1

A

STUDY

ON

“ BUYER’S BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO TWO WHEELER

BIKES”

Submitted toU.P. TECHNICAL UNIVERSITY, UTTAR PRADESH

In the partial fulfillment for the degree of

Master of Business Administration

(Session 2010-2011)Under the supervision of: Submitted by:Dr. Amit K. Srivastava AKHTAR NAWAZAssociate Prof. & HOD, MBA Uni. Roll. 0951770008

KIPM College Of Management

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(Approved by AICTE & Affiliated to U.P. Technical University, U.P.) (Gida Gorakhpur)

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ACKNOWLEDGEMENT

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Acknowledgement

I take this opportunity to express my profound debts of gratitude and obligation,

to my esteemed guide Dr. Amit k. Srivastava,H.O.D., KIPM College Of Management,

Gorakhpur, for his most valuable help and creative suggestions at all stages of my work.

His learned advice and guidance always kindled inspiration in the face of difficulties

encountered in the course of this research work.

I am also thankful to my mentor Dr. Naresh Gill, Director, KIPM College Of

Management, Gorakhpur, for allowing me to work on this project work and for his kind

help always.

I am highly grateful to my all lecturers and dedicated staff of KIPM College Of

Management, Gorakhpur for their kind help from time to time.

I am also thankful to the respondents, all my friends and also to various Auto

experts and consumer of Gorakhpur for their kind and valuable guidence, whom I

consulted for my present work.

(Akhtar Nawaz)

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EXECUTIVE

SUMMARY

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Executive

SummaryTo know about the consumer buying behavior and factor which affect the consumer

buying decision process. As the objectives of my study is to analyze the customer

perception and the customer satisfaction to wards specific brands of bike (TVS, HONDA,

BAJAJ) on the basis of Price, Fuel efficiency, Brand, Style and comfort name.

Consumer buyer behavior refers to the buying behavior of final consumers –

individuals and households who buys services and goods for personal consumption.

Consumer behavior is influenced strongly by culture, social, personal and psychological

factors. Culture factors include the set of basic values, perceptions, wants and behavior

learned by a member of society from family and other important institutions. The social

factors include consumer’s family, small group, social roles and status. The personal

characteristics such as buyer’s age, life cycle stage, occupation, economic situations and

life style influenced by four major psychological factors: Motivation, Perception,

Learning, Belief and Attitudes.

In this era of cut throat competition, no company can even survive in the market

place without knowing its and its products strengths and weaknesses. It has to fortify

itself against threats from the environment and exploit its strengths or increase profits.

And in order to do so, the company has to conduct regular surveys to know the

customer’s opinions, needs, and preferences. This helps the company to manufacture the

product like wise for each customer’s expectations.

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ContentsSerial No. Page No.

1. Title page 0-1

2. Certificate 2

3. Acknowledgement 3

4. Executive summary 4

5. Contents 6

6. Introduction 7-21

Profile of the study

Significance of the study

7. Objective and scope of study 29-31

8. Literature Review 32-34

9. Research Methodology 35-50

Sampling & Sample Design

Analytical Tools

Data Collection

Hypothesis Testing

Limitations of the study

10. Recommendation 60-61

11. Result & Discussions/Findings 62

12. Bibliography 64-65

13. Annexure 66-77

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INTRODUCTION

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INTRODUCTION

PROFILE OF THE STUDYIn this era of cut throat competition, no company can survive in the market place without

knowing its product’s strengths and weaknesses. It has to fortify (Strengthen) itself

against threats from the environment and exploit its strengths for increasing profits. In

order to do so, the company has to conduct regular surveys to know the customer’s

opinions, needs, and preferences. This helps the company to manufacture the product

according to customer’s expectations. It has now become more important for the

customer confidence and higher positioning of buyer perception. Thus, Surveys becomes

genuine key to success.

The Bike segment is Dominated by 4 major players viz. HERO HONDA ,

BAJAJ, TVS, ROYAL ENFIELD .Besides these, there are players like –

HONDA(Alone) , LML, KINETIC, SUZUKI.

The expanding Indian market, the growing size of the middle class and the rise

in aspirations of the youth along with opening up of the Indian economy have collectively

influenced the steady growth of the two wheeler market in India. With leading foreign

brands in collaborations with Indian manufacturers entering the Indian market, the

customer could not have asked for more. In fact, the Indian bike market has grown

immensely and the preference for variety looks, design has brought in a number of

models in the market. In the last 3 to 4 years, the craze for motorcycle over the scooters

has picked up and one can find today even girls crazy for a motorbike not only in the

Metros but in small towns and cities also.

Trying to catch up with these, manufacturers are busy working out on customer

profiles. With the increase in competition one can find a think of discounts including:

cash rebates and free accessories to push sales of the commuter bikes. Certain changes

are also visible as far as customer preferences are concerned. The basic 100cc bike

market is suddenly experiencing a slow down in the growth. This Commuter bike was a

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favorite till the other day, commanding up to 90% of the total bike sales. The shift

towards 150 cc bikes is suddenly discernable and the segment is expected to grow in near

future. Manufacturers are now rushing in to introduce bikes in this segment. Bajaj has

launched Pulsar-Dtsi 150cc higher on the power ladder, Honda has come up with

Unicorn and TVS has recently launched Apache.

The customer is the basic ingredient of marketing.

The development of marketing strategy is based on understanding of consumer and there

behavior. The present study attempts to understand the behavior of consumer for their

choice in purchasing two-wheeler with special reference to bikes like Honda(Unicorn),

TVS (Apache), and Bajaj(Pulsar 150cc). But consumer behavior and the derived

consumer satisfaction cannot be intact. Now days the two wheeler industry is growing at

its fast speed. The competition is very hard and so many choices are available to

customers. Here I have tried to find out the level of customer satisfaction regarding

(Unicorn, Apache, and Pulsar) two wheelers and also what modification they want in

their products. So the study is all about the customer’s preference and their satisfaction

with regard to bikes coming under 150cc segment.

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INDUSTRY PROFILE:-

1.1 Introduction of Automobile industry:-

The automotive industry design, develop, manufacturer, market and sales

the worlds motor vehicles. In 2008-09 more the 70 million motor vehicle

including cars and commercial vehicles were produced world wide.

In the 2008-09 the automobile industry produced over the 70 million

vehicle, and employed over the 9 million people and represented over 5% of

world total manufacturing employment. In 2008-09, the global vehicle

registrations reach nearly 901 million vehicle.

The largest market of Europe is the 35%

North America 32.6%

Asia is the 23.8%

South Africa 4.6%

The middle east and Africa 3.6%

The fastest growing market for automobiles are china, India, Russia, and

brazil. In 2008 with rapidly rising oil prices, industries such as the

automotive industries are experiencing a combination of pricing pressures

fro row material cost and change in consumer buying habit. The industry is

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also facing to increase external competition from the public transport sector

as the consumer re-evaluate their private vehicle usage.

In the automobile industry there are a many players as the Hero Honda

motor limited, Bajaj auto limited, TVS motor company limited. The other

players of the two wheeler industry as the kinetic motor company limited,

kinetic engineering limited, LML, Yamaha motors India limited, Majestic

Auto limited, Royal Enfield, and Hero Honda motorcycle and scooter

private limited.

There are a various models of the different companies as the following

Hero Honda:-

CD 100

Hero Honda Sleek

Splendor

Hero Honda Street

CBZ

Passion

Ambition

CD Down

Splendor plus

Passion plus

Karizma

CBZ star(*)

Ambition 135

Super splendor

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CD Deluxe

Glamour

Achiever

TVS:-

TVS Centra

TVS Fiero

TVS S Apache

TVS Victor

TVS star

TVS scooty pep

Bajaj:-

Bajaj avenger

Bajaj CT 100

Bajaj platina

Bajaj Discover dtsi

Bajaj pulsar dtsi

Bajaj wave

Bajaj wind 125

Yamaha:-

Yamaha G5

Yamaha cruxs

Yamaha gladiator

Kinetic:-

Kinetic Aquila

Kinetic boss

Kinetic challenger

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Kinetic comet

Kinetic GF

1.3 Automobile industry in India

The Indian automobile Industry consist of five segment: commercial

vehicles, multi utility vehicles, and passenger cars, two-wheeler, three

wheeler, tractors.

The automobile industry in India the tenth largest in the world with the

annual production of the approximately 2 million unit expected to become

one of the major global automotive industries in coming year. A number of

the domestic companies produce to the automobile industry in india and

growing presence of multi national investment to has increase in over all

growth.

De-licensing in 1991 has put the Indian automobile industry on a new

growth track, attracting foreign auto gains to setup the production facilities

in the country to take advantage of various benefit it's offers. this took that

Indian automobile production from the 5.3 million unit in the 2001-02 to

10.8 million unit in 2007-08. the other reason is to be attracting global auto

manufacture to Indian are the country's large class population, growing

earning power, strong technology capability and availability of trained

manpower at competitive price.

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1.4 TWO-WHEELER INDUSTRIES

India is the second largest two-wheeler manufacture in the world and

largest manufacture in the in the world. Indian two-wheeler segment include

in a range of vehicle such as the scoter-geared and unguarded, moped and

motorcycle. In india there are a 3 scooter manufactures, and 3 moped

manufacture, Hero Honda, TVS, Bajaj Auto, Suzuki, Yamaha, etc are

leading manufacturer. They have also dominated the global area after

piaggo. production of the automobile industry during the financial year

2008-2009 is 17.22 million

Production of the two-wheeler automobile industry

Year Production (in units) of two

wheelers ( in million)

2004-2005 6.52

2005-2006 7.60

2006-2007 10.78

2007-2008 13.58

2008-2009 17.22

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Sales of the two-wheeler bike in the Indian market

Year Total sales (in units) of two

wheelers (in million)

2004-2005 6.20

2005-2006 7.05

2006-2007 11.42

2007-2008 7.86

2008-2009 12.16

Export of the two-wheeler bike in the Indian market

Year Total exports (in units) of two

wheelers (in lakhs)

2004-2005 3,66,407

2005-2006 5,13,256

2006-2007 9,25,464

2007-2008 11,20,103

2008-2009 13,18,308

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BIG PLAYERS IN THE BIKE SEGMENT

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Bajaj Auto Limited is one of the pioneering companies in the two wheeler industry. Bajaj

Auto has a vast network of about 1500 service centers and 500 dealers all over India. It

has 3 manufacturing plants located at Akurdi, Waluj and Chakan in Maharashtra. The

company's technology partner is Kawasaki Heavy Industries, Japan. The company

exports to ASEAN region, South America and Africa.

MILESTONES

1945 - Bajaj Auto comes into existence as M/s Bachraj Trading

Corporation Private Limited.

1948 - Sales in India commence by importing two- and three-

wheelers.

1959 - Bajaj Auto obtains license from the Government of India to

manufacture two- and three-wheelers.

1960 - Bajaj Auto becomes a public limited company. Bhoomi

Poojan of Akurdi Plant.

1970 - Bajaj Auto rolls out its 100,000th vehicle.

1971- The three-wheeler goods carrier is introduced.

1972 - The Bajaj Chetak is introduced.

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1975 - BAL & Maharashtra Scooters Ltd. joint venture.

1976 - The Bajaj Super is introduced.

1977 - The Rear Engine Autorickshaw is introduced. Bajaj Auto

achieves production and sales of 100,000 vehicles in a

single financial year.

1981 - The Bajaj M-50 is introduced

1984 - Foundation stone laid for the new Plant at Waluj, Aurangabad.

1986 - The Bajaj M-80 and the Kawasaki Bajaj KB100

motorcycles are introduced. 500,000 vehicles produced and

sold in a single financial year.

1990 - The Bajaj Sunny is introduced

1991 - The Kawasaki Bajaj 4S Champion is introduced.

1998 - Kawasaki Bajaj Caliber rolls out of Waluj.

2001- Bajaj Auto launches its latest offering in the premium bike

segment ‘Pulsar’. The Eliminator is launched.

2003- Pulsar DTS-i is launched.

2004 - Bajaj unveils new brand identity, new symbol, logo

and brand line

2007 - 200 cc Pulsar DTS-i launched

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Bajaj Pulsar DTSi 150cc Generation next technology included in the package of the equipments of this high flying

bike is the revolutionary digital biking. Digital biking is the combination of various

advanced systems like Digital Twin Spark ignition (DTSi). Its highly masculine outlook

with sporty, dashing structure gives the complete satisfaction of dare riding. Bajaj Pulsar

enables its rider to tackle the situation of overcrowded street due to the presence of 17"

alloy wheels with 1330 mm wheelbase. Its comfort statement includes front telescopic

suspension, Nitro X - Nitrogen assisted rear gas shockers with triple rated spring. Due to

these comfort features, this bike is highly accommodative in any terrain.

Feeling of proper riding is provided by different high end features

like improved clutch, cylinder head with Roller Rocker Arms, optimized intake and

exhaust systems & new valve timings. Its advanced Exhaust TEC (Torque Expansion

Chamber) technology ensures the higher performance at lower rpm.

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TVS Motor Company is part of Sundaram Clayton group in TVS group of companies.

TVS Motor Company is the main flag ship company of Sundaram Clayton group. TVS

Motors is the third largest two-wheeler manufacturer in Indian and ranks among the top

ten globally. It is the first company in the world to be honored with the Deming Prize for

Total Quality Management. The Company was the first in India to launch 2-seater 50cc

moped and 100 cc Indo-Japanese Motorcycles. At Present TVS Apache, TVS Victor,

TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian Market.

MILESTONES India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980.

In 1982 SCL established Joint Venture with Suzuki Motor

Corporation.

In 1994 the company entered the market segment of scooters with introduction of

Scooty 2S, which was totally an indigenous design.

Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun

in Dec 1996.

Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.

Launched TVS Victor, 4-stroke 110 cc motorcycles, in August 2001; India’s first

fully indigenously designed and manufactured motorcycle.

In 2000 the first 4 stroke motorcycle was launched called Fiero

Launched TVS Star in Sept 2004, a 100 cc motorcycle which is ideal for rough

terrain

Launched TVS Apache in Nov 2005. It finally went on to be the Bike of the

Year for 2006, winning 6 prestigious awards

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TVS Apache

TVS Apache with its shapely streamlined tank and engine design is really an eye -

stopper. Its smooth and flawless finish makes this bike desirable to the market. Its

tough but light 6 spoke black alloy wheels are really supportive for better control and

excellent riding of this two wheeler. Its uniquely designed head lamp has become one

of the best head turner in the market of two wheelers.

Its 240 mm disc brake is helpful in stopping one in any sudden situation to

avoid accident. Its all gear start and low friction engine with RCF technology are the

key factor of better efficiency of this bike. It is further equipped with various

upgraded technology like monotube inverted gas filled shocks, IDI lean burn, iE

surge (intake and exhaust resonator), synchro stiff chassis etc. for the proper safety

and security of the persons seating on the bike.

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Its symbol, the Wings, represents the company's unwavering dedication in achieving

goals that are unique and above all, conforming to international norms. These wings

are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly

owned subsidiary of Honda Motor Company Ltd., Japan. In September 2004, Honda

Motorcycle and Scooters India Limited (HMSI), the wholly owned subsidiary of the

Japan-based Honda Motor Company Limited (HMCL), launched its first 150cc

motorcycle named 'Unicorn.' Priced at Rs. 50,043 (ex-showroom price, Delhi),

Unicorn had a four stroke 13.3 bhp engine with five gears. The new bike was

available in five colours and was designed to achieve a speed of 0 to 60 kmph in five

seconds. Unicorn was promoted with the caption "Be a wing rider." (Refer Exhibit I

for a visual of Unicorn). Targeted at youth, Unicorn looked sportier than all the

existing motorcycles in the premium segment and was pitted against Bajaj Pulsar, the

leader with 75 percent market share in that segment.

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Honda Unicorn This bike with powerful 4 stroke 150 cc engine delivering output of 13.3 bhp engine

clubbed with many other high end equipments like Constant Volume (CV)

Carburetor, pulse exhaust system, offset crank and 2 way air jacket. Its multi mapping

CDI, roller rocker arm, 5 speed gears, tumble free combustion etc. determine the

performance as well as its aesthetic value. Its aerodynamic body lining, sporty and

sleek design, appealing tail lamp and excellent body graphics etc are enhancing its

style statement day by day. Unique shock absorbing mono suspension prevents

discomfort due to the sudden jerk caused by uneven road. Its flexible seating

arrangement, ample foot space gives the total comfort of journey. Fully equipped with

various cutting edge technologies, this bike comes with hole plugging mechanism,

tuff up tube, easy primary kick etc.

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CONSUMER BEHAVIOURBefore getting into details of Consumer Behaviour, one must go through certain basic

terminologies. In general terms both ‘Consumer’ and ‘Customer’ are considered the

same but they are quite different.

The term ‘Customer’ is some what different from the term ‘consumer’. The term

customer is used to refer to someone who purchases goods and services from a particular

store or company. Thus a customer is defined in terms of a specific term while a

consumer is not

‘Consumer’ may be referred to any one engaged in evaluating, acquiring, using or

disposing of goods and services which he expects will satisfy his needs.

So ultimately Consumers are that individual who consumes or uses a product,

which may or may not be purchased by him.

So after getting into these terms we need to get into the details of “Consumer

Behaviour”.

Consumer Behaviour – Consumer behaviour refers to how a consumer behaves or acts

or reacts in making a purchase of goods and services of his choice in different situations

The term consumer Behaviour can be defined as, “The behaviour that consumers

display in searching for purchasing, using, evaluating and disposing of products, services

and ideas which they expect will satisfy their needs.”

- Leon G. Schiffman and Leslie Lazar Kanuk.

The study of consumer behaviour not only focuses on how and why consumers make

buying decisions, but also focuses on the uses which consumers make of the goods they

buy and their evaluation of these goods after use. If the goods after use don’t satisfy the

consumers, they my feel dissatisfied perhaps because post- purchase services are not up

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to their satisfaction, and thus, this may influence their purchase of the goods and it may

also influence the buying decision of many others who might come in contact with them.

The detailed study of Consumer Behaviour or Consumer Preferences focuses

on-

Who Buys products or services?

How do they buy products or services?

Where do they buy them?

How often do they buy them?

When do they buy them?

Why do they buy them?

How often do they use them?

These questions will help in understanding the factors that influence the decision making

process of the consumers. The buyer’s decision making process includes the following:-

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Purchase decision

5. Post purchase behavior

1. Problem recognition : - First and the foremost step is to identify the problem i.e.

what actually one wants with regard to the product.

2. Information Search : - Second step is to search the relevant information

regarding the Product which one wants.

3. Evaluation of alternatives : - Third step is to evaluate the collected information

i.e. analyze the information.

4. Purchase decision : - In forth step the product is actually purchased.

5. Post purchase behaviour : - In fifth step the consumer actually reacts against the

quality, quantity etc received after the purchasing the product i.e. in this stage he

reacts on the basis of his getting satisfied after the purchase of the product.

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The buyer’s decisions include the following:-

Product choice

Brand choice

Dealer choice

Purchase timing

Purchase amount.

Consumer perception

How do Buyers form their preference? Their preferences are influenced by their

past buying experience, friend’s and associate’s advice, and the marketer’s and

competitor’s information and promises. Though customer preference is a very qualitative

term and it is very difficult to measure. In this study an effort has been made to measure

the customer preference level.

Customer Satisfaction

“Satisfaction is a person’s feelings of pleasure or disappointment resulting from

comparing a product’s perceived performance in relation to his or her expectation”

As the definition makes it clear, satisfaction is a function of perceived

performance and expectations. If the performance falls short of the expectations of the

customer, the customer is dissatisfied. If the performance exceeds the expectations, the

customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just

satisfied still find it easy to switch, when a better offer comes along. Those who are

highly satisfied are much less ready to switch. High satisfaction or delight creates an

emotional affinity with the brain, not just a rational preference. The result is high

customer loyalty.

In this highly competitive world customers plays a very important role. Thus, if a

company wants to survive then it should look forward to the determinants of customer

satisfaction. Though it is a very subjective issue that differs from individual to individual

yet, identifying some basic parameters of customer satisfaction is important.

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Satisfaction is a person’s feeling of pleasure and disappointment resulting from

comparing a product’s perceived performance in relation to his or her expectations. It is

only the customer delight that marketer aims for.

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Significance of the

study

To know the Basic consumer buying behaviour and the reasons because of which

they switch from one company to another.

To know about the company’s details (profile, Products)

This study would help in revealing the type and specific qualities of the bikes

offered by the company to their consumers.

To study the satisfaction level of consumers who uses bikes.

To study the factors influencing consumers to buy 150cc bikes.

To study effect of advertisement on the purchasing decision of the consumers

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OBJECTIVES

AND SCOPE OF

THE STUDY

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Objectives of the

studyThe clear purpose or objective of the research enables the researcher to collect –

necessary relevant information. The objective of the research is to know the

Customer’s buying behavior for purchasing two wheeler bikes on the basis of Price, Fuel efficiency, Brand, Style and comfort name in Gorakhpur district..

To study the consumers’ opinion of their motor bikes regarding its features like

appearance, mileage, price etc.

To analyze the impact of behavioral factors of consumers on choosing particular

brand of motor bike.

To find out the factor which are consumer consider before purchasing two

wheeler bikes.

To Know about the market share of two- wheeler bikes companies.

To know the consumer satisfaction level of consumer of two wheeler bikes after

purchasing.

Find out the quantum of customer satisfaction with respect to bikes.

Determine the influence of reference group in the purchasing decision of buyers.

Find out the ways for improving of the services to attain level of customer

satisfaction

.

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SCOPE OF STUDY

The main scope of the study is limited to Gorakhpur city.

It also analysis the benefits accruing to the company as a result of those service.

This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place.

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LITERATURE

REVIEW

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LITERATURE REVIEWOnce the problem is formulated, the researcher has to undertake an extensive literature

survey related to problem. The literature survey undertaken here includes books and

different websites from the internet.

The research project was to know the Customer’s buying behaviour and customer satisfaction for purchasing of two wheeler bikes on the basis of Price, Fuel efficiency, Brand, Style and comfort name.

Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the customer

behaviour is the study of how individuals make decisions to spend their available

resources (Time, Money and Efforts) on consumption related items. It includes

the study what they buy, whey they buy it, when they buy it, where they buy it,

how often they buy it and how often they use it. The primary purpose for the

study consumer behaviour as apart of marketing curriculum is to understand how

and how customers make their purchase decisions. There insights enable

marketers to design more effective marketing strategies.

Gupta.C .B and Dr. Nair. N.Rajan 2 - A business is based on understanding the

customer and providing the kind of products that the customer wants.

Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the process

where by individuals decide what, when, where, how and from whom to purchase

goods and services. Buying behaviour may be viewed as an orderly process here

by individual interacts with his environment for the purpose of making market

decision on products and services.

Nair Suja. R.4 - The success of the firm will be determined by how effective it

has been in meeting the diverse customer needs and wants by treating each

customer as unique and offering products and services to suit his/her needs.

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Bennett Peter.D. And Kassarjian Haroldh 5 - A great deal of research activity

in marketing is design to shed light on the customer decision process.

Kothari C.R.6 For data analysis different statistical techniques are being used such as scaling techniques, correlation, hypothesis testing.

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RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem, which is a

science of study how research is done scientifically. Thus research methodology

encompasses the research methods or techniques; the research is capable of being

evaluated either by the researcher himself or by others.

SAMPLING

Sampling may be defined as the selection of some parts of an agreement or

totality for the purpose of study. All the items in any field of inquiry constitute a

universe or population, a complete enumeration of all the items in the population

is known as Census inquiry. But when the field of inquiry is large this method

becomes difficult to adopt because of the limited no. of resources involved in the

case sample survey method is chosen under which units are selected in such a way

that they represent the entire universe.

SAMPLING DESIGN CENSUS METHOD : - All the items in any field of inquiry constitute a

‘Universe’ or ‘Population’. A complete enumeration of all the items in the

‘Population’ is known as a Census inquiry. It can be presumed that in such an

inquiry, when all items are covered, no element of chance is left and highest

accuracy is obtained. But in practical it is not true in all cases. This type of inquiry

involves a great deal of time, money and energy. Therefore, when the field of

inquiry is large, this method becomes difficult to adopt because of the resources

involved.

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SAMPLING METHOD :- When field studies are undertaken in practical life,

consideration of time and cost almost invariably lead to a selection of respondents

i.e. selection of only few items. The respondent selected should be as

representative of total population. These respondents constitute what is

technically called a ‘Sample’ and the selection process is called ‘Sampling

Technique’. The survey so conducted is known as ‘Sample Survey’.

Implementation of Sample Design: - A sample design is a definite plan for

obtaining a sample from a given population. It refers to the technique or the procedure the

researcher would adopt in selecting items for the sample. Sampling design may as well

lay down the number of items to be included in the sample i.e. the size of sample. Sample

design is determined before the data are colleted.

Steps In Sampling Design :- While developing a research design following

items are taken into consideration:-

I. Type of universe: - First and the foremost step is to clearly define the

universe to be studied. As I have taken the area of Gorakhpur City

(Uttar Pradesh), so for me here the universe is Gorakhpur area. No

doubt it is a finite universe but the area is very big and can’t be

covered easily due to shortage of time.

II. Sampling unit: - A decision has to be taken concerning a sampling

unit before selecting sample. Here my sample unit includes college

going students who own bikes.

III. Size of sample: - This refers to the number of items to be selected

from the universe to constitute a sample. Here I have taken the sample

of 200 consumer who have bikes.

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IV. Parameters of interest: - In determining the sample design, one must

consider the question of the specific population parameters which are

of interest. Here I had taken all consumers who own their bike.

V. Sampling procedure: - Finally the technique of selecting the sample

is to be dealt with. That means through which method the sample has

been collected. There are various types of selecting the sample. This

includes probability sampling, random sampling, stratified sampling,

cluster sampling, convenience sampling. Here I have used the cluster

sampling method for data collection, as Gorakhpur area is very big and

there are many consumer.

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Analytical tool

Multi Dimensional Scalin g

Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity)

proximity matrix based on a set of observations. The purpose of MDS is to model the

proximity of observations in order to represent them as accurately as possible in a limited

number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses

the SMACOF (Scaling by Majoring a Convex Function) algorithm that minimizes the

"normalized stress" function. Furthermore, there are several MDS models (or

representation functions), i.e. several ways to transform the dissimilarities into disparities.

The disparities are the distances that describe the optimal representation for the

observations. The difference between the disparities and the distances measured on the

representation resulting from the MDS is called the stress: the lower the stress, the better

the representation of the observations.

When the representation function simply respects the relative order of the observations,

one speaks about ordinal MDS or non-metric MDS. When the dissimilarities are

transformed into disparities using a specific parametric function, one speaks about metric

MDS. The following models are available in the current version of XLSTAT:

Metric MDS

· Absolute MDS: each dissimilarity dij must exactly match the distance between

points i and j in the representation space.

· Ratio MDS: the ratio of all distance pairs in the representation space must

correspond to the ratio of the corresponding dissimilarities.

Interval MDS: the ratio of all differences between distances in the representation

space must correspond to the ratio of the differences of the corresponding dissimilarities.

41

Note: the current version of XLSTAT does not support negative disparities that may

occur if you use the "interval" model. If an error message is displayed on this subject, you

must use another model to process your data.

Nonmetric MDS

· ordinal (1): the order of the distances in the representation space must correspond

to the order of the corresponding dissimilarities. If there are two dissimilarities of the

same rank, then there are no restrictions on the corresponding distances.

· ordinal (2): identical to the previous model, but if dissimilarities exist in the same

rank, the corresponding distances must be equal.

The stress measures the quality of the representation for a given number of dimensions.

The lower it is, the better the representation. Various formulas have been proposed by

different authors. Although the minimization is always based on the normalized stress,

XLSTAT allows to show the results using the four formulas defined below:

· Raw stress: it gives the quality of the representation based on the squared errors of

the representation compared with the disparities. The formula gives:

Where Dij is the disparity between individuals i and j, and dij is the Euclidean distance

on the representation for the same individuals. wij is the weight of the ij proximity (value

is 1 by default).

· Normalized Stress: it gives the quality of the representation based on the squared

errors of the representation compared with the disparities, divided by the sum of the

squared disparities. The formula gives:

42

· Kruskal's stress 1: it gives the quality of the representation based on the square

root of the squared errors of the representation compared with the disparities, divided by

the sum of the squared distances on the representation. The formula gives:

· Kruskal's stress 2: it gives the quality of the representation based on the square

root of the squared errors of the representation compared with the disparities, divided by

the sum of the squared centered distances on the representation. The formula gives:

where is the average of the distances on the representation. This formula usually results

in a stress value that is approximately twice the value obtained for Kruskal's stress 1.

In order to know if the representation quality is good enough, some rules exist, mostly

based on the Kruskal's stress 1. However, the Shepard diagram that allows to compare the

dissimilarities with the distances and to observe some ruptures in the ordination of the

values is a empirical but reliable method. The more the chart looks linear, the better the

representation. The way the stress evolves when the number of dimensions decreases is

also interesting to detect if a significant amount of information is being lost in the

selected representation.

43

MDS Interpretation

The factors shown below in the table are selected are the basis of the study and are

used to apply MDS (Multi Dimensional scaling) and the analyses are as follows (See

Annexure 1). MDS (Multi Dimensional scaling) has been used because there are

multiple factors and no other scaling technique could be used to show the analyses

authenticated.

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5Safety

11 13 6 8 6

Comfort 7 11 11 7 5Fuel efficiency

10 11 6 5 7Style

8 5 9 8 11Performance

5 1 7 10 12

44

CorrelationOne of the Statistical tool which I am going to apply in my project is correlation.

Correlation is their when change in the value of one variable influences the change in the

value of other variable.

“The statistical tool with the help of which relationship between two or more than

two variables are studied is called correlation”

It refers to the techniques used in measuring the closeness of the relationship between the

variables.

“Correlation analysis deals with the association between two or more variables.”

45

Correlation

Let us take the hypothesis as:-

H0 = Let there is no correlation between various factors like Price, Brand

name, Fuel Efficiency, style & comfort and the Purchase of

bike(HONDA,BAJAJ and TVS)

X

Dx

Y

Dy

HONDA BAJAJ TVS

-1 0 1 F fdy fdy2 fdxdy

Price -2 23 4 5 32 -64 128 36

Brand -1 14 24 4 42 -42 42 10

Fuel Efficiency 0 18 10 6 34 0 0 0

Style 1 32 6 12 50 50 50 -20

Comfort 2 20 17 5 42 42 168 -30

f 107 61 32 200 28 388 -4

fdx -107 0 32 -75

fdx2 107 0 32 139

fdxdy -12 0 8 -4

H1 = Let there is correlation between various factors like Price, Brand name,

Fuel Efficiency, style & comfort and the Purchase of bike(HONDA,BAJAJ and

TVS)

46

Coefficient of Correlation =

r = Nfdxdy - fdxfdy

Nfdx2-(fdx)2 Nfdy2-(fdy)2

r = 200x-4 – (-75)(28)__________

27800-5625 77600-784

r = +0.0314

Hence it has been proved that there is a correlation between various

factors and purchase of bikes.

Data Collection

The task of data collection begins after the research program has been

defined and research design plan has been checked out. The data collected is

important part of research.

DATA COLLECTION METHOD

In the data collection method different methods are adopted for primary data collection

and secondary data collection.

PRIMARY DATA COLLECTION

Primary data is the data which is collected through observation or direct

communication with the respondent in one form or another. These are several

methods for primary data collection like Observation method, Interview method,

through schedule, through questionnaires and so on.

But as time was limited so, the relevant data was collected from the selected units

by adopting and arranging personal interview with the shopkeeper and dealer

along with a pre structured questionnaire. In this method I thank the views of

shopkeepers and dealer through the use of questionnaire and general interview.

47

SECONDARY DATA COLLECTION

The company’s past database is taken into reference along With company

brochures.

DATA COLLECTION INSTRUMENTS

The data collection instruments used in the study is mentioned below:-

o QUESTIONNAIRE

The method of data collection is quite popular. I prepared a questionnaire after

knowing the different objectives of the study and considering all the things that

are required for studying the dissertation topic.

48

Hypothesis Testing( By applying Chi-Square)

Chi-square test is used when the set of observed frequencies obtained after

experimentation have to be supported by hypothesis or theory. The test is known as X2-

test of goodness of fit and is used to test if the deviation between observation

(experiment) and theory may be attributed to chance (fluctuations of sampling).

Here we have the assumption of H0 and H1. If the values come in accordance to the

depicted values then the hypothesis is accepted else it’s rejected.

S(O-E) 2x2 = ——— where,

E

O = observed frequency

E = Expected frequency

49

Chi-square testLet us take the hypothesis as:-

H0 = Let there is no correlation between various factors like Price,

Brand name, Fuel Efficiency, style & comfort and the Purchase of

bike(HONDA,BAJAJ and TVS)

H1 = Let there is correlation between various factors like Price, Brand

name, Fuel Efficiency, style & comfort and the Purchase of

bike(HONDA,BAJAJ and TVS)

Honda TVS BAJAJ f

Price 4 5 23 32

Brand 24 4 14 42

Fuel Efficiency 10 6 18 34

Style 6 12 32 50

Comfort 17 5 20 42

f 61 32 107 200

50

EXPECTED

HONDA TVS BAJAJ f

Price 9.76 5.12 17.12 32

Brand 12.81 6.72 22.47 42

Fuel Efficiency 10.37 5.44 18.19 34

Style 15.25 8 26.75 50

Comfort 12.81 6.72 22.47 42

F61 32 107

200

51

Observed Value Expected value (O-E)2 (O-E)2/E4 9.76 33.06 3.38

24 12.81 125.21 9.77

10 10.37 0.136 0.013

6 15.25 85.56 5.61

17 12.81 17.55 1.37

5 5.12 0.014 0.002

4 6.72 12.83 1.90

6 5.44 0.13 0.056

12 8 16 2

5 6.72 2.95 0.43

23 17.12 34.57 2.01

14 22.47 71.74 3.19

18 18.19 0.036 0.001

32 26.75 27.56 1.003

20 22.47 6.100 0.27

2 Calculated= 31.033

V = (r-1) (c-1) = (5-1) (3-1) = 8

for V =8 2 0.05 table value = 15.5

So, 2 0.05 table value is less than 2 calculated value, so hypothesis (Null)

is rejected and the alternate hypothesis is accepted. Therefore there is a

correlation between various factors like Price, rand name, Fuel Efficiency,

style & comfort and the Purchase of bike (HONDA, BAJAJ and TVS)

52

Analysis Of Data Collection

53

Analysis of Data collection

Table 1

Are your aware about 150 cc bike brands available in the market?

Are your aware about 150 cc bike brands available in the market?

No. of respondents

Fully Aware 93Aware 76

Less aware 31

Table 1 shows that 93 of respondents are fully aware about 150 cc bikes in market, 76 of

respondents just aware about 150 cc bikes and only 31 of respondents are have little bit

knowledge about 150cc.

93

76

31

0

20

40

60

80

100

No

. o

f re

spo

nd

ents

Fully Aware Aware Less aware

Are your aware about 150 cc bike brands available in the market ?

Fig. 1

54

Table 2

How do you come to know about this brand/model of 150 cc bike?

How do you come to know about this brand/model of 150cc bike?

No. of respondents

Friends 45Advertisement 87

Publicity 10Family members 47

Any other 11

Table 2 shows that 45 of respondents came to know about brand of bikes from friends, 87 of respondents came to know about brand of bikes from advertisement, 10 of respondents came to know about brand of bikes from publicity, 47 of respondents came to know about brand of bikes from family members and 11 of respondents came to know about brand of bikes from other sources.

45

87

10

47

11

0102030405060708090

No

. o

f re

sp

on

de

nts

Friends Advertisement Publicity Familymembers

Any other

How do you come to know about this brand/model of 150 CC bike ?

Fig. 2

55

Table 3

Which factor influence you more to purchase a bike?

Which factor influence you more to purchase a bike?

No. of respondents

Brand image 53Fuel efficiency 81

Price 27Comfort 17

Syle 25

Table 3 shows that 53 respondents are influenced to purchase a bike from its brand image, 81 respondents are influenced to purchase a bike from its Fuel efficiency, 27 respondents are influenced to purchase a bike from its lesser Price, 17 respondents are influenced to purchase a bike from its Comfort, 25 respondents are influenced to purchase a bike from its Style.

53

81

2717

25

0

20

40

60

80

100

No

. of

res

po

nd

en

ts

Brand image Fuel eff iciency Price Comfort Syle

Which factor influence you more to purchase a bike ?

Fig. 3

56

Table 4

Are you satisfied with its overall performance?

Are you satisfied with its overall performance?

No. of respondents

Fully Satisfied 41Satisfied 104Moderate 42

Less satisfied 10Poor 3

Table 4 shows that 41 of respondents are fully satisfied with the performance of their

bikes, 104 of respondents are satisfied with the performance of their bike, 42 of

respondents are moderate in satisfaction with the performance of their bikes and 3 of

respondents are poorly satisfied with the performance of their bike.

41

104

42

103

0

20

40

60

80

100

120

No

. o

f re

spo

nd

ents

FullySatisfied

Satisfied Moderate Less satisfied Poor

Are you satisfied with its overall performance?

Fig. 4

57

Table 5

According to you which company gives the most benefit to customers?

According to you which company gives the most benefit to customers?

No. of respondents

Honda 63Bajaj 109TVS 28

Table 5 shows that 63 of respondents are saying that the Honda is providing more benefits of the services to the customers, 109 of respondents are saying that the Bajaj is providing more benefits of the services to the customers and 28 of respondents are saying that the TVS is providing more benefits of the services to the customers.

According to you which company gives the most benefit to customers ?

63

109

28

Honda

Bajaj

TVS

Fig. 5

58

Table 6

Which type of media influence your purchase behaviour?

Which type of media influence your purchase behaviour?

No. of respondents

T.V. 114Newspaper 33

Wall painting 5Hording 12

Magazine 36

Table 6 shows that 114 of respondents and influence to purchase their bike through T.V., 33 of respondents and influence to purchase their bike through Newspaper, 5 of respondents and influence to purchase their bike through Wall painting, 12 of respondents and influence to purchase their bike through Hording and 36 of respondents and influence to purchase their bike through Magazine.

114

33

512

36

0

20

40

60

80

100

120

No

. o

f re

spo

nd

ents

T.V. New spaper Wall painting Hording Magazine

Which type of media influence your purchase behaviour ?

Fig. 6

59

Table 7

Who influenced you more in your buying decision of bike?

Who influenced you more in your buying decision of bike?

No. of respondents

Self 30Family Member 54Friends/Relative 98

Mechanics 18

Table 7 shows that 30 of respondents have influence their buying decision from their self decision, 54 of respondents have influence their buying decision from their family members, 98 of respondents have influence their buying decision from their friends/relative and 18 of respondents have influence their buying decision from their Mechanics,

30

54

98

18

0

20

40

60

80

100

No

. o

f re

spo

nd

ents

Self Family Member Friends/Relative Mechanics

Who influenced you more in your buying decision of bike ?

Fig. 7

60

Table 8

In your opinion, what role advertisement plays?

In your opinion, what role advertisement plays?

No. of respondents

Provides important details 65Creates awareness 125

Misleading 10

Table 8 shows that 65 of respondents are in favor that advertisement provides important details, 125 of respondents are in favor that advertisement creates awareness and 10 of respondents are in favor that advertisement Misleading.

65

125

10

0

20

40

60

80

100

120

140

No

. of

resp

on

den

ts

Providesimportant details

Createsawareness

Misleading

In your opinion, what role advertisement plays ?

Fig. 8

61

RECOMMENDATI

ONS

62

RecommendationRecommendation refers to the outcome of the research work done and the suggestions for

implementation i.e. findings.

1. It is suggested that manufacturer should make all efforts to control cost.

2. New technology should be applied according to the requirement of the customer.

3. Provide various schemes which attract the customers.

4. Spare parts of the bikes should be easily available in the market.

5. Bike should be fuel efficient.

6. Bike should be available in different colours so as to attract two wheeler bikes

consumer..

7. Bike should be given sportier look.

63

Conclusion

It has been seen that the most of the buyers are influenced by the mileage, maintenance

cost, and price at the purchasing of the two wheeler bikes. 120 buyers out of 200 buyers

of bikes says that they are influenced by the mileage , maintenance cost, price and

service availability of the company. And 50 buyers are said that they are influenced by

the stylish look and sporty look of the bikes.

Advertisement is major source of making awareness of two wheeler bikes. But mostly the

influence of reference group in the purchasing decision for two wheeler bikes is the

family and social class. While buying a motorcycle, economy is the main consideration in

form of maintenance cost, fuel efficiency.

64

LIMITATION OF THE STUDY

Various hindrances occurred while carrying out the research. They have acted as

limitation of the study and a few of them are:-

1. Short time period: The time period for carrying out the research was

short as a result of which many facts have been left unexplored.

2. Small area for research: The area for study was Gorakhpur which is

quite a small area to judge out the consumer preferences for the

various brands of television.

3. Lack of resources: Lack of time and other resources as it was not

possible to conduct survey at large level.

4. Small no. of respondents: Only 200 respondents have been chosen

which is a small number, to represent whole of the population of

Gorakhpur.

5. Unwillingness of respondents: While collection of the data many

consumers were unwilling to fill the questionnaire. Respondents were

having a feeling of wastage of time for them.

6. Confinement of Price: - Price of the bikes is confined only to a particular

period. So the respondents were not able to fill in proper price of their bikes.

65

BIBLIOGRAPHY

66

BIBLIOGRAPHY1. Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour

6th edition Published by: Prentice-hall of India Private Limited. ( page no. 2&6)

2. Gupta C.B. and Dr. Nair N. Rajan Marketing

Management 5th edition Published by: Sultan chand & sons (page no. 1.69)

3. Mamoria C.B. and Mamoria Satish Marketing

Management 4th edition Published by: Kitab Mahal (page no. 161)

4. Nair Suja R. Consumer Behaviour

Indian prospective Ist edition Published by: Himalaya Publicating Home ( page no.

3)

5. Bennett Peter D. and Kassarjian Harold Consumer

Behaviour 8th edition Published by: Prentice-hall of India Private Limited.(page no.

5)

6. Kothari C.R Research

Methodology Methods & Techniques 2nd edition Published by: Wishwa

Publication (page no. 151, 94-95)

7. http://www.tvsapache.com/home.aspx

8. http://www.bajajauto.com/pulsar/

9. http://www.honda2wheelersindia.com/unicorn/ride_n_fly/

be_a_wing_rider.asp

10. http://auto.indiamart.com/motorcycles/

11. http://www.thehindubusinessline.com/iw/2004/11/28/stories/

2004112800421500.htm

12. http://www.indiabike.com/infobank/unicorn/index.htm

13. http://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htm

67

ANNEXURE

68

Questionnaire

1. Which Brand of bike you own?

2. What is the price of your bike?

3. How long do you own this Bike?

Less than six month

Six month

One year

Two year

More than 2 years

4. How fuel efficient your bike is?

5. What is the top speed (km/hs) of your bike?

6. Are you aware about the 150cc bike brands available in the market?

Fully aware

Aware

Less aware

7. Which of the following model/brand of 150cc motorcycle you like the most –

1 2 3

HONDA (Unicorn) -- -- --

BAJAJ (Pulsar 150cc) -- -- --

TVS (Apache) -- -- --

69

8. Which factor influence you more to purchase the bike –

Brand image

Fuel efficiency

Price

Comfort

Style

9. How do you grade the following qualities-

Safety

Comfort

Fuel efficiency

Style

performance

10. Why did you prefer this model /bike?

1 2 3 4

Price -- -- -- --

Mileage -- -- -- --

After sales service -- -- -- --

Power -- -- -- --

11. Are you satisfied with its overall performance?

Fully satisfied

Satisfied

Average

Less satisfied

Poor

13. According to you which company gives the most benefits to customers?

70

HONDA

BAJAJ

TVS

14.Which type of media influences your purchase behavior?

T.V

Newspaper

Wall painting

Hording

Magazine

15. Who influenced you more in your buying decision of bike?

Self

Family member

Friends/relatives

Mechanics

16. In your opinion, what role advertisement plays?

Provides Important details

Creates awareness

Misleading

Name : ____________________________

Place : ____________________________

Age : ____________________________

Annexure 1

71

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5Safety

11 13 6 8 6

Comfort 7 11 11 7 5Fuel

efficiency

10 11 6 5 7Style

8 5 9 8 11Performance

5 1 7 10 12

XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/14/2007 at 4:06:41 PM Rank 1 Rank 2 Rank 3 Rank 4 Rank 5Similarity matrix (converted to a dissimilarity matrix): workbook = Book1 / sheet = Sheet1 / range = $B$2:$F$6 / 5 rows and 5 columns 11 13 6 8 6Uniform weighting (default) 7 11 11 7 5No missing values 10 11 6 5 7Metric Multidimensional Scaling 8 5 9 8 11Multidimensional Scaling model: absolute 5 1 7 10 12Stress used for the results: Kruskal's stress-1Dimension of the representation space: 2Repetitions: 10Seed of the pseudo-random numbers generator: 4145765104Iterations: 50Convergence: 0.0001

Space with 2 Dimensions:

Model: Dij= Pij

Observation coordinates:

Observation Dim1 Dim2Rank 1 -0.649 2.254Rank 2 -4.633 0.143Rank 3 -1.495 -0.010Rank 4 2.140 -0.768Rank 5 4.637 -1.620

72

Distances measured in the representation space:

  Rank 1 Rank 2 Rank 3 Rank 4 Rank 5Rank 1 0 4.509 2.417 4.112 6.554Rank 2 4.509 0 3.141 6.833 9.437Rank 3 2.417 3.141 0 3.713 6.341Rank 4 4.112 6.833 3.713 0 2.639Rank 5 6.554 9.437 6.341 2.639 0Ideal distances calculated using the model (disparities):

  Rank 1 Rank 2 Rank 3 Rank 4 Rank 5Rank 1 0 5.000 2.000 4.000 7.000Rank 2 5.000 0 1.000 7.000 11.000Rank 3 2.000 1.000 0 3.000 5.000Rank 4 4.000 7.000 3.000 0 2.000Rank 5 7.000 11.000 5.000 2.000 0Residual distances:

  Rank 1 Rank 2 Rank 3 Rank 4 Rank 5Rank 1 0 -0.491 0.417 0.112 -0.446Rank 2 -0.491 0 2.141 -0.167 -1.563Rank 3 0.417 2.141 0 0.713 1.341Rank 4 0.112 -0.167 0.713 0 0.639Rank 5 -0.446 -1.563 1.341 0.639 0Comparative table:

Pair Dissimilarity

Disparity Distance

Dissimilarity

Disparity rank

73

rankRank 2 - Rank 3 1.000 1.000 3.141 1 1Rank 4 - Rank 5 2.000 2.000 2.639 2 2Rank 1 - Rank 3 2.000 2.000 2.417 2 2Rank 3 - Rank 4 3.000 3.000 3.713 3 3Rank 1 - Rank 4 4.000 4.000 4.112 4 4Rank 3 - Rank 5 5.000 5.000 6.341 5 5Rank 1 - Rank 2 5.000 5.000 4.509 5 5Rank 1 - Rank 5 7.000 7.000 6.554 6 6Rank 2 - Rank 4 7.000 7.000 6.833 6 6Rank 2 - Rank 5 11.000 11.000 9.437 7 7

Summary of repetitions:

RepetitionIteration

sInitial stress

Fin. stress

1 26 1.076 0.1892 23 0.746 0.1893 16 0.604 0.1894 26 0.633 0.1895 14 0.658 0.1896 22 0.644 0.1897 26 0.738 0.1898 19 0.660 0.1899 23 0.551 0.18910 21 0.683 0.189

74

Annexure 1

Rank 1 Rank 2 Rank 3 Rank 4Price 23 14 9 9

Mileage 20 12 17 1After sales service 6 17 16 12

Power 10 7 5 22

XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/14/2007 at 5:23:21 PM

Rank 1 Rank 2 Rank 3 Rank 4

Similarity matrix (converted to a dissimilarity matrix): workbook = Book1 / sheet = Sheet1 / range = $B$2:$E$5 / 4 rows and 4 columns 23 14 9 9Uniform weighting (default) 20 12 17 1No missing values 6 17 16 12Metric Multidimensional Scaling 10 7 5 22Multidimensional Scaling model: absoluteStress used for the results: Kruskal's stress-1Dimension of the representation space: 2Repetitions: 10Seed of the pseudo-random numbers generator: 766854828Iterations: 50Convergence: 0.0001

Space with 2 Dimensions:Model: Dij= PijObservation coordinates:

Observation Dim1 Dim2Rank 1 -1.711 5.955Rank 2 -4.147 0.681

Rank 3 -5.108-

7.816Rank 4 10.965 1.179

75

Distances measured in the representation space:

  Rank 1Rank

2 Rank 3 Rank 4Rank 1 0 5.809 14.184 13.546Rank 2 5.809 0 8.551 15.120Rank 3 14.184 8.551 0 18.419

Rank 4 13.54615.12

0 18.419 0

Ideal distances calculated using the model (disparities):

  Rank 1Rank

2 Rank 3 Rank 4Rank 1 0 3.000 17.000 13.000Rank 2 3.000 0 6.000 16.000Rank 3 17.000 6.000 0 18.000

Rank 4 13.00016.00

0 18.000 0

Residual distances:

  Rank 1Rank

2 Rank 3 Rank 4Rank 1 0 2.809 -2.816 0.546Rank 2 2.809 0 2.551 -0.880Rank 3 -2.816 2.551 0 0.419

Rank 4 0.546-

0.880 0.419 0

Comparative table:

PairDissimilarit

yDispa

rity DistanceDissimilarity rank

Rank 1 - Rank 2 3.000 3.000 5.809 1Rank 2 - Rank 3 6.000 6.000 8.551 2

Rank 1 - Rank 4 13.00013.00

0 13.546 3

Rank 2 - Rank 4 16.00016.00

0 15.120 4

Rank 1 - Rank 3 17.00017.00

0 14.184 5

Rank 3 - Rank 4 18.00018.00

0 18.419 6

76

Summary of repetitions:

Repetition IterationsInitial stress

Fin. stress

1 19 0.992 0.1492 19 1.510 0.1493 11 0.682 0.1494 18 0.699 0.1495 13 0.492 0.1496 17 0.504 0.1497 32 0.302 0.1498 9 0.426 0.1499 24 0.279 0.14910 17 0.530 0.149

77

Chi-square test

Honda TVS BAJAJ f

Price 4 5 23 32

Brand 24 4 14 42

Fuel Efficiency 10 6 18 34

Style 6 12 32 50

Comfort 17 5 20 42

f 61 32 107 200

XLSTAT 7.1 - Tests on Contingency Tables (Chi-square...) - 3/15/2007 at 10:27:52 AMData: workbook = Book1 / sheet = Sheet1 / range = $B$2:$D$6 / 5 rows and 3 columns

Independence tests between the rows and columns in the contingency table:

Chi-square test:

Chi-square (observed value) 30.286Chi-square (critical value) 15.507DF 8One-tailed p-value 0.000Alpha 0.05

Decision:At the level of significance Alpha=0.050 the decision is to reject the null hypothesis of independence between the rows and the columns.In other words, the dependence between the rows and the columns is significant.

Chi-square likelihood ratio test (Wilks' G²):

78

Wilks' G² (observed value) 31.031Wilks' G² (critical value) 15.507DF 8One-tailed p-value 0.000Alpha 0.05

Decision:At the level of significance Alpha=0.050 the decision is to reject the null hypothesis of independence between the rows and the columns.In other words, the dependence between the rows and the columns is significant.

Table of the statistics testing the independence rows/columns:

  Value DF p-valueChi-square 30.286 8 0.000Wilks' G² 31.031 8 0.000

Table of the coefficients:

Coefficient ValuePearson's Phi 0.389Cramer's V 0.275Tschuprow's T 0.231Contingency coefficient 0.363Theil's U (R|C) 0.049Theil's U (C|R) 0.078Averaged Theil's U 0.060Goodman and Kruskal tau (R|C) 0.040Goodman and Kruskal tau (C|R) 0.086Averaged Goodman and Kruskal tau 0.063