Description
MBA MARKETING
SYNOPSIS
1. Introduction to project report 2. Company profile 3. Supreme auto dealer’s Pvt. td.!" a profile #. Product profile $. Consumer attitude to%ards t%o %&eelers '. (nalysis of )uyin* pattern of consumers +. ,indin*s! Su**estions and Conclusions (nne-ure • .uestionnaire • /i)lio*rap&y
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C&apter 0 1
Introduction to t&e project report
• Introduction • (ims and o)jectives • Scope of study • 1et&odolo*y • imitations
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Introduction Now a day two wheelers has become more popular among the middle class and rich class people of the city. They have a craze of purchasing two wheelers but sometimes there must be a necessity. Two wheeler is a convenient and comfortable for every one. Bajaj Pulsar T!"i is one of the dreaming bi#e of younger as well as
elder generation of the trend. $t has become a fashion to ride the two wheelers in city. To increase the importance and demand for two wheelers in malanad city of shimogga $ have selected this topic for my project report. This project report re%uired the details about history& achievements and dynamic growth in mar#eting of Bajaj Pulsar T!"i and also to study the
regarding history of bajaj auto ltd. 'nd improving competition in present mar#et.
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Scope of t&e project2
• The scope of the study is restricted to the consumer attitude towards Bajaj Pulsar T!"i in !himogga. • )inding the strength and wea#ness of the Bajaj Pulsar T!"i • )inding the number of future purchase • )inding the mar#et potential and awareness of this vehicle • )inding the position of the vehicle among the competitors • )inding the perception of consumers about the vehicle.
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O)jective of t&e study2 • To the practical fulfillment of the re%uirement of the B B + degree. • To analyze the general problems in mar#eting of the bajaj Pulsar T!"i. • To analyse the mar#eting strategy of supreme motors shimogga. • To find factors influence the selection of the product. • To give suggestion to improvement of mar#eting strategy of supreme auto dealer,s pvt. -td.& • To find the potentiality of the bi#e pulsar in shimoga city.
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1et&odolo*y of study2 Both primary and secondary data have been collected to bring out this project report. Primary data have been collected through • Personal interview with two wheeler customers • By the process of random sampling. • !tructured %uestilnnaire was used to avoid unnecessaey detail to get the re%uired data. Secondary data 2 This another source of information that $ got from secondary sources by means of the following. • !upreme auto dealers pvt ltd.& • 'uto magazines • News paper and journals • /eb sites • )riends and relatives etc.
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imitations of t&e study • Project wor# and study is confined to !himoga city only. • The data was collected from 111 respondents only. Their feeling and views are portrayed in the statistical and graphical manner. Thus it can be a limitation. • The total number of users of Bajaj Pulsar T!"i used in project
wor# is *1. This is very small compared to real number of users of this vehicle. • The duration for the survey was very less.
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C&apter 0 2
Company Profile
? 3istory of /ajaj Pulsar ? ,inancials Summary ? Sales turnover ? 4-ports ? 1ana*ement profile ? Or*ani5ation c&art
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Company Profile
Bajaj auto is a major $ndian auto mobile manufacture it is $ndia,s largest and the worlds *th largest two and three wheeler mar#et. $t is based on Pune& +aharashtra with plants. $n '#urdi and 4ha#an 5near pune6 waluj 5 near aurangabod 6 and pantnager in uttaranchal. Bajaj auto ma#es and e7port motor scooters motor cycle and the auto ric#shaw. Bajaj 'uto -td. /as established on 1820 by 9amnalal Bajaj& but came into e7istence on November 28&18*.. M/s Bachraj trading corporation private ltd. $t stared off by selling imported 2 and ( wheeler in $ndia .in 18.8& it obtained license from the govt of $ndia to manufacture 2and( wheelers& and it went public in 1801. !ince 1830 there is a technical tie up of bajaj auto ltd. /ith :awasa#i heavy industries of 9apan to manufacture start of art range of latest 2 wheelers in $ndia. ;n 188. the agreement signed with :ubota of 9apan for the development of diesel engines for ("wheeles and with To#yo <= ungeared scooter and moped development. Presently& company has paid up e%uity share capital of rs 11113(.111>" divided into 11113(.11 shares of <s 11>" each. for
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The company has no e7ternal registrar or share transfer agent all wor# relating to physical transfer of share is done in house at the register office of the company at pune as started above. Transfer documents > letters etc. can however be submitted at the company,s office in +umbai bajaj bavan& 2 nd floor &220nariman point +umbai& *1121 onall wor#ing days. The company has associates& subsidiaries and joint ventures. ? Bajaj auto finance ltd. ? Bajaj allianz general insurance com ltd. Presence distribution net wor# covers .1 countries dominate presence in !ri -an#a & Bangladesh & 4olumbia & ?uetemala & Peru & @gypt & iran and $ndonesia. 4ompany,s total number of employees on 2110"2112 is 112.1.
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,inancials summary of )ajaj auto ltd A
.2 Particulars !ales and income from operation ;ther income and wind power Total turnover ?ross profit after interest before ta7ation= depreciation Profit before ta7ation Provision for ta7ation Profit after ta7 @arnings per share *&*(8 1&2.1 (&138 (1&* *&123 1&121 2&813 23&0 3&(88 2&..1 .&3*8 .2&2 2&103 2&121 *&883 *8&2 1.&312 *&281 11&110 111&1 266'" 6+ 2*&(01 1&*2* 2.&23* .&1.0 .2 266$" 6' 13&008 1&(02 21&1(1 *&.13 31 266'" 6+ *0&(30 2&(21 *3&2.0 8&01( 31 ,ull year 266$" 6' (.&111 2&281 (2&(11 3&121 266$"6' 20&028 *&(3. 31&10* 12&8**
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Sales turnover of t&e company In nos. +otor cycles 2"whellers ("whellers Total @7ports .2 .2 *ro%t& 31 266'"6+ 1.181.2* 3 1.21(.00 1 1.1...3 1.((..21 3 211.181 32 266$"6' 303.111 8(8.231 121.280 1.101.12 0 112.*10 *ro%t& (2B 23B 2*B 23B 32B
266'"6+ 266$"6' 02(.101 **....2 *1B 022.**1 *32.102 28B 31.03( 03.*3. 13B 213.12* ......2 22B 111.3*0 01.81( 31B
' meeting of the board of director of bajaj auto ltd. was held today to consider and approve the result for the second %uarter of 2110"12 and the half year ended (1th !eptember 2110 3i*&li*&ts of .2 • +otor cycles sales *1B " double the industry growth of 13B • +ar#et share (*B " increase of (B • 2 = ( wheeler sales 22B • @7ports 31B • ;perating ebitda rs. (.2billion"1*B • ;perating ebitda margin "1..1B • ?ross profit <s ..1 billion"12B
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• Profit after ta7 <s (.2billion"11B
4-ports2
In No.s
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.2 266$"6' (3&2(. *1&*.* 21&*.8 2&20(
*ro%t& 31 11.B 8.B .*B 33B 266'"6+ 1*3&822 1.1&12. 01&1(* 2&33.
31 266$"6' 03&8.( 2(&800 (3&**1 *&122
*ro%t& 110B 11(B .0B 8*B
266'"6+ +otor cycles 23&211 2 wheelers 23&383 (" wheeler (2&8*3 Total *&201
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1(N(7414N8 P9O,I4 /oard of comities (udit Committee ! : :han A 4hairman 9 N ?odrej Nanoo Pamnani 9 Balaji <ao Naresh 4handra S&are &olders committee 9 Balaji <ao 9 N ?odreg Naresh 4handra 9emuneration Committee 9 Balaji <ao ! C :han Naresh 4handra
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C&airman and 1ana*in* director +adhur Bajaj Dice 4hairman
<ajiv Bajaj 9oint +anaging irector
<ahul Bajaj 4hairman = +anaging irector +adhur Bajaj Dice 4hairman = /hole" Time iretor :anti#umar <. Podar irector
+anish :ejriwal irector
!.C. :han 4hairman
1.
O97(NI
8ION C3(98 O, 834 CO1P(NY
4hairman = +anaging irector
@7ecutive director
/hole time director
Dice chairman
President
4ompany !ecretary
Dice president
)inance
$nsurance
+aterial
Project
Business development = mar#eting
;perator
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?eneral +anager
Production = engineering
4orporate officers
$nformation mar#eting
+achine tool division
)inance
@ngineering support
Production @ngineering ("wheeler
)inance
+anagement= $nformation service
+otor cycle division
+ar#eting
("wheeler +ar#eting
;ver seas manufacturing
4orporate )inance
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C&apter 0 3 Supreme (uto ;ealer’s Pvt. td.! " a Profile
• Infrastructure • Or*ani5ation strate*y • Or*ani5ation c&art • 1ar<etin* mi- strate*y
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,I91 P9O,I 4 !upreme 'uto ealer,s Pvt. -td.& have been incorporated as a
partnership . the firm was establish in 1838 the firm is located in !han#ar mutt road in !himoga& but later the partnership firm turned in private limited. )irst it was established as supreme motors that it is named as !upreme 'uto dealer,s Pvt. -td.& Infrastructure facility2 and and )uildin* A the firm has its own land whose room& wor# shop = spare parts section. Po%er A the total electric power used by the firm is 011 units per month = the same is supplied by : @ B 1ac&inery A The firm is well e%uipped with all re%uired tools. There are re%uire for the servicing of all vehicles. 1(N PO=49 (N; O,,IC4 S8(,, O, 834 ,I91 The firm has sufficient staff there are 111 employee in the firm. The office staff includes * departments. They are 1. !ales department 2. !ervice department (. !pares department
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*. 'ccounting department
1. Sales ;epartment A Cere the vehicle is sold to the customer as their wants. this department includes both two and three wheeler vehicle. The monthly sales is 31 of three wheeler and (11of two wheeler. Now the supreme auto dealer,s pvt. -td.& has become highest selling two dealer in !himoga city. $n this department the customer never had to complaint about the firm. 2. Service ;epartment 'fter the sales of the product& the customer wants friendly service by the firm and it is in supreme auto dealer,s pvt. -td.& they have hi"tech wor# shop for motor cycle. 'nd also it was awarded for e7cellent service twice. $n 9anuary 2*th& 2.th& of 2118& the supreme auto dealer,s pvt. -td.& held motor cycle care camp in !himoga. 'n advertisement was given in local news paper li#e Navi#a = janavarthey about the care camp. $n this care camp& the vehicle attend in large number. The highlight of the care camp is costrol had give& t"shirts #ey broachers = pens. @very day 21 men enrolled. !eparate stall are installed for new vehicle displays& as already they have hi"tech wor# shop& it has well trained mechanic and they will fulfill customers complaints or problems regarding this a sample survey was made and the number of respondents chosen was .1.
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(. Spares ;epartment A $n this department& we get all spares part of the vehicle easily& which gives you best %uality which gives you best %uality in best price.
*. (ccountin* ;epartment A This is the main and financial department of the firm here we can came to #now about the sales volume of the year accounting concerns the accounting department.
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O97(NIS(8ION C3(98
!upreme 'uto ealers Pvt. -td.&
Board of irectors
Branch +anager
/or#s +anager
'ccounts ept +anager 'ccounts
!pares +anagers 'ssistant
!ales +anager !ales @7ecutives !ales assistant
<eceptionist
!upervisor
Cead +echanics 'ssistant mechanics Celper
4omputer ;perator
4omputer ;perator
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1ar<etin* 1i- Strate*y +ar#eting is analysis planning and controlling the firm activities with a view of satisfying the needs wants of the chosen customer can be attracted by the following four ways namely. 1. Product 2. Price (. Promotion *. Physical distribution These four are called * P! of mar#eting are the mar#eting mi7 strategy. 1. Product $t is first Ep, of the mar#eting. $t consist of bundle of utilities and e7pected to customer. ' product must be satisfactory to the consumer because it is to be who is the ultimate user. $n case of the product concept not only the physical attributes are accountable but also other attributes li#e presale = service are considered some of which may be as following. • The physical product itself • Brand name • Pac#age • 4olour& size shape etc. • Price • !ervice offered • !afety • 4orporate image as well as the brand image.
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2. Price Price is a very important factor. Price means the e7change value of an article in terms of money without it we cannot buy or sale anything. Price of a product consist of the physical product plus the bundle of e7pectations the product should be worth the price only then will be the consumer is satisfied. Thus in case of bajaj auto ltd.& they have fi7ed responsible price for their vehicle = thus their great demand in the mar#et. 3. Promotion $t is activity concerned with the mar#et communication. Promotion involves advertising personal selling & dealers = sales promotion. 'dvertising means nothing but a form of non"personal presentation = promotion ideas. ?ood services by an identified sponsor. $t is a form of publicity. !ales promotion plans are re%uired to attracted the attention of the consumer = create demand for the product.
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1(9>48IN7
S89(847Y
(;OP84;
/Y
S?P9414
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;4( 49’S P@8. 8;.! aA (dvertisin* policy The advertising policy is to be adopted by the supreme auto dealer,s pvt. -td.& as follows • emonstration of the vehicle in rural areas through mobile service van by the cable t v advertisement • Through hording boards • 'dvertisement through media li#e news paper etc. )A Counter Sales 4ounter sales is nothing but sales department sales their product their customer when the customer came to his show room. The receptionist or sales e7ecutives attend the customer = give complete information about the product which product do they want and also they try to motive the customer to buy their prodct. cA ;irect 1ar<etin* $t is also a #ind of mar#eting here sales e7ecutives of the firm meets the customer face to face and give full information about the product and also collect their opinion towards the product. dA 8ele" 1ar<etin*
2.
$t is also a #ind of mar#eting here some employees in the firm call to many people and give detailed information about product in sometimes the company gives mar#eting responsibility of their product to BP; eA 1ela’s This is a outside mar#eting it is conducted by the firm or company. The main objective of these #ind of mar#eting is to do publicity about our product = firm. The firm can arrange e7change and loan mela that provides an opportunity to e7change their old bi#e and also provides loan for purchasing new bi#e. ,A Invitation etters This letter send to many customer or people who are located near to show room. This letter contains detailed information about their new offers and their new products. #. ;istri)ution $t is flow of goods the producer or the manufacturers to the ultimate consumer. istillation channels represent a chain of middle man participating in the transferring of goods. !ome of the channel s are A • +anufacturers ? whole sellers ? retailers ? consumers • +anufacturers ? sales man ? dealers ? consumers • +anufacturers ? retailers ? consumers
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• +anufacturers ? consumers $n case supreme auto dealer,s pvt. -td.& products after receiving from the manufacturer that is bajaj auto ltd.& or they are the authorized dealer,s of bajaj auto ltd.& in !himoga district.
C&apter 0 # Product Profile
• Introduction • >ey ,eature • ()out /ajaj Pulsar ;8S"i
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Product Profile The bajaj Pulsar T!"i has a set of new standard for new area of #i#es in $ndia. $t has been developed e7clusively for the $ndian mar#et after closely e7amining the changing life styles and needs of the consumer. The bajaj Pulsar T!"i is e%uipped with a number of new function and mechanisms
introduced for the first time in $ndia. $t is design to offer greater functionality& performance & economy and ease of handling and maintainance to a wide cross selection of the $ndian society. ,eatures of )ajaj Pulsar ;8S"i • New mas#ed front fairing • New rectangular swing arm and an increased wheel base • New rugged and muscular rear shoc# absorbers • New mertail lamp • New classy handlbars
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• $ntroducing the number plate name • New handle bar clamps • ts"i engine
• $gnition with digital c d t
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/ajaj Pulsar 1$6 ;8S"I 2 The bajaj pulsar is the first bi#e in $ndia which came in direct competion with the hero Conda 4BF later bajaj introduced oulsar 1.1 dts"$ with digital twin spar# ignition and till today pulsar is one of the most sought after bi#e in the 1.1cc segment. bi#es& but let us justify its triumph. $t has definitely won over other
Bi#e advice overall rating A *>. Performance rating A *>. Pros A trendy loo#s& fuel efficiency& great pic#up 4ons A a little unsafe& riding posture is not good for people more than 0ft tall. /ajaj pulsar 1$6 ;8S"I Specification +a7imum power A 11.(2#w 51*.18ps6G3.11rpm +a7imum tor%ue A 12.20nmG0.11rpm ?ear bo7 A . speed /heel base A 1(21mm Tires A rear A 111H81 Top speed A 1((#mIh isplacement A 1*8.11cc @ngine A * stro#e& single cylinder& air cooled& 2 plug.
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4ooling type A air cooling /eight A 1(2.11 #g )uel tan# A 13 ltrs Bra#es A 2*1 mm dis# Bra#es 5rear6 A 1(1 mm drum !peedometer A digital
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/ajaj Pulsar 1$6 ;8S"I
/ajaj Pulsar 1B6 ;8S"I
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Bajaj pulsar 131 cc is elegant in its loo#s with aerodynamic shape. $t has a flush"fitted tail lamp and than# god no tail lamp protuberances. The bi#e has an -4 !peedo and tachometer console. $t,s the fuel tan# of pulsar
131cc that gives the muscular shaped body to it. The tan# of pulsar e7tends down wards touching the engine head almost. The poster of bajaj pulsar 131cc is so fle7ible and the bi#e has a proportionate blend of style and functionality on the whole the bi#e is good in its loo# feel handling as well as mileage. with a tan# capacity of 13 liters and great mileage people can be assured of the minimal petrol pump visits within the busy schedules.
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8ec&nical specification @ngine A * stro#e& single cylinder& air cooled 4ubic capacity A 123.01cc +a7 power A 1. bhp G3111rpm ?ear bo7 A . speed $gnition A 4 $ )ront bra#es A 2*1mm disc <ear bra#es A 1(1mm drum )ront tire A 2.2.H13 <ear tire A 111>81H13 /heel base A 1282mm ?round clearance A 1..mm ry weight A 1(2 #g Tan# capacity A 13 ltrs
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/ajaj Pulsar 1B6 ;8S"I
(.
/ajaj pulsar 266 ;8S"i Bajaj auto unvelled the bajaj pulsar 211 T!"$ in )ebruary 2112. this
is a more powerful version of the pulsar 1.1 cc and 131cc. its higher stance with greater chassis rear inclination ma#es it sporty. Pulsar 211cc feature $ndia,s first oil cooled engine which delivers a ma7imum power of 13ps G3111rpm it,s an air cooled single cylinder with an alloy barrel and head as well as twin valves digital twin spar# ignition = tor%ue e7pansion chamber. $t has a five speed gear bo7 with one down = four up pattern. Pulsar 211cc cloc#s a top speed of 121 #m>hour pulsar 211cc cruises to 01#ph from rest in *.2( seconds. The motor cycle offer an impressive mileage of (3.(#m in city = *2.* #m in highway.
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8ec&nical Specification +odel designation A *"stro#e& dts"$& oil cooled . @ngine response A new silencer with e7haus T@4 technology now ensures improved engine tor%ue over at varying land conditions. )uel efficiency A .1".. #mpl isplacement 5cc6 A 183.3cc /heel base A 1(*1mm /eight A 1*. #g Transmission A . gears Top speed A 1(. )ront bra#es A 201 mm hydraulically operated disc bra#es <ear bra#es A 1(1mm drum type +a7 horse power A 13ps>1(.2.#wG3111rpm +a7 tor%ue 5#gm>rpm6 A 1.2.#gm>12112nm
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/ajaj Pulsar 266 ;8S"i
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/ajaj pulsar 226 ;8S",I Bajaj auto would achieve a close second in the race to offer a microprocessor based fuel injection motorcycle to $ndian customers& after hero Conda,s 122 cc glamour fi motorcycle The new pulsar has a longer wheelbase than its predecessor& factory fitted front and rear disc bra#es = detailed digital instrumentation. Thepulsar T!")$ generates a ma7imum power of 21bhp 51.#w6 and
a ma7imum tor%ue of 18.12nm 51*lb.ft6 T!")$ stands for J digital twin spar# fuel injection J
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8ec&nical Specification isplacement A 221cc @ngine K air cooled Top speed A 1(.#mph Type A sports +a7imum power A 21.10psG3.11rpm +a7imum tor%ue A 18.12mmG0111rpm ?ear A . speed 4lutch A 122 Bore A 02 !tro#e A 02.* 4ylinder configuration AN ' -ength A21(..11mm /idth A 2.1.11mm Ceight A 11*1.11mm /eight A 1(0.11#g )uel tan# A 1.ltrs /heelbase A1(.1.11mm Bra#es A 201 mm disc Bra#es5rear6 A2(1mm diadisc )uelguadeAdigital !elf start Tubeless tire
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/ajaj pulsar 226 ;8S",I
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/(C(C P? S(9 366 ;8S"I
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C&apter 0 $ CONS?149 (88I8?;4 8O=(9;S 8=O =344 49S
• Consumer attitude • ;eterminant of )uyer )e&avior! internal factors • Conclusion
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CONS?149 (88I8?;4 8O=(9;S 8=O =344 49S
Consumer (ttitude 4onsumer attitude is comparative a new field of study. $t is the attempt to understand and predict human action is the buying role. $t has assumed growing importance under mar#et oriented or customer oriented mar#et planning and management buyers mar#et for many products and the growth of consumerism and consumer legislation since 1801 have created special interest in buyer behavior and the formulation of mar#eting mi7ed to responds favorable buyer behavior in the mar#et place.
Buyer behaviour is defined as all psychology social and physical behaviour of potential& customer as they become aware of evaluate purchase consumer and tell other about Jproduct and service J each element of this definition is important.
• Buyer behavior involves both individual 5 psychological6 process and group 5social6 process.
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• Buyer behavior is reflected from awareness right through past purchase evolution indicating satisfaction or non satisfaction from purchase. • Buyer behavior includes communication& purchasing and consumption behavior. • 4onsumer attitude is basically social in nature. Cence& social environment plays an important role in shaping buyer behavior. • Buyer behavior includes both consumer = industrial buyer behavior.
Buyer behavior includes the acts individual directly involved in obtaining and using economic goods and service including se%uence of decision process that processed and determine three acts. 'ctual purchase only a part of the decision process. $n buyer behavior we consider not only why&how and what people buy but and under what condition the purchase is made understanding of buyer behavior is essential in mar#eting planning and performance. The final analysis of the buyer behavior is one of the most important #ey to successful mar#eting
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;eterminant of )uyer )e&avior Buyer behavior is a process& consumers are subjected to various stimuli& therefore the consumer mind regarded as a bloc# bo7 as we cannot see what is going on in his mind he response to the stimuli or inputs and may purchase some products 2 service of interest to the mar#eting managements. The model of behavior is a stimulus responds model. <esponse may be division to purchase or not to purchase. Lnder the system views of buyer behavior have A 1. 2. (. *. $nputs Processing ;utputs )eed bac# loop
The object of the process is of course e7pected satisfaction or service. Buyer behavior is an orderly process where by the buyer interest is with his or her environment ma#ing a purchase decision on product. 1. $nternal or individual factor are psychological factor such as A a6 +otivation b6 Perception c6 Bearding d6 'ttitude e6 Personality
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2. !ocio" culture factors are A a6 )amily b6 <eference group c6 !ocial class d6 4ulture (. @nvironmental factors are A a6 @conomics b6 Technological legal and political factors *. Buyer is the Jcomer" stoneM of mar#eting strategy. )irms must understand buyer behavior to achieve the defective of customer satisfaction buyer mind is called the blac# bo7 inputs are processed in this mind and buyer response become the output of the psychological process. The output in the form of buying a product is the objective of the mar#et but this project is only a study of consumer psychological behavior. 4onsumer psychology towards two wheeler is very different some of them time two wheeler as lu7ury amd for some it is a necessity and at least to own two wheeler. But now as the civilization progressing two wheeler no larger a prestige of lu7ury they have become necessities.
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Conclusions The psychology of consumers towards two wheelers areK 1. -u7urious 2. 4ostly (. $nade%uate fund *. Necessity The necessity of two wheeler crores over the other ( points& for the dynamic society two wheelers are considered to be lu7ury for the benefit of consumer who are not having ade%uate fund& companies have proposed hire purchase schemes. /ith the rapid growth of finance companies availability of finance at very competitive terms has become popular and on coverage of (1 to *1 percent of the potential buyers opts for this facility.
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C&apter " ' (nalyses of )uyin* pattern of consumers
IntroductionA +ar#eting is a social process by which individuals and groups obtain what they need through the creation and e7change of production and value with others. The starting point of the discipline of mar#eting lies in human needs and wants& use full distinction may be down amongst needs& wants and demands. Cuman needs in a state of felt deprivation of some basic satisfaction. Needs are not creating by society or mar#ets& but e7ist in the very te7ture of human biology and candidates of living. Cuman wants are desired for satisfying those roads. Thus& a consumer who feels a need for personal transport wants to buy two wheelers. Cuman needs continuously shaped and reshaped by social force and institutions. emand or wants for specific products that are bac#ed by an ability and willingness to buy them. Thus& wanting to buy a two wheeler will lead to the demand for as purchase. )rom the above definition& it becomes clear that sellers do not create needs. $n deed& needs precede sellers and sellers along with others influential factor in society will influence the wants.
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They also influences demand by ma#ing their own products attractive affordable and easily available. ' product can be definded as anything that satisfied a need or a want the e7istence of several products which can produce that satisfaction of a given need or want places individual competitors in a position where they have to try and understand the process by which a consumer arrives at a brand choice as well as the criteria the employees in ma#ing a brand selection. Before this century& most mar#eting e7perts assumed that the value was the guiding principles in brand selection of the consumer. But the presumption that every consumer is a rational utility mi7imising persons. Need not always rational utility ma7imsing person need not always be true. Therefore& modern economists have dropped this assumption of cadial utility. They assume that only consumers have the capability of ban#ing any to objects in terms of preference. This assumption forms the basis for any consumer research survey to determine the reason for consumer brand choice. The present study is also based on the assumption that a consumer has the capability of ran#ing the influencing factors tesponsible for the selection of brand.
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The study is an attempt to determine the factors effecting the selection of two wheelers. a6 ?ood mileage b6 Price c6 !afety d6 'ppearance e6 urability
f6 Fero maintains g6 Nuality h6 Technology i6 'fter sales services j6 <esale value #6 4olors
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,actors Influencin* /uyin* ;ecision
,actors +ileage Price !afety driving 'ppearance urability Fero maintains Nuality Technology 'fter sales service <esale value 4olour Total
No.of 9espondents 21 10 1( 1( 1* 12 12 1. 12 12 11 .1
Percenta*e *1 12 10 10 13 1* 1* 11 1* 1* 12 111
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10
12
14
16
18
20
0 Mileage 20 Price 6 Safety driving 3 Appearance 3 Durability 4 Zer !aintain" 2 #uality 2 $ec%n l gy 5 After "ale" "ervice 2 &e"ale value 2 ' l ur 1
2
4
6
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7rap& s&o%in* ,actors Influencin* /uyin* ;ecision
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1ilea*e $t is seen that *1B of the total respondents indicate milage as a very significant factor is influencing the selection of two wheeler. Then& is the present case being the amount of fuel consumer per #ilometer of trawel. @ven increasing price for petroleum products have made the consumer and prefer vehicle with the e7tra made. Price $nitial cost of the vehicle is another significant factor& 12B of the total respondents have rounded it. This clearly indicated that price is one of the important parameter under the control of production manager& plays a vital role in selling a product. This is especially important in a developing country li#e $ndia where many people struggle to ta#e both ends meet together. Safety ;rivin* $t is seen that 0B of the respondents indicates that safety driving is another important factor influencing the selection. The consumer who is assured of the %uality products than loo# convenience of riding even increasing accidents of two wheelers vehicle has resulted to prefer vehicle which are safety to ride. (ppearance @very motor cycle has its own appearance. ' motor cycle should be designed that consumer feel price of owning it. Cere 0B of the respondents have given the opinion that appearance also counts while purchasing. $t is
..
also one of the important factor which influence the selection. This factor is influential by the younger generation. ess Or :ero 1aintenance The two wheeler id a vehicle which is continuously used& trouble free performance is e7pected by each and every buyer. *Bof the respondents state that it is one of the influencing for selection of vehicle. ;ura)ility /hen the customer are paying for a product they e7pect durability of product. ' two wheeler is a long term investment& durability of the bi#e is an important factor which influence in buying. .uality Now a days& buyers are becoming %uality conscious. Two wheeler is an assemble of various parts. The %uality of each every part in and essential in maintaining the overall audit of the two wheeler. *B of the respondents indicated that %uality is one of the factor of selection. 8ec&nolo*y Technology being sophistication into life. $t gives more and more comfort features. !o that easy free& riding trouble free& performance is achieved. 11B of respondents indicate that technology is one of the factors for buying decision.
.0
(fter Sales Service 's after the sales in one of the influencing factor in buying decision. 4ustomers are not aware of the sale after services rendered by the dealers. $n order to save the amount ultimately to save the cost of the bi#e the customers have made their purchased at 'nanthpur and ?oa. This clearly show that the customer have least bothered about the after sales service $. e.& why only *B of the total respondents have stressed the important of this factor. 9esale @alue The table clearly states that only *B of the total respondents have thought of considering this factor. $t is so because few owners have the hobby of changing the vehicle often. Colour @ven though customers desired to have their bi#e with different colours they have e7pressed that they don,t have variety of colour choice. !ince the vehicle are available with blac# and red and blue in case of bajaj Pulsar T!"i
.2
8a)le 12 Classification of respondents )asis on a*e
'?@ ?<;LP 13"21 21"2* 2*"22 22 = 'B;D@ T;T'N;
<@!P;N @NT! 11 *1 2. 2. 111 P@<4@NT'?@ 11 *1 2. 2. 111
!ourceA !urvey analysis Interpretation2 The table indicate the age group of respondents out of which 11B of the respondents belong to 13"21 group the youngsters wants power of the bi#e so they don,t loo# for mileage and also out loo#. *1B of the
respondents belong to 21"2* group this group of guys prefers outloo# and design of the bi#e& 2.B of the respondents belong to 2*"22 group&2.B of the respondents belong to 22 = above group they always want good mileage and safety .
.3
?raph 12 Classification of respondents )asis on a*e
2* + A,-./ 25)
18(21 10)
21(24 40) 24(2* 25)
.8
8a)le 22 Classification of respondents on t&e )asis of income of t&e family
$N4;+@ ?<;LP .1111"111111 111111"1.1111 1.1111"211111 211111 = above T;T'Interpretation2
N; <@!P;N @NT! *1 2. 21 1. 111 !ourceA !urvey analysis
P@<4@N<T'?@ *1 2. 21 1. 111
The table indicates the income group of respondents. The *1B of respondents belongs the income group of .1111"111111& 2.B of the
respondents belong the income group of 111111"1.1111&21B of respondents belong the income group of 1.1111"211111&1.B of respondents belongs the income group of 211111 = above.
01
7rap& 22 Classification of respondents on t&e )asis of income of t&e family
40 40 35 30 25 25 20 20 1 5 1 5 1 0 5 0
50000-1 00000
1 00001 -1 50000
1 50001 -200000
200000 & above
01
8a)le 32 S&o%s )rand of )i<es &avin* customers
B<'N B'9'9 TD! C@<; C;N ' C;N ' T;T'Interpretation2
N; <@!P;N @NT! .. 11 2. 11 111 !ourceA !urvey analysis
P@<4@NT'?@ .. 11 2. 11 111
The table indicates out of which ..B of the respondents have Bajaj bi#es because that company creates a goodwill in the mar#et&11B of the respondents have TD! bi#es &2.B of the respondents have Cero Conda bi#es& 11B of respondents have Conda bi#es.
02
7rap& 32 S&o%s )rand of )i<es &avin* customers
1-2DA 10) 1/&- 1-2DA 25)
,A0A0 55) $.S 10)
0(
8a)le #2 S&o%in* promotional activities
!ources 'dvertisement 4ompany image )riends = relatives Publicity ;thers Total Interpretation2
No of respondents *. 11 (1 1. 1 111 !ourceA !urvey analysis
Percentage *. 11 (1 1. 1 111
This table clearly that the source of information is large by an advertisement factor which amounts to *.B& 'dvertisement is an effective media that creates an image in the mind of customer. The ne7t source company image influence 11B& company image is nothing but good will of the company. ne7t friends = relatives influence (1B & impact on the consumer and publicity has 1.B influence on the person who want to purchase the products
0*
7rap& #2 S&o%in* promotional activities
45 45 40 35 30 25 20 15 10 5 0 Adverti"e!ent ' !pany i!age 3riend" + relative" Publicity -t%er" 0 10 15 30
0.
8a)le $2 ,acilities e-pected from dealers )acilities +ileage ;utloo# 'fter sales service Price reduction ;ther Total Interpretation2 'ccording to above table& (1B of the people want to ma#e us to give good mileage by servicing because they are above 23 or (1 year age group they are professionals they use the bi#e only for transport of him in the city. and *1B of people loo#ing for design = outloo# & they are all youngsters they uses bi#e only for the purpose of faction now it becomes craze . 11B of people want after sales service& many of the show rooms they sell his bi#es but not give sufficient service to customer. 2.B of people e7pect reduction of price& now the price of the bi#e is high so the respondents as# why do we spend that much investment to that bi#e. 'nd rest .B of wants other thing. No of respondents 21 *1 11 2. . 111 !ourceA !urvey analysis Percentage 21 *1 11 2. . 111
00
7rap& $2 ,acilities e-pected from dealers
-t%er 5) Price reducti n 25)
Mileage 20)
After "ale" "ervice 10)
-utl 4 40)
02
8a)le '2 Opinion a)out /ajaj Pulsar ;8S"i
;pinion @7cellent ?ood Not bad $neffective
No of respondents .1 *1 11 1 111 !ourceA !urvey analysis
Percentage .1 *1 11 1 111
Interpretation2 This table clearly shows that out of which .1B of respondents opinion is e7cellent because the bi#e has more power compare to other company bi#e and have a good pic#up. and ne7t *1B of respondents opinion is good because out loo# of the bi#e is good but mileage is not& rest 11B of respondents opinion is not bad& because every thing is good but not its mileage ineffective and also high price. no one person can,t give the opinion
03
8a)le '2 Opinion a)out /ajaj Pulsar ;8S"i
50 50 45 40 35 30 25 20 15 10 5 0 /5cellent 6 d 2 t bad 7neffective 0 10 40
08
C&apter "+ ,indin*s su**estions and conclusion ,indin*s • !ales = Net profit of bajaj pulsar dts is increasing year to year • Provided plenty of employment opportunity.
• <eputation of the company has dragged the attention of the customer and induced to buy the product. • Bajaj pulsar 211 T!"$ has new silencer with T@4 technology now
ensures improved engine tor%ue over at varying land condition. • @7port of the company is increasing year to year. • $t is found that low cost& maintenance and pic# up is the most important attributes customer loo# for before deciding to purchase a two wheeler. • The study reveals that majority of the respondents are male as well as students
21
Su**estions • To offer accessories at discount rates to customer. 't present customer buy spares from the local mar#et because they are low priced. But
customer forget that these parts are not e%uivalent %ualitatively to those which are sold by authorized dealer. • To conduct free service camps and to give discount for the spare purchased during that period. +anufactures should conduct free service camps should be supervised by the company service engineers. • To maintain the %uality where their product is having a good demand in the mar#et. ;nce a manufacturer gets a top position in the mar#et many of them fail to maintain the %uality of the model. This should be avoided so that they can maintain and improve their turnover. • The dealer should improve the display of two wheelers in their showroom so that customers will be attracted towards the two wheelers and also the dealers should highlight the advantages of the model when compare to other model. • To improve the advertising in the media most of the customer buy their two wheelers after having a complete #nowledge of the model. • !o the advertisement should give all the particulars about the model regarding cost factor. !pecial features and other specification.
21
Conclusions ealer feel that at present there is good supply should be stream lined so as to meet the customer demand. Because of the supply is delayed the customer may choose other dealer or other brand. There by there is loss to the dealer and to the company the dealer feels that there should be ade%uate supply of models with different colours to meet the customers choice. 4ompany should give incentives for record sales done by the dealers or that they are interested to do more sales and also they can earn more profit. ealers feel that there should be proper supply of spare parts and there should be more margin of them so that they can give discount to the customer and with the help of discounts they can complete in local mar#et and it is preferable to give credit facility for the spare parts purchased.
22
.uestionnaire
1ar<etin* of )ajaj pulsar ;8S"i ear sir& $ am +r Basavaraj 9 D from !ahyadri arts and commerce college shimogga. $ am final year BB+& student as per the re%uirement of my curriculum. $ am currently doing my project with respect to J1ar<etin* of /ajaj Pulsar ;8S"iM with a special reference to !upreme 'uto ealer,s Pvt. -td.& !himogga. $ would
be very obliged if you ta#e few minutes to answer the following %uestions. Personal details2 16 Name A 26 'ddress A
(6 'ge A *6 !e7 A +ale 5 6 )emale 5 6
2(
.6 ;ccupationA Business ?ovt employee !tudent Professional 56 56 56 56
06 $ncome group 5per year6A .1111"111111 111111"1.1111 1.1111"211111 'bove" 211111 26 56 56 56 56
o you have own bi#eO a6 Pes b6 No 56 56
36 $f yes name the brand A a6 Bajaj b6 T D ! c6 Cero Conda d6 Conda 56 56 56 56
2*
86 Cow did you came about Bajaj Pulsar T!"iO a6 'dvertisement b6 4ompany image c6 )riendsI relatives d6 Publicity e6 ;ther 116 56 56 56 56 56
$f you had to #now through advertisement please name the
media a6 News paper b6 T D c6 +agazine d6 ;ther 116 126 56 56 56 56
Pear of purchase A Q Q Q Q Q Q Q 're you in need of more benefits from this bi#eO a6 Pes b6 No 56 56
2.
1(6
$f yes point out from the following mentioned below. 56
a6 +ileage
b6 esign I outloo# 5 6 c6 'fter sales service 5 6 d6 Price reduction e6 ;ther 1*6 56 56
/hich factor influenced you to select this bi#eO 56 56 56 56 56 56 56
a6 Price b6 +ileage c6 Technology d6 'ppearance e6 !afety f6 Nuality g6 urability 1.6
Pour opinion about Bajaj Pulsar T!"iO 56 56 56
a6 @7cellent b6 ?ood c6 Not bad
d6 $neffective 5 6
20
106
o you have any suggestion to offer regarding the
improvement of the bi#e O a6 Pes b6 No 126 56 56
$f yes please specify RRRRRR..
Than#ing you& ate A Place A +ob A signature
22
/i)lio*rap&y
8e-t /oo<s Philip
lter <.N.!. Pillai and Bagavathi A A Principles of +ar#eting +odern +ar#eting +ar#eting +anagement
!.'. !herle#ar& <eddy and 'ppanaiah A Cournals and 1a*a5ines ? 'uto $ndia ? 4ar and bi#e international ? $ndian @7press ? ;verdrive ? The Times of $ndia
=e)sites2 %%%.)ajajautoltd.com %%%.motosindia.com %%%.)i<es.com %%%.autoindia.com
23
doc_651463249.doc
MBA MARKETING
SYNOPSIS
1. Introduction to project report 2. Company profile 3. Supreme auto dealer’s Pvt. td.!" a profile #. Product profile $. Consumer attitude to%ards t%o %&eelers '. (nalysis of )uyin* pattern of consumers +. ,indin*s! Su**estions and Conclusions (nne-ure • .uestionnaire • /i)lio*rap&y
1
C&apter 0 1
Introduction to t&e project report
• Introduction • (ims and o)jectives • Scope of study • 1et&odolo*y • imitations
2
Introduction Now a day two wheelers has become more popular among the middle class and rich class people of the city. They have a craze of purchasing two wheelers but sometimes there must be a necessity. Two wheeler is a convenient and comfortable for every one. Bajaj Pulsar T!"i is one of the dreaming bi#e of younger as well as
elder generation of the trend. $t has become a fashion to ride the two wheelers in city. To increase the importance and demand for two wheelers in malanad city of shimogga $ have selected this topic for my project report. This project report re%uired the details about history& achievements and dynamic growth in mar#eting of Bajaj Pulsar T!"i and also to study the
regarding history of bajaj auto ltd. 'nd improving competition in present mar#et.
(
Scope of t&e project2
• The scope of the study is restricted to the consumer attitude towards Bajaj Pulsar T!"i in !himogga. • )inding the strength and wea#ness of the Bajaj Pulsar T!"i • )inding the number of future purchase • )inding the mar#et potential and awareness of this vehicle • )inding the position of the vehicle among the competitors • )inding the perception of consumers about the vehicle.
*
O)jective of t&e study2 • To the practical fulfillment of the re%uirement of the B B + degree. • To analyze the general problems in mar#eting of the bajaj Pulsar T!"i. • To analyse the mar#eting strategy of supreme motors shimogga. • To find factors influence the selection of the product. • To give suggestion to improvement of mar#eting strategy of supreme auto dealer,s pvt. -td.& • To find the potentiality of the bi#e pulsar in shimoga city.
.
1et&odolo*y of study2 Both primary and secondary data have been collected to bring out this project report. Primary data have been collected through • Personal interview with two wheeler customers • By the process of random sampling. • !tructured %uestilnnaire was used to avoid unnecessaey detail to get the re%uired data. Secondary data 2 This another source of information that $ got from secondary sources by means of the following. • !upreme auto dealers pvt ltd.& • 'uto magazines • News paper and journals • /eb sites • )riends and relatives etc.
0
imitations of t&e study • Project wor# and study is confined to !himoga city only. • The data was collected from 111 respondents only. Their feeling and views are portrayed in the statistical and graphical manner. Thus it can be a limitation. • The total number of users of Bajaj Pulsar T!"i used in project
wor# is *1. This is very small compared to real number of users of this vehicle. • The duration for the survey was very less.
2
C&apter 0 2
Company Profile
? 3istory of /ajaj Pulsar ? ,inancials Summary ? Sales turnover ? 4-ports ? 1ana*ement profile ? Or*ani5ation c&art
3
Company Profile
Bajaj auto is a major $ndian auto mobile manufacture it is $ndia,s largest and the worlds *th largest two and three wheeler mar#et. $t is based on Pune& +aharashtra with plants. $n '#urdi and 4ha#an 5near pune6 waluj 5 near aurangabod 6 and pantnager in uttaranchal. Bajaj auto ma#es and e7port motor scooters motor cycle and the auto ric#shaw. Bajaj 'uto -td. /as established on 1820 by 9amnalal Bajaj& but came into e7istence on November 28&18*.. M/s Bachraj trading corporation private ltd. $t stared off by selling imported 2 and ( wheeler in $ndia .in 18.8& it obtained license from the govt of $ndia to manufacture 2and( wheelers& and it went public in 1801. !ince 1830 there is a technical tie up of bajaj auto ltd. /ith :awasa#i heavy industries of 9apan to manufacture start of art range of latest 2 wheelers in $ndia. ;n 188. the agreement signed with :ubota of 9apan for the development of diesel engines for ("wheeles and with To#yo <= ungeared scooter and moped development. Presently& company has paid up e%uity share capital of rs 11113(.111>" divided into 11113(.11 shares of <s 11>" each. for
8
The company has no e7ternal registrar or share transfer agent all wor# relating to physical transfer of share is done in house at the register office of the company at pune as started above. Transfer documents > letters etc. can however be submitted at the company,s office in +umbai bajaj bavan& 2 nd floor &220nariman point +umbai& *1121 onall wor#ing days. The company has associates& subsidiaries and joint ventures. ? Bajaj auto finance ltd. ? Bajaj allianz general insurance com ltd. Presence distribution net wor# covers .1 countries dominate presence in !ri -an#a & Bangladesh & 4olumbia & ?uetemala & Peru & @gypt & iran and $ndonesia. 4ompany,s total number of employees on 2110"2112 is 112.1.
11
,inancials summary of )ajaj auto ltd A
.2 Particulars !ales and income from operation ;ther income and wind power Total turnover ?ross profit after interest before ta7ation= depreciation Profit before ta7ation Provision for ta7ation Profit after ta7 @arnings per share *&*(8 1&2.1 (&138 (1&* *&123 1&121 2&813 23&0 3&(88 2&..1 .&3*8 .2&2 2&103 2&121 *&883 *8&2 1.&312 *&281 11&110 111&1 266'" 6+ 2*&(01 1&*2* 2.&23* .&1.0 .2 266$" 6' 13&008 1&(02 21&1(1 *&.13 31 266'" 6+ *0&(30 2&(21 *3&2.0 8&01( 31 ,ull year 266$" 6' (.&111 2&281 (2&(11 3&121 266$"6' 20&028 *&(3. 31&10* 12&8**
11
Sales turnover of t&e company In nos. +otor cycles 2"whellers ("whellers Total @7ports .2 .2 *ro%t& 31 266'"6+ 1.181.2* 3 1.21(.00 1 1.1...3 1.((..21 3 211.181 32 266$"6' 303.111 8(8.231 121.280 1.101.12 0 112.*10 *ro%t& (2B 23B 2*B 23B 32B
266'"6+ 266$"6' 02(.101 **....2 *1B 022.**1 *32.102 28B 31.03( 03.*3. 13B 213.12* ......2 22B 111.3*0 01.81( 31B
' meeting of the board of director of bajaj auto ltd. was held today to consider and approve the result for the second %uarter of 2110"12 and the half year ended (1th !eptember 2110 3i*&li*&ts of .2 • +otor cycles sales *1B " double the industry growth of 13B • +ar#et share (*B " increase of (B • 2 = ( wheeler sales 22B • @7ports 31B • ;perating ebitda rs. (.2billion"1*B • ;perating ebitda margin "1..1B • ?ross profit <s ..1 billion"12B
12
• Profit after ta7 <s (.2billion"11B
4-ports2
In No.s
.2
.2 266$"6' (3&2(. *1&*.* 21&*.8 2&20(
*ro%t& 31 11.B 8.B .*B 33B 266'"6+ 1*3&822 1.1&12. 01&1(* 2&33.
31 266$"6' 03&8.( 2(&800 (3&**1 *&122
*ro%t& 110B 11(B .0B 8*B
266'"6+ +otor cycles 23&211 2 wheelers 23&383 (" wheeler (2&8*3 Total *&201
1(
1(N(7414N8 P9O,I4 /oard of comities (udit Committee ! : :han A 4hairman 9 N ?odrej Nanoo Pamnani 9 Balaji <ao Naresh 4handra S&are &olders committee 9 Balaji <ao 9 N ?odreg Naresh 4handra 9emuneration Committee 9 Balaji <ao ! C :han Naresh 4handra
1*
C&airman and 1ana*in* director +adhur Bajaj Dice 4hairman
<ajiv Bajaj 9oint +anaging irector
<ahul Bajaj 4hairman = +anaging irector +adhur Bajaj Dice 4hairman = /hole" Time iretor :anti#umar <. Podar irector
+anish :ejriwal irector
!.C. :han 4hairman
1.
O97(NI
8ION C3(98 O, 834 CO1P(NY4hairman = +anaging irector
@7ecutive director
/hole time director
Dice chairman
President
4ompany !ecretary
Dice president
)inance
$nsurance
+aterial
Project
Business development = mar#eting
;perator
10
?eneral +anager
Production = engineering
4orporate officers
$nformation mar#eting
+achine tool division
)inance
@ngineering support
Production @ngineering ("wheeler
)inance
+anagement= $nformation service
+otor cycle division
+ar#eting
("wheeler +ar#eting
;ver seas manufacturing
4orporate )inance
12
C&apter 0 3 Supreme (uto ;ealer’s Pvt. td.! " a Profile
• Infrastructure • Or*ani5ation strate*y • Or*ani5ation c&art • 1ar<etin* mi- strate*y
13
,I91 P9O,I 4 !upreme 'uto ealer,s Pvt. -td.& have been incorporated as a
partnership . the firm was establish in 1838 the firm is located in !han#ar mutt road in !himoga& but later the partnership firm turned in private limited. )irst it was established as supreme motors that it is named as !upreme 'uto dealer,s Pvt. -td.& Infrastructure facility2 and and )uildin* A the firm has its own land whose room& wor# shop = spare parts section. Po%er A the total electric power used by the firm is 011 units per month = the same is supplied by : @ B 1ac&inery A The firm is well e%uipped with all re%uired tools. There are re%uire for the servicing of all vehicles. 1(N PO=49 (N; O,,IC4 S8(,, O, 834 ,I91 The firm has sufficient staff there are 111 employee in the firm. The office staff includes * departments. They are 1. !ales department 2. !ervice department (. !pares department
18
*. 'ccounting department
1. Sales ;epartment A Cere the vehicle is sold to the customer as their wants. this department includes both two and three wheeler vehicle. The monthly sales is 31 of three wheeler and (11of two wheeler. Now the supreme auto dealer,s pvt. -td.& has become highest selling two dealer in !himoga city. $n this department the customer never had to complaint about the firm. 2. Service ;epartment 'fter the sales of the product& the customer wants friendly service by the firm and it is in supreme auto dealer,s pvt. -td.& they have hi"tech wor# shop for motor cycle. 'nd also it was awarded for e7cellent service twice. $n 9anuary 2*th& 2.th& of 2118& the supreme auto dealer,s pvt. -td.& held motor cycle care camp in !himoga. 'n advertisement was given in local news paper li#e Navi#a = janavarthey about the care camp. $n this care camp& the vehicle attend in large number. The highlight of the care camp is costrol had give& t"shirts #ey broachers = pens. @very day 21 men enrolled. !eparate stall are installed for new vehicle displays& as already they have hi"tech wor# shop& it has well trained mechanic and they will fulfill customers complaints or problems regarding this a sample survey was made and the number of respondents chosen was .1.
21
(. Spares ;epartment A $n this department& we get all spares part of the vehicle easily& which gives you best %uality which gives you best %uality in best price.
*. (ccountin* ;epartment A This is the main and financial department of the firm here we can came to #now about the sales volume of the year accounting concerns the accounting department.
21
O97(NIS(8ION C3(98
!upreme 'uto ealers Pvt. -td.&
Board of irectors
Branch +anager
/or#s +anager
'ccounts ept +anager 'ccounts
!pares +anagers 'ssistant
!ales +anager !ales @7ecutives !ales assistant
<eceptionist
!upervisor
Cead +echanics 'ssistant mechanics Celper
4omputer ;perator
4omputer ;perator
22
1ar<etin* 1i- Strate*y +ar#eting is analysis planning and controlling the firm activities with a view of satisfying the needs wants of the chosen customer can be attracted by the following four ways namely. 1. Product 2. Price (. Promotion *. Physical distribution These four are called * P! of mar#eting are the mar#eting mi7 strategy. 1. Product $t is first Ep, of the mar#eting. $t consist of bundle of utilities and e7pected to customer. ' product must be satisfactory to the consumer because it is to be who is the ultimate user. $n case of the product concept not only the physical attributes are accountable but also other attributes li#e presale = service are considered some of which may be as following. • The physical product itself • Brand name • Pac#age • 4olour& size shape etc. • Price • !ervice offered • !afety • 4orporate image as well as the brand image.
2(
2. Price Price is a very important factor. Price means the e7change value of an article in terms of money without it we cannot buy or sale anything. Price of a product consist of the physical product plus the bundle of e7pectations the product should be worth the price only then will be the consumer is satisfied. Thus in case of bajaj auto ltd.& they have fi7ed responsible price for their vehicle = thus their great demand in the mar#et. 3. Promotion $t is activity concerned with the mar#et communication. Promotion involves advertising personal selling & dealers = sales promotion. 'dvertising means nothing but a form of non"personal presentation = promotion ideas. ?ood services by an identified sponsor. $t is a form of publicity. !ales promotion plans are re%uired to attracted the attention of the consumer = create demand for the product.
2*
1(9>48IN7
S89(847Y
(;OP84;
/Y
S?P9414
(?8O
;4( 49’S P@8. 8;.! aA (dvertisin* policy The advertising policy is to be adopted by the supreme auto dealer,s pvt. -td.& as follows • emonstration of the vehicle in rural areas through mobile service van by the cable t v advertisement • Through hording boards • 'dvertisement through media li#e news paper etc. )A Counter Sales 4ounter sales is nothing but sales department sales their product their customer when the customer came to his show room. The receptionist or sales e7ecutives attend the customer = give complete information about the product which product do they want and also they try to motive the customer to buy their prodct. cA ;irect 1ar<etin* $t is also a #ind of mar#eting here sales e7ecutives of the firm meets the customer face to face and give full information about the product and also collect their opinion towards the product. dA 8ele" 1ar<etin*
2.
$t is also a #ind of mar#eting here some employees in the firm call to many people and give detailed information about product in sometimes the company gives mar#eting responsibility of their product to BP; eA 1ela’s This is a outside mar#eting it is conducted by the firm or company. The main objective of these #ind of mar#eting is to do publicity about our product = firm. The firm can arrange e7change and loan mela that provides an opportunity to e7change their old bi#e and also provides loan for purchasing new bi#e. ,A Invitation etters This letter send to many customer or people who are located near to show room. This letter contains detailed information about their new offers and their new products. #. ;istri)ution $t is flow of goods the producer or the manufacturers to the ultimate consumer. istillation channels represent a chain of middle man participating in the transferring of goods. !ome of the channel s are A • +anufacturers ? whole sellers ? retailers ? consumers • +anufacturers ? sales man ? dealers ? consumers • +anufacturers ? retailers ? consumers
20
• +anufacturers ? consumers $n case supreme auto dealer,s pvt. -td.& products after receiving from the manufacturer that is bajaj auto ltd.& or they are the authorized dealer,s of bajaj auto ltd.& in !himoga district.
C&apter 0 # Product Profile
• Introduction • >ey ,eature • ()out /ajaj Pulsar ;8S"i
22
Product Profile The bajaj Pulsar T!"i has a set of new standard for new area of #i#es in $ndia. $t has been developed e7clusively for the $ndian mar#et after closely e7amining the changing life styles and needs of the consumer. The bajaj Pulsar T!"i is e%uipped with a number of new function and mechanisms
introduced for the first time in $ndia. $t is design to offer greater functionality& performance & economy and ease of handling and maintainance to a wide cross selection of the $ndian society. ,eatures of )ajaj Pulsar ;8S"i • New mas#ed front fairing • New rectangular swing arm and an increased wheel base • New rugged and muscular rear shoc# absorbers • New mertail lamp • New classy handlbars
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• $ntroducing the number plate name • New handle bar clamps • ts"i engine
• $gnition with digital c d t
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/ajaj Pulsar 1$6 ;8S"I 2 The bajaj pulsar is the first bi#e in $ndia which came in direct competion with the hero Conda 4BF later bajaj introduced oulsar 1.1 dts"$ with digital twin spar# ignition and till today pulsar is one of the most sought after bi#e in the 1.1cc segment. bi#es& but let us justify its triumph. $t has definitely won over other
Bi#e advice overall rating A *>. Performance rating A *>. Pros A trendy loo#s& fuel efficiency& great pic#up 4ons A a little unsafe& riding posture is not good for people more than 0ft tall. /ajaj pulsar 1$6 ;8S"I Specification +a7imum power A 11.(2#w 51*.18ps6G3.11rpm +a7imum tor%ue A 12.20nmG0.11rpm ?ear bo7 A . speed /heel base A 1(21mm Tires A rear A 111H81 Top speed A 1((#mIh isplacement A 1*8.11cc @ngine A * stro#e& single cylinder& air cooled& 2 plug.
(1
4ooling type A air cooling /eight A 1(2.11 #g )uel tan# A 13 ltrs Bra#es A 2*1 mm dis# Bra#es 5rear6 A 1(1 mm drum !peedometer A digital
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/ajaj Pulsar 1$6 ;8S"I
/ajaj Pulsar 1B6 ;8S"I
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Bajaj pulsar 131 cc is elegant in its loo#s with aerodynamic shape. $t has a flush"fitted tail lamp and than# god no tail lamp protuberances. The bi#e has an -4 !peedo and tachometer console. $t,s the fuel tan# of pulsar
131cc that gives the muscular shaped body to it. The tan# of pulsar e7tends down wards touching the engine head almost. The poster of bajaj pulsar 131cc is so fle7ible and the bi#e has a proportionate blend of style and functionality on the whole the bi#e is good in its loo# feel handling as well as mileage. with a tan# capacity of 13 liters and great mileage people can be assured of the minimal petrol pump visits within the busy schedules.
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8ec&nical specification @ngine A * stro#e& single cylinder& air cooled 4ubic capacity A 123.01cc +a7 power A 1. bhp G3111rpm ?ear bo7 A . speed $gnition A 4 $ )ront bra#es A 2*1mm disc <ear bra#es A 1(1mm drum )ront tire A 2.2.H13 <ear tire A 111>81H13 /heel base A 1282mm ?round clearance A 1..mm ry weight A 1(2 #g Tan# capacity A 13 ltrs
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/ajaj Pulsar 1B6 ;8S"I
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/ajaj pulsar 266 ;8S"i Bajaj auto unvelled the bajaj pulsar 211 T!"$ in )ebruary 2112. this
is a more powerful version of the pulsar 1.1 cc and 131cc. its higher stance with greater chassis rear inclination ma#es it sporty. Pulsar 211cc feature $ndia,s first oil cooled engine which delivers a ma7imum power of 13ps G3111rpm it,s an air cooled single cylinder with an alloy barrel and head as well as twin valves digital twin spar# ignition = tor%ue e7pansion chamber. $t has a five speed gear bo7 with one down = four up pattern. Pulsar 211cc cloc#s a top speed of 121 #m>hour pulsar 211cc cruises to 01#ph from rest in *.2( seconds. The motor cycle offer an impressive mileage of (3.(#m in city = *2.* #m in highway.
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8ec&nical Specification +odel designation A *"stro#e& dts"$& oil cooled . @ngine response A new silencer with e7haus T@4 technology now ensures improved engine tor%ue over at varying land conditions. )uel efficiency A .1".. #mpl isplacement 5cc6 A 183.3cc /heel base A 1(*1mm /eight A 1*. #g Transmission A . gears Top speed A 1(. )ront bra#es A 201 mm hydraulically operated disc bra#es <ear bra#es A 1(1mm drum type +a7 horse power A 13ps>1(.2.#wG3111rpm +a7 tor%ue 5#gm>rpm6 A 1.2.#gm>12112nm
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/ajaj Pulsar 266 ;8S"i
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/ajaj pulsar 226 ;8S",I Bajaj auto would achieve a close second in the race to offer a microprocessor based fuel injection motorcycle to $ndian customers& after hero Conda,s 122 cc glamour fi motorcycle The new pulsar has a longer wheelbase than its predecessor& factory fitted front and rear disc bra#es = detailed digital instrumentation. Thepulsar T!")$ generates a ma7imum power of 21bhp 51.#w6 and
a ma7imum tor%ue of 18.12nm 51*lb.ft6 T!")$ stands for J digital twin spar# fuel injection J
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8ec&nical Specification isplacement A 221cc @ngine K air cooled Top speed A 1(.#mph Type A sports +a7imum power A 21.10psG3.11rpm +a7imum tor%ue A 18.12mmG0111rpm ?ear A . speed 4lutch A 122 Bore A 02 !tro#e A 02.* 4ylinder configuration AN ' -ength A21(..11mm /idth A 2.1.11mm Ceight A 11*1.11mm /eight A 1(0.11#g )uel tan# A 1.ltrs /heelbase A1(.1.11mm Bra#es A 201 mm disc Bra#es5rear6 A2(1mm diadisc )uelguadeAdigital !elf start Tubeless tire
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/ajaj pulsar 226 ;8S",I
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/(C(C P? S(9 366 ;8S"I
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C&apter 0 $ CONS?149 (88I8?;4 8O=(9;S 8=O =344 49S
• Consumer attitude • ;eterminant of )uyer )e&avior! internal factors • Conclusion
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CONS?149 (88I8?;4 8O=(9;S 8=O =344 49S
Consumer (ttitude 4onsumer attitude is comparative a new field of study. $t is the attempt to understand and predict human action is the buying role. $t has assumed growing importance under mar#et oriented or customer oriented mar#et planning and management buyers mar#et for many products and the growth of consumerism and consumer legislation since 1801 have created special interest in buyer behavior and the formulation of mar#eting mi7ed to responds favorable buyer behavior in the mar#et place.
Buyer behaviour is defined as all psychology social and physical behaviour of potential& customer as they become aware of evaluate purchase consumer and tell other about Jproduct and service J each element of this definition is important.
• Buyer behavior involves both individual 5 psychological6 process and group 5social6 process.
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• Buyer behavior is reflected from awareness right through past purchase evolution indicating satisfaction or non satisfaction from purchase. • Buyer behavior includes communication& purchasing and consumption behavior. • 4onsumer attitude is basically social in nature. Cence& social environment plays an important role in shaping buyer behavior. • Buyer behavior includes both consumer = industrial buyer behavior.
Buyer behavior includes the acts individual directly involved in obtaining and using economic goods and service including se%uence of decision process that processed and determine three acts. 'ctual purchase only a part of the decision process. $n buyer behavior we consider not only why&how and what people buy but and under what condition the purchase is made understanding of buyer behavior is essential in mar#eting planning and performance. The final analysis of the buyer behavior is one of the most important #ey to successful mar#eting
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;eterminant of )uyer )e&avior Buyer behavior is a process& consumers are subjected to various stimuli& therefore the consumer mind regarded as a bloc# bo7 as we cannot see what is going on in his mind he response to the stimuli or inputs and may purchase some products 2 service of interest to the mar#eting managements. The model of behavior is a stimulus responds model. <esponse may be division to purchase or not to purchase. Lnder the system views of buyer behavior have A 1. 2. (. *. $nputs Processing ;utputs )eed bac# loop
The object of the process is of course e7pected satisfaction or service. Buyer behavior is an orderly process where by the buyer interest is with his or her environment ma#ing a purchase decision on product. 1. $nternal or individual factor are psychological factor such as A a6 +otivation b6 Perception c6 Bearding d6 'ttitude e6 Personality
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2. !ocio" culture factors are A a6 )amily b6 <eference group c6 !ocial class d6 4ulture (. @nvironmental factors are A a6 @conomics b6 Technological legal and political factors *. Buyer is the Jcomer" stoneM of mar#eting strategy. )irms must understand buyer behavior to achieve the defective of customer satisfaction buyer mind is called the blac# bo7 inputs are processed in this mind and buyer response become the output of the psychological process. The output in the form of buying a product is the objective of the mar#et but this project is only a study of consumer psychological behavior. 4onsumer psychology towards two wheeler is very different some of them time two wheeler as lu7ury amd for some it is a necessity and at least to own two wheeler. But now as the civilization progressing two wheeler no larger a prestige of lu7ury they have become necessities.
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Conclusions The psychology of consumers towards two wheelers areK 1. -u7urious 2. 4ostly (. $nade%uate fund *. Necessity The necessity of two wheeler crores over the other ( points& for the dynamic society two wheelers are considered to be lu7ury for the benefit of consumer who are not having ade%uate fund& companies have proposed hire purchase schemes. /ith the rapid growth of finance companies availability of finance at very competitive terms has become popular and on coverage of (1 to *1 percent of the potential buyers opts for this facility.
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C&apter " ' (nalyses of )uyin* pattern of consumers
IntroductionA +ar#eting is a social process by which individuals and groups obtain what they need through the creation and e7change of production and value with others. The starting point of the discipline of mar#eting lies in human needs and wants& use full distinction may be down amongst needs& wants and demands. Cuman needs in a state of felt deprivation of some basic satisfaction. Needs are not creating by society or mar#ets& but e7ist in the very te7ture of human biology and candidates of living. Cuman wants are desired for satisfying those roads. Thus& a consumer who feels a need for personal transport wants to buy two wheelers. Cuman needs continuously shaped and reshaped by social force and institutions. emand or wants for specific products that are bac#ed by an ability and willingness to buy them. Thus& wanting to buy a two wheeler will lead to the demand for as purchase. )rom the above definition& it becomes clear that sellers do not create needs. $n deed& needs precede sellers and sellers along with others influential factor in society will influence the wants.
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They also influences demand by ma#ing their own products attractive affordable and easily available. ' product can be definded as anything that satisfied a need or a want the e7istence of several products which can produce that satisfaction of a given need or want places individual competitors in a position where they have to try and understand the process by which a consumer arrives at a brand choice as well as the criteria the employees in ma#ing a brand selection. Before this century& most mar#eting e7perts assumed that the value was the guiding principles in brand selection of the consumer. But the presumption that every consumer is a rational utility mi7imising persons. Need not always rational utility ma7imsing person need not always be true. Therefore& modern economists have dropped this assumption of cadial utility. They assume that only consumers have the capability of ban#ing any to objects in terms of preference. This assumption forms the basis for any consumer research survey to determine the reason for consumer brand choice. The present study is also based on the assumption that a consumer has the capability of ran#ing the influencing factors tesponsible for the selection of brand.
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The study is an attempt to determine the factors effecting the selection of two wheelers. a6 ?ood mileage b6 Price c6 !afety d6 'ppearance e6 urability
f6 Fero maintains g6 Nuality h6 Technology i6 'fter sales services j6 <esale value #6 4olors
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,actors Influencin* /uyin* ;ecision
,actors +ileage Price !afety driving 'ppearance urability Fero maintains Nuality Technology 'fter sales service <esale value 4olour Total
No.of 9espondents 21 10 1( 1( 1* 12 12 1. 12 12 11 .1
Percenta*e *1 12 10 10 13 1* 1* 11 1* 1* 12 111
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.(
10
12
14
16
18
20
0 Mileage 20 Price 6 Safety driving 3 Appearance 3 Durability 4 Zer !aintain" 2 #uality 2 $ec%n l gy 5 After "ale" "ervice 2 &e"ale value 2 ' l ur 1
2
4
6
8
7rap& s&o%in* ,actors Influencin* /uyin* ;ecision
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1ilea*e $t is seen that *1B of the total respondents indicate milage as a very significant factor is influencing the selection of two wheeler. Then& is the present case being the amount of fuel consumer per #ilometer of trawel. @ven increasing price for petroleum products have made the consumer and prefer vehicle with the e7tra made. Price $nitial cost of the vehicle is another significant factor& 12B of the total respondents have rounded it. This clearly indicated that price is one of the important parameter under the control of production manager& plays a vital role in selling a product. This is especially important in a developing country li#e $ndia where many people struggle to ta#e both ends meet together. Safety ;rivin* $t is seen that 0B of the respondents indicates that safety driving is another important factor influencing the selection. The consumer who is assured of the %uality products than loo# convenience of riding even increasing accidents of two wheelers vehicle has resulted to prefer vehicle which are safety to ride. (ppearance @very motor cycle has its own appearance. ' motor cycle should be designed that consumer feel price of owning it. Cere 0B of the respondents have given the opinion that appearance also counts while purchasing. $t is
..
also one of the important factor which influence the selection. This factor is influential by the younger generation. ess Or :ero 1aintenance The two wheeler id a vehicle which is continuously used& trouble free performance is e7pected by each and every buyer. *Bof the respondents state that it is one of the influencing for selection of vehicle. ;ura)ility /hen the customer are paying for a product they e7pect durability of product. ' two wheeler is a long term investment& durability of the bi#e is an important factor which influence in buying. .uality Now a days& buyers are becoming %uality conscious. Two wheeler is an assemble of various parts. The %uality of each every part in and essential in maintaining the overall audit of the two wheeler. *B of the respondents indicated that %uality is one of the factor of selection. 8ec&nolo*y Technology being sophistication into life. $t gives more and more comfort features. !o that easy free& riding trouble free& performance is achieved. 11B of respondents indicate that technology is one of the factors for buying decision.
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(fter Sales Service 's after the sales in one of the influencing factor in buying decision. 4ustomers are not aware of the sale after services rendered by the dealers. $n order to save the amount ultimately to save the cost of the bi#e the customers have made their purchased at 'nanthpur and ?oa. This clearly show that the customer have least bothered about the after sales service $. e.& why only *B of the total respondents have stressed the important of this factor. 9esale @alue The table clearly states that only *B of the total respondents have thought of considering this factor. $t is so because few owners have the hobby of changing the vehicle often. Colour @ven though customers desired to have their bi#e with different colours they have e7pressed that they don,t have variety of colour choice. !ince the vehicle are available with blac# and red and blue in case of bajaj Pulsar T!"i
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8a)le 12 Classification of respondents )asis on a*e
'?@ ?<;LP 13"21 21"2* 2*"22 22 = 'B;D@ T;T'N;
<@!P;N @NT! 11 *1 2. 2. 111 P@<4@NT'?@ 11 *1 2. 2. 111!ourceA !urvey analysis Interpretation2 The table indicate the age group of respondents out of which 11B of the respondents belong to 13"21 group the youngsters wants power of the bi#e so they don,t loo# for mileage and also out loo#. *1B of the
respondents belong to 21"2* group this group of guys prefers outloo# and design of the bi#e& 2.B of the respondents belong to 2*"22 group&2.B of the respondents belong to 22 = above group they always want good mileage and safety .
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?raph 12 Classification of respondents )asis on a*e
2* + A,-./ 25)
18(21 10)
21(24 40) 24(2* 25)
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8a)le 22 Classification of respondents on t&e )asis of income of t&e family
$N4;+@ ?<;LP .1111"111111 111111"1.1111 1.1111"211111 211111 = above T;T'Interpretation2
N;
<@!P;N @NT! *1 2. 21 1. 111 !ourceA !urvey analysisP@<4@N<T'?@ *1 2. 21 1. 111
The table indicates the income group of respondents. The *1B of respondents belongs the income group of .1111"111111& 2.B of the
respondents belong the income group of 111111"1.1111&21B of respondents belong the income group of 1.1111"211111&1.B of respondents belongs the income group of 211111 = above.
01
7rap& 22 Classification of respondents on t&e )asis of income of t&e family
40 40 35 30 25 25 20 20 1 5 1 5 1 0 5 0
50000-1 00000
1 00001 -1 50000
1 50001 -200000
200000 & above
01
8a)le 32 S&o%s )rand of )i<es &avin* customers
B<'N B'9'9 TD! C@<; C;N ' C;N ' T;T'Interpretation2
N;
<@!P;N @NT! .. 11 2. 11 111 !ourceA !urvey analysisP@<4@NT'?@ .. 11 2. 11 111
The table indicates out of which ..B of the respondents have Bajaj bi#es because that company creates a goodwill in the mar#et&11B of the respondents have TD! bi#es &2.B of the respondents have Cero Conda bi#es& 11B of respondents have Conda bi#es.
02
7rap& 32 S&o%s )rand of )i<es &avin* customers
1-2DA 10) 1/&- 1-2DA 25)
,A0A0 55) $.S 10)
0(
8a)le #2 S&o%in* promotional activities
!ources 'dvertisement 4ompany image )riends = relatives Publicity ;thers Total Interpretation2
No of respondents *. 11 (1 1. 1 111 !ourceA !urvey analysis
Percentage *. 11 (1 1. 1 111
This table clearly that the source of information is large by an advertisement factor which amounts to *.B& 'dvertisement is an effective media that creates an image in the mind of customer. The ne7t source company image influence 11B& company image is nothing but good will of the company. ne7t friends = relatives influence (1B & impact on the consumer and publicity has 1.B influence on the person who want to purchase the products
0*
7rap& #2 S&o%in* promotional activities
45 45 40 35 30 25 20 15 10 5 0 Adverti"e!ent ' !pany i!age 3riend" + relative" Publicity -t%er" 0 10 15 30
0.
8a)le $2 ,acilities e-pected from dealers )acilities +ileage ;utloo# 'fter sales service Price reduction ;ther Total Interpretation2 'ccording to above table& (1B of the people want to ma#e us to give good mileage by servicing because they are above 23 or (1 year age group they are professionals they use the bi#e only for transport of him in the city. and *1B of people loo#ing for design = outloo# & they are all youngsters they uses bi#e only for the purpose of faction now it becomes craze . 11B of people want after sales service& many of the show rooms they sell his bi#es but not give sufficient service to customer. 2.B of people e7pect reduction of price& now the price of the bi#e is high so the respondents as# why do we spend that much investment to that bi#e. 'nd rest .B of wants other thing. No of respondents 21 *1 11 2. . 111 !ourceA !urvey analysis Percentage 21 *1 11 2. . 111
00
7rap& $2 ,acilities e-pected from dealers
-t%er 5) Price reducti n 25)
Mileage 20)
After "ale" "ervice 10)
-utl 4 40)
02
8a)le '2 Opinion a)out /ajaj Pulsar ;8S"i
;pinion @7cellent ?ood Not bad $neffective
No of respondents .1 *1 11 1 111 !ourceA !urvey analysis
Percentage .1 *1 11 1 111
Interpretation2 This table clearly shows that out of which .1B of respondents opinion is e7cellent because the bi#e has more power compare to other company bi#e and have a good pic#up. and ne7t *1B of respondents opinion is good because out loo# of the bi#e is good but mileage is not& rest 11B of respondents opinion is not bad& because every thing is good but not its mileage ineffective and also high price. no one person can,t give the opinion
03
8a)le '2 Opinion a)out /ajaj Pulsar ;8S"i
50 50 45 40 35 30 25 20 15 10 5 0 /5cellent 6 d 2 t bad 7neffective 0 10 40
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C&apter "+ ,indin*s su**estions and conclusion ,indin*s • !ales = Net profit of bajaj pulsar dts is increasing year to year • Provided plenty of employment opportunity.
• <eputation of the company has dragged the attention of the customer and induced to buy the product. • Bajaj pulsar 211 T!"$ has new silencer with T@4 technology now
ensures improved engine tor%ue over at varying land condition. • @7port of the company is increasing year to year. • $t is found that low cost& maintenance and pic# up is the most important attributes customer loo# for before deciding to purchase a two wheeler. • The study reveals that majority of the respondents are male as well as students
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Su**estions • To offer accessories at discount rates to customer. 't present customer buy spares from the local mar#et because they are low priced. But
customer forget that these parts are not e%uivalent %ualitatively to those which are sold by authorized dealer. • To conduct free service camps and to give discount for the spare purchased during that period. +anufactures should conduct free service camps should be supervised by the company service engineers. • To maintain the %uality where their product is having a good demand in the mar#et. ;nce a manufacturer gets a top position in the mar#et many of them fail to maintain the %uality of the model. This should be avoided so that they can maintain and improve their turnover. • The dealer should improve the display of two wheelers in their showroom so that customers will be attracted towards the two wheelers and also the dealers should highlight the advantages of the model when compare to other model. • To improve the advertising in the media most of the customer buy their two wheelers after having a complete #nowledge of the model. • !o the advertisement should give all the particulars about the model regarding cost factor. !pecial features and other specification.
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Conclusions ealer feel that at present there is good supply should be stream lined so as to meet the customer demand. Because of the supply is delayed the customer may choose other dealer or other brand. There by there is loss to the dealer and to the company the dealer feels that there should be ade%uate supply of models with different colours to meet the customers choice. 4ompany should give incentives for record sales done by the dealers or that they are interested to do more sales and also they can earn more profit. ealers feel that there should be proper supply of spare parts and there should be more margin of them so that they can give discount to the customer and with the help of discounts they can complete in local mar#et and it is preferable to give credit facility for the spare parts purchased.
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.uestionnaire
1ar<etin* of )ajaj pulsar ;8S"i ear sir& $ am +r Basavaraj 9 D from !ahyadri arts and commerce college shimogga. $ am final year BB+& student as per the re%uirement of my curriculum. $ am currently doing my project with respect to J1ar<etin* of /ajaj Pulsar ;8S"iM with a special reference to !upreme 'uto ealer,s Pvt. -td.& !himogga. $ would
be very obliged if you ta#e few minutes to answer the following %uestions. Personal details2 16 Name A 26 'ddress A
(6 'ge A *6 !e7 A +ale 5 6 )emale 5 6
2(
.6 ;ccupationA Business ?ovt employee !tudent Professional 56 56 56 56
06 $ncome group 5per year6A .1111"111111 111111"1.1111 1.1111"211111 'bove" 211111 26 56 56 56 56
o you have own bi#eO a6 Pes b6 No 56 56
36 $f yes name the brand A a6 Bajaj b6 T D ! c6 Cero Conda d6 Conda 56 56 56 56
2*
86 Cow did you came about Bajaj Pulsar T!"iO a6 'dvertisement b6 4ompany image c6 )riendsI relatives d6 Publicity e6 ;ther 116 56 56 56 56 56
$f you had to #now through advertisement please name the
media a6 News paper b6 T D c6 +agazine d6 ;ther 116 126 56 56 56 56
Pear of purchase A Q Q Q Q Q Q Q 're you in need of more benefits from this bi#eO a6 Pes b6 No 56 56
2.
1(6
$f yes point out from the following mentioned below. 56
a6 +ileage
b6 esign I outloo# 5 6 c6 'fter sales service 5 6 d6 Price reduction e6 ;ther 1*6 56 56
/hich factor influenced you to select this bi#eO 56 56 56 56 56 56 56
a6 Price b6 +ileage c6 Technology d6 'ppearance e6 !afety f6 Nuality g6 urability 1.6
Pour opinion about Bajaj Pulsar T!"iO 56 56 56
a6 @7cellent b6 ?ood c6 Not bad
d6 $neffective 5 6
20
106
o you have any suggestion to offer regarding the
improvement of the bi#e O a6 Pes b6 No 126 56 56
$f yes please specify RRRRRR..
Than#ing you& ate A Place A +ob A signature
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/i)lio*rap&y
8e-t /oo<s Philip
lter <.N.!. Pillai and Bagavathi A A Principles of +ar#eting +odern +ar#eting +ar#eting +anagement!.'. !herle#ar& <eddy and 'ppanaiah A Cournals and 1a*a5ines ? 'uto $ndia ? 4ar and bi#e international ? $ndian @7press ? ;verdrive ? The Times of $ndia
=e)sites2 %%%.)ajajautoltd.com %%%.motosindia.com %%%.)i<es.com %%%.autoindia.com
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doc_651463249.doc