A

RESEARCH PROJECT REPORT

ON
CUSTOMER’S PREFERENCES AND CUSTOMERS
SATISFACTION WITH REGARD TO SPECIFIC
BRANDS OF BIKES(TVS,HONDA &BAJAJ)
UNDER 150 CC CATEGORY BETWEEN THE AGE
GROUP OF 18-25 COLLEGE GOING STUDENTS.

Submitted in partial fulfillment of the requirement of the degree of

MASTER OF BUSINESS ADMINISTRATION

(Session 2005-2007)

Under the Guidance of: Submitted By:

Dr.M.R.P.SINGH Sudershan Yadav

Lecturer Roll No.0510531
Dept.of Business Mgt. MBA(Marketing)final
G.J.U.S&T,HISAR

DEPARTMENT OF BUSINESS MANAGEMENT

GURU JAMBHESWAR UNIVERSITY OF SCIENCE &
TECHNOLOGY HISAR-125001
ACKNOWLEDGEMENT
 Acknowledgement

I take this opportunity to express my profound debts of gratitude and

obligation, to my esteemed guide Dr. M.R.P Singh Lecturer Deptt. Of
Business Management G.J.U., Hisar for his most valuable help and creative
suggestions at all stages of my work. His learned advice and guidance
always kindled inspiration in the face of difficulties encountered in the
course of this research work.

I am highly grateful to my all lecturers and dedicated staff of Deptt.

Of Business Management G.J.U.,HIsar for their kind help from time to
time.

I am also thankful to the respondents, all my friends and also to

various Auto experts for their kind and valuable guidance, whom I consulted
for my present work.

(Sudershan Yadav)
EXECUTIVE SUMMARY
 Executive Summary

To know about the consumer buying behavior and factor which affect the
consumer buying decision process. As the objectives of my study is to
analyze the customer perception and the customer satisfaction to wards
specific brands of bike (TVS, HONDA, BAJAJ) between the age group of
18-25 College going student on the basis of Price, Fuel efficiency, Brand,
Style and comfort name.

Consumer buyer behavior refers to the buying behavior of final

consumers – individuals and households who buys services and goods for
personal consumption. Consumer behavior is influenced strongly by culture,
social, personal and psychological factors. Culture factors include the set of
basic values, perceptions, wants and behavior learned by a member of
society from family and other important institutions. The social factors
include consumer’s family, small group, social roles and status. The
personal characteristics such as buyer’s age, life cycle stage, occupation,
economic situations and life style influenced by four major psychological
factors: Motivation, Perception, Learning, Belief and Attitudes.

In this era of cut throat competition, no company can even survive in

the market place without knowing its and its products strengths and
weaknesses. It has to fortify itself against threats from the environment and
exploit its strengths or increase profits. And in order to do so, the company
has to conduct regular surveys to know the customer’s opinions, needs, and
preferences. This helps the company to manufacture the product like wise
for each customer’s expectations.
 Contents
Serial No. Page No.

1. Certificate
2. Acknowledgement
3. Executive summary
4. Contents
5. Introduction
• Profile of the study
• Significance of the study
6. Objective of the study
7. Literature Review
8. Research Methodology
• Sampling & Sample Design
• Analytical Tools
• Data Collection
• Hypothesis Testing
• Limitations of the study
9. Result & Discussions
10. Suggestions/Findings
11. Bibliography
12. Annexure

INTRODUCTION
 INTRODUCTION
PROFILE OF THE STUDY
In this era of cut throat competition, no company can survive in the market
place without knowing its product’s strengths and weaknesses. It has to
fortify (Strengthen) itself against threats from the environment and exploit
its strengths for increasing profits. In order to do so, the company has to
conduct regular surveys to know the customer’s opinions, needs, and
preferences. This helps the company to manufacture the product according
to customer’s expectations. It has now become more important for the
customer confidence and higher positioning of buyer perception. Thus,
Surveys becomes genuine key to success.
The Bike segment is Dominated by 4 major players viz. HERO
HONDA , BAJAJ, TVS, ROYAL ENFIELD .Besides these, there are
players like – HONDA(Alone) , LML, KINETIC, SUZUKI.
The expanding Indian market, the growing size of the middle class
and the rise in aspirations of the youth along with opening up of the Indian
economy have collectively influenced the steady growth of the two wheeler
market in India. With leading foreign brands in collaborations with Indian
manufacturers entering the Indian market, the customer could not have asked
for more. In fact, the Indian bike market has grown immensely and the
preference for variety looks, design has brought in a number of models in
the market. In the last 3 to 4 years, the craze for motorcycle over the scooters
has picked up and one can find today even girls crazy for a motorbike not
only in the Metros but in small towns and cities also.
 Trying to catch up with these, manufacturers are busy working out on
customer profiles. With the increase in competition one can find a think of
discounts including: cash rebates and free accessories to push sales of the
commuter bikes. Certain changes are also visible as far as customer
preferences are concerned. The basic 100cc bike market is suddenly
experiencing a slow down in the growth. This Commuter bike was a favorite
till the other day, commanding up to 90% of the total bike sales. The shift
towards 150 cc bikes is suddenly discernable and the segment is expected to
grow in near future. Manufacturers are now rushing in to introduce bikes in
this segment. Bajaj has launched Pulsar-Dtsi 150cc higher on the power
ladder, Honda has come up with Unicorn and TVS has recently launched
Apache.

The customer is the basic ingredient

of marketing. The development of marketing strategy is based on
understanding of consumer and there behavior. The present study attempts to
understand the behavior of consumer for their choice in purchasing two-
wheeler with special reference to bikes like Honda(Unicorn), TVS (Apache),
and Bajaj(Pulsar 150cc). But consumer behavior and the derived consumer
satisfaction cannot be intact. Now days the two wheeler industry is growing
at its fast speed. The competition is very hard and so many choices are
available to customers. Here I have tried to find out the level of customer
satisfaction regarding (Unicorn, Apache, and Pulsar) two wheelers and also
what modification they want in their products. So the study is all about the
customer’s preference and their satisfaction with regard to bikes coming
under 150cc segment.
BIG PLAYERS IN THE BIKE SEGMENT
Bajaj Auto Limited is one of the pioneering companies in the two wheeler
industry. Bajaj Auto has a vast network of about 1500 service centers and
500 dealers all over India. It has 3 manufacturing plants located at Akurdi,
Waluj and Chakan in Maharashtra. The company's technology partner is
Kawasaki Heavy Industries, Japan. The company exports to ASEAN region,
South America and Africa.
MILESTONES

1945 - Bajaj Auto comes into existence as M/s Bachraj Trading

Corporation Private Limited.
1948 - Sales in India commence by importing two- and three-
wheelers.
1959 - Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers.
1960 - Bajaj Auto becomes a public limited company. Bhoomi
Poojan of Akurdi Plant.
1970 - Bajaj Auto rolls out its 100,000th vehicle.
1971- The three-wheeler goods carrier is introduced.
1972 - The Bajaj Chetak is introduced.
1975 - BAL & Maharashtra Scooters Ltd. joint venture.
1976 - The Bajaj Super is introduced.
1977 - The Rear Engine Autorickshaw is introduced. Bajaj Auto
 achieves production and sales of 100,000 vehicles in a
single financial year.
1981 - The Bajaj M-50 is introduced
1984 - Foundation stone laid for the new Plant at Waluj,
Aurangabad.
1986 - The Bajaj M-80 and the Kawasaki Bajaj KB100
motorcycles are introduced. 500,000 vehicles produced and
sold in a single financial year.
1990 - The Bajaj Sunny is introduced
1991 - The Kawasaki Bajaj 4S Champion is introduced.
1998 - Kawasaki Bajaj Caliber rolls out of Waluj.
2001- Bajaj Auto launches its latest offering in the premium bike
segment ‘Pulsar’. The Eliminator is launched.
2003- Pulsar DTS-i is launched.
2004 - Bajaj unveils new brand identity, new symbol, logo
and brand line
2007 - 200 cc Pulsar DTS-i launched
Bajaj Pulsar DTSi 150cc

Generation next technology included in the package of the equipments of

this high flying bike is the revolutionary digital biking. Digital biking is the
combination of various advanced systems like Digital Twin Spark ignition
(DTSi). Its highly masculine outlook with sporty, dashing structure gives the
complete satisfaction of dare riding. Bajaj Pulsar enables its rider to tackle
the situation of overcrowded street due to the presence of 17" alloy wheels
with 1330 mm wheelbase. Its comfort statement includes front telescopic
suspension, Nitro X - Nitrogen assisted rear gas shockers with triple rated
spring. Due to these comfort features, this bike is highly accommodative in
any terrain.
Feeling of proper riding is provided by different high end
features like improved clutch, cylinder head with Roller Rocker Arms,
optimized intake and exhaust systems & new valve timings. Its advanced
Exhaust TEC (Torque Expansion Chamber) technology ensures the higher
performance at lower rpm.
TVS Motor Company is part of Sundaram Clayton group in TVS group of
companies. TVS Motor Company is the main flag ship company of
Sundaram Clayton group. TVS Motors is the third largest two-wheeler
manufacturer in Indian and ranks among the top ten globally. It is the first
company in the world to be honored with the Deming Prize for Total Quality
Management. The Company was the first in India to launch 2-seater 50cc
moped and 100 cc Indo-Japanese Motorcycles. At Present TVS Apache,
TVS Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular bikes
in Indian Market.

MILESTONES
• India’s first 2 seater 50cc Moped TVS 50, launched in Aug 1980.
• In 1982 SCL established Joint Venture with Suzuki Motor
Corporation.
• In 1994 the company entered the market segment of scooters with
introduction of Scooty 2S, which was totally an indigenous design.
• Introduced India's first catalytic converter enabled motorcycle, the
110cc Shogun in Dec 1996.
• Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.
• Launched TVS Victor, 4-stroke 110 cc motorcycles, in August 2001;
India’s first fully indigenously designed and manufactured
motorcycle.
• In 2000 the first 4 stroke motorcycle was launched called Fiero
• Launched TVS Star in Sept 2004, a 100 cc motorcycle which is ideal
for rough terrain
• Launched TVS Apache in Nov 2005. It finally went on to be the Bike
of the Year for 2006, winning 6 prestigious awards

TVS Apache

TVS Apache with its shapely streamlined tank and engine design is
really an eye -stopper. Its smooth and flawless finish makes this bike
desirable to the market. Its tough but light 6 spoke black alloy wheels are
really supportive for better control and excellent riding of this two
wheeler. Its uniquely designed head lamp has become one of the best
head turner in the market of two wheelers.
Its 240 mm disc brake is helpful in stopping one in any sudden
situation to avoid accident. Its all gear start and low friction engine with
RCF technology are the key factor of better efficiency of this bike. It is
further equipped with various upgraded technology like monotube
inverted gas filled shocks, IDI lean burn, iE surge (intake and exhaust
resonator), synchro stiff chassis etc. for the proper safety and security of
the persons seating on the bike.
Its symbol, the Wings, represents the company's unwavering dedication
in achieving goals that are unique and above all, conforming to
international norms. These wings are now in India as Honda Motorcycle
& Scooter India Pvt. Ltd. (HMSI), a wholly owned subsidiary of Honda
Motor Company Ltd., Japan. In September 2004, Honda Motorcycle and
Scooters India Limited (HMSI), the wholly owned subsidiary of the
Japan-based Honda Motor Company Limited (HMCL), launched its first
150cc motorcycle named 'Unicorn.' Priced at Rs. 50,043 (ex-showroom
price, Delhi), Unicorn had a four stroke 13.3 bhp engine with five gears.
The new bike was available in five colours and was designed to achieve a
speed of 0 to 60 kmph in five seconds. Unicorn was promoted with the
caption "Be a wing rider." (Refer Exhibit I for a visual of Unicorn).
Targeted at youth, Unicorn looked sportier than all the existing
motorcycles in the premium segment and was pitted against Bajaj Pulsar,
the leader with 75 percent market share in that segment.
Honda Unicorn
This bike with powerful 4 stroke 150 cc engine delivering output of 13.3
bhp engine clubbed with many other high end equipments like Constant
Volume (CV) Carburetor, pulse exhaust system, offset crank and 2 way
air jacket. Its multi mapping CDI, roller rocker arm, 5 speed gears,
tumble free combustion etc. determine the performance as well as its
aesthetic value. Its aerodynamic body lining, sporty and sleek design,
appealing tail lamp and excellent body graphics etc are enhancing its
style statement day by day. Unique shock absorbing mono suspension
prevents discomfort due to the sudden jerk caused by uneven road. Its
flexible seating arrangement, ample foot space gives the total comfort of
journey. Fully equipped with various cutting edge technologies, this bike
comes with hole plugging mechanism, tuff up tube, easy primary kick
etc.
 CONSUMER BEHAVIOUR
Before getting into details of Consumer Behaviour, one must go through
certain basic terminologies. In general terms both ‘Consumer’ and
‘Customer’ are considered the same but they are quite different.
The term ‘Customer’ is some what different from the term ‘consumer’. The
term customer is used to refer to someone who purchases goods and services
from a particular store or company. Thus a customer is defined in terms of a
specific term while a consumer is not
‘Consumer’ may be referred to any one engaged in evaluating, acquiring,
using or disposing of goods and services which he expects will satisfy his
needs.
So ultimately Consumers are that individual who consumes or uses a
product, which may or may not be purchased by him.
So after getting into these terms we need to get into the details of
“Consumer Behaviour”.
Consumer Behaviour – Consumer behaviour refers to how a consumer
behaves or acts or reacts in making a purchase of goods and services of his
choice in different situations

The term consumer Behaviour can be defined as, “The behaviour that
consumers display in searching for purchasing, using, evaluating and
disposing of products, services and ideas which they expect will satisfy their
needs.”
- Leon G. Schiffman and Leslie Lazar Kanuk.

The study of consumer behaviour not only focuses on how and why
consumers make buying decisions, but also focuses on the uses which
consumers make of the goods they buy and their evaluation of these goods
after use. If the goods after use don’t satisfy the consumers, they my feel
dissatisfied perhaps because post- purchase services are not up to their
satisfaction, and thus, this may influence their purchase of the goods and it
may also influence the buying decision of many others who might come in
contact with them.
The detailed study of Consumer Behaviour or Consumer
Preferences focuses on-
 Who Buys products or services?
 How do they buy products or services?
 Where do they buy them?
 How often do they buy them?
 When do they buy them?
 Why do they buy them?
 How often do they use them?
These questions will help in understanding the factors that influence the
decision making process of the consumers. The buyer’s decision making
process includes the following:-
1. Problem recognition

2. Information search
 3. Evaluation of alternatives

4. Purchase decision

5. Post purchase behavior

1. Problem recognition: - First and the foremost step is to identify the

problem i.e. what actually one wants with regard to the product.
2. Information Search: - Second step is to search the relevant

information regarding the Product which one wants.

3. Evaluation of alternatives: - Third step is to evaluate the collected

information i.e. analyze the information.

4. Purchase decision: - In forth step the product is actually purchased.

5. Post purchase behaviour: - In fifth step the consumer actually reacts

against the quality, quantity etc received after the purchasing the
product i.e. in this stage he reacts on the basis of his getting satisfied
after the purchase of the product.
The buyer’s decisions include the following:-
 Product choice

 Brand choice

 Dealer choice

 Purchase timing

 Purchase amount.

Consumer perception
How do Buyers form their preference? Their preferences are
influenced by their past buying experience, friend’s and associate’s advice,
and the marketer’s and competitor’s information and promises. Though
customer preference is a very qualitative term and it is very difficult to
measure. In this study an effort has been made to measure the customer
preference level.
Customer Satisfaction
“Satisfaction is a person’s feelings of pleasure or disappointment
resulting from comparing a product’s perceived performance in relation to
his or her expectation”

As the definition makes it clear, satisfaction is a function of perceived

performance and expectations. If the performance falls short of the
expectations of the customer, the customer is dissatisfied. If the performance
exceeds the expectations, the customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because customers
who are just satisfied still find it easy to switch, when a better offer comes
along. Those who are highly satisfied are much less ready to switch. High
satisfaction or delight creates an emotional affinity with the brain, not just a
rational preference. The result is high customer loyalty.
In this highly competitive world customers plays a very important
role. Thus, if a company wants to survive then it should look forward to the
determinants of customer satisfaction. Though it is a very subjective issue
that differs from individual to individual yet, identifying some basic
parameters of customer satisfaction is important.
Satisfaction is a person’s feeling of pleasure and disappointment
resulting from comparing a product’s perceived performance in relation to
his or her expectations. It is only the customer delight that marketer aims for.
 Significance of the study

 To know about the customer preference and decision process with

regard to 150cc bike.

 To know the Basic consumer buying behaviour and the reasons

because of which they switch from one company to another.

 To know about the company’s details (profile, Products)

 This study would help in revealing the type and specific qualities of

the bikes offered by the company to their consumers.

 To study the satisfaction level of consumers who uses bikes.

 To study the factors influencing consumers to buy 150cc bikes.

 To study effect of advertisement on the purchasing decision of the

consumers
OBJECTIVES OF
THE STUDY
 Objectives of the study
The clear purpose or objective of the research enables the researcher to
collect – necessary relevant information. The objective of the research is to
know the Customer preferences and customer
satisfaction with regard to specific brands of bikes
(TVS, HONDA and BAJAJ) under 150cc category
between the age group of 18-25 College going
student on the basis of Price, Fuel efficiency, Brand,
Style and comfort name.
.
• Knowledge about two-wheelers (Bikes).
• Knowledge about the market share of two- wheeler.
• To know about the leaders of the market in two wheelers (Bikes).
• Find out the quantum of customer satisfaction with respect to 150cc
bikes especially the college going students within the age group of 18-
25.
• Determine the influence of reference group in the purchase decision of
college going students.
• Find out the ways for improving of the services to attain level of
customer satisfaction

.
Study area: REWARI
Target segment: COLLEGE GOING STUDENTS
LITERATURE
REVIEW
 LITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake an extensive
literature survey related to problem. The literature survey undertaken here
includes books and different websites from the internet.
The research project was to know the Customer preferences
and customer satisfaction with regard to specific
brands of bikes (TVS, HONDA and BAJAJ) under 150cc
category between the age group of 18-25 College
going student on the basis of Price, Fuel efficiency,
Brand, Style and comfort name
.
1
• Schiffman. G. Leon and kanuk lazare Leslie - Study of the
customer behaviour is the study of how individuals make decisions to
spend their available resources (Time, Money and Efforts) on
consumption related items. It includes the study what they buy, whey
they buy it, when they buy it, where they buy it, how often they buy it
and how often they use it. The primary purpose for the study
consumer behaviour as apart of marketing curriculum is to understand
how and how customers make their purchase decisions. There insights
enable marketers to design more effective marketing strategies.
2
• Gupta.C .B and Dr. Nair. N.Rajan - A business is based on
understanding the customer and providing the kind of products that
the customer wants.
• Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the
process where by individuals decide what, when, where, how and
from whom to purchase goods and services. Buying behaviour may be
viewed as an orderly process here by individual interacts with his
environment for the purpose of making market decision on products
and services.
• Nair Suja. R.4 - The success of the firm will be determined by how
effective it has been in meeting the diverse customer needs and wants
by treating each customer as unique and offering products and
services to suit his/her needs.
5
• Bennett Peter.D. And Kassarjian Haroldh - A great deal of
research activity in marketing is design to shed light on the customer
decision process.
• Kothari C.R.6 For data analysis different statistical techniques are
being used such as scaling techniques, correlation, hypothesis testing.
• http://www.tvsapache.com/home.aspx
• http://www.bajajauto.com/pulsar/
• http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_
rider.asp
• http://auto.indiamart.com/motorcycles/
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research

problem, which is a science of study how research is done scientifically.
Thus research methodology encompasses the research methods or
techniques; the research is capable of being evaluated either by the
researcher himself or by others.
⇒ SAMPLING
Sampling may be defined as the selection of some parts of an
agreement or totality for the purpose of study. All the items in any
field of inquiry constitute a universe or population, a complete
enumeration of all the items in the population is known as Census
inquiry. But when the field of inquiry is large this method becomes
difficult to adopt because of the limited no. of resources involved in
the case sample survey method is chosen under which units are
selected in such a way that they represent the entire universe.
SAMPLING DESIGN
• CENSUS METHOD: - All the items in any field of inquiry
constitute a ‘Universe’ or ‘Population’. A complete enumeration of all
the items in the ‘Population’ is known as a Census inquiry. It can be
presumed that in such an inquiry, when all items are covered, no
element of chance is left and highest accuracy is obtained. But in
practical it is not true in all cases. This type of inquiry involves a great
deal of time, money and energy. Therefore, when the field of inquiry
is large, this method becomes difficult to adopt because of the
resources involved.
 • SAMPLING METHOD:- When field studies are undertaken
in practical life, consideration of time and cost almost invariably lead
to a selection of respondents i.e. selection of only few items. The
respondent selected should be as representative of total population.
These respondents constitute what is technically called a ‘Sample’ and
the selection process is called ‘Sampling Technique’. The survey so
conducted is known as ‘Sample Survey’.
Implementation of Sample Design: - A sample design is a definite plan
for obtaining a sample from a given population. It refers to the technique or
the procedure the researcher would adopt in selecting items for the sample.
Sampling design may as well lay down the number of items to be included
in the sample i.e. the size of sample. Sample design is determined before the
data are colleted.

 Steps In Sampling Design :- While developing a research design

following items are taken into consideration:-

I. Type of universe: - First and the foremost step is to clearly

define the universe to be studied. As I have taken the area of

Yamuna Nagar City (Haryana), so for me here the universe
is Yamuna Nagar area. No doubt it is a finite universe but
the area is very big and can’t be covered easily due to
shortage of time.
II. Sampling unit: - A decision has to be taken concerning a

sampling unit before selecting sample. Here my sample unit

includes college going students who own bikes.

III. Size of sample: - This refers to the number of items to be

selected from the universe to constitute a sample. Here I

have taken the sample of 200 College going students who
have bikes.

IV. Parameters of interest: - In determining the sample design,

one must consider the question of the specific population

parameters which are of interest. Here I had taken only
college going students who own their bike.
V. Sampling procedure: - Finally the technique of selecting

the sample is to be dealt with. That means through which

method the sample has been collected. There are various
types of selecting the sample. This includes probability
sampling, random sampling, stratified sampling, cluster
sampling, convenience sampling. Here I have used the
cluster sampling method for data collection, as Yamuna
Nagar area is very big and there are many colleges as well as
the hostels.
 ⇒ Analytical tool
Multi Dimensional Scaling
Multidimensional scaling (MDS) is a method for analyzing a (similarity or
dissimilarity) proximity matrix based on a set of observations. The purpose
of MDS is to model the proximity of observations in order to represent them
as accurately as possible in a limited number of dimensions (usually 2).
There are different MDS algorithms: XLSTAT uses the SMACOF (Scaling
by Majoring a Convex Function) algorithm that minimizes the "normalized
stress" function. Furthermore, there are several MDS models (or
representation functions), i.e. several ways to transform the dissimilarities
into disparities. The disparities are the distances that describe the optimal
representation for the observations. The difference between the disparities
and the distances measured on the representation resulting from the MDS is
called the stress: the lower the stress, the better the representation of the
observations.

When the representation function simply respects the relative order of the
observations, one speaks about ordinal MDS or non-metric MDS. When the
dissimilarities are transformed into disparities using a specific parametric
function, one speaks about metric MDS. The following models are available
in the current version of XLSTAT:

Metric MDS

· Absolute MDS: each dissimilarity dij must exactly match the distance
between points i and j in the representation space.
· Ratio MDS: the ratio of all distance pairs in the representation space
must correspond to the ratio of the corresponding dissimilarities.

Interval MDS: the ratio of all differences between distances in the

representation space must correspond to the ratio of the differences of the
corresponding dissimilarities.

Note: the current version of XLSTAT does not support negative disparities
that may occur if you use the "interval" model. If an error message is
displayed on this subject, you must use another model to process your data.

Nonmetric MDS

· ordinal (1): the order of the distances in the representation space must
correspond to the order of the corresponding dissimilarities. If there are two
dissimilarities of the same rank, then there are no restrictions on the
corresponding distances.

· ordinal (2): identical to the previous model, but if dissimilarities exist

in the same rank, the corresponding distances must be equal.

The stress measures the quality of the representation for a given number of
dimensions. The lower it is, the better the representation. Various formulas
have been proposed by different authors. Although the minimization is
always based on the normalized stress, XLSTAT allows to show the results
using the four formulas defined below:
· Raw stress: it gives the quality of the representation based on the
squared errors of the representation compared with the disparities. The
formula gives:

Where Dij is the disparity between individuals i and j, and dij is the
Euclidean distance on the representation for the same individuals. wij is the
weight of the ij proximity (value is 1 by default).

· Normalized Stress: it gives the quality of the representation based on

the squared errors of the representation compared with the disparities,
divided by the sum of the squared disparities. The formula gives:

· Kruskal's stress 1: it gives the quality of the representation based on

the square root of the squared errors of the representation compared with the
disparities, divided by the sum of the squared distances on the
representation. The formula gives:

· Kruskal's stress 2: it gives the quality of the representation based on

the square root of the squared errors of the representation compared with the
disparities, divided by the sum of the squared centered distances on the
representation. The formula gives:

where is the average of the distances on the representation. This formula

usually results in a stress value that is approximately twice the value
obtained for Kruskal's stress 1.
In order to know if the representation quality is good enough, some rules
exist, mostly based on the Kruskal's stress 1. However, the Shepard diagram
that allows to compare the dissimilarities with the distances and to observe
some ruptures in the ordination of the values is a empirical but reliable
method. The more the chart looks linear, the better the representation. The
way the stress evolves when the number of dimensions decreases is also
interesting to detect if a significant amount of information is being lost in the
selected representation.

MDS Interpretation
The factors shown below in the table are selected are the basis of the
study and are used to apply MDS (Multi Dimensional scaling) and the
analyses are as follows (See Annexure 1). MDS (Multi Dimensional
 scaling) has been used because there are multiple factors and no other
scaling technique could be used to show the analyses authenticated.
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Safety
11 13 6 8 6

Comfort 7 11 11 7 5
Fuel efficiency
10 11 6 5 7
Style
8 5 9 8 11
Performance
5 1 7 10 12

Correlation
One of the Statistical tool which I am going to apply in my project is
correlation. Correlation is their when change in the value of one variable
influences the change in the value of other variable.
“The statistical tool with the help of which relationship between two or
more than two variables are studied is called correlation”

It refers to the techniques used in measuring the closeness of the relationship

between the variables.
“Correlation analysis deals with the association between two or more
variables.”

Correlation

Let us take the hypothesis as:-

H0 = Let there is no correlation between various factors like Price,

Brand name, Fuel Efficiency, style & comfort and the Purchase of

bike(HONDA,BAJAJ and TVS)

 H1 = Let there is correlation between various factors like Price,

Brand name, Fuel Efficiency, style & comfort and the Purchase of

bike(HONDA,BAJAJ and TVS)

X
Dx HONDA BAJAJ TVS
-1 0 1 F fdy fdy2 fdxdy

Y
Dy
Price -2 23 4 5 32 -64 128 36
Brand -1 14 24 4 42 -42 42 10
Fuel Efficiency 0 18 10 6 34 0 0 0
Style 1 32 6 12 50 50 50 -20
Comfort 2 20 17 5 42 42 168 -30
f 107 61 32 200 28 388 -4
fdx -107 0 32 -75
fdx2 107 0 32 139
fdxdy -12 0 8 -4
Coefficient of Correlation =

r = N ∑ fdxdy - ∑fdx∑fdy
√ N∑fdx2-(∑fdx)2 √ N∑fdy2-(∑fdy)2

r = 200x-4 – (-75)(28)__________
√ √
27800-5625 77600-784

r = +0.0314

Hence it has been proved that there is a correlation between

various factors and purchase of bikes.

⇒ Data Collection
The task of data collection begins after the research program has
been defined and research design plan has been checked out. The
data collected is important part of research.

DATA COLLECTION METHOD

In the data collection method different methods are adopted for primary data
collection and secondary data collection.
 PRIMARY DATA COLLECTION
Primary data is the data which is collected through observation or
direct communication with the respondent in one form or another.
These are several methods for primary data collection like
 Observation method, Interview method, through schedule, through
questionnaires and so on.
But as time was limited so, the relevant data was collected from the
selected units by adopting and arranging personal interview with the
shopkeeper and dealer along with a pre structured questionnaire. In
this method I thank the views of shopkeepers and dealer through the
use of questionnaire and general interview.

 SECONDARY DATA COLLECTION

The company’s past database is taken into reference along With
company brochures.
DATA COLLECTION INSTRUMENTS
The data collection instruments used in the study is mentioned below:-

o QUESTIONNAIRE
The method of data collection is quite popular. I prepared a
questionnaire after knowing the different objectives of the study and
considering all the things that are required for studying the
dissertation topic.
 ⇒ Hypothesis Testing(By applying Chi-Square)

Chi-square test is used when the set of observed frequencies obtained after

experimentation have to be supported by hypothesis or theory. The test is

known as X2- test of goodness of fit and is used to test if the deviation

between observation (experiment) and theory may be attributed to chance

(fluctuations of sampling).

Here we have the assumption of H0 and H1. If the values come in accordance

to the depicted values then the hypothesis is accepted else it’s rejected.

Σ (O-E) 2
x2 = ——— where,
E

O = observed frequency

E = Expected frequency
 Chi-square test

Let us take the hypothesis as:-

H0 = Let there is no correlation between various factors like

Price, Brand name, Fuel Efficiency, style & comfort and the

Purchase of bike(HONDA,BAJAJ and TVS)

H1 = Let there is correlation between various factors like Price,

Brand name, Fuel Efficiency, style & comfort and the

Purchase of bike(HONDA,BAJAJ and TVS)

Honda TVS BAJAJ f

 Price 4 5 23 32

Brand 24 4 14 42

Fuel Efficiency 10 6 18 34

Style 6 12 32 50

Comfort 17 5 20 42

f 61 32 107 200

EXPECTED

HONDA TVS BAJAJ f

Price 9.76 5.12 17.12 32

Brand 12.81 6.72 22.47 42

Fuel Efficiency 10.37 5.44 18.19 34

Style 15.25 8 26.75 50

Comfort 12.81 6.72 22.47 42

 61 32 107
f 200
 Observed Expected
Value value (O-E)2 (O-E)2/E
4 9.76 33.06 3.38
24 12.81 125.21 9.77
10 10.37 0.136 0.013
6 15.25 85.56 5.61
17 12.81 17.55 1.37
5 5.12 0.014 0.002
4 6.72 12.83 1.90
6 5.44 0.13 0.056
12 8 16 2
5 6.72 2.95 0.43
23 17.12 34.57 2.01
14 22.47 71.74 3.19
18 18.19 0.036 0.001
32 26.75 27.56 1.003
20 22.47 6.100 0.27

χ 2
Calculated = 31.033
V = (r-1) (c-1) = (5-1) (3-1) = 8
for V =8 χ 2
0.05 table value = 15.5
So, χ 2
0.05 table value is less than χ 2
calculated value, so
hypothesis (Null) is rejected and the alternate hypothesis is accepted.
Therefore there is a correlation between various factors like Price,
rand name, Fuel Efficiency, style & comfort and the Purchase of
bike (HONDA, BAJAJ and TVS)
 LIMITATION OF THE STUDY

Various hindrances occurred while carrying out the research. They

have acted as limitation of the study and a few of them are:-

1. Short time period: The time period for carrying out the

research was short as a result of which many facts have

been left unexplored.
2. Small area for research: The area for study was Rewari

which is quite a small area to judge out the consumer

preferences for the various brands of television.

3. Lack of resources: Lack of time and other resources as it

was not possible to conduct survey at large level.

4. Small no. of respondents: Only 200 respondents have

been chosen which is a small number, to represent whole of

the population of college going students of Rewari.
5. Unwillingness of respondents: While collection of the data

many consumers were unwilling to fill the questionnaire.

Respondents were having a feeling of wastage of time for
them.
6. Confinement of Price: - Price of the bikes is confined only to a

particular period. So the respondents were not able to fill in proper

price of their bikes.

RESULTS AND DISCUSSIONS
 Results and Discussions

Table 1

Are your aware about 150 cc bike brands available in the market?

Are your aware about 150 cc No. of respondents

bike brands available in the
market?

Fully Aware 93
Aware 76
Less aware 31

Table 1 shows that 93 of respondents are fully aware about 150 cc bikes in
market, 76 of respondents just aware about 150 cc bikes and only 31 of
respondents are have little bit knowledge about 150cc.

Are your aware about 150 cc bike brands

available in the market ?

93
100
76
No. of respondents

80

60

40 31

20

0
Fully Aware Aware Less aware

Fig. 1
 Table 2
How do you come to know about this brand/model of
150 cc bike?

How do you come to know about No. of respondents

this brand/model of 150cc bike?

Friends 45
Advertisement 87
Publicity 10
Family members 47
Any other 11

Table 2 shows that 45 of respondents came to know about brand of bikes

from friends, 87 of respondents came to know about brand of bikes from
advertisement, 10 of respondents came to know about brand of bikes from
publicity, 47 of respondents came to know about brand of bikes from family
members and 11 of respondents came to know about brand of bikes from
other sources.

How do you come to know about this brand/model of 150 CC bike

?

87
90
80
No. of respondents

70
60
45 47
50
40
30
20 10 11
10
0
Friends Advertisement Publicity Family Any other
members

Fig. 2
 Table 3
Which factor influence you more to purchase a bike?

Which factor influence you No. of respondents

more to purchase a bike?

Brand image 53
Fuel efficiency 81
Price 27
Comfort 17
Syle 25

Table 3 shows that 53 respondents are influenced to purchase a bike from its
brand image, 81 respondents are influenced to purchase a bike from its Fuel
efficiency, 27 respondents are influenced to purchase a bike from its lesser
Price, 17 respondents are influenced to purchase a bike from its Comfort, 25
respondents are influenced to purchase a bike from its Style.

Which factor influence you more to purchase a bike ?

100
81
80
No. of respondents

60 53

40 27 25
17
20

0
Brand image Fuel efficiency Price Comfort Syle

Fig. 3
 Table 4
Are you satisfied with its overall performance?

Are you satisfied with its No. of respondents

overall performance?

Fully Satisfied 41
Satisfied 104
Moderate 42
Less satisfied 10
Poor 3

Table 4 shows that 41 of respondents are fully satisfied with the

performance of their bikes, 104 of respondents are satisfied with the
performance of their bike, 42 of respondents are moderate in satisfaction
with the performance of their bikes and 3 of respondents are poorly satisfied
with the performance of their bike.

Are you satisfied with its overall performance?

120
104
100
No. of respondents

80

60
41 42
40

20 10
3
0
Fully Satisfied Moderate Less satisfied Poor
Satisfied

Fig. 4
 Table 5
According to you which company gives the most benefit to customers?

According to you which No. of respondents

company gives the most benefit
to customers?

Honda 63
Bajaj 109
TVS 28

Table 5 shows that 63 of respondents are saying that the Honda is providing
more benefits of the services to the customers, 109 of respondents are saying
that the Bajaj is providing more benefits of the services to the customers and
28 of respondents are saying that the TVS is providing more benefits of the
services to the customers.

According to you which company gives the most

benefit to customers ?

28
63
Honda
Bajaj
TVS

109

Fig. 5
 Table 6
Which type of media influence your purchase behaviour?

Which type of media influence your No. of respondents

purchase behaviour?

T.V. 114
Newspaper 33
Wall painting 5
Hording 12
Magazine 36

Table 6 shows that 114 of respondents and influence to purchase their bike
through T.V., 33 of respondents and influence to purchase their bike through
Newspaper, 5 of respondents and influence to purchase their bike through
Wall painting, 12 of respondents and influence to purchase their bike
through Hording and 36 of respondents and influence to purchase their bike
through Magazine.

Which type of media influence your purchase

behaviour ?
120 114

100
No. of respondents

80

60
33 36
40

20 12
5
0
T.V. New spaper Wall painting Hording Magazine

Fig. 6
 Table 7
Who influenced you more in your buying decision of bike?

Who influenced you more in your No. of respondents

buying decision of bike?

Self 30
Family Member 54
Friends/Relative 98
Mechanics 18

Table 7 shows that 30 of respondents have influence their buying decision

from their self decision, 54 of respondents have influence their buying
decision from their family members, 98 of respondents have influence their
buying decision from their friends/relative and 18 of respondents have
influence their buying decision from their Mechanics,

Who influenced you more in your buying decision of

bike ?

98
100
No. of respondents

80
54
60

40 30
18
20

0
Self Family Member Friends/Relative Mechanics

Fig.7
Suggestions/Findings
 Suggestions
The following are the main suggestions in my research work done for

implementation i.e. findings.

1. It is suggested that manufacturer should make all efforts to control

cost.

2. New technology should be applied according to the requirement of the

customer.

3. Provide various schemes which attract the customers.

4. Spare parts of the bikes should be easily available in the market.

5. Bike should be fuel efficient.

6. Bike should be available in different colours so as to attract college

going students.

7. Bike should be given sportier look.

BIBLIOGRAPHY
 BIBLIOGRAPHY
1. Schiffman Leon G. and Kanuk Leslie Lazar Consumer
Behaviour 6th edition Published by: Prentice-hall of India Private
Limited. ( page no. 2&6)
2. Gupta C.B. and Dr. Nair N. Rajan
Marketing Management 5th edition Published by: Sultan chand & sons
(page no. 1.69)
3. Mamoria C.B. and Mamoria Satish
Marketing Management 4th edition Published by: Kitab Mahal (page
no. 161)
4. Nair Suja R. Consumer
Behaviour Indian prospective Ist edition Published by: Himalaya
Publicating Home ( page no. 3)
5. Bennett Peter D. and Kassarjian Harold
Consumer Behaviour 8th edition Published by: Prentice-hall of India
Private Limited.(page no. 5)
6. Kothari C.R
Research Methodology Methods & Techniques 2nd edition Published
by: Wishwa Publication (page no. 151, 94-95)
7. http://www.tvsapache.com/home.aspx
8. http://www.bajajauto.com/pulsar/
9. http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_
wing_rider.asp
10. http://auto.indiamart.com/motorcycles/
11. http://www.thehindubusinessline.com/iw/2004/11/28/stories/200
4112800421500.htm
12. http://www.indiabike.com/infobank/unicorn/index.htm
13. http://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKT
G098.htm
QUESTIONNAIRE
 Questionnaire

1. Which Brand of bike you own?

2. What is the price of your bike?

3. How long do you own this Bike?

• Less than six month
• Six month
• One year
• Two year
• More than 2 years
4. How fuel efficient your bike is?

5. What is the top speed (km/hs) of your bike?

6. Are you aware about the 150cc bike brands available in the market?
• Fully aware
• Aware
• Less aware
7. Which of the following model/brand of 150cc motorcycle you like the
most –
1 2 3
• HONDA (Unicorn) -- -- --
• BAJAJ (Pulsar 150cc) -- -- --
• TVS (Apache) -- -- --
8. How did you came to know about this brand /model of 150cc bike –
• Through friends
• Advertisement
• Publicity
• Family members
• Any other

9. Which factor influence you more to purchase the bike –

• Brand image
• Fuel efficiency
• Price
• Comfort
• Style
10. How do you grade the following qualities-
• Safety
• Comfort
• Fuel efficiency
• Style
• performance

11.Why did you prefer this model /bike?

1 2 3 4
• Price -- -- -- --
• Mileage -- -- -- --
• After sales -- -- -- --
 Service
• Power -- -- -- --

12.Are you satisfied with its overall performance?

• Fully satisfied
• Satisfied
• Average
• Less satisfied
• Poor
13. According to you which company gives the most benefits to
customers?
• HONDA
• BAJAJ
• TVS
14.Which type of media influences your purchase behavior?
• T.V
• Newspaper
• Wall painting
• Hording
• Magazine
15. Who influenced you more in your buying decision of bike?
• Self
• Family member
• Friends/relatives
 • Mechanics

Name : ____________________________
Place : ____________________________
Age : ____________________________
Annexure
1
Fuel
efficiency
10 11 6 5 7
Style
8 5 9 8 11