CHAPTER I
INTRODUCTION
1.1 INTRODUCTION
The two-wheeler industry in India is one of the largest and fastest-growing markets
globally, offering affordable and efficient transportation solutions. Among the various
segments, the 200cc motorcycle category has gained immense popularity, particularly among
young riders and professionals who seek a blend of performance, style, and affordability. One
of the most recognized motorcycles in this segment is the KTM Duke 200, known for its
aggressive styling, lightweight chassis, high-performance engine, and advanced features.
KTM, an Austrian motorcycle brand, entered the Indian market through a strategic partnership
with Bajaj Auto, and since then, it has established itself as a premium sports bike manufacturer.
The KTM Duke 200 has become a preferred choice for riders looking for speed, agility,
and a strong brand image. However, with increasing competition from brands like Yamaha,
Bajaj, TVS, and Honda, it is crucial to evaluate customer satisfaction regarding various aspects
of the KTM Duke 200. A motorcycle’s success depends on factors such as performance,
mileage, fuel efficiency, comfort, pricing, design, durability, and after-sales service.
Understanding consumer expectations and experiences helps manufacturers and dealerships
enhance their offerings and improve customer satisfaction levels.
This study aims to assess the satisfaction levels of KTM Duke 200 owners in
Coimbatore City, focusing on their experiences with the bike’s engine performance, mileage,
comfort, maintenance cost, spare parts availability, and dealership services. By collecting
feedback from existing users, this research will help identify common issues, areas for
improvement, and factors influencing brand loyalty.
The findings of this study will provide valuable insights for KTM manufacturers,
dealers, and marketers, helping them refine their strategies to meet customer demands.
analysing customer feedback will help in enhancing product quality, marketing strategies, and
after-sales service to maintain a competitive edge in the market. The research will also examine
how KTM Duke 200 compares with competing motorcycles and what improvements can be
made to enhance the overall ownership experience.
By conducting this study, manufacturers and dealers can gain a better understanding of
customer expectations, allowing them to make informed decisions about product development,
pricing strategies, service improvements, and promotional activities. Ultimately, this research
aims to help KTM strengthen its market presence, improve customer retention, and ensure
long-term customer satisfaction, making KTM Duke 200 an even more desirable choice for
riders in the Indian market.
1.2 SCOPE OF THE STUDY
This study evaluates customer satisfaction towards KTM Duke 200 in Coimbatore City,
focusing on key aspects such as performance, mileage, comfort, design, pricing, and after-sales
service. It examines buying behaviour, user experiences, and challenges while comparing the
bike with competitors like Yamaha R15, Bajaj Pulsar NS200, and TVS Apache RTR 200.
Additionally, the research identifies areas for improvement, including spare parts availability,
maintenance costs, and dealership services, providing valuable insights for KTM
manufacturers, dealers, and marketers. Although the study is limited to Coimbatore, its findings
can help improve product development, marketing strategies, and customer service for KTM
in India.
1.3 STATEMENT OF THE PROBLEM
The KTM Duke 200 is a popular choice in the 200cc motorcycle segment, known for
its performance, design, and brand appeal. However, with increasing competition from
Yamaha, Bajaj, and TVS, it is important to assess whether the bike meets customer expectations
in terms of mileage, comfort, pricing, and after-sales service. Concerns such as high
maintenance costs, fuel efficiency, and spare parts availability have been reported, impacting
overall satisfaction.
This study evaluates customer satisfaction among KTM Duke 200 owners in
Coimbatore City, identifying key factors influencing their purchase decisions and challenges
faced in ownership. The findings will provide insights for KTM manufacturers and dealers to
improve product quality, service experience, and customer retention in the competitive Indian
market.
1.4 OBJECTIVES OF THE STUDY
➢ To analyse customer satisfaction levels regarding KTM Duke 200 in terms of
performance, mileage, comfort, fuel efficiency, and design.
➢ To examine factors influencing the purchase decision, including brand image, pricing,
and features.
➢ To assess the quality of after-sales service, including dealership experience,
maintenance costs, and spare parts availability.
➢ To identify common issues and challenges faced by KTM Duke 200 owners.
➢ To compare customer satisfaction with competing motorcycles in the 200cc segment.
➢ To provide recommendations for improvement in product quality, service experience,
and customer support to enhance brand loyalty and market competitiveness.
1.5 LIMITATIONS OF THE STUDY
➢ The study is restricted to Coimbatore City, and the findings may not represent the
opinions of KTM Duke 200 owners in other regions.
➢ The research is based on 100 respondents, which may not be sufficient to generalize the
results for the entire customer base.
➢ The data collected is based on individual perceptions and experiences, which may vary
from person to person.
➢ The research focuses only on the KTM Duke 200, without analyzing customer
satisfaction for other KTM mode.
1.6 RESEARCH METHODOLOGY
Research methodology is the conceptual structure within which research is
conducted, it constitutes the blue print for the collection, measurement, and analysis of data.
It is a map developed to guide the research. The research methodology specifies the methods
and procedures for collecting and analyzing the needed information.
1.6.1 SOURCES OF DATA
➢ Primary data
The research is conducted with the help of structured questionnaire distributed to
KTM Duke 200 owners in Coimbatore.
➢ Secondary data
The secondary data has been gathered from research papers, industry reports,
online articles, company websites, and customer reviews.
1.6.2 Area of the study
The study was undertaken in Coimbatore city.
1.6.3 Period of the study
The study has been undertaken from December 2024 to February 2025.
1.6.4 Sampling Technique
The study uses a simple random sampling method to ensure equal chances of selection
for all customers.
1.6.5 Sampling Size
Data was collected from 100 respondents, consists of individuals from different
age groups, occupations, and income levels to ensure diverse perspectives.
1.6.6 Data Analysis Tools
The data collected was analyzed using statistical tools like
• Percentage analysis
• Chi-square analysis.
Graphical and tabular representations were used for better visualization and
interpretation of findings.
1.7 CHAPTER SCHEME
The present study is organized into five chapters and they are described briefly as
follows:
Chapter 1: Introduction and design of the study
This chapter deals with introduction, statement of the problem, scope of the study,
objectives of the study, limitations of the study, research methodology, and chapter scheme.
Chapter 2: Review of Literature
This chapter encompasses the review of various research works undertaken in the topic
related to present study.
Chapter 3: Theoretical framework of the study
This chapter presents profile of the study.
Chapter 4: Data Analysis and Interpretation
This chapter deals with the analysis and interpretation of the primary data collected for
study purpose.
Chapter 5: Findings, Suggestions, Limitations and Conclusions
This chapter deals with findings, suggestions, limitations, and conclusion of the study.
CHAPTER II
REVIEW OF LITERATURE
1. Rajini, S., & Poornima, K. (2017), in their research "A Factor Analysis of the Social Factors
Influencing the Buyer Behaviour in the Two-Wheeler Market in India", Rajini and Poornima
explore how social factors like peer influence, family opinions, and social trends affect two-
wheeler purchases. The study finds that brand perception among peers significantly influences
brand selection and consumer preference, particularly among first-time buyers.
2. Iyer, S., & Mishra, R. (2017), In their study "Analysis of Brand Switching Behaviour in the
Two-Wheeler Industry", Iyer and Mishra examine why customers switch from one brand to
another. The study finds that better technology, lower maintenance costs, and superior service
are the main reasons behind brand switching.
3. Sharma, S., & Jain, A. (2017), The research "Consumer Perception Towards Electric Two-
Wheelers in India" by Sharma and Jain explores consumer attitudes towards electric two-
wheelers, identifying factors such as environmental concerns, cost savings, and performance
influencing purchase intentions.
4. Sharma, A., & Singh, R. (2018), The study "Factors Influencing Consumer Buying
Behaviour: A Study of Two-Wheeler Users in India" identifies price, fuel efficiency, and
maintenance costs as the three most influential factors in the Indian two-wheeler market. The
study also highlights that performance and resale value are key factors for buyers considering
long-term ownership.
5. Khan, M. A. A., & Rao, D. V. M. (2018), In their research "Two-Wheeler Consumers’
Behaviour Towards Customer Satisfaction," Khan and Rao investigate the impact of variables
like joint venture preference, heritage design, technology development, safety features, and
corporate social responsibility on customer satisfaction. They find that these factors
significantly influence consumer satisfaction levels.
6. Singh, A., & Verma, R. (2019), in their study "Impact of Brand Image on Consumer
Purchase Behaviour in the Two-Wheeler Industry," Singh and Verma analyse how brand image
influences consumer decisions. They find that a strong brand image leads to higher customer
trust and preference, significantly affecting purchase behaviour.
7. Patel, M., & Joshi, V. (2019), in their study "Impact of After-Sales Service Quality on
Customer Satisfaction in the Two-Wheeler Automobile Industry," Patel and Joshi analyse how
customer retention is influenced by dealership service quality. The study finds that timely
repairs, spare parts availability, and maintenance cost transparency enhance consumer trust and
satisfaction.
8. Rajini, S., & Poornima, K. (2019), in their study "A Study on Factors Influencing Purchase
Intention Towards Two-Wheelers" explores how service quality and brand trust impact
consumer choices. The research concludes that consumers are more likely to remain loyal to
brands that offer excellent post-purchase service, warranty benefits, and readily available spare
parts.
9. Reddy, K. S., & Kumar, P. (2020), in their study "Customer Perception Towards Electric
Two-Wheelers in Urban India", Reddy and Kumar examine why urban consumers are shifting
towards electric two-wheelers. The study finds that government subsidies, environmental
concerns, and long-term cost savings are key motivators. However, concerns over battery life
and resale value remain barriers.
10. Patel, K., & Sharma, M. (2020), The research "Effect of Pricing Strategies on Consumer
Purchase Decision in Two-Wheeler Market" by Patel and Sharma examines how different
pricing strategies impact consumer decisions. The study concludes that competitive pricing,
combined with perceived value, plays a crucial role in attracting price-sensitive customers.
11. Raj, S. D., & Kannan, N. (2021), in their study "Factors Influencing Purchase of Two
Wheeler - A Study with Reference to Chennai City", Raj and Kannan examine the primary
reasons behind two-wheeler purchases in Chennai. Their findings suggest that consumers
prioritize brand reputation, mileage, aesthetics, promotional discounts, and affordability when
choosing a two-wheeler. The study also emphasizes the importance of post-purchase service
experience and financing options in shaping purchase decisions.
12. Gupta, S., & Mehta, R. (2021), in their study "Role of Digital Marketing in Influencing
Consumer Behaviour in the Two-Wheeler Industry" highlights how online advertising,
influencer marketing, and digital promotions have become essential tools for two-wheeler
companies to attract younger buyers.
13. Dua, R., & White, M. (2021), in their study "Fuel Economy Valuation and Preferences of
Indian Two-Wheeler Buyers," Dua and White analyse the importance of fuel economy in
consumer purchase decisions. They find that Indian two-wheeler buyers highly value fuel
efficiency, with style, comfort, and brand also playing significant roles.
14. Reddy, S., & Kumar, P. (2021), in their study "Customer Satisfaction and Loyalty in the
Indian Two-Wheeler Industry," Reddy and Kumar explore the relationship between customer
satisfaction and loyalty. They find that satisfied customers are more likely to recommend the
brand and make repeat purchases, emphasizing the importance of maintaining high service
standards.
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