DECLARATION I hereby declare that this project entitled A Study in Consumer Preferences on Sales and Services of Bajaj Bikes

with reference to M.G.Brothers Nellore. is bonafide work done by me and submitted in the partial fulfillment for the award of the degree of Master of Business Administration (MBA), Vikrama Simhapuri University during the year 2008-2010 under the guidance of Mr. G. Kalyan Ramu MBA., in Vikrama Simhapuri University, Nellore. I also declare that this project have not been submitted for the award of any degree or Diploma from any University including Vikrama Simhapuri University.

Place: Date:

K. VIJAYABHASKAR (REG.NO.0800101040)

ACKNOWLEDGEMENT First and foremost, I would like to sincerely acknowledge thanks to Mr.G.Kalyan Ramu MBA., Project guide and other faculty members of the University. It is my privilege to express my sincere thanks and gratitude to my Industrial guide Mr: M.SUNDARA RAM M.B.A, D.F.M. Manager (H.R.) for his guidance and cooperation in carrying out this project work. I am thankful to all the managers of various departments and employees of M.G.brothers Nellore for guiding me and sharing my experience and also being very cooperative during my Survey / training and for their interest in making my Survey / training success. I express my deepest thanks to our respected Vice-Chancellor Prof. C.R.Visweswara Rao and Registrar Prof. V.Narayana Reddy for motivating me with respect to the project.

Last but not least; Im thankful to my parents, friends and my Respondents for assisting me to complete the report.

( K.VIJAYABHASKAR )

CONTENTS S No
List of Tables List of Charts CHAPTER-1

Title INTRODUCTION 1.1. Industry profile 1.2. Company Profile 1.3. Product Profile (if any) 2.1. Review Literature RESEARCH METHODOLOGY 3. 1. Statement of Problem 3. 2 Objectives of the study 3. 3 Scope of the study 3.4. Research design 3.5. Source of data 3.6. Sample design 3.7. Statistical tools used 3.8. Limitations of the study 4.1 DATA ANALYSIS&INTERPRETATION 5.1. Findings 5.2. Suggestions 5.3. Conclusion Annexure Questionnaire Bibliography

Page No
i ii

PAGE NO

CHAPTER - II CHAPTER-I1I

CHAPTER-IV CHAPTER- V

CHAPTER-VI

LIST OF TABLES

TABLE NO.
3.1

TITLE OF THE TABLE

PAGE NO.

Opinion of the customers with respect to comfort levels in Driving Opinion of the customers with respect to level of

3.2

3.3

Performance level of BAJAJ Bikes Affordability level of the Customers with respect to BAJAJ Vehicles In Nellore Opinions of the respondents with respect to the Pickup of the Bi the vehicles. Opinion Towards the post service given by the Company Aspects liked by the Customer towards Bajaj Vehicles

3.4

3.5 3.6

LIST OF GRAPHS
S. NO.
3.1

TITLE OF THE GRAPH

PAGE NO.

Opinion of the customers with respect to comfort levels in Driving Opinion of the customers with respect to level of Performance level of BAJAJ Bikes Affordability level of the Customers with respect to BAJAJ Vehicles In Nellore Opinions of the respondents with respect to the Pickup of the Bi the vehicles.

3.2

3.3

3.4

3.5 3.6

Opinion Towards the post service given by the Company Aspects liked by the Customer towards Bajaj Vehicles

CHAPTER-1

INTRODUCTION

INDUSTRY PROFILE
The automobiles as we know it was not invented in a single day by a single inventor. The history of the automobile reflects an evolution that took place worldwide. It is estimated that over one lakh patents created the modem automobile. However we can point to the many first that occurred along the way. Starting with the first theoretical plans for a motor vehicle that had been drawn up by both Leonardo da Vinci and Isaac Newton. In 1769, the very self propelled road vehicle was a military tractor invented by French Engineer and Mechanic, Nicolas Joseph Cugnot (1725-1804) Cugnot used a stream engine to power his vehicle built under his instructions at the Paris Arsenal by mechanic Brezin. It was used by the French Army to haul artillery at a whopping speed of 2-1/2 mph on only three wheels. The steam engine and boiler were separate from the rest of the vehicle and placed in the front. The following year (1770), Cugnot built a steam- powered tricycle that carried four passengers. In 1771, cugnot drove one of his road vehicles into a stonewall, making Cugnot the first person to get into a motor vehicle accident. This was a beginning of bad luck for

the inventor. After one of Cugnots patrons died and the other was exiled, the money for Cugnots road vehicle experiments ended. Steam engines powered cars by burning fuel that heated water in a boiler, creating steam that expand and pushed pistons that turned the crankshaft, which then turned the wheels. During the early history of self- propelled vehicles both road and railroad vehicles were being developed with steam engines. Steam engines added so much weight to a vehicle that they proved a poor design for road vehicles; however, steam engines were very successfully used in locomotives. Historians, who accept that early steam powered road vehicles were automobiles; feel that Nicolas Cugnot was the inventor of the first automobile.

After Cugnot several other inventors designed steam powered road vehicles :
1. Frenchman, Onesiphore Pecqueur, who also invented the first different gear, improved Cugnots vehicle, improved cugnots vehicle. 2. In 1789, the first U.S. patent for a steam- powered land vehicle was granted to Oliver Evans. 3. In 1801, Rich Trevithick buit aroad carriage powered by steam the first in Great Britain. 4. In Britain, from 1820 to 1840, steam powered stagecoaches were in regular service. These were later banned from public roads and Britains railroad system developed as a result. 5. Steam driven road tractors pulled passenger carriages around Paris and Bordeaux up to 1850. 6. In the United states, numerous steam coaches were built from 1860 to 1880. inventors included: Harrison Dyer, Joseph Dixon, Rufus porter, and William T. James. 7. Amedee Bollee sr. Built advanced steam cars from 1873 to 1883. the La Mancelle built in 1878, had a front- mounted engine, shaft drive to the differential, chain drive 7

to the rear wheels, on a vertical shaft and drivers seat behind the engine. The boiler was carried the passenger compartment. 8. In 1871, Dr. J. W. Carhart, professor of physics at Wisconsin state University, and the J.I. Case Company built a work steam cat won a 200-mile race.

Early Electric Cars :

Steam engines were not the only engines used in early automobiles. Vehicles with electrical engines were also invented. Between 1832 & 1839, Robert Anderson of Scotland invented the first electric carriage. Electric cars used rechargeable batteries that powered a small electric motor. The vehicles were heavy, slow expensive, and needed to stop for recharging frequently. Both steam and electric road vehicles were advanced in favor of gas powered vehicles. Electricity found grater success in tramway and streetcars, where a constant supply of electricity was possible.Learn more about the history of electrical vehicles from 1890 to the present. However, around 1900, electric land vehicles in America outsold all other types of cars. Then in the several years following 1900, sales of electric vehicles took a nosedive as a new type of vehicles came to dominate the market. The very first self powered road vehicles were powered by steam engines and by that definition Nicholas Joseph Cugnot of France built the first automobile in 1769 recognized by the British Royal Automobile Club and the automobile was invented by either gottlied Daimler or karl Benz? It is because both Daimler and Benz invented highly successful and practical gasoline- powered vehicles that looked and worked like

the cars we use today. However, it is unfair to say that either man invented the automobile.

History of the internal combustion engine-the heart of the mobile:

An internal combustion engine is any engine that uses explosive combustion of fuel to push a piston within a cylinder-the pistons movement turns a crank shaft that then turns the cars wheels via a chain or a drive shaft. The different types of fuel commonly used for car combustion engines are gasoline, diesel, and kerosene. A brief outline of the history of the internal combustion engine include the following highlights: 1. 1680 - Dutch physicist, Christain Huygens designed an internal combustion

engine that was be fueled with gunpowder. 2. 1807 - Francois Isaac de Rivaz of Switzerland invented an internal combustion

engine that used a mixture of hydrogen and oxygen for fuel. Rivaz designed a car for his engine the internal combustion powered automobiles. However, this was avery unsuccessful vehicle. 3. 1824 engine hill in London. 4. 1858 - Belgian born engineer, jean Joseph Etienne Lenoir invented and - English engineer, Sumule brown adapted and lod Newcomen steam to burn gas, and he used it to briefly power a vehicle up shooters

patented a double acting, electric spark-ignition internal combustion fueled by coal

gas. In 1863, Lenoir attached an improved engine to a three-wheeled wagon that managed to compete an historic fifty-mile trip. 5. 1862 - Alphonse beau de Rochas, a French civil engineer, patented but did not

build a four-stroke engine 6. 1864 - Austrian engineer, Siegfried Marcus, built a one cylinder with a crude

carburetor, and attached his engine to a cart for a rocky 500 foot drive. It was the worlds first gasoline-powered vehicle. Several year later, historians consider was the forerunner of the modern automobile. 7. 1873 - George Brayton, an American engineer, developed an unsuccessful two-

stroke kerosene (it used two external pumping cylinders). However, it was considered the first sage and practical oil engine. 8. 1866 - German engines, Eugene Lange and Nicolas august Otto improved on

Lenoir and de Roches designs and invented a more efficient gas engine. 9. 1876 - Nicolas august Otto invented and later patterned a successful four stroke

engine, known as the Otto cycle. 10. 1876 11. 1883 - The first successful two strokes were invented by sir dougald clerk. -french engineer, Edouard Delamare -Debouteville, built a single-cylinder

four-stock engine that on stove gas. It is not certain if he did indeed built a singlecylinder four-stoke on stove in stove gas. It is not certain if he did indeed built a car,however Delamere- beboutevilles designs were very advance for the time-ahead of both Daimler and Benz in some ways at least on paper. 12. 1885 the - Gottlied Daimler invented what is often recognized as the prototype of modern gas engine- with a vertical cylinder, and with wheeled vehicle the

10

Reitwagen with this engine and a year later built the worlds first four- wheeled motor vehicle. 13. 1886 14. 1889 - on January 29, Karl Benz received the first patent a gas fueled car. - Daimler built an improved four stroke engine with mushroom shaped

values and two V-slat cylinders. 15. 1890 - Wilhelm may Bach built the four- cylinder, four-Stroke engine.Engine design and car design wee integral activates, almost all of the engine designers mentioned above also designed car, and a few went in to become major manufactures of automobiles. All of these inventors and more made notable improvements in the design of the internal combustion vehicles.

The important of Nicholas Otto :

One of the most important landmarks in engine design comes from Nicholas August Otto who in 1876 invented an effective gas motor engine. Otto built the first practical fourstoke internal combustion engine called the Otto cycle engine. And as soon as he had completed where very historically significant, it was his four- stoke engine that was universally adapted for all liquid- fueled automobiles going forward.

The important of Karl Benz:

In 1885, German mechanical engineer, Karl Benz designed and built the worlds first practical automobile to be powdered by an internal combustion engine. On January 29, 1886 Benz build his first four- wheeled car in 1891. Benz and Cie., the company started by the inventor, become the worlds largest manufacturer of automobiles by 1900. Benz was the first inventor to integrate combustion engine with a chassis designing both together.

11

The important of Gottlied Daimler.

In 1885, Gottlied Daimler took Ottos internal combustion engine a step further and patented what is generally recognized as the prototype of the modern gas engine. Daimlers connection to Otto was a direct one Daimler worked as technical director of Duetz Gasmotorenfabrik, which Nicholas Otto co-owned in 1872. there is some controversy as to who built the first motorcycle Otto or Daimler. The 1885 Daimler-may Bach engine was small, light weight, fast used a gasolineinjected carburetor, and had a vertical cylinder. The size, speed, and efficiency of the engine allowed for a revolution in car design. On March 8,1886, Daimler took a stagecoach and adapted to hold his engine, thereby designing the worlds first fourwheeled automobile. Daimler is considered the first inventor to have invented a practical internal combustion engine. In 1889, Daimler invented a V-slanted two cylinder, four-stroke engine with mushroom-shaped valves. Just like Ottos 1876 engine, Daimlers new engine set the basis for all engines going forward. Also in 1889, Daimler and May Bach built their first automobile from the ground up they did not adapt another purpose vehicle as they had always been done previously. The new Daimler automobile had a four speed transmission and obtained speeds of 10mph. Daimler founded the Daimler Motoren- Gesellschaft in 1890 to manufacture his designs. Eleven years later, Wilhelm May Bach designed the Mercedes automobile. If Siegfried marcus built his second car in 1875 and it was as claimed, it would have been the first vehicle powered by a four cycle engine and the first to use gasoline as a fuel, the first having a carburetor for a gasoline engine and the first having a magneto ignition. However, the only existing evidence indicates that the vehicle was built circa 1888/89-too late to be first.

12

By the early 1900s, gasoline cars started to outsell all other types of motor vehicles. The market was growing for economical automobile and the need for industrial production was pressing. The first car manufactured in the world were French: Panhard and Peugeot. By car manufacturer we mean builders of entire motor vehicles for sale and not just engine inventors who experimented with car design to test their engines a Daimler and Benz began as the later before becoming full car manufactures and made their early money by licensing their patents and selling their engine to car manufactures.

Rene Panhard and Emile Levassor

Rene Panhard and Emile Levassor were partners in a wood working machinery business, when they decided to become car manufactures. They built their first car in 1890 using a Daimler engine. Edouard Sarazin, who held the license rights to the Daimler patent for France, commissioned the team. The partners not only manufactured cars, they made improvements to the automotive body design. Pahhard levassor made vehicles with a pedal-Operated clutch, a chain transmission. leading to a change speed gearbox, and a front radiator. Levassor was the first design was known as the system panhard and quickly became the standard for all cars because it gave a better balance and improved steering. Panhard and Leavassor are also credited with the invention of the modern transmission- installed in their 1895 panhard . Panhard and levassor also shared the licesing rights to Daimler motors with armed peugot. A peugot car went on to win the first car race held in France, which gained peugot publicity and boosted car sales. Ironically, the Paris to Marseill race of 1897 resulted in afatal auto accident, killing Emile Lvasssor . Early on, French manufactures did not standardized car models each car was different for the other. The first standardized car was the 1894, Benz Velo. One hundred and thirty four identical Velos were manufactured in 1895.

Charles and Frank Duryea

13

America s first gasoline-powered commercial car manufactures were Charles and Frank Duryea. The brothers were bicycle makers who became interested in gasoline engine and automobile and built their first motor vehicle in 1893, in Springfield, Massachusetts. By 1896, the Duryea Motor wagon Company had sold thirteen models of Duryea, an expensive limousine, which remained in production into the 1920s.

Ransom Eli Olds :

The first automobile to be mass-produced in the United States was the 1901, Curved Dash Oldsmobile, built by the American car manufacturer Ransom Eli Olds invented the basic concept of the assembly line and started the Detroit area automobile industry. He first began making steam and gasoline engines with his father, Pliny Fisk Olds, Lansing, Michigan in 1885. In 1885. Olds designed his first steam powered car in 1887. in 1899, with a growing experience of gasoline engines, Olds moved to Detroit to start the olds motor works, and produced 425 Curved Dash Olds in 1901, and was America s leading auto manufacturer from 1901 to 1904.

Henry Ford
American car manufacturer, Henry Ford invented an improved assembly line and installed the first conveyor belt-based assembly line in his car factory in fords highland park, Michigan plant, around 1913-14. the assembly line reduced production cost for cars by reducing assembly time. Fords famous models T was assembled in ninety three minutes .Ford made his first car, called the quadricycle, in June 1896. However, success came after he formed the ford motor company in 1903. This was the third car manufacturing company formed to produce cars he designed. He introduced the t model in 1908 and it was a success. After installing the moving assembly lines in his factory in 1913, Ford became the worlds highest car manufacturer. By 1927, 15 million model Ts has been manufactured.

14

Another victory won by Henry Ford was patent battle with George B. Selden . Selden, who had never built an automobile, held all American car manufactures paid royalties on a road engine, on that basis Selden. ford overturned Seldens paten and opened the American car market for the building of inexpensive cars. This flagged off the era wheel racing which lasted till 1964, after which jet and rocket- propelled vehicles were allowed. Then on wards it has been one big journey on the roads. From the singsong rhythm of the some of the events and milestones in the car industry in India. 1. 1924 2. 1928 3. 1944 4. 1948 5. 1953 6. 1955 - Hindustan motor incorporated. - The first imported car on the Indian roads. - Premier automobiles started. - First car manufactured in India. - The Government of India decreed that only those firms which have a - only seven firms HM, APL, SMPL, PAL, M & M , TELCO received

manufacturing program should be allowed to operate. approval.The liberalization in 1990 in India opened the doors for the Entry of foreign products in to market. This made the market a consumer market with a lot of choices for the consumers. The future of the products depends on the consumers satisfaction. The products, which are able to attract the consumers, ate having a bright future and the others are lost in the competition. So, it is very important to know the pulse of the customers. The business people should always have correct information regarding the satisfaction level in the customers. Different ways ate to be implemented to increase the satisfaction level in the customers.

15

COMPANY PROFILE
(M.G.BROTHERS AUTOMOBILES PVT., LTD.,)
Hailing from rural stock, Sri Somappa who had humble beginnings, by virtue of hard work Integrity and dedication to social service rose to the prominent position as the national leader for handloom weavers and the leading industrialist of Rayalseema. He was conferred Padmashri national award for the social service rendered by him in the very first list of honors by the Rashtrapathi in the year 1954. Somappa was the son of Machani Somanna a master weaver, who had five sons of whom Somappa was the fourth and eldest was Machani Gangappa ion whose name the family concern of M.G. Brothers (Machani Gangappa Brothers) were started. Under Somappas guidance, his youngest brother M. Ramanna developed family business like running of buses for passenger traffic, Lorries for rural service. Starting of full-fledged automobile workshops in Bellary, Kurnool and Nellore in the name of M.G.Brothers standing for Machani Gangappa Brothers, which workshops entitled the firm the acquisition of prestigious agency lines such as Tata Mercedes Benz (suppliers of chassis for Lorries and buses), Massey Ferguson tractors and royal Enfield Motor Bikes.

16

The company had branches at Chittoor and Ongole in Andhra Pradesh. The company runs two fully equipped modern workshops. The company acts as a distributor to various companies. And also it acts as service centers for Bajaj and Telco products. M.G. Brothers automobiles private limited has more than 150 employees in only Nellore District. And it has many branch offices at Chittoor, Ongole, and Tirupathi etc., it is one of the greatest asset to Nellore district. It has acquired goodwill in Nellore market. It is an authorized dealer to various companies like BAJAJ, RELCO, TAFE, and BIRLA YAMAHA and GODREJ Aqua feeds. It is also associated in real-estate business due to its reputation in Nellore district. LOCATIONAL FACTORS: It is successfully running for more than 50 years in Nellore town. Its head office is located at Dargamitta. Before 50 years, it is at outside the town. For it, the location is very good. Because of more space and more facilities the establisher selected that place. It is located on the main road. For easy moving of vehicles which came from the main companies. Dargamitta. At main branch, the go down facility is also very large. Large go down facilitates the storage of many vehicles like two wheelers, tractors, four wheelers etc., service centers also helps the customers to make their work easy. Provisions of service Due to the transport facilities, the main branch is located in

17

centers also attract the customers very much. So they tend to purchase their vehicles at M.G. Brothers automobiles private limited.

TATA Motors: TATA ENGINEERING LOCOMOTIVE COMPANY. M.G. Brothers automobiles have got a dealership authorized. It distributes passenger cars like Tata Indica, and heavy vehicles like Lorries, trucks, etc., and tractors. It is maintaining a separate division for this. A manager heads it. He looks after those dealings.

TATA Motors was established in 1945, Tata Motors entered into collaboration with Daimler Benz of Germany in 1954 to manufacture commercial vehicles, the collaboration ended in 1969. Tata motors have since grown from strength to strength. TATA Motors is Indias premier and the only fully integrated automobile manufacturer. It is among the worlds top 10 commercial vehicle producers. The

companys dynamism, ability to race a head against all odds and a compelling vision for the future has seen its annual turnover swell to US $ 2.35 billion for the year starting April 1st 2003 to March 21st 2004.

18

The company has spread its manufacturing facilities across India by setting up plants at Jamshedpur, Pune and Lucknow. This is coupled it a nation wide customer support, sales and service network. The company enjoys a significant demand in export markets like Europe, Australia, and South East Asia, Middle East and Africa also. The companys vehicles are seen in over 70 countries now. Customer sensitive apro0aches towards building products and state of the art manufacturing facilities have given the company a huge lead over its competitors. Today 7 out of every 10 medium and heavy commercial vehicles on Indian roads bear the trusted Tata mark. Tata motors presence in the utility vehicles and passenger cars market has been firmly established. In 1998, it launched Indias first fully indigenized car, Indica, to the discerning consumer and has been phenomenally successful. Tata Motors are consistently evolving in its offerings to the Indian automobiles market.

It is successfully running for more than 50 years in Nellore town. Its head office is located at Dargamitta. Before 50 years, it is at outside the town. For it, the location is very good. Because of more space and more facilities the establisher selected that place. It is located on the main road. For easy moving of vehicles which came from the main companies. Due to the transport facilities, the main branch is located in Dargamitta. At main branch, the go down facility is also very large. Large go down facilitates the storage of many vehicles like two wheelers, tractors, four wheelers etc., service centers also helps the customers to make their work easy. Provisions of service centers also attract the customers very much. So they tend to purchase their vehicles at M.G. Brothers automobiles private limited.

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TAFE: M.G. Brothers also had the dealership for Tafe. It distributes massive for user tractors. Company only. A separate manager also heads it and this division deals with Tafe

BAJAJ: M.G. Brothers had the authorized dealership for BAJAJ Automobiles. It distributes various Models of BAJAJ Kawasaki Bikes, Passenger autos and goods carrying autos etc., it has also a separate division headed by a manager who looks after those dealings. BIRLA YAMAHA: M.G. Brothers has the dealership of Birla Yamaha. generators of this Company. GODREJ AQUA FEED: M.G. Brothers Automobiles limited has also the dealership for Aqua fed from Godrej Agro Vet limited. It is located at Ramamurthy Nagar, Bypass - Road, Nellore. It is situated there because the fields of aqua farmers are located with a radius of 5km to 10km apart. So it is very easy for transportation of feed to the farmers. Hence the location is appropriate. It supplies feed for Nellore and Gudur regions. Real Estate : It distributes

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The Real Estate Division has completed 25 projects at various towns and cities of Andhrapradesh state and 2 projects at Bengaluru City of Karnataka state which details are available at "Projects" page. MG Brothers Real Estate has also forayed into the lucrative Bangalore real estate markets with the launch of its layout in Bangalore with many more projects on the anvil.

M.G. Group was established in 1940 at Yammiganur. The founders spread the business from surface Cargo Transport to Automobiles Dealerships for Telco, Tafe &Enfield. The growth of M.G. Group was fast and dominant and the network was spread like this. 1. M.G. Brothers, Kurnool Dealers for Telco, Tafe &Enfield covering Kurnool, Kadapa and Ananthapur with 30 interstate bus operations. 2. M.G. Automobiles, Bellary - Dealers for Telco, Tafe &Enfield for Bellary & Raichur District. This unit has the largest Body building workshop in Karnataka. 3. M.G. Metallic springs Pvt.Ltd, Ananthapur an ancillary unit for M/S Stumpp, Scuele & Somappa Ltd., Bangalore. 4. M.G. Brothers Oil Mills Pvt.Ltd., Yamminagur Manufacturers of refined groundnut oil. 5. M.G. Brothers, Nellore Main Dealers for Telco, Tafe &Enfield covering Nellore, Chittoor & prakasam District. Dealers for Telco as branch of M.G. Kurnool. This M.G. Brother, Nellore was started by Mr. Somappa in the year 1956.

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The above network of the patent company was divided during family partition in 1984 and Mr. M.R Gangadhar &Brothers got to their share M.G. Brother Nellore, M.G. Metallic Springs, Ananthapur & M.G. Brothers Oil mills at Yammiganur.

The Limited with foreign holdings continued in this group with Mr. M.R. Ramesh as its Vice Chairman & Managing Director.

M.G. Brothers, Nellore, which was started in 1956, has become an independent unit in 12984 and Mr. M.R. Gangadhar is managing the affairs of this company since 1988. under his leadership the company grew from stage to the present level of wide network of Telco Dealerships in Nellore, Chittoor, Tirupathi, Ongole, Tafe Dealerships in Nellore, Vijayawada, Chittoor, Tirupathi and Medak . Real-Estates in branches Nellore, Tirupathi, Vijayawada, Eluru and Bangalore now. M.G. Brothers also had its network in HPCL at Guntur, Ongole and now Nellore. The Aqua division was started in 1998, June and the Real Estates in 2001. M.G. Brothers are dealers for Telco from 1954. Tafe since 1961. Bajaj since 1992 and Eicher since 2005.

Mr. Gangadhar Managing Director is now ably supported in running the organization by his two sons Mr. Raghavandra and Mr. GopalaKrishna. Both the sons are Engineering Graduates and the Mr. Raghavendra the elder has also specialized in M.S (Finance) in London.

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Mr . Gangadhar very ably supported by his wife Smt. Uma Gangadhar very actively participated in the social activities of the society without any personal admissions. This hobby of there is the most satisfying item in their daily routine and Mr, gangadhar is rotary club member of Ramachandra Mission since about 2 decades and he his wife is the center of the hub for the mission activities. Quality policy of the M.G. BROTHERS AUTOMOBILES PRIVATE LIMITED: M.G. Brothers Automobiles Private Limited are committed to satisfy the customer needs by providing genuine products, quality service and correct price at appropriate time through continual improvement of their employee skills of activities. They also safeguard the interests of our stakeholders by all means.

Mile stones of the M.G. BROTHERS AUTOMOBILES PRIVATE LIMITED: 1. They are no 4 in India and 2nd place in South India. 2. 25 years old with TAFE. 3. The TAFE market in Andhra Pradesh is 16%. 4. 2006 TAFE got the star dealer. 5. 2005: June Bajaj Avenger launched. February Bajaj Wave launched. 6. 2003: TAFE got the excellent service award. 7. M.G. Brothers Automobiles Private Limited has the growth of 57% with TAFE. 8. In 2006 the company has 43% growth with TATA Passenger car. 9. Bajaj had Ideal workshop. 10. The company has ISO Certification.

23

Figure of performance of the M.G. BROTHERS AUTOMOBILES PRIVATE LIMITED: 1. In 1997 - 98 M.G. Brothers Automobiles Private Limited had 37crores turnover. 2. In 2006 08 M.G. Brothers Automobiles Private Limited had 202 crores turnover. 3. M.G. Brothers Automobiles Private Limited had taken as a whole 350 crores turnover.

Achievements: 1. The company commercial vehicles got 1st place. 2. The company by the ISI. 3. The company 24 hours service in Bajaj vehicles.

Current planning: 1. The company has to own their CRM. 2. The company wants to prioritize Analysis. 3. The company does repeat complete Analysis. 4. They provide TMC (Total Maintenance Contract) at all divisions. 5. The company had done Muda (i.e., nothing but waste). 6. The company provides Non- conformation services. 7. The company provides timely quality manpower and work infrastructure.

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2. 1 REVIEW OF LITERATURE CONSUMER BEHAVIOR

Consumer Behavior is the study of how individuals make decisions to spend the available resources (time, money, effort) on consumption related items. It includes the study of what they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. The field of consumer behavior studies how individuals, groups and organizations select, buy use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. Consumer Behavior is inter disciplinary, that it is based on concepts and theories about people that have been developed by scientists and in such diverse disciplines as Psychology Sociology, Social Psychology, cultural anthropology and economics, Consumer research is the methodology used to servey consumer behavior.

25

Consumers researchers who engage in Research designed to predict Consumer behavior are called positivists. Those who take a qualitative approach to understand consumption behavior are called interpretivists rather than take a population approach to the study of consumer behavior. This book explores both approaches because it recognizes the dual importance at both understanding and prediction in making strategic marketing decisions Consumers behavior has become an integral part of strategic market planning.

MAJOR FACTORS INFLUENCING BUYING BEHAVIOR :

A consumer buying behavior is influenced by Cultural, Social, Personal and Psychological factors.

CULTURAL FACTORS :
Cultural, Subculture and Social class are particularly important in buying Behavior.

CULTURE :
Culture is the fundamental determinant of a persons wants and Behavior

SUBCULTURE :
Subculture that provides more specific identification and socialization for their members. Subculture includes nationalities, religions, racial groups and geographic regions. Attribute to these social class factors towards BAJAJ Motor Cycles

26

purchasing behavior of consumer. The income level of upper middle class (5000-10000) is use BAJAJ motorcycles. It depends upon their income levels only and occupation is students and education is Graduates are also influenced by the BAJAJ Pulsar vehicle.

SOCIAL FACTORS :
The main social factors influences the consumers behavior are as a) Reference groups b) Family c) Social roles and status.

a) Reference groups :
A persons reference groups consists of all the groups that have a direct (face to face) or indirect influence on the persons attitudes or behavior. Groups having a direct influence on a person are called membership groups.Some membership groups are primary groups such as family, friends, neighbours, and co-workers. Marketers they to identify target customers reference groups. How ever the level of reference groups influences various many products and brands. Reference groups appear to influence both product and brand choice strongly only in the case of automobiles and color television. Automobiles advertisements are more impressed through reference groups. b) Family : The family is the most important consumer buying organization in society and it has been researched extensively. Family members constitute the most influential primary reference group. According to their family size also influences the buying behavior of consumer. In the United States, husband-wife involvement has traditional varied widely. In India, according to their family status the involvement in depended. A husband and wife and one or more children constitute a nuclear family. This type of family interested in buying automobiles like BAJAJ pulsar.

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Four basic functions provided by the family are particularly relevant to a discussion of consumer behavior. These include. 1. Economic well-being 3. Suitable family life styles 2. Emotional support 4. Socialization of family members.

Economic well-being influences the buying behavior husband and wife are taken decisions individually based upon their economy. Now a days bachelors are also purpose. taking decisions in purchasing specific product. Because of their independent economy. They would like to purchase automobiles for fashion or style

c) Roles and status :

A person participates in many groups-families, clubs organizations. A persons position in each group can be defined in terms of role and status. A role consists of the activities that a person is expected to perform. Each role carries a status. People choose products that communicate their role and status in society. According their role and status, the company presidents often drive Mercedes, wear expensive suits and drink chives regal scotch Marketers are aware of the status symbol potential of products and brands. Marketing / sales persons are used automobiles according their status symbols and roles marketing fields.

PERSONAL FACTORS :
Personal characteristics include the buyers age and stage in the life cycle, occupation economic circumstances, life styles and personality and self-concept. Ocupation also influences a persons consumption pattern. Blue color works will buy work clothes, work shoes and lunch boxes. A company president will buy pensive suits and Markets try to identify the occupational groups that have above-average

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interest in their products and services Business. People are more interest buying automobiles according to their to their occupation. Product choice is greatly affected by economic circumstances spendable income (level, stability and time pattern) savings and assets (including the percentage that is liquid) debets, borrowing power and attitude toward spending savings. If economic indicators point to a recession, markets can take steps to often value to target customers.

PSYCHOLOGICAL FACTORS :
A persons buying choice are influenced by four major psychological factors- Motivation, Perception, learning, beliefs and attitudes.

THE FUTURE OF CONSUMER BEHAVIOUR :

The objective of consumer behavior is to understand explain and predict actions takens by individuals or small groups. Such as family in their consumption of goods and services. A great deal of progress has been made realizing the basic objectives. Admittedly no general or grand theory of consumer behavior exists. Consequently individual behavior of buyers is not fully understood. Therefore, much work remains to be considered numbers of talented analysis will be needed it is likely that a major, share of this further study of consumer will be done by business.

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CHAPTER III

30

RESEARCH METHODOLOGY
3.1. STATEMENT OF PROBLEM:
Todays customers face a growing Range of choice in the products & the services they can buy. They are making their choice on the basis of their perceptions of quality, service and volume companys need to understand the determinants of a customer volume and customer satisfaction, customer delivered value is the difference between total customer value and total customer cost, customers will normally choose the offer that maximizes the delivered value. Customer satisfaction is out come felt by buyers who have experience a companys performance that has fulfilled expectations customers are satisfied when their expectations are exceeded satisfied customers remain loyal longer, buy more, are less price sensitive, and talk favorable about the company. To create customer satisfaction companies must manage their value change as well as the whole value delivery system in customer- centered way.

The Companys goal is not only get customer but even more importantly to retain customer, customer relationship market provides the key to retaining customers & involves providing financial & social benefits as well as structural ties to the customer.

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Companys must decide how much relation ship marketing to invest in different market segment and individual customers from such levels as basic, reactive, accountable, pro-active, to fulfill partnership much depends on estimating customer life time value against the cost stream required to attract and retain the customer.

3.2 Objectives of the Study

1. To know the consumers tastes and preferences towards mileage and Engine capacity of the Bajaj Vehicles. 2. To identify who are target customers in the market. 3. To know the opinion of the customers towards services provided by the company.

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3.3 SCOPE OF THE STUDY

The scope of the study is to find out the consumer-buying Behavior with reference to two-wheelers. The Study covers the different aspects of consumers behaviour.

The study has been conducted in Nellore Town. Data have been collected from consumer by a personal interview.

The researcher took 8 weeks to study the entire consumers Perception. The study has put forward the consumers as well as Acceptability behavior for the product.

3.4. RESEARCH DESIGN:

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Research Design is a plan, structure and strategy of investigation conceived to obtain answers to research questions and to control variance, their applicability in research. The research used here is descriptive, analytical and conclusive.

3.5. SOURCES OF DATA: 1. PRIMARY DATA: Primary Data consists of original information collected for specific purpose. In this study primary data has been used. This project relied on the response from consumer as primary data to obtain this primary data a well structured questionnaire was prepared and the sample were met face to face to get response on awareness of Heritage milk. 2. SECONDARY DATA: The secondary data refers to these data which were gathered for some other purpose and are already, available in the firms internal records and business magazines, government publications, company website, competitor website brochures. INSTRUMENT DESIGN: After the type of research is selected data is collected through a structured questionnaire and the questions are set covering the objectives defined. Questions are both open ended as well as closed type. 3.6. SAMPLE DESIGN: SAMPLE FRAME: Sampling may be defined as a means of accounting for the elements in the Population. The sampled elements are selected from the frame sample size is directly related to precision.

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SAMPLE SIZE: Sample size selected for current study is 150. TYPE OF SAMPLING: Sampling unit focus the basis of the actual sampling procedure. It is that which is actually chosen by the sampling process. The sampling which is used in research is convenient sampling.

3.7. STATISTICAL TOOLS USED: Percentage Method: Percentage method is used in making comparison between two or more series of data. This method is used to describe relation ship. % of respondents: No. of respondents / Total respondents X 100

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3.8 LIMITATIONS OF THE STUDY

a) There may be chance of the respondents Bias. b) The scope of the study is mainly confined to the range of BAJAJ two wheelers.
c)

The study has been conducted only at M.G.Brothers Automobiles (p) Ltd. And its the study doesnt make any claims to the reprehensive Of the entire market.

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CHAPTER - IV DATA ANALYSIS AND INTREPRETATION

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3.1 Opinion of the customers with respect to comfort levels in Driving?

Opinion
Yes No

Response Level
90 60

Percentage
60 40

Interpretation:
From the above findings it is found that the comfort level of the Bajaj Vehicles is mostly liked by the 60% of the survey.

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3.1
70 60 50 40 30 20 10 0

Opinion of the customers with respect to comfort levels in Driving

Response Level Opinion

3.2 Opinion of the customers with respect to level of Performance level of BAJAJ Bikes? Opinion Yes No Response Level 49 101 percentage 33 67

Interpretation:
From the above findings it is found that the performance level of the Bajaj Vehicles is mostly liked by the 67% of the survey.

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3.2 Opinion of the customers with respect to level of Performance level of BAJAJ Bikes

Yes No

3.3 Affordability level of the Customers with respect to BAJAJ Vehicles in Nellore? Opinion Highly Affordable Affordable Neither Affordable/Nor Un-Affordable Unaffordable Highly Unaffordable Response Level 38 70 22 10 10 percentage 25 47 14 7 7

Interpretation:
Majority of the respondents said that the affordability level of the Bajaj Vehicles is mostly liked by the47% of the survey.

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3.3 Affordability level of the Customers with respect to BAJAJ Vehicles in Nellore
Highly Affordable Affordable Neither Affordable/Nor UnAffordable Unaffordable Highly Unaffordable

3.4 Opinion of the respondents with respect to the Pickup of the Bike? Opinion Excellent Very Good Good Poor Very Poor Response Level 39 57 34 10 10 percentage 26 38 22 7 7

Interpretation:
Majority of the respondents said that the pickup of the Bajaj Vehicles is mostly liked by the 38% of the survey.

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3.4 Opinion of the respondents with respect to the Pickup of the Bike
40 35 30 25 20 15 10 5 0 Excellent Very Good Good Poor very poor Response Level

3.5 Opinion Towards the post service given by the Company? Opinion Excellent Very Good Good Poor Very Poor Response Level 53 47 35 10 5 percentage 35 31 23 7 4

Interpretation:
From the above findings it is found that the post service of the Bajaj Vehicles is mostly liked by the 35% of the survey.

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3.5 Opinion Towards the post service given by the Company

40 35 30 25 20 15 10 5 0 Excellent Very Good Good Poor Very Poor Response Level

3.6 Aspects liked by the Customer towards Bajaj Vehicles? Aspects Engine Capacity Mileage Style Comfortable Affordable Opinion Levels 8 34 82 6 20 percentage 5 22 54 4 13

Interpretation:

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From the above findings it is found that the aspects of the Bajaj Vehicles are mostly liked by the 54% of the survey.

3.6 Aspects liked by the Customer towards Bajaj Vehicles

Engine Capacity

Mileage

Style

Comfortable

Affordable

FINDINGS and SUGGESTIONS 1. From the analysis it is found that the comfort level of the Bajaj Vehicles is mostly liked by the 60% of the survey. 2. From the analysis it is found that the performance level of the Bajaj Vehicles is mostly liked by the 67% of the survey. 3. Majority of the respondents said that the affordability level of the Bajaj Vehicles is mostly liked by the 47% of the survey. 4. Majority of the respondents said that the pickup of the Bajaj Vehicles is mostly liked by the 38% of the survey.

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5. From the above findings it is found that the post service of the Bajaj Vehicles is mostly liked by the 35% of the survey. 6. From the above findings it is found that the aspects of the Bajaj Vehicles are mostly liked by the 54% of the survey.

Suggestions:

Conclusion
As with the changing needs of the customer and with the changing market conditions Every industrial and customer tastes and preferences with the changing and due to those changing needs any company would be manufacturing the products and releasing them, but with special reference to Bajaj vehicles in nellore the customers feel good about the products from that company but if the services are being improved then we can expect

45

more sales for the company and simply relaying the different models into the market does not satisfy the needs of the customer but instead releasing the product which have durability and performance meets the needs of the customers thereby we can get the satisfied customer rather we can say a Loyal customer thereby we can get more market share.

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CHAPTER VI ANNEXURE

A STUDY ON CONSUMER BEHAVIOUR TOWARDS BAJAJ BIKE SALES & SERVICE WITH PARTICULAR REFERENCE TO M.G. BROTHERS, NELLORE.

QUESTIONNAIRE
1. 2. 3. 4. 5. Name Age Occupation Income : : : : [ ]

Since how may years you are using Bajaj Bike

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a) 2 yrs 6.

b) 3 yrs

c) 4 yrs

d) above 4yrs

which model bike you have now ____________________________________________________ ____________________________________________________

7.

Whether that is comfort in riding? a) Yes b) No

8.

Are you happy with the performance of the Bajaj Bike a) Yes b) No

9.

whether the price of Bajaj Bike is affordable to you? a) Yes b) No

10.

How do you feel about using the Bajaj Bike a) Highly Satisfied d) Highly Dissatisfied b) Satisfied e) Dissatisfied [ c) Very Good

[ c) Average

11.

What is your opinion about pick up of the bike? a) Excellent d) Poor b) Good e) Very Poor

12.

After the purchase of Bajaj Bike company providing the service or not a) Yes b) No [

] 13. What is you opinion about the service given by the company? [ a) Excellent d) Poor 14. b) Good e) Very poor [ ] c) Very Good ]

While comparing with other bike companies this is better?

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a) Yes 15.

b) No

Do you feel it is necessary to improve the models of the Bajaj bikes? a) Yes b) No ] [ ]

16.

In what way you are selected the Bajaj bike is suitable for me? [ a) Engine capacity b) Mill age d) Comfortable e) Affordable c) Stylish

17.

Can you given any suggestion but the Bajaj bike to the company? [ a) yes b) No ]

Yes, ____________________________________________________ ________________________________________________________ (Signature of the Respondent)

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G.C.Beri, 2002, RESEARCH METHODOLOGY, 3rd edition, Tata

Mc-Graw Hill Publishing, New Delhi

S.S.Gupta, V.K.Kapoor, FUNDAMENTALS OF MATHEMATICAL

STATISTICS, 9th Edition Sultan Chand & Sons Educational Publishers, New Delhi.

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Graw Hill Publishing Limited, New Delhi.

Philip Kotler, 2001 MARKETING MANGEMENT, 11th Edition

Pretice hall of India Private Limited, New Delhi.

Kulakarni,

Patil,

Homai

Pradhan,

MODERN

MARKETING

RESEARCH, 3rd Edition, Himalaya Publishing House, Mumbai.

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