STUDY OF CONSUMER

BUYING BEHAVIOR IN MOTOR BIKE WITH

REFERENCE TO Bajaj Motors.

SUBMITTED BY:

SIMRANDEEP SINGH MATTA

SEMESTER V (2018-2019).
CHAPTER 1
 INTRODUCTION

Bajaj Auto Limited is a global two-wheeler and three-wheeler manufacturing company based
in India. It manufactures motorcycles, scooters and auto rickshaws. Bajaj Auto is a part of
the Bajaj Group. It was founded by Jamnalal Bajaj in Rajasthan in the 1940s. It is based
in Pune, Mumbai, with plants in Chakan (Pune), Waluj (near Aurangabad)
and Pantnagar in Uttarakhand. The oldest plant at Akurdi (Pune) now houses the R&D centre
'Ahead'.
Bajaj Auto is the world's sixth-largest manufacturer of motorcycles and the second-largest in
India. It is the world's largest three-wheeler manufacturer.
On May 2015, its market capitalisation was ₹640 billion (US$8.9 billion), making it India's
23rd largest publicly traded company by market value.The Forbes Global 2000 list for the
year 2012 ranked Bajaj Auto at 1,416.

Bajaj manufactures and sells motorcycles, scooters, auto-rickshaws and most recently, cars.
Bajaj Auto is India's largest exporter of motorcycles and three-wheelers .Bajaj Auto's exports
accounted for approx. 35% of its total sales. 47% of its exports are made to Africa. Boxer
motorcycle is the largest selling single brand in Africa.

Motorcycles manufactured by Bajaj Auto Company

Bajaj is the first Indian two-wheeler manufacturer to deliver 4-stroke commuter motorcycles
with sporty performance for the Indian market, which was otherwise dominated mostly by
mileage-based products from Hero Honda and TVS Motors. Bajaj achieved this with the
150cc and 180cc Pulsar, giving Indians the first taste of performance biking. This was also
accompanied by innovative marketing techniques - by featuring its flagship product Pulsar
220 DTS-i in Pulsar MTV Stunt mania.
 Study of Statement.

The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a
wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home
appliances, lighting, iron and steel, insurance, travel and finance.

The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and
three- wheeler manufacturer and the Bajaj brand is well-known across several countries in
Latin America, Africa, Middle East, South and South East Asia.

Founded in 1926, at the height of India's movement for independence from the British, the
group has an illustrious history. The integrity, dedication, resourcefulness and determination
to succeed which are characteristic of the group today, are often traced back to its birth
during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the
group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhi ji had adopted
him as his son. This close relationship and his deep involvement in the independence
movement did not leave Jamnalal Bajaj with much time to spend on his newly launched
business venture.

His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was
close to Gandhiji and it was only after Independence in 1947, that he was able to give his full
attention to the business. Kamalnayan Bajaj not only consolidated the group, but also
diversified into various manufacturing activities.
 HISTORY OF BAJAJ

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 (near Aurangabad) and
Pantnagar in Uttaranchl. The oldest plant at Akurdi (Pune) now houses the R&D centre a
head. Bajaj Auto makes and exports motor scooters, motorcycles and the auto rickshaw.

Timeline of new release

1960-1970 - Vespa 150 - Under the licence of Piaggio of Italy

1971 - Three-wheeler goods carrier

1972 -Bajaj Chetak

1976 -Bajaj Super

1977 -Bajaj Priya

1977 - Rear engine Auto rickshaw

1981 -Bajaj M-50

1986 -Bajaj M-80, Kawasaki Bajaj KB100, Kawasaki Bajaj KB125,

1990 -Bajaj Sunny

y1991 -Kawasaki Bajaj 4S Champion

1993 -Bajaj Stride

1994 -Bajaj Classic

1995 -Bajaj Super Excel

1997 -Kawasaki Bajaj Boxer, Rear Engine Diesel Auto rickshaw

1998 -Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter, Bajaj Spirit

2000 -Bajaj Saffire

2001 -Eliminator, Bajaj Pulsar

2003 -Caliber115,Bajaj Wind125,Bajaj Pulsar Bajaj Endure FX

2004 -Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover DTS-i

2005 -Bajaj Wave, Bajaj Avenger, Bajaj Discover

2006 -Bajaj Platina.

2007 -Bajaj Pulsar-200(Oil Cooled),Bajaj Kristal,Bajaj Pulsar 220 DTS-Fi (Fuel

Injection),XCD 125 DTS-Si 2008 -Bajaj Discover 135 DTS-i - sport (Upgrade of existing
135cc model)

2009 -Bajaj Pulsar 135(December 9)5(January)Bajaj XCD135 cc , Bajaj Pulsar 150 DTS-i
UG IV, Bajaj Pulsar 180 DTS-i UG IV,Bajaj Pulsar 220DTS-i,Bajaj Discover 100 DTS-Si.
 Conpany Profile
Bajaj Auto is a major Indian vehicle manufacturer started by Jamnalal Bajaj from Rajasthan
in the 1930s. It is based in Pune, Maharashtra, with plant sin Chakan (Pune), Waluj (near
Aurangabad) and Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the
R&D centre Ahead. Bajaj Auto makes and exports automobiles, scooters, motorcycles and
the auto rickshaw. The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at
1,946.It features at 1639 in Forbes 2011 list. Bajaj Auto came into existence on 29 November
1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported
two- and three-wheelers in India. In 1959, it obtained license from the Government of India
to manufacture two- and three-wheelers and it went public in 1960. In1970, it rolled out its
100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single
financial year. In 1985, it started producing at Waluj near Aurangabad. In 1986, it managed
to produce and sell 500,000vehicles in a single financial year. In 1995, it rolled out its ten
millionth vehicles and produced and sold one million vehicles in a year.

R&D: New Products

Bajaj Auto‟s R&D has been on a „super-active‟ mode to help the Company launch one
product after another in FY2016. These have helped us to grow strongly despite a subdued
market situation. The key highlights are given below.

BAJAJ PULSAR

Bajaj Pulsar is a motorcycle brand owned by Bajaj Auto in India. The two wheeler was
developed by the product engineering division of Bajaj Auto in association with motorcycle
designer Glynn Kerr Tokyo R&D. Currently there are four variants available -with engine
capacities of 135 cc, 150 cc, 180 cc and220 cc. Previously it was also offered with a 200 cc
DTS-i oil cooled engine, which now has been discontinued. More than a million units of
Pulsar were sold by November 2005. 2009, sales of more than Pulsar is the leader in the
150 cc segment in India with a market share of 43%.
Avenger 220 Cruise
In October 2015, the Avenger brand was revamped with introduction of Avenger Triplets.
The Avenger 220 Cruise has traditional chrome looks. Elements like the foot pegs, the handle
holder logo, the badge on the grab and seats were updated to represent a modern Cruiser.
Speedometer was improved with better graphics and a new LCD inlay. Also, a new
suspension gives a better ride. These subtle feature enhancements went a long way in
uplifting the brand value of the model.

Avenger 220 Street

The second of the Avenger triplets was the 220 Street. With a black dusky look this bike is an
exciting value proposition for the customer. A combination of excellent ergonomics for street
usage has improved urban manoeuvrability. Its alloy wheels aid better handling and control.
Other improvements of the Avenger 220 Cruise are also available in the Street version.
V15
Each fuel tank assembly made contains steel from India‟s legendary aircraft carrier, the INS
Vikrant. V15, the new premium commuter from Bajaj Auto, not only pays homage to our
heritage and history, but also has defined an invincible form by its looks, proportions and an
understated tough design. The completely „neo-retro‟ styling with an imposing front fascia
and a pumped up fuel tank takes this vehicle to a totally new dimension. The V15 comes with
an all new 150 cc, air cooled single-cylinder DTS-i engine which offers a maximum output of
12 PS (metric horsepower) at 7,500 rpm and a peak torque of 1.34 kg per metre at 5,500 rpm.
With its five-speed gear box, the power train offers ample reserve of torque at all rpms for
different riding terrain. The throaty exhaust sound differentiates the V15 from others and
gives it a unique character. A double cradle frame combined with a 33 mm diameter fork give
an edge to the handling of the V15. Lower seat height and wider handle bars provide a
commanding ergonomic position to the rider. Bigger and wider tyres add to performance and
safety.

Boxer BM150X
This is intended for export to African countries and is a variant of Boxer BM150. It employs
a four stroke, single cylinder, air cooled 144.8 cc engines which generates 12 PS power at
7,500 rpm and 1.25 kg per metre at 5,000 rpm. It has a four-speed transmission. The Boxer
BM150X is strong and rugged due to a semi-double cradle frame. It has alloy wheels, front
suspension bellows, rear SNS suspension, round head lamp and has some features for
improved on- and off-road riding, such as: (i) Special raised front fender with a two-tier
design which effectively prevents mud from being trapped while providing better splash
protection to the rider; (ii) High ground clearance of 190 mm; and (iii) Specially designed
semi knobby (block pattern) tyres, for perfect handling during off-road usage.

Avenger 150 Street

The Street has been made in two engine capacities to give more choice to the customer. The 150 cc,
two-valve engine is tuned and matched to the vehicle. Wider tyres offer the bike excellent stability
and agility when required. This version has been made compatible to meet Euro 3 norms and was
exported to Europe.
Pulsar AS 150
After the successful domestic launch of Pulsar AS 200 in March 2015, a smaller sibling entered
within a month. With these AS models, a larger cross section of younger Indians have now got a
flavour of adventure sport biking. The lighter and more fuel efficient version of AS 150 is more
affordable as well. It has a four-valve high power engine with a counter balancer and optimised
engine mounting arrangement. It also has other enhanced features like mono-shock absorbers and a
wider rear tyre compared to that of the existing Pulsar 150.
CHAPTER 2
 RESEARCH METHODOLOGY
Survey research is the systematic gathering of information from respondents for the purpose
of understanding and/or predicting some aspects of the behaviour of the population of
interest. It is the most common method of collecting primary data for marketing decisions.
Survey research is concerned with administration of questionnaires (interviewing). The
survey research must be concerned with sampling, questionnaire design,
questionnaire administration and data analysis. The administration of questionnaire to an
individual or group of individuals is called an interview. A questionnaire is simply a
formalized set of questions for eliciting information. As such, its function is measurement
and it represents the most common form of measurement in marketing research.

The report has been prepared as per the information obtained from two sources. They are:

1. Primary data

2. Secondary data

Primary data: 1. Structured questionnaire

Secondary data: 1. Data from various magazines especially bike magazines.

2. Internet.

Sampling plan: Data collected has been analyzed and interpreted by percentage system
and presented in pie charts. Sampling frame: Customers visiting showrooms for
servicing their pulsar motorcycles. Sampling unit: Motor cycles owners esp. Bajaj Pulsar
motorcycle owners Sampling method: Desired sample size: A sample size of 30 motorcycle
owners was specified.
 OBJECTIVES

1.The objective of the study is “Company image Bajaj and Survey research to measure
customer satisfaction towards Bajaj Pulsar”.

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

3.To understand customer attitude towards Bajaj motorcycles.

4.To measure customer satisfaction of Bajaj pulsar motorcycle owners.

5.To know the tastes and preferences of people of when it comes to Pulsar bikes.

6.To find the reasons for buying Pulsar motorcycle.

 Scope of the study:

The study on consumer buying behaviour of Bajaj Motor is needed to determine the current
consumer buying behaviour of the company The study has to will make clear the usage by
which Bajaj Motor. is gaining a competitive Advantage among its customer & to know about
the relationship between company and their customer. This study also helps to know different
facilities provide by Bajaj.

LIMITATIONS OF THE STUDY:

1. The responses given by the respondents may not be true.

2. The respondents may be careless in responding to the questionnaire.

3. The respondents may be illiterate.

Awards

 Bajaj Auto was awarded the NDTV Profit Business Leadership Award 2010 at the hands of

the Honble Finance Minister Shri Pranab Mukherjee on 1st September 2010.

Bajaj Auto’s Bajaj Pulsar DTS-Fi won bike of the year in 2007 by CNBC TV18 Auto car Auto Awards.

 Bajaj Patina 100 cc won bike of the year 2007 by NDTV Profit Bike India.

 Bajaj Auto’s Chakan Plant won Super Platinum Award For manufacturing Excellence in 2006-07 by
Frost and Sullivan.

 Bajaj CT 100 bagged Motorcycle Total Customer Satisfaction Study in 2005 by TNS

Automotive
CHAPTER 3
 LITERATURE & REVIEW

The Literature and Consumer Views of Satisfaction While the literature contains significant
differences in the definition of satisfaction, all the definitions share some common elements.
When examined as a whole, three general components can be identified.
1) consumer satisfaction is a response (emotional or cognitive).
2) The response pertains to a particular focus (expectations, product, experience, etc.).
3) the response occurs at a particular time (after consumption, after choice, based on
accumulated experience, etc.).Consumer responses followed a general pattern similar to
the literature. Satisfaction was comprised of three basic components, a response pertaining
to a particular focus determined at a particular time BY Joan L. Giese, Assistant Professor,
Department of Marketing ,Washington State University.

The lack of a consensus definition for satisfaction creates three serious problems for
consumer satisfaction research: selecting an appropriate definition for a given study;
operationalizing the definition; and interpreting and comparing empirical results. These
three problems affect the basic structure and outcomes of marketing research and
theory testing.

 The purpose of this research is to resolve existing inconsistencies by proposing a

framework that researchers can use to develop clear and conceptually consistent,
context specific definitions of consumer satisfaction. Given the complexity and context
specific nature of satisfaction, it is impossible to develop a generic global definition.
Rather, the definition of satisfaction must be contextually adapted. The proposed
framework ensures that the context specific definition captures the complete domain of
satisfaction and is consistent with the conceptual domain of other researchers.
Specifically, we will:
1. Suggest a definitional framework of consumer satisfaction based on commonalties
in
the literature and the views of consumers.
2. Discuss how this framework can be used to develop a definition of satisfaction to
accommodate different contextual settings.
3. Ensure that our definitions of satisfaction are consistent with consumers' views.
This is critical since, ultimately, we must understand consumers‟ meanings of
satisfaction and consumers must understand what we mean when we use the term,
satisfaction.