1. WINTER PROJECT 2012
Executive Summery
The project is depending on the “COMPARATIVE STUDY OF CUSTOMER
SATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVS
AND BAJAJ”. This project shows the performance of this three companies and
the view of the customers toward those companies.
In this project I had done the customer survey with the help of “Internet”. For
this survey I made questioner and send it with the help of Google. With that
process I got the data of customer response toward these companies.
The main reason behind that project is to know the performance of these
companies because those three companies are the India’s best two wheeler
companies. It also shows the customer satisfaction, customer preference,
company’s service and sale of the bikes of this company.
Such kind of survey shows the market position of the company, their position,
customer’s problem toward company etc, and also it helps to the company to
improve their service and helps to solve their problems.
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SELECTION OF TOPIC
In today’s market the sales of the is not the only way to get success, the services
and the customer satisfaction is also important. The companies HERO HONDA,
BAJAJ, & TVS are the world class companies in the two wheeler bikes. Those
all are the highest two wheeler selling companies in India. But the performance
and the customers approach toward those companies is important.
The topic “COMPARATIVE STUDY OF CUSTOMER SATISFACTION
TOWARD PERFORMANCE OF HERO HONDA, TVS AND BAJAJ” is a kind
of survey that shows the performance of those companies. So this shows the
customers view toward the companies and their problems about the companies.
I select this topic because the topic helps me to understand the market position
of those companies and also help to know more about those companies, their
performance and their services. It also helps me to know the customers demand
and their satisfaction toward the products of the company, and the company’s
sale.
So it is helpful to me in my future reference and that’s the reason I select this
topic for my project.
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OBJECTIVES OF THE RESEARCH
1. To analyze the customer satisfaction.
2. To analyze the customer preference.
3. To know which manufacturer is providing better services.
4. To analyze after sales services of bikes.
5. To study the behavioral factors of consumers in motor bikes.
6. To suggest various factors to improve sales.
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4. WINTER PROJECT 2012
SCOPE
The project was based on the A COMPARATIVE STUDY OF CUSTOMER
SATISFACTION TOWARD PERFORMANCE OF HERO HONDA, TVS AND
BAJAJ BIKES and data was collected from the internet.
This shows the company’s performance and the customer’s satisfaction toward
the company’s products. It also helps to know the customers demand and the
expected services from the companies.
The project also helps to know the reasons behind the reduction of sales of the
company’s product. So it is important for customer as well as the company.
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RESEARCH METHODOLOGY
It is well known fact that the most important step in marketing research
process is to define the problem. Choose for investigation because a problem
well defined is half solved. That was the reason that at most care was taken
while defining various parameters of the problem. After giving through
brain storming session, objectives were selected and the set on the base of
these objectives. A questionnaire was designed major emphasis of which was
gathering new ideas or insight so as to determine and bind out solution to the
problems.
DATA SOURCE
Research included gathering both Primary and Secondary data. Primary data is
the first hand data, which are selected a fresh and thus happen to be original
in character. Primary Data was crucial to know various customers and past
consumer views about bikes and to calculate the market share of this brand in
regards to other brands.
Secondary data are those which has been collected by some one else and
which already have been passed through statistical process. Secondary data has
been taken from internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used
method for data collection and best suited for descriptive type of research
survey includes research instrument like questionnaire which can be
structured and unstructured. Target population is well identified and various
methods like personal interviews and telephone interviews are employed.
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SAMPLING UNIT
It gives the target population that will be sampled. This research was carried
with the help of internet. These were 90 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project
were presented followed by analysis and interpretation to reach certain
conclusion.
Hypothesis
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Bajaj Auto limited is one of the largest two wheeler manufacturing company
in India apart from producing two wheelers they also manufacture three
wheelers. The company had started way back in 1945. Initially it used to
import the two wheelers from outside, but from 1959 it started manufacturing
of two wheelers in the country. By the year 1970 Bajaj Auto had rolled out their
100,000th vehicle. Bajaj scooters and motor cycles have become an integral
part of the Indian milieu and over the years have come to represent the
aspirations of modern India. Bajaj Auto also has a technical tie up with
Kawasaki heavy industries of Japan to produce the latest motorcycles in
India which are of world class quality The Bajaj Kawasaki eliminator has
emerged straight out of the drawing board of Kawasaki heavy industries. The
core brand values of Bajaj Auto limited includes Learning, Innovation,
Perfection, Speed and Transparency.
Bajaj Auto has three manufacturing units in the country at Akurdi, Waluj and
Chakan in Maharashtra, western India, which produced 2,314,787 vehicles in
2005-06. The sales are backed by a network of after sales service and
maintenance work shops all over the country.
Bajaj Auto has products which cater to every segment of the Indian two
wheeler market Bajaj CT 100 Dlx offers a great value for money at the entry
level. Similarly Bajaj Discover 125 offers the consumer a great
performance without making a big hole in the pocket.
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PROFILE:-
FOUNDER JAMUNALAL BAJAJ
Year of Establishment 1926
Industry Automotive- Two & Three Wheelers
Business Group The Bajaj Group
Listings & its codes BSE – Code: 500490; NSE - Code: BAJAJAUTO
Presence Distribution network covers 50 countries.
Dominant presence in SriLanka, Bangladesh,
Columbia, Guatemala, Peru, Egypt, Iran and
Indonesia.
Joint Venture Kawasaki Heavy Industries of Japan
Akurdi
Pune - 411035
Registered & Head Office
India
Tel.: +(91)-(20)-27472851
Works Akurdi, Pune 411035
Bajaj Nagar, Waluj Aurangabad 431136
Chakan Industrial Area, Chakan, Pune
E-mail rahulbajaj@bajajauto.co.in
Website www.bajajauto.com
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KEY PERSONS:-
Board of Directors
Rahul Bajaj Chairman
Madhur Bajaj Vice Chairman & Whole-Time Director
Rajiv Bajaj Managing Director
Sanjiv Bajaj Executive Director
D.S. Mehta Whole-Time Director
Kantikumar R. Podar Director
Shekhar Bajaj Director
D.J. Balaji Rao Director
J.N. Godrej Director
S.H. Khan Director
Mrs. Suman Kirloskar Director
Naresh Chandra Director
Nanoo Pamnani Director
Manish Kejriwal Director
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Committees of the Board
Audit Committee
S.H. Khan Chairman
D.J. Balaji Rao
J.N. Godrej
Naresh Chandra
Nanoo Pamnani
Shareholder’s & Invearor’s Grievance committee
D. J. Balaji Rao Chairman
J. N. Godrej
Naresh Chandra
S. H. Khan
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Remuneration committee
D. J. Balaji Rao Chairman
S. H. Khan
Naresh Chandra
Registered under the Indian Companies Act, VII of 1913
REGISTERED OFFICE Akurdi, Pune 411 035
WORKS Akurdi, Pune 411 035
Bajaj Nagar, Waluj Aurangabad 431 136
Chakan Industrial Area, Chakan, Pune 411 501
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Bajaj Autos Ltd.
Bajaj Auto Limited
Type Public
Founded 1945
Headquarters Pune, India
Key people Rahul Bajaj (Chairman)
Revenue Rs. 1,01,063 billion (2006) or USD 1.87 billion
Net income Rs. 17,016 billion
Website www.bajajauto.com
Bajaj Auto 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,
Maharashtra, with plants in Waluj near Aurangabad, Akurdi and Chakan, near
Pune. Bajaj Auto makes motorscooters, motorcycles and the auto rickshaw.
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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 Aurangabad. In 1986, it managed to produce and
sell 500,000 vehicles in a single financial 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 Chetek
 1976 - Bajaj Super
 1977 - Rear engine Auto rickshaw
 1981 - Bajaj M-50
 1986 - Bajaj M-80, Kawasaki Bajaj KB100
 1990 - Bajaj Sunny
 1994 - Bajaj Classic
 1995 - Bajaj Super Excel
 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Auto rickshaw
 1998 - Kawasaki Bajaj Caliber, Legend(India's first four-stroke scooter)
 2000 - Bajaj Safire
 2001 - Eliminator, Pulsar
 2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear,
Bajaj
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Discover DTS-i
 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover
 2006 - Bajaj Platina
 2007 - Bajaj Pulsar-200
Scooters
 Bajaj Sunny
 Bajaj Chetak
 Bajaj Cub
 Bajaj Super
 Bajaj Wave
 Bajaj Legend
Motorcycles
 Kawasaki Eliminator
 Bajaj Pulsar
 Bajaj Kawasaki Wind 125
 Bajaj Boxer
 Bajaj CT 100
 Bajaj Platina
 Bajaj Caliber
 Bajaj Discover
 Bajaj Avenger
 Bajaj Pulsar 220 DTS-Fi
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Upcoming Models
 Bajaj Krystal
 Bajaj Blade
 Bajaj Sonic
 Bajaj XCD String
New Image
The company, over the last decade has successfully changed its image from a
scooter manufacturer to a two wheeler manufacturer, product range ranging
from Scooterettes to Scooters to Motorcycle. Its real growth in numbers has
come in the last 4 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.
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India has the largest number of two wheelers in the world with 41.6 million
vehicles. India has a mix of 30 percent automobiles and 70 percent two
wheelers in the country. India was the second largest two wheeler
manufacturer in the world starting in the 1950’s with the birth of
Automobile Products of India (API) that manufactured scooters. API
manufactured the Lambrettas but, another company, Bajaj Auto Ltd.
surpassed API and remained through the turn of the century from its
association with Piaggio of Italy (manufacturer of Vespa).
The license raj that existed between the1940s to1980s in India, did not allow
foreign companies to enter the market and imports were tightly controlled.
This regulatory maze, before the economic liberalization, made business
easier for local players to have a seller’s market. Customers in India were
forced to wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj
commented that he did not need a marketing department, only a dispatch
department. By the year 1990, Bajaj had a waiting list that was twenty-six
times its annual output for scooters.
The motorcycle segment had the same long wait times with three
manufacturers; Royal Enfield, Ideal Jawa, and Escorts. Royal Enfield made a
350cc Bullet with the only four-stroke engine at that time and took the higher
end of the market but, there was little competition for their customers. Ideal
Jawa and Escorts took the middle and lower end of the market
respectively.In the mid-1980s, the Indian government regulations changed
and permitted foreign companies to enter the Indian market through
minority joint ventures. The two-wheeler market changed with four Indo-
Japanese joint ventures: Hero Honda, TVS Suzuki, Bajaj Kawasaki and
Kinetic Honda. The entry of these foreign companies changed the Indian
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market dynamics from the supply side to the demand side. With a larger
selection of two-wheelers on the Indian market, consumers started to gain
influence over the products they bought and raised higher customer
expectations. The industry produced more models, styling options, prices,
and different fuel efficiencies. The foreign companies new
technologies helped make the products more reliable and with better quality.
Indian companies had to change to keep up with their global counterparts.
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BOARD OF DIRECTORS
No. Name of the Directors Designation
1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director
2 Mr. Pawan Munjal Managing Director
3 Mr. Toshiaki Nakagawa Jt. Managing Director
4 Mr. Takao Eguchi Whole-time Director
5 Mr. Satyanand Munjal Non-executive Director
6 Mr. Om Prakash Munjal Non-executive Director
7 Mr. Tatsuhiro Oyama Non-executive Director
8 Mr. Masahiro Takedagawa Non-executive Director
9 Mr. Narinder Nath Vohra Non-executive & Independent Director
10 Mr. Pradeep Dinodia Non-executive & Independent Director
11 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent Director
12 Mr. Analjit Singh Non-executive & Independent Director
13 Dr. Pritam Singh Non-executive & Independent Director
14 Ms. Shobhana Bhartia Non-executive & Independent Director
15 Dr. Vijay Laxman Kelkar Non-executive & Independent Director
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Hero Honda Motorcycle Ltd.
Type Public company BSE:HEROHONDA M
Founded January 19, 1984 in Gurgaon, Haryana, India
Headquarters Haryana, India
Om Prakash Munjal, Founder
Mr. Brijmohan Lall Munjal, Chairman
Key people Mr. Toshiaki Nakagawa, Joint Managing Director
Mr. Pawan Munjal, Managing Director
Industry Automotive
Products Motorcycles, Scooters
Revenue U$ 2.8 billion
Website http://www.herohonda.com/site/home/home.asp
HERO HONDA HEADQUARTERS
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Hero Honda Motorcycles Limited is an Indian manufacturer of motorcycles
and scooters. Hero Honda is a joint venture that began in 1984 between the
Hero group of India and Honda from Japan. It has been the world's biggest
manufacturer of 2- wheeled motorized vehicles since 2001, when it produced
1.3 million motorbikes in a single year. Hero Honda's Splendor is the world's
largest selling motorcycle. Its 2 plants are in Dharuhera and Gurgaon, both in
Haryana, India. It specializes in dual use motorcycles that are low powered but
very fuel efficient.
[ Models ]
Bikes
 Hero Honda Splendor Plus
 Hero Honda Passion Plus
 Hero Honda Karizma
 Hero Honda CBZ
 Hero Honda Super Splendor
 Hero Honda CD Dawn
 Hero Honda CD Deluxe
 Hero Honda Achiever
 Hero Honda Glamour
 Hero Honda Ambition
Hero Honda "Splendor" Model
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COMPANY PROFILE
“Hero”, is the brand name used by the Munjal brothers in the year 1956 with
the flagship company Hero Cycles. The two-wheeler manufacturing business
of bicycle components had originally started in the 1940’s and turned into the
world’s largest bicycle manufacturer today. Hero, is a name synonymous with
two-wheelers in India today. The Munjals roll their own steel, make free wheel
bicycle critical components and have diversified into different ventures like
product design. The Hero Group philosophy is: “To provide excellent
transportation to the common man at easily affordable prices and to provide
total satisfaction in all its spheres of activity”. The Hero group vision is to
build long lasting relationships with everyone (customers, workers, dealers
and vendors). The Hero Group has a passion for setting higher standards
and “Engineering Satisfaction” is the prime motivation, way of life and work
culture of the Group.
In the year 1984, Mr. Brijmohan Lal Munjal, the Chairman and Managing
Director of Hero Honda Motors (HHM), headed an alliance between the
Munjal family and Honda Motor Company Ltd. (HMC). HHM Mission
Statement is: “We, at Hero Honda, are continuously striving for synergy
between technology, systems, and human resources to provide products and
services that meet the quality, performance, and price aspirations of our
customers. While doing so, we maintain the highest standards of ethics and
societal responsibilities, constantly innovate products and processes, and
develop teams that keep the momentum going to take the company to
excellence in the new millennium”. This alliance became one of the most
successful joint ventures in India, until the year 1999 when HMC had
announced a 100% subsidiary, Honda Motorcycle & Scooter India (HMSI).
This announcement caused the HHM stock price to decrease by 30 percent that
same day. Munjal had to come up with some new strategic decisions as, HMSI
and other foreign new entry companies were causing increased intensity of
rivalry for HHM.
GROWTHThe business growth of Hero Honda has been phenomenal
throughout its early days. The Munjal family started a modest business of
bicycle components. Hero Group expanded so big that by 2002 they had sold
86 million bicycles producing
16000 bicycles a day. Today Hero Honda has an assembly line of 9 different
models of motorcycles available. It holds the record for most popular bike in
the world by sales for Its Splendor model. Hero Honda Motors Limited was
established in joint venture with Honda Motors of Japan in 1984, to
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manufacture motorcycles. It is currently the largest producer of Two Wheelers
in the world. It sold 3 million bikes in the year 2005-2006. Recently it has also
entered in scooter manufacturing, with its model PLEASURE mainly aimed
at girls. The Hero Group has done business differently right from the start
and that is what has helped them to achieve break- through in the competitive
two-wheeler market. The Group's low key, but focused, style of management
has earned the company plaudits amidst investors, employees, vendors and
dealers, as also worldwide recognition.The growth of the Group through the
years has been influenced by a number of factors:
Just-in-Time
The Hero Group through the Hero Cycles Division was the first to introduce
the concept of just-in-time inventory. The Group boasts of superb
operational efficiencies. Every assembly line worker operates two machines
simultaneously to save time and improve productivity. The fact that most of
the machines are either developed or fabricated in-house, has resulted in low
inventory levels. In Hero Cycles Limited, the just-in-time inventory principle
has been working since the beginning of production in the unit and is
functional even till date.. This is the Japanese style of production and in
India; Hero is probably the only company to have mastered the art of the just-
in-time inventory principle.
Ancillarisation
An integral part of the Group strategy of doing business differently was
providing support to ancillary units. There are over 300 ancillary units today,
whose production is dedicated to Hero's requirements and also a large number
of other vendors, which include some of the better known companies in the
automotive segment. Employee Policy:
Another Striking feature within the Hero Group is the commitment and
dedication of its workers. There is no organized labor union and family
members of employees find ready employment within Hero. The philosophy
with regard to labor management is "Hero is growing, grow with Hero."
When it comes to workers' benefits, the Hero Group is known for providing
facilities, further ahead of the industry norms. Long before other companies
did so, Hero was giving its employees a uniform allowance, as well as House
Rent Allowance (HRA) and Leave Travel Allowance (LTA). Extra benefits
took the form of medical check-ups, not just for workers, but also for the
immediate family members.
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Dealer Network
The relationship of Hero Group with their dealers is unique in its closeness.
The dealers are considered a part of the Hero family. A nation-wide
dealer network comprising of over 5,000 outlets, and have a formidable
distribution system in place. Sales agents from Hero travels to all the corners
of the country, visiting dealers and send back daily postcards with information
on the stock position that day, turnover, fresh purchases, anticipated demand
and also competitor action in the region. The manufacturing units have a
separate department to handle dealer complaints and problems and the first
response is always given in 24 hours.
Financial Planning
The Hero Group benefits from the Group Chairman's financial acumen and his
grasp on technology, manufacturing and marketing. Group Company, Hero
Cycles Limited has one of the highest labor productivity rates in the world. In
Hero Honda Motors Limited, the focus is on financial and raw material
management and a low employee turnover.
Quality
Quality at Hero is attained not just by modern plants and equipment and through
latest technology, but by enforcing a strict discipline. At the Group
factories, attaining quality standards is an everyday practice - a strictly pursued
discipline. It comes from an amalgamation of the latest technology with deep-
rooted experience derived from nearly four decades of hard labor. It is an
attitude that masters the challenge of growth and change - change in consumers'
perceptions about products and new aspirations arising from a new generation
of buyers. Constant technology up gradation ensures that the Group stays in
the global mainstream and maintains its competitive edge. With each of its
foreign collaborations, the Group goes onto strengthen its quality measures as
per the book. The Group also employs the services of independent experts
from around the world to assist in new design and production processes.
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Diversification
Throughout the years of enormous growth, the Group Chairman, Mr. Lall has
actively looked at diversification. A considerable level of backward
integration in its manufacturing activities has been ample in the Group's
growth and led to the establishment of the Hero Cycles Cold Rolling
Division, Munjal and Sunbeam Castings, Munjal Auto Components and
Munjal Showa Limited amongst other component-manufacturing units.
Then there were the expansion into the automotive segment with the setting
up of Majestic Auto Limited, where the first indigenously designed moped,
Hero Majestic, went into commercial production in 1978. Then came Hero
Motors which introduced Hero Puch, in collaboration with global technology
leader Steyr Daimler Puch of Austria. Hero Honda Motors was established
in 1984 to manufacture 100 cc motorcycles.
The Hero Group also took a venture into other segments like exports,
financial services, information technology, which includes customer
response services and software development. Further expansion is expected in
the areas of Insurance and Telecommunication.
The Hero Group's phenomenal growth is the result of constant innovations, a
close watch on costs and the dynamic leadership of the Group Chairman,
characterized by a culture of entrepreneurship, of right attitudes and building
stronger relationships with investors, partners, vendors and dealers and
customers
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TVS MOTOR COMPANY
The TVS group was established in 1911 by Shri. T. V. Sundaram Iyengar. As
one of India’s largest industrial entities it epitomizes Trust, Value and Service.
It all began way back in 1984 when Sundaram Clayton Limited (A TVS
Group company) introduced its 50 CC mopeds in the arena of road racing,
notching up unbelievable speeds of 105 kmph. Since then, there has been no
looking back for TVS Motor Company. TVS Racing was established in 1987
with the objective of improving the performance of its bikes. Over the years it
has provided valuable data, design inputs, development of reliable motorcycle
models, excellent vehicle dynamics & handling etc. The true evidence of it is
seen in today's TVS Victor and TVS Fiero. Today, there are over thirty
companies in the TVS Group, employing more than 40,000 people worldwide
and with a turnover in excess of USD 2.2 billion.
With steady growth, expansion and diversification, TVS commands a strong
presence in manufacturing of two-wheelers, auto components and
computer peripherals. We also have vibrant businesses in the distribution of
heavy commercial vehicles passenger cars, finance and insurance.
TVS Motor Company Limited, the flagship company of the USD 2.2 billion
TVS Group, is the third largest two-wheeler manufacturer in India and among
the top ten in the world, with an annual turnover of over USD 650 million.
The year 1980 is one to be remembered for the Indian two-wheeler industry,
with the roll out of TVS 50, India's first two-seater moped that ushered in an
era of affordable personal transportation. For the Indian Automobile
sector, it was a breakthrough to be etched in history. TVS Motor Company
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is the first two-wheeler manufacturer in the world to be honoured with the
hallmark of Japanese Quality – The Deming Prize for Total Quality
Management.
MANY FIRSTS TO THE AUTOMOTIVE INDUSTRY IN INDIA
TVS has been at the forefront in bringing a revolution in the way personal
commutation was happening, way back in the 1980s. Beginning with
launching a simple, easy-to-use moped for the middle class in India in the
1980s to launching 7 new bikes in a single day (first time in the history of the
automotive industry in the world), TVS has often taken the unbeaten path to
innovation.
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Ushering in the personal transportation revolution
1980 Launched TVS 50, India's first 2 seater 50 cc moped
1984 First Indian company to introduce 100 cc Indo - Japanese motorcycles
Launched India's First indigenous scooterette (sub - 100 cc
1994 variomatic) -
TVS Scooty
Introduced India's first catalytic converter enabled motorcycle, the
1996 110 cc
1997 Shogun
Introduced India's first 5 speed motorcycle, Shaolin
2000 Launched India's first 150 cc, 4 stroke motorcycle - The Fiero
Launched India's first fully indigenously designed and
2001 manufactured
motorcycle. revolutionary VT-I engine for the best in class mileage
Launched the
2004 in
2006 TVS Centra Apache - first bike to win 6 awards in a row
Launched TVS
Apache RTR - first two wheeler in India to have racing inspired engine
2007 and
features.
TVS Flame, TVS Scooty Electric Vehicle and Three wheeler TVS
2008 King
launched.
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TVS MOTORS LIMITED.
TVS MOTOR
Type Private conglomerate (BSE)
Founded In 1911 by shri. T. V. Sundaram Iyenger
Headquarters Chennai, Tamilnadu, India.
Key
Mr. venu srinivasan chairman
Products Motorcycle, mopeds, ungeared scooters, automotive
components.
Revenue USD 2.2 billion (FY 2006)
Employees 5,633 (2007)
Website www.tvsmotor.in
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TV Sundaram Iyengar and Sons Limited (TVSs) is the holding company for
the TVS Group of companies engaged in the manufacturing of almost all
kinds of automotive components, best two wheelers and a few other industrial
products. They are also into the financial services sector. The turnover of the
entire group was close to $2 billion in 2003.TVS was founded by T. V.
Sundaram Iyengar in 1911.
It is the only automotive manufacturer in India to get the prestigious Deming
Prize. One of its subsidiaries Sundaram Clayton was the first company in
India to receive the Deming allowed by Sundaram Brake Linings also getting
the Deming Prize. This prize is "given to organizations or divisions of
organizations that have achieved distinctive performance improvement
through the application of TQM in a designated year." Sundaram Clayton went
on to be awarded the Japan Quality Medal.
The TVS group of companies is mainly situated in Padi, Tamil Nadu, in the
outskirts of Chennai (formerly Madras).
TVS MOTORS
TVS Motor Company has its origin in SUndaram CLayton Limited, Moped
Division, started in 1980. The factory was started in Hosur, Tamilnadu in
southern India. The first product launched was a 50 cc moped, which appealed
to the masses because of its capability to carry two people. In the same
location, the same promotors started another company in 1984, in
collaboration with Suzuki Motor Corporation of Japan, for the manufacture of
100 cc motorcycles under the brand name of Ind-Suzuki Motorcycles.
Subsequently in the moped division was bought by Ind Suzuki
Motorcycles in 1987 and the company changed its name to TVS Suzuki Ltd.
Even though the company started producing all kinds of two wheelers like
mopeds, scooters and motorcycles, the collaboration with Suzuki continued
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for the motorcycles only. The collaboration with Suzuki Motor Corporation
ended in 2001 and since then the name of the company changed to TVS
Motor Company. The company now develops all types of two-wheelers
through its own in house R&D facility and manufactures in three locations in
India, Hosur in Tamlnadu, Mysore in Karnataka and Baddi in Himachal
Pradesh. It has recently started a new manufacturing plant in Indonesia to
cater to the South east Asian market. The Chairman and Managing Director
of the Company is Mr. Venu Srinivasan who is the grandson of TV Sundaram
Iyengar.
TVS Group Companies
 Sundaram Brake Linings
 Sundaram Fastners
 Southern Roadways
 Sundaram Finance
 Sundharams Private Limited
 Brakes India Limited
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31. WINTER PROJECT 2012
THE MAJOR PRODUCTS
Motorcycles
 TVS Ind Suzuki AX 100
 TVS MAX 100
 TVS MAX R 100
 TVS Supra
 TVS Suzuki Samurai
 TVS Suzuki Shogun
 TVS Suzuki Shaolin
 TVS Suzuki Fiero
 TVS Fiero
 TVS Star
 TVS Star City
 TVS Star city deluxe
 TVS Star Sport
 TVS Fiero F2
 TVS Fiero FX
 TVS Centra
 TVS Victor (110 cc)
 TVS Victor GLX (125 cc)
 TVS Victor EDGE (125 cc)
 TVS Flame (125 cc,ccvti technology)
 TVS Apache (150 cc,13.7 Ps @8500rpm)
 TVS Apache RTR 160
 TVS Apache RTR 160 EFI (Electronic Fuel Injection)
 TVS Flame
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32. WINTER PROJECT 2012
Scooterettes
 TVS Scooty ES (60 cc)
 TVS Scooty KS (60 cc)
 TVS Scooty Pep (75 cc)
 TVS Scooty Pep + (90 cc)
 TVS Teenz
 TVS Teenz Electric
Mopeds
 TVS XL 50(50 cc)
 TVS XL (60 cc
 TVS Eco
 TVS Astra
 TVS XL Super (60 cc)
 TVS XL Super Heavy Duty
 TVS Champ (60 cc)
 TVS Super Champ (60 cc)
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33. WINTER PROJECT 2012
BAJAJ PULSAR 150
Price (ex-showroom, Mumbai) Rs 49,400-53,000
Top speed 107kph
0-60kph 6.25sec
Kpl 59.6 (overall)
HERO HONDA CBZ X-TREME
Price Rs 56000
Displacement 150 cc
Weight: 141 Kgs (Kick Start) / 143 Kgs
(Electric Start)
4-stroke single cylinder
Idle engine speed 1400 rpm
TVS APACHE
Price: Rs.58,600/- (Pune)
Displacement 150 cc
Good Balance, Good brakes
4-stroke single cylinder
Electric start & kick start option
Six-spoke black alloy wheels
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34. WINTER PROJECT 2012
INTRODUCTION
Research means detailed study of a problem. Here the details of the marketing
problem are collected and studied, conclusions are drawn and suggestions are made
to solve the problem quickly, correctly and systematically. In MR, specific marketing
problem is studied in depth by collecting and analyzing all relevant information and
solution are suggested to solve the problem which may be related to consumers,
product, market competition, sales promotion and so on.
MR is special branch of marketing management. It is comparatively of recent in origin.
MR acts as an important tool to study buyer behaviour, changes in consumer lifestyle
and consumption patterns, brand loyalty and forecast market changes.
In brief, MR facilitates accurate marketing decisions for consumer satisfaction on the
one hand and sales promotion on the other hand. It is rightly treated as the soul of
modern marketing management. MR suggests possible solution on marketing problem
to marketing manager for is consideration and final selection. It is rightly said that the
beginning and end of marketing management is marketing research. It is primarily
used to provide information needed to guide marketing decision, market mix. It acts as
a support system to marketing management.
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35. WINTER PROJECT 2012
INCREASING NEED OF MARKETING REEARCH
1) Growth and complexity of markets:- markets are no more local in character. They are
now national and even global in character. The marketing activity is becoming
increasingly complex and global market and consumers directly. Similarly, they have
no control on the marketing system once the goods are sold out.
2) To middlemen. This situation creates new problem before the manufacturers which
can be faced effectively through MR as it acts as a feed-back mechanism to ascertain
first hand information, reaction, etc. of consumer and middleman. Marketing activities
can be adjusted accordingly.
3) Wide gap between producers and consumers:- marketing research is needed as there
is a wide gap between producers and consumers in the present marketing system. Due
to mass scal production and distribution, direct contact between producers and
consumers. Producers do not get dependable information as regards needs,
expectation and reactions of consumers; they are unable to adjust their products,
packaging, prices, etc. as per the needs of consumers. The problem created due to
information gap can be solved only through MR as it possible to establish contact with
consumers and collect first and information about their needs, expectation, likes,
dislikes, preferences and special features of their behavior. Thus, MR is needed for
removing the wide communication gap between producers and consumers.
4) Changes in the composition of population and pattern of consumption:- in India, many
changes are taking place in the composition of population. There is a shift of
population from rural to urban areas. There have been considerable changes in the
consumption and expenditure patterns of consumers in India. The incomes of the
people, in general, are rising. This brings corresponding increase in their purchasing
capacity and buying needs and habits. The demand for consumer durables is fast
increasing. The market are niw flooded with consumer durables like TV sets and so on.
Manufacturers are expected to know such qualitative and quantitative changes in the
consumer preferences and their consumption pattern. For achieving this objective, MR
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36. WINTER PROJECT 2012
activities are necessary and useful. In brief, MR is needed for the study of changes in
the pattern of consumption and corresponding adjustment in the marketing planning,
policies strategies.
5) Growing importance of consumers in marketing:- consumers occupy key position in
modern marketing system. They are now well informed about market trends, goods
available, consumer rights and protection available to them through consumer
protection acts, the growth of consumerism has created new challenges before
manufacturers and traders.
Even growing customer expectations create situation when manufacturers have to
understand such expectations and adjust the production policies accordingly.
Indifference towards consumer expectations may lead to loss o business. In the
present marketing system, consumers cannot be taken for granted. Marketing
research particularly consumer research gives valuable data relating to consumers. It is
possible to use such data fruitfully while framing marketing policies. Thus, marketing
decisions can be made pro consumer through marketing research activities.
6) Shift of competition from price to non-price factors:- cut-throat competition is
unavoidable in the present marketing field. Such competition may be due to various
factors such as price, quality, and packaging, advertising and sales promotion
techniques. Entry of new competitors creates new problems in the marketing of goods
and services. In addition, market competition is no more restricted to price factor
alone. There are other non price factors such as packaging, branding, after sales and
advertising which creates severe market competition. Every producer has to find out
the extent of such non-price competition and the manner in which he can face it with
confidence. MR is needed as it offers guidance in this regards. A manufacturer can face
market competition even by using certain non-price factors. The shifting of
competition from price to non-price factors has made marketing of consumer goods
more complicated and challenging. This challenge can be faced with confidence by
using certain measures through marketing research.
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7) Need of prompt decision making:- in competitive marketing, marketing executive have
to take quick and correct decision. Companies have to develop and market new
products more quickly than ever before. However, such decision is always difficult.
Moreover, wrong decisions may bring loss to the organization. For correct decision
making, marketing executive need reliable data and up to date market information.
Here, MR comes to the rescue of marketing manager. Problems in marketing are
located, defined, analyzed and solved through MR techniques. This suggests its need
as a tool for decision making. MR is needed as a tool for reasonably accurate decision
making in the present highly competitive market system.
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38. WINTER PROJECT 2012
Q1) Which bike do you have?
HERO HONDA 30
BAJAJ 30
TVS 30
HERO HONDA
BAJAJ
TVS
INTERPRETATION: -
As per the above 90 customers survey it is clear that all
the three company’s bikes are preferred equally by the customers. i.e. HERO
HONDA 30 customers, TVS 30 customers, and BAJAJ 30 customer.
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Age Wise Interpretation
Age Hero TVS Bajaj
Honda
20-35 15 10 17
36-50 13 12 6
50 & 2 8 7
above
total 30 30 30
Chart Title
35
30
no. of people
25
20
15
10
5
0
Hero honda TVS Bajaj
50 & above 2 8 7
36-50 13 12 6
20-35 15 10 17
Interpretation:-
Most of the customers between the age group 20-35 prefers
BAJAJ Bikes i.e. 17 customers. While the customers between this age group for
hero Honda and TVS are comparatively less i.e 15 and 10 respectively.
Most of the customers between the age group 36-50 prefer
HERO HONDA Bikes i.e. 13 customers. While the customers for TVS are quite
low i.e 12 and customers for Bajaj are too less i.e. 6.
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Most of the customers with age group 51 & above prefer TVS
bikes i.e. 8.while few customers prefer bajaj i.e. 7, customers for Hero Honda
are very less i.e. 2.
Q2) Which Model do you Have?
Hero Bajaj TVS
Honda
Splender 13 CT 100 5 Flame 4
Passion 5 Discover 11 Star city 9
Karizma 2 pulsar 10 Apache 7
Any 10 Any other 4 Any other 10
other
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41. WINTER PROJECT 2012
HERO HONDA
HERO HONDA
14
12
NO.OF VEHICLE
10
8
6
4
2
0
Splender
Passion Series1
Karizma
Any
other
Splender Passion Karizma Any other
Series1 13 5 2 10
INTERPRETATION: -
For Hero Honda most of the customers have splendor while the ratio
of the customers using Passion, Karizma and other bikes are comparatively low. The reason
behind splendor being famous is its good mileage.
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BAJAJ
BAJAJ
12
10
NO. OFVEHICLE
8
6
4
2
0
CT 100 Discover pulsar Any other
5 11 10 4
INTERPRETATION: -
In Bajaj the customers are giving more preference to
Discover and Pulsar models. Because both the models have good pickup.
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TVS
TVS
10
9
8
7
NO. OF VEHICLE
6
5
4
3
2
1
0
Flame
Star city
Apache
Any other
Flame Star city Apache Any other
4 9 7 10
INTERPRETATION:-
In TVS Bikes the customers are giving more preference to the
other models rather than Flame, Star city and Apache.
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44. WINTER PROJECT 2012
Q3) In which family Income level do you Fall?
100000-200000 22
200000-300000 45
300000-400000 23
Above 400000 10
50
45
40
35
no. of people
30
25
20
15
10
5
0
100000- 200000- 300000- Above
200000 300000 400000 400000
22 45 23 10
INTERPRETATION: -
The maximum numbers of customers that are using
these bikes fall in the income group of 200000-300000. While this ratio is
minimum in case of customers whose income level fall between 300000-
400000. People between the income level 100000-200000 cannot afford such
bikes, and the preference level for such bikes lowers from 400000 & above
as they prefer four wheelers’.
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45. WINTER PROJECT 2012
Q4) For how long do you own a bike?
0-1 year 34
1-2 year 29
2-3 year 26
3-4 year 11
40
35
30
no.of people
25
20
15
10
5
0
0-1 year 1-2 year 2-3 year 3-4 year
years
INTERPRETATION: -
It is observed that mostly the customers are
having new bikes. This is because the customers are attracted towards new
bikes with add on features & do not prefer using one bike for more than
two years.
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46. WINTER PROJECT 2012
Q5) For what purpose do you use your Motor
Bike?
Hero Honda Bajaj TVS
Office purpose 13 42 38
Personal purpose 17 15 27
Joy purpose 10 18 10
Other 40 15 15
45
40
35
30
25
Hero Honda
20 Bajaj
15 TVS
10
5
0
Office Personal Joy Other
purpose purpose purpose
INTERPRETATION:-
The customers are using their bikes mostly for official
and personal purpose.
People preferring bikes for office purpose are seen highest in bajaj,
i.e. 42. People preferring bikes for personal purpose are seen highest in TVS, i.e. 27. People
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47. WINTER PROJECT 2012
preferring bikes for joy purpose are seen highest in bajaj, i.e. 18. People preferring bikes for other
purpose are seen highest in Hero Honda, i.e. 40.
Q6) How do you come to know about this Motor
Bike?
Hero Honda Bajaj TVS
Newspaper 28 33 22
Television 22 28 18
Magazine 8 16 28
Friends & Relative 37 13 22
40
35
30
25
Hero Honda
20 Bajaj
15 TVS
10
5
0
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48. WINTER PROJECT 2012
INTERPRETATION: -
It is observed that the awareness of Hero Honda bikes
mostly comes from friends while of Bajaj and TVS the awareness comes
from newspapers and televisions.
Q7) Does Advertisement Influence your decision in choosing
a Motor bike?
Yes 65
No 15
Can’t say 10
Can’t say
No
Yes
0 10 20 30 40 50 60 70
Yes No Can’t say
65 15 10
INTERPRETATION: -
Out of the sample size of 90 customers, 65 customers
agrees with the fact that advertisements play a very significant role in
influencing their behavior to choose the bike. On the other hand 15
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49. WINTER PROJECT 2012
customers do not agree to this fact. While remaining 10 customers are not
sure about it.
Q8 Are you satisfied with the performance of the bike that you are
currently having?
Yes 55
No 28
Can’t say 7
7
Yes
28 No
55
Can’t say
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50. WINTER PROJECT 2012
INTERPRETATION:-
Out of the sample size of 90 customers, 55 customers
says that they are satisfied with the performance of their bikes. On the
other hand 28 customers are not satisfied with the performance of the bikes
that they are having. While the remaining 10 customers are unable to say
anything.
Q9) Do you have full knowledge about Bikes before
buying?
Hero Honda Bajaj TVS
Yes 42 34 37
No 37 27 22
Can’t say 11 29 31
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51. WINTER PROJECT 2012
45
40
35
30
Hero Honda
25
Bajaj
20
TVS
15
10
5
0
Yes No Can’t say
INTERPRET ATION:-
It is observed that most of the customers are having full
knowledge of the bike before purchasing.
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52. WINTER PROJECT 2012
Q10) Which Factor below Influence your decision?
Hero Honda Bajaj TVS
Price 17 22 28
Mileage 28 15 15
Quality 11 20 16
Resale Value 12 14 17
Status symbol 32 19 14
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53. WINTER PROJECT 2012
Hero Honda
35
30
25
20
15 Hero Honda
10
5
0
Q…
S…
P…
R…
M…
INTERPRETATION:- In Hero Honda bikes the mileage of the bike and the
value that it adds to the status symbol of the customers influences the
decision criteria of most of the customers.
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Bajaj
25
20
15
10
Bajaj
5
0
INTERPRETATION:- In Bajaj bikes customers gets more influenced by
the price and quality of the bike and also they think that it adds value to
their prestige.
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TVS
30
25
20
15
10
TVS
5
0
INTERPRETATION: - In TVS bike the economic price of the bikes
influences the buying behavior of the customers.
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56. WINTER PROJECT 2012
Q11) How would you rate the following factors of Bikes with respect to
different company?
HERO HONDA BAJAJ TVS
Mileage 74% 72% 68%
Price 68% 65% 47%
Pick-up 70% 80% 62%
Maintenance 58% 62% 74%
Look & shape 85% 80% 72%
Brand Image 53% 55% 69%
90%
80%
70%
60%
50%
40% Hero Honda
30%
20% Bajaj
10% TVS
0%
Mileage
Price
Maintenance
Look & Shape
Brand Image
Pick up
INTERPRETATION: - It is observed that in rating of different features of
different bikes people give maximum rating to the look and shape of the
bike. At the second level they give their rating to the pickup. At the third
level they rate mileage. And at the fourth level they give points to
maintenance. At last they rate price and brand image.
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Q12) If new Bike with good features comes in, then would you like to change your
bike?
Hero Honda Bajaj TVS
Yes 10 16 14
No 16 11 11
Can’t say 4 3 5
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18
16
14
12
10
Hero Honda
8
Bajaj
6
TVS
4
2
0
Yes No Can’t
say
INTERPRETATION:- It is observed that the customers of Hero Honda
bikes are not ready to change their bikes even if a new bike comes in with
good features. While majority of the customers of Bajaj and TVS are ready
to change their bikes if new bike provides some good features to them.
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OVERALL INTERPRETATION OF THE DATA
The young generation is mostly attracted towards BAJAJ bikes due to sporty look and
sporty features. The middle age people prefers Hero Honda due to its mileage and
maintenance. While the older ones are attracted towards TVS because of its comfort.
The sales of the models from the three companies which are significantly high are
Hero Honda - Splendor
Bajaj - discover and pulsar
TVS - other models
It is observed that mostly middle class customers prefer these bikes
It is also seen that people tend to buy particular bike due to friends suggestion. Other
factors includes the media, as it also plays a vital role in influencing the buying decision of
customers.
Most of the customers are satisfied in the performance of their bikes. The reason is that
people gather full knowledge before purchasing their bikes and prefer bikes according to
their individual requirements.
It is also seen that many people are attracted toward new technology and therefore get
attracted towards newer models in bikes.
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LIMITATIONS
1. Research work was carried out in one Distt of U.P. (BAREILLY) only the finding
may not be applicable to the other parts of the country because of social and
cultural differences.
2. The sample was collected using connivance-sampling techniques. As such result
may not give an exact representation of the population.
3. Shortage of time is also reason for incomprehensiveness.
4. The views of the people are biased therefore it doesn’t reflect true picture.
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FINDINGS
During this research project I came in to contact with many customers who are
having bikes. It has been found that in Hero Honda mostly the customers are
having splendor while the ratio of the customers using Passion, Karizma and
other bikes are comparatively low. In Bajaj the customers are giving more
preference to Discover and Pulsar models and in case of TVS Bikes the
customers are givig more preference to the other models rather than
Flame,Starcityand Apache. The maximum numbers of customers that are using
these bikes fall in the income group of 200000-300000.
It has been observed that the customers are using their bikes mostly for
official and personal purpose. It is observed that the awareness of Hero Honda
bikes mostly comes from friends while of Bajaj and TVS the awareness
comes from newspapers and televisions. Out of the sample size of 90
customers, 65 customers agree with the fact that advertisements play a very
significant role in influencing their behavior to choose the bike. On the other
hand 15 customers do not agree to this fact. While remaining 10 customers are
not sure about it.
When the customers are asked that are they satisfied with the performance of
their bikes then most of them agrees to the fact. Out of the sample size
of 90 customers, 55 customers says that they are satisfied with the
performance of their bikes. On the other hand 28 customers are not satisfied
with the performance of the bikes that they are having. While the remaining
10 customers are unable to say anything. It is observed that most of the
customers are having full knowledge of the bike before purchasing
It has been seen that In Hero Honda bikes the mileage of the bike and the
value that it adds to the status symbol of the customers influences the decision
criteria of most of the customers. In Bajaj bikes customers gets more
influenced by the price and quality of the bike and also they think that it adds
value to their prestige. While in case of TVS bike the economic price of the
bikes influences the buying behavior of the customers.
It is observed that in rating of different features of different bikes people give
maximum rating to the look and shape of the bike. At the second level they
give their rating to the pick up. At the third level they rate mileage. And at the
fourth level they give points to maintenance. At last they rate price and brand
image.
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It is observed that the customers of Hero Honda bikes are not ready to change
their bikes even if a new bike comes in with good features. While majority
of the customers of Bajaj and TVS are ready to change their bikes if new
bike provides some good features to them.
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63. WINTER PROJECT 2012
Conclusion
1. Most of the Flame, Apache, Pulsar, CBZ & Karizma are purchased by
young generation 18 to 30 years because they prefer stylish looks and rest
of the models of Hero Honda, TVS and Bajaj are purchased more by daily
users who needs more average of bikes than looks.
2. Hero Honda is considered to be most fuel-efficient bike on Indian roads.
3. Service & Spare parts are available throughout India in local markets also.
4. While buying a motorcycle, economy is the main consideration in
form of maintenance cost, fuel efficiency.
5. Majority of the respondent had bought their motorcycle more than 3 years.
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RECOMMENDATIONS
1. Bajaj should introduce some more models having more engine power.
2. Hero Honda should think about fuel efficiency in case of upper segment
bikes.
3. More service centers should be opened.
4. Maintenance cost and the availability of the spare parts should also be
given due importance.
5. They also introduce some good finance/discount schemes for students.
6. The price should be economic.
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65. WINTER PROJECT 2012
BIBLIOGRAPHY
1. www.herohonda.com
2. www.google.com
3. www.bajaj.com
4. www.twowheeler.com
5. www.extrememachines.com
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66. WINTER PROJECT 2012
QUESTIONNAIRE
Name:________________________________________
Sex:_____________________
Age:______________
Occupation:___________________
Contact number:_____________________
Q 1. Which bike do you have?
A) Hero Honda
B) BAJAJ
C) TVS
Q2. Which model do you have?
Hero Honda:
A) Splendor B) passion
C) karizma D) other
Bajaj:
A) CT 100 B) discover
C) pulsar D) other
TVS:
A) Flame B) apache
C) Star city D) other
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67. WINTER PROJECT 2012
Q3. In which family income do you fall?
A) 100000-200000 B) 200000-300000
c) 300000-400000 D) 400000 & above
Q4. For how long do you own bike?
A) 0-1 year B) 1-2 year
c) 2-3 year D) 4 & above year
Q5. For what purpose do you use motor bike?
A) Office purpose B) personal purpose
C) joy purpose D) other
Q6. How do you come to know about this motor bike?
A) News paper B) Television
C) magazine D) friends/ relatives
Q7. Are you satisfied with the performance of the bike that you are having currently?
A) Yes B) No C) Can’t say
Q8. Does advertisement influence your decision in choosing a motor bike?
A) Yes B) No C) Can’t say
Q9. Do you have full knowledge about the bikes before bikes?
A) Yes B) No C) Can’t say
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68. WINTER PROJECT 2012
Q10 which factor below influence your decision?
A) Price B) mileage C) Quality
D) Resale value E) Status
Q11. How would you relate the following factor of bikes with respect to different
companies?
HERO HONDA BAJAJ TVS
Mileage
Price
Pick-up
Maintenance
Look & shape
Brand Image
Q12. If new bike with good features come in, then would you like to change your bikes?
A) Yes B) No C) Can’t say
Q13. Any suggestion for company?
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