“A STUDY ON CUSTOMER SATISAFCTION OF BAJAJ DISCOVER WITH REFERENCE TO GRAND BAJAJ PALAKKAD”
It is true fact that if you are satisfied ySou recommended to others. Word of mouth and
customer satisfaction play a very important role in determination market perception about an
automobile. It is the market perceptions that determine the success of a company and so it is very
important for the car manufacturing to measure the “willingness of existing user of a product to
recommend it to others”. The same is lot of interest to customer as well for it help them make a
A bike is one of the most significant purchases that an Indian household makes and this
project entitled “customer satisfaction of Bajaj discover” addresses the satisfaction level of
customer of Bajaj discover
There is obviously a strong link between customer satisfaction and customer retention.
Customer’s perception of service and quality of product will determine the success of the product
or service in the market.
Customer satisfaction depends on the product’s performance relative to a buyer’s
expectation, the customer is dissatisfied. If preference matches expectations, the customer is
satisfied. If preference is exceeds expectation, the customer is highly satisfied or delighted
outstanding marketing insurance companies go out of their way to keep their customer satisfied.
Satisfied customers make repeat purchases insurance products and tell other about their good
experiences with the product. The key is to match customer expectations with company
performance. Smart insurance company’s aim to delight customers by promising only what they
can deliver, then delivering more than the promise. Consumers usually face a broad array of
products and services that might satisfy a given need. How do they choose among these many
marketing makers offers? Consumers make choices based on their perception of the value and
satisfaction that various products and services deliver.
The Indian two-wheeler sector is characterized by largest volumes amongst all the
segment in automobile industry. Though the segment can be broadly categorized into 3 sub-
segments viz; scooters, motorcycle and mopeds some categorized introduction in the market are
a combination of two or more segment eg. Scooters and step-thru. The market primarily
comprises five players in the two-wheeler segment with most of the companies having foreign
five players in the two-wheeler segment with most of the companies having foreign collaboration
with well-know Japanese’s firms earlier. But most of the companies are now planning 100%
subsidiaries in India.
In the last four to five years, the two wheeler market has witnessed a marked shift
towards motorcycles at the expense of scooters. In the rural areas, consumers have come to
prefer sturdier bikes to with stand the bad road conditions. In the process the share of motorcycle
segment has grown from 48% to 58%, the share of scooters declined drastically from 33% to
25%, while that of mopeds declined by 2% from 19% to 17% during the year 2000-01. The euro
emission norms effective from April 2000 led to the existing players in the two-stroke segment
to install catalytic converters. This has been replaced by 4 stroke motorcycles which do not incur
the additional cost of such converters and fierce completion led to a fall in price of certain
The two- wheeler industry in India has been in existence since 195. It consists of three segments
The increase in sales volume of this industry is proof of its high growth. In 1971 sales
were around 0.1 million units per annum. But by 1998, this figure had risen to 3 million units per
annum. Similarly, capacities of production have also increased from about 0.2 million units of
annual capacity in the seventies to more than 4 million units in the late nineties. The two-wheeler
industry in India began operations within the framework of the national industrial policy as
espoused by the industrial policy resolution of 1956.
This resolution divided the entire industrial sector into three groups, of which one
contained industries whose development was the exclusive responsibility of the state another
included those industries in which both the state and the private sector could participate and the
last set of industries that could be developed exclusively under private initiative the guidelines
and objectives laid out by the five year plans.
Private investment was channelized and regulated through the extensive use of licensing
giving the state comprehensive control over the direction and pattern of investment.
Entry of the firms capacity expansion, choice of product and capacity mix and technology
were all effectively controlled by the state in a bid to prevent the concentration of economic
power. However due to lapses in the system, fresh policies were brought in at the end of the
sixties. These consisted of MRTP Of 1969 and FERA of 1973, which were aimed at regulating
monopoly and forging investment respectively. Firms that came under the purview of these acts
were allowed to invest only in a select set of industries.
The two-wheeler industry in India has to great extent been shaped by the evolution of the
industrial policy of the country. Regulatory policies like FERA and MRTP caused the growth of
some segment in the industry like motorcycles to stagnate. These were later able to grow once
foreign investments were allowed in 1981. The reforms in the eighties like “boadbanding”
caused the entry of several new firms and products which caused the existing technologically
outdated products to lose sales volume and or/or exit the market. Finally with liberalization in the
nineties the industrial witnessed a proliferation in brands.
THE INDUSTRIAL STRUCTURE
Suzuki was the first MNC to enter India in 1981 through a joint venture with the
government of India and set up Maruthi udyog limited currently Maruthi has around 70% of
market share and the maruthi 800 in the small car segment is the best selling model. Acts du
GERPISA 28 39 since 1995, the industry is witnessing a sea change with the introduction of
several new models by MNCs coming into India through joint venture with Indian partners. In
the super premium segment there in the Mercedes Benz’s E-class sedan. BMW and Audi are also
considering plans to sell cars. New introduction in the premium segment are general motor’s
opel astria, PAL peugeot’s 309, maruthi’s estee, telcoo sumo.
Estate and Dierra DCM Daewoo’s Cielo and Sipani’s Montego. In the economy car
segment fiat uno and Telco are expected to produce 60000 cars each per annum. The power
relationship between automobile company’s dealers and customers is going to change
substantially as the industry moves from a supply constrained sellers market to q demand driven
buyers market. Thus dealers and customers are going to acquire greater power.
Bajaj auto ltd has been viewed as a scooter major. Nevertheless , in the past five years the
company recognized the important role of motorcycles in its portfolio. The scooter market is
predominantly located in the northern and eastern India and rationalization of sales taxes to a
uniform rate of 12% pushed price of scooters by 6-8 without offering any perceived value
advantage to the customer. The company posted total 2-wheeler of 1.05 min in 2000-01 as
against rs1.24 min in 1999-00 the motorcycle sales contribution to almost 50% of the total sales
volume accompanied by the decline in geared scooter sales, which contributed, to only 33% of
sales volumes. the company has been introducing models in the middle end Rs 36000- Rs 48000
and high end segment viz: Rs 48000 and above but has found difficult to market such models in
competition to hero Honda models in the similar price category.
However BAL is on its way to recapture the highly differentiated product market by
becoming a flexible and market- driven supplier of various models of two and three wheelers at
specific price- points
BAL in its 2-wheeler segment posted volume wise sales of 87.2% of its total sales of
which scooters accounted for 42.3% motorcycles for 43.9% and around 10% in step- thrus in FY
2001. The sales of scooters have fallen by 26.1% from FY2000 but there has been a significant
increase in the motorcycle sales by nearly 65.4% since FY2000. The three -wheeler sales have
improved marginally in FY2001. The company is targeting 25% market share in motor cycle’s
segment the current iscal as against 21% market share in motor cycle’s segment during the
current fiscal as against 21% share it has c cornered in FY2001.
In the geared category BAL has ‘chetak’, classic and super in the old ones and the
‘legend’, Bravo among the newer models. The ungeared segment consist of the 60cc sunny
spice, spirit, fusion, and the 92cc ‘Safire’ the ‘legent NXT’ is a 4 stroke geared scooter with at
9hp engine and the Bravo being a two- stroke 150cc
Scooter with a catalytic converter designed in line with the emission norms. The
company has launched utility versions of ‘chetak’ and ‘super’ at reduced prices. With the
unprecedented 38% slump in scooter market the company faced a gradual market share loss to
the other players like Kinetic engineering and TVS Suzuki.
BAL has two basic motorcycle products – M80 a 75cc indigenously developed low cost
vehicle in the step-thru segment and Japanese motorcycles. BAL’s motorcycles are positioned as
four-stroke fuel –efficient vehicles. Among the Japanese ones, BAL has within its fold, the
100cc ‘4S-champion’ 125cc KB 125’ 111cc caliber competing with hero Honda passion and
100cc boxer with variant boxer city in the pipeline all of them at competitive prices.
In FY2001 the company launched the new range of bikes viz 175cc Kawasaki bajaj
eliminator the company first cruiser motorcycle and the two variants viz; 180cc and 150cc
pulsar. These models were introduced mainly in competition to hero Honda 157cc CBZ and TVS
Suzuki fiero. The company also launched in its 4 stroke bike range 100cc Kawasaki bajaj acer
competing against hero Honda splender and aspire caliber croma legent NXT.
BAL has a small market share of 9.5% in FY2000 in this segment. Among its models is
Sunny Zip rave and the spirit. Its ‘Bajaj sunny’ a 50cc upgraded scooterette model has been
extremely successful. The other models include 74cc Rave launced in FY 98 and spirit 60cc 2-
stroke scooteretees competing with leader TVS Suzuki,s scooty.
BAL continues to dominate the three- wheeler market with over 73% market share and
sales of 155000 units in which have fallen from around 85% two year back. The company is
trying to maintain its market share by creating environment friendly vehicles and has already
launched the CNG model in Delhi BAL also launched its 4-stroke rear engine CNG- auto
rickshaw model in Mumbai during the year. It is testing the LPG model , which will take off as
soon as the government regulations permit. Apart from this company also plans to introduce a
four-stroke version in auto-rickshaw and a goods carrier in both petrol and diesel versions.
BAL is keen to export motorcycles through Kawasaki’s distribution network in Indonesia
and Argentina where in the company planned to sell through their network. The company
exports registered a marginal decline from Rs 1378 mn to Rs1351 mn i.e. 2% the exports
consisted of 30652 two and three- wheelers as against 32730 Bangladesh ,Egypt, Peru, Iran and
Sudan performed consistently well lower exports in srilanka and latin American markets. The
total foreign exchange earned by the company was Rs 1391 million. as against Rs 1430 million.
The expansion at both Akurdi and Waluji plant has been completed during FY99 taking
total capacity to @mm vehicles. BAL has also set up athird manufacturing plant at chakan near
Pune with a capacity of !mm vehicles. The company has planned for selling through separate
channels in case of its 2 wheeler and 3 wheeler segment. It has been planning to streamline its
vendor network by cutting down the number of suppliers by 50% from current 800 during the
current fiscal , intended to improve the efficiency of its supply-chain management. BAL has
been experimenting with higher dealers commission on the motorcycle segment. It introduced
VRS 2 as apart of its man power planning process at all its three plant location as the company is
slated to bring down the workforce to 10000 over the next four year. The company also planned
to commission a20-MW capacity wind power plant (fourth phase with the other three being set
up near satara) with an investment of Rs1000 min in Ahmenbnagar district by entering into the
power purchase agreement with MSEB during current fiscal tobe competed. The company
expects to source its current power requirement inhouse and also avail of the benefits of sales
BAL has also been exploring the possibility of an equity tie up or a marketing alliance
with a Chinese company for selling its three- wheelers in Chinese market.
It has also been planning a technical collaboration on high end scooters with the Italian 2 wheeler
major Aprilia. The company has chalked out a strategy for co-existence with Kawasaki wherein
BAL would concentrate on developing product in the price range of Rs 30000-60000 an
Kawasaki to offer wider choice of products priced from Rs35000 up to RS2.5 lakh.
Thought the 1980s and 1990s Bajaj has countered completion through predatory price cuts;
market expansions moves or takeover threats. However both Honda and LML have cannibalized
the BAL market share and are challenging its leadership. Aggressive in its approach and idled
away its cash reserve without proactively deploying them in R&D new models takeover or other.
ABOUT GRAND BAJAJ
GRAND BAJAJ is a leading company in the field of automobile dealership. The
company, at Chandranagar, is the direct dealers of Bajaj motorbikes. The Managing Director is
Mr. Mohammed Iqbal, ad the Managing Partner is his son Mr. Salijas. The company was started
in February 24, 2010, at Chandranagar, Palakkad. It has direct branches as well as sub-dealers.
i.e. 10 branches and 8 sub-dealers within palakkad district.
The Grand Bajaj and its employees owns the privilege of highest bike selling showroom
in Palakkad district for the last month i.e. the festive month of Onam. Grand Bajaj had sales of
over 1300 bikes for the last month alone. It’s a remarkable success that the company ever
enjoyed. And the management believes, employees’ hard work and customer service is the
reason behind this success.
The major merit of the company is its employees. From the top it have highly qualified
management, in middle expertise supervisors and at the bottom experienced service mechanics.
It have to be appreciated that the company have service mechanics with 15 years of work
experience. The next major merit of Grand Bajaj is its Customer service. It can be said that; best
Customer service is the motto of the company. Every customer is treated well and this better
customer employee relationship is the key for the success of the company.
The location of the showroom is also a major factor that affects the success of the firm. In
the case of Grand Bajaj the location has a very much positive effect. The company is situated at
the side of NH 47. It have an attracting showroom, wide area for parking the new vehicles. Also
spacious service station beside the showroom. A new free service station was opened just near
the showroom on November 19, 2011.
Back Ground Of The Company
Bhartha commenced operation agents for vespa scooter of paggio in 1948. Entered
into technical collaboration agreement with piaggio expired in 1971, was not Renewed. BAL’s in
house R&D from time to time. It also developed a fully indigenous model of motorcycle in 1981.
Subsequent to the opening up of The scooter for foreign technology and equity participation in
the mid 80’s it entered into a technical collaboration agreement with Kawaski Japa. It started
production of Kawaski 100cc motorcycles in 1986. The company has also entered into technical
Collaboratiojn with M/s Kabota of japan for manufacture of diesel engines for its three wheelers
and cagiva of Italy. BAL has also promoted Maharashtra Scooter Ltd.(MSL) With state
government bodies. MSL assembles Bajaj scooter at its satara plant.
Mr Jamalal Bajaj founded the Bajaj Group in the 30’s. The group now has 24 companies,
Includig 6 listed companies Besides BAL, the major companies in the group are as follows:
Mukand Ltd: Alloy/ steel, term key projects
Bajaj Electricals Ltd: Elecctrical equipments, fans, appliances
Bajaj Hindustan Ltd: Sugar, Industrial alcohol
Bajaj auto holdings ltd. ( BAHL) is a wholly owned subsidiary of BAL engaged in the
business of investment in shares, debentures an other securities.
Bajaj Auto Holding Ltd. (BHEL) is a wholly owned subsidiary of BAL engage in the
business of investment in shares, debentures and other securities.
Bajaj Auto Finance Ltd. (BHFL) has ceased to be a subsidiary after its IPO if 4.175mn
shares of Rs 10 each at a premium of Rs 80 in may 1994 BAL, along with the subsidiary BHFL
engages in financial servide and investment activities. The company is planning to increase its
branch network in the country by 33% over the next one year i.e from 40% in the fiscal to 60%.
BAL and western Maharashtra development corporation ( WNDC) promoted Maharashtra
Scooters Ltd (MSL), in 1975, with a plant at satara. MSL assembles scooter for BAL.
Bajaj Allianz General Insurance. BAL has entered the non-life insurance segment with
Allianz General Insurance with BAL having 74% and Allianz with 24% stake of paid up equity
capital of Rs 100 mn of which BAL RECEIVED Rs 450mn in the first half and Rs 720 mn
during the second half of fiscal 2001-02. BAL also planning life insurance venture with paid up
equity capital of Rs 1500mn.
The promoter stake holding in BAL is up from 42.65% in FY 2000 to 46.65% in
FY2001 and the FII stake holding has also increased by 3% at 12.99% after the buyback in
October 2000 which was meant to after an attractive exit option to small shareholder. However
their has been a minor fall in the stake holdings of public Financial Institutions, GDRs at 4.65%
and Mutual Funds etc.
AL has two plants located near pune viz; Akurdi and Chakan plant being recentrly set up.
The third plant is located at Waluj near Aurangabad. The plants incorporate state-of-art flexible
manufacturing facilities that are cross-sourced in increasing demand situations. Akurdi was set
up in 1961 and Waluj in the both the plants. Besides, Akurdi plant manufactures front engine
three-wheeler, sunny mopeds and Kawasaki moptorcucles. The Waluj plant is planned to be
global hub for Kawasaki motorcucles upto 200cc. The Akurdi plant manufactures around 1 mln
units p.a, Waluj plant 1.14 mln units p.a and the Chakan plant has a manufacturing capacity of
0.18 mln unit’s p.a.
The company is successfully implanting the TPM (Total Productivity Maintenance)
activities at its Akurdi plant with a view to improve o efficiency, productivity and effectiveness.
BAL has recently commenced its three-wheeler production at its new plant in Brazil for the local
market and its neighbouring regions.
The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over
a wide range of industries, spanning automobiles (two-wheelers and three- wheelers), home
appliances, lighting, iron and steel, insurance travel and finance.
The groups flagship company, Bajaj Auto, is ranked as the world’s largest two-and three-
wheeler manufacturer and the Bajaj brand is well known in over a dozen countries in Europe,
latin America, the US and Asia
Founded in 1926, at the height of india’s movement for independence from the British,
the group has an illustrious history. The integrity, dedication, resourcefulness and determination
to succees which are characteristic of the group today, are often tracked back to its birth during
those days of relentless devotion to a common cause. Jamnalal bajaj, founder of the group, was a
close confidant and discipline of Mahatma Gandhi, in fact, Gandhi has adopted him as his son.
This close relationship and his deep involvement in the independence movement did not leave
Jamalal bajaj with much time t spend on hi newly lunched business venture.
His son, Kamalnayan Bajaj, then 27, took over the renis of business in 1942. He too was close to
Gandhiji and it was only after independence in1947, that he was able to give his full attention to
the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various
The present chairman and managing director pf the group, Rahul Bajaj, took charge of
the business in1965. Under his lesadership. The trun over of the Bajaj Auto the flagship
company has gone up from one to and the laederrs and internatonally respected for his business
acumen and entrepreneurial spirit.
The Bajaj Group is amongst the top 10 business house in India. Its footprints stretches
over a wide range of industries, spanning automobiles(two wheelers and three wheelers), home
appliances, lighting, iron and steel, insurance, travel and finance.
The group’s flagship company, Bajaj auto, is ranked as he world’s fourth largest two and
three wheeler manufacturer and the Bajaj brand is well known in over a dozen countries in
Europe, Latin America, the US and ASIA.
Founded in 1926, at the height of India’s movement for independence from the British,
the group has an illustrious history. The integrity, dedication, resourcefulness and determination
to succeed which are characteristic of the group today, are often tracked back to its birth during
those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a
close confidant and disciple of Mahatma Gandhi. In fact, he had adopted him as his son. These
lose relationship and his deep involvement in the independence movement did not leave
Jamnalal Bajaj with much time to spend on his newly launched business venture.
His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was
close to Gandhiji and it was only after independence in1947, that he was able to give his full
attention to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified
into various manufacturing activities. The present chairman and managing director pf the group,
Rahul Bajaj, took charge of the business in1965. Under his leadership. The trun over of the Bajaj
Auto the flagship company has gone up from one to and the laederrs and internatonally respected
for his business acumen and entrepreneurial spirit.
Bajaj Auto LTD (bal) the largest two and three wheeler manufacture in the country, has a
dominating 40% market share in scooters with 18.5% in un leading 78% market share in
wheelers in FY2001. Bajaj auto has been viewed as a scooter major but with the change in the
structure of demand for 2 wheelers the company has tried to make its presence felt in this key
market by steadily ramping up motorcycle and sales. However the company is well behind Hero
Honda in the motorcycle sement and No.2 player in mopeds/ scooterettes segment after TVS
The company has a wide array of models both in the two stroke and four stroke
configurations. In 1995-96 the sales wre less than 90000 motorcycle which was 8% of the total
volume of its two wheeler sales which has grown to 422016 units in FY2001 accounting to 50%
of its two wheelers sales. However, with the implementation of latest emission norms, it is
slowly moving away from tw stroke vehicles and converting them to four stroke ones. The
company is all set to increase its margins to double-digits through concerted cost cutting, value
engineering, gain from’total productive mantaince’(TPM) and (VRS).
Bajaj group is an indiancoglomerate founded by jamnalal bajaj in 1926, Mumbai. Bajaj
group is one of the oldest & largest conglomerates based in Mumbai, Maharashtra. The group
comprises 34 companies & its flagship company bajaj auto is ranked as the world’s fourth largest
two and three wheeler manufacturer. Someof the notable companies are Bajaj Electricals,
Mukand LTD & Bajaj Hindustan LTD. Involvement in various industries that include
automobiles (2- and 3- wheelers), home appliance, lighting, iron and steel insurance, travel and
finance. The group is headed by Rahul Bajaj.
Baja Auto Limited is an Indian motorised vehicles-producing company. Bajaj Auto is a
part of Bajaj Group. It was founded by Jamnalal Bajaj at Rajasthan in the 1930s. it is based in
PUne, Mumbai, with plant in chakan (pune0, Waluj (near Aurangabad) and Pantnagar in
Uttarakhand. The oldest plant at Akurdi (pune) now house the R&D centre ahead. Bajaj Auto
makes and exports automobiles, scooters and motorcycle and auto rickshaws.
Bajaj Auto is the world’s third-largest manufacturer of motorcycle and the second-largest
in india. The forbes Global 2000 list for the year 2005 ranked BajajAuto at 1946. It features at
1639 in Frobes 2011 list.
The company has changed its image from a scooter manufacture to a two-wheeler
manufacturer. Its product range encompasses scooterettes, scooters and motorcycle. Its growth
has come in the last four year after successful introduction of model in the motorcycle segment.
The company is headed by Rahul Bajaj who is worth around US$3.4 billion.
Bajaj Auto came into existence on 29 November 1945 as M/s Bachraj Trading
Corporation private limited. It started off by selling imported two-and three-wheelers in India. In
1959, it obtained a licence from the government of India to manufacture two-and three-wheelers
and it went public in 1960. In 1970,it rolled out its 100000th
vehicle. In 1977, it sold 100000
vehicles in a financial year. In 1985, it started producing at waluj near Aurangabad. In 1986, it
sold 500000vehicle in a financial year. In 1995, it rolled out its ten millionth vehicles and
produced and sold one million vehicles in a year. Bajaj has operations in 50 countries by crating
a line bike targeting to the preference of entry-level buyers.
India second largest motorcycle company, Bajaj Auto has been at the helm of the
performance brigade in the country with its pulsar and Avenger range of motorcycles. Churning
out non-stop upgrades and upping the bar in the premium motorcycle category, Baja Auto has
definitely struck a chord in the heart of million bikers in the country while at the same bringing
up the commuters up.
Bajaj discover has now become the world largest selling motorcycle brand overtaking
hero splendor in the month December 2013. Discover sold a record 122968 bikes in the month of
September to become the world leader
The bajaj discover is motorcycle brand by bajaj auto. Currently there are four variants of
discover- discover 125DTS, discover125ST, discover 100 (4G and 5g). the bike initially
launched in the year 2004 has been a success in the Indian two wheeler segment
The first variant discover was launched in 2004. The bike had an engine capacity of
125cc a 112 variant was launched in December 2005. The bike was claimed to have a milege of
101 km/hr , in 2007, a 135 cc variant was launched .
The discover was the second bajaj bike to come with the six spoke alloys and the
patented “exhaust-tec” basically a resonator that boosts torque at lower rpms. It also employed
the bajaj trademark “dts-I” s. at Launch four variants were available
Spoke wheel, drum brake, kick start , round headlamp
Spoke wheel, drum brake, kick start, and fairing
Spoke wheel, drum brake, selfstart, and fairing
Alloy wheels, disc brake, self start, fairing, and tachometer
During mid-2005, the discover was made a single variant model. It was revamped with
new graphics, black grab-rail, sns (spring in spring) suspension, 130 mm drum brakes, six spoke
alloys as standard, self start and some engine tweaks predominantly aimed at reducing friction
and combustion roar.
A 135cc model was launched in 2007 which features a front disk brake, self start, nitro
suspension and black alloy wheels. The silver engine has also been powder-coated black in the
135cc variant. A 100 cc version was launched in 2009 with a dts-si engine. After the success of
the discover 100, bajaj launched a 150 cc version and stopped production of the 135 cc variant.
The 125cc variant was re- launched In 2011
1.4 PROBLEM STATEMENT
The study is mainly focusing on the decision regarding purchases behavior as it is an uncertainty
1.5 OBJECTIVES OF THE STUDY
The main objective of the project is to measure the customer satisfaction level on the brand
discover of grand Bajaj, Chandranagar
To study the customer preference among the various Brand models of Bajaj discover
To study the various factors influencing customer to prefer the brand.
To study the service and facilities provided in grand Bajaj.
1.6 R ESEARACH METHODOLOGY
Here, for this study descriptive research method is used the term descriptive research refers to
the type of research question, design, and data analysis that will be applied to a given topic.
1.7 POPULATION AND SAMPLE SIZE
The universe for the study mainly comprised of its customers in Palakkad. Total of 100 were
selected as sample size for the study.
1.8 SAMPLE FRAME
Total customers of Bajaj discover in Palakkad are taken as sample frame.
1.9 SAMPLE METHOD
Convenience sampling method is used to collect data for the study.
1.10 PERIOD OF STUDY
The study was conducted for 21 days
1.11 DATA COLLECTION
The data for the study are to be collected from primary and secondary sources. The study
mainly depends on secondary data.
1.12 SCOPE OF THE STUDY
The study has been conducted for a period of 21 days. This study aims at understanding
the level of customer satisfaction of in grand Bajaj Palakkad
It also enables to know the move of discover in particular area.
From the study the company can get information about the satisfaction of their customers.
They can also get the information related to factors that cause dissatisfaction to their
customers and can rectify it.
1.13 LIMITATIONS OF STUDY
The study is concerned with the brand discover alone. So comparative study of other
brands of Bajaj discover is not made possible.
The view and preference of the people may change from time to time, so the result of the
project may not applicable in long run.
The study is valid for pre-defined area also
Meaning of the term customer satisfaction
In marketing customer is very often refers to as king customer satisfaction is defined by
customer dictionary as full as full filament of need or want. Satisfaction is a persons feeling of
pleasure or disappointment resulting from comparison of a products perceived performance and
the consumer expectation.
Satisfaction is often a subjective phenomenon and depends on the consumer’s state of mind
both at the time of purchase 4 more importantly at the time consumption. It is important because
in a large number of cases some degree of post purchase , dissonance is evident among
consumers any comprise are aiming high satisfaction because customers who are just satisfied
we much less shifted from mere satisfaction or delight creates an emotional affinity with the
brand and the supplier not just rational performance. the result is high customer loyalty.
Highly satisfied customers
Stays loyal longer
Stays and buys more as the company introduces. new products and upgrades existing
Talks favorably about the company and its products
Pays less attention to competing brands for advertising for cases sensitive to price
Offers product or service ideals to the company
Cost less to Dave them new customer because transactions are re utilized
Reference: social mediatory.com
How to measure consumer satisfaction
1. Need to focus on collecting individual feedback and evaluating it to determine an overall
understanding of customer satisfaction.
2. Request that your customers fill in a survey.
3. Ask the right questions in your survey.
4. Familiarize yourself with customer expectations and work on meeting them
5. Discover the level of customer satisfaction by recognizing where you are going wrong
6. Find out who has more satisfied customers than you and why
Reference: social mediatory.com
Importance of Customer satisfaction
Successful business owners and managers quickly realize that keeping customers costs less than
finding new ones. If certain practices drive customers away, a business repeatedly spends time and
money on advertising and other efforts to recruit customers. These business owners know that
weaknesses in the production or delivery of goods lead to distressed customers. They use online surveys
to collect feedback from customers as tools for improvement using customer satisfaction surveys.
Studies show satisfied clients tend to buy products more often and develop loyalty to a
particular brand. They often spread the word by recommending products and services to friends
and family as an informal referral process. Customer satisfaction surveys give firms specific
information about positive and negative perceptions, which could improve marketing or sales
These perceptions are especially important because of the increased use of social media
by people of all ages. One negative comment posted on a social media site could be seen by
thousands of potential customers. Angry customers can use unfair criticism and untrue
statements to harm a firm's reputation. Repairing the damage or countering false representations
could prove costly. A customer satisfaction survey might be worthless unless it creates statistical
data that can be scientifically analyzed. The first step to developing an online survey examines
intended goals and a process for comparing results. Employees charged with analyzing survey
results should have some background in statistics to make the survey meaningful. When drafting
survey questions, as much detail as possible should be included in the questionnaire, along with
an area for independent customer comments. If survey results lead to a plan to correct
weak areas of operation, a follow-up survey can be used to measure whether changes worked.
Information can again be analysed and compared to earlier feedback. Customer satisfaction
surveys also reveal data that can be used to gauge estimated customer satisfaction rates of
In some firms, each unhappy customer is personally contacted in an effort to resolve any
problem. Customers who ranked service or goods poorly might be offered discounts in an effort
to retain their business. If comments they made on the survey resulted in action to improve
customer service, the unhappy client might be informed of changes linked to their responses on
the online questionnaire. These personal contacts let customers know their opinions are valuable
and taken seriously.
Factors effecting customer satisfaction
1. Quality is never an Accident
If you have a lousy product or service, good luck selling it. There’s a reason the AMC
Pacer and Chevy Vega aren’t around anymore. No amount of aggressive PR or marketing can
save a product or service that just plain stinks.
2. Separation Anxiety
In any market, there’s usually more than one of the same products, perhaps dozens. Tide,
Biz, Cheer, Gain. The grocery store laundry aisle is stocked with laundry detergents, all
seemingly the same product in a different package. Customer service may not work when
choosing detergent, but word of mouth certainly plays into customer satisfaction. If a product is
the best one among several identical products, then it’s necessary to separate it from the rest,
through marketing, customer service and good-old fashioned product quality.
Customers are satisfied when there are no barriers, or at the very least, limited barriers to
access a service. Remember the phrase, “banking hours?” The competition made the banks step
up and stay open later on weekdays and even open their doors on weekends. Work weekends?
That’s something that would have made the banking industry shudder 20 years ago.
4. at Face Value
When a product or service costs more, but is worth it, its value becomes acceptable to the
consumer. When a consumer always buys Nike, Sony or goes for the $100 massage over the $35
one, the positive features of the products or service should outweigh the cost, creating a strong
sense of good value.
“I would happily pay more if necessary to have great customer service,” said Barry L.
Brown, President of a Florida-based consulting firm. “Great customer service is rare these days. I
drive 30 minutes to a particular location for a car wash and oil change when there are several
within five minutes of my house. The difference? Great customer service.”
5. A Nice Atmosphere
Ask any sensible person and they’ll tell you that given the same product or service, they
would rather shop at the place that offers a clean, safe and well-organized environment. Lowe’s
knew this and capitalized on it when going up against hardware’s 2,000-pound gorilla, Home
Depot. The North Carolina chain carried out extensive customer research and discovered that
women initiate 80% of home-improvement decisions. So Lowe’s decided to do what Home
Depot wasn’t doing, make its stores brighter, cleaner and more shopper-friendly. When you need
a power drill that’s the same brand and the same price, the store that’s psychologically more
inviting will win out every time. That’s why Lowe’s now has 1,375 stores in 49 states, and ranks
42nd on the Fortune 500 list.
6. The Waiting Game
When it takes 20 minutes to get your Bloomin’ Onion at Outback, or the Christmas
Amazon delivery comes on Dec. 27, the timing aspect of customer satisfaction is shot. When
products and services miss their delivery milestones, customers start to see red. If they’re waiting
at the restaurant, they tend to think there’s not enough staff working. If their products are late in
the mail, then someone mishandled their order.
Excuses don’t fly when customers are counting on a service. One example is the dreaded
time window. When the cable/repair guy says he will be there between 9 and 1, and doesn’t
show, that tends to boil the blood of any customer. In a society that demands instant results for
everything from food to foreign policy, a good business has to keep the wait time to a minimum.
7. The one R: Responsibility
A company has a commitment to tell the truth. Hiding facts, figures and excessive small
print doesn’t go far when it comes to customer satisfaction. If a company doesn’t stand by its
product, or hassles the customer when a refund or exchange is in order that will stick. When
something goes wrong with a product or service, if the supplier goes above and beyond the call
of duty in taking responsibility, the end result is often that the customer is so impressed with the
supplier’s response, it negates the original problem.
8. Hold On to What You’ve Got
Repetition when it comes to customers is a good thing. When a company keeps a
customer, it’s more profitable than finding a new one. As early as the 1980s, the American
Consumer Association found that it was five times more expensive to win a new customer than
to keep an existing one. That’s a major windfall for companies. Brands like Apple and Starbucks
know that the stronger the bond customers have with their products, the longer the relationship
9. You’re in Good Hands, Hopefully
`Customers like to know that a company cares. Corporations face a constant image
problem, being portrayed as soulless fat cats interested in squeezing out as much profit as
possible. When oil companies, drug makers and insurers reap billions in profits while consumers
pay more and more for their products it makes people mad. Campaigns to show that the company
cares are critical to keep customers satisfied. When customers are informed, and feel that their
opinion matters, they are more satisfied.
10. Tech Isn’t Just for Geeks
Technology means more than a fancy Flash website. In order to satisfy customers,
companies have to keep up with the latest technological advances or suffer the consequences.
Change is never easy, but business as usual isn’t a viable alternative anymore. Technology can
help small and mid-size companies look like big companies by improving the quality of the
purchasing experience without adding staff to the payroll.
Oliver, Richard L(1997)
Satisfaction, a behavioral perspective on the consumer, New York, McGraw-Hill.
(Lexicon.ft.com/term! Term=customer satisfaction)
Customer satisfaction as pleasurable fulfillment; as such, the consumer views consumption as
satisfying some need, desire, goal, etc., in which its fulfillment is pleasurable.
In spite of many definitions of customer satisfaction in the literature, a common way to
define customer satisfaction is to follow the approach of the expectancy-
confirmation/disconfirmation paradigm (Anderson 1994; Anderson and Sullivan 1993; Kotler
1991; Oliver 1980; Oliver and DeSarbo 1988; Oliver and Swan 1989; Yi 1991).
In this perspective, customer satisfaction is delineated as the consumer’s evaluation
that products or services meet or fall to meet the customer’s expectations (Oliver and Swan
1989; Yi 1991). Out differently, customer satisfaction consists of post-consumption judgment
concerning product or service quality, given pre-consumption expectations (Kotler 1991).
(Wo Bearden E Teel – Journal Of Marketing Research, 1983-Jstot)
Consumer satisfaction is important to the marketer because it is generally assumed to
be significant determinants of repeat sales, positive word of mouth and consumers’ loyalty.
Satisfaction is important to the individual consumers because it is reflect a positive outcome
from the outlay of scarce resources and or the fulfillment of unmet needs (day and London
According to Eric Jacques (social medeatoday.com/ericjaques)
Customer satisfaction is a business term is a measure of how product and services
supplied by a company meet or surpass customer expectation.
Peterson and Wilson 1992
Customer satisfaction is illustrated in their communications, including
advertisements, public relations releases, and mission statements With regard to this importance,
a variety of marketing academics and practitioners have studied customer satisfaction for the past
Kotler and Armstrong, 2010
After sales service is an emerging concept in the business community. Organizations
have to provide better after sale services to retain and satisfy its customer. Making and retaining
valuable relationship with customer while using every aspect of taking, retaining and enhancing
customer is known as customer relationship management
Kotler and Armstrong, 2010:-Different customers have different needs some want that the
product to be delivered to their destination at right time and right price, others give value to
customers needs and wants, on the other hand poor distribution results negative impression
DATA ANALYSIS AND INTERPRETATION
DO YOU HAVE OWNS A BAJAJ DISCOVER?
From the above table we can say that 100% of the customers holding Bajaj discover.
From the above task of the chart we can interpret that majority of the customers are owing Bajaj discover
DO HAVE WHICH MODEL?
ANALAYSIS:-From the above table we can analyze that 53% having 125 disk, 17% having 100 5g,13%
having125t, both 7% having 1004g & 125cts and the rest 3% having other segments.
INTERPRETAION:- From the above table and chart showing we can interpret that most of the customers
are holding 125 disk
125 DISK 53%
100 5G 17%
HOW LONG YOU ARE USING BAJAJ DISCOVER?
Less than 1 year 37%
1-2 year 43%
2-3 year 20%
3-4 year 0%
More than 5 year 0%
ANAYSIS:-From the above table we can analyze that 43% of customers using Bajaj discover for 1-2
years, 37% using less than 1 year and the rest 20% using for 2-3 years
INTERPREATON:-From the above table and chart we can analyses that majority of the customers are
using Bajaj discover for 1 to 2 years
Lesss than 1 year
More than 5 year
HOW DID YOU COME TO KNOW ABOUT DISCOVER?
Auto experts 0%
ANALYSIS: - From the above table we can analyze that 50% of the customers knows Bajaj discover
through advertisement, 30% of customer’s known from their friends, 13% of customers through TV and
the rest 7% from relatives
INTERPREATION:-From the above table and chart we can interpret that half of customers are getting
information about Bajaj discover mainly through Advertisement.
WHOM WAS YOUR GREATEST INFLUENCER FOR BUYING BAJAJ
Owners of discover 7%
ANALYSIS:-From the above table we can analyze that 53% of the customers are influenced by friends,
17% are self influenced,13% are influenced bexperts,7% are both influenced by both owners, ads and 3%
are influenced by relatives.
INTERPREATION: - From the above table and chart we can interpret that majority are influenced by
Owners of discover
WHICH FEATURE ATTRACTED YOU THE MOST IN BAJAJ DISCOVER?
Credit facility 0%
Brand image 3%
Opinion of others 0%
ANALYSIS: - From the above table we can analyze that 73% OF customers are attracted by the mileage,
10% are attracted by the comfort, 7% are attracted by the style and price, 3% are attracted by the brand
INTERPRETAION: - From the table and chart we can interpret that 77% of the respondents are attracted
by the mileage of the bike
Opinion of others
ARE YOU SATISFIED WITH THE CUSTOMER SERVICE OF GRAND
From the above table we can analyze that 80% of the customers are satisfied with the customer service of
grand Bajaj, 20% are not satisfied.
INTERPRETATION: - From the above table and chart we can interpret that majority of the respondents
are was satisfied with the customer service provided by the showroom
GRAND BAJAJ PROVIDES AN EXCELLENT AFTER SALES AND
Strongly agree 7%
Strongly disagree 100%
ANALYSIS:-From the above table we can analyze that 70% of the customers agree that Grand Bajaj
provides an excellent after sales and service, 23% disagree with their after sales service and remaining 7%
says strongly disagree
INTERPREATION:- From the above table and chart we can interpret that most of the respondents are
strongly agreeing that Grand Baja provide an excellent after sales and service.
HOW WAS THE ATTITUDE OF THE CUSTOMER CARE REPRESENTAIVE?
Very good 17%
Very bad 0%
ANALYSIS:-From the above table we can analyze that 80% of customers says the attitude of the
customer care representative was good, 70% of the customers says it is very good and the remaining 3%
says the customer care was bad
INTERPREATION:- From the above table and chart we can interpret that most of the respondents are
having very good opinion regarding the attitude of customer c are representative.
IN YOUR OPINION WHAT DO YOU THINK THE MAJOR DISADVANTAGE
OF BAJAJ DISCOVER?
Air cooled engine 10%
Engine sound 20%
Chain socket 30%
Gear box 30%
ANALYSIS:-From the above table we can analyze that both 30% customer says major disadvantage are
chain socket and gear box, 20% of customers says that engine sound is the disadvantage and 10% of both
customers says braking and air cooled engine.
INTERPREATION:- From the above table and chart we can interpret most of the respondents commeting
the problem are mainly felt with chain socket and gearbox
Air cooled engine
ATTRIBUTE THAT FEEL APPROPRIATE IN THE CASE OF BAJAJ
OPINION ABOUT WATER WASH AND POLISHING?
ANLYSIS:- the above table we can analyze that 33% of the respondents are saying as good, 30% of the
respondents says excellent, 27% of the respondents says very good, 7% of the respondents says average
and remaining 3% says poor.
INTEPRETATION:- From the above table and chart we can interpret that more no of respondents having
very good opinion regarding water wash and polishing service provided by Bajaj discover.
Very good 27%
OPINION ABOUT PROMPTNESS AND DELIVER OF TIME?
Very good 43%
ANLAYSIS:- From the above table we can analyze that 43% of the respondents say the promptness and
the delivery of time is very good, 37% says good, 13% says excellent and 7% says average.
INTERPRETATION: - Fro m the above table and chart we can interpret that almost around 43% majority
of the customers handling very good
OPINION ABOUT LOCATION OF SERVICE STATION?
Very good 50%
From the above table we can analyze that 50% of the respondents says location of service station is very
good, 23% says average, 20% says good, 7% says excellent
INTERPRETATION:- From the above table and chart we can analyses that half of the respondents
having very good opinion about location of service station
OPINION ABOUT PROBLEM RECTIFICATION?
Very good 20%
ANALYSIS:-From the above table we can analyze that problem rectification is good, 23% says average,
20% says very good, 14% says excellent and 3% says poor.
INTERPRETAION:- from the above table and chart we can interpret that most of the respondents are
having good opinion about their problem verification system.
EXPECTANCY LEVEL IN PRE-PURCHASE STAGE?
Very high 30%
Very low 0%
ANALYSIS:-From the above table we can analyze that 53% of customers are highly expected about the
vehicle, 30% of customers are very highly expected and 17% of customer’s expectancy level is low
INTERPRETATION:-. From the above analysis we can interpret that most of the respondents are having
high expectation in the purchasing stage of Grand Bajaj
POST PURCHASES STAGES?
Highly satisfied 4%
Highly dissatisfied 0
ANALYSIS:-From the above table we can analyze that 93% of the customers are satisfied with the post
purchase, 4% of customers are highly satisfied and 3% of the customers are dissatisfied.
INTERPRETATION:-from the above analysis we can interpret that majority of the customers are
satisfied with the post purchases experience from Bajaj
WOULD YOU RECOMMEND THE BIKE FOR OTHERS?
Table no: 3.17
Chart no: 3.17
ANALYSIS:-From the above table we can analyze that 75% of the customers says they recommend for
others and the rest 25% says they don’t.
INTERPRETATION: - majority of respondents are recommend the bike for others
FINDINGS, SUGGESTIONS, CONCLUSION
All the respondents are male.
Half of the customer own the brand model discover 125 disk
In the case of time period of using the bike 43% of respondents come under the 1-2 years
Most of the respondents came to know about the brand through advertisement
It was found that respondents are satisfied with customer service
Half of the respondents are influenced by friends
Majority of the customers are attracted by its mileage
Majority of the respondents are agreed with the statement “grand Bajaj provides an
excellent after sales and service”
In customers opinion 30% of both chain socket and gearbox have disadvantages
There is least number of opinion in the case of polishing and washing
The customers says promptness and delivery of time is good
Half of the customers says location of service station is very good
Expectancy level of the customers were found that partially
The customers are satisfied with the post purchase
Majority were recommend Bajaj discover for others.
The major disadvantage of the bike found out is its braking and gearbox compliant,
engine sound, chain socket problem. So necessary measures can be taken to control those
Customers prefer discover the most for its style and fuel efficiency. So the company
should never compromise in the feature of style and fuel efficiency in further arrivals of
Above 22% of response is says that the location of service station is average so. There is
a chance for the company to stat up new service stations where there is abundance in
About performance discover lacks performance compared to other bikes in this segment
so it should be rectified in new arrivals by increasing BHP, torque
The company could prompt the bikes other than the advertisement hence customers can
increases their expectancy level.
From the findings it was found that majority of respondents where mails it is advisable
that company could manufacture scooters for ladies.
The project entitled “A study on customer satisfaction of Bajaj discover in grand Bajaj,
chandranagar , palakkad ” was undertaken to study the satisfaction level of customers whom
owns Bajaj discover.
The study reveals that majority of the customer are satisfied with the performance,
physical attributes, technical aspects of Bajaj discover. But certain factors like chain socket and
gearbox make a little customer dissatisfied.
Hence it can be concluded that Bajaj discover do have a good sales move in the market.
But there are some disadvantages which makes dissatisfaction among customers. These can be
further improved b taking into consideration the above mentioned suggestions.
This study has been carried to find out the customer satisfaction of Bajaj Discover. This
study was conducted through the simple random sampling method. It had taken 21 days for data
collection. I had taken 100 respondents as the samples for the study. From the study we can
understand Discover has great move among the customers. Hike in the petrol price gives an
increase in the sales of Discover bikes. It was found that the customers are satisfied with the
product attributes especially in the case of mileage. Customers are satisfied with the service
quality. Majority of them were influenced through advertisements. Their expectancy level is very
high. But the customers are dissatisfied with chain and gear socket. The company s not focused
for ladies. It is advisable that company could manufacture for ladies also. It could be better if
company adopt better customer service centre in various areas.
Kotler Philip, Marketing Management, analysis, planning implementation and control,
New Delhi Prentice all of India Publishing,.2002.
Beri G.C, Marketing research, Third Edition, New Delhi, Tata McGraw Hill Publishing
Company Limited, 2000
Kothari C.R., RESEARCH METHODOLOGY, Jaipur Wishwa Prakashan, 1990.
Prof. P.C. Tripathi, Human Resource Development, New delhi ,Sultan Chand and Sons,,
Virmani B.R. Worker Participation in Management , Macmillon Company of India Ltd,
New Delhi 1997
I am priyan.c 3rd
semester MBA student of Lead College of Management Dhoni, Palakkad. As
part of my MBA syllabus under Calicut University, I need to do a project in a reputed company.
Here I would like to do my project in “Grand Bajaj Palakkad” on the topic “A study on
customer satisfaction of Bajaj discover with reference to Grand Bajaj palakkad”. I would
appreciate if you could take a few moments of your time to carry out this survey. Here I also
declare that this data will be kept in confident and use only for my academicals purpose.
Dear Sir, Madam,
Occupation: Private sector Business
Self employed Govt employee
public sector students
Annual income: less than 2 lakh 2-4 lakh
4-6 lakh 6-8 lakh
Above 8 lakh
Contact No: ………………….
1. Do you have owns a Bajaj discover?
2. If yes: which model
125cts 125 T o 100 4G others
125 disk 125ST 100 5G
3. If no: do you wish to buy Bajaj discover?
4. How long you are using Bajaj discover?
Less than 1 year 1-2 year 2-3 year
3-4 year more than 5 year
5. How did you come to know about Bajaj discover?
Auto Experts others
6. Whom was your greatest influencer for buying Bajaj discover?
AD Friends Owners of Discover
Relatives Experts self
7. Which feature attracted you the most in Bajaj discover?
Comfort Mileage Credit facility
Power Price Brand image
Style Service opinion of others
8. are you satisfied with the customer service of grand Bajaj?
9. grand Bajaj provide an excellent after sales and service?
Strongly agree Agree
Disagree strongly disagree
10. Pleases tick the attribute you feel appropriate in the case of Bajaj discover servicing?
Attributes Excellent Very good good Average Poor
Water wash and polishing
Promptness and deliver of time
Location of service station
11. How was the attitude of the customer care representative?
Very good good bad very bad
12. In your opinion what do you think the major disadvantage of Bajaj discover?
Air cooled engine engine sound chain socket
Gear box braking
13. Expectancy level in pre-purchase stage?
Very high high low very low
14. Post purchase stage?
Highly satisfied satisfied dissatisfied
15. Rank the features of discover (the most rank 1,2,---5)
Price performance style safety fuel efficiency
16. Would you recommend the bike for others?
Any other suggestion?
Thank for your kind co-operation