FINAL RESEARCH PROJECT

ON
“CUSTOMER PERCEPTION AND
ATTITUDE TOWARDS SELECTED BRANDS
OF 100C.C.-A CASE STUDY OF SHAHABAD
(MARKANDA)”
For the partial fulfillment of the degree of
Master of Business Administration Of
Punjab Technical University, Jalandhar
Session: 2005-2007

Under the Guidance of: Submitted By:

Mr.Irrenpreet Singh Aman Arora
Lecturer MBA- 4th semester
Department of Business Administration 5592217742

RIMT- Institute of Engineering & Technology,

Mandi Gobindgarh
 “CERTIFICATE”

This is to certify that Mr. Aman Arora has done the Major research Project entitled

‘CUSTOMER PERCEPTION AND ATTITUDE TOWARDS SELECTED BRANDS OF

100C.C.-A CASE STUDY OF SHAHABAD (MARKANDA)”’ under my supervision
for the fulfillment of the degree of Master of

Business Administration. The work done by him is a sole effort and has not been

submitted as or its part for any other degree.

Mr.Irrenpreet Singh
Lecturer
Department of Business Administration
RIMT-Institute of Engg. & Technology,
Mandi Gobindgarh.

COUNTERSIGNED

Dr. Harpreet Singh

Professor-cum-Head
Department Of Business Administration
RIMT- Institute of Engg. & Technology,
Mandi Gobindgarh.
 ACKNOWLEDGEMENT

This project report has been made possible through the direct & indirect
cooperation of various people whom I wish to express my thanks and gratitude’s.
I am very thankful to Dr. Harpreet Singh (Head of Department, MBA, RIMT-
Institute of Engineering &Technology (Mandi Gobindgarh) for helping me to do work on
project.

I also want to express my grateful thanks to Mr. Irrenpreet Singh (Faculty) who
relised me where I am lacking while doing the project work.

I would also like to thanks the other Faculty members of the institute and my
friends for their advice and guidance along kindled inspiration in the face of difficulties
encountered in the course of this work and to create this project report.

Finally with blessings of my parents and who had been a source of strength
and inspiration for me in this endeavor.

(AMAN DEEP ARORA)

 CONTENTS

1. Certificate

2. Acknowledgement

3. List of Abbreviations

4. Chapter 1- Industry Profile

5. Chapter 2- Review of Literature

6. Chapter 3- Research Methodology

➢ Objective of study.

1. Chapter 4-MAIN TOPIC

2. Chapter 5-Suggestions

3. Bibliography

4. Annexure

LIST OF ABBREVATIONS
REVIEW OF LITERATURE
 Executive Summary

To know about the consumer buying behavior and factor which As the

objectives of my study is analyses the customer perception Customer

HONDA HONDA and BAJAJ), Between the age group of 18-24 years in

services

Consumer buyer behavior refers to the buying behavior of final consumers – individuals
and households who buys services and goods for personal consumption. Consumer
behavior is influenced strongly by culture, social, personal and psychological factors.
Culture factors include the set of basic values, perceptions, wants and behavior learned
by a member of society from family and other important institutions. The social factors
include consumer’s family, small group, social roles and status. The personal
characteristics such as buyer’s age, life cycle stage, occupation, economic situations and
life style influenced by four major psychological factors: Motivation, Perception,
Learning, Belief and Attitudes.
In this era of cut throat competition, no company can even survive in the market place
without knowing its and its products strengths and weaknesses. It has to fortify itself
against threats from the environment and exploit its strengths or increase profits. And in
order to do so, the company has to conduct regular surveys to know the customer’s
opinions, needs, and preferences. This helps the company to manufacture the product like
wise for each customer’s expectations.

INTRODUCTION
 Everybody in this world is a consumer. We need a variety of goods and services
right from our birth to death. All consumers are buyers and all buyers are not consumer.
Then who are the consumer buyers and how they behave while purchasing a particular
product is very important for marketers. Consumer buyer behavior refers to the buying
behavior of final consumers – individuals and households who buys services and goods
for personal consumption. Consumer behavior is influenced strongly by culture, social ,
personal and psychological factors. Culture factors include the set of basic values,
perceptions, wants and behavior learned by a member of society from family and other
important institutions. The social factors include consumer’s family, small group, social
roles and status. The personal characteristics such as buyer’s age, life cycle stage,
occupation, economic situations and life style influenced by four major psychological
factors: Motivation, Perception, Learning, Belief and Attitudes.
By keeping in view the importance of consumer behavior, the present study deals
with the consumer buyer behavior of two wheelers in Yamuna nagar city.
Increasing urbanization, higher disposal incomes, falling interest rates and poor
public transport lead to increase in the volume of two-wheelers, 10 percent increase year
after year for the past one decade.

In this era of cut throat competition, no company can even survive in the market
place without knowing its and its products strengths and weaknesses. It has to fortify
itself against threats from the environment and exploit its strengths or increase profits.
And in order to do so, the company has to conduct regular surveys to know the
customer’s opinions, needs, and preferences. This helps the company to manufacture the
product like wise for each customer’s expectations.

It has now become more important for the customer confidence and higher
positioning of buyer perception. Thus, Surveys becomes genuine key to success.

Consumers Behavior
Consumers Behavior can be defined as –

"The behavior that consumer display in searching for, punching, using,

evaluating and disposing of products & service that they expect will satisfy their
needs.”
The decision process & physical activity individuals engaging when
evaluating, acquiring, using or disposing of goods and services. A consumer plays a no,
of roles in purchase decision. The study, of consumer’s behavior would be incomplete if
it treated only one consumer role. Some consumers Behavior role are

ROLE DESCRIPTION
Initiator The individual who determines that some or need or want is not
being met & authorize to rectify the situation.
Influencer A person who by some intentional or unintentional
word or action influences the purchase decision, the
actual purchase and the use of the product or service.
Buyer The individual who actually makes the purchase
transaction.
User The person most directly involved in the
consumption or use of purchase.
 Thus, the importance of CB lies in the fact that behavior can be understand &
influenced to ensure a positive purchase decision. So, a round understanding of CB is
essential to the long run success of any marketing program. In fact, it is seen as a
cornerstone of the marketing concept. That's why the marketing managers interest lies
exactly to ensure that his marketing strategy result in purchase of the product.

MODELING BEHAVIOR

The study of consumer behavior is quite complex, because of the many variable
involved and their tendency to interact with and influence each other. So, the most
relevant variables and their influence can be shown by a diagram, which is made up of
three major sections.

1. External environment variable influencing behavior.

2. Individual determinants of behavior.

3. The consumer's decision process.

1. EXTERNAL VARIABLE:

The external environment is made up various influences as culture, subculture, social

class, social group, family and personal influences.

I) Culture:
The study of culture encompasses all aspect of a society such as its religion
knowledge, language, laws, customs, tradition, music, art, technology, work
pattern, products etc. for the purpose of CB culture can be defined as the sum total
of learned beliefs, value & custom that serve to guide and direct the consumer
behavior of members of a particular society. Thus, the concept of culture offers
many general & specific insights into the behavior of consumers. So, it is a
starting point for the marketer who wishes to better understand a market.
a) Formal learning:
In which parent an elders teach children the proper way to behave & this behavior
influence his attitude towards the products.

b) Informal learning: In which learning takes place by imitating the behavior of

the parents, friends or by watching TV & film actors in action.

c) Technical Learning: In which instruction are given about the specify method by which
certain things have to be done such as painting, dancing etc.

II) Subculture: These groups posses beliefs, values and customs that set them apart
from other members of the same society or culture. So, there are subculture of
students, Professors, marketers, & other group. An individual may be member of
more than one subculture at the same time, and based upon it consumer’s
behavior like product purchase Patterns, Shopping behavior &: other
Demographic & Psychographic characteristics may differ. Thus, it .is imperative
that marketers understand who constitutes the most relevant subculture for their
particular or service.

III) Social Class Influences: Social class is defined as the division of

members of a society into a hierarchy of distinct status class, so that members of
each class have relatively the same status class, so that members of each class
have relatively the same status & members of all other classes have either more or
status. In this complex society, in which financial wealth dictates status, one's
possessions become a substitute indicator of the individual worth value, wealth &
so forth. Members of specific social class differ in terms of what they consider
good taste. So, social class is also an important variable in determining where a
consumer shops. That's why marketers have always catered to give them an edge,
whether real or imagined, over their pears.
IV) Social Group Influences: It can be viewed as a collection of people who have a
sense of relatedness resulting from some form of interaction with one another.
There are different types of reference groups & each group has its own status,
norms, role, socialization & power.

REFERENCE GROUPS:
It refers to group that serve as trams of reference for individual in their judgment,
beliefs, purpose & consumption behavior. These reference groups are highly
relevant and potent influence in consumer’s decision-making. To attract
consumers a no of promotional strategies are used & one of them is Reference
group appeal. There are helpful in increasing: brand awareness & serve to reduce
perceived & guide the individual value & behavior.
V) Family:
The family is a major influence on the consumption behavior of its members; it is
also the prime target market for most product categories. Familiars can be defined
as two or more person related by blood, marriage or adoption that reside together.
The basic function of a family is the provision of economic & emotional support;
childhood socialization & a suitable life style for its members of consumer’s
related role of family members include influences, gatekeeper, deciders, buyers,
users, maintainers & disposers. Thus, the family operates an economic unit,
earning & spending money & the family functions directly in the role of ultimate
consumption. Each family member influences the purchase decision. Family
members have individual and collective consumption priorities. Thus, the
marketers need to understand the nature, the family's influence on its members &
the way in which the purchase decision are made by the members. The stages of a
family's life cycle also influence the consumer behavior.

VI) Personal factor/influence:

(a) Demographic factor & life cycle stage: The first factor influence a buyer's
decision is his age. There are certain physiological difference between men &
women, which result in there having different consumption needs.
 The consumption behavior is also influenced by the specific stage of the family
life cycle, which are as follows-
• Single stage (Young unmarried people living away from
home)
• Young newly married (no children)
• Full nest I (Youngest child under 6)
• Full nest II (Youngest child over 6)
• Empty nest I; older (married couples, no children living at
home, house hold head still working)
• Solitary Survivor - In (Labour Force)
• Solitary Survivor: Retired.

b) Education & Occupation: Education widens a person's horizon, refines his tastes
and makes his outlook more cosmopolitan. An educated person as compared to
somebody less educated is more likely to consume educational facilities, books,
magazines and other knowledge oriented products and services. The occupation
also shapes the consumption needs. Some people require specialized equipment
for the purpose of their job.

c) Income: Income here means the income available for spending (i.e. income after
tax, provident fund and other statuary deduction). The person's attitude towards
spending versus saving and his borrowings power are also important influencing
factors.

d) Personality: Personality is defined as those inner psychological characteristics

that both determines and reflect how a person responses to his environmental
stimuli. Personality is enduring and ensures that a person’s responses are
consistent over time.

e) Life Style: Life styles are the pattern in which people live, as expressed by the
manner, in which they spend money and time on various activities and interests. It
is a function of opinion, social class, demographic factors and personality etc.

f) Other Influences: This is the general category encompassing influences on

 consumers. The influence might be the effects of media i.e., whether consumer's
behavior is more influenced by print media or the electronic media. Other
influences including physical surroundings, the interpersonal setting, national
events and other situational variables.

2. INDIVIDUAL DETERMINANTS OF BEHAVIOR:

These variables influence how the consumer proceeds through a decision process
regarding products and services. The various individual determinants are :

a) Consumer needs and motivation: Consumer has different needs and attitudes
towards any good and services and they accept different goods or services with
the expectation that they will satisfy their needs. Motives are the internal factors
that energize behavior and provide guidance to direct the activated behavior.
Involvement describes the personal relevance or importance that consumer
perceives in a given purchase situation.

b) Perception: Perception can be defined as "how we see the world around us;"
Perception helps to explain the phenomenon of why different individual responds
definitely to the same stimulus under same conditions.

c) Learning and Memory: Learning can be viewed as very significant for marketer
as it implies that consumers can be made to learn the desired behavior through an
interplay of motives stimuli, cues, responses and reinforcements. Learning refers
to the skill and knowledge gained from part experience, which one tends to apply
to evaluate future decisions learning and memory processes can help to
understand that war frequency is needed to repeat, advertising messages, how
visual symbols and other techniques can facilitate consumers learning and
memory regarding products and how consumer develop habitual purchase pattern
for some goods.

d) Beliefs and Attitudes: A belief is a descriptive thought that a person has about
something. The belief may be based on some real facts or it may merely be a
 notion or opinion that the person has. Attitude is a person's enduring facing
evaluation and tendency towards a particular idea or object Attitudes strongly
influence how consumers will act and react to products and services and how they
will respond to communication that marketers develop to convince then to
purchase their products.

Thus, there were the various factors, which influence the consumer behavior.

MOTORCYCLE

The motorcycle segment is dominated by 4 major players viz. HERO HONDA,

BAJAJ, TVS, ROYAL ENFIELD. Besides there are players like:- HONDA(itself alone),
LML,KINECTIC. The market share of each of the player is as given below.

Near 70% of the motorcycle sales is from Indi-Japanese motorcycles and rest
coming from Indian motorcycle manufacturers. The Indo-Japanese segment is catered by
4 to 6 models from each of the players viz. . HERO HONDA, BAJAJ, TVS, ROYAL
ENFIELD etc. But majority of sales is of 100cc to 125cc motorcycles. The Indo-Japanese
motorcycles are costlier due to import content and royalty payments to their Japanese
collaborations. But, These motorcycles are far ahead of Indian Manufacturers viz.
Rajdoot from EYML, Yexzdi from IDEAL JAWA; in terms of technology and fuel-
efficiency.

HERO HONDA 46.8%

HONDA 3.2%

MARKET SHARE INTVS

THE MOTORCYCLE SEGMENT 9.4%
BAJAJ 24.6%
ROYAL ENFIELD 2.8%
LML 9.2%
KINETIC 4%
Sources:-- SIAMINDIA
The expanding Indian market, the growing size of the middle class and the rise in
aspirations of the youth along with opening up of the Indian economy have collectively
influenced the steady growth of the two wheeler market in India. With leading foreign
brands in collaborations with Indian manufacturers entering the Indian market, the
customer could not have asked for more. In fact, the Indian bike market has grown
immensely and the preference for variety, looks, design has brought in a number of
models in the market. In the last 2 to 3 years, the craze for motorcycle over the scooters
has picked up and one can find today even girls craving for a motorbike. Not only in the
Metros but in small towns and cities also.

Trying to catch up with these, manufacturers are busy working out customer
profiles. With the competition hotting up one can find a host of discounts including: cash
rebates and free accessories to push sales of the commuter bikes. Certain changes are also
visible as far as customer preferences are concerned. The basic 100cc bike market is
suddenly experiencing a slow down in the growth. This Commuter bike was a favorite till
the other day commanding up to 90% of the total bike sales. The shift towards 100cc plus
bikes is suddenly discernable and the segment is expected to double in the next year
itself.

Manufacturers are now rushing in to introduce bikes in this segment. Bajaj had
recently launched a spruced up version of its Caliber and is also planning to upgrade the
Pulsar-Dtsi higher on the power ladder. Hero Honda is also upgrading its line-up to keep
pace with the shift in demand by launching: Ambition 135, CBZ star, Karizma etc.
 But it’s not yet end of the road for the basic entry-level bike. We are witnessing
segmentation in the bike market, like the Bike market. The entry level model will
continue to be a high-interest segment for the aspirants.

Against this backdrop, the present project work has been undertaken. With the
focus of the consumer shifting to brand and product features, the project is a study aiming
at understanding what does a customer wants from Power segment bikes(150cc & plus).
(In today’s challenging & competitive world of fast changing technology,
consumer tastes are also characterized by fast changes. So, to survive in the market, a
firm has to be constantly innovating and understand the latest, consumer trends, tastes
and preference. Consumer behavior provides invaluable dues and guidelines to market on
new technological frontiers, which they should explore. It is realized by studying the
buying behavior of consumers that many consumer products that they felt reflected their
own special needs, personalities and lifestyles. To better meet the needs of specific
groups of consumers, most marketers adopted a policy of market segmentation &
successfully market to different segments the marketing manager needs appropriate
marketing strategies, which he can design only when he can understand the factor, which
account for these difference in consumers behavior.

The most important reason for studying consumer behavior is the significant role
it plays in our lives. It plays a vital role in decision-making. As consumer significantly
affected certain decision's behavior or expected actions. So, consumer behavior is said to
be an applied discipline. Such applications can exit at two different levels of analysis.
The Micro Perspective & Societal perspective.

The micro perspective involves understanding consumers for the purpose of

helping a firm or organization accomplish its objectives. The societal perspective can
provide insight into aggregate economic & social trends and can perhaps even predict
such trends. It may suggest ways to increase the efficiency of the mkt system & improve
the well being of people in society.
 MAJOR PLAYERS AND PRODUCTS OFFERED

As India is very potential market for two-wheeler. There are a number of players
competing with one another. In the mean time, there are 5 major players fighting for an
approx. two wheelers market of 50.18 lakh two- wheelers annually. The structure of the
industry has changed during the last decade with a number of small companies being
taken over by major players. But, the competition has just begun to hot up with coming
up of MNCs. The major players are as follows:

1) HERO HONDA
Hero Honda has a reputation of being the most fuel-efficient and the largest
selling Indian motorcycle. Its commitment of providing high value products at reasonable
prices, led the world’s largest manufacturer of motorcycles to collaborate with the
world’s largest bicycle manufacturer.

It was this affinity in working cultures of HONDA Motor Company of Japan and
the HERO Group, that resulted in the setting up of the HERO HONDA MOTORS LTD.

It’s main models are:

Commuter Bikes:-- * CD 100 * Splendor * Passion * CD-Down

Power Bikes:-- * Ambition 135 * CBZ * Karizma

2) BAJAJ

It is one of the Indian’s top 10 companies in terms of market capitalization

and among the top 5 in terms of annual turnover. Established in 1945, it was
incorporated as a trading company. From 1948 till 1959, it imported scooters and
three wheelers from Italy and sold them in India.

It then obtained a production license in 1959 and struck a technical

collaboration with PIAGGIO of Italy in 1960. Now, it offers its offerings in all
segment viz. mopeds, scooters, scooterettes, motorcycles, three wheelers etc.

It’s main models are:

Commuter Bikes:-- * Caliber * CT100 * 4S Champ * Boxer
Power Bikes:-- * Pulsar * Pulsur-Dtsi * Discover * Eliminator
3) LML
LML is one of the leading scooter manufacturers in the country; with a 30%
market share in volume terms with its popular scooter brand ‘Supremo’. It
plant to facilitate authorized dealers with a WAN(Wide area Network).

Now, as the trend is changing very fastly from scooters to bikes from 2000,
LML also entered into the field of bikes manufacturing.

It’s main models are:

Commutor Bikes:-- * Energy * Adreno
Power Bikes:-- * Graphtor

4. TVS
TVS is also a leading two-wheeler company began under with the vision of
the founder of the Sundaram Clayton Group the late Mr. T.S.Srinivasan to
design, develop and produce an affordable moped for the Indian family.

Alongside the economy two wheeler range, it has constantly worked on

innovations in its motorcycle segment also. TVS continues to keep one step
ahead of its time by creating India’s first % speed gears bike.

It’s major models are:

Commutor bikes:-- * Suzuki Max 100 * Suzuki Max R * Suzuki Samurai
Power Bikes:-- * Fiero * Fiero2

5. ROYAL ENFIELD
Established in 1955, Royal Enfield Motors is now a part of
the Eicher Group of companies- a Rs.10 billion
conglomerate.
 Royal Enfield’s corporate philosophy is built around quality and unflinching
loyality to the customer. It too from time to time by its innovation introduced new
bikes to maintain customer loyality.
It’s major models are:
Power Bikes:-- * Bullet STD12V * Bullet 500 * Bullet Machismo

6. KINETIC
Kinetic engineering Ltd. Is founded in the year 1970, is the leading
manufacturer and exporter of 2- wheelers. Born of the vision of late Mr.
H.K. Firodia, Kinetic Engineering Ltd; has produced very useful bikes
for over 2 decades.
It’s major models are:
Commuter bikes:- * Challenger * Beamer

7. HONDA
HONDA ,Japan is the world’s largest motorcycle manufacturer in the
world. It had already a collaboration with the HERO group,India to produce bikes in
India. Now, It launches its own bikes in India on its own too. Honda group is the leading
motor cycle company in terms of manufacturing and latest technology.

It’s main model is :

Power Bike:-- * Unicorn

SIGNIFICANCE OF THE STUDY

• To know about the consumer buying behavior and factor which

Influence customer to purchase the product.

• To know about the consumer preference and decision.

• To know the market shares that the company holds.

• To know the factors which influence customer to making there purchasing
decision

• To find the promotional channel which creates more awareness about the bike
available in the market.

OBJECTIVES OF THE STUDY

• To identify the factor which influence the consumer behaviour while selecting

a particular brand.

• To ascertain consumer’s awareness about various brands and models of two

wheelers.

• To extract the source of information through which buyers came to know the

various brands.
 • To identify the most favorable choice of two wheelers.

• To provide the various suggestion to serve the consumer better.

• To determine the decision maker.

• To study the brand preferences of buyers.

LITERATURE REVIEW

Once the problem is formulated, the researcher undertakes an extensive literature survey
related to problem. The literature survey undertaken here includes books and different
websites from the internet.
The research project was to know the Customer Perception and Attitude
towards selected brands of 100c.c. bikes (TVS,HONDA HONDA and BAJAJ),
Between the age group of 18-24 years in Shahabad (Markanda) on the basis of
Price, Brand name and After sale services -A case study of Shahabad (Markanda)”
Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the customer behaviour is the
study of how individuals make decisions to spend their available resources (Time, Money
and Efforts) on consumption related items. It includes the study what they buy, whey they
buy it, when they buy it, where they buy it, how often they buy it and how often they use
it. The primary purpose for the study consumer behavior as apart of marketing curriculum
is to understand how and how customers make their purchase decisions. There insights
enable marketers to design more effective marketing strategies.

• Gupta.C .B and Dr. Nair. N.Rajan 2 - A business is based on understanding the

customer and providing the kind of products that the customer wants.
• Mamoria C.B. and Mamoria Satish 3
- Consumer behaviour is the process
where by individuals decide what, when, where, how and from whom to purchase
goods and services. Buying behaviour may be viewed as an orderly process here
by individual interacts with his environment for the purpose of making market
decision on products and services.
• Nair Suja. R.4 - The success of the firm will be determined by how effective it
has been in meeting the diverse customer needs and wants by treating each
customer as unique and offering products and services to suit his/her needs.
• Bennett Peter.D. And Kassarjian Haroldh 5 - A great deal of research activity
in marketing is design to shed light on the customer decision process.

• Kothari C.R.6 For data analysis different statistical techniques are being used
such as scaling techniques, correlation, and regression. Scaling technique helps in
analyzing the qualitative data.
• http://www.tvsapache.com/home.aspx
• http://www.bajajauto.com/pulsar/
• http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asp
• http://auto.indiamart.com/motorcycles/
 RESEARCH METHODOLOGY

 SAMPLING DESIGN
• CENSUS METHOD: - All the items in any field of inquiry constitute a
‘Universe’ or ‘Population’. A complete enumeration of all the items in
the ‘Population’ is known as a Census inquiry. It can be presumed that in
such an inquiry, when all items are covered, no element of chance is left
and highest accuracy is obtained. But in practical it is not true in all cases.
This type of inquiry involves a great deal of time, money and energy.
Therefore, when the field of inquiry is large, this method becomes
difficult to adopt because of the resources involved.
• SAMPLING METHOD:- When field studies are undertaken in practical
life, consideration of time and cost almost invariably lead to a selection of
 respondents i.e. selection of only few items. The respondent selected
should be as representative of total population. These respondents
constitute what is technically called a ‘Sample’ and the selection process
is called ‘Sampling Technique’. The survey so conducted is known as
‘Sample Survey’.
✔ Implementation of Sample Design: - A sample design 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.
Sampling design may as well lay down the number of items to be included in
the sample i.e. the size of sample. Sample design is determined before the data
are colleted.
✔ Steps In Sampling Design :- While developing a research design following
items are taken into consideration:-
I. Type of universe: - First and the foremost step is to clearly define the
universe to be studied. As I have taken the area of Shahabad
(Markanda) Haryana

II.Sampling unit: - A decision has to be taken concerning a sampling

unit before selecting sample. Here my sample unit includes the who
use bike in Shahabad (Markanda)
III.Source list: - It is also known as ‘Sampling frame’ from which is to
be drawn. I got this list from the company.
IV.Size of sample: - This refers to the number of items to be selected
from the universe to constitute a sample. Here I have taken the sample
of 150 respondent.
V.Parameters of interest:- In determining the sample design, one must
consider the question of the specific population parameters which are
of interest. Here I had taken only those customer have bike.
VI.Sampling procedure: - Finally the technique of selecting the sample
is to be dealt with. That means which what method the sample has
been collected. There are various types of selecting the sample. This
includes probability sampling, random sampling, stratified sampling,
 cluster sampling, convenience sampling. Here I have used the
stratified sampling method for data collection,

ANALYTICAL TOOL

 DATA COLLECTION
The task of data collection begins after the research program
has been defined and research design plan has been checked out. The data collected is
important part of research.

DATA COLLECTION METHOD

In the dat a collection method different methods are
adopted for primary data collection and secondary data collection.

➢ PRIMARY DATA COLLECTION

Primary data is the data which is collected
through observation or direct communication with the respondent in one form or
another. These are several methods for primary data collection like Observation
method, Interview method, through schedule, through questionnaires and so on.
 But as time was limited so, the relevant data was collected from the selected units
by adopting and arranging personal interview with the customer with a pre
structured questionnaire.

➢ SECONDARY DATA COLLECTION

The company’s past database is taken
into reference along with company brochures.

DATA COLLECTION INSTRUMENTS

The data collection instruments used in the
study is mentioned below: -

○ QUESTIONNAIRE
The method of data collection is quite popular. In the very first week of training I
my self made a questionnaire after knowing the different objectives of the study
and considering all the things that are required by the company’s official’s.

○ SAMPLING
Sampling may be defined as the selection of some parts of an agreement or
totality for the purpose of study. All the items in any field of inquiry constitute a
universe or population, a complete enumeration of all the items in the population
is known as Census inquiry. But when the field of inquiry is large this method
becomes difficult to adopt because of the limited no. of resources involved in the
case sample survey method is chosen under which units are selected in such a way
that they represent the entire universe.
 Hypothesis test

By applying Chi-Square……
OBSERVED

HERO HONDA BAJAJ TVS f

Mileage 29 24 9 62

Price 5 4 4 13

Brand 21 15 4 40

Style 5 5 2 12

Comfort 12 8 3 23

F 15
72 56 150

EXPECTED
 HERO HONDA BAJAJ TVS TOTAL

Mileage 22.56 17.54 6.89 62

Price 13.92 10.82 4.25 13

Brand 18.72 14.56 5.72 40

Style 5.76 4.48 1.76 12

Comfort 11.04 8.58 3.37 23

15
72 56 150

Observed Value Expected value (O-E)2 (O-E)2/E

23 22.56 .1936 .08
13.92 0.064 .0045
14
18 18.72 .518 .02

5 5.76 .577 .10

12 11.04 .921 .08

15 17.54 6.45 .36

11 10.82 ..3 0..2

17 14.56 2.44 0.16

5 4.48 .27 0.6

8 6.68 .33 0.03

9 6.89 4.45 .64

4 4.25 .06 .14

4 5.78 2.95 0.51

2 1.76 .057 0.32

3 3.37 .13 0.4

TOTAL 2.911

χ 2 Calculated = 2.91
V = (r-1) (c-1) = (5-1) (4-1) = 12
for V = 8χ 2
0.05 table value = 7.81

So, χ 2
0.05 table value greater than χ 2
calculated value so hypothesis is accepted
and there is positive relation between the various factors.
 Limitations of Study

➢ Resources for collection of data are less.

➢ Time period for data collection is short

➢ Difficult to get response from customer.

➢ Experience in field of research is difficult job.

➢ Shortage of time and money.

 RESULTS AND DISCUSSION

1 Are you aware about the 150cc bike brands available in the market?

• Fully aware
• Less aware
• Unaware

75

45
80
30
60

40

20

0
1

FULLY AWARW AWARE LESS AWARE

1 Which of the following model/brand of 150cc motorcycle you like the
most –
1 2 3
a. HERO HONDA -- -- --
b. BAJAJ -- -- --
c. TVS -- -- --

69
56

80
25
60

40

20

0
1

HERO HONDA BAJAJ TVS

 2 How did you came to know about this brand /model of 150cc bike –
a. Through friends
b. Advertisement
c. Publicity
d. Family member

80
67
70
60
50 45
40 Series1
30 21
17
20
10
0
S

Y
T
S
ND

IT
EN
R

IC
BE

M
IE

BL
SE
EM
FR

PU
TI
M
H

R
UG

VE
IL
O

AD
R

FA
TH
3 which factor influence you more to buy the bike –
a. Brand image
b. Price
c. Mileage
d. Power
e. Style
 4 How do you grade the following qualities-
a. Safety
b. Comfort
c. Performance
d. Style
e. Warranty
f. After Sales service
g. Power

45
40
35
30
25
Series1
20
15
10
5
0
ce

e
rt

e
ty

e
e
fo

ag

ic

ic
yl
fe

an

rv

Pr
m

St
Sa

i le
rm

se
Co

M
r fo

es
Pe

al
rS
te
Af
5 Are you satisfied with its overall performance?
• Fully satisfied
• Moderate
• Average
• Less satisfied
• Poor
 .7 According to you, which company gives the most benefits to customers?
• HERO HONDA
• BAJAJ
• TVS

80
72
70

60 57

50

40 Series1

30
21
20

10

0
HERO HONDA BAJAJ TVS
8 . In which type of media you see the two wheeler most?
• T.V
• Newspaper
• Wall painting
• Hording
• Magazine

80 74
70
60
50
40 35 Series1
30 24
20 15
10 2
0
r

ne
V

g
pe

tio
tin
T.

i
pa

az
ra
n
ai

ag
ws

st
lp

on

M
Ne

al

m
W

De
9 .Who influenced you more in your buying decision of bike?
• Self
• Family member
• Friends/relatives
• Mechanics

60 57

50
40
40 33
30 Series1
20
20
10
0 es
r
lf

s
be
Se

c
tiv

ni
em

ha
la
m

re

ec
s/
ily

M
nd
m

ie
Fa

Fr
 10 In your opinion, what role advertisement plays?
• Provides Important details
• Creates awareness
• Misleading

100
89
90
80
70
60
50
40
30
20
8
10
0
53

.
 RECOMMENDATION

Recommendation refers to the outcome of the research work and the suggestions for
implementation which are outcome of the research done i.e. findings.

1) It is suggested that manufacturer should make all efforts to increase mileage.

2) New technology should be applied according to the requirement of the customer.

3) Provide various schemes which attract the customers.

– Insurance

– Free works shop

4) Spare parts of the bikes should be easily available in the market.

5) Bike should be fuel efficient.

6) Bike should be given more look and style.

 BIBLIOGRAPHY

1. Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour 6th

edition Published by: Prentice-hall of India Private Limited. ( page no. 2&6)
2. Gupta C.B. and Dr. Nair N. Rajan Marketing Management
5th edition Published by: Sultan chand & sons (page no. 1.69)
3. Mamoria C.B. and Mamoria Satish Marketing Management
4th edition Published by: Kitab Mahal (page no. 161)
4. Nair Suja R. Consumer Behaviour Indian
prospective Ist edition Published by: Himalaya Publicating Home ( page no. 3)
5. Bennett Peter D. and Kassarjian Harold Consumer Behaviour 8th
edition Published by: Prentice-hall of India Private Limited.(page no. 5)
6. Kothari C.R Research Methodology
Methods & Techniques 2nd edition Published by: Wishwa Publication (page no.
151, 94-95)
7. Indian journal of marketing – April 2006 ( 1 march 2007 )

8. http://www.tvsapache.com/home.aspx ( 5 Jan 2007)

9. http://www.bajajauto.com/pulsar/ ( 8 Feb. 2007)

10. http://auto.indiamart.com/motorcycles/ ( 10 Feb. 2007 )

 ANNEXURE

1 Which Brand of bike you own?

2 What is the price of your bike?

3 How log do you own this Bike?

a. Less than six month
b. Six month
c. One year
d. Two year
e. More than 2 years

4 Are you aware about the 150cc bike brands available in the market?

• Fully aware
• Less aware
• Unaware

5 Which of the following model/brand of 150cc motorcycle you like the

most –
1 2 3
a. HERO HONDA -- -- --
b. BAJAJ -- -- --
c. TVS -- -- --

5 How did you came to know about this brand /model of 150cc bike –
a. Through friends
b. Advertisement
c. Publicity
d. Family members
e. Any other
 6 which factor influence you more to buy the bike –
a. Brand image
b. Fuel efficiency
c. Price
d. Other

7 How do you grade the following qualities-

a. Safety
b. Comfort
c. Performance
d. Style
e. Warranty
f. After sales
Service
g. Power

8 Are you satisfied with its overall performance?

• Fully satisfied
• Moderate
• Average
• Less satisfied
• Poor

10. According to you which company gives the most benefits to customers?
• HONDA
• BAJAJ
• TVS

11. In which type of media you see the two wheeler most?
• T.V
• Newspaper
• Wall painting

• Hording
• Magazine
 12. Who influenced you more in your buying decision of bike?
• Self
• Family member
• Friends/relatives
• Mechanics

13. In your opinion, what role advertisement plays?

• Provides Important details
• Creates awareness
• Misleading

14 if any other bike brand offer any attractive schemes, will you go for that brand?

Yes No

15. Suggestions, if any-