident that most of the respondents are strongly satisfied
with the attitude of the service provider ie 65% of the Customer are highly satisfied and only
13% of the customer are not satisfied with attitudes of service provider. Remaining 3% of the
customer is highly dissatisfied attitudes of service provider.

6) Degree of level of satisfaction regarding solving of complaints.

complaints Respondent Percentage

Yes 35 35%
No 65 65%
Total 100 100%

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35
Yes
No
65

Interpretation

From the above graph its clear that majority of the customers are not satisfied with
compliant handling procedure of the show room only 35% of the Customers are satisfied.
Remaining the 65% customer not satisfied

7) Percentage of purchase Spare parts.

purchase Spare parts Respondents Percentage

Showroom 78 78%
Retail outlet 22 22%
Total 100 100%

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78
80

60

40 Series1
22
20

0
Show room Retail outlets

Interpretation

From the above Graph its clear that the 78% of the customer purchase of spare parts
At show room. Because of branded, Guarantee, long run performance, Good quality & only
22% of the customer purchase retail outlets.

9) Degree satisfaction about service charge

service charge Respondents Percentage

Affordable 69 69%
Costly 31 31%
100 100%

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31%
Affordable
Costly
69%

Interpretation

From above graph its clear that 69% of the customer are feel that the service charges
are affordable as compared to other & only 31% of the customer are said service charge
costly.

10) Level of satisfaction of Bajaj PLATINA Bike.

Satisfaction of Bajaj Respondents Percentage

PLATINA Bike.
Highly satisfied 58 58%
Satisfied 23 23%
Dis satisfied 17 17%
Highly satisfied 2 2%
Total 100 100%

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70
58
60
50 Highly satisfied
40 Satisfied
30 23 Dis satisfied
17
20 Highly Dissatisfied
10 2
0
1

Interpretation

Happy news for the show room Bijjal motors from above Graph it has observed that
the majority of the customer some around 58% of the customer are highly satisfied with
Bajaj PLATINA, 23% are satisfied with bike and only 2% of the customer highly dissatisfied.

FINDINGS
CUSTOMER SATISFACTION FOR BAJAJ PLATINA AT KOLKATA

Majority of the Customer have purchased the vehicle by their price and friends with
32% and 31% respectively. And friends is second motivated factors which influenced
the customer to purchase the bike.
52% of the customers are satisfied with information provided by the mechanics while
delivering the bike for the first time.
The Bajaj PLATINA customers are satisfied with the price ie 72%.

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Engine and performance of the vehicle satisfaction is 45%.
52% of the customers are satisfied with the maintenance cost 35% of them are not
satisfied, with the maintenance cost level.
The customers are highly satisfied with the Aesthetics (color, style) of the Bajaj
PLATINA.
The cost of said that cost of spares are quite affordable 55% of the customer are
satisfied with the cost of spares.
In the study I am found that 64% of the customers are not satisfied with the warranty
service provided by showroom.
The customers are satisfied with delivery time, availability of spares and attitudes of
the service providers.
But the customers are not fully satisfied with complaint handling procedure at bijjal
motors only average customers are satisfied.
Happy news for the showroom is that 58% of the customers are highly satisfied that
with Bajaj PLATINA bike.
From the market research it has been observed that 64% of the customers are highly
satisfied with the mileage of the bike.

RECOMMENDATIONS

As far as the show room satisfaction is concerned, the show room scores good
percentage. At But maintain this satisfaction level forever the show room has to do some
activities.

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The dealer can convince the non-users by taking measures like advertising and sales
people.
The Diploma Holder mechanics should be recruited in the show room service centre
More & More promotional measures should be taken to increase the sales.
The warranty service provided by dealers should improve they can gives better service
in the time of warranty periods.
The complaint solving procedure should be improved and after service of the bike
mechanics may be get feed back from the customers about bike.
When ever the Bajaj Company introduces new models, then the showroom people has
to arrange road shows. By doing this kind of activities the show room can retain its old
customer and try to attract new customer.
Show room owners have to send some gifts and greetings to customers especially in
festival seasons, like yugadi festival, Deepavali, New year because of attracting the
customer and to build long run relation ship with the customers.

SUGGESTIONS TO COMPANY

By the study it is found that all most all customer of Bajaj PLATINA are satisfied,
the main reason to purchase this bike is because of its high mileage and low price it is
very help full to middle income level of group of people.

Auto starter should be included in the existing model

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The current SNS (spring -in -spring) suspensions provide unique protection to the
bike.
Improvement in the engine performance it sounds more when in use more than 70 km
speed there is no smoothness.

CONCLUSION

By seeing the performance of Bajaj PLATINA vehicle. I can conclude that it has wide
market and bright future for its sales. And also in the current market it is one of the leading
vehicles. The distribution and availability of the vehicle in Kolkata City as to be Improve
Because of the Competing of the vehicle like Hero Honda, TVS are very high market share.

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As per Company is concerned is having good prospects in near feature it is providing
good service and majority of the people are satisfied with Bajaj company vehicle.

Saikat Bhattacharjee
PGPBM +MBA

BIBLIOGRAPHY

TEXT BOOKS
MARKET MANAGEMENT
By. Philip Kotler.

MAGZINES
BUSINESS WORLD.

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BUSINESS TODAY.
INDIA TODAY.

NEWS PAPERS
THE TIMES OF INDIA.
THE HINDU.

WEB SITES
www.bajajauto.com
Google

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