A PROJECT REPORT

On
A Study On Consumer Preference
Regarding Two Wheeler in Pune
Submitted in partial fulfilment of the
requirements for the Masters Certificate of

Masters in Business Management (M.B.A.)

by

ISHANT AWJEKAR
(Roll No.13105)
Project Guide: Prof. Ashutosh Zunjur
at

International Institute of Management

Science
Chinchwad, Pune-411033

DECLARATION

I, Mr. Ishant Awjekar hereby declare that this project is a record of

authentic work carried out by me during the academic year 20142015 and has not been submitted to any other University or Institute
towards the award of Masters Degree.

Signature of the
student
[ Ishant
Awjekar ]

ACKNOWLEDGEMENT
I am deeply indebted to many people for the successful completion of
this project.

I would like to take this opportunity and go on record to thank them for
their help and support.

I am thankful to the International Institute of Management Science for all

the support provided for this project.
I express my deep sense of gratitude and sincere feelings of obligation
to my Project Guide Prof. Ashutosh Zunjur who helped me in
overcoming many difficulties and who imparted me the necessary
conceptual knowledge.

INDEX
Chapt
er

Particulars

Introduction

Objectives of the Project

Importance & Scope of Project

Literature Review

Theoretical Background of the Topic

Research Methodology

Results & Discussion

Learnings through Project

10

Conclusion

11

Limitations

12

References

13

Appendices

Abstract

Page No.

Quite frequently these days people talk of research both at academic institute &outside.
Several research studies are undertaken &accomplished year after year. Research is the all
pervasive key and the brain for decision making in the organization . But in most cases very
little attention is paid to an important dimensions relating to research namely that of research
methodology. The need, therefore, is for those concern with research to pay due attention to
designing and adhering to the appropriate methodology through out for improving the quality
of research. The methodology may differ from problem to problem, yet the basic approach
toward research remain the same . Keeping all this in view , we used well known writers of
research methodology(research methods and technology) which has helped us in making the
research exploratory as well as result oriented research. We the students of MBA will join the
corporate world , we need to know the methodology to be adopted to conduct the research , in
terms of gathering data, interpretation & report writing and also use of statistical techniques
thus these books have made it possible to continue with the same. The concern of todays
leading organizations is the purpose of creating more value for customers. This value end
focus provides competitive advantage that has become a necessity today . Here with this
research conducted considering the fact that the market has become customer centric, with
changing life style, tastes, & preferences of customers, customerisation is the watch-word of
this millennium . Thus , this research is a small start to understand the consumers preference
regarding two wheelers .
The marketing concept is consumer oriented and the emphasis is more on the consumer rather
than on the product. The essence of modern marketing lies in building of profit along with
creating meaningful value satisfaction for the costumers, whose needs and desires have to be
coordinated with the set of products and production programmes. Therefore, marketing
success an enterprise depends as its ability to create a community of satisfied consumers. All
the business activities should be carried out in ways which are directed towards the
satisfaction of the consumer needs. Consumer behavior is affected by a host of variables
ranging from personal, professional needs, attitudes and values, personality characteristics,
social economic and cultural background, age, gender, professional status to social influences
of various kinds exerted a family, friends, colleagues, and society as a whole. The
combination of these factors help the consumer in decision making further Psychological
factors that as individual consumer needs, motivations, perceptions attitudes, the learning
process personality characteristics are the similarities, which operate across the different
types of people and influence their behavior.

There are four major factors which influences on the buying behavior of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
So a study had been conducted on Consumer Preferences Regarding Two-Wheelers in
Pune had been collected through structured questionnaire.

Introduction

The Indian industrial sector has undergone profound regulatory changes in recent times as a
consequence of the economic reforms program put together in between 1988 and 1991.
Consequent to these reforms some of the industries that have been influenced the most have
been the consumer durables industry, the automobiles industry and certain financial services.
In an evolving industry especially in emerging economies like India, it is extremely important
to formulate optimal policies on competitions in order to promote both competition as well as
growth. India is the second largest manufacturer of two wheelers in the world. It stands next
only to Japan and china in terms of the number of two wheelers produced and sold
respectively. The Indian two wheelers industry can be broadly classified into three major
segments i.e:1. Scooters
2. Motorcycles
3. Mopeds.
Here in this study , by this research we are trying to analyse about the number of two
wheelers and how many people are using two wheeler. what motivates and influence them to
buy two wheeler what is the most preferable choice in two wheelers in case of motor cycles
and scooters and the most recent two wheelers choice in the market .what are their
preferences , satisfaction level, who influenced them and the reason to buy.

Objectives of the Project

Each and every work in our life is governed by some aims or objectives. Any work without
any objective is like a ship in the mid sea without a compass. So for every work objective
should be specific and focused. Our project is not an exception. Our questionnaire tells about
the objective of the study in a nutshell.

To identify and analyze the market of automobile industry in two wheeler segment.
To study consumer preferences for two wheeler.
Giving conclusions and recommendations.

Research Methodology
RESEARCH USED

The study of dissertation is based on descriptive research. The major purpose of descriptive
research is to give description of the state of affairs as its exist at present. The main
characteristic of this method is that the research has no control over variables; this can only
report what has happened and what is happening.
PRIMARY SOURCES
Primary data has been collected with help of questionnaire from various two wheelers users.
The data collected through questionnaire form that is filled by the general public according to
the researchers convenience.
SAMPLE
Sample size for this research is 240 and sample is taken randomly.
ANOVA
It is a statistical technique used to test and draw the inferences whether the sample belongs to
the same population or not, here the data is quantitative in nature and normally distributed. In
this research we are using two way ANOVA.
CHI SQUARE
Chi square symbolically written as 2. It is a measure used for sampling analysis and
applicable in large number of problems. It is technique used for 1.To test goodness of fit. 2.
Test the significance of association between two attributes & 3. The significance of
population variance

3. Importance & Scope of Project

Here we are using two way ANOVA for analyzing and pie chart.

1-

Distribution of respondents according to their gender and

occupation.
Student
87
33

Male
Female

Service
48
15

Business
38
5

Others
8
5

Frequency Table no: 1

100
90
80
70
60
70

50
40
30
20
10
0
Lucky Draw

Finance

Campaign

INTERPRETATION:
Here we find that the numbers of male students are more than the female students. It is also
seen that the males are using two-wheeler whether they are students or service goers than
female students, service goers. We have seen females doing business and engaged in others
are using very less number of two-wheelers.

Q 2- Distribution of respondents according to whom the services are provided.

Yes

190

No

50

Frequency table no :2

Yes
No

INTERPRETATION:
Here we analyzed that the percentage of getting services is more than
that of getting no services . This may be due to service centres are not
accessible .

Q 3-Distribution of respondents according to their area where they live

and area of purchase.
Exclusive
Rural
Semiurban
Urban
Metro

9
26
94
26

Non
Exclusive
0
19
28
8

Shops

Sale Mela
2
4
6
8

1
0
4
2

Frequency table 3
100
90
80
70
60

70

50
40
30
20
10
0
Lucky Draw

Finance

Campaign

INTERPRETATION:
The respondents living in urban cities are more interested in buying twowheeler from exclusive showrooms and there is very less number of urban
respondents to buy from road shops and sale mela. For metro respondents
there is no preference for buying two-wheeler from road shops and sale
mela.

Q 4-Distribution of respondents according to the service getting and their

level of satisfaction.
Very Low
55
5

Yes
No

Average
75
26

High
42
16

Very High
18
3

Frequency table no:4

100
90
80
70
60
70

50
40
30
20
10
0
Lucky Draw

Finance

Campaign

INTERPRETATION:
The respondents who are getting the services have the average level of
satisfaction and there are very less number of respondents who are
getting services have very high satisfaction level.

Q 5-Distribution of respondents response towards service getting from

different brands.
Bajaj
Yes
No

Honda

60
17

42
8

Yamaha

TVS

15
6

23
5

Hero
Honda
25
7

I Motors
10
2

LML
10
1

Frequency table no:5

100
90
80
70
60
70

50
40
30
20
10
0
Lucky Draw

Finance

Campaign

INTERPRETATION:
By this chart we analyse that Bajaj and Honda are highest service
providers to their two-wheeler buyers than other brands existing in twowheeler market. And the level of satisfaction of getting services is also
higher in Bajaj.

Q 6-Distribution of respondents according to their choice of best

promotion scheme,
Exchange
70

Lucky Draw
42

Finance
88

Campaign
40

Frequency table no: 6

Exchange
Lucky Draw
Finance
Campaign

INTERPRETATION:
According to the respondents it is analyzed that they feel more to go for
finance schemes for purchase of two wheelers so they can have easy
reach to buy two wheelers.

Data Analysis with the help of chi square.

Observed table
Occupation
>
Gender
Male
Female

Student

Service

Business

Others

87
33

48
15

38
5

8
5

Expected table
Occupaton
Gender
Male
Female

Student

Service

Business

Others

91
29

48
15

32
10

10
3

Ho: there is no significant difference in male and female occupation who

are using two-wheeler. Hi: there is significant difference in male and
female occupation who are usingtwo-wheeler.
Test Statistic: (Oij-Eij)2/Eij
Where; Oij = observed frequency.
Eij = expected frequency.
Groups
MALE
Student

Observed
frequency
Oij
87

Expected
Frequency
Eij
91

Oij-Eij

(Oij-Eij) Eij

-4

.17

Service
48
Business
38
Others
8
FEMALE
Student
33
Service
16
Business
5
Others
5
2 =(Oij-Eij)2/Ei

48
32
10

0
6
-2

0
1.125
.4

29
15
10
3

4
1
-5
2

.55
.06
2.5
1.33

= 6.135
degree of freedom= (C-1) (r-1)
= (4-1) (2-1)
=3
the table value of 2 for 3 DOF at 5% level of significance is 7.815. the
calculated value of 2 is less than this table value and hence we can
conclude that null hypothesis is accepted that there is no significant
difference in male and female occupations who are using two-wheeler. At
1% level of significance: the table value of 2 for 3 DOF at 1% level of
significance is 11.314. the calculated value of 2 is less than this table
value and hence we can conclude that null hypothesis is accepted that
there is no significant difference in male and female occupations who are
using two-wheeler.

Literature Review

Theoretical Background of the study

Marketing starts with the consumers and ends with the consumer. Satisfaction of the
consumers becomes the most important goal of a business enterprise. The effort to ensure
consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations
and motivation.
An analysis of the consumers behavior in terms of consumer consumption patterns,
consumer
preferences, consumer motivation, consumer buying process and shopping behavior is very
much helpful to formulate a firms marketing strategy.
So the ultimate objective of a business firm is to create a consumer who is said to be pivot
around whom the entire business of a firm revolve. Thus the marketing concept is consumer
oriented and the emphasis is more on the consumer rather than on the product. The essence of
modern marketing lies in building of profit along with creating meaningful value satisfaction
for the costumers, whose needs and desires have to be coordinated with the set of products
and production programmes. Therefore, marketing success an enterprise depends as its ability
to create a community of satisfied consumers. All the business activities should be carried out
in ways which are directed towards the satisfaction of the consumer needs. A consumer
decision to purchase a particular brand of motor cycle consumers result to complex interplay
of a consumer variables the starting point for the company provides the decision process
marketing stimuli in shape of brand, promotion, price and distribution strategy. The potential
consumer along with other stimuli already exciting receives the marketing stimuli in the
environment. The stimuli my social economic, cultural, technological and political in nature.
MAJOR FACTORS INFLUENCING BUYING BEHAVIOR: Consumer behavior is
affected by a host of variables ranging from personal, professional needs, attitudes and

values, personality characteristics, social economic and cultural background, age, gender,
professional status to social influences of various kinds exerted a family, friends, colleagues,
and society as a whole. The combination of these factors help the consumer in decision
making further Psychological factors that as individual consumer needs, motivations,
perceptions attitudes, the learning process personality characteristics are the similarities,
which operate across the different types of people and influence their behavior.
There are four major factors which influences on the buying behavior of consumer.
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
1. Cultural factors:
Consumer behavior cultural can be defined as the some total of learned belief, values and
customs that serve to guide and direct the consumer behavior of all members of that society.
Cultural is a learned through the following three ways:1. Formal learning
2. Informal learning
3. Technical learning.
Cultural is a most fundamental determinant persons wants and behavior, the growing child
acquires a set of values, perceptions, preferences and behavior, through his family and key
institutions.
2. Social factors:
Consumer behavior is also influenced by such social factors as reference groups, family and
social roles and status.
PERSONAL FACTORS:
Buyers decisions are also influenced by personal characteristics, the buyers age, life cycle
stages, occupation, economic circumstances, lifestyle and personality and self-concept.
PSYCHOLOGICAL FACTORS:
Abraham Mallows needs can be ranked in order of importance from the low biological
needs to the higher levels of psychological needs. MASLOWS hierarchy of human needs

make us understand consumer motivation. It is useful for the marketer who can identify what
generic level need this brand is capable fulfilling and accordingly position his brand up with
relevant marketing inputs. Brands such as food and clothes are bought to fulfill psychological

Findings & Observations

Findings for this project are as below:

The preference of Male Students is more than all other categories of

peoples.
The result of services provided after sales is also great in the

customers responses.
The preferences given to the Urban Area for purchasing vehicle

according to their area where they live and area of purchase.

Average response is for respondents according to the service getting
and their level of satisfaction.
Bajaj is very good in provision of service as per customers survey.
Most of the preferred way of purchasing bike is Finance or Exchange
as per 1st & 2nd priority of users.

My Learning from the SIP

During the dissertation project I could learn:

I have studied the market of automobile industry in two wheeler segment.

Also known the customer preferences for two wheelers.

Suggestions / Recommendations
The economic growth, need for better conveyance and gradually improving road
infrastructure coupled with better credit and financing options, have acted as a major catalyst
in encouraging the growth and development of the two wheeler segment in India. Further, the
new and improved features on the two wheelers, their stylish and trendy looks and a rage
with the country's youth who form a substantial influence in determining the consumer
behavior have ensured that the two wheelers remain on top of the automobile industry's
agenda in India. With that of the recommendations it is also recommendable to introduce
such two wheelers that would make it easy on o be used in rural kacha roads and with
understanding of their income level. So that they can easy make expenditures to buy two
wheelers and that would be affordable for them just like 4-wheelrs NANO TECHNOLOGY
that is made keeping in mind that every class of society should have an easy access to
purchase cars . The similar concept is to be taken while launching new two wheelers that
should be in range of every class of society.

Conclusion
Understanding consumer behaviour in the present scenario is extremely important as it is no
longer a simple task. Now the consumer is considered to be the King. He is the price-maker
and not price-taker. . Earlier, there used to be a few two wheeler manufacturers who held a
monopoly. However, this situation has changed with the entry of other competitors, especially
after liberalization and globalization. The foreign collaboration saw production going up
tremendously due to the availability of many alternative choices, consumer preferences and
needs changed. Suddenly, the buyer came into focus. Hence, this study makes an attempt to
know the changes in the two wheeler markets and buying motives of two wheeler buyers. The
study was conducted by using the survey method. The study revealed the consumer
preference and ownership pattern and the sources of information they used to make the
purchase decision, and importance given to various evaluation criteria. Understanding
consumer behavior or "knowing customers" is not easy. Customers may state their needs and
wants but act otherwise. They may not be in touch with their deeper motivation. They may
respond to influences that change their mind at the last minute. Talking of the two wheeler
industry, the names that effortlessly come to us is Bajaj Auto, Hero Honda, TVS Motor,
Yamaha Motor, Kinetic and others. The two wheeler segment has played an important role in
giving a push to the automobile industry in India. In fact, the production, sales and exports of
the two wheelers is a fair indication of the growing importance that it enjoys in this country's
manufacturing economy. An overview of the two wheeler industry makes this clear that the
two wheelers are among the most sought after automobiles in India for some time and the
trend is likely to stay for a while. But is also observed that consumer are not that satisfied
with the services provided by the two wheelers service provided .service is provided but than
to identify which is the factor that make consumers unsatisfied and another is the rural sector
where demand for two wheeler is not to the level as it should be since it also generates
demand for many products whether the FMCG products or any other technology equipments.

Limitations
Limitation of the Research
1. Time period of two months given by university is not sufficient. Due to which
researcher could not study deeply the topic.
2. The study consists only limited geographical area i.e. Pune.

Annexure

12.a - BIBLIOGRAPHY
Name of the books Authors Name
C.R Kothari
(Research Methodolgy Research Methods and Technology)
S.N Murthy & U Bhojanna (Research Methodology Research Methods and Technology)
WEBSITES
Websites
http://www.google.com