BAJAJ AUTO COMPANY LIMITED.
Under the esteemed guidance of
Mr. GOVERDHAN REDDY sir M.B.A
Department of Management Studies,
According to Sengupta:
“Brand Image” is the totality about the impressions about the brand. This according to him includes its physical, functional and psychological aspects of the brand. According to Christian Restall:
“Brand Image is the measurable aspects of the brand”
According to Oglivy
“Personality and brand image are the same”
He indicates that brand image has three components:
* Product attributes
* Consumers benefit
* Brand personality
.Brand image would stem from three sources .These are:
This is the image driven from the company/brand. The brand is what it is because of the company makes it. PRODUCT DRIVEN IMAGE
This image is result of the product performance. This in turn depends on its ingredients. Santoor toilet soap promises skin care through it contents - sandal wood and turmeric. USER – DRIVEN IMAGE
This image is driven by the lifestyle of the user. A particular lifestyle is south to be projected through a product. This is done through user-imagery. “
NEED OF THE STUDY:
The study centered to take strategic decisions in support of Bajaj auto in the field of marketing. The main need of this study is to ascertain various methods to increase the sales volume of the concern. The method includes regular product information to the buyers, creating a brand position in the market and taking measures to make the brand remain in its position. One of the important aspects of this study is also to increase the market segment for the products.
OBJECTIVES OF THE STUDY:
* To know the brand image towards Bajaj Auto
* To understand consumer perception about Bajaj Auto
* To evaluate the performance of Bajaj Auto in the market interims quality after sales services and other market variable
SCOPE OF THE STUDY
The scope of marketing research can be pointed out by a single word, "Consumer Preference". It can be termed as the balance wheel as the marketing system which harmonies the study and demand factors. * Marketing survey has wide scope and covers all aspects of marketing. Broadly its scope can be classified in the following categories :- * The study is confined on the selected customers in Nalgonda * It is concerned with product of Bajaj auto.
* Research on Promotional Policies of Bajaj auto
* It is concerned with buying behavior of Bajaj auto.
* Brand Image of Bajaj auto.
LIMITATIONS OF THE STUDY
* Since the survey was done only in Nalgonda.So the result obtained may not be taken as universal suggestion. * Due to time constraints and busy schedules of the people it was difficult to interact with them completely * The sample size was limited
SOURCE OF DATA
Questionnaires were used for collecting primary data
Secondary data were collected from figures, statistics and tables from the company’s annual publications websites and from library books SAMPLE DESIGN
The study is conducted in Nalgonda district.
The sample size chosen by the researcher for the purpose of this study is 100 working public in nalgonda district Sample method:
Random and stratified
AUTOMOTIVE INDUSTRY IN INDIA
The Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India is manufacturing over 11 million 2 and 4-wheeled vehicles and exporting about 1.5 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the...