Need for the Study (Statement of the problem)

TVS motorcycles have increased its sales in the

motorcycle industry but at the same time it has failed to

get a major share in the premium segment where it had

introduced products such as apache and FieroThe

Company is facing stiff competition from other major

players like Hero Honda which has launched Hero

Honda CBZ Extreme segment Also bajaj is yet another

major player in this segment which targeted the

premium market with its pulsar 150 and other pulsars

Hence it is to understand the reasons that are taken

into consideration while purchasing a premium segment

motorcycle so it is highly important for marketer and to

know the consumer behavior in the purchase of the

product

The other two segments are the Economy segment

(which is the 100 cc

Motorcycles) and the executive segment (which is the

125 cc motorcycles) For the Economy segment Hero

Honda has targeted the market with products like

CDDawnCD-Deluxe Splendor NXG Splendor+ and

Passion Plus Bajaj Auto has targeted the Economy

segment with its Bajaj CT 100 and platina which has

the largest market share in that particular segment TVS

has got star city and Victor for the Economy segment

Premium segment is being classified as all those

motorcycles with 150 cc And above Here Hero Honda

has come out with Achiever CBZ extreme hunk and

Karizma Bajaj Auto has come out with Bajaj Pulsar and

Bajaj Avenger 200

Objectives of the study

diams To analyze buying behavior of customers

diams To access the customersrsquo expectations from the

product

diams To examine the consumerrsquos attitudes towards

different premium bikes

diams To know what influences the purchase of the product

Scope of Study

The area of scope is limited to the segment selected

within the town of Delhi Further the scope is narrowed

down only to the study of the identified segments The

result drawn from this study is expected to benefit the

dealers and the company

INDUSTRY PROFILE

INDIAN AUTOMOBILE INDUSTRY AN INTRODUCTION

With five thousand years of history behind it a five

decade young nation and the largest democracy in the

world India today has the second largest volume of

human resource in the world It has no more than 25

per cent of global land but is the home of one sixth of

the worlds population of more than 11 billion India

possesses one of the richest reserves of biodiversity

minerals and metals soils and water flora and fauna in

this part of the globe and has climatic conditions

suitable for round the year economic activity in any part

of the nation More than five decades of sustained and

planned developmental INITIATIVE IN India has fielded

substantive results on social and economic fronts

Assisted by a comprehensive performs programmed

since early 1990s GDP growth in the post perform

period has improved from an average of about 57 per

cent in the 1980s to an average of 61per cent in the

last decade making India one of the fastest growing

developing countries Indeed in the current year India

is amongst five fastest growing economies of the world

In terms of purchasing power parity (PPP) India is

worlds fourth largest economy The incidence of

poverty has continued to decline and population growth

has also decelerated below 2 per cent for the first time

in four decades However like the rest of the world last

two years of general economic slow down has adversely

affected India also However the strong fundamentals

of the Indian economy have not permitted pace of

growth to decelerate much

INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION

In India as in many other countries the auto industry is

one of the largest industries It is one of the key sectors

of the economy The industry comprises of automobile

and the auto component sectors and encompasses

commercial vehicles multi utility vehicles passenger

cars two wheelers three wheelers tractors and related

auto components The industry has shown great

advances since delicensing and opening up of the sector

to Foreign Direct Investment (FDI) in 1993 It has deep

forward and backward linkages with the rest of the

economy and hence has a strong multiplier effect This

results in the auto industry being the driver of economic

growth and India is keen to use it as a lever of

accelerated growth in the

country

In India since the early 1940s when the auto industry

rolled out first passenger car

its significance in the economy has progressively

increased However from its early days until the mid-

1980s for two-wheelers and LCVs and until the early

1990s for passenger cars the focus of development of

the automotive industry has been on import

substitution The current low penetration levels in India

in all three segments of the industry namely

commercial vehicles passenger cars and two wheelers

and under-exploitation of the potential of this industry

to foster the growth of the economy have resulted in

the auto industry contributing a relatively low (nearly 5

per cent) share of industrial output in India compared to

the 8-10 percent range in other developing countries

and around 15 per cent in mature economies

During last decade conscious efforts have been made

to find-tune state policyperspective in a manner that

this industry realizes its full potential in the economy

With this the industry has shown great advances since

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Motorcycles) and the executive segment (which is the

125 cc motorcycles) For the Economy segment Hero

Honda has targeted the market with products like

CDDawnCD-Deluxe Splendor NXG Splendor+ and

Passion Plus Bajaj Auto has targeted the Economy

segment with its Bajaj CT 100 and platina which has

the largest market share in that particular segment TVS

has got star city and Victor for the Economy segment

Premium segment is being classified as all those

motorcycles with 150 cc And above Here Hero Honda

has come out with Achiever CBZ extreme hunk and

Karizma Bajaj Auto has come out with Bajaj Pulsar and

Bajaj Avenger 200

Objectives of the study

diams To analyze buying behavior of customers

diams To access the customersrsquo expectations from the

product

diams To examine the consumerrsquos attitudes towards

different premium bikes

diams To know what influences the purchase of the product

Scope of Study

The area of scope is limited to the segment selected

within the town of Delhi Further the scope is narrowed

down only to the study of the identified segments The

result drawn from this study is expected to benefit the

dealers and the company

INDUSTRY PROFILE

INDIAN AUTOMOBILE INDUSTRY AN INTRODUCTION

With five thousand years of history behind it a five

decade young nation and the largest democracy in the

world India today has the second largest volume of

human resource in the world It has no more than 25

per cent of global land but is the home of one sixth of

the worlds population of more than 11 billion India

possesses one of the richest reserves of biodiversity

minerals and metals soils and water flora and fauna in

this part of the globe and has climatic conditions

suitable for round the year economic activity in any part

of the nation More than five decades of sustained and

planned developmental INITIATIVE IN India has fielded

substantive results on social and economic fronts

Assisted by a comprehensive performs programmed

since early 1990s GDP growth in the post perform

period has improved from an average of about 57 per

cent in the 1980s to an average of 61per cent in the

last decade making India one of the fastest growing

developing countries Indeed in the current year India

is amongst five fastest growing economies of the world

In terms of purchasing power parity (PPP) India is

worlds fourth largest economy The incidence of

poverty has continued to decline and population growth

has also decelerated below 2 per cent for the first time

in four decades However like the rest of the world last

two years of general economic slow down has adversely

affected India also However the strong fundamentals

of the Indian economy have not permitted pace of

growth to decelerate much

INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION

In India as in many other countries the auto industry is

one of the largest industries It is one of the key sectors

of the economy The industry comprises of automobile

and the auto component sectors and encompasses

commercial vehicles multi utility vehicles passenger

cars two wheelers three wheelers tractors and related

auto components The industry has shown great

advances since delicensing and opening up of the sector

to Foreign Direct Investment (FDI) in 1993 It has deep

forward and backward linkages with the rest of the

economy and hence has a strong multiplier effect This

results in the auto industry being the driver of economic

growth and India is keen to use it as a lever of

accelerated growth in the

country

In India since the early 1940s when the auto industry

rolled out first passenger car

its significance in the economy has progressively

increased However from its early days until the mid-

1980s for two-wheelers and LCVs and until the early

1990s for passenger cars the focus of development of

the automotive industry has been on import

substitution The current low penetration levels in India

in all three segments of the industry namely

commercial vehicles passenger cars and two wheelers

and under-exploitation of the potential of this industry

to foster the growth of the economy have resulted in

the auto industry contributing a relatively low (nearly 5

per cent) share of industrial output in India compared to

the 8-10 percent range in other developing countries

and around 15 per cent in mature economies

During last decade conscious efforts have been made

to find-tune state policyperspective in a manner that

this industry realizes its full potential in the economy

With this the industry has shown great advances since

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

diams To examine the consumerrsquos attitudes towards

different premium bikes

diams To know what influences the purchase of the product

Scope of Study

The area of scope is limited to the segment selected

within the town of Delhi Further the scope is narrowed

down only to the study of the identified segments The

result drawn from this study is expected to benefit the

dealers and the company

INDUSTRY PROFILE

INDIAN AUTOMOBILE INDUSTRY AN INTRODUCTION

With five thousand years of history behind it a five

decade young nation and the largest democracy in the

world India today has the second largest volume of

human resource in the world It has no more than 25

per cent of global land but is the home of one sixth of

the worlds population of more than 11 billion India

possesses one of the richest reserves of biodiversity

minerals and metals soils and water flora and fauna in

this part of the globe and has climatic conditions

suitable for round the year economic activity in any part

of the nation More than five decades of sustained and

planned developmental INITIATIVE IN India has fielded

substantive results on social and economic fronts

Assisted by a comprehensive performs programmed

since early 1990s GDP growth in the post perform

period has improved from an average of about 57 per

cent in the 1980s to an average of 61per cent in the

last decade making India one of the fastest growing

developing countries Indeed in the current year India

is amongst five fastest growing economies of the world

In terms of purchasing power parity (PPP) India is

worlds fourth largest economy The incidence of

poverty has continued to decline and population growth

has also decelerated below 2 per cent for the first time

in four decades However like the rest of the world last

two years of general economic slow down has adversely

affected India also However the strong fundamentals

of the Indian economy have not permitted pace of

growth to decelerate much

INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION

In India as in many other countries the auto industry is

one of the largest industries It is one of the key sectors

of the economy The industry comprises of automobile

and the auto component sectors and encompasses

commercial vehicles multi utility vehicles passenger

cars two wheelers three wheelers tractors and related

auto components The industry has shown great

advances since delicensing and opening up of the sector

to Foreign Direct Investment (FDI) in 1993 It has deep

forward and backward linkages with the rest of the

economy and hence has a strong multiplier effect This

results in the auto industry being the driver of economic

growth and India is keen to use it as a lever of

accelerated growth in the

country

In India since the early 1940s when the auto industry

rolled out first passenger car

its significance in the economy has progressively

increased However from its early days until the mid-

1980s for two-wheelers and LCVs and until the early

1990s for passenger cars the focus of development of

the automotive industry has been on import

substitution The current low penetration levels in India

in all three segments of the industry namely

commercial vehicles passenger cars and two wheelers

and under-exploitation of the potential of this industry

to foster the growth of the economy have resulted in

the auto industry contributing a relatively low (nearly 5

per cent) share of industrial output in India compared to

the 8-10 percent range in other developing countries

and around 15 per cent in mature economies

During last decade conscious efforts have been made

to find-tune state policyperspective in a manner that

this industry realizes its full potential in the economy

With this the industry has shown great advances since

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

possesses one of the richest reserves of biodiversity

minerals and metals soils and water flora and fauna in

this part of the globe and has climatic conditions

suitable for round the year economic activity in any part

of the nation More than five decades of sustained and

planned developmental INITIATIVE IN India has fielded

substantive results on social and economic fronts

Assisted by a comprehensive performs programmed

since early 1990s GDP growth in the post perform

period has improved from an average of about 57 per

cent in the 1980s to an average of 61per cent in the

last decade making India one of the fastest growing

developing countries Indeed in the current year India

is amongst five fastest growing economies of the world

In terms of purchasing power parity (PPP) India is

worlds fourth largest economy The incidence of

poverty has continued to decline and population growth

has also decelerated below 2 per cent for the first time

in four decades However like the rest of the world last

two years of general economic slow down has adversely

affected India also However the strong fundamentals

of the Indian economy have not permitted pace of

growth to decelerate much

INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION

In India as in many other countries the auto industry is

one of the largest industries It is one of the key sectors

of the economy The industry comprises of automobile

and the auto component sectors and encompasses

commercial vehicles multi utility vehicles passenger

cars two wheelers three wheelers tractors and related

auto components The industry has shown great

advances since delicensing and opening up of the sector

to Foreign Direct Investment (FDI) in 1993 It has deep

forward and backward linkages with the rest of the

economy and hence has a strong multiplier effect This

results in the auto industry being the driver of economic

growth and India is keen to use it as a lever of

accelerated growth in the

country

In India since the early 1940s when the auto industry

rolled out first passenger car

its significance in the economy has progressively

increased However from its early days until the mid-

1980s for two-wheelers and LCVs and until the early

1990s for passenger cars the focus of development of

the automotive industry has been on import

substitution The current low penetration levels in India

in all three segments of the industry namely

commercial vehicles passenger cars and two wheelers

and under-exploitation of the potential of this industry

to foster the growth of the economy have resulted in

the auto industry contributing a relatively low (nearly 5

per cent) share of industrial output in India compared to

the 8-10 percent range in other developing countries

and around 15 per cent in mature economies

During last decade conscious efforts have been made

to find-tune state policyperspective in a manner that

this industry realizes its full potential in the economy

With this the industry has shown great advances since

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

affected India also However the strong fundamentals

of the Indian economy have not permitted pace of

growth to decelerate much

INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION

In India as in many other countries the auto industry is

one of the largest industries It is one of the key sectors

of the economy The industry comprises of automobile

and the auto component sectors and encompasses

commercial vehicles multi utility vehicles passenger

cars two wheelers three wheelers tractors and related

auto components The industry has shown great

advances since delicensing and opening up of the sector

to Foreign Direct Investment (FDI) in 1993 It has deep

forward and backward linkages with the rest of the

economy and hence has a strong multiplier effect This

results in the auto industry being the driver of economic

growth and India is keen to use it as a lever of

accelerated growth in the

country

In India since the early 1940s when the auto industry

rolled out first passenger car

its significance in the economy has progressively

increased However from its early days until the mid-

1980s for two-wheelers and LCVs and until the early

1990s for passenger cars the focus of development of

the automotive industry has been on import

substitution The current low penetration levels in India

in all three segments of the industry namely

commercial vehicles passenger cars and two wheelers

and under-exploitation of the potential of this industry

to foster the growth of the economy have resulted in

the auto industry contributing a relatively low (nearly 5

per cent) share of industrial output in India compared to

the 8-10 percent range in other developing countries

and around 15 per cent in mature economies

During last decade conscious efforts have been made

to find-tune state policyperspective in a manner that

this industry realizes its full potential in the economy

With this the industry has shown great advances since

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

In India since the early 1940s when the auto industry

rolled out first passenger car

its significance in the economy has progressively

increased However from its early days until the mid-

1980s for two-wheelers and LCVs and until the early

1990s for passenger cars the focus of development of

the automotive industry has been on import

substitution The current low penetration levels in India

in all three segments of the industry namely

commercial vehicles passenger cars and two wheelers

and under-exploitation of the potential of this industry

to foster the growth of the economy have resulted in

the auto industry contributing a relatively low (nearly 5

per cent) share of industrial output in India compared to

the 8-10 percent range in other developing countries

and around 15 per cent in mature economies

During last decade conscious efforts have been made

to find-tune state policyperspective in a manner that

this industry realizes its full potential in the economy

With this the industry has shown great advances since

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

abolition of licensing in 1991 and automatic approval

permitted up to 51 per cent foreign investment in

priority sectors that included the automotive industry

except passenger car manufacture Motor car

manufacture was freed from licensing in April 1993

Public policy dispensation requiring new joint venture

car

manufactures to commit certain levels of phased

indigenization minimum investments in manufacturing

facilities neutralization of foreign exchange on imports

with the exports of cars and components etc was

withdrawn in September 2001 as a major initiative to

bring policy framework in step with WTO requirements

The quantitative restrictions on imports were removed

with effect from 1st April 2001

Thus Industrial licensing and foreign investment regime

in the country has been progressively liberalized The

freeing of the industry from restrictive environment has

on the one hand helped it to restructure absorb new

technologies align itself to the global developments and

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

realize its potential on the other hand this has

significantly increased industrys contribution to overall

industrial growth in the country

There are at present 13 manufacturers of passenger

cars and multi utility vehicles 7 manufacturers of

commercial vehicles 11 of 2 or 3-wheelers and 10 of

tractors besides 4 manufacturers of engines The

industry has an investment of a sum ex ceding US$ 10

billion During 1999-2000 the turnover of the

automotive industry as a whole was US$ 125 Billion

approximately The industry employees 500000 people

directly and more than 10 million people indirectly and

is now inhabited by global majors in keen competition

The arrival of most international automotive giants in

India has set the stage for an exponential growth in the

component industrys levels of technology quality and

competitiveness At the same time the arrival of new

and contemporary models has stimulated demand for

vehicles in the market The auto industry has achieved a

cumulative annual growth rate (CAGR) of 22 per cent

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

1992-1997 (or approx 13 to 14 per cent in real terms)

outstripping industries production growth by about 30

per cent This has led to an increase in its contribution

to industrial output from 43 per cent in 1992-1993 to

54 per cent by 1996-1997The component industry in

the same period has grown by a CAGR of 28 percent

With this the contribution of automobile industry to the

GDP has risen from 27 per cent of GDP in 1992 -1993 to

45 per cent by 1996-1997 However with a world wide

economic slow down auto industrys growth pattern has

shown a downward trend in last two years

Main Export Destinations

Cars Egypt Kenya Nigeria Somalia Tanzania

Afghanistan Nepal Turkey Hungary Greece Italy

Netherlands Spain Austria Malta

Commercial vehicles Egypt African countries Nepal

Srilanka Jordan Kuwait Hungary Russian Federation

France Brazil

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Two-wheelers African countries Bangladesh Srilanka

Turkey United Arab Emirates Paraguay United

Kingdom Germany Argentina Mexico Australia Hong

Kong China

The auto component industry in India now equipped

with significant advancement in its technological

capabilities due to its alignment with major vehicle

manufacturers in the country and abroad has a high

export potential During the late 1990s the export of

auto components has grown by a CAGR of about 20

percent currently the share of exports out of the total

production of auto component is 10 per cent

AUTOMOBILE INDUSTRY FUTURE PROJECTIONS

With the domestic auto industry now moving in step

with the WTO covenants the stage is set for it to make

rapid strides domestically and internationally to attain

its rightful place in the world trade A global recession

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

for last two years notwithstanding the industry has

shown appreciable resilience and adjusted to the

challenges of the environment

This growth estimate implies certain assumptions

relating to segment-wise growth rates based on a study

conducted by the National Council of Applied Economic

Research (NCAER)

Projected growth of exports

As mentioned earlier the Indian economy is now

increasingly in step with the world environment of free

trade and liberal movement of goods and services

cutting across inter country barriers In such

environment Indian exports in sectors such as

automobile and auto

components are expected to grow faster than many

other sectors This is also due to Indias competitiveness

and quality-consciousness now finding increasing

acceptability across the world Keeping these in view

Indias export turnover is expected to more in the

following manner in next few years

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Recent trends in Indian Automobile sector

Globalization is pushing auto majors to consolidate to

upgrade technology enlarge product stage access new

markets and cut costs They have resorted to common

platforms modular assemblies and systems integration

of component suppliers and ecommerce The

component industry is undergoing vertical integration

resulting into

emergence of systems and assembly suppliers rather

than individual component suppliers Thus while most

component suppliers are integrating into tier 2 and tier

3 suppliers larger manufacturers and multinational

corporations are being transformed into tier 1company

Environmental and safety concerns are leading to

higher safety and emission norms in the country India

has ready charted out a road map for reaching EURO-II

norms across the country by the year 2005 Most

vehicle manufactures are already producing EURO-II

compliant vehicles in the country to meet special

requirements of capital city of

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

New Delhi where the Supreme Court verdict has already

necessitated this To meet the concomitant testing and

certification activities relating to higher safety and

emission norms testing infrastructure in 1 the country

is being overhauled A substantive state funding is

being planned in upgrading the testing infrastructure

with participation of industry

Environmental pollution and the need to conserver

existing supply of fossil fuels have led to search for

alternative fuels In addition to supporting Greenfield

research in this area an ambitious phased programmed

to upgrade carbon fuel quality commensurate with

higher emission norms is also being undertaken Foreign

direct investment norms have already been

considerably relaxed Unhindered import of

automobiles including new and second hand vehicles

has also been permitted Most non-tariff barriers have

also been relaxed or removed The Government has

moderated and lowered taxes and duties on

automobiles including customs duty Value Added Tax

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

(VAT) is also proposed to be introduced across the

country from I April 2001 The Government has also

allowed private sector participation in the insurance

sector Norms guiding external

commercial borrowings (ECBs) have been liberalized

and lending rates within the country have also been

reduced further strengthening the environment of

investment An ambitious programme to upgrade the

quadrilateral of highways in the country the

Government is laying a eight-lane expressway linking all

metropolitan and several important capital towns across

the country paving the way for movement of heavier

haulage vehicles

LIMITATIONS OF THE STUDY

1048766 Area of collection is spread

1048766 Time limit for the study is less as the customers are

scattered

1048766 Premium segment customers are less in the market

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium

segment motorcycle

1048766 To find the factors that are most considered when a

motorcycle in the premium segment is being sought

RESEARCH DESIGN

Research design is the arrangement of conditions for

collection and analysis of data in a manner that aims to

combine relevant to the research purpose with economy

in procedure In fact the researcher design is the

conceptual structure within which research is

conducted it constitutes the blue print for the

collection measurement and analysis of data

The main aim of the study is to measure the awareness

preferences attitude and perception of people toward

premium segment motorbike (150+ccsporty

fuelefficient and four strokes) and to find out what

attributes attract the most to the consumer in a

motorbike Marketing research studies can be broadly

classified into three basic types namely exploratory

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

descriptive and casual depending on the objectives and

prior knowledge on the issues being examined The

study conducted is Exploratory in nature The major

emphasis of exploratory research is on the discovery of

ideas Next comes the question of selecting the

methods by which the data are to be obtained In other

words techniques for collecting the information must be

devised Several methods like observation

questionnaire interviewing examination of records

etc so survey method is used

for the study Surveys are usually undertaken to learn

about peoplersquos knowledge belief preference

satisfaction and to measure these magnitudes in the

population

SAMPLING TECHNIQUE

The researcher decided the type of sampling technique

used in this study is Convenience Sampling Method In

fact this technique or procedure stands for the sample

design itself There are several sample designs out of

which the researcher must choose one for his study In

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

this survey the sampling procedure consists of all

people who own and are aware about motorbikes It

could a student an employee a business man etc In

this survey the sample size of the respondents is in the

age group of 18-60 and includes a total of 50

respondents who lives in the Bangalore city and were

interviewed for the purpose of this study

METHODS OF DATA COLLECTION

1048766 Primary Data Collection

1048766 Sampling was carried out

Data was collected through interviews conducted

focusing those owners of the major motorcycle players

in the premium segment (150 cc+) The customers

were met at Service Stations Parking Lots and at Petrol

Pumps and questions were asked about their

satisfaction regarding Service quality provided to them

by the motorcycle companies Also questions regarding

the factors that are taken into consideration while

purchasing is motorcycle is noted Even questions to

know the Brand Recall is also being asked Factor

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

analysis was used to know the reason regarding which

Factors customers give more

importance when purchasing a premium segment

motorcycle The Indian two wheelers contribute the

largest volumes amongst all the segments in

automobile industry Though the segment can be

broadly categorized into three sub segments viz

scooters motorcycles and mopeds The market

primarily comprises five players in the two-wheeler

segment and is now many of them have set up 100

subsidiary

In the last four to five years the two-wheeler market

has witnessed a market shift towards motorcycles at the

expense of scooters In the rural areas consumers have

come to prefer sturdier bikes to withstand the bad road

conditions In the process the share of motorcycle

segment has grown from 54 to 64 the share of

scooters declined

drastically from 33 to 25 while that of mopeds

declined by 2 from 13 to 11 during the 2006-07

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

The Euro emission norms effective from April 2000 led

to the existing players in the two-stroke segment to

install catalytic converters All the new models are now

being replaced by 4-stroke motorcycles Excise duty on

motorcycles has been reduced from 32 to 24

resulting in price reduction which has aided in

propelling the demand for motorcycles Fierce

competition has also forced players to cut prices of

certain modelsCompetition has intensified over the last

couple of years

altering the dynamics in the motorcycle segment with

various companiesWhile the premium bike market has

seen a steady increase in growth of about 30-33 in

sales bikes in the 100cc segment have seen a steady

decline in growth rate While the rising interest rates

have affected sales in the entry level segment they

have not affected sales of bikes in the premium

segment Even as Hero Honda remains as the market

leader in 100cc segment with over 67 share it is still

to catch up with Bajaj which is market leader in the

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

premium segment While Bajaj has a more than 60

market share Hero Honda has around 18 However

Hero Hondas has had a fast growth in this segment

doubling its volume and share in the last nine months

Hero Hondarsquos overall share in the two-wheeler market

stands at 52

MOTORCYCLE COMPANIES OF INDIA

HERO HONDA

The Joint Venture between Hero Group the worlds

largest bicycle manufacturers and the Honda Motor

Company of Japan has today become the Worlds single

largest two wheeler Company The Joint Venture came

into existence on January 19 1984 Hero Honda Motors

Limited gave India nothing less than a revolution on

two-wheels made even more famous by the Fill it - Shut

it - Forget it campaign Driven

by the trust of over 5 million customers the Hero Honda

product range today commands a market share of 48

making it a veritable giant in the industry Add to that

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

technological excellence an expansive dealer network

and reliable after sales service and you have one of the

most customer- friendly companies Customer

satisfaction a high quality product the strength of

Honda technology and the Hero groups dynamism have

helped Hero Honda scale new frontiers and exceed

limits Hero Honda became the first company in the

country to introduce four-stroke motorcycles and set the

standards for fuel efficiency pollution control and

quality It has an excellent distribution and service

network spread throughout the country

The Companys success has been driven by customer

centric policies and teamwork to achieve progress and

productivity The philosophy of Hero Honda emphasizes

the Pursuit of Excellence in designing and

manufacturing technologically and qualitatively superior

products and in creating economic value for its

stakeholders It takes care of its customers through

value based competitive pricing and good after sales

service Excellent marketing finance and loan services

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

an efficient dealer network tactical promotion

comprising of fuel conservation campaigns mobile

workshops safety driving courses

and others all placed Hero Honda in a league distinct

from the conventional The Company focuses on

providing Value for Money through its pricing

strategies and after sales services

TVS MOTOR COMPANY LTD

TVS Motor Company Limited the flagship company of

the USD 27 billion TVS Group is the third largest two-

wheeler manufacturer in India and among the top ten in

the world with an annual turnover of over USD 740

million The company is the only two-wheeler

manufacturer in the world to be honored with the

hallmark of Japanese Quality The Deming Prize for

Total Quality Management TVS is expected to close this

year with a growth of 18 in motorcycle sales and

which is the highest ever achieved in the history of TVS

Motor Company The Economy segment accounts for

about 39 of the total motorcycle category TVS

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Apache the new 150 cc sensation and the winner of

three lsquobike of the yearrsquo awards by leading Auto

Magazines received an overwhelming response The

company hopes to increase its market share and gain

significant volumes and improve its presence in the

Premium segment of the motorcycle market TVS also

continued with its growth trend of 73 in the Export

front

The past few months have seen exhilarating

competition in the premium segment with the launch of

the Apache 150 in May 2006 The bike has received

rave reviews as the market share of TVS has increased

to around 12 in the period from April-July 2006

Already the Apache is the number 2 brand in the

premium segment beating Honda Motorcycles though

still far behind Bajaj Pulsar Says K N Radhakrishnan

President TVS Motor Company ldquoRiding high on the

style and design quotient TVS Apache has met with

wide acceptance

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

amongst youth and upwardly mobile professionalsrdquo The

premium segment saw sales figures of 384409 units in

the period from April-July 2006 a growth of 4207 over

last year In the same period the executive segment

recorded sales of 1668558 units growing by 1666

Quite a few new launches in the premium segment like

Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and

Yamaha Gladiator 250 are on the anvil

BAJAJ AUTO

Bajaj Auto Ltd (BAL) the largest two and three wheeler

manufacturer in the country has a dominating 40

market share in scooters with 185 in ungeared

scooters 252 in motor cycles 83 in mopeds and a

leading 78 market share in three-wheelers in

FY2007Bajaj Auto has been viewed as a scooter major

but with the change in the structure of demand for 2-

wheelers the company has tried to make its presence

felt in this key market by steadily ramping up

motorcycle capacities by introducing new models and

variants and pushing up

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

marketing and sales However the company is well

behind Hero Honda in the motorcycle segment and No2

player in mopedsscooters segment after TVS The

company has a wide array of models in four-stroke

configurations In 1995-96 the sales were less than

90000 motorcycles which was 8 of the total volume of

its two- wheeler sales which has grown to 422016 units

in FY2007 accounting to 50 of its twowheeler sales

However with the implementation of the latest emission

norms it has moved away from two-stroke vehicles and

converted them to four-stroke ones The company has

been introducing models in the middle endRs37000 Rs

48000 and high end segments viz Rs 48000 and

above but has not found difficult to market such models

in competition to Hero Honda models in the similar price

category However BAL is on its way to recapture the

highly differentiated product market by becoming a

flexible and market ndash driven supplier of various models

of two Wheelers at specific price points The motorcycle

companies taken for the project are Hero Honda TVS

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Motorcycles and Bajaj Auto The motorcycles taken for

the project from the Brand Hero Honda are Hero Honda

CBZ extreme Honda unicorn The motorcycle taken for

the project from the Bajaj

Auto Brand is Bajaj pulsar and from the TVS Brand is

TVS apache For the project purpose about 25 customers

from each Brand is taken and the purchase pattern is

studied

Table 1 shows the profile of free service period

remaining for their bikes of customers

Analysis

By the above table we came to know that 70 percent of

people are not having free service period

Inference

It is revealed that a majority of customers are not

having free service period and are paying either to get

service in company or a local mechanic

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Free service period No of respondents

percentage

Yes 15

30

No 35

70

Total 50

100

Graph showing the free service period of the customers

30

70

FREE SARVICE PERIOD

YESNO

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Table 2 gives an idea which is the leader in the

premium segment bike in number of bikes

ANALYSIS Pulsar is having major market share of the

premium segment bikes and apache is the close

competitor

Inference People are fond of the innovative products of

Bajaj but it will be tough for them to keep it as TVS

apache is giving competition

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Market share NO OF RESPONDENS

PERCENTAGE

HH CBZ 4

8

HONDA UNICORN 5

10

TVS apache 6

12

BAJAJ PULSAR 20

40

OTHERS 15

30

TOTAL 50

100

Graph showing the market share of different companies which are producing premium segment bikes

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

8

10

12

40

30

MARKET SHARE IN

HH CBZH UNICORNTVS APACHEPULSAROTHERS

Table 3 shows the customers who had the dilemma while purchasing

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

ANALYSIS It is clear that 58 percent people had a hair

line gap while purchasing a bike between two

companies But it is evident that pulsar has greater

market share

Inference From this we can reveal that customers are

very good evaluators and companies are trying to

achieve similar type of attributes in all segments and it

is only innovation which can bring the sales by over

coming the competition

Customers No of the respondents

percentage

Yes 29

58

No 21

42

Total 50

100

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Graph shows the customers who had the dilemma while purchasing

58

42

CUSTOMERS

YESNO

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Table 4 shows the experience of customers in showrooms about the information

Given information No of respondents

percentage

Yes 34

68

No 16

32

Tota l 50

100

Analysis A potential no of customers say 32 percent of

the people are not given full information

Inference companies are not able to convince or give full

information to the customers

Graph shows the experience of customers in showroomsabout the information

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

68

32

EXPERIENCE OF CUSTOMERS

YESNO

Table 5 shows the competitive finance schemes given to customers

Finance schemes given No of respondents

Percentage

Yes 31

62

No 19

38

Total 50

100

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Analysis it is evident that 38 of the people are not

given the competitive finances schemes and attractive

interest rates

Inference It is the naked truth that good finance schemes

will encourage the sales of the bikes but there is still

breach in offers of the finance schemes

GRAPH Shows the competitive finance

schemes given to customers

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

62

38

FINANCE SCHEMES

yesno

Table 6 shows the purchase influencers

Influencers No of respondents

Percentage

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

My friend told me 11

22

My friend had 7

14

My parent brought 5

10

Impressed by advertisement 10

20

The brand is good 18

36

Total 50

100

Analysis 36 of the customers are said they go for

brand and the next are people who brought by their

friends suggestions

Inference A customer when purchasing gives more

importance to the brand and he is also influenced by the

friends suggestions

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Graph showing the characteristics of the purchase influencers

22

14

1020

36

Sales

MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Table 7 martial status of the premium segment

bikes owners

Martial status No of respondents

Percentage

Married 11

22

Single 39

78

Total 50

100

Analysis majority of the people who like the bikes is

bachelors who have their passions for bikes

Graph showing martial status of the premium

segment bikes owners

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

22

78

MARTIAL STATUS

MARRIEDSINGLE

Table 8 Giving the figures of the

occupations of the customers who

have purchased the bikes

OCCUPATION No of respondents

Percentage

Unskilled labour 0

0

Business man with 1-9

Employees 1

2

Executive junior 3

6

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Skilled labour 2

4

Business man with 10+

Employees 3

6

Executive middlesenior 2

4

Petty trader 1

2

Self professional 3

6

Student 27

54

Shop owner 1

2

Clericalsalesman 1

2

Housewife 0

0

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Business employee 5

25

supervisor 1

2

Retiree level 0

0

Graph giving the figures of the occupations of the

customers who have purchased the bikes

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

26 4 6

4

26

54

22

25 2

occupation of the customers

Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level

Table 9 Showing the education level of the

bike customers

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Education level No of respondents

percentage

Illiterate 2

4

PrimaryHigher school 2

4

High schoolSSLC 4

8

PUCDiploma+2 9

18

Degree 14

28

PGProfessional 20

40

TOTAL 50

100

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Graph Showing the education level of

the bike customer

4 4

8

18

28

40

Education level of the customer in

illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional

Table 10 the income level of the customers

INCOME No of respondent

12001-14000 4

14001-17000 10

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

17001-20000 12

20001-23000 24

Graph the income level of the customers

12001-14000 14001-17000 17001-20000 20001-230000

5

10

15

20

25

30

income level of customer in numbers

income level of customer

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

[Z test]

Hypothesis

Ho Majority of the customers are not pulsars users

H1 majority of the customers are pulsar users

Tools used to analyse the hypothesis from the relevant

data are z test and chi square test

Formula

Z=P-PsradicPQN

=05-35radic255

=192

Z tab=165

The calculated value (192) greater than the tabulated

value (165) so alternative hypothesis is accepted

Chi square test

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Income Own pulsar Donrsquot own

pulsar Total

14001-17000 10 22

32

17001-20000 12 12

24

20001-23000+ 24 10

34

46 54

100

Objectives of the test

To know whether there is any relation between income

and the purchase of the pulsar

OBTAINED(O) EXPECTED(E) (O-E) (O-E)2

(O-E)2E

10 1440 -44 1936

13444

12 1080 02 004

000370

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

24 1530 87 7569

49470

22 1760 44 196

11

12 1320 -02 004

0003030

10 1870 -87 7569

40475

Σ=114457

Calculated Value= 114457

Chi-Square Tabulated=949

Degrees of Freedom=4 5 level of significance

Ho= Income do not Influence the purchase of pulsar

H1= Income Influence the purchase of pulsar

CONCLUSION The calculated value is greater than

the tabulated value so null hypothesis is rejected and

alternative hypothesis is accepted

Findings and conclusions

Findings

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

1048766 Majority of the people do not have free service period

1048766 Majority of the people own pulsar in all the premium

segment bikes

1048766 Nearly half of the people had considered other bikes

before purchasing premium bikes

1048766 About 40 of the people were not given enough

information in the showrooms

1048766 About 36 of the people were brand conscious and

brought the bike for the reputation

1048766 Majority of the people who own these mean machines

are bachelors

1048766 Majority of the peoplersquos occupation who own the bikes

is students

1048766 Majority of the people are having PGProfessional

degree who own the bikes

Conclusions

The project undertaken is titled by a comparative study

on premium segment bikes The sample size was 50 amp

the study respondents were randomly selected from

Bangalore To find out the opinion of respondents

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

structured questionnaire was directly distributed among

the respondents to collect information The collected

information was analyses and interpreted The study was

undertaken mainly university requirement even though

this helped to the researcher to understand the in-depth

knowledge of various aspects of marketing The study

was even helped the dealers to know whether the

customers are having free

service period or not And what are the main reasons for

that influence the customers when they do purchase

and how they can serve better in disseminating the

information

Bajaj Auto has to do more about Brand Building

activities as the major influencer for purchasing an

premium segment motorcycle is the Brand Reputation

And Bajaj Auto customers are less influenced by its

Brand Reputation Brand extension has to be done

without clustering the segment

Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44

Honda unicornKerb Weight 146 KgsLength 2095 mm

WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl

BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum

ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up

ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47

TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs

ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48

Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs

Questionnaire

1 Are you having a free service period at present

Yes [ ] No [ ]

2 Are you satisfied about the service quality

Least 1 2 3 4 5 highly satisfied

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

3a)Have you had any other vehicle before this

Yes [ ] No [ ]

If yes was it a

Scooter [ ] motorcycle [ ] moped [ ]

b) Which brand did you own

4 Which brand do you currently own specify

bull Hero Honda CBZ

bull Honda unicorn

bull TVS apache

bull Bajaj pulsar

bull Others

5 What is the single most reason to buy the

motorcycle

6 what are the other reasons to buy a motor cycle

7 State how you evaluate each of these factors while

buying a motorcycle

Least 1 2 3 4 5 6 7 8 9 10(high)

Mileage

Style

accessories

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Color

After sales

service

Credit

Riding

comfort

Performance

Pick up

Brand name

Friend

recommend

ations

Status

8 Did you considered any other motor cycle while

purchasing your new bike

Yes [ ] No [ ]

9 What are the other reasons for not buying the above

mentioned brand

10 Were you given full information on brand when you

visited dealership

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

Yes [ ] No [ ]

Name of the dealership

11 Were you offered competitive finance schemes to

suit your requirements

Yes [ ] No [ ]

If no reasons

11 I chose_________ because

a) My friends told me to buy it

b) My friends had the motor cycle

c) My parents brought the motorcycle

d) I was impressed by advertisement

e) The brand has good reputation

DEMOGRAPHIC INFORMATION

1 What is your marital status

a) Married b) single

2 What is your occupation

a) Unskilled labor b) Business man with 1-9 employee

c) Executive junior

d) Skilled worker e) Business man with 10+ employee

f)Executive middlesenior

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs

g) Petty Trader h) self employed professional i) student

j) Shop owner k) clericalsalesman l) Housewife

m) Business employee n) supervisor o)retiree level

3 What is your educational level

a) Illiterate b) Primary amp Middle school c)High

schoolSSLC

d) PUCDiploma+2 e) Degree f) PGProfessional

4 Monthly household income

a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs

d)9001-10000 Rs

e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs

h)17001-20000 Rs i) 20001-23000 Rs