k v r vatakara(n)

A STUDY ON

“CONSUMER SATISFACTION OF BAJAJ WITH SPECIAL

REFERENCE TO KVR MOTORS VATAKARA’’

Submitted in partial fulfillment of the requirements of the degree of

MASTER OF BUSINESS ADMINISTRATION

KANNUR UNIVERSITY

BY

NISHANTH.P

UNDER THE GUIDANCE OF

O.T.S.Nambiar

CHINTECH SCHOOL OF MANAGEMENT STUDIES

CHINMAYA INSTITUTE OF TECHNOLOGY

KANNUR

2010

CERTIFICATE

This is to certify that the project report entitled


REFERENCE TO KVR MOTORS VATAKARA”

Is a bona fide record of work done by

NISHANTH.P

and submitted in partial fulfillment of the requirements of the degree of Master

Of Business Administration of the Kannur University

Place: Kannur Prof: O.T.S.Nambiar

Date (Supervising Guide)

CERTIFICATE

This is to certify that the project report entitled


REFERENCE TO KVR MOTORS VATAKARA”

Is a bona fide record of work done by

Nishanth.P

and submitted in partial fulfillment of the requirements of the degree of Master

Of Business Administration of the Kannur University

Place: Kannur Dr. K. K. Falgunan

Date (Director)

DECLARATION

Date:

Nishanth.P

III semester MBA

I declare that the Project entitled “CONSUMER SATISFACTION OF

BAJAJ WITH SPECIAL REFERENCE TO KVR MOTORS

VATAKARA” is my original work and it was under the supervision of Prof:

O.T.S.Nambiar, Lecturer, Chintech School Of Management Study, Kannur.

I also declare that this report has not been submitted by me fully or partially for

the award of any degree, diploma, or any other similar title or recognition

before.

Nishanth.P

ACKNOWLEDGEMENT

I would like to express my heartfelt thanks and gratefulness to all those people

who have cooperated with me for undertaking this project.

I am deeply indebted to Dr K.K Falgunan, Director Chinmaya Institute of

Technology for giving me the opportunity to carry out this project.

I express my immense gratitude to my mentor Prof: O.T.S.Nambiar, lecturer,

School of Management Studies, Chintech who has helped me during the course

of my project.

I am also thankful to all other faculty members in the Department of

Management Studies and all my friends who have helped me during the course

of the project.

Last but not the least I am thankful to the Lord almighty who led me in the right

way to attain the successful completion of this project.

Nishanth.P

CONTENTS

Title Page

Certificate

Declaration

Acknowledgement

List of tables

List of charts

CHAPTER 1: INTRODUCTION AND DESIGN OF THE STUDY

1.1 – Introduction

1.2 - Statement of the Problem

1.3 - Objectives of the Study

1.4 - Sample Design

1.5 - Methodology and Data Collection

1.6 - Tools of Analysis

1.7 - Chapter Scheme

CHAPTER 2: LITERATURE SURVEY

CHAPTER 3: INDUSTRY PROFILE AND COMPANY PROFILE

CHAPTER 4: ANALYSIS AND INTERPRETATION OF DATA

CHAPTER 5: FINDINGS, SUGGESTIONS AND CONCLUSION BIBLIOGRAPHY

ANNEXURE

INTRODUCTION

Marketing is essentially about marshalling the resources of an

organization so that they meet the changing needs of customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets.

Marketing is “The management process which identifies anticipates

and supplies customer requirements efficiently and profitably”.

“Marketing is a total system of interesting business activities defined to Plan, piece, promote and distribution want satisfying products & services to present and potential consumers”

- William. J. Stantion

“Marketing is the performance of business activities that direct the

follow of goods and services from the producer to the consumer or user”

- American Marketing Association

A social and managerial process, by which individuals and groups obtain what they need and want, through creating and exchanging product and value with others. develop this kind of awareness of dealer satisfaction strategy.

STATEMENT OF THE PROBLEM

Customers are the king in the market. So the role of customer satisfaction is very important. Now a days many companies are not able to satisfy the customers needs fully. In this project has been made to study the satisfaction level of customer of KVR motors

1) OBJECTIVE OF THE STUDY

1. Identify the satisfaction level of customer.2. To find out the age group of customers who purchase more3. To come up with suggestions based on findings

4) SAMPLE DESIGNS

For this project a sample of 50 customers of KVR motors were selected

randomly

5) METHODOLOGY AND DATA COLLECTION

Both primary and secondary data were used for the purpose of

the study.

Primary data was collected by means of interview with the

customer of KVR

Secondary data was collected from the websites and books.

6) TOOL OF DATA COLLECTION Questionnaires were used for data collection.

7) TOOL OF ANALYSISThe data collected were analyzed by way of simple percentage

calculation. The analyzed data were presented by way of tables and graphs.

8) CHAPTER SCHEME First chapter deals with introduction part

Second chapter deals with literature survey

Third chapter deals with industry profile and company profile

Fourth chapter deals with analysis and interpretation part

Fifth chapter deals with findings suggestion and conclusion

.

CHAPTER II

LITERATURE SURVEY

Customer satisfaction surveys are a questionnaire based information collection tool to determine the level of satisfaction with various product or service features. Developing a good questionnaire is the key to collecting good quality information. Questions must be short and concise, well formulated, easy to interpret and answer, and facilitate unbiased responses.Survey techniques and questionnaire designs are well known to research community andmultiple guidance from different disciplines exist (see, for example, (Hayes 1998), (Kessler1996), (Chakrapani 1998), (Gerson 1994), (Hill, Brierley et al. 1999), (Reidenbach andMcClung 1998)).Many methods are being used for gathering survey information. Telephone surveys aregenerally used to collect data from a large group of customers and to target segment markets.They are more effective in obtaining data than mail or e-mail questionnaires and can potentially provide a higher depth of data (Fetz 1996). Online surveys offer an economical and fast alternative form of surveying. They can be utilised with current customers, or theentire on-line population to provide fast feedback on satisfaction and allow quick automatic information processing.Mail surveys are the least expensive approach, but they often have a low response rate (20-30%), which becomes problematic for the statistical reliability of the data. These surveys also do not permit follow-up questions and do not offer the depth of a telephone survey (Dickey1998). Return cards allow getting customer response and certain possibility for measuring customer satisfaction. They proved to be especially useful if they are used in after-sale interaction with consumers, e.g. repair or service activity or warranty registration (Dickey1998).Customer intercepts and exit surveys are two types of in-store information collection methods. They are especially useful in probing customer in their shopping environment.These surveys aim to intercept consumers in retail places and deliver a short structured questionnaire on their satisfaction with the delivered service, preferences, or behaviour. The intercept surveys can also incorporate limited product testing, which provides opportunity to appraise consumer opinion immediately after sampling a product.Consumer intercepts are usually employed to gain a fast or first overview of the phenomena studied. They are relatively cheap and can result in a considerable sample. Their major disadvantage is that samples may not randomly chosen leading to stratified sampling and reducing the representativeness of the results.Measurement scales in surveys Along with the development of consumer research, the number of measurement scales used in customer satisfaction surveys is growing (Devlin, Dong et al. 1993), which complicates 34 data

CHAPTER III

INDUSTRY PROFILE

INDUSTRY PROFILE

The two-wheeler industry (henceforth TWI) in India has been in existence since 1955. It

consists of three segments viz., scooters, motorcycles, and mopeds. The increase in sales

volume of this industry is proof of its high growth. In 1971, sales were around 0.1 million

units per annum. But by 1998, this figure had risen to 3 million units per annum. Similarly,

capacities of production have also increased from about 0.2 million units of annual capacity

in the seventies to more than 4 million units in the late nineties4.

The TWI in India began operations within the framework of the national industrial

policy as espoused by the Industrial Policy Resolution of 1956. (See Government of India

1980, 1985, 1992). This resolution divided the entire industrial sector into three groups, of

which one contained industries whose development was the exclusive responsibility of the

State, another included those industries in which both the State and the private sector could

participate and the last set of industries that could be developed exclusively under private

initiative within the guidelines and objectives laid out by the Five Year Plans (CMIE, 1990).

Private investment was channelised and regulated through the extensive use of licensing

giving the State comprehensive control over the direction and pattern of investment. Entry of

firms, capacity expansion, choice of product and capacity mix and technology, were all

effectively controlled by the State in a bid to prevent the concentration of economic power.

However due to lapses in the system, fresh policies were brought in at the end of the sixties.

COMPANY PROFIL

Bajaj auto is a major Indian automobile manufacturer started by a Rajasthani merchant. It is

based in Pune, Maharashtra, with plants in Chakan(pune), waluj and pant nagar in

Uttaranchal. The oldest plant at akur now houses the R& D centre ahead. Bajaj auto makes

and exports motors cooters, motorcycles and the auto rikshaw. Over the latest decades, the

company has successfully changed its image from a scooter manufacturer to a two wheeler

manufacturer. Its product range encompasses scooteretts, scooters and motor cycles. Its real

growth in numbers has come in the last four years after successful introduction of a few

models in the motorcycle.

Mission:

Create Family and Friendly environment.Build long term employment culture.Provide support and guidance to the employees appropriately.Motivate and retain staffs through effective methods.

Objectives:

To be dynamic and growth oriented.To create a distinguished climate within the organization.To be law- abiding company and comply with all statutory requirements.To continuously strive and create a pollution free environment.To be a front – runner in providing match less service.To sustain and eventually surge ahead in the business activities carried out.

KVR Motors

KVR Automobiles is an Authorized Dealer of Bajaj Auto Ltd, Pune. KVR BAJAJ dealing 2 & 3 wheeler vehicle’s sales, service & spares covering through out Malappuram District, Kerala. KVR Bajaj started at Angadippuram, Perinthalmanna in the year 2000 and now running with 8 branches in different locations in Malappuram district. And also KVR Bajaj is the only Distributor for Bajaj Genuine Spares in Thrissur, Palakkad and Malappuram districts.

Started on 2nd March 2000 KVR Automobiles is a Sole Proprietorship. The principal person managing the dealership is Shri. Balan P Nair, an NRI having extensive spare parts business in Abu dhabi (UAE).

The dealership employs a dedicated workforce of 300 staff, which includes well-experienced professional staff for customer relationship management. It offers a full-fledged 3S (Sales, Service & Spares) facility for all types of Bajaj Two-wheelers and Three-wheelers.

KVR Automobiles have branches at the following places with started dates :-

Tirur - 03.03.2000

Malappuram - 10.09.2001

Manjeri - 15.07.2002

Edappal - 09.12.2002

Nilambur - 25.12.2003

Kottakkal - 19.03.2004

Kondotty - 29.05.2004

Vision

“We believe that you deserve the best”

Mission

1. Be the first choice for the people for purchase of Maruti vehicles and it service.

2. Be the Market Leader by providing best after sale, and service practice.

3. Reflects accuracy and efficiency with dedicated man power through our Ultra Modern Body Workshops

4. We are aware of the environment and corporate responsibility towards it.

Mr.Kunhiraman.P.Nair is an NRI hailing from Kannur district in Kerala. Mr.K.PNair has been successfully running his spare parts business in Abudhabi, UAE for the last 30 years and has more than 9 years experience in the automobile industry in Kerala.

He started KVR Motors, a leadership of Bajaj Motorcycles in Calicut and Wayanad district of Kerala in the year 1997. KVR Motors was successful in making significant growth in the market share of Bajaj in the Calicut and Wayanad district of Kerala. Bajaj Auto Ltd., having been convinced about the financial and management capabilities of Mr.K.P.Nair awarded the dealership of Kannur also to KVR in the year 2003.

Today KVR Motors is the undisputed leader in the two wheeler industry with market share of 35% and three wheeler industries with a market share of 40% in Calicut, Wayanad and Kannur district in Kerala state.

CHAPTER IV

ANALYSIS AND INTERPRETATION

TABLE 4.1

AGE WISE CLASSIFICATION

Age Respondents Percentage

20-25 20 40

25-30 16 32

30-35 10 20

ABOVE 35 4 8

TOTAL 5O 100

Source: primary data

CHART 4.1

20-2525-30

30-35ABOVE 35

0

5

10

15

20

25

30

35

40

Respondents

Percentage

Series3

RespondentsPercentage


INFERENCE

TABLE 4.2

MODEL WISE CLASSIFICATION

Particulars Respondents Percentage

Pulsar 30 60

Discover 8 16

Platina 5 10

Others 7 14

TOTAL 5O 100


CHART 4.2

60%16%

10%

14%

Pulsar Discover Platina Others


INFERENCEFrom the above table and chart it can be observed that 60 % of the respondents like pulsar,16% of the respondents like discover,10% of the respondents like platina and 14% of the respondents like other models. Hence it can be inferred that the majority of the respondents having the bike pulsar

TABLE 4 3

PRODUCTS DELEVERED ON TIME

Particular Respondent Percentage

Agree 45 90

Disagree 5 10

Total 50 100


CHART 4.3

Agree45%

Disagree5%

Total50%


INFERENCEFrom the above chart it can be inferred that 90% of the respondents are agree and 10% of the respondents are disagree

TABLE 4 4

SATISFACTORY REGARDING EFFICIENCY


CHART 4 4

50%

30%

12% 8%

Highly satisfied Satisfied Moderate Dissatisfied


INFERENCE

From the above chart it has been observed that 50 of the respondents are of the opinion that they are highly satisfied , 30% of them are satisfied, 12% are moderately satisfied and the remaining 8% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred that the majority of the employees are highly satisfied with the efficiency of bike

TABLE 4 5

Satisfactory regarding dealers offer

particular No of respondents percentage Highly satisfied 5 10 satisfied 20 40 moderate 21 42 dissatisfied 4 8 total 50 100


CHART 4 5

Highly

satisfi

ed

satisfi

ed

moderate

dissati

sfied

0

10

20

30

40

No of respondents percentage Series3


INFERENCE

From the above chart it has been observed that 42% of the respondents are of the opinion that they are moderately satisfied , 40% of them are satisfied, 10% are highly satisfied and the remaining 8% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred that the majority of the employees are moderately satisfied with the efficiency of bike

TABLE 4 6

Classification regarding after sale service

particular No of respondents percentage Highly satisfied 9 18 satisfied 25 50 moderate 14 28 dissatisfied 2 4 total 50 100


CHART 4 6

18%

50%

28%

4%

Highly satisfied satisfied moderate dissatisfied


INFERENCEFrom the above chart it has been observed that 50 of the respondents are of the opinion that they are satisfied , 28% of them are moderately satisfied, 18% are highly satisfied and the remaining 4% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred that the majority of the customers are satisfied with the after sale service of KVR.

TABLE 4 7

Opinion regarding customer relationship

particular No of respondents PercentageHighly satisfied 12 24satisfied 26 52moderate 10 20dissatisfied 2 4total 50 100


CHART 4 7

Highly

satisfi

ed

satisfi

ed

moderate

dissati

sfied

0102030405060

No of re-spondents percentage


INFERENCEFrom the above chart it has been observed that 52 of the respondents are of the opinion that they are satisfied , 24% of them are highly satisfied, 20% are moderately satisfied and the remaining 4% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred that the majority of the customers are satisfied with the customer relationship

TABLE 4 8

GRIEVANCE HANDLING PROCEDURE

Opinion Respondent Percentage Satisfied 40 80 Not Satisfied 10 20 Total 50 100


CHART 4 8

SatisfiedNot Satisfied

Total

0

10

20

30

40

50

60

70

80

90

100

Respondent

Percentage

Series3

RespondentPercentage


INFERENCE From the above table and chart, it can be seen that 80% of the customers are satisfies with the grievance handling procedure .20% of the workers are not satisfies with the grievance handling procedure. Hence it can be inferred that the majority of the customers are satisfies with the grievance handling procedure.

TABLE 4 9

Reason to choose KVR MOTORS

Reason No of respondents Percentage Friends 25 50 Relatives 10 20 Advertisement 15 30 Total 50 100


CHART 4 9

No of respondents

Friends Relatives Advertisement Total


Table No. 4.10

Satisfactory regarding delivery procedure

particular No of respondents percentage Highly satisfied 15 30satisfied 25 50 moderate 8 16 dissatisfied 2 4total 50 100

Source: Primary data

Chart No.4.10

Satisfactory regarding delivery procedure

No of respondents

Highly satisfied satisfied moderate dissatisfied

Source: Primary data

INFERENCEFrom the above chart it has been observed that 50% of the respondents are of the opinion that they are satisfied , 30% of them are highly satisfied, 16% are moderately satisfied and the remaining 4% of them are dissatisfied as well as highly dissatisfied. Hence it can be inferred that the majority of the customers are satisfied with the customer relationship

Findings

1. Majority of the customers are satisfied with KVR

2. Consumers are getting better after sale service

3. Bikes are delivered to the customers on time

4. Customers are satisfied with the delivery procedures

5. Consumers are satisfied with customer relationship of KVR

6. Majority of the customers are demanding pulsar 150 and pulsar 180

7. Bikes are mostly preferred by youth

8. Consumers are not highly satisfied with KVR’s offer

Suggestions

• They should conduct a survey about their customer satisfaction and find out the level of satisfaction

• Besides the company offers the KVR should provides exciting offers

• They should increase the sales of Bajaj Discover and Platina by boosting their advertisement

• They should target 35and above aged customers by giving them more attractive offers

Conclusion

QUESTIONNAIRE...

1. Name

2. Address

4. Age

3. Are you getting better after sales service?

Yes no 4. opinion regarding after sales service?

Fully satisfied satisfied moderate dissatisfied 5. Opinion regarding grievance handling procedure ?

Fully satisfied satisfied moderate dissatisfied

6. Reason to choose KVR?

Friends Relatives Advertisement

7. Are you satisfied with delivery procedure?

Fully satisfied satisfied moderate dissatisfied

8. Opinion regarding delivery of the product?

satisfied satisfied moderate dissatisfied

9. Are you satisfied with the efficiency of bike satisfied satisfied moderate dissatisfied

k v r vatakara(n)

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