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INTRODUCTION
PROFILE OF THE STUDY
In this era of cut throat competition, no company can survive in the market place without
knowing its products strengths and weaknesses. It has to fortify (Strengthen) itself
against threats from the environment and exploit its strengths for increasing profits. In
order to do so, the company has to conduct regular surveys to know the customers
opinions, needs, and preferences. This helps the company to manufacture the product
according to customers expectations. It has now become more important for the
customer confidence and higher positioning of buyer perception. Thus, Surveys becomesgenuine key to success.
The Bike segment is dominated by 4 major players viz. HERO HONDA,
BAJAJ, TVS. Besides these, there are players like HONDA (Alone),LML, KINETIC,
SUZUKI.
The expanding Indian market, the growing size of the middle class and the rise
in aspirations of the youth along with opening up of the Indian economy have collectively
influenced the steady growth of the two wheeler market in India. With leading foreign
brands in collaborations with Indian manufacturers entering the Indian market, the
customer could not have asked for more. In fact, the Indian bike market has grown
immensely and the preference for variety looks, design has brought in a number of
models in the market. In the last 3 to 4 years, the craze for motorcycle over the scooters
has picked up and one can find today even girls crazy for a motorbike not only in the
Metros but in small towns and cities also.
Trying to catch up with these, manufacturers are busy working out on customer profiles.
With the increase in competition one can find a think of discounts including: cash rebates
and free accessories to push sales of the commuter bikes. Certain changes are also visible
as far as customer preferences are concerned. The basic 100cc bike market is suddenly
experiencing a slow down in the growth.
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This Commuter bike was a favorite till the other day, commanding up to 90% of the total
bike sales. The shift towards 150 cc bikes is suddenly discernable and the segment is
expected to grow in near future.
Manufacturers are now rushing in to introduce bikes in this segment. Bajaj has launched
bajaj xcd125 higher on the power ladder, Honda has come up with Shine and TVS has
recently launched.
The customer is the basic ingredient of marketing. The
development of marketing strategy is based on understanding of consumer and there
behavior. The present study attempts to understand the behavior of consumer for their
choice in purchasing two-wheeler with special reference to bikes like Honda(shine), TVS
(victorGX), and Bajaj(xcd125). But consumer behavior and the derived consumer
satisfaction cannot be intact. Now days the two wheeler industry is growing at its fast
speed. The competition is very hard and so many choices are available to customers. Here
I have tried to find out the level of customer satisfaction regarding (Shine, xcd125, and
victorGX) two wheelers and also what modification they want in their products. So the
study is all about the customers preference and their satisfaction with regard to bikes
coming under 125cc segment.
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Bajaj Auto Limited is one of the pioneering companies in the two wheeler industry. Bajaj
Auto has a vast network of about 1500 service centers and 500 dealers all over India. It
has 3 manufacturing plants located at Akurdi, Waluj and Chakan in Maharashtra. The
company's technology partner is Kawasaki Heavy Industries, Japan. The company
exports to ASEAN region, South America and Africa.
MILESTONES
1945 - Bajaj Auto comes into existence as M/s Bachraj Trading
Corporation Private Limited.
1948 - Sales in India commence by importing two- and three-
wheelers.
1959 - Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers.
1960 - Bajaj Auto becomes a public limited company. Bhoomi
Poojan of Akurdi Plant.
1970 - Bajaj Auto rolls out its 100,000th vehicle.
1971- The three-wheeler goods carrier is introduced.
1972 - The Bajaj Chetak is introduced.
1975 - BAL & Maharashtra Scooters Ltd. joint venture.
1976 - The Bajaj Super is introduced.
1977 - The Rear Engine Autorickshaw is introduced. Bajaj Auto
achieves production and sales of 100,000 vehicles in a
single financial year.
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1981 - The Bajaj M-50 is introduced
1984 - Foundation stone laid for the new Plant at Waluj,
Aurangabad.
1986 - The Bajaj M-80 and the Kawasaki Bajaj KB100
motorcycles are introduced. 500,000 vehicles produced and
sold in a single financial year.
1990 - The Bajaj Sunny is introduced
1991 - The Kawasaki Bajaj 4S Champion is introduced.
1998 - Kawasaki Bajaj Caliber rolls out of Waluj.
2001- Bajaj Auto launches its latest offering in the premium bike
segment Pulsar. The Eliminator is launched.
2003- Pulsar DTS-i is launched.
2004 - Bajaj unveils new brand identity, new symbol, logo
and brand line
2007 - 200 cc Pulsar DTS-i launched
2008 - xcd125 is launched
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Bajaj XCD125
Bajaj XCD 125cc DTS-Si
The bike Bajaj XCD 125cc DTS-Si was launched by the company Bajaj in September
and it was expected that the company will manufacture 20000 units of the bike initially
that will be increased to 50,000 units in the coming months to increase the production to
make it the highest produced bike of the market.
The key attractive feature of the bike is its cost and the introduction of the engine range
XCD 125cc that will give it an increased performance in to be between the 100cc and
150cc.
Sporty Look of the Bike
The look and technical specification of the bike are taken from the alliance company of
Bajaj, Kawasaki. The XCD design is also a feature imported from Kawasaki. The bike is
stylish and decent .It has black visor. The bike had a bit aggressive in looks and has
graphics on the tank. The bike had some traditional features like the clear lens indicator
and 5 spoke alloy wheels and also some new added features are large headlamp and twin
pilot lamp. The bike has a digital speedometer and has led tail lamps.
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http://www.google.co.in/imgres?imgurl=http://www.bikes4sale.in/photos/bikes4sale.in_xcd1.jpg&imgrefurl=http://www.bikes4sale.in/bajajxcd125.php&h=113&w=150&sz=260&tbnid=3gmAM3YlNq4J:&tbnh=113&tbnw=150&prev=/images%3Fq%3DBajaj%2BXCD125&sa=X&oi=image_result&resnum=1&ct=image&cd=3http://www.google.co.in/imgres?imgurl=http://bp1.blogger.com/_QxpmZtfzoIU/RuUNqG6a-7I/AAAAAAAAAvU/4II2wJyaNLk/s400/bajaj_xcd_3.jpg&imgrefurl=http://rearset.blogspot.com/2007/09/bajaj-xcd-125-ridden.html&h=124&w=121&sz=28&tbnid=LdDY54bDjDsJ:&tbnh=124&tbnw=121&prev=/images%3Fq%3DBajaj%2BXCD125&sa=X&oi=image_result&resnum=1&ct=image&cd=2 -
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Bajaj XCD 125cc DTS-Si Technical Specification
Dimensions & Weight
Length (mm) 1980
Width (mm) 760
Height (mm) 1200
Wheelbase (mm) 1275
Ground Clearance
(mm)170
Kerb Weight (kgs) 113
Engine
Model Designation Digital Twin Spark - Swirl induction (DTS-SI)
No. Of Cylinders 04
Type Four stroke Natural Air-cooled
Clutch Multi-Plate Wet type
Displacement (cc) 124.58 cc
Ignition systemMicroprocessor controlled Digital CDI, with TRICS incorporated
in Carburettor Ignition Timing
Gear Box 04 Gear Constant Mesh
Suspension
Front Telescopic (125 mm travel)
Rear Swing arm with 5-step adjustable Shock absorbers with DualSNS type Spring (105 mm travel)
Brakes
Front Mechanically expanding shoes, Drum type
Rear Mechanically expanding shoes, Drum type
Tyres
Front 2.75 - 17 41P
Rear 3.00 - 17 50P
Fuel Tank 8 Liters (1.8 Liters of reserve)
PerformanceMax. Horsepower
(ps/rpm)9.53 PS( 7.01 kW) at 7000 rpm
Max. Torque (kgm/rpm)
10.85 Nm at 5000rpm
Maximum Speed 90 Kmph (with single rider of 68 kg)
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Mileage 109 KMPL
TVS VICTOR GLX 125 CC
Specifications
Engine & Transmission
Type 4 Stroke air cooled OHC
Cubic Capacity 124.8 cc
Max Power 7.16 Kw @ 7500 rpm
Max Torque 9.5 nm @ 5500 rpm
Bore X Stroke 54.5 mm X 53.5 mm
Compression Ratio 9.2:1
Transmission 4 speed contant mesh
Engine & Transmission
Front Telescopic oil-damped: 105 mm
travel
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RearHydraulic with co-axial spring:
75 mm travel
Brakes & Wheels
Tyre (front) 2.75 x 18
Tyre (rear) 3.00 x 18
Brake (front)240 mm Disc (optional)130 mmDrum 130 mm Drum
Electricals
Head Lamp 12 V, 35/35 W
Tail Lamp 12 V, 5/10 W
Turn Signals 12 V, 10 W
Ignition System Digital Ignition
Dimensions & Weights
Wheel Base 1260 mm
Kerb Weight 118 kg
Capacities
Fuel Tank 13 Litre
Fuel Reserve 2.5 Litre
Colours AvailableBlue, Blue-Silver, Red-Silver,
Yellow, Green
TVS Motor Company is part of Sundaram Clayton group in TVS group of companies.
TVS Motor Company is the main flag ship company of Sundaram Clayton group. TVS
Motors is the third largest two-wheeler manufacturer in Indian and ranks among the top
ten globally. It is the first company in the world to be honored with the Deming Prize for
Total Quality Management. The Company was the first in India to launch 2-seater 50cc
moped and 100 cc Indo-Japanese Motorcycles. At Present TVS Apache, TVS Victor,TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian Market.
MILESTONES
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Indias first 2 seater 50cc Moped TVS 50, launched in Aug 1980.
In 1982 SCL established Joint Venture with Suzuki Motor
Corporation.
In 1994 the company entered the market segment of scooters with introduction of
Scooty 2S, which was totally an indigenous design. Introduced India's first catalytic converter enabled motorcycle, the 110cc Shogun
in Dec 1996.
Launched India's first 5-speed motorcycle, the Shaolin in Oct 1997.
Launched TVS Victor, 4-stroke 110 cc motorcycles, in August 2001; Indias first
fully indigenously designed and manufactured motorcycle.
In 2000 the first 4 stroke motorcycle was launched called Fiero
Launched TVS Star in Sept 2004, a 100 cc motorcycle which is ideal for roughterrain
Launched TVS Apache in Nov 2005. It finally went on to be the Bike of the
Year for2006, winning 6 prestigious awards
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TVS Apache
TVS Apache with its shapely streamlined tank and engine design is really an eye
-stopper. Its smooth and flawless finish makes this bike desirable to the market. Its
tough but light 6 spoke black alloy wheels are really supportive for better control and
excellent riding of this two wheeler. Its uniquely designed head lamp has become one
of the best head turner in the market of two wheelers.
Its 240 mm disc brake is helpful in stopping one in any sudden situation toavoid accident. Its all gear start and low friction engine with RCF technology are the
key factor of better efficiency of this bike. It is further equipped with various
upgraded technology like monotube inverted gas filled shocks, IDI lean burn, iE
surge (intake and exhaust resonator), synchro stiff chassis etc. for the proper safety
and security of the persons seating on the bike.
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Its symbol, the Wings, represents the company's unwavering dedication in achieving
goals that are unique and above all, conforming to international norms. These wings
are now in India as Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), a wholly
owned subsidiary of Honda Motor Company Ltd., Japan. In September 2004, Honda
Motorcycle and Scooters India Limited (HMSI), the wholly owned subsidiary of the
Japan-based Honda Motor Company Limited (HMCL), launched its first 150cc
motorcycle named 'Shine.' Priced at Rs. 50,043 (ex-showroom price, Delhi), Shine
had a four stroke 13.3 bhp engine with five gears. The new bike was available in five
colours and was designed to achieve a speed of 0 to 60 kmph in five seconds. Shine
was promoted with the caption "Be a wing rider." (Refer Exhibit I for a visual of
Shine). Targeted at youth, Shine looked sportier than all the existing motorcycles in
the premium segment and was pitted against Bajaj Pulsar, the leader with 75 percent
market share in that segment.
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Honda Shine
This bike with powerful 4 stroke 125 cc engine delivering output of 13.3 bhp engine
clubbed with many other high end equipments like Constant Volume (CV)
Carburetor, pulse exhaust system, offset crank and 2 way air jacket. Its multi mapping
CDI, roller rocker arm, 4 speed gears, tumble free combustion etc. determine the
performance as well as its aesthetic value. Its aerodynamic body lining, sporty and
sleek design, appealing tail lamp and excellent body graphics etc are enhancing its
style statement day by day. Unique shock absorbing mono suspension prevents
discomfort due to the sudden jerk caused by uneven road. Its flexible seating
arrangement, ample foot space gives the total comfort of journey. Fully equipped with
various cutting edge technologies, this bike comes with hole plugging mechanism,
tuff up tube, easy primary kick etc.
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CONSUMER BEHAVIOUR
Before getting into details of Consumer Behaviour, one must go through certain basic
terminologies. In general terms both Consumer and Customer are considered the
same but they are quite different.
The term Customer is some what different from the term consumer. The term
customer is used to refer to someone who purchases goods and services from a particular
store or company. Thus a customer is defined in terms of a specific term while a
consumer is not
Consumer may be referred to any one engaged in evaluating, acquiring, using or
disposing of goods and services which he expects will satisfy his
needs.
So ultimately Consumers are that individual who consumes or uses a product,
which may or may not be purchased by him.
So after getting into these terms we need to get into the details of Consumer
Behaviour.
Consumer Behaviour Consumer behaviour refers to how a consumer behaves or acts
or reacts in making a purchase of goods and services of his choice in different situations.
The term consumer Behaviour can be defined as, The behaviour that consumersdisplay in searching for purchasing, using, evaluating and disposing of products, services
and ideas which they expect will satisfy their needs.
- Leon G. Schiff man and Leslie Lazar Kanuk.
The study of consumer behaviour not only focuses on how and why consumers make
buying decisions, but also focuses on the uses which consumers make of the goods they
buy and their evaluation of these goods after use. If the goods after use dont satisfy the
consumers, they my feel dissatisfied perhaps because post- purchase services are not up
to their satisfaction, and thus, this may influence their purchase of the goods and it may
also influence the buying decision of many others who might come in contact with them.
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The detailed study ofConsumer Behaviour orConsumer Preferences focuses on-
Who Buys products or services? How do they buy products or services?
Where do they buy them? How often do they buy them? When do they buy them? Why do they buy them? How often do they use them?
These questions will help in understanding the factors that influence the decision making
process of the consumers. The buyers decision making process includes the following:-
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post purchase behaviour
1. Problem recognition: - First and the foremost step is to identify the problem i.e.
what actually one wants with regard to the product.
2. Information Search: - Second step is to search the relevant information
regarding the Product which one wants.
3. Evaluation of alternatives: - Third step is to evaluate the collected information
i.e. analyze the information.
4. Purchase decision: - In forth step the product is actually purchased.
5. Post purchase behaviour: - In fifth step the consumer actually reacts against the
quality, quantity etc received after the purchasing the product i.e. in this stage he
reacts on the basis of his getting satisfied after the purchase of the product.
The buyers decisions include the following:-
Product choice Purchase timing Brand choice
Purchase amount. Dealer choice
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Significance of the study
To know about the customer preference and decision process with regard to 100-
125cc bike.
To know the Basic consumer buying behaviour and the reasons because of whichthey switch from one company to another.
To know about the companys details (profile, Products)
This study would help in revealing the type and specific qualities of the bikesoffered by the company to their consumers.
To study the satisfaction level of consumers who uses bikes.
To study the factors influencing consumers to buy 125cc bikes. To study effect of advertisement on the purchasing decision of the consumers
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Objectives of the study
The clear purpose or objective of the research enables the researcher to collect
necessary relevant information. The objective of the research is to know the Customer
preferences and customer satisfaction with regard to specific brands of bikes (TVS,
HONDA and BAJAJ) under 100-125cc category between the age group of 18-25
College going student on the basis of Price, Fuel efficiency, Brand, Style and comfort
name.
.
Knowledge about two-wheelers (Bikes).
Knowledge about the market share of two- wheeler.
To know about the leaders of the market in two wheelers (Bikes).
Find out the quantum of customer satisfaction with respect to 100-125cc bikes
especially the college going students within the age group of 18-25.
Determine the influence of reference group in the purchase decision of college
going students.
Find out the ways for improving of the services to attain level of customer
satisfaction.
Study area:
Target segment: COLLEGE GOING STUDENTS
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LITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake an extensive literature
survey related to problem. The literature survey undertaken here includes books and
different websites from the internet.
The research project was to know the Customer preferences and customersatisfaction with regard to specific brands of bikes (TVS, HONDA and BAJAJ)under 100-125cc category between the age group of 18-25 College going student on
the basis of Price, Fuel efficiency, Brand, Style and comfort name.
Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the customerbehaviour is the study of how individuals make decisions to spend their available
resources (Time, Money and Efforts) on consumption related items. It includes
the study what they buy, whey they buy it, when they buy it, where they buy it,
how often they buy it and how often they use it. The primary purpose for thestudy consumer behaviour as apart of marketing curriculum is to understand how
and how customers make their purchase decisions. There insights enable
marketers to design more effective marketing strategies.
Gupta.C .B and Dr. Nair. N.Rajan2- A business is based on understanding thecustomer and providing the kind of products that the customer wants.
Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the processwhere by individuals decide what, when, where, how and from whom to purchase
goods and services. Buying behaviour may be viewed as an orderly process here
by individual interacts with his environment for the purpose of making market
decision on products and services.
Nair Suja. R.4 -The success of the firm will be determined by how effective ithas been in meeting the diverse customer needs and wants by treating each
customer as unique and offering products and services to suit his/her needs.
Bennett Peter.D. And Kassarjian Haroldh5 - A great deal of research activityin marketing is design to shed light on the customer decision process.
Kothari C.R.6 For data analysis different statistical techniques are being usedsuch as scaling techniques, correlation, hypothesis testing.
http://www.tvsapache.com/home.aspx http://www.bajajauto.com/pulsar/ http://www.honda2wheelersindia.com/shine/ride_n_fly/be_a_wing_rider.asp
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http://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asp -
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http://auto.indiamart.com/motorcycles/
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RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem, which is a
science of study how research is done scientifically. Thus research methodologyencompasses the research methods or techniques; the research is capable of being
evaluated either by the researcher himself or by others.
SAMPLINGSampling may be defined as the selection of some parts of an agreement or
totality for the purpose of study. All the items in any field of inquiry constitute a
universe or population, a complete enumeration of all the items in the population
is known as Census inquiry. But when the field of inquiry is large this methodbecomes difficult to adopt because of the limited no. of resources involved in the
case sample survey method is chosen under which units are selected in such a way
that they represent the entire universe.
SAMPLING DESIGN
CENSUS METHOD : - All the items in any field of inquiry constitute a
Universe or Population. A complete enumeration of all the items in the
Population is known as a Census inquiry. It can be presumed that in such an
inquiry, when all items are covered, no element of chance is left and highest
accuracy is obtained. But in practical it is not true in all cases. This type of inquiry
involves a great deal of time, money and energy. Therefore, when the field of
inquiry is large, this method becomes difficult to adopt because of the resources
involved.
SAMPLING METHOD:- When field studies are undertaken in practical
life, consideration of time and cost almost invariably lead to a selection of
respondents i.e. selection of only few items. The respondent selected should be as
representative of total population. These respondents constitute what is
technically called a Sample and the selection process is called Sampling
Technique. The survey so conducted is known as Sample Survey.
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Implementation of Sample Design: - A sample design is a definite plan for
obtaining a sample from a given population. It refers to the technique or the procedure the
researcher would adopt in selecting items for the sample. Sampling design may as well
lay down the number of items to be included in the sample i.e. the size of sample. Sample
design is determined before the data are colleted.
Steps In Sampling Design :- While developing a research design following
items are taken into consideration:-
I. Type of universe: - First and the foremost step is to clearly define the
universe to be studied. As I have taken the area of Yamuna Nagar City
(Haryana), so for me here the universe is Yamuna Nagar area. No
doubt it is a finite universe but the area is very big and cant be
covered easily due to shortage of time.
II. Sampling unit: - A decision has to be taken concerning a sampling
unit before selecting sample. Here my sample unit includes college
going students who own bikes.
III. Size of sample: - This refers to the number of items to be selected
from the universe to constitute a sample. Here I have taken the sampleof 200 College going students who have bikes.
IV. Parameters of interest: - In determining the sample design, one must
consider the question of the specific population parameters which are
of interest. Here I had taken only college going students who own their
bike.
V. Sampling procedure: - Finally the technique of selecting the sample
is to be dealt with. That means through which method the sample has
been collected. There are various types of selecting the sample. This
includes probability sampling, random sampling, stratified sampling,
cluster sampling, convenience sampling. Here I have used the cluster
sampling method for data collection, as Yamuna Nagar area is very big
and there are many colleges as well as the hostels.
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Analytical toolMulti Dimensional Scaling
Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity)
proximity matrix based on a set of observations. The purpose of MDS is to model the
proximity of observations in order to represent them as accurately as possible in a limited
number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses
the SMACOF (Scaling by Majoring a Convex Function) algorithm that minimizes the
"normalized stress" function. Furthermore, there are several MDS models (or
representation functions), i.e. several ways to transform the dissimilarities into disparities.
The disparities are the distances that describe the optimal representation for the
observations. The difference between the disparities and the distances measured on the
representation resulting from the MDS is called the stress: the lower the stress, the better
the representation of the observations.
When the representation function simply respects the relative order of the observations,
one speaks about ordinal MDS or non-metric MDS. When the dissimilarities are
transformed into disparities using a specific parametric function, one speaks about metric
MDS. The following models are available in the current version of XLSTAT:
Metric MDS
Absolute MDS: each dissimilarity dij must exactly match the distance between
points i and j in the representation space.
Ratio MDS: the ratio of all distance pairs in the representation space must
correspond to the ratio of the corresponding dissimilarities.
Interval MDS: the ratio of all differences between distances in the representation
space must correspond to the ratio of the differences of the corresponding dissimilarities.
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Note: the current version of XLSTAT does not support negative disparities that may
occur if you use the "interval" model. If an error message is displayed on this subject, you
must use another model to process your data.
Nonmetric MDS
ordinal (1): the order of the distances in the representation space must correspond
to the order of the corresponding dissimilarities. If there are two dissimilarities of the
same rank, then there are no restrictions on the corresponding distances.
ordinal (2): identical to the previous model, but if dissimilarities exist in the same
rank, the corresponding distances must be equal.
The stress measures the quality of the representation for a given number of dimensions.
The lower it is, the better the representation.
Various formulas have been proposed by different authors. Although the minimization is
always based on the normalized stress, XLSTAT allows to show the results using the four
formulas defined below:
Raw stress: it gives the quality of the representation based on the squared errors ofthe representation compared with the disparities. The formula gives:
Where Dij is the disparity between individuals i and j, and dij is the Euclidean distance
on the representation for the same individuals. wij is the weight of the ij proximity (value
is 1 by default).
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. Normalized Stress: it gives the quality of the representation based on the squared
errors of the representation compared with the disparities, divided by the sum of the
squared disparities. The formula gives:
Kruskal's stress 1: it gives the quality of the representation based on the square
root of the squared errors of the representation compared with the disparities, divided by
the sum of the squared distances on the representation. The formula gives:
Kruskal's stress 2: it gives the quality of the representation based on the square
root of the squared errors of the representation compared with the disparities, divided by
the sum of the squared centered distances on the representation. The formula gives:
where is the average of the distances on the representation. This formula usually results
in a stress value that is approximately twice the value obtained for Kruskal's stress 1.
In order to know if the representation quality is good enough, some rules exist, mostly
based on the Kruskal's stress 1. However, the Shepard diagram that allows to compare the
dissimilarities with the distances and to observe some ruptures in the ordination of the
values is a empirical but reliable method. The more the chart looks linear, the better the
representation. The way the stress evolves when the number of dimensions decreases isalso interesting to detect if a significant amount of information is being lost in the
selected representation.
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Correlation
One of the Statistical tool which I am going to apply in my project i.e. correlation.
Correlation is their when change in the value of one variable influences the change in the
value of other variable.
The statistical tool with the help of which relationship between two or more than
two variables are studied is called correlation
It refers to the techniques used in measuring the closeness of the relationship between the
variables.
Correlation analysis deals with the association between two or more variables.
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Correlation
Let us take the hypothesis as:-
H0 = Let there is no correlation between various factors like Price,
Brand name, Fuel Efficiency, style & comfort and the Purchase of
bike(HONDA,BAJAJ and TVS)
H1 = Let there is correlation between various factors like Price, Brand
name, Fuel Efficiency, style & comfort and the Purchase of
bike(HONDA,BAJAJ and TVS)
X
Dx
Y
Dy
HONDA BAJAJ TVS
-1 0 1 F f dy fdy2 fdxdy
Price -2 23 4 5 32 -64 128 36
Brand -1 14 24 4 42 -42 42 10Fuel Efficiency 0 18 10 6 34 0 0 0Style 1 32 6 12 50 50 50 -20
Comfort 2 20 17 5 42 42 168 -30
f 107 61 32 200 28 388 -4fdx -107 0 32 -75fdx2 107 0 32 139fdxdy -12 0 8 -4
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Coefficient of Correlation =
r = N fdxdy - fdxfdy
Nfdx2-(fdx)2 Nfdy2-(fdy)2
r = 200x-4 (-75)(28)__________
27800-5625 77600-784
r = +0.0314
Hence it has been proved that there is a correlation between various
factors and purchase of bikes.
Data CollectionThe task of data collection begins after the research program has been
defined and research design plan has been checked out. The data collected is
important part of research.
DATA COLLECTION METHOD
In the data collection method different methods are adopted for primary data
collection and secondary data collection.
PRIMARY DATA COLLECTION
Primary data is the data which is collected through observation or
direct communication with the respondent in one form or another. These
are several methods for primary data collection like Observation method,
Interview method, through schedule, through questionnaires and so on.But as time was limited so, the relevant data was collected from the
selected units by adopting and arranging personal interview with the
shopkeeper and dealer along with a pre structured questionnaire. In this
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method I thank the views of shopkeepers and dealer through the use of
questionnaire and general interview.
SECONDARY DATA COLLECTION
The companys past database is taken into reference along With
company brochures.
DATA COLLECTION INSTRUMENTS
The data collection instruments used in the study is mentioned below:-
o QUESTIONNAIRE
The method of data collection is quite popular. I prepared a questionnaire
after knowing the different objectives of the study and considering all the
things that are required for studying the dissertation topic.
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Hypothesis Testing(By applying Chi-Square)
Chi-square test is used when the set of observed frequencies obtained after
experimentation have to be supported by hypothesis or theory. The test is known as X2-
test of goodness of fit and is used to test if the deviation between observation
(experiment) and theory may be attributed to chance (fluctuations of sampling).
Here we have the assumption of H0 and H1. If the values come in accordance to the
depicted values then the hypothesis is accepted else its rejected.
(O-E) 2x2 = where,
E
O = observed frequency
E = Expected frequency
Chi-square test
Let us take the hypothesis as:-
H0 = Let there is no correlation between various factors like Price,
Brand name, Fuel Efficiency, style & comfort and the Purchase of
bike(HONDA,BAJAJ and TVS)
H1 = Let there is correlation between various factors like Price, Brand
name, Fuel Efficiency, style & comfort and the Purchase of
bike(HONDA,BAJAJ and TVS)
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Honda TVS BAJAJ f
Price 4 5 23 32
Brand 24 4 14 42
Fuel Efficiency 10 6 18 34
Style 6 12 32 50
Comfort 17 5 20 42
f 61 32 107 200
EXPECTED
HONDA TVS BAJAJ f
Price 9.76 5.12 17.12 32
Brand 12.81 6.72 22.47 42
Fuel Efficiency 10.37 5.44 18.19 34
Style 15.25 8 26.75 50
Comfort 12.81 6.72 22.47 42
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f
61 32 107
200
Observed Value Expected value (O-E)2 (O-E)2/E
4 9.76 33.06 3.3824 12.81 125.21 9.7710 10.37 0.136 0.0136 15.25 85.56 5.6117 12.81 17.55 1.375 5.12 0.014 0.0024 6.72 12.83 1.906 5.44 0.13 0.05612 8 16 25 6.72 2.95 0.4323 17.12 34.57 2.01
14 22.47 71.74 3.1918 18.19 0.036 0.00132 26.75 27.56 1.00320 22.47 6.100 0.27
2 Calculated = 31.033
V = (r-1) (c-1) = (5-1) (3-1) = 8
for V =8 20.05 table value = 15.5
So, 2 0.05 table value is less than 2 calculated value, so hypothesis
(Null) is rejected and the alternate hypothesis is accepted. Therefore there is a
correlation between various factors like Price, brand name, Fuel Efficiency,
style & comfort and the Purchase of bike (HONDA, BAJAJ and TVS)
Limitation of the study
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Respondents answers may be biased.
Price of the bikes is confined only to a particular period.
Time constraint.
The main limitation of the study is that the survey will be limited to Yamuna
Nagar.
There is Difference between X-showroom prices of bikes in one city with respect
to other.
Lack of researchers experience might result into biasness.
Results and Discussions
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Table 1
Are your aware about 125cc bike brands available in the market?
Are your aware about 125 cc bike
brands available in the market?
No. of respondents
Fully Aware 93Aware 76
Less aware 31
Table 1 shows that 93 of respondents are fully aware about 125 cc bikes in market, 76 of
respondents just aware about 125 cc bikes and only 31 of respondents are have little bit
knowledge about 125cc.
9376
31
0
50
100
Fully
Aware
Aware Less
aware
No. of respondents
No. of
respondents
Fig. 1
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Table 2
How do you come to know about this brand/model of
125 cc bike?
How do you come to know about this
brand/model of 125cc bike?
No. of respondents
Friends 45
Advertisement 87
Publicity 10
Family members 47
Any other 11
0
10
20
30
40
50
60
70
80
90
No. of respondents
Friends
Advertisement
Publicity
Family members
Any other
Table 2 shows that 45 of respondents came to know about brand of bikes from friends, 87
of respondents came to know about brand of bikes from advertisement, 10 of respondents
came to know about brand of bikes from publicity, 47 of respondents came to know about
brand of bikes from family members and 11 of respondents came to know about brand of
bikes from other sources.
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Table 3
Which factor influence you more to purchase a bike?
Which factor influence you more to
purchase a bike?
No. of respondents
Brand image 53
Fuel efficiency 81
Price 27
Comfort 17
Syle 25
Table 3 shows that 53 respondents are influenced to purchase a bike from its brandimage, 81 respondents are influenced to purchase a bike from its Fuel efficiency, 27
respondents are influenced to purchase a bike from its lesser Price, 17 respondents areinfluenced to purchase a bike from its Comfort, 25 respondents are influenced topurchase a bike from its Style.
53
81
27
1725
0
20
40
60
80
100
No.ofres
pondents
Brand image Fuel ef ficiency Price Comf ort Syle
Which factor influence you more to purchase a bike ?
Fig. 3
Table 4
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Are you satisfied with its overall performance?
Are you satisfied with its overall
performance?
No. of respondents
Fully Satisfied 41
Satisfied 104
Moderate 42
Less satisfied 10
Poor 3
Table 4 shows that 41 of respondents are fully satisfied with the performance of their
bikes, 104 of respondents are satisfied with the performance of their bike, 42 of
respondents are moderate in satisfaction with the performance of their bikes and 3 of
respondents are poorly satisfied with the performance of their bike.
41
104
42
103
0
20
40
60
80
100
120
No.ofrespondents
Fully
Satisfied
Satisfied Moderate Less satisfied Poor
Are you satisfied with its overall performance?
Fig. 4
Table 5
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According to you which company gives the most benefit to customers?
According to you which company gives
the most benefit to customers?
No. of respondents
Honda 63
Bajaj 109
TVS 28
Table 5 shows that 63 of respondents are saying that the Honda is providing more
benefits of the services to the customers, 109 of respondents are saying that the Bajaj is
providing more benefits of the services to the customers and 28 of respondents are saying
that the TVS is providing more benefits of the services to the customers.
According to you which company gives the most
benefit to customers ?
63
109
28
Honda
Bajaj
TVS
Fig. 5
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Table 6
Which type of media influence your purchase behaviour?
Which type of media influence your
purchase behaviour?
No. of respondents
T.V. 114
Newspaper
Wall painting 5
Hording 12
Magazine 36
Table 6 shows that 114 of respondents and influence to purchase their bike through T.V.,
33 of respondents and influence to purchase their bike through Newspaper, 5 of
respondents and influence to purchase their bike through Wall painting, 12 of
respondents and influence to purchase their bike through Hording and 36 of respondents
and influence to purchase their bike through Magazine.
114
33
512
36
0
20
40
60
80
100
120
No.ofresp
ondents
T.V. New spaper Wall painting Hording Magazine
Which type of media influence your purchase
behaviour ?
Fig. 6
Table 7
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Who influenced you more in your buying decision of bike?
Who influenced you more in your buying
decision of bike?
No. of respondents
Self 30
Family Member 54
Friends/Relative 98
Mechanics 18
Table 7 shows that 30 of respondents have influence their buying decision from their self
decision, 54 of respondents have influence their buying decision from their family
members, 98 of respondents have influence their buying decision from their
friends/relative and 18 of respondents have influence their buying decision from their
Mechanics,
30
54
98
18
0
20
40
60
80
100
No.ofrespondents
Self Family Member Friends/Relative Mechanics
Who influenced you more in your buying decision of
bike ?
Fig. 7
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Table 8
In your opinion, what role advertisement plays?
In your opinion, what role advertisement
plays?
No. of respondents
Provides important details 65
Creates awareness 125
Misleading 10
Table 8 shows that 65 of respondents are in favor that advertisement provides important
details, 125 of respondents are in favor that advertisement creates awareness and 10 of
respondents are in favor that advertisement Misleading.
65
125
10
0
20
40
60
80
100
120
140
No.ofrespondents
Provides
important details
Creates
awareness
Misleading
In your opinion, what role advertisement plays ?
Fig. 8
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BIBLIOGRAPHY
1. Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour
6th edition Published by: Prentice-hall of India Private Limited. ( page no. 2&6)
2. Gupta C.B. and Dr. Nair N. Rajan Marketing
Management 5th edition Published by: Sultan chand & sons (page no. 1.69)
3. Mamoria C.B. and Mamoria Satish Marketing
Management 4th edition Published by: Kitab Mahal (page no. 161)
4. Nair Suja R. Consumer Behaviour
Indian prospective Ist edition Published by: Himalaya Publicating Home ( page no.
3)5. Bennett Peter D. and Kassarjian Harold Consumer
Behaviour 8th edition Published by: Prentice-hall of India Private Limited.(page no.
5)
6. Kothari C.R Research
Methodology Methods & Techniques 2nd edition Published by: Wishwa
Publication (page no. 151, 94-95)
7. http://www.tvsapache.com/home.aspx
8. http://www.bajajauto.com/pulsar/
9. http://www.honda2wheelersindia.com/shine/ride_n_fly/be_a_wing_rider.asp
10. http://auto.indiamart.com/motorcycles/
11. http://www.thehindubusinessline.com/iw/2004/11/28/stories/200411280042
1500.htm
12. http://www.indiabike.com/infobank/shine/index.htm
13. http://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htm
43
http://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://auto.indiamart.com/motorcycles/http://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.indiabike.com/infobank/unicorn/index.htmhttp://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htmhttp://www.tvsapache.com/home.aspxhttp://www.bajajauto.com/pulsar/http://www.honda2wheelersindia.com/unicorn/ride_n_fly/be_a_wing_rider.asphttp://auto.indiamart.com/motorcycles/http://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.thehindubusinessline.com/iw/2004/11/28/stories/2004112800421500.htmhttp://www.indiabike.com/infobank/unicorn/index.htmhttp://www.icmr.icfai.org/casestudies/catalogue/Marketing/MKTG098.htm -
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Questionnaire
1. Which Brand of bike you own?
2. What is the price of your bike?
3. How long do you own this Bike?
Less than six month
Six month
One year
Two year
More than 2 years
4. How fuel efficient your bike is?
5. What is the top speed (km/hs) of your bike?
6. Are you aware about the 125cc bike brands available in the market?
Fully aware
Aware Less aware
7. Which of the following model/brand of 125cc motorcycle you like the most
1 2 3
HONDA (Shine) -- -- --
BAJAJ (XCD125) -- -- --
TVS (victorGX) -- -- --
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8. How did you came to know about this brand /model of 125cc bike
Through friends
Advertisement
Publicity
Family members
Any other
9. Which factor influence you more to purchase the bike
Brand image
Fuel efficiency
Price
Comfort
Style
10. How do you grade the following qualities-
Safety Comfort
Fuel efficiency
Style
performance
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11. Why did you prefer this model /bike?
1 2 3 4
Price -- -- -- --
Mileage -- -- -- --
After sales -- -- -- --Service
Power -- -- -- --
12. Are you satisfied with its overall performance?
Fully satisfied
Satisfied
Average Less satisfied
Poor
13. According to you which company gives the most benefits to customers?
HONDA
BAJAJ
TVS14. Which type of media influences your purchase behavior?
T.V
Newspaper
Wall painting
Hording
Magazine
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15. Who influenced you more in your buying decision of bike?
Self
Family member
Friends/relatives Mechanics
16. In your opinion, what role advertisement plays?
Provides Important details
Creates awareness
Misleading
Name : ____________________________
Place : ____________________________
Age : ____________________________
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M.D.S
How do you grade the following qualities? Safety
Comfort
Fuel efficiency
Style
performance
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Fully
Satisfied 11 13 6 8 6Satisfied 7 11 11 7 5
Moderate 10 11 6 5 7
Less
satisfied 8 5 9 8 11
Poor 5 1 7 10 12
XLSTAT 7.1 - Multidimensional Scaling(MDS) - 3/14/2007 at 4:06:41 PM Rank 1 Rank 2
Rank3
Rank4 Rank 5
Similarity matrix (converted to a
dissimilarity matrix):workbook = Book1 / sheet = Sheet1 /range = $B$2:$F$6 / 5 rows and 5
columns 11 13 6 8 6Uniform weighting (default) 7 11 11 7 5No missing values 10 11 6 5 7Metric Multidimensional Scaling 8 5 9 8 11Multidimensional Scaling model: absolute 5 1 7 10 12Stress used for the results: Kruskal's stress-1Dimension of the representation space: 2Repetitions: 10Seed of the pseudo-random numbers generator: 4145765104Iterations: 50Convergence: 0.0001
Space with 2 Dimensions:
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Model: Dij= Pij
Observation coordinates:
Observation Dim1 Dim2Rank 1 -0.649 2.254Rank 2 -4.633 0.143Rank 3 -1.495 -0.010Rank 4 2.140 -0.768Rank 5 4.637 -1.620
Distances measured in the representation space:
Rank 1 Rank 2Rank
3Rank
4 Rank 5Rank 1 0 4.509 2.417 4.112 6.554Rank 2 4.509 0 3.141 6.833 9.437
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Rank 3 2.417 3.141 0 3.713 6.341Rank 4 4.112 6.833 3.713 0 2.639Rank 5 6.554 9.437 6.341 2.639 0Ideal distances calculated using the model (disparities):
Rank 1 Rank 2Rank
3Rank
4 Rank 5Rank 1 0 5.000 2.000 4.000 7.000Rank 2 5.000 0 1.000 7.000 11.000Rank 3 2.000 1.000 0 3.000 5.000Rank 4 4.000 7.000 3.000 0 2.000Rank 5 7.000 11.000 5.000 2.000 0Residual distances:
Rank 1 Rank 2Rank
3Rank
4 Rank 5Rank 1 0 -0.491 0.417 0.112 -0.446
Rank 2 -0.491 0 2.141 -0.167 -1.563Rank 3 0.417 2.141 0 0.713 1.341Rank 4 0.112 -0.167 0.713 0 0.639Rank 5 -0.446 -1.563 1.341 0.639 0Comparative table:
PairDissimi
larity DisparityDistan
ce
Dissimilarity rank
Disparity rank
Rank 2 - Rank 3 1.000 1.000 3.141 1 1Rank 4 - Rank 5 2.000 2.000 2.639 2 2
Rank 1 - Rank 3 2.000 2.000 2.417 2 2Rank 3 - Rank 4 3.000 3.000 3.713 3 3Rank 1 - Rank 4 4.000 4.000 4.112 4 4Rank 3 - Rank 5 5.000 5.000 6.341 5 5Rank 1 - Rank 2 5.000 5.000 4.509 5 5Rank 1 - Rank 5 7.000 7.000 6.554 6 6Rank 2 - Rank 4 7.000 7.000 6.833 6 6Rank 2 - Rank 5 11.000 11.000 9.437 7 7
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Summary of repetitions:
RepetitionIteratio
nsInitialstress
Fin.stress
1 26 1.076 0.1892 23 0.746 0.1893 16 0.604 0.1894 26 0.633 0.1895 14 0.658 0.1896 22 0.644 0.1897 26 0.738 0.1898 19 0.660 0.1899 23 0.551 0.18910 21 0.683 0.189
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Why did you prefer this model /bike?1 2 3 4
Price -- -- -- --
Mileage -- -- -- --
After sales -- -- -- --
Service
Power -- -- -- --
Rank 1 Rank 2 Rank 3 Rank 4
Price 23 14 9 9
Mileage 20 12 17 1
After sales service 6 17 16 12
Power 10 7 5 22
XLSTAT 7.1 - Multidimensional Scaling(MDS) - 3/14/2007 at 5:23:21 PM
Rank1 Rank 2 Rank 3 Rank 4
Similarity matrix (converted to a
dissimilarity matrix):workbook = Book1 / sheet = Sheet1 /range = $B$2:$E$5 /4 rows and 4 columns 23 14 9 9
Uniform weighting (default) 20 12 17 1No missing values 6 17 16 12Metric Multidimensional Scaling 10 7 5 22Multidimensional Scaling model: absoluteStress used for the results: Kruskal's stress-1Dimension of the representation space: 2Repetitions: 10Seed of the pseudo-random numbersgenerator: 766854828
Iterations: 50Convergence: 0.0001
Space with 2 Dimensions:Model: Dij= Pij
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Observation coordinates:Observation Dim1 Dim2
Rank 1 -1.7115.95
5
Rank 2 -4.1470.68
1
Rank 3 -5.108
-7.81
6
Rank 4 10.9651.17
9
Distances measured in the representation space:
Rank 1Rank
2 Rank 3 Rank 4Rank 1
05.80
9 14.184 13.546Rank 2 5.809 0 8.551 15.120
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Rank 3 14.1848.55
1 0 18.419
Rank 4 13.54615.1
20 18.419 0
Ideal distances calculated using the model (disparities):
Rank 1Rank
2 Rank 3 Rank 4
Rank 1 03.00
0 17.000 13.000Rank 2 3.000 0 6.000 16.000
Rank 3 17.0006.00
0 0 18.000
Rank 4 13.00016.0
00 18.000 0
Residual distances:
Rank 1Rank
2 Rank 3 Rank 4
Rank 1 02.80
9 -2.816 0.546Rank 2 2.809 0 2.551 -0.880
Rank 3 -2.8162.55
1 0 0.419
Rank 4 0.546
-0.880 0.419 0
Comparative table:
PairDissimilar
ityDisparity
Distance
Dissimilarityrank
Rank 1 - Rank 2 3.000
3.00
0 5.809 1
Rank 2 - Rank 3 6.0006.00
0 8.551 2
Rank 1 - Rank 4 13.00013.0
00 13.546 3Rank 2 - Rank 4
16.00016.0
00 15.120 4Rank 1 - Rank 3 17.000 17.0 14.184 5
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00
Rank 3 - Rank 4 18.00018.0
00 18.419 6
Summary of repetitions:
Repetition Iterations
Initialstres
sFin.
stress
1 190.99
2 0.149
2 191.51
0 0.149
3 110.68
2 0.1494
180.69
9 0.1495 13 0.49 0.149
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2
6 170.50
4 0.149
7 320.30
2 0.149
8 90.42
6 0.1499 24 0.27 0.149
Chi-square test
Honda TVS BAJAJ f
Price 4 5 23 32
Brand 24 4 14 42
Fuel Efficiency 10 6 18 34
Style 6 12 32 50
Comfort 17 5 20 42
f 61 32 107 200
XLSTAT 7.1 - Tests on Contingency Tables (Chi-square...) - 3/15/2007 at10:27:52 AMData: workbook = Book1 / sheet = Sheet1 / range = $B$2:$D$6 / 5 rows and 3columns
Independence tests between the rows and columns in the contingency table:
Chi-square test:
Chi-square (observed value) 30.286Chi-square (critical value) 15.507DF 8One-tailed p-value 0.000Alpha 0.05
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Decision:At the level of significance Alpha=0.050 the decision is to reject thenull hypothesis of independence between the rows and the columns.
In other words, the dependence between the rows and the columns issignificant.
Chi-square likelihood ratio test (Wilks' G):
Wilks' G (observed value) 31.031Wilks' G (critical value) 15.507DF 8One-tailed p-value 0.000Alpha 0.05
Decision:At the level of significance Alpha=0.050 the decision is toreject the null hypothesis of independence between the rows and the columns.In other words, the dependence between the rows and the columns issignificant.
Table of the statistics testing the independence rows/columns:
Value DF p-valueChi-square 30.286 8 0.000Wilks' G 31.031 8 0.000
Table of the coefficients:
Coefficient ValuePearson's Phi 0.389Cramer's V 0.275Tschuprow's T 0.231Contingency coefficient 0.363Theil's U (R|C) 0.049Theil's U (C|R) 0.078Averaged Theil's U 0.060Goodman and Kruskal tau (R|C) 0.040Goodman and Kruskal tau (C|R) 0.086
Averaged Goodman and Kruskal tau 0.063