GAUTAM PANIGRAHI MBA 4 SEM

CHOUKSEY ENGG. COLLEGE

CONTENTS1.COMPANY PROFILE2.OBJECTIVES OF THE STUDY3.CONSUMER SATISFACTION4.RESEARCH METHODOLOGY5.DATA ANALYSIS & INTERPRETATION6.HYPOTHESIS TESTING7.FINDINGS8.RECOMMENDATION9.CONCLUSION

 

BRIEF PROFILE OF THE COMPANYFounder Jamnalal BajajYear of Establishment 1926

Industry Automotive - Two & Three Wheelers

Business Group The Bajaj Group

Listings & its codes BSE – Code: 500490; NSE - Code: BAJAJAUTO

Presence Distribution network covers 50 countries.Dominant presence in Sri Lanka, Bangladesh,Columbia, Guatemala, Peru, Egypt, Iran and Indonesia.

PRODUCT PROFILEScooters

Bajaj Wave:

Bajaj Discover100ccBajaj Discover120ccBajaj Discover135cc

•:Bajaj AvengerBajaj Platina

Motorcycles:

Bajaj Pulsar 180 DTSi Bajaj Pulsar 200 DTSi Bajaj Pulsar 220 DTS-FiBajaj Pulsar 150 DTSi

 HIERARCHY IN BAJAJ AUTO LTD. :-

Chairman(Rahul Bajaj)

Vice Chairman

(Madhur Bajaj)

Managing Director(Rajiv Bajaj)

MANUFACTURING LOCATION

OBJECTIVES OF THE STUDY The objective of the study is “Company image Bajaj and

Survey research to measure Consumer satisfaction towards Bajaj Pulsar in Bilaspur” during the period of Feb – March 2011.

To determine the effects of the company image on the sales.

To understand Consumer attitude towards Bajaj motorcycles and Bajaj auto.

To measure Consumer satisfaction of Bajaj pulsar motorcycle owners.

To know the market share of Bajaj auto in Bilaspur.To predict the boom of automobile industry.To know the tastes and preferences of people of Bilaspur

when it comes to motorcycles.To find the reasons for buying Pulsar motorcycle.

DEFINITION OF CONSUMER SATISFACTION

Consumer satisfaction means the behavior of the Consumer towards the product when they satisfied while using the product. When the Consumer us any product & after using the product the Consumer is satisfied is called Consumer satisfaction.

Research MethodologyResearch: DescriptiveSample unit: Motorcycles owners esp. Bajaj motorcycle

owners.Sample size: 100 Bajaj Motorcycle ownersStatistical scale for questionnaire: Likert scale &

comparative scale.Sample plan:

The selection of the samples is done following the two sampling techniques, which are:

- Simple random sampling - Convenience samplingUniverse: Bilaspur City 

Sample Location: Link Road, Vyapar vihar, Vaishali Nagar, RLY Colony ,etc.

Collection of data: -Primary data: Through personal interview from the

Bajaj motorcycle ConsumerSecondary data: Internet, Company broshers,

Newspaper, leafletsHypothesis:H0: Consumers are not satisfied with Bajaj Pulsar

motorcycle.Ha: Consumers are satisfied with Bajaj Pulsar

motorcycle .

DATA ANALYSIS & INTERPRETATION

1. Do you own a motorcycle?

Response No. of respondents

Yes 100

No 0

Total 100

INTERPRETATION:-It reveals the motorcycle ownership in Bilaspur. The survey revealed that 100% own motorcycles.

2. Do you own Bajaj Motorcycle?

Response No. of respondents

Yes 100

No 0

Total 100

INTERPRETATION:-It reveals the Bajaj motorcycle ownership in Bilaspur. The survey revealed that 100% own Bajaj motorcycles.

  3. Which motorcycle of Bajaj Auto do you own?

Brand NO. Of Respondent

Pulsar 60

Discover 20

XCD 12

Platina 5

Other 3

Total 100

INTERPRETATION:-The exhibits ownership of various brands of Bajaj.Pulsar is owned by 60%, Discover 20%, XCD 12%, Platina 5% and Others 3%. 

4. Which series of Pulsar motorcycle do you own?

Pulsar Series NO.of Respondent

150 cc 20

180 cc 18

200 cc 12

220 cc 10

Total 60

INTERPRETATION:-The reveals series wise ownership of Pulsar i.e. 33.33% are owning 150cc 30% are owing 180cc, 20% are owing 200cc and 16.67% are owing 220cc.

5. Are you aware about giving free service of your motorcycle by the Showroom?

Response No. of respondents Percentage

Yes 60 100

No 0 0

Total 60 100

INTERPRETATION:-It reveals that 100% are aware of free service offered by the showroom.   .

 6. Are you satisfied of giving your motorcycle for free service from the showroom?

Response No. of respondents Percentage

Highly Satisfied 16 26.67

Satisfied 22 36.67

Indifferent 7 11.67

Dissatisfied 12 20

Highly Dissatisfied 5 8.33

Total 60 100

INTERPRETATION:-The pie chart shows that Consumers 36.6% satisfied on service towards their motorcycle..

  7. Tick any 5 for selecting Bajaj Pulsar ?

Reason For Purchase

NO.of Respondent

Percentage

Style 15 25

Brand Image 10 16.67Mileage 5 8.33

Pick Up 10 16.67Price 5 8.33

Resale Value 3 5Popularity 5 8.33Comfort 2 3.33Safety 4 6.67

Low Maintainence 1 1.67Total 60 100

INTERPRETATION:-The reveals the maximum reasons for selecting Bajaj Pulsar motorcycle and style as well as pick up i,e 16.67% reasons for purchase.

8. What was the sources of information for the purchase of Bajaj Pulsar?

Source Of Information

NO.of Respondent

Percentage

Family 10 16.67

Friends 20 33.33

Advertisements 10 16.67

Mechanics 10 16.67

Dealers 8 13.33 Others 2 3.33 Total 60 100

INTERPRETATION:-Reveals the main sources of information to purchase Bajaj Pulsar motorcycle, friends 33.33% for the purchase of Bajaj Pulsar. .

  9. What is your level of satisfaction towards Bajaj Pulsar?

Level Of Satisfaction

NO.Of Respondent

Percentage

0-20% 8 13.33

20-40% 8 13.33

40-60% 22 36.67

60-80% 10 16.67

80-100% 12 20

Total 60 100

INTERPRETATION:-The Pie Charts shows the level of satisfaction of Bajaj motorcycle owners towards their motorcycle 60 respondents were 0-20% are 13.33%, 20-40% are 13.33%,40-60% are 36.67%,60-80% are 16.67% and 80-100% are 20%.

10. How do you feel when you ride your Bajaj pulsar?

Consumers Feeling

NO.Of Respondent

Percentage

Excited 20 33.33

Playful 15 25

Happy 20 33.33

Boring 3 5

Uncomfortable 2 3.33Total 60 100

INTERPRETATION:-Most of the motorcycle owners were feeling Playful when the ride their motorcycle with 60 responses, 20 were feeling Excited,15 were playful, 20 were Happy and 3 was feeling Boring and 2 were feeling Uncomfortable as depicted in pie chart..

11. Overall, how would you rate Bajaj Pulsar?

Rating NO.Of Respondent

Percentage

Excellent 25 41.67

Good 30 50

Neither Good Nor Bad 5 8.33

Bad 0 0

Very Bad 0 0Total 60 100

INTERPRETATION:-The pie Charts shows overall in rating consumers are excellent 41.67% in Bajaj pulsar.

12. Do you wish to buy a Bajaj Pulsar again?

Willingness NO. Of Respondent

Percentage

Definitely will Buy 25 41.67

Probably Will Buy 15 25

Might or Might Not Buy

10 16.67

Probably Will Not Buy 8 13.33

Definitely Will Not Buy

2 3.33

Total 60 100

INTERPRETATION:- It reveals the willingness of other respondents who do not own Bajaj but are willing to buy Bajaj motorcycle in future. This pie chart reveals the willingness of all respondents to buy Bajaj Pulsar motorcycle.

HYPOTHESIS TESTING

CHI SQUARE TEST

    X2 test is done for Consumer satisfaction.

1.Null Hypothesis(H0) : They are not satisfied with Bajaj Pulsar.

2.Alternative Hypothesis (H1) : They are satisfied with Bajaj Pulsar.

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/ Ei

Highly Satisfied 16 12 4 16 1.33

Satisfied 22 12 10 100 8.33

Indifferent 7 12 -5 25 2.08

Dissatisfied 12 12 0 0 0

Highly dissatisfied 5 12 -7 49 4.08

Total 60 60 0 216 15.82

X2 = ∑ (Oi-Ei)2 /Ei = 15.82  Calculated Value = 15.82  Degree of freedom = (n-1)

= 5-1= 4

Level of significance = 5%  Tabulated value = 9.488 

The table value of X2 for 4 degree of freedom at 5% level of significance is 9.488.so the tabulated value < calculated value.

Interpretation

The calculated value of X2 is higher than this table value and hence the result of the experiment does not support the hypothesis. So our Ha

(alternative hypothesis) is selected.

FINDINGS  1. Market presence:

Automobile companies like Hero Honda, TVS, Honda are already present in the market. But Bajaj was present with more than 60 % of high displacement segment like Pulsar.

  2. Market share:

Market share of Bajaj is alright but it is no.2 in leadership. Its market share is 34%.

  3. Consumer perception of quality and style:

Consumer satisfaction of quality and style was high on pulsar. The research proved that Consumers see Bajaj as the company manufacturing stylish and quality motorcycles.

  4. Most effective factor for influencing the Consumers:

26.67% of respondents commented that advertisement was the main source of information which influenced them to buy a particular brand of Bajaj i.e. Pulsar. Even Bajaj has not signed for any celebrity endorsement advertisement influences people. But still Bajaj should sign a celebrity as its brand ambassador.

 

Limitations of the Study

The research is time consuming. It is expensive to conduct the project. The research is conducted only in the Bajaj Pulsar

of the Bilaspur city. It is difficult to know the hidden motivational

aspects of Consumer satisfaction. Some of the respondents were non willing to give

responses.

RECOMMENDATION & SUGGESTIONS

1. Increase in advertising in mass media to promote its sales.

2. Manufacture fuel efficient motorcycles.

3. Manufacture motorcycles which can withstand for long time on Indian roads.

4.Company should implement new marketing strategies to compete with cheaper cars like NANO recently launched by TATA as it is one of the threat to automobile industry.

Bajaj Auto, is ranked as the world’s 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. Apart from business it has contributed a lot for the society by as its Consumer social responsibility. It has contributed to agriculture, women empowerment, health services, animal husbandry etc.

THANK YOU