GAUTAM PANIGRAHI

MBA 4 SEM
CHOUKSEY ENGG. COLLEGE
 CONTENTS
1.COMPANY PROFILE
2.OBJECTIVES OF THE STUDY
3.CONSUMER SATISFACTION
4.RESEARCH METHODOLOGY
5.DATA ANALYSIS & INTERPRETATION
6.HYPOTHESIS TESTING
7.FINDINGS
8.RECOMMENDATION
9.CONCLUSION
BRIEF PROFILE OF THE COMPANY
Founder Jamnalal Bajaj
Year of Establishment 1926

Industry Automotive - Two & Three

Wheelers
Business Group The Bajaj Group

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

BAJAJAUTO
Presence Distribution network covers 50
countries.
Dominant presence in Sri Lanka,
Bangladesh,Columbia, Guatemala,
Peru, Egypt, Iran and Indonesia.
 PRODUCT PROFILE
Scooters
Bajaj Wave:

Motorcycles:

Bajaj Pulsar 180 DTSi

Bajaj Pulsar 200 DTSi
Bajaj Pulsar 220 DTS-Fi
Bajaj Pulsar 150 DTSi

Bajaj Discover100cc
Bajaj Discover120cc
Bajaj Discover135cc

•:
Bajaj Avenger
Bajaj Platina
  
HIERARCHY IN BAJAJ AUTO LTD. :-
Chairman(Rahul Bajaj)

Vice Chairman
(Madhur Bajaj)

Managing Director
(Rajiv Bajaj)
MANUFACTURING LOCATION
 OBJECTIVES OF THE STUDY
The objective of the study is “Company image Bajaj and Survey
research to measure Consumer satisfaction towards Bajaj Pulsar
in Bilaspur” during the period of Feb – March 2011.
To determine the effects of the company image on the sales.
To understand Consumer attitude towards Bajaj motorcycles and
Bajaj auto.
To measure Consumer satisfaction of Bajaj pulsar motorcycle
owners.
To know the market share of Bajaj auto in Bilaspur.
To predict the boom of automobile industry.
To know the tastes and preferences of people of Bilaspur when
it comes to motorcycles.
To find the reasons for buying Pulsar motorcycle.
 DEFINITION OF CONSUMER
SATISFACTION
 Consumer satisfaction means the
behavior of the Consumer towards the
product when they satisfied while using
the product. When the Consumer us any
product & after using the product the
Consumer is satisfied is called Consumer
satisfaction.
 Research Methodology
Research: Descriptive
Sample unit: Motorcycles owners esp. Bajaj motorcycle owners.
Sample size: 100 Bajaj Motorcycle owners
Statistical scale for questionnaire: Likert scale & comparative
scale.
Sample plan:
The selection of the samples is done
following the two sampling techniques, which are:
- Simple random sampling
- Convenience sampling
Universe: Bilaspur City
 
Sample Location: Link Road, Vyapar vihar, Vaishali Nagar,
RLY Colony ,etc.
Collection of data: -
Primary data: Through personal interview from the Bajaj
motorcycle Consumer
Secondary data: Internet, Company broshers, Newspaper,
leaflets
Hypothesis:
H0: Consumers are not satisfied with Bajaj Pulsar
motorcycle.
Ha: Consumers are satisfied with Bajaj Pulsar motorcycle .
 DATA ANALYSIS &
INTERPRETATION
1. Do you own a motorcycle?

Response No. of respondents

Yes 100
No 0
Total 100
INTERPRETATION:-
It reveals the motorcycle ownership in Bilaspur. The
survey revealed that 100% own motorcycles.
2. Do you own Bajaj Motorcycle?

Response No. of respondents

Yes 100
No 0
Total 100
INTERPRETATION:-
It reveals the Bajaj motorcycle ownership in Bilaspur.
The survey revealed that 100% own Bajaj motorcycles.
 
3. Which motorcycle of Bajaj Auto do you own?

Brand NO. Of
Respondent
Pulsar 60
Discover 20
XCD 12
Platina 5
Other 3
Total 100
INTERPRETATION:-
The exhibits ownership of various brands of Bajaj.Pulsar
is owned by 60%, Discover 20%, XCD 12%, Platina 5%
and Others 3%.
 
4. Which series of Pulsar motorcycle do you own?

Pulsar Series NO.of

Respondent
150 cc 20
180 cc 18
200 cc 12
220 cc 10
Total 60
INTERPRETATION:-
The reveals series wise ownership of Pulsar i.e. 33.33%
are owning 150cc 30% are owing 180cc, 20% are owing
200cc and 16.67% are owing 220cc.
5. Are you aware about giving free service of your
motorcycle by the Showroom?

Response No. of respondents Percentage

Yes 60 100

No 0 0

Total 60 100
INTERPRETATION:-
It reveals that 100% are aware of free service offered by
the showroom.
 
 
6. Are you satisfied of giving your motorcycle for free
service from the showroom?
Response No. of respondents Percentage
Highly Satisfied 16 26.67
Satisfied 22 36.67
Indifferent 7 11.67
Dissatisfied 12 20
Highly Dissatisfied 5 8.33
Total 60 100
INTERPRETATION:-
The pie chart shows that Consumers 36.6% satisfied on
service towards their motorcycle..
 
7. Tick any 5 for selecting Bajaj Pulsar ?

Reason For NO.of Percentage

Purchase Respondent
Style 15 25
Brand Image 10 16.67
Mileage 5 8.33
Pick Up 10 16.67
Price 5 8.33
Resale Value 3 5
Popularity 5 8.33
Comfort 2 3.33
Safety 4 6.67
Low Maintainence 1 1.67
Total 60 100
INTERPRETATION:-
The reveals the maximum reasons for selecting Bajaj
Pulsar motorcycle and style as well as pick up i,e
16.67% reasons for purchase.
 8. What was the sources of information for the purchase
of Bajaj Pulsar?

Source Of NO.of Percentage

Information Respondent
Family 10 16.67
Friends 20 33.33
Advertisements 10 16.67
Mechanics 10 16.67
Dealers 8 13.33
Others 2 3.33
Total 60 100
INTERPRETATION:-
Reveals the main sources of information to purchase
Bajaj Pulsar motorcycle, friends 33.33% for the
purchase of Bajaj Pulsar.
 
9. What is your level of satisfaction towards Bajaj
Pulsar?

Level Of NO.Of Percentage

Satisfaction Respondent
0-20% 8 13.33
20-40% 8 13.33
40-60% 22 36.67
60-80% 10 16.67
80-100% 12 20
Total 60 100
INTERPRETATION:-
The Pie Charts shows the level of satisfaction of Bajaj
motorcycle owners towards their motorcycle 60
respondents were 0-20% are 13.33%, 20-40% are
13.33%,40-60% are 36.67%,60-80% are 16.67% and
80-100% are 20%.
10. How do you feel when you ride your Bajaj pulsar?

Consumers NO.Of Percentage

Feeling Respondent
Excited 20 33.33
Playful 15 25
Happy 20 33.33
Boring 3 5
Uncomfortable 2 3.33
Total 60 100
INTERPRETATION:-
Most of the motorcycle owners were feeling Playful
when the ride their motorcycle with 60 responses, 20
were feeling Excited,15 were playful, 20 were Happy
and 3 was feeling Boring and 2 were feeling
Uncomfortable as depicted in pie chart.
11. Overall, how would you rate Bajaj Pulsar?

Rating NO.Of Percentage

Respondent
Excellent 25 41.67
Good 30 50
Neither Good Nor Bad 5 8.33
Bad 0 0
Very Bad 0 0
Total 60 100
INTERPRETATION:-
The pie Charts shows overall in rating consumers are
excellent 41.67% in Bajaj pulsar.
12. Do you wish to buy a Bajaj Pulsar again?

Willingness NO. Of Percentage

Respondent
Definitely will Buy 25 41.67
Probably Will Buy 15 25
Might or Might Not 10 16.67
Buy
Probably Will Not Buy 8 13.33
Definitely Will Not 2 3.33
Buy
Total 60 100
INTERPRETATION:-
It reveals the willingness of other respondents who do
not own Bajaj but are willing to buy Bajaj motorcycle in
future. This pie chart reveals the willingness of all
respondents to buy Bajaj Pulsar motorcycle.
 HYPOTHESIS TESTING

CHI SQUARE TEST

X2 test is done for Consumer satisfaction.
1.Null Hypothesis(H0) : They are not satisfied with
Bajaj Pulsar.

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

Bajaj Pulsar.
 Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/
Ei
Highly Satisfied 16 12 4 16 1.33

Satisfied 22 12 10 100 8.33

Indifferent 7 12 -5 25 2.08

Dissatisfied 12 12 0 0 0

Highly dissatisfied 5 12 -7 49 4.08

Total 60 60 0 216 15.82

 X2 = ∑ (Oi-Ei)2 /Ei = 15.82
 
 Calculated Value = 15.82
 
 Degree of freedom = (n-1)
= 5-1
= 4

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

 Interpretation
The calculated value of X2 is higher than this table value and hence the result of the
experiment does not support the hypothesis. So our Ha (alternative hypothesis) is
selected.
 FINDINGS
 
 1. Market presence:
Automobile companies like Hero Honda, TVS, Honda are already present in the market. But Bajaj was
present with more than 60 % of high displacement segment like Pulsar.
 
 2. Market share:
Market share of Bajaj is alright but it is no.2 in leadership. Its market share is 34%.
 
 3. Consumer perception of quality and style:
Consumer satisfaction of quality and style was high on pulsar. The research proved that Consumers see
Bajaj as the company manufacturing stylish and quality motorcycles.
 
 4. Most effective factor for influencing the Consumers:
26.67% of respondents commented that advertisement was the main source of information which influenced
them to buy a particular brand of Bajaj i.e. Pulsar. Even Bajaj has not signed for any celebrity endorsement
advertisement influences people. But still Bajaj should sign a celebrity as its brand ambassador.
 
 Limitations of the Study
The research is time consuming.
 
It is expensive to conduct the project.
 
The research is conducted only in the Bajaj Pulsar of the
Bilaspur city.
 
It is difficult to know the hidden motivational aspects of
Consumer satisfaction.
 
Some of the respondents were non willing to give responses.
RECOMMENDATION & SUGGESTIONS
1. Increase in advertising in mass media to promote its sales.

2. Manufacture fuel efficient motorcycles.

3. Manufacture motorcycles which can withstand for long

time on Indian roads.

4.Company should implement new marketing strategies to

compete with cheaper cars like NANO recently launched
by TATA as it is one of the threat to automobile industry.
Bajaj Auto, is ranked as the world’s fourth largest two- and
three- wheeler manufacturer and the Bajaj brand is well-
known in over a dozen countries in Europe, Latin America,
the US and Asia. Apart from business it has contributed a lot
for the society by as its Consumer social responsibility. It
has contributed to agriculture, women empowerment,
health services, animal husbandry etc.
THANK YOU