A Study On Consumer Preference Regarding Two Wheeler in Ghaziabad 1
Table of Contents CERTIFECATE... 3 ACKNOWLEDGEMENT... 4 PREFACE... 5 1. INTRODUCTION... 6 2. RESEARCH OBJECTIVES... 7 3. RESEARCH METHODOLOGY... 8 4. DATA ANALYSIS... 9 CONCLUSION... 17 RECOMMENDATIONS... 18 BIBLIOGRAPHY... 19 APPENDIX... 20 2
CERTIFECATE TO WHOM SO EVER IT MAY CONCERN This is to certify that YOUR NAME a student of COLLEGE NAME of PGDM Programme has started her project of doing a survey and to prepare a research report of two-wheeler market survey in Ghaziabad under my guidance. She is doing her task with efficiency and has zeal for learning. 3
ACKNOWLEDGEMENT We, all members of the group involved in this project, PGDM students in AKGIM, Ghaziabad are highly grateful to all those who guided us in completing this project. First of all, I would like to pay our heartiest thanks to our Director Dr. Anoop Pant,we would like to thanks Mrs.Shruti Dwivedi (Faculty of management studies) for imparting her valuable guidance to us. And gave us the useful tips and suggestions regarding the project. And other faculty members for helping us.also the research would not have been possible without the respondents and,the entire people who gave their precious time to us for filling these questionnaires patiently. And provided their valuable suggestions to make our project more accurate and useful. I am thankful to our librarian Mr. Srivastav and IT incharge Mr. Shubham and ofcourse our class and also last but not the least the I am thankful to my group members(ashish dwivedi, Chavi singh,monil varshney,rekha chauhan and Varun singhal who worked sincerely and with mutual understanding and cooperation. YOUR NAME PGDM-08-029 Batch (2008-2010) 4
PREFACE Quite frequently these days people talk of research both at academic institute &outside. Several research studies are undertaken &accomplished year after year. Research is the all pervasive key and the brain for decision making in the organization. But in most cases very little attention is paid to an important dimensions relating to research namely that of research methodology. The need, therefore, is for those concern with research to pay due attention to designing and adhering to the appropriate methodology through out for improving the quality of research. The methodology may differ from problem to problem, yet the basic approach toward research remain the same. Keeping all this in view, we used C.R KOTHARI, S.N MURTHY & U BHOJANNA the writers of research methodology(research methods and technology) which has helped us in making the research exploratory as well as result oriented research. We the students of PGDM will join the corporate world, we need to know the methodology to be adopted to conduct the research, in terms of gathering data, interpretation & report writing and also use of statistical techniques thus these books have made it possible to continue with the same. The concern of today s leading organizations is the purpose of creating more value for customers. This value end focus provides competitive advantage that has become a necessity today. Here with this research conducted considering the fact that the market has become customer centric, with changing life style, tastes, & preferences of customers, customerisation is the watchword of this millennium. Thus, this research is a small start to understand the consumers preference regarding two wheelers. 5
1. INTRODUCTION The Indian industrial sector has undergone profound regulatory changes in recent times as a consequence of the economic reforms program put together in between 1988 and 1991. Consequent to these reforms some of the industries that have been influenced the most have been the consumer durables industry, the automobiles industry and certain financial services. In an evolving industry especially in emerging economies like India, it is extremely important to formulate optimal policies on competitions in order to promote both competition as well as growth. India is the second largest manufacturer of two wheelers in the world. It stands next only to Japan and china in terms of the number of two wheelers produced and sold respectively. The Indian two wheelers industry can be broadly classified into three major segments i.e:- 1. Scooters 2. Motorcycles 3. Mopeds. Here in this study, by this research we are trying to analyse about the number of two wheelers and how many people are using two wheeler. what motivates and influence them to buy two wheeler what is the most preferable choice in two wheelers in case of motor cycles and scooters and the most recent two wheelers choice in the market.what are their preferences, satisfaction level, who influenced them and the reason to buy. 6
2. RESEARCH OBJECTIVES Each and every work in our life is governed by some aims or objectives. Any work without any objective is like a ship in the mid sea without a compass. So for every work objective should be specific and focused. Our project is not an exception. Our questionnaire tells about the objective of the study in a nutshell. To identify and analyze the market of automobile industry in two wheeler segment. Giving conclusions and recommendations. 7
3. RESEARCH METHODOLOGY RESEARCH USED The study of dissertation is based on descriptive research. The major purpose of descriptive research is to give description of the state of affairs as it s exist at present. The main characteristic of this method is that the research has no control over variables; this can only report what has happened and what is happening. PRIMARY SOURCES Primary data has been collected with help of questionnaire from various two wheelers users. The data collected through questionnaire form that is filled by the general public according to the researchers convenience. SAMPLE sample size for this research is 240 and sample is taken randomly. ANOVA It is a statistical technique used to test and draw the inferences whether the sample belongs to the same population or not, here the data is quantitative in nature and normally distributed. In this research we are using two way anova. CHI SQUARE Chi square symbolically written as χ2. It is a measure used for sampling analysis and applicable in large number of problems. It is technique used for 1.To test goodness of fit. 2. Test the significance of association between two attributes & 3. The significance of population variance 8
4. DATA ANALYSIS Here we are using two way ANOVA for analyzing And pie chart. Q 1- Distribution of respondents according to their gender and occupation. Frequency Table no: 1 student service business others Male 87 48 38 8 Female 33 15 5 5 90 80 70 60 50 40 30 20 10 0 student service business others male female INTERPRETATION : Here we find that the number of male students are more than the female students. It is also seen that the males are using two-wheeler whether they are students or service goers than female students, service goers. We have seen females doing business and engaged in others are using very less number of two-wheelers. 9
Q 2- Distribution of respondents according to whom the services are provided. YES 190 NO 50 Frequency table no :2 75% YES NO 285% INTERPRETATION: Here we analyzed that the percentage of getting services is more than that of getting no services. This may be due to service centers are not accessible. 10
Q 3-Distribution of respondents according to their area where they live and area of purchase. Frequency table 3 exclusive non-exclusive road shops sale mela Rural 9 0 2 1 semiurban 26 19 4 0 Urban 94 28 6 4 Metro 26 8 8 2 100 90 80 70 60 50 40 30 20 10 0 Excl N-EXCL Roadshop Salemela RURAL SEMI URBAN URBAN METRO INTERPRETATION: The respondents living in urban cities are more interested in buying twowheeler from exclusive showrooms and there is very less number of urban respondents to buy from road shops and sale mela. For metro respondents there is no preference for buying two-wheeler from road shops and sale mela. 11
Q 4-Distribution of respondents according to the service getting and their level of satisfaction. Frequency table no:4 Very low Average High Very High Yes 55 75 42 18 No 5 26 16 3 80 70 60 50 40 30 20 10 0 Very low Average High Very high Yes No INTERPRETATION: The respondents who are getting the services have the average level of satisfaction and there are very less number of respondents who are getting services have very high satisfaction level. 12
Q 5-Distribution of respondents response towards service getting from different brands. Frequency table no:5 Bajaj Honda Yamaha Tvs Hero hondai-motors Lml Yes 60 42 15 23 25 10 10 No 17 8 6 5 7 2 1 60 50 40 30 20 Yes NO 10 0 Bajaj Yamaha Hero honda LML INTERPRETATION: By this chart we analyse that Bajaj and Honda are highest service providers to their two-wheeler buyers than other brands existing in two-wheeler market. And the level of satisfaction of getting services is also higher in Bajaj. 13
Q 6-Distribution of respondents according to their choice of best promotion scheme, Frequency table no : 6 exchangelucky drawfinance campaign 70 42 88 40 EXCHANGE LUCKDRAW FINANCE CAMPAIGN INTERPRETATION: According to the respondents it is analyzed that they feel more to go for finance schemes for purchase of two wheelers so they can have easy reach to buy two wheelers. 14
2. Data Analysis with the help of chi square. Observed table Occupation> Student Service Business Others Gender Male 87 48 38 8 Female 33 15 5 5 Expected table Occupaton Student Service Business Others Gender Male 91 48 32 10 Female 29 15 10 3 Ho: there is no significant difference in male and female occupation who are using two-wheeler. Hi: there is significant difference in male and female occupation who are usingtwo-wheeler. Test Statistic: (Oij-Eij)2 Eij Where; Oij = observed frequency. Eij = expected frequency. Groups Observed frequency Expected Frequency Oij-Eij (Oij-Eij) Eij MALE Oij Eij Student 87 91-4.17 15
Service 48 48 0 0 Business 38 32 6 1.125 Others 8 10-2.4 FEMALE Student 33 29 4.55 Service 16 15 1.06 Business 5 10-5 2.5 Others 5 3 2 1.33 χ2 = (Oij-Eij)2 Ei = 6.135 degree of freedom= (C-1) (r-1) = (4-1) (2-1) = 3 the table value of χ2 for 3 DOF at 5% level of significance is 7.815. the calculated value of χ2 is less than this table value and hence we can conclude that null hypothesis is accepted that there is no significant difference in male and female occupations who are using two-wheeler. At 1% level of significance: the table value of χ2 for 3 DOF at 1% level of significance is 11.314. the calculated value of χ2 is less than this table value and hence we can conclude that null hypothesis is accepted that there is no significant difference in male and female occupations who are using twowheeler. 16
CONCLUSION Understanding consumer behavior in the present scenario is extremely important as it is no longer a simple task. Now the consumer is considered to be the King. He is the price-maker and not price-taker.. Earlier, there used to be a few two wheeler manufacturers who held a monopoly. However, this situation has changed with the entry of other competitors, especially after liberalization and globalization. The foreign collaboration saw production going up tremendously due to the availability of many alternative choices, consumer preferences and needs changed. Suddenly, the buyer came into focus. Hence, this study makes an attempt to know the changes in the two wheeler markets and buying motives of two wheeler buyers. The study was conducted by using the survey method. The study revealed the consumer preference and ownership pattern and the sources of information they used to make the purchase decision, and importance given to various evaluation criteria. Understanding consumer behavior or "knowing customers" is not easy. Customers may state their needs and wants but act otherwise. They may not be in touch with their deeper motivation. They may respond to influences that change their mind at the last minute. Talking of the two wheeler industry, the names that effortlessly come to us is Bajaj Auto, Hero Honda, TVS Motor, Yamaha Motor, Kinetic and others. The two wheeler segment has played an important role in giving a push to the automobile industry in India. In fact, the production, sales and exports of the two wheelers is a fair indication of the growing importance that it enjoys in this country's manufacturing economy. An overview of the two wheeler industry makes this clear that the two wheelers are among the most sought after automobiles in India for some time and the trend is likely to stay for a while. But is also observed that consumer are not that satisfied with the services provided by the two wheelers service provided.service is provided but than to identify which is the factor that make consumers unsatisfied and another is the rural sector where demand for two wheeler is not to the level as it should be since it also generates demand for many products whether the FMCG products or any other technology equipments. 17
RECOMMENDATIONS The economic growth, need for better conveyance and gradually improving road infrastructure coupled with better credit and financing options, have acted as a major catalyst in encouraging the growth and development of the two wheeler segment in India. Further, the new and improved features on the two wheelers, their stylish and trendy looks and a rage with the country's youth who form a substantial influence in determining the consumer behavior have ensured that the two wheelers remain on top of the automobile industry's agenda in India. With that of the recommendations it is also recommendable to introduce such two wheelers that would make it easy on o be used in rural kacha roads and with understanding of their income level. So that they can easy make expenditures to buy two wheelers and that would be affordable for them just like 4-wheelrs NANO TECHNOLOGY that is made keeping in mind that every class of society should have an easy access to purchase cars. The similar concept is to be taken while launching new two wheelers that should be in range of every class of society. 18
BIBLIOGRAPHY C.R KOTHARI (RESEARCH METHODOLGY RESEARCH METRHODS AND TECHNOLOGY) S.N MURTHY & U BHOJANNA (RESEARCH METHODOLGY RESEARCH METRHODS AND TECHNOLOGY) WEBSITES WWW.GOOGLE.COM 19
APPENDIX Use of graphs and pie charts. Graphs 90 80 70 60 50 40 30 20 10 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr East West North PIE CHART 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 20