A STUDY ON CONSUMER BEHAVIOUR TOWARDS

CHAPTER IINTRODUCTION Company Profile

About the Product

COMPANY PROFILE & HISTORY Hero Motocorp Ltd., formerly Hero Honda, is an Indian motorcycle and scooter manufacturer based in New Delhi, India. Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of Japan. The company is the largest two wheeler manufacturer in India. The 2006 Forbes 200 Most Respected companies list has Hero Honda Motors ranked at #108. In 2010, when Honda decided to move out of the joint venture, Hero Group bought the shares held by Honda.Hero Motocorp HYPERLINK "http://en.wikipedia.org/wiki/Hero_MotoCorp" \l "cite_note-8"

Subsequently, in August 2011 the company was renamed Hero MotoCorp with a new corporate identity. On 4 June 2012, approved a proposal to merge the investment arm of its parent Hero Investment Pvt. Ltd. into the automaker. The decision comes after 18 months of its split from Honda Motors.

The company was established as a joint venture company between Honda Motor Company of Japan and Hero Group. In the year 1983, they signed a joint collaboration agreement and formed the company. The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. In the year 1985, the company commenced their commercial production at Dharuhera plant in Haryana and introduced their first motorcycle, CD 100 in the market. In the year 1989, they launched the new motorcycle model, Sleek in the market and in the year 1991, they introduced new motorcycle model, CD 100 SS in the market. In the year 1995, the company introduced their extraordinary product, Splendor in the market.COMPANY PROFILEHero MotoCorp Limited is the World's single largest two-wheeler motorcycle company. The company is engaged in the manufacture of two wheelers motorcycles and its parts. The company has three manufacturing facilities namely Dharuhera, Gurgaon at Haryana and Haridwar at Uttarakhand. The company is based in New Delhi, India. The company offers a range of bikes starting from CD Dawn, CD Deluxe, Splendor Plus, Splendor NXG, Passion and Passion Pro. The 125 cubic centimeter segment offers Glamour, Super Splendor and Glamour F1. It also has an offering called Achiever in 135 cubic centimeter segment. In the 150 cubic centimeter and above the company offers brands like Hunk, CBZ X-treme, Karizma and the Karizma ZMR. It also offers a 100 cubic centimeter scooter, Pleasure. Hero MotoCorp Limited was incorporated in the year 1984 with the name Hero Honda Motors Ltd. The company was established as a joint venture company between Honda Motor Company of Japan and Hero Group. In the year 1983, they signed a joint collaboration agreement and formed the company. The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. In the year 1985, the company commenced their commercial production at Dharuhera plant in Haryana and introduced their first motorcycle, CD 100 in the market. In the year 1989, they launched the new motorcycle model, Sleek in the market and in the year 1991, they introduced new motorcycle model, CD 100 SS in the market. In the year 1995, the company introduced their extraordinary product, Splendor in the market. In the year 1997, the company inaugurated their second manufacturing facility at Gurgaon in Haryana. Also, they introduced new motorcycle model, Street in the market. In the year 1999, they launched Hero Honda CBZ, the first 150cc motorcycle in the Indian two wheeler industry. In the year 2001, the company introduced new models, Passion and Joy in the market. In the next year, they introduced new models, Dawn and Ambition in the market. In the year 2003, the company launched new motorcycle models namely, CD Dawn, Splendor+ and Passion Plus in the market. Also, they launched Hero Honda Karizma, the industry's first 223cc motorcycle. In the year 2004, they introduced new models, Ambition 135 and CBZ* in the market. During the year, they renewed the joint technical agreement with the Honda Motors Company, Japan. In the year 2005, the company launched Super Splendor, CD Deluxe, Glamour and Achiever in the market. In the year 2006, the company forayed into scotter segment and launched 100cc gearless scotter, Pleasure in the market. In the year 2007, the company launched Splendor NXG, CD Deluxe, Passion Plus and Hunk in the market. During the year 2007-08, the company commissioned their third plant at Haridwar in Uttarakhand with an initial installed capacity of 500,000 units. This plant had lean manufacturing and practices that ensure efficiency. During the year, the company launched new models (including variants) including Splendor NXG, Hunk, New Super Splendor, New Passion Plus, Commemorative Splendor+ and a refreshed version of Pleasure. During the year 2008-09, the company increased the installed capacity of Motorised 2 wheelers upto 350CC engine by 1800000 Nos to 5200000 Nos. Also, they launched eight models: Passion Pro (100 cubic capacity-4 Stroke), CBZ-Extreme (150 cubic capacity - 4 Stroke), Pleasure New Aesthetics, Splendor NXG (Self Start), CD Deluxe (Self Start), Glamour FI, Glamour (Carb) and HUNK Special Edition. Also, they launched new motorcycle model, Karizma - ZMR in the market. During the year 2009-10, the company increased the installed capacity of Motorised 2 wheelers upto 350CC engine by 200000 Nos to 5400000 Nos. The company launched nine new models during the year. During the year 2010-11, the company launched six new models including variants of existing models successfully. They refreshed Glamour and Glamour FI. They introduced the New Hunk, Super Splendor and Splendor Pro. The company launched the new upgraded versions of CBZ Xtreme and Karizma. Also, they breached the landmark 5 million figure cumulative sales in a single year. During the year, the Indian Promoter Group of the company, which comprised of Hero Investments Pvt Ltd (HIPL), Bahadur Chand Investment Pvt Ltd (BCIPL) and Hero Cycles Limited (Hero Cycles) re-aligned the shareholding in the company, following a family agreement. As a result, Hero Cycles transferred its shareholding in the company to HIPL on May 28, 2010. As a result of these transactions, the Indian Promoter Group of the company now comprises of HIPL and BCIPL owned and controlled entirely by the Munjal Family headed by Brijmohan Lall Munjal. Also, during the year, the Indian Promoter Group and Honda Motor Co Ltd, Japan (Honda) entered into a Share Transfer Agreement (the Agreement) on January 22, 2011. As per the terms of the Agreement, Honda had agreed to transfer its entire shareholding of 26% in the Company to the Indian Promoter Group, bringing an end to the joint venture between the two promoter groups of the company.

HISTORYHero MotoCorp was started in 1984 as Hero Honda Motors Ltd. 1956Formation of Hero Cycles in Ludhiana(majestic auto limited)

1975Hero Cycles becomes largest bicycle manufacturer in India.

1983Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed Shareholders Agreement signed

1984Hero Honda Motors Ltd. incorporated

1985Hero Honda motorcycle CD 100 launched.

1989Hero Honda motorcycle Sleek launched.

1991Hero Honda motorcycle CD 100 SS launched.

1994 Hero Honda motorcycle Splendor launched.

1997Hero Honda motorcycle Street launched.

1999 Hero Honda motorcycle CBZ launched.

2001 Hero Honda motorcycle Passion and Hero Honda Joy launched.

2002Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition launched.

2003Hero Honda motorcycle CD Dawn, Hero Honda motorcycle Splendor plus, Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Karizma launched.

2004Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle CBZ* launched.

2005Hero Honda motorcycle Super Splendor, Hero Honda motorcycle CD Deluxe, Hero Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda Scooter Pleasure.

2007New Models of Hero Honda motorcycle Splendor NXG, New Models of Hero Honda motorcycle CD Deluxe, New Models of Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Hunk launched.

2008New Models of Hero Honda motorcycles Pleasure, CBZ Xtreme, Glamour, Glamour Fi and Hero Honda motorcycle Passion Pro launched.

2009New Models of Hero Honda motorcycle Karizma:Karizma ZMR and limited edition of Hero Honda motorcycle Hunk launched

2010New Models of Hero Honda motorcycle Splendor Pro and New Hero Honda motorcycle Hunk and New Hero Honda Motorcycle Super Splendor launched.

2011New Models of Hero Honda motorcycles Glamour, Glamour FI, CBZ Xtreme, Karizma launched. New licensing arrangement signed between Hero and Honda. In August Hero and Honda parted company, thus forming Hero MotoCorp and Honda moving out of the Hero Honda joint venture. In November, Hero launched its first ever Off Road Bike Named Hero "Impulse".

2012-New Models of Hero Motocorp Maestro the Musculine scooter and Ignitor the young generation bike are launched.CORPORATE STRUCTUREBoard of DirectorsPawan MunjalManaging Director & CEO

NameDesignation

Brijmohan Lall MunjalChairman

Sunil Kant MunjalJoint Managing Director

Paul EdgerleyNon Executive Director

Analjit SinghInd. Non-Executive Director

Ravi NathInd. Non-Executive Director

Pritam SinghInd. Non-Executive Director

NameDesignation

Suman Kant MunjalNon Executive Director

V P MalikInd. Non-Executive Director

M DamodaranInd. Non-Executive Director

Pradeep DinodiaInd. Non-Executive Director

Anand C BurmanInd. Non-Executive Director

VISION, MISSION AND STRATEGYVISIONThe story of Hero Honda began with a simple vision - the vision of a mobile and an empowered India, powered by its bikes. Hero MotoCorp Ltd., company's new identity, reflects its commitment towards providing world class mobility solutions with renewed focus on expanding company's footprint in the global arenaMISSION Hero MotoCorp's mission is to become a global enterprise fulfilling its customers' needs and aspirations for mobility, setting benchmarks in technology, styling and quality so that it converts its customers into its brand advocates. The company will provide an engaging environment for its people to perform to their true potential. It will continue its focus on value creation and enduring relationships with its partnersSTRATEGYHero MotoCorp's key strategies are to build a robust product portfolio across categories, explore growth opportunities globally, continuously improve its operational efficiency, aggressively expand its reach to customers, continue to invest in brand building activities and ensure customer and shareholder delightREASERCH AND DEVELOPMENT Will setup India's largest two-wheeler R&D center in Jaipur. Work is underway. Initial investment of Rs. 400 crores, built over an area of 250 acres and will have a workforce of 500 employees. Will be operational in second quarter of FY14 Will include design/simulation studio & infrastructure for component & complete vehicle testing (including test tracks). Hiring of engineers & designers already underway. Engineers & designers undergoing training under Eric Buell Racing (USA) AVL of Austria will help develop engines of various sizes & power outputPRODUCT PROFILEHero Motocorp Karizma became extremely popular following its launch in the Indian bike market. The company then launched the Hero Honda Karizma ZMR Fi. The new bike has a similar stance and the changes include programmed fuel injection feature incorporated in this bike. The bike is also more powerful and has a new rear disc brake.

ZMR SpecificationsThe Hero Motocorp New Karizma ZMR review indicates that the bike has a 223cc engine which is the same as the old version bike. However the fuel injection feature provides increase in power and the bike has maximum power of 17.6 bhp at 7000 rpm along with peak torque of 18.35 Nm at 6000 rpm. The bike has 5-speed gears and multiplate wet clutch. The bike has length of 2110mm and its width is 805mm while its height is 1175mm. The top speed of the bike is 126 km/hr and it can reach 0 to 60 km/hr in just 3.7 seconds. The PGM-Fi feature has sensors that measure aspects like air temperature, air pressure as well as engine temperature so as to identify ideal air and fuel ratio. The Hero Motocorp New Karizma ZMR review also indicates that the bike has telescopic hydraulic front shock absorbers and 5-step adjustable iGRS system for the rear. The bike also has 276mm disc brake for the front and 240mm disc rear brakes. The weight of the bike is 159 kgs along with ground clearance of 159mm. The fuel tank limit of the bike is 16 litres and it has a wheelbase of 1350mm.

Hero Motocorp New Karizma ZMR MileageThe bike can deliver mileage of around 40 to 50 km/litre

Hero Motocorp New Karizma ZMR FeaturesThe front design of the bike is similar to the old Karizma and the bike has plenty of snazzy graphics. The bike also gets several new features and these include integrated blinkers and new headlamps. The finish of the bike and paint quality is also excellent. The bike has a beautifully designed instrument cluster and the rider is greeted with a long message when the key is inserted and the bike is started. The display of the bike also shows fuel consumption in real time and this helps in ensuring that good mileage in maintained. The other aspects displayed include digital fuel gauge and speedometer.

Hero Motocorp New Karizma ZMR ColorsThe bike is available in five colors and these include pearl white, vibrant blue, sports red, panther black and moon yellow.

General information

Model:Hero Karizma ZMR

Year:2012

Category:Sport

Rating:77.8 out of 100. Show full rating and compare with other bikes

Engine and transmission

Displacement:223.00 ccm (13.61 cubic inches)

Engine type:Single cylinder, four-stroke

Power:17.60 HP (12.8 kW)) @ 7000 RPM

Torque:18.35 Nm (1.9 kgf-m or 13.5 ft.lbs) @ 6000 RPM

Top speed:126.0 km/h (78.3 mph)

Compression:9.0:1

Bore x stroke:65.5 x 66.2 mm (2.6 x 2.6 inches)

Fuel system:Injection. PGM-FI

Fuel control:OHC

Ignition:DC FTIS (Full Transistorised Ignition System)

Lubrication system:Wet sump

Cooling system:Oil & air

Gearbox:5-speed

Transmission type,final drive:Chain

Clutch:Multiplate, wet

Driveline:Constant mesh

Chassis, suspension, brakes and wheels

Frame type:Tubular single cradle, diamond type

Front suspension:Telescopic Hydraulic Shock absorbers

Rear suspension:Swing arm with 5 step adjustable IGRS system

Front tyre dimensions:80/100-18

Rear tyre dimensions:100/90-18

Front brakes:Single disc

Front brakes diameter:276 mm (10.9 inches)

Rear brakes:Single disc

Rear brakes diameter:240 mm (9.4 inches)

Wheels:5-spoke cast wheel

Physical measures and capacities

Weight incl. oil, gas, etc:159.0 kg (350.5 pounds)

Front percentage of weight:175.0

Overall height:1,175 mm (46.3 inches)

Overall length:2,110 mm (83.1 inches)

Overall width:805 mm (31.7 inches)

Ground clearance:150 mm (5.9 inches)

Wheelbase:1,350 mm (53.1 inches)

Fuel capacity:15.30 litres (4.04 gallons)

Reserve fuel capacity:2.00 litres (0.53 gallons)

Oil capacity:1.40 litres (0.09 quarts)

Other specifications

Starter:Electric

Electrical:12V 6Ah battery.

Color options:Yellow, red, blue, white, black

Comments:Sold in India. Brand previously called Hero Honda.

CHAPTER IIDESIGN OF STUDY Need for the Study

Scope for the Study

Objectives of the Study

Research Methodology

Data Collection

Limitations of the Study

NEED FOR THE STUDY

Every business enterprise requires vital information to keep alive its day to day business activities. The nature of information required, differs from situation to situation. Supposing organization is evaluating its marketing effort. Then marketer has to appraise the marketing effort and then has to find means of improving it. Then information required is of consumer research. After the evaluation marketing concept, marketing effort of organization is channel zed towards to ascertain the data, regarding target market.

The survey consumer behavior is helpful to the company to know how far the consumer are satisfied with the product and what makes them to by and to know what consumer need more from the product. The collected data is helpful to know changing tastes, preferences, trends in buying behavior of the customer and to make product improvements.

With the stiff competition coming up at a rapid pace and also due to changing nature of the market, a need was felt by the M/S. Sai Teja Motors Hindupur, to take up of the type and hence intended to conduct a study on consumer behavior towards HERO MOTO CORP KARIZMA ZMR

Thus the need for the study paved way in performing project work of this kind.

SCOPE FOR THE STUDY: Towards creating and preserving a cleaner environment Hero Moto Corp Motor., manufacturer of two and three wheeler vehicles is committed to prevention of pollution, continual improvement of ourenvironmental performance and compliance with all applicable environmental legislation and regulations.

Towards this, we shall strive to Create a proactive environment management system that addresses all environmentally significant aspects related to our products and processes,

Minimize the generation of waste and conserve resources through bettertechnology and practices, and Promote environmental awareness amongst our employees and motivate them to fulfill our commitments.OBJECTIVES OF THE STUDY To know the Brand awareness in the minds of the customers about the company.

To know the benefits, improvements required by the customers.

To know the level of satisfaction and expectations of Hero Moto Corp KARIZMA ZMR users.

To know the performance of Hero Moto Corp KARIZMA ZMR.

To Study the Expectations Of the users of Hero Moto Corp KARIZMA ZMR To ascertain proportion of businessmen, employees, and students owning Hero Moto Corp KARIZMA ZMR To find whether the customers are satisfied by the service.

To know Price Attractiveness of Hero Moto Corp KARIZMA ZMR To know Price justification of Hero Moto Corp KARIZMA ZMR To find out the specific problems and suggestions from Hero Moto Corp KARIZMA ZMRRESEARCH METHODOLOGYMeaning of Research

Redman and Mory systemized effort to gain new knowledge. Somepeople consider research as a movement, a movement from the known to the unknown. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.

Significance of Research

All process is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to invention. Is a famous Hudson Maxim in context of which the significance of research can well be understood? Increased amounts of research makeprogress possible. Research inculcates scientific and inductive thinking and it promotes the development oflogical habits of thinking and organization. The role of research in several fields of applied economics, whether related to business orto the economy as a whole, has greatly increased in modern times. The increasing complex nature of business and government has focused attention on the use of research in solving operational problems. Research, as an aid to economic policy, has gained added importance, both for government and business.

Research Methodology

Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods or techniques but also the methodology.

Data Collection Information was collected through both primary and secondary sources.

Primary Data:

In some cases the researchers may realize the need for collecting the first hand information. As in the case of everyday life, if we want to have first hand information or any happening or event, we either ask someone who knows about it or we Observe it ourselves, we do the both. Thus, the two methods by which primary data can be collected is observation and questionnaire.

Secondary Data:Any data, which have been gathered earlier for some otherpurpose, are secondary data in the hands of researcher. Those data collected first hand,either by the researcher or by someone else, especially for the purpose of the study isknown as primary data.

The data collected for this project has been taken from the secondary source. Sources of secondary data are:-

Internet

Magazines

Publications

Newspapers

SIMPLE DESIGN

Type of sampling : Random Sampling

Location : Hindupur

Consumer Sample Size : 50

Instrument for data collection : Questionnaire

LIMITATIONS

In spite of the very best co-operations from all the sides, ambitious efforts of the researchers every project is bound to have certain limitations;

The study was Limited to Hindupur.

Few users were non co-operative because they could not spare time for filling the questionnaire.

It was not possible to know the exact expectations of Hero Moto Corp KARIZMA ZMR users

Questionnaires were used for data collection.

The findings are based on the information giving by the respondents.

The Study is confined only 50 customers hence it cannot be generalized.

The sample selected on random basis. The errors of the sampling technique may attribute to the present study only.

CHAPTER IIICONCEPTUAL FRAME WORK

Introduction to Consumer Behaviour

Factors influencing Consumer Behaviour

Buyer RolesINTRODUCTION TO CONSUMER BEHAVIOUR

Consumer BehaviourIntroduction

Before going to study about the CONSUMWE BEHAVIOUR in depth we have to study the following important terms

Consumer

The term consumer is a person who buys goods / services for his own consumption for the satisfaction of his needs , he is known as consumer

Buyer

The term buyer is a person who purchases goods either for resale or for use in production for use of some body else, he is known as buyer

Therfore the two terms consumer and buyer are not equal in the true sense, In a customer oriented marketing consumer or buyer behavior has attained an increasing importance. The study of consumer behavior is an attempt to understand what the consumer , buyer really wants and why the study of buyer behavior is realitively a new discipline of study in the field of marketing

Now it has become the central topic of modern marketing , since the ultimate aim of marketing is consumer satisfaction and consumer earningDefinations

Buyer behavior is all psychological, social and physical behavior of potential customers as they become aware of evaluate, purchase, consume and tell other people about product and services

-Webster

Consumer behavior is the process whereby individual decide about what, when, where, how and from whome to purchase goods and services

-Walter and PaulConsumer Behaviour may be defined as The Behaviour that consumers display in searching, using, evaluating and disposing of products and services that they expect will satisfy their needs. It refers to the study of how individuals make decisions to spend their valuable resources. So it is indispensable for the marketers to know the Consumer decision process.

The above definitions give the following features of consumer behavior

Buyer behavior includes both individual (psychological) and group(social) process Buyer behavior is reflected by post purchase evaluation which indicates satisfaction or non satisfaction

Buyer behavior includes communication purchasing and consumption behavior Buyer behavior is shaped by social environment

Buyer behavior includes both consumer and buyer behavior

Buying patterns are compiled and nature

Buyer has many alternative choices in spending his money

Consumer behavior is dynamic in nature

CONSUMER BUYING PROCESS Consumer Behaviour may be defined as the the behaviour that consumers display in searching, using, evaluating and disposing of products and services that they expect will satisfy their needs. It refers to the study of now individuals make decisions to spend their valuable resources. So it indispensable for the marketers to know the consumer decision process, Decision process includes the following stages.

1) Need Recognition

2) Information Search

3) Evaluation of Alternatives

4) Purchase

5) Post Purchase Behavior

NEED RECOGNITION The buying process starts when the buyer recognizes a problem or need. The buyer senses a difference between his own state and desired state. The need can be triggered by internal stimuli like hunger, thirst, sex or by external stimuli like advertisement, friends, relative, etc.; the marketer needs to identify the circumstances that trigger a particular need. INFORMATION SEARCH

The search begins when a consumer perceives that a need might be satisfied by the purchase and consumption a need might be satisfied by the purchase and consumption of a product. The recollection of past experiences might provide the consumer the adequate information on the other hand if the consumer had no prior experience, then he searches the information in the outside environment. Here environment includes friends, advertising sales persons, etc.PURCHASE DECISION:

After the evaluation, the Consumer develops the intention either to purchase or reject the product. The final purchase will however depend on the strength of positive intention i.e., the intention to buy.EVALUATION OF INFORMATION:

The marketers is interested in knowing how consumers process the information gathered during the search process once the interest in the product is aroused, the person makes final decision using certain evaluative criteria like product attribute, relative importance of each attribute to the Consumer, Brand image, etc. The evaluation stage represents the stage of metal trial of the product.

POST PURCHASE DECISION:

After purchase and consumption of a product, consumer experiences some level of satisfaction or dissatisfaction. The marketer has to study the post purchase attitude of the consumer to predict their post purchase actions.

ACTORS INFLUENCING OF CONSUMER BEHAVIOUR:

Consumers do not make their decisions in a vacuum. Their purchases are highly influenced by cultural, social, personal and psychological factors. These factors are not possible to control by the marketer but must be taken into account. We want to examine the influence of each factor a buyers behaviour.

Cultural FACTORS:

Cultural factors exert the broadest and deepest influence on consumer behavior we will look at the role played by the buyers culture, sub culture, and social class.

CULTURE:

Culture is the most fundamental determinant of a persons want and behavior where as lower creatures are largely governed by instinct, human behavior is largely learned. Sub CULTURE:

Each culture contains smaller groups of sub-culture that provide more specific identification and socialization for its members. Four types of sub-cultures can be distinguished. Nationality groups are found within large communities and exhibit distinct ethnic taste and proclivities. Religious groups with specific cultural preferences and taboos. Racial groups and geographical areas also affect the consumer behaviour.Social CLASS:

Virtually all human societies exhibit social stratification. Stratification sometimes takes from of a cast system where the members of different castes are reared for certain roles and cannot change their membership. More stratification takes the form of social classes. Social classes are relatively homogenous and enduring division in a society, where are hierarchically ordered and whose members share similar values, interests and behavior. Social classes show distinct product and brand preference.

SOCIAL FACTORS A consumers behavior is also influenced by social factors such as the consumers reference groups, family and social role and statuses.

REFERENCE GROUP:

A persons behaviour is strongly influenced by many groups. A persons reference groups and those groups that have a direct or indirect influence on the persons attitude or behaviour. Groups having a direct influence on a person are membership group. These are groups to which the persons belongs and interacts, some are primary groups with there is fairly continuous interaction, such as family, friends, neighbors and co-owners. The person also belongs to secondary groups, which tend to be formal and where there is less continuous interaction.

ROLES AND STATUS:

A person participates in many groups throughout life-family club, organizations. The position in each group can be defined in terms of role and status.

Family:

Members of the buyers family can exercise a strong influence of the buyers behavior. The family of orientation consists of ones parents. From parents a person acquires an orientation towards religion, politics and economics and a sense of personal ambition, self-worth and love.A more direct influence on every day buying behavior is ones family of procreation namely. Ones spouse and children. The family is the most economics and a sense of personal ambition, self-worth and love.Personal Factors:A buyers decisions are also influence by his or her personal characteristics notable the buyers age and life-cycle stage, occupation, economic circumstances, lifestyle and personality and self-concept.

Occupation:

A persons consumption pattern is also influenced by his or her occupation. Marketers try to identify the occupational groups that have an above average interest in their products and services.

Economic Circumstances:

A persons economic circumstances will greatly effect product choice peoples economic circumstances consists of their use up income, savings and assets, borrowing power and attitude towards spending versus saving.

Psychological Factors:

Buyers buying choices are also influenced by major psychological factors. The following are the individual influence on consumer behaviour.

1. Needs,

2. Motives,

3. Perception,

4. Attitudes, and

5. Learning.

1. NEEDSThe starting point in the purchase decision is the recognition of a need. The consumer is typically confronted with numerous unsatisfied needs. Maslow five level hierarchies of needs are well known is relevant in this context. As each need is fulfilled, another higher level need arises and demands priority in its satisfaction. Marketers are interested in psychological needs as they are closely connected to what the product does. Food satisfies hunger, medicine heal a sick person. Safety needs are insurance and real estate and so on. For many people refrigerators, cars and air conditioners are status symbols and satisfy the needs of self esteem, prestige and status.2. MOTIVES

A motive is an inner state that directs us towards the goal of satisfying a felt need. Important buying motives are pride, vanity, fashion, possession, fear safety, love and affection, economy, curiosity, social approval, beauty and comfort or convenience. These are the driving forces behind buying behaviour and may be based on psychological wants.

3. PERCEPTION:

Individual behavior resulting from motivation is affected by how we perceive stimuli perception is the meaning we attribute to incoming stimuli through our five senses. Our perception of an object of event is the result of the interception of two of factors such as

a) Stimuli factors such as size, color, weight, or shape.

b) Individual factors which are characteristics of individual.

4. ATTITUDE: Attitudes may be defined as a persons enduring favorable or unfavorable evaluation, emotional feeling, pro or cons action tendency towards some object of idea.

5. LEARNING:

Since marketing is as concerned with the process by which consumer decisions change. Over time as with describing those decisions at on point of time, the study of how learning takes place is important. Learning may be defined as changes as a result of experience.

ROLES OF BUYINGPeople might play many roles in buying decision. Mainly there are five, initiator, influencer, decider, buyer and user.

INITIATOR: The person who first suggest to go for buying a particular product or services.

INFLUENCER: A person whose views or advice carries some weight in making the final decision.

DECIDER: The person who ultimately makes a buying decision or any part of it whether to buy, what to buy, how to buy, where to buy.

buyer: The person who make actual purchase. Buyer may not be consumer.

USER: The person who consumer or uses the product who is also called as consumer.

Consumer Behavior towards Hero Moto Corp KARIZMA ZMRThe aim of marketing is to meet and satisfying the target customer needs and want. Customers Behaviour is the study of the processes involved when individuals or groups select purchase, use or dispose of product service ideas or experiences to satisfy needs or desires. Needs or desires are not specific. It ranges from hunger and thirst to love, status or even spiritual fulfillment. Consumers are actors on the market palace stage. They take lead role in the market. Whole market or business transaction is based on the consumer before this whole market situations change presently, it is the Buyer market. The selling and buying process confined on the consumer. Market given importance on the taste and performance of consumer. They try to fulfil the needs and satisfy them by delivering goods and providing better services

Consumer behaviour is the ongoing process, it has never ends. It reflects the interaction between the consumer and producer at the time of purchase. It is continuous process that not only remains at the time of transaction or buying or selling period before this and after that also. The attitude towards the products before buying is known as pre-purchase behaviour and response found from consumer after using the product is known as post-purchase behaviour of customers. In other words we can define it as the process of decision making of activities that the customer doses at the time of evaluating, acquiring or using goods and services

CHAPTER IVDATA ANALYSIS

&

INTERPRETATION

Table-1Preference for purchase of bike

NeedsNo. of RespondentsPercentage

Necessary1020

Image of the company1428

Comfort and Safety1632

Status24

Others816

TOTAL50100

Inference 20% of respondents purchased bike for their necessary

28% of respondents purchased bike by seeing the image of the company

32% of respondents purchased bike for their comfort and safety ride

4% of respondents purchased bike for their status

16% of respondents purchased bike for other reasons

Table-2Owners who owned a vehicle before they bought Hero Moto Corp KARIZMA ZMRUsageNo. of RespondentsPercentage

Yes2040

No3060

TOTAL50100

Inference 60% of the respondents used other vehicle before Hero Moto Corp Karizma ZMR 40% of the respondents didnt used any other vehicle before Hero Moto Corp Karizma ZMRTable-3

SOURCE OF AWARENESS

SourceNo. of RespondentsPercentage

ATelevision510

BFriends612

CRelatives2346

DNewspaper48

EMagazine36

FOthers918

TOTAL50100

Inference

10% of the respondents became aware of the product through T.V, advertisements, 12% of them through Friends,

46% of the respondents through Relatives,

8% of them are influenced by News paper,

6% of them are through Magazines,

18% of them are influenced by others like Hoardings etc,.

Table-4

POPULARITY

ParticularsNo. of RespondentsPercentage

AYes2754

BNo2346

TOTAL50100

Inference 54% the respondents have rated that Hero Moto Corp KARIZMA ZMR need more popularity

46% of the respondents rated that Hero Moto Corp KARIZMA ZMR does not need more popularity.

Table-5 MEDIA TO INCREASE SALES

MediaNo. of RespondentsPercentage

ATelevision2142

BNewspaper0918

CHoardings0612

DBrand Ambassador1428

TOTAL50100

Inference 42% of the respondents have rated that Hero Moto Corp KARIZMA ZMR need more popularity in Television,

18% of them have rated that Hero Moto Corp KARIZMA ZMR needs more popularity in Newspaper,

12% of them have rated that Hero Moto Corp KARIZMA ZMR needs more popularity in Hoardings,

28% of them have rated that Hero Moto Corp KARIZMA ZMR needs more popularity in Brand Ambassador.Table-6MODE OF PURCHASE

Mode of PurchaseNo. of RespondentsPercentage

ACash2754

BBank Credit0918

CFinance0816

DInstallment Credit0612

TOTAL50100

Inference Above the table infers that 54% of respondents prefer cash as mode of payment while 18% prefer on bank credit.

Table-7SATISFACTORY TEST

Satisfactory TestNo. of RespondentsPercentage

APerformance>Expectations1326

BPerformance=Expectations3264

CPerformance your expectations

b. Actual performance of Hero Moto Corp KARIZMA ZMR is = your expectations

c. Actual performance of Hero Moto Corp KARIZMA ZMR is < your expectations 10. Tick the following features of Hero Moto Corp KARIZMA ZMR:

ParticularsNot SatisfactorySatisfactoryPartially SatisfactoryHighly Satisfactory

a. Mileage

b. Pick Up

c. Performance

d. Road Grip

e. Brakes

f. Style

g. Riding Pleasure

h. Maintenance

11. Which among the best features attract you to purchase this bike? ( )

a) Reasonable Price

b) Good Mileage

c) Least Maintenance

d) Easy Installment

e) Others

12 . Who influenced you to purchase Hero Moto Corp KARIZMA ZMR? ( )

a) Family members

b) Friends

b) Advertisement

d)Others

13. Are you satisfied with the price of Hero Moto Corp KARIZMA ZMR? ( )

a) Yes

b) No

14. What is the actual mileage per liter that you are getting from Hero Moto Corp KARIZMA ZMR?

.. KM/LT.15. Are you satisfied with the model? ( )

a) Yes

b) No

16. Overall satisfaction with the performance of Hero Moto Corp KARIZMA ZMR? ( )

a) High satisfied

b) Satisfied

c) Moderately Satisfied

d) Dissatisfied

Thanks for your kind co-operation

Signature.

BIBLIOGRAPHY

Consumer Behavior

Della Bitta

Marketing Management Philip KotlerMarketing Management Sontakki

WEBSITE

http://www.heromotocorp.comhttp://www.google.co.in

EMBED Excel.Chart.8 \s

PAGE SAANSKRITHI SCHOOL OF BUSINESS, PUTTAPARTHI.Page 1

_1388867024.xls

_1387199008.xlsChart1

19

20

6

5

No. of respondents

38%

40%

12%

10%

Sheet1

buyingNo. of respondents

Dealers48

Others2

Sheet2

Influencing factorsNo. of respondents

Friends19

Relatives20

Advertisement6

Others5

Sheet2

No. of respondents

Sheet3