CHAPTER – II REVIEW OF LITERATURE Sr.No. Title Page No. 2 ...i. Bajaj Auto Ltd. ii. Hero Honda...
Transcript of CHAPTER – II REVIEW OF LITERATURE Sr.No. Title Page No. 2 ...i. Bajaj Auto Ltd. ii. Hero Honda...
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CHAPTER – II
REVIEW OF LITERATURE
Sr.No. Title Page No.
2.1. Source of Literature 64 - 67
2.2. Reviewed Literature 68 - 83
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CHAPTER – II
REVIEW OF RELATED LITERATURE
2.1. Sources of literature
For the purpose of the said research work, the researcher has referred to a lot of study
material in order to obtain necessary information and statistical data.
The study material can be categorized as below:
� Reference books on related topics i.e.
� History of automobiles
� Indian two wheeler industry
� Automobile engineering
Review of Literature
Reference Books
Websites
Case Studies
Research Publications
Annual Reports
Write Ups
Govt. Publications
Magazines
Periodicals
Reports of FICI, MCIIA
etc.
Inhouse Magazines of Companies
Newspapers
Autobiography
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� Marketing
� Recent trends in two wheeler marketing
� Newspapers:- English and Marathi Dailies and weeklies such as-
� Sakal
� Lokasatta
� Maharashtra Times
� Indian Express
� The Times of India
� Lokmat
� In-house Magazines of Two Wheeler Manufacturers-
� Bajaj Auto Ltd.
� Hero Honda Motors Ltd.
� Yamaha Motors India Pvt. Ltd.
� Royal Enfield Motors Ltd.
� TVS Motor Company Ltd.
� Kinetic Motor Company Ltd.
� Periodicals:- The researcher has also referred to the periodicals specially
devoted to Automobile industry such as-
� Overdrive. Publisher:- Monthly Publication of Tata Infomedia Ltd
� Autocar India. Monthly Publication of Haymarket Sac Publishing
(India) Pvt. Ltd
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� The Motoring. Monthly Publication of Business Standard. Editor:-
Bijoy Kumar Y.
� Auto India. Publisher: Ashok Advani
� Research Publications: - The researcher has referred to several research publication
on the themes related to the research work. These research publications included:-
� Ph. D.Thesis:-
� M.Phil. Dissertation:-
� Research Papers:-
1. ‘The Evolution and Structure of Two Wheeler Industry in
India’ by Sunila George, IIM Banglore, Hari K. Nagarjuna, IIM
Bangalore and Raghabendra Jha, ANU, Canberra.
� Annual Reports of Automobile Companies: - The Annual Reports (2000 – 2008) of
all the leading two wheeler manufacturing companies in India have been studied by
the researcher at length. These companies include:-
� Bajaj Auto Ltd.
� Hero Honda Motors Ltd.
� Yamaha Motors India Pvt. Ltd.
� Royal Enfield Motors Ltd.
� TVS Motor Company Ltd.
� Kinetic Motor Company Ltd.
� Websites:- The researcher has visited the official websites of the abovementioned
companies; in addition to the other websites which include:-
� Websites of Authorized Dealers of two wheelers
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� Websites of Banks providing finance for purchase of two wheeler
� Websites of newspapers
� Websites of service centers
� Websites of the magazines devoted to automobile industries such as:
• www.autocarindia.com
• www.bsmotoring.com
• www.surfindia.com.
• Yale Global online Magazine.2003
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2.2. Reviewed Literature
1. Reference Books: - The researcher has referred to a number of reference books for
the research work. Some of the important books are as follows:-
� V.Venkata Ramana and G.Somayajulu. Publisher – Excel Books. 2003
Edition. ‘Customer Relationship Management’. The book attempts to
provide the nature, concept and implementation of CRM practices and
methodology as applicable to different organizations. The book is divided
into three parts: Part I of the book provides a conceptual framework,
application of CRM in manufacturing and service sector. Part II deals with
the e-CRM concepts and implementation issues involved in its’ relevance
to different sectors. Part III consists of case studies of organizations which
have implemented CRM.
� Dr. C.B.Mamoria, R.L.Joshi and Dr. M.I.Mulla. 2005. Publisher – Kitab
Mahal. ‘Principles and Practice of Marketing In India’, ISBN 81-225-
0079-X. The book is very useful to understand the concept of Marketing
System and Marketing Mix. The book provides extensive information
about the marketing of consumer products, Industrial goods and
agricultural goods. It also throws light on the theme Market Segmentation,
Consumer Behaviour and Product Planning and Development. It also
explains the concept of Service Marketing, Pricing Policies and Stratigies.
� Rajgopal. Publisher – Vikas Publishing House Pvt. Ltd. 2005 Edition.
‘Marketing Management – Text and Cases’ ISBN 81-259-0773-4. The
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reference book is very useful for the researcher as it provides useful
information on Attributes and Thrust Areas in Marketing, Marketing
Environment and Process, Contemporary Lessons in Customerisation,
Selling Concept and Marketing Concept. The book also includes cases
related to marketing policies.
� Foale, Tony (2006). Motorcycle Handling and Chassis Design. Tony Foale
Designs. pp. 4–1. ISBN 978-84-933286-3-4. The book provides detailed
information about the anatomy of motorcycles. It explains in a very easy
and simple language how a motorcycle works. It also gives information
about the development in the automobile technology. Pictures and
diagrams are an integral part of the book. The book is a must for every
researcher working in similar field.
� Cossalter, Vittore (2006). Motorcycle Dynamics. Lulu. ISBN 978-1-4303-
0861-4. The book gives information about motorcycle dynamics. It
elaborates the history of automobile technology and the application of the
principles of dynamics in the automobile industry. It also provides data
about the improvement in the performance of two wheelers after the
principles of dynamics have been applied by the manufacturers.
� Falco, Charles M.; Guggenheim Museum Staff (1998). "Issues in the
Evolution of the Motorcycle". in Krens, Thomas; Drutt, Matthew. The
Art of the Motorcycle. Harry N. Abrams. pp. 24–31.
ISBN 0892072075. The book explains the steps in the evolution of
motorcycle. The book is divided into several chapters which deal with
different aspect of motorcycle engineering. The pages from 24-31 explains
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how the motorcycle technology was improved to meet the contemporary
technological demands.
� "Motorcycle, n.” Oxford English Dictionary Oxford University Press. March
2005. "1. A two-wheeled motor-driven road vehicle, resembling a bicycle but
powered by an internal-combustion engine; (now) spec. one with an engine
capacity, top speed, or weight greater than that of a moped."
� Stermer, Bill (2006). Streetbikes: Everything You Need to Know.
MotorBooks/MBI Publishing Company. p. 10. ISBN 0760323623,
9780760323625.The book provide detailed information about the bikes, its types,
manufacturing companies, modern technology, different models of bikes which
suit the requirement of every age group.
� Prof Kolter, Prof Kella, Prof Koshy & Prof Jha Marketing Management.
The reference book is a milestone for the students of marketing. The book
elaborates various techniques of effective marketing and the various
aspects concerned with the marketing policies. It also contains case studies
about marketing.
� Lienhard, John H. (2005). Inventing Modern: Growing Up with X-Rays,
Skyscrapers, and Tailfins. Oxford University Press US. pp. 120–121.
ISBN 0195189515.
� Setright, L.J.K. (1979). The Guinness book of motorcycling facts and
feats. Guinness Superlatives. pp. 8–18. ISBN 0851122000,
9780851122007.
� Falco, Charles M.; Guggenheim Museum Staff (1998). "Issues in the
Evolution of the Motorcycle". in Krens, Thomas; Drutt, Matthew. The Art
of the Motorcycle. Harry N. Abrams. pp. 24–31. ISBN 0892072075.
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� Kresnak, Bill (2008). Motorcycling for Dummies. Hoboken, New Jersey:
For Dummies, Wiley Publishing. ISBN 0470245875.
� Seeley, Alan (2004). The Motorcycle Book: Everything You Need to
Know about Owning, Enjoying, and Maintaining Your Bike.
MotorBooks/MBI Publishing Company. pp. 18–19. ISBN 0760317453,
9780760317457. http://books.google.com/?id=gX9uopenItAC&pg=PA18.
2. Newspapers:- The researcher has referred to national and local dailies such as daily
Indian Express, Times of India, Sakal, Loksatta, Lokmat, Maharashtra Times etc. in
order to seek the information related to research work.
Dailies like Sakal and Loksatta publish a specific serial of articles which contain
detailed information about the latest happenings in automobile industry. These articles
consist of the following:-
� Latest models introduced by the two wheeler manufacturing companies
� Technical features of these models
� Competitiveness of the models.
� Price and other schemes of finance offered by the manufacturers /
dealers.
� Opinions of the buyers related to the performance and effectiveness of
the vehicle.
Occasional articles are also published in these newspapers providing information
about the history of two wheeler and the steps in the evolution process. These articles
have proved to be of immense help to the researcher.
3. In-house Magazines of Two Wheeler Manufacturers- The researcher has referred
to the in-house magazines of the following two wheeler manufacturer companies:
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i. Bajaj Auto Ltd.
ii. Hero Honda Motors Ltd.
iii. Yamaha Motors India Pvt. Ltd.
iv. Royal Enfield Motors Ltd.
v. TVS Motor Company Ltd.
vi. Kinetic Motor Company Ltd.
The in house magazines provide a lot of information about the following matters
� The models of two wheelers launched during the year.
� Efforts taken by the company to make the model technologically advanced
and efficient
� Nature of the after sales service provided by the company
� Seminars and workshops conducted by the companies to train the employees
to excel in their work
� Future plans of the company regarding the launching of a new model or up
gradation of an existing model or new schemes or services to be provided to
the customers.
4. Periodicals:- The researcher has also referred to the periodicals specially devoted to
Automobile industry such as-
� Overdrive. Publisher:- Monthly Publication of Tata Infomedia
Ltd
� Autocar India. Monthly Publication of Haymarket Sac
Publishing (India) Pvt. Ltd
� The Motoring. Monthly Publication of Business Standard.
Editor:- Bijoy Kumar Y.
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� Auto India. Publisher: Ashok Advani
The researcher has used the magazines mentioned above to obtain update information
about the marketing of two wheelers mainly related to:-
� Latest models of two wheelers
� Evolution of a particular model
� Rivals to the model
� Technical specification like Wheelbase, ground clearance, fuel tank capacity,
kerb weight, engine capacity, power to weight ratio, gearbox, torque,
suspension, braking system, rim size, tyre size etc.
� On road performance of a two wheeler (City and highways)
� Mileage offered by the two wheeler
� Rating of a two wheeler as per the opinions of its users
� An analysis whether a two wheeler has been successful in attracting the
attention of proposed buyers or not and the reasons thereon
� Detailed information about the various schemes offered by the manufacturers
and the dealers for the proposed and existing buyers
� Information about how to take care of a two wheeler and retain its’
performance for a longer period
� Information of special features introduced by the manufacturers
� Opinions of the competitors about the two wheeler
� SWOT analysis of a two wheeler based on various factors such as engine
capacity, refinement, smooth handling, mileage etc.
� Finance Schemes offered by various banks
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5. Research Publications: - The researcher has referred to several research publication
on the themes related to the research work. These research publications included:-
i. Ph. D.Thesis:-
ii. M.Phil. Dissertation:-
iii. Research Papers:-
� ‘The Evolution and Structure of Two Wheeler Industry in India’ by
Sunila George, IIM Banglore, Hari K. Nagarjuna, IIM Bangalore and
Raghabendra Jha, ANU, Canberra.
� ‘Best Bikes’ – a research paper by Darius Lam published in ‘Autocar’ May
2003 edition. The research paper consists of the most comprehensive study on
‘Total Customer Satisfaction in the Indian Motorcycle Sector’. The study was
undertaken to find out how happy the owners really are with their bikes.
Another objective of the study was to provide two wheeler manufacturers with
actionable information to improve their products, services and brand image for
their customers. The study has reflected the views of over 5400 two wheeler
owners in regards to their overall ownership experience. According to the
author, various components of Total Customer Satisfaction are as follows:-
Contd…..
According to the researcher
rapid growth, which has been a boon to the Indian manufacturers.
continues, more players could be tempted to enter the market.
6. Annual Reports of Automobile Companies
all the leading two wheeler manufacturing companies in India have been studied by
the researcher at length. These companies include:
� Bajaj Auto Ltd.
� Hero Honda Motors Ltd.
Yamaha Moto
� Royal Enfield Motors Ltd.
� TVS Motor Company Ltd.
� Kinetic Motor Company Ltd.
Service
Performance and design
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researcher, Indian motorcycle industry is still in the early stages of
rapid growth, which has been a boon to the Indian manufacturers. If this growth
continues, more players could be tempted to enter the market.
Reports of Automobile Companies: - The Annual Reports (2000
all the leading two wheeler manufacturing companies in India have been studied by
the researcher at length. These companies include:-
Bajaj Auto Ltd.
Hero Honda Motors Ltd.
Yamaha Motors India Pvt. Ltd.
Royal Enfield Motors Ltd.
TVS Motor Company Ltd.
Kinetic Motor Company Ltd.
Total Customer
Satisfaction
(TCS)
Quality
Cost of Ownership
Brand Image Service
Performance and design
Indian motorcycle industry is still in the early stages of
If this growth
The Annual Reports (2000 – 2008) of
all the leading two wheeler manufacturing companies in India have been studied by
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The Annual Reports of the companies have significantly contributed to this research
work. Exhaustive information about the marketing policies adopted by the companies,
changes made thereon from time to time, impact of the policies and the proposed
plans of the company to make the policies more customer oriented can be observed
through the annual reports. Following are some of the aspects of the information
which has been extracted by the researcher for the research work. The information
belongs to the period between 2000 - 2005:
� Financial Highlights � Director’s Report
� Report on Corporate Governance � Auditor’s Report
� Efforts taken by the company to
improve sales
� Marketing Policies of the company
� Financial Statements � Notes on Accounts
� Market share of the company � Evaluation of the performance of the
company with that of previous year/s.
� Exports � Research & Development
� New projects � Corporate Social Responsibility
� Community care � Customer Care
� Vendor Management � Future Marketing Plans
7. Websites:- The researcher has visited the official websites of the abovementioned
companies; in addition to the other websites which include:-
� Websites of Authorized Dealers of two wheelers
� Websites of Banks providing finance for purchase of two wheeler
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� Websites of newspapers
� Websites of service centers
� Websites of the magazines devoted to automobile industries such as:
• www.autocarindia.com
• www.bsmotoring.com
• www.surfindia.com.
• Yale Global online Magazine.2003
� Other Websites:-
� "Passenger Cars; Map No. 31". Worldmapper: The worlds as you’ve never seen it
before.
� 2002. http://www.sasi.group.shef.ac.uk/worldmapper/display.php?selected=31. See
Technical notes for this data
� "Mopeds And Motorcycles Map No. 32". Worldmapper: The world as you've never
seen it before. 2002.
http://www.sasi.group.shef.ac.uk/worldmapper/display.php?selected=32. See data
files for the statistics
� "The Past—1800s: First motorcycle". The History and Future of Motorcycles and
motorcycling—From 1885 to the Future, Total Motorcycle Website.
http://www.totalmotorcycle.com/future.htm#1800s. Retrieved 28 June 2007.
� "motorcycle, n.". Oxford English Dictionary Online. Oxford University Press. March
2009. "1. A two-wheeled motor-driven road vehicle, resembling a bicycle but
powered by an internal-combustion engine; (now) spec. one with an engine capacity,
top speed, or weight greater than that of a moped."
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� Long, Tony (30 August 2007). "Aug. 30, 1885: Daimler Gives World First 'True'
Motorcycle". Wired (magazine). ISSN 1059-1028.
http://www.wired.com/science/discoveries/news/2007/08/dayintech_0830.
� "Brief History of the Marque: Hildebrand & Wolfmuller". Hildebrand & Wolfmuller
Motorad, European Motorcycle Universe.
http://www.cybermotorcycle.com/euro/brands/hildebrand_wolfmuller.htm. Retrieved
28 June 2007.
� Walker, Mick (2006). Motorcycle: Evolution, Design, Passion. JHU Press.
ISBN 0801885302, 9780801885303.
http://books.google.com/?id=AHSlknpjrgAC&pg=PA66&dq=Indian+largest#v=onep
age&q=.
� George Hendee. The AMA Motorcycle Hall of Fame Museum.
http://www.motorcyclemuseum.org/halloffame/hofbiopage.asp?id=68. Retrieved 8
August 2009.
� Youngblood, Ed (June 2001). "The Rise and Fall". American Motorcyclist (American
Motorcyclist Assoc) 55 (6).
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� Prashad, Sharda (16 April 2006). "HOG WILD; U of T professor Brendan Calder is
one of the legions of baby boomers who have helped to ensure the success of the
Harley- Davidson brand name, not to mention its bottom line.". Toronto Star
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570771&FMT=ABS&FMTS=ABS:FT&type=current.
� Cato, Jeremy (8 August 2003). "Harley-Davidson at 100". The Vancouver Sun
(Vancouver, B.C.): p. E.1.Fro.
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� Vance, Bill (24 April 2009). "Motoring Memories: DKW/Auto Union, 1928 - 1966".
Canadian Driver. http://www.canadiandriver.com/2009/04/24/motoring-memories-
dkw-auto-union-1928-1966.htm.
� de Cet, Mirco (2002). The illustrated directory of motorcycles. MotorBooks/MBI
Publishing Company. p. 128. ISBN 0760314179, 9780760314173.
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� Walker, Mick (1999). Mick Walker's German Racing Motorcycles. Redline Books.
p. 61. ISBN 0953131122, 9780953131129.
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� Willoughby, Vic (1982). Exotic Motorcycles. London: Osprey Publishing, Ltd.
ISBN 0850453224.
� "Rupert Hollaus". Motorsport Memorial.
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2008.
� Ed Youngblood. "Motocross goes International, 1947 through 1965". The History of
Motocross, Part Two, Motorcycle Hall of Fame Museum.
http://www.motorcyclemuseum.org/exhibits/mx/history2.asp. Retrieved 29 June
2007.
� Squatriglia, Chuck (23 May 2008). "Honda Sells Its 60 Millionth - Yes, Millionth -
Super Cub". Autopia. Wired. http://www.wired.com/autopia/2008/05/honda-sells-its/.
Retrieved 28 January 2010.
� O'Malley Greenburg, Zack (13 August 2007). "World's Cheapest Car". Forbes.
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cz_zog_0813indiaauto.html. Retrieved 28 January 2010.
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� "Hero Honda splendor sells more than 8.5 million units". indiacar.net.
http://www.indiacar.net/news/n60044.htm. Retrieved 10 August 2008.
� "Motorcycle Fuel Consumption & Real World Performance Guide". MFC Website.
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� "Total Motorcycle Fuel Economy Guide". Total Motorcycle Website.
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� "Verucci Gas Scooters". Gekgo Worldwide, www.gekgo.com.
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� "Doing More with Less Energy". The Craig Vetter Fuel Economy Contests - 1980
through 1985. http://www.craigvetter.com/pages/470MPG/470MPG%20Main.html.
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� Gaetano, Cocco (2004). Motorcycle Design and Technology. Minneapolis:
MotorBooks/MBI Publishing Company. pp. 34–35. ISBN 9780760319901.
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4C&pg=PA34&lpg=PA34&dq=long+motorcycle+wheelbase. "So with the same
disturbance, the rider with a longer wheelbase will feel less oscilating movement on
the handlebars, and therefore, will have a perception of greater stability on the
motorcycle."
� Joel Fajans (July 2000). "Steering in bicycles and motorcycles" (PDF). American
Journal of Physics, v. 68 (7): 654–59.
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� Chung-Li. "Sustainable Development Indicators for Taiwan". Workshop on
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� Makiko Kitamura and Tetsuya Komatsu (3 March 2009). "Honda’s $140-a-Month
Motorbikes Ease Pain of ‘Grim’ Car Market". Bloomberg.
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exclusive. Retrieved 11 March 2009.
� "Popularity of high-performance motorcycles helps push rider deaths to near-record
high". Insurance Institute for Highway Safety. 11 September 2007.
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� PRNewswire. "Soaring Gas Prices Shine Money-Saving Spotlight on Motorcycles".
Reuters. http://www.reuters.com/article/idUS190576+19-May-2008+PRN20080519.
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� "About BACA". Bikers Against Child Abuse.
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� "About MAG". MAG UK. http://www.mag-uk.org/. Retrieved 10 October 2007.
� Some other lobbying organisations are listed in Category:Motorcyclists organizations.
� Motorcycle Gangs- Connecticut Gang Investigators Association
� "Two Wheelers: Sales". Automobileindia.com. http://www.automobileindia.com/two-
wheelers/statistics/sales.html. Retrieved 28 January 2010.
� Bob Tomlins (September 1997). "Rider training in Europe The Views and the Needs
of the Rider" (PDF). The Federation of European Motorcyclists.
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� "All the info you need on lanesharing (lanesplitting)". www.WhyBike.com.
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� Parking "Drivers guide to Auckland City parking". City of Aukland. 2007.
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� "Vehicles Involved in Fatal Crashes, 1994–2006 - State: USA". Fatality Analysis
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fars.nhtsa.dot.gov/Trends/TrendsGeneral.aspx.
� "The 'sorry mate I didn't see you' campaign". South Gloucestershire Council.
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You/. Retrieved 21 May 2008.
� Hurt, H.H., Ouellet, J.V. and Thom, D.R. (January 1981). "The Hurt Report".
Technical Report, Volume 1, Traffic Safety Center, University of Southern California.
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� "About Think Bike". Think Bike. http://www.thinkbike.co.za/safety/about-think-bike.
� "Learner riders licence". Motorcycle Rider Training Scheme, Roads and Traffic
Authority, NSW.
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ence.html. Retrieved 16 May 2007.
� "Learner Licence". Road Transport Information Management, www.rego.act.gov.au.
http://www.rego.act.gov.au/licensing/licencelearner.htm. Retrieved 16 May 2007.
� ^ "TAS Learner Licence". Department of Infrastructure, Energy and Resources,
http://www.transport.tas.gov.au/.
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� "Motorcyclist Education Training And Licencing (METAL)". Northern Territory
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� "MMIC Information". Motorcycle and Moped Industry Council.
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� "A Three Dimensional Analysis of Riding Posture in Three Different Styles of
Motorcycle" (PDF). Motorcycle Safety Foundation. March 2006. http://www.msf-
usa.org/imsc/proceedings/b-Smith-ThreeDimensionalAnalysisofRiderPosture.pdf.
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� Stermer, Bill (2006). Streetbikes: Everything You Need to Know. MotorBooks/MBI
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� Duglin Kennedy, Shirley (2005). The Savvy Guide to Motorcycles. Indy Tech
Publishing. p. 75. ISBN 0790613166, 9780790613161.
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� Stermer, Bill (2006). Streetbikes: Everything You Need to Know. MotorBooks/MBI
Publishing Company. p. 10. ISBN 0760323623, 9780760323625.
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� "Vespanomics - Vespa Economics". Piaggio Group USA.
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� Umbra Fisk (28 May 2003). "On motorcycles - Ask Umbra". Grist.
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� "Certified Highway Motorcycle Test Result Report Data (2007)". US EPA. 8 January
2008. http://www.epa.gov/otaq/crttst.htm.
*****