Bajaj adv

A

PROJECT REPORT ON

IMPACT OF ADVERTISEMENT OF BAJAJ
ON CUSTOMERS

UNDERTAKEN AT
(MAHALAXMI MOTORS, NAVSARI)

Submitted By:
(Arjunbhai B.Patill)
(0039)

Guided By:
(Mrs.Verangni patil)

MBA PROGRAMME
(YEAR 2007-2009)

SAHYADRI INSTITUTE OF
MANAGEMENT STUDIES
UNIVERSITY OF PUNE

SAHYADRI INSTITUTE OF MANAGEMENT STUDIES

COLLEGE CERTIFICATE

This is to certify that the Summer Project report entitled “Impact of
advertisement of Bajaj on customer” at Mahalaxmi Motors Ltd. Submitted by
Arjunbhai B. Patil, 0039 towards the partial fulfillment of the requirement for
the degree of Master of Business Administration has been found satisfactory.

[ Mrs. Verangni patil ] [Dr. Nitin Mankar]

Faculty Guide Director

DECLARATION

I hereby declare that the summer project report entitled “Impact
of advertisement of Bajaj on customers” is purely an original work done by me
toward the fulfillment of the award of degree of Master of Business
Administration. Any information taken from different sources has been duly
acknowledged.

I further declare that the personal data and information received from any
respondent during survey has not been shared with any one and is used for
academic purpose only.

Arjunbhai B. Patil

ACKNOWLEDGEMENT

First I would like to thank Dr. Nitin Mankar, Director, Sahyadri
institute of Mangement Studies, Tathawade for making available all facilities in
fulfilling the requirements for the research work.

To make anything successful one need help and corporation from people
involve directly or indirectly. It was my reminding experience to work with my
guide Mrs. Verangni patil, Faculty, Sahyadri institute of Mangement Studies,
Tathawade, I wish to express my deep sense of gratitude to them for providing
me valuable comments and suggestion for making this project. Indeed they have
served me with their best knowledge to sharpen and refine my knowledge about
the subject. I consider its privilege of mine to work under their guidance and
supervision.

I also wants to thank Mr. Dhaval Patel, managing director of Mahalaxmi
Motors for allowing me and helping out to carry the project work at Mahalaxmi
Motors. I also thank to all the staff of Mahalaxmi Motors for providing their
valuable time and knowledge to me.

Arjunbhai B. Patil

INDEX

Chapter Particulars Page no.
1. INTRODUCTION
1.1 History of two wheeler
1.2 Industry profile
1.3 Company profile
1.4 Sales information
1.5 Literature review
2. RESERCH METHODILOGY
2.1 Management problem
2.2 Objective
2.3 Research design
2.4 Types of sampling
2.5 Types of data collection
2.6 Limitation
3. DATA ANALYSIS AND INTERPRITATION
4. FINDINGS
5. RECOMMENDATION
5.1 conclusion
6. APPENDIX
7. BIBLIOGRAPHLY

History of two wheeler:
Two-wheelers were originated by the modification of bicycles. Edward Butler,
an Englishman, built the first motor tricycle in 1884. The first gasoline-engine
motorcycle to appear publicly was built by Gottlieb Daimler, of Bad Cannstatt,
Germany, in 1885.

Gottlieb Daimler, who later teamed up with Karl Benz to form the Daimler-
Benz Corporation is credited with building the first motorcycle in 1885, one
wheel in the front and one in the back, although it had a smaller spring-loaded
outrigger wheel on each side. It was constructed mostly of wood, the wheels
were of the iron-banded wooden-spoked wagon-type. This two-wheeler was
powered by a single-cylinder Otto-cycle engine, and may have had a spray-type
carburetor.

One of this type of machine was demonstrated at fairs and circuses in the
eastern US in 1867. The first practical engines and motorcycles were designed
by the French and Belgians, followed by British, German, Italian, and American
makers.

The popularity of the vehicle increased, especially after 1910. During World
War First the motorcycle was used by all branches of the armed forces in
Europe, principally for dispatching. After the war it enjoyed a sport craze until
the Great Depression began in 1929. After World War II motorcycles are being
used for high-speed touring and sport competitions.

During the 1950s with the help of Western Europe and
parts of the United States, the development of a new type of vehicle that is
light weighted motorcycle is become possible, later on it is known as moped.
The first moped Originating in Germany as a 50-cubic-centimetre machine with
simple controls and low initial cost, it was largely free of licensing and
insurance regulations except in Great Britain.

The more sophisticated motor scooter originated in Italy after World War II, led
by manufacture of a 125-cubic-centimetre model. Even with strong competition
from West Germany, France, Austria, and Britain, the Italian scooters
maintained the leading position in the diminishing market.

Industry Profile:-

India is the second largest manufacturer and producer of two-wheelers in the
world. It stands next only to Japan and China in terms of the number of two-
wheelers produced and domestic sales respectively.

The Indian two-wheeler industry made a small beginning in the early 50s when
Automobile Products of India started manufacturing scooters in the country.

In 1948, Bajaj Auto began trading in imported Vespa scooters and three-
wheelers. Finally, in 1960, it set up a shop to manufacture them in technical
collaboration with Piaggio of Italy. The agreement expired in 1971.

Because of government regulation, foreign companies were not allowed to
operate in Indian market. It was a complete seller market with the waiting
period for getting a scooter from Bajaj Auto being as high as 12 years.

The first Japanese motorcycles were introduced in the early eighties. TVS
Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine
motorcycles respectively.

The industry had a smooth ride in the 50s, 60s and 70s when the Government
prohibited new entries and strictly controlled capacity expansion. The industry
saw a sudden growth in the 80s.

The two-wheeler market was opened to foreign competition in the mid-80s.
With the new feature of fuel efficient low power bikes, demand swelled,
resulting in Hero Honda - then the only producer of four stroke bikes (100cc
category), gaining a top slot.

The entry of Kinetic Honda in mid-eighties with a barometric scooter helped in
providing ease of use to the scooter owners. This helped in inducing youngsters
and working women, towards buying scooters, who were earlier, inclined
towards moped purchases.

Company Profile:

Bajaj Auto is a major Indian automobile manufacturer. It is India's second
largest and the world's 4th largest two- and three-wheeler maker. It is based in
Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune),Waluj (near
Aurangabad) and Pantnagar in Uttaranchal. Bajaj Auto makes and exports
motorscooters, motorcycles and the auto rickshaw.

Bajaj Auto came into existence on November 29, 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 license from the Government of India to
manufacture two- and three-wheelers and it went public in 1960.

The company was mainly known for manufacturing the scooter which was
introduced with the brand name of Bajaj “Chetak”. Over the last decade, the
company has successfully changed its image from a scooter manufacturer to a
two wheeler manufacturer. Its product range encompasses Scooterettes,
Scooters and Motorcycles. Its real growth in numbers has come in the last four
years after successful introduction of a few models in the motorcycle segment.

Sales information:

2007-08 2006-07 2005-06 2004-05
Motorcycles 2139779 2379499 1912306 1449710
Two 2161095 2399996 2029176 1602646
wheelers
Exports 482026 301766 174907 130945

Bajaj is the largest exporter of motorcycles in the country with a market share
of 63.55%. in the first quarter of financial year 2008-09 company sells 558633
motorcycles, and company’s total export were 170877 two-wheelers. The
company is having units in Indonesia, Latin America and Netherlands. It has
recently start new subsidiary in Netherlands with the investment of 583 crores.

LITERATURE REVIEW

About Advertisement:-

Advertising has come to stay as a part of the modem economic system and
present-day society. Without advertising communicating to consumers about the
vast variety of goods and services available is impossible. Now-a-days
advertising is being effectively used for promotion of number of goods.
Advertising has played a critical role in the development process by creating a
demand for goods. Multinational companies used advertisement as a tool of
communicating with its customers. Small firms are also using the advertisement
in local media for communication. A question may come up to the new firm that
what to communicate, how to communicate, which media to be used and how

often it should communicate and most importantly to
whom to communicate.

Various communicating tools are available for communicating with the
consumers. Advertisement is one of the communicating tools. A firm can
advertise through newspapers, magazines, brochures, pamphlets, hoardings,
T.V., internet, radio, directories, posters and leaflets etc. But all these
communicating tool may be of no use if the consumers are provided
unnecessary information. So an advertisement should take interest of what info
does the consumer need and should provide the same by advertising.

Advertising is an instrument of information. Advertisements gives information
about products, features, functions, specifications and prices to prospective
buyers. A company may get a competitive advantage by providing all the
necessary information demanded by the consumers.

Advertising informs a customer about the various choices available in the
market. It is also the most economical tool for providing the information to the
prospective audience.

According to Philip Kotler “advertisement are any paid form of non-personal
presentation and promotional of ideas, goods or services by an identified spons

CHAPTER: 2
RESEARCH METHODOLOGY

Research Methodology

Management Problem:
What should be done by the Mahalaxmi Motors in order to create an
image through advertisement?

Problem Definition:
How advertisement should be used in order to deliver and communicate
the message?

Primary Objective:
 Measure effectiveness of advertisement and effective way of using the
advertisements.

Secondary Objective:
• To find out important factor, to which customers give more importance
while perceiving an advertisement.
• To measure overall customer perception towards the advertisement.
• To measure customer’s opinion towards the advertisements?
• What information would the customer expect to get through the
advertisements?

Research Design:
Here the Descriptive research design has been used because here we want
to know the customers opinion towards the Advertisement.

Types of Sampling:
Here we are going to use the Non Probability Sampling (convenience
sampling) method in order to collect the samples.

Types of Data Used:
1. Primary Data:
Primary data are collected by the Survey method of data collection.

2. Secondary Data:
Secondary data are collected from business magazines, research books,
marketing, other research reports and websites.

Types of Data Collection Method:
The data collection method used is survey method. Here the primary data
are collected by questionnaire and secondary data are collected from the
websites and magazines and literature.

Sampling Plan: XXX
It includes students, businessperson, and employees who are the potential
customers of the product.

Sample Size:
139 Respondent’s opinion is been taken.

Research Instrument:
Questionnaire is going to be use for the purpose of the data collection as
the research instrument. Questionnaire will consist of closed ended, open ended
and single choice questions.

DATA COLLECTION:
Field Area:
Area for survey is Navsari city and surrounding region.

Contact Method:
Contact method for survey is face to face personal interview.

Statistical Test Used:

Here I have used statistical tests in order to find out whether there is any
significance difference between sample statistic and hypothesized population
parameter.

One Sample T-test:

One sample T-test is used when the type of data are interval in nature. It’s used
to test whether the mean of a single variable differs from a specified constant or
not. The test carried out here is with the 95% confidence level.

How to Conduct Statistical Test:

I have used SPSS software for doing all kind of statistical test.

Various statistical terms:

Mean: The means value is obtained by adding up all the numbers and dividing
them by total by number of items.

Standard deviation: a probability distribution, random variable, or population
or multiset of values is a measure of its values.

LIMITATIONS

 The survey work was conducting with the Navsari city only so it can not
cover the preference of other area’s consumer.
 The sample size taken for the survey work was 139 because of the limited
time period.
 Every person gives answer as per their understanding so there is a
possibility if mistakes in giving answer.
 There is a chance of mistake in the answers because of the limited
knowledge of the respondent.
 This project work is prepared as per my limited under-standing.
 It is a consumer survey and not the market survey.

CHAPTER: 3
DATA ANALYSIS AND
INTERPRITATION

1. Have you seen the advertisement of Bajaj’s
motorcycles?

Purpose: This question is asked in order to know whether people are aware
and have seen the advertisement of Bajaj or not.

Awarenenss of Advertisement

2%

Yes
No

98%

Interpretation:
From the above chart we can say that 98% that is 136 of the total respondents
are aware of the advertisement of Bajaj and only 3 of the total respondents do
not aware about the Bajaj’s advertisement. The ratio of awareness is too high
because Bajaj’s advertisements are broadcasted through various media like
Television, Radio and Newspaper and people came across the advertisement of
Bajaj through these media.

2. Which media do you most prefer for watching the advertisement?

Purpose: This question is asked in order to know that which media is preferred
most by the people for watching the advertisement.

Hoardings
Magazine 4%
12%

T.V.
T.V. Radio
Internet
45% Newspaper
14%
Internet
Magazine
Hoardings
Newspaper
13%
Radio
12%

Interpretation:
From the above chart we can say that 45% people prefer Television for
watching the advertisement while 14% prefer Internet, 13% people prefer
Newspaper, 12% people prefer Radio, 12% people prefer magazine and only
4% people prefer Hoardings for watching the advertisements. So we can say
that the most of the people preferred Television for watching the
advertisements.

4.1 What is the importance of “Mileage” to be
described in the advertisement of a bike?
1=Not Important, 2=marginally Important, 3=Partly Important, 4=Greatly
Important, 5=Most Important

Null Hypothesis (HO): There is no significant difference between calculated
mean (4.32) and hypothesized mean (4). In other words, we hypothesized that
people give greatly importance to the mileage.

Alternative Hypothesis (H1): There is significant difference between
calculated mean and hypothesized mean. In other words, we hypothesized that
people do not give greatly importance to the mileage.

Statistical Test: One sample t-test is chosen because the measurement of data
is interval in nature.

Significance level: 0.05

Test value: 4

One-Sample Statistics

Std.
Std. Error
N Mean Deviation Mean
Milea
139 4.32 1.057 .090
ge

One-Sample Test

Test Value = 4
Mean 95% Confidence
Sig. (2- Differen Interval of the
t Df tailed) ce Difference
Lower Upper
Milea
3.532 138 .001 .317 .14 .49
ge

Interpretation:
At 95% confidence level, the significance value is 0.001 which is less than 0.05;
therefore we reject the null hypothesis and accept the alternative hypothesis. In
other words, people do not give greatly importance to the mileage. So from the
mean 4.32 and from the t-value 3.532, we can say that people give above
greatly importance to the mileage.

4.2 What is the importance of “Price” to be described in the advertisement
of a bike?

people give greatly importance to the price.

the people do not give greatly importance to the price.


Test value: 4


Std.
Std. Error
pric
139 3.98 1.201 .102
e

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
pric
-.212 138 .832 -.022 -.22 .18
e

Interpretation:
At 95% confidence level, the significance value is 0.832 which is greater than
0.05 therefore we accept the null hypothesis and reject the alternative
hypothesis. In other words we can say that people give greatly importance to the
price.

4.3 What is the importance of “Style” to be described in the advertisement
of a bike?

people give greatly importance to the style.

people do not give greatly importance to the style.



Test value: 4


Std.
Std. Error
style 139 4.08 1.029 .087

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
style .907 138 .366 .079 -.09 .25

Interpretation:
0.05 and therefore we accept the null hypothesis and reject the alternative
style of the bike.

4.4 What is the importance of “Power/Pick-up” to be described in the
advertisement of a bike?

people give greatly importance to the power.

people do not give greatly importance to the power.



Test value: 4

Std.
Std. Error
Pow
139 4.12 1.011 .086
er

One-Sample Test

Test Value = 4
Mean 95% Confidence
Upp
Lower Upper Lower er Lower Upper
Pow
1.427 138 .156 .122 -.05 .29
er

Interpretation:

At 95% confidence level, the significance value is 0.156
which is greater than 0.05 therefore we accept the null hypothesis and reject the
alternative hypothesis. In other words, people give greatly importance to the
power.

4.5 What is the importance of “Features” to be described in the

people give greatly importance to the features.

people do not give greatly importance to the features.



Test value: 4


Std.
Std. Error
Featur
139 3.84 1.098 .093
es

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
Featur
-1.699 138 .092 -.158 -.34 .03
es

Interpretation:
features to be described in the advertisement of a bike.

4.6 What is the importance of “Finance” to be described in the

people give partly importance to the finance.

Alternative Hypothesis (H1): There is significant
difference between calculated mean and hypothesized mean. So we
hypothesized that people do not give partly importance to the finance.



Test value: 3

Std.
Std. Error
finan
139 3.32 1.167 .099
ce

One-Sample Test

Test Value = 3
Mean 95% Confidence
Lower Upper
financ
3.197 138 .002 .317 .12 .51
e

Interpretation:
At 95% confidence level, the significance value is 0.000 which is less than 0.05
and therefore we reject the null hypothesis and accept the alternative
hypothesis. In other words, people do not give partly importance to the finance

to be described in the advertisement. From mean 3.32 and
t-value 3.197, we can say that people give above partly importance to the
finance.

4.7 What is the importance of “Service” to be described in the

people give greatly importance to the service.

people do not give greatly importance to the service.



Test value: 4


N Mean Std. Std.
Deviation Error

Mean
servic
139 4.08 1.210 .103
e

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
servic
.771 138 .442 .079 -.12 .28
e

Interpretation:
hypothesis. In other words, people give greatly importance to the service.

4.8 What is the importance of “the image of the company” to be described
in the advertisement of a bike?

people give greatly importance to the image of the company.

difference between calculated mean and hypothesized mean. In other words, we
hypothesized that people do not give greatly importance to the image of the
company.

Test value: 4

Std.
Std. Error
Imag
139 4.50 .912 .077
e

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
Imag
6.511 138 .000 .504 .35 .66
e

Interpretation:

hypothesis. In other words, people do not give greatly
importance to the image of the company. But from the mean 4.50 and t-value
6.511, we can say that people give above greatly importance to the image of the
company.

5. The advertisements of Bajaj help you in purchasing a bike.
1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree

people are neutral about that the statement that advertisement of Bajaj’s bike
help them in purchasing a bike.

people are not neutral about the statement that the advertisement of Bajaj’s bike
help them in purchasing a bike.


Test value: 3


Std.
Std. Error
Advertisement help in
139 3.37 1.331 .113
purchasing bike

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Difference
Lower Upper
Advertisemen
3.313 138 .001 .374 .15 .60
t help

Interpretation:
At 95% confidence level, the significance value is 0.001 which is less than
0.05; therefore we reject the null hypothesis and accept the alternative
hypothesis. In other words, people are not neutral about the statement that the
advertisement of Bajaj helps them in buying a new bike. But from the mean
3.37 and t-value 3.313, we can say that people are above neutral level about the
statement that advertisements of Bajaj’s bike help them in purchasing a bike.

6. Comparison with other company’s bikes should be given.

people agree that a comparison table between various bikes should be given.

people do not agree that a comparison table between various bikes should be
given.


Test value: 4


Std.
Std. Error
Comparis
139 3.50 1.024 .087
ons

One-Sample Test

Test Value = 4

95%
Confidence
Interval of the
Difference
Lower Upper
Compari
-5.797 138 .000 -.504 -.68 -.33
sons

Interpretation:
At 95% confidence level, the significance value is 0.000 which is less than 0.05,
so we reject the null hypothesis and accept the alternative hypothesis. That’s
why we can say that people do not agree with the statement that comparative
advertisement of various bikes should be given.

7. Comparison of Bajaj’s various bikes should be given.

people agree that a comparison table between Bajaj’s own bikes should be
given.

people are not neutral that a comparison table between Bajaj’s own bikes should
be given.



Test value: 3

Std.
Std. Error
Compari
139 3.20 1.264 .107
son

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Difference
Lower Upper
Compari
1.879 138 .062 .201 -.01 .41
son

Interpretation:
0.05, therefore we accept the null hypothesis and reject the alternative
hypothesis. So we can say that people are neutral with the statement that
comparative advertisement between Bajaj’s own bikes should be given.

8. Attractive colour of the advertisements is expected.

Purpose: to know whether people like to see the colourful advertisements or
not.

people do not agree that attractive colours are expected by them in the
advertisements.

people do not agree that attractive colours is expected in the advertisements.

Test value: 4


Std.
Std. Error
Colo
139 3.78 1.108 .094
ur

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
Colo
-2.296 138 .023 -.216 -.40 -.03
ur

Interpretation:
At 95% confidence level, the significance value is 0.000 and therefore we reject
the null hypothesis and accept the alternative hypothesis. So we can say that
people do not expect and want to see the colourful advertisement.

9. Hoardings are a good way of getting information about bikes.


people are neutral about the statement that hoardings are good way of getting
information about bikes.

people are not at neutral level about the statement that hoardings are good way
of getting information about bikes.

Statistical Test: One sample t-test is chosen because the
measurement of data is interval in nature.
Test value: 3

Std.
Std. Error
Hoardi
139 3.35 1.075 .091
ng

One-Sample Test

Test Value = 3
Mean 95% Confidence
T Df tailed) ce Difference
Lower Upper
Hoardi
3.788 138 .000 .345 .17 .53
ng

Interpretation:
hypothesis. So we can say that people are not neutral with the statement that the
hoardings are good way of getting information about bikes. So from the mean
3.35 and from the t-value 3.788, we can say that people are above neutral level
with the statement that the hoardings are good way of getting information about
the bikes.

10. Big advertisement plays more attention.

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree,
5= Strongly Agree

people agreed that they pay more attention towards big advertisement.

people do not agreed with the statement that they pay more attention towards
big advertisement.



Test value: 4

Std.
Std. Error
Big
advertisemen 139 3.57 1.130 .096
t

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
Big
-4.505 138 .000 -.432 -.62 -.24
ads

Interpretation:
hypothesis. In other words, people do not agree with the statement that they pay
more attention towards big advertisements. From the mean 3.57 and from the t-
value -4.505, we can say that people are less than agree with the statement that
they pay more attention towards big advertisement.

11. Involvement of celebrity in the advertisement creates brand-image.

Purpose: to know whether involvement of celebrity creates brand image of the
company or not.

people are neutral with the statement that they pay more attention when a
celebrity is included in the advertisements and it creates brand image about the
company.

people are not neutral about the statement that they pay more attention when a
celebrity is included in the advertisements and it creates brand image about the
company.

Test value: 3


Std.
Std. Error
celebri
139 3.45 1.168 .099
ty

One-Sample Test

Test Value = 4
Mean 95% Confidence
Lower Upper
Celebr
4.501 138 .000 .446 .25 .64
ity

Interpretation:

which is less than 0.05; therefore we reject the null hypothesis and accept the
alternative hypothesis. So we can say that people do not agree with the
statement that they pay more attention when a celebrity is included in the
advertisements and it creates brand image in their minds about the company.
From the mean 3.45 and from the t-value 4.501, we can say that people above
neutral level with the statement that they pay more attention towards big
advertisements.

12. Showing advertisements frequently make a good brand-image.

Purpose: to know whether people appreciate the repetition of the
advertisement.

people are neutral about the statement that showing advertisements frequently
make a good brand-image of the company.

people are not at neutral level about the statement that showing advertisements
frequently make a good brand-image of the company.


Test value: 3

Std.
Std. Error
repeat
139 3.40 1.238 .105
ads

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
t df tailed) ce Lower Upper
repeat
3.837 138 .000 .403 .20 .61
ads

Interpretation:
therefore we reject the null hypothesis and accept the alternative hypothesis. So
we can say that people are not at neutral level about the statement that showing
advertisements frequently does make a good brand-image of the company.
From the mean 3.40 and from the t-value 3.837, we can say that people are
above neutral level with the statement that showing advertisements frequently
make a good brand-image of the company.

13. An advertisement on the first page gives more attention.

Purpose: to know how much attention people pay to the advertisement
displayed on the first page.

people agree that they pay more attention when an advertisement is been
displayed on the first page.

calculated mean and hypothesized mean.

Test value: 3


Std.
Std. Error
first
139 3.38 1.200 .102
page

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
t Df tailed) ce Lower Upper
first
3.745 138 .000 .381 .18 .58
page

Interpretation:
hypothesis. So we can say that people are not neutral with the statement that
they pay more attention when an advertisement is been displayed on the first
page. From the mean 3.38 and from the t-value 3.745, we can say that people
are above neutral level with the statement that they pay more attention when an
advertisement is been displayed on the first page.

14. The language of the advertisement should be simple.

Purpose: to know whether people prefer simple and easy to understand
language or not.

people agree that the language of the advertisement should be simple and easy.

difference between calculated mean and hypothesized mean. In other words, we
hypothesized that people do not agree with the statement that the language of
the advertisement should be simple and easy


Test value: 4


Std.
Std. Error
Langua
139 3.66 1.126 .096
ge

One-Sample Test

Test Value = 4
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
Langua
-3.539 138 .001 -.338 -.53 -.15
ge

Interpretation:

which is less than 0.05; and therefore we reject the null hypothesis and accept
the alternative hypothesis. So we can say that people do not agree with that the
language of the advertisement should be simple and easy. From the mean 3.66
and from the t-value -3.539, we can say that people are above neutral level with
the statement that the language of the advertisement should be simple and easy.

15. The advertisement describes the real quality of Bajaj’s bike.

Purpose: to know that how much people believe that the advertisement
describe the real quality of Bajaj’s bike.

people agree that the advertisement describes the real quality of Bajaj’s bike.

calculated mean and hypothesized mean.



Test value: 4


Std.
Std. Error
Qual
139 3.22 1.167 .099
ity

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
Qual
2.252 138 .026 .223 .03 .42
ity

Interpretation:
people do not agree that the advertisement describes the real quality of Bajaj’s
bike. From the mean 3.22 and from the t-value 2.252, we can say that people are
above neutral level with the statement that advertisement describes the real
quality of Bajaj’s bike.

16. You like to see the stunt making advertisements of bike.

1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree,
5= Strongly Agree

Purpose: to know whether people like the present stunt making advertisement
or not.

people agree that they like to see the stunt making advertisement of the Bajaj’s
bike.

people are not at neutral level with the statement that they like to see the stunt
making advertisement of the Bajaj’s bike.

Test value: 4


Std.
Std. Error
stunt 139 3.43 1.269 .108

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
stunt 4.012 138 .000 .432 .22 .64

Interpretation:
so we reject the null hypothesis and accept the alternative hypothesis. So we can
say that people do not agree that they like to see the stunt making advertisement
of the Bajaj’s bike. From the mean 3.43 and from the t-value 4.012, we can say
that people are above neutral level with the statement that they like to see the
stunt making advertisement of the Bajaj’s bike.

17. Showing advertisement in prime-time pays more attention.

Purpose: to know the attention level of people for the advertisement during
prime-time.
people are at neutral level that they pay more attention when an advertisement is
been telecast in prime-time.


people are not at neutral level that they pay more attention
when an advertisement is been telecast in prime-time.

Test value: 3

Std.
Std. Error
prime
138 3.20 1.152 .098
time

One-Sample Test

Test Value = 3
95% Confidence
Mean Interval of the
Sig. (2- Differen Difference
t df tailed) ce Lower Upper
prime
1.996 137 .048 .196 .00 .39
time

Interpretation:

hypothesis. So we can say that people are not at neutral
level that they pay more attention when an advertisement is been telecast in
prime-time. From the mean 3.20 and from the t-value 1.996, we can say that
people are above neutral level with the statement that they pay more attention
when an advertisement is been telecast in prime-time.

18. After seen advertisements, you like to buy a new bike of Bajaj.

Purpose: to know intention that person would like to buy the bike of Bajaj after
seen its advertisement.

people are at neutral level that after seen the advertisement of Bajaj’s bike they
would like to buy a new bike of Bajaj.

people are not at a neutral level that after seen the advertisement of Bajaj’s bike
they would like to buy a new bike of Bajaj.


Test value: 3


Std.
Std. Error
buy 139 3.45 1.078 .091

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
T Df tailed) ce Lower Upper
buy 4.956 138 .000 .453 .27 .63

Interpretation:
At 95% confidence level, the significance value is 0.000 which is lower than
0.05; so we reject the null hypothesis and accept the alternative hypothesis. So
we can say that people do not agree that after seen the advertisement of Bajaj’s
bike they would like to buy a new bike of Bajaj. From the mean 3.45 and from
the t-value 4.956, we can say that people are above neutral level with the
statement that after seen the advertisement of Bajaj’s bike they would like to
buy a new bike of Bajaj.

19. An advertisement showing various schemes like cash refunds, rebates,
gifts and free vouchers attract you.

Purpose: to know that how much do these promotional
activities influence buying.

people are neutral with the statement that advertisement showing various
schemes attract them.

people are not at a neutral level that advertisement showing various schemes
attract them.



Test value: 3


N Mean Std. Std.
Deviation Error

Mean
scheme
139 3.28 1.222 .104
s

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
scheme
2.707 138 .008 .281 .08 .49
s

Interpretation:
hypothesis. So we can say that people are not neutral with the statement that
advertisement showing various schemes attracts them. From the mean 3.28 and
from the t-value 2.707, we can say that people are above neutral level with the
statement that advertisement showing various schemes attracts them.

20. Bajaj’s advertisement provides you the necessary information.
1= Not at all, 2= Marginally, 3= Partly, 4= Greatly, 5= Fully

Purpose: to know whether present advertisement of Bajaj provide necessary
info or not.

people agree that Bajaj’s advertisement provides partly information to the
people.

people do not agree that Bajaj’s advertisement provides partly information to
the people.



Test value: 3


Std.
Std. Error
info 139 3.04 1.215 .103

One-Sample Test

Test Value = 3
Mean 95% Confidence
T Df tailed) ce Difference
Lower Upper
info .419 138 .676 .043 -.16 .25

Interpretation:
At 95% confidence level, the significance value is 0.676 and therefore we
accept the null hypothesis and reject the alternative hypothesis. From the mean
3.04 and from the t-value .419, we can say that Bajaj’s advertisement provides
partly information to the people.

21. You admire present advertisement of Bajaj.

Purpose: to know that people admire present advertisement of Bajaj or not.

people greatly admire the present advertisement of Bajaj.

people do not greatly admire the present advertisement of Bajaj.


Test value: 4


Std.
Std. Error
Admi
139 3.54 1.072 .091
re

One-Sample Test

Test Value = 4
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
admir
-5.065 138 .000 -.460 -.64 -.28
e

Interpretation:
people do not greatly admire the present advertisement of Bajaj. From the mean
3.54 and from the t-value -5.065, we can say that people admire the present
advertisement of Bajaj less than greatly.

22. The advertisement of Bajaj meets with what it says.

Purpose: to know whether people believe that the bike meets with the
advertisement with what it is saying.

people partly believe that the advertisement of Bajaj meets with what it says.

people partly believe that the advertisement of Bajaj meets with what it says.



Test value: 3


Std.
Std. Error
meet 139 3.30 1.184 .100

One-Sample Test

Test Value = 3
95% Confidence
Interval of the
Mean Difference
Sig. (2- Differen
meet 3.010 138 .003 .302 .10 .50

Interpretation:
hypothesis. So we can say that people do not partly believe that the

advertisement of Bajaj meets with what it says. From the
mean 3.30 and from the t-value -5.065, we can say that people admire the
present advertisement of Bajaj more than partly.

23. At which place you pay more attention to hoardings?
[ ] Bus-stop [ ] Railway station [ ] Public garden
[ ] Highways [ ] Traffic Signal

Purpose: - to know where people pay more attention to the hoardings.
Where to see the hoarding

Frequen Valid Cumulativ
cy Percent Percent e Percent
bus-stop 22 15.8 15.8 15.8
railway station 40 28.8 28.8 44.6
public garden 33 23.7 23.7 68.3
Highway 16 11.5 11.5 79.9
traffic signal 28 20.1 20.1 100.0
Total 139 100.0 100.0

Interpretation:-
From the above figures of the table, we can say that from 139 respondents,
28.8% people would like to see the hoardings at the Railway Station, 23.7%
would like to see the hoardings at the Public Garden, 20.1% would like to see
hoardings at the traffic signal, 15.8% people would like to see the hoardings at
the Bus-stop while only 11.5% people would like to see the hoardings at the
highways.

24.In which media would you like to find the
advertisement of “Mahalaxmi Auto” in Navsari?
[ ] Newspaper [ ] Radio
[ ] Ad pamphlets [ ] T.V.

Purpose: - to know which media do the people prefer most to see the
advertisement.
Media preference by people
Frequen Valid Cumulativ
cy Percent Percent e Percent
Valid Newspaper 51 36.7 36.7 36.7
Radio 23 16.5 16.5 53.2
Ad pamphlets 26 18.7 18.7 71.9
T.V. 39 28.1 28.1 100.0
Total 139 100.0 100.0

Interpretation:-
From the above table we can say that amongst the 139 respondents, 36.7%
respondents would like to see the advertisement of Bajaj in Newspaper while
28.1% respondent prefer Television for watching the advertisement of
Mahalaxmi Motors, 18.7% respondents would prefer the ad pamphlets for
advertisement while only 16.5% people would like to prefer Radio for the
advertisements. So we can say that showing the advertisement in the newspaper
might be a good way of communicating with the people.

Cross tabulation between gender and media preferred by them.

Gender and media Cross tabulation

Media
newspap ad Total
er radio pamphlets tv
gender male Count 40 15 13 26 94
%
within 42.6% 16.0% 13.8% 27.7% 100.0%
gender
female Count 11 8 13 13 45
%
within 24.4% 17.8% 28.9% 28.9% 100.0%
gender
Total Count 51 23 26 39 139
%
within 36.7% 16.5% 18.7% 28.1% 100.0%
gender

Interpretation:-
From the table we can say that the 42.6% of male prefer newspapers for
advertisements while only 24.4% females prefer the newspapers for
advertisements. Only 27.7% male preferred television for advertisement while
28.9% of female prefer television. So, we can say that newspaper is a good way
of communicating with the male customer.

Gender and preference of colourful advertisements Cross tabulation

Colour Total
strong
ly
disagr disagr neutra strongly
ee ee l agree agree
Gend Male Count
6 7 15 39 27 94
er

% within 16.0 41.5 28.7% 100.0
gender 6.4% 7.4%
% % %
Femal Count
1 6 7 19 12 45
e
% within 13.3 15.6 42.2 100.0
2.2% 26.7%
gender % % % %
Total Count 7 13 22 58 39 139
% within 15.8 41.7 100.0
5.0% 9.4% 28.1%
gender % % %

Interpretation:-
From the above table we can see that the 41.5% males and 42.2% females
agrees that they like colourful advertisements while 28.7% male and 26.7%
females like the colourful advertisement. So, we can say that both male and
female are either agree or strongly agree that they like the colourful
advertisemtnts.

Findings:
From the total respondents, 98% respondents are aware about Bajaj’s
advertisement. So, we can say that the advertisement of Bajaj reaches to the
most of the people via different media.

From the survey it has been found out that the 45% of the respondents
preferred Television for watching the advertisements but for the advertisement
of Mahalaxmi Motors 36.7%people prefer Newspaper.

It has been found out that amongst the 122 bike owners 31 person has got
Bajaj bikes and it stood at the second position in Navsari in terms of numbers of
two wheelers.

It has been also found out that Railway-station is the most preferable
location where people pay more attention towards the hoarding.

I have found out that the promotional schemes play important role.

From the cross tabulation, it has been found out that behaviour of male
and female differs significantly. Males prefer Newspapers while the females
prefer Television and ad pamphlets.

From the cross tabulation I have also found out that people usually pay
more attention toward the colourful advertisements rather than simple
advertisements.

From the one sample t-test it is also found out that
price is the greatly important factor which people wants to see in the
advertisements. Samely, people give great importance to style, power, various
features and services.

Recommendation:
This recommendation is made on the base of analyzing the questions
asked to the consumers and their responses. This recommendation is based on
my findings and limited knowledge.

From the survey it can be said that most of people are aware of the
advertisement of Bajaj and Mahalaxmi Motors should use Newspaper and
Television as the media of advertisement.

The colorful advertisement taken more consideration by all, so the
company should use colourful advertisement in newspaper as well as in ad-
pamphlets too.

People pay more attention towards those advertisements which satisfy
those criteria which are greatly important to them like price of the bike, style,
power, features and services.

Promotional schemes are also a good way to make the advertisement
more effective one.

As the people pay more attention to the hoardings at the railway station,
the company can use the same for the advertising.

Company enjoys the second position in Navsari so it can strengthen its
position by using above mentioned recommendations.

Conclusion:

From the survey I conclude that advertisements are been shown widely
and awareness of the same is too high.

Form the survey I can conclude that consumer pay more attention to the
broadcast media as per my analysis. Television and Print media are having most
of the reach and can be used for advertisement if the company wants good
results.

I also conclude that the advertisement accompanied with all the necessary
information and criteria in which consumers are interested can make a good
image of the company and make the advertisement more effective one.

There is no doubt that company will succeed if it provide all the
necessary information which a consumer requires.

I, Mr. Arjunbhai B. Patil student of M.B.A. of Sahyadri institute of
management studies, pune, prepared this questionnaire in order to prepare a
project work meant for educational purpose only. No personal information will
be disclosed in any form at anywhere.

3. Have you seen the advertisement of Bajaj’s motorcycles?
[ ] Yes [ ] No

4. Which media do you most prefer for watching the advertisement?
[ ] T.V. [ ] Radio [ ] Newspaper
[ ] Internet [ ] Magazine [ ] Hoardings
5. Indicate the time you spent in the following media per day.

T.V. Most 1 2 3 4 5 Least
Radio Most 1 2 3 4 5 Least
Newspaper Most 1 2 3 4 5 Least
Internet Most 1 2 3 4 5 Least

6. What is the importance of following criteria to be
described in the advertisement of a bike?

Not Marginally Partly Greatly Most
Important Important Important Important Important
Mileage
Price
Style / Looks
Power / Pick-
up
Features
Financial
Schemes
Service
Company
Image

Please put tick mark for the following questions.
1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly
Agree
7. The advertisements of Bajaj help you in purchasing a bike.
1 2 3 4
5
8. Comparison with other company’s bikes should be given

1 2 3
4 5
9. Comparison of Bajaj’s various bikes should be given.
1 2 3 4 5

10. Attractive colour of the advertisements is expected.

1 2 3 4 5
11. Hoardings are a good way of getting information about bikes.

1 2 3 4 5
12. Big advertisement plays more attention.

1 2 3 4
5
13.Involvement of celebrity in the advertisement creates brand-image.
1 2 3 4 5
14.Showing advertisements frequently make a good brand-image.
1 2 3 4 5
15.An advertisement on the first page gives more attention.
1 2 3 4 5
16.The language of the advertisement should be simple.
1 2 3 4 5
17.The advertisement describes the real quality of Bajaj’s bike.
1 2 3 4
5
18.You like to see the stunt making advertisements of bike.
1 2 3 4 5
19.Showing advertisement in prime-time pays more attention.
1 2 3 4 5
20.After seen advertisements, you like to buy a new bike of Bajaj.

1 2 3 4 5
21.An advertisement showing various schemes like cash refunds,

rebates, gifts and free vouchers attract you.
1 2 3 4 5

Please put tick-mark for following questions:


22.Bajaj’s advertisement provides you the necessary information.
1 2 3 4 5
23.You admire present advertisement of Bajaj.
1 2 3 4 5
24. The advertisement of Bajaj meets with what it says.

1 2 3 4 5

25.At which place you pay more attention to hoardings?
[ ] Bus-stop [ ] Railway station [ ] Public
garden
[ ] Highways [ ] Traffic Signal
26.In which media would you like to find the advertisement of “Mahalaxmi
Auto” in Navsari?
[ ] Newspaper Please specify_______________________
[ ] Radio [ ] Ad pamphlets [ ] T.V.

Personal Detail
Name: ___________________________________________________
Age:
[ ] 18-24 Year [ ] 25-31 Year
[ ] 32-38 Year [ ] 39-45 Year
[ ] 45 Year & Above
Gender:
[ ] Male [ ] Female
Occupation:
[ ] Student [ ] Service [ ] Professional
[ ] Businessman [ ] Housewife [ ] Other please specify
_______________
Present Vehicle Owned:
[ ] Bajaj Brand _________________
[ ] Hero-Honda Brand _________________
[ ] Honda Brand _________________
[ ] TVS Brand _________________
[ ] Other Brand _________________
Family Annual Income:
[ ] Less Than 1, 00,000 Rs.
[ ] 1, 00,000 - 2, 00, 00 Rs.
[ ] 2, 00,001 - 3, 00,000 Rs.

[ ] 3, 00,001 - 4, 00,000 Rs.
[ ] Above 4, 00,000

BIBILOGRAPHY

 www.google.com

 www.bajajauto.com

 www.autopassion.com

phillph kotler 12th addition
spaa15 software

Bajaj adv

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