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 . 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

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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]

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.

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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]

Two wheelers are the most popular and highly sought out medium of . 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.

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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]

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 , 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. Jamnalal Bajaj was succeeded by his eldest son, 27 years old Kamalnayan in 1942. Kamalnayan was pre occupied with India’s struggle for independence. Kamanayan consolidated and diversified the group, branching into cement, ayurvedic medicines, electrical equipment, and appliances as well as scooters.

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Rahul Bajaj reportedly adored the famous vespa scooters made by piaggio of Italy. In 1960 at the age of 22, he become the Indian licensee, Bajaj Auto began producing its first two wheelers in the next year. Rahul Bajaj became the group’s chief executive officer in 1968 after first pricking up an MBA at Harvard. He lived next to the factor in Pune and industrial city three hours drive from Bombay. The company had produced 100000 vehicles. The oil crisis soon drove cars off the roads in favor of two wheelers much cheaper to buy and many times more fuel efficient. Bajaj Auto Ltd is one among India’s top ten companies in terms of market capitalization and among the top five in terms of annual turnover. The company started producing scooters in the year 1961 and followed three wheelers production in 1962. Its collaboration with piaggio expired in 1971 and since then, their scooters and three wheelers are being sold with the brand name ‘’BAJAJ” Maharastra scooters Ltd as a company with 24% equity participation by the company and 27% participation from Maharastra state Government’s western Maharastra development corporation. It was formed in the year 1975 under the ‘Horizontal transfer of technology’ policy. The first production unit is located at satars, Maharashtra. The unit continuous to collect scooters from CKDs supplied by the company. These scooters are marketed through the company’s distribution network and under the company’s brand name. In 1984, the second production plant was set up by Aurangabad, Maharashtra. This plant started scooters production in 1986. Three wheelers production in 1987 and scooterette and motorcycle facilities were commissioned in 1990 and 1991 respectively. Today, the Bajaj Company has become a market leader with annual production in excess of 1.35 million units, which were about 400 units in 1961. These days Bajaj Auto Ltd, has started offering product in all segments (Mopeds and scooterette, scooters, motorcycle, three wheelers). Bajaj Auto also has a marked presence in the premium segment with models like the Bajaj Pulsar creating a ripple on the in the roads. The general trend of the two wheelers industry has not left Baja Auto unscathed. Scooters which were once the main sources or revenue for the company have given way to motor cycles.

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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]

Bajaj Auto's motorcycle sales from FY 2006 to FY 2019 (in 1,000 uits)

Sales 5000 4237 3834 4000 3757 3422 3387 3292 3358 3220 3369 3000 2376 2506 2139 2029 1907 2000 Sales

1000

0 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

TIME LINE OF PRODUCT RELEASES 1960 – 1970 : Vespa 150 under the license of Piaggio of Italy 1971 : Three wheelers goods carrier 1972 : 1976 : 1977 : Rear engine Autorickshaw 1981 : Bajaj M – 50 1986 : Bajaj M – 80, Kawasaki Bajaj KB 100 1990 : 1991 : Kawasaki Bajaj 4S champion 1994 : Bajaj Classic 1995 : Bajaj super excel 1997 : Kawasaki Bajaj Boxer, Rear Engine, Diesel Auto rickshaw 1998 : Kawasaki Bajaj Caliber, , India’s first four – stroke scooter, Bajaj spirit 2000 : Bajaj saffire 2001 : Eliminator, Bajaj pulusar

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2003 : Caliber 115, Bajaj wind 125, Bajaj Pulsar 2004 : Bajaj CT 100, New Bajaj Chetak 4 Stoke with Wonder Gear, DTS – i 2005 : Bajaj wave, , Bajaj Discover 2006 : 2007 : Bajaj Pulsar – 200 (Oil cooled) Bajaj Kristal Bajaj Pulsar 220, DTS – Fi (Fuel injection), XCD 125 DTS – Si 2008 : Bajaj Discover B5 DTS – I sport (up grade of Existing 135 model) 2009 : (January) Bajaj XCD – 135 cc 2009 : (January) Bajaj Platina 125 DTS – Si 2012 : Bajaj Pulsar 200NS 2013 : Bajaj Discover 125 2018 : Bajaj Avenger 180 2019 : Urbanite Electric Two Wheeler - Chetak

OBJECTIVES OF THE STUDY

 To find out consumers preference toward Bajaj Auto Two Wheelers.  To find out the consumers preference toward various segments.  To know the various factors influencing the consumers buying behaviour.  To know how the bikes are distributed among different age group.

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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]

RESEARCH METHODOLOGY The study is based on both primary and secondary data. Primary data collected from 100 respondents and distributed questionnaire. The secondary data are collected from the newspapers, magazines, journals, company records and websites.

1. Sampling size The sample is limited to 100 consumers and all the works are performed on the basis of this sample. The consumer’s area s limited to Tamilnadu. 2. Data Collection. The data collected for the study constitute both primary and secondary data. 3. Statistical analysis The data collected using the questionnaire was analyses and tabulated extensively by using simple percentage analysis and chi-square test.

SCOPE OF THE STUDY Marketing is a challenge before many distributors now. Two wheelers market is very wide and competitive in the Tamilnadu region. The number of bikes in the roads is increasing year by year. Different variety with additional facilities added to the existing bikes in year by year. Today the business man can make best value for the bike user. Thus, they can achieve through increased consumers satisfaction. Hence a study related to consumers opinion, suggestions and recommendations is very essential for a dealer dealing product like bike.

DATA ANALYSIS AND INTERPRETATION Table No. 3.1 - Educational Qualification of the Respondents Educational Qualification No. of respondents Percentage Primary 29 29 Secondary 16 16 Degree 47 47 Professional 6 6 Others 2 2 Total 100 100

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Chart No. 3.1 - Educational Qualification of the Respondents

47 50 40 29 30 16 20 6 2 10 No. of respondents 0 Percentage

INTERPRETATION The above table and chart shows that 29% of the respondents have primary level of education. 16% of the respondents have secondary level of education 47% of the respondent are degree level of education. 6% of the respondents are professional level of education and 2% of the respondents belongs to other level of education. 47% of the respondents are degree holders.

Table No. 3.2 - Purpose for which Respondents use Bike Purpose No. of respondents Percentage Office 35 35 Personal 23 23 Education 5 5 Pleasure 24 24 Others 13 13 Total 100 100

Chart No. 3.2 - Purpose for which Respondents use Bike

35 40 30 23 24 20 13 5 10 No. of respondents 0 Percentage

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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]

INTERPRETATION The above table and chart shows that 35% of the respondents are using bike for official purpose, 23% of the respondents are using bike for personal purpose, 13% of the respondents are using bikes for educational purpose, 24% of the respondents are using bikes for pleasure and 5% of the respondents are using bikes for other purposes. Majority of the respondents are using bike for their official purpose.

Table No. 3.3 - Segment of Bike Preferred by Respondents Types of segment No.of respondents Percentage Entry Segments 22 22 Executive Segments 33 33 Premium Segments 45 45 Total 100 100

Chart No. 3.3 - Segment of Bike Preferred by Respondents

22% Entry Segments 45% Executive Segments 33% Premium Segments

INTERPRETATION The above table and chart shows that 22% of the total respondents belong to entry level. 33% of the total respondents belong to executive level segment and remaining 45% of the respondent comes under premium segment. Most of the respondents are in the premium segment.

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Table No. 3.4 - Important Factor behind Consumers Decision to Purchase Bike Factor No. of respondents Percentage Power 33 33 Price 28 28 Style 18 18 Comfort 8 8 Resale value 10 10 Others 3 3 Total 100 100

Chart No. 3.4 - Important Factor behind Consumers Decision to Purchase Bike

33 35 28 30 25 18 20 15 10 8 No. of respondents 10 3 5 Percentage 0

INTERPRETATION The above table and chart shows 33% of the respondents take purchase decision based on the power of bike. 28% of the respondents consider price as a factor while taking purchase decision. 18% of the respondents gives importance on its style. 8% of the respondents on comfort riding. 10% of the respondents consider resale value of bike and 3% of the respondents depends on other factors. Majority of respondents are attracted with the power of bike.

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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]

Table No. 3.5 - Important Factor behind Consumer’s Decision to Purchase Bajaj Factors No. of respondents Percentage Power 12 37.50 Price 6 18.75 Style 10 31.25 Comfort 4 12.50 Resale value 0 0.00 Others 0 0.00 Total 32 100

Chart No. 3.5 - Factors behind Consumer’s Decision to Purchase Bajaj

40 37.5 35 31.25 30 25 18.75 20 12 12.5 No. of respondents 15 10 10 6 4 Percentage 5 0 0 0 0 0 Power Price Style Comfort Resale Others value

INTERPRETATION The above table and chart shows that 37.5% of the consumers are attracted with the power of the Bajaj vehicles. Around 32% of the consumers are influenced with its style. Around 19% of the consumers are attracted with its price. No one purchase vehicle by considering the resale value. Around 13% attracted with its riding comfort. Most of the consumers purchase the vehicle because of its high power.

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Table No. 3.6 - Age Group Age Group No.of respondent Percentage Below 25 32 32 25-35 26 26 35-45 22 22 Above 45 20 20 Total 100 100

Chart No. 3.6 - Age Group

32 40 26 30 22 20 20 No.of respondent 10 Percentage 0

Below 25 25-35 35-45 Above 45

INTERPRETATION The above chart and table shows that 32% of Bajaj consumers are below 25 age. 26% of Bajaj consumers are in the 25-35 age group. 22% of consumers are in the 35-45 age groups and 20% consumers are involved in the above 45 age groups. Most of the consumers are below 25 age. Table No. 3.7 - Sources of Information about the Brand Sources of Information No. of respondent Percentage Advertisement 86 86 Friends & relatives 11 11 Personal Selling 3 3 Others 0 0 Total 100 100

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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]

Chart No. 3.7 - Sources of information about brand

100 86 80 60 40 11 20 3 0 No. of respondent 0 Percentage

INTERPRETATION The above table and chart shows that 86% of the respondents know about the Bajaj Two Wheelers through advertisement. 11% of the respondents through friends and relatives and 3% of the respondents through their personal selling. The majority of the respondents came to know through advertisement. Table No. 3.8 - Level of Satisfaction of Bajaj Consumers Level of satisfaction No. of respondents Percentage Highly satisfied 8 25 Satisfied 16 50 Neutral 5 15.5 Dissatisfied 3 9.5 Total 32 100

Chart No. 3.8 - Level of Satisfaction of Bajaj Consumers

50 40

30 25 16 15.5 20 No. of respondents 8 9.5 10 5 3 Percentage 0 Completely Satisfied Not Dissatisfied satisfied satisfied

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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]

INTERPRETATION The above table and chart shows that 50% of the Bajaj consumers are satisfied. 15.5% of the consumers are neutrally satisfied. 9.5% of the consumers are dissatisfied and 25% of the consumers are highly satisfied. Around 50% of the consumers are satisfied with the Bajaj brand. Table No. 3.9 - Reasons to Select Bajaj Reasons No. of respondents Percentage Offer Given 3 9.50 Low Cost 9 28.00 Easily availability 16 50.00 Friends and relatives 3 9.50 Others 1 3.00 Total 32 100

Chart No. 3.9 - Reasons to Select Bajaj

50 40 28 30 16 20 9.5 9 9.5 10 3 3 1 3 0 No. of respondents Percentage

INTERPRETATION The above table and chart shows that 9.5% of respondents are attracted by the offer given. 28% of the respondents are attracted by lowest cost. 50% of the respondents are attracted because of the easily available. 9.5% of the respondents select Bajaj because of friends and relatives and 3% of the respondents are attracted because of the other reasons. Most of the respondents select Bajaj because of easily availability.

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Table No. 3.10 - Price Range of the Bajaj Price range of the product No of respondents percentage Very low 32 32 Low 18 18 Medium 40 40 high 10 10 Total 100 100

Chart No. 3.10 - Price Range of the Bajaj

50 40 40 32 30 18 No of respondents 20 10 percentage 10 0 Very low Low Medium high

INTERPRETATION The above table and chart shows that the 32% of respondents feel that the price range is very low and 18% feels as low. 40% are feels as medium price. Whereas, 10% of respondents feels as high price. Majority of the respondents agree that purchasing is affordable.

Table No. 3.11 - Level of Advertisement and Promotional Activities Level of advertisement and promotional activities No of respondents Percentage Adequate 60 60 Normal 30 30 inadequate 10 10 Total 100 100

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Chart No.3.11 - Level of Advertisement and Promotional Activities

60 60 50 40 30 No of respondents 30 20 10 Percentage 10 0 Adequate Normal inadequate

INTERPRETATION The above table and chart shows that the 60% of respondents feels that there is an adequate advertisement and promotional activities for the Bajaj Auto and 30 % feels as normal. But 10% feels as inadequate. Most of the respondents are happy with its promotional techniques.

Table No. 3.12 - Suitable Advertisement Media Suitable advertising media No of respondents Percentage Tele vision 55 55 News paper 25 25 Radio 10 10 Internet 10 10 Total 100 100

Chart No. 3.12 - Suitable Advertisement Media

60

40 No of respondents 20 Percentage 0 Tele vision News paper Radio Internet

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INTERPRETATION The above table and chart shows that 55% of the respondents agree that TV is the best media for Bajaj Advertisement, 25% feels newspaper as best, 10% feel radio and internet as the suitable media. Hence Television plays a vital role in communication.

Table No. 3.13 - Level of Attracting Features of BAJAJ Motors Level of attracting of features bajaj No of respondents Percentage motars Price 40 40 Quality 20 20 Durability 10 10 Colour 30 30 Total 100 100

Chart No. 3.13 - Level of Attracting Features of BAJAJ Motors

30 Price 40 Quality Durability 10 Colour 20

INTERPRETATION The above table and chart shows the 40% of the respondents are attract towards price of the Bajaj, 20 % of respondents towards quality, 10% towards durability and 30% towards colour. Majority of the respondents gives prefer to price feature.

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Table No. 3.14 - Fast Moving Model of Bajaj Motor Bike Fast moving model No of respondents Percentage Pulsar 40 40 Discover 25 25 Paltina 20 20 XCD 15 15 Total 100 100

Chart No. 3.14 - Fast Moving Model of Bajaj Motor Bike

40 40

30 25 20 20 15 No of respondents Percentage 10

0 Pulsar Discover Paltina XCD

INTERPRETATION The above table and chart shows that 40% of the respondents prefer Pulsar, 25% for Discover and 20% for Platina, whereas XCD got only 15% of the sales. Therefore fast moving model among respondents are Pulsar.

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STATISTICAL ANALYSIS USING CHI-SQUARE TEST Association Between Types of Organization and Distribution System

Ho: There is no association between type of organization and distribution system.

HI: There is association between type of organization and distribution system.

Type/System Highly satisfied Moderately Dissatisfied Total satisfied Medium 5 7 6 18

Large 10 12 10 32

Total 15 19 16 50

Observed Frequency Expected Frequency (O-E) 2/E 2 5.4 .0296 7 6.84 .0037 6 5.76 .01 10 9.6 .016 12 12.16 .0021 10 10.24 .0056

Table value of X2at 5% level of significance and degrees of freedom (2-1) (3-1) i.e. 2 is 5.991. The calculated value of X2 is 0.067.

INFERENCE

Hence we accept the null hypothesis (HO) that distribution system and type of organization are not associated and reject the alternate hypothesis (HI) which state that the distribution system and of organization are associated.

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STATISTICAL ANALYSIS USING CHI-SQUARE TEST

ASSOSIATION BETWEEN TYPE OF ORGANISATION AND OPINION ABOUT QUALITY OF THE PRODUCTS

HYPOTHESIS

Ho: There is no association between type of organization and opinion about quality of products.

HI: There is association between type of organization and opinion about quality of products. Type/Quality Very good Good Average Total

Medium 5 14 5 24 Large 3 17 6 26 Total 8 31 11 50 Observed Frequency Expected Frequency (O-E) 2/E 5 3.84 0.3504 14 20.16 0.0667 5 4.16 0.0269 3 21.84 0.0616 17 16.12 0.0480 6 5.72 0.0137

Table value of X2 at 5% level of significance and decrees of freedom (2-1) (3-1) i.e.2 is 5.991. The calculated value of X2 is 0. 5673.

INFERENCE

Hence we accept the null hypothesis (H0) that opinion about quality of the product and type of organization are not associated and reject the alternate hypothesis (HI) which state that opinion about quality of the product and type of organization are associated.

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RESULT ANALYSIS FINDINGS

1. Most of the respondents of two wheelers in Tamilnadu are educated people. Around 50% of the owners are degree level education. 2. The two wheelers are extensively used by the people for official purpose. 35% of the two wheelers are using for the official purpose. 3. The majority of the respondents prefers premium segment which indicates that consumers would like to purchase powerful and stylish vehicles. 4. Bajaj Pulsar is mostly purchased by the respondents below 25 age group. 5. Most of the consumers are aware about Bajaj product through advertisement. Another way is the friends and relatives that means the existing consumers. 6. Around 91% of the consumers of Bajaj are known about the company through various advertisement published by different medium. 7. Main reasons for selecting Bajaj are easily available in the showroom. 50% of the respondents prefer this reason and 30% select Bajaj because of the quality and low cost. 8. 50% of the consumers are satisfied with the after sale services provided by Bajaj dealers. 9. Most of the respondents agree that Television Advertisement is suitable to provide information on Bajaj Auto. 10. Adequate promotional activities are being carried out by Bajaj Auto. 11. The factors like power, price and style are considered by the majority of the respondents while making purchasing decision.

SUGGESTIONS

1. Bajaj must introduce more variety of premium segment bikes to consumers. Because this study shows that there will be fast growing chances exclusively in premium segments. 2. To attract the younger generation introduction of more powerful and stylish models are essential because they look out the factors like power, style, etc.

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3. The company must organize exchange melas that will help to increase the resale value of Bajaj. 4. Bajaj must continue and introduce more effective advertisement through modern Medias in order to survive in this competitive world. 5. Friends and relatives (existing consumer) is one of the important factors influencing the purchase decision of bike. So keep always contact with existing consumers and maintain good relation with them. 6. Easy availability is another important factor of Bajaj Auto products. So the company should make it easily available to the consumers in order to increase their market share. 7. Bajaj Auto must concentrate more on rural and semi urban areas. 8. Bajaj Auto can make their dealers to improve after sales services and conduct free check up, service camp etc. 9. Bajaj Auto Company is providing promotional activities but this has to be reached to the adolescent and old age group of people. Attractive gift, good offers, loan mela etc. can be added for attracting more consumers. 10. Overall performance of Bajaj is good but yet to meet the high competition compared to other Automobile companies.

CONCLUSION

Transportation needs are becoming more and more important. With the swelling stress on the public transportation system, the ultimate solution is to have personal transportation for which two wheelers are in high demand. Therefore the Baja Auto manufacturers should manufacturer their products suited to the needs/preferences of the consumers. The survival of the company depends on the emerging consumer preferences towards the vehicles offering high fuel economy, low maintenance, easy service, quality and reasonable cost, etc. The suggestions given in the paper would help the Bajaj Auto to manufacture the two wheelers exactly on the basis of consumers preference.

An International Double-Blind, Peer Reviewed, Refereed Open Access Journal - Included in the International Indexing Directories Page 64

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]

BIBLIOGRAPHY – Text Books and Journals

1. Philip Kotler, (2007) Marketing management, Millenium Edition, Pretice Hall of India, New Delhi 2. P. Sarvanavel, (2009) Research Methodology, Kitab Mahal, Fifteenth Edition. 3. Hawkins Best & Coney, (2004) Consumer Behavior, Building Marketing Strategy, Boston, McGraw Hill Irwin. 4. Hoyer, Maclnnis, (2004) Consumer Behaviour, Third Edition, Houghton Mifflin Company. 5. Kevin Lane Keller, (2003) Strategic Brand Management, Second Edition, Pearson Education Inc. 6. Consumer response towards product quality measurement with high validity and reliability, Econspeak: A journal of Advances in Management, IT & Social Science, Volume 8, Issue 10, October 2018. 7. A study on effectiveness of advertisement of four wheelers of TATA Motors ltd., IJM, Vol. 4, issue 2, March-April 2013.

Website 1. www.Bajajautoltd.com 2. www.motorindia.com 3. www.auto.ndtv.com 4. www.bajajauto.com

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