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09-08-2012, 12:20 PM
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A STUDY ON BRAND PREFERENCE FOR BAJAJ TWO WHEELER’S AMONG CUSTOMERS IN VELLORE
A STUDY ON BRAND PREFERENCE FOR BAJAJ TWO WHEELER’S
AMONG CUSTOMERS IN VELLORE



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Introduction

Brand Preference is the measure of Brand Loyalty in which a consumer will choose a
particular brand in presence of competing brands, but will accept substitutes if that brand is
not available. Brand Loyalty refers to the extent of the faithfulness of consumers to a
particular brand, expressed through their repeat purchases, irrespective of the marketing
pressure generated by the competing brands.
In every product category, consumers have more choices, more information and higher
expectations than ever before. To move consumers from trial to preference, brands need to
deliver on their value proposition, as well as dislodge someone else from the consumer's
existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a
vigilant brand management strategy. Pricing, promotional deals and product availability all
have tremendous impact on the position of brand in the consumer’s preference set. If all
things are equal, the best defense is to make the brand more relevant to consumers than the
competition.
The brands potential can only be fulfilled by continually reinforcing its perceived quality,
upmarket identity and relevance to the consumer. The same branding activities that drive
awareness also drive preference. And, while awareness alone will not sustain preference, it
will improve the brand’s potential for building and maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly. It
takes time, however, and constant revaluation to build brand preference. Aristotle professed,
“We are what we repeatedly do. Excellence then is not an act, but a habit.” Attaining and
sustaining preference is an important step on the road to gaining brand loyalty. The ability to
generate more revenue, gain greater market share and beat off the competition is the reward
given by consumer toward particular brand.
Brand preference is the Selective demand for a company's brand rather than a product; the
degree to which consumers prefer one brand over another. In an attempt to build brand
preference advertising, the advertising must persuade a target audience to consider the
advantages of a brand, often by building its reputation as a long-established and trusted name
in the industry. If the advertising is successful, the target customer will choose the particular
brand over other brands in any category.
The frequency of repeat purchase in case of two wheeler market is very low. So, the measure
of Loyalty is not easy. The brand loyalty of the customer can be identified with the help of
how they promote the brand to others, i.e. Word of Mouth Communication. Even though
competitors are low in the two wheeler’s segment, competition is very high due to the
availability of different product categories under different brands.
The Customers preference among these brands also not easy as the product possesses similar
features in all the brands. So, the customer satisfaction determines the loyalty. Customer will
get satisfied only when their expectations met or exceed. It is an after purchase behavior. To
analyze the Brand Preference and Loyalty, it is necessary to study both the consumer’s
buying behavior and after purchase behavior.

Statement of the Problem

The changing customer perception because of the availability of variety of products in two
wheeler segment along with the growing number of competitors had a major impact in the
preference of a particular brand. The customers’ decision making process also changes as
their buying pattern changes.
The players in the two wheeler market in the Vellore are Bajaj, Hero Honda, TVS, Yamaha,
Suzuki, Mahindra, BSA, Ultra Motors and Royal Enfield. Each and every company has
different varieties of product category in the two wheelers, which gives lot of options for the
customers in Vellore. The fast developing technology and the growing economic status of the
people in the Vellore city drive their preference decision.
Bajaj held the most of the market share in the two wheeler segment in Vellore after the
launch of CT 100 model which gave good mileage and Pulsar which attracted most of the
young customers. Later after the launch of TVS Apache, Yamaha FZ, the preference of brand
among customers varied a lot with the availability of various options. So, this study was
undertaken to analyze the above mentioned issues.

Need for the Study

1. The first and foremost need for this study is due to the increasing brand variety in the
Vellore two wheeler’s market which is eroding the Brand Loyalty of the customers.
2. The increasing media clutter and the changing consumer preferences.
3. The more number of split loyal and shifting loyal customers are available in the
market.
4. Brand Loyalty of a customer is influenced by the customer’s perceived value which is
the basic belief results in the action. So, to analyze the preference of brand and to find
the factors influencing the Brand Preference of the customer in the two-wheeler
segment.

Objectives of the Study

1. To study the perception and buying behavior of customers in two wheelers.
2. To measure the Brand Loyalty of Bajaj.
3. To study the customers view on features of two wheeler’s and the impact of the
communication medium.
4. To study the factors that influence decision-making in choosing the brand.
5. To suggest factors to retain the customers.

Scope of the Study

The study is only on Brand Preference so the other aspects such as Brand
Recognition, Brand Image, Brand Equity and other branding concepts are not
covered.
· Brand Loyalty, Perception and Buying Behavior of respondents are also studied in
this research.
· This study covered only the area of the Vellore city. So, the information and the
conclusion derived from the study are only relevant to this area alone.
1.6 Limitations of the Study
· The duration of the project was one of the primary constraints for the project.
· This study is confined only among the Bajaj customers in the Vellore city.
· It was an academic effort and limited to cost, time and geographical area.
· Numbers of respondents were restricted due to the time factor.

Company Profile

Bajaj Auto is a major Indian automobile manufacturer started by a Rajasthani merchant. It is
based in Pune, Maharashtra, with plants in Chakan (Pune), Waluj (near Aurangabad) and
Pantnagar in Uttaranchal. The oldest plant at Akurdi (Pune) now houses the R&D centre
ahead. Bajaj Auto makes and exports motor scooters, motorcycles and the auto rickshaw.
Over the last decade, the company has successfully changed its image from a scooter
manufacturer to a two wheeler manufacturer. Its product range encompasses scooterettes,
scooters and motorcycles. Its real growth in numbers has come in the last four years after
successful introduction of a few models in the motorcycle segment.
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