Preference and Satisfaction towards Bajaj BIkes

1. A Presentation on
“A Study on Customer Preference and
Satisfaction towards Bajaj Bikes”
Prepared By: Ajay B. Savaliya
Enrollment No: 147500592100
Faculty Guide: Ms. Esha Pandya
Company Guide: Mr. Shoban Mulla
S.R.LUTHRA INSTITUTE OF MANAGEMENT
Summer Internship Project
AUGUST – 2015

2. Introduction of Customer Preference and
Satisfaction
• Customer Preference
Consumer preference means a consumer likes one thing over another.
The preference of the consumer is the result of the behavior they
show during searching, purchasing, and disposing the product.
• Customer Satisfaction
Customer satisfaction measures how well the expectations of a
customer concerning a product or service provided by your company
have been met. Customer satisfaction is important because it provides
marketer and business owners with a metric that they can use to
manage and improve their businesses.

4. a. Global Level
• India is the 2nd largest two-wheeler market and 4th largest
commercial vehicle market.
• The world’s largest market for two-wheelers is China.
• Other large markets in the region are Japan, Indonesia, Vietnam
and Taiwan.
• The global two-wheeler manufacturing industry grew by 3.3% in
2013 to reach a value of $61.5billion.
• North America; which saw a decline in production volume of over
20% in 2013.
• Honda’s sales is increased by 9.9%; mainly due to higher sales in
India, Thailand etc. while lower sales in Brazil.

5. b. National Level
• Two-wheeler industry started early 50s and manufacturing scooters.
• Bajaj auto and HERO MotoCorp sales went to decrease while Honda
Motorcycle sales has increased.
c. State Level
• Sales of two-wheeler in between April and September went down to
15%.
• In previous, sales of two-wheeler in Gujarat is 65000 to 70000 units
per month.
• Now, average has come down around 50000 to 55000 units per
month.
• Bajaj auto has good response from Rural market.

6. d. PESTEL Analysis
Political
• Employment laws
• Tax policy
• Political stability
Economical
• Inflation rate
• Exchange rates
• Interest rates
Social
• Safety
• Popularity

7. Technological
• Technological change
• R&D activity
Environmental
• The environmental factors don’t play a vital
role in the two-wheeler market. But the time
has changed and people are more eco-friendly.
Legal
• New rules and regulations like Helmet,
Driving Licence for riding two-wheelers.
Conti…..

8. e. Current Trend

9. f. Major Players
• Hero MotoCorp Ltd.
• Honda Motor Company Ltd.
• Suzuki Motor Corporation Ltd.
• Bajaj Auto Ltd.
• TVS Motor Company Ltd.
• Yamaha Motor Company Ltd.
• Royal Enfield Company Ltd.
• Mahindra Two-wheelers Ltd.
• Harley-Davidson Company Ltd.
• Piaggio

10. g. Major Offering
1. Sports bikes
2. Sport touring bikes
3. Cruiser bikes
4. Touring bikes
5. Dual-sport bikes
6. Standards bikes
7. Off-road or Dirt bikes

12. Company Profile of Bajaj Auto
Type Public company
Industry Two-wheeler Automobile Industry
Year of establishment November 29, 1945 (Pune, Maharashtra, India)
Founder Jamnalal Bajaj
Key people Rahul Bajaj (Chairman)
Rajiv Bajaj (Managing Director)
Headquarter Pune, Maharashtra, India
Presence Distribution network covers 50 countries
Dominant presence in Sri Lanka, Peru, Bangladesh,
Iran, Indonesia etc.

13. • “To attain world class Excellency by demonstrating value
added products to customers”
VISION
• “Focus on value based manufacturing continual
improvement total elimination wastes pollution free and
safe environment”
MISSION

14. Company Profile of Shivam Bajaj
Company Name Shivam Bajaj
Year of establishment 1st Nov, 2013
Address FF-1, Mansarovar Heights, opp. Bhaktidham Temple,
Puna Kumbhariya road, Puna patiya, Surat-395010
Owner name Mr. Dharmeshbhai Palsanawala
Mr. Hirenbhai Patel
Authorized dealer Bajaj Auto Limited
No. of employees 30

15. Organogram
Owner
Sales
Manager
Service
Manager
Sales
Executive
Workshop
Manager
Back office
Workshop
Person
Marketing
Manager

16. SWOT Analysis
 Strength
• Highly experienced management
• Widespread distribution network
• Good experienced workers
• Excellent marketing
• Good reputation in market
 Weakness
• After sales service is very poor
• Lag in distribution of products or
payment delays
 Opportunities
• Cheaper variants for tapping
more in the rural segment
• Premium sport bikes for urban
areas
• Constant growth in two-wheeler
segment
 Threats
• Cheaper imports from countries
like China
• Other motorcycles players have
a strong brand presence

18. Year Author Name Topic Findings
2014 Mrs. G.
Mahalakshami
Satisfaction on two-
wheelers
Buyers prefer two-wheelers for
their riding comfort and satisfied
with their services.
2013 V. Devki & Dr. H.
Balakrishnan
Preference towards
Hero two-wheelers
Majority of them are give more
importance to price and prefer
middle ranged bike.
2011 Kerav Pandya & H.
J. Jani
Satisfaction among
two-wheelers users
Factor that affect consumer
purchase is style and power.
2014 Ms. Ameer Asra
Ahmed & Dr. M.S.
Ramachandra & Mr.
Siva Nagi Reddy
Satisfaction level to-
wards Royal Enfield
Youngers are more prefer Royal
Enfield bullet; and they are
satisfied with overall
performance.
2004 Sagar and Chandra Preference towards
small cars
Consumers prefer cars for their
design and advance
technologies.
2013 Mrs. Beena John &
Dr. S.
Pragadeeswaran
Preference towards
small cars
Demographic variables are
indirectly influenced and Price
quality is influenced customer
for purchasing cars.

20. a. Problem Statement
In today’s intensely competitive environment, companies today are constantly
looking for ways to attract customers by having a better understanding of
changing customer preferences. Therefore this study has been conducted to
find the Customer Preference and Satisfaction towards Bajaj Bikes.
b. Research Objective
• To ascertain the customer preference and satisfaction towards the Bajaj
bikes.
• To determine which is/are the most attractive attribute/attributes for
purchasing Bajaj bikes.
• To find the areas of improvement of the Bajaj bikes.
• To know the respondents problems towards Bajaj bikes.
• To study association between demographic variables and different
attributes of Bajaj bikes.

21. Types of Design Descriptive Research Design
Data Collection Questionnaire
Sample Population Customer who are using Bajaj bike
Sample area Surat city
Sample size 200 Questionnaires
Sampling Method Non-probability convenience sampling method
Tools for analysis • Charts with use of Microsoft Excel 2010
• Chi-square test with the use of SPSS 16.0
Limitation of the study • Very small sample size (200)
• Study is limited to Surat city only.
c. Research Design

23. Demographic
Variables

24. Q. Models of Bajaj bikes
Model No. of
Respondents
Model No. of
Respondents
CT 100 9 Pulsar 135LS 11
Platina 100 22 Pulsar 150 19
Discover 100 10 Pulsar 150AS 4
Discover 100M 16 Pulsar 180 17
Discover 125M 21 Pulsar 200NS 12
Discover 150S 3 Pulsar AS200 12
Discover 150F 5 Pulsar 220F 18
Avenger 220 18 Pulsar RS200 3

25. 1) Which is/are the most attractive attribute/attributes for
purchasing Bajaj bike as per your preference ?
Attributes Respondents
responses
out of 200
Percentage
(%)
Price 193 23.74
Mileage 186 22.88
Stylish look 32 3.94
Pickup 6 0.74
Engine Capacity 171 21.03
Colors 10 1.23
Maintenance cost 180 22.14
Brand image 24 2.95
Comfortable ride 11 1.35
Total 813 100

27. Q. Percentage of Customer Satisfaction towards different
attributes of Bajaj bikes.
Attributes Highly
satisfied
(%)
Satisfied
(%)
Average
(%)
Dis-
satisfied
(%)
Highly
dissatisfied
(%)
Price 2 57 29 10 2
Mileage 3 49.5 40.5 5 2
Look & Style 5.5 37 46.5 8 3
Pickup 5.5 48 36.5 5 5
Engine capacity 4.5 52 31.5 8 4
Colors 14.5 39.5 38.5 5 2.5
Maintenance cost 8 31.5 43 14 3.5
Brand image 5.5 39.5 45 6.5 3.5
Resale value 0 3 33.5 54.5 9
Comfortable ride 11.5 37 43 5.5 3
After sales services 0 2.5 22.5 67.5 7.5

28. 2) Problem you faced while using the vehicle
Criteria No. of
respondent
Percentage
(%)
Starting trouble 35 17.5
Mileage problem 14 7
Pickup 24 12
Battery problem 127 63.5
Total 200 100

29. Hypothesis P value
significance level
(0.05)
Result
H0: There is no association between customer
monthly income and mileage attribute of Bajaj
bikes.
H1: There is association between customer
monthly income and mileage attribute of Bajaj
bikes.
0.020 Rejected
H0: There is no association between customer
satisfaction towards price and customer
monthly income.
H1: There is association between customer
satisfaction towards price and customer
monthly income.
0.118 Fail to Rejected
Chi-Square test

30. H0: There is no association between customer
satisfaction towards comfortable ride and
customer occupation.
H1: There is association between customer
satisfaction towards comfortable ride and
customer occupation.
0.326 Fail to Rejected
H0: There is no association between customer
satisfaction towards look & style and customer
age.
H1: There is association between customer
satisfaction towards look & style and customer
age.
0.027 Rejected
H0: There is no association between customer
satisfaction towards brand image and customer
occupation.
H1: There is association between customer
satisfaction towards brand image and customer
occupation.
0.482 Fail to Rejected
Conti…..

31. H0: There is no association between customer
education and maintenance cost attribute of
Bajaj bike.
H1: There is association between customer
education and maintenance cost attribute of
Bajaj bike.
0.066 Fail to Rejected
Conti…..

32. Findings
• Majority of respondents are prefer Bajaj bike for their price, mileage,
maintenance cost, and engine capacity.
• The study reveals that 57% of the respondents are satisfied with price;
while 10% of the respondents are dissatisfied with the price of Bajaj bikes.
• As per survey, 52% of the respondents are satisfied with engine capacity of
Bajaj bike.
• The study reveals that majority of respondents are dissatisfied with resale
value and after sales services provided by Bajaj.
• The study reveals that majority of the respondents are said average and
majority of the respondents are satisfied with the mileage, look & style,
pickup, colors, maintenance cost, and brand image of Bajaj bikes.
• Majority of the respondents are facing battery problem while using Bajaj
bike.
• The study reveals that 95% of the respondents are said Bajaj bike is good
comparing to other bikes; but only 5% of the respondents are said Bajaj
has need to improve.

33. • From Chi-square test finding that there is association between customer
satisfaction towards look & style and customer age.
• From Chi-square test finding that there is association between customer
monthly income and mileage attributes of Bajaj bikes.
• From Chi-square test finding that there is no association between
customer satisfaction towards brand image and customer occupation.
• From Chi-square test finding that there is no association between
customer satisfaction towards price and customer monthly income.
• From Chi-square test finding that there is no association between
customer satisfaction towards comfortable ride and customer occupation.
• From the Chi-square finding that there is no association between
customer education and maintenance cost attribute of Bajaj bikes.
Conti…..

34. Conclusion
From the research work it concludes that majority of the customer prefer
Bajaj bikes for price, mileage, maintenance cost, and engine capacity. Bajaj
need to improve on battery of their bikes; because buyers have facing this
problem while using the vehicle. Bajaj doing very well on its durability of
bikes, comfortable ride, and after sales services for increases their sales. Most
of buyers are satisfied with the price, mileage, look & style provided by Bajaj.
Look & style of bike is associated with age of buyers.

35. Bibliography
Websites
• 15 6 2015 <http://www.dmnews.com/digital-marketing/tailor-marketing-
strategies-to-customer-preferences/article/208054/>.
• 15 6 2015 <http://study.com/academy/lesson/what-is-customer-
satisfaction-definition-examples-quiz.html>.
• 20 6 2015
<http://www.companiesandmarkets.com/MarketInsight/Automotive-and-
Parts/Global-Motorcycle-Market/NI8576>.
• 20 6 2015 <http://www.autocarpro.in/analysis-sales/india-sales-analysis-
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• 22 6 2015 <http://www.autocarpro.in/analysis-sales/india-sales-analysis-
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36. Journals
• Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference
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Journal of Multidisciplinary Research (June, 2012).
• Dr. K. Ravichandran, K. Venkatesh, Dr. R. Muruganandham. "A STUDY ON THE CUSTOMER
PREFERENCES OF CAR." International Journal in Multidisciplinary and Academic Research
(SSIJMAR) (n.d.).
• Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on Analysis of the
Customer Satisfaction Level Towards the Use of Bajaj Bikes With Special Reference to
Tirunelveli Town, Tamilnadu." INDIAN JOURNAL OF RESEARCH (2014).
• Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari. "A Study on Consumer
Preference and Satisfaction towards Sedan Cars in Coimbtur City." International Research
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• Jani, Kerav Pandya & H. J. "Customer Satisfaction among Two-Wheeler Users An Indian
experience – with special reference to motorcycle users." SIES Journal of Management
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• Balasubramani S, Suganthi M , Suresh P. "An Empirical Study on Consumer Preference
Towards Hyundai Cars in Salem City." INDIAN JOURNAL OF RESEARCH (2013).
Conti…..

37. • Balasubramani S, Suganthi M, Suresh P. "An Empirical Study on Consumer Preference
Towards Hyundai Cars in Salem." INDIAN JOURNAL OF RESEARCH (2013).
• Bateson, John E. G. "Customer satisfaction towards Car manufacturer." International
Journal of Multidisciplinary Research (June, 2012).
• Dr. K. Ravichandran, K. Venkatesh, Dr. R. Muruganandham. "A STUDY ON THE CUSTOMER
PREFERENCES OF CAR." International Journal in Multidisciplinary and Academic Research
(SSIJMAR) (n.d.).
• Dr. Mrs. PUNITHAVATHY PANDIAN, A ARUNACHALA RAJAN. "A Study on Analysis of the
Customer Satisfaction Level Towards the Use of Bajaj Bikes With Special Reference to
Tirunelveli Town, Tamilnadu." INDIAN JOURNAL OF RESEARCH (2014).
• Dr. N.Yesodha Devi, Mrs. C.Gomathy, Mrs.R.Krishnakumari. "A Study on Consumer
Preference and Satisfaction towards Sedan Cars in Coimbtur City." International Research
Journal of Business and Management – (2013).
• Jani, Kerav Pandya & H. J. "Customer Satisfaction among Two-Wheeler Users An Indian
experience – with special reference to motorcycle users." SIES Journal of Management
(2011).
• John, Mrs. Beena and Dr. S. Pragadeeswaran. "A STUDY OF SMALL CAR CONSUMER
PREFERENCE IN PUNE CITY." Asian Journal of Marketing & Management Research (2013).
• Kavita Dua, Savita. "STUDY OF CUSTOMER SATISFACTION WITH REFERENCE TO TATA
MOTOR PASSENGER VEHICLES." International Journal of Advanced Research in
Management and Social Sciences (n.d.).
Conti…..

38. • Mahalakshmi, Mrs.G. "CUSTOMER SATISFACTION ON TWO WHEELERS A SPECIAL
REFERENCE WITH TVs XL IN THENI DISTRICT." INTERNATIONAL RESEARCH JOURNAL
OF MANAGEMENT AND COMMERCE (2014).
• Ms. Ameer Asra Ahmed, Dr. M.S. Ramachandra, Mr. Siva Nagi Reddy. "A STUDY ON
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• Saraswathi, S. "Customer Satisfaction on Post-Sales Service with Reference to Two-
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• Saxena, Aman. "Consumer preference and Automobile Market in India."
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Conti…..