ijmrr volume 1, issue 1 (march, 2013) intercontinental journal of marketing research review o ter-c...

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Volume 1, Issue 1 (March, 2013)

INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

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A STUDY ON CUSTOMER PERCEPTION TOWARDS BAJAJ BIKES AT SPECIAL

REFERENCE WITH AADHITYA MOTORS

S.ANANDKUMAR

DEPARTMENT OF MANAGEMENT STUDIES, GNANAMANI COLLEGE OF TECHNOLOGY, NAMAKKAL

ABSTRACT

Satisfaction is a person‟s feelings of pleasure or disappointment resulting from comparing a product‟s

perceived performance (or outcome) in relation to his or her expectations. Whether the buyer is satisfied

after purchase depends on the offer‟s performance in relation to the buyer‟s expectations. If the

performance falls short of the expectations, the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds expectations the customer is highly

satisfied or delighted. A company would be wise to measure customer satisfaction regularly because one

key to customer retention is customer satisfaction. A highly satisfied customer generally stays loyal

longer, buys more as the company introduces new products and upgrades existing products, talks

favorably about the company and its products, pays less attention to competing brands and is less

sensitive to price, offers product or service ideas to the company, and costs less to serve than new

customers because transactions are routine. The company must also realize that two customers can report

being “highly satisfied” for different reasons. One may be easily satisfied most of the time and the other

might be hard to please but was pleased on this occasion. A number of methods exist to measure customer

satisfaction. Periodic surveys can track customer satisfaction directly. Respondents can also be asked

additional questions to measure re purchase intention and the likelihood or willingness to recommend the

company and brand to others. In this study an attempt is made to study the satisfactory level of customers

towards Aadiya Bajaj Dharapuram and included samples of only who bought bajaj bikes through aadiya

bajaj.

1. INTRODUCTION TO THE STUDY

The Britannica Encyclopedia describes a motorcycle as a bicycle or tricycle propelled by an

internal-combustion engine (or, less often, by an electric engine).

A Peer Reviewed International Journal

IJMRR


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The automobile was the reply to the 19th-century dream of self-propelling the horse-drawn

carriage. Similarly, the invention of the motorcycle created the self-propelled bicycle. The first

commercial design was a three-wheeler built by Edward Butler in Great 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 wheel.

The 1900s saw the conversion of many bicycles, or pedal cycles by adding small, centrally

mounted spark ignition engines. There was then felt the need for reliable constructions. This led to road

trial tests and competition between manufacturers. Tourist Trophy (TT) races were held on the Isle of

Man in 1907 as reliability or endurance races. Such were the proving ground for many new ideas from

early two-stroke-cycle designs to supercharged, multivalve engines mounted on aerodynamic, carbon-

fibre reinforced bodywork.

1.1 REVIEW OF LITERATURE

Various surveys and researches have been carried out regarding what a customer expects from a dealer of

automobiles. Some of them, which the researcher has taken into account, are:Parmod Pathak, Saumya

Singh, (2004) reviewed about " What Does A consumer want from a Bike " dubey J and Patel R reviewed

about "Role of Advertisement : in buying decision of bikes " Auto India and Overdrive India web sites

provides us a lot of information about the various features provided by various power bikes.

Schiffman. G. Leon and kanuk lazare Leslie - Study of the customer behavior is the study of how

individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption

related items. It includes the study what they buy, when they buy it, when they buy it, where they buy it,

how often they buy it and how often they use it. The primary purpose for the study consumer behavior as

a part of marketing curriculum is to understand how and how customers make their purchase decisions.

Their insights enable marketers to design more effective marketing strategies.

Gupta.C .B and Dr. Nair. N.Rajan - A business is based on understanding the customer and providing the

kind of products that the customer wants.

Mamoria C.B. and Mamoria Satish-Consumer behavior is the process whereby individuals decide what,

when, where, how and from whom to purchase goods and services. Buying behavior may be viewed as an

orderly process here by individual interacts with his environment for the purpose of making market

decision on products and services.

Nair Suja. R.- The success of the firm will be determined by how effective it has been in meeting the

diverse customer needs and wants by treating each customer as unique and offering products and services

to suit his/her needs.

Webster, Fredrick. F, Marketing for manager (1947) concluded that the following are the major factors

influencing customer satisfaction towards a two wheeler. Money, Vanity, Acquisitiveness, Rivalry,

Comfort, Adornment cleanliness, Companionship, Collecting, Amusement, Sensual gratification,

Construction. Aggrandizement, Mental culture, Affection, Social achievements, Ambitions,

Inhavitiveness, Reverance, Romance, Aesthetic tastes, Sex, Limitations, Curiosity, Patriotism and so on"

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2. OBJECTIVES OF THE STUDY

Primary objective

To study the customer perception towards Bajaj motorbikes.

Secondary objective

1. To identify and rank the product features given preference while buying a motorbike.

2. To study the post purchase attitude of the Bajaj motorbike owners.

3. To know the age consumption pattern (i\e) which age group of people mostly like Bajaj vehicle.

LIMITATIONS OF THE STUDY

The study was conducted in Dharapuram Taluk, Tirupur district. So, the results may not be applicable to

other parts of the country.

The time duration allotted for this study was insufficient, So, the sample size was limited to 250 only.

Only some important questions are dealt with customer satisfaction and other questions are not

covered in this study.

3.RESEARCH METHODOLOGY

Research Design

The research design that is adopted in this study was descriptive design. Descriptive research is used to

obtain information concerning the current status of the phenomena to describe, "What exists"

with respect to variables or conditions in a situation. The focus of this study was on self-reported

decisions made by various customer acceptance levels at Aadhithya bajaj. Thus it involves Statement of

the problem, Identification of information needed to solve the problem, Selection or development of

instruments for gathering the information, Identification of target population and determination of

sampling procedure, Design of procedure for information collection, Collection of information, Analysis

of information, Generalizations and/or predictions.

Sampling Design

Convenience sampling (sometimes known as grab or opportunity sampling) is a type of non-probability

sampling which involves the sample being drawn from that part of the population which is close to hand.

That is, a population is selected because it is readily available and convenient. It may be through meeting

the person or including a person in the sample when one meets them or chosen by finding them through

technological means such as the internet or through phone. The researcher using such a sample cannot

scientifically make generalizations about the total population from this sample because it would not be

representative enough.

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The sample size of this study is 250 customers who purchased two - wheeler from AAdhithya motors.

Data collection methods

Both primary and secondary data were used by the researcher for this research study.

Primary data

Primary data are data, which are collected afresh and for the first time, and thus happen to be original in

character. The primary data were collected from various customers with the help of a well structured

questionnaire.

Secondary data

Secondary data consist of information that already exists somewhere, have been collected. Secondary data

are collected from company websites and magazines and using some library books.

Tools for Analysis

After the data has been collected, it was tabulated and findings of the project were presented followed by

analysis and interpretation to reach certain conclusions. Simple statistical tools like percentage analysis

and weighted average test were used by the researcher to analyze the data. The diagrammatic

representations were given through pie diagram and bar charts.

Statistical Tools: Percentage analysis

Percentage refers to a special kind of ratio; percentages are used in making comparison between two or

more series of data. Percentages are use to describe relationships. Percentages are also used to compare

the relative terms, the distribution of two or more series of data.

No. of respondents

Percentage of customer = * 100

Total customer

Weighted Average

The weighted mean is similar to an arithmetic mean (the most common type of average), where instead

of each of the data points contributing equally to the final average, some data points contribute more than

others. The notion of weighted mean plays a role in descriptive statistics and also occurs in a more

general form in several other areas of mathematics.

If all the weights are equal, then the weighted mean is the same as the arithmetic mean. While weighted

means generally behave in a similar fashion to arithmetic means, they do have a few counterintuitive

properties, as captured for instance in Simpson's paradox.

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http://en.wikipedia.org/wiki/Arithmetic_mean

http://en.wikipedia.org/wiki/Average

http://en.wikipedia.org/wiki/Descriptive_statistics

http://en.wikipedia.org/wiki/Arithmetic_mean

http://en.wikipedia.org/wiki/Counterintuitive

http://en.wikipedia.org/wiki/Simpson%27s_paradox

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The term weighted average usually refers to a weighted arithmetic mean, but weighted versions of other

means can also be calculated, such as the weighted geometric mean and the weighted harmonic mean.

Chi-Square

Chi-square test is used to find out whether there is relationship among various groups chi-square can be

calculated using the formula,

X2 =

S (O –E) 2 / E

Where,

O=Observed frequencies

E=Expected frequencies.

4.ANALYSIS AND INTERPRETATION

4.1 SIMPLE PERCENTAGE METHOD

TABLE 4.1.1 AGE GROUP OF THE RESPONDENTS

Sl. No Age No. of Respondents Percentage

1 18 – 25 43 17.20

2 26 – 35 65 26.00

3 36 – 45 60 24.00

4 above 45 82 32.80

Total 250 100.00

From the above table it is inferred that the 32.80% of respondents are in the age group of above

45 years 26% of the respondents are in the age group of 26-35, 24%of respondents are between the age

limit of 26-35 and remaining 17.20% of the respondents are between 18-25 age limit.

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http://en.wikipedia.org/wiki/Weighted_geometric_mean

http://en.wikipedia.org/wiki/Weighted_harmonic_mean

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TABLE 4.1.2 OCCUPATION OF THE RESPONDENTS

Sl. No Occupation No. of Respondents Percentage

1 Agri 35 14.00

2 Business man 100 40.00

3 Govt. 15 6.00

4 Private 58 23.20

5 Student 42 16.80

Total 250 100.00

From the above table it is inferred that the 40% of the respondents are business men, 23.20% of

respondents are private employees, 16.80 % of the respondents are students, 14% of the respondents are

doing agriculture and remaining 6% of the respondents are Government employees.

TABLE 4.1.3EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Sl. No Education No. of Respondents Percentage

1 Not Studied 8 3.20

2 Upto 12th Std 72 28.80

3 UG 121 48.40

4 PG 49 19.60

Total 250 100.00

From the above table it is inferred that 48.40% of respondents are graduates, 28.80% of the

respondents are HSC, 19.60% of the respondents are PG degree holders, and remaining 3.20% of the

respondents are falling under uneducated category.

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TABLE 4.1.4 INCOME LEVEL OF THE RESPONDENTS

Sl. No Income Level No. of Respondents Percentage

1 Below Rs.5000 15 6.00

2 Rs.5001-10000 105 42.00

3 Rs.10001-15000 87 34.80

4 Rs15001-20000 33 13.20

5 Above 20000 10 4.00

Total 250 100.00

From the above table, it is inferred that 42% of the respondents are earning 5001-10000 per

month, 34.80% of respondents are earning between Rs.10001-15000 per month, 13.20% of the

respondents are earning between 15001- 20000, 6% of the respondents are earning below 50000 per

month, and remaining 4% of the respondents are earning above 20000 per month.

TABLE 4.1.5 EARNING MEMBERS IN THE FAMILY

Sl. No Earnings No. of Respondents Percentage

1 One 85 34.00

2 Two 115 46.00

3 Three 42 16.80

4 Four 8 3.20

Total 250 100.00

From the above table, it is inferred that 46% of the respondents are having two earning members

in their family, 34% of the respondents family are having only one earning members, 16.80% of the

respondents are having three earning members, and remaining 3.20% of the respondents are having Four

earning members in their family.

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TABLE 4.1.6 BRAND OF THE VEHICLE

Sl. No Brand No. of Respondents Percentage

1 Pulsar 150 95 38.00

2 CT 100 13 5.20

3 Discover 100 40.00

4 Pulsar 220 5 2.00

5 Avenger 3 1.20

6 Platina 29 11.60

7 Boxer 5 2.00

Total 250 100.00

From the above table it is inferred that the 40.00% of respondents are having Discover, 38.00% of

respondents are having Pulsar 150. 11.60% of respondents are having Platina, 5.20% of the respondents

are having CT 100, 2.00% of the respondents are pulsar 220 and another 2% of the respondents are

having Boxer and remaining 1.20% of the respondents are using Avenger.

TABLE 4.1.7 RESPONDENT’S FIRST VEHICLE

Sl. No First Vehicle No. of Respondents Percentage

1 Yes 143 57.20

2 No 107 42.80

Total 250 100.00

From the above table it is inferred that the 57% of the respondents have said that this is their first

vehicle and remaining 43% of the respondents have said that this is not their first vehicle.

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TABLE 4.1.8 BRAND OF VEHICLE OWNED EARLIER

Sl. No Brand Name No. of Respondents Percentage

1 CD 100 10 9.35

2 Splendor 11 10.28

3 Suzuki Max 100 3 2.80

4 Tvs star city 22 20.56

5 Max 100 R 4 3.74

6 XL Super 1 0.93

7 XL Heavy Duty 1 0.93

8 Victor GL 5 4.67

9 RX 100 5 4.67

10 RX 135 5 4.67

11 Libero 1 0.93

12 CT 100 1 0.93

13 BYK 1 0.93

14 4S Champion 3 2.80

15 K Bajaj 3 2.80

16 Boxer AT 1 0.93

17 Boxer CT 1 0.93

18 Caliber 1 0.93

19 Caliber 115 1 0.93

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20 Adreno 1 0.93

21 Thunder Bird 2 1.87

22 Mashimo 2 1.87

23 M 80 6 5.61

24 TVS 50 16 14.95

Total 107 100.00

From the above table it is inferred that the 21% of the respondents are using Suzuki, 15% of the

respondents are using TVS 50, 10% of the respondents are using Splendor and 9% of the respondents are

using CD 100.

TABLE 4.1.9 REASON FOR CHANGING THE VEHICLE

Sl. No Reason No. of Respondents Percentage

1 Mileage 55 51.40

2 Old Vehicle 31 28.97

3 Dissatisfaction 21 19.63

Total 107 100.00

From the above table, it is inferred that 51.40% of the respondents have said that they changed

their vehicle because of Mileage, 28.97% of the respondents have said that they changed their vehicle

because of Old Vehicle and remaining 19.63% of the respondents have said that they changed their

vehicle because of dissatisfaction.

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TABLE 4.1.10 YEAR OF USING

Sl No Usage No. of Respondents Percentage

1 1 - 3 Months 25 10.00

2 4 - 6 Months 2 0.80

3 7 - 1 Years 20 8.00

4 1 - 2 Years 72 28.80

5 More than 2 Year's 119 47.60

6 More than 3 Year's 12 4.80

Total 250 100.00

From the above table, it is inferred that 47.60% of the respondents are using the vehicle for the past 2

year, 28.80% of the respondents are using the vehicle for the past 1–2 years, 10% of the respondents are

using the vehicle for the past 1–3 months, 8% of the respondents are using the vehicle for the past 7

months – 12 months, 4.80% of the respondents are using the bike for more than 3 years and remaining

.80% of the respondents are using the bike for 4-6 months.

TABLE 4.1.11 NO. OF VEHICLES USED

Sl. No No. of Vehicles No. of Respondents Percentage

1 Only 1 Two-Wheeler 92 36.80

2 2 Two-Wheeler 61 24.40

3 1 Two-wheeler & 1 Four-Wheeler 76 30.40

4 More than 2 Two-wheeler &

More than 1 Four-Wheeler

21 8.40

Total 250 100.00

From the above table it is inferred that the 36.80% of the respondents are having only 1 Two-

Wheeler, 30.40% of the respondents are having 1 Two-Wheeler and 1 Four-Wheeler, 24.40% of the

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respondents are having 2 Two-Wheelers and remaining 8.40% of the respondents are using more than 2

two-wheeler and more than I four wheeler.

TABLE 4.1.12 VISIT OTHER DEALERS BEFORE BUYING THE VEHICLE

Sl. No Dealers Name No. of Respondents Percentage

1 Senthil Autos 7 2.80

2 Sri Velavan 1 0.40

3 Siva Sakthi 1 0.40

4 Noble Hondo 2 0.80

5 Lotus TVS 4 1.60

6 Supreme 4 1.60

7 Balasundram 3 1.20

8 P & C Motors 4 1.60

9 M & M 1 0.40

10 No Visited Dealers 223 89.20

250 100.00

From the above table it is inferred that the 89% of the respondents did not visit any other dealers

before buying the vehicle, 3% of the respondents visited Hero Honda (Senthil Autos) Dealer before

buying the vehicle and 2% of the respondents visited Lotus TVS, Aanoor and P & C Motors before

buying the vehicle.

TABLE 4.1.13 OPINION ON OVERALL PERFORMANCE OF THE VEHICLE

Sl. No No. of Vehicles No. of Respondents Percentage

1 Highly Satisfied 6 2.40

2 Satisfied 70 28.00

3 Neutral 155 62.00

4 Dissatisfied 16 6.40

5 Highly Dissatisfied 3 1.20

250 100.00

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From the above table it is inferred that the 62.0% of the respondents are neither satisfied nor dissatisfied

with the overall performance of the vehicle, 28.0% of the respondents are satisfied, 6.40% of the

respondents are dissatisfied, 2.40% of the respondents are highly satisfied and remaining 1.20% of the

respondents are highly dissatisfied with the overall performance of the vehicle.

TABLE 4.1.14 BRAND CHOSEN BY THE RESPONDENTS

Sl. No Choosing No. of Respondents Percentage

1 Self made 122 48.80

2 Friends 70 28.00

3 Dealers Approach 5 2.00

4 Family Members 25 10.00

5 Mechanics 22 8.80

6 Advertisements 6 2.40

7 Others 0 0.00

250 100.00

From the above table, it is inferred that the 48.80% of the respondents‟ decision is self made,

28.0% of the respondents choose this brand by the influence of their friends, 10.0% of the respondents

choose this brand by the influence of Family Members wish.

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ABLE 4.1.15 MILEAGE PROMISED BY THE DEALER

Sl. No Mileage of Vehicle No. of Respondents Percentage

1 50Km / Lit 6 2.40

2 51-60Km / Lit 23 9.20

3 61-70km / Lit 68 27.20

4 71-80 Km / Lit 81 32.40

5 Above 80 Km / Lit 72 28.80

250 100.00

From the above table it is noted that 32.40% of the respondents replied that the dealer have

promised a mileage of 71-80 KM / Liters, 28.80% of the respondents replied that the dealer have

promised a mileage of above 80KM / Liters.

TABLE 4.1.16 ACTUAL MILEAGE

Sl. No Actual Mileage No. of Respondents Percentage

1 Below 50Km / Lit 25 10.00

2 51-60Km / Lit 47 18.80

3 61-70km / Lit 110 44.00

4 71-80 Km / Lit 64 25.60

5 Above 80 Km / Lit 4 1.60

250 100.00

From the above table it is inferred that the 44.0% of the respondents are getting mileage of 61-

70Kms/Lit, 26% of the respondents are getting mileage of 71-80Kms/Lit and 19% of the respondents are

getting mileage of 51-60Kms/Lit.

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TABLE 3.1.17 SATISFACTION ON MILEAGE

Sl. No Satisfaction Level No. of Respondents Percentage

1 Highly Satisfied 8 3.20

2 Satisfied 206 82.40

3 Neutral 24 9.60

4 Dissatisfied 7 2.80

5 Highly Dissatisfied 5 2.00

250 100.00

From the above table it is inferred that the 82.40% of the respondents are satisfied with the

mileage, 9.60% of the respondents are neither Satisfied nor dissatisfied, 3.20% of the respondents are

Highly Satisfied , 2.80% of the respondents are dissatisfied and remaining 2% of the respondents are

highly dissatisfied with the mileage.

TABLE 3.1.18 USAGE OF THE VEHICLE

Sl. No Usage of Vehicle No. of Respondents Percentage

1 Very Often 25 10.00

2 Daily 209 83.60

3 Weekly Once 5 2.00

4 Once in two days 6 2.40

5 Based on Needs 5 2.00

250 100.00

From the above table, it is inferred that the 83.60% of the respondents are using their vehicle

daily, 10.0% of the respondents are using their vehicle very often and 2% of the respondents are using

their vehicle once in two days.

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TABLE 4.1.19 KILOMETERS COVERED IN A MONTH

Sl. No Kilometer No. of Respondents Percentage

1 0 - 100Kms 6 2.40

2 101 - 250Kms 33 13.20

3 251 - 500 Kms 24 9.60

4 501-1000Kms 130 52.00

5 > 1000 Kms 57 22.80

250 100.00

From the above table it is inferred that the 52.0% of the respondents are covering around 501-

1000 Kilometers in a month, 22.80% of the respondents are covering around 1000 Kilometers in a month

and 13.20% of the respondents are covering around 101-250 Kilometers in a month.

TABLE 4.1.20 MAINTENANCE OF THE VEHICLE

Sl. No Maintenance No. of Respondents Percentage

1 Periodical 46 18.40

2 Monthly Once 33 13.20

3 Once in 3 Months 115 46.00

4 Once in 6 Months 49 19.60

5 Only after break down 7 2.80

250 100.00

From the above table it is inferred that the 46.0% of the respondents are servicing their vehicle

once in 3 Months, 20% of the respondent are servicing once in 6 months and 18% of the respondents are

servicing periodical servicing.

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TABLE 4.1.21 PLACE OF VEHICLE SERVICING

Sl. No Servicing No. of Respondents Percentage

1 Authorized Dealers 144 57.60

2 Sub Dealers 50 20.00

3 Others 56 22.40

250 100.00

From the above table, it is inferred that the 57.60% of the respondents are servicing their vehicle

at the Authorized Dealers Service Centre, 22.40% of the respondents are servicing their vehicle with

Other Local Service Centre and remaining 20% of the respondents are servicing their vehicle at the Sub

Dealers Service Centre.

TABLE 4.1.22 OPINION ABOUT OVER - ALL SERVICES

Sl. No Opinion About

Service No. of Respondents Percentage

1 Excellent 3 1.20

2 Very Good 44 17.60

3 Good 184 73.60

4 Average 15 6.00

5 Poor 4 1.60

250 100.00

From the above table it is inferred that the 73.60% of the respondents are having Good Opinion

about overall service, 17.60% of the respondents are having Very Good Opinion about overall service and

6.0% of the respondents are having Average Opinion about Overall service.

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TABLE 4.1.23 OPINION ABOUT THE COST OF VEHICLE

Sl. No Opinion About Cost No. of Respondents Percentage

1 Cheaper 13 5.20

2 Reasonable 121 48.40

3 Costlier 116 46.40

250 100.00

From the above table, it is inferred that the 48.40% of the respondents said that cost of the vehicle

is reasonable, 46.40% of the respondents said that it is Costlier, and remaining 5.20% of the respondents

said that it is cheaper.

TABLE 4.1.24 OPINION ABOUT THE VALUE OF VEHICLE

Sl. No Opinion About

Value No. of Respondents Percentage

1 Good Value 159 63.60

2 No Idea 67 26.80

3 Low Value 24 9.60

250 100.00

From the above table it is inferred that the 63.60% of the respondents are having good opinion

about the value of vehicle, 26.80% of the respondents are having No Idea about the value of vehicle.

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TABLE 4.2.1 WEIGHTED AVERAGE FOR PREFERENCE OF VEHICLE

Sl. No Preference Weighted

Average Rank

1 Brand name 3.89 II

2 Look 5.98 V

3 Mileage 3.81 I

4 Speed 4.45 IV

5 Maintenance 4.00 III

6 After Sales service 6.40 VIII

7 Price 6.39 VII

8 New model 7.03 IX

9 Value 6.17 VI

10 Offers & schemes 7.18 X

From the above table it is inferred that most of the respondents are preferring bajaj bike for its

mileage with the score of 3.81 and it is followed by Brand name, Maintenance, Speed, Look, Value,

Price, After Sales Service, Model, and offers and schemes.

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CHART 4.2.1

WEIGHTED AVERAGE FOR PREFERENCE IN VEHICLE BUYING

PREFERENCCE OF BUYING TWO WHEELERS

Brand name

7%

Look

11%

Mileage

7%

Speed

8%

Maintenance

7%

Sales ser

12%

Price

12%

New model

12%

Value

11%

Offers&sch

13%

4.3 CHI - SQUARE METHOD

TABLE 4.3.1 LEVEL OF INCOME AND OCCUPATION

Agriculture Business

Govt.

Emp.

Private

Emp. Student TOTAL

Below Rs.5000 0 8 0 1 1 10

Rs.5001-10000 1 6 0 2 6 15

Rs.10001-15000 19 30 4 19 15 87

Rs.15001-20000 1 21 1 6 4 33

Above Rs.20000 14 35 10 30 16 105

TOTAL 35 100 15 58 42 250

Null Hypothesis (H0) : There is no significant relationship between Income

Occupation Income

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and Occupation.

Alternate Hypothesis (H1) : There is significant relationship between Income and

Occupation.

Level of Significance : 5%

Degrees of Freedom : (r-1) (c-1)

= (5-1) (5-1)

= 16

2

= E

EO2

Calculated value 2

= 32.33

Table value = 26.296

CONCLUSION

Since the calculated value is greater than Table Value, we reject Null Hypothesis and there is

significant difference between income and Occupation.

TABLE 4.3.2 LEVEL OF INCOME AND TWO WHEELER PURCHASED

Pulsar

150 CT 100 Discover

Pulsar

220 Avenger Platina Boxer Total

Below Rs.5000 3 2 3 0 0 2 0 10

Rs.5001-10000 7 1 6 0 0 0 1 15

Rs.10001-15000 33 5 40 1 1 6 1 87

Rs.15001-20000 11 0 15 2 0 4 1 33

Above Rs.20000 41 5 36 2 2 17 2 105

TOTAL 95 13 100 5 3 29 5 250

Null Hypothesis (H0) : There is no significant relationship between Income and Two Wheeler purchased.

Brand Income

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Alternate Hypothesis (H1): There is significant relationship between Income and Two

Wheeler Purchased.



= (5-1) (7-1)

= 24

2

= E

EO2

Calculated value 2

= 16.06


CONCLUSION

Since the calculated value is less than Table Value, we accept Null Hypothesis and there is no

significant difference between income and Two Wheelers Purchased.

TABLE 4.3.3 OCCUPATION AND TWO WHEELER PURCHASED

Pulsar

150 CT 100 Discover

Pulsar


Agri 15 1 13 1 1 4 0 35

Business Man 40 5 40 2 1 11 1 100

Govt. 4 1 6 0 0 4 0 15

Private 20 3 23 1 1 7 3 58

Students 16 3 18 1 0 3 1 42

TOTAL 95 13 100 5 3 29 5 250

Occupation Brand

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Null Hypothesis (H0) : There is no significant difference between Occupation and

Two Wheeler purchased.

Alternate Hypothesis (H1) : There is significant difference between Occupation and

Two Wheeler Purchased.



= (5-1) (7-1)

= 24

2

= E

EO2

Calculated value 2

= 9.91


CONCLUSION


significant difference between Occupation and Two Wheeler Purchased.

TABLE 4.3.4 REASON FOR CHANGING THE VEHICLE AND TWO WHEELER PURCHASED

Pulsar

150 CT 100 Discover

Pulsar


MILEAGE 29 3 18 0 0 4 0 54

OLD VEHICLE 11 1 14 0 1 3 0 30

DISSATISFACTION 7 4 5 1 0 3 1 21

TOTAL 47 8 37 1 1 10 1 105

Brand Reason

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Null Hypothesis (H0) : There is no significant difference between

Reason and Two Wheeler purchased.

Alternate Hypothesis (H1) : There is significant difference between

Reason and Two Wheeler Purchased.



= (3-1) (7-1)

= 12

2

= E

EO2

Calculated value 2

= 19.85


CONCLUSION


significant difference between Reason and Two Wheeler Purchased.

TABLE 4.3.5 USAGE OF THE VEHICLE AND TWO WHEELER PURCHASED

Pulsar

150 CT 100 Discover

Pulsar


Very Often 12 1 8 3 0 1 0 25

Daily 78 10 85 2 3 26 5 209

Weekly Once 3 0 1 0 0 1 0 5

Once in Two Days 1 2 3 0 0 0 0 6

Based on Needs 1 0 3 0 0 1 0 5

TOTAL 95 13 100 5 3 29 5 250

Brand

Usage of Vehicle

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Usage of vehicle and Two Wheeler purchased.


Usage of vehicle and Two Wheeler Purchased.



= (5-1) (7-1)

= 24

2

= E

EO2

Calculated value 2

= 16.36


CONCLUSION


significant difference between usage of vehicle and Two Wheeler Purchased.

TABLE 4.3.6 PROMISED MILEAGE AND ACTUAL MILEAGE OF THE VEHICLE

Below

50Ksm/Lit

51-

60Kms/Lit

61-

70Kms/Lit

71-

80kms/lit

Above

80kms/lit Total

51-60Kms/Lit 11 11 1 0 0 23

61-70Kms/Lit 8 34 25 1 0 68

71-80kms/lit 0 2 66 13 0 81

Above 80kms/lit 0 0 18 50 4 72

Below 50Ksm/Lit 6 0 0 0 0 6

TOTAL 25 47 110 64 4 250

Promised Mileage

Actual Mileage

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Null Hypothesis (H0) : There is no significant difference between Promise Mileage and Actual Mileage

Alternate Hypothesis (H1): There is significant difference between Promise Mileage and Actual Mileage



= (5-1) (5-1)

= 16

2

= E

EO2

Calculated value 2

= 301.86


CONCLUSION


significant difference between Promised Mileage and Actual Mileage of the Vehicle.

TABLE 4.3.7 HOW LONG THE VEHICLE IS USED AND SERVICE LEVEL

OF THE VEHICLE

Authorized

Dealers Sub Dealers Others Total

1-2years 34 16 22 72

1-3 Months 15 7 3 25

7months-1years 12 6 2 20

more than 2years 74 25 22 121

more than 3years 9 2 1 12

TOTAL 144 56 50 250

Servicing Point

Usage of Vehicle

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How long the vehicle is used and service level of the vehicle


How long the vehicle is used and service level of the vehicle



= (5-1) (3-1)

= 8

2

= E

EO2

Calculated value 2

= 10.32


CONCLUSION


significant difference between How long the vehicle is used and service level of the vehicle.

5. FINDINGS

The majority of the respondents using Bajaj motorbikes are in the age group of

above 45 years (33%)

The occupation of the respondents who are using Bajaj motorbikes are business people. (40%)

Most of the respondents who are using Bajaj motorbikes are having the income level of Rs 5,001

– 10,000 p/m.

From the study it is cleare that 58% of the respondents have said that this is their first vehicle.

From the study it is inferred that 52% of the respondents have said that they changed their vehicle

because of mileage.

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From the study it is cleare that 39% of the respondents have considered Bajaj only before buying

the vehicle.

From the study it is noted that 90% of the respondents did not visit any other dealer before buying

the vehicle.

Most of the respondents having the opinion of Good about overall performance of the vehicle.

(62%)

Most of the respondents decision is self made in relation to choosing their vehicle. (49%)

Regarding the satisfaction of mileage 83% of the respondents have said that they are satisfied.

84% of the respondents who are using their vehicle daily.

From the study it is clear that 46% of the respondents are servicing their vehicle once in 3

months.

Though most of the respondents are servicing their vehicle at the Authorized dealer‟s service

centre. (58%)

From the study it is inferred that 74% of the respondents are having the opinion of Good about

overall service provided by the dealer.

Regarding opinion about the value of the vehicle when compare to its cost 64% of the

respondents have said that Good value.

From the study it is inferred that 49% of the respondents have shifted their brand from TVS to

BAJAJ.

Most of the respondents are preferring Bajaj bike for its mileage with the score of 3.81 and it is

followed by Brand name, Maintenance, Speed, Look, Value, Price, After Sales Service, Model,

and offers and schemes.

There is significant difference between income and Occupation.

There is no significant difference between Occupation and Two Wheeler Purchased.

There is no significant difference between Reason and Two Wheeler Purchased.

There is no significant difference between usage of vehicle and Two Wheeler Purchased.

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There is significant difference between Promised Mileage and Actual Mileage of the Vehicle.

There is significant difference between How long the vehicle is used and service level of the

vehicle.

6. SUGGESTIONS

Dealer has to improve the customer satisfaction by improving the parameters like customer

reference, maintenance tips provided, visual merchandising.

Dealer has to get periodical feedback from all its customers and it can track them constantly to

know their queries.

Since the brand awareness is medium among the respondents, the dealer has to concentrate on

creating awareness among the customers by way of more advertisements on local TV channel and

local news paper.

Most of the respondents preferred the product features like seating comfort, look and style etc are

lying in between good and average. So the company maintains all the product features to stay

ahead in the market for that they have to study the customer expectations.

The company has to decrease the number of customers who are not leaving their vehicle for

servicing at the dealer‟s point. For this they can introduce loyalty programs for customers to

increase the service inflow.

7. CONCLUSION

Customer satisfaction is very important as satisfied customer would add value to the brand and spread a

positive word of mouth and help in making good reputation of brand. Satisfied customers would be able

to make long term profitable relationship with brand. There is significant effect of price fairness on

customer satisfaction. If tariff rates charged are fair and affordable to customers then they use telecom

services of that brand for longer period of time which consistently satisfies their all communication needs.

Similarly if customers are provided with good services such as courteous behavior of sales person or

complaint officer then they feel emotional attachment with their brand of cellular company.

Similarly if their complaints are solved promptly and commitments are fulfilled then it would provide a

sense of belongingness to the brand. It can be concluded that if any firm wants to be successful over

longer period of time then it has to make its customers satisfied through charging fair tariffs and

memorable customer services so that they can reign over the market.

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8.BIBLIOGRAPHY

Books

Jyotsna Sethi & Nishwan Bhatia, Elements of Banking and Insurance, PHI Learning 2011

KOTHARI, C.R., "Research Methodology Methods and Techniques", Wishwa Prakasan.

PILLAI R.S.N AND V. BAGAVATHI, "Statistics", Sultan Chand & Company

Limited, 7361, Ram Nagar, New Delhi.

Kotler. P, “Marketing Management”, 11th Edition, Pearson Education, New Delhi, 2002.

Websites

www.bajai.com

www.google.com

ISSN 2321-0346

ijmrr volume 1, issue 1 (march, 2013) intercontinental journal of marketing research review o ter-c...

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