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International Journal of Marketing and Management Research Vol. 11, Issue 3, March 2020, Impact Factor; 6.544, ISSN: (2229-6883) www.skirec.orgEmail Id: [email protected] A STUDY ON CONSUMERS’ PERCEPTION AND SPECIAL EMPHASIS OF EMERGING MARKET ON BAJAJ TWO WHEELERS Dr.A.Nithya, Associate Professor Kongunadu College of Engineering and Technology, Trichy ABSTRACT Consumer is the central figure of all marketing activities. It is the consumer who determines the growth, prosperity and even existence of business enterprises. Hence the marketer should always feel the pulse of consumer. Consumer is the king in the business. The primary aim of modern business is to satisfy the consumer by meeting their needs and wants and thus makes profit by manufacturing quality of products. Thus, modern marketing become consumer oriented. Therefore business firm has to find out the consumer wants. In fact, the more consumers are satisfied the more will be the sales. Consumer satisfaction is not restricted to a particular product. It plays a momentous role as far as the launching of any products is concerned. In the modern automobile industry the two wheelers plays an important role. India, being a developing nation holds huge market for the two wheelers. Therefore competition is high for two wheelers market. The number of companies introduces variety models of two wheelers because it is a most favorable mode of personal transport. Moreover it is very cheaper as compared with three wheelers and four wheelers. The inherent attractiveness of two wheeler is also another important factor that influences the buying decision where consumer preference playing important role in buying a product. Preference is based on certain qualities fixed in the consumer mind. If the product provides high satisfaction then the consumer preference will be high. So the study mainly focused on consumer perception and satisfaction with special emphasis on Bajaj Auto. Mainly the data was conducted through prepared questionnaire in which various consumers opinion were collected through the questionnaire. This study includes introduction, industry profile, research design and methodology, objectives of the study, scope of the study, limitation of the study, data analysis & interpretation, findings, suggestions, recommendations. Keywords: Consumer’s Perception, Consumer Satisfaction, Emerging Market, Bajaj-Two Wheelers, Automobile, Marketing An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories Page 42 International Journal of Marketing and Management Research Vol. 11, Issue 3, March 2020, Impact Factor; 6.544, ISSN: (2229-6883) www.skirec.orgEmail Id: [email protected] INTRODUCTION The automobile industry is one of the most important industries in the world. The automobile has enables people to travel and transport goods faster. The automobile was the replay to the 19th century dread of self propelling the horse down carriage. Likewise the invention of the motorcycle created the self propelled bicycle. The first attempt for a commercial three wheeler design was by Edward Buttler in Britain in 1884. This employed a horizontal single cylinder gasoline engine mounted between two steer able front wheels and connected by a drive chain to the rear wheels. The first gasoline engine to appear publicly was built by Gottleb Damler of Bud Connstaff, Germany in 1885. The first practical engine and motor cycles were designed by the French and Bell Gains, followed by German, Italian, and America market. The popularity of vehicle grew especially after 1910. During First World War the motor cycle was used by all branches of the armed forces in Europe, principally for dispatching. After the war it enjoined a sport vogue until the great depression began in 1929. After the Second World War a revival of interest in motor cycle lasted in to the late 20th century with the vehicle being used for high speed touring and sport competition. The practice of attaching auxiliary engines to bicycles in western Europe and parts of the united states led to the development during the 1950th of a new type of motor cycle, the moped originating in Germany as 50 cubic cm machine with simple controls and low initial cost. It was largely free of licensing and insurance regulations except in Great Britian. The more sophisticated motor spotter originated in Italy soon after Second World War led by manufacturer of a 125 cm model. Despite strong competition from West Germany, France, Australia and Britain Italian scooter maintained led in the dismissing market. The scooter has small wheels from 20-36 cm in diameter, and the rider sits inside the frame. Power units are placed low and close to the rear wheel, which is driven by bevel gearing or chain capacities varying from 50-225 cubic cm and four speed gearing is common. The global market for two wheelers has shown tremendous growth over past decades in 2008 world sales of two wheelers totaled 39 millions. Looked at more closely however the geographic spread of this growth has been very uneven. Asia has accounted for the vast majority of growth, sales in the entire region growing more than three fold over the past decade. An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories Page 43 International Journal of Marketing and Management Research Vol. 11, Issue 3, March 2020, Impact Factor; 6.544, ISSN: (2229-6883) www.skirec.orgEmail Id: [email protected] Two wheelers are the most popular and highly sought out medium of transport in India. The trend of owing two wheelers is due to its. Economical Price Safety Fuel Efficient Comfort level Style Power INDIAN TWO WHEELERS INDUSTRY India is the second largest manufacturer and producer of two wheelers in the world. It stands next only to Japan and China in terms of the number of two wheelers produced and domestic sales respectively. This distinction was achived due to variety of reasons like restrictive policy followed by the Govt. of India toward the passenger. Car industry rising demand for personal transport, inefficiency of public transportation system etc… Majority of Indians, especially youngsters prefer motor bike rather than a car capturing a large share in the two wheelers industry bikes and scooter covers major segment. Bikes are more favorite among the youth generation. In the early 50th, When automobile product of India (API) started by the manufacturing scooters in India. Until 1958 API and Enfield were the sole producers. In 1948 Bajaj Auto began trading in imported vaspa scooters and three wheelers. In the 1960 the Bajaj Auto had been trading in imported vespa scooters and two wheelers set up a plant to manufacture them in technical collaboration with piggio of Italy. The agreement expired in 1971. Two wheeler markets were opened to foreign competition in the mid 80’s. The first Japanese motor cycle were introduced in the early eighties. TVS, Suzuki and Hero Honda brought in the first two strock and four strock engine motor cycles. These two players initial started with assembly of CKD Kid, and later on progressed to indigenous manufacturing. In the 1990’s the major growth of motor cycle segment was brought in by Japanese motor cycles. Which grow at a rate of nearly 25% CAGR in the last five years. An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories Page 44 International Journal of Marketing and Management Research Vol. 11, Issue 3, March 2020, Impact Factor; 6.544, ISSN: (2229-6883) www.skirec.orgEmail Id: [email protected] The industry has a smooth ride up to the eighties. When the government prohibited new entries and strictly controlled capacity expansion. The industry witnessed a study growth of 14% leading to a peak volume of 1.9 mm vehicles in 1990. In 1990 the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992. and production loss at. 4mn vehicles. The reasons for recession in this sector were the rise in fuel prices, high input costs and reduction of purchasing power. Increased production in 1992 due to new entrants coupled with the recession in the industry. Resulted in company either reporting losses or a fall in profit. Today with annual sales of 51 million units in the Indian two wheelers market is the second largest in the world after China. The sector is divided in to 5 major product classifications such as Mopeds, motorcycles, scooters, stepthrus and ungeared scooters. Two wheelers were one of the best performing industry segments in economy. Large varieties of two wheelers are available in the market known for their latest technology and enhanced mileage. Indian bikes, scooters and moped represent style and classes for both men and women in India. However few Indian bikes enthusiastic prefer high performance imported bikes. Some of the most popular high speed bikes are Bajaj Pulsar, Suzuki bayabusa, Kwasaki Ninju, Suzuki Zeus, Hero Honda karkrshma etc. These super bikes are specially designed for those who have a zeal for speedy drive. HISTORY OF THE BAJAJ AUTO Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading corporation private limited. It started off by selling important two and three wheelers in India. In 1959, it obtained license from the Government of India to manufacture two and three wheelers and it went public in 1960. In 1977 it managed to produce and sell 100000 vehicles in a single financial year. In 1985, it started producing at waluj in Aurangabad. In 1986, it managed to produce and sell 500000 vehicles in a single financial year. In 1995, it rolled out its ten millions vehicles and produced and sold one million vehicles in a year. The founder of the company, Jamnlal Bajaj, had been a follower of Mahatma Gandhi who reportedly referred to him as fifth son.