CONCLUSIONS

54% of customers purchase Bajaj Pulsar from Dealer. 10 % of customers

purchase from the broker & 36 % of customers purchase a second hand
bike.

In the following maximum ranked pulsar Fuel Efficiency (30%) as the

most important factor for buying pulsar. While they were least bothered
about the features & power therefore it was ranked 5 with (5%). In the
rank 4 status value (10%) was just ahead of price (15%)

40% has approached their friends or relatives for information there view
becomes immensely important for the company. Moreover these were the
person (relatives or friends) who owned the bike or knew someone who
owned it. But how can we influence there decision as a company? Here
customer relation management can play a vital role. 180cc bike had
major problem of gears but company didn’t respondent swiftly to the
complaints. Thus people who purchased this bike acted as negative
influencer to the potential customer. Instead company would have at least
contacted all the bike owners once in 3 months to know the satisfaction.
So if the customer had any problem we would have tried to solve the
problem before he would have harmed our sale by negative publicity.

54% service their bike at dealer service station (dss) while 36% service at
authorized service station (ass), thus there is a shift from earlier popular
local garages to dss and ass. It clearly indicates that new generation of the
bike owner is ready to shell out more money for quality service and
genuine parts. Thus bal can open more ass on revenue sharing basis by
training and authorizing local (reputed) mechanics.

The biggest problem of bike is high maintenance cost i.e. - 32%. Big
Petrol tank as a problem came as an interesting finding as petrol tank is
designed so, to give pulsar a distinct image of “definitely male”.

34% People say easy handling is a plus point for pulsar, 23% People says
Pick Up is a plus point for pulsar, 19% People says Speed is a plus point
for pulsar, 24% People says looks is a plus point for pulsar.
35% of the sample population was extremely satisfied with the safety of
the bike, while only 2% were extremely dissatisfied with the quality of
the Bajaj Pulsar Bike. Thus we can look forward for the concept of
customer delight, as our rating in satisfaction is quite high, and future it
will help us for the launch of new variants and models

Out of the total respondents (50) 42% preferred Honda, 18% preferred
Bajaj, 18% TVS, 12% Royal Enfield and 10% preferred Yamaha.

40 out of 100 samples were dependent students i.e. non working, whereas
60 were self employed or were earning on their own.

Students with household income of Rs 26000 – 30000 per month prefer

Bajaj pulsar the most (30%), and there is a low preference between
income groups ranging in Rs 31000 & above p.m. and Rs 15000 – 20000
p.m.

Students who are post graduate (37) have a high preference for this bike,
whereas students in HSC (11) & Graduate Students have a very low
preference (23) , second to come after post graduates are under graduates
(29).
Objectives findings:

Based on Product related features:

Based on the product related features the following dominate the choice of a two-wheeler
(in decreasing order of their dominance):

1. Maximum speed in (km / hr).

2. Pick up of the automobile.
3. Availability of the spares.
4. Loading capacity.
5. Driving comfort.
6. Colors available.
7. Weight of the vehicle.
8. Safety while driving.

Based on Market related factors:

Based on market related factors the following dominate the choice of a two wheeler
amongst the youngsters ( in decreasing order of their dominance ):

1. Company rating.
2. Brand image.

Based on societal factors:

Based on the societal factors the following dominate the choice of a two wheeler amongst
the youngsters ( in decreasing order of their dominance ):

1. Recommendation by parents.
2. Recommendation by the dealer.
3. Vehicle owned by the friends.

Based on Economy related factors:

Based on the economy related factors the following dominate the choice of a two wheeler
amongst the youngsters ( in decreasing order of their dominance ):

1. Cost of the spares.

2. Maintenance cost.
3. Mileage.

Based on Geographical factors:

Based on the geographical factors the following dominate the choice of a two wheeler
amongst the youngsters ( in decreasing order of their dominance ):

1. Road conditions of the city.

2. Geographical area.

Based on Personality factors:

Based on the personality factors the following dominate the choice of a two-wheeler
amongst the youngsters (in decreasing order of their dominance):

1. Looks while driving.

2. Life style factors.
 RECOMMENDATIONS

BAJAJ should create awareness regarding the benefits in respect of better

after sales service and power provided by Bajaj Pulsar bike as most of the
people are unaware about it.
It should position its bike as a bike providing high Status value, power,
safety and an economical bike.
BAJAJ should increase its brand awareness to gain the top of mind share of
the consumers.
If it wants to launch BAJAJ125 it should position as an economical bike and
also as a bike providing better power with high features.
BAJAJ can target the new buyers as they include a major percentage who
thinks BAJAJ125 can provide better fuel efficiency and power.
 SUMMARY

Despite phenomenal growth in the two-wheeler segment, overcapacity

in the market will lead to a price war in the coming quarters. We are
already witnessing discounts being offered in the market currently.

The operating margins in of BAJAJ are the lowest at 9% as against

18% of Hero Honda and an even better 21% of Bajaj Auto. Further,
pricing competition increase the pressure on the margins.

The likely entry of new players like Honda and Suzuki in the
motorcycle segment on a stand-alone basis after 2003-04 will increase
the competition further.

From the analysis it was found that HONDA was the major
competitor of BAJAJ securing almost 46% of the people’s
preferences. It was also found that majority of the consumers are least
concerned about the price. It was found that there was a huge market
for the 125cc bike but BAJAJ 125 wasn’t accepted to the required
extent.