23-04-2014, 03:45 PM
A Study to Determine the Factors in Purchasing Decision of Youth for Two Wheeler
Study to Determine .docx (Size: 67.87 KB / Downloads: 13)
INTRODUCTION
India has the largest number of two wheelers in the world with 41.6 million vehicles. India has a mix of 30 percent automobiles and 70 percent two wheelers in the country. India was the second largest two wheeler manufacturer in the world starting in the 1950’s with the birth of Automobile Products of India (API) that manufactured scooters. API manufactured the Lambert’s but, another company; Bajaj Auto Ltd. surpassed API and remained through the turn of the century from its association with Piaggio of Italy (manufacturer of Vespa).
Bajaj Auto limited is one of the largest two wheeler manufacturing company in India apart from producing two wheelers they also manufacture three wheelers. The company had started way back in 1945. Initially it used to import the two wheelers from outside, but from 1959 it started manufacturing of two wheelers in the country. By the year 1970 Bajaj Auto had rolled out their 100,000th vehicle. Bajaj scooters and motor cycles have become an integral part of the Indian milieu and over the years have come to represent the aspirations of modern India. The core brand values of Bajaj Auto limited includes Learning, Innovation, Perfection, Speed and Transparency.
RESEARCH METHODOLOGY
Rationale:
Transportation is major concern of daily life .With the advancement in technology transportation means are developing very fast. It becomes necessity for life. As India is developing as potential market for all the area, automobile companies planning for their product development as consumer preference they are branding and promoting their product in very specialized manner. As a marketing management student, it is necessary to understand their strategies and to study affect their strategies on sales and brand performance.
There are few good players which largely affect the market. This study will reveal comparison of sales and branding strategies and performance of automobile companies with special concern to two wheelers in Indian market.