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A LIVE PROJECT REPORT ON
COMPARITIVE STUDY ON CONSUMERBUYING BEHAVIOUR OF HONDA
unicorn AND bajaj PULSAR
PREPARED BY:k.udayamani
09gsb052Gnanam school of business
ACADEMIC YEAR2009(aug-dec)
DECLARATION
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I Mr. k.udayamani of GNANAM OF SCHOOLBUSINESS of MBA (TRISEM-I), here by declare that Ihave completed this project on COMPARITIVE STUDY
ON CONSUMER BUYING BEHAVIOUR OF HONDAunicorn AND bajaj PULSAR in the academic Year2009(aug-dec).The information submitted is true and original to the bestof my knowledge.
K.UDAYAMANI
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Sr.no Topics.
1) INTRODUCTION.
2) HISTORY OF BAJAJ
3) HISTORY OF HONDA.
4) BAJAJ Vs HONDA.
5) ANALYSIS.
6) CONCLUSION.
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INDEX
BAJAJ IN INDIA
Founded in 1926, the Bajaj Group is amongst the top 10 business houses in India. Its footprint
stretches over a wide range of industries, spanning automobiles (two-wheelers and three-
wheelers), home appliances, lighting, iron and steel, insurance, travel and finance.
The groups flagship company, Bajaj Auto, is ranked as the worlds fourth largest two- and
three- wheeler manufacturer and the Bajaj brand is well-known in over a dozen countries in
Europe, Latin America, the US and Asia. The present Chairman and Managing Director of the
group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the
Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion , its product
portfolio has expanded from one to and the brand has found a global market. He is one of Indias
most distinguished business leaders and internationally respected for his business acumen and
entrepreneurial spirit.
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Bajaj Pulsar DTSi
Bajaj Auto Ltd has launched Pulsar DTSi in its attempt to remain 'Distinctly ahead'.
The all new Pulsar DTSi is packed with the path breaking next generation technology of digital
biking. Its various digital systems like capacitor discharge ignition (CDI) system, Digital console
and Digital Twin Spark ignition (DTSi) provides efficient fuel combustion and better
performance under all conditions. The latest DTSi engine of Bajaj Pulsar DTSi, with twin spark
plugs and 8 bit microprocessor chip, generates the pulsating 18 ps of power to excite the bikers
and its advanced exhausted technology ensures the great performance at lower rpm.
The muscular aerodynamic shape of Pulsar DTSi and its 1350 mm of wheel
base with 17" large alloy wheels give this Bajaj bike a robust presence on the road. For
the first time in India, Pulsar DTSi is equipped with an Oil cooler, tube less tiers and new
digital console that makes the Pulsar most sporty and stylish two wheelers on Indian
roads. Launched in three variants of 200cc, 150cc and 180 cc, Pulsar DTSi has a price
tag of Rs.70-75,000 (approx.) and up for sale throughout the dealerships of Bajaj Auto
India.
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Key Features of Bajaj Pulsar DTSi
Engine Oil Cooler to control the temperature and maintain the high speed and
rpm.
Digital Odometer, Digital Speedo Meter, Digital Fuel Gauge and two Digital Trip
Meters contribute to enhanced riding comfort.
Tubeless tyres for better road grip and stability.
First bike in India with large 33 mm front fork for better shock absorbing ability.
Constant velocity (CV) carburetor for high level of performance.
Split seat for better riding and sitting comfort.
The new Petrol tank flaps give petrol tank an aerodynamic looks.
HONDA IN INDIA
Hero is the brand name used by the Munjal brothers in the year 1956
with the flagship company Hero Cycles. The joint venture between India's Hero Group
and Honda Motor Company, Japan has not only created the world's single largest two
wheeler company but also one of the most successful joint ventures worldwide.
During the 80s, Honda became the first company in India to prove that
it was possible to drive a vehicle without polluting the roads. The company introduced
new generation motorcycles that set industrybenchmarks for fuel thrift and low
emission. A legendary 'Fill it - Shut it - Forget it' campaign captured theimagination of
http://en.wikipedia.org/wiki/Hero_Cycles_Ltdhttp://en.wikipedia.org/wiki/Hero_Cycles_Ltd -
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commuters across India, and Honda sold millions of bikes purely on the commitment of
increased mileage.
Over 19 million Honda two wheelers tread Indian roads today. Hero
Honda has consistently grown at double digits since inception; and today, every secondmotorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India
buys Hero Honda's top -selling motorcycle - Splendor. This festive season, the company
sold half a million two wheelers in a single month-a feat unparalleled in global
automotive history.
HONDA UNICORN
Honda Unicorn is the first motorcycle in India to have hi-tech Mono
Suspension, which enhances the riding comfort and control. This is the first motorcycle
to Indian market by the company setting up new benchmark in the motorcycle segment
with its swift acceleration, superior mileage, international styling, riding comfort and
convenience. It is engineered and styled for the taste of the younger generation..
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Company StrokeMaximum
PowerDisplacement
Honda
Motorcycles &
Scooters India
Private Limited
4-Stroke, single cyl,
air cooled
13.5PS@8000
rpm 149.1 cc
Key features of Honda Unicorn
Best pick up in its class.
It delivers an incredible 60 kms to a liter.
It is a perfect fusion of sporty & macho design.
With Mono Suspension & Diamond frame, it takes all kinds of road shocks with
absolute ease.
It is the only motorcycle equipped with a puncture resistant Tupp up Tube.
Bajaj Pulsar DTSi
Benefits: -The pulsar is a very responsive bike and pulls with authority. It's also much
smoother than before, plus it packs in a lot of goodies like a digital speedometer. It is one of the
most powerful 150 cc bike. It is the best equipped bike at present, matched only by the Apache
RTR 160.
Drawbacks: -There are just too many pulsars on the road today so it is doubtful that
anyone will give you a second look. It also has typical Bajaj problems like the chain getting
loose frequently. The engine although smooth is still not in Honda's league. The gearbox is an
improvement on older pulsars but again doesn't match with Honda.
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Honda Unicorn
Benefits :-The Unicorn's engine is the smoothest, quietest and most refined in this group.
Ride the bike and you will understand what Honda engineering means. It is also the only bike
with mono shock suspension in India. It also has the best build quality. It delivers the best
mileage. And is also suitable to you because you have very long legs. Don't worry about repairs
on this bike as it comes with Honda's bullet proof reliability.
Drawbacks- It's acceleration doesn't matchup with other bikes in this group. But it gives the
best mileage. It doesn't offer value for money and the styling may look dated. It doesn't come
with goodies like digital speedometer.
FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR
A consumer, making a purchase decision will be affected by the following three factors:
1. Personal Factors
2. Psychological Factors3. Social Factors
Personal Factors:
These factors were varying from person to person. Demographic
Factors. Sex, Race, Age etc. played major role in buying two wheelers for
individual use.
Young people in age group of 18-35yrs purchased two wheelers for different various reasons
while older people in age group of 35-50yrs purchased just for travelling purpose only.
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Psychological Factors :
There were many people who wanted to purchase two wheelers just because
they had sense of love and belonging for bikes. This was found more among Hero Honda user.
They are mostly see performance of the bike and services that provided by companies and want
their bike to be smooth while driving the bike.
Social Factors :
There were many people who bought bikes because of social factors like on
their parents, friends and relatives opinion. There were few people who bought their bikes for
style and status. Besides this to my surprise I found out that in todays world boys play major
role in buying decisions for themselves and for their family also.
This also played a greater role in purchasing decision of two wheelers by
individuals. Boys who were in age group of 18-25yrs were more interested in features as
compared to other factors described.
Q.Do you have a bike?
Yes NO
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YESNO
38 2
Q. Using bike for which purpose?
Office Travelling Both Others
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TRAVELLINGOFFICE
BOTH
OTHERS
16 10 8 6
Q. Which company bike do you possess?
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Bajaj Honda Others
HONDA BAJAJ OTHERS
21 12 7
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Q. Why did you prefer this brand over other brand?
Quality features Availability Price
QUALITY FEATURESAVAILIBILIT
Y PRICE
12 19 3 5
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Q.Which type of bike you prefer for
travelling?
100cc 150cc More than 150cc
BIKE FOR TRAVELLING
100CC 150CC
MORE
THAN
150
C11 19 9
FACTORS INFLUENCING SALES OF TWO WHEELERS
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Features: It plays major role in sale on any bikes. Today people are more attracted towards
the features of bikes and are ready to spend huge amount of money on buying a handset having
huge numbers of features.
E.g. Honda karizma
Price:-Price also plays a major role. Companies need to place their products in such a way that
it can differentiate itself from others by its price. If price of bike is kept low and more features
are provided to customers than company can create market for itself.
Availability:-Products need to be available easily. Customers dont like to travel much to
buy bikes. They prefer to get their bikes from nearest showrooms so in order to be market leader
companies should make sure that there products are easily available to customers.
After sales service:-Companies should make sure that they provide good after sale
service to their customers and there problems are rectified as soon as possible. The turnaround
time should be very less that customers dont have to wait too long for their problems so to be
solved.
Quality:-The quality of products should be very good. Todays customers want value for
money if that is not provided than company will find it difficult to position itself in the market.
CONCLUSION:-After doing extensive research on two wheelers I have come to the following conclusions:
21 people prefer Hero Honda(unicorn), therefore if the price rises and 5 people
which look for another alternative if the price of Hero Honda is rise. It was also found that from
the Survey of 40 Samples, 21 Persons prefer using unicorn12 person prefer Bajaj pulsar
DTSI150 and 7 people uses other two wheelers for travelling or office purpose.
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Findings.
From the survey, it is founded that most of the people prefer Honda unicorn foroffice use and travelling purpose.
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If the price of Honda unicorn increases there would be 5person who will changetheir Brand preference .
People prefer more quality and features of two wheelers rather than the price.
The brand image is been reflected in the individuals mind rather than thepromotional strategies.
Limitations and Recommendations
As the study was taken in one area only, and also the sample size of doing the survey was
also very limited i.e. 40 samples the results need to be understood keeping in mind. In
future, the study in more localities or a town may reveal difference if any in respondent
preferences. Also for the study of two wheelers reveals that, the consumers the decider,
have only the preference of Honda and Bajaj pulsar DTSI even if the price of two
wheelers rises and if the same trend continues the other companies would be finding it
very difficult to be stable. This study has made conjoint design but alternate ways to
measure consumer preferences which can be used in future.
In the recommendations it can be said that there should be more development in finding
out the different buying behavior and preferences by the other two wheeler industries in
a promotion intensive environment and also the quality.
References
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1. www.Hero Honda .com
2. www.Bajaj.com
Questionnaire
Name:
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Age:
Occupation:
1. Do you have a bike?
Yes No
2. Using bike for which purpose?
Office Travelling Both Others
3. Which company bike do you possess?
Bajaj Hero Honda Others
4. Why did you prefer this brand over other brand?
Quality features Availability Price
5. Will you prefer another bike if price is reduced?
Yes No
6. Which type of bike you prefer for travelling?100cc 150cc More than 150cc
Thank you for your help!8
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