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A Study on Consumer Satisfaction of Two Wheeler Bikes

Research · August 2016

DOI: 10.13140/RG.2.2.14567.85929

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 Volume-4, Issue-4, August-2014, ISSN No.: 2250-0758
International Journal of Engineering and Management Research
Available at: www.ijemr.net
Page Number: 303-306

A Study on Consumer Satisfaction of Two Wheeler Bikes

Debasis Tripathy1, Dr. Ronald Mani2
1
Assistant Professor, Joseph School of Business Studies, Sam Higginbottom Institute of Agriculture, Technology and
Sciences (Deemed University), Naini, Allahabad, INDIA
2
Assistant Professor (Sr.), Joseph School of Business Studies, Sam Higginbottom Institute of Agriculture, Technology
and Sciences (Deemed University), Naini, Allahabad, INDIA

ABSTRACT Chine in terms of the number of two wheelers produced

This study is based to identify the satisfaction and sold respectively.
level of two wheeler bike users at Allahabad city of Uttar The two wheelers market has had a perceptible shift
Pradesh. The survey is mainly focused on the factors in from a buyer’s market to a seller market with a variety of
which the bike owners are satisfied / dissatisfied with two choices. Players will have to complete on various fronts
wheeler bikes they are using.
viz pricing, technology product design, productivity,
after sale service, marketing and distribution. In the
Keywords---- satisfaction, factors, consumer, buying
short term, market shares of individual manufacturers
behavior, two wheeler, respondents etc.,
are going to be sensitive to capacity, product acceptance,
pricing and competitive pressures from other
I. INTRODUCTION manufacturers.
All the three segments, motor cycles, scooters and
“Satisfaction is a person’s feelings of pleasure or mopeds have witnessed capacity additions over the
disappointment resulting from comparing a product’s years. In recent times, only the motorcycle segment is
perceived performance in relation to his or her expected witness higher demand vis-à-vis supply, while
expectation”. As the definition makes it clear, the scooter and mopeds supply will outstrip demand.
satisfaction is a function of perceived performance and
expectations. If the performance falls short of the
II. OBJECTIVE OF THE STUDY
expectations of the customer, the customer is
dissatisfied. If the performance exceeds the expectations,
 To study the satisfaction level of consumers,
the customer is highly satisfied or delighted. Many
who uses bikes.
companies are aiming for high satisfaction because
customers who are just satisfied still find it easy to
switch, when a better offer comes along. Those who are III. RESEARCH METHODOLOGY
highly satisfied are much less ready to switch. High
satisfaction or delight creates an emotional affinity with Primary Data: The primary data collected through
the brain, not just a rational preference. The result is questionnaire from city of Allahabad, The
high customer loyalty. questionnaire was pre-designed and pre-tested
In this highly competitive world customers plays a administered.
very important role. Thus, if a company wants to survive Secondary Data: Secondary data was collected through
then it should look forward to the determinants of various publications of books, magazines, annual
customer satisfaction. Though it is a very subjective report, newspapers and websites.
issue that differs from individual to individual yet, Sample Design: A total of 600 existing customers
identifying some basic parameters of customer were randomly selected from the city of Allahabad.
satisfaction is important. The following motor bikes were selected on the basis
Satisfaction is a person’s feeling of pleasure and of sales namely Bajaj motors, Hero Motocorp, Honda
disappointment resulting from comparing a product’s motors, Yamaha motors and TVS motors.
perceived performance in relation to his or her
expectations. It is only the customer delight that IV. DATA ANALYSIS AND
marketer aims for.
India is the second largest manufacturer of two
INTERPRETATION
wheelers in the world. It stands next only to Japan and
The research were done on the competitor
strategies of motor bikes and resulted with number of

303
findings. All these findings and conclusions are were employees 22 were students and remaining 26 were
basically drawn from the questionnaires, which w e r e business man. HERO motorcycles owners were 160 out
filled by the respondents in person. of which72 were employees 70 were students and
remaining 18 were business man. YAMAHA
Age of the Respondent motorcycles owners were 122 out of which40 were
80 employees 76 were students and remaining 6 were
70 business man. TVS motorcycles owners were 66 out of
60 which10 were employees 6 were students and remaining
50
40 50 were businessman.
30
20
10 Purchase by Brand Awareness
0
BAJA HON HER YAM
TVS 80
J DA O AHA
70
18-30 years 68 44 62 68 10 60
31-50 years 46 44 48 24 20 50
40
51 & above 38 42 48 26 12
30
The age of the respondents were taken into 20
account and categorized as, a. 18-30 years b. between 10
31-50 years and c.51 & above years. The total 0
numbers of respondents were 600. Out of the total BAJ HON HER YAM TVS
152 Bajaj motor bike owners, 45% were below 30 AJ DA O AHA
years, 30% were between 30-50 years and remaining adverrtisement 74 46 60 60 28
25% were above 50 years. Out of total 130 Hero
motor bike owners, 34% were below 30 years, 34% family members 44 36 76 32 24
were between 30-50 years and remaining 32% were friends 26 26 24 30 14
above 50 years. Out of total 158 Honda motor bike
owners 40% were below 30 years, 30% were Out of 600 respondent 144 owns BAJAJ among
between 30-50 years and remaining 30% were above which 74 purchase bike by seeing advertisement, 44
50 years. Out of total 118 Yamaha motor bike owners influence by family members and 26 influence by
58% were below 30 years, 20% were between 30-50 friends. likewise HONDA motorcycles owners were
years and remaining 22% were above 50 years. Out 108 out of which 46 influence by advertisement , 36 by
of 21 TVS motor bike owners 24% were below 30 family members and 24 by friends. HERO motorcycles
years, 47% were between 30-50 years and remaining owners were 160 out of which 60 influence by
29% were above 50 years. It is found that out of the advertisement, 76 by family members and 24 by friends.
total 300 respondents maximum 26% were Honda YAMAHA motorcycles owners were 122 out of which
motor bike owners and minimum 7% owned TVS 60 influence by advertisement, 32 by family members
motor bike. and 30 by friends. TVS motorcycles owners were 66 out
of which 28 influence by advertisement, 24 by family
Purchase by Occupation members and 14 by friends

80 Satisfied with design or style of existing bike

70
60 140
50 120
40 100
30 80
20 60
10
40
0
20
BAJ HON HER YAM TVS
AJ DA O AHA 0
employee 70 60 72 40 10 BAJAJ HOND HERO YAMA TVS
A HA
students 52 22 70 76 6
yes 120 96 123 87 23
business man 22 26 18 6 50
no 24 12 37 35 43
There are total 144 respondents who purchased
Out of 600 respondent 144 owned BAJAJ Bike
BAJAJ among which 70 were employees(service class)
among which 120 are satisfied with design ans 24 were
52 were students and remaining 22 were businessman.
dissatisfied with design. 108 owned HONDA out of
HONDA motorcycles owners were 108 out of which 60
304
which 96 were satisfied and 12 were dissatisfied. 160 Satisfied with the Technology of the existing bikes
owned HERO out of which 123 were satisfied and 37
were dissatisfied. 122 owned YAMAHA out of which 87 140
were satisfied and 35 were dissatisfied. 66 owned TVS
out of which 23 were satisfied and 43 were dissatisfied 120
100
Satisfied with the Mileage of existing bike
80
160
60
140
40
120
100 20

80 0
BAJAJ HOND HERO YAMA TVS
60
A HA
40 yes 122 93 102 103 26
20 no 22 15 58 19 40
0 Out of 600 respondent 122 out of 144 BAJAJ,93 out
BAJAJ HOND HERO YAMA TVS of 108 HONDA,102 out of 160 HERO,103 out of
A HA 122YAMAHA, 26 out of 66 TVS are satisfied with the
yes 134 95 154 89 27 technology of the existing bikes.
no 10 13 6 33 39
Satisfied with after sales service
Out of 600 respondent, 134 out of 144 BAJAJ bike
owners, 95 out of 108 Honda,154 out of 160 HERO, 89
out of 122 YAMAHA , 27 out of 66 TVS are satisfied 140
with the mileage oftheir existing bike
120
Satisfied with the power / speed of the existing bike 100
140 80

120 60

100 40

80 20

60 0
BAJAJ HON HERO YAM TVS
40 DA AHA
yes 125 97 104 95 30
20
no 19 11 56 27 36
0
Out of 600 respondent 125 out of 144 BAJAJ,97 out
BAJAJ HOND HERO YAMA TVS of 108 HONDA,104 out of 160 HERO,95 out of
A HA 122YAMAHA, 30 out of 66 TVS are satisfied with the
yes 127 97 120 100 30 after sales service of the existing bikes.
no 17 11 40 22 36
Out of 600 respondent 127 out of 144 BAJAJ, 97 out V. FINDINGS
of 108 HONDA,120 out of 160 HERO,100 out of 122
YAMAHA, 30 out of 66 TVS are satisfied with the BAJAJ, HERO and HONDA bikes owners are more
power of the existing bikes. satisfied in mileage than YAMAHA & TVS. BAJAJ,
HONDA AND YAMAHA bikes owners are more
satisfied with power than Hero and TVS. YAMAHA and
HONDA BIKES owners are more satisfied with
technology. HERO, BAJAJ and Honda bike owners are
more satisfied with After Sales Service.

305
 VI. CONCLUSION REFERENCES

The study concludes that HONDA, BAJAJ and [1] Boulding, William, Ajay Kalra, Richard
HERO shows maximum satisfaction is respect to Staelin, and Valarie A.Zeithaml (1993), "A
Mileage, Power, Design, Technology and After Sales Dynamic Process Model of Service Qual- ity; From
Service whereas TVS attains least satisfaction. The Expectations to Behavioral Intentions," Journal of
TVS should work extensively on the parameters taken Marketing Research, 30 (February), 7-27.
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On Theory and Method in Research in
Marketing," Journal of Marketing, 47 (Fall), 101-
10.
[3] Fortune (1993), Special Issue on the New
Consumer (Autumn- Winter).Glaser, Barney and
Anselm Strauss (1967), The Discovery of
Grounded Theory. Chicago: Aldine.
[4] Marketing Science Institute (1992),
Research Priorities
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Share," Journal of Re- tailing, 69 (Summer), 193-
215.

306
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