Professional Documents
Culture Documents
A Study on Customer
Preference and Satisfaction
towards Bajaj Bikes
Prepared By: Ajay B. Savaliya
Enrollment No: 147500592100
Faculty Guide: Ms. Esha Pandya
Company Guide: Mr. Shoban Mulla
S.R.LUTHRA INSTITUTE OF
MANAGEMENT
Summer Internship Project
Introduction of Customer
Preference and Satisfaction
Customer Preference
Consumer preference means a consumer likes one thing
over another. The preference of the consumer is the
result of the behavior they show during searching,
purchasing, and disposing the product.
Customer Satisfaction
Customer
satisfaction
measures
how
well
the
expectations of a customer concerning a product or
service provided by your company have been met.
Customer satisfaction is important because it provides
marketer and business owners with a metric that they
can use to manage and improve their businesses.
INDUSTRY
PROFILE
a. Global Level
India is the 2nd largest two-wheeler market and 4th
largest commercial vehicle market.
The worlds largest market for two-wheelers is China.
Other large markets in the region are Japan, Indonesia,
Vietnam and Taiwan.
The global two-wheeler manufacturing industry grew
by 3.3% in 2013 to reach a value of $61.5billion.
North America; which saw a decline in production
volume of over 20% in 2013.
Hondas sales is increased by 9.9%; mainly due to
higher sales in India, Thailand etc. while lower sales in
Brazil.
b. National Level
Two-wheeler
industry
started
early
50s
and
manufacturing scooters.
Bajaj auto and HERO MotoCorp sales went to decrease
while Honda Motorcycle sales has increased.
c. State Level
Sales of two-wheeler in between April and September
went down to 15%.
In previous, sales of two-wheeler in Gujarat is 65000 to
70000 units per month.
Now, average has come down around 50000 to 55000
units per month.
Bajaj auto has good response from Rural market.
d. PESTEL Analysis
Employment laws
Tax policy
Political Political stability
Inflation rate
Economi Exchange rates
Interest rates
cal
Safety
Social Popularity
Conti
..
Technological change
Technologic R&D activity
al
Legal
e. Current Trend
f. Major Players
g. Major Offering
1.
2.
3.
4.
5.
6.
7.
Sports bikes
Sport touring bikes
Cruiser bikes
Touring bikes
Dual-sport bikes
Standards bikes
Off-road or Dirt bikes
COMPANY
PROFILE
Type
Public company
Industry
Year of
establishment
Founder
Jamnalal Bajaj
Key people
Headquarter
Presence
VISION
To
attain
world
class
Excellency
demonstrating value added products
customers
by
to
MISSION
Focus on value based manufacturing continual
improvement total elimination wastes pollution
free and safe environment
Shivam Bajaj
Year of
establishment
Address
Owner name
Authorized dealer
No. of employees
30
Organogram
Owner
Sales
Manager
Sales
Executive
Marketing
Manager
Back
office
Service
Manager
Workshop
Manager
Workshop
Person
SWOT Analysis
Opportunities
Strength
Cheaper
Highly experienced management
variants
for
Widespread distribution networktapping more in the rural
Good experienced workers
segment
Premium sport bikes for
Excellent marketing
Good reputation in market
urban areas
Constant growth in twowheeler segment
Threats
Weakness
Cheaper imports from
After sales service is very poor
countries
like
China
Lag in distribution of products or
payment
delays
Other motorcycles
players have a strong
brand presence
REVIEW
OF
LITERATURE
Year
Author
Name
Topic
Findings
2014
Mrs. G.
Mahalakshami
Satisfaction on Buyers
prefer
twotwo-wheelers
wheelers for their riding
comfort and satisfied with
their services.
2013
Preference
towards Hero
two-wheelers
2011
Satisfaction
Factor
that
affect
among
two- consumer
purchase
is
wheelers users style and power.
2014
2004
Sagar and
Chandra
Preference
towards small
cars
RESEARCH
METHODOLOGY
a. Problem Statement
In todays intensely competitive environment, companies
today are constantly looking for ways to attract customers by
having a better understanding of changing customer
preferences. Therefore this study has been conducted to find
the Customer Preference and Satisfaction towards Bajaj Bikes.
b.
Research Objective
c. Research Design
Types of Design
Data Collection
Questionnaire
Sample Population
Sample area
Surat city
Sample size
200 Questionnaires
Sampling Method
Limitation of the
study
DATA ANALYSIS
Demographic
Variables
No. of
Respondents
9
Model
No. of
Respondents
Pulsar 135LS
11
19
Platina 100
22
Pulsar 150
Discover 100
10
Pulsar 150AS
Discover 100M
16
Pulsar 180
17
Discover 125M
21
Pulsar 200NS
12
Discover 150S
Pulsar AS200
12
Discover 150F
Pulsar 220F
18
Avenger 220
18
Pulsar RS200
Respondents
Percentage
responses
(%)
out of 200
Price
193
23.74
Mileage
186
22.88
Stylish look
32
3.94
Pickup
0.74
Engine Capacity
171
21.03
Colors
10
1.23
Maintenance cost
180
22.14
Brand image
24
2.95
Comfortable ride
11
1.35
Total
813
100
Highly
satisfie
d
(%)
Satisfi
ed
Averag
e
(%)
Dissatisfi
ed
(%)
Highly
dissatis
fied
(%)
(%)
Price
57
29
10
Mileage
49.5
40.5
5.5
37
46.5
Pickup
5.5
48
36.5
Engine capacity
4.5
52
31.5
14.5
39.5
38.5
2.5
31.5
43
14
3.5
Brand image
5.5
39.5
45
6.5
3.5
Resale value
33.5
54.5
11.5
37
43
5.5
2.5
22.5
67.5
7.5
Colors
Maintenance cost
Comfortable ride
After sales services
No. of
Percentage
Starting
respondent
35
(%)
17.5
trouble
Mileage
14
problem
Pickup
Battery
24
127
12
63.5
problem
Total
200
100
Chi-Square test
Hypothesis
P value
significance
level (0.05)
Result
0.020
Rejected
0.118
Fail to
Rejected
Conti
..
0.326
Fail to
Rejected
0.027
Rejected
0.482
Fail to
Rejected
Conti
..
H0: There is no association between
customer education and maintenance
cost attribute of Bajaj bike.
H1: There is association between
customer education and maintenance
cost attribute of Bajaj bike.
0.066
Fail to
Rejected
Findings
Majority of respondents are prefer Bajaj bike for their price,
mileage, maintenance cost, and engine capacity.
The study reveals that 57% of the respondents are satisfied
with price; while 10% of the respondents are dissatisfied with
the price of Bajaj bikes.
As per survey, 52% of the respondents are satisfied with
engine capacity of Bajaj bike.
The study reveals that majority of respondents are dissatisfied
with resale value and after sales services provided by Bajaj.
The study reveals that majority of the respondents are said
average and majority of the respondents are satisfied with the
mileage, look & style, pickup, colors, maintenance cost, and
brand image of Bajaj bikes.
Majority of the respondents are facing battery problem while
using Bajaj bike.
The study reveals that 95% of the respondents are said Bajaj
bike is good comparing to other bikes; but only 5% of the
respondents are said Bajaj has need to improve.
Conti
..
association between
Conclusion
From the research work it concludes that majority of the
customer prefer Bajaj bikes for price, mileage, maintenance
cost, and engine capacity. Bajaj need to improve on battery of
their bikes; because buyers have facing this problem while
using the vehicle. Bajaj doing very well on its durability of
bikes, comfortable ride, and after sales services for increases
their sales. Most of buyers are satisfied with the price,
mileage, look & style provided by Bajaj. Look & style of bike is
associated with age of buyers.
Bibliography
Websites
15 6 2015 <http://www.dmnews.com/digital-marketing/tailormarketing-strategies-to-customer-preferences/article/208054/>.
15 6 2015 <http://study.com/academy/lesson/what-is-customersatisfaction-definition-examples-quiz.html>.
20 6 2015
<http://www.companiesandmarkets.com/MarketInsight/Automoti
ve-and-Parts/Global-Motorcycle-Market/NI8576>.
20 6 2015 <http://www.autocarpro.in/analysis-sales/india-salesanalysis-february-2015-7829#sthash.gpnBExoP.dpuf>.
22 6 2015 <http://www.autocarpro.in/analysis-sales/india-salesanalysis-february-2015-7829>.
www.acedemic.edu. 25 6 2015.
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..
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