“a study on customer satisfaction towards bajaj discover”
TRANSCRIPT
Chapter 1
INTRODUCTION
I. INDUSTRY PROFILE
HISTORY OF INDIAN TWO—WHEELER INDUSTRY
India is the second largest manufacturer and producer of two –wheelers in the world.
It stands next only to Japan and China in terms of the numbers of two-wheelers
produced and domestic sales respectively. This distinction was achieved due to
variety of reasons like restrictive policy followed by the Government of India towards
the passenger car industry, rising demand for personal transport. Inefficiency in the
public transportation system etc;
The Indian two wheeler industry made a small beginning in the early 50s when
automobile products of India (API) started manufacturing scooters in the country.
Until 1958, API and Enfield were the sole producers.
In1948. Bajaj Auto began trading in imported Vespa scooters and three –wheelers.
Finally, in 1960, it setup a shop to manufacture them in technical collaboration with
Piaggio of Italy.
In the initial stages the scooter segment was dominated by API: it was later overtaken
by Bajaj Auto. Although various government and private enterprises entered the fray
for scooters, the only new player that has lasted till today is LML.
The motorcycles segment was no different, with only three manufactures viz Enfield,
Ideal Jawa and escorts. While Enfield bullet was a four –stroke bike, Jawa and the
Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by
Enfield 350 cc bikes and Escorts 175 cc bike.
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The two –wheeler market was opened to foreign competition in the mid-80s. And the
then market leaders-Escorts and Enfield- were caught unaware by the onslaught of the
100cc bikes of the four Indo –Japanese joint ventures. With the availability of fuel
efficient low power bikes, demand swelled, resulting in Hero Honda then the only
producer of four stroke bikes (100cc category), gaining a top slot.
The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and
Hero Honda brought in the first two-stroke and four-stroke engine motorcycles
respectively. These two players initially started with assembly of CKD kits, and later
on progressed to indigenous manufacturing. In the 90s the major growth for
motorcycle segment was brought in by Japanese motorcycled, which grew at a rate of
nearly 25 % CAGR in the last five years.
The industry had a smooth ride in the 50s, 60s and 70s when the Government
prohibited new entries and strictly controlled capacity expansion. The industry saw a
sudden growth in the 80s. The industry witnessed a steady growth of 14 % leading to
a peak volume of 1.9 vehicles in 1990.
The entry of Kinetic Honda in mid – eighties with a variomatic scooter helped in
providing ease of use to the scooter owners. This helped in inducing youngsters and
working women, towards buying scooters, who were earlier, inclined towards moped
purchases. In the 90s, this trend was reversed with the introduction of scooters, In line
with this; the scooter segment has consistently lost its Part of the market share in two
wheeler market.
In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a
decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn
vehicles. Barring Hero Honda, all the major producers suffered from recession in
FY93 and FY94. Hero Honda, showed a marginal decline in 1992.
The reasons for recession in the sector were the incessant rise in fuel prices, high
input costs and reduced purchasing power due to significant rise in general price level
and credit crunch in consumer financing. Factors like increased production in 1992,
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due to new entrants coupled with the recession in the industry resulted in company
either reporting losses or a fall in profits.
THE MAJOR PLAYERS IN THE INDUSTRY:
1. Hero Honda
2. Bajaj Auto
3. TVS
4. Yamaha India
5. Suzuki
6. Honda
HERO HONDA:
This is in collaboration with the Honda Company of Japan; it was the second
company to enter the Indian market in the 100 cc class bikes with the collaboration of
Japan and it has a four stroke engine having a fuel efficiency advantage over the three
bikes.
Fill it, shut it, forget it, is the heart of the advertisement message of Hero Honda.
Hero Honda is at present running the loose motor cycle market having a market share
of 60%. ‘
Hero Honda bikes available in the market;
Karizma
CBZ Extreme
Splendor
Pleasure
Passion
Hunk
BajajAuto : Bajajis currently India's largest two and three-wheeler manufacturer and
one of the biggest in the world.
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Bajaj bikes available in the market;
Discover
Platina
Discover
XCD
Avener
TVS MOTORS:
TVS Suzuki, a leading two wheeler company began with the vision of founder of the
Sundaram Clayton Group, the late T.V. SHRINIVASAN - “to design, develop and
produce an affordable moped for the Indian family”.
TVS holds a major part of the share in the automobile market in India.
bikes available in the market
Apache
Jive
Victor
Scooty pep
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Yamaha Motors:
It is joint venture Company formed by the alliance of Escorts limited. The flagship
company of the Rs. 3600 crores Escorts group a major in the engineering industry
with 19 plants employing 20,000 people in India including two wheeler business and
Yamaha motor co Ltd; Japan, with Rs. 26,400 crores (Us$7.33 billion) is the global
giant in two wheelers with 60 factories in 45 countries.
bikes available in the market
Yamaha Libero
Yamaha R15
Yamaha FZ 150
YamahaFazer
HONDA MOTORCYCLES
Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned subsidiary of
Honda Motor Company Limited, Japan. Honda is the world's largest manufacturer of
two wheelers. Set up in 1999, it was the fourth Honda automotive venture in India,
after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited.
Headquarters of the company are located at Gurgaon in Haryana state of India. In
December 2002, HMSI got ISO 14001 certification
Honda Brands
Honda Aviator
Honda Activa
Honda Dio
Honda Eterno
Honda Unicorn
Honda Shine
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II Marketing Concepts
In the era of globalization, marketing is becoming more attractive to a
company/state/national/International levels. In the early days there was no difference
between selling and marketing but today the difference between two terms has been
made. Many organizations have been involved in developing marketing activities to
satisfy the needs and wants of a group of customers. This segment concept has helped
in the development of new products and services and also specialization in selling is
being attained. With development of new markets and new avenues of selling, wide
variety of consumer and producer goods have been designed and developed and for
many marketing has become a good profession. The developing nations are giving a
lot of importance for marketing to develop their internal and external markets even
the socialist countries have started studying the marketing concepts in a scientific
way to introduce them actively in their internal distribution system.
MARKETING
Marketing is a comprehensive term which includes all the resources and set of
activities necessary to direct and facilitate the flow of goods and services from
producer to consumer in the process of distribution.
Marketing encompasses all the activities of exchange conducted by producers and by
middleman in commerce for the impose of satisfying Consumer demands.
The American marketing association defines marketing as the performance of
business activities that directs the flow of goods and services from producer to
consumer or user.
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Philip Kotler defines marketing as a set of human activities directed at facilitating
and consummating exchanges. The essence of marketing is Exchange of products and
the transactions is to satisfy human needs and wants. All business activities
facilitating the exchange are included in marketing.
THE MARKET
The concept of the market is very important in marketing. The American marketing
association defines the market as “the aggregate demand of the potential buyers for a
product or service”.
Philip Kotler defines market as an area of potential exchanges. Thus a market is a
group of buyers and sellers interested in negotiating the terms of purchase or sale of
goods or services.
TYPE OF MARKETS
On the basis of selling area, we have local, national and international markets. On the
basis of article of trade, we have product markets on the basis of nature of exchange
dealing; we have spot or cash markets and future or forward markets. On the basis of
nature of goods sold, we have consumer’s goods market and industrial goods market.
On the basis of period, we have short term and long term markets. On the basis of
nature and magnitude of selling we have wholesale and retail markets; a successful
marketing strategy must have a marketing mix as well as the target market for which
the marketing mix is prepared .
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The elements or variables that make up the marketing mix are only four.
Decisions on products and services.
Decisions on price.
Decisions on promotions.
Decisions on distribution.
The four ingredients are closely inter - related. Marketing mix decisions constitute a
large part of marketing management. The marketing mix will naturally be changing
according to the changing marketing conditions and also with the changing
environmental factors (technical/ social/ economic and political) affecting each
market. It is of course, based on marketing research and marketing information. It
must be fully related to customers demand, completion as well as other aforesaid
environmental forces. In the simplest manner, the basic marketing mix is blending of
four inputs or sub mixes, which form a core of marketing system.
MARKETING PLANS
Marketing management is responsible to formulate comprehensive marketing plans
indicating the objective to be achieved, and the future course of action to accomplish
predetermined targets. The marketing plan is the main operational and controlled
documents of the marketing department. It gives the intelligent directions of
marketing operations. It can inspire marketingstaff to reach the target as per plan.
Progress can be measured against goals set. There will be no confusions and
misunderstanding between marketing executives. All departmental plans can be
integrated with each other.
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MARKETING MIX
In marketing planning we use marketing information to assess the situation. We have to select specific marketing targets in the form of market segments. For each segment of sub divisions of the market we formulate combinations of a number of devices or types of marketing activities that are coordinated into a single marketing program to reach a particular target or marketing segment. The combination of these marketing methods or devices is known as the marketing mix.
Factors Influencing Buyer Behaviour
There are two basic factors, which influence buyer behaviour which are social and
cultural, factors and psychological factors that are explained in detail below:-
Social and Cultural Factors:
Family:
Most consumers belong to a family group. The family can exert considerable
influence in shaping the pattern of consumption and indicates the decision making
role, personal value, attitudes and buying habits that have been shaped by the family
influence.
Reference Groups:
The concept of reference group is borrowed from sociology and psychology. Buyer
behaviour is influenced by the small group, which the buyer belongs to reference
groups are social, economic or professional groups and buyer evaluates his or her
opinions and beliefs with them.
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Social Class
Consumer buying behaviour is dependent on the social classes they belong to or the
social class they aspire to belong to. To their effect we have three distinct social
classes. They are the upper class, middle class, and the lower class.
Culture
Culture represents the overall social heritage a distinctive form of environmental
adaptation by a whole society of people. Culture refers to all the symbol and
behavioural pattern, which are passed on socially from one generation to the next.
Psychological Factors
A. Motivation
All behaviour starts with a need security. Social acceptance and prestige are
examples of needs. A need must be aroused or stimulated before it becomes
a motive. Thus a motive is a need that individual to seek satisfaction.
B. Perception:
Perception is the process by which an individual selects, organises, and
interprets information inputs to create a meaningful picture of the world. To
perceive is to see, to hear, to touch, to taste, to smell and to sense something
in our environment and to final meaning in that experience.
Attitudes: Attitude is a state of mind or feeling. It includes a predisposition to
behave in some way. Attitudes govern our response to a stimulus and lead us to
certain behaviour resulting in action. Attitudes indicate our position in favour or
against an issue.10
PRODUCT
The product is the most tangible and important single component of the marketing
program. The product policy and strategy is the cornerstone of marketing mix.
Without a product, there is nothing to price. If the product fails to satisfy consumer
demand, no additional cost on any of the product performance in the market place.
To the marketer products are the building blocks of a marketing plan, good products
are key to market success, product decisions are taken first by the marketers and
these decisions are central to all other marketing decisions such as price, promotion
and distribution. Product is the vehicle by which a company provides consumer
satisfaction. It is the engine that pulls the rest of the marketing program. Products fill
in the needs of society. They represent a bundle of expectations to consumers and
society.
Importance of Marketing
1. Marketing helps in revenue earnings.
2. Marketing benefits business enterprise.
3. Marketing facilitates proper decision making.
4. Marketing encourages innovation and change.
5. Marketing helps in economic development.
6. Marketing bridges the gap between the producer and consumer.
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What is a product?
The product is a bundle or all kinds of satisfaction of both a material and non-material
kinds, ranging from economic utilities to satisfaction of a social psychological nature.
A product supplies two kinds of utilities
Economic utility
Supplementary utility
The four elements of marketing mix
Product mix
Price mix
Distribution mix
Promotion mix
Product mix
Product is the thing possessing utility. It has four components:
Product range
Service after sale
Brand
Package
The product management evolves product mix in consultation with marketing
manager.
Price mix
Price is the valuation placed up on the product by the offerer, it has to cover pricing,
discounts, allowances and terms of credit. It deals with price competition.
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Place (distribution) mix
Distribution is the delivery of the product and right to consume it, it includes channels
of distribution, transportation,warehousing and inventory control.
Promotion Mix
Promotion is the persuasive communication about the product by the offerer to the
prospect. It covers advertisement, personal selling, sales promotion, publicity,
exhibition and demonstrations used in promotion largely it deals with non-price
competition.
The four elements of marketing mix are equally interdependent and essential. The
marketing mix acts as the integrated marketing strategy and the four elements together
constitute the marketing strategy individually the four elements are important but their
significance lies in the proper mix or blend indicating the unique way they are
combined as careful plan or strategy to meet competition in a dynamic marketing
environment. For one market segment we have a typical marketing mix. The
decision on the four element of marketing mix must be properly co-ordinated and
balanced in order to achieve an optimum marketing mix.
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PRICE
Introduction:
Pricing decisions have strategic importance in any enterprise. Pricing governs
the very feasibility of any marketing programme. Because it is the only element in a
marketing mix accounting for demand and sales revenue. Other elements are cost
factors; Price is the only variable factor determining the revenues or income. A
variety of economic and social objectives came into prominence in many pricing
decisions.
What is pricing?
Economist defines price as the exchange value of a product or service always
expressed in money. To the consumer the price is an agreement between seller and
the buyer concerning what each is to receive. Price is the mechanism or device for
translating into quantitative terms (Rupees & Paisa) the perceived value of the product
to the customer at the point of time.
We can define price as the money value of a product or service agreed upon in a
market transaction. We have a kind of price equation,
Where :
Price (money) =Physical product+bundle of expectation
Or Price (money) =Bundle of satisfaction.
The consumer has numerous expectations such as accessories, after sales service,
replacement parts, technical guidance, extra services, credit and many other benefits
(physical, economic, social and psychological benefits) any change in the price will
also bring about alterations in the satisfaction side of the equation.
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Importance of pricing:
Price is a matter of vital importance to both the seller and the buyer in the market
place. In money economy, without prices there cannot be marketing. Price denotes
the value of a product or service expressed in money. Only when a buyer and the
seller agree on price, we can have exchanges of goods and services leading to transfer
ownership.
In competitive market economy prices is determined by free play or demand and
supply and demand conditions. The going market price acts as a basis for fixing the
sale price. Rarely an individual seller can dishonor the current market price.
Pricing decision interconnect marketing actions with the financial objectives of the
enterprise. Among the most important marketing variables influenced by pricing
decisions are:-
Sale volume
Profit margins
Rate of return on investment
Trade margins
Advertisement and sales promotion
Product image
New product development
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PLACE (DISTRIBUTION)
Meaning & definition:-
Distribution means to distribute, spread out or disseminate. In the field of marketing,
channels of distribution indicate routes or pathways through which goods and services
flow, or move from producer to consumers.
We can define formally that the distribution channel as a set of marketing institution
participating in the marketing activities involved in the movement or the flow of
goods services from the primary producer to the ultimate consumer.
Marketing institutions considered as channel components are:-
1. All kinds of merchant’s middlemen, such as wholesaler and retailers.
2. All kinds of agent middlemen, such as commission agent, factors, brokers,
ware housekeepers and so on.
3. All other facilitating agencies such as common carriers, bankers, advertising
agencies and so on.
The route or channel includes the manufacturer and the ultimate consumer as well as
all intermediaries.
Middlemen in distribution
There are two types of middlemen in distribution.
1. Merchant middlemen buy and sell goods on their own account and at their
own risk of loss, e.g.: wholesalers and retailers.
2. Agent middlemen who do not take ownership title to goods but actively
negotiate the transfer of ownership right from the seller to the buyer, eg:
selling commission agent or broker.
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In the channel management, a manufacturer has to take three decisions:
i. Selection of general channel of distribution to be adopted
ii. Number of middlemen at each level in each market
iii. Selection of particular middlemen for selling goods with or
without any exclusive rights of distribution.
Distribution of industrial goods
Compared to other products, industrial goods have less number of channels of
distribution in India, they are more or less fixed pattern. Industrial marketers expect
much greater sales effort from the channel members. Physical distribution to ensure
adequate customer service at reasonable cost assumes unique importance in the
industrial market.
The production department is keen on regular and quick delivery of industrial goods.
The channel of distribution for industrial goods has to be selected by the marketers.
There are normally three channels through which the industrial goods are distributed.
They are:-
1. Sales branch
2. Sales agents
3. Industrial distributors
Channels of distribution
The most common routes used for bringing the products in the market from producer
to consumer are as follows:-
1. Manufacturer = consumer
2. Manufacturer-Retailer-Ultimate consumer
3. Manufacturer-wholesaler-retailer-consumer
4. Manufacturer-agent-wholesaler-retailer-consumer
5. Manufacturer-wholesaler-consumer/user
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Channel choice
The problem of selecting the most suitable channel of distribution of a product is
complex, the fundamental factor for channel choice and channel management is
economic criteria viz: cost and profit criteria.
Profit organizations are primarily interested in cost minimization in distribution and
assurance of reasonable profit margin. However channel decision is not made entirely
on the basis of rational economic analysis. We have to consider a number of factors
such as the nature of the product, market trends, competition outlook, pricing policies,
typical consumer needs as well as needs of the manufacturer himself.
PROMOTION
Broadly speaking promotion means to push forward or to advance an idea in such a
way to gain its acceptance and approval. Promotion is any communicative activity
whose main object is to move forwards the product, service or idea in a channel of
distribution. It is an effort by the marketer to inform and persuade buyers to accept,
resell, recommend and use the article, service or idea which is being promoted.
Promotion is a form of communication with an additional element of persuasion. The
promotional activity always attempts to affect knowledge, attitudes preferences
andbehaviours of the recipients i.e. buyers. The element of persuasion to accept
ideas, product, services, etc is the heart of promotion.
In any exchange activity, communication is absolutely necessary. You may have the
best product, package and so on. It may have fair price. But people will not buy your
product, if they have never heard of it, and they are simply unaware of its existence.
The marketer must communicate to his prospective buyer and provide adequate
information in a persuasive language. People must know that the right product is
available at the right place and at the right price; this is the job of promotion in
marketing.
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What is Promotion?
Promotion is a process of marketing communication involving information,
persuasion and influence. Promotion has three specific purposes. It communicates
marketing information to consumer, users and resellers. Promotion persuades and
convinces the buyer and enters into consumer behavior. Promotional efforts act as a
powerful tool of competition providing the cutting edge of its entire marketing
programme. Marketers have adopted a communication view of their firm’s
promotional activities. Receiver is now regarded as an active participant in the
process of communication. All marketing communications must be planned as part of
the total system, not as independent pieces. The communication or promotion mixes
four ingredients viz:
Advertising
Publicity
Personal selling
All forms of sales promotion
What is advertising?
Advertising can be defined as mass, paid communication of goods, services or ideas
by an identified sponsor. It is paid form of communication because the advertiser has
to pay for the space or time in which the advertisement appears. Advertisement
appears in the recognized media, such as newspaper magazines, radio, television,
cinema, films outdoor hoardings and posters direct mail and transit.
Advertising purposes
Marketing plans and strategies sets advertising purposes and tasks. Most
advertising attempts to simulate sales to all customers.
Advertising has other purposes as well, it is used to reassure buyers that they
have really made the best purchase thus advertisement can build up brand
loyalty.
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Advertising can enhance the morale of the sales people and dealers thereby
securing enthusiastic distribution of the products. Advertising is also
employed to promote the bright image of the firm in the society.
Customer Responses:
The major segmentation variable for customer market are geographic (nation, state,
country, city), Demography (Age, Religion, Generation, Nationality, Social Class),
Psychographic (lifestyle and personality) and behavioural (Occupation, benefits, uses,
status, user age, rule, loyalty and status attitudes).
Consumer Behaviour:
The term consumer behaviour refers to the behaviour that consumer displays in reach
for purchasing using, evaluating and disposing of product and service that they expect
will satisfy their needs.
CONSUMER RESEARCH:
Consumer research is the methodology used to study consumer behaviour consumer
research offer a set divers to identify consumer needs it is used to identify both felt
and unfelt needs, to learn how consumers. Perceive product and brands and stores.
What their attitudes are before and after promotional campaigns and how and why
they make their consumption decision.
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CONSUMER SATISFACTION:
Satisfaction is an important element in the evaluation stage. Satisfaction refers to the
buyers state of being adequately rewarded in a buying situation for the sacrifice he
hasmade one the customer purchase and use the product they may then become either
satisfy or dissatisfied.
The result of satisfaction to the consumer from the purchase of the product or service
is that more favourable post-purchase attitude, higher purchase intentions and brand
loyalty are likely to be exhibited that the same behaviour is likely to be exhibited in a
similar purchasing situation. The term ‘Customer’ is a typically used to refer to some
one who regularly purchase from a particular store or company.
Customers are people who are happy with the product and service and are willing to
come back and pay for it again.
Today the firms aim to give satisfactions to the customer through marketing concepts.
The firm tries to help the buyers in solving the problem than competitors. The
marketers must see that consumers with purchasing power constitute a potential
buyers are identified. It is essential for the marketer to carry out the business in such a
way that they give satisfaction to carry out the business in such a way that they give
satisfaction to consumers needed.
CONCEPT AND NEED FOR STUDYING CUSTUMER BEHAVIOUR:
Customerbehaviour can be said to be the study of how individual make decision on
how to spend their available resource (time, money, effort) on various consumption
related items. This simple definition of customerbehaviour tells the marketers to
resolve every activity around the ultimate customers and gauge their behaviour b
specifically focusing on;
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Who buys products or services?
How do they buy products or services?
Where do they buy them?
How often do they buy them?
When do they buy them?
Why do they buy them? And
How often do they use them?
These questions will help in understanding better what factors influence the decision
making process of the customers. The decision making process identifies the number
of people who are involved in this process and describes a role to them like the uses,
decides, influence and buyers.
CUSTOMER SATISFACTION:
All business firms have realized that marketing is a core element of management
philosophy and key to its success lies in focusing more and more in the customer.
That is, it will be the customer who will decide where the firm is heading. Thus the
challenge before the marketer is to ensure that they should satisfy every customer.
Why to Measure Customer Satisfaction ?
In today’s competitive environment, every organization is trying to
attract the customers by assuring highest degree of satisfaction. Satisfied customers
are the main determinants of success or failure of the business of an organization.
Customer satisfaction is measured in subjective as well as objective terms, to know
that up to what extent the organization’s business processes and products are able to
satisfy the customers.
Customer satisfaction measurement helps the organization to know:22
How well are the products and services able to meet customer needs and
expressions?
How well is the business process working?
Where to make the changes to improve the performance of product or
process?
What is the effect of the changes made for improvements?
Customers', who are satisfied, come and continue to buy the products and services of
the organization. They also recommend the products to other buyers .
Acute measurement of customer satisfaction helps in identification of the gap between
the customer expectations and real performance of the product supplied by the
organization.
If the customers are not satisfied with the products and services of the
organization, the reasons for dissatisfaction are identified and timely corrective and
preventive action is taken to meet the customer expectations.
EXPECTATION:
Consumer expectations though may look realistic is very often build upon very high
platform. Then the quality of the product or service may not match the expectations.
This again will affect the consumer satisfaction level.
So as to reduce the level of dissatisfaction among the customers, the marketing
decision maker could adopt an approach wherein he can classify market in relation to
the degree of opportunity to deliver customer satisfaction.
PRODUCT PROFILE
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BAJAJ Discover:
Discover - the great Bajaj Discover has the reliable technology and superior parts, it
keeps going on and on, in the harshest road of all life.Discovered is the bike
manufactured by Bajaj which gives the good mileage and it is stylish bike. It is all set
to redefine existing standards with its looks and new riding experience. And to top it
all, an unbelievable mileage and performances standards that you can only expect
from Bajaj Discover.
The Discover is a tough and sleek 4 – stroke machine. Crafted with the best of Bajaj’s
companies world wide technology. Each part, right from the engine to the body frame
is designed to withstand the rough and tough conditions. Be it in the streets or on the
highway. DISCOVER is not the ordinary bike; it comes as a big surprise. To those
who name resigned to the fact that present full size bike do not satisfy their basic
needs of riding comfort, loading capacity and better fuel efficiency, DISCOVER is a
big surprise as it has got.
Generation next technology included in the package of the equipments of this high
flying bike is the revolutionary digital biking. Digital biking is the combination of
various advanced systems like digital CDI, TRICS lll and Digital Twin Spark ignition
(DTSi).
Its highly masculine outlook with sporty, dashing structure gives the complete
satisfaction of dare riding. Bajaj Discover enables its rider to tackle the situation of
overcrowded street due to the presence of 17” alloy wheels with 1330 mm wheelbase.
Its comfort statement includes front telescopic suspension, Nitro X – Nitrogen
assisted rear gas shockers with triple rated spring. Due to these comfort features, this
bike is highly accommodative in any terrain.
Feeling of proper riding is provided by different high end features like improved clutch, cylinder head with Roller Rocker Arms, optimized intake and exhaust systems & new valve timings. Its advanced exhaust TEC (Torque Expansion Chamber) technology ensures the higher performance at lower rpm.
DISCOVER135 DTS-i
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Bajaj Discover’s another commuter variant to have graced the Indian tarmac is the
elegant 135 cc four valve DTS-i engine and being a light sports bike, it has both the
power and agility to let you weave your way through the city traffic, effortlessly
Stylish petrol tank flap along with air scoop
New silencer with ExhausTEC technology
Split seat that provides better sitting space
Is very light weight
Delivers the maximum power of 13.5 PS
Constant velocity carburetor
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Bajaj Discover 135LS Specifications:
Engine
Type4 stroke, air cooled, 4-valve, single cylinder, SOHC, DTS-i
Displacement (cc) 134.66ccMax. Power (Ps @ RPM)
13.5 @ 9000 rpm
Max. Torque (Nm @ RPM)
11.4 @ 7500
Starting Kick + Self startSuspension
FrontTelescopic Front Fork with antifriction bush (Stroke 130)
RearTrailing arm with Co Axial Hydraulic cum Gas filled adjustable Shock Absorbers and Triple rate Coil Spring
BrakesFront Disc (Diameter 240 mm)Rear Drum (Diameter 130 mm)Tyre
Front & Wheel SizeTubetype Unidirectional – 2.75 x 17″ & 1.4 X 17, 5 Spoke Alloy
Rear & Wheel SizeTubetype Unidirectional – 100 / 90 x 17″ & 2.15 X 17, 5 Spoke Alloy
Fuel TankTotal litres(reserve, usable)
Capacity : 8 litres,Reserve : 2.5 litres (1.6 litres usable)
ElectricalsSystem 12 V Full DCHeadlamp (Low/High Beam- Watts)
35/35 W with 2 pilot lamps
DimensionsWheelbase 1325 (mm)Ground clearance 170 mmKerb Weight 122 KgKey FeaturesAuto Choke YesClip-on handle bar YesSpeedometer DigitalTachometer Digital type with analog displayFuel gauge DigitalTripmeter DigitalWheel type Alloy
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DISCOVER135 DTS-Fi
Bajaj Motors launches the yet another variant called Discover DTS-Fi. It has the
world’s first 4 stroke digital twin spark fuel injected engine of 220 cc. This ravishing
variant has a unique digital speedometer along with engine malfunction indicator
which would convey any malfunction to the user. Discover 220 DTS-Fi is the India’s
first bike to deliver a high wattage of H7, 55W of light that ensures the constant
illumination at all times. Other salient features are as follows:
High Oil Temperature indicator
Low Battery Voltage indicator
Choked Air Filter indicator
Low Engine Oil Level indicator
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Chapter 2
Research Design
“A Study on customer satisfaction towards Bajaj Discover”
STATEMENT OF THE PROBLEM
The research problem selected for the analysis entitled customer satisfaction towards
Bajaj Discover at Varadha Enterprise Bangalore. This topic is selected because Bajaj
Discover is one of the largest selling two wheeler in India and to know the strength
and weakness of this two wheeler.
SCOPE OF STUDY
The area of is limited to the segment selected within the town of Bangalore,
Karnataka. Further scope is narrowed down only to the study of the identified
segments.
OBJECTIVES OF THE STUDY
To measure how the customer preserves your performance against men
requirements comparing that of your competitors.
To understand dissatisfaction of customers
To make the necessary product, services or organizational changes to achieve
the ideal level of service.
To make necessary suggestions based on the findings.
28
TYPE OF RESEARCH
The present study is diagnostic descriptive type of research, which focus in the impact
of customer satisfaction towards Bajaj Discover at Varadha enterprises.
METHODS OF DATA COLLECTION
SAMPLING DESIGN
Sampling Method
Simple random sampling, a non-probability sampling method was used to select
respondents to conduct the study.
Sample size
The size of the sample is 100. Only 100 respondents were interviewed with
the help of questionnaire keeping in mind the time and cost constraints.
29
SOURCES OF DATA COLLECTION
The information relevant for the study was drawn from secondary data, which alone
was not sufficient. Primary data was collected through survey method using
questionnaire to conduct the study successfully. A questionnaire was designed for this
purpose.
Tools of data collection
Statistical tools such as tabulation, drawing of percentages, construction of
charts, for analysis from the raw data is widely used.
Primary data
The primary data used for the purpose of preparing questioner and distributing it to
the customers of the Bajaj Discover.
.
Secondary data
Secondary data was collected by the following means:
Refers of newspaper
Magazines
Website
Various types of advertisements
30
PLAN OF ANALYSIS
Raw primary data has been collected with the help of questioner. The raw data has
been with the help of table. Conclusion have been drawn which is followed by
recommendation and suggestions, keeping the objectives in mind through out of the
study.
LIMITATIONS OF THE STUDY
The research does not cover the whole market of Karnataka.
The bias of the respondents may pose as a limitation of the study.
The sample size was confined to hundred respondents keeping in view
time and cost constraints.
The survey was conducted only in urban sectors respondents. Thus it
cannot be generalized.
Due to constraints in depth research work could not be carried out.
31
Chapter 3
COMPANY PROFILE
The Bajaj Group came into existence by Jamanalal Bajaj, founder of the Bajaj Group,
during the turmoil and the heady euphoria of India's freedom struggle. The integrity,
dedication, resourcefulness and determination to succeed which are characteristic of the
company today, are often traced back to its birth during those long days of relentless
devotion to a common cause.
Kamalnayan, the eldest son OF Jamanalal Bajaj, succeeded his father in 1942, at the age
of twenty-seven. Putting the Nation before business, he devoted himself to the latter
only after India achieved independence in 1947. But when he did so, he put his heart
and soul into it. Within a short while, he not only consolidated the Group, but also
diversified into various manufacturing activities, elevating the Group to the status it
enjoys till this day.
Rahul Bajaj today heads the Group. He has been the Chief Executive Officer of Bajaj
since 1968 and is recognized as one of the most outstanding business leaders in India.
As dynamic and ambitious as his illustrious predecessors, he has been recognized
for his achievements at various national and international firms.
Bajaj is currently India's largest two and three-wheeler manufacturer and one of the
biggest in the world. Bajaj has long left behind its annual turnover of Rs. 72 million
(1968), to currently register an impressive figure of Rs. 42.16 billion (US $936
million).
Established in 1945, Bajaj Auto ltd. was incorporated as a trading company. Till
1959, they imported scooters and three-wheelers from Italy and sold them in India.
The company got a production license in the year 1959 and fastened the technical
collaboration with Italian PIAGGIO in 1960.
32
The company started producing scooters in the year 1961 and followed three-wheelers
production in 1962. Its collaboration with Piaggio expired in 1971 and since then,
their scooters and three-wheelers are being sold with the brand name “BAJAJ”.
Maharashtra Scooters Ltd., a company with 24% equity participation BY THE
COMPANY AND 27% PARTICIPATION FROM Maharashtra State Government’s
Western Maharashtra Development Corp. was formed in the year 1975 under the
“Horizontal transfer of technology” policy.
The first production unit is located at Satara, Maharashtra. The unit continues to
collect scooters from CKDs supplied by the company. These scooters are marketed
through the company’s distribution network and under the company’s brand name. In
1984, the second production plant was set up at Aurangabad, Maharashtra. This plant
started scooter production in 1986, three-wheeler production in 1987 and scooterettes
and motorcycle facilities were commissioned in 1990 & 1991 respectively.
Today the company has become a market leader with annual production In excess of
1.35 million units which was about 4000 units in 1961. These days Baja Auto Lt. has
started offering products in all segments (mopeds, scooters, motor cycles, three
wheelers).
GROUP OF COMPANIES:
Group comprises of 27 companies and was founded in the year 1926. The important
companies in the group are:-
Bajaj Auto Ltd., 2 and 3 wheelers
Maharashtra Scooters 2 wheelers
Bajaj Auto Finance Ltd., Finance Company
Mukund Ltd., Steel
Bajaj Hindustan Ltd., Sugar, Industrial Alcohol
Bajaj Electrical Ltd., Magnetos, Lamps, Fans and other Electrical
Appliances, Dye Casting Components.
33
PRODUCT LINE DEVELOPMENT:
Nov 29, 1945 : Bajaj Auto comes into existence as M/s. Bachraj
Trading corporation Private Limited.
1948 : Sales in India commence by importing two and Three Wheelers.
1959 - 1960 : Bajaj Auto becomes a public limited company. Bhoom’sPooja of
Akrudi Plant.
1960-1970 : Bajaj Auto rolls out 100000th vehicle.
1971 : The three wheeler goods carrier is introduced.
1972 : The Bajaj Chetak is introduced.
1976 : The Bajaj Super is introduced.
1976 - 1977 : Bajaj Auto achieves production and sale of 100000 Vehicles in single
financial year.
1077 : The rear engine Auto Rickshaw is introduced.
1981 : The Bajaj M - 50 is introduced.
1985 : Production commences at Valley, Aurangabad in a record time of 16 months.
1986 - 1987 : The Bajaj M-80 and Kawasaki Bajaj KB100 Motorcycles are
introduced.500000 vehicles produced and sold in a single financial year.
1990 : The Bajaj Sunny is introduced.
1991 : The Kawasaki Bajaj 4S Champion is introduced.
1994 : The Bajaj Classic is introduced.
1994 – 1995 : One million more vehicles produced and sold inthisfinancial year.
1995 : Agreements signed with Kubota of Japan for the
development of diesel engine for three-wheeler and moped development.
1997 : The Kawasaki Bajaj Boxer and the R.E. diesel
AutoRickshaw are introduced.34
199 : June 7th Kawasaki Bajaj Caliber Roll out of waluj.
July 25th legend, India’s first four stroke scooter rolls out of Akurdi.
Oct 1998 : Spirit Launched.
1999: Caliber motorcycle notches up 100,000 sales inrecordtime of 12 months.
2000 : The Bajaj Safire is introduced.
2004 : Boxer, Introduced discover135
2006 : Discover DTS-I and discover DTS-i
2007-08 : Discover 135 cc DTS-I, Discover 135 cc- DTS-fi, XCD 135 DTS-si,
2008-09 : New Variants of Discover introduced
2009-10 : New model of Discover – Discover 135 is introduced
AWARDS:
Bajaj has several national and international awards in recognition to their corporate
excellence. Here are some significant milestones.
ISO 9002 certificate awarded by the bureau verities quality inter national
(BVQI) to the moped & motor cycle.
ISO 14001 certificate awarded by the bureau verities quality inter national
(BVQI) to the moped &motor cycle.
ISO 9001 certificate awarded to the Akurdi plant by the (BVQI) in 1997.
Best productivity performance awarded for the automobile industry (1992-94)
awarded by National productivity council.
Export excellence trophy (1993-94) awarded by the engineering export
promotion council.
National awarded for outstanding export performance (1994-95) awarded by
the ministry of commerce, Government of India.
35
GLOBAL PRESENCE
Distribution network covers 50 countries
250,204 units exported in 2005-06
Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central
America, Peru and Egypt.
Largest exporter of three-wheelers; over 75,297 units exported in 2005-06.
ACCOMPLISHMENTS
Bajaj Auto continued to be India’s largest exporter of two and three wheelers, during
2005-06, it exported 250,204 two and three- wheelers---- which represented a growth
of27 percent over 2004-05. Experts now constitute 11 percent in volume terms and 12
percent of its value of net sales.
DEALER PROFILE:
Company Name : VARADHA ENTERPRISES
Established : 2004
Registered Office : NO.1887|1,4thcross,
HENNUR MAIN ROAD.
St.THOMAS TOWN POST,
KACHARAKANAHALLI,
BANGALORE 84
36
SHOW ROOM DETAILS
Varadha enterprises was started in 2004 by A. Baranidaran on Hennur main road. The
company has a total of 13 employees including 5 mechanics who takes care of the
after sales servicing of the bikes.
The showroom sells anywhere from 50 to 100 bikes a month and is the main
distributor of discover bikes in Hennur. The main strengths of the show room are
1) The location of the showroom is ideal
2) Little competition from other dealers
3) Good prices and good after-sales services
37
Chapter4
ANALYSIS AND INTERPRETATION
The analysis has been done based on detailed questionnaire
There are two types of analysis done in the
1. CODING AND TABULATION
2. GRAPHICAL REPRESENTATION
1. CODING AND TABULATION
Tabular representation is the systematic representation of data in rows and columns
through tables a table makes the data more clear and it enable the reader to make
quick comparison
2. GRAPHICAL REPRESENTATION
DIAGRAMS
(a) Bar Diagram
The Bar or column diagram consists of repeated bar or column bar being rectangle of
equal width the bar can be vertical or horizontal the width of the bar should be
uniform throughout the diagram the gap between one bar and another is uniform
throughout.
38
(b) Pie diagram
If you want to show an aggregate and its division into various parts a circle maybe
drawn and divided into various sectors, each sector represents each division, since full
angle of 360 degree around the centre of the circle represents the old data (i.e. 100%)
each sector will have angle at the centre got by the formulae.
39
SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THEIR AGE.
SAMPLE SIZE 100
SL NO AGE NO OF RESPONDENTS
PERCENTAGE %
1 BELOW 30 80 80
2 BETWEEN 20-50 17 17
3 ABOVE 50 3 3
TOTAL 100 100
TABLE 4.1
ANALYSIS
From the above it can be inferred that 80% of the respondents were in the age group
of below 30 years, 17% between 30-50 years, and remaining 3% were above 50 years.
40
GRAPH SHOWING AGE GROUP OF THE CUSTOMERS.
SAMPLE SIZE 100
0
10
20
30
40
50
60
70
80
90
80
17
3
BELOW 30 BETWEEN 30 - 50 ABOVE 50
FIGURE 4.1
INFERENCE
Majority of the respondents who prefer to ride the Bajaj Discover are in the
age group of below 30 years.
41
SHOWING THE PROFILE OF THE RESPONDENTS BASED ON
THE GENDER
SAMPLE SIZE
100
SL NO GENDER NO OF RESPONDENTS
PERCENTAGE %
1 MALE 100 100
2 FEMALE 0 0
TOTAL 100 100
TABLE 4.2
ANALYSIS
From the above table it can be inferred that 100% of the respondents were male.
GRAPH SHOWING GENDER OF THE CUSTOMERS
42
MALE100%
FIGURE 4.2
INFERENCE
Majority of the respondents belongs to the male group thus it can be observed
that males play an important role in purchasing decision.
43
SHOWING THE PROFILE OF THE RESPONDENTS BASED ON
THE OCCUPATION
SAMPLE SIZE
100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 STUDENT 20 20
2 BUSINESS 8 8
3 SERVICE 21 21
4 PROFESSIONAL 51 51
TOTAL 100 100
TABLE 4.3
ANALYSIS
From the above table it can be inferred that 20% of the respondents were students, 8%
of the respondents were business while 21% belongs to the service sector and 51%
belonging to the professionals.
GRAPH SHOWING OCCUPATION OF THE CUSTOMERS
44
0
10
20
30
40
50
60
20
8
21
51
STUDENT BUSINESS SERVICE PROFESSIONAL
FIGURE 4.3
INFERENCE
Majority of the respondents belongs from Professional group as an occupation.
TABLE SHOWING THE PROFILE OF THE RESPONDENTS
BASED ON THE MONTHLY INCOME.45
SAMPLE SIZE
100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 BELOW 20 49 49
2 BETWEEN 20-50
45 45
3 ABOVE 50 6 6
TOTAL 100 100
TABLE 4.4
ANALYSIS
From the above it can be predicted that 49% of the respondents were earning less than
20,000 per month, where 45% of the respondents were earning between 20,000-
50,000 and the rest of the 6% respondents were the customers earning above 50,000.
GRAPH SHOWING MONTHLY INCOME OF THE CUSTOMERS
46
0
5
10
15
20
25
30
35
40
45
50
4945
6
BELOW 20 BETWEEN 20-50 ABOVE 50
FIGURE 4.4
INFERENCE
Majority of the respondents belongs to the group where the monthly earning is
below 20,000.
SHOWING HOW THE CUSTOMERS CAME TO KNOW ABOUT
THE BAJAJ DISCOVER.
47
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 NEWS PAPER 15 15
2 MAGAZINE 17 17
3 TV ADVT 30 30
4 FRIENDS & RELATIVES
38 38
TOTAL 100 100
TABLE 4.5
ANALYSIS
From the above data it can be represented the maximum customers came to know
about the Bajaj Discover through their friends and relative that is 38%, and 30%
respondents were got to know about Bajaj Discover through TV advertisements,
where 17% and 15% respondents came to know about Bajaj Discover through
magazines and news paper respectively.
GRAPH SHOWING HOW THE CUSTOMERS HOW THE
CUSTOMERS CAME TO KNOW ABOUT BAJAJ DISCOVER
48
NEWS PAPER 15%
MAGAZINES17%
TV ADVT30%
FRIENDS & RELATIVE38%
FIGURE 4.5
INFERENCE
Majority of the respondents came to know about the Bajaj discover through
their friends and relatives.
SHOWING THE PROFILE OF THE RESPONDENTS WHAT MADE THEM TO GO FOR BAJAJ DISCOVER
SAMPLE SIZE 100
49
SL NO IMPORTANCEREASON
NO OF RESPONDENTS
PERCENTAGE %
1 Price 4 4
2 Mileage 6 6
3 Style 31 31
4 Pickup 43 43
5 Low Maintenance Cost
16 16
TOTAL 100 100
TABLE 4.6
ANALYSIS
From the above table it is clear that 4% of the respondents are satisfied with
the price of the Bike, 6% of the respondents are satisfied with the mileage of the Bike,
31% of the respondents are satisfied with the pickup of the Bike, 16% of the
respondents are satisfied with the low maintenance cost of the Bike.
GRAPH SHOWING THE PROFILE OF THE RESPONDENTS
WHAT MADE THEM TO GO FOR BAJAJ DISCOVER
50
0
5
10
15
20
25
30
35
40
45
46
31
43
16
PRICE MILEAGE STYLEPICKUP LOW MAINTENANCE COST
FIGURE 4.6
INFERENCE
Most of the respondents go for discover because of its Pick-Up and style.
ARE YOU EXPECTING ANY KIND OF MODIFICATION IN EXISTING DISCOVER MODEL
SAMPLE SIZE 100
51
SL NO IMPORTANCEREASON
NO OF RESPONDENTS
PERCENTAGE %
1 YES 40 40
2 NO 60 60
TOTAL 100 100
TABLE 4.7
ANALYSIS
According to the analysis 40% of respondents were wanting modifications in
existing discover models.
And 60% respondents were doing not want any other modification in discover
model
52
GRAPH SHOWING CUSTOMER’S EXPECTATION
REGARDING MODIFICATION IN EXISTING DISCOVER
MODEL
Category 10
10
20
30
40
50
60
70
40
60
YES NO
FIGURE 4.7
INFERENCE
Majority of the respondents do not expecting any other modification in
existing models of discover.
53
SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE
BASIS OF THEIR BIKE’S MILEAGE
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 60 KM/LTR & ABOVE
0 0
2 50-60 KM/LTR 14 14
4 40-50 KM/LTR 59 59
5 BELOW 40 KM/LTR
27 27
TOTAL 100 100
TABLE 4.8
ANALYSIS
The graphical representation shows th7at 0% of the respondents bike’s
mileage 60 km and above 60 km/ltr
The 14% of the respondents bikes mileage between 50-60 km/ltr
The 59% of the respondents bike’s mileage between 40-50 km/ltr
The 27% of the respondents bikes mileage is below 40 km/hr
54
GRAPH SHOWING THE PROFILE OF THE RESPONDENTS ON THE BASIS OF THEIR BIKES MILEAGE
Category 10
10
20
30
40
50
60
70
0
14
59
27
60 KM/LTR & ABOVE 50-60 KM/LTR 40-50 KM/LTR BELOW 40 KM/LTR
FIGURE 4.8
INFERENCE
Majority of the respondents bikes mileage is in between of 40-50 km/ltr
55
SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION WITH THEIR BIKES
MILEAGE
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 EXTREMELY SATISFIED
6 6
2 SATISIFIED 41 41
4 SOME WHAT SATISFIED
41 41
5 NOT SATISIFIED 12 12
TOTAL 100 100
TABLE 4.9
ANALYSIS
The graphical representation shows that 6% respondents were extremely
satisfied with the bikes mileage
The 41% of the respondents were satisfied with bikes mileage
The 41% of respondents were somewhat satisfied with bikes mileage
Where only 12% customers were not satisfied
56
GRAPH SHOWING CUSTOMERS SATIFACTION WITH THEIR BIKES MILEAGE
0
5
10
15
20
25
30
35
40
45
6
41 41
12
EXTREMELY SATISFIED SATISIFIEDSOME WHAT SATISFIED NOT SATISFIED
FIGURE 4.9
INFERENCE
Majority of the respondents are satisfied with the bikes mileage.
57
SHOWING THE RESPONDENTS VIEW TOWARDS THE
POWER & PICK-UP OF BAJAJ DISCOVER
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 EXTREMELY SATISFIED
10 10
2 SATISIFIED 78 78
4 SOME WHAT SATISFIED
10 10
5 NOT SATISIFIED 2 2
TOTAL 100 100
TABLE 4.10
ANALYSIS
From above graph it comes to know that 10% of the respondents are extremely
satisfied with power and pick-up of the bike, 78% of the respondents are satisfied
with power and pick-up of the bike, 10% of the respondents are somewhat satisfied
with power and pick-up of the bike, 2% of the respondents are not satisfied with
power and pick-up of the bike.
58
GRAPH SHOWING THE RESPONDENTS TOWARDS THE POWER AND PICK-UP OF BAJAJ DISCOVER
Category 10
10
20
30
40
50
60
70
80
90
10
78
10
2
EXTREMELY SATISFIED SATISFIEDSOME WHAT SATISFIED NOT SATISIFIED
FIGURE 4.10
INFERENCE
Majority of the respondents 78% are satisfied with the bikes power and pick-
up.
59
SHOWING CUSTOMER FEEDBACK TOWARDS THE MAINTENANCE COST OF THE BIKE
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 EXTREMELY SATISFIED
5 5
2 SATISIFIED 66 66
4 SOME WHAT SATISFIED
25 25
5 NOT SATISIFIED 4 4
TOTAL 100 100
TABLE 4.11
ANALYSIS
From above graph comes to know that 5% of the respondents are extremely satisfied
with cost of maintenance of the bike, 66% of the respondents are satisfied with cost of
maintenance of the bike, 25% of the respondents are somewhat satisfied with cost of
maintenance of the bike,4% of the respondents are not satisfied with cost of
maintenance of the bike.
60
GRAPH SHOWING CUSTOMERS FEED BACK TOWARDS THE
MAINTENANCE COST OF THE BIKE
0
10
20
30
40
50
60
70
5
66
25
4
EXTREMELY SATISFIED SATISFIEDSOME WHAT SATISFIED NOT SATISFIED
FIGURE 4.11
INFERENCE
Majority of the respondents 66% are satisfied with the cost of maintenance of
the bike.
61
SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 EXTREMELY SATISFIED
32 32
2 SATISIFIED 56 56
4 SOME WHAT SATISFIED
12 12
5 NOT SATISIFIED 0 0
TOTAL 100 100
TABLE 4.12
ANALYSIS
From the data it is clear that 32% of the respondents are extremely satisfied with riding comfort and safety of the bike 56% of the respondents are satisfied with riding comfort and safety of the bike 12% of the respondents are somewhat satisfied with the riding comfort and safety of the bike.
62
GRAPH SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY
0
10
20
30
40
50
60
32
56
12
0
EXTREMELY SATISFIED SATISFIED SOMEWHAT SATISFIED NOT SATISFIED
GRAPH 4.12
INFERENCE
Most of the respondents are satisfied with the riding comfort and safety
63
SHOWING THE FEEDBACK OF THE RESPONDENTS AND THEIR CLASSIFICATION ON THE BASIS OF RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 EXCELLENT 17 17
2 GOOD 56 56
4 MODERATE 19 19
5 POOR 8 8
TOTAL 100 100
TABLE 4.13
ANALYSIS
The graphical representation shows that 70% of the respondents were highly
satisfied with the responsiveness of the dealer towards their complaints
The 56% of the respondents were just satisfied
19% of the respondents were nearly satisfied with the responsiveness of the
dealer towards their complaints
Where only 8% of the customers were unsatisfied
64
GRAPH SHOWING RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS
Category 1
0
10
20
30
40
50
60
17
56
19
8
EXCELLENT GOOD MODERATE POOR
FIGURE 4.13
INFERENCE
Most of the respondents feel that responsiveness of the dealer towards the
complaints is good
65
SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISIFACION AFTER SALES SERVICE FROM THE DEALER
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 YES 62 62
2 NO 38 38
TOTAL 100 100
TABLE 4.14
ANALYSIS:-
According to the analysis 62% of the respondents were satisfied with the after
sales services from dealer.
And 38% respondents were not satisfied.
66
GRAPH SHOWING SATISFACTION AFTER SALE SERVICES FROM THE DEALER
Category 10
10
20
30
40
50
60
70
62
38
YES NO
FIGURE 4.14
INFERENCE
Most of the respondents are satisfied with the after sales services from the dealer
67
SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE QUALITY AFTER SALE AND SERVICES OF BAJAJ DISCOVER
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 EXCELLENT 8 8
2 GOOD 47 47
3 AVERAGE 27 27
4 POOR 18 18
TOTAL 100 100
TABLE 4.15
ANALYSIS
8% of the respondents found the quality after sales and service of Bajaj
Discover excellent
47% of the respondents found it just good
27% respondents were nearly satisfied with the quality after sales and service
of Bajaj Discover
And 18% respondents found it poor
68
GRAPH SHOWING THE QUALITY AFTER SALE AND SERVICES OF BAJAJ DISCOVER
0
5
10
15
20
25
30
35
40
45
50
8
47
27
18
EXCELLENT GOOD AVERAGE POOR
FIGURE 4.15
INFERENCE
Majority of the respondents 47% are satisfied with the quality after sales and service of the Bajaj Discover
69
CUSTOMERS SATISFIED WITH SPARE PARTS AVAILABILITY AT SERVICE CENTRE
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 YES 90 90
2 NO 10 10
TOTAL 100 100
TABLE 4.16
ANALYSIS
According to the analysis 90% of the respondents were satisfied with the spare
parts availability at the service centre
And 10% of the respondents were not satisfied
70
GRAPH SHOWING THE SPARE AVAILABILITY AT THE
SERVICE CENTRE
Category 10
10
20
30
40
50
60
70
80
90
10090
10
YES NO
FIGURE 4.16
INFERENCE
90% of the respondents are satisfied with availability of the spare parts at service centre
71
TABLE SHOWING THE FEEDBACK OF RESPONSIBILITIES AND THEIR CLASSIFICATION ON THE BASIS OF RELIABILITY OF BIKE
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 VERY RELIABLE
35 35
2 RELIABLE 64 64
3 NOT RELIABLE 1 1
TOTAL 100 100
TABLE 4.17
ANALYSIS
35% of the respondents feel their product was very reliable 64% respondents found it just reliable And only 1% respondents said it was not reliable
72
GRAPH SHOWING THE LEVEL OF RELIABILITY OF BIKE
Category 10
10
20
30
40
50
60
70
35
64
1
VERY RELIABLE RELIABLE NOT RELIABLE
FIGURE 4.17
INFERENCE
64% respondents feel that reliability of bike is good
73
SHOWING THE RESPONDENTS EXPECTING NEW
VERSION OF DISCOVER BY BAJAJ
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 YES 65 65
2 NO 35 35
TOTAL 100 100
TABLE 4.18
ANALYSIS
According to the analysis 65% respondents were expecting new version of pulsat by Bajaj
And 35% respondents were not expecting new version of discover by Bajaj
74
GRAPH SHOWING EXPECTING NEW VERSION OF DISCOVER BY BAJAJ
65%
35%
YES NO
FIGRURE 4.18
INFERENCE
Majority of the respondents 65% are expecting new version of Discover by Bajaj
75
SHOWING THE RESPONDENTS RECOMMEND BUYING THE BAJAJ DISCOVER
SAMPLE SIZE 100
SL NO PARTICULAR NO OF RESPONDENTS
PERCENTAGE %
1 DEFINITELY YES
71 71
2 SOME EXTENT 23 23
3 MAY BE 5 5
4 NEVER 1 1
TOTAL 100 100
TABLE 4.19
ANALYSIS
The graphical representation shows that 715 of the respondents will definitely recommend others to buy the Bajaj discover
23% of the respondents will recommend others to buy the Bajaj Discover to some extent
5% respondents may recommend others to buy Bajaj Discover And only 1% respondents said they will recommend others to buy Bajaj
discover
76
BASED ON PERFPORMANCE/ QUALITY OF THE PRODUCT ,
WILL YOU RECOMMEND OTHERS TO BUY
Category 10
10
20
30
40
50
60
70
8071
23
51
DEFINIETELY YES SOME EXTENT MAYBE
FIGRURE 4.19
INFERENCE
Most of the respondents feel that on the basis of performance/ quality they will
recommend others to buy the Bajaj Discover
77
Chapter5
FINDINGS
The below given inferences where actually delivered
Majority of the respondents who prefer to ride the Bajaj Discover are in the age
group of below 30 years.
Majority of the respondents belongs to the male group thus it can be observed that
males play an important role in purchasing decision
. Majority of the respondents belongs from Professional group as an occupation
Majority of the respondents belongs to the group where the monthly earning is
below 20,000.
Majority of the respondents came to know about the Bajaj discover through their
friends and relatives.
Majority of the respondents using Bajaj discover 150cc i.e. 79% and Bajaj
Discover135 cc i.e. 10%.
Most of the respondents go for discover because of its Pick-Up and style.
Majority of the respondents do not expecting any other modification in existing
models of discover.
Majority of the respondents bikes mileage is in between of 40-50 km/ltr.
Majority of the respondents are satisfied with the bikes mileage.
Majority of the respondents 78% are satisfied with the bikes power and pick-up.
Majority of the respondents 66% are satisfied with the cost of maintenance of the
bike.
Most of the respondents are satisfied with the riding comfort and safety.
Most of the respondents feel that responsiveness of the dealer towards the
complaints is good.
Most of the respondents are satisfied with the after sales services from the dealer.
Majority of the respondents 47% are satisfied with the quality after sales and
service of the Bajaj Discover.
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90% of the respondents are satisfied with availability of the spare parts at service
centre
64% respondents feel that reliability of bike is good.
Majority of the respondents 65% are expecting new version of Discover by Bajaj.
Most of the respondents feel that on the basis of performance/ quality they will
recommend others to buy the Bajaj Discover.
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SUGGESTIONS
Based on the findings of the study stating some of the important suggestions that the
company can really go for to extend its operation, market-share, profit and so on.
1. CONCENTRATE ON EFFECTIVE AND INFORMATIVE
ADVERTISEMENT STRATEGY
In order to attract and retain the customers the company should
a. Develop both the informative and attractive advertisement strategies
b. Company should go for advertising about the product in almost all the
medias
c. Regular modifications should be the content of the advertisement
d. The presentation of the advertisement should be appealing to the customer
2. REWARDS FOR THE BEST DEALERS
In the present competitive markets, a company can be develop on its own efforts.
It has to depend on others, i.e. it has to take effective support from its dealers . To
get effective support it has to study and motivate them like:
The company has to provide rewards, awards, offers, discount to its dealers to
promote its products very effectively in the domestic market. If implemented
definitely they may lend to tremendous increase in the turnover of the company
3. EFFICIENCY IN AFTER SALES SERVICE:
Retaining few satisfied customer is as good as attracting ten new customers . It
implies that a company can easily increases the number of its customers but is
very difficult to retain them.
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In order to retain the customers especially the company should:
a. Give more importance to the quality of the sales service.
b. Remind the customer as to when they have to get their vehicles serviced.
c. Give tips to them on maintenance of vehicles
4. CUSTOMER RESEARCH STUDY:
This is also one of the important tools to the company to know that extra facilities
the customers are expecting from the company and how they are comparing out
vehicles with vehicles of computers etc...
As most of the customers expecting that the improvement should be done on the
seating of bajajdiscover, it is necessary for the company to concentrate on this
aspect. This is because one should feel comfortable in riding; this intern depends
on the seating arrangement of the vehicles.
5. PROMOTIONAL STRATEGIES:
Festival offers, Exchange melas, offer of gold coins and other valuable things can
be introduced in order to increase its turnover. Provide the financial schemes to
increase the sales.
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CONCLUSION
From the study it is concluded that majority of the customers are satisfied by the
DISCOVER rendered by Bajaj.
While doing this project I came to know how challenging it is to satisfy the present
day customers, I also realized various types of customers right from those who have
genuine to ego kind of problems, but how important it is to satisfy all of them.
During the course of project i also understood that all customers cannot be satisfied all
the times it is only how well can we come to the satisfaction level, which actually
matters.
It is also understood that the volume of customers is mainly from the youth section
and is mainly male population which means that the company should be more youth
centric and at the same time should have a different marketing strategy for the elder
population as they need to be pushed to the market.
QUESTIONNAIRE
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(A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ Discover)
Respondents Profile
Name:
Age:
(a) Below 30
(b) between 30-50
(c) above
Gender:
(a) Male
(b) Female
Occupation:
a) student
b) business
c) Service
d) profession------------
Monthly income (in thousands)
a) Below 20 ------------
b) between 20-50------------
c) above-------------------
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1) How did you come to know about Bajaj Discover?
a) Newspaper---------------
b) Magazines--------------
c) TV Advt--------
d) Friends and relatives
2) What is the main reason that made you to go for Bajaj Discover?
a. Price-----
b. Mileage------
c. Style-------
d. Pick-up-------
e. Low Maintenance cost------
3) Are you expecting any other modification in existing models of
Bajaj Discover?
a) Yes ------
b) No --------
4) Mileage your Bike giving?
a. 60 km/ltr and above----
b. 50-6- km/ltr-------------
c. 40-5- km/ltr-----
d. Below 40 km/ltr---
5) Are you satisfied with bike’s mileage?
a. Extremely satisfied -------
b. satisfied-------
c. somewhat satisfied ---------
d. not satisfied-----
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6) Are you satisfied with bike’s power and pickup?
a) Extremely satisfied-------
b) satisfied-------
c) somewhat satisfied---------
d) not satisfied-----
7) Are you satisfied with the cost of maintenance of your bike?
a. Extremely satisfied-------
b. satisfied-------------
c. somewhat satisfied---------
d. not satisfied-----
8) Do you have riding comfort and safety?
a. Extremely satisfied-------
b. satisfied-------
c. somewhat satisfied---------
d. not satisfied-----
9) Do you promptly get response from your dealer regarding complaints?
a. Yes------
b. No-----
10) Are you satisfied with after sales service from dealer?
1) Yes------
2) No------
11) What do you think about the quality “after sales service” of Discover?
a. Extremely satisfied-------
b. satisfied-------
c. some what satisfied---------
d. not satisfied-------
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12) Are you satisfied with spare parts availablity at the service centre where
you deal with?
a. Yes------
b. No-----
13) Is the product reliable?
a. Yes------
b. No-----
14) Do you expect any new version of Discover by Bajaj?
a. Yes------
b. No-----
15) Do you recommend your friends to buy Bajaj Discover?
a. Definitely yes-------
b. some extend -------
c. Never -------
Suggestion / comments if any
SIGNATURE:
THANK YOU
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BIBLIOGRAPHY
“MARKETING MANAGEMENT” - Philip Kotler
“CONSUMER BEHAVIOUR” - Suja Nair
“MARKETING RESEARCH“ - RajendraNargundakar
World wide web
o www.bajajautoltd.com
o www.teambhp.com
o www.wikipaedia.com
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