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CHAPTER – II REVIEW OF LITERATURE Sr.No. Title Page No. 2 ...i. Bajaj Auto Ltd. ii. Hero Honda...

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64 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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Page 1: CHAPTER – II REVIEW OF LITERATURE Sr.No. Title Page No. 2 ...i. Bajaj Auto Ltd. ii. Hero Honda Motors Ltd. iii. Yamaha Motors India Pvt. Ltd. iv. Royal Enfield Motors Ltd. v. TVS

64

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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65

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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66

� 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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67

� 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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68

� 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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69

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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70

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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71

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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72

� 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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73

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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74

� 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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75

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…..

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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

76

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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77

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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78

� 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

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� "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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79

� 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.

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August 2009.

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� Prashad, Sharda (16 April 2006). "HOG WILD; U of T professor Brendan Calder is

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� Cato, Jeremy (8 August 2003). "Harley-Davidson at 100". The Vancouver Sun

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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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p. 61. ISBN 0953131122, 9780953131129.

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� "Rupert Hollaus". Motorsport Memorial.

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� Ed Youngblood. "Motocross goes International, 1947 through 1965". The History of

Motocross, Part Two, Motorcycle Hall of Fame Museum.

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� Squatriglia, Chuck (23 May 2008). "Honda Sells Its 60 Millionth - Yes, Millionth -

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� 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.

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� "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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Retrieved 14 August 2006.

� "Verucci Gas Scooters". Gekgo Worldwide, www.gekgo.com.

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� "Doing More with Less Energy". The Craig Vetter Fuel Economy Contests - 1980

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� Gaetano, Cocco (2004). Motorcycle Design and Technology. Minneapolis:

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4C&pg=PA34&lpg=PA34&dq=long+motorcycle+wheelbase. "So with the same

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� Joel Fajans (July 2000). "Steering in bicycles and motorcycles" (PDF). American

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Motorbikes Ease Pain of ‘Grim’ Car Market". Bloomberg.

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high". Insurance Institute for Highway Safety. 11 September 2007.

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� Some other lobbying organisations are listed in Category:Motorcyclists organizations.

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� "Two Wheelers: Sales". Automobileindia.com. http://www.automobileindia.com/two-

wheelers/statistics/sales.html. Retrieved 28 January 2010.

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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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