CHPATER - I

INTRODUCTION OF THE STUDY

1.1 INTRODUCTION

DEFINITION OF MARKETING

The following definitions were approved by the American Marketing Association’s Board
of Directors.

MARKETING

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.

MARKETING RESEARCH

Marketing research is the function that links the consumer, customer, and public to the
marketer through information--information used to identify and define marketing opportunities
and problems; generate, refine, and evaluate marketing actions; monitor marketing performance;
and improve understanding of marketing as a process. Marketing research specifies the
information required to address these issues, designs the method for collecting information,
manages and implements the data collection process, analyzes the results, and communicates the
findings and their implications.

IMPORTANCE OF MARKETING

Marketing is a very important aspect in business since it contributes greatly to the success
of the organization. Production and distribution depend largely on marketing. Many people think
that sales and marketing are basically the same. These two concepts are different in many aspects.
Marketing covers advertising, promotions, public relations, and sales. It is the process of
introducing and promoting the product or service into the market and encourages sales from the

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buying public. Sales refer to the act of buying or the actual transaction of customers purchasing
the product or service.

Since the goal of marketing is to make the product or service widely known and recognized
to the market, marketers must be creative in their marketing activities. In this competitive nature
of many businesses, getting the product noticed is not that easy.

Strategically, the business must be centered on the customers more than the products.
Although good and quality products are also essential, the buying public still has their personal
satisfactions. If you target more of their needs, they will come back again and even bring along
recruits. If you push more on the product and disregard their wants and the benefits they can get,
you will lose your customers in no time. The sad thing is that getting them back is the hardest part.

MARKETING PROMOTES PRODUCT AWARENESS TO THE PUBLIC

It has already been mentioned in the previous paragraph that getting the product or service
recognized by the market is the primary goal of marketing. No business possibly ever thought of
just letting the people find out about the business themselves, unless you have already established
a reputation in the industry. But if you are a start-out company, the only means to be made known
is to advertise and promote. Your business may be spending on the advertising and promotional
programs but the important thing is that product and company information is disseminated to the
buying public.

Various types of marketing approaches can be utilized by an organization. All forms of

marketing promote product awareness to the market at large. Offline and online marketing make
it possible for the people to be educated with the various products and services that they can take
advantage of.

A company must invest in marketing so as not to miss the opportunity of being discovered.
If expense is to be considered, there are cost-effective marketing techniques a company can embark
on such as pay-per-click ads and blogging.

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WHY CUSTOMER SATISFACTION IS IMPORTANT

Don’t underestimate the value of customer satisfaction. It’s becoming an important area
of competition.

A high level of satisfaction can deliver many benefits, including:

 Loyalty: a highly satisfied customer is a loyal customer.

 Repeat purchase: a highly satisfied customer buys more products.
 Referals: a highly satisfied customer tells their family and friends about the product or
service.
 Retention: a highly satisfied customer is less likely to switch brands.
 Reduced costs: a highly satisfied customer costs less to serve than a new customer.
 Premium prices: a highly satisfied customer is willing to pay more for the product or
service.

1.2 CUSTOMER SATISFACTION RESEARCH

Satisfaction surveys are an important method for collecting information about how your
customers think and feel about your brand, product or service.

A satisfaction survey can help you to understand the expectations of your customers,
determine whether your customers believe you are meeting those expectations, identify new
customer requirements or trends in the market and determine what areas of your business need
investment.

A good customer satisfaction survey will also help you to understand the causes of
dissatisfaction among your customers. Once you’ve identified these issues, you’ll be able to
implement new practices to improve customer satisfaction.

Many businesses systematically measure customer satisfaction through independent

surveys, feedback forms, mystery shopping and focus groups. Some third party surveys also

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compare the customer satisfaction of major competitors, which allows companies to benchmark
themselves in their relevant sector.

Measuring customer satisfaction doesn’t have to be expensive. It can be as simple as

preparing a short feedback form or conducting a brief telephone interview that asks the customer
to rate the product or service on a number of criteria.

INDICATORS OF CUSTOMER SATISFACTION

An important indicator of customer satisfaction is the customer retention rate. To calculate

your customer retention rate, you will need to capture data about the total number of customers
and the number of customers switching brands. If you track this information over time, you’ll be
able to see whether you are improving your customer retention and satisfaction.

Another tool that has been introduced in Australia is the Net Promoter Scores, which
provide a new metric for measuring customer loyalty. The Net Promoter Scores ask one simple
question about whether a customer would recommend a product or service to a friend or colleague.
This question has been identified as the ultimate determinant of customer satisfaction or loyalty.
Research in the UK and the US has found a clear correlation between the Net Promoter Scores and
revenue growth, illustrating the importance of customer satisfaction to future growth potential.

CUSTOMER ORIENTATION

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

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 A firm in the market economy survives by producing goods that persons are willing and
able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and
even existence as a going concern. Many companies today have a customer focus (or market
orientation). This implies that the company focuses its activities and products on consumer
demands. Generally, there are three ways of doing this: the customer-driven approach, the market
change identification approach and the product innovation approach.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing
decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a
market offering, including the nature of the product itself, is driven by the needs of potential
consumers. The starting point is always the consumer. The rationale for this approach is that there
is no reason to spend R&D funds developing products that people will not buy. History attests to
many products that were commercial failures in spite of being technological breakthroughs.

A formal approach to this customer-focused marketing is known as SIVA (Solution,

Information, Value, Access). This system is basically the four Ps renamed and reworded to provide
a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-
known 4Ps supply side model (product, price, placement, promotion) of marketing management.

Product → Solution

Promotion → Information

Price → Value

Place → Access

If any of the 4Ps were problematic or were not in the marketing factor of the business, the
business could be in trouble and so other companies may appear in the surroundings of the
company, so the consumer demand on its products will decrease. However, in recent years service

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marketing has widened the domains to be considered, contributing to the 7P's of marketing in total.
The other 3P's of service marketing are: process, physical environment and people.

Some qualifications or caveats for customer focus exist. They do not invalidate or
contradict the principle of customer focus; rather, they simply add extra dimensions of awareness
and caution to it.

The work of Christensen and colleagues on disruptive technology has produced a

theoretical framework that explains the failure of firms not because they were technologically inept
(often quite the opposite), but because the value networks in which they profitably operated
included customers who could not value a disruptive innovation at the time and capability state of
its emergence and thus actively dissuaded the firms from developing it. The lessons drawn from
this work include:

 Taking customer focus with a grain of salt, treating it as only a subset of one's corporate
strategy rather than the sole driving factor. This means looking beyond current-state
customer focus to predict what customers will be demanding some years in the future, even
if they themselves discount the prediction.
 Pursuing new markets (thus new value networks) when they are still in a commercially
inferior or unattractive state, simply because their potential to grow and intersect with
established markets and value networks looks like a likely bet. This may involve buying
stakes in the stock of smaller firms, acquiring them outright, or incubating small,
financially distinct units within one's organization to compete against them.

OTHER CAVEATS OF CUSTOMER FOCUS ARE

 The extent to which what customers say they want does not match their purchasing
decisions. Thus surveys of customers might claim that 70% of a restaurant's customers
want healthier choices on the menu, but only 10% of them actually buy the new items once
they are offered. This might be acceptable except for the extent to which those items are
money-losing propositions for the business, bleeding red ink. A lesson from this type of
situation is to be smarter about the true test validity of instruments like surveys. A corollary
argument is that "truly understanding customers sometimes means understanding them

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 better than they understand themselves." Thus one could argue that the principle of
customer focus, or being close to the customers, is not violated here just expanded upon.
 The extent to which customers are currently ignorant of what one might argue they should
want which is dicey because whether it can be acted upon affordably depends on whether
or how soon the customers will learn, or be convinced, otherwise. IT hardware and software
capabilities and automobile features are examples.

ORGANIZATIONAL ORIENTATION

In this sense, a firm's marketing department is often seen as of prime importance within the
functional level of an organization. Information from an organization's marketing department
would be used to guide the actions of other departments within the firm. As an example, a
marketing department could ascertain (via marketing research) that consumers desired a new type
of product, or a new usage for an existing product. With this in mind, the marketing department
would inform the R&D department to create a prototype of a product/service based on consumers'
new desires.

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 1.3 SIGNIFICANCE OF THE STUDY

 It helps in obtaining sufficient background information where absolutely.

 Nothing is know about the product.

 It helps in increasing the consumer awareness and it helps in the concept identification and

exploration of the product concept.

 It is used to identify relevant or salient behavior patterns, beliefs and option etc.,

 This research is useful in establishing priorities “amongst categories”.

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1.4 STATEMENT OF THE PROBLEM

At present the consumers are more dynamic. Their taste, needs and preference are changing
as per the current scenario. The perception of the consumer affects the sales. The consumer now
looks for product differentiation and the convenience offered. The consumer has certain
expectation from branded materials in terms of its quality, price, style and economic fuel
consumption. The increasing money spent on advertisement make the consumer aware of the latest
brands in the market.

The consumers are finding various problems to select the bikes such as price, attractive
look, colour and economic fuel consumption among the various companies prevailing in the two
wheeler industries. It is identified that there is a need for research work in the field of consumer
perception and services towards Bajaj Pulsarbike.

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1.5 OBJECTIVES OF THE STUDY

 To know about the socio-economic factors of the respondent.

 To know the respondent’s satisfaction on various attributes of Bajaj Pulsarbike

 To know the customer satisfaction towards Bajaj Pulsarbike

 To study the advertisement effectiveness of Bajaj Pulsarbike through respondents.

 To gain new ideas and knowledge from Bajaj Pulsarbike customers for further

enhancement of service.

 To know the various reasons for which customers purchase the Pulsarbikes

 To study the customer satisfaction level toward dealer services.

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1.6 SCOPE OF THE STUDY

 From this study, the preferences and problems of the consumer can be met.
 The consumer view about the quality and quantity of the product can be known.
 This study helps to know the factor that influence the consumers to buy the product and
also helps to know about the brand awareness among the consumers.
 The necessity change in the product features and other factors that the consumer’s feel
can also be looked into.

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1.7 RESEARCH METHODOLOGY

To fulfill any task, it is necessary to follow a systematic method. Research methodology is

the main aspect of research studies. The methodology follow by research is detailed here.

TYPES OF RESEARCH

The research was of descriptive design; aim to procure a clear, complete and accurate
description of the situation.

TYPES OF DATA SOURCES

Data in the study are of two types:

 Primary data
 Secondary data

PRIMARY DATA

Primary goal is original and collected by the researcher freshly. In this study primary data
was collected through questionnaire. A questionnaire is a popular means of collecting primary
data. A questionnaire is a list of question for the own.

SECONDARY DATA

Secondary data is the data, which is already available. It can be obtained through company
records, internet and some data collected from the observation method by the researcher.

SAMPLE DESIGN

A good care was taken by the researcher to design the schedule. All the objectives were
taken into consideration while designing the handout. More of the closed and few ended questions
were asked for the survey.

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TYPES OF QUESTION USED

The questions constitute of closed – ended and open –ended once. Open – ended questions
were asked to get the ideas and suggestions from the respondents. Moreover other than those
mentioned in the questionnaire were asked to be specified. Closed - ended questions included
dichotomous, multiple choice and ranking question. Rating scale was also included.

AREA OF STUDY

The survey was conducted in Salem.

PERIOD OF STUDY

The study was held during the period of three months.

SAMPLING TECHNIQUES

The sampling techniques was used for the survey was convenience sampling.

DATA SOURCE

Data was taken mostly through primary data. However company and product profiles were
referred too. A structured UN- disguised interview schedule was designed to collect data source.
The schedule method was opted since the method would help to concise amount of information.

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1.8 TOOLS USED FOR RESEARCH

Simple Percentage Method

SIMPLE PERCENTAGE METHOD

Percentage refers to a special kind of ratio making comparison between two or more data
to describe relationship between the data. Percentage can also be used to compare the relative
terms, the distribution of two or more series of data.

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 1.9 LIMITATIONS OF THE STUDY

 The sample size is restricted to 100 respondents only.

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 Due to certain constraints, the survey is limited to Salem.

 The sample was collected using convenient sampling technique. So result may not give an

exact representation of the population.

 Shortage of time is also reason for incomprehensiveness.

 The views of the people are biased therefore it does not reflect true pictures.

1.10 CHAPTER SCHEME

CHAPTER 1: Introduction of Study

CHAPTER 2: Review of Literature.

CHAPTER 3: Profile of The Study.

CHAPTER 4: Data Analysis and Interpertation.

CHAPTER 5: Findings, Suggession, and Conclusion.

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 CHAPTER – II
2.1 REVIEW OF LITERATURE

Rajmani Singh and AS Yasso (2018): He also pointed out that a major part of growth in the two-
wheeler industry has come from motor cycles, which are considered fuel efficient, reliable and its
suitability on rough roads. As per his study, TVS Suzuki, Hero: Yamaha bike dominates the two
wheeler scene. The study also says that due to stiff competition from automobile major Bajaj which
is a largest producer of scooters the LML is facing considerably stiff competition. However,
dominance of this category has been declining because of shift in customer preference towards
motor bikes.

Siddhartha and S Mukherjee (2018) The Study reveals. That, the two-wheelers in India are used
for variety of work such as visiting people, carrying loads, outdoor jobs like selling and buying. In
rural areas it helps people to travel more frequently to nearby towns to their daily needs. The two-
wheeler has become a valuable support for increasing productivity and in turn the profit, besides
helping as a personal mode of transportation.

Madern, Maull, Smart & Baker, (2018) There are number of imperial studies on specific
relationship of employees satisfaction. Often the quality of the relationship is called satisfaction
mirror which gives an idea that success of business is from satisfaction of employee which is
reflected in term of the customer satisfaction. Service quality is derived from employee satisfaction
for example if employees are satisfied it has direct effect on both customer satisfaction and service
quality

M Abdul Haneef, M Edwin Gnanadhas, Mr. BA Abdul Karim,Mr. Vikas Singhal (2019): In
his study of automobile Industy sector he has mentioned that the two- wheeler segment has
recorded significant change in the past 4-5 years. The market for motorcycles is growing and its
sale rose by 27 percent annually during the last four years. He pointed out that while the market

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for motorcycles is growing that for mopeds and geared scooters is shrinking. This change in the
taste of the consumers is possibly due to the technological change. Also most of the manufacturers
like Hero Honda, Bajaj and TVS had reduced the prices of their entry level motorcycles in order
to capture a bigger share of the market.

Col Tajammul Hoda (2020) A study on analyzing the purchase of youngsters in making purchase
decision of bikes”, to find out the study is the preference of youngsters while choosing the bike
based on different attributes.

Hanif, Hafez & Riaz 2021: Customer satisfaction is an evaluation of difference between prior
expectations about product and its actual performance. Customer satisfaction is how customers
judge the satisfaction level.

LalithaSubbalakshmi et.al(2021)“information sources for two wheeler purchase: An analytical

study with special focus on malappuram district of Kerala”, the study concluded that the financial
statements are encouraging the company should be more effective in its technological innovations
and should have to invest high on creating brand positioning of hero motocorp as the brand is
perceived as customers mindset.

Lutz (2021): In this study a perspective into consumer behavior is motivated by a desire to
understand the relationship between attitude and behavior. His research paper is aimed to
determine the customer’s perception towards the YAMAHA SZ-X motorbike. The study has been
conducted in Burdwan, a district town of West Bengal, India. In total 100 respondents filled the
questionnaire. The respondents were distributed on the, basis of their age and income group. The
degree of satisfaction of the customers for Yamaha SZ-X motor bike has been measured on the
basis of scale (excellent, good, average, moderate, low, very poor etc.). Results reveal that
consumers are very satisfied after using the product. Further results show that there is a significant

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relation between the brand name and the preference of customers. Hence, it has been recommendedthat the
company should focus on fuel economy, servicing cost of the bike inside the show room and spare parts
prices of the bike.

Sardar Gugloth and Margani Soma Sekhara (2022) in their research work entitled “A study
relating to decision Making process of purchasing Two wheeler in rural area of Andhra Pradesh”
revealed that the majority of Indians , especially the youngsters prefer motorbikes rather than cars
computing larges share in the two wheelers industry , bikes and scooters cover a major segments.
The present scenario of rural marketing especially decision marketing process of purchasing two
wheeler in rural area, and its important , current trends, and problems related to rural marketing
areas were highlighted. The rustle indicated that the purchases a decision for two wheeler in rural
area was influenced by the factors like family, friends, service and mileage.

V G RAMAKRISHNA (2022) the automobile services marketing customers supported on bikes

business in India. In every day that the servicing needs of the vehicles and goes on roadside
mechanics available on to the show room and companies need for servicing, market profit on his
vehicles. Last five year two wheelers, control, known as the motorcycle serviced business with the
main first showroom Castrol have been planed Indian marketing automobile industry next to 12
chemical industry, in India is fastest growing industry automobile vehicle is becoming musts and
necessary, part and parcel of life of engineers, businessmen, college student i.e. Can say near
amount out major strata of population if segmented age wise is dependent on automobile vehicle
for carrying out their daily function.

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 CHAPTER - III

PROFILE OF THE STUDY

3.1 INDUSTRY PROFILE

India domestic auto industry has been passing through a tough phase in 2008 and such a
trend is supposed to continue in 2009 as well. Leading members of India auto industry have
forecast a difficult path in 2009.

Shinzo Nakanishi, Managing Director of Maruti Suzuki, has said that 2009 would present
them with a number of challenges fitted greatly from China auto insurance policies. One example
is Huatai Insurance Co, which generates 70 percent of its income from these policies.

 Hero Honda Motors

 Hyundai Motors
 Mahindra & Mahindra
 Maruti Udyog
 San Motors
 Skoda
 Tata Motors

The Automobile industry in India is the seventh largest in the world with an annual
production of over 2.6 million units in 2009. India emerged as Asia’s fourth largest exporter of
automobiles, behind Japan, South Korea and Thailand. By 2050, the country is expected to top the
world in car volumes with approximately 611 million vehicles on the nation’s roads following
economic liberalization in India in 1991, the Indian automotive industry has demonstrated
sustained growth as a result of increased competitiveness and relaxed restrictions.

Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki and Mahindra
and Mahindra, expanded their domestic and international operations. India’s robust economic
growth led to the further expansion of its domestic automobile market attracted significant India-
specific investment by multinational automobile manufacturers. In February 2009, monthly sales
of passenger cars in India exceeded 1,00,000 units.

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 However, the growth was relatively slow in the 1950s and 1960s due to nationalization and
the license raj which hampered the Indian private sector. After 1970, the automotive industry
started to grow, but the growth was mainly driven by tractors, commercial vehicles and scooters.
Cars wers still a major luxury.

Japanese manufacturers entered the Indian market ultimately leading to the establishment of
Maruti Udyog. A number of foreign firms initiated joint ventures with Indian companies.

India has emerged as one of the world’s largest manufacturers of small cars. According to
New York Times, India’s strong engineering base and expertise in the manufacturing of low-cost,
fuel-efficient cars has resulted in the expansion of manufacturing facilities of several automobile
companies like Hyundai Motors, Nissan, Toyota, Volkswagen and Suzuki.

In 2008, Hyundai Motors alone exported 2,40,000 cars made in India. Nissan Motors plans
to export 2,50,000 vehicles manufactured in its India plant by 2011. Similarly, General Motors
announced its plans to export about 50,000 cars manufactured in India by 2011.

In September 2009, Ford Motors announced its plans to setup a plant in India with an annual
capacity of 2,50,000 cars for US$500 million. The cars will be manufactured both for the Indian
market and for export. The company said that plant was a part of its plan to make India the hub for
its global production business. Fiat Motors also announced that it would source more than US$1
billion worth auto components from India.

AUTO INDUSTRY TRENDS

In keeping with auto industry trends, leading automobile manufacturers are turning to Asian
markets that appear set to grow immensely over next decade. Auto markets in U.S Europe and
Japan have almost matures as a result of saturation and appear set to decline through next decade.
In contrast, auto markets spread over entire Asian continent (with exception of Japan), are
constantly increasing in size and will be destination for most of globally leading auto
manufacturers.

Auto industry treads reveal that emerging markets of developing nations of Asia especially
China, and India are backed by their huge population growth rate, to add to growing national
economy of these two nations.

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 In addition, these arrangements are enabling global auto manufacturers to compete with
local auto manufacturers that were flourishing in absence of quality competition.

Prosperity of national economy is reflected in rising per capital income of developing

nations. Therefore, increasing gross domestic product and per capita income have raised
purchasing ability of population that constitutes these emerging markets.

As a growing percentage of population in developed nations age rapidly, in comparison to

rest of world, these aging numbers necessitate cars to fit physiological change of world population.

INDIA AUTOMOBILE MARKET

Total number of cars that were exported from India was very close to 2.0 lakh (2.0 hundred
thousand) margin, an encouraging sign for auto industry in India. Export of cars manufactured in
India comprised nearly 13 percent of total number of cars manufactured domestically by auto
industry in India.

India auto market looks set to prosper, largely due to growing market for automobiles that
is developing in India. In financial year that ended in February 2004 Indian auto markets were
fastest growing in world, with registered growth rate touching nearly 20 percent.

Many foreign companies have been investing in the Indian Automobile Market in various
ways such as technology transfers, joint ventures, strategic alliances, exports, and financial
collaborations. The auto market in India can boast of attractive finance schemes, increasing
purchasing power, and launch of the latest products.

Some vital statistics regarding the automobile market in India has been mentioned below:

 Two Wheelers – 2nd largest in the world

 Commercial Vehicle – 4th largest in the world
 Passenger Car – 11th largest in the world.

As such, the Indian automobile market comprises of a wide variety such as light, medium,
and heavy commercial vehicles, cars, scooters, mopets, motor cycles, 3 wheelers, and multi-utility
vehicles such as jeeps and trax.

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 3.2 PROFILE OF THE PRODUCTS

BAJAJ PULSARBIKE AWARD

Product Award Award Body

Bajaj pulsar 135 LS Bike of the year 2010 BBC-Top Gear

Bajaj pulsar Hall of bride Awards CNBC-Overdrive

Bajaj pulsar 135 LS Bike of the year Bike India

Bajaj pulsar 135 LS Bike India up to 150CC Bike India

Bajaj Avenger 220 2011 Mc of the year up to 250cc NDTV Car & Bike Awards

Bajaj pulsar 135 LS “Golden steering wheel” for Auto Build

Executive motorcycle

Discover 150 DTS-I Best value for money vehicle of ET Zig Wheels
the year

Bajaj will launch the new Pulsarbike in India, now there is some light on this. Bajaj will
add another member to its Discover family by launching Pulsarbike.

The new Bajaj Pulsarbike will sport a 4-valve engine that generates 13-14 bhp of power
and the company has already stopped producing bike motorcycle which means it will be phased
out to start selling its new bike.

Bajaj Pulsarbike will out this June 2010 and as per the Bajaj’s plan is that customer’s won’t
get an outdated version of any motorcycle every.

Bajaj Pulsarbike prices will be very competitive compared to its rivals and lets think,

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BAJAJ BIKE FEATURES

 LED tail lamps

 Nitrox suspension
 Front disc brake
 Wider rear tyre

Bajaj bike has a tag line “more excitement per litre” and can return a mileage of 65 KMPL.
The new bike comes with the stringent BSIII emission norms. The company will launch the new
bike across the country in a phase-wise manner.

Bajaj bike will be offered with self start and disc brake options. Bajaj discover 150cc bike
is priced at Rs.46000 (ex-showroom, Delhi).

“Bike took market by a storm with its launch last July. In this short span of time the discover
100 is already one of the largest selling models in the motorcycle market with current volumes
averaging 75000 pm. With the new discover 150, we are instilling a fresh momentum andadding
riding excitement to the overall discover portfolio”. Said by mr.s.sridhar, CEO Two Wheeler Bajaj
Pulsarbike

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PHYSICAL GEOGRAPHICAL FEATURES

Location

Salem district is one of the land locked districts in Tamilnadu. It is bounded on the north
by Dharmapuri district, on the south by Namakkal district, on the west by erode district and, on
the east by villupuram district. The elevation of landscape generally ranges from 500ft to 1200ft.
above MST with the exception of yercaud which is at 5000ft.above MSL.

Administrative set up

The geographical area of the district is 520530 Ha. The district has 4 revenue divisions,
one corporation and 3 municipalities. There are 20 panchayat unions in the district as detailed
below. The details of administrative units in Salem district 1996-97.

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3.3 AREA PROFILE

The name Salem appears to have been derived from cheralam (chera Nillam – chera
Dynasty) or hai or shalya or sayilam which are found in inscriptions reffering to the country around
the hills. Salem and the hilly region around it part of the chera and the city was ruled by kings who
where known as dynasty have been recovered from parts of the district.

Salem later becomes part of the western Ganga Dynasty. With the southern invasion of
Tamilnadu by the Vijayanagar Empire, it came under the Madurai Nayaks. Later, it was ruled by
Gatti mudalis poligars who built some temples and forts in and around the city. In the early 18 th
century, after a long feud known as the Mysore-Madurai war, it came under the rule of Hyder Ali.
Subsequently, Salem was take from Hyder Ali by Clonel wood at the beginning of 1769. It was
recaptured by Hyder Ali towards the end of the year 1772. Under Lord Clive in 1799. It was again
occupied by a detachment of the regiment stationed at sankagiri durg and remained a military
station until 1861 when the troops were withdrawn.

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 During the times of second poligar war, places like Salem and sankagiri were involved in
buttles between the Kongu forces and the british allied forces.

Rainfall

The average rainfall for the first 5 years [1991-96] works out to 851.90mm which is lower
than the state average of 943mm. The north east monsoon period is the major rainy season
accounting for 66% of the normal rainfall, followed by south west monsoon {30%}

Temperature

The average mean minimum temperature is 32.4c while the average mean maximum
temperature is 24.20c.

Literacy Level

Literacy level has increased considerably from 38.69% in 1981 to 65.78% in 1991.
However there is a cause for concern in case of female literacy, which is put at 37.70%.

Density of population

The overall density of population in the district has increased from 398 persons per sq.km
in 1981 to 507 persons per sq.km in 1996. The population in the density in both urban and rural
areas has shown considerable increase. It has increased from in 1981 to 3375 persons per sq.km in
1996 in urban areas. In rural areas the density in put at in 1996.

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 CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
TABLE 4.1
GENDER

GENDER NO OF RESPONDENTS PERCENTAGE

Male 100 100

Female

Total 100 100

(Source:PrimaryData)

Interpertation

The above table 4.1 reveals about the distribution of the respondents on the basis
of their gender Out of 100 respondents are coming under male category.Hence it can be
concluded that most of the respondents are male category.

27
CHART 4.1
GENDER

Male
female

100%

28
 TABLE 4.2
AGE GROUP

AGE NO OF RESPONDENTS PERCENTAGE

Below 20 7 7

21 - 30 70 70

31 – 40 20 20

Above 41 3 3

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.2 reveals about the of the respondents on the basis of their age Out
of 100 respondents, 70% of the respondents are coming under 21-30 years age
category.Hence it can be concluded that most of the respondents are under 21-30 years age
category.

29
 CHART 4.2
AGE GROUP

70%
70
60
50
PERCENTAGE

40
30 20%

20
7%
3%
10

Below 20 21 - 30 31 - 40 Above 41
AGE OF THE RESPONDENTS

30
 TABLE 4.3
AREA

AREA NO OF RESPONDENTS PERCENTAGE

Urban 42 42

Semi - urban 38 38

Rural 20 20

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.3 reveals about the distribution of the respondents on the basis
of their age Out of 100 respondents, 42% of the respondents are urban area category.Hence
it can be concluded that most of the respondents are under urban area category.

31
 CHART 4.3
AREA

50
42%
38%
40
PERCENTAGE

30

20 20%

10

Urban
Semi - urban
Rural
AREA

32
 TABLE 4.4
EDUCATIONAL QUALIFICATION

EDUCATIONAL NO OF RESPONDENTS PERCENTAGE

QULAIFICATION

Illiterate 11 11

Primary 40 40

Secondary 14 14

Graduate 35 35

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.4 reveals about the distribution of the respondents on the basis of their
age Out of 100 respondents, 40% of the respondents are educational belong to primary category.
Hence it can be concluded that most of the respondents are belong to primary category.

33
 CHART 4.4
EDUCATIONAL QUALIFICATION

40%
40 35%
35
30
PERCENTAGE

25
20 14%
11%
15
10

Illiterate Primary Secondary Graduate

EDUCATIONAL QUALIFICATIONS

34
 TABLE 4.5
OCCUPATION

OCCUPATION NO OF RESPONDENTS PERCENTAGE

Government 15 15

Private 48 48

Business & Profession 19 19

Others 18 18

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.5 reveals about the distribution of the respondents on the basis of their
age Out of 100 respondents, 48% of the respondents are coming private category.Hence it can be
concluded that most of the respondents are private category.

35
 CHART 4.5
OCCUPATION

50 48%
45
40
35
PERCENTAGE

30
25 19%
20 15% 18%
15
10

Government Private Business & Others

Profession
OCCUPATION

36
 TABLE 4.6
INCOME PER MONTH

INCOME PER MONTH NO OF RESPONDENTS PERCENTAGE

Below Rs.5,000 9 9

Rs.5,000 - Rs.8,000 72 72

Rs.8,001 - Rs.10,000 18 18

Above Rs.10,000 11 11

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.6 reveals about the distribution of the respondents on the basis of their
age Out of 100 respondents, 72% of the respondents belongs to Rs.5,000 - Rs.8,000 income
category.Hence it can be concluded that most of the respondents are belongs to Rs.5,000 - Rs.8,000
income category.

37
 CHART 4.6

INCOME PER MONTH

11% 9%

18%
Below Rs.5,000
Rs.5,000 - Rs.8,000
Rs.8,001 - Rs.10,000
Above Rs.10,000

72%

38
 TABLE 4.7
MARITAL STATUS

MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

Married 51 51

Unmarried 49 49

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.7 reveals about distribution of the respondents on the basis of their
marital status. Out of 100 respondents 51% of the respondents belongs married category.Hence it
can be concluded that most of the respondents belongs married category.

39
 CHART 4.7

MARITAL STATUS

49% Married

51% Unmarried

40
 TABLE 4.8
MODE OF PAYMENT IN PURCHASING BIKE

MODE OF PAYMENT IN NO OF RESPONDENTS PERCENTAGE

PURCHASING BIKE

Cash
27 27

Installment
35 35

Bank loan
15 15

Others
23 23

Total
100 100
(Source: Primary Data)

Interpertation

The above table 4.8 reveals about the basis of mode of payment in purchasing bike. Out of
100 respondents, 35% of the respondents have mode of payment in purchasing bike for
installment.Hence it can be concluded that most of the respondents have on the basis of mode of
payment in purchasing bike for installment.

41
 CHART 4.8
MODE OF PAYMENT IN PURCHASING BIKE

40
35%
35
30 27%
PERCENTAGE

25 23%

20
15%
15
10

Cash Installment Bank loan Others

MODE OF PAYMENT FOR PURCHASING BIKE

42
 TABLE 4.9

USING OF PULSAR BIKE

USING OF PULSAR BIKE NO OF RESPONDENTS PERCENTAGE

Less than one month 10 10

1-6 months 71 71

6-12 months 11 11

Above 1year 8 8

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.9 reveals about the basis of using of pulsar bike. Out of 100 respondents,
71% of the respondents have using of pulsar bike in 1-6 months. Hence it can be concluded that
most of the respondents have using of pulsar bike in 1-6 months.

43
 CHART 4.9

USING OF PULSAR BIKE

80
71%
70
60
Percentage

50
40
30
20
10% 11%
8%
10

Less than one 1-6 months 6-12 months above 1year

month
Using of pulsar bike

44
 TABLE 4.10

REASON FOR SELECT THIS MODEL

REASON FOR SELECT THIS NO OF RESPONDENTS PERCENTAGE

MODEL

Design 60 60

Mileage 27 27

Less maintenance 9 9

Resale value 4 4

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.10 reveals about the basis of reason for selecting this model. Out of 100
respondents, 60% of the respondents have reason for selecting this model in design.Hence it can
be concluded that most of the respondents have reason for selecting this model in design.

45
 CHART 4.10

REASON FOR SELECT THIS MODEL

70
60%
60

50
Percentage

40

30 27%

20
9%
10 4%

Design Mileage Less maintenance Resale value

Reason for selecting this model

46
 TABLE 4.11
KNOW ABOUT THIS VEHICLE

KNOW ABOUT THIS VEHICLE NO OF PERCENTAGE

RESPONDENTS

Friends 37 37

Relatives 39 39

Advertisement 14 14

Other 10 10

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.11 reveals about the basis of know about this vehicle. Out of 100
respondents, 39% of the respondents have know about this vehicle in relatives.Hence it can be
concluded that most of the respondents have know about this vehicle in relatives.

47
 CHART 4.11
KNOW ABOUT THIS VEHICLE

45
39%
40 37%
35
30
Percentage

25
20
145
15
10%
10

Friends Relatives Advertisement Other

Know about this vehicle

48
 TABLE 4.12
MEDIA IN ADVERTISEMENT

MEDIA IN ADVERTISEMENT NO OF PERCENTAGE

RESPONDENTS

Newspaper 18 18

Magazines 17 17

Television 34 34

Banners 31 31

Others - -

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.12 reveals about the effective advertisement in media. Out of 100
respondents, 34% of the respondents have media for advertisement in television.Hence it can be
concluded that most of the respondents have media for advertisement in television.

49
 CHART 4.12
MEDIA IN ADVERTISEMENT

40
34%
35
31%
30
25
Percentage

20 18% 17%
15
10

Newspaper Magazines Television Banners Others

Media for advertisement

50
 TABLE 4.13
FACTORS

FACTORS NO OF PERCENTAGE
RESPONDENTS

Advertisement theme 35 35

Role Players 32 32

Clear information 19 19

Others 14 14

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.13 reveals about the factor attracting advertisement in media. Out of 100
respondents, 35% of the respondents have advertisement theme.Hence it can be concluded that
most of the respondents are advertisement theme for attracting the advertisement.

51
 CHART 4.13
FACTORS

40
35%
35 32%
30
Percentage

25
19%
20
14%
15
10
5
0

Advertisement Role Players Clear information Others

theme
Factors of attracting advertisement

52
 TABLE 4.14
TIMES

TIMES NO OF PERCENTAGE
RESPONDENTS

Serial Time 10 10

Cinema Time 42 42

Sports Time 36 36

News Time 12 12

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.14 reveals about the effective advertisement on bike. Out of 100
respondents, 42% of the respondents attract the cinema time.Hence it can be concluded
that most of the respondents are attract the cinema time.

53
 CHART 4.14
TIMES

45 42%
40 36%
35
30
Percentage

25
20
15 12%
10%
10

Serial Time Cinema Time Sports Time News Time

Effective advertisement

54
 TABLE 4.15
COLOURS

COLOURS NO OF PERCENTAGE
RESPONDENTS

Black 36 36

Red 43 43

Blue 21 21

TOTAL 100 100

(Source: Primary Data)

Interpertation

The above table 4.15 reveals about the have colour on bike. Out of 100 respondents, 43%
of the respondents have Red colour bike.Hence it can be concluded that most of the respondents
are have red colour bike.

55
 CHART 4.15
COLOURS

50
45 43%
40 36%
35
Percentage

30
25 21%
20
15
10

Black Red Blue

Color on pulsar

56
 TABLE 4.16
ABOUT SALES AND SERVICE

NO OF RESPONDENTS PERCENTAGE
ABOUT SALES AND SERVICE

Excellent 27 27
Nice 23 23
Average 36 36
Satisfaction 14 14
Total 100 100
(Source: Primary Data)

Interpertation

The above table 4.16 reveals 27% of the respondents are feel about Excellent customer
sales and service , 23% of the respondents are feel about Nice customer sales and service , 36%
of the respondents are feel about Average customer sales and service , 14% of the respondents are
feel about Satisfaction customer sales and service .Hence it can be concluded that most 36% of the
respondents are feel about Average customer sales and service .

57
 CHART 4.16
ABOUT SALES AND SERVICE

40
36
35

30 27

23
PERCENTAGE

25

20

15 14

10

0
Excellent Nice Average Satisfaction
ABOUT SALES AND SERVICE

58
 TABLE 4.17
PROVIDES CREDIT FACILITIES

PROVIDES CREDIT FACILITIES NO OF RESPONDENS PERCENTAGE

Yes 72 72

No 28 28

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.17 reveals 72% of the respondents have company provides credit
facilities to customer, 28% of the respondents does not company provides credit facilities to
customer..Hence it can be concluded that most 72% of the respondents have company provides
credit facilities to customer.

59
 CHART 4.17
PROVIDES CREDIT FACILITIES

No
28%

Yes
72%

60
 TABLE 4.18
CUSTOMER PREFERENCE

NO OF RESPONDENS PERCENTAGE
CUSTOMER PREFERENCE

Mileage 24 24

Engine capacity 19 19

Speed/ New model 31 31

Price level 26 26

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.18 reveals 24% of the respondents have customer preference to mileage,
19% of the respondents have customer preference to Engine capacity, 31% of the respondents have
customer preference to Speed/ New model, 26% of the respondents have customer preference to
Price level. Hence it can be concluded that most 31% of the respondents have customer preference
to Speed/ New model.

61
 CHART 4.18
CUSTOMER PREFERENCE

35 31
30 26
24
25
19
PERCENTAGE

20

15

10

0
Mileage Engine capacity Speed/ New Price level
model
CUSTOMER PREFERENCE

62
 TABLE 4.19
SATISFACTION LEVEL

SATISFACTION LEVEL NO OF RESPONDENS PERCENTAGE

Highly satisfied 27 27

Satisfied 22 22

Dissatisfied 32 32

Highly dissatisfied 19 19

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.19 reveals 27% of the respondents are feel about Highly satisfied, 22%
of the respondents are feel about satisfied, 32% of the respondents are feel about Dissatisfied, 19%
of the respondents are feel about Highly dissatisfied. Hence it can be concluded that most 32% of
the respondents are feel about Dissatisfied.

63
 CHART 4.19
SATISFACTION LEVEL

35 32

30 27

25 22
PERCENTAGE

19
20

15

10

0
Highly satisfied Satisfied Dissatisfied Highly dissatisfied
SATISFACTION LEVEL

64
 TABLE 4.20
PRICE OF PULSARBIKE

PRICE OF PULSARBIKE NO OF RESPONDENS PERCENTAGE

Highly priced 39 39

Moderate/ Average price 42 42

Low price 19 19

Total 100 100

(Source: Primary Data)

Interpertation

The above table 4.20 reveals 39% of the respondents are feel about Highly priced in Bajaj
pulsar, 42% of the respondents are feel about Moderate/ Average price in Bajaj pulsar,19% of the
respondents are feel about the Low price in Bajaj pulsar. Hence it can be concluded that most 42%
of the respondents are feel about Moderate/ Average price in Bajaj pulsar.

65
 CHART 4.20
PRICE OF PULSARBIKE

45 42
39
40
35
30
PERCENTAGE

25
19
20

15
10
5
0
Highly priced Moderate/ Average price Low price
PRICE OF PULSARBIKE

66
 CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

 100% of the respondents are male.

 70% of the respondents are 21 years – 30 years.
 42% of the respondents are urban area.
 40% of the respondents are primary level of qualification.
 48% of the respondents are private employee.
 72% of the respondents are earn Rs.5,000 - Rs.8,000 monthly.
 51% of the respondents are married.
 35% of the respondents are purchasing installment basis.
 71% of the respondents are using 1-6 months.
 60% of the respondents are reason for selecting the bike for Design.
 39% of the respondents are to know from the relatives.
 34% of the respondents are television advertisement.
 35% of the respondents are factor attracting the advertisement theme.
 42% of the respondents are cinema time advertisement for effective on bike.
 43% of the respondents are like red colour Pulsar bike.
 36% of the respondents are feel about Average customer sales and service.
 72% of the respondents have company provides credit facilities to customer.
 31% of the respondents have customer preference to Speed/ New model.
 32% of the respondents are feel about Dissatisfied.
 42% of the respondents are feel about Moderate/ Average price in Bajaj pulsar.

67
5.2 SUGGESTIONS

The company has to give more services and offers to their customers to fulfill their needs
towards increase the sale of bajaj bikes. The company has to make arrangements to avail of all
brands and range at all times as their customers’ requirements. Employees of the company must
give prompt service and kind attention to their prospect customers. They should deliver the bike
at promised time. Proper hospitality must be provided in order to retain the customers. Staff
members must be given proper training to provide complete answer for enquiry of their customers.

68
5.3 CONCLUSION

This study mainly aims at knowing the customer satisfaction by Bajaj Pulsarbike Most of
the customers prefer Bajaj Auto Ltd., for their prompt delivery and proximity.

The service provided by the company is the key factors for the success of the product as
well as the company in this industry. Bajaj Auto Ltd., has been able to make an impression in the
market by delivering high quality products and value added-services. The company has a Service
Activity Division supporting the customers and constantly monitoring the performance of service
in the company and taking action.

The organization should also give importance to the suggestions and recommendations so
as to maintain support of present customers to create new customers.

69
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5. David S. Rubin., Statistics for Management, Prentice Hall of India private Ltd, New Delhi.

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towns
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70
 A STUDY ON CUSTOMER SATISFACTION TOWARDS
BAJAJ PULSARBIKE WITH SPECIAL REFERENCE AT SALEM
DISTRICT
1. Name of the respondents

2. Gender of the respondents

a) Male b) Female

3. Age group of the respondents

a) Below 20 b) 21 – 30 c) 31 – 40 d) Above 40

4. Area of the respondents

a) Urban b) Semi-urban c) Rural

5. Educational qualification of the respondents

a) Illiterate b) Primary c) Secondary d) Graduate

6. Occupation of the respondents

a) Government b) Private c) Business & Profession d) Others

7. Monthly income of the respondents

a) Below Rs.5,000 b) Rs.5,000-Rs.8,000 c) Rs.8,001-Rs.10,000

d) Above Rs.10,000

8. Marital status of the respondents

a) Married b) Unmarried

9. How do the company provide by mode of payment?

a) Cash b) Installment c) Bank loan d) Others

10. How many years using the Bajaj Pulsarbike?

a) Less than one month b) 1-6 months c) 6-12 months

d) Above 1 year

71
11. Why the customers select for the reasonable model?

a) Design b) Mileage c) Less maintenance d) Resale value

12. How do you know about this product?

a) Friends b) Relatives c) Advertisement d) Other

13. Which media assistance to the customers by the Bajaj Pulsarbike?

a) Newspaper b) Magazines c) Television d) Banners

e) Others

14. Which factors attracting the advertisement for Bajaj Pulsarbike?

a) Advertisement theme b) Role players c) Clear information d) Others

15. Whether the focus in time of media?

a) Serial time b) Cinema time c) Sports time d) News time

16. Which colors like that the youngsters available for Bajaj Pulsarbike?

a) Black b) Red c) Blue

17. How do the customers feel about sales and service to the Bajaj?

a) Excellent b) Nice c) Average d) Satisfaction

18. Does the company provides credit facilities to the customers?

a) Yes b) No

19. Why the customer preference to especially the Bajaj Pulsarbike?

a) Mileage b) Engine capacity c) Speed/New model d) Price level

20. How do you feel about the level of satisfaction?

a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfied

21. What about the price of bikes in Bajaj Pulsarbike?

a) Highly priced b) Moderate/Average price c) Low price

22. Suggestions

72
73