You are on page 1of 61

CONSUMER ATTITUDE TOWARDS BAJAJ

DISCOVER 125cc
With Special Reference to Supreme Auto Dealer’s Pvt. Ltd., Shivamogga
Contents
CHAPTER-1
INTRODUCTION
 Scope of study
 Aims and objectives
 Methodology
 Limitations

CHAPTER-2
INTRODUCTION OF TWO WHEELERS
 History of 2 wheeler
 About Indian 2 wheeler Industry

CHAPTER-3
CONSUMER BEHAVIOUR
 Definition
 Features
 Determinants of buyer behavior
 Buying decision process.

CHAPTER 4
PRODUCTION PROFILE
 About Bajaj discover Motor cycle
 Mileage performance
 Special feature
 Technical feature

CHAPTER- 5
COMPANY PROFILE
 Introduction
 History of the company
 Specification of Bajaj models
 Organization Chart

P.E.S.I.A.M.S., Shivamogga 1
CHAPTER -6
FIRM PROFILE
 Introduction
 Capital structure
 Infrastructure facility
 Organization chart
 Promotion strategy

CHAPTER-7
ANALYSIS AND INTERPRETATION OF DATA

CHAPTER -8
SUGGESTIONS AND CONCLUSION

Annexure
 Questionnaire
 Bibliography

P.E.S.I.A.M.S., Shivamogga 2
CHAPTER-1
INTRODUCTION
 Scope of study
 Aims and objectives
 Methodology
 Limitations

P.E.S.I.A.M.S., Shivamogga 3
Chapter-1
INTRODUCTION
Due to rapid globalization as well as the growth of Indian economy. The quantity
of the purchasing power of the middle income group kept increasing in past decade
and still increasing. This increase in purchasing power is affecting the marketing
segment in a large way. In reasons Indian market was more of a seller’s market
than the buyer’s market. Due to lack of purchasing power and lack of awareness
comprises need and sell what they wanted to sell rather than where the customer
wanted to buy.

Research and development was more products oriented rather than consumer
oriented. But the intention of information technology and the influences of
Globalization have changed all this good marketing backbone of the economy is
also undergoing a major revamp. Because of the slow steady quantitative and
qualities’ development of consumer behavior marketing which a process right from
the product planning market research setting up the infrastructure facilities by
acquiring technical knowledge know ho, production setting up sales point and
ultimate product development.

AIMS AND OBJECTIVES:


The main aims and objectives of the project report were as follows.
 To analyze the consumer satisfaction towards two wheelers [BAJAJ]
 To analyze the factor influencing the customers
 To study the growth, history, achievement path and mainly the future prospects
of BAJAJ.

P.E.S.I.A.M.S., Shivamogga 4
SCOPE OF THE STUDY:
Through the two wheeler and being used are over the world this study is confined
to Shimoga city only. This has been specifically chosen because of abundant
market share of different two wheelers in the market.

This report includes the activities that are being taken by the SUPREME AUTO
DEALER’S PVT. LTD to enhance the market share and later the needs of variety
of customers.

METHODOLOGY:
Both the primary and secondary data’s have been collected to bring this project
report.

Primary Data:
Primary data have been collected via.
 Personal interview with two wheeler customer.
 Random sampling.
 Personal interview with firm works manager.
 Feedback through structured questionnaire.
 Structured questionnaire was used to avoid unnecessary details and to get the
required data.

Secondary data
Another source of information that I got from secondary sources by means of the
following.
 BAJAJ service broachers.
 SUPREME AUTO DEALER’S PVT. LTD motors reports.
 Auto magazines.
 Web sites.
 Relatives and friends etc.

LIMITATIONS:

P.E.S.I.A.M.S., Shivamogga 5
It is quite obvious in every project report presentations that our report activities
will be curtailed owing one or the other factors. I did also found some of the
limitations in my project report.
 This project report was confined to only Shimoga city.
 Numbers of respondents were limited to only 25 customers.
 Lack of cooperation
 Time factors

P.E.S.I.A.M.S., Shivamogga 6
CHAPTER-2
INTRODUCTION OF TWO WHEELERS

 History of two wheeler.


 About Indian two wheeler Industry.

P.E.S.I.A.M.S., Shivamogga 7
HISTORY OF TWO WHEELERS:
Motor cycle the name is evolved from motorized cycle. Motorcycle has an engine,
wheels and chain exposed. Moreover it is chain driven. Two wheelers owe their
descent to the safety bicycle. These appeared around 1800, used iron sanded wagon
wheels.

A motorcycle is a single track, two wheeled motor vehicle. Motorcycle vary


considerable depending on the task for which they are designed, such as long
distance travel, navigating congested urban traffic, cruising, sport and racing or off
road conditions.

Motorcycles are the most affordable from of motorized transport in many parts of
the world and for most of the world’s population. They are also the most common
type of motor vehicle.

The German inventor GOTTLIEB DAIMLER is credited with building the first
motorcycle in the year 1885.

The first internal combustion petroleum fueled motorcycle was DAIMLER


petroleum REITWAGEN. It was designed and built by the German GOTTLIEB
and WILHELM MAYBACH in BAD CANNSTATT in 1885.

It was called as the world’s first motorcycle. One wheel in the front and one in the
back although it has a smaller spring loaded out rigger wheeler on each side. It was
constructed mostly on each side; the wheeler was powered by a single cylinder
Otto cycle engine and may have a spray carburetor.

P.E.S.I.A.M.S., Shivamogga 8
The first was the French MICHAUX PERREAUX steam bicycle of 1868. This was
followed by the American ROPER STEAM VELOCIPEDE of 1869. One such
machine was demonstrated at fairs and circuses in the eastern U.S in 1867 built by
SYLUESTER HOWARD ROPER of ROXBURY, MASSACHUSETTS.

The popularity of the vehicle grew especially after 1910. During world war 1 st all
branches of the armed forces in Europe especially for dispatching used the
motorcycle. After the war it enjoyed a port vague until the great depression began
in 1929. After world war 2nd a revival of interest in motorcycle lasted in the late
20th century with the vehicle being used for high speed touring and sport
competitions.

In 1907 HARLEY DAVIDSON made the first U-twin bike. It distinguishes itself
by climbing hills. The more sophisticated motor scooter originating in Italy soon
after.

World war 2nd led by manufacture of a 125cc model. Despite strong competition
from West Germany. France, Australia, and Britain. The Italian scooters maintained
the lead in the diminishing market.

ABOUT INDIAN TWO WHEELER INDUSTRY:


The Indian two wheeler industry has come long way since its humble beginning in
1948 when Bajaj Auto started importing and selling Vesap scooter in India. Since
them the customer preference have changed in favor of motorcycles and gearless
scooters has that score higher on technology, fuel economy and authentic, appeal at

P.E.S.I.A.M.S., Shivamogga 9
the expense of metal bodied geared scooters and mopeds. These changes in
customer preferences have had an impact on fortunes of the players.

India is the second manufacturer and producer of two wheelers in the world. It
stands next only to Japan and China in terms of the number 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 passengers’ car industry rising demand for personal transport,
inefficiency in the public transportation system etc.

The India two wheeler industries can be broadly classified into three major
segments. Sector motor cycles and mopeds. The domestic two wheeler sales of
3.778 mn in FY 2000 constitute scooter sales of 33.4% 39% in FY 99. Motorcycles
segment has gradually increased its presence from 27% in FY 92 to 47.7% FY
2000 (motorcycles 47.7% 41% in FY 99) and mopeds 17.6% in FY 99 mainly at
the expense.

The scooter and to some extent moped segment:


The Indian motorcycle industry can be broadly categorized into Indian motors
cycles and Indo Japanese motorcycles. The Indo Japanese motorcycles segments
are dominated by Hero group, Bajaj and Escorts in collaboration with Japanese
vehicle manufactures Honda. Kawasaki and Yamaha respectively. The Indian
motorcycles segment is dominated by Bajaj [M80] escorts and Royal Enfield and
Hero Honda.

P.E.S.I.A.M.S., Shivamogga 10
CHAPTER-3
CONSUMER BEHAVIOUR
 Definition
 Features
 Determinants of buyer behavior
 Buying decision process

P.E.S.I.A.M.S., Shivamogga 11
CONSUMER BEHAVIOUR
Consumer behavior is also called buyer Behavior and has got much oriented
marketing management. The study about consumer behavior is an attempt
understands his wants while desired as we as his behavior while purchasing.

DEFINITION:
According to Webster “ Buyer behavior is all psychological, social and physical
behavior of potential customer as they become aware of evaluate, purchase,
consume and tell other people about product and service.”

In the words of Walter and Paw” Consumer behavior is the whereby individuals
decide what, when, where how and from whom to purchase goods and services”.
FEATURES:
 Consumer behavior comprises metal and physical activities of a buyer.
 It includes both visible and invisible activities of a buyer.
 Buyer behavior is more complex and dynamic.
 An individual’s behavior is influenced by both internal and external factor.

DETERMINENTS OF BUYER BEHAVIOUR:


The buyer behavior is influenced by several factors and forces as outlined.

FACTORS INFLUENCING BUYER BEHAVIOUR:


1. Psychological factors:
The buying behavior is influenced by internal or psychological factors such as
motivation perception, learning briefs and attitudes and personally of buyers. They
are called psychological factors of consumer behavior
a).Motivation:

P.E.S.I.A.M.S., Shivamogga 12
It is underline fore of any human activity. It is psychological technique of inspiring
human being to act in a particular way. In the field of marketing motivation acts as
a driving force that impels an individual to take action to satisfy his needs.

b) Perception:
A motivation person is ready to act now but how the person act is influenced by his
5 senses viz, sight, hearing smell, touch and taste. But each person perceives,
organizes and interpreter their censoring information in his own way. This is called
perception.

c) Learning:
Learning describes changes in an individual’s behavior arising from experience.
Learning theorists say that most human behavior is learned. Learning occurs
through the interplay of drivers, stimuli, cues, response and reinforcement.

d) Beliefs and attitude:


People through acting and learning develop their beliefs and attitudes which
influences their buying behavior.

Belief refers to a descriptive thought which a person has both something. These
beliefs based on knowledge, opinion or faith. These believe embrace products and
services brand images and marketing are interested in such beliefs.

An attitude explains consistent evaluation dealing and tendencies towards an


objects or ideas. It is a predisposition of a person to react in a certain manner
towards an object.

P.E.S.I.A.M.S., Shivamogga 13
1. It can’t be seen directly.
2. They are not the results of learning.
3. They are not temporary
4. It indicates the relationship between persons and objects.

Personality and self concept:


Personality of an individual refers to his personal traits and qualities that determine
his behavior. Personality is making up of such personal traits like dominance
adventurousness, self conscious etc, which indicates how people behave.

The self concept also called self image indicates how as person self image
indicates how a person sees himself and how he believes other to see him at a
particular time.i8.

2. Social Culture factors:


The human behavior attitude and believes are influenced and shaped by socio
culture like family, reference groups, social class, culture, occupation and life style.
a. Family:
The member of a family can strongly influence the buying behavior. The tastes like
dislikes and lifestyle are routed in the family buying behavior.
The family influences on buying behavior are in 2 ways
1. The family influence on individual attitudes and evaluate criteria.
2. Its influence and purchase decision making.
b. Reference group:
Person buying behavior is influenced by many smack group. These groups have
social, economic, professional or religious relationship. They serve as director in
director point of comparison in the formation if a person behavior. These group

P.E.S.I.A.M.S., Shivamogga 14
primary groups such as family, friend, neighbors, and co workers having regular
interaction secondary association are trade union.

c. Socio-class and caste:


Social class is a permanent and homogeneous division in a society where
individual or families sharing similar values life styles, interest and behavior can
be categorized. Caste is another group which also determines the buying behavior
of a consumer. Caste is a group of people with a membership is determined by
birth.

d. Culture:
Culture is a way of life and overall social heritage. It is a distinctive form of
environmental adaption a whole society of people. It consists of a unique set of
learned believes, values, attitudes, habits, dress, tradition, philosophy shared by r
the people from generation to generation. Our culture institutions like temples,
schools, languages provide guidelines to the marketers.

e. Occupations:
The occupation of a person influences his buying behavior. The life styles and
buying decisions defer accordingly to the income level of the occupation.

f. Life Style:
It refer to person way of living as expressed in his or her activities interest and
opinion,

3. ECONOMICAL FACTORS:
The consumer behavior is largely influenced by the economic factor like personal
income, family income, income expectation, saving liquid assets and consumer
credit.

P.E.S.I.A.M.S., Shivamogga 15
A) Personal Income:
The economist made attempts to established relationship between income
and spending habits. This income represents potential purchasing power that a
buyer has. The change income has direct relation on buying habits.

B) Family Income:
The size of family and its income affect the spending and saving patterns.
Generally large families spent more and more visa versa.

c) Income expectation:
The expected income received in future has a direct relationship with buying
behavior. The expectation of higher or lower income has a direct affect on
spending plans.

d) Savings:
A savings in the amount of savings leads to a change in the expenditure of an
individual. If the decides to save more, he will spend lesson comfort and luxuries.
e) Liquid assets:
It is an asset which can be easily converted into cash quickly without less. If an
individual has more liquid assets he goes for buying comforts.

f) Consumer credit:
Facilities of consumer credit system like hire purchase, installments, credit cards
etc, play an important role in purchase decision. Normally the durable goods are
purchased under credit.

P.E.S.I.A.M.S., Shivamogga 16
4. Environment factors:
The factors included under it are political, legal, technical, and ethical
consideration.

A) Political:
The system of Government influence both consumer and market behavior. If the
government if rigid and more conservative the buying pattern of the consumer may
be less frequent. On the other hand if there is a stable and modern approach, buyers
will buy frequently

b) Local:
The legal formalities and policies of the government like location policy,
important export, excise policy etc, are more rigid market will play to a less
external and of the policies are liberal and having free economy buyers are more
free to buy.

C) Technical
An advancement of science and technology changes the standard of living
and income level of buying are good enough, they go for durable and comfort
goods.

d) Ethical consideration:
The business polices of commercial undertaking also influence the buying
behavior.

P.E.S.I.A.M.S., Shivamogga 17
BUYING DECISION PROCESS
It is important to know that the marketing manager has to identify the person
involved in the buying decision and the role of played by different individual under
buying decision.

STAGES IN BUYING DECISION PROCESS:


Every day consumers make buying decisions and a marketing research is more
essential for it. The researches have to study the consumer buying habits to find
answers such as what they buy, where they buy and how much they buy. Hence
marketers have to study the different stages. Which the consumer passes to arrive
at a buying decision. These stages are
1) Need recognition
2) Information search
3) Evaluation
4) Purchase decision
5) Post purchase behavior.

1. Need recognition:
When a person has an unsatisfied need, the buying process being to satisfy the
needs. There is unsatisfied need leach to tension. On the basic of need and its
urgency forms an order to priority, marketers should give the information of selling
points.

2. Information search:
The next step for the consumer is to search for the product which satisfies his
needs for this purpose the person has to search for relevant information about the
product, branch location etc there are many sources where we can get information

P.E.S.I.A.M.S., Shivamogga 18
like family, friend, neighbors professionals advertisements etc even the marketers,
salesman, sales promotion give information.

3. Evaluations of Alternatives:
This is a critical stage especially regarding costly items. The consumers have
different view on different alternatives like taste. Color, price, durability status.

4. Purchase decision:
One can take a decision as to buy or not to buy by considering like and dislike
of alternative. A seller can facilitate such consumer to understand through ads.

5. Post purchase Behavior:


Feedback information is important as for as a seller is concerned. A satisfied
buyer is a salient advertisement. If the purchase brand fails to five expected
satisfaction to buyer. It affects the sales negatively.

P.E.S.I.A.M.S., Shivamogga 19
CHAPTER 4
PRODUCTION PROFILE

 About Bajaj discover Motor cycle


 Mileage performance
 Special feature
 Technical features

ABOUT BAJAJ DISCOVER MOTOR CYCLE

P.E.S.I.A.M.S., Shivamogga 20
One of the fastest growing segments in the motorcycle arena here in India, the
current 125 cc class boasts quite a line-up of stylish motorcycles that offer a
combination of style and comfort while holding true to their ability of running
miles and miles on a limited capacity fuel tank.

Already bubbling with well-established brands like the Yamaha (YBR 125), Suzuki
(Slingshot), market-leader Honda (Shine, CBF) Stunner, and Hero Honda
(Glamour), the motorcycle ‘class for the masses’ was missing but one cog in its
chunky wheel, in the form of Bajaj Motors, which through its flagship products the
Bajaj Pulsar and Bajaj Discover range of motorcycles has the two wheeler market
in India firmly in its grasp.

Having crossed the 1 million mark in overall exports and more importantly having
sold more than 40 lakhs units of the Discover (125cc and 150cc models) quite
recently, it was about time for the indigenous bike maker to bring in a DTS-i
powered 100cc commuter that would give serious competition to existing
favourites like the Honda Shine and Yamaha’s recent ET ZigWheels Executive
125cc Motorcycle of the Year, the YBR 125.

Behold the all new Bajaj Discover 125cc, that will join its popular siblings i.e. the
Discover 100 and the Discover 150 to drive on the popularity of the Discover
brand and fulfill the requirements of a significant chunk of customers who are
looking to up the ante from their 100cc two wheeled transporters, to 125cc
appealing yet cost effective commuters.

P.E.S.I.A.M.S., Shivamogga 21
With outstanding power and pickup at the slightest twist of the wrist, the new
Discover 125cc offers the customers the best of both the worlds i.e. Mileage &
Power.

Commenting on the launch Mr. S. Sridhar, President Motorcycle Business, Bajaj


Auto said, “Although we are riding high on the success of the Discover 100 and
the Discover 150, there is still a significant base of commuters who prefer an
optimum combination of mileage & power. The Discover 125 is expected to cater
to the unfulfilled need of the above set of commuters and spread the Discover
excitement across the commuter segment.”

Equipped with a 5-speed gear box, the all new Discover 125cc DTS-i will retail at
a marginally higher price as compared to its younger 100cc sibling. Being offered
at a price tag of Rs.45,500/- (ex-showroom price, Delhi), the Discover 125cc will
be available phase-wise manner across the country.

Mileage Performance
As we already discussed, Bajaj Discover 125 is available with three variants which
are powered by three different capacity engines that delivers different level of
power and performance, so the acceleration and pick-up of these variants also
varied. The 100cc version of Bajaj Discover 125 is powered by the 94.38cc, 4-
Stroke, Single Cylinder, Air-Cooled, DTS-Si (Dual Twin Spark Swirl Induction)
engine with five speed manual transmission gearbox that produces 7.7PS of
maximum power and 7.85Nm of maximum torque. This higher level of power and
torque results good acceleration and performance so that Bajaj Discover 125 can

P.E.S.I.A.M.S., Shivamogga 22
cross 60kmph mark in just 8.52 seconds and it can touch the top speed mark of
88.4kmph.

On the other hand, another variant of Bajaj Discover 125 which is powered by the
more powerful engine is equipped with 134.21cc, Single Cylinder, Four Stroke,
Air-Cooled, DTS-i (Digital Twin Spark Ignition) engine with five speed manual
transmission gearbox that can produce 13.10PS of maximum power at 8500rpm
with 11.88Nm of maximum torque at 6500rpm.

The company’s own patented DTS-i technology ensures better and efficient fuel
combustion that results high engine performance and better acceleration so that this
variant of Bajaj Discover 125 can break the barrier of 60kmph in just 5.94 seconds
and it can achieve the top speed mark of 107.4kmph.
If we talk about the acceleration and pickup of Bajaj Discover 125 150cc, it houses
4 stroke, natural cooled, single cylinder, DTS-i engine that comes with 144.8cc of
displacement. To cover 0-60 kmph sprint, it takes only 7 seconds.

Special features:
Bajaj motors are always famous for their different looks style, design one
important thing in Bajaj motors is they bring unique (special) feature in their every
bike like that Bajaj bus brought special feature in discover bike. There features you
can’t see in other bikes.
The special features are;

P.E.S.I.A.M.S., Shivamogga 23
1. Front disk brakes:
It is has 125cc bike when has front disk break an easy way to control all that zippy
performance and also available 130 mm drum break.

2. Digital console: The bright LCD screen display bandy info including mileage
as you ride and a service indicator.

3. Electric short: give a smooth short without making trouble in Bick start.

4. Widest rears lyres: A category first the Imposing near tire you great round grip
on envious look too.

5. On tank storage: The first ever gadget boot on the tanks lets you pack away
your glasses paper music players or even a surprise gift for someone special.
New Bajaj Discover 125 cc Technical Specifications

Engine Type 4 - Stroke, DTS-i, Natural Air Cooled


Displacement 124.52 cc
Max Net Power 8.47 kw (11.51 Ps) @ 8000 rpm
Max Net Torque 10.8 Nm @ 6500 rpm
Transmission 4 - Speed
Clutch Wet, Multidisc type
Ignition system Microprocessor controlled Digital CDI
Starting system Kick start / Self start
Frame Double cradle tubular type
Front Suspension Telescopic

P.E.S.I.A.M.S., Shivamogga 24
CHAPTER- 5
COMPANY PROFILE

 Introduction
 History of the company
 Specification of Bajaj models
 Organisation Chart

HISTORY BAJAJ COMPANY:


Jaman Lal Bajaj was founder of Bajaj group was a confident and disciple of
Mahatma Gandhi freedom fighter. The Bajaj auto history is quite long since 1945.

First Bajaj Company commenced in India as importing and sales of two and three
wheelers from other company. After some time the flag ship of Bajaj group
manufactures and markets Bajaj scooters, motor cycles, three wheelers and spare

P.E.S.I.A.M.S., Shivamogga 25
parts was incorporated in November 29, 1945 as a private company Maharashtra
scooter.

After some time they obtained license from Government of India to manufacture
two and three wheelers. A plant was set up at “Akurdi” and production of two and
three wheelers consumed in 1960. First scooter manufacture was wespo in 150cc
of two wheelers. Other plant foundations stone laid “Waily”. Aurangabad in
January 19, 1984 and within 16 months it completes the construction work and
commenced the production. It was inaugurated by president of India Sri, Giyani
Zail Singh in the year 1985.

In the year 1983-84 the company signed a technical known how agreements with
vigil, Italy to manufacture special purpose machine tools in 1980-90. It entered
into a technical collaboration with Orbital Engine. 1990-91 production of 4 stroke
motor cycle in collaboration with Kawasaki heavy industries, Japan was started at
Waliy and in 1995 agreement signed with Kubota of Japan for the development of
disease engines for their wheelers and with Tokyo research and development
unguarded scooters and mopeds developments.

In November 29, 1995 Bajaj Auto completes his golden jubilee of 50 years.
Rahul Bajaj is the chairman and managing director of Bajaj auto since 1968
and also recognized as one of the most outstanding business leader in India.

OBJECTIVE OF THE COMPANY


The BAJAJ DISCOVER is one of the products Bajaj Auto Ltd; since the
objectives of the Bajaj Auto Ltd itself are the objectives of the Bajaj discover

P.E.S.I.A.M.S., Shivamogga 26
 The company working to gather as the team to achieve the goals of the
company.
 Assessing the needs of the customers.
 To make customers feel comfortable by exhibiting the correct products.
 To carry out he function on uninterruptedly the analysis of the problem ensures
that which should not occur in future. Hence, the main objective is continuous
elements of problems and improvements in quality and efficiency.
 Before anything is to be performed a detail plan with regard to the
implementation of schedule which ensures successful carrying out of plan at
time.
 Promotional activities like offers, installment facilities, demonstration, and free
service check up. These are beneficial to the customer to satisfy 6their needs.
 Improvement of the commitments and co- operation while doing their work.
 Increasing quality of product for better sales.

P.E.S.I.A.M.S., Shivamogga 27
Specification of Bajaj Model:
A Bajaj motor has lunched more no of models. They are of features
 Bajaj discover.
 Bajaj pulsar (135cc 150cc 180cc 200cc 220cc 250cc 300cc)
 Bajaj CT 100
 Bajaj Kawasaki
 Bajaj platina (98cc-125cc)
 Bajaj crystal
 Bajaj Avenger
 Bajaj XCD (125cc 135cc)
 Bajaj caliber

Newly Released
1. Pulsar 250cc and 300cc.
2. Bajaj DUKE 300cc.

BAJAJ Motors Company that boosts of employing nearly 400-500 engineers only
for research and development pulled of a successful 125cc DISCOVER while
today has clocked sales of more than three Lakes units in 16 month. DISCOVER
boosts of several new features in engine, structure, suspension and design however
the power economy more driving.

P.E.S.I.A.M.S., Shivamogga 28
Quick Facts
Founder Jamnalal Bajaj
Year of Establishment 1926
Industry Automotive - Two & Three Wheelers
Business Group The Bajaj Group
Listings & its codes BSE - Code: 500490; NSE - Code: BAJAJAUTO
Presence Distribution network covers 50 countries.
Dominant presence in Sri Lanka, Bangladesh,
Columbia, Guatemala, Peru, Egypt, Iran and
Indonesia.
Joint Venture Kawasaki Heavy Industries of Japan
Registered & Head Office Akurdi Pune - 411035
India Tel.: +(91)-(20)-27472851
Fax: +(91)-(20)-27473398
Works Akurdi, Pune 411035
Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune 411501
E-mail rahulbajaj@bajajauto.co.in
Website www.bajajauto.com

P.E.S.I.A.M.S., Shivamogga 29
ORGANIZATION CHART OF THE COMPANY

Chairman & Managing Director

Executive Whole time Vice chairman President Company


director
director Secretary
Vice president

Project Business Operator


Finance Insurance Material development
& marketing

Chart 5.1

P.E.S.I.A.M.S., Shivamogga 30
CHAPTER 6
FIRM PROFILE
 Introduction
 Capital structure
 Infrastructure facility
 Organization chart
 Promotion strategy

P.E.S.I.A.M.S., Shivamogga 31
Introduction
A Supreme Auto Dealer’s Pvt. Ltd motor has been registered in 2005; it’s launched
near Shankar Vihar P B Road Shimoga. The name of firm Supreme Auto Dealer’s
Pvt. Ltd Bajaj.

They may have a sufficient knowledge about marketing activities. Supreme Auto
Dealer’s Pvt. Ltd Bajaj is authorized dealers of Bajaj Auto.

Supreme Auto Dealer’s Pvt. Ltd motor’s has been managed by two persons they
are
1. Ramesh Supreme Auto Dealer’s Pvt. Ltd.
2. Vinod Supreme Auto Dealer’s Pvt. Ltd.

CAPITAL STRUCTURE
The establishment of the firm the partners contributed totally Rs 75, 00,000. The
initial capital of 75% borrowed from syndicate bank Shimoga. This fund was used
for purchase of spare parts and showroom expenses Rs 25, 00,000. Is the working
capital Rs. 30, 00,000 is utilized for building construction Remaining 20, 00,000
deposited into Baja auto company Ltd.

Now the firm newly introducing new motors bikes Pulsar 250cc, 350cc.

These are highly Indian technology bikes. All production very good and number
one quality no doubt about that. Bajaj discover bikes are very good now. Firm was
reaching above expected target.

P.E.S.I.A.M.S., Shivamogga 32
Promotional strategy of the firm
Supreme Auto Dealer’s Pvt. Ltd Auto dealer’s pvt Ltd emerged as fast moving
source of two wheeler of Bajaj Auto Ltd. It was undertakes various promotional to
all retain the existing Customer and forecast the prospective and failure customer,
following are the sales promotions those adopted by the firm increase its sales.

1. News paper: - The firm adopted the news paper as an advertisement media for
the promotions of is two wheelers if give the add in the all English newspaper
like Time of India. Vijay Times, Indian express Deacon Herald etc, it also gives
add in local news papers such as Navik, Janatha varthe, Prajavani Vijay a
Karnataka etc.

2. Television: - The firm display’s it’s added in different Chanel of television. It is


an effective media of advertisement which is adopted by the firm to induce. The
prospective customer.

3. Magazines: The form subscribed it’s add in various several and magazines of
reputed challenge educational institution and in other institutions.

4. Window display: The firm is having unexciting showroom and large place of
display of vehicle. The vehicles will so displayed through window .so it attracts
the attention of customer when they ewer into showroom.

5. Others the firm displays its products big banner. Postal board across the major
busy Roads and pamphlets issue to the customer.
The poster banner will be displayed in the sports events, drama festivals youth
festivals exhibitions fils and other famous festivals.
INFRASTRUCTURE FACILITIES:
1. Land and building:

P.E.S.I.A.M.S., Shivamogga 33
Supreme Auto Dealer’s Pvt. Ltd motors were opened as the authorized dealer for
Bajaj the firm located in Shanakar vihar P B Road Shimoga.

The firm has its own land of 10,000 sq feet’s including showroom work shop and
spare ports section.

The area of showroom building is 2500 sq.feet. The spore post section is having
area of 2800 sq feet. The work shop is having area of 3000 sq.feet. The remaining
space used for washing and test ride.

2. Power
In the firm the electricity plays an important role as they service.
The product by electronic machine. The electric power requirement of the firm is
of 15KV. Show rooms consumer power 60 to 100 units.

3. Machinery:
The firm is well equipped with water washing machine and special tools with hand
tools. These tools are used in service facilities like air compressor, car washer set
and plug checking machines.

In case of machines or requirements break down they take rapid action and calls
experts of the machine to repair. It as soon as possible so they can give quick
service to the customer.

4. Man power:
The firm has sufficient managerial staff and mechanics’. There are more than 24
workers and management working hours lasts from 8A.M to 1 P.M and 2.P.M to
8P.M

5. Office staff of the firm:


Firms’ office staff includes 24 employees they are as follows

P.E.S.I.A.M.S., Shivamogga 34
Members No. of posts
1. Total office working staff 9
2. Manager 1
3. Sales executive 1
4. Assistant sales executive 1
5. Receptionist 1
6. Account in charge 1
7. Clerk 2
8. Spare center workers 4
9. Spares in charge 1
10. Spares assistant 1
11. Computer operator 1
12. Total mechanics 10
13. Supervisor 1
14. Assistant supervisor 1
15. Head mechanics 4
16. Helpers 4
Total 24
ORGANISATION CHART

Jain Auto Dealers Pvt. Ltd.,

Board of Directors

Branch Manager

Works Accounts Dept Spares Sales

Manager Manager Managers Manager

Supervisor Accounts Assistant Sales


Executives

Head
Computer Computer
Sales
Chart 6.1
Mechanics assistant
Operator Operator
Assistant
mechanics Receptionist

P.E.S.I.A.M.S., Shivamogga 35
Helper
P.E.S.I.A.M.S., Shivamogga 36
CHAPTER-7

ANALYSIS AND INTERPRETATION OF DATA

 Introduction
 Analysis
 Interpretation

P.E.S.I.A.M.S., Shivamogga 37
ANALYSIS OF DATA
Introduction
This chapter deals with the analysis of data collected from the survey of customer
opinion about the BAJAJ DISCOVER.

The data has been analyzed with reference to the stages involved in the purchase
decision process of customer viz. need arousal information search, evaluation of
alternatives, purchase decision and past purchase behavior of consumer.

In this chapter, we have analyzed the data of respondents. This would necessitate
obtaining the accurate demographic profile of the respondents.

Once the data have been collected the process of analysis begins. It includes
tabulation and percentage calculations are with the collected data based upon the
analysis of data.

P.E.S.I.A.M.S., Shivamogga 38
Table No-7.1
Age wise classification of customer

Age of the customer No. of respondents Percentage (%)


Below 25 years 14 28
25-35 years 20 40
35- 45 years 10 20
45-55 years 06 12
Above 55 0 0
Total 50 100

The above table shows that the 40% of the respondents who has taken. BAJAJ
DISCOVER. Age between 25-35 years. Followed by 28% by below 25 years of
age and 20% and 12% by 35-45 years and 45-55 years.

Chart 7.1

P.E.S.I.A.M.S., Shivamogga 39
Table-7.2
Based on Occupation of Customer

Occupation No. of Respondents Percentage (%)


Business 12 24
Professional 14 28
Students 14 28
Other 10 20
total 50 100

The above table shows that 28% of the respondents are students and professionals.
Followed by 24% are doing business and 20% of others

Chart 7.2

P.E.S.I.A.M.S., Shivamogga 40
Table No-7.3
Income of the Customer
Income No. of respondents Percentage (%)
Below5000 Rs 0 0
5000-10000 14 28
10000-15000 08 16
15000-20000 16 32
Above 20000 12 24
Total 50 100

The above table shows that 16%of respondents are earning income from 10000
to15000 and 32% of the respondents are earning income from Rs 15000-20000 and
28% of respondents are earning income from 5000 to 10000 and 24% of
respondents earning income from above 20000.
Chart 7.3

P.E.S.I.A.M.S., Shivamogga 41
Table -7.4
Reason for selecting BAJAJ DISCOVER

Reason for selecting No. of respondents Percentage%


Price 10 20
More mileage 18 36
Brand image 08 16
Less maintains 14 28
Total 50 100

The above table shows that 36% of the respondents prefer more mileage and 16%
about brand image, 28% about lees maintains and 20% about price .
Chart 7.4

P.E.S.I.A.M.S., Shivamogga 42
Table-7.5
Table shows the awareness medium of the product

Particular No. Of Respondents Percentage%


Advertisement 22 44
Friends 12 24
Dealer 10 20
Mechanic 06 12
Total 50 100
The Above table shows that people came to aware about the product through
advertisement with 44% and least from others with 12% Mechanics.
Chart 7.5

P.E.S.I.A.M.S., Shivamogga 43
Table No-7.6
Overall performance of the vehicle
Performance No. of respondents Percentage%
Highly satisfied 25 50
Satisfied 17 34
dissatisfied 08 16
total 50 100

The above table shows that 50% of the respondents highly satisfied and that 34%
of respondents are satisfied and 16% of the dissatisfied with their overall
performance of the vehicle
Chart 7.6

P.E.S.I.A.M.S., Shivamogga 44
Table-7.7
Mileage covered per Liter
Mileage covered per liter No. of respondents Percentage%
Below 50 0 0
50-60 5 10
60-70 15 30
Above 70 30 60
Total 50 100

The above table shows that 60% of the respondents used to get a mileage above 70
per liter and 30% of respondents from 60 to 70 and 10% of respondents from 50 to
60 used to get the mileage covered per liter
Chart 7.7

P.E.S.I.A.M.S., Shivamogga 45
Table 7.8
Opinion about the overall service available Supreme Auto Dealer’s Pvt. Ltd
Motors Shimoga

Overall service No. Of respondents Percentage%


Excellent 28 58
Good 18 36
Average 04 08
Poor 0 0
Total 50 100
The above table shows that 58% of respondents are graded excellent for overall
service available at SUPREME AUTO DEALER’S PVT. LTD motors and 36%
respondents its good and 8% of respondents graded that they give average service.
Chart 7.8

P.E.S.I.A.M.S., Shivamogga 46
Table No-7.9
Opinion about after purchase

Opinion No. Of respondents Percentage%


Highly satisfied 30 60
Satisfied 18 36
Dissatisfied 02 04
Total 50 100

The above table shows that 60% respondents are highly satisfied and 36% of
respondents are satisfied and 4% respondents are dissatisfied for their after
purchase
Chart 7.9

P.E.S.I.A.M.S., Shivamogga 47
Table-7.10
Opinion based media of Advertisement of the Bajaj Discover.

Media No .of respondents Percentage%


Television 30 60
News paper 10 20
Banner 08 16
Pamphlet 02 04
Total 50 100

The above tables show that the 60% of the respondents like Television
advertisement of the BAJAJ DISCOVER and 20% of respondents like newspaper
and 16% of banner advertisement and 4% respondents like Pamphlet
advertisement.

Chart 7.10

P.E.S.I.A.M.S., Shivamogga 48
Table No-7.11
Opinion based on Compare Bajaj Discover with other company brand.

Reaction No. of respondents Percentage%


Excellent 30 60
Very Good 15 30
Average 5 10
Poor 0 0
Total 50 100

The above table shows that the 60% of the respondents are highly satisfied with
Bajaj Discover 30% respondents stated its very good and 10% respondents stated
average.
Chart 7.11

P.E.S.I.A.M.S., Shivamogga 49
CHAPTER-7

FINDINGS AND SUGGESTIONS

 Findings
 Suggestions
 Conclusion

P.E.S.I.A.M.S., Shivamogga 50
FINDINGS:
1. 40% of respondents are the users of Bajaj Discover Age between 25-35 years.
2. 28% of respondents are the students and professionals.
3. 32% of respondents’ are selecting the Bajaj Discover. Because of mileage.
4. 44% of respondents came to know about Bajaj Discover. Vehicle through the
advertisements.
5. 50% of respondents say that the Bajaj Discover. Overall performance is highly
satisfied.
6. 60% of respondents say that they are getting the more mileage of above 70 per
1 liter.
7. 56% of respondents say that over al service rendered by SUPREME AUTO
DEALER’S PVT. LTD motors is excellent.
8. 60% of respondents say that feel good after purchase Bajaj discover
9. 60% of respondents say that Television is the best media for advertisements of
the BAJAJ DISCOVER.
10.72% of respondents say BAJAJ DISCOVER is excellent bike than other
company bike.

P.E.S.I.A.M.S., Shivamogga 51
SUGGESTIONS:
1. To offered accessories at discount price to customer. At present some customers
buy spares from local market because they are low prize. But customers forget
that these spare parts are not equivalent qualitatively to those, which are sold by
authorized dealer.
2. To conduct free service camps and to give discount for that period.
3. Manufactures should conduct free service camps at least once or twice in a year
a year at the dealer point and the company service engineers should supervision
these service camps.
4. The dealer should improve the display of two wheelers and also the dealer
should highlight the advantages of model when compared to other models.
5. To maintain the quality where many of the manufactures when they look more
turnover or when product in having a good demand in the market once a
manufacture gets a top position in the market many of them fail to maintain the
quality of the model. This should be avoided so that they can maintain and
improve their turnover. To improve advertising strategy to the media, most of
the customers buy their two wheelers after having a complete knowledge of the
model, i.e. particulars about model regarding factor, special features and other
specification. So that these dealers have to advertise more in local channels
news papers etc.

P.E.S.I.A.M.S., Shivamogga 52
CONCLUSION:
In conclusion, it may be said that BAJAJ has a good market share in the
competitive market. Nowadays BAJAJ has become a leader leaving behind
competitors like TVS, HERO HONDA, and YAMAHA in SHIMOGA city.

From the survey, it is evident the some of the BAJAJ owners are dissatisfied with
service of the vehicles and price also so it is better that the company and dealer
should undertake necessary steps and try to prevent shift to other brands. It is better
that the company should review the pricing policy.
The other statements are:
The BAJAJ two wheelers are very popular in case of business class.
Majority of buyers are influenced by existing users [friends].
Majority of buyers have purchased the vehicle due to its more mileage.
Majority of buyers have gives the opinion the BAJAJ two wheelers is a good
vehicle compared to others.
Majority of buyers have said that they will recommend others to buy BAJAJ
DISCOVER.

At, there is a good demand for two wheelers but the dealers so as to meet the
demands of customers because if the supply is not made to customer time, they
choose other dealer or brand should streamline the supply.

Companies should give incentives and other assistance for record sales done by the
dealer so that they are motivated to do more sales and also they can earn money.

P.E.S.I.A.M.S., Shivamogga 53
Company’s service engineers should visit their dealers at least twice in the month
so that the customer can have a direct contact with them and they can know better
about their vehicle. It is preferable to have a service team for each area region.

The Government should reduce tax on both the vehicle and spare parts so that they
are available to customers at economical price.
BAJAJ must establish its dealer network and spare parts availability within the
reach of customer.

P.E.S.I.A.M.S., Shivamogga 54
ANNEXURE
 QUESTIONNAIRE

 BIBLIOGRAPHY

P.E.S.I.A.M.S., Shivamogga 55
QUESTIONNAIR
Dear Sir
I Am KEERTHI B R studying in final year BBM P.E.S. Institute of Advanced
Management study Shivamogga I hereby request you to kindly space a few
moment of your valuable time in answering the questionnaires which will help me
to know your opinion toward Bajaj discover125cc The data is given you will be
used only for academic purpose
Thanking you your faithfully
Keerthi B.R

1. Name:

2. Address:

3. Age of the Customer


a) Below 25 years
b) 25-30 years
c) 35-40 years
d) 45-50 year
e) Above 55 years

4. Occupation
a) Business
b) Professional
c) Students
d) Others
5. Income of the customer (per month)
a) Below Rs 5000

P.E.S.I.A.M.S., Shivamogga 56
b) 5000-10000
c) 10000 to 15000
d) 15,000 -20000
e) Above 20,000

6. Do you have a two wheeler?


Yes ( ) No ( )
7. If yes which brand do you own?
a) Bajaj
b) Hero Honda
c) Yamaha
d) TVS
e) Others

8. State the reason for purchasing Bajaj discovery


a) Price
b) More mileage
c) Less maintenance
d) Brand image
9. How did you come to know about the Bajaj Discover?
a) Advertisement
b) Friend’s
c) Dealer
d) Mechanics

10.How long you been using Bajaj discover?

P.E.S.I.A.M.S., Shivamogga 57
a) 1 year
b) b) 1-3 years
c) c) 3-6 years
d) More than 6 year.

11. Whether you are satisfied with spare parts


a) Average
b) Satisfied
c) Dissatisfied

12. Indicate the overall performance of the vehicles


a) Highly satisfied
b) Satisfied
c) Dissatisfied.

13. Will you recommend anyone for purchase of Bajaj discover


Yes () No ( )

14. Mileage covered per liter.


a) Below 50
b) 50-60
c) 60-70
d) Above 70
15. Kindly specified your opinion about Supreme Auto Dealer’s Pvt. Ltd
motors?
a) Excellent

P.E.S.I.A.M.S., Shivamogga 58
b) Very good
c) C) Good
d) Average
e) Poor

16. What do you feel about after purchase?


a) Highly satisfied
b) b) Satisfied
c) Dissatisfied

17. Which media do you like advertisement of the Bajaj Discover?


a) Television
b) Newspaper
c) Banner
d) Pamphlets’

18. What do you feel when you compare Bajaj discovery with other
companies brand?
a) Excellent
b) Good
c) Average
d) Poor

19. Rank the vehicle according to your view (1st, 2nd 3rd)
a) Bajaj Discovery
b) TVS FLAME
c) Honda Shin

P.E.S.I.A.M.S., Shivamogga 59
d) Hero Honda

20. Give your suggestion to improve your vehicles.


………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………

Place Signature
Date

P.E.S.I.A.M.S., Shivamogga 60
Bibliography
Text Books
 Philip Kolter : Principles of Marketing
 R.N.S. Pillai and Bagavathi : Modern Marketing
 S.A. Sherlekar, Reddy and Appanaiah : Marketing Management

Journals and Magazines


 Auto India
 Car and bike international
 Indian Express
 Overdrive
 The Times of India

Websites:
 www.bajajautoltd.com
 www.motosindia.com
 www.bikes.com
 www.autoindia.com

P.E.S.I.A.M.S., Shivamogga 61

You might also like