Project On Consumer Satisfaction of Bajaj

CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS
EXECUTIVE SUMMARY
After liberalization, the Indian market is open to wide competition. The

market underwent a change and the average customers have become more
aware and demands greater value for money. India being the 2nd fastest growing
economy in the world next to china. Service sector dominates the India economy
today by contributing more than half of our national income. In the 90’s one in
every two Indian’s earn his livelihood, by providing services, with best jobs, best
incomes and best talents, the service sector is the new showcase of the Indian
economy. Moreover technological advances have made it possible for India to
complete on global basis.
At present two wheeler industry is also facing the competition from many
other competitors’. In today’s competitive world customer is king. He has got
many alternatives to choose. The behavior and the level of satisfaction of cus-
tomers towards two wheeler is different from customers to customers. To over
come this they have to provide a better and quality services to the customers so
that the customers should be happy and satisfied with the service.
The methodology of this study was to collection of data through structured

questionnaire and personal interview conducted with the customers in the various
given area covers a sample size of 100 customers. The data was collected from
various classes of customers like employees, youngsters, students etc…The
study reveals that the majority of the customers have a good opinion about the
two wheeler. And many of them are satisfied by owning two wheeler.
The important factors which effect the buying decision of the customer is
the style of the bike. Most of the respondents were using two wheeler for a period
of 1 to 5 years. Majority of the respondents were aware about the product
through the print media and TV. Many of the customers think that advertisement
T. JOHN INSTITUTE OF MANAGEMENT & SCIENCE, BANGALORE 1

and friends suggestion will change the buying decision of the customers at a cer-
tain level. From the analysis came to know that the present brand image of Bajaj
two wheeler is good.
By conducting more demos, exhibitions and kiosks will help to increase the
sale volume and will attract the customers .It is helpful to use sales promotional
activities for motivating customers and salesmen to increase the sales volume.
Try to penetrate in the rural areas also. Improve the quality to reduce the mainte-
nance. Maintain the brand image through the continuous promotional activities.
Increase the sales volume by conducting more national and international confer-
ences.
T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

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INTRODUCTION
Marketing “is the process of planning and executing the conception, pric-
ing, promotion and distribution of ideas goods and services to create exchange
that satisfy individual and organizational goals” today marketing must be under-
stood not in the old sense of making sale-telling and selling. The marketing has
changed from Barter concept to new sense of satisfying customer needs.
The objective of all marketing effort should to maximize customer satisfac-

tion. An individual firm’s success depends not only on how well it has performs,
but also on how well its entire supply chain and marketing channel competes with
competitors channels. The customer is the key. Therefore the satisfaction of con-
sumer is the prime objective of an enterprise.
Satisfaction is a person’s feeling of pleasure of disappointments resulting

from comparing a product’s perceived performance in relation to his or her expec-
tations. Many companies are aiming for high satisfaction because customers who
are just satisfied still find it easy to switch when better offer comes along.
Customer satisfaction is both a goal and a marketing tool. Customer’s

first interaction with the product occurs at the retail level. The availability of the
product, their display, spacing etc, influence the customers purchase decision to
a large extends. Retailers also act as an important link between consumers and
the company.
They are closer to the customers know his wants and needs better than
the company. This information is highly useful to the company in catering the
consumer’s wants and needs.

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This study on Customer Satisfaction of Bajaj two wheeler is a step to un-

derstand the factors which are effective for the success of the product. 50 sam-
ples are taken for this study to understand the satisfaction level of the customers.
CUSTOMER SATISFACTION:
Organizations are increasingly interested retaining existing customers while

targeting non-customers measuring customer satisfaction provides an indication
of how successful the organization is at providing products and /or services to the
marketplace.
Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will very from person to person and the
product/service to product/service. The state of satisfaction depends on a number
of both psychological and physical variables which chorrelate with satisfaction be-
haviors such as return and recommended rate. The level of satisfaction can also
very depending on other options the customer may have and other products
against which the customer can compare the organizations products.
CUSTOMER SWITCHING:
The switching path is triggered by a factor that changes the present relation-
ship between customer and supplier by somehow making the customer aware of
different reasons for switching. This initiating factor affects the entire switching
path. There are three different triggers: external, internal, and situational. In the
trigger, the company that the customer has switched to has served as some kind
of comparative object vis-a-vis the company with which he has broken the rela-

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tionship. The new company has perhaps changed or improved its business con-
cept, is a new competitor, or simply can offer something that the former company
could not. During the process, the customer begins to consider a change and be-
comes sensitive to the various factors that finally lead to a switch. The time span
can vary and is here termed process duration.
The main reason for switching, according to the customer, is called the
push factor. There are also tip factors, which alone cannot speed up or extend
the switching process but which can expedite or delay the path that the customer
goes through while considering a change. Even other factors could be classified
as causes for switching, since the) alone could lead to switching and not only be
considered trip factors. These factors are not classified as switching causes but
as sub-push factors because the respondents do not consider them to be the
main reason for switching. Even if a customer has switched, there can be rea-
sons why he could consider returning to the first company, by the force of a pull
factor. Even if a customer breaks the relationship with a company, it is important
to stress that the break should be handled professionally and end on friendly
terms. The former customer is otherwise likely to spread negative word-of-mouth
CUSTOMER EXPECTATION:
Customer satisfaction is largely a reflection of the expectations and experi-

ences that the customer has with a product or service. However expectations
also reflect that influences the evaluation of the product or service. When we
make major purchases, we research the product or service and gain information
from the advertising, salespersons, and word-of-mouth from friends and asso-

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ciates. This information influences our expectations and ability to evaluate quali-
ty, value, and the ability of the product or service to meet our needs.
In meeting customers' requirements and measuring customers' satisfac-

tion indexes, customer perception should be definitely a key consideration. Quali-
fied services in the operation execution layer, technical management layer and
business development layer are necessary. However, it is even more important to
efficiently understand customer expectations and make efforts to exceed their ex-
pectations. Therefore, customer perception management becomes a central top-
ic. Frankly speaking, among all indexes in customer satisfaction management,
the biggest challenge is customer perception management, or customer percep-
tion satisfaction.
IMPORTANCE OF MARKETING:
As consumption initiates production, the producer should identify the mo-

tives, which promote consumers to purchase. This helps him to offer a total prod-
uct that can satisfy the consumer’s needs. Thus consumer’s inner motives such
as fear, pride, fashion, profession, purchasing power are the things which decide
the buying pattern. Today’s marketers have also released the buying power of
the consumers and they are constantly trying to adopt their product suite the ever
changing needs of the customers. Its importance is
 To create awareness about new products in the minds of the customer.
 To attract the customers to buy the products
 To increase the sales.

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THE OPERATIONAL CONCEPTS OF MARKETING:
MARKET:
“A market consists of all the potential customers sharing a particular need

or want who might be willing and able to engage in exchange of products to satis-
fy the need or want”.
MARTKETING:
“Marketing is social and management processes by which individuals and

group obtain what they need and what they want through creating offering and
exchange products of value with other”.
MARKET SEGMENTATION:
Market segmentation is a method for achieving maximum market response

from limited marketing resources by recognizing difference in the response char-
acteristics of various parts of the market. In the sense market segmentation is the
strategy of divide and conquer i.e. dividing markets in order to conquer items for
different group of customer
there exist different sets of marketing strategy .segmentation strategy is an

answer to the question, to whom should, one sell his product and what he sell
them? It is a strategic choice concerned with doing the right things as opposed to
tactical choice, doing things right. It enables the marketer to give better attention
to the selection of customers and offer an appropriate marketing mix for each
segment or a group of buyer having similar demand.

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CORE CONCEPT OF MARKETING:
THE PRODUCT CONCEPT:
The product concept hold that consumer will favor those product that offer
the most quality, performance or innovation focus their energy on making superi-
or product and improving them over time.
THE SELLING CONCEPT:
The selling concept holds that consumer if left alone, will ordinary not but
enough of the organization product. The organization must therefore undertake
an aggressive selling promotion effort.
THE MARKTING CONCEPT:
The marketing concept holds that the keys to achieving the organization
goals consist in determining the need and wants of target market and delivering
the desires satisfaction more effectively and efficiently than competitors.
MARKETING MIX:
“Marketing mix is a combination of 4p’s such as product, price, promotion

and place (distribution channel) to deliver standard goods and services”.

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4 P’S OF MARKETING:
PRODUCT: a product can be anything that can be offered to a market for atten-
tion acquisition use or consumption that might satisfy a need or want.
PRICE: economist’s defines price as “the exchange value of a product or reserve

always impressed in terms of money”.
PROMOTION: promotion may be defined as “the various activities that the com-
pany undertakes to promote its products to the target market”.

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DISTRIBUTION CHANNEL: it can be defined as “the set of marketing institution

participating in marketing activities involved in the movement or the flow of goods
and services from the primary product to the ultimate consumer”.
TYPES OF BUYING BEHAVIOR:
COMPLEX BUYING BEHAVIOR:
The consumers go through complex buying behavior when they are highly in-
volved in a purchase and aware of significant among brands. Consumer are in-
volves when the product is expensive, brought infrequently risky and highly self
expressive.
DISSONANCE REDUCING BUYING BEHAVIOR:
Sometimes the consumer is highly involved in the purchase but sees the little dif-
ference in the product & service. The high involvement is again on the fact that
the purchase is expensive infrequently risky.
HABITUAL BUYING BEHAVIOR:
Many products are bought under conditions of low consumer involvement and the
absence of significant product difference, consumer do not search extensively
for information about the product, evaluate their characteristics and make weighti-
ly decision on which product to buy.
VARIETY SEEKING BUYING BEHAVIOUR:
Some buying situation is characterized by low consumer involvement but

significant product difference. Here consumer is often observed to do a lot of
product switching. The buyer’s behavior is influenced by four major factor cultural
(cultural, sub cultural,& social class),social(reference group, family,& roles & sta-

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tus )personal ( age & life stage, occupation, economic circumstances. Life styles,
personality, self concept & psychological (motivation, perception learning
& belief and attitude). All of these provide clues to know reach and serve buyers
more effectively.
NECESSITY OF CUSTOMER SATISFACTION:
The emerging consumer movement necessities markets to understand

consumer behavior their needs, expectations and problems. It will be easier in
exploiting marketing opportunities meeting the challenges of the market. Thus
marketers must try to offer the product wanted by the customers at the price he is
prepared to pay, through distribution channel convenient to him and with a proper
promotional activities. A consumer by nature is extrovert, a study of consumer
behavior helps to formulate marketing program mix and policies.
FACTORS:
To understand consumer behavior on the eventual buying decisions, the

major factors have to be clearly understood and analyzed.
They are:
1. Buyer characteristics.
2. Personal characteristics.
3. Seller characteristics.
4. Situational characteristics.

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1. Buyer characteristics:
It deals with the individuals, personal, psychological, cultural and social

characteristics.
2. Personal characteristics:
It deals with the factors like age, sex, occupation, lifestyles, economic and
financial conditions, culture which affects the consumers purchase behavior.
3. Seller characteristics:
Influences the buying decision factor lies in the image of the facilities of-
fered by the companies or retail out lets etc affects the choice of the buyers. the
buyers decision will be based on the attitudes, behaviors’ and characteristics of
the seller or sales person.
4. Situational characteristics;
This also plays an important role in influencing the decision of the buyer.
The aspects such as time, day, season, financial conditions, marketing situations,
demand for the products etc.
Methods of tracking and measuring customer satisfaction:

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A company tools for tracking and measuring customer satisfaction range

from primitive to sophisticate.
The following methods are used to measure customer satisfaction
1. Complaints and suggestion system:
A customer centered organization would make it easy for its customer to

deliver suggestions and complaints. Many customers maximize the ease with
telephone numbers, customer can inquire, make suggestion on complaint. These
information flows provide these companies with many good ideas and enable
them to act more rapidly to resolve the problems.
2. Lost customer analysis:
Companies should contact customers who have stopped buying or

switched to another supplier. It is important to conduct exit interview and monitor
the customer loss rate.
3. Customer satisfaction survey:
A company must not conclude that it can get a full picture of customer sat-
isfaction and dissatisfaction by simply running a complaint and suggestion sys-
tem. Studies show that customer4s are dissatisfied with one out of every ten pur-
chases and less than 2% dissatisfied customers will complain customers may
feel that their complaints are minor.
Purchasing and consuming

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It is important to distinguish between purchase and consumption for three

reasons. Firstly the product may be purchased by 1% and consumed by another.
Secondaly the purchase depends on consumer expectation of the degree to
which brands are likely to satisfy needs. Thirdly a consumer post purchase evolu-
tion determines whether the brand is likely to be repurchased.
Satisfaction v/s Dissatisfaction
Satisfaction occurs when customer’s expectations met to exceed and the

purchase decision is reinforced. Satisfaction reinforces positive attitudes towards
the brand leading to a greater likelihood that the customer will re purchase the
same brand, dissatisfaction results when consumer expectation is not met.
Thus we assert that b the buyers forms a judgment of value acts on it

whether the buyers are satisfied after purchase depends upon the offer perfor-
mance in relation to the buyers expectation. here is our definition of customer sat-
isfaction, thus the satisfaction level is a function of the difference between per-
ceived performance and expectations. a customer could experience on their
board level of satisfaction. If the performance matches the expectations the cus-
tomer is satisfied if the performance exceeds expectations, a customer is highly
satisfied, pleased or delighted. But how do buyers form their expectations? Ex-
pectations are formed on the basis of the buyers past buying experience, state-
ments made by friends and associates and market and competitor information
and promises etc. if marketers raise expectations to high the buyers are likely to
be disappointed, some of today’s most successful company are raising expecta-
tions and delivering performance to match. Thus companies are aiming for total
consumer satisfaction.

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CUSTOMER RELATIONSHIP MARKETING:
It refers to developing stronger bonds with customers. It is the process of

managing detailed information about individual customers and carefully manag-
ing all customers to maximize customer loyalty.
A customer touch point is any occasion on which a customer encounters

the brand and the product from actual experience to personal or mass communi-
cations to casual observations. Customer relationship marketing enables compa-
nies to provide excellent real time customer service through the effective use of
individual accounting information. Based on what they know about each valued
customer, companies can customize market offerings, services, messages and
media, and also it is important because it is a major driver of company profitability
is the aggregate value of the company’s customer base.
Some customers will inevitable become inactive or drop out for reasons,
moves to other location, dissatisfaction so on. Here the companies challenge is to
reactive dissatisfied customers through customers backing strategies. It is often
easier to re attract the ex-customers because the company knows their names
and histories.
Developing more loyal customer’s increases revenue. However the com-

pany has to spend more to build greater customer loyalty. How much should
company invest relationship building, so that the cost does not exceed the gains,
we need to distinguish 5 different levels of investment n customer relationship
building.
1. Basic marketing:

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The salesman simply sells the product.
2. Reactive marketing:
The salesman sells the product and encourages the customer to call if he
or she has question, comments or complaints.
3. Accounting marketing:
The sales person phones the customers a short time after the sale to
check whether the product is meeting expectation. T he sales person also asks
for any product service improvement suggestion and any specific disappoint-
ments. This information helps their company to continue to improving its perfor-
mance.
4. Proactive marketing:
The company sales person contacts the customer from time to time with
suggestion about improved product uses or helpful new products.
5. Partnership marketing:
The company works continues with the customer to discover ways to perform
better.

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INDUSTRY PROFILE
The liberalization policy and various tax reliefs by the Govt. of India in re-
cent years has made remarkable impacts on Indian Automobile Industry. Indian
auto industry, which is currently growing at the pace of around 18% per annum,
has become a hot destination for global auto players. A well developed trans-
portation system plays a key role in the development of an economy, and India is
no exception to it. With the growth of transportation system, the Automobile In-
dustry of India is also growing at rapid speed, occupying an important place on
the ‘canvas’ of Indian economy.
Today Indian automobile industry is fully capable of producing various

kinds of vehicles and can be divided into 3 broad categories: cars, two-wheelers
and heavy vehicles. Among the two-wheeler segment, motorcycles have major
share in the market. Hero Honda contributes 50% motorcycles in the market. In it
Honda holds 46% share in scooter and TVS makes 82% of the mopeds in the in
the country.
Snippets
The first automobile in India rolled in 1897 in Bombay India being recog-
nized as potential emerging market.

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 Within two wheelers, motorcycles contribute 80% of the segment size.
 India is the largest three wheeler market in the world
 India is the largest two-wheeler manufacturer in the world.
 India is the fifth largest commercial vehicle manufacturer in the world.
 The number one global motorcycle manufacturer is in India.
INDIAN TWO-WHEELER INDUSTRY:
Automobile is one of the largest industries in the global market. Being the
leader in product and process technologies in the manufacturing sector, it has
been recognized as one of the drivers of economic growth. During the decade will
directed efforts have been made to provide a new look to the automobile policy
for realizing the sector’s full potential for the economy. Steps like abolition of li-
censing, removal of quantitative restrictions and initiatives to bring the policy
framework in consonance with WTO requirements have set the industry in a pro-
gressive track. Removal of the restrictive environment has helped restructuring
and enabled industry to absorb new technologies, aligning itself with the global
development and also realize its potential in the country. The liberalization poli-
cies have led to continuous increase in competition that has ultimately resulted in
modernization in line with global standards as well as in substantial cut in price.
Aggressive marketing by the auto finance companies have also played a signifi-
cant role in boosting automobile demand, especially for the population in the mid-
dle income group.
EVOLUTION OF TWO WHEELER INDUSTRY IN INDIA:

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Two wheeler segments is one of the most important components of

the automobile sector that has undergone significant changes due to shift in poli-
cy environment. The two wheeler industry has been existence in the country
since 1955. it consists of three segments. Scooters, Motorcycles and Mopeds.
According to the figures published by SLAM, the share of two wheeler in automo-
bile sector in terms of unit sold was about 80% during 2003-04. This high figure
itself is suggesting of the importance of the sector. In the initial year’s entry of the
firms, capacity expansion, choice of products including capacity mix and technol-
ogy, all critical areas of functioning of an industry were effectively controlled by
state machinery. The lapses in the system had invited fresh policy options that
came into being in late 60s. Among these policies Monopolies & Restrictive
Trade Practices (MRTP) and Foreign Exchange Regulation Act (FERA) were
aimed at regulating monopoly and foreign investment respectively.

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COMPANY PROFILE
THE BACKGROUND OF THE COMPANY:
The Bajaj group is one of the top 10 business concerns in India its foot
point stretcher over a wide range of industries, spanning automobiles 12 wheel-
ers and the three wheelers, lighting iron and home appliances insurance, travel,
and finance. It was founded in 1926 at a height of India’s movement for indepen-
dent from the birth the group has on illustrious history the integrity dedications re-
sourcefulness and determination today are often traced back of its bitch during
there days of relentless devotion to a common case, Jomanlar founder of the
group was a close confident and discipline of mahatma Gandhi in fact gandgiji
had adopted him as his son. This close relationship and his deep involvement in
the independence movement did not leave Jamaal Bajaj with much time to spend
on his newly launched business venture.
His son Kamalanayan Bajaj when he was 27 took over the rains of busi-
ness in 1942 he to be close to Gandhi and it was only after independence in 1947
that he was able to give his full attention to the business. Kamalanayan Bajaj not
only consolidated the group but also the flagship companies has gone up form 72
million to rs.47.18 billion (US $ 936 million) its product portfolio has expanded

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from one to and the brand has found a global market. He is one of the Indian’s
must distinguished business leaders and internationally respected for his busi-
ness acumen and entrepreneurial spirit.
MANAGEMENT PROFILE: Board of directors
Rahul Bajaj Chairman

Madura Bajaj Vice chairman and whole time direc-
tor
Rajiv Bajaj Executive director
Sanjiv Bajaj Executive director
D.D.S. Mehta Whole time director
Kantikumar R.Podar Director
Shekar Bajaj Director
D.J Bajaj Roa Director
J.N. Godrej Director
S.H. Khan Director
Mrs. Suman kirloskar Director
Naresh Chandra Director
Nonoo panmai Director
Manish Kejriwal Director
P. Murari Director
Niraj Bajaj Director
SHARE HOLDER’S AND INVESTORS GRIEVANCE COMMITTEE:
D.J. Balaji roa Chairman

J.N. Godrej Chairman
Naresh Chandra Chairman
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S.H. Khan Chairman
BAJAJ AUTO:
It is a major Indian automobile manufacturer. It is India's largest and the

world's 4th largest two- and three-wheeler maker. It is based in Pune, Maharash-
tra, with plants in Akurdi and Chakan (near Pune), Waluj (near Aurangabad) and
Pantnagar in Uttaranchal. Bajaj Auto makes and exports motor scooters, motor-
cycles and the auto rickshaw.
The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946.
Over the last decade, the company has successfully changed its image
from a scooter manufacturer to a two wheeler manufacturer. Its product range en-
compasses Scooterettes, Scooters and Motorcycles. Its real growth in numbers
has come in the last four years after successful introduction of a few models in
the motorcycle segment.
The company is headed by Rahul Bajaj who is worth more than US$1.5 billion.
Company's history:
Bajaj Auto came into existence on November 29, 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. In 1970, 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 in Au-

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rangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single fi-
nancial year. In 1995, it rolled out its ten millionth vehicle and produced and sold
1 million vehicles in a year.
Timeline of new releases:
• 1971 - three-wheeler goods carrier

• 1972 - Bajaj Chetak
• 1976 - Bajaj Super
• 1977 - Rear engine Autorickshaw
• 1981 - Bajaj M-50
• 1986 - Bajaj M-80, Kawasaki Bajaj KB100
• 1990 - Bajaj Sunny
• 1991 - Kawasaki Bajaj 4S Champion
• 1994 - Bajaj Classic
• 1995 - Bajaj Super Excel
• 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw
• 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scoot-
er, Bajaj Spirit
• 2000 - Bajaj Saffire
• 2001 - Eliminator, Bajaj Pulsar
• 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
• 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 (Pronounced Exceed 125 DTS-Si).

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• 2008-Bajaj Discover 135 DTS-i-Sports.

• 2009-Bajaj XCD 135cc, Bajaj Pulsar 220 DTS-I, Bajaj Discover 100 DTS-
Si.
Products:
Some of the models that Bajaj makes (or has made including prototypes) are:
Motorcycles:
• Bajaj CT 100
• Bajaj Platina
• Bajaj Discover 110cc
• Bajaj Discover DTS-i 125cc
• Bajaj XCD 125 DTS-Si
• Bajaj Discover DTS-i 135cc
• Bajaj Pulsar 150 DTSi
• Bajaj Pulsar 220 DTS-Fi
• Bajaj Avenger
Upcoming Models:
• Bajaj Blade
• Bajaj Sonic
• Bajaj Pulsar 300
• Bajaj Discover 150
• Bajaj XCD 125 sprint

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Discontinued Models:
• Bajaj Sunny
• Bajaj Chetak
• Bajaj Cub
• Bajaj Super
• Bajaj Saffire
• Bajaj Wave
• Bajaj Legend
• Bajaj Bravo
• Kawasaki Eliminator
• Bajaj Kawasaki Wind 125
• Bajaj Kawasaki 4s Champion
• Bajaj Kawasaki KB 100 RTZ
• Bajaj Boxer
• Bajaj Caliber
• Bajaj Wind
• Bajaj CT 100
Spinoffs and Acquisitions:It has been reported that Bajaj is headed for a de-
merger into two separate companies: Bajaj Auto and Bajaj Finance. It is expected
that the sum of the parts created will be worth more that the current whole, as
was the case in the de-merger of Reliance Industries.In November 2007, Bajaj
Auto acquired 14.5% stake in KTM Power Sports AG (holding company of KTM
Sportmotocycles AG). The two companies have signed a cooperation deal, by
which KTM will provide the know-how for joint development of the water-cooled 4
stroke 125 and 250 cc engines, and Bajaj will take over the distribution of KTM
products in India and some other Southeast Asian nations. Bajaj Auto said it is

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open to take a majority stake in KTM and is also looking at other takeover oppor-
tunities. On the 8th of January 2008, Managing Director Rajiv Bajaj confirmed the
collaboration and announced Bajaj Auto's intention to gradually increase their
stake in KTM to 25%.
MILESTONE
2009 Bajaj XCD 135cc,Bajaj Pulsar 220 DTS-I, Bajaj Discover 100
DTS-Si.
2008 Bajaj Discover 135 DTS-i-Sports.
2007 Bajaj Pulsar 200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220
DTS-Fi(Fuel Injection), XCD 125 DTS-Si.
2006 Bajaj Platina
2005 Bajaj Avenger and Bajaj Wave launched.
2004 Bajaj Discover DTS-i, New Bajaj Chetak 4 stroke with Wonder
Geaf and Bajaj CT100 launched. Bajaj also unveils new brand
identity, dons new symbol, logo and brand line.
2003 Pulsar DTS-i and Bajaj Wind 125-The World Bike was launched.
In the executive motorcycle segment, its Caliber 115 "Hood-
ibabaa!" was launched. 107,115 Motorcycles sold in a month.
2001 Launches Pulsar and Eliminator.
2000 Bajaj Saffire was introduced.
1999 Caliber motorcycle notches up 100,000 sales in record time of 12

months. Production commences at Chakan plant.

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1998 Kawasaki Bajaj Caliber rolls out of Waluj. Legend, India's first
four-stroke scooter rolls out of Akurdi. Spirit launched
THE FACTS AND FIGURES:
a) Sale of company new products during 2002-03 spirit, Bravo, Legend and
caliber was 35% of the total number of two wheeler sold during the period.
b) Sale of recently introduced sprit Scooter has crossed 6000 units per
month. This will be followed by an new scooter in the text quarter.
c) Four stroke form engine and rear engine three wheelers will be introduced
in the current quarter. Ultra low emission form strokes three wheelers field
by CNG and LPG are under development.
d) In motor cycles segment introduction new Boxer, At, CT and caliber has
been very exchanging.
e) In 201 December Bajaj Pulsor introduced in chakan plant (Pune).
f) Commercial production of “Bajaj Platina” bike connected at Akrudi plant
(Pune) on 2004.

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PRODUCT PROFILE:
The Platina 125 (DTS-Si):
The Platina 125 (DTS-Si) motor cycle, one of the finest motor cycle in the
country brought to you by Bajaj Auto Ltd. the first service falls dues between 500-
750 kms of initial number or 30-45 days whichever occurs first from the date pf
purchase.
A large fuel tank capacity consists of full 13.0 liters, reserve 2.5 liters, us-
able 1.75 liters. It is the India’s most fuel efficient 124 cc motorcycle engine. Best
ride comfort on any kind of road surface. This motorcycle is low price and high
mileage capacity

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Bajaj Platina Alloy Wheels technical specification
Engine
Engine 4 Stroke, Single Cylinder, Air Cooled
Displacement 99.27 cc
Bore and Stroke 53 X 45
Compression Ratio 9.5:1
Max. Power 8.2 PS (6.03 KW) @ 7500rpm
Max. Torque 8.05 Nm @ 4500rpm
Transmission 4 Speed, constant mesh
Clutch Multiplate Wet

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Ignition Digital CDI
Fuel Supply Carburettor
Chassis
Chassis Type Single Downtube with cradle
Suspension (Front) Telescopic Hydraulic Fork, 125mm travel
Suspension (Rear) Hydraulic Shock Absorbers (Spring in Spring Type)
Brakes Front - 130mm Drum / Rear - 130mm Drum
Tyres Front - 2.75 X 17 / Rear - 3.00 X 17
Electricals
Battery 12V 2.5Ah
Head Lamp 35W/35W Halogen
Tail / Stop Lamp 5W/21W
Dimensions
Seat Height 805mm
Wheelbase 1275mm
Ground Clearance 160mm
Weight 113 Kg
Fuel Tank Capacity 13 Litres
Colour(s) Red, Blue

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Bajaj Discover DTSi:
Price: Ranges from Rs. 46,248 to Rs. 51,895
The new Bajaj Discover 135 cc is stylish and sporty bike for all generations
with all these essential features for an exciting ride for performance-oriented cus-
tomers. Bajaj Discover DTSi enables you to find your internal desire of finding
faster than the horse. This bike will surely grab the customers attention with its
gorgeous graphics. It is equipped with various highly advanced technology and
exceptional features.
Outstanding feature: Engineers of DTSi 135 cc have not confined their ex-
pertise only on its better performance, but also shown their creativity by keeping
certain elegent features in it like its dazzling body graphics, ride control switch,
muscular, sturdy and classy body lining, optoprism head lamp with twin pilot
lamps which is placed in jet canopy styled fairing with a smoked visor, stylish tail
lamp, full function twin pod console, integrated new style tail lamp and fluid grab
rail design etc. It is also equipped with an Electric start button which needs only a
thumb to start the bike.
Comfortableness: Considering comfort of the biker, this bike is fitted with

Spring and Spring (SNS) rear suspension with triple rated springs guarantying
longest travel of 11 Omm, telescopic front suspension of 30 mm diameter with
the promise of longest travel of 135 mm in its class.

LORE 31
The superior performance of this super bike completely rests upon its
lighter and stronger 17” alloy wheels
Bajaj Discover 135 ES Alloy Wheels
Engine
Bore and Stroke 58 X 50.8

LORE 32
Transmission 4 Speed, constant mesh
Ignition CDI
Fuel Supply Carburettor Keihin FIE NCV24
Chassis
Chassis Type Double Cradle Type
Suspension (Front) Telescopic 135mm Travel
Suspension (Rear) Trailing Arm with coaxial hydraulic shock absorbers
Brakes Front - 240mm Disc / Rear - 130mm Drum
Tyres Front - 2.75 X 17 / Rear - 100/90 X 17
Electricals
Battery 12V 5Ah
Head Lamp 35W/35W
Tail / Stop Lamp 5/21W
Dimensions
Seat Height 798mm
Wheelbase 1305mm
Weight 133 Kg
Fuel Tank Capacity 10 Liters

LORE 33
Color(s) Black, Red, Blue
Pulsar 220 DTS-If:
Bajaj Motors launches the yet another variant called Pulsar DTS-Fi. It has
a world’s first 4 stroke digital twin spark fuel injected engine of220 cc. This ravish-
ing variant has a unique digital speedometer along with engine malfunction indi-
cator which would convey any malfunction to the user. Pulsar 220 DTS-If is the
India’s first bike to deliver a high wattage of H7, 55W of light that ensures the
constant illumination at all times.

LORE 34
Bajaj Pulsar 220 DTS Fi
Engine
Engine 4 Stroke, Single Cylinder, Air Cooled with Oil Cooler
Displacement 220 cc
Max. Power 20.06 PS (14.75 KW)@ 8500rpm
Transmission 5 Speed, constant mesh, 1 down - 4 up
Ignition CDI
Fuel Supply Fuel Injection
Chassis
Suspension (Front) Telescopic Fork
Suspension (Rear) Elliptical swingarm, gas charged shock absorbers
Brakes Front - 260mm Disc / Rear - 230mm Disc
Tyres Front - 90/90 X 17 Tubeless / Rear - 120/80 X 17 Tubeless
Electricals
Battery 12V 9Ah
Head Lamp 55W/55W Halogen

LORE 35
Tail / Stop Lamp LED
Dimensions
Seat Height 795mm
Wheelbase 1350mm
Weight 150 Kg
Fuel Tank Capacity 15 Liters
Color(s) Black, Red, Silver, Blue
Pulsar 200 ES DTS-i UG:
Bajaj Pulsar’s another powerful variant to have graced the Indian tarmac is
the elegant 200 cc bike which has become the fancy of any Indian bike enthusi-
ast’s. The bike features 200 cc fuel injected engine and has a self adjustable oil
cooler that adjusts the lube oil viscosity which in turn polishes its overall perfor-
mance. It has a large front fork of 33 mm that enhances its shock absorbing.
 Stylish petrol tank flap along with anti scratch tank pad.
 Has fuel injection.
 New silencer with Exaus TEC technology that maintains engine torque.
 Split seat that provides better sitting space.
 Has a comparatively light weight.
 Delivers the maximum power of 18 PS

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 Excellent performance giving 17” alloy wheels.
Bajaj Pulsar 200 DTSi
Engine

LORE 37
Transmission 5 Speed, constant mesh, 1 down - 4 up
Clutch Multi plate Wet
Ignition CDI
Fuel Supply Carburetor CV Type
Chassis
Suspension (Front) Telescopic Forks, 135mm stroke
Suspension (Rear) Triple rated spring, 5 way adjustable Nitrox shock absorbers
Tyres Front - 90/90 X 17 Tubeless / Rear - 120/80 X 17 Tubeless
Electricals
Battery 12V 9Ah
Head Lamp 35W/35W
Dimensions
Seat Height 785mm
Wheelbase 1345mm
Weight 145 Kg

LORE 38
Colour(s) Black, Red, Silver, Blue
Bajaj Pulsar DTSi:
 Generation next technology included in the package of the equipments of

this high flying bike is the revolutionary digital biking. Digital biking is the
combination of various advanced systems like digital CDI, TRICS III and
Digital Twin Spark ignition (DTSi)
 Its highly masculing outlook with sporty, dashing structure give the com-
plete satisfaction of dare riding. Bajaj Pulsar enables its rider to tackle the
situation of overcrowded street due to the presence of 17” alloy wheels
with 1330 mm wheelbase.
 Its comfort statement includes front telescope suspension, Nitro X- Nitro-

gen assisted rear gas shockers with triple rated spring. Due to these com-
fort features, this bike is highly accommodative in any terrain.
 Feeling of proper riding is provoded by different high end features like im-
proved clutch, cylinder with Roller Rocker Arms, optimized intake and ex-
haust systems and new valve timing. Its advanced Exhaustec (Torque Ex-
pansion Chamber) technology ensures the higher performance at lower
rpm.

LORE 39
Bajaj Pulsar 150 ES DTSi Upgrade:

LORE 40
Engine
Transmission 5 Speed, contstant mesh
Ignition CDI
Fuel Supply Carburettor UCAL Mikuni BS29
Chassis
Suspension (Front) Telescopic Forks, 135mm stroke
Suspension (Rear) Triple rated spring, 5 way adjustable Nitrox shock absorbers
Tyres Front - 2.75 X 17 / Rear - 100/90 X 17
Electricals
Battery 12V 9Ah
Head Lamp 35W/35W
Dimensions
T. JOHN INSTITUTE
Seat Height 785mm OF MANAGEMENT AND SCIENCE, BANGA-
LORE 41
Wheelbase 1320mm
Weight 143 Kg
Fuel Tank Capacity 15 Litrres

Bajaj XCD 125:
Engine
Max. Power 9.53 PS (7.01 KW)@ 7000rpm
Transmission 4 Speed, constant mesh, all down

LORE 42
Ignition Digital CDI
Fuel Supply Ucal Mikuni VM16 with autochoke
Chassis
Chassis Type Single Downtube
Suspension (Front) Telescopic Hydraulic Fork (125mm travel)
Suspension (Rear) Swing arm with 5 Step Adjustable, dual spring in spring type
Brakes Front - 130mm Drum / Rear - 110mm Drum
Tyres Front - 2.75 X 17 / Rear - 3.00 X 17
Electricals
Battery 12V 5Ah
Head Lamp 35W/35W
Dimensions
Seat Height 790mm
Wheelbase 1275mm
Weight 112 Kg
Colour(s) Black, Red, Blue

LORE 43
Dealer Profile
Name: Sai Automobile
Began Automobile industry in the year 1994 Authorized Dealers for Bajaj
range of vehicles. Now dealing with product ranges of Bajaj Two wheelers
and three wheelers Our Allied Business Interests are Agriculture, Educa-
tion, Construction and Transport
CO. Vision: Expansion into Four Wheeler
Company products/services
• Vehicle Sales - Bajaj - 2 & 3 Wheeler

LORE 44
ORGANIZATION CHART Future Perspectives
• Vehicle Service - all the above said brands

• Spares Sales - Bajaj, MICO, SPACO, UCAL, Gabriel, Endurance,
Lumax
• Finance - Finance and Leasing
• Construction
• Transport - Our Trucks regularly fly between Hospet/Bellary to
Pune/Aurangabad
Offices & Branches
• Head Office - Hospet

• -T.B.Dam - Hospet
• -M.J.Nagar - Hospet
Out station Branches
• Bellary
• Gangavathy
• KoppalGF
• Raichur
• Siruguppa
• Sindanur
• Manvi
The Management
• Mr. Jayaprakash
• Mrs. Manoja Jayaprakash
• Mr. Shivaprasad

LORE 45
LITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake an ex-

tensive literature survey related to problem. The literature survey undertaken
here includes books and different websites from the internet.
The research project was to know the Customer satisfaction towards

BAJAJ two wheeler bikes after sales and service.

LORE 46
• Schiffman. G. Leon and kanuk lazare Leslie - Study of the customer

Satisfaction 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, whey 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 Customer Satisfaction as apart of marketing
curriculum is to understand how and how customers make their purchase
decisions. There insights enable marketers to design more effective mar-
keting 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 - Customer Satisfaction is the process

where by individuals decide what, when, where, how and from whom to
purchase goods and services. Buying behaviour may be viewed as an or-
derly process here by individual interacts with his environment for the pur-
pose of making market decision on products and services.
• Nair Suja. R. –‘ The success of the firm will be determined by how effec-
tive it has been in meeting the diverse customer needs and wants by treat-
ing each customer as unique and offering products and services to suit
his/her needs’.
.
• Bennett Peter.D. And Kassarjian Haroldh - A great deal of research ac-
tivity in marketing is design to shed light on the customer decision process.

LORE 47
• Kothari C.R. For data analysis different statistical techniques are being
used such as scaling techniques, correlation, hypothesis testing.
RESEARCH DESIGN
STATEMENT OF THE PROBLEM:
Consumer’s needs are the focuses of marketing. To be successful mar-

keting managers, it is important for him to understand the nature and characteris-
tics of consumers. The Customer of Hospet can be described as one who is at

LORE 48
active stage of development the skew ness exists in incomes, literacy, culture
make it a Herculean task to typify customer of Hospet.
India is emerging as one of the fastest developing nation in the world

with the economic liberalization in full swing, the most MNC are making a beeline
favor country with their Hi-tech consumer durables, particularly. So in two-wheel-
er industry, the leading local players in the two-wheeler industry are tying up with
reputed MNC to come out with new model and technology to cater to the growing
needs of the two-wheeler marketing.
Generally people buy two wheelers to meet their needs, status, comfort,
etc. Among different brands of vehicles Bajaj is the most popular vehicle since
many decades. In this context, it is necessary to find out how many consumers
prefer Bajaj over other vehicles. It is necessary to know what more attributes is
introduced in Bajaj vehicles can increase their sales.
Therefore this study has been conducted to find the consumers perception
towards Bajaj vehicles.
OBJECTIVES OF THE STUDY:
1. To know about the factors influencing the customer decisions of purchas-
ing Bajaj bike.
2. The main objective of the study is to find out to what extent the customers
are satisfied or dissatisfied.

LORE 49
3. To know about the services rendered by the dealer.
4. To know about the company’s after Sales and Services.
5. To know the respondents problems towards Bajaj vehicles.
SCOPE OF THE STUDY:
The scope of the study was extended only to the respondents of Hospet. It
does not cover all the consumer using Bajaj vehicles. The result of the study are
use full to assess customers satisfaction and let us know what exactly customers
are looking for when they plan to buy a two-wheeler. It gives the idea of the sec-
tors need to improve, to stabilize the market and to fight the competitors. It helps
in getting feed back about the product quality. The project helps to put in to prac-
tice the theoretical aspects of the study into reality.
LIMITATIONS OF THE STUDY:
 The study is confined to selected customers. It is a study & confined

to Hospet.
 The survey was conducted only in urban sectors of Respondents thus it
cannot be generalized.

LORE 50
 The information collected in this project is highly time bound hence the re-
sult cannot be universally applicable.
The survey was conducted only for 100 respondents because of time constraint.
REAEARCH METHODOLOGY:
1. SAMPLING
The size of a sample can be determined either by using statistical tech-

niques are through adhoc methods which are used when a person knows
from experience what sample size to adopt or when they are constraints
that dedicated the sample size.
2. Sample:
Sample denotes only apart of the universe and conclusions are drawn
on the entire universe process of sampling involves selecting the sample
size. The type of sample chosen was convenient sampling.
3. Sample unit:
The marketing research must define a target that was sampled.
4. Sampling size:
It is that which denotes hoe many people surveyed an important deci-

sion that has to be taken in adopting a sampling technique about the size

LORE 51
of the sample. The size of the sample means the number of sampling units
to be selected from the universe for the investigation
5. Sample size - 100.
METHODOLOGY:
Convenient sampling has been used in the study. Primary data as well as
secondary data provided the basis for the study.
TOOLS AND TECHNIQUES FOR COLLECTION OF DATA:
Primary data was collected through Questionnaire by distributing question-

naires to the respondents.
Questionnaire consist of personal; details and core details. Seven person-

al details were included in the question which consisted of name, age, income,
sex, occupation, etc. Core details include questions relating to
Bajaj vehicles and the responses given by the respondents, which has
formed a basis for giving suggestions.
Contacting method:
In this method the customers were personally contacted and interviewed.
Field analysis:

LORE 52
A field work is an important step in the process of market research. It has

been carried out with in prior planning and with almost accuracy and also in a
systematic manner. The prepared questionnaire is circulated among the respon-
dents: the field work activities involve the data collection by containing the re-
spondents the places for data collection were choosing at various areas. Briefly
were made to clear away doubts and the concepts to get a better and right re-
sponse.
PLAN OF ANANLYSIS:
Data collected from various sources were carefully computed, classified,

tabulated, analyzed and interpreted. The tables obtained were analyzed with the
help of parametric statistical techniques, in order to interpret the data and to draw
inferences. Conclusions, suggestions and recommendations are given from this
inference.
ANALYSIS AND INTERPRETATION OF DATA

LORE 53
Calculation and tabulation of data:
After collecting and editing data the first step towards is classification.
Classification is arranging the data according in to points of similarities and dis-
similarities.
Objectives of classification:
Reduce data into homogenous groups.
To prepare data and present in a tabular form.
To condense the mass data in such a way that its salient features are high light-
ened.
To facilitate comparison between variables.
Types of classification:
Broadly data can be classified on the following four basis;
Geographical i.e., Area wise.
Chronological i.e., on the basis of time.
Qualitative i.e., according to some attributes.
Quantities i.e., in terms of magnitude.
Tabulation of data:

LORE 54
One of the simplest and most reliable devices for summarizing data and
presenting that in meaningful fashion is the statistical table. The process of tabu-
lation involves combination and totaling of the collected data and used computer
for tabulating data and omits fractions. The data collected through the research
work has been analyzed in such a manner so that to meet the sequence of the
objectives. This chapter shows how the data obtained was tabulated and ana-
lyzed in order to draw inferences. The data collected from the respondents have
been grouped in to categories or classes according to the objectives. The objec-
tive was to organize information and prepare a summary which would highlight its
salient features. This task is statistically known as tabulation. Firstly the answers
were recorded and depending upon the similarity, the response grouping was
done. The tabulation was done by editing function. It is the process by which data
collected has been scrutinized to insure consistency and accuracy.
The data collected was compiled, encrypted, coded and tabulated for fur-
ther parametric analysis. The analysis is encoded in following tables and graphs.
TABLE-1: TABLE SHOWING THE AGE GROUP OF RESPONDENTS

LORE 55
Age Group No. of Respondent Percentage

21-30 32 32
31-40 38 38
41-50 18 18
50 and above 12 12
TOTAL 100 100
16%
21-30
31-40
41-50
50% 19% 50 and above
TOTAL
6% 9%
INTERPRETATION:
The above table shows the number of respondents in accordance to age

group. It shows that maximum number of respondents was aged between 31-40
years, 21-30 years, 31-40 years, 41-50 years and also aged above 50 years.
TABLE-2:TABLE SHOWING OCCUPATION OF THE RESPONDENTS

LORE 56
Occupation No. of Respondents Percentage

Business persons 18 18
Students 42 42
Employees 30 30
Others 10 10
TOTAL 100 100
45
42 42
40
35
30 30
30
25
Series1
Series2
20 18 18
15
10 10
10
0
Business persons Students Employees Others
INTERPRETATION:
The customers of Bajaj two wheeler products according to occupation

were Students (42%) Employees (30%) Business persons (18%) Others (10%).
TABLE-3:TABLE SHOWING INCOME LEVEL OF RESPONDENTS

LORE 57
Income No. of Respondent Percentage

Below 5000 14 14
5001-10,000 26 26
10,001-20,000 28 28
20,001 and above 32 32
TOTAL 100 100
35
32 32
30 28 28
26 26
25
20
No. of Respondent
15 14 14
Percentage
10
0
Below 5001- 10,001- 20,001 and
5000 10,000 20,000 above
INTERPRETATION;
From the above table it is observed that 32% of customers were of high in-
come level customers, and 14% of customers are low income level customers,
and some have income level of 13%.
TABLE-4: TABLE SHOWING VEHICLE MODEL OWNED BY RESPONDENTS

LORE 58
Vehicle Model No. of Respondent Percentage

Discover 135cc 24 24
Pulsar 180 DTS-i 34 34
Platina 16 16
XCD 18 18
Pulsar 220 DTS-Fi 8 8
TOTAL 100 100
GRAPH SHOWING VEHICLE MODELS OWNED BY RESPONDENTS
35 34 34
30
25 24 24
20
18 18
16 16
15 No. of Respondent
Percentage
10
8 8
5
0
Discover Pulsar Platina XCD Pulsar
135cc 180 220
DTS-i DTS-Fi
INTERPRETATION:
The above table shows that pulsar is the maximum selling bike out of 50
respondents 17 purchases pulsar, and less selling bike is avenger is 4 0f 50 re-
spondents will purchase avenger

LORE 59
TABLE-5: TABLE SHOWING THE SOURCES OF AWARENESS OF THE

PRODUCT
NO. OF RESPON-
RESPONDENTS PERCENTAGE
DENTS
Advertisement 16 16
Friends 28 28
Family Members 16 16
T.V 20 20
OTHERS 20 20
Total 100 100
SOURCES OF AWARENESS OF THE PRODUCT

LORE 60
NO. OF RESPONDENTS
20 16
Advertisement
Friends
Family Members
T.V
20 28
OTHERS
16
INTERPRETATION:
The table reveals that major part of the customers came to know about the
product through Print Media, TV and reference group. The other source of aware-
ness is outdoor advertising and others.
TABLE-6: TABLE SHOWING FACTORS AFFECTING PURCHASE DECISION
RESPONSES NO. OF RESPON- PERCENTAGE

LORE 61
DENTS
PRICE 10 10
BRAND IMAGE 08 08
STYLE 16 16
MILEAGE 50 50
POWER 16 16
50 50
50
45
40
35
30
S e rie s 1
25
S e rie s 2
20
16 16
15
10 10
10 8 8
5
0
P R IC E B R A N D IM A G E S TY L E M IL E A G E
INTERPRETATION;
From the above table it shows that the purchase decisions of the cus-
tomers were mainly influenced by the mileage, power and style of the bike.
TABLE-7: TABLE SHOWING SATISFACTORY LEVEL OF PRICE
NO. OF RESPON-
RESPONSES PERCENTAGE
DENTS

LORE 62
Affordable 52 52
Competitive 32 32
Comparatively High 16 16
Total 100 100
60
52 52
50
40
32 32
S eries 1
30
S eries 2
20 16 16
10
0
A ffordable Com petitive Com paratively High
INTERPRETATION:
The table shows that among the respondents 52% is Affordable Price,
32% is competitive.
TABLE-8: TABLE SHOWIAG AVAILABILITY OF REQUIRED ACCESSORIES

OF BAJAJ IN ALL SHOW ROOMS
Accessories No. of Respondent Percentage

LORE 63
YES 56 56
NO 44 44
TOTAL 100 100
100%
56 44
80%
60% S eries 2
S eries 1
40%
56 44
20%
0%
YES NO
INTERPRETATION:
From the above table 56% of the respondents say that they all find re-
quired accessories and spare parts of Bajaj in all show rooms.
TABLE-9: TABLE SHOWING SERVICE PROVIDED BY THE COMPANY
RESPONSES NO. OF RESPONDENTS PERCENTAGE

LORE 64
Good 28 28
Average 64 64
Bad 08 08
Total 100 100
70 64 64
60
50
40 S eries 1
28 28 S eries 2
30
20
8 8
10
0
G ood A verage B ad
INTERPRETATION:
The table shows that 48% of the respondents think that the services pro-
vided by the company are good 32% thinks that the service is excellent.
TABLE-10: TABLE SHOWING RESALE VALUE OF THE BIKE
RESPONSES NO. OF RESPON- PERCENTAGE

LORE 65
DENTS
EXCELLENT 08 08
GOOD 24 24
SATISFACTORY 32 32
POOR 36 36
Total 100 100
40
36 36
35
32 32
30
25 24 24
Series1
20
Series2
15
10 8 8
0
EXCELLENT GOOD SATISFACTORY POOR
INTERPRETATION: 36% of the respondents had the opinion that the resale val-
ue of the vehicles is poor and 32% says that the resale value is satisfactory,
whereas 8% opinion is excellent.
TABLE-11: TABLE SHOWING RECOMMENDATION OF BAJAJ TWO WHEEL-

ERS PRODUCTS TO OTHER PEOPLE
Recommend No. of Respondent Percentage

LORE 66
YES 80 80
NO 20 20
TOTAL 100 100
80 80
80
70
60
50
S e rie s 1
40 S e rie s 2
30
20 20
20
10
0
YES NO
INTERPRETION:
From the above table it shows that 80% of respondents they will
recommend Bajaj products other’s to buy.
TABLE-12: TABLE SHOWING FEELING ABOUT ADVERTISEMENT
STRATEGY OF BAJAJ TWO WHEELER
Advertisement No of Respondents Percentage

LORE 67
Motivating 52 52
Informative 32 32
Make no difference 16 16
Total 100 100
60
52 52
50
40
32 32
Series1
30
Series2
20 16 16
10
0
Motivating Inform ative M ake no difference
INTERPRETION:
From the above table it shows that 52% of respondents they Feel that
Advertisement Stratergy is Motivative Bajaj products to buy.
TABLE-13: TABLE SHOWING FEELING ABOUT DISCOUNT & FREE GIFT

OFFERED TO CUSTOMERS
Discounts & Offers No of Respondents Percentage
Attractive 44 44

LORE 68
Insufficient 32 32
Make no difference 24 24
Total 100 100
24
44
Attractive
Insufficient
Make no difference
32
INTERPRETION:
The table shows that 44% of the respondents think that the Occasional
discount and free gifts offered by the company is Attractive 32% thinks that Insuf-
ficient compared to other.
TABLE-14: TABLE SHOWING THAT THE CUSTOMERS SATISFIED IN THE

NUMBER OF MODELS REALESED
Respondents No of Respondents Percentage
Yes 67 67

LORE 69
No 33 33
Total 100 100
67 67
70
60
50
40 33 33 S eries 1
S eries 2
30
20
10
0
Y es No
INTERPRETION:
The table shows that 67% of the respondents are satisfied with the num-
ber of model released 33% thinks that unsatisfied.
TABLE-15: TABLE SHOWING THAT THE LATEST VERSION OF TWO

WHEELERS RELEASED IN SHOW ROOM

LORE 70
Display in show room No of Respondents Percentage
Yes 58 58
No 42 42
Total 100 100
42
No 42
S eries 2
S eries 1
58
Y es 58
0 10 20 30 40 50 60
INTERPRETION:
The table shows that 58% of the latest version two wheeler are dis-
played in show room and 42% of the latest bikes are not displayed.
TABLE-16: TABLE SHOWING THAT THE WHETHER CUSTOMER HAS GOT

THERE MONEYS WORTH

LORE 71
Moneys worth No of Respondents Percentage
Yes 20 20
May be 64 64
No 16 16
Total 100 100
70
64
60
50
40
Series1
30
20
20 16
10
0
Yes May be No
INTERPRETION:
The table shows that 64% of the respondents are satisfied on there Mon-
eys worth and 20% of them are fully satisfied and 16% are not satisfied.
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS:

LORE 72
 The important factors which effect the buying decision of the customer is
the Mileage and Style of the bike.
 Most of the respondents were using the bike for a period of 1 to 5 years.
 Majority of the respondents were aware about the product through the
Friends and TV.
 Most of the customers have the opinion that advertisement will change the
buying decision of the customers at a certain level.
 From the analysis came to know that the present brand image of Bajaj two
wheeler is good.
 The over all performance of the Bajaj two wheeler is good.
 Customers think that the service provided by the company is not satisfac-
tory.
 Customers are not satisfied with the availability of the bike.
 Customers think that Latest Version of Bike are not Displayed in the show
room.
 Customer thinks that the resale value is poor.
 Price is one of the Key factor in purchase decisions.
SUGGESTIONS

LORE 73
 More attention should be kept on complaints given by customers and
serve them well.
 Feedback should be taken by after the service of the vehicle and try to de-
liver the better service next time.
 More authorized service station should be opened in the city.
 Management should try to reduce service charges as much as possible by

keeping in mind other service centers charges.
 Cash less schemes for repairs under insurance claims may be arranged to
avoid delay in reimbursement.
 Display the latest version of bike to attract the customer and satisfy num-
ber or of model released.
 By providing better service the resale value of the bike will be good.
 Management should make availability of sufficient motorcycle model and

genuine spare parts.
CONCLUSION

LORE 74
The project entitled “A study on customer satisfaction towards Bajaj

two wheeler products” under taken by the researcher would help the dealer
to know about the level of customer satisfaction on the services provided. Re-
port on the mileage effectiveness in India mostly influences the customer to
buy the Bajaj two wheelers. Majority of the respondents were aware about the
product through the Friends and TV. Service provided by Bajaj and the
moderate cost of services plays a major role in more customers being ready
to buy the Bajaj products. More authorized service station should be opened
in the city. By opening this center the resale value will b good. The over all
performance of the Bajaj two wheeler is good. In all the Bajaj two wheelers,
pulsar is the most carved by customers.

LORE 75
BIBILIOGRAPHY
 PHILIP KOTLER , Marketing Management, Tenth Edition, PHI, New Delhi,

2002
 C.R.KOTHARI, Research Methodology.
 RAMANUJ MAJUMDAR, Marketing Research, New Age International Pvt.

Ltd Publishers, New Delhi (2000)
WEBSITES:
www.bajajauto.com
www.google.com
www.Overdrive.com
ANNEXURE
LORE 76
QUESTIONNAIRE
Dear Sir,
I am Arun Kumar C.S, student of 4th SEM MBA at T. John Institute of Man-
agement & Science College on a dissertation on “CUSTOMER SATISFACTION
TOWARDS BAJA TWO WHEELERS PRODUCTS”. I require some information to
complete my dissertation. I assure that the information given by you would be
kept strictly confidential and be used only for academic purpose.
The Degree of Customer satisfaction towards the Bajaj Motor Cycles
Please () inside the appropriate box
NAME : ___________________________
AGE : _______________
SEX : M  F 
OCCUPATION : Business  Govt Employee 
Student  Pvt Employee Other
INCOME : Below 5000 

LORE 77
Rs. 5001 – 10000 
Rs. 10001- 20000 
Rs. 20001 & Above 
1. Which bike do you like in the Bajaj
Discover 135cc  Pulsar 180 DTS-i  Platina 125cc 
XCD  pulsar 220 DTS-Fi 
Year of Purchase : ______________________
2. Rate the factor effecting the purchase decision
Price  Brand image  Mileage  Power 

Style 
3. What is your opinion on price of Bajaj Motor Cycle.
Affordable  Competitive  Comparatively High 
4. How do you know come to know about Bajaj two wheelers?

Advertisement  Friends  Family members  Others 
T.V

LORE 78
5. What you feel about advertising strategy of Bajaj

Motivating  Informative  Makes no Difference

6. What is you opinion on occasional discounts / free gifts offered by Bajaj.
Attractive  Insufficient compared to other brands 
Makes no difference
7. Are you satisfied in the number of Models released in a year.
Yes  No 
8. Do you find the Display of all the latest version of Bajaj Motor Cycles in show-
rooms.
Yes  No 
9. Do you find all you required accessories & spare parts of Bajaj in all show-
rooms.
Yes  No 
10. Would you recommend Bajaj Motor Cycle to others .
Yes  No 
If No, please specify: _______________________________________________
11. On the Whole did you get your moneys worth.
Yes  May be  No 

LORE 79
12. Do you purchase the Bajaj two-wheeler through dealer?

Yes  No 
13. Is the service given by the showrooms are good.

Good  Average  Bad 
14. Your opinion about the resale value of the bike.

Excellent  Good  Satisfactory  Poor 
15. Do you any suggestion for improving the product

……………………........................................................................
……………………………………………………………………
………………………………………………

LORE 80

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CUSTOMER SATISFACTION TOWARDS BAJAJ TWO WHEELERS

After liberalization, the Indian market is open to wide competition. The

The methodology of this study was to collection of data through structured

T. JOHN INSTITUTE OF MANAGEMENT & SCIENCE, BANGALORE 1

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

The objective of all marketing effort should to maximize customer satisfac-

Satisfaction is a person’s feeling of pleasure of disappointments resulting

Customer satisfaction is both a goal and a marketing tool. Customer’s

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

This study on Customer Satisfaction of Bajaj two wheeler is a step to un-

Organizations are increasingly interested retaining existing customers while

Customer satisfaction is an ambiguous and abstract concept and the actual

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

Customer satisfaction is largely a reflection of the expectations and experi-

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

In meeting customers' requirements and measuring customers' satisfac-

As consumption initiates production, the producer should identify the mo-

 To create awareness about new products in the minds of the customer.

 To attract the customers to buy the products

 To increase the sales.

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

THE OPERATIONAL CONCEPTS OF MARKETING:

“A market consists of all the potential customers sharing a particular need

“Marketing is social and management processes by which individuals and

Market segmentation is a method for achieving maximum market response

there exist different sets of marketing strategy .segmentation strategy is an

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

CORE CONCEPT OF MARKETING:

THE PRODUCT CONCEPT:

THE SELLING CONCEPT:

THE MARKTING CONCEPT:

“Marketing mix is a combination of 4p’s such as product, price, promotion

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

PRICE: economist’s defines price as “the exchange value of a product or reserve

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

DISTRIBUTION CHANNEL: it can be defined as “the set of marketing institution

TYPES OF BUYING BEHAVIOR:

COMPLEX BUYING BEHAVIOR:

DISSONANCE REDUCING BUYING BEHAVIOR:

HABITUAL BUYING BEHAVIOR:

VARIETY SEEKING BUYING BEHAVIOUR:

Some buying situation is characterized by low consumer involvement but

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

NECESSITY OF CUSTOMER SATISFACTION:

The emerging consumer movement necessities markets to understand

To understand consumer behavior on the eventual buying decisions, the

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

It deals with the individuals, personal, psychological, cultural and social

Methods of tracking and measuring customer satisfaction:

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

A company tools for tracking and measuring customer satisfaction range

The following methods are used to measure customer satisfaction

1. Complaints and suggestion system:

A customer centered organization would make it easy for its customer to

2. Lost customer analysis:

Companies should contact customers who have stopped buying or

3. Customer satisfaction survey:

Purchasing and consuming

T. JOHN INSTITUTE OF MANAGEMENT AND SCIENCE, BANGA-

It is important to distinguish between purchase and consumption for three

Satisfaction v/s Dissatisfaction

Satisfaction occurs when customer’s expectations met to exceed and the