CHAPTER 1 INTRODUCTION

Dealer behavior is the study of how he purchases, how he sells, how they get feedback from consumers and after that he came to conclusion about particular. It is a subcategory of marketing that blends elements from different fields. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics and behavioral variables in an attempt to understand peoples wants. Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of customers on whom the organization depends. As a verb, marketing is all about how an organization addresses its markets. Marketing is The management process which identifies anticipates and supplies customer requirements efficiently and profitably. Marketing is a total system of interesting business activities defined to Plan, piece, promote and distribution want satisfying products & services to present and potential consumers - William. J. Stantion Marketing is the performance of business activities that direct the follow of goods and services from the producer to the consumer or user - American Marketing Association A social and managerial process, by which individuals and groups obtain what they need and want, through creating and exchanging product and value with others. Customer satisfaction begins with a difficult faith; it starts with a commitment to deliver the result for each customer which is also a concern of the dealers. Hence for a manufacturing company, in order to satisfy its customers, it is highly important to satisfy its dealers, as they are the direct customers to them. Establishing satisfaction as the ultimate goal is like the other ultimate goals of business pursuit of higher profits or shareholders wealth. Perfect dealer service or satisfaction is one that meets the combined

need satisfaction is a systemized service that involves the entire organization. But many organizations have yet to develop this kind of awareness of dealer satisfaction strategy. Dealer Satisfaction begins with the following specific assumptions about companys relationship with the customers. 1. 2. 3. 4. The dealer service activities focus mainly on existing dealers. Some dealers are more important than others They are the assets. The dealer is always specific. The dealer needs and value should influence every aspect of the organization strategy, employee safety and performance, product and organization strategy, employee safety and performance, product and service development, sales and marketing programs, operational procedures and information and measurement system. Understanding the dealer is critical to the success of any customer focus initiative, the first step in understanding the dealers is to listen to them. A company needs to hear what its dealers are saying about its people, product service and vision. Their information helps to develop meaningful product and service. Organizations need to listen to their dealer satisfied, dissatisfied neutral and prospective. As one company executive said, talking to a satisfied customer is talking to myself. In the past, dealer satisfaction and service was the responsibility of a separate organization that supported the dealer primarily after the sale. Today, service is also likely to be interested with the every product accompany offers. High dealer satisfaction comes from providing effective services. But giving that service is a continuous activity. It means being efficient, reliable, courteous, curing and professional every time.

PROFILE OF CYCLE INDUSTRY

With an annual turnover of more than 12 million bicycles, the bicycle industry in India is one of the most established the country has today. It has raised the country's position to that of the second largest bicycle manufacturer in the world, next only to china. Today not only is the Indian bicycle industry well accepted but is also widely recognized for its quality standards in international markets.

Most bicycle components and bicycle spare parts in India, except for free wheels and single piece bicycle hubs are manufactured by the small scale sector (SSIs), while the large scale units are permitted to manufacture bicycle frames, chains and rims for captive consumption. Manufacture of complete bicycles falls within the purview of the Organized Sector. The bicycle industry is currently in the midst of making endeavors for enhanced and increased bicycle exports since the scope for export of India manufactured bicycles in the international market significant. As per public reports the present level of exports falls within the range of Rs. 150 crores.

A popular means of transportation in various areas of the world today, the bicycle actually evolved from a little wooden horse with a fixed front wheel , in France in the 1790's. This model was improved in Germany in 1817, by baron karvl von Drais. The model for the modern bike the safety bicycle invented in England in the early 1880's with a chain, sprocket driving rear wheel and equal sized wheels . At the same time, Starley and others improved the technology of gears, breakers and wheels, both on bicycles and less dangerous alternatives such as tricycles. In 1885 , john Kemp Starley ( James ' nephew) invented the ' Rover bicycle , which overcame the dangers of a large front wheel by attaching gears and cranks to the rear wheel instead.

In 1888, John Boyd Dunlop invented pneumatic tyres-competitions then proved that a 'safety' bicycle with pneumatic tyres could easily match the daredevil speeds of the penny-farthing. This established the standard design that has survived to the present day. The years the followed saw the further development of the bicycle with pneumatic tries, two and three speed hub gears, until the 1970's . Bicycles today offer more than just the

simple pleasure of cycling. From fitness and trekking to racing bicycles today cover a much broader spectrum of activities than in the days of their predecessors.

Bicycles have had a huge impact on society .J K Starley went on to from the Rover car company, and many other transport pioneers-such as Henry Ford and the Wright Brothers-also began as cycles mechanics.

Cycling opened up new horizons for people in the nineteenth century by allowing them to travel beyond their home community-this was especially important for woman , and can be seen now also in the developing world. Finally competitive cycling provided one of the earliest forms of mass spectator sport in modern times.

PRESENT STATUS OF CYCLE INDUSTRY IN INDIA India stand next to china in the production of cycle . China bagged top position in cycle manufacturing by producing 5.5 crores cycles annually while India produces 1.3 crores cycles annually. A large part of cycles produced in India is exported because, according to a survey, in India out of every 100 persons only 100 persons only 7 use cycle while in china it is 15 out of 100 & in nether land, it is 97 out of 100 Cycle industry in India is mainly concentrated in Punjab particularly at Ludhiana. It is estimated that there are 4500 cycles and cycle parts manufacturing units in Ludhiana that employ 4.5 lakhs employees. But present state of cycle industry is not satisfactory. It is deteriorating. Units that were running for 12-16 hours a day, are now running maximum for 8 hours. Due to less production there is a fall in domestic turnover by about 30%. this losses in production leads to retrenchment of employees by these firms . And all this situation is created due to change in prices of steel. From the last two years prices of steel are constantly increasing that has greatly effected cycle industry cycle industry having annual turnover of 3600 crores has not only decreased domestic sales but has effected exports also. In the year 2001-02 India's exports included rs.950 crores export of cycles and cycle parts which was reduced to rs. 865 crores in 2002-03 due to increase in prices of steel. Not only this , it is further followed downward trend in 2003-04 by exporting cycles worth rs. 750 crores only. In domestic market also turnover was reduced by 30% . in

order to control the worsening situation central Steel Minister B. K. tripathi announced to exempt cycle industry from bureau of Indian standards which was immediately taken into action but it was all in vain as steel manufacturers did not reduces the prices because they were aware that small manufacturers are not in such a position that they import steel . Even they are unable to buy steel from domestic market because of lack of finance. Big manufacturers are not in scene. It is only small manufacturers who are large in number and are facing financial constraints. There are only three big cycles & cycle parts manufactures-Hero Cycles, Avon and Ralson.

Others come under category of small-scale units and they are running their business just with the help of borrowed funds they lend from banks. But banks now are also not liberal in lending because the small scale units are not regular in paying their installments while they are regularly overdrawing from banks. Punjab govt. has also not given Rs.600 crores subsidy that due from year 1996. in such a serious if some immediate intervention in not made by govt. then small scale units will soon be closed . Also, inability to increase production by domestic manufactures can lead to situation where a major portion of market share will grabbed by foreign companies which pasted a great threat to the Indian Cycle industry.

COMPANY PROFILE
BASIC INFORMATION Business Type

Manufacturer Exporter Wholesaler Trader Retailer

Ownership & Capital Year of Establishment Ownership Type Trade & Market Annual Turnover Infrastructure Location Type Quality & Certification Team & Staff Total Number of Employees Company USP Primary Competitive Advantage Statutory Profile TIN No. / VAT No. 07200365955

1962 Sole Proprietorship (Individual)

Rs. 25 Crore

Commercial

125 People

Large Product Line

Packaging/Payment and Shipment Details Customized Packaging Payment Mode Yes

Cash Credit Card

Cheque DD

Kular Cycle Industries was formed in 1962. Achieving technical expertise & to become leader of Bicycle Components. In house plating facilities were added and these plants were made to production successfully.

Kular is the flagship company of a Professionally Managed group that is continuously achieving the high levels of Customer Satisfactions. Kular has a strong technological and infrastructure background consist of a team of dedicated engineers, energetic management and skilled employees. It was founded by Singh who was born

technocrat but having no school education. In spite of this his visionary skills, he installed self manufactured special purpose machines. The technique used by him is still adopted and is very helpful in the production. Kular is equipped with state of art machinery, a well equipped tool room with Press shops with presses ranges from 10 tons to 250 tons, other conventional machinery, welding and in house plating plant. Quality system is equipped with a wide range of updated measuring and testing equipment's.

The ultimate goal of the company is to enhance domestic as well as international competitiveness to meet the future challenges.

MISSION
To become the sustainable export Retailing company & DELIVER superior values to Customers, Buyers, Importers, distributors, Business Partners, and the communities, globally. The means to realize their full potential.

VISION & VALUES

To achieve our Purpose and Mission, Kular cycle are fueled by our Values. Kular cycle affirm our values of Integrity, Respect for People, Customer Focus, Community, Innovation, Teamwork, Performance, Leadership, and Quality. We aspire to be the leader in the global market with global well being as our ultimate goal.

KULAR CYCLE PATRONS

Kular cycle provide quality products to our valuable customers with a commitment of superior services to them. We rethink every business process, product and service from the standpoint of the consumer - so as to exceed expectations at every touch point.

KULAR CYCLE USP

Some of our strengths that make us a reliable business partner to work with are: Superior quality Long experience and extensive industry knowledge Timely execution of assignments Competitive prices Customer oriented approach Unending pursuit of product, process and performance optimization

QUALITY
Kular cycle believes & function with the principle that the growth of a company is directly proportionate with the quality they produce. We have adopted stringent quality control measures to ensure that we strike the perfect "balance" between the quality we produce and the costing of our products. Kular cycle quality control managers test quality at each stage of pre-production, production and supply & only further those products to the client that are in accordance with the quality parameters accepted by market.

WAREHOUSING
Kular cycle well developed warehousing facilities enables us to store the imported products, which helps us in fast delivery of the products. Moreover, we also have a packaging unit to pack the products with qualitative material that are moisture proof and do not wither easily to protect the range from wear and tear during the transit period. In addition to this, we also have tie-ups with logistic companies for prompt and safe transportation of our consignments.

KULARS TEAM Kular have an experienced team of professionals ready to take any kind of challenges. We have distinguished

Marketing and Finance, Research and

Development departments so as to carry out our work in a proper manner. We have an efficient team ready to learn latest technology software and machinery. Our team comprises of engineers, technicians, quality analyst, skilled staff and semi-skilled staff. We are working dedicatedly to expand our business while maintaining the quality standard. INDUSTRY CATERS TO Kular stand amongst the leading manufacturers and exporters of bicycle and bicycle parts. Our products are popular not only in Indian Subcontinent but in East Asia, South East Asia and Middle East countries. Kular have highly advance R&D unit which is upgraded with latest machinery and technology. Kular cater our products to varied manufacturing industries, whole sellers, manufacturing industry and retailers. WHY PEOPLE PREFER KULAR CYCLE? We at Kular have rich experience in manufacturing sector which has helped us in gaining edge over other competitors in the market. Our products are made of stainless steel body which ensures durability of the product. Other special characteristics include: Modern designing software DELCAM Plc. from United Kingdom has been installed and DECKEL MAHO German made Hi-Tech Machining Centre has been set up in the R&D department itself.

ISO 9001:2000 certified company Acclaimed as star export house by Indian Government Our products have been launched in international market as well Believe in ultimate Customer Satisfaction

INFRASTRUCTURE Kular Exports has continuously been engaged in expanding infrastructure over the past few decades. We have separate units of Research and Development as well as Finance and Marketing. Our Research and Development is equipped with latest technology to compete with other bicycle and bicycle parts manufacturers in the market. COMPETITORS OF KULAR CYCLES INDUSTRIES
TUBE INVESTMENTS OF INDIA LIMITED:TI Cycles of India, one of the leading bicycle manufacturers in India, started in 1949, has been at the forefront of innovations and is a pioneer in the market of cycles. TI cycles are the makers of countrys most famous brands like Hercules, BSA and Philips cycles. The companys vision is to be a worldwide leader in cycling and cycling solutions by instilling the pride of ownership in the customers.

Brands: - the flag ship brand of TI cycles portfolio, this brand of ours is still as young as ever. Hercules stands for a unique pride of possession - anchored in the time-tested values of heroism and integrity, to which the brands customers subscribe in their own lives.

- Another Flagship Brand of TI cycles, BSA stands for Birmingham Small Arms. It signifies the joy of cycling; fun and comfort go hand in hand with BSA. BSA today is an intrinsic part of the Indian family with cycles for everyone - kids, teens and adults. Certificates: Certified with ISO 9002 and ISO 14001.

Exports: TI Cycles is an exporter to many regions across the global - Europe, South East Asia and Africa; being some of them.

AVON BICYCLES: Avon Cycles came into being in 1952 when the first batch of 250 bicycles rolled out of its plant. AVON is the only group anywhere in the world with full backward integration. They have facilities for making almost all the parts, including Steel Balls needed for their Bicycles. This places them a cut above the rest when we talk of quality born of work culture. They did not venture into Tyre and Tubes, these being in a different discipline, altogether. To meet their expanding requirement of raw materials, they added facilities for making Steel Strips, Steel Tubes and Hot Rolled Steel, achieving full backward integration, unmatched and unequalled anywhere else.

HERO CYCLES: Hero Group ranks amongst the Top 10 Indian Business Houses comprising 20 companies, with an estimated turnover of US$ 3.2 billion during the fiscal year 20052006. Hero Cycles Limited is a Guinness Book Record holder since 1986 as the world's largest manufacturer of bicycles, with annual sales volume of 5 million bicycles in FY 2006. World Bank has acclaimed Hero Cycles as a role model in vendor development based on a world-wide study. From a modest beginning of mere 639 bicycles in the year 1956, Hero Cycles products over 18500 cycles a day today, the highest in global reckoning. With the 48% share of the Indian market and with more than Rs. 10000 Crore turnover annually., it is one of the largest bicycle manufacturer.

OUTLOOK FOR THE FUTURE:The outlook for the future in bicycles is positive, though stability is the story of the recent past. The bicycle industry is a seasonal business that can be impacted by unusual weather, as well as an industry that relies on discretionary spending impacted by economic conditions. Industry sales of bicycles seem to be stable at over 15 million bicycle units annually, plus parts, accessories and service, which historically is a very healthy number for the industry. National trends related to the green movement, environmental

sustainability, the need to address health problems related to inactivity, and higher gas prices also bode well for the future of human-powered transportation.

The federal government has also budgeted significant transportation money for construction of bicycle specific facilities such as bike paths and road improvements friendly to bicycles in the coming years, which is another sign of the emergence of bicycling as an important form of transportation.

SWOT ANALYSIS
STRENGTH Complete manufacturing Solutions- From the drawing board to the streets the envisaged and implemented within the company. Integration of higher level technologies The technical assistance for the expertise in the bicycle industry through outsourcing and collaboration in R&D field helps the company to produce components at cheaper price. Understanding and integrating customer needs:- The gap between the supply and demand has been bridged owing to the use of new softwares such as ERP and adoption of customer oriented procedures leading to overall increase in efficiencies. Continuous Technology Up gradation:- Due to any new technology that is being created is rendered obsolete after a short duration. To maintain the market strong- hold upgrading of technology on a continuous basis is paramount. Kular Cycles strives to maintain its technology at par with the best in the world. Cost Competitiveness:- Due to the continuous hunt for cheap labour by the international players, India has been looked upon as the most favourable places for doing business. Global Logistics:- The breaking down of transnational barriers has popped logistics on a global scale, this in turn proves to be enormously beneficial to the industry, and infused a lifeline into it. High Quality and Productivity:- the company ensures high quality and productivity through its latest technology which it gets from its counterpart, and ensuring that all the employees and suppliers thrive for better quality and hence increasing the customer satisfaction level.

The bicycle industry adheres to high quality controls.

WEAKNESS Till recently many of the organized and unorganized players of the component industry did not have access to the high levels of research and development capability. The Bicycle industry experts are of the view that the industry is exposed to cyclic downturns. Most of the local players are dependent on the global majors for the latest technology and R&D which in turn hampers their cost effectiveness since the major player is in a better position to dictate terms. Inability to manage high input cost in comparison to its competitors Inability to focus on its Promotions

OPPORTUNITIES Bicycle companies in India are now focusing on urban markets and are looking to expand their base in the professional and adventure categories. The bicycle business is flourishing worldwide with the poor and the moneyed classes alike are interested in using this mode to reach their destinations. It resulted in the global companies experimenting with the change and spreading their wings. The cycle makers are optimistic that the fancy segment would grow to constitute nearly 70 per cent of the market by 2010. The future could also see Indian consumers upgrading to lighter sports cycles. High oil prices and concerns over climate change may encourage people to take up cycling. The global industrys steady production over the past decade demonstrates the bicycles resilience and its promise for the future as a climate-benign, healthy, and affordable transportation alternative.

THREATS Emerging Economies are becoming volume drivers with their associated costs, quality and productivity advantages. Market getting unified into a single integrated market.

Development to global standards in a compressed lead time Imports pose price based competition in the replacement market. Solution for high volume and world class quality at low costs. The presence of a large counterfeit components market poses a significant threat. Further marginalization of smaller players likely. Like in many other sectors, the Chinese threat seems to have been overstated in the cycle industry.

CHAPTER 2 REVIEW OF LITERATURE

Jule B. Gassenheimer, Roger J. Calantone, Joseph I. Scully (1995) wrote that suppliers use a variety of strategies to gain a preferred position within their dealers' supply network. Dealers allocate purchases among several suppliers in order to maximize benefits from their suppliers' competitive maneuvers and to avoid being dominated. Uses an extension of transaction cost analysis and contract law to provide empirical insight into supplier-dealer relationships within dealers' supply networks. Also suggests simple but powerful mechanisms for suppliers to enhance relationship strength. Jule B. Gassenheimer, Rosemary Ramsey (2002) This study extends previous buyerseller relationship research by examining the level of mutual dependence and powerdependence imbalances across buyer (reseller) supply sources. Using critical support services and the intensity of coercive influence attempts, results suggest that the level of mutual dependence and power-dependence imbalances make a difference in reseller satisfaction, but that the impact hinges upon whether the supplier is the primary, secondary, or tertiary supplier in terms of annual purchases by the reseller. The Executive Summary offers direction for managers. Alexender Staus (2007) studied this article analyses dealer satisfaction data in the agricultural technology market in Germany. The dealers could rate their suppliers in the "overall satisfaction" and in 38 questions which can be summarized in 8 dimensions. An ordinal regression model which is also known as the proportional odds model is used to analyse the ordinal scaled rating of the dealers. The ordinal regression model is a well examined method in econometric theory, but many authors prefer using a linear regression model due to better interpretation, even the assumptions of a linear regression do not fit the data. Since the estimated coefficients of an ordinal regression model can not be properly interpreted we show other methods for a better insight of the relationship of the dealer satisfaction and the influencing variables. These methods are easy to use and it is recommended to list some of them in empirical papers.

Dr. Rajagopal (2008) writes that Market orientation is positively associated with performance of dealers in terms of customer service quality, growth in sales and increase in market share. This paper aims at analyzing the impact of market orientation strategies and performance of customer services on customer acquisition, retention and sales of automobiles, which reveals overall performance of the automobile dealers in Mexico. Discussion in the paper also comprehends understanding on customer-dealer relationship in the automobile market segment referring to the key factors which establish services quality encompassing tangibility, responsiveness, trust, accuracy and empathy. The results of the study reveal that the customers perceive better quality of the relationship in a given frame of functions that are performed effectively by the dealer lowering the extent of conflicts thereof. High conformance quality services of dealers and value added customer relationship to offer high customer satisfaction develop life time customer value and strengthen the customer-dealer relationship.

Wolfgang Meinig (2009) considering the fact that the way in which a dealer is treated by its manufacturer has decisive influence on the dealers commitment to the brand as well as on the dealers business success, an examination of dealer satisfaction or dissatisfaction has become strikingly important during the last few years. For this purpose a questionnaire has been developed by the Forschungsstelle Automobilwirtschaft (FAW), Bamberg with the aim to assess the Dealer Satisfaction Index (DSI). The main objective of this questionnaire is to evaluate the significance of various factors with regard to business success for all brands and dealerships, and to provide a profound result concerning satisfaction or dissatisfaction of all dealers with their brand. Since its start in 1995, the DSI has gained increasing importance throughout both trade and industry. With regard to the development the dealer satisfaction has undergone since 1995, it is highly remarkable that the dissatisfaction still persisting in 1996 did not continue in 1997. The overall satisfaction has increased markedly.

This article analyses dealer satisfaction data in the agricultural technology market in Germany. The dealers could rate their suppliers in the 'overall satisfaction' and in 38

questions which can be summarized in 8 dimensions. An ordinal regression model which is also known as the proportional odds model is used to analyse the ordinal scaled rating of the dealers. The ordinal regression model is a well examined method in econometric theory, but many authors prefer using a linear regression model due to better interpretation, even the assumptions of a linear regression do not fit the data. Since the estimated coefficients of an ordinal regression model can not be properly interpreted we show other methods for a better insight of the relationship of the dealer satisfaction and the influencing variables. These methods are easy to use and it is recommended to list some of them in empirical papers.

CHAPTER - 3 RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

To study the scope of Improvement of relationship of dealers with the Kular Cycle. To study different factors affecting the satisfaction level of the dealers. To study what facilities dealers wanted from Kular Cycle. To study if the dealers are satisfied with the services provided by the Kular Cycle. To study their wish to continue dealing with company in future.

RESEARCH DESIGN This is an arrangement of conditions for collecting and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is a conceptual structure with in which research is conducted. So, the design used here in DESCRIPTIVE DESIGN as it is concerned with describing the characteristic of a particular individual group as DEALERS in this case.

SAMPLE DESIGN It is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. SO, THE SAMPLE DESIGN USED HERO IS NON PROBAILITY SAMPLE DESIGN which doesnt afford any basis or estimating the probability that each item in the

population has an equal chance of being included in sample. Under this CONVENIENCE SAMPLING IS TAKEN as herein elements are selected for inclusion in the sample based on the ease of access, it can be called as HAPHAZARD SAMPLING too.

TYPE OF UNIVERSE- The first stop in development any sample design is to clearly define the set of objects, technically called the universe. Herein this study universe is cycles industry and among that dealers of hero cycles have been selected as sample.

SAMPLING UNIT Geographical areas selected as a part of study. Hero these are ludhiana, amongst these sample plan dealers of Kular cycles.

SAMPLE SIZE This refers to the number of item to be selected from the universe to constitute a sample. So, in this study its 40 dealers.

RESEARCH INSTRUMENT In this survey structured and unstructured questionnaire have been used referred as open and close ended questionnaire used for data collection

Primary and Secondary Method have been used for collection data. Where questionnaire have been used as a tool for survey in collecting data from hero cycles dealers in different cities as a Primary Sources. As a Secondary Sources Internet and Annual Report of the company have been used.

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

1. FROM HOW LONG YOU ARE INTO BICYCLE BUSINESS? NO OF YEAR O-5 5-10 10-15 15 & ABOVE NO OF RESPONDENTS 0 5 5 30

BUSINESS OF BICYCLES
30

25

20

15

10

0 0-5 year 5-10 year 10-15 year 15 & Above

Interpretation From the above analysis we can conclude that most the dealers are into Business from the Last 20-25 year. Bicycle

2.

AMONG THE FOLLOWING YOU HAVE DEALERSHIP? COMPANYS A) KULAR B) AVON C) HERO D) TI E) OTHERS NO OF DEALERSHIP 30 10 40 10 5

DEALERSHIP
40 35 30 25 20 15 10 5 0 KULAR AVON HERO TI OTHERS

Interpretation From the above data we can make that all dealers of HERO Cycles have dealership of others brands AVON, Kular and TI in same relation.

3.

WHAT TYPES OF BICYCLE YOU PERFER TO SALE MORE?

TYPES OF BICYCLES STANDARD HI-END FANCY KIDS TOTAL

NO OF RESPONDENTS 10 25 5 40

SALES OF BICYCLES
25

20

15

10

0 STANDARD HI-END FANCY KIDS

Interpretation From the above analysis we have come to conclusion that most the sales for HI-END FANCY of 60%, STANDARD of 25% and KIDS of 15%.

4.

WHAT IS YOUR PER MONTH SALES (IN UNITS)? SALES PER MONTH (IN UNITS) A)0-50 B)50-100 C)100-150 D)150& ABOVE 2 5 8 10 2 5 6 10 4 6 10 20 2 4 0 0 KULAR AVON HEROS OTHERS

250

PER MONTH SALE

200

150

100

50

0 DEALERS 4 DEALERS 6 DEALERS 10 DEALERS 20

Interpretation From the above analysis we have come to conclusion that most the sales for HERO Cycles fall in the Ranges of 100-150,150 & above units follow by other company ranges as 50-100 etc.

5.

WHAT HELPS IN INCREASING YOUR SALES?

TOOLS OF INCREASING SALES A) PROMOTION B) GIFTS C) CASH DISCOUNTS / OFFERS D) ADVEARTISEMENTS NO OF RESPONDENTS 5 10 25 5

SALE INCREASING
25

20

15

10

0 PROMOTION GIFTS CASH DISCOUNTS ADVERTISEMENT

Interpretation From the above we can interpret that Kular Cycles helps in increasing Sales of more than cash discounts and offers etc.

6.

WHAT PRICE IS MOST PREFERRED BY THE BUYER?

PRICE A)500-1000 B)1000-1500 C)1500-2000 D)MORE THAN 2000

NO OF RESPONDENT 0 5 10 25

PRICE RANGE
25 20 15 10 5 0 1000 1500 2000 MORE THAN 2000

Interpretation From the above its concluded that Kular Cycles dealers make out their sales from the price ranges of cycles as Rs.1000-2500 so that buyer is most prefer more than Rs.2000.

7.

DO YOU THINK BRAND NAME OF COMPANY EFFECT THE BUYING DECISION OF CONSUMER?

OPTION A) YES B) NO

NO OF RESPONDENT 40 0

EFFFECT OF BRAND NAME

40 35 30 25 20 15 10 5 0 YES NO

Interpretation From the above analysis we can see that in this case all respondents have same option for all brands that brands images method a lot in sales of Bicycles.

8.

WHICH ARE THE VARIOUES BRANDS YOU ARE DEALING WITH? VARIOUES BRANDS A) KULAR B) AVON C) HERO D) TI E) OTHERS NO OF RESPONDENT 5 10 10 15

DEALING OF VARIOUES BRANDS

16 14 12 10 8 6 4 2 0
KULAR AVON HERO TI OTHERS

Interpretation From the above data we can make that all dealers of HERO Cycles have dealing of others brands AVON, Kular and TI in same relation.

9.

FROM WHAT COMPANY YOU ARE SATISFAED IN TERM AFTER SALE SERVICE? COMPANYS SATISFACTION LEVEL YES A) KULAR B) AVON C) HEROS D) TI E) OTHERS 20 5 38 5 0 2 NO

SATISFACTION LEVEL OF AFTER SALE SERVICE

40 30 20 10 0 YES NO

Interpretation All dealers of Kular Cycles accepted the fact that they are satisfied with the services offered by the company except one dealer.

10.

DO YOU THINK THE LOCATION OF YOUR SHOWROOM HELPS IN SELLING BICYCLES?

OPTION YES NO

NO OF RESPONDENTS 40 0

LOCATION OF SHOWROOM

40 35 30 25 20 15 10 5 0 YES NO

Interpretation All dealers of Kular Cycles in various cities feel that location of showroom very helps in the sales of Bicycles.

11. AFTER PLACING AN ORDER WITH COMPANY DO YOU RECEIVE SUPPLIES IN TIME?

OPTION YES NO

NO OF RESPONDENTS 40 0

SUPPLIES IN TIME

40 35 30 25 20 15 10 5 0 YES NO

Interpretation All dealers unfarmed that they all received their supplies in time after placing order.

12.

WHICH COMPANY OFFERS YOU A BETTER PACKAGE IN RELATION TO CREDIT PURCHASES, DISCOUNTS, ETC? COMPANYS A) KULAR B) AVON C) HEROS D) TI E) OTHERS

NO OF RESPONDENTS 25 10 35 5 5

COMPANY'S OFFERS
35

30

25

20

15

10

0 KULAR AVON HEROS TI OTHERS

Interpretation The best company that offers a better package in relation of credit purchases, discounts is Kular Cycles, where as Hero cycles offers better package compared to other companies.

13.

AMONG THE FOLLOWING WHICH COMPANY IS MORE RESPONSIVE TO YOUR COMPLAINTS? COMPANYS A) KULAR B) AVON C) HEROS D) TI E) OTHERS NO OF RESPONDENTS 15 10 38 5 0

RESPONSIVE OF COMPLIANTS
40 35 30 25 20 15 10 5 0 KULAR AVON HEROS TI OTHERS

Interpretation The best company of that is more responsive towards dealer complaints is HERO Cycles.

14.

HOW OFTEN COMPANYS EXECUTIVES VISIT YOUR SHOWROOM? DURATION A)ONCE IN A WEEK B)A MONTH C)2-3DAYS IN A MONTH D)4 DAYS IN A MONTH _ _ _ _ _ YES _ _ _ YES YES _ _ _ _ KULAR _ AVON _ HEROS _ TI _ OTHERS _

45 40 35 30 25 20 15 10 5 0

KULAR COMPANY EXECUTIVES VISIT IN SHOWROOM

ONEC IN A WEEK

A MONTH

2-3 DAY'S IN A MONTH 4 DAY'S IN A MONTH

Interpretation All dealers of Kular Cycles informed that company Executives visits them monthly once or twice.

15.

WHICH MODE ENHANCES YOUR SALES MOSTLY (MORE THEN)?

MODE A)FREEACCESSORIES B)EXTENDED GIFTS C)PRICE OFFERS D)HEAVY ADDS

KULAR 20 15 25 25

AVON 5 5 5 5

HEROS 5 5 5 10

TI 5 5 0 0

OHTERS 5 10 5 0

TOTAL 40 40 40 40

KULAR CYCLES GIVEN MODE ENHANCES

25

20

15

10

0 FREE ACCESSORIES EXTENDED GIFTS PRICE OFFERS HEAVY ADDS

Interpretation From the above we can interpret that Kular Cycles sales enhances by the entire given mode be it free gifts, price and offers etc.

16.

WHAT ARE MOSTLY PREFERRED FEATURES BY CUSTOMERS FOR THE PURCHASE OF BICYCLE?

FEATURES A)PRICE B)QUALITY C)BRAND IMAGE D)AFTER SALES SERVICE

KULAR 5 10 10

AVON 5 5 5

HEROS 20 25 20

TI 5 0 5

OHTERS 5 0 0

10

FEATURES OF BICYCLES
25 20 15 10 5 0 A) PRICE B) QUALITY C) BRAND IMAGED) AFTER SALES SERVICE

Interpretation From the above analysis we can conclude that most preferred features for the purchase of Bicycles of costumer is price, quality and brand image of company.

17.

IN WHICH COMPANY PRODUCT YOU ARE GETTING MAXIMUM COMPLAINTS? COMPANYS A) KULAR B) AVON C) HEROS D) TI E) OTHERS

NO OF RESPONDENTS 2 5 5 8 20

MAXIMUM COMPLAINTS OF PRODUCT'S

20 18 16 14 12 10 8 6 4 2 0 KULAR AVON HEROS TI OTHERS

Interpretation From the above analysis we can conclude that all dealers say that maximum complaints of others company products.

18.

WITH WHICH OF THE FOLLOWING COMPANY YOU WOULD LIKE TO ENHANCES YOUR BUSINESS RELATION IN FUTURE? COMPANYS A) KULAR B) AVON C) HEROS D) TI E) OTHERS NO OF RESPONDESTS 25 20 35 5 5

BUSINESS RELATION IN FUTURE

40 30 20 10 0 YES NO

Interpretation From the above table we can conclude that all the dealers are satisfied with their dealing with Kular Cycles so they all want to continue doing business relation in future too.

19.

WHAT KINDS OF PROBLEM YOU ARE FACE FROM BICYCLE COMPANYS WHILE DEALING? PROBLEMES A) REPLACEMENT B) NO PROBLEM NO OF RESPONDENTS 5 35

FACING PROBLEMS WITH HERO CYCLES DEALING

35 30 25 20 15 10 5 0 REPLACEMENT NO PROBLEM

Interpretation From the above analysis we can see that only few respondents complained about any kinds of problem with company rest all have no problems.

20.

ANY SUGGESTIONS TO IMPROVE YOUR DEALING WITH THE COMPANY TO ENHANCE IMAGE?

OPTION COMPANY IS ALREADY ESTABLISHED BRAND IMAGE

NO OF RESPONDENTS 40 _

SUGGESTIONS TO IMPROVE DEALING WITH CCOMPANY

40 35 30 25 20 15 10 5 0 YES NO

Interpretation From the above analysis we can conclude that Kular Cycles have already established brand image that cycles dealers dont feels to give any suggestions as they say company is looking keenly to their requirements.

CHAPTER - 5 FINDINGS, SUGGESTIONS & CONCLUSION FINDINGS

All the Bicycles dealers in cities like Ludhiana are into their business from the last 20-25 year. They all have Kular Cycles dealership along with Hero, AVON, TI and OTHERS. Apart from the dealership they have few dealing with local brands too. Dealers sales fall in the range of 50-200 units. For the purchase of Bicycles price quality brands image, after sales services all play a manger role. Kular Cycles is one such company that is most responsive and cooperative. Company should listen to dealers complaints in time and should hold meeting with than too address their problems.

SUGGESTIONS Kular Cycle should make advertisement of products aggressively in the way of hoardings which increase the more visualizes customer. Kular Cycle should provide credit facility to the dealer in a better way by which they can increase their sale Dealers should consider the demand of people time to time so that they come to know what people want in a particular period of time. Kular should adopt a good pricing strategy.

CONCLUSION
In found in my study that the dealers are somewhat satisfied with the Kular Cycle but some dealers are not satisfied by the company neither in the way of credit facility nor by the distribution system of Kular Cycles.

According to survey I found that Kular Cycle having a good position in the market in terms of pricing but lacking in terms of its dealer satisfaction. Consumers get to know more by the television and they are influenced to buy new products by the unique products that are introduced in the market.

My study also found that there are various factors influencing customer in buying decision and the most influencing factor is brand image and advertisement and other factors play a secondary role in buying decision.

BIBLIOGRAPHY
PHILIP KOTLER : MARKETING MANAGEMENT SUJA.R.NAIR : CONSUMER BEHAVIOUR RAMANUJ MAJUMDAR: MARKETING RESEARCH C.R.KOTHARI: MARKETING RESEARCH BICYCLE RETAILOR & INDUSTRY NEWS, PUBLISHED BY THE NBDA http://www.financialexpress.com/news/Kular-Cycle-forays-into-pharmabusiness/313225/---- Charanjit Ahuja http://findarticles.com/p/articles/mi_m0EIN/is_2006_July_6/ai_n26917638 http://www.valuenotes.com/ajain/ajain_Kular_02may05.pdf?ArtCd=35016 http://www.thehindubusinessline.com/2007/02/15/stories/2007021504881300.htm

QUESTIONNARE DEAR RESPONDENTS,

A Project Titled STUDYING THE SATISFACTION LEVEL OF BICYCLE INDUSTRYS DEALERS is conducted hereby. This questionnaire is for the same purpose.
NAME:. STATION: ADDRESS:.. DATA:

Q:-1) FROM HOW LONG YOU ARE INTO BICYCLE BUSINESS? ANS:- A) 0-5 Year C) 10-15 Year B) 5-10 Year D) 15& Above

Q:-2) AMONG THE FOLLOWING YOU HAVE DEALERSHIP? ANS- A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:-3) WHAT TYPES OF BICYCLE YOU PERFER TO SALE MORE? ANS- A) STANDARD C) KIDS B) HI-END FANCY

Q:-4) WHAT IS YOUR PER MONTH SALES (IN UNITS)? ANSSALES MONTH UNITS) A)0-50 B)50-100 C)100-150 D)150& ABOVE PER (IN KULAR AVON HEROS OTHERS

Q:-5) WHAT HELPS IN INCREASING YOUR SALES? ANS- A) PROMOTION C) CASH DISCOUNTS/OFFERS B) GIFTS D) ADVEARTISEMENT

Q:-6) WHAT PRICE IS MOST PREFER BY THE BUYER? ANS- A) 500-1000 C) 1500-2000 B) 1000-1500 D) MORE THEN 2000

Q:-7) DO YOU THINK BRAND NAME OF COMPANY EFFECT THE BUYING DECISION OF CONSOMER? ANS- A) YES B) NO

Q:-8) WHICH ARE THE VARIOUES BRANDS YOU ARE DEALING WITH? ANS- - A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:-9) FROM WHAT COMPANY YOU ARE SATISFAED IN TERM AFTER SALE SERVICE? ANS-- A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:-10) DO YOU THINK THE LOCATION OF YOUR SHOWROOM HELPS IN SELLING BICYCLES? ANS- A) YAS B) NO

Q:-11) AFTER PLACING AN ORDER WITH COMPANY DO YOU RECEIVE SUPPLIES IN TIME? ANS- A) YES B) NO

Q:-12)WHICH COMPANY OFFERS YOU A BETTER PACKAGE IN RELATION TO CREDIT PURCHASES,DISCOUNTS,ETC? ANS- A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:-13) AMONG THE FOLLOWING WHICH COMPANY IS MORE RESPONSIVE TO YOUR COMPLIANTS? ANS - A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:-14) HOW OFTEN COMPANYS EXECUTIVES VISIT YOUR SHOWROOM? ANSDURATION A)ONCE IN A WEEK B)AMONTH KULAR AVON HEROS OTHERS

C)2-3DAYS MONTH

IN

D)4 DAYS IN A MONTH

Q:-15) WHICH MODE ENHANCES YOUR SALES MOSTLY (MORE THEN)? MODE A)FREEACCESSORIES B)EXTENDED GIFTS C)PRICE OFFERS D)HEAVY ADDS KULAR AVON HEROS OHTERS

Q:-16) WHAT ARE MOSTLY PREFERRED FEATURES BY CUSTOMERS FOR THE PURCHASE OF BICYCLE? FEATURES A)PRICE B)QUALITY C)BRAND IMAGE D)AFTER SALES SERVICE KULAR AVON HEROS OHTERS

Q:-17) IN WHICH COMPANY PRODUCTYOU ARE GETTING MAXIMUM COMPLENTS? A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:-18) WITH WHICH OF THE FOLLOWING COMPANY YOU WOULD LIKE TO ENHANCES YOUR BUSINESS RELATION IN FUTURE? A) KULAR C) HEROS B) AVON D) TI E) OTHERS

Q:- 19) WHAT KINDS OF PROBLEM YOU ARE FACE FROM BICYCLE COMPANYS WHILE DEALING? ANS-

Q:-20) ANY SUGGESTIONS TO IMPROVE YOUR DEALING WITH THE COMPANY TO ENHANCE IMAGE? ANS-.

A STUDY TO ANALYSE THE DEALERS SATISFACTION TOWARDS CYCLE INDUSTRIES (A SURVEY CONDUCTED BY KULAR CYCLES)

SUMMER TRAINING REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY CHARATVIR SINGH MBA (MARKETING) 12005

DEPARTMENT OF BUSINESS MANAGEMENT GURU NANAK DEV ENGINEERING COLLEGE LUDHIANA, PUNJAB

DECLARATION
I hereby certify that the work which is being presented in the project entitled TO ANALYSE THE DEALERS SATISFACTION TOWARDS CYCLE INDUSTRIES, in partial fulfillment of requirement for the award of degree of M.B.A, submitted in the DEPARTMENT OF BUSINESS ADMINISTRATION AT GURU NANAK DEV ENGINEERING COLLEGE, LUDHIANA is an authentic record of my own work carried under the supervision of Mr. Parampal Singh. This study has not been submitted to any other institution or university for the award of any other degree.

Signature of the student

This is to certify that the above statement made by the candidate is correct to the best my knowledge.

Signature of the supervisor MR. PARAMPAL SINGH DEPARTMENT OF BUSINESS ADMINISTRATION GNDEC, LUDHIANA

ACKNOWLEDGEMENT
First and foremost my heartfelt thanks to God Almighty for helping me in all my ways. I express my deep gratitude to Dr. Sukhdev Singh, Head of the Department of Business Administration, Guru Nanak Dev Engineering College, Ludhiana. I owe my gratitude to my guide Mr. Parampal Singh, for his valuable suggestions and support from the start to the completion of this study.

I am extremely thankful to Mr. Harmail Singh (Managing Director) for allowing me to work in Kular Cycle Industries, Ludhiana. I wish to thank throughout my study in Kular Cycles. for helping me

Last but not the least, I thank my family & friends who have constantly been there for me and encouraged me in all my endeavors.

Charatvir Singh

TABLE OF CONTENTS
CHAPTER PARTICULARS PAGE NO.

NO.
1 14

CH 1.

INTRODUCTION

CH 2.

REVIEW OF LITERATURE

15 17

CH 3 .

PROBLEM FORMULATION

18 19

CH 4.

DATA ANALYSIS AND INTERPRETATION

20 39

CH 5.

FINDINGS, SUGGESTIONS & CONCLUSION

40 42

BIBLIOGRAPHY

43 44 46

ANNEXURE