Consumer perception of light motorcycle

1 CONSUMER PERCEPTION OF LITE MOTORCYCLE
CONSUMER PERCEPTION OF LITE MOTORCYCLE
Submitted by: SUBHANKAR DAS
Roll number – 371131520
Submitted To: Prof. GAUTAM BHATTACHARYA
IN PARTIAL REQUIREMENT OF THE FULFILLMENT OF THE
MASTER DIGREE OF BUSINESS ADMINISTRATION
METROPOLITAN SCHOOL OF MANAGEMENT

Date:
CONSUMER PERCEPTION OF LITE MOTORCYCLE
Submitted by: SUBHANKAR DAS
Roll number – 371131520
Submitted To: Prof. GAUTAM BHATTACHARYA
IN PARTIAL REQUIREMENT OF THE FULFILLMENT OF THE
MASTER DIGREE OF BUSINESS ADMINISTRATION

Date:
ACKNOWLEDGMENTS
A work is never a work of an individual. We owe a sense of gratitude to the intelligence and co-
operation of those people who had been so easy to let us understand what we needed from time
to time for completion of this exclusive project and special thanks to Prof. GAUTAM
BHATTACHARYA for providing us with his best of his knowledge.
Last but not the least, I would like to forward our gratitude to all the people who always endured
me and stood by me and without whom I could not have envisaged the completion of my project.

ABSTRACT
This project is a study on customer’s perception of Hero Honda motorcycles compared to
TVS and Bajaj. The objective of this study is to understand about the customer
perception towards Hero Honda, Vs TVS and Bajaj motorcycles and to analyze the
reasons customers opt for a particular brand. The study was conducted at Southern Auto
Centre (SAC), one of the oldest and fastest growing Hero Honda authorised dealer in
Chennai. A questionnaire was prepared containing appropriate questions and was
distributed to about 300 respondents. The tools used for the study were Chi – square,
ANOVA, percentage analysis and weighted average method. According to latest available
SIAM figures, Hero Honda controls almost 48% of the two-wheeler market, followed by
Bajaj with about 20% and TVS Motor at close to 17% share. So this study focuses on
customers’ perception towards the three major players in the market.

CANDIDATE DECLARATION
I Subhankar Das here by declare that the project has been carried out by me and its entirely
original.
When ever matter has been taken from outside sources it has been duly acknowledge.
IN PARTIAL REQUIREMENT OF THE FULFILLMENT OF THE MASTER DIGREE OF
BUSINESS ADMINISTRATION
Name : SUBHANKAR DAS Signature_________________
Date:____________________

SL.NO TABLE OF CONTENTS PAGE NO
ACKNOWLEDGMENT i
ABSTRACT ii
DECLARATION iii
PART-1
1 EXECUTIVE SUMMARY 07-10
 OBJECTIVES OF THE STUDY
 METHODOLOGY
 FINDINGS AND RECOMMENDATIONS
 CONCLUSION
PART-2 11-34
2 INTRODUCTION
 INDUSTRIAL PROFILE
 COMPETITORS ANALYSIS OF MARKET
 GROWTH PROSPECTS AND KEY COMPANY
 SWOT ANALYSIS
PART-3 35-40
3 CRITICAL REVIEW OF LITERATURE
PART-4 41-46
4 RESEARCH DESIGN
 DATA SOURCE
 RESEARCH APPROCH
 TOOLS USE
 RESEARCH DESIGN
 SAMPLE DESIGN
 SCOPE OF STUDY
 LIMITATIONS OF THE STUDY
PART-4 47-68
5 DATA ANALYSES AND INTERPRETATION
 FINDINGS AND SUGGESTIONS
 CONCLUSION
PART-5 69-73
6 ANNEXURE AND BIBLIOGRAPHY

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
This research is a hypothesized study which was conducted to measure the Customer Satisfaction
Level from the Yamaha’s, Bajaj’s, Honda’s new products.
This research was conducted in the Kolkata WB. This research was done during the months of
Oct to Nov 2013.Hence the data displayed has been collected during the before mentioned
period.
To meet the research objectives, following activities have been performed.
1. An extensive search of relevant literature from news articles, internet, books. This step guided
the development of the methods and instruments for collecting data.
2. Designing the questionnaire.
3. Survey has been carried away by telephone, one-on-one interviews; The Survey included both
quantitative, forced-choice or close ended questions and qualitative, open-ended questions.
4. Analysis was done on the basis of the information.
During this research it was found that the many new company are entering in this auto mobile
industry and they are preety successful in the short period like heardly devison and ktm
Kawasaki ect.
OBJECTIVE:
 To view the satisfaction level of customers for two wheelers industries.
 To know the features influencing the customer during the purchase of Bike.
 To Ascertain whether the Customer are satisfied with existing service from the Show
Room.
METHODOLOGY

1) Primary Data.
2) Secondary Data.
Primary Data:
Primary information was collected through questionnaire and personal interaction.
Secondary Data:
The sources of secondary data are as follows:
MAGZINES.
BOOKS.
WEBSITES.
Sample Size
150 Respondents.
Brands Covered
 Hero Honda
 Bajaj
 Honda
 TVs
 Suzuki
 Yamaha
Target Area
 Kolkata
Sampling Used –
Simple random.
Data Analysis:
Analysis was done on the basis of 22 parameters. Bar charts were developed on these
parameters which compare different brands in the 2 wheeler industry with the help of these
charts. Yamaha’s position in the market is found and analyzed.

Findings
• Majority of the Customer have purchased the vehicle by their price and friends with 32%
and 31% respectively. And friends are second motivated factors which influenced the
customer to purchase the bike.
• 52% of the customers are satisfied with information provided by the mechanics while
delivering the bike for the first time.
Recommendations:
• The dealer can convince the non-users by taking measures like advertising and sales
people.
• The Diploma Holder mechanics should be recruited in the show room service Centre More
& More promotional measures should be taken to increase the sales.
• The warranty service provided by dealers should improve they can gives better service in
the time of warranty periods.
Conclusion:
By seeing the performance of Bajaj Yamaha TVs and Honda vehicle and service provided by the
motors. I can conclude that it has wide market and bright future for its sales. And also in the current
market it is one of the leading vehicles. The distribution and availability of the vehicle in bagalkot District
as to be Improve Because of the Competing of the vehicle like Hero Honda, TVS are very high market
share.

INTRODUCTION

INDUSTRY PROFILE
AUTOMOBILE INDUSTRY DATE
The automobile industry is one of the biggest industries in the world. Being a major revenue and
job generating sector it drives the economies of some of the superpowers of the world. In India
the automobile industry has grown by leaps and bounds since the advent of the liberalization era
the automobile industry and especially the two wheeler segment has grown by leaps and bounds.
The liberalization has done away with primitive and prohibitive practices of licensing and
restricted foreign investment have been done away with. The result of which was the entry of
foreign players into the Indian market. The two wheeler segment was largely dominated by
Automobile Products of India (API) and Enfield in the 50s. Later on towards the end of the 50s
Bajaj Autos began importing Vespa scooters from Italian company Piaggio. In the following
decades the automobile industry in India was mainly dominated by scooters with API and later
Bajaj dominating the market. There were very few products and choices available as far as
motorcycle is concerned and Enfield bullet and Rajdoot dominated the market.
The 80s saw the entry of Japanese companies in the Indian market with the opening up of the
market to foreign companies. Hero Honda and TVS Suzuki are companies formed in this era of
market reform. The market was still predominantly scooter dominated and Bajaj and LML were
the leading brands producing the products at that time. Scooter was viewed as a more family and
utility friendly vehicle than motorcycle and hence was preferred.
The Japanese companies not only collaborated with Indian companies to produce the already
existing products but also brought in new technology as a result of which the ever conquering
100cc bikes which were extremely fuel efficient with 4 stroke engines were launched in India.
These proved to be highly successful as they provided a cheap and affordable means of personal
transport to all those who could not buy a car. The flourishing middle class took a great liking for
these bikes and the bike sales in India began to grow exponentially year on year leading to Hero
Honda becoming the leader in the two wheeler industry in India and the largest producer of two
wheelers in the world. The post 90s era was the era of liberalization and weakening of restrictive
measures. The government went on an overdrive to support the industry and all FDI regulations
and licensing was abolished. 100% FDI was allowed in the automobile industry and the excise
duty was also considerably reduced to its current level of 12% on two wheelers. All these factors
combined with the rising fuel prices, the increasing dispensable incomes of households, easy
access to finance, etc. have led to two wheeler industry becoming the backbone of the
automobile industry in India.
The two wheeler industry in India forms a major chunk of the automobiles produced in India.
According to Society of Indian Automobile Manufacturers statistics for the year2008 – 2009,
two – wheelers comprise 76.49% of market share among the vehicles produced in India.

The production share of two wheelers is quite similar to the market share. The two wheeler
industry comprises around 74% of the total automobiles produced in India. The SIAM data for
the year 2008-09 states that 8,418,626 two wheelers were produced during the year against a
total of 11,175,479vehicles produced during the year.
SEGMENTATION OF TWO WHEELERA
Two Wheeler Sector Sub-Segmenting in the three Segments.
1. Motorcycle
2. Scooter
3. Mopeds
Domestic Market Share 2011-12

Commercial Vehicles 4.95%
Total Passenger Vehicles 12.96%
Total Two Wheelers 76.49%
Three Wheelers 5.60%1.1.1
Market Share of Passenger Vehicles Industry:

Percentage Market Share of Passenger Vehicles
The increasing scenario of passenger car segment has shown positive effect on the sales of the
Segment because of the tourist industry growth. Passenger car production in India is projected to
Cross three million units in 2014-15. Sales of passenger cars during the period 2015-16 are
Expected to grow around 10%. Export of passenger cars is anticipated to raise more than the
Domestic sales 2015-16.Passanger car segment is dominated by the share of Maruti Suzuki India
And it has recorded a percentage of 46 percent, second position has grabbed by the Tata Motors
This has a share of 16.45 percent. Third position is of Hyundai Motors of India. The rest of the
Companies have not recorded a significant sales increase during the period and their sales are
less Than 10 percent.
The sales of Maruti Suzuki of India has increased because of its value added service like after
Sales services which includes regular check camps of the vehicles and free lubricants to the
Customers. Maruti Suzuki of India has a team of experts and they are always ready to give their
Expert advice to the customers regarding the vehicle problems. Maruti has maintained its quality
And it has good mileage per liter of diesel and petrol too. The life of vehicle is also a positive
Point to increase sales of the vehicles.
Tata motors is the local manufacture of the vehicles but still the sales has not increased because

Of it after sales services and the quality of the cars they produce. Other car manufacturer has not
Shown significant impact on customers because they are lacking somewhere in attracting
Customers, hence they have to have a strategy to attract customers and make some impact on the
Minds of the customers.
Market Share of Commercial Vehicles Industry:
Commercial vehicle segment has dominated by the Tata group of motors in India and stood first
In automobile industry. It has a share or 63.94 percent. Ashok Leyland has its brand name in
Market and known for the quality product. The price section of Ashok Leyland is higher than the
Other automobile companies but still it has second position in commercial vehicle segment and
Has garbed 16.47 percent share of the market. Third largest market share is captured by the
Mahindra and Mahindra automobiles it has 10.01 percent share in market. The other Automobile
Companies have shown their presence in market but it is not significant in nature. Their share is
in between 6 percent to one percent (figure 3). There are so many reasons why these companies
Have not performed in market. It may be the price war, quality of the product, durability of the
Product and performance of the product. The customers of this segment always think about the
Service provided by the company after sales. Hence it is most important to improve quality,
Durability and after sales service along with competitive price of the Product.
Percentage Market Share of Commercial Vehicles
Market Share of Two Wheeler Industry:

Hero Honda has a remarkable share in the market of the two wheeler industry of India. It has
Recorded more than 41 percent share in the segment during the period. Where Bajaj the local
Manufacturer of two wheelers has recorded second position sales percentage 26.70 but it is a
Significant growth during the period. Third place has grabbed by the TVS motors in the segment
Which has a share of 18.14 percent. Rest of the two wheeler manufacturer has a share of less
than
10 percent and it is due to the quality of the product and the services provided by them to the
Customers. All the parameters like price, quality, after sales services, marketing strategy of the
Company leads to the increase of sales. As per the survey of the industry, Motorcycle sales will
Perform positively in future, which will exceed 10 Million units by 2012-13.
Percentage Market Share of Two Wheelers
Market Share of Three Wheeler Industry:

Percentage Market Share of Three Wheelers
This research analyzes the Indian market for Motorcycles, Scooters & Mopeds in Thousand
Units by the following product segments: Motorcycles, Scooters, and Mopeds. Annual estimates
And forecasts are provided for the period 2007 through 2015. The research analysis shows that
Bajaj auto dominates the three wheelers market share (58.6%) followed by the Piaggio Vehicles.
Thus the potential for the competitors is there in the three wheelers automobile segment. They
Need to concentrate on the marketing and pricing strategy according to the geographical segment
Of the country.
GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER
INDUSTRY

The growth witnessed by the Indian two wheeler industry indicates the growing demand for low
cost personal transportation solutions amongst the 300 million Indian middleclass consumers.
Despite this spectacular growth rate, the two wheeler penetration (number of two wheelers per
1000 inhabitants) in India remains lower than other Asian countries. This fact provides an
opportunity for continued growth in the market. India has the lowest Penetration of two wheelers
as compared to countries like Taiwan, Thailand, Malaysia, Vietnam, Indonesia and China. In the
present scenario, growth in the two-wheelers Industry will be driven by several factors
Rise in India’s Young Working Population
With the rising levels of per capita income of people, the Indian two wheeler market offers a
huge potential for Growth. This growth is relevant in the light of the fact that 70per cent of
India’s population is below the age of 35 Years and 150 million people will beaded to the
working Population in the next five years. The number of women in the urban work force is also
increasing; this will lead to the Growth of gearless scooters.
Rise of India’s Rural Economy and Growth in Middle Income Households
The growth prospects of the Indian rural economy offer a significant opportunity for the
motorcycle industry in India. The penetration of motorcycles amongst rural households with
income levels greater than US$ 2,200 per annum has already increased to over 50per cent. The
current target Segment for two wheelers, i.e., households belonging to the Income category of
US$ 2,200–12,000 is expected to grow at a CAGR of 10 per cent.
Greater Affordability of Vehicles
The growth in two-wheeler sales in India has been driven by an increase in affordability of these
vehicles. An analysis of the price trends indicates that prices have more or less stagnated in the
past. This has been part of the marketing strategy adopted by the manufacturers to gain volume,
as well as conscious efforts adopted to bring down costs. The operating expenses of leading
manufacturers have declined by around 15 per cent in the last five years. With greater avenues of
financing, the customer’s capacity to own two wheeler has improved.
Rapid Product Introduction and Shorter Product Life Cycle
The last five years have witnessed a sharp increase in new product launches in the two-wheeler
industry. It is estimated that close to 50 new products have been launched by manufacturers
during this period, filling up all price points and targeted at various consumer segments.

Inadequate Public Transport Systems in most Urban Areas
The economic boom witnessed in the country and the increased migration to urban areas have
increased the traffic congestion in Indian cities and worsened the existing infrastructure
bottlenecks. Inadequate urban planning has meant that transport systems have not kept pace with
the economic boom and the growing urban population. This has increased the dependence on
personal modes of transport and the two wheelers market has benefited from this infrastructure
gap.
FACTORS AFFECTING THE MARKET
Post 1991, the Indian two-wheeler industry comprising of motorcycles, scooters andscooterettes
opened up tremendously. The Indian motorcycle industry has expanded at 24% CAGR over the
last five years; It Captured almost 80% of the market primarily ate cost of the scooter and Moped
segment. The scooter segment though has witnessed revival with the launch of scooterettes
aimed at young women and adolescents.
The two wheeler market can be segmented into three categories on the basis of price –Entry
segment (<35000), Executive segment (between 35000 and 45000) Deluxe (between 45000 and
65000) and Premium segment (above 65000).Motorcycles are now sold as a passion, experience
rather than a product. New products are being introduced at a rapid pace and brands are gaining
prominence. Thus there is an increased focus on the premium segment which has an increased
scope for differentiation.
Purchasing Power is relatively high with buyers becoming more discriminating. Reliability and
economy have become more of a hygiene factor. Buyers now demand two-wheelers that fit their
personality thus increasing the scope for differentiation and branding. Provision of financing
through EMI’s has provided a means to satisfy the need of possess a convenient and stylish
mode of transport in the form of a two wheeler. This has resulted in higher growth in the 150-
250cc segment
With the introduction of Government policies such as reduction in excise duty from 16%to 12%
and allowing for 100% FDI Barriers to entry has reduced. However, the investment required for
setting up large distribution channels and service stations can be major entry barrier. Another
significant entry barrier is the brand building required. Thus, initially foreign players set up Joint

Ventures with indigenous companies. After establishing their brand they have launched their
own line of products. E.g. Honda with Hero Group and Yamaha with Escorts.
Threat from Substitutes such as the Tata 1 Lakh car looms large over the two-wheeler industry.
For the first time, a car has been positioned at a price point that fills the vacuum between a
motorcycle and a low-end car such as the Maruti 800. Previously, the price of even a low end car
(2.5 – 3 Lakhs) was too high to attract the customers from the entry and executive two wheeler
segment. Since brand loyalty is lower for these segments vis-à-vis the premium segment, these
segments may be threatened by the Tata car. Their buyers will consider the convenience and
status associated with owning a car, which is reasonably priced and therefore a viable substitute.
Rising Customer Expectations
The growth witnessed by the Indian two wheeler industry has attracted a number of new entrants
to the market and it is expected that the Indian industry will become more competitive in the
future. The excess of products introduced in the past has also raised customer expectations with
respect to reliability, styling, performance and economy. Inflation is a big factor that may play a
part in moving the loyalties and aspirations of people away from the four to the much cheaper
and economical two wheeler segment. Moreover, the constantly increasing prices of oil and
increasing interest rates on finance are not helping the cause either.
Environmental Concerns are also quite big on the agenda these days and do play a parting the
preference of consumer’s choices. The rising global temperatures along with daily snippets in the
national and international media about the thinning of ozone and imminent environmental
disaster have all contributed to the making of a present day environmentally conscious
consumer.
Environmental and Safety Concerns
The increasing demand for two wheelers will need to be managed to address issues relating to
overcrowding of roads. Another problem is the insufficient infrastructure for inspection to ensure

adherence to emission norms. As the industry grows, it is important to regulate the sale of used
two wheelers in a more organized manner for which a mechanism needs to be evolved.
Unregulated sale of two wheelers, especially in the rural areas, are likely to create issues related
to emissions and safety of vehicles.
Creation of Distribution Infrastructure
Leading companies need to ensure that on one hand they build adequate infrastructure in terms
of dealerships and servicing stations in the urban areas and on the other ensure that their
distribution infrastructure also reaches the rural areas
Current Competition has intensified thus requiring greater branding and marketing. Also due to
the presence of relatively undifferentiated products, advertising and promotions have gained
importance. The product has moved from a commodity to a branded product. However, there is
still tremendous growth potential especially in the rural markets due to the under developed road
infrastructure for which motorcycles are highly suitable.
INDIAN Financial Year '12 automobile market
A total of 13.4 m two-wheelers were sold in India in FY12, a growth of a strong 14% over the
previous year. Motorcycles accounted for 89% of the total two wheelers sold. The growth came
in despite firm interest rates and rise in fuel prices especially petrol. The scooters (geared &
ungeared) improved their sales considerably, largely due to improved performance of the

ungeared scooter segment. The 3-wheeler segment was, however, at the receiving end as
volumes dipped by 2%.
The medium and heavy commercial vehicles (M/HCVs) segment saw its volumes grow by a
tepid 8% during the fiscal after having grown by an impressive 32% in FY11. LCVs on the other
hand, outperformed their HCV peers as volumes increased at a relatively faster rate of 27%.
Volumes for HCVs took a hit as the Indian economy slowed down. The HCV industry is highly
cyclical and because the industrial and construction sectors witnessed slowed down, its effect
was felt on HCVs as well. LCVs saw good growth because of increased preference for such
vehicles for last mile connectivity.
Passenger vehicles (PV) did badly as volumes increased by a lukewarm 5%. Firm interest rates
and rise in fuel prices (especially petrol) had an adverse impact on demand. On top of that,
Maruti Suzuki, which is the market leader in PVs, had to deal with labour strikes at its plant at
Manesar as a result of which production was severely hit. This had a negative bearing on the
overall industry. In the PV space, the star of the show was utility vehicles which grew by 16%.
As petrol prices firmed up, the differential between petrol and diesel widened. Thus, there was a
surge in demand for diesel cars.
Most companies faced pressure at the operating level as margins declined due to rise in input
costs. Steep depreciation of the rupee also took its toll.
Key Players Performance:
Bajaj Auto:
Market Share: Two Wheelers 26.70%, Three Wheelers 58.60%. Bajaj Auto is ranked as the
World’s fourth largest two and three wheeler manufacturer and the Bajaj brand is well-known

Across several countries in Latin America, Africa, Middle East, South and South East Asia.
Despite falling demand in the motorcycle segment, the company has succeeded in maintaining
an
Operating EBITDA (earnings before interest, taxes, depreciation and amortization) margin of
13.6% of net sales and other operating income. From 1.66 million motorcycles in 2007-2008, the
Company’s domestic sales fell by 23% to 1.28 million units in 2008-2009.
Bajaj Auto is the country’s largest exporter of two- and three-wheelers. During 2008-2009, Bajaj
Auto’s international sales achieved an all-time high of 772,519 units of two and three wheelers,
Representing a growth of 25% over the previous year. The growth was driven by the export of
Two-wheelers, which increased by 31% over 2007-2008 to achieve sales of 633,463 units in
2008-2009. the company expanded its footprint in Africa and Middle East, where the region’s
Share rose from 30% of the export business in 2007-2008 to 43% in 2008-2009. The total value
Of exports was USD 528 million, representing a growth of 29%.
The company’s domestic sales of three wheelers in 2008-209 were 12% lower compared to the
Previous year, and stood at 135,473 units. Exports of three wheelers grew at 2% to 139,056 units

Maruti Suzuki India:

Market Share: Passenger Vehicles 46.07%. Maruti Suzuki India Limited, a subsidiary of Suzuki
Motor Corporation of Japan, is India's largest passenger car company, accounting for over 45%
Of the domestic car market. The company offers a complete range of cars from entry level
Maruti-800 and Alto, to stylish hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans
DZire, SX4 and Sports Utility vehicle Grand Vitara.
Since inception in 1983, Maruti Suzuki India has produced and sold over 7.5 million vehicles in
India and exported over 500,000 units to Europe and other countries. The company’s revenue for
the fiscal 2008-2009 stood over USD 4 billion and Profits After Tax at over USD 243 million.
Hyundai Motor India:
Market Share: Passenger Vehicles 14.15%. Hyundai Motor India Limited is a wholly owned
Subsidiary of world’s fifth largest automobile company, Hyundai Motor Company, South Korea,
And is the largest passenger car exporter. Hyundai Motor presently markets 49 variants of
Passenger cars across segments. These includes the Santro in the B segment, the i10, the
Premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the
Sonata Transform in the E segment.
Hyundai Motor, continuing its tradition of being the fastest growing passenger car manufacturer,
Registered total sales of 559,880 vehicles in the year 2009, an increase of 14.4% over 2008. In
the
domestic market it clocked a growth of 18.1% as compared to 2008 with 289,863 units, while
overseas sales grew by 10.7%, with export of 270,017 units. Hyundai Motor currently exports
cars to more than 110 countries across European Union, Africa, Middle East, Latin America and
Asia. It has been the number one exporter of passenger car of the country for the sixth year in a
row.
In a little over a decade since Hyundai has been present in India, it has become the leading
exporter of passenger cars with a market share of 66% of the total exports of passenger cars from
India, making it a significant contributor to the Indian automobile industry. In 2009, in spite of a
global slowdown, Hyundai Motor India’s exports grew by 10.7%. In 2010 Hyundai plans to add

10 new markets with Australia being the latest entrant to the list. The first shipment to Australia
is of 500 units of the i20 and the total i20 exports to Australia are expected to be in the region of
15,000 per annum.
Hero Honda Motors:
Market Share: Two Wheelers 41.35%. Hero Honda has been the largest two wheeler company in
the world for eight consecutive years. The company crossed the 15 million unit milestone over a
25 year span. Hero Honda sold more two wheelers than the second, third and fourth placed
twowheeler
companies put together.
As one of the world's technology leaders in the automotive sector, Honda has been able to
consistently provide technical know-how, design specifications and R&D innovations. This has
led to the development of world class, value - for- money motorcycles and scooters for the
Indian market. On its part, the Hero Group has took the responsibility of creating world-class
manufacturing facilities with robust processes, building the supply chain, setting up an extensive
distribution networks and providing insights into the mind of the Indian customer. Since both
partners continue to focus on their respective strengths, they have been able to complement each
other. In the process, Hero Honda is recognized today as one of the most successful joint
ventures in the world. It is therefore no surprise that there are more Hero Honda bikes on this
country's roads than the total population of some European countries.
Hero Honda's bikes are sold and serviced through a network of over 3500 customer touch points,
comprising a mix of dealers, service centres and stockists located across rural and urban India.
Hero Honda has built two world-class manufacturing facilities at Dharuhera and Gurgaon in
Haryana, and Hero Honda was the torchbearer for the two-wheeler industry during 2008-2009. It
sold more two-wheelers during the year than the combined volumes of the second, third and
fourth placed competitor. Overall, the company sold 3.72 million two-wheelers, growth of 12%
over previous year. Motorcycle sales in the domestic market, which account for more than 95 per
cent of Hero Honda's sales, were up by 11%. The company posted sales of USD 2.4 billion and

profits after tax of USD 256.40 million during the year 2008-2009. During the year under
review, your Company exported 81,194 two-wheelers, a decline of 10%. Its third and most
sophisticated manufacturing plant at Haridwar has just completed a full year of operations.
During the year, the company also turned in a rollicking performance with its scooter portfolio,
with a 49% growth in domestic sales to 156,210 units. This performance allowed Hero Honda to
increase its share in the domestic scooter market by more than three percentage points. Hero
Honda's performance in the two-wheeler industry was the only standout performance during the
year amongst the large players. Without Hero Honda's numbers, the two wheeler industry growth
would have been marginal.
(Source: Hero Honda Motors Annual Report 2008-2009)
TVS Motor:
TVS Motor is a leading and trusted two wheeler company began with the vision of TVS Scooty
the founder of theSundaram Clayton Group, the late T.S. Srinivasan - todesign, develop and

produce an affordable moped for the Indian family. This vision was realized in 1980 when TVS
50, Indias first two-seatermoped rolled out of the factory at Hosur in Tamil Nadu, Southern India.
The company has been known for its ruggedness and reliability. TVS 50 was successful and it
has smoothened the way for many successes for TVS Suzuki even before its launch in the market.
The TVS 50 XL is especially designed for individuals who want economy fused with sporty
looks. Recently new XL Super with a 70 cc high-tech Power Pack is all set to redefine the
category of mopeds in the country. The Suzuki Samurai was launched for the time conscious
urban commuter. The Max 100 R was engineered for those who demanded strength and
ruggedness. Along with them all, Suzuki Shogun was for those who wanted raw power.
TVS Motor has continually worked on innovation of the motorcycle segment along with two
wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India’s first 5-speed, 140 cc
motorcycle. Another example of the company success is TVS Scooty, a60 cc Scooterette which
keep one step ahead of its time in India.
TVS Motor has been coveted 2 IT awards, one of them is bagging the SAP ACE 2008award for
Customer Excellence and the other one is 2008 Symantec South Asia Visionary Award. Along
with this, it is the first company in the world to be honoured with The Deming Prize for Total
Quality Management. In September 2008, the company has got 19% growth for registering total
two wheeler sales of 137,246 units.
The company is the third largest two-wheeler manufacturer in India and ranks among the top ten
globally. The company was the first in India to launch 2-seater 50cc moped and100cc Indo-
Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,TVS Centre and TVS
Fiero are the popular bikes in Indian market.
In all, team TVS has triumphed each and every race and rally in the country from theroad to
racetrack, with each of the TVS bikes being a winner. And each time the Team TVS has won on
the track or off it; our customers have secured a better product for their personal transportation

Royal Enfield Motors Ltd.
.Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield
is one the oldest bike on the road. The company is well known for producing motorcycles, but
they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal
Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at
Thiruvottiyur, Chennai, Tamil Nadu, India.
In 1990, Royal Enfield entered into a strategic alliance with the Eithar Group, and later merged
with it in 1994. The annual turnover of the company is Rs.10 billion. The Eicher Group has a
range of interests in the automotive industry, including small trucks, tractors, exports, automotive
gears, management consultancy and cartography.
The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching
loyalty to the customer, a few reasons why the legendary Bullet is not just a bike but a
motorcycling icon. The ruggedness and reliability of the bike is endorsed by the army, the police,
the paramilitary forces and over 500 institutions which form part of the die-hard customer base of
the Bullet, dubbed the "Rajagadi", or royal vehicle.
The innovative ideas of the Royal Enfield -Eicher nexus are exhibited in the new line of Enfield
bikes and the global technological tie-ups.
Royal Enfield has existing technical tie-ups with:-
Criterion Engineers,UK for a new 5 speed transmission system.
- DB Designs, UK for styling.
- AVL, Austria for new engines.
- FW Egli for high power engines for 535cc and 624cc.
Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150
authorized service centres in India. The company also exports its products to over 20 countries
including Canada, France, Japan, USA, Germany and UK.

Yamaha Motor Pvt. Ltd.
Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50joint
venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its
remaining stake as well, bringing the Indian operations under its complete control as a 100%
subsidiary of Yamaha Motor Co., Ltd, Japan.
India Yamaha Motor operates from its state-of-the-art-manufacturing units at Faridabad in
Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export
markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-
driven and has a countrywide network of over 400 dealers.
The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke
motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4-stroke bikes in
India. Presently, its product portfolio includes Crux (100cc), Alba (106cc)and Gladiator (125cc).
Kawasaki
Kawasaki high Engine product was lonched by Bajaj and it came to india approx 2008 and now a
days the problem is in indian people are looking for more power and style but then also want in
there budget
Kayasaki 250rr price now a days approx 3 lakh
And fule capacity also low but fro the good performance for the product it was taking the maket
but very slowly

SWOT For Two Wheeler Industry

Strength
1. Established brand, strong brand name.
2. Fuel efficient
3. Style statement
4. Convenient is heavy traffic
5. Cheap and affordable
6. Easy and cheap finance availability
7. Patents
8. Good reputation among customers
Weaknesses
1. Extremely price sensitive
2. Short plc.
3. High R and D costs
Opportunities
1. Growing premium segment
2. Increasing dispensable income
3. Environmental concerns
4. Exports increasing
5. Very strong demand in the 150cc to 250cc segment dominated by limited players.
Threats
1. Cut throat competition
2. Increasing number of players in the market
3. Rising raw material costs
4. Increasing rates of interest on finance

CRITICAL REVIEW
OF
LITERATURE

CRITICAL REVIEW OF LITERATURE
Consumer buyer behaviour refers to the buying behaviour of final consumers – individuals and
households who buy goods and services for personal consumption.’ (Philip Kotler) ‘To
understand the buyer, and to create a customer out of him, through this understanding, is the
purpose of buyer behaviour.’ (Ramaswamy and Namakumari)
It needs to be specified at the outset that there is no unified, tested and universally established
theory of buyer behaviour. What is available today, are certain ideas of buyer behaviour.
FACTORS INFLUENCING BUYER BEHAVIOURA
Number of factors influence buyer behaviour. They can be grouped under three broad categories.
1. Factors that are part of buyer as an individual.
2. Buyer’s social environment (group influence).
3. Information from a variety of sources.
1. Factors that are part of the Buyer as an individual
An individual’s religion and cultural background, his personality traits, self-concept, his general
endowments, his upbringing – in short, his overall bio data – play a crucial role in his conduct as
a buyer/consumer. These factors can be grouped broadly into three categories:
i. Personal factors
ii. Cultural factors
iii. Psychological factors
I. Personal Factors – Age, Education, Economic Position, Self concept An individual’s
age, level of education, his occupation, overall economic position and lifestyle all
influence his role as a buyer. They decide what products he will buy and consume. A
person’s self-concept and his concern about his about status also influence his buying
decisions. In fact today people are very concerned about their image and status in
society. It’s a direct outcome of their material prosperity. Status is announced through
various symbols like dress, ornaments, possessions and general lifestyle. The desire
for self expression and self advancement is closely linked with social status. For

several people, status is a major motive force guiding and shaping their life. Their
concept of status decides what material possessions they should have. Even if a
product that constitutes a status symbol is beyond their immediate reach, their
aspiration to possess it will influence their decision making process.
II. Cultural Factors – Religion, Language etc. Every culture, every language and every
religion group dictates its own unique patterns of social conduct. Within each religion,
there may be several sects and sub sects; there may be orthodox groups and
cosmopolitan groups. In dress, food habits or marriage – in almost all matters of
individual life – religion and culture exercise an influence on the individual, though
the intensity may vary from society to society. The do’s and don’ts listed out by
religion and culture impacts the individual’s lifestyle and buying behavior.
III. Psychological Factors – Beliefs, Attitudes, Motivation, Perception Just like the
economic and social conditions, a man’s disposition too has a close bearing on his
purchase decisions. Individuals coming under the same economic and social groups
can be vastly different when it comes to certain personal beliefs, faith and attitudes.
One may be timid and plain, while another may be outgoing and aggressive. One may
be traditional in the overall view of life, while another may be modern. One may be
east innovative, while another may welcome anything new. In fact, the maximum
variations are seen here and in the matter of analysis and assessment too, this
areaposes maximum problem to the marketer.
2. Buyer’s Social Environment (group influence)
The buyer living in a society is influenced by it and is in turn influencing its course of
development. He is a member of several organizations and groups, both formal and informal.
He belongs to a family, he works for a certain firm, he may be a member of a professional
forum, he may belong to a particular political group, or a cultural body. There is constant
interaction between the individual and the groups to which he belongs. And all these
interactions leave some imprint on him, which influences him in his day today life and
consequently, his buying behaviour.
There are two broad types of group influences:
i. Influence of intimate group.
ii. Influence of the broad social class.

I. Influence of Intimate Group
Examples of intimate groups are family, friends, close colleagues and closely knit
organizations. These groups exercise a strong influence on the lifestyles and the
buying behaviour of its members. Among these groups the most influential and
primary groups are the family and peer groups. The peer groups are closely knit
groups composed of individuals, who have a common social background and who
normally belong to the same age group. The peer group has the greatest influence on
the individual member as a stabilizer of styles and behaviour patterns. In any intimate
group, there is likely to be an informal group leader. The group respects him and
looks up to him. Though the leader may not directly influence every member in his
day to day purchases, his judgment on men and matters, and facts and fashion is
respected by the group; and his views and lifestyle influences their buying decisions.
He is normally the innovator in the group, who first tries new products and new ideas,
and then, he becomes the propagator of those products and ideas. These opinion
leaders’ or influencers play a key role in marketing. Marketers often try to reach these
leaders first through advertisements and other means of communication. And if the
leaders areconvinced, their groups are likely to follow suit.
II. Influence of the Broad Social Class
Structurally, the social class is a larger group than the intimate groups. The
constitution of a social class is decided by the income, occupation, place of residence,
etc. of the individual members. The members of a social class enjoy more or less the
same status or prestige in the community. They share a common lifestyle and
behaviour pattern. And they normally select a product or brand that caters to their
class norms. Often they even do their shopping in the same shopping are and
patronize selected shops, which befit their class image. This does not mean that all
the members of a given social class will buy the same products and the same brands
or conform to the same style, amounting to a sort of regimentation.
Differential liking may exist among the members. But, in a buying situation in which
objective standard are not available to guide them, they may conform to the ‘class
norms’. Studies have shown that the extent of influence the social class has on its
members will depend on the extent of attractiveness of the group holds out totem.

The greater the attractiveness, the larger is the behavioural conformity. Study of
group influence on the individual buying behaviour will help the marketers to
develop right strategies for different customer segments. It is not feasible for them to
appeal to the fancies of every individual buyer. They can find ’commonalities’ or
‘pattern ‘among specific groups of buyers and work on them.
3. Information from various sources
the buyer today is exposed to a veritable flood of information, unleashed on him from
different sources. These sources inform him about new products and services, improved
versions of existing products, new uses for existing products and so on. The information
sources that persuade people to try a product include: advertising, samples and trials,
display in shops and salesmen’s suggestions. Each of these sources provides some
information to the buyer about the products. When the buyer sees an advertisement for a
product, he is informed about the existence of the products. Later on, he may develop a
positive or negative attitude towards the product orhe may remain neutral. In any case, a
piece of information about the product is made available to him and it has some influence
on his buying behaviour.
The availability of the product in the shop itself acts as an information source to te buyer. The
buyer may evince an interest in the product and may inquire about it. The product advertises
itself. Often salesmen serve as a source of information to buyers. The salesmen may inform the
prospects about a product explain its advantages and may even suggest a trial purchase. In cases
where a rapport has already been established between the buyer and the salesman, the latter’s
suggestions are normally taken as reliable.
THE BUYING PROCESS
1. Problem Recognition The process of buying normally starts with the recognition of a
need by the consumer. He recognizes a problem and develops a perception of the
problem. Then he seeks information for solving his problem.
2. Awareness The customer turns to his environment /world of information around him. It
makes him aware of the existence of the product that would solve his problem.

3. Comprehension (Evaluation) Comprehension comes out of his ability to reason with the
information. The awareness and comprehension stages represent the information
processing stage. These two stages constitute the cognitive field of the purchase process.
4. Attitude It is the sum total of the individual’s faith and feelings towards a product. As a
result of his awareness and comprehension, the consumer develops an attitude –
favourable or unfavourable – towards the product. The purchase process will continue
only if he develops a favourable attitude or a liking for the product.
5. Legitimization The buyer must be convinces that the purchase of the product is he
legitimate course of action. This stage often stands as a barrier between a favorable
attitude towards the product and actual purchase. Only if the buyer is convinced about the
correctness of the purchase decision, will he proceed. At this stage, he may seek further
information regarding the product, or attempt to assess the information already available.
Attitude and legitimization constitute the attitude field of he purchase process.
6. Trial Conviction leads the consumer to try the product on a small scale ; he may buy a
sample. He tries to evaluate the product from his own experience.
7. Adoption A successful trial leads him to buy/adopt the product. Trial and Adoption
constitute the behavioral field in the buying process.
8. Post-Purchase Behaviour The purchase leads to a specific post purchase behaviour.
Usually, it creates some restless ness in the mind of the individual. He is not sure about
the product. He may feel that ‘the other brand’ would have been better. He may even feel
that the salesman has taken him for a ride. As this dissonance is uncomfortable, the
individual, by himself will seek all means to recover his conviction and poise. He well
seed reassuring advertisements of the products or he may deliberately avoid positive
stories about the competing brand.

RESEARCH DESIGN

RESEARCH METHODOLOGY
The report has been prepared on the basis of information collected from different sources. In
order to achieve the objective of the project proper research method was applied.. After giving
through brain storming session, objectives were selected and the set on the base of these
objectives, A questionnaire was designed major emphasis of which was gathering new ideas or
insight so as to determine and bind out solution to the problems.
DATA COLLECTION SOURCER
search included gathering both primary and secondary data. :
PRIMARY DATA - Primary Data was very crucial to collect so as to know various past
& present consumer views about bikes and to calculate the market share of this brand in regards
to other brands. Fresh primary data was collected by taking direct feedback from customer which
involved face to face interview with the customer as well as through telephonic interview with
the customer , all the FZ customer who visited the dealership showroom for the service of their
bikes were questioned in order to find out the customer satisfaction level.
SECONDARY DATA- are those which has been collected by someone else and which
already have been passed through statistical process. Secondary data has been taken from
internet, newspaper, magazines and companies web
RESEARCH APPROACH
SURVEY METHOD: The research approach used was survey method which is a widely
used method for data collection and best suited for descriptive type of research survey includes
research instrument like questionnaire which can be structured and unstructured. Target
population is well identified and various methods like personal interviews and telephone
interviews are employed.
TOOLS USED

The tools used for analysis are Weighted Average Analysis, Chi- square, and Anova
Measurement Techniques:
Measurement may be defined as the assignment of numbers to characteristics of objects,
persons, states or events, according to rules.
Some of the measurement techniques used are,
Questionnaire:
It represents the most common form of measurement for eliciting information. As much, its
function is measurement.
The Questionnaire designed included Open-ended questions, Multiple-Choice questions, and
Dichotomous questions.
Open-Ended Question:
These questions leave the respondents free to offer, any replies that seem appropriate in light of
the question.
Questionnaire administered included Open-Ended question to find out respondents Expectations
towards Bajaj PLATINA Bike.
Multiple-choice Question:
Multiple-Choice are immediately followed by a list of possible answers from which the
respondents must choose.
Questionnaire included multiple-choice questions to find out the which sources customers has
satisfied with regard to the bike
Dichotomous Question.:
Dichotomous Question represent an extreme form of the multiple-choice question, allow only
two responses such as “Yes or No”

This type of questions were used to find out whether respondents happy with service provided by
show room and benefits get from the bijjal motors
Rating Scales:
The use of Rating Scale requires the rater to place an attribute of the object being rated at some
point along a numerically ordered series of categories. Rating Scale focus on Overall attribute
towards an object. The degree to which an object contains a particular attribute.
Ones feeling towards an attribute.
OBJECTIVES
Primary objective
is to study to find the customer perception towards the major brands Hero Honda, Bajaj and
Yamaha TVS motorcycles.
Secondary objectives are
1.To know the market leader among the three brands Hero Honda, Bajaj and TVS.
2. To understand the expectations of the customers.
3. To determine whether the customers are satisfied with the performance and after- sales service
of the three brands Hero Honda, Bajaj and TVS
motorcycles.
4. To determine the factors influencing the choice of customers regarding motorcycles.
5. To find the areas of improvement of the motorbikes and to give suggestions for their
improvement.
RESEARCH DESIGN

This study is a mix of explorative and formal methodologies adopting monitoring and observing
to study the dealerships in Kolkata and communication to elicit responses from customers. This
is a cross sectional study done during the months of Oct to Nov. For the customer satisfaction
study a questionnaire was formulated containing 20 closed ended questions which were sent
out for response through the internet and mainly through personal interviews of customers at
hand to hand. This data was later analysed using SPSS through performing the cross-tabulations
on various involved variables. Results of this step formed the basis of the recommendations
given to the company. To know the Yamaha reputation and sales promotion in motorcycle
market, census method was chosen and all the dealership were individually visited in the area of
kolkata Auto Sales(Hero Honda), I did a market survey by taking open interviews to the dealers
and brokers of the market.
SAMPLE DESIGN
For the sales promotion study a census methodology was adopted and all the dealerships and
brokers of that region were visited. For the customer satisfaction study a sample of 150
persons . The sample was judgmental and methodology was on probability sampling
Size of Sample 150
Sampling technique Judgmental (Non Probabilistic Sampling)
Location from which samples were taken Kolkata
SCOPE OF THE STUDY
This study mainly deals with the purpose of business is to create and keep the customers.

So the motorcycle companies identify the needs of customers and strive for customer
satisfaction. In India the major market share in motorcycle segment is occupied by Hero
Honda followed by Bajaj and TVS. Only if a company knows which features of its
products and services or which other points of contact with the customer are considered
most important by the customers, it can develop appropriate strategies. Such a strategy will
not only help the company to strengthen the emotional bond with the customer through
targeted improvements and activities. It may also have the positive side effect that the
customers’ whole experience leads him to the conclusion that this company really
understands his distinctive needs and really takes him seriously. Hence, the customer’s
perception of the whole company may improve beyond a positive attitude towards a
particular product. The study compares the performance and key features of the three
major brands of motorcycles. The pros and cons of each brand are outlined clearly in this
study and will thus enable customers to decide in favour of buying a brand. Moreover it
will also reduce cognitive dissonance in the minds of customers. This study focuses on the
customer’s perception regarding brand image, resale value, mileage etc towards the three
major brands Hero Honda, TVS and Bajaj
LIMITATIONS OF THE STUDY
• This research is geographically restricted to Kolkata only. Hence the result cannot be
extrapolated to other places.
• The study is restricted only to the organized sector of two wheeler industry •
• The seriousness of the respondents and their ability to justify their answers may also be a
limitation.
• The sample size is small due to the specified reasons.
• Findings are based on sample survey.
• All interview questions are undisguised or direct. Hence there is a scope for the
respondents to be biased or pretentious.

DATA ANALYSES
&
INTERPRETATION

DATA ANALYSIS
Data collected is useful only after analysis. Data Analysis involves converting a series of recorded
observations into descriptive statements and inferences about relationships. The types of analysis that
can be conducted depend on the nature of the measurement instrument and the data collected
method.
If the researcher selects the analytical techniques prior to collecting data, the researcher
should generate fictional responses to the measurement instrument, these dummy data are then
analyzed the results of this analysis will provide the information required by the problem at hand.
The results obtained by analyzing such data may not be accurate due to present of dummy data,
So it is preferable to select analytical technique after collection of data, depending on data collected.

1. Gender Status
Interpretation.
From The above graph it is found that the use of motorcycle in Kolkata in male 94% of
150 = 141 males and in female 6 % = 9 females
Male 94%
Female 6%

2. Age categories:
Age Respondents Percentage
18-20 35 23.33%
20-30 47 31.40%
30-40 30 20%
40-50 25 16.70%
50-60 13 8.66%
Total 150 100%

Interpretation.
From the above graph it is evident that out of 150 samples 47 customers are of 20-30 age limit
and highest using of motorcycle in Kolkata because that people of this age group are passionate
and style freaks.
And the age of 50-60 customers are low percentage .
3. Occupation
Occupation Respondents Percentage
Private employee 30 20%
Gov. employee 25 17%
business man 35 23%
student 50 33%
other 10 6.66%
Total 150 100%
Interpretation.
We can see that major use of motor bike customer are the student of college and school which
consists 33% of 150 sample

And in Kolkata we can major player in this market like bajaj Yamaha and Honda
4. Level of satisfaction of Family income
Family income Respondents Percentage
3000-5000 25 17%
5000-10000 35 23%
10000-15000 40 27%
15000-20000 35 23%
20000 and above 15 10.00%
Total 150 100%

Interpretation.
From the above graph we can see that the group of 10000-15000 income in permonth
responds most and its 27%

5. Level of satisfaction How long used
Interpretation.
From above Graph it is observed that majority of customer use their bike 1-3 year
Motorcycle owned Respondents Percentage
1 year 25 17%
1-3 year 35 100%
3-5 year 40 100%
more then 5 year 35 100%
total 150 100%
96%
96%
97%
97%
98%
98%
99%
99%
100%
100%
1 year 1-3 year 3-5 year more then
5 year
Percentage
Respondents

6. State the mode of Purchase
State the mode of Purchase Respondents Percentage
Loan 88 59%
Cash 30 20%
Credit 20 13.33%
Hypothecation 12 8%
Total 150 100%
Interpretation.
From above chart we can see the purchase mode are made most of the time in loan and its
59 percentage and 20% are cash purchase

7. Level of satisfaction of Type of motor cycle use
Type of Motorcycle Respondents Percentage
Sport Bike 65 43%
Standard 45 30%
Custom 15 10%
on/off road 7 5%
cruiser 18 12.00%
total 150 100%
Interpretation.
From the above chart we can see mose of the customer preferred sport bike

8. Level of satisfaction of Engine Capacity
Interpretation.
Engine capacity Respondents Percentage
100cc 20 13%
100-150cc 40 27%
150-200cc 45 30%
200-250cc 30 20%
250 and above 15 10.00%
total 150 100%

From the servey we can see that now a days high cc capacity are growing level and low
cc engine capacity are decresing their customer
9. Level of satisfaction purpose of use
Purpose of use Respondents Percentage
Personal 50 33%
office 40 27%
business 60 40%
total 150 100%
Interpretation
From the chart we can see customer who are in business they use 40% of 150 people and
personal also 33 %

10.Level of satisfaction of Band
Brand Name Bajaj Yamaha Kawasaki Honda hero ktm tvs Others Total
Respondents 45 35 2 15 20 3 5 25 150
Percentage 30% 23.33% 1.33% 10% 13.33% 2% 3.33% 16.66% 100.00%
Interpretation
Majority of people are not comparing Yamaha and Bajaj product to any other Brand product
But the second view which hace found that Yamaha is getting a very tough competition for Bajaj
and Honda
Bajaj recently going to lonch 300cc pulsar , and Honda is taking the maket after launching 250
cbr and 150 cbr and honda also going to launch 400cc cbr
Kayasaki also slowly taking the market it will take more time coz the price of the bike is too high
for a middle class or service employee

11.Satisfaction Level of Band
Mileage Respondents Percentage
15-25 km/L 5 3%
25-30 Km/L 35 23.33%
30-40 Km/L 40 26.66%
40-50 Km/L 30 20%
50-60 Km/L 25 16.66%
60 and above 15 10%
Total 150 100.00%
Interpretation
From the above chart we can see 15-25 are low as low and its was 3% we can find out it in
kayasaki Ninja 250rr for this reason also kayasaki taking market very slowly

12.Satisfaction Level of maintenance cost
maintenance cost per month Respondents Percentage
1000 50 33%
2000 45 30.00%
3000 35 23.33%
4000 and Above 20 13%
total 150 100.00%
Interpretation
From the abouve line chart less cost maintenance are more preferable

13. Satisfaction Level of resone for purchase
Reason
for
purchase
Respondents Percentage
comfort 20 13%
sporty 45 30.00%
style 40 26.66%
mileage 35 23%
other 5 3.33%
finance 5 3%
Total 150 100.00%

Interpretation
If we see the trend of who wheeler industry we found that carlier people were looking for
mainly towards the mileage of the vehicle but now in your rescarch we collected data and found
that now customer’s perception has change and they are shifting towards the style, design &
riding comfort of the vehicle.
14. Satisfaction Level of spare parts available with local dealer
spare parts Respondents Percentage
Satisfied 100 66.66%
Dissatisfied 50 33.33%
Total 150 100%

Interpretation
Most of the people are satisfied for available spare parts from diller
15. Satisfaction Level for plan for changing vehicles
Plan to Change Vehicle
yes 120 80%
no 30 20%
Total 150 100%

Interpretation
This is very important for marketing coz mose of the people are preferred for changing their
vehicle because customer are more intrest in style and more engine power
And this is the great oppturnity for major player in this market
1. Satisfaction Level for plan for changing then which brand
Changing brand to Respons Persentage
Honda 35 23.33%
Bajaj 25 16.66%
Yamaha 20 13.33%
Kayasaki 35 23.33%
Herohonda 20 13.33%

other 15 10%
Total 150 100%
FINDINGS
CUSTOMER SATISFACTION FOR MOTORCYCLE IN KOLKATA
• Majority of the Customer have purchased the vehicle by there price and friends with
32% and 31% respectively. And friends is second motivated factors which influenced the
customer to purchase the bike.
• 52% of the customers are satisfied with information provided by the mechanics while
delivering the bike for the first time.
• The Bajaj ,Yahama,Honda customers are satisfied with the price ie 72%.

• Engine and performance of the vehicle satisfaction is 45%.
• 52% of the customers are satisfied with the maintenance cost 35% of them are not
satisfied, with the maintenance cost level.
• The customers are highly satisfied with the Aesthetics (color, style)
• The cost of said that cost of spares are quite affordable 55% of the customer are satisfied
with the cost of spares.
• In the study I am found that 64% of the customers are not satisfied with the warranty
service provided by showroom.
• The customers are satisfied with delivery time, availability of spares and attitudes of the
service providers.
• But the customers are not fully satisfied with complaint handling procedure and only
average customers are satisfied.
• From the market research it has been observed that 64% of the customers are highly
satisfied with the mileage of the bike.
RECOMMENDATIOIN
TO DEALER
As far as the show room satisfaction is concerned, the show room scores good percentage. At
But maintain this satisfaction level forever the show room has to do some activities.
• The dealer can convince the non-users by taking measures like advertising and sales
people.

• The Diploma Holder mechanics should be recruited in the show room service centre More
& More promotional measures should be taken to increase the sales.
• The warranty service provided by dealers should improve they can gives better service in
the time of warranty periods.
• The complaint solving procedure should be improved and after service of the bike
mechanics may be get feed back from the customers about bike.
• When ever the any Company introduces new models, then the showroom people has to
arrange road shows. By doing this kind of activities the show room can retain its old
customer and try to attract new customer.
• Show room owners have to send some gifts and greetings to customers especially in
festival seasons, like yugadi festival, Deepavali, New year because of attracting the
customer and to build long run relation ship with the customers.
RECOMMENDATIOIN
SUGGESTIONS TO COMPANY
By the study it is found that all most all customer of Bajaj and Yamaha and are
satisfied, the main reason to purchase this bike is because of its high mileage and low
price it is very help full to middle income level of group of people.

• Auto starter should be included in the existing model
• The current SNS (spring -in -spring) suspensions provide unique protection to the bike.
• Improvement in the engine performance it sounds more when in use more than 70 km
speed there is no smoothness.
CONCLUSION
By seeing the performance of key company vehicle And service provided by the service
center. I can conclude that it has wide market and bright future for its sales. And also in the
current market it is one of the leading vehicles. The distribution and availability of the vehicle in
bagalkot District as to be Improve Because of the Competing of the vehicle like Hero Honda,
TVS are very high market share.

As per show room is concerned is having good prospects in near feature it is providing
good service and majority of the people are satisfied with Bajaj company vehicle.

ANNEXURE
&
BIBLIOGRAPHY

Questionnaire
Dear sir / Madam,
I am pleased to introduce myself as MBA student I am doing my project on lighe motorcycle . The
purpose of the study is to know “A STUDY ON CONSUMER SATISFACTION LEVEL”.
I request you to kindly spare your valuable time for completing this questionnaire.
(Please mark √ for the relevant box)
1. Name :
2. What is your gender?
a) Male
b) Female
3. What is your Age?
A) 18-20 B) 20-30 C) 30-40 D) 40-50 E) 50-60
4. What is your Occupation?
a. Private employee.
b. Government employee.
c. Business man.
d. Student.
e. Others.
5. Family income (Per Month)
a) 3,000-5,000. b) 5,000-10,000. c) 10000-15000. d) 15000-20000. e)
20000 and above.
6. How long have you been a motorcycle owner?

1. Less than a year
2. 1-3 years
3. 3-5 years
4. More than 5 year
7. State the mode of purchase
a) Loan. b) Cash. c) Credit d) Hypothecation
8. Which type of motorcycle do you drive?
a) Sport bike. b) Standard. c) Custom. d) On/off road. e) Cruiser.
9. Which type of motorcycle do you drive? (Engine Size in CC)
a) 100cc. b) 100-150cc. c) 150-200cc. d) 200-250cc. e) 250 and above.
10. For what purpose the vehicle is used?
a) Personal
b) Office
c) Business
11. Which brand with model you have?
a) Bajaj._________________________________
b) Yamaha.______________________________
c) Kawasaki._____________________________
d) Honda.________________________________
e) Hero._________________________________
f) Hero Honda____________________________
g) KTM._________________________________

h) TVS.___________________________________
i) Others._______________________________
12. What is the mileage?(km per litter)
1) 15-25km/L. 2) 25-30km/L. 3) 30-40km/L. 4) 40-50km/L. 5) 50-60km/L
6) 60 and above.
13. What is the maintenance cost per Month?
a)1000 b) 2000 c) 3000 d) 4000 and above.
14. State the reason for purchasing the mode?
a) Comfort. b) Sporty. c) Style. d) Mileage. f) other
15. Are you satisfied with the spare parts available with local dealer?
a) Satisfied b) dissatisfied
16. Are you satisfied after purchase and service of service centre?
a) Highly satisfied b) satisfied c) highly dissatisfied d) dis-satisfied
17. Please Rank your level of satisfaction for the following Factors in service.

17. What problem you come across while using the vehicle? If yes then mention the problem it .
a) Yes.____________________
b) No.
18. Do you have any plan to change the vehicle?
a) Yes. b) No.
19. If yes, mention the brand
a) Honda. b) Bajaj c) Yamaha. d) Kawasaki e) Hero-Honda
f) Other_________________
Signature ___________________
Date___________________
Character sticks Highly
Satisfied
Satisfied Dis-satisfied Highly
Dissatisfied
1. Delivery time.
2. Availability spares.
3. Cost of spares.
4. Attitudes of service
provider.
5. Cost of service.

BIBLIOGRAPHY
TEXT BOOKS
♦ MARKET MANAGEMENT
By. Philip Kotler.
MAGZINES
♦ BUSINESS WORLD.
♦ BUSINESS TODAY.
♦ INDIA TODAY.
NEWS PAPERS
♦ THE TIMES OF INDIA.
♦ THE ECCONOMIC TIMES
PAMPLETS
WEB SITES
www.google.com
www.autosmaxabout.com
www.wkipidia.com

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