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CHAPTER 1
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COMPARATIVE STUDY:
Comparative study reveals the competitive position of the company as well as
competitor's activities. It is of paramount of importance to measure the share of market
owned by a companys product by assessing its own strengths and weaknesses. Study of
competitors price change and advertising Champaign will be helpful for the company to
frame suitable policies and Procedures to meet the challenges of the markets. A company
can conduct intensive study of competitor's marketing situations require -a probe to take
an appropriate decision by management.
Marketing management must have such intelligence to do its jobs effectively.
There are four areas of comparative study as follows:
1. Market Potential Research
2. Consumer Research
3. Market Share Research
4. Sales Research
Market Potential Research : Market potential research reveals the amount of a product
or services that can be absorbed by the market during a period of time . It define the
market opportunity that exist in a particular time . Market potential is related to the salesforecast of a product of a company .the potential of the marketability of the product can
be estimated on several grounds.
Consumer Research : Consumer sovereignty is considered modern marketing
principle . it means that the producer has no right to intervene to purchasing habit of
consumer They are free to spend their money in their respective manner they like, there
fore it is essential to understand the consumers behavior to meet their requirement by
providing suitable product and services .
Thoroughly assessing the consumers behavior will help increases the sales of firm. The
planning and the policy of marketing can be decided accordingly. The consumer research
reveals the behavior of the consumer at constant market . It also reveal the behavior of
the consumer at the introduction of various marketing variable.
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Market Share Research :Market share is decidedon the basis of market potential . It is
the ratio of company s sales to their industry s potential sale .performance standard is
established after forecasting of sales is set.After estabilishing the the standard , the
performance is measure.The level of performance or a standard can be set after trough
the analysis of the product capability , price and marketing programmes of company on
the one hand and the market potential on the other hand . The potential capability of the
company can be estimated on the basis of market variables , market design , advertising
policies , product function , pricing policies and distribution channel.
Sales Research : Sales research involves measuring of sales , sales potential ,cost of
product line, sales control research an market analysis .Firms to assess the amount of
sales from time to time conduct sales analysis . The sales analysis is use to mean actual
analysis of sales performance of a company.
This project is based for knowing the customer's brand preferences, which is an essential
part of Consumer Research. This project report shows the mirror of reality between two
famous two wheeler companies HERO HONDA & BAJAJ AUTO LIMITED that which
brand is more preferred by customers in present world.
I chose the
HERO HONDA & BAJAJ AUTO LIMITED because both are leading two
wheeler company not only in India ,but in entire world in their segment. The two wheeler
of HERO HONDA & BAJAJ AUTO LIMITED is assumed as India's no.-1, but the
reality may be provide as more knowledge about the two wheeler market of our country.
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INDIAN TWO WHEELER MARKET
The Indian society for the past ten years has been caught-up in a firestorm of
change. This storm now appears to be gathering force and sweeping through the country
with ever-accelerating speed and unprecedented impact. These streams of changes are so
accelerated that they have influenced our sense of "time and revolutionized the tempo of
our daily lives. It is a whole new beginning of an era lo capitalise on striking differences
in lifestyles of consumers of today, as compared lo those of past, with new ideas-
products/concepts, services - more quickly than ever before.
The changing trend and pattern in the Indian consumers market is mainly due lo a
total transformation of the economic and social fabric of the country in profound and far-
reaching ways such as the emergence of new, affluent and increasingly consumerist
middle class in the country. The implications of this rapid-fire change in the middle class
can hardly be missed. The Indian middle class have now touched the 200 million mark.
The two-wheeler market in India is the biggest contributor to the automobile industry
with a size of Rs.100,000 million. The two-wheeler market in India comprises of 3 types
of vehicles, namely motorcycles, scooters, and mopeds.
Foreign collaborations have been playing a major role in the growth of the Indian two-
wheeler market, and most of them are Japanese firms. The modern two-wheeler firms in
India have been manufacturing new categories of two wheelers such as Step Thrust and
Scootees. These have been produced by combining two or more two-wheeler segments.
Foreign firms have already taken initiatives to own their two-wheeler subsidiaries in
India.
Among the 3 segments of the Indian two wheeler market, major growth trends have been
seen in the motorcycle segment over the last four to five years. One good reason for such
increase in demand for motorcycles is due to its resistance and balance even on bad roadconditions. Most of the rural areas in India do not have decent roads and hence the need
for good, shock-resistant, and steady two-wheelers such as motorcycles had been felt.
Some of the major players in the Indian motorcycles market are Hero Honda CBZ, Bajaj
Pulsar, TVS and Apache. Other brands include Splendor, Passion, Fiero, Victor, Star
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City, Boxer, CD Dawn, Karizma, Caliber, etc. Having classified the motorcycle brands
into economy, executive, and premium segments, Bajaj stands as the leader in the
economy segment, Hero Honda leads in the executive segment, and there is a competition
in the premium segment between Hero Honda and Bajaj.
The following are the main factors that affect two-wheeler sales in India:
Increase in credit and financing for auto vehicles - Two-wheeler loans and
financing has been on the rise.
Increase in consumer's salary - Due to opportunities offered by multinationals the
disposable incomes of salaried individuals have increase manifold.
Constant petrol prices - Today, the government of India has been working on
reducing subsidies on kerosene and diesel which will keep petrol prices at more or
less the same level.
Delay in initiation of Mass Transport System - Probably a future threat to the two-
wheeler market, the implementation of the mass transport system has been
delayed.
However, the two-wheeler market in India is a fast growing market due to itstechnological advancements in product manufacturing and emphasis on design
innovation.
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TWO WHEELER SEGMENTATION OF INDIAN MARKET
There are generally the market of two wheeler is been categories in to three main
groups . They are Entry segment or Economy segment . Than Standard or premium
segment and at last the Exclusive segment. Over all most of the two wheeler in in are
from the standard or premium segment (43 %) than comes the entry segment with
(35%) and at last the exclusive segment comes with (22%).
SEGMENTS PERCENTAGE
ENTRY LEVEL 35%
PREMIUM LEVEL 43%
EXCLUSIVE LEVEL 22%
\
GEOGRAPHICAL LOCATION OF RESEARCH
Bilaspur is a second big city of newly made state Chhattisgarh . The population of
ENTRY
35%
PREMIUM
43%
EXCLUSIV
E
22%
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the city is about 7 7.5 lakh . There are about 50,000 two wheeler are officially
registered by the RTO Authority of Bilaspur. Every year in Bilaspur city about
5,000 new two Wheeler are sold in Bilaspur city . The sale of two wheeler is
increases every year in Bilaspur city at the rate of 10- 12 % per year. That shows as
the demand of two wheelers in the Bialspur city and it indicate that these two
wheeler are became the part of the life . in the year 2008 there are 7400 unit of two
wheeler are sold in Bilaspur city .
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The joint venture between India's Hero Group and Honda Motor Company, Japan has not
only created the world's single largest two wheeler company but also one of the most
successful joint ventures worldwide.
During the 80s, Hero Honda became the first company in India to prove that it was
possible to drive a vehicle without polluting the roads. The company introduced new
generation motorcycles that set industry benchmarks for fuel thrift and low emission. A
legendary 'Fill it - Shut it - Forget it' campaign captured the imagination of commuters
Company profile
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across India, and Hero Honda sold millions of bikes purely on the commitment of
increased mileage.
Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as
many as the number of people in Finland, Ireland and Sweden put together!
Hero Honda has consistently grown at double digits since inception; and today, every
second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in
India buys Hero Honda's top -selling motorcycle Splendor. This festive season, the
company sold half a million two wheelers in a single montha feat unparalleled in
global automotive history.
Hero Honda bikes currently roll out from its three globally benchmarked manufacturing
facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third
state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April
this year. These plants together are capable of producing out 4.4 million units per year.
Hero Honda's extensive sales and service network now spans over 3000 customer touch
points. These comprise a mix of dealerships, service and spare points, spare parts
stockiest and authorized representatives of dealers located across different geographies.
Hero Honda values its relationship with customers. Its unique CRM initiative - Hero
Honda Passport Program, one of the largest programs of this kind in the world, has over 3
million members on its roster. The program has not only helped Hero Honda understand
its customers and deliver value at different price points, but has also created a loyal
community of brand ambassadors.
Having reached an unassailable pole position in the Indian two wheeler market, Hero
Honda is constantly working towards consolidating its position in the market place. The
company believes that changing demographic profile of India, increasing urbanization
and the empowerment of rural India will add millions of new families to the economic
mainstream. This would provide the growth ballast that would sustain Hero Honda in the
years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly
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points out, "We pioneered India's motorcycle industry, and it's our responsibility
now to take the industry to the next level. We'll do all it takes to reach there.''
PRODUCTS OF HERO HONDA
HUNK
CBZ
CBZ EXTREME
KARIZMA
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SPLENDOR
PLEASURE
CD DELUXE
CD DOWN
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AUTHORIZED DEALER OF HERO HONDA IN
BILASPUR
Satya Automobile , Sarkanda
Galaxy motors , Tifra road maharana pratap chowk
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BAJAJ AUTO LTD.
"Inspiring Confidence"
Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With Kawasaki Heavy
Industries of Japan, Bajaj manufactures state-of-the-art range of two-wheelers. The
brand, Pulsar is continually dominating the Indian motorcycle market in the premium
segment. Its Discover DTSi is also a successful bike on Indian roads.
Company Flashback
'Inspiring Confidence,' the tagline, has build up confidence, through excitement
engineering, not only to domestic consumers but also internationally. Established just
eight decades back in 1926 by Jamnalal Bajaj, the company has been vested with India's
largest exporter of two and three wheelers, 196,710 units in 2004-05, a great 26 per cent
jump over the previous year.
Bajaj Auto Ltd. sales have increased by approximately 21 per cent in the year 2004-05,
which exceeds Rs 65.4 billion, a record in the history of the company. The gross
operating profit stands at Rs. 9.3 billion, again a record. The profits after tax of the BAL
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are close to Rs. 7.7 billion, and the pre-tax return on operating capital is at an impressive
80 percent.The strength of the company is its quality products, excellence in
engineering and design, and its ability to delight the customers. The Pulsar, introduced in
November 2004, is continually dominating the premium segment of the motorcycle
market, helping to maintain the market superiority. Discover DTSi, one more successful
bike on Indian roads, is in the 'value' segment of the motorcycle market. It incorporates a
high degree of power with fuel efficiency of a 100cc motorcycle.
BAL is committed to prevention of pollution, continual improvement of environment
performance and compliance with all environmental legislation and regulations. They
always believe in providing the customer 'value for money' and keeps an special eye upon
quality, safety, productivity, cost and delivery.
Outlook
Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki Heavy Industries
of Japan to manufacture state-of-art range of latest two-wheelers in India. The JV has
already given the Indian market the KB series, 4S and 4S Champion, Boxer, the Caliber
series,andWind125.
Kawasaki Heavy Industries is a Fortune 500 company with a turnover of USD 10 billion
(Rs. 45,840 crore). It has crafted new technologies for more than hundred years. The
technologies of KHI have redefined space systems, aircrafts, jet engines, ships,locomotive, energy plants, automation system, construction machinery, and of course
high reliability two-wheelers.
KHI has given the world its legendary series of 600-1200cc Ninja and 1600 Vulcan
bikes. Straight from its design boards, the Kawasaki Bajaj Eliminator, India's first real
cruiser bike, redefines the pleasure of "biking" in looks as well as performance.
Segment and Brands
Products Brands
Motorcycles 4S 4S Champion Bajaj Avenger
Bajaj CT 100Bajaj
DiscoverBajaj Platina
Bajaj Platina
DTS SI
Bajaj PulsarBajaj Pulsar
DTSi
BAJAJ PULSAR DTS
FI 220
Bajaj Sonic Bajaj Wind Bajaj XCD 125
http://www.surfindia.com/automobile/bajaj-avenger.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-platina.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-sonic.htmlhttp://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-xcd-125.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-discover.htmlhttp://www.surfindia.com/automobile/bajaj-platina.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-platina-dtssi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-pulsar-dtsi-fi-220.htmlhttp://www.surfindia.com/automobile/bajaj-sonic.htmlhttp://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-xcd-125.htmlhttp://www.surfindia.com/automobile/bajaj-avenger.html8/6/2019 Final Marketing Project Rajuda
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125
Boxer Caliber Caliber115
Kawasaki Bajaj
EliminatorKB RTZ KB100
KB125
Scooters Bajaj Chetak Bajaj Kristal Dtsi Bajaj Wave
http://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-chetak.htmlhttp://www.surfindia.com/automobile/bajaj-kristal-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-wave.htmlhttp://www.surfindia.com/automobile/bajaj-wind.htmlhttp://www.surfindia.com/automobile/bajaj-chetak.htmlhttp://www.surfindia.com/automobile/bajaj-kristal-dtsi.htmlhttp://www.surfindia.com/automobile/bajaj-wave.html8/6/2019 Final Marketing Project Rajuda
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XCD DISCOVER PLATINA
AUTHORIZED DEALER OF BAJAJ AUTO
LIMITED IN BILASPUR
TRIPUR BAJAJ at Maharana pratap chowk
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CHAPTER 2
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RESEARCH METHODOLOGY
RESEARCH PLAN:
The research plan is the basic framework which provides guidelines for the rest ofresearch process. It is a map or blueprint according to which the research is to be
conducted. The research plan specifies the method for data collection and -data analysis.
The researcher specifically pinpoints that to carry out the research properly.
How the data would be collected?
Which instruments for data collection would be used?
What sampling plan would be used?
The researcher has to carefully decide and make a choice from the group of different
alternatives available to him. Designing a research plan calls for decisions on the data
sources, research approaches, research instruments, sampling plan, and contact methods.
For any research to be successful, it is very important that the procedure should be
systematically designed and scientifically planned before hand.
RESEARCH DESIGN:
"It is a series of advance decisions that are taken together and comprises a master plan or
modal for the conduct of this study". The research type selected was descriptive type.
This is used for opportunity and alternative oriented studies.
Descriptive research is the one that simply describes some thing as demographic
characteristic of consumer who use the product. The descriptive study is typically
concerned with determining.
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SITUATIONAL ANALYSIS AND DATA SOURCES:
Before starting the research work, researcher must be aware about certain basic element
related to study, apart from clearly knowing the basic objectives. For example, how many
companies in two wheeler automobile sector , what are the different types of two wheeleravailable in Indian market, which are the major ones, main dealers of the city etc. This
provides a useful idea regarding how to go about the whole research.
As there is large number of company, this study includes a lot of information touching
each and every dimension of marketing. This information will be collected from various
sources which can be classification as primary and secondary sources.Customers Formed
the Primary Sources of Information.
SOURCES AND METHODS EMPLOYED FOR DATA COLLECTION.
DATA COLLECTION:
There are two types of data: secondary and primary. The- secondary data refers to those
data which were gathered for some other purpose and are already available in the firm's
internal records and commercial, trade, or government publication. On the other hand,
primary data do not exist already in record and publication. The researcher has to gather
primary data afresh for the specific study undertaken by him. The primary data are
explicitly for a specific research project at hand.
Of course, it is essential to collect primary data if the secondary data are not sufficiently
available. The primary data can be collected by three methods:
Observation
Surveys
I choose survey method for primary data collection. With the use of survey, we can
gather a wide range of valuable information on overt behavior of the consumer, attitudes,motive, and opinions. Primary data can be gathered in marketing by three basic methods -
Survey, Observation and
Experiments. Given the nature of the study survey method was found to be most suitable.
Survey can be done through:
Telephone
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Direct interviews
I found direct interviews method is more suitable for my study. Although, the personal
interview was very much time taking. But the advantages of it greatly out weighted the
inconvenience involved. Accordingly a questionnaire was prepared to bring in uniformity
in the collected data.
QUESTIONNAIRE DESIGN:
Construction and implementing questionnaires is one of the most interesting and
challenging tasks of conducting marketing research.
Questionnaires or schedules constructing consists of five steps as follows:
Specifying the information needed?
Determining the type of question to be asked?
Deciding the number and sequence of question?
Preparing the preliminary draft of questionnaires?
Revising and presenting the questionnaires?
These five steps are the guideline for construction a questionnaires and are generally
applicable to both forms of questions asking instruments.
I make closed-ended questions such questions are also called fixed alternatives questions.
They refer to those questions in which he is to select the one that most closely matches
his opinion and attitude.
PREPARATION OF QUESTIONNAIRE:
Constructing and implementing questionnaire is one of the interesting and challenging
tasks of conducting research. The problem facing the market researcher is to took deep
into the process of human communication and thinking. Three basic things need to be
considered while marking a questionnaire.
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Wording
Format
Sequence
Working means the world used should be such that the respondent can understand the
question easily. It should not lead to any sort of Hesitation on part of the respondent to
answer any question Format refers to the type of questions asked. It can be opening ended
or close ended, depending upon the type of question.
A questionnaire is a proper arrangement of questions so that respondent does not loose
interest while reading the questionnaire.
In this study there will be only one questionnaire for
Customers
CATEGORISATION OF QUESTIONS:
The questions were properly categories into specific area such as product, price, place
distribution), promotion, opinion etc. so as to direct and maintain.
CONTINUOUS FLOW OF QUESTION, CATEGORIES :-
(a)TARGET SEGMENT:
A group of questions regarding the customer's business area, status. Company/dealer
major and know the resent and potential customers market segment to which the
company are targeting.
(b) PRODUCT: -
Second group regarding the product range earned by each dealer of each company, their
price range various features of the product, selling rate of each product and customers
choice as per the current trend.
(c)PROMOTION: - .
To measure the impact of and campaign and promotional policies in creating awareness
and generating sales of each company vis--vis company's nature of spending in local
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market certain Questioners were asked.
(d) DISTRIBUTION:
One important aspect of companys strategies is the way if managing the distributionchannel and sales force the compensation planes, selling network and terms and condition
of dealing etc. Some questions had to be inducted to cater to tin's crucial area.
(e) OPINIONS:
One separate category of questions was created to gauge the brands acceptance of
customers, their wants of modifications. It was through that. if the opinions could be
extracted from the depths they might reveal the important hidden aspect of the strategies.
SAMPLING PLAN:
First step in the sampling plan is to decide the universe or population. Once the universe
is decide, the researcher must concern himself to find;
What sampling unit should be studied?
What should be the sample size?
What sampling procedure should be used?
What sampling (contact) method should be utilized?
SAMPLING PLANNING: - Insampling planning, I pay attention to following points;
1.UNIVERSE: - All the user of two wheeler in Bilaspur city, are considered as universe
of my study
2. SAMPLE SIZE: - Sample size will be 100 house hold customers in Bilaspur city using
HERO HONDA & BAJAJ TWO WHEELER .
.
3. BUDGETARY CONSTRAINT: - The cost consideration is taken into account. The
expenses bear by researcher himself.
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4. SAMPLING PROCEDURE: - Sampling procedure includes the techniques of
questionnaire and interview method.
PATTERN OF ANALYSIS UNDERTAKEN
The task of data collection begins after a research problem has defined. Researchershould keep in mind two types of data, primary data and secondary data. The primary
data are those, which are collected afresh and for the first time, and thus happen to be
original in character. The secondary data, on the other hand, are those which have already
been collected by someone else and which have already been passed through the
statistical process.
PRIMARY DATA: Primary data collected through interview method; personal meeting
with the officials as well as customers. And tools of the data collection were through
interview schedules and questionnaires.
SECONDARY DATA: Secondary data was collected through the Business Magazines,
Company's catalogue, Newspaper, Internet and other Official records.
Both, primary data and secondary data were used in accomplishment of objective of the
research.
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CHAPTER 3
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DATA ANALYSIS AND RESULTS
ANALYSIS OF DATA:
An extensive research work was cared out through out the study period until all area of
Bilaspur were connected personally and chooses 100 customer randomly, the sampling
unit from which data in the following pages was generated comprised.
Total 50 respondents - It was already discussed in the data collection stage of research
methodology. A part from simplifying the analysis, the approach also proved useful in
high lighting the policy of each company with regards to each of the above concepts of
marketing programmer against the others at the same time are could get the direct feel to
face differences in the perceptions of each customers regarding each area concerned.
MARKETING SEGMENTATION
The out dividing market into distinct group of buyers, who might require separate
products and/or marketing mix, is called market segmentation. All the companies are
targeting upper lower and working class.
Which type of two wheeler they use?
What is their household income?
Market share of their product in Bilaspur.
Average demand of their product in Bilaspur market.
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TABLE 1
Why you have purchase two wheeler ?
FACTOR PERCENTAGE
PERSONAL USE 55%
BUSINESS PURPOSE 35%
FOR GIFT 2%
OTHER REASON 8%
PERCENTAGE
55%35%
2% 8%
PERSONAL USE
BUSINESS
PURPOSE
FOR GIFT
OTHER REASON
INTERPRETATIONS
People are using two wheeler for these following reason in the city
Personal use 55%
Business purpose 35%
For gift 2%
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Other reason 8%
TABLE 2
What kind of two wheeler do you purchase ?
FACTOR PERCENTAGE
MOPED 10%
E.BIKE 5%
STANDARD 100 CC 55%
PREMIUM 150 CC 30%
PERCENTAGE
10% 5%
55%
30%MOPED
E.BIKE
STANDARD 100 CC
PREMIUM150 CC
INTERPRETATIONS
About 55% of respondents are wants or have standard 100 cc bikes, than comes the group
of people who are using or like to purchase bike of 150cc of premium segment they are
30% . Remaining part of the purchaser of two wheeler are the moped user their
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percentage 10% & 5% of E bike user in Bilaspur city
TABLE 3
From which source did you get the information about the two wheeler purchase ?
FACTOR PERCENTAGE
ADVERTISEMENT 20%FRIENDS 30%
RELATIVES 60%
OTHERS 10%
PERCENTAGE
17%
25%
50%
8%
ADVERTISEMENT
FRIENDS
RELATIVES
OTHERS
INTERPRETATIONS
In Bilaspur city the main source of information about the two wheeler are following
20% people gets information from the Advertisements
30% people gets information from friends
60% people are gets information from their relatives
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8% of people are get information from the other sources
TABLE 4
Who influence you to purchase ?
FACTOR PERCENTAGE
FRIENDS 35%
SPOUSE 5%NEIGHBOR 20%
SELF 40%
FACTOR
35%
5%20%
40% FRIENDS
SPOUSE
NEIGHBOR
SELF
INTERPRETATIONS
Most of the respondent says that the decision about two wheeler purchase are
influence by there
Friends 35%
Spouse 5%
Neighbor 20%
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Self 40%
TABLE 5
Which two wheeler company do you prefer ?
FACTOR PERCENTAGE
HONDA 20%HERO HONDA 45%
TVS 7%
BAJAJ 28%
PERCENTAGE
20%
45%
7%
28%
HONDA
HERO HONDA
TVS
BAJAJ
Z
INTERPRETATIONS
In Bilasputr city people prefer to purchase two wheeler of these company
20% prefer to purchase HONDA
45% prefer to purchase HERO HONDA
7% Prefer to purchase TVS
28% prefer to purchase BAJAJ
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TABLE 6
Since when you planning to purchase two wheeler ?
FACTOR PERCENTAGE
SPECIAL OCCASION 40%
FESTIVAL 30%
TRADE FAIR 10%
COMPANY DISCOUNT 20%
PERCENTAGE
40%
30%
10%
20%
SPECIAL
OCCASION
FESTIVAL
TRADE FAIR
COMPANY
DISCOUNT
INTERPRETATIONS
Most of the Purchaser of two wheeler wants to purchase these at special occasion their
percentage is 40%. Than at period of festivals 30% people wants to purchase & 20 %
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people are at the time of company discount and Less no. of purchaser are prefer to buy at
the time of Trade Fair, they are only 10%.
TABLE 7
What will help you to take decision about purchase of bike ?
FACTOR PERCENTAGETEST DRIVE 10%
EXCHANGE OFFER 25%
FINANCE FACILITY 60%
OTHER 5%
PERCENTAGE
10%
25%
60%
5%TEST DRIVE
EXCHANGE OFFER
FINANCE FACILITY
OTHER
INTERPRETATIONS
People thinks that following reason helps them to take decision about two wheeler
purchase
Test drive will inspire 10%
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Exchange offer inspires 25%
Finance facility inspires 60%
Other reason are 5%
TABLE 8
Ranking of parameter of people s choice ?
Looks
FACTOR PERCENTAGEBAJAJ 27%
HERO HONDA 33%
TVS 15%
HONDA 25%
FACTOR
0% BAJAJ
27%
HERO
HONDA
33%
TVS
15%
HONDA
25%
INTERPRETATIONS
On the looks of the two wheeler people prefer most is
BAJAJ 27%
HERO HONDA 33%
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TVS 15%
HONDA 25%
TABLE 9
Price
FACTOR PERCENTAGE
BAJAJ 35%
HERO HONDA 30%TVS 10%
HONDA 25%
PERCENTAGE
BAJAJ
35%
HERO
HONDA
30%
HONDA
25%
TVS
10%
INTERPRETATIONS
On the basis of price , Peoples preference in these order
BAJAJ 35%
HERO HONDA 30%
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TVS 10%
HONDA 25%
TABLE 10
Mileage
FACTOR PERCENTAGE
BAJAJ 40%
HERO HONDA 25%
TVS 15%
HONDA 20%
PERCENTAGE
BAJAJ
40%
HERO
HONDA
25%
TVS
15%
HONDA
20%
INTERPRETATIONS
On the basis of mileage people like
BAJAJ 40%
HERO HONDA 25%
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TVS 15%
HONDA 20%
TABLE 11
Comfort
FACTOR PERCENTAGE
BAJAJ 20%
HERO HONDA 40%
TVS 10%
HONDA 30%
PERCENTAGE
BAJAJ
20%
HERO
HONDA
40%
HONDA
30%
TVS
10%
INTERPRETATIONS
On the basis of comfort people likes
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BAJAJ 20%
HERO HONDA 40%
TVS 10%
HONDA 30%
TABLE 12
Safety
FACTOR PERCENTAGE
BAJAJ 15%
HERO HONDA 45%
TVS 15%
HONDA 25%
PERCENTAGE
HERO
HONDA
45%
TVS
15%
HONDA
25%
BAJAJ
15%
INTERPRETATIONS
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BAJAJ 15%
HERO HONDA 55%
TVS 10%
HONDA 20%
TABLE 14
After sale services
FACTOR PERCENTAGE
BAJAJ 15%HERO HONDA 50%
TVS 20%
HONDA 15%
PERCENTAGE
HERO
HONDA
50%
TVS
20%
BAJAJ
15%
HONDA
15%
INTERPRETATIONS
On the basis of after sales services
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BAJAJ 15%
HERO HONDA 50%
TVS 20%
HONDA 15%
TABLE 15
Do you satisfied with after sale services ?FACTOR PERCENTAGE
O.K. 30%
GOOD 45%
EXCELLENT 15%
WORSE 10%
PERCENTAGE
O.K.
30%
GOOD
45%
WORSE
10%
EXCELLE
NT
15%
INTERPRETATIONS
Users of two wheeler are responding about after sale services in city
30% thinks that it is OK
45% thinks it Good
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15% of them say it is Excellent
10% say it is Worse
TABLE 16
Do you suggest other to purchase this two wheeler ?
FACTOR PERCENTAGE
YES 85%
NO 15%
PERCENTAGE
YES
85%
NO
15%
INTERPRETATIONS
85% users of HERO HONDA & BAJAJ will suggest other to purchase these twowheeler.
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15% User will not suggest other to purchase these two wheeler.
TABLE 17
Do you satisfied with work style of local dealer ?
FACTOR PERCENTAGE
YES 75%
NO 25%
INTERPRETATIONS
75% of respondent are happy with the work style of local dealer of HERO
PERCENTAGE
YES
75%
NO
25%
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HONDA & BAJAJ in Bilaspur city.
25% of respondent are not satisfied with local dealers work.
TOOLS AND TECHNIQUE USED:
The research was aimed to study the brand acceptance of different two wheeler to be
adopted by customer. For this purpose the researcher framed one Questionnaire for
customer. The research technique adopted was to elicit response which were indicative
that same. The research technique use was that of "sample survey" with structured
quantitative as a tool to get proper feed back and responses. In the sample survey, there
used cluster sampling where total are of interest happen to be big one a convent way in
which a sample can be taken is to divide the area into number of smaller non-overlapping
area then to randomly sleet a number of these smaller area-usually called cluster. We
took content analysis technique rather than going' to strict statistical analysis. A
questionnaire is helpful in getting authentic information so that accurate condensing can
be arrived upon, strategies and area of improvement.
LIMITATION OF STUDY:
1. Since the time for the study was less.-Researcher had to restrict himself to the
adjusting Cities Bilaspur.2. The study was aimed only to build a brand acceptance of different brands of two
wheelers (HERO HONDA & BAJAJ).
3. Due to administrative constraint the sample size is restricted to small figure.
4. As company's official of Head quarter/office were for away from the researcher so the
research was based on information provided by the company websites as secondary data.
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5. The research is more based on primary data collected by the researcher.
CHAPTER 4
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MAJOR FINDINGS
Reputation of the company or its image in the mind of people played an important role in
deciding about the brand of two wheeler.
The price of the two wheeler is one of the important factors who affect the buying
behavior of the customer.
Price of BAJAJ two wheeler is less as compared to the HERO HONDAs two
wheeler..
Customer preference was more in favor of the HERO HONDA than the BAJAJ
AUTOMOBILE in Bilaspur city.
Market share of HERO HONDA in Bilaspur city is 45%.
60% customer wants the companies to conduct regularly sales promotion
activities.
Factors which consumer search in the two wheeler is as follows: 15% of customer
search for good looks, 25% of customers search for reasonable price, 45% of
customer search for good functions, 15% of customer search for good and
valuable durability of product.
Out of 50 respondent 25% say brand image is Reason for selecting HERO
HONDA , 15% say Reason for selecting HERO HONDA for Effectiveness. 20%
say Reason for selecting HERO HONDA for low price 5% say Reason for
selecting HERO HONDA for Status symbol 35% say Reason for selecting HERO
HONDA for user friendly.
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Out 50 respondent 20% say brand image is Reason for selecting BAJAJ two
wheeler , 15% say Reason for selecting BAJAJ two wheeler for Effectiveness.
35% say Reason for selecting BAJAJ two wheeler for low price ,10% say Reason
for selecting BAJAJ two wheeler for Status symbol 20% say Reason for selecting
BAJAJ two wheeler for user friendly.
CONCLUSION:
It is a time of tough competition. Every producer wants that his products should capture
good market. For the achievement of this purpose, every producer wants that his products
must have a different image so that he may attract maximum number of consumers and
thus sales and profits of the enterprise may be increased.
Brand acceptance means satisfied with purchase product. When I go
for survey I find that many of the customers want cheapest two wheeler with maximum
facilities. In Bilaspur the users of BAJAJ two wheeler are less as compared to HERO
HONDA. Market share of BAJAJ two wheeler in Bilaspur city is 28%.HERO HONDAs
market share is 45%. Other market shares are 27%. Out of 50 respondent 25% say brand
image is Reason for selecting HERO HONDA & 20% say selecting for its brand image.
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SUGGESTIONS AND RECOMMENDATION :
During survey various facts came into light. Some as suggestions by two wheeler user
and some through the data and information gathered. On that basis following are
suggested. '
The company should launches proper complaining to establish individual
identification of its brands.
Most of the company is targeting the middle class and above, Now companies
also target lower middle class, because due to industrial development the income
of this class is increasing and they are being capable to use the two wheeler.
Most of the customers believe in the negotiations, it is routine practice in
consumer goods, hence there is no harm in negotiating for two wheeler user. If a
company wants its products to maintain a status as quality-products it has to
restrict the negotiation.
It can be suggested that the companies should have wide range of two wheeler
series to take different segment or Market. If company offers more choices, the
more changes the customers will buy the company's product. Moreover, on that
count the company can convince the . customers about they price level adopted
even it is higher in his eyes.
At present the trend is that all the. companies are focusing the brand image and
quality of product: Some companies highlighting their new advanced technology.
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It can be suggested that companies should make the people aware about the
functions & technology provided as special feature in the two wheeler.
Distribution network play crucial role in consumer durable and non-durable both.
Distribution channel should be effective and less costly. Company should have
direct contact with Dealers also, in this way company may aware about Dealer's
problems and customer perceptions also.
Frequently feedback should be taken from customer regarding their problems in
spare parts availability & after sale services.
For increasing the sales of any brand of two wheeler more and more consumer
oriented schemes should be launched to gain the favor of consumers
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Questionnaire
Dear sir / madam,I am Devraj singh Student of Department of management studies Guru
ghasidas university ,Bilaspur. As a part of my academic curriculum I am conducting a
survey on SALES COMPARISON BETWEEN HERO HONDA & BAJAJ
`TWO WHEELER AUTOMOBILES IN BILASPUR CITY.
Request you to valuable time in furnishing live details these information
are to be used for academic purpose only& have not commercial relevance.
Name of respondent :-
Address.........Age Sex :- Male ( ) / Female ( )
Q1. Do you have any two wheeler ?
(a) yes (b) NoQ2. Your monthly house hold income ?
(a) < 10000 (b) 10000-15000
15000-20000 (d) Above 20000
Q3. Have you purchased any two wheeler in past 12 months ?
(a) yes (b) No
Q4. Why you have purchased two wheeler ?
(a) Personal use (b) Business purpose
( c) For gift (d) Other reason
Q5. What kind of two wheeler do you purchased ?
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(a) moped (b) E.bike
(c) 100 c.c. Standard bike (d) 150 c.c. Premium bike
Q6. Do you have any plan to purchase two wheeler in next 12 months?
(a) yes (b) No
Q7. From which source did you get the information about two wheeler purchase ?
(a) Advertisement (b) Friends
(c ) Relatives (d ) Others
Q8. Who influence you to purchase ?
(a) Friends (b) Spouse
(c ) Neighbor (d) selfQ9. Which two wheeler company will you prefer ?
(a) Honda (b) Hero Honda
(c) TVS (d) Bajaj
Q10. Since when you planning to purchase two wheeler ?
(a) Special Occasions (b ) Festival(c ) Trade Fair (d) Company discount
Q11. What will help you to take decision about purchase of bike ?
(a) Test drive (b) Exchange offer
(c ) Finance Facility (d) Other
Q12 . Did you see advertisement before choosing two wheeler ?
(a) Yes (b) No
Q13 . Rank the following parameter of your choice ?
ChoicesBAJAJ HEROHONDA T.V.S. HONDA
Looks
Price
Mileage
Comfort
SafetyRe Sale value
After sale
services
Q14 . Do you satisfied with after sale services ?
(a) O.K. (b) Good
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(c) Excellent (d) Worse
Q15 . Do you suggest others to purchase this two wheeler ?(a) Yes (b) No
Q16 . Do you satisfied with work style of local dealer ?(a) Yes (b) No
Signature of respondent
THANK YOU
BIBLIOGRAPHY
Marketing management By Philip Kotler
Consumer Behavior By Blackwell
Marketing Research By Dr. D.D. Sharma (Sultan Chand & Sharma ?ublication).
Journal Business Today
www.hero honda.com
www.bajajauto limited.com
.
http://www.hero/http://www.bajaj/http://www.bajaj/http://www.hero/http://www.bajaj/8/6/2019 Final Marketing Project Rajuda
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