lilianraymond2@yahoo.

com

INDUSTRY PROFILE:

AUTO INDUSTRY- A REVIEW:

The Rs. 5500 crore Indian two wheeler segment is the second largest market in the world after China. Indias two wheeler production is the third largest in the world after Japan and China. The Indian two wheeler industry made a modest beginning in the early !50 when "utomobile #roduct of India $"#I% started manufacturing scooter in India. &ntil !5'. "#I and (nfield $motorcycle% were the only two in production. In !)'* +a,a, auto began trading in imported -espa scooter and the three . wheeler/ finally* in !00s. it set up shop to manufacturer them in technical collaboration with piggaio of Italy. The agreement e1pired in !2 . In the initial stages* the scooters segment was regulated regime* foreign company was not allowed to operate in India* and waiting time for getting +a,a, scooters was as high as 3 years. Ja4a and escort. 5hile the (nfield bullet was a four strokes bike* the Ja4a and Ra,doot were two/stroke bikes. The motorcycles industry was originally dominated by (nfield with 650 cc bikes. The motorcycles industry was cc segment. The two wheelers segment was opened up to foreign competition in the mid !'0s which saw the entry of the Japanese manufactures into the country. 7igher sales in rural India and introduction of se4eral new models resulted in a 3'.0 per cent ,ump in total two/wheeler sales in the country in 8arch at 2*5)*'2) units* compared to 5*'2* 3' units during the same month last year. CLASSIFICATION OF THE INDUSTRY The two/wheeler segment can be categori9ed into the scooter* mopeds* and motorcycles. This segment has shown the best performance in the recent years. The market leaders in this section are +a,a, "uto. T-:* 8ahindra* 7ero 7onda. ;The splendor is the most popular segment among motorcycles.

TWO WHEELER INDUSTRY

8otorcycles segment dominates with an '0< market share. The demand is huge for new and powerful 4ariants. The 35cc motorbikes are finding fa4or with ma,ority of the motor cycle owners. "part from the motorcycles that are traditionally used by men.The scooterettes $00cc upwards% ha4e also contributed towards a spurt in two/wheeler sales. These allow the housewi4es* high/school and college going children* working women and the elderly
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to be mobile. Then there are mopeds that are nothing but a sophisticated motori9ed cycle. =our neighborhood green grocer or kirana store may use it for home deli4eries these as they are highly affordable. It wasnt an easy year for the two wheeler industry. Rising interest rates and the economic slowdown resulted in delayed consumer decision making and a rise in loan defaults. >4er the course of the year* banks withdrew financing facilities from satellite towns. The share of financing* which had increased rapidly to 50/00 per cent of the total retail sales by early 3002* has now come down to below 60<. This came as a ma,or setback for the two/wheeler industry. >ngoing go4ernment in4estments 4ery clearly emphasis inclusi4e growth through impro4ed connecti4ity* ,ob/creation and impro4ing ?uality of life. The rural road outlay has been upped by close to 00 per cent* the budget for the &rban Renewal 8ission has been hiked by '2 per cent* and fund allocation to the ongoing @ational 7ighways program has beeuppedby36percent. Importantly* India has added fresh impetus to its flagship ,ob creation program for rural IndiaA the @ational Rural (mployment Buarantee :cheme. Curing 300'/0!* this scheme* which pro4ides 00 guaranteed days of work a day for the countrys rural poor* pro4ided employment opportunities to more than )) million households last yearD a year ago* 66 million households were co4ered. Curing the year* there ha4e been important de4elopments in two/wheeler industry. The competition has strengthened though there are hardly any new entrants into the industry. There is an increasing emphasis on price and this has led to cost cutting efforts all across the industry* thereby* making the customer an ultimate beneficiary. The trend also saw introduction of new motorcycles with capacity ranging from 00 to 350cc bikes. 5e anticipate that many more new models will be launched during the year and pro4ide customers plenty of choice at competiti4e prices. +usinesses cannot consistently grow at 35/60 per cent. (ach business has a tendency to taper and plateau after attaining a particular si9e. "n annual growth rate of 0/ 3 per cent o4er a period of time is e1tremely healthy.

The TC: study rankings are conducted at the motorcycle segment/le4el to pro4ide comparisons among similar groups of motorcycles. 8otorcycles ranking highest in their respecti4e segments for TC: areA 7ero 7onda splendor plus $best standard motorcycle segment%D +a,a, pulsar $best e1ecuti4e motorcycle segment%D 7ero 7onda kari9ma $best premium motorcycle segment%D and Royal (nfield +ullet (lectra $best cruiser motorcycle segment%. EThe relati4ely low score for the e1ecuti4e segment indicates that most manufacturers ha4e fallen short of meeting the high e1pectations of these buyers*F

PRODUCTION, SALES GROWTH OF THE INDUSTRY:

The two/wheeler market has seen consistent growth $e4en during the global slowdown% and is e1pected to maintain a compounded annual growth rate of 5< for at least one more year. That would re?uire an additional .5 million units. Gor the year ended 8arch 6 * total two/wheeler sales $e1cluding +a,a, "uto and :u9uki 8otorcycle India% went up by 3 .0 per cent at 2*0'3*356 units 4is/H/4is 0*6 !*0 6 units in 300'/0!.Cemand in India the two/wheeler pro4ides an easy and popular mode of personal transport for the middle classes. 5ith public transportation system being inade?uate and ineffecti4e the demand for the two/wheeler is likely to rise.

TECHNOLOGY
The two/ wheeler industry has witnessed technological changes. The four/ stroke engine is being introduced in place of the traditional populations and fuel inefficient two stroke engine. The smaller capacity engine with the electronic fuel in,ection is also being used. +a,a, auto is now feeling the need to increase its technological competence. 5ith the competition cashing in on the technological competence for their collaborators. (mphasi9es being laid on lighter and fuel/ efficient 4ehicles. " class of 4ehicle ha4ing fuel efficiency of a moped and sleekness and style of the motorcycles called scooteretes is growing. The 4ehicles offer a fuel efficiency of 00/05 km pIh. They enter into new segment* +a,a, "uto has come out with T-: with :cooty pep and 7ero 7onda has come out with a #leasure and upgraded 4ersion of sleek.

GOVERNMENT POLICY:
The e1cise duty on two/wheeler* which has pre4ious 0 percent to 60 percent according to the engine capacity* was rationali9ed is only two categories si9e. 5 percent for 25
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cc engine capacity and 35 percent for abo4e 25 cc engine capacity the e1cise duty structure has been left untouched since the !!6/!) budget.

MARKETING AND THE DISTRIBUTION:

Jike any other emerging country* India e1perienced the knock/on effects of the global crisis during the year in re4iew. The effects were felt through the monetary* financial and real channels. Crying up of global finance impacted from the middle of the fiscal impacted domestic capital financeD and corporate earnings came off peaks. In "pril 300!* Reser4e +ank of India predicted that the Indian economyKs growth for 300'/0! would slow to 0.0 per cent* breaking an e1cellent fi4e/year growth se?uence. There were two dimensions to the economic slowdown. In the first half* inflation ran into double digits as a result of the global crude shock and the global food grain shortage. To control inflation* the R+I clamped down on money supply* and reduced li?uidity in the economy. +y the time inflation started coming under control* domestic interest rates started shooting up. 8eanwhile* the global crisis erupted* putting further pressure on li?uidity le4els. +y >ctober 300'* slowdown was clearly apparent in e1port/intensi4e sectors* both in the manufacturing and ser4ice side. +y Cecember* the slowdown turned into de/growth. The cutback in demand from (urope and the &: was so sharp that e4en a competiti4e rupee* which de4alued by around 3 per cent during the year* couldnKt act as a buffer. +y Cecember 300'* the growth momentum of the first si1 months was lost. #lanned in4estment pro,ects were shel4edD li4e pro,ects faced a shortage of funds as credit flows dried up. "s money became dearer* pay packets became slimmer and risk a4ersion grew both from the demand and supply side. Compulsions of coalition politics at the Centre and the impending Jok:abha elections didnKt help either* and slowed down reforms and implementation of pro,ects* particularly in critical sectors like roads* ports and power. The worst hit was the manufacturing sector. Grom the second half of the financial year* the inde1 of industrial production contracted on three occasions* remained close to 9ero on two occasions* and was mildly positi4e only once.

TWO WHEELER FINANCING

Though two/wheeler are the most preferred from of transport in India*the fact remains that it is a lower end market product. 8ost two/wheeler manufacturer like +a,a, "uto and kinetic engineering ha4e set up their own finance company since organi9ed financiers do not think the returns are particularly attracti4e. The argument gi4en by some financiers is that the price of a =amaha or 7ero 7onda is so high that people prefer to buy a second hand car instead. This is particularly true of small town where people desire to own a car and they ha4e the means the two wheeler is then only a second 4ehicle for the family. SEGMENTATION, TARGETING & POSITIONING: Grom the current segmentation* targeting L positioning and consumer sur4eys we found that our client has targeted the following segmentsA Congested areas of urban cities. 8alesIGemales between the age group of '/60 8iddle class people* mostly officials L e1ecuti4es The client analysis from our ?uestionnaire it was found that our client has targeted the right segment .778J is o4erlooking one feature in bike which is its low maintenance cost and reliability $i.e. less chances of breakdown% which is absent in its competitors. Therefore* in order to meet the sales target* two option are a4ailable with the client* one is to redesign the bike and second is to reposition the bike as M+ike with one time in4estmentF. :ince redesigning of bike may in4ol4e a big task and huge in4estment therefore we recommended repositioning the bike.

COMPANY PROFILE:
BAJAJ AUTO LIMITED INTRODUCTION: Gounded in !))* +a,a, manufacture motorcycles* scooters* mopeds and three/wheelers* selling them not only across India* but in "sia* Jatin "merica and (urope. +a,a, focuses its socially responsible business practices on rural de4elopment acti4ities* principally around the areas where it has manufacturing plants. +a,a, "uto is one the leading 3 L 6 wheeler manufacturers in the world. 5ith a presence across the globe* products to cater to e4ery segment* +a,a, is now poised to dri4e growth for the future. 5e are constantly on the lookout for bright* ambitious team players who thri4e in on inno4ation and challenge. Including 4alues of Jearning* Inno4ation* #erfection* :peed and Transparency* +a,a, stri4es to inspire confidence through e1citement engineering. +lending together youthful creati4ity and competiti4e technology to e1ceed the spoken and the implicit e1pectations of our customers. +y challenging the gi4en by e1ploring the unknown. "nd there by stretching oursel4es towards tomorrow* today. If you li4e by the same 4alues as ours and are looking to add e1citement into your careers* this is the opportunity to ,oin a high powered* youthful L4ibrant team. BAJAJ VEHICLES: +a,a, has manufactures the 3L6 wheelers. Two wheelers are motor cycles and scooters. TWO WHEELERS: 1. MOTOR CYCLES: :ome like our looks. :ome go for the speed and power. The truth is our motorcycles ha4e it all/style* speed* performance* comfort and safety. :o go ahead and make your choiceD whiche4er bike you go for* you are in for a great ride. :ome motor cycles are like +"J"J CT 00 +"J"J 5I@C 35 +"J"J CI:C>-(R
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+"J"J #J"TI@" +"J"J #&J:"R +"J"J NCC 35 O"5":"OI @I@J" 350CC

. SCOOTERS: :coot through our range of scooters and find what you are looking for a snug 4ehicle for two or a study work horse Pfor the family. (4ery scooter bears the +a,a, mark of e1cellence in design and performance. :ome scooters are like +"J"J :#IRIT +a,a, recently launched another scooter for ladies is +"J"J 5"-( CT:i !. THREE WHEELERS: 5hether you need a pick/up* a deli4ery 4an or a rickshaw* we ha4e something that meets your needs. Check out the range and compare the specifications. @o one else gi4es you better 4alue for money than +a,a, "uto. :ome three wheelers are like G( C"C 3: G( C(JI-(R= -"@ 3: G( #ICO&# -"@ 3: BC 000 R( RICO:7"5 3: R( RICO:7"5 C@B R( RICO:7"5 CI(:(J R( RICO:7"5 J#B HISTORY:

The +a,a, Broup came into e1istence during the turmoil and the heady euphoria of Indias freedom struggle. Jamanlal +a,a,* founder of the +a,a, Broup* was a confident and disciple of 8ahatma Bandhi* and was deeply in4ol4ed in the effort for freedom. The integrity* dedication* resourcefulness and determination succeed which are characteristic of the Company today* are often traced back to it birth during those long days of relentless de4otion to a common cause. Oamalnayan* the eldest son of Jamanlal +a,a,* succeeded his father in !)3* at the age of twenty/se4en. #utting the @ation before business* he de4oted himself to the latter only after India achie4ed independence in !)2. +ut when he did so* he put his heart and soul into it. 5ithin a short while* he not only consolidated the Broup* but also di4ersified into 4arious manufacturing acti4ities* ele4ating the Broup to the status it en,oys till this day. Rahul +a,a, today heads the Broup. 7e has been the Chief (1ecuti4e >fficer of +a,a, since !0' and is recogni9ed as one of the most outstanding business leaders in India. "s dynamic and ambitious as his illustrious predecessors* he has been recogni9ed for his achie4ements at 4arious national and international forums. +a,a, is currently Indias largest two and three wheeler manufacturer and one of the largest in 5orld. B"#$% V#&'() 5e li4e our brand by its 4alues of Jearning* Inno4ation* #erfection* :peed and Transparency. +a,a, will constantly inspire confidence through e1citement engineering. L(#"$*$+ Jearning is how we ensure proacti4ity. It is a 4alue that embraces knowledge as the platform for building well informed* reasoned* and decisi4e actions. I$$,-#.*,$ Inno4ation is how we create the future. It is a 4alue that pro4okes us to reach beyond the ob4ious in pursuit of that which e1ceeds the ordinary. P("/(0.*,$ #erfection is how we set new standards. It is a 4alue that e1hibits our determination to e1cel by endea4oring to establish new benchmarks all the time.

S1((% :peed is how we con4ey clear con4iction. It is a 4alue that keeps us sharply responsi4e* mirroring our commitment towards our goals and processes. T"#$)1#"($02 Transparency is how we characteri9e oursel4es. It is a 4alue that makes us worthy of credibility through integrity* of trust through sensiti4ity and of loyalty through interdependence.

I$/"#)."'0.'"( Oeeping in mind the countrys thrust on infrastructure de4elopmentD +a,a, has specially de4eloped an entire range of high mileage* suspension and cc ha4ing application in 4arious 4ehicles. The company has de4eloped breakthrough 4ehicles for this segment and e1pects to grow this market rapidly in the future. +a,a, is also the leading supplier of motor 4ehicles L scooters in the Indian after /market* with highly de4eloped channels of distribution in rural and urban areas. C,31#$2 P(")1(0.*-(): B#4#4 P5*&,),152: +a,a, approach our responsibilities with ambition and resourcefulness.+a,a, organise oursel4es for a transparent and harmonious flow of work. +a,a, respect sound theory and encourage creati4e e1perimentation. "nd we make our workplace a source of pride. +a,a, belie4e inA Transparency as commitment that the business is managed along transparent lines. GairnessLmdashQ all stakeholders in the Company* but especially to minority shareholders. Cisclosure//of all rele4ant financial and non/financial information in an easily understood

manner. :uper4ision//of the CompanyKs acti4ities by a professionally competent and independent board of directors. PRINCIPAL SUBSIDIARIES: +a,a, "uto Ginance Jtd. +a,a, "uto 7oldings Jtd +a,a, (lectricals Jtd +a,a, 7industan Jtd 8aharashtra :cooters Jtd 8ukand Jtd.

P"*$0*1#& C,31(.*.,"): 7onda 8otor Co.* Jtd :u9uki 8otor Corporation #iaggio :p". F#0.,"2: P&#$.) +a,a, "utoKs has in all three plants* two at 5alu, and Chakan in 8aharashtra and one plant at #ant @agar in &ttaranchal* western India.
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5alu, Chakan #ant @agar +a,a, range of motorcycles and three/wheelers +a,a, range of motorcycles +a,a, range of motorcycles P&#$. L,0#.*,$) +a,a, "uto plants are located atA +a,a, @agar* 5alu,* "urangabad )6 60 8ICC* #lot @o " * 8ahalunge -illage* Chakan ) 0 50 Cist. #une #lot @o. 3* :ector 0 #hase /II / (* #ant @agar* :idcul* Rudrapur Cist. &dhamsingh @agar &ttranchal .

APPLICATIONS:
+a,a, "uto Jimited highly engineered 4ehicles for the following applications. &ni?ue ride control system (1haust Technology (1tra long suspension Jong wheelbase

MILESTONES:
300! "pril January 300' :eptember +a,a, #atina 35 CT:/:i launched
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+a,a, #ulsar 50 L '0 upgrade launched +a,a, NCC 65 CT:/:i launched

"ugust July June 3002 "pril Gebruary January 3000 "pril 3005 Cecember June Gebruary

+a,a, NCC 35 CT:/:i is largest selling 35cc motorcycle +a,a, Cisco4er 65 CT:/i &pgrade Jaunched. +a,a, #ulsar 330 bags I8>T= award

+a,a, auto commissions @ew #lant at #antnagar* &ttarakhand 300 cc #ulsar CT:/ i launched +a,a, Oristal CT:/i launched

+a,a, #latina launched

+a,a, Cisco4er launched +a,a, "4enger CT:/i launched +a,a, 5a4e CT:/i launched

300) >ctober "ugust 8ay January 3006 >ctober #ulsar CT:/i is launched
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+a,a, Cisco4er CT:/i launched @ew +a,a, Chetak ) stroke with 5onder Bear launched +a,a CT 00 Jaunched +a,a, un4eils new brand identity* dons new symbol* logo and brand line

>ctober July

02*

5 8otorcycles sold in a month

+a,a, 5ind 35* The 5orld +ike* is launched in India. +a,a, "uto launched its Caliber 5 M7oodibabaaRF in the e1ecuti4e

Gebruary 8otor cycle segment. 300 @o4ember S#ulsar. January 3000

+a,a, "uto launches its latest offering in the premium bike segment

The (liminator is launched. The +a,a, :affire is introduced.

A6#"%):
+a,a, had got the achie4ements for e4ery year. +a,a, had got the product L :afety awards. P",%'0. A6#"% Oawasaki @in,a/+ike of the =ear #ulsar 65J: +ike of the =ear Cisco4er CT:/:i/ 00cc +ike of the =ear #ulsar 65J:/ 50cc +ike of the =ear Year 30 0 30 0 30 0 30 0 I8>T= (T @>5 / Tig5heels (T @>5 / Tig5heels (T @>5 / Tig5heels (T @>5 / Tig5heels B2

#ulsar 65J: )/-/Technology of the =ear 30 0 Cisco4er CT:/:i/8ost -alue for 8oney +ike of the =ear Oawasaki @in,a/Two 5heeler of the =ear +a,a, Cisco4er and #ulsar/+est Integrated Campaign / Two wheelers 30 0 30 0 30 0

(T @>5 / Tig5heels @CT- #rofit / Car L +ike

@CT- #rofit / Car L +ike

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#ulsar 65J:/+ike of the =ear 30 0 #ulsar 65J:/-iewerKs Choice of the =ear Oawasaki @in,a/+ike of the =ear 30 0 +a,a, Cisco4er 65 CT:/i/7ighest Customer satisfaction in &pper (1ecuti4e 8c :egment 8r. Ra,i4 +a,a,/Rashtrabhusan "ward (ngineering% 8r. Rahul +a,a,/Jakshya +usiness -isionary "ward NCC 35 CT:/:i/+ike of the =ear 300' #ulsar 330 CT:/If/+ike of the =ear 300' +a,a, #latina 00cc . +ike of the year 8r. Ra,i4 +a,a, . 8an of the year 3005 8r. Ra,i4 +a,a, . "utomoti4e 8an of the =ear

30 0 30 0 30 0

&T- +loomberg/"utoCar &T- +loomberg/"utoCar +: 8otoring

300' 300'

T@: -oice of Customer "wards GI( $Guel Instruments and

300' 300' 300' 3002 3005 3005

@ITI( +usiness :tandard 8otoring >4erdri4e @CT- #rofit +ike of India. "utocar #rofessional +ike India L @CT- India

SAFETY AWARDS: S#/(.2 A6#"% 8eritorious #erformance in Industrial :afety for three consecuti4e years Certificate of (1cellence "chie4ing Jowest "4erage 300 300 @ational :afety Council @ational :afety "ward
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Y(#" 300

B2 @ational :afety Council

Gre?uency Rate "chie4ing Jowest "4erage Gre?uency Rate 8eritorious #erformance in Industrial :afety Gor three consecuti4e years 3000 @ational :afety Council 3000 @ational :afety "ward

MANAGEMENT PROFILE:

Rahul +a,a, 8adhur +a,a, Ra,i4 +a,a, :an,i4 +a,a, :. :ridhar R.C. 8aheshwari

Chairman -ice Chairman 8anaging Cirector (1ecuti4e director C(> $two wheelers% C(> $Commercial 4ehicles%

Rakesh :harma "braham Joseph #radeep :hri4asta4a (ric -as O :rini4as

C(> $International business% #resident $Research L Ce4elopment% #resident $(ngineering% #resident $@ew #ro,ects% -ice #resident $Retail Ginance%
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Oe4in # Csa "mrut Rath : Ra4ikumar @ 7 7ingorani C # Tripathi

-ice #resident $Ginance% -ice #resident $7uman Resources% -ice #resident $+usiness Ce4elopment% -ice #resident $Commercial% -ice #resident $Corporate :ocial Responsibility%

BOARD OF DIRECTORS: Rahul +a,a, 8adhur +a,a, Ra,i4 +a,a, :an,i4 +a,a, C.:. 8ehta Oantikumar R. #odar :hekhar +a,a, C.J. +ala,i Rao J.@. Bodre, chairman -ice Chairman managing director (1ecuti4e Cirector Cirector Cirector Cirector Cirector Cirector

:.7. Ohan 8rs. :uman Oirloskar @aresh Chandra

Cirector Cirector Cirector

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@anoo #amnani 8anish Oe,riwal # 8urari @ira, +a,a,

Cirector Cirector Cirector Cirector

NANDI BAJAJ

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@andi +a,a, show room has been started in the year 3000 at @"@C="J. The showroom is situated at @"@C="J* with maintaining high standards of sales and ser4ices of the -ehicles* facilitates customer purchase and well trained staff members and ser4ice personnel to meet the re?uirement of the customers. A STUDY OF TWO-WHEELER MARKET IN NANDYAL The most fa4orable days of two/wheeler suggestions are strengthened day by day on the world for the past four years. In this connection a dealership at @andi +a,a, show room* @andyal would definitely more to be a strong centre to deploy and promote the 7ero 7onda two/wheeler. The area people mostly depend on the local markets for their commercial needs and commodities.@umber of business establishments* schools*colleges and theaters has come up to cater the needs of the residents. The establishment of 7ero 7onda two/wheeler centre at @andyal definitely pro4ides much relief to the residents* since most of the residents belong to middle class segments. The customers of surrounding 4illages and 8andals of @andyal like "tmakur* 8addur* #anyam* +ethamcherla* Oodur* 8ahanandi* -elgodu* :risailam* Bospadu* :iri4ella* Jutoor* +ugganapalli* >r4akal* Oal4abugga* etc. Customer basic re?uirement like good ?uality ser4ice* timely deli4ery and customer concert is the need of the hour for the residents of @andyal and surrounded peoples. @andyal is the one of the notified industrial region in Ournool Cistic "ndhra pradeshand ma,or part of district is industrially de4eloped and few places ad,acent to the @andyal. :ome large and medium scale industries are also scattered in other neighboring 8andals. The prominent among them being @"@CI #I#(: #-T Jtd* -IJ"=" C"IR=* #"@="8 C(8(@T Jtd* :ugar factory* @ut oil factory* @"@CI C"IR=* etc. There are about 00 large and medium industries and 3000 small scale industries. I personally ha4e ac?uaintance with the abo4e locations of the NANDYAL SALES DETAILS: =ear 3000/02 3002/0' 300'/0! 50 "4g :ales $p.m% 50 00 500 "4g :ales $p.yr% 000 300 Turno4er 0*00*000*00 !*!0*000*00 66*00*000*00
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+&:I@(:: "C7I-(8(@T:A / . 5 years e1perience in two/wheeler market. 3. Gull time in4ol4ement in +a,a, sales spares and ser4ices. 6. Bood Rapport with 4arious institutions industries to promote institution sales. ). @umber of sub/dealers and C.:."s under the tended to entire @andyal region. 5. #romoted sale of 00 motor cycles in 3000 to 350 motor cycles per month presently. 0. :er4icing of 5 motorcycles per day in 3000 to 30 motorcycles per day presently. 2. 7a4ing personal data base of customers and in touch with them from time to time. N#$%* B#4#4 3#$#+(3($. %(.#*&): C. :udharshan Reddy O.-.@.Oiran kumar :uresh :andhya @.:ubba rao @.:ubba rao @a9munia 8anaging director $8C% Beneral manager $B8% :enior e1ecuti4e sales manager (1ecuti4e sales manager :tock in charge senior accountant "ssistant to senor accountant

and in this @andi +a,a, show room works more than 30 employers and 60 members workers to work in the show room.

C,31(.*.,"):
:ow,anya motors $7ero 7onda% T4s motors$sri sai t4s motors% 7onda motors$-asa4i motors% 8ahindra motors
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A%%"()): @"@CI +"J"J @andyal C.@>. 3I)3'/600/6)* +ala,i comple1* +ye pass road* @andyal* "ndhra #radesh / 5 '50 #hA 0'5 ) 33 22* !))03!3 !0

PRODUCT PROFILE:
BAJAJ PULSAR 178 CC DTS-I: +a,a, #ulsar has been a ma,or hit in the market and is largely responsible for changing the Sscooter maker image associated with the +a,a,. +a,a, #ulsar CT:i $digital twin spark ignition% is a 4isual treat with its mean muscular aerodynamic shape. " part from the smashing look* #ulsar has lighter yet stronger alloy wheels* which when coupled with the longest wheelbase $ 660mm% enhance the stability of the bike and at the same time make it more agile.
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E9PERT REVIEWS: The +a,a, #ulsar is the first bike in India which came in direct competition with the 7ero 7onda C+T. Jater +a,a, introduced #ulsar 50cc CT:/i with digital twin spark ignition and till today #ulsar is one of the most sought after bike in the 50cc segment. It has definitely won o4er other bikes* but let us ,ustifies its triumph. H,6 %,() *. &,,:; The engineers at +a,a, reali9ed the fact that if there is no beauty and only brawn* it is not going to sell in the Indian market. Claimed to be designed and de4eloped in Japan* this bike does ha4e a head turning looks. The most noticeable feature of this bike is the tank. +ig tanks gi4e a big bike feel* and when #ulsar was introduced* it had one of the biggest tanks in India. The design of the headlamps has been 4iewed differently by people. :ome really lo4e it and some say it could ha4e been designed better. The headlight comes with city lights also called tell tale lights which is a 4alue addition to its looks. +ullet and Oari9ma were the only bikes with city lights before #ulsar was introduced. The tail part of the bike hmm* yeah* I could say it is nicely designed too. 7ere too there is a difference of opinion. The new ra9or sharp rear light* whether looking good or nor not* definitely adds to the uni?ueness of +a,a, #ulsar. H,6 %,() *. 1("/,"3; +a,a, says ECT:/i gi4es high power without compromising on mileage.E and the bike li4es upto this statement. "nother great ad4antage of the Cigital Twin :park ignition is the throttle responsi4eness. Cefinitely the throttle response is better than the C+T. It does gi4e a good adrenaline rush when you twist the throttle.

better bikes around from 7onda* T-: and =amaha. #eople are already bored seeing too many #ulsars in the city. It is time for +a,a, too launch a new 50cc model to its product line. The digital console was an attraction a while ago* but now many bikes ha4e introduced them. If you are a #ulsar fan and ha4e admired the bike for ?uite a long time* then go ahead and buy it. TECHNICAL SPECIFICATION

21

#ulsar 50 CT:/i (ngine Type Cooling Type Cisplacement 8a1 #ower 8a1 Tor?ue Ignition Type )/stroke* CT:/iU* "ir cooled )!.0 cc ).0! ps V '500rpm 3.20nm V 0500rpm 8icro processor controlled digital CCI 5 speed constent mesh. 3 -* "CWCC 65I65 5/7:/ 3 -* CC 3 - . !"7

Transmission Type (lectrical :ystem :ystem 7ead Jight 7orn +attery :uspension Gront :uspension Rear

Telescopic forks 65mm stroke Triple rated spring*5/way ad,ustable @itro1 shock absorbers

Tyres Gront :i9e Rear :i9e +reaks Gront +rakes Rear +rakes 7ydralic disc type 8ech. (1panding shoeL drum type.
22

Tyre Type

3.25 1 2*) p 00I!0 2*55# 1

23

THEORETICAL BACKGROUND OF THE STUDY:

INTRODUCTION OF MARKETING 8arketing has been for a long time a neglected area in India* because of protecti4e controls and pre4alence of a sellers market in most products. 7owe4er* the new trends as the go4ernment le4els of fearing controls is bound to result in increasing competition and a change o4er in many products to a buyers market. >rdinarily marketing is considered as an acti4ity or function performed by business firms. 7owe4er* marketing also can be carried out by other organi9ations or e4en by indi4iduals. 5hene4er we try to persuade somebody to do something* you are performing* a marketing. 8arketing touches all of us e4ery day of our li4es. 5e wake up to an alarm. Then we brush our teeth with MColgateF* sha4e with MBilletteF. &se other toiletries and appliances* which are being used for our daily acti4ities. Computer which is being used for printing* all are produced and marketed by manufacturers around the world. In addition to the range of items normally considered as goods and ser4ices* what is being marketed may be ideas* such as reducing air pollution or contributing to the united wayD people* such as industrial plant sites or a place to go for a 4ariation. 8arketing is the business function that identifies unfulfilled needs and wants defined and measures their magnitude* determines which target markets the organi9ation can best ser4e* besides an appropriate products* ser4ices and programmes to ser4e these markets and calls up on e4eryone in the organi9ation to Mthink and ser4e the customerF from social point of 4iew* marketing is the force that harnesses a nations industrial capacities meet the societys material wants. 5illiam Ci4ide obser4ed.

DEFINITIONS OF MARKETING:
The marketing concept is a point of 4iew on business. It enunciates that any business is essentially a need satisfying process. It also enunciates that all the goals of the organi9ation* integrated management action and generation of consumer satisfaction. $-.:. Ramaswamy L :. @ama Oumari%
24

M8arketing is a social and managerial process by which indi4iduals groups obtain what they need and want through creating* offering and e1changing products of 4alue with others.F $#hilip Ootler%.

MARKET RESEARCH
:e4eral characteristics of modern business encourage the use of marketing research by business. Girst / the suppliers of product and ser4ices need to ha4e information and consumers in order to market their products and ser4ices more effecti4ely. :econd* as the company grow and starts distributing its products to different markets* the managers of the company find themsel4es becoming more separated from the final consumer of their products. M8arketing research is the function of which links the consumer and public to the marketer through informationF / Information used to Midentify and defining marketing opportunities and problem generate* refine and e4aluate marketing actionD monitor marketing performance and impro4e understanding of marketing as a process. 8arketing research specifies the information re?uired to address these issuesD designing the method for collecting informationD manage and implement the data collection techni?ues and analysis and interpretation and communicates the findings and suggestions. The concept of market brings us full circle to the concept of marketing. 8arketing means human acti4ity taking place in relation to markets. 8arketing means working with markets to actuali9e potential e1changes for the purpose of satisfying human needs and wants. 8arketing 8anagementA M8arketing 8anagement is the process of planning and e1ecuting the conception* pricing* promotion and distribution of ideas goods and ser4ices to create e1changes that satisfy indi4idual and organi9ational ob,ecti4esF. $"merican 8arketing "ssociation% 8arketing is the performance of business acti4ities that directs the flow goods and ser4ices from producer to customer or user to satisfy customer and accomplish the firms ob,ecti4es. $Cundiff% The aim of marketing is to make selling superfluous. The aim is to know and understanding the customer as well as that the product or ser4ices fits /// and sees itself. $#.G. Crucker%

25

8arketing is the total system of business acti4ities designed to plan* price* and promote and distributing want / satisfy products to target markets to achie4e organsational ob,ecti4es. $J. :tantan%. Thus marketing actually confines many acti4ities such as marketing research* product de4elopment* distribution* pricing* ad4ertising* personnel selling and other designed to sense* ser4e and satisfy and consumer needs while meeting the organi9ational goals. Gor a company or organi9ation to succeed and grow* all companies must look ahead and de4elop long term strategies to meet the changing contribution in their industries. 8arketing plays an important role in strategic planning.

The company must look into its en4ironment* which factors deeply effect the company. The marketing en4ironment offers both opportunities and threats and the company must use its marketing research and marketing intelligence systems to watch the changing en4ironment.

MARKET
M" 8arket consists of all the potential customers sharing a particular need or want who might be willing and able to engage in e1change to satisfy that need or want.F $#hilip Ootler% Thus the si9e of the market depends upon the number of persons who e1hibit the need ha4e resources that interest others* and are willing to offer these resources in e1change for what they want.

M#":(.*$+:
M8arketing is a social and managerial process by which indi4iduals groups obtain what they need and want through creating* offering and e1changing products of 4alue with others.F $#hilip Ootler% The concept of markets brings us full circle to the concept of marketing. 8arketing means human acti4ity taking place in relation to market. 8arketing means working with markets to actuali9e potential e1changes for the purpose of satisfying human needs and wants.

M#":(.*$+ M#$#+(3($.:

26

M8arketing 8anagement is the process of planning and e1ecuting the conception* pricing* promotion and distribution of ideas goods and ser4ices to create e1changes that satisfy indi4idual and organi9ational ob,ecti4es.F $"merican 8arketing "ssociation% This definition recogni9es that marketing management is a process of in4ol4ing analysis* planning implementation* and controlD that co4ers ideas* goods and ser4ices* that it rests on the notion of e1changeD and that the goal is to produce satisfaction for the parties in4ol4ed.

I$%')."*#& M#":(.*$+:
Industrial buyers constitute the largest market of all the rupee 4olume of transactions in4ol4ed in industrial buying significantly e1ceeds that of the ultimate consumer market. Industrial or business marketing is the process of . 3. Cetermining the needs and re?uirements of commercial enterprises Bo4ernments and institutions and Ce4eloping appropriate products* ser4ices* prices* distribution channels and communications to satisfy those re?uirements. "n industrial marketer* as opposed to a consumer goods marketer* concentrates on meeting the needs of organi9ations $business* go4ernment* institutions% which purchase goods and ser4ices that the incorporated into a finished product* used to produce a finished product* or used to facilitate a production process. Thus from abo4e understanding we can define Industrial 8arketing 8anagement as M8arketing of products and ser4ices to commercial enterprises* Bo4ernments and not/for profit institutions* either for resale to other industrial consumers or for use in the production of their own products or ser4ices.F Gor an efficient 8arketing strategy the industrial marketer should obser4e the following points. . 3. 6. 5hat customer comprises the Industrial 8arketsX :imilarities between Industrial customer and consumer goods customer. 5hat forces influence the beha4ior of industrial market demandX
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M#":(.*$+ M*<: M8arketing mi1 is the set of marketing tools that the firm uses to pursue its marketing ob,ecti4es in the target marketF. $#hilip Ootler% There are literally do9ens of marketing mi1 tools. 8c. Carthy populari9ed a four factor classification of these tools called the ) ps . 3. 6. ). #roduct #rice #lace #romotion

PRODUCT
#eople satisfy their needs and wants with products. Jet us define products broadly to co4er anything that can be offered to someone to satisfy a need or want. @ormally the word product brings to our mind a physical ob,ect* such as an automobile* a tele4ision set or a soft drink. :ince a product is simply a bundle of properties* it should possess those properties which fit into the needs of target markets in any way which will gi4e the marketer the greatest competiti4e ad4antage. Cue to the di4ersity of needs* a few manufacturers produce a single produce or e4en a single line of product* i.e.* products which ser4e the same general purposes or are so closely associated with the customers who buy them together.

PRODUCT TYPES
Classification of #roducts Consumer Boods Industrial Boods $a% Con4enience Boods $b% :hopping Boods $c% :pecialty Boods $d% &nsought Boods . Consumer goods are products intended for use by ultimate household consumers for non business purposes.
28

$a% 8aterials L #arts $b% Capital Items $c% :upplies L :er4ices

3.

Industrial products intended for use in producing other goods or in rendering ser4ices in a business.

PRODUCT LINE:
" #roduct line is a group that is closely related because they perform a similar function* are sold to the same customer groups* are marketed through the same channel or make up a particular price range. $#hilip Ootler% " group of similar products intended for essentially similar use. " group of products that are closely related* because they function in a similar manner* are sold to the same customer groups* and are marketed through the same types of outlets or fall within gi4en price ranges.

PRODUCT LINE ANALYSIS:

#roduct line managers need two type of information. Girst they must know the sales and profits of each item in the line. :econd* they must know their product line is to be compared with competitor product lines. P",%'0. M*<: M" product mi1 $also called product assortment% is the set of all product lines and items that a particular seller offers for sale to buyersF. $#hilip Ootler% " product mi1 is also the set of all product lines and items that a particular seller offers for sale to buyers. The full list of products offered for sale by a company. P"*0(: "ll profit organi9ations and many non/profit

organi9ations set prices on their products or ser4ices. #rice goes by names. #rice is all around
29

us. =ou pay rent for your apartment* tuition for education* and a fee to your physician or dentist. The airline* railway* ta1i and bus companies charge you a fareD the local utilities call their price a rateD and the local bank charges you interest for the money you borrow. Through most of history* prices were set by buyers and sellers negotiating with each other. :ellers would ask for a higher price than they e1pected to recei4e* and buyers would offer less than they e1pected to pay. Through bargaining they would arri4e at an acceptable price* setting the price. #ricing is the problem when a firm has to set a price for the first time. This happens when the firm de4elops or ac?uires a new product* when it introduces its regular product into a new distribution channel or geographical area* and when it enters bits on new contract work. The firm must decide where to position its product* ?uality and price. >ne firm offers a high ?uality product at a higher price* another firm offers an a4erage ?uality product at an a4erage price and still another firm offers a low ?uality product at a low price.

P"*0*$+ D(0*)*,$):
#ricing the product is more one of the important element in marketing mi1. &ntil recently it has been one of the most neglected areas. (4en today* pricing in some firms is simply based on the concepts of cost* market position* Competition and necessary profits.

A%-#$.#+() ,/ 1"*0*$+ %(0*)*,$):

. 3. 6. ). 5. To ma1imi9e the profits To stabili9e the price To take ad4antage of competitors situation To achie4e a target return To capture the market.

30

F#0.,") #//(0.*$+ .5( 1"*0*$+ %(0*)*,$):

The following factors may be considered important while taking a decision for pricing the product. . 3. 6. ). 5. 0. 2. '. !. 0. PLACE: M" Channel of distribution or marketing channel is the structure of intra company organi9ation units and e1tra/company agents* dealers* wholesalers* and retailers through which a commodity or products or ser4ices are maintainedF. $"merican 8arketing "ssociation% The distribution channel is the mo4ement of gods and ser4ices between the point of production and the point of consumption through institutions that perform a 4ariety of marketing acti4ities. The ma,or participants in the distribution channel are #roducers* intermediaries and consumers. The participants in the industrial marketing system are linked by both direct and indirect channels. The direct channel is traditionally defined as Mone in which the producers control the distribution of their products from factory to user or >(8 customerF. "t the risk of o4er simplification it may be useful to identify some of the more common channel arrangements through which industrial goods reach user and >(8 customer.
31

>b,ecti4es of the business Cost of the product 8arket position Competitors prices Cistribution channels policy of the organi9ation #roduct differentiation of the organi9ation (conomic (n4ironment Bo4ernment policies :ocial and ethical considerations +uying patterns of the consumers.

DISTRIBUTION CHANNELS . customers. 3. 6. ). PROMOTION MThe coordination of all sellers initiated efforts to set up channels of information and persuasion to facilitate the sale of gods or ser4ices or the acceptance of an ideaF. The word promotion originates from the Jatin words M#romoterF. The meaning is Mto mo4e forwardF or to push forward or to ad4ance an idea. #roduction is the final element in the marketing mi1* after nature of the product is decided. Its price is fi1ed and methods of distribution are adopted* the producer has to take effecti4e steps to meet the consumers in the market. In consumers oriented markets the producer must know what are re?uired by the consumers and to make the consumers know from where* when* how and at what price the products would be a4ailable. They ha4e to apply the promotional methods like ad4ertising and personal selling. :ales #romotionA M:ales promotion is an organi9ed effort applied to the selling ,ob to secure the greatest effecti4eness for ad4ertising and for dealers helpF. $Beorge 5. 7opkins% #urpose of :ales #romotionA Customers are more selecti4e in their buying choices and a good promotional programme is needed to reach them. The basic purpose of promotion is to disseminate information to the potential customers. :ellers use incenti4e type promotion to attract the customers* to reward loyal customers and to increase the re/purchase rates of occasional users. :ales promotion yield faster responses in sales than ad4ertising. :ales promotion is considered as a special selling effort to accelerate sales. +rand switchers are primarily looking for low price* good 4alue and premium. :ales promotion is likely to turn them into loyal brand users. 8arketing Channels
32

8anufacturers to branch house or branch office to 8anufacturer to distributor to customer 8anufacturer to agent to customer 8anufacturer to agent to distributor to customer

To reach the target market* the marketer uses three kinds of marketing channels Communication channels deli4er and recei4e messages from target buyers and include newspapers maga9ines* radio* tele4ision* mail* telephone* bill boards* posters* fliers* CCs* audio tapes* and the internet. +eyond these communications are con4eyed by facial e1pressions and clothing* the look of retail stores* and many other media. 8arketers and increasingly added dialogue channels $e/mail and toll free numbers% to counter balance the more normal monologue channels $such as ads%. The marketer uses distribution channels to display* sell* or deli4er the physical product or ser4ice$s% to the buyer or user. They include distributors* wholesalers* retailers* and agents. The marketer also uses ser4ice channels to carry out transactions with potential buyers ser4ice channels include warehouses* transportation companies* banks and insurance companies that facilitate transactions.

8arketers clearly face a design problem in choosing the best mi1 of communication* distribution* and ser4ice channels for their offerings. 7anging 8arketing #ractices in Customer Relationship 8arketing In addition to e/marketing* companies are becoming more skillful in customer relationship marketing and database marketing. Customer relationship marketing $CR8% enableA companies to pro4ide e1cellent real/time customer ser4ice by de4eloping relationship with each 4alued customer through the effecti4e use of indi4idual account information. +ased on what they know about each consumer* companies can make offerings* ser4ices* programs messages and media. Customer relationship marketing holds that a ma,or dri4er of company profitability is agitate 4alue of the companys customer base. 5inning companies are more producti4e in ac?uiring* keeping and growing customers. These companies impro4e the 4alue of their customer base by e1celling the following customer strategies. 5inning companies are more producti4e in ac?uiring* keeping and growing customers. These companies impro4e the 4alue of their customer base b y e1celling the following customer strategies. o Reducing the rate of customer defection.
33

o Increasing the longe4ity of the customer relationship o (nhancing the growth potential of each customer through Mshare/of/wallet cross selling and upwelling o 8aking low profit customers more profitable or terminating them o Gocusing disproportionate effort or high 4alue customers. :ome of the groundwork for customer relationship marketing was laid by the C>8 #eppers at 8artha Rogers in their book* the one/to/one Guture. #epper and Rogers used a four step framework for one/to/one marketing. Identify your prospects and customers. Co not go after e4eryone. Cifferentiate customers in terms of their needs and 4alue to your company. "s for custom 4alue* companies should spend proportionately more effort on their more 4aluable customer. Customer 4alue is estimated as the net present 4alue of all future profits coming from purchases* margin le4els* and referrals* less customers specific ser4icing costs. Interact with indi4idual customers to impro4e your learning about their indi4idual needs and to build stronger relationships. Customi9e products* ser4ices and messages to each customer. Tools for tracking and measuring Customer :atisfactionA Complaint and suggestion system Customer satisfaction sur4eys Bhost shopping Jost customer analysis

C').,3(" R(.($.*,$:
" company would be wise to measure customer satisfaction regularly* because the key to customer retention is customer satisfaction. " highly satisfied customer stays loyal longer* buys more as the company introduce new products and upgrades e1isting products* talks fa4orably about the company and its product pays less attention to competing brands and is less sensiti4e to price* offers products or

34

ser4ice ideas to the company* and costs less to ser4e them new customers because transactions are routine. The best thing a company can do is to make it easy for the customer to complaint* suggestion forms and toll/free numbers and e/mail addresses ser4e this purpose. The 68 Company claims that o4er two thirds of its products impro4ement ideas come from listening to customer complaints. Jistening is not enough howe4er* the company must respond ?uickly and constructi4ely to the companies. The @ature of 7igh #erformance +usiness The consulting firm of "rthur C Jittle proposed a model of the characteristics of a high performance business. It pointed to the four factors as followsA :take 7olders #rocesses Resources >rgani9ation

R(&#.*,$)5*1 M#":(.*$+:
To understand customer relationship marketing* we must re4iew the process in4ol4ed in attracting and keeping customers. The following figure shows the main steps in the customer process.

35

The Customer Relationship 8anagement $CR8% in generally defined by the authors as Ma management process of ac?uiring customers by understanding their re?uirements* retaining customers by fulfilling their re?uirements more than their e1pectations and attracting new customers through customers specific strategic marketing approaches. The process in4ites total commitment on the part of the entire organi9ation in e4ol4ing and implementing relationship strategies that would be rewarding to all concerned.F MCR8 Y. "n enterprise wide business strategy to optimi9e profitability* re4enue and customer satisfaction by organi9ing the enterprise around customer segments* fostering customer/satisfying beha4iors and linking processes from customers through suppliers.F

36

CUSTOMER SATISFACTION :atisfaction is a persons feeling of pleasure or disappointment resulting from comparing a product is percei4ed performance $outcome% in relation to his or her e1pectations. "s this definition makes clear* satisfaction is a function of percei4ed performance and e1pectations* if the performance falls short of e1pectations* the customer is dissatisfied* if the performance e1ceeds the e1pectations* the customers are highly satisfied $or% delighted. 8any companies are aiming for high satisfaction because customers who are ,ust satisfied are still find it easy to switch when a better offer comes along* those who are highly satisfied are much less ready to switch. 7igh :atisfaction or delight creates an emotional affinity with the brand* not ,ust a rational performance. The result is high customer loyalty. 7ow do buyers form their e1pectationsX Their e1pectations are influenced by their past buying e1perience* friends and associates ad4ice and marketers and competitors information and promises. :ome of the most successful companies are raising e1pectations and deli4ering performance to match. These companies are aiming for Total Customer :atisfaction $TC:%. The challenges for implementing TC: are to create a company culture in which e4eryone within the company aims to delight the customers.

CUSTOMER VALUE AND SATISFACTION:

Customer deli4ered 4alue is the difference between total customer 4alue and total customer cost. Total customer 4alue is the bundle of benefits customers e1pected form a gi4en product or ser4ice. Total customer cost is the bundle of customers e1pect to incur in e4aluation* obtaining* using and disposing. 8ichael #rater of 7ar4ard proposed the generic 4alue chain as a tool for identifying ways to create more customer 4alue. (4ery firm is the collection of acti4ities that are performed to design* produce market* deli4er

37

and support its product. The 4alue chain identifies nine strategically rele4ant acti4ities that create 4alue and lost in business. This nine creating acti4ities* which consists of fi4e primary acti4ities and four supporting acti4ities. The primary acti4ities present the se?uence of bringing materials into business $inbound logistics%* co4ering them into final products $operations%* shipping out the final products $outbound logistics%* marketing

them $marketing and sales% and ser4ing them $ser4ice%. The support acti4ities are procurement* technology de4elopmentD human resource management and firm infrastructure are handled in certain speciali9ed departments.

Customer Celi4ered -alue

T,.#& 0').,3(" V#&'(

T,.#& 0').,3(" C,).

Product Value

Monetary Cost

Service Value

Time Cost

Personal Value

Energy Cost

Image Value

Psychic Cost

38

THEORY AND CONCEPTS OF CUSTOMER SATISFACTION: +usiness sur4i4es because they ha4e customers who are willing to buy their products or ser4ices. 7owe4er* many business fails to McheckinF with their customers to determine whether they are happy or not and what it will make to make or keep them happy. "ccording to &.:. consumers Saffairs department* it costs fi4e times more to gain a new customer than to retain an e1isting one. >ther studies ha4e repeated that with ,ust a fi4e percent increase in Customer retentions a firm can raise its profitability customers spend salary at first* but with succeeding years of good e1perience* they will spend increasingly more. Cepending on the industry and the nature of the bad e1perience* dissatisfied customers will complain to 0 to 0 friends and ac?uaintances* which is three times more than those

with good e1periences are. 7ence* the negati4e information is influential* and consumers generally place significant weight on it when making a decision. If that is not the reason enough* fierce competitor is needed more and more to differentiate firms from one another. 5ith technology a4ailable to 4irtually e4ery one today* the traditional features and cost ad4antages are no longer rele4ant. :till product and ser4ice ?uality pro4ides an enormous opportunity to distinguish a firm from the rest. The Japanese ha4e recogni9ed this and ha4e though us to e1pect ?uality. Todays consumers do* and they know more about products and ser4ices than they e4er did. Customers are the best source of information. 5hether to impro4e an e1isting product or ser4ice or whether firms are planning to launch something new. There is no substitution for Mgetting it from horses mouthF. 5hen you talk to your customer directly* to increase your odds for achie4ing successD you Mmistake/proofF your decisions and work on what really matters. 5hen you routinely ask the customers for feedback and in4ol4e them in business they* in turn* become committed to the success of your business.

39

CUSTOMER SATISFACTION MEASUREMENT: " basic and effecti4e base line customer satisfaction sur4ey program should focus on measuring customer perceptions of how will the company deli4ers on the critical success factors and dimensions of the business as defined by the customersA Gor e1ampleA :er4ice #romptness Courtesy of :taff Responsi4eness &nderstanding of the customer problem* etc. The findings of the company performance should be analy9ed both with all customers and by key segments of the customer populations. he essential starting point for Customer :atisfaction 8easurement $C8:% is e1ploratory research. :ince satisfaction is about an organi9ations ability. To meet customer re?uirement one has to start by clarifying with customers e1actly what those re?uirements are. This is done through e1ploratory research using focus groups or one to one depth inter4iews. Two main factors determine the accuracy of C8:. The first is the asking the right ?uestion and the second is the asking them to the right people sample of customers which accurately reflects the customer base.

Three things decide the accuracy of a sample. They areA It must be representati4e. It must be randomly selected. It must be ade?uate enough.

40

REASEARCH METHODOLOGY

NEED FOR THE STUDY:

>rgani9ations ha4ing be competiti4e en4ironment with satisfaction of customer and they are attracting the customer with some effecti4e sale promotions. +ut some organi9ations need to e4aluate the purpose* utility* effecti4eness of customer satisfaction. They fail to e4aluate these customer satisfactions. :o these study has been undertaken to assess the customer satisfaction in the organi9ation.

OBJECTIVES OF THE STUDY:

41

 To assess the customer satisfaction le4el* towards #ulsar bike. To study the opinion of customers regarding pulsar features like mileage* price and pickup.

RESEARCH DESIGN This is a systematic way to sol4e the research problem and it is important component for the study without which researches may not be able to obtain the format. MEANING OF RESEARCH DESIGN The Gormidable problem that fallows the task of defining the research problem is the preparation of design of the research pro,ect* popularly known as the research design* decision regarding what* where* when how much* by what means concerning an en?uiry of a research study constitute a research design. " research design is the arrangement of conditions for collection and analysis of data in a manager that aims to combine rele4ance to the research purpose with economy in procedure. In fact* the research design is the conceptual structure with in which research is conductedD it constitutes the blue print for the collection. 8easurement and analysis data. "s much the design includes an outline of what the researcher
42

will do from writing the hypothesis and its operations implications to the final analysis of data* acts and figures of customers.

DATA SOURCES: SOURCES OF DATA

Cata was collected based on two sources. #rimary data. :econdary data.

P"*3#"2 %#.#: The #rimary data are those informations* which are collected afresh and for the first time* and thus happen to be original in character. The :ur4ey method is adopted to collect primary data. :ur4ey research is the systematic gathering of data from respondents through ?uestionnaires. " ?uestionnaire will contain a list of ?uestions to be answered in the sur4ey. Zuestionnaire is administered by #ersonal inter4iew* Telephone inter4iew.

S(0,$%#"2 %#.#: The :econdary data are those which ha4e already been collected by some other agency and which ha4e already been processed. The sources of :econdary data are Company sources* Industry :ources* "nnual Reports* Journals and +rochures from the company website. RESEARCH INSTRUMENT " ?uestionnaire is administrated to know the customer satisfaction le4el for +a,a, 4ehicles. Cata analysis is calculated on the basis of percentages. This data is not ade?uate. :o sur4ey method used to get the in depth and le4el of satisfaction of the customer. SAMPLING PROCESS The aggregate of all the units pertaining to a study is called population. " part of the population is called as :ample. The process of drawing a sample from large population is called :ampling.
43

:ince all the customers of +a,a, could not be included due to a large si9e of population* facilities a4ailable and the time factor* it was decided to study a sample of total population. :ampling process is broadly di4ided into three categories. They are :ampling &nit :ampling si9e :ampling techni?ue :ampling &nit :ampling unit for the study is customers from 4arious parts of @andyal. :ampling :i9e The :ample si9e consists of 00 respondents of customers of +a,a, #ulsar from 4arious parts of the @andyal. :ampling Techni?ue @on/probability* con4enience sampling is adopted.

LIMITATIONS OF THE STUDY:

The study was conducted for the limited period. The study was confined to @andyal only.

44

DATA ANALYSIS: 1. ='#$.*.#.*-( A$#&2)*) The data is collected through ?uestionnaire with regard to the perception of factor under ?uestionnaire system. . ='#&*.#.*-( A$#&2)*) The data collected through ?uestionnaire regarding the purpose of "ppro4al and positi4e and negati4e aspects of e1isting system were analy9ed ?uantitati4ely and ?ualitati4ely and references were summari9ed. !. P("*,% ,/ .5( S.'%2 The data collection took about ) weeks and analysis of the collected data. the

respondents. The responses were analy9ed ?uantitati4ely by tabulating the responses of each

45

T"+J( . I "B( >G T7( R(:#>@C(@T: :.@> "B( '/35 3 6 ) 35/65 65/)5 "bo4e )5 Total 00 00 @>. >G R(:#>@C(@T: 32 )5 ' 0 #(RC(@T"B( 32 )5 ' 0

50% 40% 30% 20% 10% 0% 18-25 27%

45%

18% 10%

25-35 AGE

35-45

45-Above

46

I@G(R(@C(A Grom the abo4e table 32< of respondents age in between ' to 35* )5<of respondents age in between 35 to 65 years* '< of respondents age in between 65 to )5 years* 0< of respondents age abo4e )5 years. T"+J(/3A

>CC&#"TI>@ >G T7( C&:T>8(R:

47

:.@>

#(>#J(:

@>. >G R(:#>@C(@T:

# ( R C ( @ T " B ( ) 0 ) 5

:T&C(@T: 3 6 ) (8#J>=((: G"R8(R: +&:I@(:: 8"@

)0 )5 0 5

0 5

Total

00 0 0

48

INFERENCE: Grom the gi4en table )0< of the respondents are students and )5< are employees and 0< are farmers only 5< are business mans.

T"+J( . 6A I@C>8( >G T7( R(:#>@C(@T:

: . @ >

I@C >8 ( &p

@>. >G R(:#>@C (@T: ' ! 50 2

#(RC(@ T"B(

' ! 50 2

3 6 )

to 0000 0000 / 300

49

0 300 0/ 3000 0 "bo 4e 3000 0 T o t a l 00 00

60% 50% 40% 30% 20% 10% 0% UPTO 6000 6000-12000 8%

56%

t d n o p s e R F O %

19%

17%

12000-20,000

!o"# 20,000

MO T!"# I COME

50

INFERENCE: Grom the abo4e table '< of the respondents income is upto 0000. !< of the respondents income in between 0000/ 3000* 50< of the respondents income in between 3000/30000* 2< of the respondents income is abo4e 30000.

T"+J( . )A G"CT>R: I@GJ&(@CI@B T7( #&RC7":( >G -(7ICJ(

S.N O

OPT ION S Grien ds

NO. OF RESPON DENTS 3' 30

PERCEN TAGE 3' 30

Gamil y mem bers :elf >ther s

6 ) TO TA L

62 ! 00

62 ! 00

51

INFERENCE: Grom the abo4e table 3'< of the respondents purchased pulsar bike on their friends decision* 30< of the respondents purchased pulsar bike on their family members decision* 62< of the respondents purchased pulsar bike on their own decision* !< of the respondents purchased pulsar bike on other factors.

T"+J( . 5A ATTRIBUTES FASCINATED TO PURCHASE A PULSAR BIKE :.@> >#TI>@: +rand "ttributes 3 6 ) 5 T>T"J Guel efficiency 8aintenance cost #rice Resale -alue 0 6 3 00 0 6 3 00 @>. >G R(:#>@C(@T: 5' #(RC(@T"B( 5'

52

I@G(R(@C(A Grom the abo4e table 5'< of respondents were purchased pulsar bikes based on brand attributes. < of respondents were purchased pulsar bikes based on fuel efficiency* 0< of respondents were purchased pulsar bikes based on maintenance cost* 6< of respondents were purchased pulsar bikes based on price 3< of the respondents purchased pulsar bike based on resale 4alue.

53

T"+J( . 0A :"TI:G"CTI>@ T>5"RC: >-(R"JJ #(RG>R8"@C( >G T7( +IO( :.@> >#TI>@: =es 3 T>T"J @o @>. >G R(:#>@C(@T: 05 65 00 #(RC(@T"B( 05 65 00

I@G(R(@C(

54

Grom the abo4e table 05< of the respondents were satisfied by o4erall performance of the #ulsar bike.

T"+J( . 2A C>8#"@=: #>:ITI>@ I@ T7( 8I@C >G C&:T>8(R :.@> >#TI>@: +a,a, 3 6 ) T>T"J 7ero 7onda T-: >thers @>. >G R(:#>@C(@T: 60 5 0 2 00 #(RC(@T"B( 60 5 0 2 00

55

I@G(R(@C( Grom the abo4e table 5 < of respondents like 7ero 7onda +ikes and 60< of respondents like +a,a, +ikes* 0< of respondents are like T-:* 2< of respondents like others.

T"+J( . 'A "TTRI+&T(: JIO(C 8>:T I@ T7( #&J:"R

:. @ >

>#TI >@: 8ilea ge

@>. >G R(:#>@ C(@T: ) 6 53

#(RC( @T"B( ) 6 53

3 6

#ick/ up Road Brip

56

Jow 8aint enanc e Cost

T > T " J

00

00

I@G(R(@C( Grom the abo4e table 53< of the respondents are opined that they satisfied with the road grip of pulsar bike* 6 < of respondents are opined that they satisfied pickup of pulsar bike* )< of respondents are opined that they satisfied mileage of pulsar bike* 6< of respondents are opined that they satisfied with the low maintenance cost.

T"+J( . !A

:"TI:G"CTI>@ T>5"RC: #RIC(

57

:.@>

>#TI>@: :atisfaction

@>. >G R(:#>@C(@T: 22 36 00

#(RC(@T"B( 22 36 00

3 T>T"J

&n . :atisfaction

58

I@G(R(@C(

Grom the abo4e table 22< of the respondents were satisfied with the cost of the +ike.

59

T"+J( . 0A

:"TI:G"CTI>@ T>5"RC: 8IJ("B(.

:.@ >

>#TI >@: =es

@>. >G R(:#>@C( @T: 0' 63 00

#(RC(@T "B( 0' 63 00

3 T>T "J

@o

I@G(R(@C( Grom the abo4e table 0'< of the respondents were satisfied with 8ileage of the bike the ser4ice pro4ided by the +a,a, Company.

60

T"+J( .

:"TI:G"CTI>@ T>5"RC: +"J"J :(R-IC(

:. @ >

>#T I>@ : :atis facti on

@>. >G R(:#>@ C(@T: 03

#(RC( @T"B( 03

3 6 T > T " J

"4er age +ad 2

5 2 00

00

61

I@G(R(@C( Grom the abo4e table 03< of the respondents were satisfied with the ser4ice pro4ided by the +a,a, Company* 5< of the respondents result is a4erage and 2< of the respondents result is bad.

T"+J( . 3A

(@BI@( C"#"CIT= :.@> >#TI>@: 50cc 3 6 T>T"J '0cc 300cc @>. >G R(:#>@C(@T: 56 6! ' 00 #(RC(@T"B( 56 6! ' 00

62

I@G(R(@C( Grom the abo4e table 56< of the respondents prefer to take 50cc model. 6!< of the respondents prefer to take '0cc model. '< of the respondents prefer to take 300cc model.

T"+J(/ 6A C>J>&R G("T&R(:

:.@ >

>#TI >@: +lack

@>. >G R(:#>@C (@T: )0 )3 0 0 00

#(RC(@ T"B( )0 )3 0 0 00

3 6 ) T> T" J

Red +lue :il4e r

63

I@G(R(@C(

Grom the abo4e table )0< of the respondents like black colour bike. )3< of the respondents like red colour bike 0< of the respondents like blue colour bike 0< of the respondents like sil4er colour bike.

64

T"+J( . )A

CI:C +R"O( G("T&R( :.@> >#TI>@: =es 3 T>T"J @o @>. >G R(:#>@C(@T: '' 3 00 #(RC(@T"B( '' 3 00

I@G(R(@C(
65

Grom the abo4e table ''< of the respondents prefer disc brake feature. 3< of the respondents does not like disc brake feature.

T"+J( . 5A

:(JG :T"RT G("T&R( :.@> >#TI>@: =es 3 T>T"J @o @>. >G R(:#>@C(@T: !) 0 00 #(RC(@T"B( !) 0 00

66

I@G(R(@C( Grom the abo4e table !)< of the respondents prefer self/start system. 0< of the respondents does not prefer self start system.

T"+J( . 0

5"RR"@T= >G T7( +IO(

:. @ >

># TI> @: =es

@>. >G R(:#>@ C(@T: 00 / 00

#(RC( @T"B( 00 / 00

3 T > T " J

@o

67

I@G(R(@C( Grom the abo4e table all of the respondents satisfied with company warranty.

68

T"+J( . 2A

C&:T>8(R R(Z&IR(8(@T: GR>8 C>8#"@= :(R-IC( :.@> >#IT>@: (?uipment 3 6 ) T>T"J :killed #ersons :er4ice :pot Responsibility 6) 3! 30 00 6) 3! 30 00 @>. >G R(:#>@C(@T: #(RC(@T"B(

69

I@G(R(@C( Grom the abo4e table < of the respondents opined that the e?uipments. 6)< of the respondents opined that the skilled persons. 3!< of the respondents opined that the ser4ice spot. 30< of the respondents opined that the responsibility in the +a,a, ser4ice.

FINDINGS:

. 2< of respondents aged in between ' to 35* )5< of respondents aged in between 35 to 65 years* '< of respondents age in between 65 to )5 years* 0< of respondents age abo4e )5 years.
2. 8ostly purchases are students and employees.

6. 8a,ority of the respondents income is between 3*000/30*000 #.8. ). 8a,ority of the respondents purchased pulsar bike on their own decision. 5. 05< of the respondents were satisfied by o4erall performance of the #ulsar bike. 0. 5 < of respondents like 7ero 7onda +ikes and 60< of respondents like +a,a, +ikes* 0< of respondents are like T-:* 2< of respondents like others. 2. 53< of the respondents are opined that they satisfied with the road grip of pulsar bike* 6 < of respondents are opined that they satisfied pickup of pulsar bike* )< of respondents are opined that they satisfied mileage of pulsar bike* 6< of respondents are opined that they satisfied with the low maintenance cost.
70

'. 22< of the respondents were satisfied with the cost of the +ike. !. 0'< of the respondents were satisfied with 8ileage of the bike the ser4ice pro4ided by the +a,a, Company. 0. 03< of the respondents were satisfied with the ser4ice pro4ided by the +a,a, Company. . 8ost of the respondents prefer to take 50cc L '0cc engine. 3. 8ost of the respondents like black L red colour bikes.

6. 8a,ority of the respondents prefer disc brake feature in the bike. ). 8a,ority of the respondents prefer self/start system. 5. "ll of the respondents satisfied with company warranty. 0. 8ost of the respondents opined that the skilled persons are needed in the +a,a, ser4ice spot.

71

SUGGESTIONS:

The company may impro4e the awareness about +a,a, 4ehicles with the help of increased ad4ertisements* Road shows and test dri4es should be conducted.

3.

@andi +a,a, is to reduced Celi4ery period.

6.

+y increasing the number of colours +a,a, can attract the customers.

).

+y gi4ing benefits during the festi4al times +a,a, can impro4e sales.

72

CUSTOMER SATISFACTION ON BAJAJ PULSAR BIKE

=UESTIONNAIRE

. @ame "ddress 3. "ge a% '/35

A A

[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[ [[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[ b% 35/65 c% 65/)5 d% )5/"bo4e

6. >ccupation of the customerX $a%. students $b%. (mployees $c% farmers $d% business mans ). Income a% &p to 0000 b% 0000/ 3000c% 3000/30*000 5. 5ho influenced you in buying this #ulsar +ikeX a% Griends a% +rand "ttributes d% #rice a% =es b% @o
73

d% "bo4e30* 000 d% >thers c% 8aintenance Cost

b% Gamily members b% Guel efficiency

c% :elf

0. 5hich attributes fascinated you to purchase a #ulsar +ikeX e% Resale -alue

2. "re you satisfied by the o4erall performance of your #ulsar +ikeX

'. In present trend which company do you think is in top positionX a% +a,a, a% 8ileage b% 7ero 7onda b% #ick/up c% Road Brip c% T-:d% >thers d% Jow 8aintenance Cost !. 5hich attributes are satisfied your #ulsar +ikeX 0. "re you satisfied by the +ike priceX a% :atisfaction b% Cissatisfaction . "re you satisfied by the 8ileageX a% =es b% @o c% +ad 3. The +a,a, Company ser4ice is howX a% :atisfaction b% "4erage

6. 7ow much 7orse #ower (ngine do you likeX a% 50cc a% +lack a% =es a% =es a% =es b% @o b% @o b% @o c% :er4ice :pot d% Responsibility b% '0cc b% Red c% 300cc c% +lue d% :il4er ). 5hich Colour do you likeX 5. Co you like Cisk breakX 0. "re you like self startX 2. +a,a, Company gi4es warranty for the +ikeX '. 5hat additional modification do you re?uire in the +a,a, :er4ice spotX a% (?uipment b% :killed #ersons !. There is any suggestion towards satisfaction of you +ikes. YYYYYYYYYYYYYYYYYYYYYYYY.. YYYYYYYYYYYYYYYYYYYYYYYYYY...

74

REFERENCES:

. Ca4id Joudon L "lbert J. Cella +itta CUSTOMER SATISFACTIONr )I( T"T" 8cBraw 7ill publishing company Jtd* @ew Celhi.

3. B C +eri* MResearch Methodology, 8arketing Research 6I(* T"T" 8cBraw 7ill publishing company Jtd* @ew Celhi.

6. #hilip Ootler* MRetailer #erception, 8arketing 8anagement 'I(* #rentice hall of India $p4t% Jtd* @ew Celhi.

5(+:IT(:A

WWW.BA A AUTO.COM

WWW.!OO!"E.COM
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