“Market survey on the decision making process purchase the

motorcycle among the resident of the Jalandhar city.”

Submitted To:
Punjab Technical University Jalandhar.
In partial fullfilment of the degree in Master of Business
Adminstration (MBA).

Submitted by: Submitted to:

Kuna Sharma Ms.Prabhjot Kaur
(81407317099) Lecturer in management,
CTIMIT)
MBA 4th SEM
 (Session
200 - 20 ) 8 10

CT Institute Of

Management &
ITJalandhar.
GUIDE CERTIFICATE
This is to certify that the research project titled “Market survey on the
decision making process purchase the motorcycle among the resident of
the Jalandhar city.”
Has been conducted under my guidance and supervision. This project
has been submitted to Punjab Technical University for the partial
fulfillment of the award of degree in Masters of Business
Administration.
This project has not been submitted in any other institute or university.
The project is submitted by: Kunal Sharma(Roll no: 81407317099).
The sincerely of efforts put in during the course of investigation is
hereby acknowledged.

Date. Ms. Prabhjot kaur

(CTIMIT)
 STUDENTS DECLARATION
This project entitled “Market survey on the decision making process
purchase the motorcycle among the resident of the Jalandhar city.” is
submitted in partial fulfillment of the requirement for the award of
degree of master of business administration of Punjab technical
university, Jalandhar .
This research work is done by Kunal Sharma, .This research work has
been done only for MBA only and non of this research work has been
submitted for any other degree.
The assistance and help during the execution of the project has been
fully acknowledged.
 ACKNOWLEDGEMENT

I take this opportunity to express my deep sense of gratitude to all my

friends and seniors who helped and guide me to complete this project
successfully. I also thankful to the Residents of Jalandhar, Who helped
me to fill up our questionnaires by giving their precious time. I highly
grateful and indebted to Ms.Prabjot Kaur, (lecturer in management
CTIM&IT) for his excellent and expert guidance in helping me in
completion of project report.
 PREFACE
In the present context not only the theoretical knowledge is
important, but the practical exposure of that theoretical knowledge has
an equal importance too. To tame or to become an expert in a particular
discipline a person needs practical doses of that knowledge from time to
time.

So keeping this thing into view and to get a practical exposure, I

conducted a survey in the city of Jalandhar. By doing this survey I came
to know about lot of problems which the students have to suffer while
conducting the research works.

INDEX
Serial No. Particulars Page No.
1 Preface
2. Acknowledgement
3. Guide Certificate
4. Students Declaration

5. Introduction
6. Objectives
7. Research methodology
8. Data Analysis & Interpretation
9. Limitations
10. Findings
11. Suggestions
12. Conclusion
13. Bibliography
14. Annexure

Introduction
Indian Two-Wheeler Industry:
The Indian two-wheeler industry has come long way since its humble
beginning in 1948 when Bajaj Auto started importing and selling Vespa
Scooters in India. Since then, the customer preferences have changed in
favour of motorcycles and gearless scooterettes that score higher on
technology, fuel economy and aesthetic appeal, at the expense of metal-
bodied geared scooters and mopeds. These changes in customer
preferences have had an impact on fortunes of the players. The erstwhile
leaders have either perished or have significantly lost market share,
whereas new leaders have emerged.

Rising income levels, reducing excise duties, higher loan tenure and
loan-to-value offered by the financing companies have all fuelled the
growth of two-wheeler sales in the country. Besides, mounting traffic
chaos and limited parking space has also increased the demand for two-
wheelers from households that can afford or actually do own a car.
Furthermore, with increasing women working population, changing
social philosophy and broad-mindedness, the penetration of two-
wheelers that is currently at abysmally low level is expected to increase
significantly going forward.

CARE Research has developed a statistical model that attempts to

forecast the domestic two wheeler sales on the basis of ownership cost
and the target population that includes young populace that can afford
but do not own a two wheeler. Other qualitative factors like macro-
economic outlook, consumer confidence, willingness of vehicle
financers to finance TWs, etc. have also been quantitatively built in
demand forecasting model.

CARE Research foresees the growth of two-wheeler sales to be healthy

during the period FY09-14, albeit with some short-term hiccups.
According to CARE Research, rural India would drive the growth,
whereas the opportunity in urban India, especially bigger cities, is
limited.

Abundant and low cost labour coupled with local availability of raw
materials like steel, aluminium and natural rubber has placed India
amongst the low cost producing centres of two-wheelers. Consequently,
CARE Research anticipates buoyant growth in two-wheeler exports as
well.
I. Industry Section
This section begins with providing an introduction to the industry
including the industry evolution and the
types of vehicles sold.
The characteristics of the industry and the demand drivers are discussed
at length. It also covers the duty
structure of the industry.
Detailed analysis of historical trends for each vehicle segment (namely,
motorcycles, scooters, mopeds and
electric two-wheelers) and sub-segment (based on engine capacity) is
also presented in this section for both
domestic as well as export market.
This section also discusses about the players and competition in the
industry, their respective
products/brands and how each of the players fared in the industry.
Cost analysis of the industry is also provided by discussing the key cost
items and trends thereof, the trends
in the prices of key raw materials and the trends in the operating
margins of the industry for the last three
II. Outlook Section
This section exclusively provides the outlook on the industry.
The forecasts of domestic two-wheeler sales for each vehicle segment
for each of the next five years till
FY 2013-14 are provided in this section. This helps in identifying the
opportunity for a particular vehicle
segment. The methodology to forecast domestic sales is also discussed
in depth in this section as a box
item.
The forecasts of two-wheeler exports for each vehicle segment for each
of the next five years till FY
2013-14 are also the part of this section. Segmental forecasts help
segregate winners from losers.
Opportunity in the domestic market is also provided on the basis of
broader regional classification.
Besides, the two-wheeler penetration for select cities is also provided
along with the per capita income of
the city. This data and analysis could help the vested parties to act
accordingly.
Medium term outlook on profitability is also provided in this section.
III. Company Section
This section provides the in-depth profiles of the top three companies,
namely Hero Honda, Bajaj Auto and
TVS Motors.
General information like the year of incorporation, promoter group,
installed capacities and production,
subsidiaries and joint-ventures is provided in addition to financial
information and stock prices for each
company.
The company section also provides the product profile and product
range for each company. Besides, it
summarises the recent corporate actions, strengths and weakness of each
company.
IV. Annexure
This section contains various tables that provide systematically designed
information relating to the
industry.
It begins with providing a gist that gives company-wise important
models of motorcycles, geared scooters,
gearless scooterettes and mopeds offered in the market.
This section also provides various tables presenting segment-wise as
well as company-wise data on
domestic sales as well as exports for the past 5 years.
For an in-depth understanding and analysis of the Indian two-wheeler
industry and CARE
Research’s outlook on the sector with its segment-wise forecast of
domestic sales as well as exports for
each year till FY 2013-14 and other key trends in the industry foreseen,
please refer to the Report on The
Indian Two-wheeler Industry, June - 2009 by CARE Research.
The subscription to this report includes monthly updates on the industry
for the period July 2009 to June
2010.
Profile of players in motorcycle
industry

Hero Honda Motors Limited

Hero” is the brand name used by the Munjal brothers for their flagship
company Hero Cycles Ltd. A joint venture between the Hero Group and
Honda Motor Company was established in 1984 as the Hero Honda
company,India.

During the 1980s, the company introduced motorcycles that were

popular in India for their fuel economy and low cost. A popular
advertising campaign based on the slogan 'Fill it - Shut it - Forget it' that
emphasised the motorcycle's fuel efficiency helped the company grow at
a double-digit pace since inception.

Hero Honda has three manufacturing facilities based at Dharuhera and

Gurgaon in Haryana and at Haridwar in Uttarakhand. These plants
together are capable of churning out 3.9 million bikes per year.[citation
needed]
Hero Honda's has a large sales and service network with over
3,000 dealerships and service points across India. Hero Honda's
customer loyalty program, the Hero Honda Passport Program, claims to
be one of the largest programs of its kind in the world with over 3
million members.

The 2006 Forbes 200 Most Respected companies list has Hero Honda
Motors ranked at 108.

• Achiever
• Ambition 133, Ambition 135
 • CBZ, CBZ Star, CBZ Xtreme
• CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self
Start)
• Glamour, Glamour F.I
• Hunk
• Joy
• Karizma, Karizma R, Karizma ZMR FI
• Passion, Passion+, Passion Pro
• Pleasure
• Street
• Splendor, Splendor+, Splendor+ (Limited Edition), Super
Splendor, Splendor NXG

Bajaj Auto
Bajaj Auto is a major Indian automobile manufacturer started by a
Rajasthani merchant. It is world's fourth largest manufacturer of two-
wheelers[1] and India's second largest two wheeler manufacturer[2] and
the world's 4th largest two- and three-wheeler maker.[citation needed] It is
based in Pune, Maharashtra, with plants in Akurdi and Chakan (Pune),
Waluj (near Aurangabad) and Pantnagar in Uttaranchal. Bajaj Auto
makes and exports motorscooters, motorcycles and the auto rickshaw.

The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at
1946.[3]

Over the last decade, the company has successfully changed its image
from a scooter manufacturer to a two wheeler manufacturer. Its product
range encompasses scooterettes, scooters and motorcycles. Its real
growth in numbers has come in the last four years after successful
introduction of a few models in the motorcycle segment.
The company is headed by Rahul Bajaj who is worth more than US$1.5
billion.

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj
Trading Corporation Private Limited. It started off by selling imported
two- and three-wheelers in India. In 1959, it obtained license from the
Government of India to manufacture two- and three-wheelers and it
went public in 1960. In 1970, it rolled out its 100,000th vehicle. In
1977, it managed to produce and sell 100,000 vehicles in a single
financial year. In 1985, it started producing at Waluj in Aurangabad. In
1986, it managed to produce and sell 500,000 vehicles in a single
financial year. In 1995, it rolled out its ten millionth vehicle and
produced and sold 1 million vehicles in a year.

According to the authors of Globality: Competing with Everyone from

Everywhere for Everything, Bajaj has grown operations in 50 countries
by creating a line of value-for-money bikes targeted to the different
preferences of entry-level buyers.[

Timeline of new releases

 1960-1970 - Vespa 150 - Under the licence of Piaggio of Italy
 1971 - three-wheeler goods carrier
 1972 - Bajaj Chetak
 1976 - Bajaj Super
 1977 - Rear engine Autorickshaw
 1981 - Bajaj M-50
 1986 - Bajaj M-80, Kawasaki Bajaj KB100
 1990 - Bajaj Sunny
 1991 - Kawasaki Bajaj 4S Champion
 1994 - Bajaj Classic
 1995 - Bajaj Super Excel
 1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw
 1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-
stroke scooter, Bajaj Spirit
 2000 - Bajaj Saffire
 2001 - Eliminator, Bajaj Pulsar
  2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
 2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder
Gear, Bajaj Discover DTS-i
 2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover
 2006 - Bajaj Platina
 2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar
220 DTS-Fi (Fuel Injection) , XCD 125 DTS-Si
 2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing
135cc model)
 2009 - Bajaj Pulsar 135(December 9)[6](January) Bajaj XCD
135 cc , Bajaj Pulsar 150 DTS-i UG IV, Bajaj Pulsar 180 DTS-i
UG IV, Bajaj Pulsar 220 DTS-i , Bajaj Discover 100 DTS-Si.

Low cost cars

Bajaj Auto says its $2,500 car, which it is building with Renault and
Nissan Motor, will aim at a fuel-efficiency of 30 km/litre, or twice an
average small car, and carbon dioxide emissions of 100 gm/km. [10]

It is a Tata Nano competitor. The Bajaj venture will have an initial

capacity of 400,000 units, while Tata expects eventual demand of 1
million Nanos.

Yamaha
Yamaha was established in 1887 as a piano and reed organ
manufacturer by Torakusu Yamaha as Nippon Gakki Company, Limited
(日本楽器製造株式会社 Nippon Gakki Seizō Kabushiki Gaisha?)
(literally Japan Musical Instrument Multinational Corporation) in
Hamamatsu, Shizuoka prefecture, and was incorporated on October 12,
1897. The company's origins as a musical instrument manufacturer is
still reflected today in the group's logo—a trio of interlocking tuning
forks. [3]

After World War II, company president Genichi Kawakamisaki

repurposed the remains of the company's war-time production
machinery and the company's expertise in metallurgical technologies to
the manufacture of motorcycles. The YA-1 (AKA Akatombo, the "Red
Dragonfly"), of which 125 were built in the first year of production
(1958), was named in honor of the founder. It was a 125cc, single
cylinder, two-stroke, street bike patterned after the German DKW
RT125 (which the British munitions firm, BSA, had also copied in the
post-war era and manufactured as the Bantam and Harley-Davidson as
the Hummer). In 1959, the success of the YA-1 resulted in the founding
of the Yamaha Motor Co., Ltd.

Yamaha has grown to become the world's largest manufacturer of

musical instruments (including pianos, "silent" pianos, drums, guitars,
brass instruments, woodwinds, violins, violas, celli, vibraphones, and
saxophones), as well as a leading manufacturer of semiconductors,
audio/visual, computer related products, sporting goods, home
appliances, specialty metals, and industrial robots.[citation needed]

In October 1987, on its 100th anniversary, the name was changed to The
Yamaha Corporation.

In 1989, Yamaha shipped the world's first CD recorder.[chronology source needed]

Yamaha purchased Sequential Circuits in 1988[chronology source needed] and
bought a significant share (51%) of competitor Korg in 1989–1993.

In 2002, Yamaha closed down its archery product business that was
started in 1959. Six archers in five different Olympic Games won gold
medals using their products.[2]

It acquired German audio software manufacturers Steinberg in 2004,

from Pinnacle Systems.

In July, 2007, Yamaha bought out the minority shareholding of the

Kemble family in Yamaha-Kemble Music (UK) Ltd, Yamaha's UK
import and musical instrument and professional audio equipment sales
arm, the company being renamed Yamaha Music U.K. Ltd in autumn
2007.[3] Kemble & Co. Ltd, the UK piano sales & manufacturing arm
was unaffected.[4]

On December 20, 2007, Yamaha made an agreement with the Austrian

Bank BAWAG P.S.K. Group BAWAG to purchase all the shares of
Bösendorfer[5], intended to take place in early 2008. Yamaha intends to
continue manufacturing at the Bösendorfer facilities in Austria.[6]The
acquisition of Bösendorfer was announced after the NAMM Show in
Los Angeles, on January 28, 2008. As of February 1, 2008, Bösendorfer
Klavierfabrik GmbH operates as a subsidiary of Yamaha Corp.[7]

Yamaha Corporation is also widely known for their music teaching

programme that began in the 1980s.

Yamaha electronic pianos continue to be a successful, popular and

respected product. For example the Yamaha YPG-625 was given the
award "Keyboard of the Year" and "Product of the Year" in 2007 from
The Music and Sound Retailer magazine

Royal Enfield
Royal Enfield was the name under which the Enfield Cycle Company
(a division of the British arms-making company Royal Small Arms
Factory in Enfield Lock), made motorcycles, bicycles, lawnmowers and
stationary engines. This legacy of weapons manufacture is reflected in
the logo, a cannon, and their motto "Made like a gun, goes like a bullet".
Use of the brand name Royal Enfield was licensed by the Crown in
1890. The original Redditch, Worcestershire based company was sold to
E. & H. P. Smith in 1963 and then to Norton-Triumph-Villiers (NVT).
Production ceased in 1970 and the company was dissolved in 1971.[1]

In 1955 Enfield of India started assembling Bullet motorcycles under

licence from UK components, and by 1962 were manufacturing
complete bikes. Enfield of India bought the rights to use the Royal
Enfield name in 1995. Royal Enfield production, based in Chennai,
continues and Royal Enfield is now the oldest motorcycle brand in the
world still in production with the Bullet model enjoying the longest
motorcycle production run of all time.

Products
 Royal Enfield
 Clipper,
 Crusader
 Bullet
 Intercepto
 WD/RE,
 Super Meteor\

TVS Motors

TV Sundaram Iyengar and Sons Limited (TVSs) is the holding

company for the TVS Group of companies engaged in the
manufacturing of various automotive components, two wheelers and a
few other industrial products. They are also into the financial services
sector. The turnover of the entire group was close to $2 billion in 2003.

TVS was founded by T. V. Sundaram Iyengar in 1911, whose son,

Vishwa Chhoda Ganduwala, gave guest lectures in IIM, Lucknow.

It is the only automotive manufacturer in India to get the prestigious

Deming Prize. One of its subsidiaries Sundaram Clayton was the first
company in India to receive the Deming followed by Sundaram Brake
Linings also getting the Deming Prize. This prize is "given to
organizations or divisions of organizations that have achieved
distinctive performance improvement through the application of TQM
in a designated year."[2] Sundaram Clayton went on to be awarded the
Japan Quality Medal.
The TVS group of companies is mainly situated in Padi, Tamil Nadu, in
the outskirts of Chennai (formerly Madras).

The major products

Motorcycles
 TVS MAX 100
 TVS Fiero
 TVS Samurai
 TVS Shaolin
 TVS Shogun
 TVS Apache (150 cc,13.7 Ps @8500rpm)
 TVS Apache RTR 160
 TVS Apache RTR 160 EFI (Electronic Fuel Injection)
 TVS Apache RTR 180 (17.3ps)
 TVS Centra
 TVS Fiero
 TVS Fiero F2
 TVS Fiero FX
 TVS Flame

 TVS Flame (125 cc,ccvti technology)

 TVS Jive
 TVS MAX 100
 TVS MAX R 100
 TVS Star
 TVS Star City
 TVS Star Sport
 TVS Supra
 TVS Victor (110 cc)

Lohia Machinery Limited(LML)
Incorporated as Lohia Machines Private Limited in 1978, the company
was engaged in manufacture of synthetic yarn manufacturing machines
in technical collaboration with ARCT, France. In 1978, it became a
public limited company and diversified into processing synthetic yarn.

In 1984 a technical collaboration agreement was signed with Piaggio of

Italy and a scooter project was set up. In 1986, the LML NV was
launched. The relationship with Piaggio was redefined to that of a
partner in 1990, both partners having equal equity participation of
23.6% each. The LML Select was launched in 1993, with new age
technology and aesthetics, and became an instant success. LML's joint
venture with Piaggio ended in 1999. LML continued to manufacture the
Star, a classically styled steel-bodied scooter with twist-shift 4-speed
manual transmission and a 150cc two-stroke engine. Some of these were
distributed in the United States as the Stella and in the UK as AKII's
Aura LML & A.K. International (I&E) Ltd was appointed the sole
distributor for U.K. In 2008, Star deluxe was re-introduced to the U.K.
market by A.K. International (I&E) Ltd, with the Via Toscana as the
euro 3 compliant model.

Again in 1999, an agreement was signed with Daelim Motor Company

of South Korea to manufacture 4-stroke motorcycles. In 2000 the
company was recognized by the Indian Ministry of Science and
Technology for remarkable success in introducing new models/upgrades
of scooters in the market with more fuel-efficient engines, new electrical
systems, latest emission norms, upgraded technology, better styling etc.,
and that year entered the motorcycle market with upper end lifestyle
bikes in 100 cc, using 3-valve technology.

Freedom, LML's first deluxe commuter motorcycle in 110 cc, was

launched in 2002. The next year Spirit of Freedom (range expansion
through colours) was launched. In 2004 the company introduced the
LML Graptor, marking its entry into the 150 cc lifestyle segment. It was
the first indigenously designed bike from Ugoli, Italy. 2004 marked
LML's transition from a single product company to a multi-product two
wheeler company with three simultaneous launches: the LML Graptor
(150 cc), the LML Freedom Prima (110 cc) and LML Freedom Prima
(125 cc).
Owing to excesses and over-spending the company has been under
financial constraints ever since its foray into bi-wheeler
manufacturing,with dividend being declared only twice to its
shareholders in spite of contemporary bi-wheeler manufacturers like
TVS, Hero Honda AND Bajaj Auto not only growing multi folds but
also enhancing shareholder's worth. Even new entrants into the scooter
market like Honda Motorcycle & Scooter have achieved volumes of
50,000 units per month, which LML could never achieve with its full
range of scooters and motorcycles.

The bankruptcy has dealt a severe blow to SSI units in Kanpur,who

were engaged in feeding critical and propriety items to LML since early
80's, with many closing down or facing huge financial burden on
themselves. The workmen and staff of LML and vendor SSI Units, who
have been out of work since Feb 2006 are also finding it extremely
difficult to make both ends meet and to even feed their dependents.

New finance has been invested by Credit Suisse and other institutions
and the factory reopened in March 8, 2008 to manufacture geared Vespa
style scooters, primarily for export only.

As of October 2009, has its limited production of LML Vespa 150 NV

Four Stroke (also known as Stella Four Stroke) and has started sales in
Delhi and Ghaziabad (India). Also they are exporting the Stella 150 2
stroke (LML Vespa NV Spl) with compliance to the Euro Norms. They
also have plans to expand into the gearless 4 stroke market in India
probably with the long talked about LML Clipper 125 4 stroke (Vespa
ET4 clone), which was the last product from the Vespa/LML tieup.

Current motorcycle lines

• LML 'Via Toscana' 125 (2009 UK)(re badged STAR)

• LML STAR 125 DLX + 150 version UK & Europe
• LML STELLA 150 (North America)
• LML 'STAR' from LML Italia 2 stroke and SEP 09 onwards 4t
125,150 200cc geared scooters. geared 4t jota 2010
• LML BELLA DONNA 150 RV (Australasia)
• LML NV SPL export and some to domestic market 2008 onwards
• LML NV 4 Stroke (Delhi and Ghaziabad only) 2009 onwards
 • LML 'STAR' 4 stroke 125 & 150 export
• LML 'STAR' 4 stroke 200 under development

Some of the features that deserve attention in respect of the

Indian two wheeler segment are as mentioned:
 The total sale of two wheelers in India has touched a figure of
7.86 million units by March, 2007, up 11.42% from the previous
fiscal figures of 7.05 million. Production during the period
reached 8.63 million units.
 The production of two wheelers in India is expected to reach a
staggering 17.85 million units by 2011-12, more than double of
the current production level.
 The two-wheeler production capacity is to reach 22.31 million
units in 2011-12 compared with 10.78 million in 2006-07.
 India is likely to export 1.39 million two-wheelers in 2011-12
compared with 590,000 in 2006-07.
 Total investment for new capacity generation in two-wheeler
segment is likely to be more than $2.2 billion (INR10, 000 crore).
 Hero Honda, Bajaj Auto and TVS Motor remain the leading
players in terms of sales and popularity of their two wheelers.
GENERAL INTRODUCTION TO THE STUDY

Two-Wheeler industry is one of the largest industries in the automobile

sector of global market. Being the leader in product and process
technologies in the manufacturing sector, it has been recognized as one
of the drivers of economic growth. During the last few decades, well¬-
directed efforts have been made to provide a new look to the automobile
policy for
realizing the sector's full potential for the economy. The liberalization
policies have led to continuous increase in competition which has
ultimately resulted in modernization in line with the global standards as
well as in substantial cut in prices. Aggressive marketing by the
auto finance companies have also played a significant role in boosting
automobile demand, especially from the population in the middle
income group. Presently many international brands like Honda, Suzuki,
etc. are competing with Indian brands such as Bajaj, Enfield etc. to
capture Indian markets.
These aggressive marketing strategies have resulted in making the
consumer the major key for success in the industry. Each product
offering is now designed to meet and exceed the expectations of the
consumer. But understanding consumer behavior and knowing
consumers is never simple. And it is more difficult that to understand
what a consumer perceives about the product. Customers may say one
thing but do another. They may not be in touch with their deeper
motivations. They may respond to influences that change their minds at
the last moment.

THEORETICAL BACKGROUND OF STUDY

Market
The term market may be considered as a convenient meeting place
where buyers and sellers gather together for the exchange of goods and
services. Market means a group of people having unmet wants,
purchasing power to make their demand effective and the will to spend
their income to fulfill those wants. Today a market is equated with the
total demand.
The American marketing association defines a market, ‘as the aggregate
demand of potential buyers for a product or service’. Under keen
competition, a marketer wants to create or capture and retain the market
i.e. customer demand through an appropriate marketing mix offered to a
target market. The market offering i.e. supply must meet customer
demand, which are unmet needs and desires.

Marketing

Marketing is a comprehensive term and it includes all resources and set

of activities necessary to direct and facilitate the flow of goods and
services form the producer to the consumer through the process of
distribution. Businessmen regards marketing as a management function
to plan promote and deliver products to the clients or customers. Human
efforts, finance and management constitute the primary resources in
marketing. We have twin activities, which are most significant in
marketing:
1. Matching the product with demand i.e. customer needs and desires or
the target market.
2. The transfer of ownership and possession at every stage in the flow of
goods from the primary producer to the ultimate consumer. The
American marketing association defines marketing as the process of
planning and
executing the conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy individual and
organizational objectives.

Marketing Management

Marketing management represents an important functional area of

business management efforts for the flow of goods and services from
the producer to the consumers. It looks after the marketing system of the
enterprise. It has to plan and develop the product on the basis of known
customer demand.
Marketing management may be defined as, ‘a process of management of
marketing programs for accomplishing organizational goals and
objectives’.
Marketing management has to build up appropriate marketing plan or
marketing mix to fulfill the set goals of the business. It has to formulate
sound marketing policies and programs. It looks after their
implementation and control. It has to implement marketing strategies,
programs and campaigns. It must evaluate the effectiveness of each part
of marketing mix
and introduce necessary modifications to remove discrepancies in the
actual execution of plans, policies, strategies, procedures and programs.

Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its
marketing objectives in
the target market.
There are four elements or variables that make a marketing mix, they
are:
1. Decisions on product or service.
2. Decisions on promotion
3. Decisions on price
4. Decisions on distribution.
The four ingredients are closely interrelated. Under the systems
approach the decision in on area affects action in the other. Marketing
mix decisions constitute a large part of marketing management.
According to Philip Kotler the term marketing mix is, ‘the set of
controllable variables that the firm can use to influence the buyers
response’. In then simplest manner, the basic marketing mix is the
blending of four inputs or sub mixes, which form the core of the
marketing system.
Product mix decision refers to decisions on product variety, quality,
design, features, brand image, packaging, sizes, services, warranties and
returns.
Price mix decision refers to decisions on the product list price,
discounts, allowances, and payment period and credit terms available.
Place mix decision refers to decisions on the channels, coverage,
assortments, locations ,inventory and transport of the market offering.
Promotion mix decisions refer to decisions on the products advertising,
sales promotion, sales force, public relations and direct marketing.
Together they form the four P’s of marketing.

Marketing Planning

A marketing plan lies down in writing the marketing objectives,

programs and policies to be adopted to achieve the set marketing
objectives. Even before an integrated marketing plan is prepared the
company shall prepare functional plan for each component of marketing
mix. To have a sound marketing plan, every operation is to be examined
and the problems are to
be identified. The overall marketing plan should be linked to the
distribution channel of the company to have effective marketing
operations.
The marketing planning covers the preparation of functional plans,
integration of this plan and the preparation of master marketing plan to
serve the objective of the organization.
Marketing planning is bound to get a better hold of environmental
factor.

Marketing Research
Marketing research is the systematic gathering, recording and analyzing
of the data about problems connected to the marketing of goods and
services i.e. problems relating to product ,price, promotion and
distribution of the 4p’s of the marketing mix. Marketing research is
concerned with all those factors, which have a direct impact upon the
marketing of products and services. Marketing research has grown along
with the expanded role of marketing as the focus for the business
decision-making.

Need of marketing research

Marketing research is conducted for different purposes. They are:
1. To estimate the potential market for a new product.
2. To know the reactions of consumers to a product already existing in
the market.
3. To find out the general marketing condition and tendencies.
4. To know the types of consumer buying and their buying motives.
5. To know the reactions of failure of a product already in the market.
6. To assess the strength and weakness of competitors.

Consumer
A person who purchase or has the capacity to purchase the goods of
service often for sale by
the marketing firm in order to satisfy personal need and desires.
Perception
Perception is the sensing of stimuli external to the individual organism
the act or process of
comprehending the world in which the individual exists.
Perception has been defined by social psychologists as the “Complex
process” by which
people select organize and interpret sensory stimulation in to a
meaningful and coherent
Picture of the work.
Attitude
Social psychologist defined attitude as an emotionalized predisposition
to respond positively or negatively to an object. Predisposition can be
thought of as categories of meaning stored in the memory of a person
and are based on previous experience. Predisposing the person to
have in specific manner towards a certain objects in the environment.

Brand
A brand is a name, term, symbol, design or a combination of them
which is intended to identify the goods or services of one seller or group
of sellers and to differentiate them from those of competitors.

Consumer Behavior
The term consumer behavior can be defined, as, ‘the behavior that the
consumer display in searching for, purchasing, using and evaluating
products, services and ideas, which they expect, will satisfy their needs’.
The study of consumer behavior enables marketers to understand and
predict consumer behavior in the market place; it also promotes
understanding of the role that consumption plays in the lives of
individuals. Consumer behavior refers to all psychological social and
physical behavior of potential
consumers as they become aware of, evaluate, purchase and consume
and tell others about products and services. It is the pattern of response
of buyers to marketing offer of a firm. It refers to the process as how
consumers make their purchase decisions. It is concerned with
what, why, how much, when and from whom buyers make their
purchases of goods and services.

Model of consumer behavior

The starting point of understanding consumer behavior is the stimulus-

response model. Marketing and environmental stimuli enter the buyer’s
consciousness. The buyer’s characteristics and decision process lead to
certain purchase decisions. The marketer’s task is to understand what
happens in the buyer’s consciousness between the arrival of outside
stimuli and the buyers purchase decisions.

7O’s of Consumer Behavior

Occupants . Are the one who are the creator of the market than an
industry to its vertical growth through their marketing efforts and
creative marketing strategy by generating need in consumers mind.
Objects . Can be defined as goods or services offered to the market
which can be accepted in the market and sold.
Objectives . Why does the market buy, its creating and generating need
in customers mind by analyzing consumer behavior and influences or
the driving force to buy.
Organizations . Is the one which participates In the market to satisfy
consumers needs and wants by producing goods and services.
Operations . How does the market buy a particular goods and services
that consists marketing mix and strategies to serve the market.
Occasions . Is one of the important factor in influencing consumers
purchasing behavior as there are some products which are bought
occasionally.
Outlets . Where the consumer buys things from is one of the driving
force in consumer behavior as consumers will prefer to purchase goods
from places nearby and some special goods from special locations.

Major Factors Influencing Consumer Behavior

Consumers buying behavior is influenced by cultural, social, personal

and psychological factors.

Cultural Factors

Cultural factors exert the broadest and deepest influence on consumer

behavior. The roles played by the buyers culture, subculture and social
class are particularly important. Culture refers to that complex whole
which includes in it knowledge, beliefs, art or anything man acquires as
a member of society.

Subculture
Each culture consists of smaller subcultures that provide more specific
identification and socialization for their members. Sub cultures include
nationalities, religions, racial groups and geographic regions.

Social Class
Virtually all-human societies exhibit social stratification. Stratification
sometimes takes the form of a caste system where the members of
different castes are reared for certain roles and cannot change their caste
membership more frequently; stratification takes the form of social
class.

Social Factors
Reference Groups
A persons reference groups consists of all the groups that have a direct
or indirect
influence on the person’s attitudes or behavior.○ Family
The family is the most important consumer buying organization in the
society and it
constitutes the most influential primary reference group.
A persons reference groups consists of all the groups that
have a direct or indirect influence on the person’s
attitudes or behavior.

○ Family
The family is the most important consumer buying
organization in the society and it constitutes the most
influential primary reference group.

○ Roles and statuses

A person participates in many groups, family, clubs,

organizations etc. The person’s position in each group
can be defined in terms of role and status. A role consists
of the activities that a person is expected to perform.
Each role carries a status.
Personal Factors
○ Age and stage in the life cycle

People buy different goods and services over their lifetime. Taste in
clothes, furniture and recreation is all age related.
Consumption is shaped by the family life cycle. Marketers
often choose life-cycle groups as their target market.

○ Occupation and economic circumstances

Occupation also influences a person’s consumption

pattern. Product choice is greatly affected by economic
circumstances; spendable income, savings and assets,
debts, borrowing power and attitude toward spending
versus saving.

○ Lifestyle

People from the same subculture, social class, and

occupation may lead quite different lifestyles. A lifestyle
is the person’s pattern of living in the world expressed in
activities, interests and opinions. Lifestyle portrays the
world person interacting with his or her environment.

○ Personality and self concept

Each person has a distinct personality that influences

buying behavior. It is that
distinguishing psychological characteristics that lead to
relatively consistent and enduring responses to
environment. Related to personality is self-concept or self
image. Marketers try to develop brand images that
match target markets self image.
Psychological Factors

○ Motivation

A person has many needs at a given time. A need

becomes a motive when it is aroused to a sufficient level
of intensity. A motive is a need that is sufficiently
pressing to drive the person to act.

○ Perception

Perception is the process by which an individual selects,

organizes and interprets
information inputs to create a meaningful picture of the
world. How a, motivated person actually acts is
influenced by his or her perceptions of the situation.

○ Learning
When people act they learn. Learning involves changes in
an individual’s behavior arising from experience.
Learning theory teaches marketers that they can build up
demand for a product by associating it with strong drives,
using motivating cues and positive reinforcement.
○ Beliefs and attitudes
Through doing and learning, people acquire beliefs and
attitudes. These in turn influence buying behavior. A
belief is a descriptive thought that a person holds about
some thing .The beliefs make up product and brand
images and people act on these images .An attitude is a
person enduring favorable or unfavorable evaluations,
emotion feeling sand action tendencies toward some
object or idea Thus a company would be well advised to
fit product into existing attitudes rather than try and
change people’s attitudes.

Objective
1. To identify the various factor influencing the purchase decision of

consumer when buying a motorcycle and to determine the relative importance of

these factors.

2. To find out the most effective media influencing the purchase behavior of
motorcycle buyers.
3. To study the post purchase behavior of the owner of motorcycle.
4. To determine the popularity of various brands available in the market.
 RESEARCH METHODOLOGY

DESIGN STRATEGY:

TYPES : Two stages design (Exploratory till the questionnaire and

formal study after that )
PURPOSE : “Market survey on the decision making process purchase
the motorcycle among the resident of the Jalandhar city.”

TIME FRAME : ( only one week )

1. DATA SOURCES.
Two types of data were taken into consideration i.e., primary data and
secondary data. But major emphasis was given on gathering primary
data. The secondary data was used only to supplement the primary and
make things clear.

a) Primary Data: the collection of data for this source includes

• Questionnaire filled up by people.
• General discussion so made at the time of filling up of
questionnaire.
b) Secondary Data: It includes various sites on the internet.

2. SAMPLING PLAN
a) Sampling Unit: who is to be surveyed?
• The target population was people of Jalandhar city

• Based on convenience sampling.

b) Sampling Size:
The size of our sample was 200.

DATA INTERPRETATION AND ANALYSIS

Q.1 Name of the brands of motorcycle you own?

Hero Honda 28%
LML 6%
TVS 9%
Enfield 19%
Yamaha 15%
Bajaj 23%
Interpretation
The above table shows that Bajaj’s,Hero Honda,Enfield enjoy
the favoritism of the people.LML and Suzuki, Yamaha are the
low profile players in the minds of the people.

Q.2 You purchased a motorcycle because:-?

Your friends/colleagues had it 49%

For convenience 18%
Lack of local transport 16%
Any other reason 27%
 Interpretation

According to the table no.2 the survey depicts that the

consumer purchased the motorcycles mainly due to the
influence of the friends & colleagues as compared to the other
factors such as convenience lack of local transport etc .The
owner are mainly influenced by their friends.
Q.3. From where did you get awareness about the product?

Friends/Neighbors 25%
Family/Relatives 10%
Dealer 10%
Newspaper/ Magazine 25%
T.V/Radio 30%

Interpretation In the no.3 table, The buyer got awareness about the
product mainly from T.V, Radio. The 2nd most source of awareness were
the friends and magazine newspaper. Only 10% respondent got the
awareness from the dealer and only 5% of the respondent got awareness
from the family.
Q.4.From where did you buy the motorcycle?

Dealer 84%
Second Hand Market 16%

Interpretation

In the fourth table mainly the buyer bought the motor bikes
from the dealer. Only 16% at the respondent bought the
product from the second hand mkt.
Q.5 The purchase point was selected due to

Nearness/ Convenience 40%

Finance schemes available 10%
Image (Dealer/Successive Store 30%
Service Image 20%

Interpretation
This table tell us state the purchase point was selected due to
the nearness and convenience factor. The second most imp.
Factor was the image of the dealer and successive stores. The
service image and the finance schemes available.
Q.6 Rank the following media of promotion of motorcycle from your
point of view(from 1 to 4)?
Newspaper 44%
Magazine/hording 12%
T.V 33%
Radio 11%

Interpretation
This table us state the most of the respondent regarded the newspapers
the most effective media of promotion of the bikes, 44% of the
respondent are in the favors of newspapers. 33% of the respondent go
for magazine/hoardings at last 11% of the respondent had chosen radio
as an effective media.
Q.7 Rank the features you consider important while purchasing of
motorcycle?
Fuel economy 30%
Speed 10%
Pick-up 5%
Looks 15%
Credit facility 10%
Low maintenance cost 5%
After sales service 15%
Resale value 10%

Interpretation

The above table no.7 state that respondent ranks “fuel

economy” as the major factor while purchasing the bike. Pick-
up after, sales services has got the same rank according to the
respondent, whereas speed, credit facility and resale value has
got a fair rank.
Q.8 Is your motorcycle keeping up with your expectation?

Always 65%
Sometime 20%
Never 15%

Interpretation

In this question 65% of the respondent are satisfied with their

brand of motorcycles. 20% of the respondent is partially
satisfied
Where 15% of the respondent are not satisfied with their
product.
Q.9 Which claims provided by the company regarding your motorbike
have satisfied your requirements?
Fuel economy 15%
Speed 30%
Pickup 35%
Manintaince 10%
After sales service 10%

Interpretations
In this table state that the respondent were satisfied with the company’s
claim regarding the features like fuel economy pick-up maintenance
after sales service, and respondent are not satisfied with the company’s
claim regarding the speed features.
Q.10 What would you prefer for second time after discarding the first
one?

Same company again 35%

Switch another brand 20%
Don’t purchase 15%
Prefer a car 10%
Any other 20%

Interpretation

In this table 35 respondent says that same company,20% to

switch to this brand, 15% respondent says don’t purchase 10%
prefer to car next time 20% the purchase any other product.
 LIMITATIONS OF THE STUDY

1. The survey is conducted on a sample size of just 200 people.

2. The study is confined to jalandhar, may not be relevant to others

cities.

3. The paucity of time during which the study was carried out

limited the scope of the research in the terms of number or variety

of the respondents.

4. The effect of promotional schemes on purchase decision was not

taken into consideration.

 Findings
Summary of major findings
Consumer behavior is complex system having interaction of various
social ,economic and psychological factors. All these factors affect the
decision making process of the buyer.
The two wheeler industry today has been divided into various segments
and people comprising these segments and the attributes available in the
two wheeler. While doing so they go through different steps of decision
making process and various roles associated with this process.
The research methodology adopted in this study was exploratory in
nature and design of the study utilized convenience sampling.The
sample consisted of 200 respondent who were owners of motorcycles.
Data was collected on the basis of a non-structured non disguised
questionnaire. The questionnaire was personally administred. The inf.
Was analysed by using simple statistical tools such as percentage etc.
1)Impact of friends became a dominant factor .Bullet ,CBZ ,Pulsar were
purchased more for prestige than for any other reason.
2)According to respondent the three relatively important attributes
consider while purchasing motorcycle ,in order of important were:
a)Fuel economy
b)good looks
c)after sales services
3 )The three most useful media for providing inf. About motorcycles
were:
a)Newspapers
b)T.V
C)Magazines & Hoardings
4)The functioning of bikes was as per expectation of the respondent as
130% of the respondent were happy with the functioning of their
motorcycles & 30%were not happy.
5)Among the various brands Hero Honda’s (Splendor & Passion) and
Bajaj’s (Pulsar) are the most popular on
 SUGGESTION
As we were not able to have much suggestions from respondents but
can give some by doing this research work, earlier there were very few
people who were used to invest in share market because very less or
elite class people were having know how about that but now a days
people are aware in maximum number regarding this because of various
news channels, news papers, and many other sources. This thing had
made more inclination of people towards investments in share markets.
As during the research on this very topic we had found that (100%) all
of our respondents are having good knowledge regarding the share
market out of which 69.5% respondents already use to invest in share
market. Most of the people who suggested regarding this topic suggests
that we should invest in this kind of markets to earn profits and to
enhance economy also.
 Conclusion
In this survey most of the peoples are aware the share market. And we
found that maximum peoples are invested insurance and mutual fund.
And most people are aware but, they not invest in the share market.
Be’use they some causes are below.
1.High risk
2.Illiteracy
3.Recession
4.Political instability.
 BIBLIOGRAPHY
1. BOOKS:

1.Research methodology- methods and

techniques
-by CR Kothari, New Age International
Publishers.
2News Paper
1.The economic times
2.Hindustan times

2. WEB ADDRESS:
• www.Google.com
• www.ask.com
• www.yahoo.com
ANNEXURE
 QUESTIONNAIRE

QUESTIONNAIR
E

Please fill the following:- (your information will be used for

research purpose only and will be kept secret)
Name :
……………………………………………………………………………
……………………………….
Address :
……………………………………………………………………………
………………………………
Gender :………………………… Male Female
Occupation :……………………….
……………………………………………………………………………
………
Qualification :
……………………………………………………………………………
……. …………………………
Phone No. :………………………..
……………………………………………………….
…………………………
[Please (√) the form given in the answer, which are most suitable to you.
You can answer (√) more than an option in multiple of sequences.]
Q.1. Name of the brands of motorcycle you own?

Q.2. You purchased a motorcycle because:-?

a) Your friends/colleagues had it

b) For convenience.

c) Lack of local transport

d) Prestige

e) Any others reason…………..

Q.3. From where did you get awareness about the product?
a) Friends/ Neighbors

b) Family/Relatives

c) Dealer
 d) Newspapers/ Magazines

e) T.V/Radio

f) Others source

Q.4 From where did you buy the motorcycle.?

i) Dealer
(ii) Second hand market

Q.5 The purchase point was selected due to:-

a) Nearness/convenience

b )Finance scheme available

c )Image(dealer successive stores)

d )Service image

Q.6 Rank the following media of promotion of motorcycle from your

point of view(from 1 to 4)?
A. News papers

B. Magazine/hording

C. T.V
D. Radio

Q.7 Rank the features you consider important while purchasing of

motorcycle?

A Fuel economy ( )

B Pickup ( )

C Speed ( )

D Looks ( )

E Credit facility ( )

F Low maintaince cost ( )

G After sales services ( )

H Resale value ( )
Q.8 Is your motorcycle keeping up with your expectation?

A. Always

B Sometime

C Never
Q.9 Whether the claims provided by the company regarding your
motorbike is satisfied your requirements?
A Fuel economy
B speed
C pickup
D maintaince
E After sale service
Q.10 Would you prefer the same motorbike brand after discarding the
first one
a. Same company again b. Switch over to another brand
c. Can’t purchase d .Prefer to buy car
e .Any other…………

Q.12 Any suggestion.

Thanks for your precious time