1

A PROJECT REPORT ON

CONSUMER PREFERENCE OF CRUISER BIKES

IN MUMBAI CITY

SUBMITTED BY
SWETA BRIJESH SINGH

BACHELOR OF MANAGEMENT STUDIES

T.Y.BMS (MK)
ROLL NO: A- 04
SEMESTER VI

PROJECT GUIDE
PROF. Ms. SONIKA GUPTA

COLLEGE
SHRI G.P.M DEGREE COLLEGE
VILE PARLE (E), MUMBAI-400057.

SUBMITTED TO
UNIVERSITY OF MUMBAI
2018-2019

2
 Project Report on Consumer Preference
Of

Cruiser Bikes in Mumbai City

Final Project Report

Submitted in partial fulfillment of the requirements for the Degree of
MASTERS IN MANAGEMENT STUDIES
2018-2019

By
Mr. SWETA BRIJESH SINGH
Roll No: A-04
Specialization: Marketing

Under the Guidance of:

PROF. Ms. SONIKA GUPTA

sheila raheja school of business studies

Business Management & Research

University of Mumbai

3
 CERTIFICATE

Certified that this declaration entitled “A study on Consumer Preference of cruiser

bikes in Mumbai City”, submitted in partial fulfillment for the award of MMS
Degree of Mumbai University was carried out under the guidance of DR. Shailja

Badra. This has not been submitted to any other university or institution for the
award of any degree/ diploma/ certificate.

Signature of the Guide:

(PROF. Ms. SONIKA GUPTA )

4
 DECLARATION

I hereby declare that this project titled “A study on Consumer preference of

Cruiser bikes in Mumbai City” submitted by me to Sheila Raheja School of
Business Management and Research is a bonafide work carried out by me under the
guidance of DR.Shailja Badra. This has not been submitted earlier to any other
University or Institution for the award of any degree diploma/ certificate or published
any time before.

Place: Mumbai

Mr.Aditya D. Shukla.

Date:

5
 ACKNOWLEDGEMENT

My project work would have become practical without the help of grace of the “Almighty” and timely
advice and creative support rendered by many. I express my affectionate thanks to The Director
Dr.Vijay Wagh Sheila Raheja School of Business Management and Research for giving me an
opportunity to do this training.

I am highly indebted to my faculty guide Prof. DR.Shailja Badra for inspiring me and for her
valuable guidance and assistance provided. I also thank all other staff members of the Institute for
guiding me in my training.

I express my sincere gratitude and special thanks to all who supported me for their valuable
suggestions and keen interest which are extremely helpful in shaping this project work to success.

Mr.Aditya D. Shukla

6
 EXECUTIVE SUMMARY

The popularity of the vehicles grew, especially after 1910. During World War I the motorcycle was I
the motorcycle was used by all branches of the armed forces in Europe, Principally for dispatching.
After the war it enjoyed as port vogere until the great depression began in 1927. After World War II a
revival of interest in motorcycle lasted into the 20 th century. With the vehicle being used for high-speed
touring and sport competitions.
Today’s two wheeler market is extremely competitive and difficult to imagine by a
layman. With the introduction of India and foreign collaborated two wheelers in India
urban consumers aspire to process the latest in terms of look, technology, energy,
efficient & sleek looking models.
The study helps in knowing about awareness and preference of customers towards
Cruiser Bikes. As these products has a very good reputation in the market, the feed
back, perception and awareness of this product been easy to gather. It also helps us to
increase our practical knowledge towards marketing of a company.
In today’s competitive market it is very important to understand the buying behavior
and preferences of the customer. There is increasing demand for cruiser bikes in
Indian market. So it’s very important to ascertain the aspects, which influences the
customer to purchase a particular bike. There are four different companies offering
cruiser bikes which are similar to one another in all aspects except engine capacity,
why is that different people prefers different cruiser bikes. What do people look for
before purchasing a cruiser bike? Is it the brand name, performance, Mileage, value
for money etc., This research would analyze factors particularly influencing buying
behavior of the customers.

7
 CONTENTS

Chapter Title Page No.

1. Introduction of the Study 1

1.1. General Introduction 2

2. Research Methodology of the Study 3-19

2.1 Statement of Problem 4

2.2 Need for the Study 6
2.3 Objectives of the Study 7
2.4 Scope of the Study 8
2.5 Limitations of the study 9
2.6 Marketing Research 10
2.7 Research Design of the Study 11
2.8 Research Plan 17
2.9 Data Collection Instrument 17
2.10 Field Work 18
2.11 Plan of Analysis 19
2.12 Methodological Assumption
3. Background of the Study 20-25
3.1 Theoretical Background 21
3.2 Industrial Background
25
4. Profile of the Organization 26-32
5. Discussions and Analysis 33-56
5.1 Classification & Tabulation of 33
Data 33
5.2 Analysis and Interpretation of Data
6. Conclusion & Suggestions 57-59
6.1 Finding
6.2 Recommendation 57
6.3 Conclusion 58
59

7. Bibliography 60
8. Appendix 61-63

8
 TABLE TITLE OF THE GRAPHS PAGE
NO NO
1 Pie chart showing percentage of age groups among the 37
respondents

2 Pie chart showing percentage of the brand owned by the 39

respondents

3 Bar graph showing two wheelers used before by the 41

respondents

4 Bar graph showing reasons for buying cruiser bikes 43

5 Pie chart showing the mileage of cruiser bikes 45

6 Pie chart showing performance of the cruiser engines 47

7 Bar graph showing option on price of the cruiser bikes 49

8 Bar graph showing option on resale value of the cruiser 51

Bikes
9 Pie chart showing overall performance of the cruiser bikes 53

10 Pie chart showing company preference among the 55

Respondents

TABLE NO TITLE OF THE TABLE PAGE NO

1 Table showing percentage of age groups among the respondents 36

2 Table showing percentage of the brand owned by the respondents 38

3 Table showing two wheelers used before by the respondents 40

4 Table showing reasons for buying cruiser bikes 42

5 Table showing the mileage of cruiser bikes 44

6 Table showing performance of the cruiser engines 46

7 Table showing option on price of the cruiser bikes 48

8 Table showing option on resale value of the cruiser bikes 50

9 Table showing overall performance of the cruiser bikes 52

10 Table showing company preference among the respondents 54

9
Overview of the Report:

Chapter 1

Introduction

This chapter deals with general introduction of market, statement of problem,

objectives, scope and need for the study, review of literature etc.

Chapter 2

Research Methodology

In this chapter, we deal with research design sampling procedure, sources of

data, data collection instrument, fieldwork, and methodological assumption,

limitation of study and overview of study.

Chapter 3

Industrial Background

This chapter deals with industrial and theoretical background of the study.

10
Chapter 4

Profile of the Organization

This chapter deals with profile of the organization, history of the company,

product profile.

Chapter 5

Discussion and Findings

It deals with classification, tabulation, analysis and interpretation of data.

Chapter 6

Conclusion & Suggestion

It deals with conclusion of the study and suggestions based on the findings.

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 PROBLEM STATEMENT:

To study consumer preference of

cruiser bikes in Mumbai city with
reference to Bajaj, Royal Enfield and
Yamaha.

12
 Research Objectives:
1. To study the factors that influences the people to
buy cruiser bikes.

2. To analyze the performance of cruiser bikes

according to age group.

3. To study the performance of different brands of

cruiser bikes.

4. To suggest means to increase sales of cruiser bikes.

13
 Hypothesis:
 Ho: There is no difference between
performance of cruiser bikes on the basis of
age group.
 H1: There is difference between performance
of cruiser bikes on the basis of age group.

 Ho: The performance of different brands of

cruiser bikes are not good.
 H1: The performance of different brands of
cruiser bikes are good.

14
 CHAPTER 1

INTRODUCTION

15
 INTRODUCTION

1.1 GENERAL INTRODUCTION

Cruiser bikes

Cruiser bikes are one among the various categories of bikes, it’s not like a
sports bike, won’t go very far off road like a dual purpose machine and doesn’t
weigh 800pounds like a touring bike with its wind shield, permanent storage
boxes and radio equipments. A cruiser bike is intended for relaxed comfortable
up riding for medium distances everything varying from day trips to weekends.
Apparently, that’s just what a lot of folks are looking in a motorcycle these
days. There are different kinds of cruiser bikes available all over the world.

Cruiser bikes have many attributes to its style, strength, comfort, power,
passion, desire, rushes and everything that epitomizes machismo.

Cruiser engines are the most complicated advanced technology high torque
engines which run very smooth and fast. There are many important advanced
high technology features in a cruiser engine. In an ordinary engine we get jerks
when we shift the gear from higher to lower gear where as in a cruiser engine
we don’t get such jerks but it just rips, which is the very important and basic
features in a cruiser engine.

Cruiser bikes are the most comfortable bikes in all aspects like handling,
sitting; riding position, leg space etc., and these bikes have a very good road
grip and cutting radius.

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 CHAPTER 2

RESEARCH METHODOLOGY OF THE STUDY

17
2.1 Statement of the Problem:-

Consumers and consumer needs are the focus of marketing. To be successful

marketing manager, it is important to understand the nature and characteristic

of consumer. An average two-wheeler customer can be described as one who is

at active stage of development of the organization. The anomalies that exist in

income, literacy and culture make it a Herculean task to symplify two wheeler

customers and his choice of preference. As he is living in an active

environment, his needs will keep getting altered.

As India is one of the fastest growing countries, the automotive market is also

expanding with full swing.

Today we have lots of multinational companies in Indian automobile market of

cruiser segment. Taking this into consideration, a single buyer with hundred’s

of product’s would be totally baffled and confused on what to select with the

little budget on what he is ready to invest on the automobile, which he is

planning to buy. Justice should be made for the consumer. He should be

satisfied with what he buy’s, the consumers expectation and the values for

money should be looked into.

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Based on the fluctuating needs, the investigator has recognized the problem

selected as consumer preference of cruiser bikes in Mumbai City. Yamaha

Enticer, Bajaj Eliminator and Enfield Bullet Thunder Bird are the cruiser bikes,

which are included in the study.

At present each of three different companies offers one model of cruiser bikes,

which are of different engine capacity.

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2.2 Need for the study:-

In today’s competitive market it is very important to understand the buying

behavior and preferences of the customer. There is increasing demand for

cruiser bikes in Indian market. So it’s very important to ascertain the aspects,

which influences the customer to purchase a particular bike. There are four

different companies offering cruiser bikes which are similar to one another in

all aspects except engine capacity, why is that different people prefers different

cruiser bikes. What do people look for before purchasing a cruiser bike? Is it

the brand name, performance, Mileage, value for money etc., This research

would analyze factors particularly influencing buying behavior of the

customers.

20
2.3 Objectives of the study.

1. To find out the factors that influences the people to buy cruiser
bikes.

2. To find out performance of cruiser bikes according to age group.

3. To find out the performance of different brands of cruiser bikes.

21
2.4 Scope of the Study:-

This study on customer preference will help us understand the wants & need of

the customers.

This study which is regularly conducted by the companies will help them in

knowing the market position and it will also help them to take counter

measures against their competitors and altering the areas where ever necessary.

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 2.5 Limitations of the study:-

The project deals with “CONSUMER PREFERENCE OF CRUISER

BIKES IN MUMBAI CITY”.

1. Since I am doing a study on Consumer preference of Cruiser Bikes

in Mumbai City which needs large sample size. A large sample gives
more results rather than small but my sample size is only 100, which
is a limitation to my project.

2. As we know a good marketing research takes time and money but

time and money are again the limitation of my project.

3. Some respondents show unwillingness to fill the questionnaire.

4. Some respondents give the biased information in case of close-ended

questions & multiple choices.

5. Due to huge area of Mumbai & small sample size all areas of
Mumbai are not included in this research.

2.6 Marketing Research :-

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“The systematic design, collection analysis and report of data and finding

relevant to a specific marketing situation facing the company”

According to American Management Association (AMA) Marketing Research

can be defined as “. The systematic gathering recording and analysis of data

about problems relating to the marketing of goals & services.”

Steps of Marketing Research

1. Defining the problem and research objectives

2. Identifying the data sources

3. Developing the research design/research plan

4. Preparation of questionnaire

5. Collection of data

6. Analysis & interpretation date

7. Presentation of data

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2.7 Research Design of the Study:

A detailed plan of research indicating the methods and procedures to be used

for collecting land analyzing data on a giving subject and reporting results is

termed as “Research Design.”

According to Green & Tull

“A research design is the specification of methods & procedures for acquiring

the information needed. It is the overall operational pattern or frame work of
the project that stipulates what information is to be collected from which
sources by what procedures”

Exploratory Research is used while investigating a potential opportunity or

problem & conclusive research is used when research findings are expected to
result in specific decision/actions. My research is an exploratory one because it
deals with the consumer preference i.e. consumer preference regarding the
cruiser bikes in Mumbai..

The survey research method is the method for collecting data in studying the

consumer preferences of cruiser in Mumbai.

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 2.8 Research Plan :-

Designing a research plan calls for decisions on data sources, research

instruments, gambling plan & contact methods.

Research Plan
DATA SOURCES SECONDARY DATA, PRIMARY DATA

RESEARCH APPROACHES OBSERVATION, FOCUS GROUPS

SURVEY, EXPERIMENT

RESEARCH INSTRUMENTS QUESTIONNAIRE, MECHANICAL

INSTRUMENTS.

SAMPLING PLAN SAMPLING UNIT, SAMPLE SIZE,

SAMPLING PROCEDURE.

CONTACT METHODS TELEPHONE, PERSONAL.

26
Sources of Data

Since I am suppose to find out the consumer preference of cruiser bikes. So my

research is totally based on primary data but usually investigation is start by
examining secondary data to see whether the problem can be partly or wholly
solved without collecting costly primary data.

PRIMARY DATA consists of original information gathered for the specific

purpose whereas SECONDARY DATA consist of information that already exist
somewhere, having been collected for another.

Primary Data

It is original data gathered specially for the project in hand. There are three

widely used methods for gathering primary data. They are,

1. Survey methods

2. Observation method

3. Experimentation method

In this project survey method is used. Survey method consists of gathering data

by interviewing limited number of people. Survey has the advantage of getting

to the original source of information. Personnel interviewing is the method

used in the survey. When the interviewing method is used, the researcher

27
mostly prepares the standard forms to record the interview. To assist in the

survey, a questionnaire devised with all objectives in mind is prepared.

Secondary Data

The secondary data is any data originally generated for some purpose, other

than the present research objectives, it includes the finding’s based research

done by outside organization as well as data generated in house for earlier

studies, or even information collected by firm sales or credit department.

Secondary data used for this project has been taken from company brochure,
magazines, journals, and books, web sites, web pages and by Interacting with
company personnel.

Research Approach and Research Instrument

I used personal survey for collecting the primary data & research instrument
was the questionnaire. A Questionnaire consists of a set of Questions presented
to respondents for their answers. Personal surveys are those in which an
interview obtained information from respondents in face to face meeting.

My Questionnaire contains structured questions & consist opened, close-end,

multiple choice & dichotomous questions which the marketing researcher has
decided to carryout a field survey, he has to decide whether it is to be a census
or sample survey. Sample survey is taken to project.

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Sampling Plan

Sampling – The required information of any scientific inquiry way is following

either the course’s method or the sampling method. Under the course’s method

information is collected for each and every element of the population. In sampling

method, information is collected about only a part of the population and on the basis

of this information conclusion is drawn for the own population.

The efforts, money and time required for conveying out complete enumeration will be

extremely large and hence the census method cannot be adopted.

Sampling Plan: Sampling plan calls for three decisions:

A- Sampling Unit:

This answer: who is to be surveyed? The marketing researcher must define

the target population that will be sampled. In my project, sampling units are
five namely workingmen, college guys, and youngsters, old & general
people who are using cruiser bikes.

B – Sampling Size:

When a survey is undertaken & when it is not possible to cover the entire
population, the marketing researcher has to answer basic questions, how
large should the same be? Or how many peoples should be surveyed?

Sample size is the number of units people surveyed. Large sample gives
more reliable results than small samples but because of unavailability of

29
finance, personnel and money it is impractical for me to collect data from
all members. In present project the sample size is 100.

C – Sampling Procedures

This answers: How should be the respondents be chosen? The object of

sampling is to choose a sample, which will faithfully reproduce the
characteristics of the population or universe. In present project non-
probability sampling is used which include Convenience sampling.

Convenience Sampling

It means selecting sample units in a fast fashion e.g. interviewing people

whom we meet. Convenient sampling also means selecting whatever

sampling units are conveniently available which means it’s a non-

probability sampling. This method is also known as accidental sampling

because the respondents whom the researcher meets accidentally are

included in the sample.

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Choosing of sampling Units

Each sample unit was selected by the research according to the fact as to whether

respondents would be in a position to supply necessary data. The quota to be

followed was also born in mind while selecting sampling unit.

2.9 Data Collection Instruments :-

All the required primary data are obtained from owners of cruiser bikes through

personal interview where a set of pre arranged questions were asked and their

responses were noted down to analyze. The secondary data was obtained through

review of all sources mentioned above.

2.10 Field Work :-

The study involves fieldwork of 30 days where in the respondents were contacted

individually. A set of questions was asked and their answers were collected and

the responses were administrated to analyze. The schedules were restricted to the

areas 5-10 minutes per respondents.

31
2.11 Plan of Analysis:-

Perhaps the most essential & gruesome task is the analysis of data.

After the data was collected from various sources, information was tabulated and

was summarized in the form of points and graph etc., On the basis of this

analyzes, findings were noted and conclusion were arrived and at studying the

conclusion, suggestion are recommended and a suitable plans is made on various

function.

In the present project an attempt has been made to analyze the consumer

preference of cruiser bikes in Mumbai City by using the Questionnaire

method. It was originally a field-oriented task.

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2.12 Methodological Assumption :-

Questionnaire was the only instrument used to conduct survey. The questionnaire

was prepared by keeping in mind the following factors, such as:

1. Simplicity and completeness of data is the logical sequences of the questions.

2. Data have been collected by circulating questionnaire to select a few samples

only.

3. All primary data collected is true and reflect the actual intentions of

respondents.

4. The data collected has been coded, tabulated and analyzed into logical

statements using simple statistical tools like tally, bar graph analysis.

5. Most of analyzed data is converted into percentage to facilitate easier

interpretation of data of data so obtained.

6. All the information is through respondents; hence the result is mainly and

largely dependent on primary data.

33
 CHAPTER 3

THEORETICAL BACKGROUND OF THE

STUDY

34
 3.1 THEORETICAL BACKGROUND

CONSUMER BEHAVIOUR

The starting point understanding buyer behavior is the stimulus response model

shown in the figure. Marketing and environmental stimuli enters the buyers

consciousness. The buyer’s characteristic and decisions process lead to certain

purchase decisions. The marketer’s task is to understand what happens in the

buyers purchase decisions.

Customer behavior, in the aggregate, is observable on the bottom line. This

aggregate is “The Market”. But individually who are those buyers? If you

knew for certain (say, as a result of extensive questionnaires filled out at the

cash register by purchasers of all products), then would know among other

things, if your product was properly positioned or marketed. You might even

glean market direction and be able to determine what would be selling well

years hence.

35
Major Factors Influencing buying Behavior

 Cultural Factors

1. Culture

2. Sub Culture

3. Social Class

 Social Factors

1. Reference Groups

2. Family

3. Roles and Status

 Personal Factors

1. Age and stage in the life cycle

2. Occupation and economic circumstances

3. Lifestyles

4. Personality and Self Concepts

36
 Psychological Factors

1. Motivation

2. Perception

3. Learning

4. Beliefs and Attitudes

Buying Roles

 Initiator; a person who first suggest the idea of buying the product.

 Influences; a person whose view or advice influences the decision.

 Decides; a person who decides on any components of a buying decision.

 Buyers; the person who makes the actual purchase.

 Users; a person who consumer or uses the product or services.

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Stages of Buying Decision Process

 Problem Recognition

 Information search

 Evaluation of alternatives

 Purchase Decision

 Post Purchase behavior

Consumerism

Consumerism is defined as a social force designed to protect consumer interest

in the market place by organizing consumer pressure on business. The balance

of power in the market usually line with the seller.

Consumerism is attempts in the society to redress the imbalances in the

exchange transaction between buyers and sellers.

38
3.2 INDUSTRIAL BACKGROUND

History of Motorcycle

The automobile was the answer to the 19th century dream of self-propelling the

horse drawn carriage, the invention of the motorcycle created the self-

propelled bicycle.

Motorcycles are the descendents of the “safety” bicycle, bicycle with the front

and rear wheels of the same size, and with a pedal crank mechanism to drive

the rear wheels. Those bicycles, in turn, were descended from high-wheels

bicycles. The wheelers were descended from an early type of pushbike,

without pedal, propelled by the rider’s feet pushing against the ground. These

appeared around 1800. Used iron branded wagon wheels were called “bone

crushers”, both for their jarring ride and their tendency to toss their riders.

The first commercial design was a three – wheeler built by Edward Buttler in

Great Britain, in the year 1884. It employed a horizontal single cylinder

gasoline engine mounted between two steer’s able front wheels and connected

by a drive chain to the rear wheel. However, it would perhaps be incorrect to

call it a precursor of the – wheeled genre of vehicles.

39
 CHAPTER 4

PROFILE OF THE INDUSTRY

40
4.1 Company’s product:-

Kawasaki Bajaj Eliminator -175

41
Bajaj Auto Ltd., India's largest manufacturer of two and three wheelers and

Kawasaki, Japan, a US$ 10 billion Fortune 500 company have collaborated to

launch the Kawasaki Bajaj Eliminator in India.

The first Kawasaki Bajaj Eliminator rolled out of the Waluj plant of Bajaj Auto

Ltd. on 20-1-2001.

Leveraging Kawasaki's expertise in aircraft, jet engines, ships, heavy

machinery and formula motorcycles, Bajaj promises the real flavor of

motorcycling with the cruiser styled Eliminator, India's first real cruiser bike.

In the first year of its launch, the Eliminator is being marketed in around 20

cities across the country, in a phased manner. In keeping with the bike’s `club

class customers', dealers have been selected and trained in the Eliminator’s

service processes. While Bajaj is certainly not looking for volume sales, the

Eliminator is expected to become a hot favorite among those who were eagerly

waiting for the transition from utility vehicles to passion vehicles in the Indian

two-wheeler market.

The Eliminator is being made in sophisticated Kawasaki production systems,

which exactly match Eliminator manufacturing facilities elsewhere in the

world. The technology and systems expertise gained in the assembly of the

Eliminator is now being transferred by Bajaj to the manufacture of other bikes.

42
A typically low slung bike, the Eliminator compares to the finest in the world.

From the side, the Eliminator displays the low-slung sweep of a predator. With

stylish handlebars and truly comfortable seats, in the fiery hues that

characterizes cruiser bikes.

From the front, there's meaty helping of hi-chrome glitz and attitude, the like of

which Kawasaki is renowned for internationally.

Start to stop the Kawasaki Bajaj Eliminator is a marvel of precision

engineering. It comes equipped with electric and kick-start ignition. Sporting a

state-of-the-art 4-stroke engine, the bike is capable of generating a top-speed of

116 kmph, one of the highest in the country.

The braking system, like the rest of the bike is on par with the greatest

machines anywhere in the world. Front brake system is disc and rear brakes are

130 mm diameter drum, to provide instant stopping, even in fifth gear.

Ride it if you love the surge of adrenaline in your veins. Ride it to know what

riding was meant to be. The wind in your face. Not a care in your heart. And

the world, your testing ground.

43
 BAJAJ:

YAMAHA:

ROYAL ENFIELD:

44
 Yamaha Enticer – 125

Yamaha's Enticer is an entry level cruiser and boast excellent fit and finish

levels.

The motorcycle features lots of chrome and a perfect feet forward riding

position coupled with a proven 125cc, 11BHP, 4 Stroke Engine.

45
ENFIELD-BULLET

Colours : The Thunderbird is available in four snazzy colors Riviera Red,

Purplish Blue, Ocean Black & Silver Ash.

A powerful 350cc, 4 stroke bike, the Thunderbird, is India's ultimate outdoor

bike. Constant vacuum (CV) carburetor for easy starts, 155 mm travel

telescopic front fork, Fuel efficiency of around 40 kmpl under standard test

conditions,

Easy access control switches and hand lever controls, Ergonomic stepped seat

and comfortable backrest for the pillion, Wear indicators in the front and rear

brakes Duck bill side stand for ease of operation

46
 CHAPTER 5

DISCUSSIONS AND ANALYSIS

47
 Discussion on Findings

5.1 Classification & Tabulation of data

Classification

Classification is a process of arranging the data into sequence and groups according

to their common characteristic of separating them into different related parts.

Tabulation

Tabulation is a process that involves combining and tattling of the collected data.

Tabulation means the systematic presentation of the information (data) in rows and

columns in accordance with some salient features or characteristic.

5.2 Analysis & Interpretation of Data

After tabulating, the data must be analyzed. Researchers often use statistical

interpretation that concentrates on what is average or what divides from average.

Statistical Interpretation shows how widely resources vary and how they are

distributed in relation in variable being measured the analysis and interpretation of

data may lead the researcher to accept or reject the hypothesis being selected.

48
 Table: 1

Table showing percentage of age groups among respondents

Age group (in years) No. of Respondents Percentage

< 20 20 20%
20-30 54 54%
30-40 18 18%
>40 08 08%
Total 100 100%

49
 Pie Chart 1

Chart showing percentage of age groups among respondents

>40
years
8% <20 years
20%
30-40 years <20 years
18% 20-30 years

30-40 years

>40 years

20-30 years
54%

It is observed that 20% of the owners are in the age group of <20 years,

followed by 54% who are in the age group of 20-30, 18% are in the age group

of 30-40 & the remaining 8% in the age group of >40 years.

50
 Table No. 2

Table showing percentage of the brand owned by the respondents

Brand No. of Respondents Percentage

Yamaha Enticer 45 45%

Bajaj Eliminator 29 29%
Enfield Bullet 26 26%
Thunder Bird
Total 100 100%

51
 Pie Chart 2

Chart showing the percentage of the brand owned by the respondents

Thunder Bird
26% Enticer
Enticer
45% Eliminator
Thunder Bird

Eliminator
29%

It is observed that 45% of the respondents own Yamaha Enticer, 29% own

Bajaj Eliminator and 26% own Thunderbird.

52
 Table No. 3

Table showing two wheelers used before by the respondents

Type No. of respondents Percentage

Scooter 20 20%
Four Stroke Bike 30 30%
Two Stroke Bike 38 38%
Cruiser Bike 3 3%
None 9 9%
Total 100 100%

53
 Bar Graph 3

Table showing two wheelers used before by the respondents

40% Two Stroke Bike

35%

Four Stroke Bike

30%

25% Scooter
Four Stroke Bike
Scooter
20% Two Stroke Bike
Cruiser Bike
15% None

10% None

5% Cruiser Bike

0%
Scooter Four Stroke Two Stroke Cruiser Bike None
Bike Bike

The above graph states that 20% of the respondents used scooters, 30% used

Four Stroke, 38% used Two Stroke, 3% used Cruiser Bike, and 9% were not

used any bikes.

54
 Table No. 4

Table showing reasons for buying a cruiser bike

Options No. of respondents Percentage

Style/Look 58 58%
Status/Prestige 13 13%
To fulfill the 18 18%
aspiration
Others 11 11%
Total 100 100%

55
 Bar Graph 4

Table showing reasons for buying a cruiser bike

70%

60% style/look

50%
style/look
40%
Status/prestige

to fulfill aspiration
30%
others
20% to fulfill aspiration
Status/prestige
others
10%

0%
style/look Status/prestige to fulfill others
aspiration

It states that 58% of the respondents purchased the bike for its style/looks, 13%

of the respondents purchase the bike keeping status/prestige in their mind, 18%

of the respondents purchase the bike to fulfill their aspiration and 11% of the

respondents purchase the bike for other reasons.

56
 Table No. 5

Table showing mileage of the cruiser bikes

Option No. of Respondents Percentage

Good 09 9%
Satisfactory 31 31%
Average 42 42%
Poor 18 18%
Total 100 100%

57
 Pie Chart 5

Chart showing mileage of the cruiser bikes.

good
poor 9%
18%

good

sattisfactory
sattisfactory
31% average

poor
average
42%

It states that 9% of the respondents find their vehicle mileage good, 31% of the

respondents find their vehicle mileage satisfactory, 42% of the respondents

find their vehicle mileage average, 18% of the respondents find their vehicle

mileage poor.

58
 Table No. 6

Table showing performance of the cruiser engines

Option No of respondents Percentage

Good 53 53
Satisfactory 21 21
Average 16 16
Poor 10 10
Total 100 100%
.

59
 Pie Chart 6

Chart showing performance of the cruiser engines

poor
10%

average good
16%
satisfactory

good average

satisfactory 53% poor

21%

It states that 53% of the respondents find the performance of

their engine good, 21% of the respondents find the performance
of their engine satisfactory, 16% of the respondents find the
performance of their engine average, 10% of the respondents
find the performance of their engine poor.

60
 Table No. 7

Table showing opinion on price of the cruiser bikes

Option No of respondents Percentage

Costly 63 63%
Average 28 28%
Cheap 09 09%
Total 100 100%

61
 Bar Graph 7

Chart showing opinion on price of the cruiser bikes.

70.00%

costly

60.00%

50.00%

40.00%
costly
average
cheap
30.00% average

20.00%

cheap
10.00%

0.00%
costly average cheap

It states that 63% of the respondents have an opinion on price of vehicle as

costly, 28% of the respondents have an opinion on price of vehicle as average

& 9% of the respondents have an opinion price of vehicle as cheap.

62
 Table No. 8

Table showing opinion on resale value of the cruiser bikes

Option No. of respondents Percentage

Good 29 29%

Average 33 33%
Bad 38 38%
Total 100 100%

63
 Bar graph 8

Chart showing resale value of the cruiser bikes

40 bad, 38

35 average, 33

good, 29
30

25

20

15

10

good
0
good average bad average

bad

It states that 29% of the respondents have an opinion on resale value of vehicle

as costly, 33% of the respondents have an opinion on resale value of vehicle as

average & 38% of the respondents have an opinion on resale value of vehicle

as cheap.

64
 Table No. 9

Table showing over all performance of the cruiser bikes

Option No. of respondents Percentage

Good 18 18%
Satisfactory 42 42%
Average 31 31%
Poor 9 9%
Total 100 100%

65
 Pie Chart 9

Chart showing over all performance of the cruiser bikes

poor
9% good
18%

good

satisfactopry
average
31% average

satisfactopry poor
42%

It states that 18% of the respondents find the power performance of their

vehicle good, 42% of the respondents find the power performance of their

vehicle satisfactory, 31% of the respondents find the power performance of

their vehicle average, 9% of the respondents find the power performance of

their vehicle poor.

66
 Table No. 10

Table showing Company preference among the respondents

Option No. of respondents Percentage

Yamaha 64 64%
Enfield Bullet 27 27%
Bajaj 19 19%
Total 100 100%

67
 Pie Chart 10

Table showing Company preference among the respondents

Bajaj
17%

Yamaha

Enfield Bullet
Enfield Bullet
Yamaha Bajaj
25%
58%

It states that 64% of the respondents voted for Yamaha, 27% of the

respondents voted for Enfield Bullet and 19% of the respondents voted for

Bajaj.

68
 CHAPTER 6

CONCLUSION & SUGGESTIONS

69
6.1 Findings

1. The survey showed that men between 20 to 30 years of age bought 54%

of the Cruiser Bikes.

2. According to survey maximum of 45% of the respondents owned

Yamaha Enticer.

3. The survey showed that up to 38% of the respondents were using two

stroke bikes before buying a Cruiser Bike.

4. According to survey 58% of the respondents considered looks / style as

important reason while buying a Cruiser bike.

5. According to survey 42% of respondents said that the mileage of their

cruiser bikes were average.

6. According to survey 53% of the respondents said that the engine

performance of their cruiser bikes were good.

7. According to survey 53% of the respondents felt that the price of the

vehicle was costly.

8. According to survey 38% of the respondents said that the resale value of

their cruiser bikes were bad.

70
9. According to survey 42% of the respondents said that the overall

performance of the vehicle is satisfactory.

10. Yamaha is the most preferred company according to 64% of the

respondents.

71
6.2 Recommendation

The study on the customer preference on cruiser bikes revealed that in order to

capture the market, the manufacturers have to give the best combination of

looks, quality, cost efficiency good features, safety, luxury and performance.

In Indian market price plays major role so other companies should consider

price as important and reduce the price of their cruiser bikes to increase there

market share

The first cruiser bike launched in India, Kawasaki Bajaj Eliminator did not do

very well though it had the brand name and good performance because of its

high cost, but when Yamaha enticer was launched it was a grate success as the

market and demand for cruiser bikes was set by its early competitors Bajaj

Eliminator and Enfield Bullet-Thunder Bird. Secondly Yamaha considered the

main draw back of these companies and reduced the cost of enticer.

Therefore by providing with the good combination of everything and by

understanding the needs and wants of the customers, which differs from one set

of people to other, that is people of different nationality, religion, cast etc., the

manufacturers easily increase the sales.

6.3 Conclusion

72
I have found that the comparisons done between the cruisers in our country i.e.

enticer, eliminator, thunderbird are difficult. Simply because, these are cruisers

all right, but all the three are of different class...thunderbird 350cc power bike,

175cc eliminator and a low powered 125cc enticer. Well, if the comparisons

were just on the basic elements that make up a cruiser barring the engine

related info, then it would be perfectly ok. But when you go on to even

compare the engines, there is no way you can put up a bodybuilding contest

between olive oyle and Hulk. If you ask me, all the cruisers in this country are

equally good in its own space and segment. If you have the money for an

eliminator or a high-powered Thunderbird, go for it. If budget is a cause of

concern, a tailored and ready made instant mix gulab jamoon kind of product

in Enticer is there ready for you. Enticer and eliminator are low profile bikes

suitable for people less than 5.8 ft tall where as thunder bird is for people more

than 5.8 ft as it’s where heavy and not low .All the three are good in it’s own

class. Barring the engines, I would say the enticer would come maybe a real

close second to the eliminator, and it is simply because the fit and finish of the

eliminator is a little better than the Enticer.

73
 7.Bibliography

TEXTBOOKS REFERRED:
Kotler Philip, Marketing Management, Pearson Education Inc. 11th
Edition.
Consumer Behaviour – Building Marketing Strategy 9th Edition 2003,
Tata McGraw Hill.
Stanton William J, Etzel Michael J, Walker Bruce J, Fundamentals of
Marketing,
McGraw-Hill international, Singapore, 1998

MAGAZINES:

Business Today
Business World
Auto India
Overdrive

NEWSPAPER REFERRED:

Economics Times
Business Times
The Times of India
Business Standard
WEBSITE REFERRED:

www.google.com

www.royalenfield.com

www.bajaj.com

74
8.APPENDIX

75
 “A study on Consumer Preference of

Cruiser Bikes in Mumbai City.”

QUESTIONNAIRE

Respondents Profile

Name :

Address :

Phone No. :

Occupation :

Age :
<20 20-30 30-40 >40

1.Which type of cruiser bike are you using?

Yamaha Enticer:
Bajaj Eliminator:
Enfield Thunderbird:

2.Which two-wheeler were you using before?

3.What made you to buy a Cruiser Bike?

Style/Looks Status/Prestige

To fulfill your others

Aspiration

4.How is the mileage of your bike?

76
Good Satisfactory Average Poor

5.How is the Engine performance of your vehicle?

Good Satisfactory Average Poor

6.How do you feel about the price of your vehicle?

Costly Average Cheap

7.How is the resale value of your vehicle?

Good Satisfactory Average Poor

8.How is the overall performance of your vehicle?

Good Satisfactory Average Poor

9.Which company would you prefer first among these?

Yamaha:……….
Bullet:………….
Bajaj:…………..

77
78