Introduction of the Report

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1.0 Introduction

Today with technological advancement human race has achieved what few years back were
impossible. Motorcycle is one of the essentials what of speed up and makes flexible life.
When Motorcycle was first introduced in Bangladesh, it was an expensive and fashionable
item. Now a days, Its price has also gone down considerably and more people in the society
can afford it. At present there are several marketers who are offering their product in the
Motorcycle market. Among them YAMAHA, HERO-HONDA, BAJAJ, HONDA are most
widely known brand. And WALTON is one of the leading electrical and electronics
manufacturing company in our national market. WALTON Motorcycle is basically a
Bangladeshi brand with a national image. In Bangladesh it is targeting the niche market for
their products commencing their marketing strategy as of their high quality and reasonable
products. They do not do their marketing for a particular group of people; they do their
marketing those who has the ability to buy their products. Since the standard of living of
people in our country is going up, everybody is aware about a brand of a product and wants
to buy a qualitative product for a longer period of time. WALTON industry is trying to build
up a better basement with better technology.

Since the real life business situation is always very complex and competitive, every business
has to face the intense competition and those who can successfully operate within this critical
situation can become the blue cheap. To stay and increase the pace in the business track, the
perception and brand awareness is very important.

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1.1 Origin of the Report
This report has been made as the course requirement of Internship in BBA program. The
topic for this report has been chosen by my both supervisors, organization’s supervisor Mr.
Sirajul Islam, Assistant Managing Director of Walton High-tech Industries Limited and
institutional supervisor Mr. Habib Anwar Pasha, Lecturer, Faculty of Business
Administration. This report contains the consumers’ reactions toward Motor-Cycle they use,
and their satisfaction level about the product.

1.2 Problem Statement and Justification

The behavior of customer in purchasing Motorcycle is unknown. The behavior of customer in
purchasing Motorcycle is unknown because there are many branded Motorcycle in the market
and different consumers prefer different Motorcycle for their household.

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 Company Overview

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2.0 About WALTON
Walton Hi-Tech Industries Ltd. - A sister concern of R.B Group is the pioneer of Television,
Motorcycle, Motor-Cycle, Freezer,Air Conditioner and Mobile-Phone Manufacturing
Technology in Bangladesh. R. B. Group is the country's top business Group in electrical and
electronics, Automobiles, and Home appliances using the brand name WALTON.

The company has been running its business with a great reputation since 1977 Establishment
of Walton HIL to Manufacture Motor-Cycle & Freezer, Air Conditioner and Motorcycle etc.
in Bangladesh is a milestone in the path of success and reputation of the brand WALTON.
Walton HIL has introduced first advanced research and manufacturing technologies and
equipments for household & commercial Motor-Cycle & Freezer, Motorcycle and Air
Conditioner etc. in Bangladesh. Walton HIL is furnished with strong Research &
Development (R&D) Division comprising of a large team of dedicated highly skilled
engineers & technical personnel from home and abroad.

Walton Hi-Tech Industries Ltd. has its own Mold & Die making section, high precision
molds & dies are made by the help of the state-of-the-art VMC, CNC Wire-Cut, EDM etc.
machines. The company has three Poly Urethane Foaming Plants, three Thermoforming
(Vacuum forming) Units; highly equipped Metal Forming Units with Powder Coating,
Nickel-Chrome Plant & Die-Casting Section, and Robot operated Injection Plastic Molding
Plant, Highly equipped Test Lab, Printing & Packaging Section etc. Walton HIL always
emphasizes on supreme priority in achieving customer satisfaction. The company always
ensures product quality and renders the innovative latest technologies in its products. It has a
complete experienced professional engineering team combined with both home and abroad to
serve the valued customers.

R.B Refers to Rezvi and Brothers

S. M Nurul Alam Rezvi : Managing Director

S. M Shamsul Alam : Director
S. M Ashraful Alam : Director
S. M Mahbubul Alam : Director
S. M Rezaul Alam : Director

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Brand of R.B Group: WALTON, Marcel

Products of Walton and Marcel:

 Motorcycle
 Motor-Cycle & Freezer
 Air conditioner
 Television (CRT, LCD)
 DVD Player
 Microwave & Steam Oven
 Domestic and Industrial Generator
 Manganese & Alkaline Battery
 Mobile Phone

 Upcoming Project:

 Computer LCD Monitor

 LED TV
 Laptop
 Car etc

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2.1 Company Profile: WALTON
Company Name: Walton hi-tech industries ltd.
Business Type: Manufacturer, Trading Company
Product/Service(We Sell): Television, Motor-Cycle, Freezer, Motorcycle
Product/Service(We Buy): Television, Motor-Cycle, Freezer, Motorcycle
Address: 10, Dilkusha C / A Dhaka-1000
Brands: Walton
Number of Employees: More than 1000 People
Error! Hyperlink reference not valid.

 Ownership & Capital

Year Established: 2006  

Registered Capital: US$10 Million - US$50 Million
Ownership Type: Corporation/Limited Liability Company
Legal
Representative/Business Walton Hi-Tech Industries Limited  
Owner:

 Trade & Market

Eastern Europe
Africa
Oceania
Main Markets:
Mid East
Eastern Asia
Western Europe
Total Annual Sales
US$5 Million - US$10 Million
Volume:
Export Percentage: 91% - 100%
Total Annual Purchase
US$5 Million - US$10 Million
Volume:

 Factory Information

Factory Size: 50,000-100,000 square meters  

QA/QC: No  
No. of Production Lines: Above 10  
No. of R&D Staff: 41 - 50 People  
No. of QC Staff: 51 - 60 People  

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Contract Manufacturing: OEM Service Offered   Buyer Label Offered  

2.2 Principles of WALTON

 Walton strengthens its CUSTOMERS-to keep them competitive

Walton’ success depends on the success of its customers. It provides its customers with its
comprehensive experience and solutions so it can achieve its objectives fast and effectively.

 Walton pushes INNOVATION - to shape the future

Innovation is its lifeblood, around the globe and around the clock. It turns its people's
imagination and best practices into successful technologies and products. Creativity and
experience keep it at the cutting edge.

 Walton enhances company VALUE - to open up new opportunities

It generates profitable growth to ensure sustainable success. It leverages our balanced

business portfolio, its business excellence and synergies across all segments and regions. This
makes it a premium investment for its shareholders.

 Walton empower its PEOPLE - to achieve world-class performance

Its employees are the key to its success. It works together as a global network of knowledge
and learning. Its corporate culture is defined by diversity, by open dialogue and mutual
respect, and by clear goals and decisive leadership.

 Walton embraces corporate RESPONSIBILITY - to advance society

Its ideas, technologies and activities help create a better world. It is committed to universal
values, good corporate citizenship and a healthy environment. Integrity guides its conduct
toward its employees, business partners and shareholders.

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2.3 Mission, Vision & Objective of WALTON Bangladesh Limited

Mission:
“To grow and increase value by implementing advanced technologies, new products and
services to provide excellent solutions to satisfy customers’ requirements.”

Vision:
“To provide the best solution and equipment to customer.”

Goal:
“To achieve market leadership, profitability, good corporate citizenship and a
sustainable growth.”

Objectives:
“The main objective of the company is to increase the market share in related
diversified products and solutions in Bangladesh and to assure the potential customers
of the quality and durability of the products. Although the products are a bit highly
priced but it is the best bargain that money can buy.”

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2.4 Walton Bangladesh ltd at a glance

WALTON is one of the leading electrical and electronics manufacturing company in our
national market. Walton Motor-Cycle is basically a Bangladeshi brand with a national image.
In Bangladesh it is targeting the niche market for their home appliance products commencing
their marketing strategy as of their high quality and reasonable price. They do not do their
marketing for a particular group of people; they do their marketing those who has the ability
to buy their product. Since the standard of living of people in our country is going up,
everybody is aware about a brand of a product and wants to buy a qualitative product for a
longer period of time. Thus, consumer perception and brand awareness for Motor-Cycle is
now become a vital aspect when purchasing a Motor-Cycle.

 Corporate Sales Plan:

Operation Policy:
Corporate sales operation through area wise-
 Gulshan
 Mirpur
 Uttra
 Dhanmondi
 Motijheel
 Mogbazar
 Azimpur etc. of Dhaka city.

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  Operational Hierarchy of corporate Showrooms:

Director of
corporate sales

Senior manager of
corporate sales

Accounts & Stock Show room Corporate

In charge Manager Executive
In-house Executive
Service Receive
Executive
Delivery &
Maintenance

 Corporate Show room operation policy:

 Existing Policy
 SOP
-Selling Instrument (Cash, Credit Card, Installment buy, Corporate Agreement, Discount etc.)
-Operation Schedule (Operation Time, Leave, Payments, Commission etc.)
-Uniform code, Name Tag, Price code.
 Jobs of Corporate Team:
 Target organization by segment
 Meeting Fix up
 Introduction Letter
 Invitation Letter
 Agreement Letter (Enlistment, HR, Personal level)
 Offer Letter

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 Jobs of Corporate Team:
 Visiting Card, Latter head pad, Envelope, Product Catalogue, Corporate presentation
 E-mail Address, Web site etc.
 Clients Database
 Periodically Communications (E-mail, SMS, Corporate gift etc.)

 Focus or Vision of Corporate Sales Team:

 Cover all the area of Dhaka city
 Establish all corporate sales point very strongly
 Start to job in a new sales point after covering old sales point
 The sales point will be covered with a strategic plan

 Market Segments of Walton Motor-Cycle

Market Segment (price wise) Percent

Below Tk. 60,000 15%
Tk. 60,000- Tk.78,000 32%
Tk. 78,000-Tk. 82,000 48%
Tk.82,000-Tk.94,000 5%

(Segmentation of Motor-Cycle Market with price)

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 (Source: WALTON Home Appliance Industry Analysis Report)

 Industry Key Success Factors

 Quality of the product should be high with attractive features.
 Price should be affordable and competitive
 Distribution channels should be recognized
 Promotional activities should focus on brand equity and image and it should have
association with lifestyles of local people.
 Highly skilled sales force with managerial experience is required to do quality control.
 After sale service and warranty should be provided.

 Target Market of Walton Motor-Cycle in Bangladesh

 Upper class
 Upper middle class
 Middle Class
 Lower middle class

 Competitors : competitors can be defined as two way-

 Direct competitors
 Indirect competitors

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In Bangladesh Walton basically do not have any competitors who can compete directly with
them due to the cause they produce locally and offer a very affordable price in comparing
with competitor. They are the only one Manufacturer in Bangladesh Motorcycle market and
so that they have lots of advantage.

But they have many indirect competitors who are exporting from International Market,
competing with them indirectly by having not the similar quality product in the market but
they are offering attractive price with new features. The names of the competitors are-
YAMAHA, HERO-HONDA, BAJAJ, HONDA etc. some of them are assembled in china at a
cheaper cost.

 Marketing Strategy:
In Bangladesh it is targeting the mass market for their home appliance and auto products
commencing their marketing strategy as of their high quality and reasonable price. They do
not do their marketing for a particular group of people; they do their marketing those who has
the ability to buy their product. For that they are offering free installment and after sales
service. For Motor-Cycle 2 years sales service without payment.

 Promotion:
As for promotional campaign Walton
 Distribute the brochures to the customer by going door to door.
 Give their advertisements on the TV, Newspaper, and Billboard.
 Participate in DITF every year.
 Sometimes give mobile phones while purchasing their product.
 Arrange fairs and Occasional Campaign

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2.5 INDUSTRY ANALYSIS: WALTON Motorcycle

Macroeconomic scenarios: PEST Analysis

 Political
The political environment is not that stable in our country, affecting every business and daily
life also. For a comfortable life and easier way of personal transportation the demand of
motorcycle is increasing.

 Economic
The devaluation of BDT against Euro and USD and high rate of tax has created great impact
on imports of the home appliances and autos, which is impeding the growth on sales.

 Social
Nowadays Traffic Jam is part of our daily life. In living with traffic jam we need to think the
better moving to save our valuable time and to increase efficiency. The First solution comes
in mind is Motorcycle in living city life.

 Technological
The growth regarding technology is very rapid. Today we are capable of making high
technological products like home appliance and autos. This achievement has opened a new
horizon and new opportunities. Now it is possible to reach to the consumer with a very
competitive reasonable price providing a best possible quality.

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 2.6 SWOT Analysis of WALTON Motor-Cycles

Strengths Opportunities

 Wider product range  Achievement of sales growth through

 Strong local presence
 Quality products at low price
 Comprehensive knowledge of the total
market and client
 Good quality and top quality of
products with solution
 Using advance high-tech technology
introduction of new products.
 Increase of sales in major cities.
 Competitors’ weaknesses offer extra
opportunities to increase sales further.
 Introduction of new products every
year.

 Because of long term experience,

customers reliability and loyalty
 Efficient after sales service.

Weaknesses Threats

 Lack of skills of manpower  Unethical competition prevailing in the

 Proper monitoring problem facing in market

marketing activities  Political unrest hamper sales

 Week distribution Channel  Entry of more competitors in the
 Less organized distribution market
 Change of customer’s demand
 Less compliance to market demand
 Lack of after seals service
 Transportation problem

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2.7 Secondary data retrieval & analysis

2.6.1 The Marketing and Management Problem

The data and information gathered through primary and secondary sources indicates few
problem of the product. These problems of the product are directly and indirectly linked to
the company’s marketing and management.

 The Marketing problem

The Walton Company has a big of problem in their marketing part. The problems are more or
less related to the strategies taken by the company regarding product advertisement and
promotion, market segmentation. The marketing problems are concerned with the fact that
the strategy taken by the company is not always well implemented. The problems from the
point of view of marketing are:
 Image of the product
 Marketing strategies
 Market segmentation

 The management problem is focused on the facts of one issue. The problem is:
 Corporate Culture

2.6.2 Corporate Culture

The Corporate Culture of Walton follows conservative style. The corporate culture of Walton
states that they prefer experienced and aged personal rather than young people. The overall
corporate culture of the company is traditional and they follow it in their recruiting and
promotion in the management sector. This conservative corporate culture has a great
influence on the product image. The company doesn’t encourage a young, fresh new comers
in the management and with that the so-called “Crazy ideas”. But because of this negative
attitude toward the crazy idea the company is lacking in creating new dimension for the
product and promotion.

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 Project Part

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3.0 Introduction

Motorcycle is the Machine to speed up the human life. The people who want to move with
speed and comfort they purchase Motor-Cycle. At present there are several marketers who
are offering their product in the Motor-Cycle market. Among them YAMAHA, HERO-
HONDA, BAJAJ, HONDA are most widely known brand. And Walton is one of the leading
electrical-electronics and now auto manufacturing company in our national market. Walton
Motor-Cycle is basically a Bangladeshi brand with a national image. In Bangladesh it is
targeting the niche market for their auto products commencing their marketing strategy as of
their high quality and reasonable products. Walton industry is trying to build-up a better
basement with better technology.

Today the real life business situation is always very complex and competitive, every business
has to face the intense competition and those who can successfully operate within this critical
situation can become the blue cheap. To stay and increase the pace in the business track, the
perception and brand awareness is very important.

3.1 Problem Statement

The behavior of customer in purchasing Motor-Cycle is unknown.

3.2 Justifications

The behavior of customer in purchasing Motor-Cycle is unknown because there are many
branded Motor-Cycle in the market and different consumers prefer different Motor-Cycle for
their personal or organizational use.

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3.3 Literature Review

I have already discussed about my report’s topic. As it is based on consumer behavior, we

have to understand what is consumer behavior and things related to it. All these are described
below:

3.3.1 Definition of consumer behavior

Consumer behavior has changed dramatically in the past decade. The term consumer
behavior is defined as the behavior that consumers display in searching for, purchasing,
using, evaluating, and disposing of products and services that they expect will satisfy their
needs.
Consumer behavior focuses on how individuals make decisions to spend their available
resources on consumption related item.

3.3.2 Types of consumer

There are two types of consumer. They are:
 Personal Consumer: Who buy goods or services for his or hers own use, for the
use of households, or as a gift for a friend.
 Organizational Consumer: It means profit and non-profit business, government
agencies, and institutions, all of which must buy products, equipment, and services in
order to run their organizations.

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3.4 Objectives of the Report
There are two types of objective behind conducting this report. These are as follows:

3.4.1 Broad objective:

The broad objective of this report is to find out the behavior of customer in purchasing
Motor-Cycle.

3.4.2 Specific objectives:

The specific objectives for this report are as follows:

 To find the attributes of Motor-Cycle they like most.

 To find the price of Motor-Cycle that they demand.

 To find the brand that consumers prefer for their Motor-Cycle.

 To find out the reason for purchasing the brand.

 To find out the reasons behind purchasing from the place.

 To find out the advertisement media that helps the customers most.

 To find out the sales service that they prefer most

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3.5 Methodology of the report
To complete this report successfully I have to follow some methods. These are as follows:
3.5.1 Methodology
 Research Type: The study is Descriptive in the context of Bangladesh for the
aspects focused mainly on Walton.
 Sample Size: Sample sizes were 50.
 Sampling Element: The respondents were to be picked from the following -
o The service holders or Businessmen from different professions including
users, decision makers and opinion leaders.
o Young generation or students from business school
 Sampling Procedure: Non-Probability, Convenience Sampling
 Data collection procedure: A detail questionnaire was formulated for collecting
data.

 Sources of data: Majority of the study is based on primary data. However some
secondary data source is used for background study.
o Primary Data collection sources were done by direct interview to the targeted
respondents and by administering questionnaires through telephone and e-
mail.
o Secondary Data were collected from books, published documents, survey
reports, internet and journals.

 Analysis of Data: The analysis is done with both quantitative and qualitative
procedure. MS Word, MS Excel and SPSS are used as the software for quantitative
analysis. And the qualitative analysis is done based on the quantitative findings.

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3.6 Data analysis
For data analysis I have done frequency analysis, cross tabs analysis with the data I have
collected from the respondents which are given in Appendix.

3.7 Analysis
After conducting the frequency analysis, cross tabs analysis I have found out the following
results:

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3.7.1 Frequency Analysis

1. Age of the Respondents

Table 1: Age
Cumulative
Frequency Percent Valid Percent
Percent
Valid 20 to 30 26 52.0 52.0 52.0
31 to 40 22 44.0 44.0 96.0
40 to 50 2 4.0 4.0 100.0
Total 50 100.0 100.0

Age

40 to 50

4.0%

31 to 40 20 to 30

44.0% 52.0%

Analysis:

From the frequency table we can see that most of the respondents 52% those who use Motor
Cycle are in 20 to 30 years old. 44% of them are up to 31 to 40 years old. Rest 4% is above
40 years of age. They use Motor Cycle in different places for different purpose.

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2. Gender of the Respondents

Table 2: Gender
Cumulative
Frequency Percent Valid Percent
Percent
Valid Male 50 100.0 100.0 100.0

Gender

Male
100.0%

Analysis:

From the frequency table, we see that the respondents are male person. As this topic is based
on Motorcycle purchasing behavior of customers, normally all the respondent 100% are
chosen who ride Motorcycle, traditionally they are men.

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3. Occupation of the Respondents

Table 3: Occupation
Cumulative
Frequency Percent Valid Percent
Percent
Valid Businessman 13 26.0 26.0 26.0
Govt. Service
4 8.0 8.0 34.0
holder
Private Service
24 48.0 48.0 82.0
holder

Professional 1 2.0 2.0 84.0

Other 8 16.0 16.0 100.0
Total 50 100.0 100.0

Occupation

Other

16.0% Businessman

Prof essional 26.0%

2.0%

Gov.Service holder
8.0%

Private Service hol

48.0%

Analysis:

From the frequency table, we can see profession of the respondents use Motorcycle. As this
topic is based on Motorcycle purchasing behavior of customer, most of them about 48% are
private service holder. 26% are Businessman, rest of them are Govt. employee and
professional.

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4. Monthly Income of Respondents:

Table 4: Monthly Income

Cumulative
Frequency Percent Valid Percent
Percent
Below TK
Valid 4 8.0 8.0 8.0
10,000
TK 10,001-
14 28.0 28.0 36.0
20,000
TK 20,001-
19 38.0 38.0 74.0
30,000
Above TK
13 26.0 26.0 100.0
40,000
Total 50 100.0 100.0

Monthly Income

Below TK 10,000
8.0%
Above TK 40,000
26.0%

TK 10,001-20,000
28.0%

TK 20,001-30,000

38.0%

Analysis:

From the frequency table, we can see that all the respondents those who use Motorcycle,
most of the respondents’ about 38% income level is tk. 20,001 to tk. 30,000. The next
maximum respondents about 28% earn tk.10,000 to tk20,000. 26% 0f them earn above 26%.
They use Motorcycle for different purpose in different places.

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5. Do you have own Motor cycle?

Table 5: Ownership
Cumulative
Frequency Percent Valid Percent
Percent

Valid Yes 48 96.0 96.0 96.0

No 2 4.0 4.0 100.0
Total 50 100.0 100.0

Do you have own Motor cycle?

No

4.0%

Yes

96.0%

Analysis:

From the frequency table, we can see that all the respondents those who filled up the
questionnaires most of them 96% have Motorcycle their own. Only 4 percent of them have no
Motorcycle of their own.

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6. If yes, please mention the brand/company name

Table 6: Brand of purchased Motor Cycle

Cumulative
Frequency Percent Valid Percent
Percent
Valid Honda 4 8.0 8.0 8.0
Hero-Honda 7 14.0 14.0 22.0
Bajaj 8 16.0 16.0 38.0
Yamaha 10 20.0 20.0 58.0
Walton 18 36.0 36.0 94.0
TVS 2 4.0 4.0 98.0
8 1 2.0 2.0 100.0
Total 50 100.0 100.0

If yes,please mention the brand/company name

8
2.0%

TVS
4.0%
Walton
36.0%
Honda

8.0%

Hero-honda
14.0%

Bajaj
16.0%

Yamaha

20.0%

Analysis:

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From the above table and graph we can see most of the respondents 36% have a preference
Walton Motorcycle. 20% percent of them use Yamaha. Some of them use others branded
Motorcycle like Bajaj, Hero-Honda, Honda and others.

7. Are you satisfied with your present brand of motor cycle?

Table 7: Satisfactory Level

Cumulative
Frequency Percent Valid Percent
Percent
Valid Yes 49 98.0 98.0 98.0
No 1 2.0 2.0 100.0
Total 50 100.0 100.0

Are you satiesfied with your present brand of motor cycle?

No
2.0%

Yes

98.0%

Analysis:

From the frequency table and from the graph we can see that most of the respondents 98%
are satisfied with their present brand of Motorcycle. Only 2 percent of them are dissatisfied
with their present brand of Motorcycle.

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8. What feature would make a motor cycle most important to you?

Table 8: Important Feature

Cumulative
Frequency Percent Valid Percent
Percent
Valid Outer Design 5 10.0 10.0 10.0
Price 4 8.0 8.0 18.0
Years of guarantee 7 14.0 14.0 32.0
After sales service 10 20.0 20.0 52.0
Country of origin 10 20.0 20.0 72.0
Brand reputation 14 28.0 28.0 100.0
Total 50 100.0 100.0

What feature would make a motor cycle most important to you?

Outer Design

10.0%
Brand reputation Price

28.0% 8.0%

Years of gurrentee

14.0%

Country of origin
After sales service
20.0%
20.0%

Analysis:

From the frequency table we can see that the respondents those who use motorcycle, most of
them 28% gave importance Brand Reputation as attribute of the product. Country of origin to

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 purchase and after sales service equally has 20% percent of the total respondent gave
importance about.

9. Given Below are the different prices of Motor cycle. Please specify which group your
motor cycle belongs?

Table 9: Price of Motorcycle

Cumulative
Frequency Percent Valid Percent
Percent
Valid Less then TK 80,000 4 8.0 8.0 8.0
TK 80,000-1,25,000 23 46.0 46.0 54.0
TK 1,25,000-1,60,000 13 26.0 26.0 80.0
TK 1,60,000-2,20,000 7 14.0 14.0 94.0
TK 2,20,000-3,00,000 3 6.0 6.0 100.0
Total 50 100.0 100.0

Given Below are the different prices of Motor cycle. Please specify whic

TK 2,20,000-3,00,000
Less then TK 80,000
6.0%
8.0%
TK 1,60,000-2,20,000
14.0%

TK 80,000-1,25,000
TK 1,25,000-1,60,000
46.0%
26.0%

Analysis:

From the frequency table we can see that most of the respondents 46% have Motorcycle at
price level Tk. 80,000 to Tk. 1, 25,000. And 26 percent of them have from Tk. 1, 25,000 to

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Tk. 1, 60,000 as price level. 14 percent respondents prefer Tk. 1, 60,000 to Tk. 2, 20,000 as
price level.

10. Do you think the price of your motor cycle is as equal as quality?

Table 10 : Satisfaction on Price and Quality

Cumulative
Frequency Percent Valid Percent
Percent
Valid Yes 48 96.0 96.0 96.0
No 2 4.0 4.0 100.0
Total 50 100.0 100.0

Do you think the price of your motor cycle is as equal as quality?

No
4.0%

Yes
96.0%

Analysis:

From the frequency table we can see most of the respondents 96% said that price of their
Motorcycle is as equal as quality. Only 4 percent of them disagree about it.

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 11. Which benefit comes first to your mind before purchasing a motor cycle?

Table 11: Considering benefit before purchasing

Cumulative
Frequency Percent Valid Percent
Percent
Valid Model Design 8 16.0 16.0 16.0

Longer lusting 22 44.0 44.0 60.0

Price 9 18.0 18.0 78.0
After sales service 5 10.0 10.0 88.0
Warranty 6 12.0 12.0 100.0
Total 50 100.0 100.0

Which benefit comes first to your mind before purchasing a motor cycle?

Warranty
Model Design
12.0%
16.0%

After sales service

10.0%

Price

18.0%
Longer lusting

44.0%

Analysis:

From the frequency table we can see that most of the respondents44% prefer Long-Lasting as
quality. 18 percent of them prefer Reasonable Price, 16 percent of them prefer Attractive

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Design, Warranty is preferred by 12 percent, 10 percent of them prefer frost After Sales
Service as quality.

12. By whom are you influenced to buy the motor cycle?

Table 12: Influencer of purchasing Decision of Motorcycle

Cumulative
Frequency Percent Valid Percent
Percent

Valid Family Member 12 24.0 24.0 24.0

Friends 24 48.0 48.0 72.0
Neighbors 1 2.0 2.0 74.0
Collegues 5 10.0 10.0 84.0
Others 8 16.0 16.0 100.0
Total 50 100.0 100.0

By whome are you influenced to buy the motor cycle?

Others
Family Member
16.0%
24.0%

Collegues
10.0%

Neighbors
2.0%

Friends
48.0%

Analysis:

Here we can see that in case of Motor Cycle purchasing respondents are mostly influenced by
their Friends - about 48%, 24 percent by Family and 10 percent by Colleagues.

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13. From where do you like to purchase the motor cycle?

Table 13: Place of Purchasing Motorcycle

Cumulative
Frequency Percent Valid Percent
Percent
Valid Dealer 10 20.0 20.0 20.0
Retailer 1 2.0 2.0 22.0
Corporate
12 24.0 24.0 46.0
Agreement
Company outlate 27 54.0 54.0 100.0
Total 50 100.0 100.0

From where do you like to purchase the motor cycle?

Dealer

20.0%

Retailer
2.0%

Company outlate

54.0% Corporate Agreement

24.0%

Analysis:

From the frequency table we can see that most of respondents – 54% prefer Company outlet,
24 percent choose Corporate Agreement and 20 percent wish to purchase from the dealer.
Very few percentages prefer retailers in case of Motorcycle purchasing.

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14. What is the reason behind purchase that place?

Table 14: Motive following purchase from that place

Cumulative
Frequency Percent Valid Percent
Percent
Valid Credit Facility 5 10.0 10.0 10.0

Fixed Price 5 10.0 10.0 20.0

Discount 18 36.0 36.0 56.0
Product
18 36.0 36.0 92.0
Availability
Others 4 8.0 8.0 100.0
Total 50 100.0 100.0

What is the reason behind purchase that place?

Others Credit Facility

8.0% 10.0%
Fixed Price

10.0%

Product Availability

36.0%

Discount

36.0%

Analysis:

Here we can see that the respondents prefer Company Outlet because of Product Availability
and Discount equally 36 percent. Than equally Credit facility and Fixed Price have 10
percent of importance why respondents prefer Company Outlet.

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 15. Which brand comes first into your mind when you think about motorcycle?

Table 15: Brand positioning of Motorcycle

Cumulative
Frequency Percent Valid Percent
Percent
Valid Honda 4 8.0 8.0 8.0
Hero-Honda 11 22.0 22.0 30.0
Bajaj 9 18.0 18.0 48.0
TVS 1 2.0 2.0 50.0
Yamaha 14 28.0 28.0 78.0
Walton 11 22.0 22.0 100.0
Total 50 100.0 100.0

Which brand comes first into your mind when you think about motoe cycle?

Honda

Walton 8.0%

22.0%

Hero-Honda
22.0%

Yamaha
Bajaj
28.0%
18.0%

TVS
2.0%

Analysis:

From the Frequency table we can see that in case of Motorcycle purchasing the mind share of
respondents is Yamaha has maximum 28%, Walton and Hero Honda have equally 22% and
Bajaj has 18% than Honda has 8%.

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16. Which advertisement media helps you to know about the brand?

Table 16: Significant Promotion of Particular Brand

Cumulative
Frequency Percent Valid Percent
Percent
Valid Television Ad 29 58.0 58.0 58.0
Print Media 1 2.0 2.0 60.0
Billboard Ad 1 2.0 2.0 62.0
Others 19 38.0 38.0 100.0
Total 50 100.0 100.0

Which advertisement media helps you to know about the brand?

Others
38.0%

Television Ad
58.0%

Billboard Ad
2.0%

Print Media
2.0%

Analysis:

Here we can see that TVC helps mostly to information about Motorcycle to customers – 58%.
2% respondents say that Billboard and Print Media help them to get information about
Motorcycle.

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17. Do you visit website before purchasing Motor cycle?

Table 17: Frequency of visiting website

Cumulative
Frequency Percent Valid Percent
Percent
Valid Yes 20 40.0 40.0 40.0
No 30 60.0 60.0 100.0
Total 50 100.0 100.0

Do you visit website before purchasing Motor cycle?

Yes
40.0%

No

60.0%

Analysis:

From the Chart and frequency table we can see that in case of Motorcycle 60% respondent do
not visit website before purchasing Motor-Cycle.

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 18. Do you prefer to buy motor cycle from the Dhaka International Trade Fair (DITF)?

Table 18: Preference to buy from DITF

Cumulative
Frequency Percent Valid Percent
Percent
Valid Yes 48 96.0 96.0 96.0
No 2 4.0 4.0 100.0
Total 50 100.0 100.0

Do you prefer to buy motor cycle from the Dhaka International Trade(DIT)
No

4.0%

Yes

96.0%

Analysis:

Here we can see those 96% respondents are interested to buy Motorcycle from DITF. Only
4% of them disagree about it.

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19. If yes, the reason is:

Table 19: Why from DITF

Cumulative
Frequency Percent Valid Percent
Percent
Valid Discount Price 22 44.0 44.0 44.0

Delivery System 1 2.0 2.0 46.0

Comparison of
all brands
21 42.0 42.0 88.0
together at the
fair
Others 6 12.0 12.0 100.0
Total 50 100.0 100.0

If yes mention the reason is

Others

12.0%

Discount Price

44.0%

Comparison of all br

42.0%

Delivery System

2.0%

Analysis:

From the frequency table we can see that 44% respondents want to buy their Motorcycle
from DITF for Discounted Price, 42% for brand comparison and 12% of them go for other
reasons.

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20. The delivery system of motor cycle company is satisfactory?

Table 20: Satisfaction of delivery system

Cumulative
Frequency Percent Valid Percent
Percent
Valid Yes 45 90.0 90.0 90.0
No 5 10.0 10.0 100.0
Total 50 100.0 100.0

The delivery system of motor cycle company is satisfactory?

No
10.0%

Yes

90.0%

Analysis:

From the frequency table and from the chart we can see that most of the respondents 96% are
satisfied about the delivery system of motorcycle Company. Only few numbers of
respondents is not satisfied.

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21. What kind of sales service do you prefer most?

Table 21: Preferred Sales service

Cumulative
Frequency Percent Valid Percent
Percent
Valid Guarantee 17 34.0 34.0 34.0
Warranty 20 40.0 40.0 74.0
Replacement 8 16.0 16.0 90.0
Others 5 10.0 10.0 100.0
Total 50 100.0 100.0

What kind of sales service do you prefer most?

Others
10.0%

Gurrentee
Replacement
34.0%
16.0%

Warranty
40.0%

Analysis:

From the frequency table and from the chart we can see that 40% respondents expect to get
the offer of Warranty. 34% of the total respondent prefer Guarantee, 16% of them choice
replacement of the product.

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22. What types of motor cycle color do you like most?

Table 22: Preferred Color of Motorcycle

Cumulative
Frequency Percent Valid Percent
Percent
Valid Red 10 20.0 20.0 20.0
Blue 13 26.0 26.0 46.0
Black 26 52.0 52.0 98.0
White 1 2.0 2.0 100.0
Total 50 100.0 100.0

What types of motor cycle color do you like most?

White
2.0% Red

20.0%

Black

52.0%
Blue
26.0%

Analysis:

From the frequency table we can see that 52% respondents like to buy Black motorcycle,
26% like Blue, 20% like Red and only 2% like white color to buy motorcycle.

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Summary of Findings
1. Age:
2. Gender:
3. Occupation:
4. Income:
5. Own Motorcycle:
6. Brand of the motorcycle:
7. Satisfaction of current brand: 98% is satisfied with their present
8. Important Feature:
9. Preference of prices:
10. Price as equal as qualities: 96% agrees Price is as equal as quality.
11. Benefit Preference:
12. Influenced to buy:
13. Place to purchase:
14. Why from that place:
15. Brand Preference:
16. Focused Media:
17. Visiting Website:
18. Preference of DITF:
19. WHY DITF:
20. Delivery System:
21. Preferred Sales Service:
22. Preferred Color:
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52% is 20 to 30 years old
100% is male
48% is private service holder
38% earns tk. 20,001 to tk. 30,000
96% has Motorcycle of their own
36% use Walton Motorcycle
28% considers Brand Reputation
46% at price level Tk. 80,000 to Tk. 1,25,000
44% prefer Long-Lasting as quality
48% influenced by their Friends
54 percent prefer Company outlet
36% says Product Availability and Discount
28% - Yamaha has the maximum
66% respondents said that TVC
60% respondent do not visit website
96% wants to buy from DITF
44% says discounted price
90% the respondents are satisfied
40% says Warranty
52% have a preference of Black
Recommendations
As Walton is one of the reputed companies in Bangladesh, there are very few to
recommendations about their product or services.

 Most of the people like to purchase Yamaha Motor-Cycle because of attractive design
and last long. So, Walton should make very attractive design and long-lasting Motor-
Cycle.

 DITF is one of the important place where people come together to buy Motor-Cycle at
a concession price. So, Walton can motivate their customer by giving various offer
with discount price considering expectation and demand of consumers

 Walton offer motor cycle only for male customer but they should offer female
customer also as like Walton scuti.

 In case of advertising Television ad of Walton motor cycle is effective for the

customer but the print media and billboard ad is not effective. So they should improve
their advertisement on print media and billboard ad.

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Conclusion
Walton Bangladesh Limited has a great potential growth in the country as a leading national
brand with a national image. The consumers’ behavior towards Walton is very positive and
their satisfaction level is very high. The consumers of Motor-Cycle are preferred Walton
Motor-Cycle most. The consumers believe that Walton provides high quality product with
reasonable prices in case of Walton Motor-Cycle. Consumers of Motor-Cycle mainly get
information from the TV commercial.

To achieve the leading position and success, lot of improvement is required for every
divisions of it. As Motor-Cycle became essential for the consumer day by day, many
marketers are coming with this product in this electronic industry. So that it has also become
a competitive market for Walton Motor-Cycle in spite of having a good brand image and
local presence in Bangladesh. They should also take much more attention and careful action
to establish its product line in the market. Also should be identify their customer’s behavior
and keep the commitment with them strongly. To build a positive perception and awareness
among the consumers about their product they have to be stronger in their promotional
activities and should maintain a good relationship both internally and externally in their
corporate life.

Finally I can conclude that Walton is one of the leading companies in Bangladesh with a
national image. They provide quality product with reasonable price. They provide their
service to customer with care. I can expect and predict that WALTON will be the one
company in Electronic and Auto Market in Bangladesh; it is just matter of time.

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 Internship Experience

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4.0 Introduction
Walton is one of the leading companies electric and electronic industries of Bangladesh, I am
fortunate to complete my internship in such a big Company. Through my internship period I
have learned so many things from the organization which I have not learned before. I was
placed in Walton Corporate Marketing division to complete my internship. A brief
description is given below about my internship experience:

4.1 Duties and responsibilities within the organization

As I was an intern my duties and responsibilities was regular type but I was very sincere
about responsibility what was given to me. I had to go the office every day. Sometimes I had
to look at the working process of corporate sales and marketing. Sometimes I had to go
different companies for marketing the product. Mainly my responsibility was to learn work.

4.2 Reporting structure

The topic and guideline for preparing my report was given by the “Assistant Managing
Director” of Walton High-tech Ind. Ltd. Mr. Serajul Islam. He was my supervisor for the
entire internship period.

4.3 Department or division

As I am a student of BBA and my major was in marketing I was placed in marketing
department of Walton High-tech Ind. Ltd

4.4 Contribution to the organization

As an intern I have little to contribute for the organization. My topic was research based so I
had to conduct a research which they will use in their Marketing department in future.

4.5 The job was related to my major area of study

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I have chosen the major area for my BBA in marketing. In marketing major there was a
course named “Consumer Behavior” and the topic of my internship is based on that subject
that is consumer behavior in purchasing Motor-Cycle. So the topic is matched with my major
subject.

Bibliography
Books

1. Shiffman, G Leon, Kanuk, “Consumer Behavior”, 9th edition 2007.

2. Malhotra, Naresh K. “Marketing Research’, 5th edition 2009-2010, Prentice-Hill of

India Private Limited.

Company:

1. Walton Hi-Tech Industries Ltd.

2. R. B. Groups of Companies Ltd.

Website:
 www.waltonbd.com

 www.wikipedia.com

3. Quarterly Business Review 2009

Walton high-tech industries limited

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52 | P a g e
 Appendix
Appendix: Table of Mean, Median and Standard Deviation
1. Age:
Age
Mean 2.1000
Median 2.0000
Standard Deviation 1.07381

2. Gender:
Gender
Mean 1.2400
Median 1.0000
Standard Deviation .43142

3. Occupation:
Occupation
Mean 2.9200
Median 3.0000
Standard Deviation 1.42628

4. Monthly Income:
Income
Mean 2.3673
Median 2.0000
Standard Deviation .88256

5. Do you have own Motor-Cycle?

Motor-Cycle
Mean 1.1000
Median 1.0000
Standard Deviation .30305

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 6. If yes, please mention the brand/ company name.
Company
Mean 4.5625
Median 4.5000
Standard Deviation 2.22085

7. Are you satisfied with your present brand of Motor-Cycle?

Satisfaction
Mean 1.0400
Median 1.0000
Standard Deviation .19795

8. What attributes/features would make a Motor-Cycle most important to you?

Attributes
Mean 3.7200
Median 4.0000
Standard Deviation 1.44335

9. Given below are the different prices of Motor-Cycle. Please specify which group your
Motor-Cycle belongs?
Price level
Mean 2.7400
Median 3.0000
Standard Deviation 1.10306

10. Do you think the price of your Motor-Cycle is as equal as quality?

Price Satisfaction
Mean 1.3200
Median 1.0000
Standard Deviation .47121

11. Which benefit comes first to your mind before purchasing a Motor-Cycle?
Quality
Mean 2.7800
Median 2.0000
Standard Deviation 1.41839

12. By whom you are influenced to buy the product? (If any)
Influence
Mean 1.5400
Median 1.0000
Standard Deviation .73429

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 13. From where do you like to purchase the Motor-Cycle?
Place
Mean 2.1200
Median 1.0000
Standard Deviation 1.33463

14. What is (are) the reason (s) behind purchasing from that place?
Place reason
Mean 2.0600
Median 2.0000
Standard Deviation 1.13227

15. Which brand comes first into your mind when you think about Motor-Cycle?
Brand
Mean 4.5400
Median 4.0000
Standard Deviation 2.34050

16. Which advertisement media helps you to know about the brand?
Advertisement
Mean 1.8600
Median 1.0000
Standard Deviation 1.29378

17. Do you visit website before purchasing Motor-Cycle?

Website
Mean 1.3800
Median 1.0000
Standard Deviation .49031

18. Do you prefer to buy Motor-Cycle from the Dhaka international trade fair (DITF)?
DITF
Mean 1.0600
Median 1.0000
Standard Deviation .23990

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 19. If yes then the reason is (please rank)
Reason DITF
Mean 2.0417
Median 2.0000
Standard Deviation 1.00970

20. The Delivery system of Motor-Cycle Company is satisfactory?

Delivery
Mean 1.0800
Median 1.0000
Standard Deviation .44447

21. What kind of sales service do you prefer most?

Sales
Mean 1.8163
Median 2.0000
Standard Deviation .90539

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Questionnaire
Respectable Sir/Madam,

I’m student of BBA program, Eastern University a conducting survey on “Behavior of customer
in case of Purchasing Motor Cycle” and would like to know your views and opinions. Would you
mind spending a few minutes to help us by completing this questionnaire? All of the
information you give me will be treated as completely confidently and it will not be possible
for anyone to identify the information you give me when I write up the report.

Name:
1. Age:
? 20 to 30 ? 31 to 40 ? 41 to 50 ? Above 50s
2. Gender: ?Male ? Female
3. Occupation:
?Businessman ?Gov. Service holder ?Private service holder
?Professional ?Other…
4. Monthly Income:
 Below TK.10, 000  TK.10, 001 -20,000  TK.20, 001-40,000  Above TK.
40,000
5. Do you have own Motor cycle?
□ Yes
□ No

6. If yes, please mention the brand/ company name.

Brand Brand Brand

□ Honda □ Hero-Honda □ Butterfly

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 □ Singer □ Bajaj □ Yamaha
□ Walton □ Suzuki □ Other -----------

7. Are you satisfied with your present brand of Motor cycle?

□ Yes
□ No

8. What attributes/features would make a Motor cycle most important to you?

□ Outer design/look □ Years of guarantee □ Country of origin
□ Price □ After sales service □ Brand reputation

9. Given below are the different prices of Motor cycle. Please specify which group your
Motor-Cycle belongs?
□ Less than □ Tk. □ Tk. 21,000- □ Tk. 31,000- More than
Tk. 10,000 11,000- 30,000 40,000 Tk. 40,000
20,000

10. Do you think the price of your Motor cycle is as equal as quality?
□ Yes
□ No

11. Which benefit comes first to your mind before purchasing a Motor cycle?
(The quality of Motor cycle you prefer most)
□ Design □ Long Durable □ Warranty
□ Price □ After Sales □ Fuel Consumption
Service

12. By whom you are influenced to buy the product? (If any)
□ Family □ Friends/N □ Colleagues □ Others……………

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 members eighbors (Please specify)

13. From where do you like to purchase the Motor cycle?

□ Dealer □ Corporate □ Others………………. (Please specify)
agreement

□ Retailer □ Company
outlet

14. What is (are) the reason (s) behind purchasing from that place?
□ Credit facility / □ Product Others………………. (Please specify)
discounts availability
□ Fixed price □ Negotiable
price

15. Which brand comes first into your mind when you think about Motor cycle?
Brand Brand Brand

□ Honda □ Hero-Honda □ Butterfly

□ Singer □ Bajaj □ Yamaha
□ Walton □ Suzuki □ Other -----------

16. Which advertisement media helps you to know about the brand?
□ Television ad □ Print □ Others………….. (Please specify)
media
□ Radio ad □ Billboard
ad

17. Do you visit website before purchasing Motor Cycle?

□ Yes
□ No

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 18. Do you prefer to buy Motor-Cycle from the Dhaka international trade fair (DITF)?
□ Yes
□ No

19. If yes then the reason is (please rank)

□ Discount □ Delivery □ Comparison of □ Others (Please specify…..
Price ….. System….. all brands
together at the
fair…..

20. The Delivery system of Motor Cycle Company is satisfactory?

□ Yes
□ No

21. What kind of sales service do you prefer most?

□ guaranty □ Warranty □ Replacement □ Others (Please specify…..

22. What types of motor cycle color customer like most?

Red Blue Black White Yellow

Thank You for your time and cooperation

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