Bajaj contents

A STUDY ON CONSUMER SATISFACTION WITH SPECIAL
REFFERENCE TO JAI BAJAJ SERVICE CENTER ADYAR

Submitted in partial fulfillment of the requirements
For degree in

BACHELOR OF BUSINESS ADMINISTRATION
By
RAJESH KUMAR

(Reg. No. 2828191)

DEPARTMENT OF BUSINESS ADMINISTRATION

SATHYABAMA UNIVERSITY
(Established under Section 3 of UGC Act 1956)
JEPPIAAR NAGAR, RAJIV GANDHI ROAD
CHENNAI 600119

MARCH 2011

SATHYABAMA UNIVERSITY
(Established Under section 3 of the UGC Act, 1956)
Accredited with B++ Grade by NAAC
JEPPIAAR NAGAR, CHENNAI - 600 119

DEPARTMENT OF BUSINESS ADMINISTRATION & COMMERCE

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of
P.RAJESH KUMAR Reg. No. 2828191 who carried out the project
entitled “A STUDY ON CUSTOMER SATISFACTION WITH
SPECIAL REFERENCE TO JAI BAJAJ SERVICE CENTER
ADYAR” under our supervision from January 2011 to February 2011.

Internal Guide External Guide
MR.J.KUMAR M.com.,Mphil., MBA., MR.MAHALINGAM

Head of the Department
Dr. N.GOPINATHANM.com., Mphil., ph.D
Submitted for Viva Voce Examination held on_________________

Internal Examiner External
Examiner

Declaration

I P.RAJESH KUMAR here by declared that the project report entitled
“A STUDY ON CUSTOMER SATISFACTION WITH SPECIAL REFERENCEIN JAI
BAJAJ SERVICE CENTER is done by me under the guidance of MR.KUMAR
M.COM., Mphil., MBA and MAHALINGAM at JAI BAJAJ SERVICE CENTER
ADYAR is submitted in the partial fulfillment of the requirements for the award of the
degree in BACHELOR OF BUSINESS ADMINISTRATION.

Acknowledgement

First and foremost, I would like to sincerely acknowledge thanks to MR.KUMAR BBA
project guide and other faculty members of the university.

It’s my privilege to express my sincere thanks and gratitude to my industrial guide

I am thankful to manager and employees of jai Bajaj service center Chennai for guiding
me and sharing my experience and also being very co operative during my survey and for
their interest in making my survey success.

Last but not least I thankful to all my respondents for assisting me to complete the report

Contents

S.NO TITLE PAGE NO
1. CHAPTER .1.1 Introduction
1.2 Objectives of study
1.3 Needs of the study
1.4 Limitations of the study
1.5 Chapter scheme
2. CHAPTER 2.1 Industry profile
2.2 Company profile
3. CHAPTER 3.1 Review of literature

4. CHAPTER 4.1 Analysis and data
interpretation.
5. CHAPTER 5.1 Findings
5.2 Suggestions
5.3 Conclusion
6. CHAPTER 6.1 Annexure
6.2 Bibliography
6.3 Questionnaire

Contents

S.NO TITLE PAGE NO
1. CHAPTER .1.1 Introduction 1
1.2 Objectives of study 2
1.3 Needs of the study 3
1.4 Scope of the study 4
1.5 Limitations of the study 5
1.6 Chapter scheme 6
2 .CHAPTER 2.1 Industry profile 7
2.2 Company profile 9
3. CHAPTER 3.1 Research methodology and 11
Review of literature
4. CHAPTER 4.1 Analysis and data
interpretation
5. CHAPTER 5.1 Findings
5.2 Suggestions
5.3 Conclusion
6. CHAPTER 6.1 Annexure
6.2 Bibliography
6.3 Questionnaire

1.1 INTRODUCTION

Satisfaction is a person’s feelings of pleasure or disappointment resulting from
comparing a product’s perceived performance (or outcome) in relation to his or her
expectations. Whether the buyer is satisfied after purchase depends on the offer’s
performance in relation to the buyer’s expectations. If the performance falls short of the
expectations, the customer is dissatisfied. If the performance matches the expectations,
the customer is satisfied. If the performance exceeds expectations the customer is highly
satisfied or delighted. A company would be wise to measure customer satisfaction
regularly because one key to customer retention is customer satisfaction. A highly
satisfied customer generally stays loyal longer, buys more as the company introduces
new products and up grades existing products, talks favorable about the company and its
products, pays less attention to competing brands and is less sensitive to price, offers
product or service ideas to the company, and costs less to serve than new customers
because transactions are routine. When customer’s rate their satisfaction with an element
of the company’s performance - say, delivery. It could mean early delivery, on-time
delivery, order completeness, and so on. The company must also realize that two
customers can report being “highly satisfied” for different reasons. One may be easily
satisfied most of the time and the other might be hard to please but was pleased on this
occasion. A number of methods exist to measure customer satisfaction. Periodic surveys
can track customer satisfaction directly. Respondents can also be asked additional
questions to measurer purchase intention and the likelihood or willingness to recommend
the company and brand to others.
Companies that do achieve high customer satisfaction ratings make sure their target
market knows it. For customer centered companies, customer satisfaction is both a goal
and a marketing tool. Although the customer-centered firm seeks to create high customer
satisfaction, that is not its ultimate goal. If the company increases customer satisfaction
by lowering its price or increasing its services, the result may be lower profits. The
company might be able to increase its profitability by means other than increased
satisfaction (for example, by improving manufacturing processes or in vesting more on
R&D). Also, the company has many stakeholders, including employees, dealers,
suppliers and stock holders. Spending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other “partners”. Ultimately, the company must

operate on the philosophy that it is trying to deliver a high level of customer satisfaction
subject to delivering acceptable levels of satisfaction to the other stakeholders, given its
total resources.

1.2 OBJECTIVES OF THE STUDY:-

• The objective of the study is “Company image Bajaj and Survey research to
measure customer satisfaction in Chennai.

• To determine the effects of the company image on the sales.

• To understand customer attitude towards Bajaj motorcycles and Bajaj auto.

• To measure customer satisfaction of Bajaj motorcycle owners.

• To know the market share of Bajaj auto in Chennai.

• To predict the boom of automobile industry.

• To know the tastes and preferences of people of Chennai when it comes
to motorcycles.

• To find the reasons for buying Bajaj motorcycle.

1.3 NEED FOR THE STUDY:-

Customer is one whom you satisfy a wants or needs in returns for some of payment.
The payment may be money, may be in time, or may be good will but there is some form
of payment. Satisfaction is the level of the persons felt by comparing the products
perceived in relation to person’s expectations.

Satisfaction level is function of the difference between perceived performance and
expectations. If the performance falls short of expectations, the customer is not satisfied.
If the performance matches the expectations the customers highly satisfied. If the
performance is beyond his expectations the customer is thrilled.

Customer satisfaction is the customer’s positive or negative feelings about the value
that was a perceived result of using particular organization’s offering in specific used
reaction to a series of used situation experience.

1.4 SCOPE OF THE STUDY:-

 The study is limited to the customer of bajaj vehicle buyers.

 The study will know us to understand the customers, preference and their
needs expected from their business owners.

 Measurement of the customers satisfaction is quiet complex subject

 However the Bajaj automobile showroom are located in other places i.e is
locally and even in the neighboring state. Only opinion of respondents in
Chennai city was considered finding the opinions and respondents.

1.5 LIMITATIONS :-
1. During the survey most of the respondents contacted had newly purchased
the motorcycle thus they could not respond accurately i.e. their satisfaction level
and defects in the motorcycles.

2. The research is directly concerned with the study of human preference and
behavior and achieving absolute mathematical accuracy towards this was not
possible.

3. Secondary data about jai bajaj was rarely found as this firm was
new and not much has been written about it. The researcher had to depend on
the discussion made with the manager of the unit.

4. Some data like abbreviations and detailed promotional activities were scarce
even on internet.

1.6 Chapter scheme:

Chapter 1.deals with Introduction, objectives of study, needs of the study, scope of the
study, limitations of the study
Chapter 2. deals with Industry profile, company profile.
Chapter 3. deals with Review of literature and research methodology
Chapter 4.deals with Analysis and Interpretation of data
Chapter 5. Findings, suggestions, conclusions.

2.1 Industry profile:

2.1.1 History of two wheeler:
The encyclopedia describes a motorcycle as a bicycle propelled by an internal
combustion engine
The motors on mini bikes, scooters and mopeds are usually air cooled and range
from cubic cm in displacement, the multiple cylinder motorcycles displacements of
more than 1300 cubic cm
The automobile was the reply to the 19th century dream of self propelling the
horse drawn carriage. Similarly, the invention of the motorcycle created the self
propelled bicycle.
The 1900s saw the conversion of many bicycles, or pedal cycles by adding small,
centrally mounted spark ignition engines. There was then felt the need for reliable
constructions. This led to road trial tests and competition between manufacturers.
Such were the providing ground for many new ideas from early two stroke cycle
designs to supercharged, multivalent engines mounted on aerodynamic, carbon fiber
reinforced body work.
The two wheeler industry today has significant role in the Indian economy. With
an annual turn over of Rs.6200 crores and a compounded range of 10 percent in the
recent years, it is the one if the few industrial sectors in the growth phase today. The
reasons for this are not far to seek. The consumers who want to be mobile today
considers personal transportation as one of his basic needs.
In India the two - wheeler is used in variety of purposes, particularly in urban
areas communicating the work, visiting people, carrying loads, out door jobs like
selling and the like. The rural areas, it enables the people to travel more frequently to
nearby towns for their daily needs. In other words, it has also become a valuable
support for increasing productivity and profits, besides helping personal
transportation.
In the year 1997 was a difficult period for automobile sector with the major sector
with major player hit by the recession. However two wheelers came through un –
scratched with a modest three percent growth. One of the primary reasons for this
has been the robust growth the rural market. A series of good monsoons and high
price for agricultural commodities have increased the purchasing power of rural
customers. Today, the rural market of over six lakhs villages contributes contributes
35 percent to total two wheeler sales.

2.1.2 The two wheeler industry basically comprises:

2.1.2.1 Motor cycles:
The motorcycles segment grew by 28% in terms of sales in 1995, which is remarkable
by all standards.
In 1980s the only available motorcycles in the Indian market were the conventional
indigenously build rajdoot, bullet and yezdi. This changed drastically when japanese
introduced their motorcycle in Indian market. The superior styling and better economics
led to increase in the market share.

2.1.2.2 Scooters:

In 94 - 95 the scooter segments accounted for 46 – 80% of two wheeler industries
crossed the one million mark. As such the scooters segment has grown by 34% - 37%
which is one of the segment achievements of industry.
The most important contribution to the segment is Bajaj auto with an installed capacity
of 12 – 72 lakh scooters per annum. In act the company is the largest manufacturer of two
–wheeler in the country and the fourth largest in the world. Other companies which
involve in manufacturing scooter with a capacity if 20000 scooter per annum and kinetic
Honda.

2.1.2.3 Mopeds :
In 1972 the Indian companies was introduced to the models of two – wheeler, which
was popularly known as mopeds. Which became virtually to generic name for mopeds
and come to be identified with lower middles class people of the country because it was
the cheapest available two wheeler with maximum offered mopeds are for this smallest
chunk in the industry.
However this segment has failed to grow especially compared to motorcycles and
scooters. During the 1980’s mopeds are quiet popular in first half of the 1980’s the
scooters showed a phenomenal growth of 65% during 1980 – 85. During 1994 mopeds
registered a growth of just 13% kinetic engineering is one of the leading producers of
mopeds in India.
A major part of growth on the two wheeler industry has come from motorcycles
especially the Indo – japanese 100 CC motorcycles which are considered fuel efficient,
reliable and suited for rough roads. Scooters are also growing at a fast pace and are being
increasingly perceived as a better option providing convenience and modern style, by
urban customers.

2.1.2.4 Promising future:
The future outlook for the industry looks promising. Rising income levels in both
urban and rural markets will ensure a rising market for the two – wheeler, considered a
basic need.
Most of the leading players such as TVS, Hero Honda and Bajaj auto group gearing
up to strengthen their presence in this segment with a range of new products that will
address their needs of specific consumer demand. Today customer preferences are
driving the industry. Reliability modern styling and economy are demanded by the mass
segment while convenience the important features for the emerging segment the power
and pleasure of riding a two wheeler as well. The manufacturers are responding to these
customer needs with the introduction of new models and modifying the existing models.

COMPANY’S HISTORY:

Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading
Corporation Private Limited. It started off by selling imported two- and three wheelers in
India. In 1959, it obtained license from the Government of India to manufacture two- and
three-wheelers and it went public in 1960. In 1970, itrolled out its 100,000th vehicle. In
1977, it managed to produce and sell100,000 vehicles in a single financial year. In 1985,
it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell
500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicle
and produced and sold 1 million vehicles in a year.

2.2 Bajaj auto limited
The Groups' principal activity is to manufacture two and three wheeler vehicles.
Other activities of the group include insurance and investment business. The Group
operates in three segments, which are Automotive, Insurance and Investment and Others.
It has a network of 498 dealers and over 1,500 service dealers and 162 exclusive three-
wheeler dealers spread across the country.

About Bajaj
The Bajaj Group is amongst the top 10 business houses in India. Its footprint
Stretches over a wide range of industries, spanning automobiles (two-wheelers
and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and
finance. The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth
largest two- and three- wheeler manufacturer and the Bajaj brand is well-known in over a
dozen countries in Europe, Latin America, the US and Asia. Founded in 1926, at the
height of India's movement for independence from the British, the group has an
illustrious history. The integrity, dedication, resourcefulness and determination to
succeed which are characteristic of the group today, are often traced back to its birth
during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of
the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had
adopted him as his son. This close relationship and his deep involvement in the
independence movement did not leave Jamnalal Bajaj with much time to spend on his
newly launched business venture. His son, Kamalnayan Bajaj, then 27, took over there
ins of business in 1942. He too was close to Gandhiji and it was only after Independence
in 1947, that he was able to give his full attention to the business.Kamalnayan Bajaj not
only consolidated the group, but also diversified into various manufacturing activities.
The present Chairman and Managing Director of the group, Rahul Bajaj, took charge of
the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship
company has gone up from Rs.72 million to Rs.46.16 billion(USD5 936 million), its
product portfolio has expanded from one to and the brand has found a global market. He
is one of India’s most distinguished business leaders and internationally respected for his
business acumen and entrepreneurial spirit

COMPANY PROFILE :-

Founder Jamnalal Bajaj

Year of Establishment 1926

Industry Automotive - Two & Three Wheelers

Business Group The Bajaj Group

Listings & its codes BSE – Code: 500490; NSE - Code:
BAJAJ AUTO

Presence Distribution network covers 50
countries.
Dominant presence in Sri Lanka,
Bangladesh, Columbia, Guatemala,
Peru, Egypt, Iran and Indonesia.

Joint Venture Kawasaki Heavy Industries of Japan

Registered & Head Office. Akurdi , Pune – 411035, India
Tel.: +(91)-(20)-27472851
Fax: +(91)-(20)-27473398

Works Akurdi, Pune 411035

Bajaj Nagar, Waluj Aurangabad 431136

Chakan Industrial Area, Chakan,
Pune 411501

E-mail rahulbajaj@bajajauto.co.in

Website www.bajajauto.com

3.1 RESEARCH METHODOLOGY :-

Survey research is the systematic gathering of information from respondents for the
purpose of understanding and/or predicting some aspects of the behavior of the
population of interest. It is the most common method of collecting primary data for

marketing decisions. Survey can provide data on attitudes, feelings, beliefs, past and
intended behavior, knowledge, ownership, personal characteristics and other descriptive
items. Survey research is concerned with administration of questionnaires (interviewing).
The survey research must be concerned with sampling, questionnaire design,
questionnaire administration and data analysis. The administration of questionnaire to an
individual or group of individuals is called an interview. A questionnaire is simply a
formalized set of questions for eliciting information. As such, its function is measurement
and it represents the most common form of measurement in marketing research.

The report has been prepared as per the information obtained from two sources. They are:

1. Primary data

2. Secondary data

1.Primary data:

The primary data included the information collected from the

1. Proprietor, manager and employees of JAI BAJAJ motors.

2. Structured questionnaire

3. Personal interview with customer

2.Secondary data:
Secondary data includes
a. Data from various magazines esp. bike magazines.
b. Internet
c. Brochures
d. Books
e. Newspapers etc
Sampling plan:
Data collected has been analyzed and interpreted by using simple percentage
method and finally the data is presented in graphs and charts.

Sampling frame :
1. Customers visiting showrooms for servicing their motorcycles
2. Shopping malls, Supermarket, Markets, College parking etc

Sampling unit:
Motorcycles owners esp. Bajaj Pulsar motorcycle owners

Sampling method:
Simple random sampling method was used.

Desired sample size:
A sample size of 60 motorcycle owners was specified.

3.2 Literature of review:
Customer satisfaction is the determination of the degree to which a companies products
or services meet the requirements of the end users.
“Customers satisfaction is the customer’s evaluation of a product or service in
terms of whether the product or service has met their needs and expectations.”
Consumer expectations are continuously increasing. Brand loyalty is a thing of past.
Customer’s seeks out the products and producers that re best able to satisfy their
requirement.

It is not enough if the product meets customer expectations like the behavior or attitude
of the person. Customer satisfaction is the combination of both technical features and
human behavior aspects.

Customer satisfaction has been represented as follow:

Performance features address issues the conformance to the standards and variability.

Behavior aspects deal with the component of the following aspects.

 Responsiveness – readiness of employees to provide the service.
 Courtesy – respect, friendliness of contact personnel.
 Complete resolution – listening to customers.
 Communication – speaking to the customers in their language.
 Credibility – taking ownership in resolving the complaints.

If customers experience matches the customer expectations, it leads to customer
satisfaction and if customer experiences doesn’t match the customer expectations’, leads
to ‘customer satisfaction’. On similar lines if it expectation leads to customer delights.

• Phases in customer satisfaction:-

Customer satisfaction can be divided in to three phases.

• Pre sales period:-
During these phase the customer satisfactions are built through the various information
on the product, i.e. its quality, core benefits, its price distribution outlet and so on. The
customer is in a way attracted to the benefits of the product that he would gain after the
purchase of the product.

• During the sales period:-

During this phase the customer is experienced on being converted from a prospect to
an actual buyer. Here customer satisfaction will be felt if given an opportunity to inspect
the product, attentive services ambience etc.

• After sales period:-

This phase starts after the customer has brought the product and started using it.
Customer satisfaction will be matching customer expectation if the required support or
advice is provided by the firm, efficient and effective follow up process efficient and
effective follow up process, efficient repair and maintenance service and smooth and
straight forward complaint follows

• Product and service features:-

Customer satisfaction with product or service is influenced significantly by the
customer evaluation of the product and service in the features. The important features and
attributes and perception of those features all determine the overall satisfaction. Customer
emotion can also affect their perceptions of satisfactions with their products and services.
These emotions can be stable pre-existing emotions like mood state or life satisfaction.
These include positive emotions happiness, pleasures and negative emotions such as
sadness, regret, sorrow, anger and depression.

• Attributions for service success and failure:

Attributions the perceived courses of events, influences, perception of satisfaction
well. When the product or service is either much better or much worse than expected, the

customer tends to look for the reasons and their assessments of reasons can influence
their satisfaction.

Customer satisfaction is also influenced by perceptions of equity and fairness.
Customer ask themselves whether they had been treated fairly compared with other
customers, whether they got the treatment, better prices or better quality services.

Most of the companies believe in TCS- “total customer satisfaction”. If the exiting the
customers are satisfied, then they advertise the product and there by it reduces the cost on
promotional activities. Their peer groups including friends and relatives will also be
influenced toy to the product and thereby enabling the company to earn high market
share.

Satisfaction of the customers is also important tool to the company’s planning for the
future. Based on the satisfaction plan they can plan out their future market policies. Any
modification required enhancing the level higher and plan out the promotional policies
required in the future.

Hence customer satisfaction is the most important in the market action. Action
planning organizes the activity to improve customer satisfaction by operational defining
and functional deploying customer requirement.

The concept of satisfaction is one about which there are presently few agreed upon
definition and approaches to measure nevertheless. Hunt as summarized concept in the
following statement.

Satisfaction is the kind of stepping away from and experiences and evaluation it, one
could have pleasure experiences that caused dissatisfaction because even thought
pleasurable, it was supposed or expected to be. So satisfaction / dissatisfaction is not an
emotion, evaluation of an emotion.

Even though Bajaj is facing cut throat competition in the market, it is making huge
profits. There is need to understand the customer buying behavior and customer
satisfaction towards the product. Therefore the Baja India company chooses what the
factor which makes the customer satisfy and what are the changes the required in futures.

The research intends to prove and understand the customer’s perception and attitude
towards Bajaj motors. Researches also study to find out the level of the customers

satisfaction towards Bajaj on different parameters. By this the company would like to
know the demerits and increases their standard of the industry.

• Definition for after-sales services:
Customer support following the purchase of the product or services. In some cases,
after-sales services can be almost as important as initial purchase. The manufacturer,
retailer, or service provider determines what is included in any warranty (or guarantee)
package. This will include the duration of the warranty traditionally one year from the
date of purchase, but increasingly two or more years “maintenance and / or replacement
policy, items included/excluded, labor cost, and speed of response. In the case of service
provider, after sale service might include additional training or helpdesk availability. Of
equal importance is the customer’s perception of the degree of willingness with which a
supplier deals with the questions or complaint, speed of response, and action taken.

Quality, price and service are three factors are critical to success of any export sales
effort. Quality and price are addressed here, should be integral party of any company’s
export strategy from the start. Properly handled, service can be foundation for growth.
Ignored or left to chance, it can cause an export effort to fail.

Service is the prompt delivery of the product. It is courteous sales personnel. It is a
user or service manual modified to meet your customer’s needs. It is ready access to a
service facility. It is knowledgeable, cost-effective maintenance, repair or replacement.
Service is location. Service is dealer support.

Service varies by the product type, the quality of the product, the price of the product,
and the distribution channel employed. For export products that require no service – food
products, some consumer goods, and commercial disposables.

On the other hand, the characteristics of consumer durable and some consumables
demand services be available. For such products, service is expected by the consumer. In
fact, foreign buyers of individual goods typically place service at the forefront of the
criteria they evaluate when making a purchase decision.

All markets are sophisticated, and each has its own expectations of suppliers and
vendors. U.S manufacturers or distributors must their fore ensure that their service
performance is comparable to that of predominant competitors in the market. This level
of performance is an important determinant in ensuring a reasonable competitive
position, give the other factors of the product quality, price, promotion and delivery.

An exporting firms strategy and market entry decision may dictate that it does not
provide sales service. It may determine that its exports objective is the single or multiple
opportunistic entries into export markets. Although this approach may work in the short
term, subsequent product offerings will be less successful as buyers recall the failure to
provide expected levels of service. As a result, the market development and sales
expenditures may result in one time.

• Service delivery options:

Service is an important factor in the initial export sale and ongoing success of products in
foreign markets. U.S. firms have many options for the delivery service to foreign buyers.

A high cost option and the most inconvenient for the foreign retail, wholesale,
commercial or individual buyer is for the product to be returned to the manufacturing or
distribution facility in the United States for service or repair. The buyer incurs a high cost
and loses the use of the product for an extended period, while the seller must incur the
export cost of the same product a second time in return it. Fortunately, there are
particular, cost effective alterative approach.

If the selected export in the channel is a join venture or other partnership arrangement,
the oversea partner may have a service or repair capability in the markets to be
penetrated. An exporting firm’s negotiation and arrangement with its partners should
include explicit provision for repairs, maintenance and warranty service. The cost of
providing this service should be negotiated into the agreement.

For goods sold and retail outlets, a preferred service opinion is to identify and use local
service facilities. Though this requires up front expenses to identify and train local
service outlets, the costs are more then required in long run.

If the product being exported is to be direct end users, service and timely performance are
critical to success. The nature of the product may be required delivery of one site service
to the buyer within very specific parameter.

May have to send personnel parameter to the site to provide service. The sales contract
should anticipate a reasonable level of one site service and should include the associated
costs. Existing performance and service history can serve as a guide for existing service

and warranty requirements on export sales, and sales can be costs accordingly. This
practice is accepted by small and large exporters alike.

At some level of exports activity, it may become cost effective for company to establish
its own branch or subsidiary operations in the foreign market. The branch or subsidiary
may be in one person operation or more extensive facility staffed with sales,
administration, service and other personnel, most of whom are local nationals in the
market. This high cost option enables the exporter to ensure sales and service quality,
provided the personnel are trained in sales, products, and service on an ongoing basis.
The benefits of the options includes the control it gives to the exporter and the ability to
serve the multiple markets in a single region.

Manufacturers of similar or related products may find it cost effective to consolidate
service, training and support each export market. Service can be delivered by U.S based
personnel, a foreign facility under contract, or a jointly owned foreign based service
facility. Despites its cost benefits this options raises a number of issues. Such joint
activity may be interpreted as being in restraint of trade or otherwise market controlling
or monopolistic. Exporters that are considered it should therefore obtain component
legal counsel when developing this joint operating arrangement. Exporters may wish to
consider obtaining an export trade certificate of review.

• TEN RULES FOR GREAT CONSUMER SERVICE:

Efficient and affordable online customer service training.
Amount of time when you called a mail company’s toll free line
Negative buying experiences are almost always linked to shoddy customer service
Even though most businesses claims that they put people first it’s rare to find good
consumer support. But customer service isn’t extinct. In fact after consumer groups and
the media took potshots last year at e-commerce sites for leaving customers, many
businesses began to focus more attention on service.
Strong customer service is a business essential. Providing it isn’t as difficult if you as
employees achieved these basic rules.

• Commit to quality service:
Everyone in the company needs to be devoted to creating a positive experiences for the
customers. Always try to go above and beyond customer expectations.

• Know your products:

Convey an articulate and in depth knowledge of product and services to win customer
trust and confidence. Know your company’s products, services, and return policies inside
and out. Try to anticipate the types of questions that customers will ask.

• Know your consumers:
Try to learn everything you can about your consumers in order your service approach to
their needs and buying habits. Talk to consumers about their experience with your
company, and listen to their complaints. In this way, you can get to the root of customer
dissatisfaction.

• Treat people with courtesy and respect:
Remember that every time that you, your employees, and colleagues make contact with
customer whether its by email, phone, written correspondence, or a face to face meeting,
the interaction leaves with impression with that customer. Use conciliatory phrases,
“sorry to keep you waiting” “Thanks for your order,” You’re welcome,” and “it’s been a
pleasure helping you” to demonstrate not only your commitment to customer satisfaction
but your dedication is courtesy.

• Never argue with customers:
You know very well that the customer isn’t always right. However, it is important that
you do not focus on the missteps of a particular situation, instead, concentrate on how to
fix it. Research shows that 7 out of 10 customers will do the business with the company
again if that business resolves a complaint in their favor.

• Don’t leave customers in limbo:
Repairs, callbacks, and emails need to be handled with a sense of urgency. Customers
want immediate resolution and if you can give it to them, you will be probably win their
repeat business. Research shows that the instance of repeat business growth up to 95
percent when complaints are resolved on the spot.

• Always provide what you promise:
Fail to do this you will lose both credibility and customers. If you guarantee your quote
within 24 hours, get the quote in day or less. If and when you neglect to make good on
your promise, apologize to the customer and offer some type of compensation, such as
discount or free delivery. Overall only make promises that you are confident that you and
your business can keep.

• Assume that your customers tell the truth:

Even though it may appear that customers lie to manipulate a situation to their advantage,
it is to your advantage to give them the benefit of the doubt. The majority of the
customers don’t like to complaint in fact they will out of their way perhaps all the way to
competitors to avoid it. If you hear unhappy to rumbling from your customers, take their
complaints to heart and do your best to appease their dissatisfaction.

• Focus on customers not on sale:
Sales people especially those who paid on commission some times focus on the volume
instead of on the quality of the sale. Remember that to keep a customer’s business is
more important to close a sale. Research shows that it costs six times more to attract a
new customer than it does to keep an existing one. Moreover happy customers are the
best and most effective way to find new customers.

• Make it easy to buy:
The buying experience in your store, on your web site, or through your catalog should be
as easy as possible. Eliminate unnecessary paper work and forms, help people to find
what they need, explain how products work, and do whatever work else you can to
facilitate transactions.

• New sales opportunities and improved customers relations:-
Foreign buyers of U.S manufactured products typically have limited contacts with the
manufacturer with personnel. The foreign service facility is in fact one of the major
contact points between the exporter and buyer. To a great extent, the U.S manufacturer
reputation is made by overseas service facility.
The service facility can be a positive and reinforcing sales and service encounter. It can
also be an excellent sales opportunity if the service personnel trained to take advantage of
the situation. Service personnel can help the customer make life cycle decisions regarding
the efficient operation of the product how to update it more and longer cost effective
operation and when to replace it as the task expands or changes. Each service contact is
an opportunity to educate to customer and expand the exporter’s sales opportunities.

Service is also an important aspect of selling solutions and benefits rather than product
features. More than one leading U.S industrial products exporter sells its products as a
tool to do the job rather than as a truck or a cutting machine. Service capability enables
customers to complete their jobs more effectively with the exporter tool. Training

mangers and personnel in this type of thinking vitalize service facilities and generate new
facility opportunities.

Each foreign market offers a unique opportunity’s to the U.S exporter. Care and attention
to the development of in the country’s sale and distribution capabilities is permanent.
Delivery of after sales service is critical to the near and long term success to the U.S
company’s effort in any market.

Senior personnel should commit to a program of regular travel to each market to meet
with company representatives, clients, and others who are important to success of the
firm in that market. Among those persons would be commercial officer at the commercial
services post and representatives of the American chamber of commerce and the local
chamber of commerce or business association.

The benefits of such a program are twofold. First executive management learns more
about the market place and the firm’s capabilities. Second the in country representative
appreciates the attentions and understands the importance of the foreign market in the
exporter’s long term plans. As a result such visits help build a strong, productive
relationship.

• Measuring customer satisfaction:
Customer satisfaction refers to the extent to which customer’s satisfaction levels can be
measured using survey techniques and questionnaires. Gaining high level of customer
satisfaction is very important to a business because satisfied customers are most likely to
be loyal and to make repeat orders and to use a wide range of services offered by a
business.
Studies carried out by companies like Argos and Cadburys have found very high levels of
customer satisfaction. It is not surprising because the companies emphasize market
research and marketing as the tools to find out what customers want. Knowing what your
customer wants it possible to tailor everything you do to pleasing the customers.
There are many factors which lead to high level of customer satisfaction which includes:
products and services which are customer focused and then provide high levels of value
for money. Customer service giving personal attention to the needs of the individual
customers. After sales service. Following up the original purchase with after sales support
such as maintenance and updating for example in the updating computer packages.
This occurs when they feel that the goods and services that they buy have been specially
produced for them or for people like them. This relates to a wide range of products such

as razors that are designed for case of use and good quality finish, petrol products that are
environmentally friendly and customized to meet the needs of particular types of engines
etc.

• Service quality:
Quality is consistently delivering products and services that fully meet customer’s needs
and expectations.
Product or service quality requires a total system, which identifies customer
requirements, which design the product or service to those requirements and which
establishes a product or service delivery system to produce in conformance with the
specifications.
A customers perceived performance of an evaluation of those product attributes, attribute
performance and consequences arising from use that facilitate achieving the customer’s
goal and purposes in use situations.

• Value is not what goes in product, but what customer goes out of it.
• A customer gets the value over a period of time, rather then a point in time.
• Value happens in the customers space rather than the suppliers space, where
only cost in accumulate.
Quality work does not mean quality service. Customer prefers organizations that deliver
quality service, and suppliers can charge premium for quality services. That customer
assess service quality by comparing what they feel a seller should offer and compare with
against the sellers actual service performance.
Quality control and marketing must take place during service production and
consumption. A list of six criteria of good perceived quality professionalism and skills,
attitudes and behavior, accessibility and flexibility, reliability and trustworthiness,
recovery, and reputation and credibility. The first is outcome related, reputation and
credibility are image related, and the rest are process related.
There are five key gaps that can cause problems in service delivery.

• Research gap – between customer expectations and managements
perception of those expectations.
• Planning and design gap – between management’s perception of what the
customer wants and the designed capabilities of the system that
management develops to provide the service.
• Implementation gap – between what the service system is designed to
provide and what it actually provided.

• Communication gap – between what the service system provides and
what the customer is told it provides
• Reality gap – between customer’s service expectations and their
perceptions of that service. A company should always pay attention to the
customer perceptions and expectations. If there is a difference between
customer expectations and perception, there is a gap and in practice, it
does not matter whether the gap is based on facts or feelings, but how the
customer perceives service matters.
In studies of customer’s expectations of service quality and their actually
experiences, the following five elements are seen as the most important to the
buyer.
• Reliability – ability to provide what was promised.
• Assurance – knowledge of courtesy of employees and their ability
to convey trust and confidence.
• Tangibles – physical facilities, equipment and appearance of the
personnel.
• Empathy – carrying and individual attention.
• Responsiveness – willingness to help and provide prompt
service.
Two critical dimensions are reliability and responsiveness. Generally,
reliability is the most important for customer when they access service.
Responsiveness means anticipating problems before they occur, rather than
fixing problem quickly. Companies must work at making sure that problems
will not occur at all. Once the customer is sure about the quality of the product
and responsiveness of the employees, the probability of the customer
becoming a loyal customer increases.
Customers evaluate services based on the purpose of the service, necessity,
importance, results, cost and risk. In order to have appropriate expectations, a
customer should have a full picture of the purpose of a job. Depending on the
customer’s perception, the necessity of a service can vary. If the service is
necessary to help customers perform their jobs they have high expectations
for the job. If a customer sees a risk associated with dealing with the
company, their perception of the added value can be minimal.

Determinants of service quality are:

• Reliability – consistence of service.
• Responsiveness – willingness of readiness of employees to provide

• Competence – possessions of required skills.
• Access – approachability and case of contact.
• Courtesy – politeness, respect, consideration and friendliness
• Communication – keeping customers informed and listening.
• Credibility – honesty, trustworthiness.
• Security – freedom from danger, risk or doubt.
• Tangibles – physical evidence of the service.

The value of the result varies with the size of the service tasks and their
importance for the customer. Frequently the way of service is provided is an
important as the result.
This has the following effects on service providers.

• Service quality is relative
• Service quality is defined as the customer.
• Service quality varies from customer to customer.
• Service quality can be enhanced to meeting customer expectations and
controlling those expectations.
A company’s most significant success factor is ability to deliver better customer value
than the competitors do. The components of customer value a company can estimate a
customer’s true profitability. Customer perception of expected benefits consists of the
product and service attributes. Additionally it includes company image relative to the
competition. Good customer value consists of product value, service value and value
based pricing.
Many customers measure their cost only in terms of price, but in certain cases the
acquiring costs can be substantial and convenience cost can have the value for a
customer.
Customer’s perceived risks should be reduced in a ways that would increase their
expectations and create competitive advantage. Service reliability reduces the cost of
service delivery and builds value of the customers.
For an organization that offers a service a whose quality cannot be judged in advance, a
service guarantee may represent an important marketing tools, and it can be significant
for the potential customer to whom this service may cause substantial risk.

• Five basic customer value lessons:
• Customer defines the appropriate product quality, service quality and
reasonable price.

• Customer value expectations are formed relative to competitive offerings
• Customer expectations are dynamic, always demanding
• Product and service quality must extend throughout the channel.
• Maximizing customer value requires total organizational involvements
and commitments.

4.1 Data analysis and interpretation:

SWOT Analysis:
Market trends must be considered as the company the company develops
It’s marketing strategies.

1. Strengths:

• "Bajaj" is a well established Brand name in the scooter segment.

• Bajaj Auto is a cost-effective producer in the two wheeler market.

• It has a huge market share in the scooter segment of the two-wheeler
industry. This acts as a cushion for the company in their efforts of
foraying into the motorcycle segment.
• Bajaj has established a wide distribution network for the scooter segment
which will favor them in their efforts in the motorcycle segment.
• Marketing has been a strength for Bajaj since inception.
Strengths are internal capabilities that can help the company reach its objectives
Bajaj can build three important strengths:
1. Style
2. Pick up
3. Speed
2. Weaknesses:
• Bajaj has become a generic name associated with the scooters and that
needs to be changed in the minds of the consumers before it could expect
a great success in the motorcyclesegment.
• Bajaj is dependent on its foreign counterparts for technological support.
This needs to be addressed as it might be crucial when the foreign players
enter the Indian market directly.
Weaknesses are internal elements that may interfere with the

company’s ability to achieve its objectives.

The weaknesses evaluated after the study are:

1. Heavy weight of the motorcycles
2. Mileage
3. Costly spare parts

3.Opportunities:
• The motorcycle segment is expected to grow at a considerable rate and
this would provide a good opportunity for Bajaj Auto to increase its
market share in this segment.
• Kawasaki of Japan, when it comes to India, can help Bajaj enhance its
product portfolio in the motorcycle segment as Kawasaki plans to use

Bajaj's manufacturing base for its global operations.
Opportunities are areas of buyer’s needs or potential interest in which the

company might perform profitability. They are all external factors.

Bajaj can take advantage of three major market opportunities:

1.Increasing demand for high speed motorcycles.

2. Launching low cost motor cycles especially India’s large number of middle class

which is more than 60% of population.

3. Reaching the towns through dealership as the middle class living
in this area is getting rich and their purchasing power is also
increasing.

4.Threats:
• The market share in the scooter segment has taken a beating from TVS
Suzuki's entry into this segment.
• Entry of Multinational companies, especially Chinese ones, in the
motorcycle segment will stiffen the competition and will hamper the
efforts of Bajaj to establish itself in the motorcycle segment.
Threats are challenges posed by an unfavourable trend or development
that could lead to lower sales and profit.
They are external factors.
Bajaj faces three major threats in future:
1. Increasing competition
2.Launch of cheaper motorcycles by competitors
3.Launch of cheaper cars by TATA whose price is equivalent to Bajaj’s Pulsar segment

long using the Bajaj bike
Table 1

Response No of Percentage
responsiveness
2 year 23 38%
3 years 8 13%
4 years 4 7%
more than 42%
4 years 25
Total 60 100%

Source - primary data
Most of the respondents are using more than 4 years

38% percent of the respondents are using 2 years

13% of members are using 3 years

Only 7% of the members are using the 4 years

Are you happy with performance of the bike?

Table 2

Response No of Percentage
responsiveness
Yes 59 98%
No 1 2%
Total 60 100%

SOURCE – PRIMARY DATA

Most the respondents are saying yes
Limited members are saying no

In what way you selected the Bajaj bike
Table 3

Response No of responses Percentage
Engine capacity 7 12
Stylish 18 35
Mileage 21 30

Comfortable 14 23
Total 60 100

Did you receive any letter or call from the jai Bajaj service center regarding service due
reminders?

Table 4

Response No of responsiveness Percentage
Yes 40 67%
No 20 33%
Total 60 100%

Ease of arranging the service visit?

Table 5

Response No of responses Percentage
Very convenience 17 28%
Convenience 37 62%
Not convenience 6 10%
Total 60 100%

How do you rate the cleanliness and comfort of service reception and customer waiting
lounge/area?

Table 6

Responsive No of responsiveness Percentage
Worst
Very bad 3 5%
Neither good nor bad 24 40%
Very good 28 47%
Best 5 8%
Total 60 100%

Courtesy / friendliness of service advisor?

Table 7

Excellent 17 28%
Good 35 59%
Fair 8 13%
Poor
Total 60 100%

Responsiveness of service advisor?

Table 8

Worst 20 33%
Very bad
Either good nor bad
Very good 36 60%

Best 4 7%
Total 60 100%

Fairness of the charges?

Table 9

Un acceptable 4 7%
Acceptable 45 18%
Fair 11 75%
Total 60 100%

Reviewed with you the work that was done on your vehicle?

Table 10

Yes 54 10%
No 6 90%
Total 60 100%

Does the service advisor explain you about the service charges during delivery?

Table 11

Yes 48 80%
No 12 20%
Total 60 100%

Conditions of vehicles on return?

Table 12

Worst
Very bad
Neither good nor bad 21 35%
Very good 32 53%
Best 7 12%
Total 60 100%

Cleanliness of vehicle on return?

Table 13

Excellent 13 22%
Good 36 59%

Fair 10 17%
Poor 1 2%
Total 60 100%

Thoroughness of explanation of the service advisor?

Table 14

Excellent 10 17%
Good 41 68%
Fair 7 12%
Poor 2 3%
Total 60 100%

Timeliness of the pick up process?

Table 15

Yes 52 87%
No 8 13%
Total 60 100%

Does the dealership have convenient business days/hours of operation?

Table 16

Yes 54 90%
No 6 10%
Total 60 100%

Convenience of location?

Table 17

Yes 57 95%
No 3 5%
Total 60 100%

How do you feel about jai Bajaj service departments?

Table 18

Excellent 6 10%

Very good 23 39%
Good 22 38%
Fair 9 13%
Poor
Total 60 100%

How do you rate your overall service experience?

Table 19

Excellent 9 18%
Very good 21 35%
Good 22 36%
Fair 7 9%
Poor 1 2%
Total 60 100%

Based on your experience will you visit jai Bajaj service center again?

Table 20

Response No of responsiveness Percentage
Yes 55 92%
No 5 8%
Total 60 100%

5.1FINDINGS:

After my study at jai Bajaj service center is on the customer satisfaction after the
sales and services below are list of findings:

• Due to lack of people in the service department employees were not attended
with in the expected times of customers.
• Management is not fully aware of the relation between the customer and staff.
• Most of the customer felt the staff still requires more skills to treat customers.
• Customers feel that they won’t get the same response what they get during the
sales.
• Management must provide equal weight age for both the sales and service, as
both are related to the customers.
Management must seriously look to improve the overall service provided to the
customers.

5.2 Suggestions:

Based on the overall findings the suggestions can be as follows:

• Management should stricter on the making sure that the customers are attended on
time.
• Customer’s questions or problems should be considered properly and same has
been answered effectively.
• Management should interface frequently in order to make sure that all of its
customers are satisfied.
• Considering sales and service are equal importance must be given.
• Management must make sure it has enough people employed in the service
department so that it can meet the customer expectation on time.

5.3 Conclusion:

After my analysis on the “customer satisfaction after sales and services” in jai Bajaj
service center I have come to the conclusion where I strongly consider that the jai
Bajaj service center.

Indian 2-wheeler industry is the second largest in Asia after China. And Bajaj is one
among them. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj
Trading Corporation Private Limited. Jamnalal Bajaj is founder of the group.. His son,
Kamalnayan Bajaj, then 27, took over the reins of businessin1942. The present Chairman
and Managing Director of the group, Rahul Bajaj, took charge of the business in 1965.
The Groups' principal activity is to manufacture two and three wheeler vehicles. Other

activities of the group include insurance and investment business. The group comprises
of 27 companies. Distribution network covers 50 countries. It has a network of 498
dealers and over 1,500 service dealers and 162 exclusive three-wheeler dealers spread
across the country. Bajaj Auto, is ranked as the world’s fourth largest two- and three-
wheeler manufacturer and the Bajaj brand is well-known in over
a dozen countries in Europe, Latin America, the US and Asia.
Apart from business it has contributed a lot for the society by as its customer social
responsibility. It has contributed to agriculture, women empowerment, health services,
animal husbandry etc.
Although Hero Honda is the market leader in the automobile sector, Baja has always
produced quality motorcycle with style and maintained its standard by being on No.2.

BIBLIOGRAPHY:-

• Christopher lovelock, Jochen Writz, Jayantta Chatterjee,
service marketing

• Valaric A Zinthmal, Ajay pandit service marketing

• Philips kottler, Kevin lane keller marketing management

• C R kothari Business Research Methodology

 Magazine

• Over drive

• Auto India

 Website

• Google .com
• www.bajaj auto .com

QUESTIONNAIRE

Respected sir this is the survey being conducted by Rajesh Kumar .P the students of
sathyabama university pursuing final semester BBA. Please co-operate by filling the
questioners for “A study on customer satisfaction on after sales and services in Jai Baja”
all the information provided.

Name Model

Register no

1) How long you are using the bajaj bike?

a) 2 years b) 3 years c) 4 years d) more then 4 years

2) Are you happy with the performance of the bike?

a) Yes ( ) b) No ( )

3) In what way you are selected the bajaj bike?

a) Engine capacity b) Mileage c) Stylish d) Comfortable

4) Did you receive any letter or call from the jai Bajaj service center regarding service
due reminders?

a) Yes ( ) b) No ( )

5) Ease of arranging the service visit?

a) Very convenience ( ) b) Convenience ( ) c) Not convenience ( )

6) How do you rate the cleanliness and comfort of service reception and customer
waiting lounge/area?

Very bad Neither good Very good
nor bad

Probably worst --------------------|----------------------|-----------------|-------------
probably good
0 10 20 30 40 50 60 70 80 90 100

7) Courtesy / friendliness of service advisors?

a) Excellent ( ) b) Good ( ) c) Fair ( ) d) Poor ( )

8) Responsiveness of service advisors?

Very bad Neither Very good
good nor
bad

Probably worst --------------|---------------|-----------------------|------------------- probably
best
0 10 20 30 40 50 60 70 80 90 100

9) Fairness of the charges?

a) Unacceptable ( ) b) Acceptable ( ) c) Fair ( )

10) Reviewed with you the work that was done on your vehicle?

a) Yes ( ) b) No ( )

11) Does the service advisor explain you about the service charges during delivery?

a) Yes ( ) b) No ( )

12) Condition of vehicles on return?

Very bad Neither good Very good
Nor bad
Probably worst ---------------|-------------------|------------------|----------------------
probably best
0 10 20 30 40 50 60 70 80 90 100

13) Cleanliness of vehicle on return?


14) Thoroughness of explanation of the service advisor?

15) Timeliness of the pick – up process?
[Whether your delivery process completed within appropriate time]

a) Yes ( ) b) No ( )

16) Does the dealership have convenient business days/hours of operation?

a) Yes ( ) b) No ( )

17) Convenience of location?

a) Yes ( ) b) No ( )

18) How do you feel about jai bajaj service department?

a) Excellent ( ) b) Very good ( ) c) Good ( ) d) Fair ( ) e)
Poor ( )

19) How do you rate your overall service experience?

a) Very good ( ) b) Good ( ) c) Satisfied ( ) d) Average ( ) e) Not satisfied ( )

20) Based on your experience will you visit jai bajaj service center again?

a) Yes ( ) b) No ( )

(Signature of the respondent)

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