Article
A STUDY ON MARKET AWARENESS ON LASTEST TWOWHEELERS WITH REFERENCE TO BAJAJ AUTO,HYDERABAD
This study examined market awareness of the latest two-wheeler models launched by Bajaj Auto, with a particular focus on the NS125, among a sample of 100 respondents in urban and semiurban regions. Demographic analysis revealed that 65% of participants were young adults aged 18–35 years, and 75% reported monthly household incomes up to ?60,000, indicating a target market segment sensitive to affordability and value propositions. Quantitative analysis showed that 70% of respondents were existing two-wheeler owners, with 42.9% currently using Bajaj models, reflecting strong brand loyalty. Eighty percent had heard of recent Bajaj launches, and 50% were familiar with the NS125. Social media emerged as the leading information source (30%), surpassing traditional channels. Price (35%) and mileage (25%) were identified as primary purchase drivers, while 50% expressed purchase intent within six months. Likert-scale responses indicated that 75% believed Bajaj two-wheelers offered good fuel efficiency, 70% perceived the brand as trustworthy, and 65% would consider Bajaj for their next purchase. However, design appeal elicited mixed responses, with only 45% in agreement. The findings suggested that Bajaj Auto’s existing promotional efforts achieved high general brand awareness but revealed a need for targeted campaigns to enhance NS125 familiarity. Practical implications included an emphasis on digital marketing, experiential events, and tailored financing to attract young, cost-conscious consumers. Recommendations focused on leveraging social media, engaging influencers, and refining product design to address emerging aesthetic preferences. The study’s limitations highlighted its cross-sectional design and urban-centric sample, while future research was recommended to adopt longitudinal approaches and include rural segments. Overall, the research provided actionable insights into optimizing market communication and product positioning for Bajaj Auto’s new two-wheeler offerings within a competitive Indian market
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