CONSUMER BEHAVIOUR AND BRAND

PREFERENCE OF BAJAJ MOTOR BIKES

IN SOLAN TOWN

PROJECT REPORT
BY

AKHIL BHARDWAJ

SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREl'-1ENTS FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(AGRIBUSINESS)

• ...._ .. # ~ •

DEPARTMENT OF BUSINESS MANAGE!\IENT

COLLEGE OF HORTIC ULTURE
DR. YASHWA T SINGH PARMAR UNIVERSITY OF HORTICULTll RE ANO FORESTRY

RRrYJ NAUNl-SOLAN-173230 {H.P.)

2007
658·827
B Ltc9 c
 CONSUMER BEHAVIOUR AND BRAND
PREFERENCE OF BAJAJ MOTOR BIKES
IN SOLAN TOWN

PROJECT REPORT
BY

AKHIL BHARDWAJ

SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(AGRIBUSINESS)

. \V
.... ,.,, .

DEPARTMENT OF BUSINES MA NAGEl\IENT

COLLEGE OF HORTICULTl RE
DR. YASHWANT SI 1GH PARMAR UNIVER IT Y OF HORT ! l'LTl' RE Al'iD FO RL TR Y
NA NI - SOL AN·- 173230 (11.P.)
2007

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Mr. Piyush Mehta Department of Business Management
Assistant Professor College of Horticulture
Dr. Yashwant Singh Parmar
University of Horticulture and Forestry
Nauni-Solan 173230 (H.P.)

Certificate - I

This is to certify that the project "Consumer Behaviour and Brand Preference of

Bajaj Bikes in Solan Town" has been submitted to Dr. Y. S. Parmar University of

Horticulture and Forestry, Nauni, Solan (H.P.) by Mr. Akhil Bhardwaj (F-2005-

MBA-04) in partial fulfillment of MBA Agribusiness programme. The project has

been done under my guidance and no part of this work has been submitted for any

other degree of diploma.

The assistance and help received during the course of investigation and source of

Literature has been fully acknowledged.

Place: Nauni-Solan

Date: 9 / 7/ 0 'J
 Certificate - II

This is to certify that the project " Consumer Behaviour and Brand Preference of

Bajaj Bikes in Solan Town" has been submitted to Dr. Y. S. Parmar University of

Horticulture and Forestry, Nauni, Solan (H.P.) by Mr. Akhil Bhardwaj (F-2005-

MBA-04) in partial fulfillment of MBA Agribusiness programme. This project has

been approved by the examination committee after conducting an oral examination in

collaboration with the external examiner.

------------~~
Project Advisor External Examiner

.•
-_,

_______ l_-:J-~B..~-~
Dean, College of Horticulture
 CERTIFICATE - Ill

This is to certify that all mistakes and errors pointed out by the external examiner

have been incorporated in the project entitled, "Consumer Behaviour and Brand

preference of Bajaj motor bikes", has been submitted to Dr. Y. S Parmar University of

Horticulture and Forestry, Nauni , Solan (H. P.) by Akhil Bhardwaj (F-2005-MBA-04) in

partial fulfillment of MBA (Agri-business) programme.

Project advisor
(Dr~__)V"
Professo~Head
.
Department of Business Management
 ACKNOWLEDGEMENT

First of all, I would like to thank almighty god who bestowed me with good health and
courage to accomplish this task. I always felt his presence and blessing with me.

Secondly, I would like to thank my advisor Mr. Piyush Mehta, Assistant Professor
Department of Business Management, for his expert, invaluable and tireless constant
encouragement and constructive criticism during the entire course of my study.

I avail this opportunity to thank Dr. Y.S. Negi, Prof. & Head of Department of Business
Management, for his valuable help at every step during th~ course of my study.

My vocabulary falls of short of works to express my deep sentiments to my sincere and

generous grand parents whose association has always been a source of inspiration and
moral boost.

Finally, I express my success to my dearest friend Swati Bassi for her affection , sinceritv
;

dedication and encouragement during my entire course of study.

Needless to say error and omissions are mine.

 CONTENTS

CHAPTER PAGE
No. TITLE No.
A THEORETICAL INTRODUCTION OF

CONSUMER BEHAVIOUR AND BRAND

I PREFERENCE 1-13
II OBJECTIVES OF THE STUDY 14
III NEED OF THE STUDY 15
IV RESEARCH METHODOLOGY 16-20
DATA INTERPRETATION & ANALYTICAL

v RESULTS 21-39
·-
DATA INTERPRETATION 21- 29
ANALYTICAL RESULTS 30-39
VI CONCLUSION & SUGGESTIONS 40-41
CONCLUSION 40-40
SUGGESTIONS 41-41

BIBLIOGRAPHY I- I

ANNEXURE II- V
 LIST OF TABLES

Table Page
No. Title of the Ta hie No.
1 Gender status of the respond ent ·21

2 Age status of the Respondents 22

3 Occupation of the respondents 23

4 Income status of the consumers 24

5 Elements of consultation for Purchase Decision 25

6 Consideration factors for purchasing th e bikes 26

7 Source of Information for Purchase Decision 27

The extent of Consumer Liking for the different bra nds of Bajaj
8 Bikes 28

9 Consumer awareness of different model available in the market 29

To identify the significance of Age factor of respondents in reference

to the preference with the different factors for purchasing the Motor
A Bike 30

To identify the significance of Occupational Status of respondents m

reference to the preference with the different factors for purchasing
I
B the Motor Bike 31-32

To identify the significance of Income status of r espondents in

reference to the preference with the different factors for purchasing
~

c the Motor Bike 33-34 I

I
I
To identify the significance of Income status of r espondents in
D reference to the preference with the different brands of Bajaj Bikes 35 l
l
To identify the significance of Occupational status of respondents in !
'
E reference to the preference with the different brands of Bajaj Bikes 36-37
I I
To identify the significance of Age status of respondents in reference j l
i
F to the preference with the different brands of Bajaj Bikes
I 38
 LIST OF GRAPHS

Graph Page
No. Title of the Graph No.
l Gender status of the respondent 21
2 Age status of the Respondents 22
3 Occupation of the respondents 23
4 Income status of the consumers 24
5 Elements of consultation for Purchase Decision 25
6 Consideration factors for purchasing the bikes 26
7 Source of Information for Purchase Decision 27
The extent of Consumer Liking for the different brands of Bajaj '

8 Bikes 28
9 Consumer awareness of different model available in the market 29
CHAPTER-I

A
THEORETICAL
INTRODUCTION
OF
CONSUMER
BEHAVIOUR
AND A

BRAND PREFERENCE
 A THEORETICAL
INTR0DUCTION
Of
(Consumer behaviour and Brand preference)
Studying consumer behaviours is the attempt to und e rstand and pre~ict

human actions in the buying role. Consumers satisfy their wants and needs by
purchasing a wide variety of goods and services . They have many reaso".ls for
buying and they are influenced by many forces in the market place in home, and
in the varied environment. Understanding buyer behaviour in es sential for any
marketing manager . In essence , marketing manager have to develop knowledge
and in sight into what are often called buying habits and bu ying motives .

Buying habits are usually defined as the repeated patterns of behaviour

followed by customers in the process of acquiring good s a nd ser vic es. Buyin g
motives provide reasons as to why the customers purchas e a particular goods or
service .

Buyer behaviour is dynamic in nature. Tomorrows purchasers ar e likel y to

be different from todays only becaus.e of technology. There are other factors too .
Such as changes in individual preferences , changes in income , stud ying buyer
behaviour requires a multi disciplinary approach . Economics. Psychology
Sociology, Anthropology all can contribute to our understanding.
~
 Buyer and th eir purchases can be cate gorized according to a number of
psychological dimensions . Woods ( 1960) ha s established the following break
down about consumers :-

1. A Habitual determined group of brand loyal consumers , who tend to be

satisfied with last purchased product or a brand .
2. A cognitive group of consumers , sensitive to rational claims only
conditionally brand loyal.
3. A price cognitive group of consumers who principally decide on the basis
of price or economy comparison.
4 . Impulse consumers who buy on the basis of physical appeal and relatively
insensitive to brand name .
5. A group of emotional are actors who tend to be responsi ve to what
product symbolize and who are heayily swaye d by images .
6. A group of new consumers ·not yet stabilized with respect to ps ychological
dimensions of consumer' s behaviour.

~11:€~avl~o.iimen't of buying behaviour

Consumers make their multitude of buyin g deci sion in the context of

overall environment. Each good and services has in some way been --shaped'. by
the environment as has the consumer hims elf. Competition pro vide s the bu yer
with choices of products sizes, models, colours manufacturers and retailers. A
competitive environment is vital for consumer to be protected form man y evil s of
the market place by the very availability of choice. Tectmology makes itself felt
continuously new products of all kind are introduced in vas t numbers. Similarly
the buyer responds to the physical aspects of his environment. The totality of
environment as well as individual force effects buying : Hc1\v product or service is
perceived affects buying behaviour. Different consumers may seed the product
differently. What is a necessity to one may be luxury to another . What is
desirable to one may be undesirable to another.
'V -efu!':·<>t baying; behaviour
The theory of buying behaviour consists of four set of attractions . These
are:-

(i) Input variables.

(ii) Output variables.
(iii) Hypothetical variable.
(iv) Exogenious variable.

The input and output variables are the least abstract, anchored directly to
reality and operationally well defined. They are more realistic and objective
and the links among them are more formal.

The hypothet.ical variables in the theory are more abstract, only indirectly
related to reality and not operation defined. Some of them are more realistic
and objective than others. They give a description of buyer' s mental state
relating to a buying decisions and therefore, nap it by identifying. classifyi ng
and labeling various conditions.

Much of buying behaviour is more or less repetiti ve brand choice decisions

the consumer simplifies has decision process b1 sho wi ng relevant information
and routinising the decision process.

The buying process begins with the brand choice. g1,·en that the bu ye r is
motivated to buy a product. The element of his decision as already defined in the
proceeding pages of this report are (a) A site of moti ves (b) A.lternatiYe brands
and (c) choice criterion by which the motives are matched with the alternati,·e
motives are relevant an some times specific to a product class. and they may be

...
.)
combined to reflecting some other number of various motive's the alternative
courses of action are the
various brands as well as their potential to satisfy the buyer's motives . The
brands that become alternatives to buyer's choice decisions are generally a small
number collectively called his 'evoked set'.

This size of evoked set is at best a fraction of brands that he is aware and
a still smaller fraction of total number of the brand that are actuaily available in
the market. The choice criteria match buyer 's motives and his means of
satisfying them. They serve the function of ordering and structuring the motives
by the choice criteria developed by a process of learning about the buying
situation.

When the buyer is first beginning to purchase the products class , such as
making a purchase required by his chain in life cycle , he lacks experience. he has
neither well defined choice criteria nor any knowledge of various brands and
their products and potential.

He, therefore, actively seeks information from his commercial and social
environments. The information from his commercial and social environment. The
information that he either actively seeks or accidentally receives is subjected to
~

perpetual process that not only limit the intake CT'v1agnitude) of information buY
modify it input his own frame of reference.

Along with active search for information the buyer · s may to a considerable
extent, generalizes from similar experience in the past s uch ge neralization can be
due to physical similarity of new product class to old product class .
 Whatever the choice, the buyer develops sufficient choice criteria to
enable him to choose a brand that seems to have the best potential for satisfying
his motives. If brands are satisfactory, the potential of that brand is in-creased .

To conclude, it is clear that study of buying behaviour of ultimate

consumer is of paramount importance from the point of view of the consumer
and the sellers; for a marketer the most important function is to establish a link
between the two, though thee are certain other functions as well. It is with this
point of view in mind that this humble effort has been made obviously that
pattern of consumer behaviour and factors affectin g it vvill not only vary from
one class of product to another class but there is likely to be lot of variation with
in the same product class. This is an account of this fact that each product
service a different need had therefore , amounts to be different kind and different
magnitude of satisfaction of the ultimate consumer. Competitive item in the
modern society has become more or less a need for every person to whatever
class he may belong to . These were the main factors which lead me to undertake
the present study. The result obtained and the recommendations made in the
light of the same have been given in the following chapters .

5
 A brand is a name, sign , symbol or design or a combination of them ,
intended to identify the goods or services of them , intended to identify rhe goods
or services of one seller and to differentiate them form those of competitors
(American Marketing association, 1998) .

In essence , a brand identifies a seller or a maker (Kotler, 1997) . A brand

is essentially a sellers promise to consistently deliver a specific set of future ,
benefits and services to the buyers. A brand can convey up to six levels of
meaning according to Kapferer, ( 1992), attribute s , benefits , values , culture ,
personality and user.

The important purpose of ·branding was to confirm the legal protection

provided by the inventor patent. It was also a means of guarantying quality and
homogeneity of the products . Oligopolists have to differentiate their products ,
branding was an important function. A brand differs form a product in the sense
that brand is a product that provides functional benefits plus added values.
which consumers value to buy. An added value comes from the experience of
the brand, the belief and attitude of the brand being effecii ve , the people v\·ho
use the brand and the appearance of the brand.

Branding is a very important concept in marketing . Without branding a

superior quality product may be rejected by the.; consumers. This is becau se of
brand names are a guarantee of quality and service for the consumers .
According to Philip Kotler ( 1998) developing a branded product requires a gre a t
deal of long term investment spending, especially fo r ad\'ertisements. formation
and packaging. This is because as the product passes from the introduction to
the maturity phase brands also mature , and it sells better than unbranded
products, are new branded products .

6
 Brand preference/loyalty is the frequenc y by which the consumer 1s usmg
a particular product. When a brand of a product is purchas ed repeatedly by a
consumer, brand loyalty is said to exist , but if he purchas es out of habit , then it
becomes a habitual buying. The preference , attitud es . s hows how a person
resists a change in brands .

Marketers often formulate strategic marketing plan s , for their products.

based upon the results of research on consumer prefere nc e s . Thes e information
may be used to set the price of the product or to communicate the be nefits of
the product , to the targeted consumers, thus , understanding th e process that
leads to and expressed preferences, is very important for marketers.

7
 India is the third largest producer of two wheelers after Japan and China
and the second largest consumer after China. Despite the poor road
infrastructure and the purchasing power, the two-wheeler industry in India has
enjoyed a wider appeal with the masses as a means of private transport. Two
wheelers. are usually/ classified into three types: they are Scooter, Motorcycles
and Mopeds .

Miagn~ players of two wheeler industry

The leading two wheeler companies like Hero Honda , Bajaj Auto and TVS
motors announced their sales for April 2007. Hero Honda · s sales grew sharply by
46% while, total sales of TVS motors decreased by 7.4% and that of Bajaj Auto
increased by 24% respectively.

The motorcycle segment has witnessed lunch of several new models from
existing players. Launches under this segment are likel y to continue with ne\\.
products and upgraded versions of the existing products . It is expected that the
segment will grow by 15% over the next two years . The entry of the \\'Orld's
largest motorcycle companies, such as Bajaj and ·Honda intensify the competition
in the motorcycle segment.

8
Mrareke~Share of major. players )n. fiv.o wheeler industry

The market share of major players of wheeler industry in India for the financial
year 2007 is as follows .

Hero Honda motors Ltd. 46%

Bajaj Auto Ltd. 24%
TVS Motors Ltd. 17%
LML Limited 5%
Others 8%

The Bajaj Motorcycle is priced between Rs 55 ,000 and Rs . 75 ,000. Pulser CC

and Pulsor 180 are the two models under this category. This category constitutes 54% of
the total motorcycle sales and the company has leadership position in this category . The
company faces stiff competition from premium end competitor brands such as Hero
Honda (Splendor and Passion). Kawasaki Wind 125 and TVS Victor.

With 76% jump in export volumes, Bajaj continued to be India' s top exporter of
two and three wheelers, Highest ever 2 wheeler exports of over 298,000 units, highest
wheeler exports of over 140,000 units and record export turnover of over Rs 1690
clocked during FY07. In Srilanka , Bangladesh and Colombia Bajaj Bides garnered
leadership position. FY07 saw business launch in Indonesia and Nigeria.

Company 2006 2005 In percentage

Hero Honda 22,859 11 ,675 51.7

Bajaj 45 ,810 17,330 j 37.83

TVS 7,570 2,727 36.02

47194
~se,enar-io

The motorcycle industry, has reached the state of a competitive market with a few
companies producing a good range of products and present thrust is upon innovations and
high efficiencies. The market has steadily moved form a sellers market to a buyers
market. The companies are responding quickly to changing customer demands to stay in
the business. Producers are introducing various models or upgrading existing models to
cater to the different segments and there is an emphasis on increasing advertisement
expenditure and better service through upgraded service centers.

The motorcycle segment within the two wheeler industry showed a distinct
behavior, compared to the overall sales of two wheelers. While the total two wheelers
sold has nearly doubled from 2001-2004 to 2005-2007 the sales of motorcycles have
more than doubled, indicating the gradual preference of motorcycles by the consumers.

10
 The Bajaj group is amongst the 10 top business houses in India. It footprint
stretch of Industries, spanning automobiles (two wheelers and three wheelers) Home,
appliance steel insurance, travel and finance.

The groups flagship company, Bajaj Auto, is ranked as the world ' s fourth largest
two manufacture and the Bajaj brand is well know in our a dozen countries in Europe and
Asia.

It was founded in 1962, at the height of Indian movement for Independence form
the British illustrious history. Journal Bajaj, founder of the group was a close confidant if
Gandhi. In fact Gandhi has adopted him as her son. His son Kamalnayan Bajaj , then 27.
too, and it was only after Independence in 1947 that he was able to give his fuel attention
Kamalnayan Bajaj not only consolidation the group, but al so diversified into various
matters.

The present chairman and managing doctor of the group Rahul Bajaj took
Chairman in 1965. Under his leadership the turnover of the Bajaj Auto were Rs 46. 16
billion (USA963 million). It is one of India's most distinguished business leadership
respected for his business human and entrepreneurial spirit.

l1
 aidiimronp marketine; strateo

A through understanding of the fast changing consumer behavior, new market

segment and product opportunity along with sensitivity to changing customer needs, from
the core of Bajaj marketing strategy and philosophy.

New model launches

The company launched 200CC Pulsar DTS- l in 2007 in Delhi to latest offering
has set new bench marks in technology, performance, and styling to old needs of growing
segment of pro-bikes. The 200CC DTS-1 engine generates 10 PS of raw pulsating power
riding excellent to performance hungry bikes. This makes the Pulsor 200 the most stylish
powerhouse on two wheels to pace the Indian records.

It is also the first bike in India to feature both front and rear tube less types which
superiors stability are safer than unmentioned tube types. The rear type is the broadest in
its rate gory to insure better road stability.

Bajaj has various models across deferent price segment. The company is the
market leader in Executive market segment that consultations almost 54% of total
motorcycle sales. Executive segment is an entry level segment where the product are
priced below Rs 50,000 and the capacity of the motorcyc le is under 150 CC.

Years FY 06-07 FY 05-06

Volume 2,376 518 1.912.224
Key growth 24% 14%

12
€hangin2 consumer preference

In the past seven years, domestic two wheeler industries have seen tremendous
structural change. Motorcycles, which accounted for only 50% of two wheefer sales in
2000-01, have reported consistent increase in sales and its share has raised 76% of total
two wheeler sales in the country by 2004-2005 .

•!• Motorcycle prices have declined at a faster rate than the decline in the prices of
scooter. The gap between prices of scooter and motorcycle has reduced , thereby
inducing people to switch over from scooter to motorcycle.
•!• Rising aspiration levels and westernization have led to a greater preference for
motorcycles, which are· perceived to be more modern and masculine as compared
to scooters.
•!• A large part of two wheelers are bold in the rural areas. Motorcycles, which are
strong, sturdy and fuel-efficient, are better suited for the uneven and rough roads
in the rural areas than any other two-wheeler.

13
CHAPTER-II

OBJECTIVES
OF
THE
STUDY
 OBJE~HVES OF THE STUDY

.
• To find out the awareness level of consumers requiring the number of brands that

are available in market.

• To identify the major factors influencing the purchase decision of the consumer.

• To determine the consumer preference for the particular brand of Bajaj Bike

14
CHAPTER - III

NEED
OF
THE
STUDY
NE.ED OF THE .STUDY

The aim of the study is to analyze the consumer buying pattern and ~ consumer

behavior for different types of motor bikes. The study will be useful to all manufactures

whether they are producing on small scale or large scale or manufacture entering the

industry. It i~ important for them to know the personal motivation and the environmental

factors as they influence the demand of motor bikes and brand preference qlso. In this

competitive era a large number of bikes brands are avail able to consumer and study

examine how they prefer to buy.

CHAPTER-IV

RESEARCH

METHODOLOGY
 RESEARCH METHODOLOGY

WM RESEARCH ON ~ms PROJECT IN SOLAN TOWN

For the .present study, Solan town was selected purposively. Some of the major
reasons for selecting this town were the prominence of the city because of its diverse
market culture and it is also bend advanced with a speed both technologically and
educationally.

This market has quite large population of bikes users . Solan consist of person of
all categories that is bureaucrats, professions business student besides markers other
classes in abundance. This 'Nay the study covers the vast population with different
categories having their choice, taste and attraction in the different brands.

The golden rule of marketing is to ' Known the customer' . The more a marketing
manager knows about his customer the better placed he is. He should know age sex
finical position values, likes, dislike, and preference of his customer. These type of
studies help a marketing manager to understand who are the customers, who are their
needs and preferences and what are the expectation for a particul ar product.

16
TYPES OF RESEARCH
1

The type of research done by me is descriptive research, descriptive research

includes survey and fact finding enquires of different kinds. The major purpose of
descriptive research is description of the state affairs as it exists at present.

SAMPLE DESIGN
It' s a definite plan for obtaining a sample for a given population. It refers to the
technique or the procedure the researcher adopt in selecting item for the sample. It is a
first step in developing any sample design. It clears define the set of objects technicall y
called the universe to be studied. In this project convenience sampling was used.

This refers to the number of items to be selected from the uni verse to constitute a
sample. In the market survey undertaken by me the total number of respondent are 150.

17
PLANNING AND SCHEDlJLING
The data has been collected through schedule or objecti ve kept in minctin case of
consumer awareness of various brands of Bajaj Bikes. Schedule are fielded by the
enumerator who are specially appointed for the purpose. The enumerator along with
schedule, go the respondent, put to them the questions from the Performa in order the
questions ar~ listed and record the replies in the space meant for the same in the
Performa.

DAWA COLLECTION
Both primary and secondary data have been used for the study. The data collected
for the reference of year 2007. To initiate the interviewers smoothl y, an attempt has been
made to establish good co-ordination with the respondents. Detailed information about
the age, occupation, mean influence factors, consideration faccor, source of information,
and awareness' level of consumers have been collected from the sample bikes user
respondents.

The data has been interpreted by percentage method or applied a chi-square

method.

18
ASSUMP1'10NS OF THE STUDY

i)
.
Sample is a representation of the study.

ii) Respondents have responded correctly.

iii) Respondents are responsible for deciding the type and brand of Bajaj Motor

BiJ<es.

iv) The respondent may give a poor judgment.

19
i) Due to small sample size , the true representation of the research problem

may have been altered to some extent.

ii) Re.spondent may be inhibited

iii) The information provided by the respondent may be subjected to personal and

poor judgment.

20
 '

CHAPTER-V

DATA
INTERPRETATION
&
ANALYTICAL
RESULTS
 DATA INTERPRETATION
Table 1) GENDER STATUS OF THE RESPONDENTS

Gender No of % of
Status Respondents Respondents
Male 120 80%
Female 30 20°/o

Graph 1) GENDER STATUS OF THE RESPONDENTS

80 • Male
60 OFemale
40

Inference:

From the above tabulation and graphical representation, it is eYident that mainly male
respondents has been approached for collecting data fo r the concerned research work.

21
Table 2) Age status of the Respondents

Age of the respondents No. of

(Yrs.) Respondents O/o
15 to 25 50 33
25 to 35 40 27
35 to 45 30 20
45 to 55 30 20
Total 150 100%

Graph 2) Age status of the Respondents

11115 to 25
D 25 to 35
11135 to 45
o 45 to 55

No. of Respondents

Inference:

From the above tabulation and graphical repre entation it is revealed that the 33%
of the respondents are in the age category 15 to 25 yrs., 27% of the respondents are in in
the age category of 25 to3 5 yrs., 20% of respondents are in the age category of 35to 45
yrs and 20% of respondents are in the age category of 45~to 55 yr who prefers to have a
motor bike.
Table3) Occupation of the respondents

Occupation of the no of %of the

resoondents resoondents respondents
Public sector employees 30 20
Pvt sector employee 60 40
Self employee 20 13
Others 40 27
Total 150 100

Graph 3) Occupation of the respondents

•Public sector
emp loyees
0 Pvt sector
employee
II Se lf employee

OOthers

no of respondents

Inference:

The study reveals that the 20% of respondents are occupationally involved in public
sector jobs, whereas, 40% of respondents are in pvt sector. 13% of respond nts are self
employed and 27% of respondents are in others occupatiot}.11 area .
Table4) Income status of the consumers

Income status of
respondents No. of % of the
(Rs./Month) respondents respondents
>=Rs5000 30 20
5001-10000 40 27
10001-20000 60 40
=<20001 20 13
Total 150 100

Graph4) Income status of the consumer

•>=Rs5000
0 5001-1 0000
1110001-20000
0 =<20001

No of respondents

Inference:

The study reveals that the 20% of respondents are ha,·ing

,i: ~
the income status in the
range of >= Rs .5 000 per month 27% of respondents ha\·ing an income statu of
Rs.5001-10000 per month , Rs. 10001-20000 per mo nth is haYin g the income status hold
by 40% of respondents and only 13% of respondent ranging in the income categories
ranging upto =< Rs .2000 1.

_.+
Table 5) Elements of consultation for Purchase Decision

Element of
consultation for
Purchase No. of % of the Ranking of the
Decision Respondents Resoondents Responde.nts
.

Family 50 33 I

Neiehbours 20 13 IV

Colleaeues· 40 27 II

Advertisements 30 20 III

Existine Users 10 7 v

Total 150 100

Graph 5) Element of consultation for Purchase Decision

•Family
0 Neighbours
•Collegues
0 Advertisements

No. of Respondents

Inference:

From the above tabulation and graphical ill ustrat s the influencing factor for
purchase decision. Thus, it is revealed that the 33% of respondents are infl uenced by
family for purchase decision, 13% of respondents are influenced by neighbours, 27% of
respondents are influenced by colleagues 20% of respondents are influenced by
advertisements and 7% of respondents are influenced by existing users.

25
Table 6) Consideration factors for· purchasing the bikes

Factor No. of Respondents % of the Respondents Ranking

Price 40 28 I
Brand 25 16 III
Design 19 12 . v
Mileage 30 20 II
Speed 15 10 VI
Discount 21 14 IV
Total 150 100

Graph 6) Consideration factors for purchasing the bikes

B Price
OBrand
BDesign
OMileage
•Speed

No. of Respondents

Inference:

The study reveals that the 28% of respondents are mainl y considering the price
factor while purchasing a bike, 16% are considering brand image, 12% are regarding
design factor, 20% are influenced by mileage aspect, 10% are after the speed element and
only 14% are considering the discount or any other kind of monetary exemption or

bargain.

26
Table 7) Source of Information for Purchase Decision

No. of % of the
Factors Respondents Respondents Ranking
Newspapers 35 23 III
Existing
Users 5 3 v
Dealers 45 28 II
Television 50 33 I
Others 20 13 IV
Total 150 100

Graph 7) Source of Information for Purchase Decision

Ill Newspapers
0 Existing Users
Ill Dealers
D Television
l'1 Others

No. of Respondents

Inference:

It is quite evident from the above interpretation that the majority of

.respondents have been primarily informed by the television source. Whereas, Dealers has
also been proved to be a good source of information to the respondents quite exclusively
ranging upto 28% of total respondents. Even 23% of the respondents have also been
~

informed through the newspapers and magazines source. But only upto 3% the existing
users has been proved to be the good source of information. Though rest 13%
respondents have been informed through other miscellaneous sources.

27
Table 8) The extent of Consumer Liking for the different brands of Bajaj Bikes

Brand Bajaj % of the .

Bikes No. of Respondents Respondents
Pulsor 180cc 60 40
Pulsor 150cc 40 28
Platlna 10 6
Discover 35 23
Avenaer 5 3
Total 150 100

Graph 8) The extent of Consumer Liking for the different brands of Bajaj Bikes

mi Pulsor 180
O Pulsor 150
mi Platina
o Discover

No . of Respondents

Inference:

It is absolutely apparent from the stated tabulation and graphical figures that
the Pulsor 180CC has been the foremost choice among most p f the respondents upto the
limit of 40% . Whereas, Pulsor 150CC and Discover has been liked by the respondents
upto to 28 and 23% respectively. But the latest models like Platina and Avenger has only
been accepted upto the limit of 6% and 3%.

28
Table9) Consumer awareness of different model available in the market

Model
Names No of respondents 0
/o of the respondents
Bajaj 60 40
...,
TVs 5 -'
Hero Honda 30 20
Enfield 10 7
All 45 30

Graph 9) Consumer awareness of different model available in the market

•Bajaj
DTVs
II! Hero Honda
D Enfield
l!IAll

No of respondent

Inference:
In the above tabulated and graphical representati on. . + 0% of respondents are
aware of the brand models of Bajaj motor bikes, 30% of resp .1dents said that the y are
aware of all the brands of motor bikes availabl e in the market. Whereas. :2 0% of
respondents are aware of Hero Honda brands . But onl y 3% and 7°10 of respondents are
aware of TVs and Enfield brands available in the market.

29
 ANALYTICAL RESULTS
APPL YING CHI-SQUARE :

Table A) To identify the significance of Age factor of respondents in reference to

the preference with the different factors for purchasing the Motor Bike.

HO- The age factor is not signifi cant with the choice & selection ·of different factors for
the purchasing decision of the respondents for the Motor Bike
Hl - The age factor is significant with the choice & selection of different factors for the
purchasing decision of the respondents for the Motor B i k~
15 to 25 to 35 to 45 to
Factor/ a2e Status 25 35 45 55 Total
Price 12 8 6 5 31
Brand 11 10 5 5 31
Desi2n 9 9
. 5 5 28
Speed/Milea2e 11 8 6 7 32
Discount 6 7 8 7 28
Total 49 42 30 29 150

0 E (0-E)2 (0-E)2/E
12 10.12667 3.509378 0.346548
11 10.12667 0.762711 0.075317
9 9.146667 0.021511 0.002352
11 10.45333 0.298844 0.028588
6 9.146667 9.901511 1.082527
8 8.68 0.4624 0.053272
10 8.68 1.7424 0.200737
9 7.84 1.3456 0.171633
8· 8.96 0.9216 0.102857
7 7.84 0.7056 0.09
6 6.2 0.04 0.006452
5 6.2 1.44 0.232258
5 5.6 0.36 0.064286
6 6.4 0.16 0.025
8 5.6 5.76 1.028571
5 5.993333 0.986711 0.164635
5 5.993333 0.986711 0.164635
5 5.413333 0.170844 0.03156
7 6.186667 0.66 "1511 0.106925
7 5.413333 2.517511 0.465057
4.44321

30
Inference : From the above tabulated representation and a chi-square application , it is
revealed that the Calculated value is 4.44321, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21 .
Since the Tabulated value is more than the calculated value. Thus, Null
Hypothesis is accepted and reveals that there is no significant relationship of the age
status of respondents with the choice & selection of different factors for the purchasing
decision of the respondents for the Motor Bike

Table B) To identify the significance of Occupational Status of respondents in

reference to the preference with the different factors for purchasing the Motor Bike.

HO- The Occupational Status is not significaf.lt with the choice & selection of different
factors for the purchasing decision of the respondents for the Motor Bike
HI - The Occupational Status is significant with the choice & selection of different
factors for the purchasing decision of the respondents for the Motor Bike

Factor/Occupation of the Public Self

respondents sector Pvt sector employee Others Total

Price 8 12 5 5 30
Brand 10 17 5 5 37

Design 6 11 5 5 27

Speed/Milea~e 11 8 5 6 30
~
Discount 5 9 6 6 26
Total 40 57 26 27 150

31
Inference : From the above tabulated representation and a chi-square application , it is
revealed that the Calculated value is 4.44321, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21.
Since the Tabulated value is more than the calculated value. Thus, Null
Hypothesis is accepted and reveals that there is no significant relationship of the age
status of respondents with the choice & selection of different factors for the purchasing
decision of the resp~ndents for the Motor Bike

Table B) To identify the significance of Occupational Status of respondents in

reference to the preference with the different factors for purchasing the Motor Bike.

HO- The Occupational Status is not significant with the choice & selection of different
factors for the purchasing decision of the respondents for the Motor Bike
Hl - The Occupational Status is significant with the choice & selection of different
factors for the purchasing decision of the respondents for the Motor Bike

Factor/Occupation of the Public Self

respondents sector Pvt sector emolovee Others Total

Price 8 12 5 5 30
Brand 10 17 5 5 37
Design 6 11 5 5 27
Speed/Mileage 11 8 5 6 30
Discount 5 9 6 6 26
4'

Total 40 57 26 27 150

31
 0 E (0-E)2 (0-E)2/E
8 9.8 3.24 0.330612
10 12.08667 4.354178 0.360246
6 8.82 7.9524 0.901633
11 9.8 1.44 0.146939
5 8.493333 12.20338 1.436818
12 8.4 12.96 1.542857
17 10.36 44.0896 4.255753
11 7.56 11 .8336 1.565291
8 8.4 0.16 0.019048
9 7.28 2.9584 0.406374
5 6. 1 0.166667
5 7.4 5.76 0.778378
5 5.4 0.16 0.02963
5 6 1 0.166667
6 5.2 0.64 0.123077
5 5.8 0.64 0.110345
5 7.153333 4.636844 0.648208
5 5.22 0.0484 0.009272
6 5.8 0.04 0.006897
6 5.026667 0.947378 0.18847
13.19318

Inference : From the above tabulated representation and a chi-square application , it is

revealed that the Calculated value is 13.19, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21.
Since the Tabulated value is more than the calculated value. Thus, Null
Hypothesis is accepted and reveals that there is no significant relationship of the
occupational status of respondents with the choice & selection of different factors for the
purchasing decision of the respondents for the Motor Bike

..,?
-' -
Table C) To identify the significance of Income status of respondents in reference
to the preference with the different factors for purchasing the Motor Bike.

HO- The Income status of respondents is not significant with the choice & selection of
different factors for the purchasing decision of the respondents for the Motor Bike.
HI - The Income status of respondents is significant with the choice & selection of
different factors for the purchasing decision of the respondents for the Motor Bike

Factor/ Incoine status of 5001- 10001-

respondents (Rs./Month) >=Rs5000 10000 20000 =<20001 Total

Price 11 8 6 5 30

Brand 7 6 9 11 33

Desie:n 8 10 6 7 31

Speed/Mileaee 5 6 11 8 30

Discount 8 7 6 5 26

Total 39 37 38 36 150

33
 0 E (0-E)2 (0-E)2/E
11 9.8 1.44 0.146939
7 10.78 14.2884 1.325455
8 10.12667 4.522711 0.446614
5 9.8 23.04 2.35102
8 8.493333 0.243378 0.028655
8 8.4 0.16 0.019048
6 9.24 10.4976 1.136104
10 8.68 1.7424 0.200737
6 8.4 5.76 0.685714
7 7.28 0.0784 0.010769
6 6 0 0
9 6.6 5.76 0.872727
6 6.2 0.04 0.006452
11 6 25 4.166667
6 5.2 0.64 0.123077
5 5.8 0.64 0.110345
11 6.38 21.3444 3.345517
7 5.993333 1.013378 0.169084
8 5.8 4.84 0.834483
5 5.026667 0.000711 0.000141
15.97955

Inference : From the above tabulated representation and a chi-square application , it is

revealed that the Calculated value is 15.97, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21.
Since the Tabulated value is more than the calculated value. Thus, Null
Hypothesis is accepted and reveals that there is no significant relati onship of the Income
status of respondents with the choice & selection of different factors for the purchasing
decision of the respondents for the Motor Bike.

34
Table D) To identify the significance of Income status of respondents in reference
to the preference with the different brands of Bajaj Bikes.

HO- The Income status of respondents is not significant with the choice & selection of
different brands of Bajaj Bikes by the respondents.
H1 - The Income status of respondents is significant with the ·choice & selection of
different brands of Bajaj Bikes by the respondents.

Brands of Bajaj Bikes I

Income status of 5001- l 0001-
respondents {Rs./Month) >=Rs5000 10000 20000 =<20001 Total
Pulsor 180cc 5 5 11 14 35
Pulsor 150cc 6 6 8 11 31
Platina 9 8 5 5 27
Discover 6 7 8 7 28
Avenger 9 8 7 5 29
Total 35 . 34 39 42 150

0 E (0-E)2 (0-E)2/E
5 11.43333 41 .38778 3.619922-
6 10.12667 17.02938 1.681637
9 8.82 0.0324 0.003673
6 9.146667 9.901511 1.082527
9 9.473333 0.224044 0.02365
5 9.8 23.04 2.35102
6 8.68 7.1824 0.827465
8 7.56 0.1936 0.025608
7 7.84 0.7056 0.09
8 8.12 0.0144 0.001773
11 7 16 2.285714
8 6.2 3.24 0.522581
5 5.4 0.16 0.02963
8 5.6 5.76 1.028571
7 5.8 1.44 0.248276
14 6.766667 52.32111 7.732184
11 5.993333 25 .06671 4.182432
5 5.22 0.0484 0.009272
7 5.413333 2.517511 0.465057
5 5.606667 0.368044 0.065644
26.27664

35
Inference : From the above tabulated representation and a chi-square application , it is
revealed that the Calculated value is 26.27, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21.
Since the Tabulated value is less than the calculated value. Thus, Null
Hypothesis is rejected and reveals that there is a great significant relationship of the
Income status of respondents with the choice & selection of different brands of Bajaj
Bikes.

Table E) To identify the significance of Occupational status of respondents m

reference to the preference with the different brands of Bajaj Bikes.

HO- The Occupational status of respondents is not significant with the choice & selection
of different brands of Bajaj Bikes by the respondents.
HI - The Occupational status of · respondents is significant with the choice & selection of
different brands of Bajaj Bikes by the respondents.

Brands of Bajaj Bikes I

Occupational status of Public Pvt Self
respondents (Rs./Month) sector sector employee Others Total
Pulsor 180cc 7 10 6 6 29
Pulsor 150cc 8 8 7 7 30
.
Platina 11 9 8 6 34
Discover 8 7 6 6 27
Avenger 9 8 7 6 30
Total 43 42 34 31 150

36
 0 E (0-E)2 (0-E)2/E
7 9.473333 6.117378 0.645747
8 9.8 3.24 0.330612
11 11.10667 0.011378 0.001024
8 8.82 0.6724 0.076236
9 9.8 0.64 0.065306
10 8.12. 3.5344 0.435271
8 8.4 0.16 0.019048
9 9.52 0.2704 0.028403
7 7.56 0.3136 0.041481
8 8.4 0.16 0.019048
6 5.8 0.04 0.006897
7 6 1 0.166667
8 6.8 1.44 0.211765
6 5.4 0.36 0.066667
7 6 1 0.166667
6 5.606667 0.154711 0.027594
7 5.8 1.44 0.248276
6 6.573333 0.328711 0.050007
6 5.22 0.6084 0.116552
6 5.8 0.04 0.006897
2.730163

Inference : From the above tabulated representation and a chi-square application , it is

revealed that the Calculated value is 2.73, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21.
Since the Tabulated value is more than the calculated value. Thus, Null
Hypothesis is accepted and reveals that there is no significant relationship of the
Occupational status of respondents with the choice & selection of different brands of
Bajaj Bikes.

37
Table F) To identify the significance of Age status of respondents in reference to
the preference with the different brands of Bajaj Bikes.

HO- The Age status of respondents is not significant with the choice & selection of
different brands of Bajaj Bikes by the respondents.
HI - The Age status of respondents is significant with the choice & selection of different
brands of Bajaj Bikes by the respondents.

Brands of Bajaj Bikes I Age 15 to 25 to 45 to

status of respondents (Years) 25 35 35 to 45 55 Total
Pulsor 180cc 13 10 7 6 36
Pulsor 150cc 9 10 8 6 33
Platina 7 5 6 5 23
Discover 7 9 9 9 34
Avenaer 5 6 8 5 24
Total 41 40 38 31 150

0 E (0-E)2 (0-E)2/E
13 11 .76 1.5376 0.130748
9 10.78 3.1684 0.293915
7 7.513333 0.263511 0.035072
7 11 .10667 16.86471 1.518431
5 7.84 8.0656 1.028776
10 10.08 0.0064 0.000635
10 9.24 0.5776 0.062511
5 6.44 2.0736 0.321988
9 9.52 0.2704 0.028403
6 6.72 0.5184 0.077143
7 7.2 0.04 0.005556
8 6.6 1.96 0.29697
6 4.6 1.96 0.426087
9 6.8 4.84 0.711765
8 4.8 10.24 2.133333
6 6.96 0.9216 0.132414
6 6.38 0.1444 0.022633
5 4.446667 0.306178 0.068856
9 6.573333 5.888711 0.895849
5 4.64 0.1296 0.027931
8.219014

38
Inference : From the above tabulated representation and a chi-square application , it is
revealed that the Calculated value is 8.219, whereas at the degree of freedom is 12 and
significance level is 5 % the tabulated value is 21.
Since the Tabulated value is more than the calculated value. Thtis, Null
Hypothesis is accepted and reveals that there is no significant relationship of the Age
status of respondents with the choice & selection of different brands of Bajaj Bikes.

39
CHAPTER-VI

CONCLUSION
&
SUGGESTIONS
 CONCLUSION
);;:>- As far as the basic informatics of respondents are concerned. It has been
highlighted that majority (120%) of the respondents have fallen in male groups.
Whereas, the age group ranging between 15 to 3 5 years accounts for the
maximum (33%) of the sample respondents who preferred or possessing mot_or
bikes. Occupationally , most of the respondents working in the private sector
firms have preferred to own or like to own motor bikes

);;:>- With regards to influencing factor for decision maker the study reveals that
majority of the respondent take the purchase decision with the consultation of
family member's colleagues and advertisement.

);;:>- Prize, mileage, and brand are the mam consideration factor for buying the
decision of a Bajaj Motor Bikes.

);;:>- The television, dealers and newspaper are most important source of information
for the respondents.

);;:>- The study gives a clear picture that Pulsor 180CC is the most favorable brand of
Bajaj Motor Bikes.

~ It is found that the majority of the respondents are aware of the Brands of Bajaj

Mofor Bikes.

40
 SUGGESTIONS
The following suggestions are offered to manufactures of two wheelers.

1. Companies have to increase the awareness level in buyers through print media
(newspapers and magazines.)
2. Company should promote fuel economy and should reduce the prize of
vehicle r.ather than increasing the style.

The following suggestions are offered to the buyers of two wheelers.

1. The buyer should consider his budge constraints with regard to fuel consumption,
easy repair and availability of spares.

2. Before deciding the kind of bike to ·purchase, two important factors to be

considered (i.e.) safety · and comfort, safety comprise breaking, road holding
balance and powerful headlights.

3. The next important factor to be considered is comfort the four important factors
contributing to comfort are:
a. Sheet Shape, Width and cushioning
b. Suspension hard or soft
c. Seating geometry, handle bar width, handle bar to seat distance
d. Seat to footrest distance since seating in a crouched posture may cause
pain in the spine.

4. Resale value of two-wheeler is very low because of the introduction of new

models in a short period of time.

5. Youngsters should be targeted by sales promotional efforts as they are basically

the people who are trend makers about brand to be purchased.

41
 BIBLIOGRAPHY

o Philip Kotler, Marketing Management Prentice Hall of India New Delhi

(1998) .

o Research Methodology by C.R. Kothari .

o Statistical method S.P. Gupta, Sultan Chand and Sons New Delhi
(1997)

o Schiffman, Leon, G. and Leslie Lazar Kanuk ( 1997) . Consumer

behaviors. Prentice all of India Pvt. Ltd. , New Delhi.

0 - A Monthly Journal, June ,2 006 New Delhi

WEBSITES:

o www.bajajauto.com
o www.agriculturetoday.com
o www.wikipedia.org
o www.indiaeconomy.com
o www.pib.nic.in
o www.himachal.nic.in
 {CONSUMER BEHAVIOUR AND BRAND PREFERENCE OF BA.JAJ MOTOR BIKES}

Questionnaire

Dear respondent

Here a given certain questions to know your brand preference and consumer
behaviour regarding various brand of Bajaj Motor Bikes available in the market
you are requested to spare some of your precious time in felling up this question.

1. Name of Respondent

2. Address

1. Age (Years) please tick the relevant

a) 15-25
b) 25-35
c) 35-45
d) 45-55

4. Gender

MALE FEMALE

5. Occupation:

a) Private Sector Employees

b) Public Sector Employees
c) Self Employed
d) Others

6. Income Status (per month)

a) >=Rs. 5,000
b) 5001-10000
c) 10001-20000
d) = <20001

u
7. Rank the following on the basis of preference you consulted to make the
purchase decision for the bikes ? (l-V)

Influence Family Neighbors Colleagues Advertisement Existing

Factors User
Rank

8. What have been your consideration when you purchased the bike ?

Factors Rank (I-VI)

Price -
Brand
Design
Mileage
Speed
Discount .
9. Out of the following source of information which one you prefer to make the
purchase decision for bike ?

Factors Rank (I-VI)

Newspapers/Magazines
Existing Users
Dealers
Television
Others

10. Among the following Bajaj Bikes which one do you like the most

a) Pulsor l 80CC
b) Pulsor 15 OCC
c) Platina
d) Discover
e) Avenger

10. Please tick the brand you are aware of?

a) Bajaj
b) Hero Honda
c) 1VS
d) Enfield
e) Yamaha
f) All

w
 CURRICULUM VITAE

NAME AKHJLBHARDWAJ

Father's Name Sh. Sohan Lal Bhardwaj.

Gender Male

Address Akhil Niwas near UCO Bank, Theog Shimla hills 171201

Date of Birth 05. 02.1983

PHONE NO 01783-238805,9817157102,09318972177,9418050522

EDUCATIONAL QUALIFICATION

Qualification Year Passed Subjects Board/University Percentage

MBA 2007 Marketing UHF 69°/o
BA 2004 Eng.,eco, HPU, Shimla 58°/o
Sanskrit
Professional Experience
45 days training in HPMC

PRO.JECTS
•!• CONSUMER BEHAVIOR AND BRAND PREFERENCE OF BAJAJ
BIKES IN SOLAN TOWN

•!• Comparative study and Sale trend of H.P.M.C .. apple juices

concentrates ..

ACHIEVEMENTS
•!• CSA general secretary at college level,
•!• NSS president
•!• District Chess Association Member
•!• College quiz team member
•!• Topper in economics and Sanskrit at college level.

IV
Languages Known
Hindi, English, Himachali dialects.

Skills
Knowledge of computer languages such as Dbase, Q Basic and knowledge
of Internet

Extra Curricular Activities

•!• College sports team member of badminton.
•!• Kho-kho , chess.
•!• Represented College for Quiz at state level.

Interests : Sports, Traveling.

',( ')J/ ) IJJ,'ii,Ll( '~I

( KHIL BHARDWAJ)

•',
l : 1"

\ ' - • • • .. 4 . 4''i'J. ,9 4
. - ...._