Need for the Study (Statement of the problem)
TVS motorcycles have increased its sales in the
motorcycle industry but at the same time it has failed to
get a major share in the premium segment where it had
introduced products such as apache and FieroThe
Company is facing stiff competition from other major
players like Hero Honda which has launched Hero
Honda CBZ Extreme segment Also bajaj is yet another
major player in this segment which targeted the
premium market with its pulsar 150 and other pulsars
Hence it is to understand the reasons that are taken
into consideration while purchasing a premium segment
motorcycle so it is highly important for marketer and to
know the consumer behavior in the purchase of the
product
The other two segments are the Economy segment
(which is the 100 cc
Motorcycles) and the executive segment (which is the
125 cc motorcycles) For the Economy segment Hero
Honda has targeted the market with products like
CDDawnCD-Deluxe Splendor NXG Splendor+ and
Passion Plus Bajaj Auto has targeted the Economy
segment with its Bajaj CT 100 and platina which has
the largest market share in that particular segment TVS
has got star city and Victor for the Economy segment
Premium segment is being classified as all those
motorcycles with 150 cc And above Here Hero Honda
has come out with Achiever CBZ extreme hunk and
Karizma Bajaj Auto has come out with Bajaj Pulsar and
Bajaj Avenger 200
Objectives of the study
diams To analyze buying behavior of customers
diams To access the customersrsquo expectations from the
product
diams To examine the consumerrsquos attitudes towards
different premium bikes
diams To know what influences the purchase of the product
Scope of Study
The area of scope is limited to the segment selected
within the town of Delhi Further the scope is narrowed
down only to the study of the identified segments The
result drawn from this study is expected to benefit the
dealers and the company
INDUSTRY PROFILE
INDIAN AUTOMOBILE INDUSTRY AN INTRODUCTION
With five thousand years of history behind it a five
decade young nation and the largest democracy in the
world India today has the second largest volume of
human resource in the world It has no more than 25
per cent of global land but is the home of one sixth of
the worlds population of more than 11 billion India
possesses one of the richest reserves of biodiversity
minerals and metals soils and water flora and fauna in
this part of the globe and has climatic conditions
suitable for round the year economic activity in any part
of the nation More than five decades of sustained and
planned developmental INITIATIVE IN India has fielded
substantive results on social and economic fronts
Assisted by a comprehensive performs programmed
since early 1990s GDP growth in the post perform
period has improved from an average of about 57 per
cent in the 1980s to an average of 61per cent in the
last decade making India one of the fastest growing
developing countries Indeed in the current year India
is amongst five fastest growing economies of the world
In terms of purchasing power parity (PPP) India is
worlds fourth largest economy The incidence of
poverty has continued to decline and population growth
has also decelerated below 2 per cent for the first time
in four decades However like the rest of the world last
two years of general economic slow down has adversely
affected India also However the strong fundamentals
of the Indian economy have not permitted pace of
growth to decelerate much
INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION
In India as in many other countries the auto industry is
one of the largest industries It is one of the key sectors
of the economy The industry comprises of automobile
and the auto component sectors and encompasses
commercial vehicles multi utility vehicles passenger
cars two wheelers three wheelers tractors and related
auto components The industry has shown great
advances since delicensing and opening up of the sector
to Foreign Direct Investment (FDI) in 1993 It has deep
forward and backward linkages with the rest of the
economy and hence has a strong multiplier effect This
results in the auto industry being the driver of economic
growth and India is keen to use it as a lever of
accelerated growth in the
country
In India since the early 1940s when the auto industry
rolled out first passenger car
its significance in the economy has progressively
increased However from its early days until the mid-
1980s for two-wheelers and LCVs and until the early
1990s for passenger cars the focus of development of
the automotive industry has been on import
substitution The current low penetration levels in India
in all three segments of the industry namely
commercial vehicles passenger cars and two wheelers
and under-exploitation of the potential of this industry
to foster the growth of the economy have resulted in
the auto industry contributing a relatively low (nearly 5
per cent) share of industrial output in India compared to
the 8-10 percent range in other developing countries
and around 15 per cent in mature economies
During last decade conscious efforts have been made
to find-tune state policyperspective in a manner that
this industry realizes its full potential in the economy
With this the industry has shown great advances since
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Motorcycles) and the executive segment (which is the
125 cc motorcycles) For the Economy segment Hero
Honda has targeted the market with products like
CDDawnCD-Deluxe Splendor NXG Splendor+ and
Passion Plus Bajaj Auto has targeted the Economy
segment with its Bajaj CT 100 and platina which has
the largest market share in that particular segment TVS
has got star city and Victor for the Economy segment
Premium segment is being classified as all those
motorcycles with 150 cc And above Here Hero Honda
has come out with Achiever CBZ extreme hunk and
Karizma Bajaj Auto has come out with Bajaj Pulsar and
Bajaj Avenger 200
Objectives of the study
diams To analyze buying behavior of customers
diams To access the customersrsquo expectations from the
product
diams To examine the consumerrsquos attitudes towards
different premium bikes
diams To know what influences the purchase of the product
Scope of Study
The area of scope is limited to the segment selected
within the town of Delhi Further the scope is narrowed
down only to the study of the identified segments The
result drawn from this study is expected to benefit the
dealers and the company
INDUSTRY PROFILE
INDIAN AUTOMOBILE INDUSTRY AN INTRODUCTION
With five thousand years of history behind it a five
decade young nation and the largest democracy in the
world India today has the second largest volume of
human resource in the world It has no more than 25
per cent of global land but is the home of one sixth of
the worlds population of more than 11 billion India
possesses one of the richest reserves of biodiversity
minerals and metals soils and water flora and fauna in
this part of the globe and has climatic conditions
suitable for round the year economic activity in any part
of the nation More than five decades of sustained and
planned developmental INITIATIVE IN India has fielded
substantive results on social and economic fronts
Assisted by a comprehensive performs programmed
since early 1990s GDP growth in the post perform
period has improved from an average of about 57 per
cent in the 1980s to an average of 61per cent in the
last decade making India one of the fastest growing
developing countries Indeed in the current year India
is amongst five fastest growing economies of the world
In terms of purchasing power parity (PPP) India is
worlds fourth largest economy The incidence of
poverty has continued to decline and population growth
has also decelerated below 2 per cent for the first time
in four decades However like the rest of the world last
two years of general economic slow down has adversely
affected India also However the strong fundamentals
of the Indian economy have not permitted pace of
growth to decelerate much
INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION
In India as in many other countries the auto industry is
one of the largest industries It is one of the key sectors
of the economy The industry comprises of automobile
and the auto component sectors and encompasses
commercial vehicles multi utility vehicles passenger
cars two wheelers three wheelers tractors and related
auto components The industry has shown great
advances since delicensing and opening up of the sector
to Foreign Direct Investment (FDI) in 1993 It has deep
forward and backward linkages with the rest of the
economy and hence has a strong multiplier effect This
results in the auto industry being the driver of economic
growth and India is keen to use it as a lever of
accelerated growth in the
country
In India since the early 1940s when the auto industry
rolled out first passenger car
its significance in the economy has progressively
increased However from its early days until the mid-
1980s for two-wheelers and LCVs and until the early
1990s for passenger cars the focus of development of
the automotive industry has been on import
substitution The current low penetration levels in India
in all three segments of the industry namely
commercial vehicles passenger cars and two wheelers
and under-exploitation of the potential of this industry
to foster the growth of the economy have resulted in
the auto industry contributing a relatively low (nearly 5
per cent) share of industrial output in India compared to
the 8-10 percent range in other developing countries
and around 15 per cent in mature economies
During last decade conscious efforts have been made
to find-tune state policyperspective in a manner that
this industry realizes its full potential in the economy
With this the industry has shown great advances since
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
diams To examine the consumerrsquos attitudes towards
different premium bikes
diams To know what influences the purchase of the product
Scope of Study
The area of scope is limited to the segment selected
within the town of Delhi Further the scope is narrowed
down only to the study of the identified segments The
result drawn from this study is expected to benefit the
dealers and the company
INDUSTRY PROFILE
INDIAN AUTOMOBILE INDUSTRY AN INTRODUCTION
With five thousand years of history behind it a five
decade young nation and the largest democracy in the
world India today has the second largest volume of
human resource in the world It has no more than 25
per cent of global land but is the home of one sixth of
the worlds population of more than 11 billion India
possesses one of the richest reserves of biodiversity
minerals and metals soils and water flora and fauna in
this part of the globe and has climatic conditions
suitable for round the year economic activity in any part
of the nation More than five decades of sustained and
planned developmental INITIATIVE IN India has fielded
substantive results on social and economic fronts
Assisted by a comprehensive performs programmed
since early 1990s GDP growth in the post perform
period has improved from an average of about 57 per
cent in the 1980s to an average of 61per cent in the
last decade making India one of the fastest growing
developing countries Indeed in the current year India
is amongst five fastest growing economies of the world
In terms of purchasing power parity (PPP) India is
worlds fourth largest economy The incidence of
poverty has continued to decline and population growth
has also decelerated below 2 per cent for the first time
in four decades However like the rest of the world last
two years of general economic slow down has adversely
affected India also However the strong fundamentals
of the Indian economy have not permitted pace of
growth to decelerate much
INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION
In India as in many other countries the auto industry is
one of the largest industries It is one of the key sectors
of the economy The industry comprises of automobile
and the auto component sectors and encompasses
commercial vehicles multi utility vehicles passenger
cars two wheelers three wheelers tractors and related
auto components The industry has shown great
advances since delicensing and opening up of the sector
to Foreign Direct Investment (FDI) in 1993 It has deep
forward and backward linkages with the rest of the
economy and hence has a strong multiplier effect This
results in the auto industry being the driver of economic
growth and India is keen to use it as a lever of
accelerated growth in the
country
In India since the early 1940s when the auto industry
rolled out first passenger car
its significance in the economy has progressively
increased However from its early days until the mid-
1980s for two-wheelers and LCVs and until the early
1990s for passenger cars the focus of development of
the automotive industry has been on import
substitution The current low penetration levels in India
in all three segments of the industry namely
commercial vehicles passenger cars and two wheelers
and under-exploitation of the potential of this industry
to foster the growth of the economy have resulted in
the auto industry contributing a relatively low (nearly 5
per cent) share of industrial output in India compared to
the 8-10 percent range in other developing countries
and around 15 per cent in mature economies
During last decade conscious efforts have been made
to find-tune state policyperspective in a manner that
this industry realizes its full potential in the economy
With this the industry has shown great advances since
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
possesses one of the richest reserves of biodiversity
minerals and metals soils and water flora and fauna in
this part of the globe and has climatic conditions
suitable for round the year economic activity in any part
of the nation More than five decades of sustained and
planned developmental INITIATIVE IN India has fielded
substantive results on social and economic fronts
Assisted by a comprehensive performs programmed
since early 1990s GDP growth in the post perform
period has improved from an average of about 57 per
cent in the 1980s to an average of 61per cent in the
last decade making India one of the fastest growing
developing countries Indeed in the current year India
is amongst five fastest growing economies of the world
In terms of purchasing power parity (PPP) India is
worlds fourth largest economy The incidence of
poverty has continued to decline and population growth
has also decelerated below 2 per cent for the first time
in four decades However like the rest of the world last
two years of general economic slow down has adversely
affected India also However the strong fundamentals
of the Indian economy have not permitted pace of
growth to decelerate much
INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION
In India as in many other countries the auto industry is
one of the largest industries It is one of the key sectors
of the economy The industry comprises of automobile
and the auto component sectors and encompasses
commercial vehicles multi utility vehicles passenger
cars two wheelers three wheelers tractors and related
auto components The industry has shown great
advances since delicensing and opening up of the sector
to Foreign Direct Investment (FDI) in 1993 It has deep
forward and backward linkages with the rest of the
economy and hence has a strong multiplier effect This
results in the auto industry being the driver of economic
growth and India is keen to use it as a lever of
accelerated growth in the
country
In India since the early 1940s when the auto industry
rolled out first passenger car
its significance in the economy has progressively
increased However from its early days until the mid-
1980s for two-wheelers and LCVs and until the early
1990s for passenger cars the focus of development of
the automotive industry has been on import
substitution The current low penetration levels in India
in all three segments of the industry namely
commercial vehicles passenger cars and two wheelers
and under-exploitation of the potential of this industry
to foster the growth of the economy have resulted in
the auto industry contributing a relatively low (nearly 5
per cent) share of industrial output in India compared to
the 8-10 percent range in other developing countries
and around 15 per cent in mature economies
During last decade conscious efforts have been made
to find-tune state policyperspective in a manner that
this industry realizes its full potential in the economy
With this the industry has shown great advances since
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
affected India also However the strong fundamentals
of the Indian economy have not permitted pace of
growth to decelerate much
INDIAN AUTOMOBILE INDUSTRY BACKGROUND INFORMATION
In India as in many other countries the auto industry is
one of the largest industries It is one of the key sectors
of the economy The industry comprises of automobile
and the auto component sectors and encompasses
commercial vehicles multi utility vehicles passenger
cars two wheelers three wheelers tractors and related
auto components The industry has shown great
advances since delicensing and opening up of the sector
to Foreign Direct Investment (FDI) in 1993 It has deep
forward and backward linkages with the rest of the
economy and hence has a strong multiplier effect This
results in the auto industry being the driver of economic
growth and India is keen to use it as a lever of
accelerated growth in the
country
In India since the early 1940s when the auto industry
rolled out first passenger car
its significance in the economy has progressively
increased However from its early days until the mid-
1980s for two-wheelers and LCVs and until the early
1990s for passenger cars the focus of development of
the automotive industry has been on import
substitution The current low penetration levels in India
in all three segments of the industry namely
commercial vehicles passenger cars and two wheelers
and under-exploitation of the potential of this industry
to foster the growth of the economy have resulted in
the auto industry contributing a relatively low (nearly 5
per cent) share of industrial output in India compared to
the 8-10 percent range in other developing countries
and around 15 per cent in mature economies
During last decade conscious efforts have been made
to find-tune state policyperspective in a manner that
this industry realizes its full potential in the economy
With this the industry has shown great advances since
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
In India since the early 1940s when the auto industry
rolled out first passenger car
its significance in the economy has progressively
increased However from its early days until the mid-
1980s for two-wheelers and LCVs and until the early
1990s for passenger cars the focus of development of
the automotive industry has been on import
substitution The current low penetration levels in India
in all three segments of the industry namely
commercial vehicles passenger cars and two wheelers
and under-exploitation of the potential of this industry
to foster the growth of the economy have resulted in
the auto industry contributing a relatively low (nearly 5
per cent) share of industrial output in India compared to
the 8-10 percent range in other developing countries
and around 15 per cent in mature economies
During last decade conscious efforts have been made
to find-tune state policyperspective in a manner that
this industry realizes its full potential in the economy
With this the industry has shown great advances since
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
abolition of licensing in 1991 and automatic approval
permitted up to 51 per cent foreign investment in
priority sectors that included the automotive industry
except passenger car manufacture Motor car
manufacture was freed from licensing in April 1993
Public policy dispensation requiring new joint venture
car
manufactures to commit certain levels of phased
indigenization minimum investments in manufacturing
facilities neutralization of foreign exchange on imports
with the exports of cars and components etc was
withdrawn in September 2001 as a major initiative to
bring policy framework in step with WTO requirements
The quantitative restrictions on imports were removed
with effect from 1st April 2001
Thus Industrial licensing and foreign investment regime
in the country has been progressively liberalized The
freeing of the industry from restrictive environment has
on the one hand helped it to restructure absorb new
technologies align itself to the global developments and
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
realize its potential on the other hand this has
significantly increased industrys contribution to overall
industrial growth in the country
There are at present 13 manufacturers of passenger
cars and multi utility vehicles 7 manufacturers of
commercial vehicles 11 of 2 or 3-wheelers and 10 of
tractors besides 4 manufacturers of engines The
industry has an investment of a sum ex ceding US$ 10
billion During 1999-2000 the turnover of the
automotive industry as a whole was US$ 125 Billion
approximately The industry employees 500000 people
directly and more than 10 million people indirectly and
is now inhabited by global majors in keen competition
The arrival of most international automotive giants in
India has set the stage for an exponential growth in the
component industrys levels of technology quality and
competitiveness At the same time the arrival of new
and contemporary models has stimulated demand for
vehicles in the market The auto industry has achieved a
cumulative annual growth rate (CAGR) of 22 per cent
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
1992-1997 (or approx 13 to 14 per cent in real terms)
outstripping industries production growth by about 30
per cent This has led to an increase in its contribution
to industrial output from 43 per cent in 1992-1993 to
54 per cent by 1996-1997The component industry in
the same period has grown by a CAGR of 28 percent
With this the contribution of automobile industry to the
GDP has risen from 27 per cent of GDP in 1992 -1993 to
45 per cent by 1996-1997 However with a world wide
economic slow down auto industrys growth pattern has
shown a downward trend in last two years
Main Export Destinations
Cars Egypt Kenya Nigeria Somalia Tanzania
Afghanistan Nepal Turkey Hungary Greece Italy
Netherlands Spain Austria Malta
Commercial vehicles Egypt African countries Nepal
Srilanka Jordan Kuwait Hungary Russian Federation
France Brazil
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Two-wheelers African countries Bangladesh Srilanka
Turkey United Arab Emirates Paraguay United
Kingdom Germany Argentina Mexico Australia Hong
Kong China
The auto component industry in India now equipped
with significant advancement in its technological
capabilities due to its alignment with major vehicle
manufacturers in the country and abroad has a high
export potential During the late 1990s the export of
auto components has grown by a CAGR of about 20
percent currently the share of exports out of the total
production of auto component is 10 per cent
AUTOMOBILE INDUSTRY FUTURE PROJECTIONS
With the domestic auto industry now moving in step
with the WTO covenants the stage is set for it to make
rapid strides domestically and internationally to attain
its rightful place in the world trade A global recession
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
for last two years notwithstanding the industry has
shown appreciable resilience and adjusted to the
challenges of the environment
This growth estimate implies certain assumptions
relating to segment-wise growth rates based on a study
conducted by the National Council of Applied Economic
Research (NCAER)
Projected growth of exports
As mentioned earlier the Indian economy is now
increasingly in step with the world environment of free
trade and liberal movement of goods and services
cutting across inter country barriers In such
environment Indian exports in sectors such as
automobile and auto
components are expected to grow faster than many
other sectors This is also due to Indias competitiveness
and quality-consciousness now finding increasing
acceptability across the world Keeping these in view
Indias export turnover is expected to more in the
following manner in next few years
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Recent trends in Indian Automobile sector
Globalization is pushing auto majors to consolidate to
upgrade technology enlarge product stage access new
markets and cut costs They have resorted to common
platforms modular assemblies and systems integration
of component suppliers and ecommerce The
component industry is undergoing vertical integration
resulting into
emergence of systems and assembly suppliers rather
than individual component suppliers Thus while most
component suppliers are integrating into tier 2 and tier
3 suppliers larger manufacturers and multinational
corporations are being transformed into tier 1company
Environmental and safety concerns are leading to
higher safety and emission norms in the country India
has ready charted out a road map for reaching EURO-II
norms across the country by the year 2005 Most
vehicle manufactures are already producing EURO-II
compliant vehicles in the country to meet special
requirements of capital city of
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
New Delhi where the Supreme Court verdict has already
necessitated this To meet the concomitant testing and
certification activities relating to higher safety and
emission norms testing infrastructure in 1 the country
is being overhauled A substantive state funding is
being planned in upgrading the testing infrastructure
with participation of industry
Environmental pollution and the need to conserver
existing supply of fossil fuels have led to search for
alternative fuels In addition to supporting Greenfield
research in this area an ambitious phased programmed
to upgrade carbon fuel quality commensurate with
higher emission norms is also being undertaken Foreign
direct investment norms have already been
considerably relaxed Unhindered import of
automobiles including new and second hand vehicles
has also been permitted Most non-tariff barriers have
also been relaxed or removed The Government has
moderated and lowered taxes and duties on
automobiles including customs duty Value Added Tax
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
(VAT) is also proposed to be introduced across the
country from I April 2001 The Government has also
allowed private sector participation in the insurance
sector Norms guiding external
commercial borrowings (ECBs) have been liberalized
and lending rates within the country have also been
reduced further strengthening the environment of
investment An ambitious programme to upgrade the
quadrilateral of highways in the country the
Government is laying a eight-lane expressway linking all
metropolitan and several important capital towns across
the country paving the way for movement of heavier
haulage vehicles
LIMITATIONS OF THE STUDY
1048766 Area of collection is spread
1048766 Time limit for the study is less as the customers are
scattered
1048766 Premium segment customers are less in the market
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
SCOPE OF THE STUDY1048766 To find the customer purchase pattern in the premium
segment motorcycle
1048766 To find the factors that are most considered when a
motorcycle in the premium segment is being sought
RESEARCH DESIGN
Research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevant to the research purpose with economy
in procedure In fact the researcher design is the
conceptual structure within which research is
conducted it constitutes the blue print for the
collection measurement and analysis of data
The main aim of the study is to measure the awareness
preferences attitude and perception of people toward
premium segment motorbike (150+ccsporty
fuelefficient and four strokes) and to find out what
attributes attract the most to the consumer in a
motorbike Marketing research studies can be broadly
classified into three basic types namely exploratory
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
descriptive and casual depending on the objectives and
prior knowledge on the issues being examined The
study conducted is Exploratory in nature The major
emphasis of exploratory research is on the discovery of
ideas Next comes the question of selecting the
methods by which the data are to be obtained In other
words techniques for collecting the information must be
devised Several methods like observation
questionnaire interviewing examination of records
etc so survey method is used
for the study Surveys are usually undertaken to learn
about peoplersquos knowledge belief preference
satisfaction and to measure these magnitudes in the
population
SAMPLING TECHNIQUE
The researcher decided the type of sampling technique
used in this study is Convenience Sampling Method In
fact this technique or procedure stands for the sample
design itself There are several sample designs out of
which the researcher must choose one for his study In
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
this survey the sampling procedure consists of all
people who own and are aware about motorbikes It
could a student an employee a business man etc In
this survey the sample size of the respondents is in the
age group of 18-60 and includes a total of 50
respondents who lives in the Bangalore city and were
interviewed for the purpose of this study
METHODS OF DATA COLLECTION
1048766 Primary Data Collection
1048766 Sampling was carried out
Data was collected through interviews conducted
focusing those owners of the major motorcycle players
in the premium segment (150 cc+) The customers
were met at Service Stations Parking Lots and at Petrol
Pumps and questions were asked about their
satisfaction regarding Service quality provided to them
by the motorcycle companies Also questions regarding
the factors that are taken into consideration while
purchasing is motorcycle is noted Even questions to
know the Brand Recall is also being asked Factor
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
analysis was used to know the reason regarding which
Factors customers give more
importance when purchasing a premium segment
motorcycle The Indian two wheelers contribute the
largest volumes amongst all the segments in
automobile industry Though the segment can be
broadly categorized into three sub segments viz
scooters motorcycles and mopeds The market
primarily comprises five players in the two-wheeler
segment and is now many of them have set up 100
subsidiary
In the last four to five years the two-wheeler market
has witnessed a market shift towards motorcycles at the
expense of scooters In the rural areas consumers have
come to prefer sturdier bikes to withstand the bad road
conditions In the process the share of motorcycle
segment has grown from 54 to 64 the share of
scooters declined
drastically from 33 to 25 while that of mopeds
declined by 2 from 13 to 11 during the 2006-07
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
The Euro emission norms effective from April 2000 led
to the existing players in the two-stroke segment to
install catalytic converters All the new models are now
being replaced by 4-stroke motorcycles Excise duty on
motorcycles has been reduced from 32 to 24
resulting in price reduction which has aided in
propelling the demand for motorcycles Fierce
competition has also forced players to cut prices of
certain modelsCompetition has intensified over the last
couple of years
altering the dynamics in the motorcycle segment with
various companiesWhile the premium bike market has
seen a steady increase in growth of about 30-33 in
sales bikes in the 100cc segment have seen a steady
decline in growth rate While the rising interest rates
have affected sales in the entry level segment they
have not affected sales of bikes in the premium
segment Even as Hero Honda remains as the market
leader in 100cc segment with over 67 share it is still
to catch up with Bajaj which is market leader in the
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
premium segment While Bajaj has a more than 60
market share Hero Honda has around 18 However
Hero Hondas has had a fast growth in this segment
doubling its volume and share in the last nine months
Hero Hondarsquos overall share in the two-wheeler market
stands at 52
MOTORCYCLE COMPANIES OF INDIA
HERO HONDA
The Joint Venture between Hero Group the worlds
largest bicycle manufacturers and the Honda Motor
Company of Japan has today become the Worlds single
largest two wheeler Company The Joint Venture came
into existence on January 19 1984 Hero Honda Motors
Limited gave India nothing less than a revolution on
two-wheels made even more famous by the Fill it - Shut
it - Forget it campaign Driven
by the trust of over 5 million customers the Hero Honda
product range today commands a market share of 48
making it a veritable giant in the industry Add to that
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
technological excellence an expansive dealer network
and reliable after sales service and you have one of the
most customer- friendly companies Customer
satisfaction a high quality product the strength of
Honda technology and the Hero groups dynamism have
helped Hero Honda scale new frontiers and exceed
limits Hero Honda became the first company in the
country to introduce four-stroke motorcycles and set the
standards for fuel efficiency pollution control and
quality It has an excellent distribution and service
network spread throughout the country
The Companys success has been driven by customer
centric policies and teamwork to achieve progress and
productivity The philosophy of Hero Honda emphasizes
the Pursuit of Excellence in designing and
manufacturing technologically and qualitatively superior
products and in creating economic value for its
stakeholders It takes care of its customers through
value based competitive pricing and good after sales
service Excellent marketing finance and loan services
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
an efficient dealer network tactical promotion
comprising of fuel conservation campaigns mobile
workshops safety driving courses
and others all placed Hero Honda in a league distinct
from the conventional The Company focuses on
providing Value for Money through its pricing
strategies and after sales services
TVS MOTOR COMPANY LTD
TVS Motor Company Limited the flagship company of
the USD 27 billion TVS Group is the third largest two-
wheeler manufacturer in India and among the top ten in
the world with an annual turnover of over USD 740
million The company is the only two-wheeler
manufacturer in the world to be honored with the
hallmark of Japanese Quality The Deming Prize for
Total Quality Management TVS is expected to close this
year with a growth of 18 in motorcycle sales and
which is the highest ever achieved in the history of TVS
Motor Company The Economy segment accounts for
about 39 of the total motorcycle category TVS
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Apache the new 150 cc sensation and the winner of
three lsquobike of the yearrsquo awards by leading Auto
Magazines received an overwhelming response The
company hopes to increase its market share and gain
significant volumes and improve its presence in the
Premium segment of the motorcycle market TVS also
continued with its growth trend of 73 in the Export
front
The past few months have seen exhilarating
competition in the premium segment with the launch of
the Apache 150 in May 2006 The bike has received
rave reviews as the market share of TVS has increased
to around 12 in the period from April-July 2006
Already the Apache is the number 2 brand in the
premium segment beating Honda Motorcycles though
still far behind Bajaj Pulsar Says K N Radhakrishnan
President TVS Motor Company ldquoRiding high on the
style and design quotient TVS Apache has met with
wide acceptance
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
amongst youth and upwardly mobile professionalsrdquo The
premium segment saw sales figures of 384409 units in
the period from April-July 2006 a growth of 4207 over
last year In the same period the executive segment
recorded sales of 1668558 units growing by 1666
Quite a few new launches in the premium segment like
Hero Honda Karizma 250 Fi Bajaj Pulsar 220 DTSi and
Yamaha Gladiator 250 are on the anvil
BAJAJ AUTO
Bajaj Auto Ltd (BAL) the largest two and three wheeler
manufacturer in the country has a dominating 40
market share in scooters with 185 in ungeared
scooters 252 in motor cycles 83 in mopeds and a
leading 78 market share in three-wheelers in
FY2007Bajaj Auto has been viewed as a scooter major
but with the change in the structure of demand for 2-
wheelers the company has tried to make its presence
felt in this key market by steadily ramping up
motorcycle capacities by introducing new models and
variants and pushing up
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
marketing and sales However the company is well
behind Hero Honda in the motorcycle segment and No2
player in mopedsscooters segment after TVS The
company has a wide array of models in four-stroke
configurations In 1995-96 the sales were less than
90000 motorcycles which was 8 of the total volume of
its two- wheeler sales which has grown to 422016 units
in FY2007 accounting to 50 of its twowheeler sales
However with the implementation of the latest emission
norms it has moved away from two-stroke vehicles and
converted them to four-stroke ones The company has
been introducing models in the middle endRs37000 Rs
48000 and high end segments viz Rs 48000 and
above but has not found difficult to market such models
in competition to Hero Honda models in the similar price
category However BAL is on its way to recapture the
highly differentiated product market by becoming a
flexible and market ndash driven supplier of various models
of two Wheelers at specific price points The motorcycle
companies taken for the project are Hero Honda TVS
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Motorcycles and Bajaj Auto The motorcycles taken for
the project from the Brand Hero Honda are Hero Honda
CBZ extreme Honda unicorn The motorcycle taken for
the project from the Bajaj
Auto Brand is Bajaj pulsar and from the TVS Brand is
TVS apache For the project purpose about 25 customers
from each Brand is taken and the purchase pattern is
studied
Table 1 shows the profile of free service period
remaining for their bikes of customers
Analysis
By the above table we came to know that 70 percent of
people are not having free service period
Inference
It is revealed that a majority of customers are not
having free service period and are paying either to get
service in company or a local mechanic
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Free service period No of respondents
percentage
Yes 15
30
No 35
70
Total 50
100
Graph showing the free service period of the customers
30
70
FREE SARVICE PERIOD
YESNO
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Table 2 gives an idea which is the leader in the
premium segment bike in number of bikes
ANALYSIS Pulsar is having major market share of the
premium segment bikes and apache is the close
competitor
Inference People are fond of the innovative products of
Bajaj but it will be tough for them to keep it as TVS
apache is giving competition
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Market share NO OF RESPONDENS
PERCENTAGE
HH CBZ 4
8
HONDA UNICORN 5
10
TVS apache 6
12
BAJAJ PULSAR 20
40
OTHERS 15
30
TOTAL 50
100
Graph showing the market share of different companies which are producing premium segment bikes
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
8
10
12
40
30
MARKET SHARE IN
HH CBZH UNICORNTVS APACHEPULSAROTHERS
Table 3 shows the customers who had the dilemma while purchasing
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
ANALYSIS It is clear that 58 percent people had a hair
line gap while purchasing a bike between two
companies But it is evident that pulsar has greater
market share
Inference From this we can reveal that customers are
very good evaluators and companies are trying to
achieve similar type of attributes in all segments and it
is only innovation which can bring the sales by over
coming the competition
Customers No of the respondents
percentage
Yes 29
58
No 21
42
Total 50
100
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Graph shows the customers who had the dilemma while purchasing
58
42
CUSTOMERS
YESNO
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Table 4 shows the experience of customers in showrooms about the information
Given information No of respondents
percentage
Yes 34
68
No 16
32
Tota l 50
100
Analysis A potential no of customers say 32 percent of
the people are not given full information
Inference companies are not able to convince or give full
information to the customers
Graph shows the experience of customers in showroomsabout the information
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
68
32
EXPERIENCE OF CUSTOMERS
YESNO
Table 5 shows the competitive finance schemes given to customers
Finance schemes given No of respondents
Percentage
Yes 31
62
No 19
38
Total 50
100
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Analysis it is evident that 38 of the people are not
given the competitive finances schemes and attractive
interest rates
Inference It is the naked truth that good finance schemes
will encourage the sales of the bikes but there is still
breach in offers of the finance schemes
GRAPH Shows the competitive finance
schemes given to customers
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
62
38
FINANCE SCHEMES
yesno
Table 6 shows the purchase influencers
Influencers No of respondents
Percentage
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
My friend told me 11
22
My friend had 7
14
My parent brought 5
10
Impressed by advertisement 10
20
The brand is good 18
36
Total 50
100
Analysis 36 of the customers are said they go for
brand and the next are people who brought by their
friends suggestions
Inference A customer when purchasing gives more
importance to the brand and he is also influenced by the
friends suggestions
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Graph showing the characteristics of the purchase influencers
22
14
1020
36
Sales
MY FRIEND TOLD MEMY FRIEND HADMY PARENT BROUGHTIMPRESSED BY ADVER-TISEMENTTHE BRAND IS GOOD
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Table 7 martial status of the premium segment
bikes owners
Martial status No of respondents
Percentage
Married 11
22
Single 39
78
Total 50
100
Analysis majority of the people who like the bikes is
bachelors who have their passions for bikes
Graph showing martial status of the premium
segment bikes owners
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
22
78
MARTIAL STATUS
MARRIEDSINGLE
Table 8 Giving the figures of the
occupations of the customers who
have purchased the bikes
OCCUPATION No of respondents
Percentage
Unskilled labour 0
0
Business man with 1-9
Employees 1
2
Executive junior 3
6
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Skilled labour 2
4
Business man with 10+
Employees 3
6
Executive middlesenior 2
4
Petty trader 1
2
Self professional 3
6
Student 27
54
Shop owner 1
2
Clericalsalesman 1
2
Housewife 0
0
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Business employee 5
25
supervisor 1
2
Retiree level 0
0
Graph giving the figures of the occupations of the
customers who have purchased the bikes
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
26 4 6
4
26
54
22
25 2
occupation of the customers
Unskilled labourBusiness man with 1-9 EmployeesExecutive juniorskilled labourbusiness man with 1o+ EmployeesExecutive middleseniorPetty traderself professionalstudentShop ownerClericalsalesmanhousewifebusiness employeesupervisorretiree level
Table 9 Showing the education level of the
bike customers
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Education level No of respondents
percentage
Illiterate 2
4
PrimaryHigher school 2
4
High schoolSSLC 4
8
PUCDiploma+2 9
18
Degree 14
28
PGProfessional 20
40
TOTAL 50
100
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Graph Showing the education level of
the bike customer
4 4
8
18
28
40
Education level of the customer in
illiterate primaryhigher schoolhigh schoolSSLCPUCDiploma+2degreepgProfessional
Table 10 the income level of the customers
INCOME No of respondent
12001-14000 4
14001-17000 10
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
17001-20000 12
20001-23000 24
Graph the income level of the customers
12001-14000 14001-17000 17001-20000 20001-230000
5
10
15
20
25
30
income level of customer in numbers
income level of customer
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
[Z test]
Hypothesis
Ho Majority of the customers are not pulsars users
H1 majority of the customers are pulsar users
Tools used to analyse the hypothesis from the relevant
data are z test and chi square test
Formula
Z=P-PsradicPQN
=05-35radic255
=192
Z tab=165
The calculated value (192) greater than the tabulated
value (165) so alternative hypothesis is accepted
Chi square test
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Income Own pulsar Donrsquot own
pulsar Total
14001-17000 10 22
32
17001-20000 12 12
24
20001-23000+ 24 10
34
46 54
100
Objectives of the test
To know whether there is any relation between income
and the purchase of the pulsar
OBTAINED(O) EXPECTED(E) (O-E) (O-E)2
(O-E)2E
10 1440 -44 1936
13444
12 1080 02 004
000370
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
24 1530 87 7569
49470
22 1760 44 196
11
12 1320 -02 004
0003030
10 1870 -87 7569
40475
Σ=114457
Calculated Value= 114457
Chi-Square Tabulated=949
Degrees of Freedom=4 5 level of significance
Ho= Income do not Influence the purchase of pulsar
H1= Income Influence the purchase of pulsar
CONCLUSION The calculated value is greater than
the tabulated value so null hypothesis is rejected and
alternative hypothesis is accepted
Findings and conclusions
Findings
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
1048766 Majority of the people do not have free service period
1048766 Majority of the people own pulsar in all the premium
segment bikes
1048766 Nearly half of the people had considered other bikes
before purchasing premium bikes
1048766 About 40 of the people were not given enough
information in the showrooms
1048766 About 36 of the people were brand conscious and
brought the bike for the reputation
1048766 Majority of the people who own these mean machines
are bachelors
1048766 Majority of the peoplersquos occupation who own the bikes
is students
1048766 Majority of the people are having PGProfessional
degree who own the bikes
Conclusions
The project undertaken is titled by a comparative study
on premium segment bikes The sample size was 50 amp
the study respondents were randomly selected from
Bangalore To find out the opinion of respondents
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
structured questionnaire was directly distributed among
the respondents to collect information The collected
information was analyses and interpreted The study was
undertaken mainly university requirement even though
this helped to the researcher to understand the in-depth
knowledge of various aspects of marketing The study
was even helped the dealers to know whether the
customers are having free
service period or not And what are the main reasons for
that influence the customers when they do purchase
and how they can serve better in disseminating the
information
Bajaj Auto has to do more about Brand Building
activities as the major influencer for purchasing an
premium segment motorcycle is the Brand Reputation
And Bajaj Auto customers are less influenced by its
Brand Reputation Brand extension has to be done
without clustering the segment
Vehicles specificationsHero Honda CBZGeneral informationModel Hero Honda CBZ
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Year 2007Category SportRating 733 out of 1000Engine and transmissionDisplacement 14920 ccm (910 cubic inches)Engine type Single cylinderStroke 4Power 1421 HP (104 kW)) 8500 RPMTorque 1280 Nm (13 kgf-m or 94 ft-lb) 6500 RPMCompression 911Bore x stroke 533 x 578 mm (21 x 23 inches)Fuel system CarburetorFuel control OHCIgnition AMI- Advanced Microprocessor Ignition SystemStarter Electric amp kickCooling system AirGearbox 5-speedClutch Multiplate wetPhysical measuresDry weight 1410 kg (3109 pounds)Overall height 1145 mm (451 inches)Overall length 2080 mm (819 inches)Overall width 765 mm (301 inches)Groundclearance 145 mm (57 inches)Wheelbase 1325 mm (522 inches)Chassis and dimensionsFrame type Tubular Diamond TypeFrontsuspension Telescopic hydraulic Shock AbsorbersRearsuspension Swing Arm with adjustable hydraulic Shock AbsorbersFront tyredimensions 275-18Rear tyredimensions 10090-18Front brakes Single disc Non Asbestoes typeFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake) Non Asbestoes typeRear brakesdiameter 130 mm (51 inches)Speed and accelerationPowerweightratio 01008 HPkgOther specificationsFuel capacity 1230 litres (325 gallons)Reserve fuelcapacity 150 litres (040 gallons)Color options Black Sports Red Candy Blazing Red Boon Silver Metallic Vibrant
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 44
Honda unicornKerb Weight 146 KgsLength 2095 mm
WEIGHT MEASUREMENTSKerb Weight 146 KgsLength 2095 mmWidth 750 mmHeight 1100 mmWheelbase 1340 mm
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Fuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 KmplBlue Metallic
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 45BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper TypeCarburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35WWidth 750 mmHeight 1100 mmWheelbase 1340 mmFuel Tank Capacity (Full ) 13 litresReserve Tank Capacity 13 litres
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 46PERFORMANCEMax Speed 101 KmphAcceleration (0-60 kmph) 5 secMileage 60 Kmpl
BODYFrame Advanced Design Diamond FrameFront Suspension TelescopicRear Suspension Advanced Technology Mono-suspensionFront Tyre 275 x 18Rear Tyre 100 90 - 18Front Brake Type 240 mm DiscRear Brake Type 130 mm Drum
ENGINE amp TRANSMISSIONEngine Type 4 Stroke Air Cooled OHCSingle CylinderDisplacement 1491 ccB ore times Stroke 573 mm times 578 mmNet Power 133 bhp 8000 rpm (99 KW)Torque 13 Kg-m 5500 rpm (128 Nm)Air Filter Paper Type
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Carburetor CV TypeStarting System SelfTransmission Constant Mesh 5 Speed gearGear Shift Pattern 1 Down - 4 Up
ELECTRICALSIgnition Digital CDI (Multi-Mapping)Battery 12 - 7 Ah Elec StartHeadlamp Halogen 12V 35W
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 47
TVS Apache SpecificationsGeneral informationModel TVS Apache 150Year 2007Category SportRating 741 out of 100Engine and transmissionDisplacement 10900 ccm (665 cubic inches)Engine type Single cylinderStroke 4Power 1335 HP (97 kW)) 8500 RPMTorque 1230 Nm (13 kgf-m or 91 ftlbs) 7500 RPMCompression 951Bore x stroke 570 x 578 mm (22 x 23 inches)Fuel system CarburettorFuel control OHCIgnition IDI-Dual mode digital ignitionCooling system AirGearbox 5-speedTransmissiontypefinal driveChainPhysical measuresWeight incl oilgas etc 1360 kg (2998 pounds)Wheelbase 1260 mm (496 inches)Chassis and dimensionsFrontsuspension Telescopic oil-dampedRearsuspension Monotube inverted Gas filled Shox (MIG)Front tyredimensions 9090-17Rear tyredimensions 10080-18Front brakes Single discFront brakesdiameter 240 mm (94 inches)Rear brakes Expanding brake (drum brake)Rear brakesdiameter 110 mm (43 inches)Speed and accelerationOther specificationsFuel capacity 1600 litres (423 gallons)Reserve fuelcapacity 250 litres (066 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 TVS Apache 150 discussion group
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Insurance loanstestsSearch the web for dealers loan and insurance costs tests customizingetcRelated bikes List related bikes for comparison of specs
ldquoA COMPARATIVE STUDY ON VARIOUS PREMIUM SEGMENT BIKESrdquoMP Birla Institute of Management 48
Bajaj pulsar specificationsModel Bajaj Pulsar 150 DTS-iYear 2007Category SportRating 707 out of 100 Show full rating and compare with other bikesEngine and transmissionDisplacement 14900 ccm (909 cubic inches)Engine type Single cylinderStroke 4Power 1409 HP (103 kW)) 8500 RPMTorque 1270 Nm (13 kgf-m or 94 ftlbs) 6500 RPMFuel system InjectionValves percylinder 1Starter Electric amp kickTransmission typefinal drive ChainPhysical measuresChassis and dimensionsFront suspension TelescopicRear suspension Triple rate springsFront brakes Expanding brake (drum brake)Rear brakes Expanding brake (drum brake)Speed and accelerationOther specificationsFuel capacity 770 litres (203 gallons)Reserve fuelcapacity 230 litres (061 gallons)Further informationParts andaccessories Check out parts and accessories from our partnersAsk questions Join the 07 Bajaj Pulsar 150 DTS-i discussion groupInsurance loanstests Search the web for dealers loan and insurance costs tests customizing etcRelated bikesList related bikes for comparison of specs
Questionnaire
1 Are you having a free service period at present
Yes [ ] No [ ]
2 Are you satisfied about the service quality
Least 1 2 3 4 5 highly satisfied
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
3a)Have you had any other vehicle before this
Yes [ ] No [ ]
If yes was it a
Scooter [ ] motorcycle [ ] moped [ ]
b) Which brand did you own
4 Which brand do you currently own specify
bull Hero Honda CBZ
bull Honda unicorn
bull TVS apache
bull Bajaj pulsar
bull Others
5 What is the single most reason to buy the
motorcycle
6 what are the other reasons to buy a motor cycle
7 State how you evaluate each of these factors while
buying a motorcycle
Least 1 2 3 4 5 6 7 8 9 10(high)
Mileage
Style
accessories
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Color
After sales
service
Credit
Riding
comfort
Performance
Pick up
Brand name
Friend
recommend
ations
Status
8 Did you considered any other motor cycle while
purchasing your new bike
Yes [ ] No [ ]
9 What are the other reasons for not buying the above
mentioned brand
10 Were you given full information on brand when you
visited dealership
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
Yes [ ] No [ ]
Name of the dealership
11 Were you offered competitive finance schemes to
suit your requirements
Yes [ ] No [ ]
If no reasons
11 I chose_________ because
a) My friends told me to buy it
b) My friends had the motor cycle
c) My parents brought the motorcycle
d) I was impressed by advertisement
e) The brand has good reputation
DEMOGRAPHIC INFORMATION
1 What is your marital status
a) Married b) single
2 What is your occupation
a) Unskilled labor b) Business man with 1-9 employee
c) Executive junior
d) Skilled worker e) Business man with 10+ employee
f)Executive middlesenior
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs
g) Petty Trader h) self employed professional i) student
j) Shop owner k) clericalsalesman l) Housewife
m) Business employee n) supervisor o)retiree level
3 What is your educational level
a) Illiterate b) Primary amp Middle school c)High
schoolSSLC
d) PUCDiploma+2 e) Degree f) PGProfessional
4 Monthly household income
a)upto 7500 Rs b)75001-8000 Rs c)8001-9000 Rs
d)9001-10000 Rs
e)10001-12000 Rs f)12001-14000 Rs g)14001-17000 Rs
h)17001-20000 Rs i) 20001-23000 Rs