Varun tonk project report

2016
" MARKETING MIX
PLAN & CONSUMER
FEEDBACK FOR
BAJAJ BIKES "
VARUN TONK
]
19/08/2016
SUMMER INTERNSHIP
PROJECT - REPORT

SUMMER INTERNSHIP
PROJECT REPORT
On
“MARKETING MIX PLAN &
CONSUMER FEEDBACK FOR BAJAJ
BIKES”
(A Summer Internship project)
UNDER
NIILM CENTRE FOR MANGEMENT
STUDIES
POST GRADUATE DIPLOMA IN MANAGEMENT
FACULTY GUIDE SUBMITTED BY
Mrs. NAKSHATRESH KAUSHIK VARUN TONK

TO WHOM SO EVER IT MAY CONCERN
This is certified that VARUN TONK is a benefited regular student of
P,G,D,M. course at this institute for the session 2015-2017
He has completed his Research Project on “Marketing mix plan and
consumer feedback for Bajaj Bikes” working of the company as explained
in this report.
I find this report up to the standard and recommend that it should be
submitted to the niilm-cms for the evaluation.
Dated:-
(Coordinator/supervisor)

INFORMATION SHEET
NAME OF INDUSTRY: BAJAJ BIKES
ADDRESS: Shiva Scooter Agency Private Limited
Site-IV, Industrial Area, Sahibabad, Sahibabad
0120 300 8600
COMMENCEMENT OF PROJECT: 25 MAY-2015
COMPLETION OF PROJECT: 10 JULY- 2015
STUDENT NAME: VARUN TONK
MENTOR:
MAIL ID tonk.varun@gmail.com
Mrs. NAKSHATRESH KAUSHIK
MOB NO -9259136136

DECLARATION
I declare that this research report on the topic “MARKETING MIX
PLAN &CONSUMER FEEDBACK FOR BAJAJ BIKES” is done for
the Partial fulfilment for the award of two-year degree course in POST
GRADUATE DIPLOMA IN MANAGEMENT, from
This is my Own Work and is not submitted to any other
University Or Institution to the best of my knowledge.

INDEX
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
1) COMPANY PROFILE AND INTRODUCTION
2) OBJECTIVE
3) RESEARCH METHODOLOGY
4) MARKETING MIX PLAN
5) SEGMENTATION
6) TARGETING
7) POSITIONING
8) PRODUCT
9) PRICE
10) PROMOTION
11) PLACE
12) DATA ANALYSIS AND INTERPRETATION
13) CONCLUSION
14) RECOMMENDATIONS
15) LIMITATIONS
16) SWOT ANALYSIS
17) BIBLIOGRAPHY
18) ANNEXURE

TO WHOM SO EVER IT MAY CONCERN
This is certified that VARUN TONK IS A BONAFIED REGULAR STUDENT of
P.G.D.M. COURSE at THIS INSTITUTE for the SESSION 2015-2017
He has completed his Research Project on “MARKETING MIX PLAN AND
CONSUMER FEEDBACK FOR BAJAJ BIKES” working of the company as
explained in this report.
I find this report up to the standard and recommend that it should be submitted to
the NIILM-CMS for the evaluation.
Dated:- (Coordinator/supervisor)

ACKNOWLEDGEMENT
Acknowledgment
My first regards are to almighty god it was my trust and belief on him, which
enable me to embark upon this task, move on the righteous path and recede the
realm of facts.
I would like to thanks from the core of my heart-------------------- for
providing me the due inputs for the given project.
I feel privileged in expressing profound sense of gratitude and ineptness to my
supervisor -------------- who has generously provided the chance to work at the
esteemed field of service market. His able guidance, constant encouragement
and inspiration where instrumental in the completion of this research he always
allowed me to encroach upon his precious time and ensured his generosity with
ideas.
Lastly but not be the least, I also thank my all the Faculties of -------- for giving me
the opportunity to successfully finish my Research Project.
I am highly thankful to my friends for providing me constant support & bearing
with me all throughout my learning phase.

EXECUTIVE SUMMARY
Executive summary
The project deals with THE 4 P’S OF MARKETING. The product chosen for this
project is Bajaj Pulsar of Bajaj Auto India Ltd. The project has undergone
following
SURVEYS:-
• Company survey
• Customer survey
• Data analysis
Relevant information has been gather from company visit, interacting with the
company’s marketing manager and area sales manager concerned. Customer
survey also helped us to find the exact image in the mind of the customer, its
value and it preference rates in comparison to other products. Data’s analysis are
collected from web-site and analysis were made on the following datas. In
accordance the objective of the project was to study the product characteristics in
regard to its, price, place and promotion.

COMPANY PROFILE &INTRODUCTION
CO.PROFILE & INTRODUCTION
The Bajaj group came into existence during the turmoil and the heady euphoria of
India’s freedom struggle.
JAMNALAL BAJAJ, FOUNDER of THE BAJAJ GROUP, was a confidante and
disciple of Mahatma Gandhi, and was deeply involved in the effort for freedom.
The integrity, dedication, resourcefulness and determination to succeed which are
characteristics of the company today, are often traced back to its birth during
those long days of relentless devotion to a common cause. KAMALNAYAN,
THE ELDEST SON OF JAMNALAL BAJAJ, SUCCEEDED HIS FATHER IN
1942, at the AGE OF TWENTY-SEVEN. Putting the Nation before business, he
devoted himself to the latter only after India achieved independence in 1947. But
when he did so, he put his heart and soul into it. Within a short while, he not only
consolidated the group, but also diversified into various manufacturing activities,
elevating the Group to the status it enjoys till this day. RAHUL BAJAJ TODAY
HEADS THE GROUP. He has been the Chief Executive Officer of Bajaj since
1968 and is recognized as one of the most outstanding business leaders in India.
As dynamic and ambitious as his illustrious predecessors, he has been
recognized for his achievements at various national and international forums.
THE WALUJ PLANT INAUGURATED BY THE ERSTWHILE PRESIDENT OF
INDIA SHRI GIANI ZAIL SINGH. BAJAJ IS CURRENTLY INDIA’S LARGEST
TWO AND THREE-WHEELER MANUFACTURER AND ONE OF THE BIGGEST
IN THE WORLD. Bajaj has long left behind its annual turnover of Rs. 72 million
(1968), to currently register an impressive figure of Rs. 42.16 billion (US$ 936
million).

COMPANY PHILOSOPHY:
• We approach our responsibilities with ambition and resourcefulness.
• We organise ourselves for a transparent and harmonious flow of work.
• We respect sound theory and encourage creative experimentation.
• And we make our workplace a source of pride.
BAJAJ AUTO LIMITED.
L65993PN2007PLC130076
COMPANY LIMITED BY SHARES
Date of Incorporation 39202
Registered Address
Bajaj Auto Limited Complex Mumbai
- Pune Road, Akurdi Pune MH
411035 IN
Email Id jsridhar@bajajauto.co.in
Whether Listed or not Listed

COMPANY BELIEVE IN:
Transparency: a commitment that the business is managed along transparent
lines. Fairness: to all stakeholders in the Company, but especially to minority
shareholders. Disclosure: of all relevant financial and non-financial information in
an easily understood manner. Supervision: of the Company’s activities by a
professionally competent and independent board of directors.
MILESTONES:
Caliber motorcycle notches up 100,000 sales in record time of 12 months.
June 7th- Kawasaki Caliber Roll out of Valuf- July 25th- Legend, India’s first four-
stroke scooter roll out of Akurdi. October 1998- Spirit launched. The Bajaj Super
Excel is introduced while Bajaj Celebrates sale of its ten millionth vehicle.
INTERNATIONAL MARKETING:
Based on our own brand of globalization, we have built out distribution network
over 60 countries worldwide and multiplied our exports from 1 percent of total
turnover in Fiscal 1989-90 to over 5 percent in fiscal 1996-97. The countries
where our products have a large market are Argentina, Colombia, Peru,
Bangladesh, Sri Lanka, Italy, Sweden, Germany, Iran and Egypt. Bajaj leads
Colombia with 65 percent of the scooter market, in Uruguay with 30 percent of he
motorcycle market and in Bangladesh with 95 percent of the three-wheeler
market vehicle.
OTHER INFORMATION
One million vehicles were produced and sold in this financial year.
Production commences at waluj, Aurangabad in record time of 16 months.
Bajaj auto achieves production and sales of 100,000 vehicles in a single financial
year. Bajaj Auto rolls out its 100,000 the vehicle. Bajaj Auto obtains license from
the Government of India to manufacture two and three-wheelers.

RESEARCH AND DEVELOPMENT:
Bajaj Auto has huge, extensive and very well-equipped Research and
Development wing geared to meet two critical organisational goals: development
of exciting new products that anticipate and meet emerging customer needs in
India and abroad, and development of eco-friendly automobile technologies.
While the manpower strength of the R & D represents cross-section of in-depth
design and engineering expertise, the company has also been investing heavily in
the latest, sophisticated technologies to scale down product development
lifecycles and enhance testing capabilities. Bajaj Auto R & D also enjoys access
to the specialized expertise of leading international design and automobile
engineering companies working in specific areas.
TWO- WHEELERS MARKET SHARE
The auto two-wheeler segment has been witnessing a mixed trend in year 2004.
During the first seven months, the scooter volumes dipped and there was a
sudden spurt in the motorcycle sales. However there was some deviation from
this trend during October 2001 when the scooter sales stated picking up due to
launch of new variants by Bajaj Auto Ltd., But on the whole the motorcycle market
continued to prop up domestic 2- Wheelers sales whereas scooters and moped
sales maintained their downward trend in fiscal 2004.The sales of motorcycle
segment remained buoyant in Dec 2001 and the major three players have
reported an average growth of 55% in their sales volumes. Bajaj Auto Ltd. Has
been the outperformed in the motorcycle segment followed by Hero Honda
Motors Ltd. And TVS Motor Company Ltd. (formed after the break-off with Suzuki
Motor Corporation, Japan) With the whopping 85% growth in the motorcycle sales
Bajaj Auto Ltd. Is the second biggest manufacturer of motor cycles. The
company’s recent indigenous launch in 4-stroke segment viz.; the 150/180 cc
‘Pulsar’ has been the major contributor to motorcycle sales alongwith its other
popular models such as Boxer ‘,’ Caliber Croma etc. the company is also
refocusing on scooter sales and has launched the 150cc ‘Legend NXT2’ and 4-
stroke version of ‘Chetak’ recently. BAL aims to reach a target of 0.6 million units
by the end of fiscal 2004.

Hero Honda has posted a negative sales growth of 8.75% from last month
November 2003 which is attributed to lower registrations for new purchases by
the customers in the last month of the year. With the rising rural demand the
company is optimistic of reaching the sales target of 1.4 million units for the
financial year ending March 2004-05.
OBJECTIVES
OBJECTIVES
To study the general business environment & history of Bajaj Auto Ltd.
Comparing Bajaj Bikes share in market to Hero Honda & TVs Suzuki Bikes.
Analysis of the (Bajaj Bikes) products, pricing, promotion & distribution strategies.
SWOT Analysis of the strategy adopted.
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. The purpose of
research is to discover answers to questions though the application of scientific
procedures. In short research is art of scientific investigation.
Research methodology refers to the tools and methods used for obtaining
information for the purpose of the subject under study.
The methodology followed for the purpose of finding customers response
was Random sample survey.
Sample Size: 200 people
Professionals 50
Students 80
Govt.Employees 35
Business man 35

DATA SOURCES
The data was collected from primary as well as secondary sources.
The primary data was collected through interviews with the managers and trainee
sales officer.
Secondary data was collected from articles in various magazines and
newspapers and web sites.
RESEARCH APPROACH
The approach adopted was a survey with the customers visiting the show room.
Company’s servicing centre of Gorakhpur and interview session with the agency’s
Assistant Sales manager.
RESEARCH INSTRUMENT
The research instrument used was a questionnaire.
SAMPLING PLAN
Sampling Unit:
It constituted of people in the age group of 18 and above.
Income group of 10,000 and above per month.
Sampling Procedure:
The sampling procedure adopted was convenience sampling because of the wide
scope of the project.

MARKETING MIX PLAN
SEGMENTATION
Demographic Segmentation:
Income: Our customer survey indicates that the segments available for the
Bajaj motor bike are the people with monthly income of Rs. 10,000
and above.
Age: The main segmented group for the motorcycle are 18 years and
above.
Occupation: All kinds of people are taken into account. Students, professionals,
Govt. servants, etc.
Geographic Segmentation: The potential customers for the Bajaj motor cycle are
basically from every regions of India.
Psychographic Segmentation:
People purchasing Bajaj’s bikes are very stylish, brand conscious.
Behavioral Segmentation:
This segmentation is done considering user status, benefit wise.
TARGETING
The proposed targeting people in the age group of 18 years and above with a
monthly income of Rs. 10,000 and above, who are adventurous, enthusiasts and
socializing and who are either students or retired individuals or may be employed
as professionals, government servants or having their own business, but mostly
male.
POSITIONING
The image that Bajaj creates in the mind of the customers is the faith. The add
shown by it says “HAMARA BAJAJ”. That means it’s a member of the Indian
family. It represents the Indian culture and society.

PRODUCT
The product offers a service to the customers so as to satisfy their need. The
product provided the Bajaj suites the Indian Roads. And the Indian Consumers
have a perception that the Bajaj provides Genuine products.
The product is perfectly designed and all the switch are well placed, which
provides a good riding condition.
THE DETAILS OF THE VARIOUS BIKES
PROVIDED BY THE BAJAJ ARE AS
FOLLOWS:
ELIMINATOR
PULSAR- 180
PULSAR-150
CALIBER 115
BOXER AT

PULSAR -150
PULSAR SPECIFICATION VALUE
Engine Type 4 stroke
Cooling Type Air Cooled
Displacement 143.90cc
No. of Cylinders 1
MaxPower 12bhp
Max Power RPM 8500rpm
Max Torque 10.8Nm
Max Torque RPM 7500rpm
Ignition Type C.D.I
Carburettor Ucal-Mikuni(DH)
Transmission Type 5 Gears - All down
Clutch Type Lever operated(Left Hand)
Electrical System 12V
Head Light 35/35 W Clear Lens Type
Horn 12 V DC
Chassis Type Tubular Double Craddle
Front Suspension Telescopic
Rear Suspension
Trailing arm with coaxial hydraulic
shock absorbers & coil springs 5 Step
adjustable
Front Tyre Size 2.75 x 18 42P
Rear Tyre Size 3.00 X 18 4/6 PR
Front Brakes
Drum Brake 130mm or Hydraulic Disc
Brake
Rear Brakes Drum Brake 130mm
Fuel Tank Capacity 18 litres
Reserve Capacity 3 litres
Wheel Base 1265mm
Saddle Height 780mm
Kerb Weight 132kg

Maximum Payload 263kg
Max.Speed 100 kmph
Pulsar -180
Specification Value
No. of Cylinders 1
MaxPower 15bhp
Max Torque 13.2Nm
Ignition Type C.D.I
Carburettor Mikuni(DJ)
Transmission Type 5 Gears- One down four up
Clutch Type Lever operated(Left Hand)
Electrical System 12V
Head Light 35/35 W Clear Lens Type
Horn 12 V DC 2 nos.
Chassis Type Tubular Double Cradle
Rear Suspension
Trailing arm with coaxial hydraulic
shock absorbers & coil springs 5
Step adjustable
Front Tyre Size 2.75 x 18 42P
Rear Tyre Size 100/90 18 56P
Front Brakes Hydraulic Disc Brake
Rear Brakes Drum Brake - 130mm
Wheel Base 1265mm
Saddle Height 780mm
Kerb Weight 137kg
Max Speed 107kmph

ELIMINATOR
Specification Value
No. of Cylinders 1
Compression Ratio
MaxPower 15.2bhp
Max Torque 13.7Nm
Ignition Type CDI Electronic
Carburettor Mikuni BSR30
Transmission Type 5 Speed
Clutch Type Wet multi-plate
Electrical System 12V AC/DC
Head Light 60/55W
Horn 12V
Chassis Type Double cradle
Rear Suspension
Trailing arm with coaxial hydraulic shock
absorbers and coil springs
Front Tyre Size 90/90-17
Rear Tyre Size 130/90-15
Front Brakes Disc
Rear Brakes Drum
Reserve Capacity 2.5 litres
Wheel Base 1460mm
Ground Clearance 165mm
Saddle Height 680mm
Minimum Turning Radius 2.5m
Kerb Weight 157kg
Fuel Efficiency (Ideal) kmpl
Fuel Efficiency (Highway) Kmpl
Fuel Efficiency (City) Kmpl
Max Speed 116kmph
Acceleration
Braking Distance

CALIBER 115
Specification Value
No. of Cylinders 1
Compression Ratio
MaxPower 15.2bhp
Max Torque 13.7Nm
Ignition Type CDI Electronic
Carburettor Mikuni BSR30
Transmission Type 5 Speed
Clutch Type Wet multi-plate
Head Light 60/55W
Horn 12V
Chassis Type Double cradle
Rear Suspension
Trailing arm with coaxial hydraulic shock
absorbers and coil springs
Front Tyre Size 90/90-17
Rear Tyre Size 130/90-15
Front Brakes Disc
Rear Brakes Drum
Wheel Base 1460mm
Saddle Height 680mm
Kerb Weight 157kg
Fuel Efficiency (Ideal) kmpl
Fuel Efficiency (Highway) Kmpl
Fuel Efficiency (City) Kmpl
Max Speed 116kmph
Acceleration
Braking Distance

KAWASAKI BOXER
Specification Value
No. of Cylinders 1
MaxPower 7.7bhp
Max Torque 0.83Nm
Ignition Type C.D.I.
Carburettor Keihin PC 18 or Ucal-Mikuni VM18SH
Transmission Type 4 Speed Gear Box
Clutch Type Lever operated
Head Light 35/35
Horn 12V DC
Chassis Type Tubular Semi Double cradle
Front Suspension Long Telescopic
Rear Suspension 5-step adjustable
Front Tyre Size 2.75 x 18 Zapper
Rear Tyre Size 3.00 x 18 Zapper
Front Brakes 240 mm ventilated disc brakes
Rear Brakes 130 mm brake drum
Wheel Base 1245mm
Saddle Height 780mm
Kerb Weight 120kg
Fuel Efficiency (City) 65kmpl
Max Speed 95 km/hr with single rider (68kg)kmph

Specification Value
No. of Cylinders 1
Compression Ratio 9.3
MaxPower 7.7bhp
Max Torque 0.71Nm
Ignition Type CDI
Transmission Type 4-speed
Electrical System 12 V AC/DC
Head Light 35 / 35 W
Horn 12V DC
Chassis Type Tubular semi- double cradle
Front Suspension
Hydraulically damped Telescopic (travel 110
mm)
Rear Suspension
Swing arm hydraulic shock absorber with
coaxial spring
Front Tyre Size 2.75 x 18 4PR
Rear Tyre Size 3.0 x 18 4PR/6PR
Front Brakes Shoe
Rear Brakes Shoe
Wheel Base 1215mm
Saddle Height 780mm
Kerb Weight 113kg
Fuel Efficiency (Ideal) 91kmpl
Max Speed 95kmph

PRICES
Pricing is an important component of marketing mix of firm. Determining the
prices of different products of a firm is a very difficult task of the marketing
manager. Price denotes money value of a product. It represents the amount of
money for which a product can be exchanged. In other words, prices represents
the money which the buyer pays to the seller for a product price represents the
exchange value of goods and services in terms of money. Price is all around.
Price factor has very well been touched by the manufactures. The manufactures
(Bajaj) are charging very comparatively cheaper prices then their competitors.
The pricing strategy of the company is very set. They price their product
according to the cost of production and also by keeping an eye on the price of the
competitors of that segment & demand of the product in the market.
The pricing stratigies adopted by BAJAJ AUTO LTD:
Competitive Pricing
The management of a firm decide to fix the price at the
competitive level. This method is adopted by bajaj auto because
the bike market is highly competitive.

THE PRICE LISTS OF THE VARIOUS BAJAJ BIKES ARE
AS FOLLOWS:
PRICE LIST FOR PULSAR 180
As On Jan. 2005
City Ex Show Room Price (Rs.) † On Road Price (Rs.) †
GKP 58580 61780
Price List for Pulsar 150
As On Jan. 2005
City Variation
Ex Show Room
Price (Rs.) †
On Road Price (Rs.) †
GKP Base Model 55540 58740
Price List for Eliminator
As On jan. 2005
City Ex Show Room Price (Rs.) † On Road Price (Rs.) †
GKP 65650 70650
Price List for Caliber 115
As On Jan. 2005
City Variation
Ex Show Room
Price (Rs.) †
On Road Price
(Rs.) †
GKP
Base Model with
Drum Brakes
38470 41470
Price List for Boxer aT
as On Jan. 2005
City Ex Show Room Price (Rs.) †
On Road Price
(Rs.) †
GKP 31400 34100
PROMOTION
Promotion is an important part of marketing mix of a business enterprises.
It is spark plug of the marketing mix. Promotion is the process of

communication with the potential customer involving information,
persuasion and influence. It includes all types of personal or inpersonal
communication with customers as well as middleman in distribution. The
purpose of promotion is to inform, persuade and influence the prospective
customers. Personal selling, advertising, publicity and sales promotion are widely
used to inform the people about the availability of product and create among them
the desire to buy the products.
The words of E.L. Brink and W.T. Kelly promotion is the coordination of all
seller initiated affords to setup channels of information and persuasion to
facilitated the sale of a product or service or accepted of an idea.
The various promotional activities adopted by the Bajaj Auto Company.
The company has 100crore rupees for its promotional activities out of which 75%
is sponsored by the company and 25% from the dealers.
They may sign a celebrity for its promotional activities in recent futures.
The company provides six free services to its customers in comparison to its
competitors.
The company provides good services facilities to its customers through dealer’s
service station.
Dealers encourage its customers by giving discount, providing 0% interest loan
schemes, prices, coupons etc.

THE VARIOUS PROMOTIONAL ACTIVITIES ADOPTED BY BAJAJ
BIKES ARE AS FOLLOWS
CREDIT & FINANCE SCHEMES
1. Free services to the consumers
2. Advertisements on Televisions, Newspapers, Magazines
3. Road Shows
4. Free trials for the new consumers
5. Credit & Finance Schemes Provided By Bajaj
6. Bajaj provides schemes for
7. New vehicles
8. Used vehicles
9. Looking for a brand new Bajaj
10. Bajaj Auto Finance Ltd offers the best deals on new Bajaj vehicles.
Check out Bajaj schemes for Motorcycles and Step.
They have a variety of schemes to suit your requirements. These
include:
11. Margin Money schemes
12. Advance EMI schemes
13. Low down-payment schemes
14. Security deposit linked schemes
15. 0% Interest schemes
Contact the Bajaj Auto Finance Ltd office in your city to know
about the Special Schemes they announce from time to time.

LOAN FOR USED VEHICLES
Not ready to invest in a new two-wheeler? We offer finance
options for used vehicles too.
We can also assist you by showing you some used vehicles to
choose from.
To take a look at these vehicles, contact the Bajaj Auto Finance
Ltd office in your city.
PLACE
There are about many regional offices located in major
cities throughout the country.
There are more than 10,000 dealers throughout the
country.
For the product distribution the company distributes its
products through authorized dealers.
The variety products are easily available in showrooms.

DATA ANALYSIS AND INTERPRETATION
FINDINGS
Company:
Companies data shows that the company produces
Approximately 1,11,000 VEHICLES per month.
Out of which they SELLS 60,000 MOTOR CYCLES PER MONTH.
The company has more demand of its product in western region.
The company has 21 regional offices throughout India out of which 10
contains training centres. The main objective of these offices is to pay
emphasis to human resource development and provide good services to its
customers.

CUSTOMER:
The results from customer survey are as follows:
Customers prefer because of their fuel efficiency.
Customers prefer because of their performance.
Customers prefer because they are value added product.
Customers also prefer because they are stylish.
25%
40%
17%
18%
Surveyed by Different class.
Professionals Student
Govt.Employee Business man
Surveyed made by different class wherein ; 39%students,
25%professionals, 18%Govt.employee and 18% Businessman.
75%
25%
Do you have any bike?
YES NO
75% People own bike whereas 25% don’t have any bike, of course some of
have scooters.

48%
28%
12%
8% 4%
Which Bike (specify)?
Hero Honda Bajaj Suzuki Yamaha Others
Herohonda is the first preference of thecustomers with 48%,whereas
bajaj28%,Suzuki 12%,Yamaha8%.
60%
40%
Satisfaction level of customers of
Bajaj Bike?
Yes No
60% people are very much satisfied with the Bajaj bikes specially with the
Bajaj pulsar ,whereas 40% are not satisfied.
22%
44%
17%
11% 6%
Physical appearance of Bajaj
bikes .
Looks Body Built Style
Robustness All of them
44% people likes it body built, whereas 22% like looks, 17% likes styles and
11% likes because of others features like Robustness, power, mileage, etc.

60%25%
5% 10%
Media that affects Preferences
of the customers.
Word of Mouth Television
Print Media Dealers Effort
Word of mouth is the most affected media with 60%, whereas
television25%, print media5% and sellers effort 10%.
70%
30%
Does prices affect your
Preferences?
Yes No
70% people says prices affect the consumer preferences, whereas 30 %
people says it does not matter if quality of bike is best.
58%
42%
Mode Of Payment that is
preffered by customers.
Cash Finance
58% consumers prefer cash purchasing, whereas 42% people prefer
through finance. Finance is the one most imp. Reason that increases the
consumption of bikes.

CONCLUSION
Our findings reveals that there is a great amount of market potential
for bikes in Gorakhpur City.
The findings also reveals that it is a competitive market, so the
innovation theory is always appreciable. As it is a speciality goods. So
the customer needs time to study the product as a whole in respect to
its performance, efficiency etc. so the staff should be well trained.
The company should encourage more dealers who would give more
emphasis in services of the product. It will be easy for the customers
when required.
Above all the image of the product is that its is a “value added
product” and it has “value for money”. It represents the Indian culture
………… Of course Hero honda has a great market share but after
coming pulsar in the market, it has been a great popular bikes
amongs youngsters.
Service centre is less in comparison toHerohonda service
centre.Satisfaction level is very much with Bajaj Pulsar but other class
of Bajaj Bikes need more Improvement.
0% finance facility providing for customers is a good step by company
, it also helpful in increases market share of Bajaj Bikes.

RECOMMENDATIONS
RECOMMENDATIONS
Mileage is the one factor that’s affect the consumer preference with “Bajaj
pulsar”. So company should be think it ,to increase the mileage. Service
center is less, it is an other factor that customer think, so no. of services
centre should be increased.
Prices is little costly of bajaj pulsar, it should be less, then it will helpful to
increase the market share of Bajaj pulsar. There should be less paper
formality in purchasing by finance. because it makes the lenthy process and
consumer frustration increased.
Techonology should be more improved .
Consumers are attractive towards different schemes, so company should
bring some attractive scheme. Service after Sales is one major factor that
retain the consumers loyalty, so company should be more focused on it. A
little changes is required in Bajaj pulsar, like size. Then it will helpful to
attract every class of customers.

LIMITATIONS
LIMITATIONS
The primary data collected is restricted to only one company in
Gorakhpur.
The secondary data is limited to the articles in magazines,
newspaper and web sites.
The responses to the customer questionnaire may have been biased.
The responses to the industrial questionnaire may have been
biased.
SWOT ANALYSIS

SWOT ANALYSIS
Strength:
 It is a specialty good.
 It is a high involvement product.
 It is a durable goods.
 Well equipped and trained staff.
 Easy availability of spare parts in the market
 Weakness:
 Regional office should be located in mid of
Gorakhpur.
 No promotional activities by celebrities.
 Opportunity:
 Since it is the second leading competitor it has
chance to grow.
 High growth rate of the industry.
 Encouragement of innovation theory.
Threat:
The main threat is from the leading competitor.
Entry of Foreign motors bikes in the market.
Threat of second hand motorcycles.

BIBLIOGRAPHY
BIBLIOGRAPHY
1. Articles from news papers and leading auto magazines
(Times Of India, Hindustan Times, Auto India etc. )
2. Press releases of the company.
Business magazines (Business world) etc.
3. Web site of the company
www.Bajajauto.com
REFRENCES:
1.Research methodology by “C.K.KOTHARI”
2.Marketing management by “Philip kotler”

ANNEXURE
QUESTIONNAIRE
NAME: ADDRESS:
Occupation: AGE:
Professional Govt. Servant
Student Business Man
FAMILY INCOME:
Less than 10,000 10,000
More than 10,000
QUE.1.DO YOU HAVE BIKE?
A . Yes B. No
QUE.2. If yes specify?
A . Hero Honda b. Bajaj C. Suzuki D. Yamaha
QUE.3. ARE YOU SATISFIED WITH THE BAJAJ BIKE ?
A. Yes B. No
QUE.4.WHAT PHYSICAL FEATURES MADE YOU PREFER BAJAJ BIKES?

LOOKS
BODY BUILT
STYLE
ROBUSTNESS
ALL OF THEM
QUE.5: WHAT MEDIA AFFECTED YOUR PREFERENCE THE MOST?
QUE. 6: DID PRICE AFFECT YOUR PREFERENCE?
QUE. 7: WHAT MODE OF PAYMENT DID YOU PREFER?
QUE.8.DO YOU WANT ANY MODIFICATION IN ANY BIKE ?
Comment__________________________________
WORD OF MOUTH
TELEVISION
PRINT MEDIA
DEALER EFFORTS
YES
NO
CASH
FINANCE

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