MARKET STRUCTURE

Market Structure

This industry is a high volume, medium growth sector characterized by

excess/ idle capacities owing to in efficient operations. Imports have not
been influencing prospects, as high government regulations limit this .
Characteristics

 BIKES : primarily a commodity market - price sensitive

 Effective distribution chain - through a simple network of dealers
and franchises.
 Regulation - Emission norms as well as import regulations are in
existence.
 Market - Urban areas are the largest market for Pulsar, followed by small
towns and then rural centres.

The market of motorcycles shows a monopolistic structure due to the

following factors:

 Different and many players in the market

 Differentiated products.
 Prices charged are different.
 The competition is a non price competition i.e on the basis of
advertising and delivering differentiated products.

PRIMARY DATA ANALYSIS

1. Age group classification of customers preferring Bajaj Pulsar
18-24 24%

24-30 38%

30-36 19%

ABOVE 36 19%

As is clear the maximum buyers are of the age group 24-30 , hence it
can be interpreted as being popular in college going youth.
2. Bikes owned (categorisation)-
pulsarbajaj Splendor

Apache Unicorn

cd-dawn enfield

bullet(old)hunk enticer

ct100 CBZ

Pulsar DTS i hero honda

3.ANUAL HOUSEHOLD INCOME

<I LAKH 0%
1-3 15%
LAKH
3-5 35%
LAKH
5-10 35%
LAKH
>10 15%
LAKH

Which shows that a majority group belonging to the pulsar kind of bikes
is more from the income group category 3-5 & 5-10 lakh group.
Moreover none of the customer was from < 1 lakh category which is also an
important finding from the marketing point of view.

Summary report (graphical representation of collected data)

4.purpose of the bike

(office/traveling/household/adventure/other)
1 LOWEST 30
%

2 10%

3 15%

4 5%

5 HIGHES 40
T %

LOWEST HIGHEST