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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
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]
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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.
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]
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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.
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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.
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]
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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.
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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
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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.
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]
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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
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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
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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
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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
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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
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]
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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
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]
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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
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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
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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
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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
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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
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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
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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.
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]
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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.
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]
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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.
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]
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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.
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
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BIBLIOGRAPHY – Text Books and Journals
1. Philip Kotler, (2007) Marketing management, Millenium Edition, Pretice Hall of
India, New Delhi
2. P. Sarvanavel, (2009) Research Methodology, Kitab Mahal, Fifteenth Edition.
3. Hawkins Best & Coney, (2004) Consumer Behavior, Building Marketing
Strategy, Boston, McGraw Hill Irwin.
4. Hoyer, Maclnnis, (2004) Consumer Behaviour, Third Edition, Houghton Mifflin
Company.
5. Kevin Lane Keller, (2003) Strategic Brand Management, Second Edition, Pearson
Education Inc.
6. Consumer response towards product quality measurement with high validity and
reliability, Econspeak: A journal of Advances in Management, IT & Social
Science, Volume 8, Issue 10, October 2018.
7. A study on effectiveness of advertisement of four wheelers of TATA Motors ltd.,
IJM, Vol. 4, issue 2, March-April 2013.
Website
1. www.Bajajautoltd.com
2. www.motorindia.com
3. www.auto.ndtv.com
4. www.bajajauto.com