1. SHARDA UNIVERSITY
GREATER NOIDA, UP
STUDY ON CONSUMER BUYING BEHAVIOR &
SATISFACTION LEVEL OF TWO WHEELER
WITH REFERENCE TO BAJAJ AUTO.
PROJECT REPORT
NEERAJ BHANDARI
SEC : C
2/7/2014
THE PROJECT IS UNDERTAKEN TO KNOW THE CUSTOMERS BEHAVIOR AND
SATISFACTION LEVEL FOR BAJAJ AUTO.THIS STUDY WILL HELP BAJAJ AUTO TO
KNOW THE WAY OF PROVIDING SERVICES AND QUALITY TO THE CUSTOMERS
AND ALSO TO KNOW THE CUSTOMERS PERCEPTION.

2. CONTENT
1. HISTORY OF BAJAJ AUTO.
2. KEY DATES : HISTORY
3. OUTLOOK OF TWO WHEELER INDUSTRY
4. INTRODUCTION OF STUDY
5. OBJECTIVES OF THE STUDY
6. VISION OF THE COMPANY
7. CUSTOMER BEHAVIOR
8. CUSTOMER BUYING DECISION PROCESS
9. ANALYSIS AND INTERPRETATION
10. FINDINGS
11. SUGGESTIONS
12. BIBLIOGRAPHY

3. COMPANY HISTORY
BAJAJ AUTO LTD IS ONE OF THE LEADING TWO & THREE WHEELER
MANUFACTURERS IN INDIA. THE COMPANY IS WELL KNOWN FOR THEIR R&D,
PRODUCT DEVELOPMENT, PROCESS ENGINEERING AND LOW-COST
MANUFACTURING SKILLS. THE COMPANY IS THE LARGEST EXPORTED OF TWO
AND THREE-WHEELERS IN THE COUNTRY WITH EXPORTS FORMING 18% OF ITS
TOTAL SALES.
BAJAJ AUTO LIMITED IS ONE OF THE INDIA’S LARGEST MANUFACTURER OF
SCOOTERS AND MOTORCYCLES.THE COMPANY GENERALLY HAS LAGGED BEHIND
ITS JAPANESE RIVALS IN TECHNOLOGY, BUT HAS INVESTED HEAVILY TO CATCH
UP.IT’S STRONG SUIT IS HIGH VOLUME PRODUCTION.IT IS THE LOWEST COST
SCOOTER MAKER IN THE WORLD.ALTHOUGH PUBLICLY OWNED,THE COMPANY
HAS BEEN CONTROLLED BY THE BAJAJ FAMILY SINCE ITS FOUNDING.
KEY DATES:
1945: BAJAJ AUTO IS FOUNDED
1960: RAHUL BAJAJ BECOMES THE INDIAN LICENCE FOR VESPA SCOOTER
1977: TECHNICAL COLLABORATION WITH PIAGGIO ENDS
1984: WORK BEGINS ON A SECOND PLANT
1998: BAJAJ PLANS TO BUILD ITS THIRD PALNT TO MEET DEMAND
2000: THOUSANG OF WORKERS ARE LAID OFF TO CUT COST
2010: BAJAJ AUTO LAUNCHED A 135 CC PULSAR
2011: BAJAJ AUTO - BAJAJ RECORDS ITS BEST YEAR EVER
2012: BAJAJ AUTO HAS TIED UP WITH JAPAN’S KAWASAKI IN INDONESIA

4. INTRODUCTION OF STUDY
THIS PROJECT IS UNDERTAKEN TO KNOW THE CUSTOMER BEHAVIOR AND
SATISFACTION LEVEL FOR BAJAJ AUTO.THIS STUDY WILL HELP BAJAJ AUTO TO
KNOW THE MOST POPULAR WAY BY WHICH THEY ARE PROVIDING SERVICES AND
QUALITY TO THE CUSTOMERS AND TO KNOW VARIOUS CUSTOMERS PERCEPTION.
FROM THE STUDY IT WAS FOUND THAT BAJAJ AUTO MOTORCYCLE IS HAVING
GOOD BRAND IMAGE IN THE MARKET.
OBJECTIVES OF THE STUDY
MAIN PURPOSE OF THE STUDY WAS TO KNOW THE CUSTOMER BUYING
BEHAVIOR AND DEMAND INTO THE MINDS OF CUSTOMER BECAUSE ALWAYS
CUSTOMER SAYS SOMETHING AND DOES SOMETHING ELSE.AT THE SAME TIME
AS THERE ARE MANY COMPANIES MANUFACTURING MOTORCYCLES,IDEAS
ABOUT THINKING OF CUSTOMER ON WHETHER,WHAT,HOW AND FOR WHOM TO
PURCHASE THE MOTORCYCLE.THEREFORE,RESEARCH IS REQUIRED TO MEASURE
THE PRESENT CONSUMER BUYING BEHAVIOR AT THE PURPOSE OF BAJAJ AUTO
BIKE.
VISION
TO MAKE BAJAJ AUTO THE DOMINANT FOR BEST SERVICE PROVIDER AND DEALER
BUILT ON TRUST BY ALL CLASS PEOPLE BY FOLLWING THEBELOW POINTS:
UNDERSTANDING THE NEEDS OF CUSTOMERS AND OFFERING THEM
SUPERIOR PRODUCTS AND SERVICE
LEVERAGING TECHNOLOGY TO SERVICE CUSTOMERS
QUICKLY,EFFICIENTLY AND CONVENIENTLY
PROVIDING AN ENABLING ENVIRONMENT TO FASTER GROWTH AND
LEARNING FOR EMPLOYEES

5. CUSTOMER BEHAVIOUR
THE MAIN AIM OF MARKETING IS TO MEET AND SATISFY THE TARGETS OF THE
CUSTOMERS NEEDS AND WANTS.BUYER BEHAVIOR REFERS TO THE PEOPLES OR
ORGANISATION CONDUCT ACTIVITIES AND TOGETHER WITH THE IMPACT OF
VARIOUS INFLUENCES ON THEM TOWARDS MAKING DECISION ON PURCHASE OF
PRODUCT AND SERVICE IN A MARKET.THE FIELD OF CONSUMER BEHAVIOR
STUDIES HOW INDIVIDUALS,GROUPS AND ORGANISATION SELECT,BUY,USE AND
DESPISE OF GOODS,SERVICE,IDEAS,OR EXPERIENCE TO SATISFY THEIR NEEDS AND
DESIRES UNDERSTANDING CONSUMER BEHAVIOR AND KNOWING CUSTOMER
ARE NEVER SIMPLE.
THE WEALTH OF PRODUCTS AND SERVICES PRODUCED IN A COUNTRY MAKES
OUR ECONOMY STRONG.THE BEHAVIOR OF HUMAN BEING DURING THE
PURPASE IS TERMED AS BUYER BEHAVIOR.CUSTOMER SAYS ONE THING BUT DO
ANOTHER.THEY MAY NOT BE IN TOUCH WITH THEIR DEEPER MOTIVATIONS.
CUSTOMER BUYING DECISION PROCESS:
1. PROBLEM IDENTIFICATION :
THE BUYING PROCESS STARTS WHEN THE BUYER RECOGNIZES A PROBLEM
OR NEED.MARKETERS NEED TO IDENTIFY THE CIRCUMSTANCES THAT
TRIGGER PARTICULAR NEED.BY GATHERING INFORMATION,FROM A
NUMBER OF CONSUMERS; MARKETERS CAN IDENTIFY THE MOST
FREQUENT STIMULI THAT SPARK AN INTEREST IN A PRODUCT CATEGORY.
2. INFORMATION SEARCH :
THROUGH GATHERING INFORMATION,THE CONSUMER LEARNS ABOUT
COMPLETING BRANDS AND THEIR FEATURES.INFORMATION MAY BE
COLLECTED FROM MAGAZINES,CATALOGUE,RETAILERS, AND TRAID FAIR
AND SO ON.

6. 3. EVALUATION OF ALTERNATIVES :
THERE IS NO ANY SINGLE PROCESS USED BY ALL CONSUMERS IN ALL
BUYING SITUATION.
FIRST, THE CONSUMER TRIES TO SATISFY NEED AND THEN,
SECOND, THE CONSUMER WANTS CERTAIN BENEFITS FROM PRODUCT
SOLUTION.
4. CHOICE OF PURCHASING DECISION :
FROM AMONG THE PURCHASE OF ALTERNATIVES THE CONSUMER MAKES
THE SOLUTION.IT MAY BE TO BUY OR NOT TO BUY.IF THE DECISION IS TO
BUY,THE OTHER ADDITIONAL DECISION ARE,
WHICH TYPE OF BIKE HE MUST BUY?
FROM WHOM DO YOU BUY THE BIKE?
HOW THE PAYMENT TO BE MADE? AND SO ON...
5. POST PURCHASE BEHAVIOR :
AFTER PURCHASING THE PRODUCT,THE CONSUMER WILL EXPERIENCE THE
SAME LEVEL OF PRODUCT.THE MARKETER MUST FOCUS TO THE
SATISFACTION,ACTION AND USE OR DISPOSAL OF THE PRODUCT.
 POST PURCHASE SATISFACTION :
THE LARGER THE GAP BETWEEN EXPECTATION OF THE
CONSUMER AND PERFORMANCE OF THE MARKETER,THE
GREATER THE CONSUMER DISSATISFACTION.
 POST PURCHASE ACTION :
IF THE CONSUMER IS SATISFIED WITH THE PRODUCT,HE OR
SHE WILL ENROLL ON PURCHASING THE PRODUCT
AGAIN.DISSATISFACTION CONSUMER MAY ABANDON AND
RETURN THE PRODUVCT.

7. OUT LOOK OF TWO-WHEELER INDUSTRY
AFTER INDEPENDENCE, BAJAJ AUTO LTD. HAD AN UNDISPUTED LEADERSHIP OVER
THE MARKET. THE INDUSTRY REGISTERED COMPOUNDED GROWTH RATE OF 12%
DURING THE SEVENTIES.
IN PHASE TWO, JAPANESE COMPANIES WERE TYING UP WITH DOMESTIC PLAYERS
AND NEW MODELS WERE INTRODUCED. THE GROWTH RATE FOR THE TWO-
WHEELER INDUSTRY THIS PHASE STOOD AT 16.4%. THIS PHASE EXTENDED TILL
EARLY NINETIES. IN PHASE THREE, SALES STARTED PICKING UP IN 1994. IN 1995,
THE INDUSTRY PRODUCED ABOUT ONE MILLION SCOOTERS AND 6 LAKH
MOTORCYCLES. ALL MOST ALL THE COMPANIES WERE GOING IN FOR
EXPANSION.THE MANUFACTURERS OF TWO-WHEELERS DISTINGUISH THEIR
PRODUCTS ON THE BASIS OF POWER, FUEL EFFICIENCY, AND MAINTENANCE
REQUIREMENT, EASY IN HANDLING, STYLE & PRICE.
INDIA IS THE THIRD LARGEST PRODUCER OF TWO WHEELERS AFTER JAPAN AND
CHINA AND THE SECOND LARGEST CONSUMER AFTER CHINA. DESPITE THE POOR
ROAD INFRASTRUCTURE AND THE MEAGER PURCHASING POWER, THE TWO-
WHEELER INDUSTRY IN INDIA HAS ENJOYED A WIDER APPEAL WITH THE MASSES
AS A MEANS OF PRIVATE TRANSPORT. TWO-WHEELERS ARE USUALLY CLASSIFIED
INTO THREE TYPES: THEY ARE SCOOTERS, MOTORCYCLES, MOPEDS AND ELECTRIC
TWO WHEELER.
THE MOTORCYCLE INDUSTRY, HAS REACHED THE STATE OF A COMPETITIVE
MARKET WITH A FEW COMPANIES PRODUCING A GOOD RANGE OF PRODUCTS
AND PRESENT THRUST IS UPON INNOVATIONS AND HIGH EFFICIENCIES. THE
MARKET HAS STEADILY MOVED FROM A SELLERS MARKET TO A BUYERS MARKET.
THE COMPANIES ARE RESPONDING QUICKLY TO CHANGING CUSTOMER
DEMANDS TO STAY IN THE BUSINESS. PRODUCTS ARE INTRODUCING VARIOUS
MODELS OR UPGRADING EXISTING MODELS TO CATER TO THE DIFFERENT
SEGMENT AND THERE IS AN EMPHASIS ON INCREASING ADVERTISEMENT
EXPENDITURE AND BETTER SERVICE THROUGH UPGRADED SERVICE CENTERS.

8. ANALYSIS AND INTERPRETATION
Q1. WHICH BIKE DO YOU HAVE?
INTERPRETATION: - OUT OF THE SAMPLE SIZE OF 90 CUSTOMERS, 15 CUSTOMERS ARE OF HERO
HONDA, 55 ARE OF BAJAJ AND 20 CUSTOMERS OF OTHER MOTORBIKES ARE TAKEN INTO
CONSIDERATION.
Q2. ARE YOU SATISFIED WITH THE PERFORMANCE OF THE BIKE THAT YOU
ARE CURRENTLY HAVING?
INTERPRETATION: - OUT OF THE SAMPLE SIZE OF 90 CUSTOMERS, 70 CUSTOMERS SAYS THAT
THEY ARE SATISFIED WITH THE PERFORMANCE OF THEIR BAJAJ BIKES. ON THE OTHER HAND 11
CUSTOMERS ARE NOT SATISFIED WITH THE PERFORMANCE OF THE BIKES THAT THEY ARE
HAVING. WHILE THE REMAINING 9 CUSTOMERS ARE UNABLE TO SAY ANYTHING.
YES, 70
NO, 11
CANT'T
SAY, 9
, 0
HERO HONDA 15
BAJAJ 55
ANY OTHER 20
YES 70
NO 11
CAN’T SAY 9
HERO
HONDA
, 15
BAJAJ,
55
OTHERS
, 20

9. Q3. Which Factor below Influence your decision?
INTERPRETATION: - IN BAJAJ BIKES THE PRICE OF THE BIKE AND THE VALUE THAT IT ADDS TO
THE STATUS SYMBOL OF THE CUSTOMERS INFLUENCES THE DECISION CRITERIA OF MOST OF
THE CUSTOMERS.
PRICE, 22
MILEAGE, 15
QUALITY, 20
RESALE VALUE, 14
STATUS SYMBOL, 32
PRICE 22
MILEAGE 15
QUALITY 20
RESALE VALUE 14
STATUS SYMBOL 32

10. FINDINGS
IN CURRENT MARKET SCENARIO,RESPONDENTS GIVE MAXIMUM NO. OF
WEIGHT AGE TO THE STATUS SYMBOL THEN AFTER THEY CONSIDER PRICE
AND QUALITY OF THE PRODUCT RESPECTIVELY.
THE STUDY SHOWS THAT 55 RESPONDENTS ARE ALREADY USER OF BAJAJ
MOTORCYCLE.SO BAJAJ AUTO IS POPULAR AUTOMOBILE COMPANY IN
STUDY REGION.
THE STUDY SHOWS THAT 32 RESPONDENTS GIVE MORE POINTS TO STATUS
SYMBOL OF THE PRODUCT IN THE MARKET.
OUT OF THE SAMPLE SIZE OF 90 CUSTOMERS, 70 CUSTOMERS SAYS THAT
THEY ARE SATISFIED WITH THE PERFORMANCE OF THEIR BAJAJ BIKES.
THE STUDY SHOWS THAT MOST OF THE RESPONDENTS CONSUMED THE
PRODUCT BY FOCUSING TO THE STATUS AND PRICE OF THE PRODUCT IN
THE MARKET.
SUGGESTIONS
1. COMPANIES SHOULD GIVE MORE EMPHASIZE ON NEWS PAPER AS AN
INFORMATIVE TOOL FOR GIVING THE INFORMATION ABOUT MOTORBIKE.
2. IF COMPANY’S TECHNICAL DEPARTMENT WILL WORK IN INCREASING THE
MILEAGE AND STYLISH LOOK OF MOTORBIKE SO MORE CUSTOMER WILL
ATTRACT.
3. THE DEALERS MUST EMPHASIS ON GOOD AND HEALTHY RELATIONSHIP WITH
THE CUSTOMERS BECAUSE CUSTOMERS ARE VERY MUCH AFFECTED BY THEIR
FRIENDS AND RELATIVES WHO ARE USING THE MOTORBIKE.
4. COMPANIES SHOULD CONTINUE ITS WAY OF CREATING THE BRAND NAME LIKE
FULFILLING THE SOCIAL RESPONSIBILITY.
5. REGULAR CUSTOMER FEEDBACK SHOULD BE THERE SO COMPANY CAN KNOW
REGULARLY THAT, WHAT CUSTOMERS WANT IS.

11. BIBLIOGRAPHY
1. www.google.com
2. www.bajaj.com
3. www.twowheeler.com
4. www.extrememachines.com