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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

64

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.

Reference
Books
Autobiography

Websites
Case
Studies

Newspapers

Inhouse
Magazines of
Companies

Research
Publications

Review of
Literature

Reports of
FICI, MCIIA
etc.

Annual
Reports

Write
Ups

Periodicals
Magazines

The study material can be categorized as below:


 Reference books on related topics i.e.


History of automobiles

Indian two wheeler industry

Automobile engineering
65

Govt.
Publications

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

66

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

67

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

*****

68

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 81-2250079-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

69

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. 41. 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 978-1-43030861-4. 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. 2431.

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
70

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. 120121.
ISBN 0195189515.
 Setright, L.J.K. (1979). The Guinness book of motorcycling facts and
feats.

Guinness

Superlatives.

pp. 818.

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. 2431. ISBN 0892072075.
71

 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. 1819. 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:
72

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.
73

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

74

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..

75

Quality

Performance
and design

Cost of
Ownership

Total
Customer
Satisfaction

(TCS)

Service

Brand Image

According to the researcher,


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.

6. Annual Reports of Automobile Companies


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:include:


Bajaj Auto Ltd.

Hero Honda Motors Ltd.


Yamaha Motors
Moto India Pvt. Ltd.

Royal Enfield Motors Ltd.

TVS Motor Company Ltd.

Kinetic Motor Company Ltd.

76

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

 Directors Report

 Report on Corporate Governance

 Auditors Report

 Efforts taken by the company to


improve sales
 Financial Statements

 Marketing Policies of the company

 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

 Notes on Accounts

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

77

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 youve 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 Past1800s: First motorcycle". The History and Future of Motorcycles and
motorcyclingFrom

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."

78

 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.
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Motorcyclist Assoc) 55 (6).
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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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79

 Vance, Bill (24 April 2009). "Motoring Memories: DKW/Auto Union, 1928 - 1966".
Canadian Driver. http://www.canadiandriver.com/2009/04/24/motoring-memoriesdkw-auto-union-1928-1966.htm.
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Part

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80

 "Hero Honda splendor sells more than 8.5 million units". indiacar.net.
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disturbance, the rider with a longer wheelbase will feel less oscilating movement on
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82

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83

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