A STUDY ON THE CUSTOMER SATISFACTION OF THE SHRIMOTORS, SUNDARAPURAM

AT COIMBATORE DISTRICT

CHAPTER 1

1.1 INTRODUCTION

Customers are the reason why reason why business exists. Without them a company can
neither survive nor thrive. In their absence, an organization does not have a business or purpose. The
main business of a company is to satisfy customer’s need and wants. Customer satisfaction is the key
to organizational success. Therefore, a marketer must have a thorough understanding customers and
their behaviour, a marketer can attempt to satisfy to satisfy customer’s needs and wants. Customer
satisfaction is a post purchase evaluation of a service offering. In today’s competitive business
environment success means keeping customers. Price war and margin will only do that favour up to a
certain point.

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectations. Customer satisfaction is
defined “the number of Customers or percentage of total Customers, whose reported experience with
a firm, its products, or its services (ratings) exceeded specified satisfaction goals”. In a survey of
nearly 200 senior marketing managers, 71% responded that they found a customer satisfaction metric
very useful in managing and monitoring their businesses. It is seen as a key performance indicator
within business and is often part of a Balanced Scorecard. In a competitive market place where
businesses complete for customers, Customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.

In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget model—even though its facilities and service
would be deemed superior in “absolute” terms. There is a substantial body of empirical literature
that establishes the benefits of customer satisfaction for firms.

Customer satisfaction survey is the process to monitor the satisfaction quotient of their people. In
customer satisfaction surveys therefore tracks the return on your investments in keeping your people

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 happy, high salaries, a quality culture, a healthy work environment. Last, but not the least customer
satisfaction survey helps in finding the critical areas, which need further improvement Customer
satisfaction plays an important role within your business. Not only is it the leading indicator to
measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is also a
key point of differentiation that helps you to attract new customer in competitive business
environments

This topic is based on consumer satisfaction on the services given by a particular organization
i.e. Shri Motors, with their availability of second hand two-wheeler vehicles.

Sri motors is located in Sundarapuram, Coimbatore. It is an organization with both buying and
selling two wheelers. Their motive is If a customer is provided with a decent quality second-
hand two wheeler with proper paperwork and fulfils all the customer’s requirements, he/she
ends up becoming satisfied customer, but the customer ends up being bothered, when the
dealer fails to do the job.

Customer satisfaction is defined as a measurement that determines how happy customers are
with a company’s products, services and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes
its products services.

1.2 NEED OF THE STUDY

A key premise in customer satisfaction is understanding the needs and meeting or exceeding
the expectations of customers. Furthermore, this is done while optimally using resources.
While most companies have developed strategies to improve quality and external customer
service, customer satisfaction is a much-neglected component of quality improvement.

To this end, it is important to emphasize that total customer satisfaction can work together
and assist each other to achieve the common objectives, when the customer isn’t satisfied,
Relationships with the external customer suffer.

So, it is suggested to adopt customer oriented approach to keep the customer satisfied and
motivated, who in turn will focus their attention and energy upon meeting the requirements
of their customers, there by maximizing the customer, thereby maximizing the customer
satisfaction.

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1.3 ABOUT THE STUDY

Customer satisfaction

a business term, is a measure of how products and services supplied by the company meet or surpass
customer expectation. It is seen as a key performance indicator within business and is part of the four of a
scorecard. In a competitive market place where business compete for customers, customer satisfaction seen
as a key differentiator and increasingly has become a key element of business strategy. There is a
substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

Measuring customer satisfaction

Organizational need to retain existing customer while targeting non-customer measuring customer
satisfaction provides an indication of how successful the organization is at providing products and or/
services to market place. Customer satisfaction is an abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product /service to product service.
The state of satisfaction depends on a number of both psychological and physical variable which correlate
with satisfaction behaviours such as return and recommend rate. The level of satisfaction can also vary
depending on other factor the customer ,such as other products against which the customer can compute
the organisation’s products.

To execute a successful client satisfaction survey, build one that your customers have the time and
inclination to respond to, and that delves into the types of information that will truly help enhance your
performance . by carefully constructing a brief, yet strong, survey, you can discover what your customers
believe your strengths and weakness are and what makes your customers loyal to your company.

Improving customer satisfaction

Published standards exists to help organisations develop their current level of customer satisfaction.
The international customer service institute(TICSI) has released the international customer service standard
(TICSS).TICSS enables organisations to focus their attention on delivering excellence in the management
of customer service, while at the same time providing recognition of success through a 3rd party registration
scheme. TICSS focuses an organisation’s attention on delivery increased customer satisfaction by helping
the organisation through a Service Quality Model.

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TICSS Service Quality Model uses the 5 p’s policy ,process, premises, product/services , services , as well
as performance measurement. The implementation of a customer service standard should lead to higher
levels of customer satisfaction, which in turn influences customer retention and customer loyalty.

Customer Satisfaction -a Critical component of profitability

Expectational customer service results in greater customer retention, which in turn results in higher
profitability,. Customer loyalty is a major contributor to sustainable profit growth to achieve success, you
must make superior service second nature of your organization. A seamless integration of all components
in the service -profit chain- employee satisfaction, value creation, customer satisfaction ,customer loyalty,
profit and growt- links all the critical dynamics of top customer service.

Customers for life

By: Brain Tracy
The purpose of a business is to create and keep a customer. If a business successfully creates and keeps
customers in a cost- effective way, it will make a profit while continuing to survive and thrive,. If, for any
reason, a business fails to attract or sustain a sufficient number of customer, it will experience losses. Too
many losses will lead to the demise of the enterprise

According to Dun and Bradstreet, the single, most important reason for the failure of businesses in
America is lack of sales .And, of course ,this refers to resales as well as initial sales.so your company’s job
to create and keep a customer, and your job is exactly the same .Remember, no matter what your official
title is ,you are a salesperson for yourself and your company.

Satisfaction is person’s feeling of pleasure or disappointment resulting from comparing a product’s

perceived performance (or outcome ) in relation to his or her expectations. Whether the buyer is satisfied
after purchase depends on the offer’s performance in relation to the buyers expectations. If the performance
falls short of the expectation, the customer is dissatisfied. If the performance matches the expectations, the
customer is satisfied . If the performance exceeds the expectation the customer is highly satisfied or
delighted. A company would be wise to measure customer satisfaction because one key customer
retention is customer satisfaction A highly satisfied customer generally stays loyal longer ,boys more as the
company introduce new products and upgrade existing products, talks favourably about the company and
its products pays less attention to competing brands and is less sensitive to price offers products or service
ideas to the company ,and costs less to serve than new customers because transaction are routine . it could
mean early delivery, on time delivery ,order completeness, and so on.
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Customer Expectations

Customer is defined as anyone who receives that which is produced by the individual or organization that
has value. Customer expectation are continuously increasing. Brand loyalty is a thing of the past. Customer
seek out products and producers that are best able to satisfy their requirements. A product does not need to
be rated highest by customer on al dimensions, only on those they think are important.

1.4 OBJECTIVE OF STUDY

Primary objective

To study on customer satisfaction and marketing functions of Shri Motors Sundarapuram at

Coimbatore District.

Secondary objective

 To find out factors that delight customers.

 To find out customer’s expectation from Shri Motors
 To find out the problems faced by customer
 To know customers opinion about Shri Motors.

1.5 SCOPE OF STUDY

This study is conducted to evaluate the customer satisfaction and marketing functions ofShri
Motors. It is very clear that customers belong at the heart of every business because without them there is
no business. Without their money there is no exchange. Therefore, for any company a customer is the
starting point that influences very move. Marketing is based on this logic. Customers are satisfied when
offered what are needs. In practice they are not very easy to please. The study has wide scope because
successful business planning requires information about potential market

1.6 SIGNIFICANCE OF STUDY

With intending to customers and ensuring that they have a positive the organization, the collection,
analysis and dissemination of these data send a message about the message about the importance of tending
to customers and ensuring that they have a positive experience with the company's goods and services.
Although sales and market share can indicate how well a firm is performing currently, satisfaction is
perhaps the best indicator of how likely it is that the firm's customers will make further purchases in the
future. Much research has focused on the relationship between customer satisfaction and retention. Studies
indicate that the ramifications of satisfaction are most strongly realized at the extremes.

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1.7 LIMITATIONS OF THE STUDY

1. Sample size of 50 was taken for the study. The result is generalized on the basis of the sample select.

2. It lacks reliability and accuracy because the customers are not ready to disclose the actual problem faced
by them.

3. Data collected through questionnaire. So, personal bias is involved in the study.

4. Time factor is the major limitation of the study

5. The result may be varying according to individuals as well as time.

1.7 RESEARCH METHODOLOGY

It is a systematic approach to solve research problem. A good research work requires a class
scientific methodology because only through the application of correct methodology and appropriate tool
of data collection, a well-founded conclusion can be drawn on the phenomenon under consideration.

RESEARCH DESIGN:

Research design is an arrangement of condition for collections, analysis of data in a manner that
aims to combine relevance to the research purpose with economy in procedure fundamental to success of
any research project is sound research design. Research design is descriptive in nature. Research design is a
search for knowledge to identify the situation as it is.

SAMPLE SIZE

The sample size of this study is 50 customers.

TOOLS USED FOR DATA COLLECTION

• Questionnaire

• Interview

SOURCES OF DATA COLEECTION:

The task of data collection begins after research problem have been defined and research design
checked out. The research can obtain data from

• Primary data

• Secondary data

Primary Data

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 It refers to first-hand information collected by researcher specific to research problem.

• Questionnaires

• Personal Interview

Secondary Data

It is the information that already exists for another purpose. This refers to all those data which are
collected for some earlier research work.

• Books

• Newspapers

• Website

SAMPLING METHOD

Convenience sampling method is adapted for this study.

TOOLS FOR DATA ANALYSIS

The tools used for data analysis are:

• Charts

• Pie diagrams

• Percentage analysis table graph.

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 CHAPTER 2

REVIEW OF LITERATURE

2.1.1 INTRODUCTION

The following are composed of several dimensions covering almost all important
elements that have been dealt with many other research works. Review of this literature
also brings to light other research findings and suggestions on similar customer
satisfaction practices. The purpose of this literature review is to verify whether the
selected model is applicable in this study. Since the research analyses the impact of
important contextual factors on these practice, several research findings associated with
some contextual factors are also discussed in this review.

The purpose of this review is to provide a background and justification for the research undertaken.
A Number of relevant articles, books, research papers, doctoral theses have been referred for this
purpose. This review has helped the research to gain an insight into the past, present and future
status of the auto industry in general and auto component industry in particular.

2.1.2 CUSTOMER – DEFINITIONS

1. Westbrook (1980) Research on consumer satisfaction with products has typically ignored
influences other than the confirmation of expectations relative to product outcomes. This paper
examines the impact of broader, intrapersonal affective variables on satisfaction, and presents
empirical results on the relative effects of both types of influence. the findings support
theproposition that product satisfaction is partly a function of broader affective influenceswithin
the consumer, in addition to purchase-specific cognitive factors, such as the extent towhich product
outcomes meet or exceed expectations.

2. Woodruff et. al (1983) The authors propose to modify the basic confirmation/disconfirmation
paradigm in two ways. First, expectations are replaced with experience-based norms as the
standard for comparison of a brand's performance Second, a zone of indifference is postulated as
am editor between confirmation/disconfirmation ad satisfaction. Implication for future research
also presented.

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3. Bearden and Teel (1983) Data obtained from 375 members of a consumer panel in a two-phase
study of consumer experiences with automobile repairs and services were used to examine the
antecedents and consequences of consumer satisfaction. The results support previous findings that
expectations and disconfirmation are plausible determinants of satisfaction, and suggest that
complaint activity may be included in satisfaction/ dissatisfaction research as suggested by earlier
descriptions of consumer complaining behaviour.

4. Ram and Shile Jung (1990) This paper reports on an empirical investigation of the effect of
product usage on consumers satisfaction in the context of consumer durables. It conceptualizes
three dimensions of usage - usage frequency, usage function and usage situation- and examines the
impact of these usage dimensions on satisfaction. Results of a field survey using five consumer
durables suggest that the usage dimensions influence satisfaction through corresponding
dimensions of usage disconfirmation, independent of the effect of performance disconfirmation
satisfaction. The specific dimensions of usage disconfirmation which influence satisfaction vary by
product.

5. Yi (1993) This study has investigated the moderating role of ambiguity in the process of consumer
satisfaction formation. It is found that product ambiguity moderates the way that expectation,
performance, and disconfirmation determine consumer satisfaction. When the product is
ambiguous, consumer expectations have direct effects on consumer satisfaction as well as indirect
effects through disconfirmation. On the other hand, when the product is unambiguous or easy to
evaluate, product performance has direct effects on consumer satisfaction as well as indirect effects
via disconfirmation. The theoretical and practical implications of these findings are discussed as
well.

6. Anderson et. Al (1994) The study is about customer satisfaction, market share and profitability.
Its main objective is to investigate how expectations, quality, and price affect customer satisfaction
and why customer satisfaction, in turn, affects profitability. The authors used a system of equations
to test out multiple hypothesis. The findings showed a preliminary indication of trade-offs between
customer satisfaction and market share goals. They found out that customer satisfaction might fall
as market share increases.

7. Gundersen, Heide and Olsson, (1996) Customer satisfaction is typically outline as a old used
estimate judgment concerning a specific product or service). It is the answer of an estimate process

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 that against pre purchase requirements with perceptions of performance during and after the
consuming know-how.

8. Gupta and Stewart (1996) Consumers use multiple strands to evaluate their satisfaction with
a product and to establish post purchase behavioural intention. However, prior empirical research
has focused on which individual standard best predicts satisfaction. In contrast, this article
develops and tests a model of consumer satisfaction and post purchase behaviouralintentionin
which consumers simultaneously use multiple standards perceptions of performance, brand
expectations, and category expectations. The results of an experiment for a simulate ad service
encounter provide support for the proposition that consumers use multiple standards and that these
standards have differential effects on such post purchase outcomes as satisfaction, repurchase
intention, an d willingness to recommend. Brand expectations are shown to be better predictors of
affective outcomes (such as satisfaction), while category expectations are shown to be better
predictors of behavioural outcomes (repurchase and recommendation). Consistent with prior
research, perceived performances shown to have a strong effect on both satisfaction and
behavioural intention.

9. Willard Home (2000) presents two broadly classified customer satisfaction models viz. Macro-
models, which place the customer satisfaction among a set of related constructs in marketing
research and Micro-models, which theorize the elements of customer satisfaction. The paper also
gives various models of customer satisfaction from the perspective of the marketing research
discipline. The concepts viz. value, quality, complaining behaviour, and loyalty are labelled as
'macro-models' The marketing research literature presented in this study extensively covers the
elements that make up the concept of customer satisfaction viz. disconfirmation of expectations,
equity, attribution, affect, and regret. These attributes are grouped under 'micromodels.

10. Rajmani Singh and AS Yasso (2001) He also pointed out that a major part of growth in the two-
wheeler industry has come from motor cycles, which are considered fuel efficient, reliable and its
suitability on rough roads. As per his study, TVS-Suzuki, Hero: Honda, Bajaj dominates the two-
wheeler scene. The study also says that due to stiff competition from automobile major Bajaj
which is a largest producer of scooters the LML is facing considerably stiff competition. However,
dominance of this category has been declining because of shift in customer preference towards
motor bikes.

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11. Anderson et. al (2001) The objective of this paper was to investigate whether there is concrete
relation between customer satisfaction and productivity and what are the conditions under which
there are trade-offs between customer satisfaction and productivity. Also, to investigate the extent
to which such trade-offs are present, if present at all. It was found trade-offs exist where increasing
productivity might lead to lower levels of satisfaction however the correlation was much higher for
services than for products.

12. Miguel Ignacio Gomez et al (2003) conducted a study to measure the links between store attribute
perceptions and customer satisfaction, and between customer satisfaction and sales performance in
food and retail sector. The study includes the measurement of complexities of the satisfaction-sales
performance links based on empirical model of first differences. The study expounds that customer
satisfaction is vital to the creation of a successful business strategy.

13. Mr. Subhadip Roy (2006) SR Mohnot (2002) In his study of two and three wheelers he out from
the standpoint of means of personal transportation. The two-wheeler has become an expression of
the owners' personality. The (customer in making his choice does evaluate the product in terms of
utility, fuel economy, reliability, maintenance, affordability, performance, good after-sales service
at reasonable cost, availability of A Study of Customer spare parts at economical prices, looks,
safety and comfort and ease of riding for driving. Total sales of two- 'wheeler in first eight months
of 200 1-02 had increased to 2.70 million units from 1.33 million units in the corresponding period
of the preceding year.

14. Gountas and Gountas (2006) This paper explores how personality orientations and emotions
influence consumer's service perceptions in the airline industry. Research area in consumer
behaviour is limited to understanding of consumer's emotional experiences during their
interactions with service providers. Little research investigates the relationships between
personality differences, emotional states, and individual consumer behaviour. It investigates the
effects of personality differences and emotional contagion of sales personnel in a service setting
and suggests that both need consideration because they influence service
performanceoutcomes.This study examines the relationships between tourism consumers'
emotions, personality orientations and service satisfaction. The research findings suggest a direct
relationship between the consumers' personality orientation, emotional characteristics and self-
reported satisfaction of the service experience.

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15. M Abdul Haneef, M Edwin Gnanadhas, Mr. BA Abdul Karim, Mr. Vikas Singhal (2006): In
his study of automobile Industry sector, he has mentioned that the two-wheeler segment has
recorded significant change in the past 4-5 years. The market for motorcycles is growing and its
sale rose by 27 percent annually during the last four years. He pointed out that while the market for
motorcycles is growing that for mopeds and geared scooters is shrinking. This change in the taste
of the consumers is possibly due to the technological change. Also, most of the manufacturers like
Hero Honda, Bajaj and TVS had reduced the prices of their entry level motorcycles in order to
capture a bigger share of the market.

16. Wenjing Shang and Neal H. Hooker (2006) in their working paper use survey data to determine
consumer preferences among a set of four alternative rood labels which report such plant level
performance scores. The authors study the product label reports of food producers' hygiene
performance and explore consumer preferences for the 'right' amount of information and how to
present this information. The authors carried out the study to verify the following hypotheses: I) In
terms of presentation format, consumers prefer number system than other visual or verbal systems,
2) Among the three different levels of informant iOI1 volume sets, consumers don't always prefer
the largest volume set, and 3) No matter what their preferences are, consumers are consistent with
their information volume preferences. The survey was carried out through mail

17. Working paper presented by Rooma (2007) enlightens that customer satisfaction evaluation is
vital for all service firms for better performance in the present world of 9 competition. The paper
analyses whether SERVQUAL dimensions would be applicable to hotel industry and put forward
some additional dimensions pertinent to hotel sector. The tourists visiting the tourist villages at
different parts of the island were taken as sample for their study through open-ended questions on
their expectations of service quality available at their hotels. The findings show that the most
important attribute represented in the SERVQUAL instrument was the core service. Other
attributes identified were: hotel room decor and cleanliness; Internet access in hotels; quality of
food and recreational facilities; and modern technologies, particularly in communication facility.
The study suggests that "Ways of achieving quality service could include the. Administration of
hotel customers satisfaction surveys using the service quality dimensions involved; the
improvement of the level of service performance where needed by filling the gaps and the
management of expectations regarding quality of service".

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18. Waligóra (2007) A new method of customer satisfaction and loyalty measurement was developed
for the purpose of the study; the method is called Brand Satisfaction Model. The study also aimed
to apply the theoretical model into the practical research. The research revealed that there are
significant differences in how satisfaction and loyalty of customers are created; it also outlined
different factors that should be taken into account when implementing loyalty improvement
programs.

19. Nusair et al (2010) in their study investigated the effects of price discount frames and price
discount levels on consumer perceptions about the quality of the service product, the value of the
discount, their purchase intentions etc. The research study included restaurants, hotels, mailing
service, and retail services. The study showed that price discount frames and discount levels do
affect consumers' perceptions on the value of the discount-and the quality of the service.

20. Dillard and Bates (2010) The study was undertaken in order to understand whether dissatisfied
customers or intending defectors could be regained as a result of efforts of consumer satisfaction
andcrisis management undertaken by the management and whether the timing of suchmeasures
was an important factor in the outcome. Findings indicated that such defector could be regained
with a 50% success rate, provided adequate solutions were provided to the problems faced by
them.

21. Uppal M. Dholakia (2010) The study is about Understanding the Effects of Post-Service
Experience Surveys on Delay and Acceleration of Customer Purchasing Behaviour. The objective
was to understand the effects of post-service experience surveys on delay and acceleration of
customer purchasing behaviour. The authors used data from a large US automotive maintenance
service firm to test out various hypothesis. The sample took data from 5225 residents. The results
indicated that the short- and longer-term influences of firm-sponsored post-service experience
survey participation vary depending on the form of customer behaviour examined. As a result, the
effects of survey participation may be of, either consistent or contrasting valence, therebyyielding
either favourable or unfavourable results to the firm. A laboratory experiment revealed that survey
participation leads customers to make inferences of service completeness and enhances their recall
of the specific service elements performed during the preventive maintenance visit.

22. Dr. Sharma et. Al (2011) The objective of this paper was to find the satisfaction amongst the
customers, Market performance and Market position of TATA Motors. Primary Data and
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 secondary data were used to formulate a regression coefficient to interpret the data. Tata Motor is
one of the best cars manufacturing company in India, customers are satisfied because of affordable
price, but the maintenance is a problem and resale value is very low. These are the two main
reasons and other reasons are customer care does not respond to customers complaints, so the
customers are dissatisfied. TATA Motors have to improve its customer care and decrease the price
of their spare part and make available in all part of the country.

23. Kaur and Soch (2012) The present study addresses both the conceptual and measurement issues
related to customer loyalty amongst the cell phone users. Building on existing literature, the
antecedents of customer loyalty are reassessed in a service setting namely, customer satisfaction,
trust, commitment, corporate image, and switching costs. This paper reports the development and
validation of scales for measuring customer loyalty and its decedents. The scale development and
validation process were divided into three phases. Phase 1 consisted of the item generation process,
assessment of content validity, and initial purification of measures. Item analysis and exploratory
factor analysis were used on data collected from 250 postgraduate business students of a major
university in India for initial purification of the instrument. In Phase 2, additional data were
collected from 855 cell phone users in northern India to assess the latent factor structure through
confirmatory factor analysis. In Phase 3, the discriminant validity and convergent validity of the
measures were established.

24. Jayasankaraprasad (2012) The purpose of this paper is to explore the antecedents of customer
satisfaction and examine the consequences of customer satisfaction on customer behavioural
outcomes. Shopper intercept survey technique was applied to collect the data from 580 actual
shoppers from 35 supermarkets in twin cities of Hyderabad and Secunderabad in Andhra Pradesh.
Results indicate that value for money, value for time, service quality, store reputation, and
situational factors are the significant predictors (antecedents) of customer satisfaction in a typical
food and grocery retail setting. Furthermore, results find that customer satisfaction significantly
affects the store loyalty (behavioural and attitudinal), repurchase intention, positive word-of-
mouth, price insensitivity, and complaint behaviour.

25. Javed et. Al (2015) The study is about customer satisfaction and service quality in four-wheeler
automobile industry. It deals with the review on customer satisfaction and its effect on automobile
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 industry. Throughout the study, different variables have been studied such as Customer
satisfaction, Service quality and Perceived service. The authors have used service quality model in
order to indicate that the customer satisfaction is most important part of any industry. Therefore, it
is the main responsibility of service industries to improve customer satisfaction and quality of
service which is beneficial to enhance the no. of new customers.

26. Vavra, T.G. (1997): Satisfaction has been generally defined as “A satisfaction post-purchase
involvement with a product or services given existing buying expectations.

27. Terry Grapentine (2019): Satisfaction is an ambiguous concept; the marketing literature does
not offer a uniform definition of the satisfaction concept; satisfaction can be emotion, satisfaction
can be cognition; and how to approach the satisfaction concept in applied research.

28. Zoe Dowling (2020): Customer experience matters. People are inundated with choices for every
product and services that they use and they are making decisions differently than in years gone
by. Today, customer experience (CX) is a deciding factor. Expectations are high and CX
effectiveness easily makes or breaks the purchase decision

29. Peter Gurney (2014): Once a slow and expensive process, collecting feedback from customers is
now quick, simple and relatively cheap with the widespread availability of online survey tools
and reporting systems. Companies collect ratings and feedback at every point of contact, phone
calls, e-mails, web visits and point-of-sale purchase. This information is a valuable and necessary
component of any voice of the customer (voc) program.

30. Bardia Alimohamad; Nasrin Khorshidi (1980): In beginning of 1980‟s, a majority of business
sectors were suffering from high operating costs and inefficiencies which were a big loss to these
sectors. These inefficiencies and lack of effectiveness were consequently producing high levels of
customer dissatisfactions as well.

31. Elinor Johnson(1984): This study is based upon the premise that creating value is the basis for all

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 the businesses. The research problem and ultimate purpose of the study is to determine how
customer perceived value can be improved at the Liberty Program, Naples Italy.

32. Schiffman and kanuk (2004): “The Individual opinion of performance of the product and service
in respect expectations”

33. A. Inayaththulla (2018) in his article" A Study on Customer Satisfaction" stated that Automobile
sector is one of the evergreen parts in everyone life. India is one of the biggest manufacturer and
producer of two wheelers in the world. It stands next only to Japan and China in terms of the
number of two -wheelers produced and domestic sales respectively. Customer satisfaction is the
degree of satisfaction provided the goods or services of a company as measured by the number of
repeat customer. The main objectives are to find out the customer satisfaction and loyalty towards
Yamaha bikes. The universe of the population includes the respondents who are the customer of
Yamaha bike. After Yamaha bikes, from the research it is concluded that the demographic
variable such as age group, gender and occupation are having less impact on the factors of
customers satisfaction

34. Malviya (2017) in his article" A study on brand preference to HONDA two wheelers among
Youths " stated that Brand preference is the measure of brand loyalty in which a consumer will
choose a particular brand in presence of competing brands, but will accept the substitutes if that
brand is not available. Brand preference is the selective demand for a company's brand rather than
a product; the degree to which consumer prefer one brand over the another. Brand loyalty refers to
the extent of the faithfulness of consumer to a particular brand, expressed through their repeated
purchases, irrespective of the marketing pressure generated by the competing brands. Pricing,
promotional deals and product availability have tremendous impact on the position of brand in the
consumer's preference set.

35. Prof. Mohd. Akbar Ali Khan (2018) in his article" Two-Wheeler Consumers’ Behavior Towards
Customer Satisfaction " stated that The Indian two-wheeler industry attracted worldwide attention
after the major reforms (LPG) in 1991 and after, even though it had its beginnings in the late
fifties when Enfield set up its plant to make ‘bullet’ motorcycles. A number of foreign players
entered the market and prominent among them were Suzuki, Honda, Yamaha and Kawasaki in
Joint Venture route, later on some break-ups also observed. The Auto market changed
dramatically in terms of technology also viz., four-stroke motorcycles, fuel injection motors,
looks, benefitted features, power, mileage (fuel economy), environmental compliance,
performance, comfort, alternative fuel, and electric two-wheelers.

36. Dr. K. Mallikarjuna Reddy (2017) in his article" Consumers Behavior Towards Two Wheeler

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Motor Bikes stated that “ The marketing concept is consumer oriented and the emphasis is more
on the consumer rather than on the product. The essence of modern marketing lies in building of
profit along with creating meaningful value satisfaction for the costumers, whose needs and
desires have to be coordinated with the set of products and production programmers. Therefore,
marketing success an enterprise depends as its ability to create a community of satisfied
consumers. All the business activities should be carried out in ways which are directed towards the
satisfaction of the consumer needs.

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37. Dheeraj R (2016) in his article" A Study on Consumer Satisfaction Among Yamaha
Two Wheeler Users" stated that The essence of organization is the customer and not the
product shall be in the heart of the entire business system. Customer satisfaction plays a
crucial and critical role as it deals with customers and their needs. This research analyses
the satisfaction level of customers towards Yamaha vehicle. Yamaha two wheelers are
well known for their designs and performance. Youth is the target for Yamaha. And this
research have found the satisfaction level of customers in various categories like
different age group, gender, income levels, and factors influencing them to buy Yamaha
vehicle and most of its users are highly satisfied thus retaining customer loyalty.

38. K. P Najeemudeen (2016) in his article" Information Sources for Two-wheeler

Purchase: An Analytical Study with Special Focus on Malappuram District of Kerala "
stated which the marketers tamed the minds of the customers to their favor using colour
full television commercials with breathtaking visuals, pulsating punch lines and celebrity
endorsement. Modern day customers are very shrewd and highly rational. Technological
advancements have opened a wide variety of sources to them from which they can
access information on any product to their fingertips within Nano seconds. They cannot
be deceived any more with the graphical sorcery in the television commercials and the
glittering promotional materials, offers or any such things. Buying process starts when
the buyer recognizes a problem or need.

39. Nutan Sharma (2016) in his article" Customer Perception Towards Major Brands Of
Two Wheelers In Jaipur City And Its Impact On Buying Decision" stated In an era of
increasing global competition, “ Customer Perception” remains a research topic of
strong interest. By keeping in view that future disposable income of average household
people will increase, so in future their demand and need both increases. To meet their
expectations it become a prime importance to study various factors influencing their
perceptions and hence impact on purchase decision. In other words we can say that
motorcycle is a common man vehicle. Keeping in consideration that people have a
criteria of preference in the minds before they go to purchase a motorbike.

40. Basavaraj H. Huggi (2016) in his article " A Study on Customer Satisfaction Towards
After- Sales Service”, stated that that two wheeler customers are very much concerned
about the performance and quality of the bikes or scooters they intend to purchase than
any other attributes. Instead of getting lured by the advertisements, they have started
collecting information from all the available sources, with the help of which they make
the most logical and rational purchase decision. They consider the feedbacks obtained

18
from existing two-wheeler users, word of mouth review from their dear and near, ideas
shared in social media and the expert opinion from the two-wheeler mechanics as the
most accurate, unbiased and accurate sources of information for making the right choice
of their two-wheeler.

19
 CHAPTER 3

INDUSTRY PROFILE AND COMPANY PROFILE

3.1 INDUSTRY PROFILE

In olden days people were moving from one place to another using bicycle it took much
time to reach the original place. People solve this problem by developing two-wheelers. Two-
wheelers are used for easy movement, two-wheeler had low movement of sale earlier but now it is
widely used by low- and high-class people equally. Nowadays two-wheelers are a part of our life. A
wide variety of two-wheelers are available such as Bajaj, Hero, Yamaha, TVS etc.

India is the second largest producer and manufacturer of two-wheelers in the world. It stands next
only to Japan and China in terms of the number of two-wheelers produced and domestic sales
respectively. Indian two-wheeler industry has got spectacular growth in the last few years. Indian
two wheeler industry had a small beginning in the early 50‟s. The Automobile products of India
(API) started manufacturing scooters in the country. Bikes are a major segment of Indian two-
wheeler industry, the other two being scooters and mopeds. Indian companies are among the largest
two-wheeler manufactures in the world. In the initial stages, the scooter segment was dominated by
API; it was later overtaken by Bajaj Auto. Although various government and private enterprises
entered the fray for scooters, the only new player that has lasted till today is LML. The motorcycle
segment was initially dominated by Enfield 350cc bikes and Escorts 175cc bike.

The two-wheeler market was opened to foreign competition in the mid-80s. And the then
market leaders – Escorts and Enfield – were caught unaware by the onslaught of the 100cc bikes
of the four Indo-Japanese joint ventures. With the availability of fuel efficient low power bikes,
demand swelled, resulting in Hero Honda – then the only producer of four stroke bikes (100cc
category), gaining a top slot. The first Japanese motorcycles were introduced in the early eighties.
TVS Suzuki and Hero Honda brought in the first two-stroke engine motorcycles respectively.
These two players initially started with assembly of CKD kits, and later on progressed to
indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in by
Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last five years.

20
Two-wheeler sector

Most of the Motor cycles, 58% are in the developing countries of Asia Southern and Eastern Asia
and the Asia Pacific countries, excluding Japan, in 2006 China had 54 million motor cycles in use and an
annual production of 22 million units. As in 2002, India with an estimated 37 million motor cycles was
home to the largest number of motorized two wheelers in the world.

Bajaj Product

Today Bajaj two wheelers are one of the most popular products in our country. Now more than 45%
of people are using Bajaj products. In our present market the numbers of Bajaj products are available. Bajaj
Company adopts the pricing policy very feasible. It can provide good opportunity to low class people to
purchase the products. It produces both high value product and low value products. Today more
popularized Bajaj product is Pulsar. This model is widely accepted by the people.

Storage of Bajaj Product

Bajaj Motors are stored its own go down, Sundarapuram at Coimbatore. It is maintained within the
factory premises. So as to increase efficiency in the management of commodity, movement and timely
availability of the product. Storage simply storing the sufficient number of two-wheelers to sale when there
is demand.

Steps of Shri Motors for purchase finished good are:

• Determination of purchase budget.

• Receiving purchase requisition

• Inviting vendors and selecting suppliers

There are the various steps used for purchasing of basic products.

Manpower of Shri Motors

Manpower is also known as work force, that is the process of by which an organization determines
human resource needs and to develop implemented plans. Right person should be appointed at right place
at right time for the efficient working of the organization. At present, there are 20 employees in the Shri
Motors out of 900/0 are permanent employees.

3.2 PRODUCT PROFILE

21
 Bajaj produced have some loyal prescription about number of year ago. Even though it was prepared
for personal use, its quality and effectiveness made it popular. Today, this quality two-wheeler is being
used by people from all over the India. High level of mechanization and the efficient loyal workforce are
giving necessary trust to the product to meet increasing demand from all parts of globe. At present,
mechanization process is almost complete and it is being supported by a work force of efficient employees.
This full production process is being managed by well qualified and experienced personal and for quality
assurance it has set up a well-equipped R&N division seen by qualified personal.

Classification of Bajaj two-wheeler

Baja Motor Company Limited produces a number of various variety products. Some of these discussed
below.

Name CC Rate Kilometre

Pulsar 180 100081 40
Discover 150 64210 60
Platina 100 50379 75
Avenger 220 156910 40

3.3 Evaluation of Two wheeler in India

since 1955. It consists of three segments viz. scooters, motorcycles and mopeds that has
undergone significant change due to shift in policy environment. Two-wheeler segment is one the most
important components of the automobile sector The two-wheeler industry has been in existence in the
country . According to the figures published by SIAM, the share of two-wheelers in automobile sector in
terms of units sold was about 80 per cent during 2003-04

This high figure itself is suggestive of the importance of the sector. In the initial years, entry of firms,
capacity expansion, choice of products including capacity mix and technology, all critical areas of
functioning of an industry, were effectively controlled by the State machinery. The lapses in the system
had invited fresh policy options that came into being in late sixties. Amongst these policies, monopolies
and Restrictive Trade Practices (MRTP) and foreign Exchange Regulation Act (FERA) were aimed at
regulating monopoly and foreign investment respectively. This controlling mechanism over the industry
resulted in:-
Several firms operating below minimum scale of efficiency; (B)Underutilization of capacity; and (C)
usage of outdated technology. Recognition of the damaging effects of licensing and fettering policies led to
initiation of reforms, which ultimately took a more prominent shape with the introduction of the New
Economic Policy (NEP) in 1985.However, the major set of reforms was launched in the year 1991 in

22
response to the major macroeconomics crisis faced by the economy. The industrial policies shifted from a
regime of regulation and tight control to a more liberalized and competitive era. Two major results of
policy changes during these years in two-wheeler industry were that the, weaker player died out giving way
to the new entrants and superior products and a sizable increase in number of brands entered the market
that compelled the firms to compete on the basis of product attributes. Finally, the two wheeler industry in
the country has been able to witness a

proliferation of brands with introduction of new technology as well as increase in number of players.

3.3 COMPANY PROFILE

Shri. Motors are the authorized representative dealer for BAJAJ two wheelers. It is a sole
proprietorship concern, situated in Sundarapuram, Coimbatore district Tamil Nādu.Shri Motors deals with
all products of BAJAJ two-wheelers and its spare parts. ShriMotors provides a secure centre at
Sundararapuam. Shri Motors also provides promotional activities like exchange meals, free check camps
and mileage testing qualities. They provide service facility along with sale. For this Shri Motors
maintained a separate service centre and in its part. They have a good work force. The company provides
sound salary systems to the employees.

Features of Shri Motors

1. They provide best after sale service to its customers.

2. They provide best loan facility with the help of financial institution such as HDFC, Industrial bank,
BAJAJ Auto Finance.

3. They also tie up with nationalized banks, Scheduled banks and Cooperative banks for providing loan
facility to customers.

4. They introduced various promotional tools such as exchange mela, loan mela, free check-up camps and
test drive for attracting the customers.

Operations of Shri Motors

1. Administration

2. Finance

3. Sales

4. Service
23
5. Spare parts

Shri Motors have the following department finance and accounts, marketing department, purchase
department, service department and personal department.

Location

Shri Motors Sundarapuram branch is located in the Coimbatore city. It is situated in Pollachi Main
Road.

24
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 Introduction

This chapter deals with data analysis and interpretation. Data had been collected using
questionnaire. Questionnaire had been distributed to the customers of shri motors sundarapuram at
Coimbatore. Sample had been collected using convenient sampling technique. All the 50 respondents are
selected at random.

This chapter is an attempt to analyse the response of the people using Bajaj two-wheelerfor their
own use on the basis of services provided by shri motors. This study also helps to find out the satisfaction
level of Bajaj two-wheeler users.

Here the percentage analysis is used to conduct the study and to arrive into a conclusion.

No of respondents

Simple Percentage= X 100

Total no of respondents

25
 TABLE-4.2

Gender of The Respondents

Attributes No. of Respondents Percentage

Female 11 22

Male 39 78

Total 50 100

Source: primary data

Interpretation

The above table depicts a majority of the respondents is 78 percentage of male and minimum

number of respondents is female with 22%.

CHART4.2

Gender of the Respondents

90

80

70

60

50

40

30

20

10

0
Category 1 Category 2
Series 1 Series 2

26
 TABLE-4.3

Age of The Respondent

Attributes No. of Respondents Percentage

18-21 23 46

22-28 12 24

29-35 15 30

Total 50 100

Source: Primary data

Interpretation

From the above diagram shows 46% of the customer age between 18-20, 24% of the customer
age between 22-28, 30% of the customer age between 29-35. From18-21 age group customer are the
maximum user of the two-wheeler.

CHART 4.3

Age of the Respondents

Age

Total 50

29-35 15

Column1

22-28 12

18-21 23

0 10 20 30 40 50 60

27
 TABLE-4.4

Mode of Purchase

Attributes No of Respondents Percentage

Ready Cash 12 24

Instalment 38 76

Bank loan 0 0

Total 50 100

Source: primary data

Interpretation

From the above Shows diagram 24% of customers buy vehicles by ready cash. 76% of customers by
instalment.

CHART-4.4

Mode of Purchase

Mode of Purchase
60

50

40

No of Respondents
30
50
20 38

10
12

0 0
Ready cash Instalment Bank Loan Total

28
 TABLE-4.5

Satisfaction Level on Information Provided

Attributes No of Respondents percentage

Satisfied 30 60
Highly satisfied 15 30
Neutral 0 0
Dissatisfied 5 10
Highly Dissatisfied 0 0
Total 50 100
Source: primary data

Interpretation

From the above diagram shows 60% of customers are satisfied with the level of information
provided,30%customers are highly satisfied and 10% of Customer are dissatisfied.

CHART-4.5

Satisfaction Level on Information Provided

No of Re-
spondents

0 10 20 30 40 50 60

29
 TABLE-4.6

Opinion about Price Level

Attributes No of Respondents Percentage

High 4 8

Medium 44 88

Low 2 4

Total 50 100

Source: primary data

Interpretation

From the above table shows 8% customers are high level opinion about price level. 88% customers
are medium level and 4% are low level opinion about price level.

Chart-4.6

Opinion about Price Level

Price Level
60

50

40

30
50
44
20

10

4 2
0
High Medium Low Total

No. of respondents

30
 TABLE 4.7

Offers or Discounts

Attributes No of Respondents Percentage

Discount 23 46

Offer 12 24

Both 15 30

Total 50 100

Source: primary data

Interpretation

From the above table shows 46% customers are purchase by discount & 24% are purchased by offer
& last 30% are purchased in both discount & offers

CHART 4.7

Offers or Discounts

Offers or Discounts
60

50

40

30
50
20

23
10
15
12

0
Discount Offer Both Total

31
 TABLE-4.8

Opinion About Availability of Spare Parts

Attributes No. of Respondents Percentage

Satisfied 12 24

Highly satisfied 15 30

Neutral 5 10

Dissatisfied 18 36

Highly Dissatisfied 0 0

Total 50 100

Source: primary data

Interpretation

From the above table 24% of customers are satisfied with opinion about availability of spare
parts,30% are highly satisfied,10% of customer neutrally satisfied with this and 36% are dissatisfied.

CHART 4.8

Opinion About Availability of Spare Parts

50
45
40
35
30
25
20
15
10
5
0
No. of Respondents

32
 TABLE-4.9

Opinion About Price Comparing with Competitors

Attributes No of Respondents Percentage

Highly satisfied 8 16

Satisfied 36 72

Neutral 2 4

Dissatisfied 0 0

Highly Dissatisfied 4 8

Total 50 100

Source: primary data

Interpretation

From above diagram 72% customers are satisfied with the opinion about price comparing with
competitors and last 16% are highly satisfied ,8% are Highly Dissatisfied and 4% are neutrally satisfied.

CHART 4.9

Opinion About Price Comparing with Competitors

50
45
40 S
35 e
30 r
25 i
20 e
15 s
1
10
5
0
No of Respondents

33
 TABLE-4.10

Source of Information About Product

Attributes No of Respondents Percentage

TV 15 30

Internet 2 4

Newspaper 33 66

Others 0 0

Total 50 100

Source: primary data

Interpretation

From the above diagram 30% of customers are got information from the source of TV and 4% are in
internet and 66% are got information from the newspaper.

CHART 4.10

Source of Information About Product

Source of Information

50
45
40
35
30
25
20
15
10
5
0
TV Internet Newspaper Others Total

No. of respondents

34
 TABLE-4.11

Preference of Gearless Two-Wheeler

Attributes No. of Respondents Percentage

Yes 5 10

No 45 90

Total 50 100

Source: primary data

Interpretation

From above diagram 10% of customers are prefer the gearless two-wheeler to other and

90% of customers dissatisfied to prefer gearless two-wheeler to others.

CHART 4.11

Preference of Gearless Two-Wheeler

Preference of Gearless Two Wheeler

50
45
50
45
40
35
30
25
20
15
5
10
5
0
Yes No Total

No. of respondents

35
 TABLE-4.12

Brand Preference

Attributes No. of Respondents Percentage

Platina 7 14

Pulsar 20 40

Discover 15 30

Avenger 8 16

Other 50 100

Source: primary data

Interpretation

From above diagram 14% of customers prefer platina and 40% customers are preferring pulsar and
30% customers are preferred discover to and last 16% of customers prefer avenger to others.

CHART 4.12

Brand Preference

Brand Preference

50
50
45
40
35
30
25 20
20 15
15 8
7
10
5
0
Platina Pulsar Discover Avenger Other

No. of respondents

36
 TABLE-4.13

Satisfaction Level on Facilities

Attributes No of Respondents Percentage

Highly satisfied 2 4

Satisfied 40 80

Neutral 0 0

Dissatisfied 8 16

Highly Dissatisfied 0 0

Total 50 100

Source: primary data

Interpretation

From above diagram shows only 4% of customers are highly satisfied in the level of facilities and
last 96% of customers are satisfied with the level of facilities.

CHART 4.13

Satisfaction Level on Facilities

50
45
40 S
35 e
30 ri
25 e
20 s
15 1
10
5
0
No of Respondents

37
 TABLE-4.14

Opinion About Price of Spare Parts

Attributes No of Respondents Percentage

High 0 0

Medium 50 100

Low 0 0

Total 50 100

Source: primary data

Interpretation

From above diagram Shows 100% of customers are medium level opinion about the price level of
spare parts.

CHART 4.14

Opinion About Price of Spare Parts

Price of Spare Parts

60

50

40

30 Column2

20

10

0
High Medium Low Total

38
 TABLE-4.15

Motives to Purchase

Attributes No of Respondents Percentage

Exchange offer 0 0

Loan scheme 20 40

Festive scheme 30 60

Total 50 100

Source: primary data

Interpretation

From the above diagram shows 40% of customers are motives to purchase on the basis of loan
scheme and 60% are the basis of festive scheme.

CHART 4.15

Motives to Purchase

Moving to Purchase

50

45

40

35

30

25

20

15

10

0
Exchange offer Loan scheme Festive scheme Total

No. of respondents

39
 TABLE 4. 16

Satisfaction Level on After Sales Service

Attributes No of Respondents Percentage

Highly 10 20

Medium 38 76

Low 2 4

Total 50 100

Source: primary data

Interpretation

From the above diagram shows 20% of customers are highly satisfied with the level on after sales
service, 76% are medium level satisfaction on after sales service and 4% are Low level of satisfaction.

CHART 4.16

Satisfaction Level on After Sales Service

Satisfaction Level on After Sales Service

Total

Low

Medium

Highly

0 10 20 30 40 50 60

No. of respondents

40
 TABLE-4.17

Opinion About Location

Attributes No of Respondents Percentage

Highly satisfied 15 30

Satisfied 30 60

Neutral 5 10

Dissatisfied 0 0

Highly Dissatisfied 0 0

Total 50 100

Source: primary data

Interpretation

From above diagram shows 30% of customers are highly satisfied with the opinion level about
location, 60% are satisfied and 10% are neutrally satisfied.

CHART 4.17

Opinion About Location

50
45
40
35 S
30 er
25 ie
20 s
1
15
10
5
0
No of Respondents

41
 TABLE-4.18

Satisfaction Level on Mileage & Performance

Attributes No. of respondents Percentage

SHighly satisfied 13 26

Satisfied 30 60

Neutral 0 0

Dissatisfied 7 14

Highly Dissatisfied 0 0

Total 50 100

Source: primary data

Interpretation

From above diagram shows 26% of customers are highly satisfied with the level of mileage and
performance bikes, 60% are satisfied and 14% are dissatisfied with level on Mileage & Performance.

CHART 4.18

Satisfaction Level on Mileage & Performance

50
45
40
35 S
30 e
ri
25 e
20 s
15 1
10
5
0
No. of respondents

TABLE-4.19
42
 Opinion About Price Comparing with Competitors

Attributes No. of Respondents Percentage

Highly satisfied 6 12
Satisfied 44 88
Neutral 0 0
Dissatisfied 0 0
Highly Dissatisfied 0 0
Total 50 100
Source: primary data

Interpretation

From the above diagram shows 12% of customers are highly satisfied with the opinion about
price comparing with competitors and 88% is satisfied.

CHART 4.19

Opinion About Price Comparing with Competitors

50
45
40
S
35 e
30 ri
25 e
20 s
15 1
10
5
0
No. of Respondents

TABLE-4.20

43
 Satisfied with The Promotional Activities

Attributes No. of Respondents Percentage

Yes 5 10

No 45 90

Total 50 100

Source: primary data

Interpretation

From above diagrams shows 10% of customers are satisfied with promotional activities and 90%
of customers dissatisfied with the promotional activities.

CHART 4.20

Satisfied with the Promotional Activities

Promotional Activitities

Total
50

No
45

Yes
5

0 10 20 30 40 50 60

No. of respondents

TABLE-4.21

Reason Behind Choosing Two-Wheeler

44
 Attributes No. of Respondents Percentage

Speed 10 20

Economy 22 44

Safe 2 4

Offer 16 32

Total 50 100

Source: primary data

Interpretation

From above diagram shows 20% of customers are choose two-wheeler on the basis of their speed
and 44% are based on their economy 4% are based on safe drive and 32% are choose two-wheeler based
on the after of two wheelers.

CHART 4.21

Reason Behind Choosing Two-Wheeler

Reason Behind Choosing Two Wheeler

60

50

40

30 Column2
50
20

10 22
16
10
0 2
Speed Economy Safe Offer Total

45
 RANK ANALYSIS

Table 5.1

Motives to Purchase

Motives to Purchase No of Respondents Rank

Exchange offer 0 III

Loan scheme 20 II

Festive scheme 30 I

Interpretation

The above table shows that male gave rank 1 for motives to purchase through festive
scheme so the most of the people purchasing two wheeler through festive scheme

46
 Table 5.2

Brand Preference

Brand Preference No. of Respondents Rank

Platina 7 IV

Pulsar 20 I

Discover 15 II

Avenger 8 III

Interpretation

The above table shows most of the male gave rank 1, pulsar is their brand preference so the most
of the people brand preference is pulsar

47
 CHI – SQUARE TEST
6.1 Table showing the relationship between Gender and opinion about price level

Hypothesis:
HO = There is no significant relationship between gender and opinion about price level

HR1= There is significant relationship between gender and opinion about price level

Observed frequency

Opinion about price Male Female Total

value
High 3 1 4

Medium 35 9 44

Low 1 1 2

Total 39 11 50

Expected frequency

Expected frequency = Raw total * column total

Grand total
Opinion about price Male Female Total
level
High 3.12 0.88 4

Medium 34.32 9.68 44

Low 1.56 0.44 2

Total 39 11 50

48
DEGREE OF FREEDOM

= (ROW-1) * (COLUMN -1)

= (3-1) * (2-1)
=2*1
=2
X2 = (Observed value – expected value)
Expected value

O E (O-E) (O-E)2 (O-E)2/E

3 3.12 0.12 0.0144 0.0046
1 0.88 -0.12 0.0144 0.0163
35 34.32 0.68 0.4624 0.0134
9 9.68 -0.68 0.4624 0.0477
1 1.56 0.56 0.3136 0.2010
1 0.44 0.56 0.3136 0.7127
TOTAL 0.9957

X2 = 0.9957
DF =2
P VALUE = 5.991
The table value of chi square for 2 degree of freedom at 5% significant level is 5.991. the calculated value
of chi square is less than the table value of chi-square, so the hypothesis is accepted that there is no
significant relationship between gender and opinion about price level.

49
 CHAPTER 5

FINDINGS, SUGGESTIONS & CONCLUSION

7.1 FINDINGS

1. Among the sample, majority of Respondents are Male.

2. Among the sample, Majority of age of the Respondents between 18-21
3. Among the sample, majority of the respondents buy vehicle by instalment.
4. All the respondents are satisfied with the information provided.
5. Among the sample majority has opinion that price level is medium.
6. Among the sample about 46% of respondents get discounts at the time of purchase of vehicle,
24% get offers and 30% get both at the time of purchase.
7. All the customers are satisfied with the availability of spare parts
8. All the customers are satisfied with the level of price on comparing with competitors.
9. Among the sample, 66% of respondents came to know about Shri Motors through
Newspapers, 30% through television and 4% came to know through Internet.
10. Majority of customers prefer only gearless two-wheeler.
11. Among the sample 40% of them prefer Pulsar, 16% prefer Avenger, 30% prefer discover and
14% prefer Platina.
12. Majority of customers are satisfied with the level of facilities.
13. All the customers have the opinion that price of spare parts is only medium.
14. Majority of customers i.e., 60% get motivated to purchase because of loan scheme and 40%
because of festive scheme.
15. 15 Among the sample, majority has medium level of satisfaction after the sales service.
16. All the respondents are satisfied with the location of Shri Motors.
17. All the respondents are satisfied on mileage& performance of two wheelers.
18. All of the respondents are satisfied with the staff of Shri Motors.
19. Among the sample, about 90% of respondents are not satisfied with the promotional activities.
20. Among the sample, for 20% of respondents the reason behind selecting two-wheeler is its
speed, for 44% the reason is economy, for 4% it is safe and for 32% of respondents the reason
is offers provided on.

50
7.2 SUGGESTIONS

 will be better if the company tries to improve the customer relationship

 It is better to improve their warehouse facility.
 They should provide better resale value for Bajaj two-wheelers by Improving the quality.
 It is needed to adopt better advertising methods.
 Organization should adopt sophisticated marketing techniques.
 Now the customers are satisfied with the advertisement of the company and it is better to
provide modern advertising method
 It will be better if the company appoint sales executives
 It will be better provided attractive full offers to customers
 Improve the satisfaction level after sales service to customers

7.3 CONCLUSION

Shri Motors is an outstanding firm well known for their services and products they sell. They are
one of the leading sellers of Bajaj two – wheelers. A satisfied and efficient work force is the strength of the
firm. The firm concentrates on the welfare of the employees. The goodwill earned by the firm through the
years has been a major factor in its growth. Evan though the firm has bright future, the management should
face new challenges and utilize it properly for the future development of the firm. The organizational study
conducted in Shri motors, Sundarapuram enabled us to get hands-on-experience of the customers with Shri
Motors, to known their satisfaction regarding the products, service and the marketing functions. The data is
collected through questionnaire analysis and interpretations are done by using pie-charts and diagrams. The
major finding of the study reveals than the majority of the customers are satisfied with Shri Motors and
Bajaj two-wheelers. Research reveals that customers are expecting better services and facilities from Shri
Motors and Bajaj. The findings and recommendations of the study help the researchers to suggest some
remedial action to solve problems exists in the firm and help to make necessary steps to improve the
customer services.

51
 BIBLIOGRAPHY

BOOKS

1. Kothari.

C.H Research methodology methods and Techniques.

2. Philip Kotler

Marketing Management

3. Krishnayyer Murthi

Marketing Management

WEBSITES

www.wikipedia.com

52
 APPENDIX

Questionnaire:

1.Gender of the Respondents

a) Female b) Male

2. Age Group of the Respondents

a)18-21 b)22-28 c)29-35

3. Which mode of you have purchased your two-wheeler?

a) Ready cash b) instalment c) Commercial Bank loan d) private finance

4. What is your satisfaction level on the information provided at the time of sales

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

5. What is your opinion about the price level of the product?

a) High b) Medium c) Low

6. Did you get offers or discount at the time of purchase?

a) Discount b) Offer c) Offer & Discount

7. What is your opinion on the availability of spare parts?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) Highly dissatisfied

8. What is your opinion level on the price comparing with competitors?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

9. How did you know about Shri Motors?

a) TV b) Internet c) Newspaper d) Others

10. Do you prefer gearless two-wheeler from Bajaj?

a) Yes b) No

11. Which of the following brands provide more satisfaction?

a) Platina b) Pulsar c) Discover d) Avenger

12. What is your satisfaction level on the facilities of Shri Motors?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

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13. What is your opinion about price of spare parts?

a) High b) Medium c) Low

14. What motivated you to purchase two-wheeler?

a) Exchange offer b) Loan Scheme c) Festive scheme

15. What is your satisfaction level after sales service?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

16. What is your opinion about location of Shri motors?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

17. What is your satisfaction level on the mileage & performance of the two-wheeler?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

18. What is your opinion about the staff of Shri motors?

a) Highly Satisfied b) Satisfied c) neutral d) Dissatisfied e) highly dissatisfied

19. Are you satisfied with the promotional activities?

a) Yes b) No

20. What is your reason behind selecting two wheelers?

a) Speed b) Economy c) Safe d) Offer

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