“A Study on customer satisfaction towards Bajaj Discover”

Chapter 1

INTRODUCTION

I. INDUSTRY PROFILE

HISTORY OF INDIAN TWO—WHEELER INDUSTRY

India is the second largest manufacturer and producer of two –wheelers in the world.

It stands next only to Japan and China in terms of the numbers of two-wheelers

produced and domestic sales respectively. This distinction was achieved due to

variety of reasons like restrictive policy followed by the Government of India towards

the passenger car industry, rising demand for personal transport. Inefficiency in the

public transportation system etc;

The Indian two wheeler industry made a small beginning in the early 50s when

automobile products of India (API) started manufacturing scooters in the country.

Until 1958, API and Enfield were the sole producers.

In1948. Bajaj Auto began trading in imported Vespa scooters and three –wheelers.

Finally, in 1960, it setup a shop to manufacture them in technical collaboration with

Piaggio of Italy.

In the initial stages the scooter segment was dominated by API: it was later overtaken

by Bajaj Auto. Although various government and private enterprises entered the fray

for scooters, the only new player that has lasted till today is LML.

The motorcycles segment was no different, with only three manufactures viz Enfield,

Ideal Jawa and escorts. While Enfield bullet was a four –stroke bike, Jawa and the

Rajdoot were two-stroke bikes. The motorcycle segment was initially dominated by

Enfield 350 cc bikes and Escorts 175 cc bike.

1

The two –wheeler market was opened to foreign competition in the mid-80s. And the

then market leaders-Escorts and Enfield- were caught unaware by the onslaught of the

100cc bikes of the four Indo –Japanese joint ventures. With the availability of fuel

efficient low power bikes, demand swelled, resulting in Hero Honda then the only

producer of four stroke bikes (100cc category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and

Hero Honda brought in the first two-stroke and four-stroke engine motorcycles

respectively. These two players initially started with assembly of CKD kits, and later

on progressed to indigenous manufacturing. In the 90s the major growth for

motorcycle segment was brought in by Japanese motorcycled, which grew at a rate of

nearly 25 % CAGR in the last five years.

The industry had a smooth ride in the 50s, 60s and 70s when the Government

prohibited new entries and strictly controlled capacity expansion. The industry saw a

sudden growth in the 80s. The industry witnessed a steady growth of 14 % leading to

a peak volume of 1.9 vehicles in 1990.

The entry of Kinetic Honda in mid – eighties with a variomatic scooter helped in

providing ease of use to the scooter owners. This helped in inducing youngsters and

working women, towards buying scooters, who were earlier, inclined towards moped

purchases. In the 90s, this trend was reversed with the introduction of scooters, In line

with this; the scooter segment has consistently lost its Part of the market share in two

wheeler market.

In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a

decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn

vehicles. Barring Hero Honda, all the major producers suffered from recession in

FY93 and FY94. Hero Honda, showed a marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in fuel prices, high

input costs and reduced purchasing power due to significant rise in general price level

and credit crunch in consumer financing. Factors like increased production in 1992,

2

due to new entrants coupled with the recession in the industry resulted in company

either reporting losses or a fall in profits.

THE MAJOR PLAYERS IN THE INDUSTRY:

1. Hero Honda

2. Bajaj Auto

3. TVS

4. Yamaha India

5. Suzuki

6. Honda

HERO HONDA:

This is in collaboration with the Honda Company of Japan; it was the second

company to enter the Indian market in the 100 cc class bikes with the collaboration of

Japan and it has a four stroke engine having a fuel efficiency advantage over the three

bikes.

Fill it, shut it, forget it, is the heart of the advertisement message of Hero Honda.

Hero Honda is at present running the loose motor cycle market having a market share

of 60%. ‘

Hero Honda bikes available in the market;

Karizma

CBZ Extreme

Splendor

Pleasure

Passion

Hunk

BajajAuto : Bajajis currently India's largest two and three-wheeler manufacturer and

one of the biggest in the world.

3

Bajaj bikes available in the market;

Discover

Platina

Discover

XCD

Avener

TVS MOTORS:

TVS Suzuki, a leading two wheeler company began with the vision of founder of the

Sundaram Clayton Group, the late T.V. SHRINIVASAN - “to design, develop and

produce an affordable moped for the Indian family”.

TVS holds a major part of the share in the automobile market in India.

bikes available in the market

Apache

Jive

Victor

Scooty pep

4

Yamaha Motors:

It is joint venture Company formed by the alliance of Escorts limited. The flagship

company of the Rs. 3600 crores Escorts group a major in the engineering industry

with 19 plants employing 20,000 people in India including two wheeler business and

Yamaha motor co Ltd; Japan, with Rs. 26,400 crores (Us$7.33 billion) is the global

giant in two wheelers with 60 factories in 45 countries.

bikes available in the market

Yamaha Libero

Yamaha R15

Yamaha FZ 150

YamahaFazer

HONDA MOTORCYCLES

Honda Motorcycle & Scooter India Pvt. Ltd (HMSI) is a fully owned subsidiary of

Honda Motor Company Limited, Japan. Honda is the world's largest manufacturer of

two wheelers. Set up in 1999, it was the fourth Honda automotive venture in India,

after Hero Honda, Kinetic Honda Motor Ltd and Honda Siel Cars India Limited.

Headquarters of the company are located at Gurgaon in Haryana state of India. In

December 2002, HMSI got ISO 14001 certification

Honda Brands

Honda Aviator

Honda Activa

Honda Dio

Honda Eterno

Honda Unicorn

Honda Shine

5

II Marketing Concepts

In the era of globalization, marketing is becoming more attractive to a

company/state/national/International levels. In the early days there was no difference

between selling and marketing but today the difference between two terms has been

made. Many organizations have been involved in developing marketing activities to

satisfy the needs and wants of a group of customers. This segment concept has helped

in the development of new products and services and also specialization in selling is

being attained. With development of new markets and new avenues of selling, wide

variety of consumer and producer goods have been designed and developed and for

many marketing has become a good profession. The developing nations are giving a

lot of importance for marketing to develop their internal and external markets even

the socialist countries have started studying the marketing concepts in a scientific

way to introduce them actively in their internal distribution system.

MARKETING

Marketing is a comprehensive term which includes all the resources and set of

activities necessary to direct and facilitate the flow of goods and services from

producer to consumer in the process of distribution.

Marketing encompasses all the activities of exchange conducted by producers and by

middleman in commerce for the impose of satisfying Consumer demands.

The American marketing association defines marketing as the performance of

business activities that directs the flow of goods and services from producer to

consumer or user.

6

Philip Kotler defines marketing as a set of human activities directed at facilitating

and consummating exchanges. The essence of marketing is Exchange of products and

the transactions is to satisfy human needs and wants. All business activities

facilitating the exchange are included in marketing.

THE MARKET

The concept of the market is very important in marketing. The American marketing

association defines the market as “the aggregate demand of the potential buyers for a

product or service”.

Philip Kotler defines market as an area of potential exchanges. Thus a market is a

group of buyers and sellers interested in negotiating the terms of purchase or sale of

goods or services.

TYPE OF MARKETS

On the basis of selling area, we have local, national and international markets. On the

basis of article of trade, we have product markets on the basis of nature of exchange

dealing; we have spot or cash markets and future or forward markets. On the basis of

nature of goods sold, we have consumer’s goods market and industrial goods market.

On the basis of period, we have short term and long term markets. On the basis of

nature and magnitude of selling we have wholesale and retail markets; a successful

marketing strategy must have a marketing mix as well as the target market for which

the marketing mix is prepared .

7

The elements or variables that make up the marketing mix are only four.

Decisions on products and services.

Decisions on price.

Decisions on promotions.

Decisions on distribution.

The four ingredients are closely inter - related. Marketing mix decisions constitute a

large part of marketing management. The marketing mix will naturally be changing

according to the changing marketing conditions and also with the changing

environmental factors (technical/ social/ economic and political) affecting each

market. It is of course, based on marketing research and marketing information. It

must be fully related to customers demand, completion as well as other aforesaid

environmental forces. In the simplest manner, the basic marketing mix is blending of

four inputs or sub mixes, which form a core of marketing system.

MARKETING PLANS

Marketing management is responsible to formulate comprehensive marketing plans

indicating the objective to be achieved, and the future course of action to accomplish

predetermined targets. The marketing plan is the main operational and controlled

documents of the marketing department. It gives the intelligent directions of

marketing operations. It can inspire marketingstaff to reach the target as per plan.

Progress can be measured against goals set. There will be no confusions and

misunderstanding between marketing executives. All departmental plans can be

integrated with each other.

8

MARKETING MIX

In marketing planning we use marketing information to assess the situation. We have to select specific marketing targets in the form of market segments. For each segment of sub divisions of the market we formulate combinations of a number of devices or types of marketing activities that are coordinated into a single marketing program to reach a particular target or marketing segment. The combination of these marketing methods or devices is known as the marketing mix.

Factors Influencing Buyer Behaviour

There are two basic factors, which influence buyer behaviour which are social and

cultural, factors and psychological factors that are explained in detail below:-

Social and Cultural Factors:

Family:

Most consumers belong to a family group. The family can exert considerable

influence in shaping the pattern of consumption and indicates the decision making

role, personal value, attitudes and buying habits that have been shaped by the family

influence.

Reference Groups:

The concept of reference group is borrowed from sociology and psychology. Buyer

behaviour is influenced by the small group, which the buyer belongs to reference

groups are social, economic or professional groups and buyer evaluates his or her

opinions and beliefs with them.

9

Social Class

Consumer buying behaviour is dependent on the social classes they belong to or the

social class they aspire to belong to. To their effect we have three distinct social

classes. They are the upper class, middle class, and the lower class.

Culture

Culture represents the overall social heritage a distinctive form of environmental

adaptation by a whole society of people. Culture refers to all the symbol and

behavioural pattern, which are passed on socially from one generation to the next.

Psychological Factors

A. Motivation

All behaviour starts with a need security. Social acceptance and prestige are

examples of needs. A need must be aroused or stimulated before it becomes

a motive. Thus a motive is a need that individual to seek satisfaction.

B. Perception:

Perception is the process by which an individual selects, organises, and

interprets information inputs to create a meaningful picture of the world. To

perceive is to see, to hear, to touch, to taste, to smell and to sense something

in our environment and to final meaning in that experience.

Attitudes: Attitude is a state of mind or feeling. It includes a predisposition to

behave in some way. Attitudes govern our response to a stimulus and lead us to

certain behaviour resulting in action. Attitudes indicate our position in favour or

against an issue.10

PRODUCT

The product is the most tangible and important single component of the marketing

program. The product policy and strategy is the cornerstone of marketing mix.

Without a product, there is nothing to price. If the product fails to satisfy consumer

demand, no additional cost on any of the product performance in the market place.

To the marketer products are the building blocks of a marketing plan, good products

are key to market success, product decisions are taken first by the marketers and

these decisions are central to all other marketing decisions such as price, promotion

and distribution. Product is the vehicle by which a company provides consumer

satisfaction. It is the engine that pulls the rest of the marketing program. Products fill

in the needs of society. They represent a bundle of expectations to consumers and

society.

Importance of Marketing

1. Marketing helps in revenue earnings.

2. Marketing benefits business enterprise.

3. Marketing facilitates proper decision making.

4. Marketing encourages innovation and change.

5. Marketing helps in economic development.

6. Marketing bridges the gap between the producer and consumer.

11

What is a product?

The product is a bundle or all kinds of satisfaction of both a material and non-material

kinds, ranging from economic utilities to satisfaction of a social psychological nature.

A product supplies two kinds of utilities

Economic utility

Supplementary utility

The four elements of marketing mix

Product mix

Price mix

Distribution mix

Promotion mix

Product mix

Product is the thing possessing utility. It has four components:

Product range

Service after sale

Brand

Package

The product management evolves product mix in consultation with marketing

manager.

Price mix

Price is the valuation placed up on the product by the offerer, it has to cover pricing,

discounts, allowances and terms of credit. It deals with price competition.

12

Place (distribution) mix

Distribution is the delivery of the product and right to consume it, it includes channels

of distribution, transportation,warehousing and inventory control.

Promotion Mix

Promotion is the persuasive communication about the product by the offerer to the

prospect. It covers advertisement, personal selling, sales promotion, publicity,

exhibition and demonstrations used in promotion largely it deals with non-price

competition.

The four elements of marketing mix are equally interdependent and essential. The

marketing mix acts as the integrated marketing strategy and the four elements together

constitute the marketing strategy individually the four elements are important but their

significance lies in the proper mix or blend indicating the unique way they are

combined as careful plan or strategy to meet competition in a dynamic marketing

environment. For one market segment we have a typical marketing mix. The

decision on the four element of marketing mix must be properly co-ordinated and

balanced in order to achieve an optimum marketing mix.

13

PRICE

Introduction:

Pricing decisions have strategic importance in any enterprise. Pricing governs

the very feasibility of any marketing programme. Because it is the only element in a

marketing mix accounting for demand and sales revenue. Other elements are cost

factors; Price is the only variable factor determining the revenues or income. A

variety of economic and social objectives came into prominence in many pricing

decisions.

What is pricing?

Economist defines price as the exchange value of a product or service always

expressed in money. To the consumer the price is an agreement between seller and

the buyer concerning what each is to receive. Price is the mechanism or device for

translating into quantitative terms (Rupees & Paisa) the perceived value of the product

to the customer at the point of time.

We can define price as the money value of a product or service agreed upon in a

market transaction. We have a kind of price equation,

Where :

Price (money) =Physical product+bundle of expectation

Or Price (money) =Bundle of satisfaction.

The consumer has numerous expectations such as accessories, after sales service,

replacement parts, technical guidance, extra services, credit and many other benefits

(physical, economic, social and psychological benefits) any change in the price will

also bring about alterations in the satisfaction side of the equation.

14

Importance of pricing:

Price is a matter of vital importance to both the seller and the buyer in the market

place. In money economy, without prices there cannot be marketing. Price denotes

the value of a product or service expressed in money. Only when a buyer and the

seller agree on price, we can have exchanges of goods and services leading to transfer

ownership.

In competitive market economy prices is determined by free play or demand and

supply and demand conditions. The going market price acts as a basis for fixing the

sale price. Rarely an individual seller can dishonor the current market price.

Pricing decision interconnect marketing actions with the financial objectives of the

enterprise. Among the most important marketing variables influenced by pricing

decisions are:-

Sale volume

Profit margins

Rate of return on investment

Trade margins

Advertisement and sales promotion

Product image

New product development

15

PLACE (DISTRIBUTION)

Meaning & definition:-

Distribution means to distribute, spread out or disseminate. In the field of marketing,

channels of distribution indicate routes or pathways through which goods and services

flow, or move from producer to consumers.

We can define formally that the distribution channel as a set of marketing institution

participating in the marketing activities involved in the movement or the flow of

goods services from the primary producer to the ultimate consumer.

Marketing institutions considered as channel components are:-

1. All kinds of merchant’s middlemen, such as wholesaler and retailers.

2. All kinds of agent middlemen, such as commission agent, factors, brokers,

ware housekeepers and so on.

3. All other facilitating agencies such as common carriers, bankers, advertising

agencies and so on.

The route or channel includes the manufacturer and the ultimate consumer as well as

all intermediaries.

Middlemen in distribution

There are two types of middlemen in distribution.

1. Merchant middlemen buy and sell goods on their own account and at their

own risk of loss, e.g.: wholesalers and retailers.

2. Agent middlemen who do not take ownership title to goods but actively

negotiate the transfer of ownership right from the seller to the buyer, eg:

selling commission agent or broker.

16

In the channel management, a manufacturer has to take three decisions:

i. Selection of general channel of distribution to be adopted

ii. Number of middlemen at each level in each market

iii. Selection of particular middlemen for selling goods with or

without any exclusive rights of distribution.

Distribution of industrial goods

Compared to other products, industrial goods have less number of channels of

distribution in India, they are more or less fixed pattern. Industrial marketers expect

much greater sales effort from the channel members. Physical distribution to ensure

adequate customer service at reasonable cost assumes unique importance in the

industrial market.

The production department is keen on regular and quick delivery of industrial goods.

The channel of distribution for industrial goods has to be selected by the marketers.

There are normally three channels through which the industrial goods are distributed.

They are:-

1. Sales branch

2. Sales agents

3. Industrial distributors

Channels of distribution

The most common routes used for bringing the products in the market from producer

to consumer are as follows:-

1. Manufacturer = consumer

2. Manufacturer-Retailer-Ultimate consumer

3. Manufacturer-wholesaler-retailer-consumer

4. Manufacturer-agent-wholesaler-retailer-consumer

5. Manufacturer-wholesaler-consumer/user

17

Channel choice

The problem of selecting the most suitable channel of distribution of a product is

complex, the fundamental factor for channel choice and channel management is

economic criteria viz: cost and profit criteria.

Profit organizations are primarily interested in cost minimization in distribution and

assurance of reasonable profit margin. However channel decision is not made entirely

on the basis of rational economic analysis. We have to consider a number of factors

such as the nature of the product, market trends, competition outlook, pricing policies,

typical consumer needs as well as needs of the manufacturer himself.

PROMOTION

Broadly speaking promotion means to push forward or to advance an idea in such a

way to gain its acceptance and approval. Promotion is any communicative activity

whose main object is to move forwards the product, service or idea in a channel of

distribution. It is an effort by the marketer to inform and persuade buyers to accept,

resell, recommend and use the article, service or idea which is being promoted.

Promotion is a form of communication with an additional element of persuasion. The

promotional activity always attempts to affect knowledge, attitudes preferences

andbehaviours of the recipients i.e. buyers. The element of persuasion to accept

ideas, product, services, etc is the heart of promotion.

In any exchange activity, communication is absolutely necessary. You may have the

best product, package and so on. It may have fair price. But people will not buy your

product, if they have never heard of it, and they are simply unaware of its existence.

The marketer must communicate to his prospective buyer and provide adequate

information in a persuasive language. People must know that the right product is

available at the right place and at the right price; this is the job of promotion in

marketing.

18

What is Promotion?

Promotion is a process of marketing communication involving information,

persuasion and influence. Promotion has three specific purposes. It communicates

marketing information to consumer, users and resellers. Promotion persuades and

convinces the buyer and enters into consumer behavior. Promotional efforts act as a

powerful tool of competition providing the cutting edge of its entire marketing

programme. Marketers have adopted a communication view of their firm’s

promotional activities. Receiver is now regarded as an active participant in the

process of communication. All marketing communications must be planned as part of

the total system, not as independent pieces. The communication or promotion mixes

four ingredients viz:

Advertising

Publicity

Personal selling

All forms of sales promotion

What is advertising?

Advertising can be defined as mass, paid communication of goods, services or ideas

by an identified sponsor. It is paid form of communication because the advertiser has

to pay for the space or time in which the advertisement appears. Advertisement

appears in the recognized media, such as newspaper magazines, radio, television,

cinema, films outdoor hoardings and posters direct mail and transit.

Advertising purposes

Marketing plans and strategies sets advertising purposes and tasks. Most

advertising attempts to simulate sales to all customers.

Advertising has other purposes as well, it is used to reassure buyers that they

have really made the best purchase thus advertisement can build up brand

loyalty.

19

Advertising can enhance the morale of the sales people and dealers thereby

securing enthusiastic distribution of the products. Advertising is also

employed to promote the bright image of the firm in the society.

Customer Responses:

The major segmentation variable for customer market are geographic (nation, state,

country, city), Demography (Age, Religion, Generation, Nationality, Social Class),

Psychographic (lifestyle and personality) and behavioural (Occupation, benefits, uses,

status, user age, rule, loyalty and status attitudes).

Consumer Behaviour:

The term consumer behaviour refers to the behaviour that consumer displays in reach

for purchasing using, evaluating and disposing of product and service that they expect

will satisfy their needs.

CONSUMER RESEARCH:

Consumer research is the methodology used to study consumer behaviour consumer

research offer a set divers to identify consumer needs it is used to identify both felt

and unfelt needs, to learn how consumers. Perceive product and brands and stores.

What their attitudes are before and after promotional campaigns and how and why

they make their consumption decision.

20

CONSUMER SATISFACTION:

Satisfaction is an important element in the evaluation stage. Satisfaction refers to the

buyers state of being adequately rewarded in a buying situation for the sacrifice he

hasmade one the customer purchase and use the product they may then become either

satisfy or dissatisfied.

The result of satisfaction to the consumer from the purchase of the product or service

is that more favourable post-purchase attitude, higher purchase intentions and brand

loyalty are likely to be exhibited that the same behaviour is likely to be exhibited in a

similar purchasing situation. The term ‘Customer’ is a typically used to refer to some

one who regularly purchase from a particular store or company.

Customers are people who are happy with the product and service and are willing to

come back and pay for it again.

Today the firms aim to give satisfactions to the customer through marketing concepts.

The firm tries to help the buyers in solving the problem than competitors. The

marketers must see that consumers with purchasing power constitute a potential

buyers are identified. It is essential for the marketer to carry out the business in such a

way that they give satisfaction to carry out the business in such a way that they give

satisfaction to consumers needed.

CONCEPT AND NEED FOR STUDYING CUSTUMER BEHAVIOUR:

Customerbehaviour can be said to be the study of how individual make decision on

how to spend their available resource (time, money, effort) on various consumption

related items. This simple definition of customerbehaviour tells the marketers to

resolve every activity around the ultimate customers and gauge their behaviour b

specifically focusing on;

21

Who buys products or services?

How do they buy products or services?

Where do they buy them?

How often do they buy them?

When do they buy them?

Why do they buy them? And

How often do they use them?

These questions will help in understanding better what factors influence the decision

making process of the customers. The decision making process identifies the number

of people who are involved in this process and describes a role to them like the uses,

decides, influence and buyers.

CUSTOMER SATISFACTION:

All business firms have realized that marketing is a core element of management

philosophy and key to its success lies in focusing more and more in the customer.

That is, it will be the customer who will decide where the firm is heading. Thus the

challenge before the marketer is to ensure that they should satisfy every customer.

Why to Measure Customer Satisfaction ?

In today’s competitive environment, every organization is trying to

attract the customers by assuring highest degree of satisfaction. Satisfied customers

are the main determinants of success or failure of the business of an organization.

Customer satisfaction is measured in subjective as well as objective terms, to know

that up to what extent the organization’s business processes and products are able to

satisfy the customers.

Customer satisfaction measurement helps the organization to know:22

How well are the products and services able to meet customer needs and

expressions?

How well is the business process working?

Where to make the changes to improve the performance of product or

process?

What is the effect of the changes made for improvements?

Customers', who are satisfied, come and continue to buy the products and services of

the organization. They also recommend the products to other buyers .

Acute measurement of customer satisfaction helps in identification of the gap between

the customer expectations and real performance of the product supplied by the

organization.

If the customers are not satisfied with the products and services of the

organization, the reasons for dissatisfaction are identified and timely corrective and

preventive action is taken to meet the customer expectations.

EXPECTATION:

Consumer expectations though may look realistic is very often build upon very high

platform. Then the quality of the product or service may not match the expectations.

This again will affect the consumer satisfaction level.

So as to reduce the level of dissatisfaction among the customers, the marketing

decision maker could adopt an approach wherein he can classify market in relation to

the degree of opportunity to deliver customer satisfaction.

PRODUCT PROFILE

23

BAJAJ Discover:

Discover - the great Bajaj Discover has the reliable technology and superior parts, it

keeps going on and on, in the harshest road of all life.Discovered is the bike

manufactured by Bajaj which gives the good mileage and it is stylish bike. It is all set

to redefine existing standards with its looks and new riding experience. And to top it

all, an unbelievable mileage and performances standards that you can only expect

from Bajaj Discover.

The Discover is a tough and sleek 4 – stroke machine. Crafted with the best of Bajaj’s

companies world wide technology. Each part, right from the engine to the body frame

is designed to withstand the rough and tough conditions. Be it in the streets or on the

highway. DISCOVER is not the ordinary bike; it comes as a big surprise. To those

who name resigned to the fact that present full size bike do not satisfy their basic

needs of riding comfort, loading capacity and better fuel efficiency, DISCOVER is a

big surprise as it has got.

Generation next technology included in the package of the equipments of this high

flying bike is the revolutionary digital biking. Digital biking is the combination of

various advanced systems like digital CDI, TRICS lll and Digital Twin Spark ignition

(DTSi).

Its highly masculine outlook with sporty, dashing structure gives the complete

satisfaction of dare riding. Bajaj Discover enables its rider to tackle the situation of

overcrowded street due to the presence of 17” alloy wheels with 1330 mm wheelbase.

Its comfort statement includes front telescopic suspension, Nitro X – Nitrogen

assisted rear gas shockers with triple rated spring. Due to these comfort features, this

bike is highly accommodative in any terrain.

Feeling of proper riding is provided by different high end features like improved clutch, cylinder head with Roller Rocker Arms, optimized intake and exhaust systems & new valve timings. Its advanced exhaust TEC (Torque Expansion Chamber) technology ensures the higher performance at lower rpm.

DISCOVER135 DTS-i

24

Bajaj Discover’s another commuter variant to have graced the Indian tarmac is the

elegant 135 cc four valve DTS-i engine and being a light sports bike, it has both the

power and agility to let you weave your way through the city traffic, effortlessly

Stylish petrol tank flap along with air scoop

New silencer with ExhausTEC technology

Split seat that provides better sitting space

Is very light weight

Delivers the maximum power of 13.5 PS

Constant velocity carburetor

25

Bajaj Discover 135LS Specifications:

Engine

Type4 stroke, air cooled, 4-valve, single cylinder, SOHC, DTS-i

Displacement (cc) 134.66ccMax. Power (Ps @ RPM)

13.5 @ 9000 rpm

Max. Torque (Nm @ RPM)

11.4 @ 7500

Starting Kick + Self startSuspension

FrontTelescopic Front Fork with antifriction bush (Stroke 130)

RearTrailing arm with Co Axial Hydraulic cum Gas filled adjustable Shock Absorbers and Triple rate Coil Spring

BrakesFront Disc (Diameter 240 mm)Rear Drum (Diameter 130 mm)Tyre

Front & Wheel SizeTubetype Unidirectional – 2.75 x 17″ & 1.4 X 17, 5 Spoke Alloy

Rear & Wheel SizeTubetype Unidirectional – 100 / 90 x 17″ & 2.15 X 17, 5 Spoke Alloy

Fuel TankTotal litres(reserve, usable)

Capacity : 8 litres,Reserve : 2.5 litres (1.6 litres usable)

ElectricalsSystem 12 V Full DCHeadlamp (Low/High Beam- Watts)

35/35 W with 2 pilot lamps

DimensionsWheelbase 1325 (mm)Ground clearance 170 mmKerb Weight 122 KgKey FeaturesAuto Choke YesClip-on handle bar YesSpeedometer DigitalTachometer Digital type with analog displayFuel gauge DigitalTripmeter DigitalWheel type Alloy

26

DISCOVER135 DTS-Fi

Bajaj Motors launches the yet another variant called Discover DTS-Fi. It has the

world’s first 4 stroke digital twin spark fuel injected engine of 220 cc. This ravishing

variant has a unique digital speedometer along with engine malfunction indicator

which would convey any malfunction to the user. Discover 220 DTS-Fi is the India’s

first bike to deliver a high wattage of H7, 55W of light that ensures the constant

illumination at all times. Other salient features are as follows:

High Oil Temperature indicator

Low Battery Voltage indicator

Choked Air Filter indicator

Low Engine Oil Level indicator

27

Chapter 2

Research Design

“A Study on customer satisfaction towards Bajaj Discover”

STATEMENT OF THE PROBLEM

The research problem selected for the analysis entitled customer satisfaction towards

Bajaj Discover at Varadha Enterprise Bangalore. This topic is selected because Bajaj

Discover is one of the largest selling two wheeler in India and to know the strength

and weakness of this two wheeler.

SCOPE OF STUDY

The area of is limited to the segment selected within the town of Bangalore,

Karnataka. Further scope is narrowed down only to the study of the identified

segments.

OBJECTIVES OF THE STUDY

To measure how the customer preserves your performance against men

requirements comparing that of your competitors.

To understand dissatisfaction of customers

To make the necessary product, services or organizational changes to achieve

the ideal level of service.

To make necessary suggestions based on the findings.

28

TYPE OF RESEARCH

The present study is diagnostic descriptive type of research, which focus in the impact

of customer satisfaction towards Bajaj Discover at Varadha enterprises.

METHODS OF DATA COLLECTION

SAMPLING DESIGN

Sampling Method

Simple random sampling, a non-probability sampling method was used to select

respondents to conduct the study.

Sample size

The size of the sample is 100. Only 100 respondents were interviewed with

the help of questionnaire keeping in mind the time and cost constraints.

29

SOURCES OF DATA COLLECTION

The information relevant for the study was drawn from secondary data, which alone

was not sufficient. Primary data was collected through survey method using

questionnaire to conduct the study successfully. A questionnaire was designed for this

purpose.

Tools of data collection

Statistical tools such as tabulation, drawing of percentages, construction of

charts, for analysis from the raw data is widely used.

Primary data

The primary data used for the purpose of preparing questioner and distributing it to

the customers of the Bajaj Discover.

.

Secondary data

Secondary data was collected by the following means:

Refers of newspaper

Magazines

Website

Various types of advertisements

30

PLAN OF ANALYSIS

Raw primary data has been collected with the help of questioner. The raw data has

been with the help of table. Conclusion have been drawn which is followed by

recommendation and suggestions, keeping the objectives in mind through out of the

study.

LIMITATIONS OF THE STUDY

The research does not cover the whole market of Karnataka.

The bias of the respondents may pose as a limitation of the study.

The sample size was confined to hundred respondents keeping in view

time and cost constraints.

The survey was conducted only in urban sectors respondents. Thus it

cannot be generalized.

Due to constraints in depth research work could not be carried out.

31

Chapter 3

COMPANY PROFILE

The Bajaj Group came into existence by Jamanalal Bajaj, founder of the Bajaj Group,

during the turmoil and the heady euphoria of India's freedom struggle. The integrity,

dedication, resourcefulness and determination to succeed which are characteristic of the

company today, are often traced back to its birth during those long days of relentless

devotion to a common cause.

Kamalnayan, the eldest son OF Jamanalal Bajaj, succeeded his father in 1942, at the age

of twenty-seven. Putting the Nation before business, he devoted himself to the latter

only after India achieved independence in 1947. But when he did so, he put his heart

and soul into it. Within a short while, he not only consolidated the Group, but also

diversified into various manufacturing activities, elevating the Group to the status it

enjoys till this day.

Rahul Bajaj today heads the Group. He has been the Chief Executive Officer of Bajaj

since 1968 and is recognized as one of the most outstanding business leaders in India.

As dynamic and ambitious as his illustrious predecessors, he has been recognized

for his achievements at various national and international firms.

Bajaj is currently India's largest two and three-wheeler manufacturer and one of the

biggest in the world. Bajaj has long left behind its annual turnover of Rs. 72 million

(1968), to currently register an impressive figure of Rs. 42.16 billion (US $936

million).

Established in 1945, Bajaj Auto ltd. was incorporated as a trading company. Till

1959, they imported scooters and three-wheelers from Italy and sold them in India.

The company got a production license in the year 1959 and fastened the technical

collaboration with Italian PIAGGIO in 1960.

32

The company started producing scooters in the year 1961 and followed three-wheelers

production in 1962. Its collaboration with Piaggio expired in 1971 and since then,

their scooters and three-wheelers are being sold with the brand name “BAJAJ”.

Maharashtra Scooters Ltd., a company with 24% equity participation BY THE

COMPANY AND 27% PARTICIPATION FROM Maharashtra State Government’s

Western Maharashtra Development Corp. was formed in the year 1975 under the

“Horizontal transfer of technology” policy.

The first production unit is located at Satara, Maharashtra. The unit continues to

collect scooters from CKDs supplied by the company. These scooters are marketed

through the company’s distribution network and under the company’s brand name. In

1984, the second production plant was set up at Aurangabad, Maharashtra. This plant

started scooter production in 1986, three-wheeler production in 1987 and scooterettes

and motorcycle facilities were commissioned in 1990 & 1991 respectively.

Today the company has become a market leader with annual production In excess of

1.35 million units which was about 4000 units in 1961. These days Baja Auto Lt. has

started offering products in all segments (mopeds, scooters, motor cycles, three

wheelers).

GROUP OF COMPANIES:

Group comprises of 27 companies and was founded in the year 1926. The important

companies in the group are:-

Bajaj Auto Ltd., 2 and 3 wheelers

Maharashtra Scooters 2 wheelers

Bajaj Auto Finance Ltd., Finance Company

Mukund Ltd., Steel

Bajaj Hindustan Ltd., Sugar, Industrial Alcohol

Bajaj Electrical Ltd., Magnetos, Lamps, Fans and other Electrical

Appliances, Dye Casting Components.

33

PRODUCT LINE DEVELOPMENT:

Nov 29, 1945 : Bajaj Auto comes into existence as M/s. Bachraj

Trading corporation Private Limited.

1948 : Sales in India commence by importing two and Three Wheelers.

1959 - 1960 : Bajaj Auto becomes a public limited company. Bhoom’sPooja of

Akrudi Plant.

1960-1970 : Bajaj Auto rolls out 100000th vehicle.

1971 : The three wheeler goods carrier is introduced.

1972 : The Bajaj Chetak is introduced.

1976 : The Bajaj Super is introduced.

1976 - 1977 : Bajaj Auto achieves production and sale of 100000 Vehicles in single

financial year.

1077 : The rear engine Auto Rickshaw is introduced.

1981 : The Bajaj M - 50 is introduced.

1985 : Production commences at Valley, Aurangabad in a record time of 16 months.

1986 - 1987 : The Bajaj M-80 and Kawasaki Bajaj KB100 Motorcycles are

introduced.500000 vehicles produced and sold in a single financial year.

1990 : The Bajaj Sunny is introduced.

1991 : The Kawasaki Bajaj 4S Champion is introduced.

1994 : The Bajaj Classic is introduced.

1994 – 1995 : One million more vehicles produced and sold inthisfinancial year.

1995 : Agreements signed with Kubota of Japan for the

development of diesel engine for three-wheeler and moped development.

1997 : The Kawasaki Bajaj Boxer and the R.E. diesel

AutoRickshaw are introduced.34

199 : June 7th Kawasaki Bajaj Caliber Roll out of waluj.

July 25th legend, India’s first four stroke scooter rolls out of Akurdi.

Oct 1998 : Spirit Launched.

1999: Caliber motorcycle notches up 100,000 sales inrecordtime of 12 months.

2000 : The Bajaj Safire is introduced.

2004 : Boxer, Introduced discover135

2006 : Discover DTS-I and discover DTS-i

2007-08 : Discover 135 cc DTS-I, Discover 135 cc- DTS-fi, XCD 135 DTS-si,

2008-09 : New Variants of Discover introduced

2009-10 : New model of Discover – Discover 135 is introduced

AWARDS:

Bajaj has several national and international awards in recognition to their corporate

excellence. Here are some significant milestones.

ISO 9002 certificate awarded by the bureau verities quality inter national

(BVQI) to the moped & motor cycle.

ISO 14001 certificate awarded by the bureau verities quality inter national

(BVQI) to the moped &motor cycle.

ISO 9001 certificate awarded to the Akurdi plant by the (BVQI) in 1997.

Best productivity performance awarded for the automobile industry (1992-94)

awarded by National productivity council.

Export excellence trophy (1993-94) awarded by the engineering export

promotion council.

National awarded for outstanding export performance (1994-95) awarded by

the ministry of commerce, Government of India.

35

GLOBAL PRESENCE

Distribution network covers 50 countries

250,204 units exported in 2005-06

Dominant presence in Sri Lanka, Colombia, Bangladesh, Mexico, Central

America, Peru and Egypt.

Largest exporter of three-wheelers; over 75,297 units exported in 2005-06.

ACCOMPLISHMENTS

Bajaj Auto continued to be India’s largest exporter of two and three wheelers, during

2005-06, it exported 250,204 two and three- wheelers---- which represented a growth

of27 percent over 2004-05. Experts now constitute 11 percent in volume terms and 12

percent of its value of net sales.

DEALER PROFILE:

Company Name : VARADHA ENTERPRISES

Established : 2004

Registered Office : NO.1887|1,4thcross,

HENNUR MAIN ROAD.

St.THOMAS TOWN POST,

KACHARAKANAHALLI,

BANGALORE 84

36

SHOW ROOM DETAILS

Varadha enterprises was started in 2004 by A. Baranidaran on Hennur main road. The

company has a total of 13 employees including 5 mechanics who takes care of the

after sales servicing of the bikes.

The showroom sells anywhere from 50 to 100 bikes a month and is the main

distributor of discover bikes in Hennur. The main strengths of the show room are

1) The location of the showroom is ideal

2) Little competition from other dealers

3) Good prices and good after-sales services

37

Chapter4

ANALYSIS AND INTERPRETATION

The analysis has been done based on detailed questionnaire

There are two types of analysis done in the

1. CODING AND TABULATION

2. GRAPHICAL REPRESENTATION

1. CODING AND TABULATION

Tabular representation is the systematic representation of data in rows and columns

through tables a table makes the data more clear and it enable the reader to make

quick comparison

2. GRAPHICAL REPRESENTATION

DIAGRAMS

(a) Bar Diagram

The Bar or column diagram consists of repeated bar or column bar being rectangle of

equal width the bar can be vertical or horizontal the width of the bar should be

uniform throughout the diagram the gap between one bar and another is uniform

throughout.

38

(b) Pie diagram

If you want to show an aggregate and its division into various parts a circle maybe

drawn and divided into various sectors, each sector represents each division, since full

angle of 360 degree around the centre of the circle represents the old data (i.e. 100%)

each sector will have angle at the centre got by the formulae.

39

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THEIR AGE.

SAMPLE SIZE 100

SL NO AGE NO OF RESPONDENTS

PERCENTAGE %

1 BELOW 30 80 80

2 BETWEEN 20-50 17 17

3 ABOVE 50 3 3

TOTAL 100 100

TABLE 4.1

ANALYSIS

From the above it can be inferred that 80% of the respondents were in the age group

of below 30 years, 17% between 30-50 years, and remaining 3% were above 50 years.

40

GRAPH SHOWING AGE GROUP OF THE CUSTOMERS.

SAMPLE SIZE 100

0

10

20

30

40

50

60

70

80

90

80

17

3

BELOW 30 BETWEEN 30 - 50 ABOVE 50

FIGURE 4.1

INFERENCE

Majority of the respondents who prefer to ride the Bajaj Discover are in the

age group of below 30 years.

41

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON

THE GENDER

SAMPLE SIZE

100

SL NO GENDER NO OF RESPONDENTS

PERCENTAGE %

1 MALE 100 100

2 FEMALE 0 0

TOTAL 100 100

TABLE 4.2

ANALYSIS

From the above table it can be inferred that 100% of the respondents were male.

GRAPH SHOWING GENDER OF THE CUSTOMERS

42

MALE100%

FIGURE 4.2

INFERENCE

Majority of the respondents belongs to the male group thus it can be observed

that males play an important role in purchasing decision.

43

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON

THE OCCUPATION

SAMPLE SIZE

100

SL NO PARTICULAR NO OF RESPONDENTS

PERCENTAGE %

1 STUDENT 20 20

2 BUSINESS 8 8

3 SERVICE 21 21

4 PROFESSIONAL 51 51

TOTAL 100 100

TABLE 4.3

ANALYSIS

From the above table it can be inferred that 20% of the respondents were students, 8%

of the respondents were business while 21% belongs to the service sector and 51%

belonging to the professionals.

GRAPH SHOWING OCCUPATION OF THE CUSTOMERS

44

0

10

20

30

40

50

60

20

8

21

51

STUDENT BUSINESS SERVICE PROFESSIONAL

FIGURE 4.3

INFERENCE

Majority of the respondents belongs from Professional group as an occupation.

TABLE SHOWING THE PROFILE OF THE RESPONDENTS

BASED ON THE MONTHLY INCOME.45

SAMPLE SIZE

100


PERCENTAGE %

1 BELOW 20 49 49

2 BETWEEN 20-50

45 45

3 ABOVE 50 6 6

TOTAL 100 100

TABLE 4.4

ANALYSIS

From the above it can be predicted that 49% of the respondents were earning less than

20,000 per month, where 45% of the respondents were earning between 20,000-

50,000 and the rest of the 6% respondents were the customers earning above 50,000.

GRAPH SHOWING MONTHLY INCOME OF THE CUSTOMERS

46

0

5

10

15

20

25

30

35

40

45

50

4945

6

BELOW 20 BETWEEN 20-50 ABOVE 50

FIGURE 4.4

INFERENCE

Majority of the respondents belongs to the group where the monthly earning is

below 20,000.

SHOWING HOW THE CUSTOMERS CAME TO KNOW ABOUT

THE BAJAJ DISCOVER.

47

SAMPLE SIZE 100


PERCENTAGE %

1 NEWS PAPER 15 15

2 MAGAZINE 17 17

3 TV ADVT 30 30

4 FRIENDS & RELATIVES

38 38

TOTAL 100 100

TABLE 4.5

ANALYSIS

From the above data it can be represented the maximum customers came to know

about the Bajaj Discover through their friends and relative that is 38%, and 30%

respondents were got to know about Bajaj Discover through TV advertisements,

where 17% and 15% respondents came to know about Bajaj Discover through

magazines and news paper respectively.

GRAPH SHOWING HOW THE CUSTOMERS HOW THE

CUSTOMERS CAME TO KNOW ABOUT BAJAJ DISCOVER

48

NEWS PAPER 15%

MAGAZINES17%

TV ADVT30%

FRIENDS & RELATIVE38%

FIGURE 4.5

INFERENCE

Majority of the respondents came to know about the Bajaj discover through

their friends and relatives.

SHOWING THE PROFILE OF THE RESPONDENTS WHAT MADE THEM TO GO FOR BAJAJ DISCOVER

SAMPLE SIZE 100

49

SL NO IMPORTANCEREASON

NO OF RESPONDENTS

PERCENTAGE %

1 Price 4 4

2 Mileage 6 6

3 Style 31 31

4 Pickup 43 43

5 Low Maintenance Cost

16 16

TOTAL 100 100

TABLE 4.6

ANALYSIS

From the above table it is clear that 4% of the respondents are satisfied with

the price of the Bike, 6% of the respondents are satisfied with the mileage of the Bike,

31% of the respondents are satisfied with the pickup of the Bike, 16% of the

respondents are satisfied with the low maintenance cost of the Bike.

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS

WHAT MADE THEM TO GO FOR BAJAJ DISCOVER

50

0

5

10

15

20

25

30

35

40

45

46

31

43

16

PRICE MILEAGE STYLEPICKUP LOW MAINTENANCE COST

FIGURE 4.6

INFERENCE

Most of the respondents go for discover because of its Pick-Up and style.

ARE YOU EXPECTING ANY KIND OF MODIFICATION IN EXISTING DISCOVER MODEL

SAMPLE SIZE 100

51

SL NO IMPORTANCEREASON

NO OF RESPONDENTS

PERCENTAGE %

1 YES 40 40

2 NO 60 60

TOTAL 100 100

TABLE 4.7

ANALYSIS

According to the analysis 40% of respondents were wanting modifications in

existing discover models.

And 60% respondents were doing not want any other modification in discover

model

52

GRAPH SHOWING CUSTOMER’S EXPECTATION

REGARDING MODIFICATION IN EXISTING DISCOVER

MODEL

Category 10

10

20

30

40

50

60

70

40

60

YES NO

FIGURE 4.7

INFERENCE

Majority of the respondents do not expecting any other modification in

existing models of discover.

53

SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE

BASIS OF THEIR BIKE’S MILEAGE

SAMPLE SIZE 100


PERCENTAGE %

1 60 KM/LTR & ABOVE

0 0

2 50-60 KM/LTR 14 14

4 40-50 KM/LTR 59 59

5 BELOW 40 KM/LTR

27 27

TOTAL 100 100

TABLE 4.8

ANALYSIS

The graphical representation shows th7at 0% of the respondents bike’s

mileage 60 km and above 60 km/ltr

The 14% of the respondents bikes mileage between 50-60 km/ltr

The 59% of the respondents bike’s mileage between 40-50 km/ltr

The 27% of the respondents bikes mileage is below 40 km/hr

54

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS ON THE BASIS OF THEIR BIKES MILEAGE

Category 10

10

20

30

40

50

60

70

0

14

59

27

60 KM/LTR & ABOVE 50-60 KM/LTR 40-50 KM/LTR BELOW 40 KM/LTR

FIGURE 4.8

INFERENCE

Majority of the respondents bikes mileage is in between of 40-50 km/ltr

55

SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISFACTION WITH THEIR BIKES

MILEAGE


PERCENTAGE %

1 EXTREMELY SATISFIED

6 6

2 SATISIFIED 41 41

4 SOME WHAT SATISFIED

41 41

5 NOT SATISIFIED 12 12

TOTAL 100 100

TABLE 4.9

ANALYSIS

The graphical representation shows that 6% respondents were extremely

satisfied with the bikes mileage

The 41% of the respondents were satisfied with bikes mileage

The 41% of respondents were somewhat satisfied with bikes mileage

Where only 12% customers were not satisfied

56

GRAPH SHOWING CUSTOMERS SATIFACTION WITH THEIR BIKES MILEAGE

0

5

10

15

20

25

30

35

40

45

6

41 41

12

EXTREMELY SATISFIED SATISIFIEDSOME WHAT SATISFIED NOT SATISFIED

FIGURE 4.9

INFERENCE

Majority of the respondents are satisfied with the bikes mileage.

57

SHOWING THE RESPONDENTS VIEW TOWARDS THE

POWER & PICK-UP OF BAJAJ DISCOVER

SAMPLE SIZE 100


PERCENTAGE %


10 10

2 SATISIFIED 78 78


10 10


TOTAL 100 100

TABLE 4.10

ANALYSIS

From above graph it comes to know that 10% of the respondents are extremely

satisfied with power and pick-up of the bike, 78% of the respondents are satisfied

with power and pick-up of the bike, 10% of the respondents are somewhat satisfied

with power and pick-up of the bike, 2% of the respondents are not satisfied with

power and pick-up of the bike.

58

GRAPH SHOWING THE RESPONDENTS TOWARDS THE POWER AND PICK-UP OF BAJAJ DISCOVER

Category 10

10

20

30

40

50

60

70

80

90

10

78

10

2

EXTREMELY SATISFIED SATISFIEDSOME WHAT SATISFIED NOT SATISIFIED

FIGURE 4.10

INFERENCE

Majority of the respondents 78% are satisfied with the bikes power and pick-

up.

59

SHOWING CUSTOMER FEEDBACK TOWARDS THE MAINTENANCE COST OF THE BIKE

SAMPLE SIZE 100


PERCENTAGE %


5 5

2 SATISIFIED 66 66


25 25


TOTAL 100 100

TABLE 4.11

ANALYSIS

From above graph comes to know that 5% of the respondents are extremely satisfied

with cost of maintenance of the bike, 66% of the respondents are satisfied with cost of

maintenance of the bike, 25% of the respondents are somewhat satisfied with cost of

maintenance of the bike,4% of the respondents are not satisfied with cost of

maintenance of the bike.

60

GRAPH SHOWING CUSTOMERS FEED BACK TOWARDS THE

MAINTENANCE COST OF THE BIKE

0

10

20

30

40

50

60

70

5

66

25

4

EXTREMELY SATISFIED SATISFIEDSOME WHAT SATISFIED NOT SATISFIED

FIGURE 4.11

INFERENCE

Majority of the respondents 66% are satisfied with the cost of maintenance of

the bike.

61

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY

SAMPLE SIZE 100


PERCENTAGE %


32 32

2 SATISIFIED 56 56


12 12


TOTAL 100 100

TABLE 4.12

ANALYSIS

From the data it is clear that 32% of the respondents are extremely satisfied with riding comfort and safety of the bike 56% of the respondents are satisfied with riding comfort and safety of the bike 12% of the respondents are somewhat satisfied with the riding comfort and safety of the bike.

62

GRAPH SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE COMFORT AND SAFETY

0

10

20

30

40

50

60

32

56

12

0

EXTREMELY SATISFIED SATISFIED SOMEWHAT SATISFIED NOT SATISFIED

GRAPH 4.12

INFERENCE

Most of the respondents are satisfied with the riding comfort and safety

63

SHOWING THE FEEDBACK OF THE RESPONDENTS AND THEIR CLASSIFICATION ON THE BASIS OF RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS

SAMPLE SIZE 100


PERCENTAGE %

1 EXCELLENT 17 17

2 GOOD 56 56

4 MODERATE 19 19

5 POOR 8 8

TOTAL 100 100

TABLE 4.13

ANALYSIS

The graphical representation shows that 70% of the respondents were highly

satisfied with the responsiveness of the dealer towards their complaints

The 56% of the respondents were just satisfied

19% of the respondents were nearly satisfied with the responsiveness of the

dealer towards their complaints

Where only 8% of the customers were unsatisfied

64

GRAPH SHOWING RESPONSIVENESS OF THE DEALER TOWARDS THE COMPLAINTS

Category 1

0

10

20

30

40

50

60

17

56

19

8

EXCELLENT GOOD MODERATE POOR

FIGURE 4.13

INFERENCE

Most of the respondents feel that responsiveness of the dealer towards the

complaints is good

65

SHOWING THE CLASSIFICATION OF RESPONDENTS ON THE BASIS OF SATISIFACION AFTER SALES SERVICE FROM THE DEALER

SAMPLE SIZE 100


PERCENTAGE %

1 YES 62 62

2 NO 38 38

TOTAL 100 100

TABLE 4.14

ANALYSIS:-

According to the analysis 62% of the respondents were satisfied with the after

sales services from dealer.

And 38% respondents were not satisfied.

66

GRAPH SHOWING SATISFACTION AFTER SALE SERVICES FROM THE DEALER

Category 10

10

20

30

40

50

60

70

62

38

YES NO

FIGURE 4.14

INFERENCE

Most of the respondents are satisfied with the after sales services from the dealer

67

SHOWING THE PROFILE OF THE RESPONDENTS BASED ON THE QUALITY AFTER SALE AND SERVICES OF BAJAJ DISCOVER

SAMPLE SIZE 100


PERCENTAGE %

1 EXCELLENT 8 8

2 GOOD 47 47

3 AVERAGE 27 27

4 POOR 18 18

TOTAL 100 100

TABLE 4.15

ANALYSIS

8% of the respondents found the quality after sales and service of Bajaj

Discover excellent

47% of the respondents found it just good

27% respondents were nearly satisfied with the quality after sales and service

of Bajaj Discover

And 18% respondents found it poor

68

GRAPH SHOWING THE QUALITY AFTER SALE AND SERVICES OF BAJAJ DISCOVER

0

5

10

15

20

25

30

35

40

45

50

8

47

27

18

EXCELLENT GOOD AVERAGE POOR

FIGURE 4.15

INFERENCE

Majority of the respondents 47% are satisfied with the quality after sales and service of the Bajaj Discover

69

CUSTOMERS SATISFIED WITH SPARE PARTS AVAILABILITY AT SERVICE CENTRE

SAMPLE SIZE 100


PERCENTAGE %

1 YES 90 90

2 NO 10 10

TOTAL 100 100

TABLE 4.16

ANALYSIS

According to the analysis 90% of the respondents were satisfied with the spare

parts availability at the service centre

And 10% of the respondents were not satisfied

70

GRAPH SHOWING THE SPARE AVAILABILITY AT THE

SERVICE CENTRE

Category 10

10

20

30

40

50

60

70

80

90

10090

10

YES NO

FIGURE 4.16

INFERENCE

90% of the respondents are satisfied with availability of the spare parts at service centre

71

TABLE SHOWING THE FEEDBACK OF RESPONSIBILITIES AND THEIR CLASSIFICATION ON THE BASIS OF RELIABILITY OF BIKE

SAMPLE SIZE 100


PERCENTAGE %

1 VERY RELIABLE

35 35

2 RELIABLE 64 64

3 NOT RELIABLE 1 1

TOTAL 100 100

TABLE 4.17

ANALYSIS

35% of the respondents feel their product was very reliable 64% respondents found it just reliable And only 1% respondents said it was not reliable

72

GRAPH SHOWING THE LEVEL OF RELIABILITY OF BIKE

Category 10

10

20

30

40

50

60

70

35

64

1

VERY RELIABLE RELIABLE NOT RELIABLE

FIGURE 4.17

INFERENCE

64% respondents feel that reliability of bike is good

73

SHOWING THE RESPONDENTS EXPECTING NEW

VERSION OF DISCOVER BY BAJAJ

SAMPLE SIZE 100


PERCENTAGE %

1 YES 65 65

2 NO 35 35

TOTAL 100 100

TABLE 4.18

ANALYSIS

According to the analysis 65% respondents were expecting new version of pulsat by Bajaj

And 35% respondents were not expecting new version of discover by Bajaj

74

GRAPH SHOWING EXPECTING NEW VERSION OF DISCOVER BY BAJAJ

65%

35%

YES NO

FIGRURE 4.18

INFERENCE

Majority of the respondents 65% are expecting new version of Discover by Bajaj

75

SHOWING THE RESPONDENTS RECOMMEND BUYING THE BAJAJ DISCOVER

SAMPLE SIZE 100


PERCENTAGE %

1 DEFINITELY YES

71 71

2 SOME EXTENT 23 23

3 MAY BE 5 5

4 NEVER 1 1

TOTAL 100 100

TABLE 4.19

ANALYSIS

The graphical representation shows that 715 of the respondents will definitely recommend others to buy the Bajaj discover

23% of the respondents will recommend others to buy the Bajaj Discover to some extent

5% respondents may recommend others to buy Bajaj Discover And only 1% respondents said they will recommend others to buy Bajaj

discover

76

BASED ON PERFPORMANCE/ QUALITY OF THE PRODUCT ,

WILL YOU RECOMMEND OTHERS TO BUY

Category 10

10

20

30

40

50

60

70

8071

23

51

DEFINIETELY YES SOME EXTENT MAYBE

FIGRURE 4.19

INFERENCE

Most of the respondents feel that on the basis of performance/ quality they will

recommend others to buy the Bajaj Discover

77

Chapter5

FINDINGS

The below given inferences where actually delivered

Majority of the respondents who prefer to ride the Bajaj Discover are in the age

group of below 30 years.

Majority of the respondents belongs to the male group thus it can be observed that

males play an important role in purchasing decision

. Majority of the respondents belongs from Professional group as an occupation

Majority of the respondents belongs to the group where the monthly earning is

below 20,000.

Majority of the respondents came to know about the Bajaj discover through their

friends and relatives.

Majority of the respondents using Bajaj discover 150cc i.e. 79% and Bajaj

Discover135 cc i.e. 10%.

Most of the respondents go for discover because of its Pick-Up and style.

Majority of the respondents do not expecting any other modification in existing

models of discover.

Majority of the respondents bikes mileage is in between of 40-50 km/ltr.

Majority of the respondents are satisfied with the bikes mileage.

Majority of the respondents 78% are satisfied with the bikes power and pick-up.

Majority of the respondents 66% are satisfied with the cost of maintenance of the

bike.

Most of the respondents are satisfied with the riding comfort and safety.

Most of the respondents feel that responsiveness of the dealer towards the

complaints is good.

Most of the respondents are satisfied with the after sales services from the dealer.

Majority of the respondents 47% are satisfied with the quality after sales and

service of the Bajaj Discover.

78

90% of the respondents are satisfied with availability of the spare parts at service

centre

64% respondents feel that reliability of bike is good.

Majority of the respondents 65% are expecting new version of Discover by Bajaj.

Most of the respondents feel that on the basis of performance/ quality they will

recommend others to buy the Bajaj Discover.

79

SUGGESTIONS

Based on the findings of the study stating some of the important suggestions that the

company can really go for to extend its operation, market-share, profit and so on.

1. CONCENTRATE ON EFFECTIVE AND INFORMATIVE

ADVERTISEMENT STRATEGY

In order to attract and retain the customers the company should

a. Develop both the informative and attractive advertisement strategies

b. Company should go for advertising about the product in almost all the

medias

c. Regular modifications should be the content of the advertisement

d. The presentation of the advertisement should be appealing to the customer

2. REWARDS FOR THE BEST DEALERS

In the present competitive markets, a company can be develop on its own efforts.

It has to depend on others, i.e. it has to take effective support from its dealers . To

get effective support it has to study and motivate them like:

The company has to provide rewards, awards, offers, discount to its dealers to

promote its products very effectively in the domestic market. If implemented

definitely they may lend to tremendous increase in the turnover of the company

3. EFFICIENCY IN AFTER SALES SERVICE:

Retaining few satisfied customer is as good as attracting ten new customers . It

implies that a company can easily increases the number of its customers but is

very difficult to retain them.

80

In order to retain the customers especially the company should:

a. Give more importance to the quality of the sales service.

b. Remind the customer as to when they have to get their vehicles serviced.

c. Give tips to them on maintenance of vehicles

4. CUSTOMER RESEARCH STUDY:

This is also one of the important tools to the company to know that extra facilities

the customers are expecting from the company and how they are comparing out

vehicles with vehicles of computers etc...

As most of the customers expecting that the improvement should be done on the

seating of bajajdiscover, it is necessary for the company to concentrate on this

aspect. This is because one should feel comfortable in riding; this intern depends

on the seating arrangement of the vehicles.

5. PROMOTIONAL STRATEGIES:

Festival offers, Exchange melas, offer of gold coins and other valuable things can

be introduced in order to increase its turnover. Provide the financial schemes to

increase the sales.

81

CONCLUSION

From the study it is concluded that majority of the customers are satisfied by the

DISCOVER rendered by Bajaj.

While doing this project I came to know how challenging it is to satisfy the present

day customers, I also realized various types of customers right from those who have

genuine to ego kind of problems, but how important it is to satisfy all of them.

During the course of project i also understood that all customers cannot be satisfied all

the times it is only how well can we come to the satisfaction level, which actually

matters.

It is also understood that the volume of customers is mainly from the youth section

and is mainly male population which means that the company should be more youth

centric and at the same time should have a different marketing strategy for the elder

population as they need to be pushed to the market.

QUESTIONNAIRE

82

(A STUDY ON CUSTOMER SATISFACTION TOWARDS BAJAJ Discover)

Respondents Profile

Name:

Age:

(a) Below 30

(b) between 30-50

(c) above

Gender:

(a) Male

(b) Female

Occupation:

a) student

b) business

c) Service

d) profession------------

Monthly income (in thousands)

a) Below 20 ------------

b) between 20-50------------

c) above-------------------

83

1) How did you come to know about Bajaj Discover?

a) Newspaper---------------

b) Magazines--------------

c) TV Advt--------

d) Friends and relatives

2) What is the main reason that made you to go for Bajaj Discover?

a. Price-----

b. Mileage------

c. Style-------

d. Pick-up-------

e. Low Maintenance cost------

3) Are you expecting any other modification in existing models of

Bajaj Discover?

a) Yes ------

b) No --------

4) Mileage your Bike giving?

a. 60 km/ltr and above----

b. 50-6- km/ltr-------------

c. 40-5- km/ltr-----

d. Below 40 km/ltr---

5) Are you satisfied with bike’s mileage?

a. Extremely satisfied -------

b. satisfied-------

c. somewhat satisfied ---------

d. not satisfied-----

84

6) Are you satisfied with bike’s power and pickup?

a) Extremely satisfied-------

b) satisfied-------

c) somewhat satisfied---------

d) not satisfied-----

7) Are you satisfied with the cost of maintenance of your bike?

a. Extremely satisfied-------

b. satisfied-------------

c. somewhat satisfied---------


8) Do you have riding comfort and safety?


b. satisfied-------

c. somewhat satisfied---------


9) Do you promptly get response from your dealer regarding complaints?

a. Yes------

b. No-----

10) Are you satisfied with after sales service from dealer?

1) Yes------

2) No------

11) What do you think about the quality “after sales service” of Discover?


b. satisfied-------

c. some what satisfied---------

d. not satisfied-------

85

12) Are you satisfied with spare parts availablity at the service centre where

you deal with?

a. Yes------

b. No-----

13) Is the product reliable?

a. Yes------

b. No-----

14) Do you expect any new version of Discover by Bajaj?

a. Yes------

b. No-----

15) Do you recommend your friends to buy Bajaj Discover?

a. Definitely yes-------

b. some extend -------

c. Never -------

Suggestion / comments if any

SIGNATURE:

THANK YOU

86

BIBLIOGRAPHY

“MARKETING MANAGEMENT” - Philip Kotler

“CONSUMER BEHAVIOUR” - Suja Nair

“MARKETING RESEARCH“ - RajendraNargundakar

World wide web

o www.bajajautoltd.com

o www.teambhp.com

o www.wikipaedia.com

87

Documents

“A Study on customer satisfaction towards Bajaj Discover”