a study on consumers’ perception and special...

International Journal of Marketing and Management Research Vol. 11, Issue 3, March 2020, Impact Factor; 6.544, ISSN: (2229-6883) www.skirec.orgEmail Id: [email protected]

An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories

Page 42

A STUDY ON CONSUMERS’ PERCEPTION AND SPECIAL EMPHASIS OF

EMERGING MARKET ON BAJAJ TWO WHEELERS

Dr.A.Nithya, Associate Professor

Kongunadu College of Engineering and Technology, Trichy

ABSTRACT

Consumer is the central figure of all marketing activities. It is the consumer who

determines the growth, prosperity and even existence of business enterprises. Hence the

marketer should always feel the pulse of consumer.

Consumer is the king in the business. The primary aim of modern business is to

satisfy the consumer by meeting their needs and wants and thus makes profit by

manufacturing quality of products. Thus, modern marketing become consumer oriented.

Therefore business firm has to find out the consumer wants. In fact, the more consumers are

satisfied the more will be the sales. Consumer satisfaction is not restricted to a particular

product. It plays a momentous role as far as the launching of any products is concerned.

In the modern automobile industry the two wheelers plays an important role. India,

being a developing nation holds huge market for the two wheelers. Therefore competition is

high for two wheelers market.

The number of companies introduces variety models of two wheelers because it is a

most favorable mode of personal transport. Moreover it is very cheaper as compared with

three wheelers and four wheelers. The inherent attractiveness of two wheeler is also another

important factor that influences the buying decision where consumer preference playing

important role in buying a product. Preference is based on certain qualities fixed in the

consumer mind. If the product provides high satisfaction then the consumer preference will

be high.

So the study mainly focused on consumer perception and satisfaction with special

emphasis on Bajaj Auto. Mainly the data was conducted through prepared questionnaire in

which various consumers opinion were collected through the questionnaire. This study

includes introduction, industry profile, research design and methodology, objectives of the

study, scope of the study, limitation of the study, data analysis & interpretation, findings,

suggestions, recommendations.

Keywords: Consumer’s Perception, Consumer Satisfaction, Emerging Market, Bajaj-Two

Wheelers, Automobile, Marketing



Page 43

INTRODUCTION

The automobile industry is one of the most important industries in the world. The

automobile has enables people to travel and transport goods faster. The automobile was the

replay to the 19th century dread of self propelling the horse down carriage. Likewise the

invention of the motorcycle created the self propelled bicycle. The first attempt for a

commercial three wheeler design was by Edward Buttler in Britain in 1884. This employed a

horizontal single cylinder gasoline engine mounted between two steer able front wheels and

connected by a drive chain to the rear wheels. The first gasoline engine to appear publicly

was built by Gottleb Damler of Bud Connstaff, Germany in 1885. The first practical engine

and motor cycles were designed by the French and Bell Gains, followed by German, Italian,

and America market. The popularity of vehicle grew especially after 1910. During First

World War the motor cycle was used by all branches of the armed forces in Europe,

principally for dispatching.

After the war it enjoined a sport vogue until the great depression began in 1929. After

the Second World War a revival of interest in motor cycle lasted in to the late 20th century

with the vehicle being used for high speed touring and sport competition. The practice of

attaching auxiliary engines to bicycles in western Europe and parts of the united states led to

the development during the 1950th

of a new type of motor cycle, the moped originating in

Germany as 50 cubic cm machine with simple controls and low initial cost. It was largely

free of licensing and insurance regulations except in Great Britian.

The more sophisticated motor spotter originated in Italy soon after Second World War

led by manufacturer of a 125 cm model. Despite strong competition from West Germany,

France, Australia and Britain Italian scooter maintained led in the dismissing market. The

scooter has small wheels from 20-36 cm in diameter, and the rider sits inside the frame.

Power units are placed low and close to the rear wheel, which is driven by bevel gearing or

chain capacities varying from 50-225 cubic cm and four speed gearing is common. The

global market for two wheelers has shown tremendous growth over past decades in 2008

world sales of two wheelers totaled 39 millions. Looked at more closely however the

geographic spread of this growth has been very uneven. Asia has accounted for the vast

majority of growth, sales in the entire region growing more than three fold over the past

decade.



Page 44

Two wheelers are the most popular and highly sought out medium of transport in India. The

trend of owing two wheelers is due to its.

Economical Price

Safety

Fuel Efficient

Comfort level

Style

Power

INDIAN TWO WHEELERS INDUSTRY

India is the second largest manufacturer and producer of two wheelers in the world. It

stands next only to Japan and China in terms of the number of two wheelers produced and

domestic sales respectively. This distinction was achived due to variety of reasons like

restrictive policy followed by the Govt. of India toward the passenger. Car industry rising

demand for personal transport, inefficiency of public transportation system etc…

Majority of Indians, especially youngsters prefer motor bike rather than a car

capturing a large share in the two wheelers industry bikes and scooter covers major segment.

Bikes are more favorite among the youth generation. In the early 50th, When automobile

product of India (API) started by the manufacturing scooters in India. Until 1958 API and

Enfield were the sole producers. In 1948 Bajaj Auto began trading in imported vaspa scooters

and three wheelers. In the 1960 the Bajaj Auto had been trading in imported vespa scooters

and two wheelers set up a plant to manufacture them in technical collaboration with piggio of

Italy. The agreement expired in 1971. Two wheeler markets were opened to foreign

competition in the mid 80’s. The first Japanese motor cycle were introduced in the early

eighties. TVS, Suzuki and Hero Honda brought in the first two strock and four strock engine

motor cycles. These two players initial started with assembly of CKD Kid, and later on

progressed to indigenous manufacturing. In the 1990’s the major growth of motor cycle

segment was brought in by Japanese motor cycles. Which grow at a rate of nearly 25%

CAGR in the last five years.



5

The industry has a smooth ride up to the eighties. When the government prohibited

new entries and strictly controlled capacity expansion. The industry witnessed a study growth

of 14% leading to a peak volume of 1.9 mm vehicles in 1990. In 1990 the entire automobile

industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in

1992. and production loss at. 4mn vehicles. The reasons for recession in this sector were the

rise in fuel prices, high input costs and reduction of purchasing power. Increased production

in 1992 due to new entrants coupled with the recession in the industry. Resulted in company

either reporting losses or a fall in profit. Today with annual sales of 51 million units in the

Indian two wheelers market is the second largest in the world after China. The sector is

divided in to 5 major product classifications such as Mopeds, motorcycles, scooters, stepthrus

and ungeared scooters. Two wheelers were one of the best performing industry segments in

economy. Large varieties of two wheelers are available in the market known for their latest

technology and enhanced mileage. Indian bikes, scooters and moped represent style and

classes for both men and women in India. However few Indian bikes enthusiastic prefer high

performance imported bikes. Some of the most popular high speed bikes are Bajaj Pulsar,

Suzuki bayabusa, Kwasaki Ninju, Suzuki Zeus, Hero Honda karkrshma etc. These super

bikes are specially designed for those who have a zeal for speedy drive.

HISTORY OF THE BAJAJ AUTO

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading

corporation private limited. It started off by selling important two and three wheelers in India.

In 1959, it obtained license from the Government of India to manufacture two and three

wheelers and it went public in 1960. In 1977 it managed to produce and sell 100000 vehicles

in a single financial year. In 1985, it started producing at waluj in Aurangabad. In 1986, it

managed to produce and sell 500000 vehicles in a single financial year. In 1995, it rolled out

its ten millions vehicles and produced and sold one million vehicles in a year.

The founder of the company, Jamnlal Bajaj, had been a follower of Mahatma Gandhi

who reportedly referred to him as fifth son. Jamnalal Bajaj was succeeded by his eldest son,

27 years old Kamalnayan in 1942. Kamalnayan was pre occupied with India’s struggle for

independence. Kamanayan consolidated and diversified the group, branching into cement,

ayurvedic medicines, electrical equipment, and appliances as well as scooters.



Page 46

Rahul Bajaj reportedly adored the famous vespa scooters made by piaggio of Italy. In

1960 at the age of 22, he become the Indian licensee, Bajaj Auto began producing its first two

wheelers in the next year. Rahul Bajaj became the group’s chief executive officer in 1968

after first pricking up an MBA at Harvard. He lived next to the factor in Pune and industrial

city three hours drive from Bombay. The company had produced 100000 vehicles. The oil

crisis soon drove cars off the roads in favor of two wheelers much cheaper to buy and many

times more fuel efficient.

Bajaj Auto Ltd is one among India’s top ten companies in terms of market

capitalization and among the top five in terms of annual turnover. The company started

producing scooters in the year 1961 and followed three wheelers production in 1962. Its

collaboration with piaggio expired in 1971 and since then, their scooters and three wheelers

are being sold with the brand name ‘’BAJAJ”

Maharastra scooters Ltd as a company with 24% equity participation by the company

and 27% participation from Maharastra state Government’s western Maharastra development

corporation. It was formed in the year 1975 under the ‘Horizontal transfer of technology’

policy.

The first production unit is located at satars, Maharashtra. The unit continuous to

collect scooters from CKDs supplied by the company. These scooters are marketed through

the company’s distribution network and under the company’s brand name. In 1984,

the second production plant was set up by Aurangabad, Maharashtra. This plant started

scooters production in 1986. Three wheelers production in 1987 and scooterette and

motorcycle facilities were commissioned in 1990 and 1991 respectively.

Today, the Bajaj Company has become a market leader with annual production in

excess of 1.35 million units, which were about 400 units in 1961. These days Bajaj Auto Ltd,

has started offering product in all segments (Mopeds and scooterette, scooters, motorcycle,

three wheelers). Bajaj Auto also has a marked presence in the premium segment with models

like the Bajaj Pulsar creating a ripple on the in the roads. The general trend of the two

wheelers industry has not left Baja Auto unscathed. Scooters which were once the main

sources or revenue for the company have given way to motor cycles.



Page 47

Bajaj Auto's motorcycle sales from FY 2006 to FY 2019 (in 1,000 uits)

TIME LINE OF PRODUCT RELEASES

1960 – 1970 : Vespa 150 under the license of Piaggio of Italy

1971 : Three wheelers goods carrier

1972 : Bajaj Chetak

1976 : Bajaj Super

1977 : Rear engine Autorickshaw

1981 : Bajaj M – 50

1986 : Bajaj M – 80, Kawasaki Bajaj KB 100

1990 : Bajaj sunny

1991 : Kawasaki Bajaj 4S champion

1994 : Bajaj Classic

1995 : Bajaj super excel

1997 : Kawasaki Bajaj Boxer, Rear Engine, Diesel Auto

rickshaw

1998 : Kawasaki Bajaj Caliber, Bajaj Legend, India’s first

four – stroke scooter, Bajaj spirit

2000 : Bajaj saffire

2001 : Eliminator, Bajaj pulusar

20292376

21391907

2506

3387

3834 37573422 3292 3358 3220 3369

4237

0

1000

2000

3000

4000

5000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Sales

Sales



Page 48

2003 : Caliber 115, Bajaj wind 125, Bajaj Pulsar

2004 : Bajaj CT 100, New Bajaj Chetak 4 Stoke with

Wonder Gear, Bajaj Discover DTS – i

2005 : Bajaj wave, Bajaj Avenger, Bajaj Discover

2006 : Bajaj Platina

2007 : Bajaj Pulsar – 200 (Oil cooled) Bajaj Kristal Bajaj

Pulsar 220, DTS – Fi (Fuel injection), XCD 125

DTS – Si

2008 : Bajaj Discover B5 DTS – I sport (up grade of

Existing 135 model)

2009 : (January) Bajaj XCD – 135 cc

2009 : (January) Bajaj Platina 125 DTS – Si

2012 : Bajaj Pulsar 200NS

2013 : Bajaj Discover 125

2018 : Bajaj Avenger 180

2019 : Urbanite Electric Two Wheeler - Chetak

OBJECTIVES OF THE STUDY

To find out consumers preference toward Bajaj Auto Two Wheelers.

To find out the consumers preference toward various segments.

To know the various factors influencing the consumers buying behaviour.

To know how the bikes are distributed among different age group.



Page 49

RESEARCH METHODOLOGY

The study is based on both primary and secondary data. Primary data collected from

100 respondents and distributed questionnaire. The secondary data are collected from the

newspapers, magazines, journals, company records and websites.

1. Sampling size

The sample is limited to 100 consumers and all the works are performed on the basis

of this sample. The consumer’s area s limited to Tamilnadu.

2. Data Collection.

The data collected for the study constitute both primary and secondary data.

3. Statistical analysis

The data collected using the questionnaire was analyses and tabulated extensively by

using simple percentage analysis and chi-square test.

SCOPE OF THE STUDY

Marketing is a challenge before many distributors now. Two wheelers market is very

wide and competitive in the Tamilnadu region. The number of bikes in the roads is increasing

year by year. Different variety with additional facilities added to the existing bikes in year by

year. Today the business man can make best value for the bike user. Thus, they can achieve

through increased consumers satisfaction. Hence a study related to consumers opinion,

suggestions and recommendations is very essential for a dealer dealing product like bike.

DATA ANALYSIS AND INTERPRETATION

Table No. 3.1 - Educational Qualification of the Respondents

Educational Qualification No. of respondents Percentage

Primary 29 29

Secondary 16 16

Degree 47 47

Professional 6 6

Others 2 2

Total 100 100



Page 50

Chart No. 3.1 - Educational Qualification of the Respondents

INTERPRETATION

The above table and chart shows that 29% of the respondents have primary level of

education. 16% of the respondents have secondary level of education 47% of the respondent

are degree level of education. 6% of the respondents are professional level of education and

2% of the respondents belongs to other level of education. 47% of the respondents are degree

holders.

Table No. 3.2 - Purpose for which Respondents use Bike

Purpose No. of respondents Percentage

Office 35 35

Personal 23 23

Education 5 5

Pleasure 24 24

Others 13 13

Total 100 100

Chart No. 3.2 - Purpose for which Respondents use Bike

01020304050

2916

47

6 2 No. of respondents

Percentage

0

10

20

30

4035

23

5

24

13

No. of respondents

Percentage



Page 51

INTERPRETATION

The above table and chart shows that 35% of the respondents are using bike for

official purpose, 23% of the respondents are using bike for personal purpose, 13% of the

respondents are using bikes for educational purpose, 24% of the respondents are using bikes

for pleasure and 5% of the respondents are using bikes for other purposes. Majority of the

respondents are using bike for their official purpose.

Table No. 3.3 - Segment of Bike Preferred by Respondents

Types of segment No.of respondents Percentage

Entry Segments 22 22

Executive Segments 33 33

Premium Segments 45 45

Total 100 100

Chart No. 3.3 - Segment of Bike Preferred by Respondents

INTERPRETATION

The above table and chart shows that 22% of the total respondents belong to entry

level. 33% of the total respondents belong to executive level segment and remaining 45% of

the respondent comes under premium segment. Most of the respondents are in the premium

segment.

22%

33%

45%Entry Segments

Executive Segments

Premium Segments



Page 52

Table No. 3.4 - Important Factor behind Consumers Decision to Purchase Bike

Factor No. of respondents Percentage

Power 33 33

Price 28 28

Style 18 18

Comfort 8 8

Resale value 10 10

Others 3 3

Total 100 100

Chart No. 3.4 - Important Factor behind Consumers Decision to Purchase Bike

INTERPRETATION

The above table and chart shows 33% of the respondents take purchase decision based

on the power of bike. 28% of the respondents consider price as a factor while taking purchase

decision. 18% of the respondents gives importance on its style. 8% of the respondents on

comfort riding. 10% of the respondents consider resale value of bike and 3% of the

respondents depends on other factors. Majority of respondents are attracted with the power of

bike.

05

101520253035

3328

18

8 10

3No. of respondents

Percentage



Page 53

Table No. 3.5 - Important Factor behind Consumer’s Decision to Purchase Bajaj

Factors No. of respondents Percentage

Power 12 37.50

Price 6 18.75

Style 10 31.25

Comfort 4 12.50

Resale value 0 0.00

Others 0 0.00

Total 32 100

Chart No. 3.5 - Factors behind Consumer’s Decision to Purchase Bajaj

INTERPRETATION

The above table and chart shows that 37.5% of the consumers are attracted with the

power of the Bajaj vehicles. Around 32% of the consumers are influenced with its style.

Around 19% of the consumers are attracted with its price. No one purchase vehicle by

considering the resale value. Around 13% attracted with its riding comfort. Most of the

consumers purchase the vehicle because of its high power.

12

610

40 0

37.5

18.75

31.25

12.5

0 00

510

1520

2530

3540

Power Price Style Comfort Resale value

Others

No. of respondents

Percentage



Page 54

Table No. 3.6 - Age Group

Age Group No.of respondent Percentage

Below 25 32 32

25-35 26 26

35-45 22 22

Above 45 20 20

Total 100 100

Chart No. 3.6 - Age Group

INTERPRETATION

The above chart and table shows that 32% of Bajaj consumers are below 25 age. 26%

of Bajaj consumers are in the 25-35 age group. 22% of consumers are in the 35-45 age groups

and 20% consumers are involved in the above 45 age groups. Most of the consumers are

below 25 age.

Table No. 3.7 - Sources of Information about the Brand

Sources of Information No. of respondent Percentage

Advertisement 86 86

Friends & relatives 11 11

Personal Selling 3 3

Others 0 0

Total 100 100

0

10

20

30

40

Below 2525-35

35-45Above 45

32

2622

20

No.of respondent

Percentage



Page 55

Chart No. 3.7 - Sources of information about brand

INTERPRETATION

The above table and chart shows that 86% of the respondents know about the Bajaj

Two Wheelers through advertisement. 11% of the respondents through friends and relatives

and 3% of the respondents through their personal selling. The majority of the respondents

came to know through advertisement.

Table No. 3.8 - Level of Satisfaction of Bajaj Consumers

Level of satisfaction No. of respondents Percentage

Highly satisfied 8 25

Satisfied 16 50

Neutral 5 15.5

Dissatisfied 3 9.5

Total 32 100

Chart No. 3.8 - Level of Satisfaction of Bajaj Consumers

86

113 0

0

20

40

60

80

100

No. of respondent

Percentage

0

10

20

30

40

Completely satisfied

Satisfied Not satisfied

Dissatisfied

8

16

5 3

25

50

15.59.5

No. of respondents

Percentage



Page 56

INTERPRETATION

The above table and chart shows that 50% of the Bajaj consumers are satisfied. 15.5%

of the consumers are neutrally satisfied. 9.5% of the consumers are dissatisfied and 25% of

the consumers are highly satisfied. Around 50% of the consumers are satisfied with the Bajaj

brand.

Table No. 3.9 - Reasons to Select Bajaj

Reasons No. of respondents Percentage

Offer Given 3 9.50

Low Cost 9 28.00

Easily availability 16 50.00

Friends and relatives 3 9.50

Others 1 3.00

Total 32 100

Chart No. 3.9 - Reasons to Select Bajaj

INTERPRETATION

The above table and chart shows that 9.5% of respondents are attracted by the offer

given. 28% of the respondents are attracted by lowest cost. 50% of the respondents are

attracted because of the easily available. 9.5% of the respondents select Bajaj because of

friends and relatives and 3% of the respondents are attracted because of the other reasons.

Most of the respondents select Bajaj because of easily availability.

010203040

39

16

3 19.5

28

50

9.53

No. of respondents

Percentage



Page 57

Table No. 3.10 - Price Range of the Bajaj

Price range of the product No of respondents percentage

Very low 32 32

Low 18 18

Medium 40 40

high 10 10

Total 100 100

Chart No. 3.10 - Price Range of the Bajaj

INTERPRETATION

The above table and chart shows that the 32% of respondents feel that the price range

is very low and 18% feels as low. 40% are feels as medium price. Whereas, 10% of

respondents feels as high price. Majority of the respondents agree that purchasing is

affordable.

Table No. 3.11 - Level of Advertisement and Promotional Activities

Level of advertisement and promotional activities No of respondents Percentage

Adequate 60 60

Normal 30 30

inadequate 10 10

Total 100 100

32

18

40

10

0

10

20

30

40

50

Very low Low Medium high

No of respondents

percentage



Page 58

Chart No.3.11 - Level of Advertisement and Promotional Activities

INTERPRETATION

The above table and chart shows that the 60% of respondents feels that there is an

adequate advertisement and promotional activities for the Bajaj Auto and 30 % feels as

normal. But 10% feels as inadequate. Most of the respondents are happy with its promotional

techniques.

Table No. 3.12 - Suitable Advertisement Media

Suitable advertising media No of respondents Percentage

Tele vision 55 55

News paper 25 25

Radio 10 10

Internet 10 10

Total 100 100

Chart No. 3.12 - Suitable Advertisement Media

0

10

20

30

40

50

60

Adequate Normal inadequate

60

30

10

No of respondents

Percentage

0

20

40

60

Tele vision News paper Radio Internet

No of respondents

Percentage



Page 59

INTERPRETATION

The above table and chart shows that 55% of the respondents agree that TV is the

best media for Bajaj Advertisement, 25% feels newspaper as best, 10% feel radio and internet

as the suitable media. Hence Television plays a vital role in communication.

Table No. 3.13 - Level of Attracting Features of BAJAJ Motors

Level of attracting of features bajaj

motars

No of respondents Percentage

Price 40 40

Quality 20 20

Durability 10 10

Colour 30 30

Total 100 100

Chart No. 3.13 - Level of Attracting Features of BAJAJ Motors

INTERPRETATION

The above table and chart shows the 40% of the respondents are attract towards price

of the Bajaj, 20 % of respondents towards quality, 10% towards durability and 30% towards

colour. Majority of the respondents gives prefer to price feature.

40

20

10

30 Price

Quality

Durability

Colour



Page 60

Table No. 3.14 - Fast Moving Model of Bajaj Motor Bike

Fast moving model No of respondents Percentage

Pulsar 40 40

Discover 25 25

Paltina 20 20

XCD 15 15

Total 100 100

Chart No. 3.14 - Fast Moving Model of Bajaj Motor Bike

INTERPRETATION

The above table and chart shows that 40% of the respondents prefer Pulsar, 25% for

Discover and 20% for Platina, whereas XCD got only 15% of the sales. Therefore fast

moving model among respondents are Pulsar.

0

10

20

30

40

Pulsar Discover Paltina XCD

40

2520

15 No of respondents

Percentage



Page 61

STATISTICAL ANALYSIS USING CHI-SQUARE TEST

Association Between Types of Organization and Distribution System

Ho: There is no association between type of organization and distribution system.

HI: There is association between type of organization and distribution system.

Type/System Highly satisfied Moderately

satisfied

Dissatisfied Total

Medium 5 7 6 18

Large 10 12 10 32

Total 15 19 16 50

Observed Frequency Expected Frequency (O-E) 2/E

2 5.4 .0296

7 6.84 .0037

6 5.76 .01

10 9.6 .016

12 12.16 .0021

10 10.24 .0056

Table value of X2at 5% level of significance and degrees of freedom (2-1) (3-1) i.e. 2 is

5.991. The calculated value of X2 is 0.067.

INFERENCE

Hence we accept the null hypothesis (HO) that distribution system and type of organization

are not associated and reject the alternate hypothesis (HI) which state that the distribution

system and of organization are associated.



Page 62

STATISTICAL ANALYSIS USING CHI-SQUARE TEST

ASSOSIATION BETWEEN TYPE OF ORGANISATION AND OPINION ABOUT

QUALITY OF THE PRODUCTS

HYPOTHESIS

Ho: There is no association between type of organization and opinion about quality of

products.

HI: There is association between type of organization and opinion about quality of products.

Type/Quality Very good Good Average Total

Medium 5 14 5 24

Large 3 17 6 26

Total 8 31 11 50

Observed Frequency Expected Frequency (O-E) 2

/E

5 3.84 0.3504

14 20.16 0.0667

5 4.16 0.0269

3 21.84 0.0616

17 16.12 0.0480

6 5.72 0.0137

Table value of X2 at 5% level of significance and decrees of freedom (2-1) (3-1) i.e.2 is

5.991. The calculated value of X2 is 0. 5673.

INFERENCE

Hence we accept the null hypothesis (H0) that opinion about quality of the product and type

of organization are not associated and reject the alternate hypothesis (HI) which state that

opinion about quality of the product and type of organization are associated.



Page 63

RESULT ANALYSIS

FINDINGS

1. Most of the respondents of two wheelers in Tamilnadu are educated people. Around

50% of the owners are degree level education.

2. The two wheelers are extensively used by the people for official purpose. 35% of the

two wheelers are using for the official purpose.

3. The majority of the respondents prefers premium segment which indicates that

consumers would like to purchase powerful and stylish vehicles.

4. Bajaj Pulsar is mostly purchased by the respondents below 25 age group.

5. Most of the consumers are aware about Bajaj product through advertisement. Another

way is the friends and relatives that means the existing consumers.

6. Around 91% of the consumers of Bajaj are known about the company through various

advertisement published by different medium.

7. Main reasons for selecting Bajaj are easily available in the showroom. 50% of the

respondents prefer this reason and 30% select Bajaj because of the quality and low

cost.

8. 50% of the consumers are satisfied with the after sale services provided by Bajaj

dealers.

9. Most of the respondents agree that Television Advertisement is suitable to provide

information on Bajaj Auto.

10. Adequate promotional activities are being carried out by Bajaj Auto.

11. The factors like power, price and style are considered by the majority of the

respondents while making purchasing decision.

SUGGESTIONS

1. Bajaj must introduce more variety of premium segment bikes to consumers. Because

this study shows that there will be fast growing chances exclusively in premium

segments.

2. To attract the younger generation introduction of more powerful and stylish models are

essential because they look out the factors like power, style, etc.



Page 64

3. The company must organize exchange melas that will help to increase the resale value

of Bajaj.

4. Bajaj must continue and introduce more effective advertisement through modern

Medias in order to survive in this competitive world.

5. Friends and relatives (existing consumer) is one of the important factors influencing

the purchase decision of bike. So keep always contact with existing consumers and

maintain good relation with them.

6. Easy availability is another important factor of Bajaj Auto products. So the company

should make it easily available to the consumers in order to increase their market

share.

7. Bajaj Auto must concentrate more on rural and semi urban areas.

8. Bajaj Auto can make their dealers to improve after sales services and conduct free

check up, service camp etc.

9. Bajaj Auto Company is providing promotional activities but this has to be reached to

the adolescent and old age group of people. Attractive gift, good offers, loan mela etc.

can be added for attracting more consumers.

10. Overall performance of Bajaj is good but yet to meet the high competition compared to

other Automobile companies.

CONCLUSION

Transportation needs are becoming more and more important. With the swelling

stress on the public transportation system, the ultimate solution is to have personal

transportation for which two wheelers are in high demand. Therefore the Baja Auto

manufacturers should manufacturer their products suited to the needs/preferences of the

consumers. The survival of the company depends on the emerging consumer preferences

towards the vehicles offering high fuel economy, low maintenance, easy service, quality and

reasonable cost, etc. The suggestions given in the paper would help the Bajaj Auto to

manufacture the two wheelers exactly on the basis of consumers preference.



Page 65

BIBLIOGRAPHY – Text Books and Journals

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Website

1. www.Bajajautoltd.com

2. www.motorindia.com

3. www.auto.ndtv.com

4. www.bajajauto.com

http://www.bajajautoltd.com/

http://www.motorindia.com/

http://www.auto.ndtv.com/

http://www.bajajauto.com/

a study on consumers’ perception and special...

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