SYNOPSIS

1. Introduction to project report

2. Company profile

3. Supreme auto dealer’s Pvt. Ltd.,- a profile

4. Product profile

5. Consumer attitude towards two wheelers

6. Analysis of buying pattern of consumers

7. Findings, Suggestions and Conclusions

Annexure

Questionnaire

Bibliography

1

Chapter – 1

Introduction to the project report

Introduction

Aims and objectives

Scope of study

Methodology

Limitations

2

Introduction

Now a day two wheelers has become more popular among the middle

class and rich class people of the city. They have a craze of purchasing two

wheelers but sometimes there must be a necessity. Two wheeler is a

convenient and comfortable for every one.

Bajaj Pulsar DTS-i is one of the dreaming bike of younger as well as

elder generation of the trend. It has become a fashion to ride the two wheelers

in city. To increase the importance and demand for two wheelers in malanad

city of shimogga I have selected this topic for my project report. This project

report required the details about history, achievements and dynamic growth in

marketing of Bajaj Pulsar DTS-i and also to study the regarding history of

bajaj auto ltd. And improving competition in present market.

3

Scope of the project:

The scope of the study is restricted to the consumer attitude towards Bajaj

Pulsar DTS-i in Shimogga.

Finding the strength and weakness of the Bajaj Pulsar DTS-i

Finding the number of future purchase

Finding the market potential and awareness of this vehicle

Finding the position of the vehicle among the competitors

Finding the perception of consumers about the vehicle.

4

Objective of the study:

To the practical fulfillment of the requirement of the B B M degree.

To analyze the general problems in marketing of the bajaj Pulsar DTS-i.

To analyse the marketing strategy of supreme motors shimogga.

To find factors influence the selection of the product.

To give suggestion to improvement of marketing strategy of supreme auto

dealer’s pvt. Ltd.,

To find the potentiality of the bike pulsar in shimoga city.

5

Methodology of study:

Both primary and secondary data have been collected to bring out this

project report.

Primary data have been collected through

Personal interview with two wheeler customers

By the process of random sampling.

Structured questilnnaire was used to avoid unnecessaey detail to get the

required data.

Secondary data :

This another source of information that I got from secondary sources

by means of the following.

Supreme auto dealers pvt ltd.,

Auto magazines

News paper and journals

Web sites

Friends and relatives etc.

6

Limitations of the study

Project work and study is confined to Shimoga city only.

The data was collected from 100 respondents only. Their feeling and

views are portrayed in the statistical and graphical manner. Thus it

can be a limitation.

The total number of users of Bajaj Pulsar DTS-i used in project work

is 40. This is very small compared to real number of users of this

vehicle.

The duration for the survey was very less.

7

Chapter – 2

Company Profile

History of Bajaj Pulsar

Financials Summary

Sales turnover

Exports

Management profile

Organization chart

8

Company Profile

Bajaj auto is a major Indian auto mobile manufacture it is India’s

largest and the worlds 4th largest two and three wheeler market. It is based on

Pune, Maharashtra with plants. In Akurdi and Chakan (near pune) waluj

( near aurangabod ) and pantnager in uttaranchal.

Bajaj auto makes and export motor scooters motor cycle and the auto

rickshaw.

Bajaj Auto Ltd. Was established on 1926 by Jamnalal Bajaj, but came

into existence on November 29,1945. M/s Bachraj trading corporation

private ltd. It stared off by selling imported 2 and 3 wheeler in India .in 1959,

it obtained license from the govt of India to manufacture 2and3 wheelers, and

it went public in 1960.

Since 1986 there is a technical tie up of bajaj auto ltd. With Kawasaki

heavy industries of Japan to manufacture start of art range of latest 2 wheelers

in India. On 1995 the agreement signed with Kubota of Japan for the

development of diesel engines for 3-wheeles and with Tokyo R&D for

ungeared scooter and moped development.

Presently, company has paid up equity share capital of rs 1011835100/-

divided into 101183510 shares of Rs 10/- each.

9

The company has no external registrar or share transfer agent all work

relating to physical transfer of share is done in house at the register office of

the company at pune as started above. Transfer documents / letters etc. can

however be submitted at the company’s office in Mumbai bajaj bavan, 2nd

floor ,226nariman point Mumbai, 40021 onall working days.

The company has associates, subsidiaries and joint ventures.

Bajaj auto finance ltd.

Bajaj allianz general insurance com ltd.

Presence distribution net work covers 50 countries dominate presence in Sri

Lanka , Bangladesh , Columbia , Guetemala , Peru , Egypt , iran and

Indonesia.

Company’s total number of employees on 2006-2007 is 10250.

10

Financials summary of bajaj auto ltd :

Particulars

Q2

2006-07

Q2

2005-06

H1

2006-07

H1

2005-06

Full year

2005-06

Sales and income from

operation

24,360 18,669 46,386 35,011 76,679

Other income and wind

power

1,424 1,362 2,370 2,290 4,385

Total turnover 25,784 20,031 48,756 37,301 81,064

Gross profit after interest

before taxation&

depreciation

5,056 4,518 9,613 8,020 17,944

Profit before taxation 4,439 4,028 8,399 7,068 15,807

Provision for taxation 1,250 1,120 2,550 2,070 4,791

Profit after tax 3,189 2,908 5,849 4,998 11,016

Earnings per share 31,4 28,6 57,7 49,2 111,0

11

Sales turnover of the company

In nos. Q2

2006-07

Q2

2005-06

growth H1

2006-07

H2

2005-06

growth

Motor

cycles

623.061 445.557 40% 1.191.248 868.100 37%

2-whellers 627.441 487.067 29% 1.203.660 939.280 28%

3-whellers 80.683 68.485 18% 151.558 121.796 24%

Total 708.124 555.552 27% 1.335.218 1.061.076 28%

Exports 111.846 61.913 81% 210.190 112.406 87%

A meeting of the board of director of bajaj auto ltd. was held today to

consider and approve the result for the second quarter of 2006-07 and the half

year ended 30th September 2006

Highlights of Q2

Motor cycles sales 40% - double the industry growth of 18%

Market share 34% - increase of 3%

2 & 3 wheeler sales 27%

Exports 81%

Operating ebitda rs. 3.7billion-14%

Operating ebitda margin -15.1%

Gross profit Rs 5.1 billion-12%

12

Profit after tax Rs 3.2billion-10%

Exports:

In No.s Q2

2006-07

Q2

2005-06

growth H1

2006-07

H1

2005-06

growth

Motor cycles 78,201 38,235 105% 148,972 68,953 116%

2 wheelers 78,898 40,454 95% 150,075 73,966 103%

3- wheeler 32,948 21,459 54% 60,034 38,440 56%

Total 4,261 2,263 88% 7,885 4,072 94%

13

MANAGEMENT PROFIE

Board of comities

Audit Committee

S K Khan : Chairman

J N Godrej

Nanoo Pamnani

D J Balaji Rao

Naresh Chandra

Share holders committee

D J Balaji Rao

J N Godreg

Naresh Chandra

Remuneration Committee

D J Balaji Rao

S H Khan

Naresh Chandra

14

Chairman and Managing directorMadhur Bajaj

Vice Chairman

Rajiv Bajaj

Joint Managing Director

Rahul Bajaj

Chairman & Managing Director

Madhur Bajaj

Vice Chairman & Whole-Time Diretor

Kantikumar R. Podar

Director

Manish Kejriwal

Director

S.H. Khan

Chairman

15

ORGANIZATION CHART OF THE COMPANY

16

Chairman & Managing Director

Executivedirector

Whole time director

Vice chairman President CompanySecretary

Vice president

Material Project Business development & marketing

Operator InsuranceFinance

17

General Manager

Information marketing

Machine tool division

Finance Engineering support

Corporate officers

Production & engineering

ProductionEngineering3-wheeler

Finance Management&Informationservice

Motor cycledivision

Marketing

3-wheeler Marketing

Over seas manufacturing

Corporate Finance

Chapter – 3

Supreme Auto Dealer’s Pvt. Ltd., - a Profile

Infrastructure

Organization strategy

Organization chart

Marketing mix strategy

18

FIRM PROFILE

Supreme Auto Dealer’s Pvt. Ltd., have been incorporated as a

partnership . the firm was establish in 1989 the firm is located in Shankar

mutt road in Shimoga, but later the partnership firm turned in private limited.

First it was established as supreme motors that it is named as Supreme Auto

dealer’s Pvt. Ltd.,

Infrastructure facility:

Land and building : the firm has its own land whose room, work shop &

spare parts section.

Power : the total electric power used by the firm is 600 units per month &

the same is supplied by K E B

Machinery :

The firm is well equipped with all required tools. There are require for the

servicing of all vehicles.

MAN POWER AND OFFICE STAFF OF THE FIRM

The firm has sufficient staff there are 100 employee in the firm.

The office staff includes 4 departments. They are

1. Sales department

2. Service department

3. Spares department

4. Accounting department

19

1. Sales Department :

Here the vehicle is sold to the customer as their wants. this department

includes both two and three wheeler vehicle. The monthly sales is 80 of

three wheeler and 300of two wheeler. Now the supreme auto dealer’s pvt.

Ltd., has become highest selling two dealer in Shimoga city. In this

department the customer never had to complaint about the firm.

2. Service Department

After the sales of the product, the customer wants friendly service by the

firm and it is in supreme auto dealer’s pvt. Ltd., they have hi-tech work

shop for motor cycle. And also it was awarded for excellent service twice.

In January 24th, 25th, of 2009, the supreme auto dealer’s pvt. Ltd., held

motor cycle care camp in Shimoga. An advertisement was given in local

news paper like Navika & janavarthey about the care camp. In this care

camp, the vehicle attend in large number. The highlight of the care camp

is costrol had give, t-shirts key broachers & pens. Every day 20 men

enrolled.

Separate stall are installed for new vehicle displays, as already they

have hi-tech work shop, it has well trained mechanic and they will fulfill

customers complaints or problems regarding this a sample survey was

made and the number of respondents chosen was 50.

20

3. Spares Department :

In this department, we get all spares part of the vehicle easily, which gives

you best quality which gives you best quality in best price.

4. Accounting Department :

This is the main and financial department of the firm here we can came to

know about the sales volume of the year accounting concerns the

accounting department.

21

ORGANISATION CHART

22

Board of Directors

Branch Manager

WorksManager

Accounts DeptManager

SparesManagers

SalesManager

Supervisor Accounts Assistant Sales Executives

Head Mechanics

Computer Operator

ComputerOperator Sales

assistant

Receptionist

Assistant mechanics

Helper

Supreme Auto Dealers Pvt. Ltd.,

Marketing Mix Strategy

Marketing is analysis planning and controlling the firm activities with

a view of satisfying the needs wants of the chosen customer can be attracted

by the following four ways namely.

1. Product

2. Price

3. Promotion

4. Physical distribution

These four are called 4 PS of marketing are the marketing mix strategy.

1. Product

It is first ‘p’ of the marketing. It consist of bundle of utilities and expected

to customer. A product must be satisfactory to the consumer because it is

to be who is the ultimate user. In case of the product concept not only the

physical attributes are accountable but also other attributes like presale &

service are considered some of which may be as following.

The physical product itself

Brand name

Package

Colour, size shape etc.

Price

Service offered

Safety

Corporate image as well as the brand image.

23

2. Price

Price is a very important factor. Price means the exchange value of an

article in terms of money without it we cannot buy or sale anything. Price

of a product consist of the physical product plus the bundle of

expectations the product should be worth the price only then will be the

consumer is satisfied. Thus in case of bajaj auto ltd., they have fixed

responsible price for their vehicle & thus their great demand in the market.

3. Promotion

It is activity concerned with the market communication. Promotion

involves advertising personal selling , dealers & sales promotion.

Advertising means nothing but a form of non-personal presentation &

promotion ideas. Good services by an identified sponsor. It is a form of

publicity.

Sales promotion plans are required to attracted the attention of the

consumer & create demand for the product.

24

MARKETING STRATEGY ADOPTED BY SUPREME AUTO

DEALER’S PVT. LTD.,

a) Advertising policy

The advertising policy is to be adopted by the supreme auto dealer’s

pvt. Ltd., as follows

Demonstration of the vehicle in rural areas through mobile service van

by the cable t v advertisement

Through hording boards

Advertisement through media like news paper etc.

b) Counter Sales

Counter sales is nothing but sales department sales their product their

customer when the customer came to his show room. The receptionist or sales

executives attend the customer & give complete information about the

product which product do they want and also they try to motive the customer

to buy their prodct.

c) Direct Marketing

It is also a kind of marketing here sales executives of the firm meets

the customer face to face and give full information about the product and

also collect their opinion towards the product.

d) Tele- Marketing

It is also a kind of marketing here some employees in the firm call to

many people and give detailed information about product in sometimes the

company gives marketing responsibility of their product to BPO

25

e) Mela’s

This is a outside marketing it is conducted by the firm or company.

The main objective of these kind of marketing is to do publicity about our

product & firm.

The firm can arrange exchange and loan mela that provides an

opportunity to exchange their old bike and also provides loan for purchasing

new bike.

F) Invitation Letters

This letter send to many customer or people who are located near to

show room. This letter contains detailed information about their new offers

and their new products.

4. Distribution

It is flow of goods the producer or the manufacturers to the ultimate

consumer. Distillation channels represent a chain of middle man participating

in the transferring of goods. Some of the channel s are :

Manufacturers whole sellers retailers consumers

Manufacturers sales man dealers consumers

Manufacturers retailers consumers

Manufacturers consumers

In case supreme auto dealer’s pvt. Ltd., products after receiving from

the manufacturer that is bajaj auto ltd., or they are the authorized dealer’s of

bajaj auto ltd., in Shimoga district.

26

Chapter – 4

Product Profile

Introduction

Key Feature

About Bajaj Pulsar DTS-i

27

Product Profile

The bajaj Pulsar DTS-i has a set of new standard for new area of kikes

in India. It has been developed exclusively for the Indian market after closely

examining the changing life styles and needs of the consumer. The bajaj

Pulsar DTS-i is equipped with a number of new function and mechanisms

introduced for the first time in India.

It is design to offer greater functionality, performance , economy and

ease of handling and maintainance to a wide cross selection of the Indian

society.

Features of bajaj Pulsar DTS-i

New masked front fairing

New rectangular swing arm and an increased wheel base

New rugged and muscular rear shock absorbers

New mertail lamp

New classy handlbars

Introducing the number plate name

New handle bar clamps

Dts-i engine

Ignition with digital c d t

28

Bajaj Pulsar 150 DTS-I :

The bajaj pulsar is the first bike in India which came in direct

competion with the hero Honda CBZ later bajaj introduced oulsar 150 dts-I

with digital twin spark ignition and till today pulsar is one of the most sought

after bike in the 150cc segment. It has definitely won over other bikes, but

let us justify its triumph.

Bike advice overall rating : 4/5

Performance rating : 4/5

Pros : trendy looks, fuel efficiency, great pickup

Cons : a little unsafe, riding posture is not good for people more than 6ft tall.

Bajaj pulsar 150 DTS-I

Specification

Maximum power : 10.37kw (14.09ps)@8500rpm

Maximum torque : 12.76nm@6500rpm

Gear box : 5 speed

Wheel base : 1320mm

Tires : rear : 100*90

Top speed : 133km\h

Displacement : 149.01cc

Engine : 4 stroke, single cylinder, air cooled, 2 plug.

Cooling type : air cooling

29

Weight : 137.00 kg

Fuel tank : 18 ltrs

Brakes : 240 mm disk

Brakes (rear) : 130 mm drum

Speedometer : digital

30

Bajaj Pulsar 150 DTS-I

Bajaj Pulsar 180 DTS-I

31

Bajaj pulsar 180 cc is elegant in its looks with aerodynamic shape. It

has a flush-fitted tail lamp and thank god no tail lamp protuberances. The

bike has an LCD Speedo and tachometer console. It’s the fuel tank of pulsar

180cc that gives the muscular shaped body to it. The tank of pulsar extends

down wards touching the engine head almost.

The poster of bajaj pulsar 180cc is so flexible and the bike has a

proportionate blend of style and functionality on the whole the bike is good in

its look feel handling as well as mileage. with a tank capacity of 18 liters

and great mileage people can be assured of the minimal petrol pump visits

within the busy schedules.

32

Technical specification

Engine : 4 stroke, single cylinder, air cooled

Cubic capacity : 178.61cc

Max power : 15 bhp @8000rpm

Gear box : 5 speed

Ignition : CDI

Front brakes : 240mm disc

Rear brakes : 130mm drum

Front tire : 2.75*18

Rear tire : 100/90*18

Wheel base : 1292mm

Ground clearance : 155mm

Dry weight : 137 kg

Tank capacity : 18 ltrs

33

Bajaj Pulsar 180 DTS-I

34

Bajaj pulsar 200 DTS-i

Bajaj auto unvelled the bajaj pulsar 200 DTS-I in February 2007. this

is a more powerful version of the pulsar 150 cc and 180cc. its higher stance

with greater chassis rear inclination makes it sporty.

Pulsar 200cc feature India’s first oil cooled engine which delivers a

maximum power of 18ps @8000rpm it’s an air cooled single cylinder with an

alloy barrel and head as well as twin valves digital twin spark ignition &

torque expansion chamber. It has a five speed gear box with one down & four

up pattern. Pulsar 200cc clocks a top speed of 121 km/hour pulsar 200cc

cruises to 60kph from rest in 4.73 seconds. The motor cycle offer an

impressive mileage of 38.3km in city & 42.4 km in highway.

35

Technical Specification

Model designation : 4-stroke, dts-I, oil cooled .

Engine response : new silencer with exhaus TEC technology now ensures

improved engine torque over at varying land conditions.

Fuel efficiency : 50-55 kmpl

Displacement (cc) : 198.8cc

Wheel base : 1340mm

Weight : 145 kg

Transmission : 5 gears

Top speed : 135

Front brakes : 260 mm hydraulically operated disc brakes

Rear brakes : 130mm drum type

Max horse power : 18ps/13.25kw@8000rpm

Max torque (kgm/rpm) : 1.75kgm/17017nm

36

Bajaj Pulsar 200 DTS-i

37

Bajaj pulsar 220 DTS-FI

Bajaj auto would achieve a close second in the race to offer a

microprocessor based fuel injection motorcycle to Indian customers, after

hero Honda’s 122 cc glamour fi motorcycle

The new pulsar has a longer wheelbase than its predecessor, factory

fitted front and rear disc brakes & detailed digital instrumentation.

Thepulsar DTS-FI generates a maximum power of 20bhp (15kw) and a

maximum torque of 19.12nm (14lb.ft)

DTS-FI stands for “ digital twin spark fuel injection “

38

Technical Specification

Displacement : 220cc

Engine ; air cooled

Top speed : 135kmph

Type : sports

Maximum power : 20.06ps@8500rpm

Maximum torque : 19.12mm@6000rpm

Gear : 5 speed

Clutch : 177

Bore : 67

Stroke : 62.4

Cylinder configuration :N A

Length :2035.00mm

Width : 750.00mm

Height : 1140.00mm

Weight : 136.00kg

Fuel tank : 15ltrs

Wheelbase :1350.00mm

Brakes : 260 mm disc

Brakes(rear) :230mm diadisc

Fuelguade:digital

Self start

Tubeless tire

39

Bajaj pulsar 220 DTS-FI

40

BAJAJ PULSAR 300 DTS-I

41

Chapter – 5

CONSUMER ATTITUDE TOWARDS TWO WHEELERS

Consumer attitude

Determinant of buyer behavior, internal factors

Conclusion

42

CONSUMER ATTITUDE TOWARDS TWO WHEELERS

Consumer Attitude

Consumer attitude is comparative a new field of study. It is the attempt

to understand and predict human action is the buying role. It has assumed

growing importance under market oriented or customer oriented market

planning and management buyers market for many products and the growth

of consumerism and consumer legislation since 1960 have created special

interest in buyer behavior and the formulation of marketing mixed to

responds favorable buyer behavior in the market place.

Buyer behaviour is defined as all psychology social and physical

behaviour of potential, customer as they become aware of evaluate purchase

consumer and tell other about “product and service “ each element of this

definition is important.

Buyer behavior involves both individual ( psychological) process and

group (social) process.

Buyer behavior is reflected from awareness right through past purchase

evolution indicating satisfaction or non satisfaction from purchase.

43

Buyer behavior includes communication, purchasing and consumption

behavior.

Consumer attitude is basically social in nature. Hence, social environment

plays an important role in shaping buyer behavior.

Buyer behavior includes both consumer & industrial buyer behavior.

Buyer behavior includes the acts individual directly involved in

obtaining and using economic goods and service including sequence of

decision process that processed and determine three acts. Actual purchase

only a part of the decision process. In buyer behavior we consider not only

why,how and what people buy but and under what condition the purchase is

made understanding of buyer behavior is essential in marketing planning and

performance.

The final analysis of the buyer behavior is one of the most important

key to successful marketing

44

Determinant of buyer behavior

Buyer behavior is a process, consumers are subjected to various

stimuli, therefore the consumer mind regarded as a block box as we cannot

see what is going on in his mind he response to the stimuli or inputs and may

purchase some products 2 service of interest to the marketing managements.

The model of behavior is a stimulus responds model. Response may be

division to purchase or not to purchase.

Under the system views of buyer behavior have :

1. Inputs

2. Processing

3. Outputs

4. Feed back loop

The object of the process is of course expected satisfaction or service.

Buyer behavior is an orderly process where by the buyer interest is with

his or her environment making a purchase decision on product.

1. Internal or individual factor are psychological factor such as :

a) Motivation

b) Perception

c) Bearding

d) Attitude

e) Personality

45

2. Socio- culture factors are :

a) Family

b) Reference group

c) Social class

d) Culture

3. Environmental factors are :

a) Economics

b) Technological legal and political factors

4. Buyer is the “comer- stone” of marketing strategy. Firms must understand

buyer behavior to achieve the defective of customer satisfaction buyer

mind is called the black box inputs are processed in this mind and buyer

response become the output of the psychological process.

The output in the form of buying a product is the objective of the

market but this project is only a study of consumer psychological behavior.

Consumer psychology towards two wheeler is very different some of

them time two wheeler as luxury amd for some it is a necessity and at least to

own two wheeler.

But now as the civilization progressing two wheeler no larger a

prestige of luxury they have become necessities.

46

Conclusions

The psychology of consumers towards two wheelers are;

1. Luxurious

2. Costly

3. Inadequate fund

4. Necessity

The necessity of two wheeler crores over the other 3 points, for the

dynamic society two wheelers are considered to be luxury for the benefit of

consumer who are not having adequate fund, companies have proposed hire

purchase schemes. With the rapid growth of finance companies availability of

finance at very competitive terms has become popular and on coverage of 30

to 40 percent of the potential buyers opts for this facility.

47

Chapter - 6

Analyses of buying pattern of consumers

Introduction:

Marketing is a social process by which individuals and groups obtain

what they need through the creation and exchange of production and value

with others.

The starting point of the discipline of marketing lies in human needs

and wants, use full distinction may be down amongst needs, wants and

demands. Human needs in a state of felt deprivation of some basic

satisfaction. Needs are not creating by society or markets, but exist in the very

texture of human biology and candidates of living.

Human wants are desired for satisfying those roads. Thus, a consumer

who feels a need for personal transport wants to buy two wheelers. Human

needs continuously shaped and reshaped by social force and institutions.

Demand or wants for specific products that are backed by an ability and

willingness to buy them. Thus, wanting to buy a two wheeler will lead to the

demand for as purchase.

From the above definition, it becomes clear that sellers do not create

needs. In deed, needs precede sellers and sellers along with others influential

factor in society will influence the wants.

48

They also influences demand by making their own products attractive

affordable and easily available.

A product can be definded as anything that satisfied a need or a want the

existence of several products which can produce that satisfaction of a given

need or want places individual competitors in a position where they have to

try and understand the process by which a consumer arrives at a brand choice

as well as the criteria the employees in making a brand selection.

Before this century, most marketing experts assumed that the value

was the guiding principles in brand selection of the consumer. But the

presumption that every consumer is a rational utility miximising persons.

Need not always rational utility maximsing person need not always be true.

Therefore, modern economists have dropped this assumption of cadial utility.

They assume that only consumers have the capability of banking any to

objects in terms of preference.

This assumption forms the basis for any consumer research survey to

determine the reason for consumer brand choice. The present study is also

based on the assumption that a consumer has the capability of ranking the

influencing factors tesponsible for the selection of brand.

49

The study is an attempt to determine the factors effecting the selection

of two wheelers.

a) Good mileage

b) Price

c) Safety

d) Appearance

e) Durability

f) Zero maintains

g) Quality

h) Technology

i) After sales services

j) Resale value

k) Colors

50

Factors Influencing Buying Decision

Factors No.of Respondents Percentage

Mileage 20 40

Price 06 12

Safety driving 03 06

Appearance 03 06

Durability 04 08

Zero maintains 02 04

Quality 02 04

Technology 05 10

After sales service 02 04

Resale value 02 04

Colour 01 02

Total 50 100

51

Graph showing Factors Influencing Buying Decision

52

Mileage

It is seen that 40% of the total respondents indicate milage as a very

significant factor is influencing the selection of two wheeler. Then, is the

present case being the amount of fuel consumer per kilometer of trawel. Even

increasing price for petroleum products have made the consumer and prefer

vehicle with the extra made.

Price

Initial cost of the vehicle is another significant factor, 12% of the total

respondents have rounded it. This clearly indicated that price is one of the

important parameter under the control of production manager, plays a vital

role in selling a product. This is especially important in a developing country

like India where many people struggle to take both ends meet together.

Safety Driving

It is seen that 6% of the respondents indicates that safety driving is

another important factor influencing the selection. The consumer who is

assured of the quality products than look convenience of riding even

increasing accidents of two wheelers vehicle has resulted to prefer vehicle

which are safety to ride.

Appearance

Every motor cycle has its own appearance. A motor cycle should be

designed that consumer feel price of owning it. Here 6% of the respondents

have given the opinion that appearance also counts while purchasing. It is

53

also one of the important factor which influence the selection. This factor is

influential by the younger generation.

Less Or Zero Maintenance

The two wheeler id a vehicle which is continuously used, trouble free

performance is expected by each and every buyer. 4%of the respondents state

that it is one of the influencing for selection of vehicle.

Durability

When the customer are paying for a product they expect durability of

product. A two wheeler is a long term investment, durability of the bike is an

important factor which influence in buying.

Quality

Now a days, buyers are becoming quality conscious. Two wheeler is

an assemble of various parts. The quality of each every part in and essential in

maintaining the overall audit of the two wheeler. 4% of the respondents

indicated that quality is one of the factor of selection.

Technology

Technology being sophistication into life. It gives more and more

comfort features. So that easy free, riding trouble free, performance is

achieved. 10% of respondents indicate that technology is one of the factors

for buying decision.

54

After Sales Service

As after the sales in one of the influencing factor in buying decision.

Customers are not aware of the sale after services rendered by the dealers. In

order to save the amount ultimately to save the cost of the bike the customers

have made their purchased at Ananthpur and Goa. This clearly show that the

customer have least bothered about the after sales service I. e., why only 4%

of the total respondents have stressed the important of this factor.

Resale Value

The table clearly states that only 4% of the total respondents have

thought of considering this factor. It is so because few owners have the hobby

of changing the vehicle often.

Colour

Even though customers desired to have their bike with different

colours they have expressed that they don’t have variety of colour choice.

Since the vehicle are available with black and red and blue in case of bajaj

Pulsar DTS-i

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Table 1: Classification of respondents basis on age

AGE GROUP NO OF RESPONDENTS PERCENTAGE

18-21 10 10

21-24 40 40

24-27 25 25

27 & ABOVE 25 25

TOTAL 100 100

Source: Survey analysis

Interpretation:

The table indicate the age group of respondents out of which 10% of

the respondents belong to 18-21 group the youngsters wants power of the

bike so they don’t look for mileage and also out look. 40% of the

respondents belong to 21-24 group this group of guys prefers outlook and

design of the bike, 25% of the respondents belong to 24-27 group,25% of the

respondents belong to 27 & above group they always want good mileage and

safety .

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Graph 1: Classification of respondents basis on age

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Table 2: Classification of respondents on the basis of income of the

family

INCOME GROUP NO OF RESPONDENTS PERCENRTAGE

50000-100000 40 40

100001-150000 25 25

150001-200000 20 20

200000 & above 15 15

TOTAL 100 100

Source: Survey analysis

Interpretation:

The table indicates the income group of respondents. The 40% of

respondents belongs the income group of 50000-100000, 25% of the

respondents belong the income group of 100001-150000,20% of respondents

belong the income group of 150001-200000,15% of respondents belongs the

income group of 200000 & above.

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Graph 2: Classification of respondents on the basis of income of the family

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Table 3: Shows brand of bikes having customers

BRAND NO OF RESPONDENTS PERCENTAGE

BAJAJ 55 55

TVS 10 10

HERO HONDA 25 25

HONDA 10 10

TOTAL 100 100

Source: Survey analysis

Interpretation:

The table indicates out of which 55% of the respondents have Bajaj

bikes because that company creates a goodwill in the market,10% of the

respondents have TVS bikes ,25% of the respondents have Hero Honda bikes,

10% of respondents have Honda bikes.

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Graph 3: Shows brand of bikes having customers

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Table 4: Showing promotional activities

Sources No of respondents Percentage

Advertisement 45 45

Company image 10 10

Friends & relatives 30 30

Publicity 15 15

Others 0 0

Total 100 100

Source: Survey analysis

Interpretation:

This table clearly that the source of information is large by an

advertisement factor which amounts to 45%, Advertisement is an effective

media that creates an image in the mind of customer. The next source

company image influence 10%, company image is nothing but good will of

the company. next friends & relatives influence 30% , impact on the

consumer and publicity has 15% influence on the person who want to

purchase the products

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Graph 4: Showing promotional activities

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Table 5: Facilities expected from dealers

Facilities No of respondents Percentage

Mileage 20 20

Outlook 40 40

After sales service 10 10

Price reduction 25 25

Other 5 5

Total 100 100

Source: Survey analysis

Interpretation:

According to above table, 30% of the people want to make us to give

good mileage by servicing because they are above 28 or 30 year age group

they are professionals they use the bike only for transport of him in the city.

and 40% of people looking for design & outlook , they are all youngsters they

uses bike only for the purpose of faction now it becomes craze . 10% of

people want after sales service, many of the show rooms they sell his bikes

but not give sufficient service to customer. 25% of people expect reduction

of price, now the price of the bike is high so the respondents ask why do we

spend that much investment to that bike. And rest 5% of wants other thing.

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Graph 5: Facilities expected from dealers

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Table 6: Opinion about Bajaj Pulsar DTS-i

Opinion No of respondents Percentage

Excellent 50 50

Good 40 40

Not bad 10 10

Ineffective 0 0

100 100

Source: Survey analysis

Interpretation:

This table clearly shows that out of which 50% of respondents opinion

is excellent because the bike has more power compare to other company bike

and have a good pickup. and next 40% of respondents opinion is good

because out look of the bike is good but mileage is not, rest 10% of

respondents opinion is not bad, because every thing is good but not its

mileage and also high price. no one person can’t give the opinion ineffective

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Table 6: Opinion about Bajaj Pulsar DTS-i

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Chapter -7

Findings suggestions and conclusion

Findings

Sales & Net profit of bajaj pulsar dts is increasing year to year

Provided plenty of employment opportunity.

Reputation of the company has dragged the attention of the customer

and induced to buy the product.

Bajaj pulsar 200 DTS-I has new silencer with TEC technology now

ensures improved engine torque over at varying land condition.

Export of the company is increasing year to year.

It is found that low cost, maintenance and pick up is the most

important attributes customer look for before deciding to purchase a

two wheeler.

The study reveals that majority of the respondents are male as well as

students

Suggestions

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To offer accessories at discount rates to customer. At present customer

buy spares from the local market because they are low priced. But

customer forget that these parts are not equivalent qualitatively to those

which are sold by authorized dealer.

To conduct free service camps and to give discount for the spare

purchased during that period. Manufactures should conduct free service

camps should be supervised by the company service engineers.

To maintain the quality where their product is having a good demand in

the market. Once a manufacturer gets a top position in the market many of

them fail to maintain the quality of the model. This should be avoided so

that they can maintain and improve their turnover.

The dealer should improve the display of two wheelers in their showroom

so that customers will be attracted towards the two wheelers and also the

dealers should highlight the advantages of the model when compare to

other model.

To improve the advertising in the media most of the customer buy their

two wheelers after having a complete knowledge of the model.

So the advertisement should give all the particulars about the model

regarding cost factor. Special features and other specification.

Conclusions

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Dealer feel that at present there is good supply should be stream lined

so as to meet the customer demand. Because of the supply is delayed the

customer may choose other dealer or other brand. There by there is loss to the

dealer and to the company the dealer feels that there should be adequate

supply of models with different colours to meet the customers choice.

Company should give incentives for record sales done by the dealers

or that they are interested to do more sales and also they can earn more profit.

Dealers feel that there should be proper supply of spare parts and there should

be more margin of them so that they can give discount to the customer and

with the help of discounts they can complete in local market and it is

preferable to give credit facility for the spare parts purchased.

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Questionnaire

Marketing of bajaj pulsar DTS-i

Dear sir,

I am Mr Basavaraj J V from Sahyadri arts and commerce

college shimogga. I am final year BBM, student as per the

requirement of my curriculum. I am currently doing my project

with respect to “Marketing of Bajaj Pulsar DTS-i” with a special

reference to Supreme Auto Dealer’s Pvt. Ltd., Shimogga. I would

be very obliged if you take few minutes to answer the following

questions.

Personal details:

1) Name :

2) Address :

3) Age :

4) Sex :

Male ( ) Female ( )

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5) Occupation:

Business ( )

Govt employee ( )

Student ( )

Professional ( )

6) Income group (per year):

50000-100000 ( )

100001-150000 ( )

150001-200000 ( )

Above- 200000 ( )

7) Do you have own bike?

a) Yes ( )

b) No ( )

8) If yes name the brand :

a) Bajaj ( )

b) T V S ( )

c) Hero Honda ( )

d) Honda ( )

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9) How did you came about Bajaj Pulsar DTS-i?

a) Advertisement ( )

b) Company image ( )

c) Friends\ relatives ( )

d) Publicity ( )

e) Other ( )

10) If you had to know through advertisement please name the

media

a) News paper ( )

b) T V ( )

c) Magazine ( )

d) Other ( )

11) Year of purchase : _ _ _ _ _ _ _

12) Are you in need of more benefits from this bike?

a) Yes ( )

b) No ( )

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13) If yes point out from the following mentioned below.

a) Mileage ( )

b) Design \ outlook ( )

c) After sales service ( )

d) Price reduction ( )

e) Other ( )

14) Which factor influenced you to select this bike?

a) Price ( )

b) Mileage ( )

c) Technology ( )

d) Appearance ( )

e) Safety ( )

f) Quality ( )

g) Durability ( )

15) Your opinion about Bajaj Pulsar DTS-i?

a) Excellent ( )

b) Good ( )

c) Not bad ( )

d) Ineffective ( )

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16) Do you have any suggestion to offer regarding the

improvement of the bike ?

a) Yes ( )

b) No ( )

17) If yes please specify ………………..

Thanking you,

Date :

Place :

Mob : signature

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Bibliography

Text Books

Philip Kolter : Principles of Marketing

R.N.S. Pillai and Bagavathi : Modern Marketing

S.A. Sherlekar, Reddy and Appanaiah : Marketing Management

Journals and Magazines

Auto India

Car and bike international

Indian Express

Overdrive

The Times of India

Websites:

www.bajajautoltd.com

www.motosindia.com

www.bikes.com

www.autoindia.com

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