kashif taboot

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CONSUMER BUYING BEHAVIOUR FOR HERO HONDA

Abeda Inamdar Senior Collage of Arts, Science and Commerce, Pune-411001

A PROJECT REPORT ON

ANALYSIS OF CONSUMER BUYING BEHAVIOR OF

HERO HONDA MOTOR CYCLE

SUBMITTED IN PARTIAL FULFILMENT OFBACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

PROGRAMMES TO

UNIVERSITY OF PUNE

THROUGH

ABEDA INAMDAR SENIOR COLLEGE

UNDER THE GUIDANCE

2011 - 2012

Submitted By:

KASHIF SHAIKH


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ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only factor

to achieve the desired goal. Those must be supplemented by the guidance assistance and

cooperation of experts to make it success.

I am extremely grateful to my institute for providing me the opportunity to undertake this

research project in the prestigious field.

With profound pleasure, I extend my extreme sincere sense of gratitude and indebtedness

to Mr. Kadar Memon and Mr. Razak Memon (Founder of Supreme Auto) for extensive and

valuable guidance that was always available to me ungrudgingly and instantly, which help me

complete my project without difficulty.

I express my deep and sincere gratitude to Mr. Nitin Patel (Sales Manager of Supreme Auto) for

providing me firsthand knowledge.

I am thankful to all of my friends and batch mates for their help in completing this project work.

Finally, I am thankful to my entire family members for their great support and encouragement.


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INDEX

Chapter No. SUBJECT PAGE NO.

1 Introduction

2 Objectives

3 Limitations

4 Company Profile

5 Review of literature

6 Research Methodology

7 Analysis of Data

8 Suggestions and recommendations

9 Conclusion

10 Annexure

Proposal References Questionnaire

11 Bibliography & Webliography


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CChhaapptteerr -- II

INTRODUCTION

In todays world customer is the key of the success of any business. So, Customer

behavior and its satisfaction level play very key role to sale of the product. Thats why we

decide to keep the project title related this key factor called Study on consumer buying

behavior for Hero Honda Motorcycle.

Main purpose of the study was to know the customer buying behavior and demand

into the minds of customer of Chikhli because always customers say something and does

something. At the same time as there are many companies manufacturing motorcycles, idea

about thinking of customer on whether, what, how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer buying behavior at the

purchase of Hero Honda bike. So the research problem is to identify what are the criteria that

prospective customer takes into consideration before buying the motorcycles. Also after

purchasing are customers being satisfied or not?


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CChhaapptteerr IIII

OObbjjeeccttiivvee & scope ooffSSttuuddyy


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Objective of the Study

1) To know market position of Hero Honda bike in the market.2) To know consumer behavior for purchase of two wheeler bike.3) To identify the factor which influences on consumer decision?4) To classify which types of customers visiting of Dealers with reference to age, gender,

income

5) To study who is the decision make in purchasing bike?6) To study whether customers are satisfied with staff and services or not?7) Identifying possible areas of Improvement.8) To know the status of different offers.

SCOPE OF STUDY

The main scope of the study is restricted to Chikhli city in Navsari.

This study has been made to find the level of satisfaction the customer has regarding the

service provider by bike place at Chikhli city.


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CChhaapptteerr IIIIII

LLiimmiittaattiioonnss


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Limitations

search work was carried out in Chikhli city of Gujarat only the finding may not be

applicable to the other parts of the country because of social and cultural differences.

The sample was collected using connivance-sampling techniques. As such result may

not give an exact representation of the population.

hortage of time is also reason for incomprehensiveness.

The views of the people are biased therefore it may not be reflecting true picture.


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Chapter: IV

PPrrooffiillee ooffTThhee CCoommppaannyy


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HERO HONDA PROFILE

Logo

Founded January 19, 1984 in Gurgaon, Haryana, India

Headquarters Haryana, India
http://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Haryanahttp://en.wikipedia.org/wiki/Gurgaon


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HERO HONDA HEADQUARTERS

Om Prakash Munjal, FounderMr. Brijmohan Lall Munjal, Chairman

Key people Mr. Toshiaki Nakagawa, Joint Managing Director

Mr. Pawan Munjal, Managing Director

Industry Automotive

Products Motorcycles, Scooters

Revenue U$ 2.8 billion

Website http://www.herohonda.com/site/home/home.asp
http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Websitehttp://www.herohonda.com/site/home/home.asphttp://www.herohonda.com/site/home/home.asphttp://www.herohonda.com/site/home/home.asphttp://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Industry


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Board of Directors: Table-4.1

No. Name of the Directors Designation

1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director

2 Mr. Pawan Munjal Managing Director & CEO

3 Mr. Toshiaki Nakagawa Joint Managing Director

4 Mr. Sumihisa Fukuda Technical Director

5 Mr. Om Prakash Munjal Non-executive Director

6 Mr. Sunil Kant Munjal Non-executive Director

7 Mr. Masahiro Takedagawa Non-executive Director

8 Mr. Santoshi Matsuzawa (AlternateDirector to Mr.Takashi Nagai)

Non-executive Director

9 Mr. Pradeep Dinodia Non-executive & IndependentDirector

10 Gen.(Retd.) Ved Prakash Malik Non-executive & IndependentDirector

11 Mr. Analjit Singh Non-executive & IndependentDirector

12 Dr. Pritam Singh Non-executive & IndependentDirector

13 Ms. Shobhana Bhartia Non-executive & IndependentDirector

14. Mr. Meleveetil Damodaran Non-executive & IndependentDirector

15. Mr. Arun Nath Maira Non-executive & IndependentDirector
http://www.herohonda.com/co_board_directors.htm#1http://www.herohonda.com/co_board_directors.htm#1http://www.herohonda.com/co_board_directors.htm#2http://www.herohonda.com/co_board_directors.htm#2http://www.herohonda.com/co_board_directors.htm#3http://www.herohonda.com/co_board_directors.htm#3http://www.herohonda.com/co_board_directors.htm#4http://www.herohonda.com/co_board_directors.htm#4http://www.herohonda.com/co_board_directors.htm#5http://www.herohonda.com/co_board_directors.htm#5http://www.herohonda.com/co_board_directors.htm#6http://www.herohonda.com/co_board_directors.htm#6http://www.herohonda.com/co_board_directors.htm#7http://www.herohonda.com/co_board_directors.htm#7http://www.herohonda.com/co_board_directors.htm#9http://www.herohonda.com/co_board_directors.htm#9http://www.herohonda.com/co_board_directors.htm#10http://www.herohonda.com/co_board_directors.htm#10http://www.herohonda.com/co_board_directors.htm#11http://www.herohonda.com/co_board_directors.htm#11http://www.herohonda.com/co_board_directors.htm#12http://www.herohonda.com/co_board_directors.htm#12http://www.herohonda.com/co_board_directors.htm#13http://www.herohonda.com/co_board_directors.htm#13http://www.herohonda.com/co_board_directors.htm#15http://www.herohonda.com/co_board_directors.htm#15http://www.herohonda.com/co_board_directors.htm#16http://www.herohonda.com/co_board_directors.htm#16http://www.herohonda.com/co_board_directors.htm#16http://www.herohonda.com/co_board_directors.htm#15http://www.herohonda.com/co_board_directors.htm#13http://www.herohonda.com/co_board_directors.htm#12http://www.herohonda.com/co_board_directors.htm#11http://www.herohonda.com/co_board_directors.htm#10http://www.herohonda.com/co_board_directors.htm#9http://www.herohonda.com/co_board_directors.htm#7http://www.herohonda.com/co_board_directors.htm#6http://www.herohonda.com/co_board_directors.htm#5http://www.herohonda.com/co_board_directors.htm#4http://www.herohonda.com/co_board_directors.htm#3http://www.herohonda.com/co_board_directors.htm#2http://www.herohonda.com/co_board_directors.htm#1


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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.

During the 80s, Hero Honda became the first company in India to prove that it was possible to

drive a vehicle without polluting the roads. The company introduced new generation

motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fill it -

Shut it - Forget it' campaign captured the imagination of commuters across India, and Hero

Honda sold millions of bikes purely on the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many

as the number of people in Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and today, every

second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in

India buys Hero Honda's top -selling motorcycleSplendor. This festive season, the company

sold half a million two wheelers in a single montha feat unparalleled in global automotive

history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing

facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of

the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year.

These plants together are capable of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points.

These comprise a mix of dealerships, service and spare points, spare parts stockiest

and authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda

Passport Program, one of the largest programs of this kind in the world, has over 3 million


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members on its roster. The program has not only helped Hero Honda understand its

customers and deliver value at different price points, but has also created a loyal community of

brand ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda

is constantly working towards consolidating its position in the market place. The company

believes that changing demographic profile of India, increasing urbanization and the

empowerment of rural India will add millions of new families to the economic mainstream.

This would provide the growth ballast that would sustain Hero Honda in the years to come. As

Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We

pioneered India's motorcycle industry, and it's our responsibility now to take the industry to

the next level. We'll do all it takes to reach there.''

Mission: Hero Hondas mission is to strive for synergy between technology, systems and

human resources, to produce products and services that meet the quality, performance and price

aspirations of its customers. At the same time maintain the highest standards of ethics and

social responsibilities.

This mission is what drives Hero Honda to new heights in excellence and helps the

organization forge a unique and mutually beneficial relationship with all its stake holders.


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Product of Hero Honda Motorcycle:Table-4.2

Category Product Name Slogan EngineCapacity

Entry

CD Dawn Dawn 97.2cc

CD Deluxe Naye Indian ki Nayi Deluxe Bike 97.2cc

Pleasure Why should boys have all the fun? 102cc

Deluxe

Splendor+ Designed to excel 97.2cc

Splendor NXG The New Xiting Ride 97.2cc

Passion Pro Ride your passion flaunt your style "style 97.2cc

Passion Plus A whole new world of style 97.2cc

Super Splendor Generation nayi bharosha wahi 124.7cc

Glamour Simply Magnetic 124.7cc

Glamour PGM FI Programmed fuel injection 124.8cc

Premium

Achiever Solid Like 149.1cc

CBZ Extreme Live 149.2cc

Hunk Because Muscles Matter 149.2cc

Karizma Always Game 223cc

Market share of Hero Honda Motorcycle

Motorcycle:

Chart-4.1


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Fig 4.1.


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Dealer Profile

Two entrepreneurs Mr. Kadar Memon & Mr. Razak Memon as a partner have started

journey with Hero Honda Company on 20th March, 2000 as starting workshop service station

of HHML at Chikhli dist:Navsari. After achieving some milestone in the company they are

appointed as an authorized dealer of HHML for Chikhli taluka. On 8 th July, 2005 Supreme

Auto was established at Chikhli. In 4 years Supreme auto achieve many remarkable milestone

and being one of the leading dealer behalf of HHML.Hero Honda has given 4s (Sales, Service,

Spares & Safety) facilities to the Supreme Auto.


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SUPREME AUTO AT CHIKHLI

Range of Providing Services: Company gives authority around 15 km far from

Chikhli. Areas are covered by dealer is given bellow.

Chikhli

Billimora

Khergam

Rankuwa

All above centers Supreme Auto has established their service centers. From there it offers

sales, services & spares to the customers.


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Service Centre of Supreme Auto

Value of Supreme Auto:

Trust

Satisfaction

Passion


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VISION

To make Supreme Auto the dominant for best service provider & dealer built on

trust by all class people. This we hope to achieve by:

Understanding the needs of customers and offering them superior products and service

Leveraging technology to service customers quickly, efficiently and conveniently

Providing an enabling environment to foster growth and learning for ouremployees

And above all, building transparency in all our dealings.

MISSION

Understanding the needs of customers and offering them superior products and service

Building long lasting relationships with their customers & HHML.

Providing an enabling environment to foster growth and learning for their employees


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DEALERS ARD & SERVICE STATIION

There Are 1Dealer Showroom, 1 Main Service station & Workshop, 3 ARD

(Authorized Representative of Dealer).Which details are given bellow

TYPE NAME ADDRESS

DEALER SHOWROOM SUPREME AUTON.H.NO.8, THALA,

CHIKHLI.

PH.:231100,232100

SERVICE

STATION&WORKSHOPSUPREME AUTO

SAMROLI, KALAPUL,CHIKHLI.

PH:234100,231399

WORKSHOPHELPLINE:9909133100

ARD REHBAR AUTO

SOMNATH ROAD , BILLIMORA

PH:284100

HELPLINENO.:9428383100

ARD RIDDHI AUTODESRA TEKRI, KHERGAM

PH:220233

ARD SPEED AUTORANKUWA

PH:247866


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Dealers Organization & Structure


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SUPREME AUTOS STRUCTURE

DEALERS TIEUP

Supreme Auto provides facilities of finance & insurance to the customer at a time. So customersdoes not need to go anywhere for loan & insurance

Finance Tie up

HDFC

MASS FINANCE

Both finance providers are belonging good reputation in the market. Also customers are free toget finance from any finance company.

Insurance Tie up

IFCO-TOKYO

ICICI LOMBARD

Both insurance players have good image about customer oriented.

Achievements

During 2000 & 2001 it got award for best service provider of all over the india.It is included in top 7 scooter selling dealer of Gujarat.


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E-R Diagram:

DIAGRAM-1

E-R diagram shows the process from inquiry of customers to delivery of bike or any services.

It shows the relation between entities.


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Dealer Market Share

Fig 4.3

(Secondary data collection from RTO and data is related to Chikhli city)


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CChhaapptteerr - VV

TThheeoorreettiiccaall PPeerrssppeeccttiivvee

((RReevviieeww ooffLLiitteerraattuurree))


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CCUUSSTTOOMMEERRBBEEHHVVIIOOUURR

TThhee mmaaiinn aaiimm ooffmmaarrkkeettiinngg iiss mmeeeett aanndd ssaattiissffyy ttaarrggeett ccuussttoommeerrss nneeeedd aanndd wwaannttssbbuuyyeerrbbeehhaavviioorr

rreeffeerrss ttoo tthhee ppeeoopplleess oorr oorrggaanniizzaattiioonn ccoonndduucctt aaccttiivviittiieess aanndd ttooggeetthheerr wwiitthh tthhee iimmppaacctt ooff

vvaarriioouuss iinnfflluueennccee oonn tthheemm ttoowwaarrddss mmaakkiinngg ddeecciissiioonn oonn ppuurrcchhaassee ooffpprroodduucctt aanndd sseerrvviiccee iinn aa

mmaarrkkeett.. TThhee ffiieelldd ooff ccoonnssuummeerr bbeehhaavviioorr ssttuuddiieess hhooww iinnddiivviidduuaallss,, ggrroouuppss aanndd oorrggaanniizzaattiioonn

sseelleecctt,, bbuuyy,, uussee aanndd ddiissppoossee ooff ggooooddss,, sseerrvviiccee,, iiddeeaass,, oorr eexxppeerriieennccee ttoo ssaattiissffyy tthheeiirr nneeeeddss aanndd

ddeessiirreess uunnddeerrssttaannddiinngg ccoonnssuummeerrbbeehhaavviioorraanndd kknnoowwiinngg ccuussttoommeerr aarree nneevveerr ssiimmppllee.. TThhee wweeaalltthh

ooffpprroodduuccttss aanndd sseerrvviiccee pprroodduucceedd iinn aa ccoouunnttrryy mmaakkee oouurr eeccoonnoommyy ssttrroonngg.. TThhee bbeehhaavviioorr ooff

hhuummaann bbeeiinngg dduurriinngg tthhee ppuurrcchhaassee iiss bbeeiinngg tteerrmmeedd aass bbuuyyeerrss BBeehhaavviioorr.. CCuussttoommeerr ssaayyss oonnee

tthhiinngg bbuutt ddoo aannootthheerr.. TThheeyy mmaayy nnoott bbee iinn ttoouucchh wwiitthh tthheeiirr ddeeeeppeerr mmoottiivvaattiioonnss.. TThheeyy aarree

rreessppoonnddiinngg ttoo iinnfflluueenncceess tthhaatt cchhaannggee tthheeiirr mmiinndd aatt tthhee llaasstt mmiinnuuttee.. AA bbuuyyeerr mmaakkeess ttaakkee aa

ddeecciissiioonn wwhheetthheerrssaavvee oorrssppeenndd tthhee mmoonneeyy..

DDeeffiinniittiioonn ooff BBuuyyeerr

BBeehhaavviioorr::--

BBuuyyeerrbbeehhaavviioorriiss allppssyycchhoollooggiiccaall,, SSoocciiaall aannddpphhyyssiiccaallbbeehhaavviioorrss ooffppootteennttiiaall ccuussttoommeerrss aass

tthheeyybbeeccoommee aawwaarree ooffeevvaalluuaattee,,ppuurrcchhaassee,, ccoonnssuummee aanndd tteellll ootthheerrss aabboouuttpprroodduucctt && sseerrvviiccee..


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CCuussttoommeerrbbuuyyiinngg DDeecciissiioonn PPrroocceessss

TThheerree aarree ffoolllloowwiinngg ffiivvee ssttaaggeess iinn ccoonnssuummeerrbbuuyyiinngg ddeecciissiioonnpprroocceessss..

11.. PPrroobblleemm iiddeennttiiffiiccaattiioonn::--

TThheebbuuyyiinnggpprroocceessss ssttaarrttss wwhheenn tthheebbuuyyeerrrreeccooggnniizzeess aapprroobblleemm oorrnneeeedd.. TThhee nneeeedd ccaannbbee

ttrriiggggeerreedd bbyy iinntteerrnnaall oorr eexxtteerrnnaall ssttiimmuullii.. MMaarrkkeetteerrss nneeeedd ttoo iiddeennttiiffyy tthhee cciirrccuummssttaanncceess tthhaatt

ttrriiggggeerraappaarrttiiccuullaarrnneeeedd.. BByy ggaatthheerriinngg iinnffoorrmmaattiioonn ffrroomm aa nnuummbbeerrooffccoonnssuummeerrss,, MMaarrkkeetteerrss ccaann

iiddeennttiiffyy tthhee mmoosstt ffrreeqquueenntt ssttiimmuullii tthhaatt ssppaarrkk aann iinntteerreesstt iinn aa pprroodduucctt ccaatteeggoorryy.. TThheeyy ccaann tthheenn

ddeevveelloopp mmaarrkkeettiinngg ssttrraatteeggiieess tthhaatt ttrriiggggeerrccoonnssuummeerriinntteerreesstt..

22.. IInnffoorrmmaattiioonn SSeeaarrcchh::--

TThhee ccoonnssuummeerr ttrriieess ttoo ccoolllleecctt iinnffoorrmmaattiioonn rreeggaarrddiinngg vvaarriioouuss pprroodduuccttss//sseerrvviiccee.. TThhrroouugghh

ggaatthheerriinngg iinnffoorrmmaattiioonn,, tthhee ccoonnssuummeerr lleeaarrnnss aabboouutt ccoommpplleettiinngg bbrraannddss aanndd tthheeiirr ffeeaattuurreess..

IInnffoorrmmaattiioonn mmaayybbee ccoolllleecctteedd ffoorrmm mmaaggaazziinneess,, ccaattaalloogguueess,,rreettaaiilleerrss,, ffrriieennddss,, ffaammiillyy mmeemmbbeerrss,,

bbuussiinneessss aassssoocciiaattiioonn,, ccoommmmeerrcciiaall,, cchhaammbbeerr ooff ccoommmmeerrccee,, tteelleepphhoonnee ddiirreeccttoorryy,,ttrraaddeeffaaiirr eettcc..

MMaarrkkeetteerrss sshhoouulldd ffiinndd oouutt tthhee ssoouurrccee ooffiinnffoorrmmaattiioonn aanndd tthheeiirrrreellaattiivvee ddeeggrreeee ooffiimmppoorrttaannccee ttoo

tthhee ccoonnssuummeess..

PPeerrssoonnaall SSoouurrcceess:: FFaammiillyy,, ffrriieennddss,, nneeiigghhbboorr,, aass qquuiittttaanncceess..

CCoommmmeerrcciiaall SSoouurrccee:: AAddvveerrttiissiinngg,, ssaalleessppeerrssoonnss,, ddeeaalleerrss,,ppaacckkaaggiinngg,, ddiissppllaayyss..

PPuubblliicc ssoouurrcceess:: mmaassss mmeeddiiaa,, ccoonnssuummeerr,, rraattiinngg oorrggaanniizzaattiioonnss..

EExxppeerriimmeennttaall ssoouurrcceess:: HHaannddlliinngg.. EExxaammiinnee,, uussiinngg tthheepprroodduucctt..


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33.. EEvvaalluuaattiioonn ooffaalltteerrnnaattiivvee::--

TThheerree iiss nnoo ssiinngglleepprroocceessss uusseeddbbyy aallll ccoonnssuummeerrssbbyy oonnee ccoonnssuummeerriinn aallllbbuuyyiinngg ssiittuuaattiioonnss.. TThheerree iiss

sseevveerraall FFiirrsstt,, tthhee ccoonnssuummeerrpprroocceesssseess,, ssoommeebbaassiicc ccoonncceeppttss aarree::

FFiirrsstt,, tthhee ccoonnssuummeerriiss ttrryyiinngg ttoo ssaattiissffyy nneeeedd..

SSeeccoonndd,, tthhee ccoonnssuummeerriiss llooookkiinngg ffoorrcceerrttaaiinnbbeenneeffiittss ffrroomm tthheepprroodduucctt ssoolluuttiioonnss..

TThhee mmaarrkkeetteerrmmuusstt kknnooww wwhhiicchh ccrriitteerriiaa tthhee ccoonnssuummeerrwwiillll uussee iinn tthheeppuurrcchhaassee ddeecciissiioonn..

44.. CChhooiiccee ooffppuurrcchhaassiinngg ddeecciissiioonn::--

FFrroomm aammoonngg tthheeppuurrcchhaassee ooffaalltteerrnnaattiivveess tthhee ccoonnssuummeerrmmaakkeess tthhee ssoolluuttiioonn.. IItt mmaayybbee ttoobbuuyy oorr

nnoott ttoobbuuyy.. IIff tthhee ddeecciissiioonn iiss ttoobbuuyy.. TThhee ootthheerraaddddiittiioonnaall ddeecciissiioonnss aarree::

WWhhiicchh ttyyppeess ooffbbiikkee hhee mmuussttbbuuyy?? FFrroomm

wwhhoomm ddoo yyoouu bbuuyy aabbiikkee??

HHooww tthheeppaayymmeenntt ttoobbee mmaaddee?? AAnndd ssoo oonn..

TThhee mmaarrkkeetteerruupp ttoo tthhiiss ssttaaggee hhaass ttrriieedd eevveerryy mmeeaannss ttoo iinnfflluueennccee tthheeppuurrcchhaasseebbeehhaavviioorr,,bbuutt tthhee

cchhooiiccee iisspprrooppeerrllyy ccoonnssuummeerrss.. IInn tthhee eevvaalluuaattiioonn ssttaaggee tthhee ccoonnssuummeerrffoorrmmsspprreeffeerreenncceess aammoonngg tthhee

bbrraannddss iinn tthhee cchhooiiccee sseett.. TThhee ccoonnssuummeerrmmaayy aallssoo ffoorrmm aann iinntteennttiioonn ttoobbuutt tthhee mmoossttpprreeffeerrrreeddbbrraanndd..

55.. PPoosstt PPuurrcchhaassee BBeehhaavviioorr::--

DDIISSOONNAANNCCEE OORRSSAATTIISSFFAACCTTIIOONN

AAfftteerrppuurrcchhaassee tthheepprroodduucctt,, tthhee ccoonnssuummeerrwwiillll eexxppeerriieennccee tthhee ssaammee lleevveell ooffpprroodduucctt.. TThhee

MMaarrkkeetteerrssjjoobb nnoott eenndd wwhheenn tthheepprroodduucctt iissbbuuyyiinngg mmuusstt mmoonniittoorrppoosstt--ppuurrcchhaassee ssaattiissffaaccttiioonn,,ppoosstt--

ppuurrcchhaassee aaccttiioonn,,ppoosstt--ppuurrcchhaassee uussee aanndd ddiissppoossaall


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PPoosstt PPuurrcchhaassee SSaattiissffaaccttiioonn::--

TThhee ccuussttoommeerr,, ssaattiissffaaccttiioonn is a ffuunnccttiioonn Of cclloosseenneessss bbeettwweeeenn tthheebbuuyyeerr,, eexxppeeccttaattiioonn aanndd tthhee

pprroodduuccttss PPeerrcceeiivveerrppeerrffoorrmmaannccee.. TThhee llaarrggeerr tthhee ggaapp bbeettwweeeenn eexxppeeccttaattiioonn aanndd ppeerrffoorrmmaannccee,,

tthhee ggrreeaatteerrtthhee ccoonnssuummeerrddiissssaattiissffaaccttiioonn..

PPoosstt ppuurrcchhaassee AAccttiioonn::--

TThhee CCoonnssuummeerr,, ssaattiissffaaccttiioonn oorr ddiissssaattiissffaaccttiioonn wwiitthh tthhee pprroodduucctt iinnfflluueennccee ssuubbsseeqquueenntt bbeehhaavviioorr.. IIff

tthhee ccoonnssuummeerrssaattiissffiieedd,, hhee oorrsshhee wwiillll eexxhhiibbiitt aa hhiigghheerrpprroobbaabbiilliittyy ooffppuurrcchhaassiinngg tthheepprroodduucctt aaggaaiinn..

DDiissssaattiissffaaccttiioonn ccoonnssuummeerrmmaayy aabbaannddoonn aanndd rreettuurrnn tthheepprroodduucctt..

PPoosstt--PPuurrcchhaassee UUssee oorr DDiissppoossaall::--

TThhee mmaarrkkeetteerrsshhoouulldd aallssoo mmoonniittoorrnneewwbbuuyyeerrss uussee aanndd ddiissppoossee oofftthheepprroodduucctt.. IIfftthhee ccoonnssuummeerrssttoorree

tthhee pprroodduucctt iinn aa cclloossee,, tthhee pprroodduucctt iiss pprroobbaabbllyy nnoott vveerryy ssaattiissffyyiinngg.. IIff tthhee ccoonnssuummeerr tthhrroowwss tthhee

pprroodduucctt aawwaayy,, tthhee mmaarrkkeetteerr nneeeeddss ttoo kknnooww hhooww tthheeyy ddiissppoossee ooff iitt;; eessppeecciiaallllyy iitt ccaann bbee hhuurrtt tthhee

eennvviirroonnmmeenntt..

CChhaarraacctteerriissttiicc ooffBBuuyyeerr BBeehhaavviioorrss

TThhee cchhiieeffcchhaarraacctteerriissttiiccss oofftthheebbuuyyeerrssbbeehhaavviioorrss aarree aass ffoollllooww::--

((11)) IItt ccoonnssiissttss ooff mmeennttaall aanndd pphhyyssiiccaall aaccttiivviittiieess wwhhiicchh ccoonnssuummeerrss uunnddeerrttaakkee ttoo ggeett ggooooddss aanndd

sseerrvviicceess aanndd oobbttaaiinn ssaattiissffaaccttiioonn ffrroomm tthheemm..


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((22)) IItt iinncclluuddeess bbootthh oobbsseerrvvaabbllee aaccttiivviittiieess ssuucchh aass wwaallkkiinngg tthhrroouugghh tthhee mmaarrkkeett ttoo eexxaammiinnee

mmeerrcchhaannddiissee aanndd mmaakkiinngg aa ppuurrcchhaassee aanndd mmeennttaall aaccttiivviittiieess--ssuucchh aass ffoorrmmiinngg aattttiittuuddeess,, ppeerrcceeiivviinngg

aaddvveerrttiissiinngg mmaatteerriiaall,, aanndd lleeaarrnniinngg ttoopprreeffeerrppaarrttiiccuullaarrbbrraannddss..

((33)) CCoonnssuummeerrbbeehhaavviioorrss aarree vveerryy ccoommpplleexx aanndd ddyynnaammiicc ttoo ccoonnssttaannttllyy cchhaannggiinngg.. AAnndd

tthheerreeffoorree,, mmaannaaggeemmeenntt nneeeedd ttoo aaddjjuusstt wwiitthh tthhee cchhaannggee ootthheerrwwiissee mmaarrkkeett mmaayybbee lloott..

((44)) TThhee iinnddiivviidduuaallss ssppeecciiffiicc bbeehhaavviioorrss iinn tthhee mmaarrkkeett ppllaaccee iiss aaffffeecctteedd bbyy iinntteerrnnaall ffaaccttoorr,, ssuucchh aass

nneeeedd ,, mmoottiivveess,, ppeerrcceeppttiioonn,, aanndd aattttiittuuddeess,, aass wweellll aass bbyy eexxtteerrnnaall ooffeennvviirroonnmmeennttaall iinnfflluueenncceess ssuucchh

aass tthhee ffaammiillyy ssoocciiaall ggrroouuppss,, ccuullttuurree,, eeccoonnoommiiccss aanndd bbuussiinneessss iinnfflluueenncceess..


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SSttiimmuulluuss -- RReessppoonnssee mmooddeell ffoorr bbuuyyeerr bbeehhaavviioorr

Fig 5.1

5


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CChhaapptteerrVVII

MMeetthhooddoollooggyy && PPrroocceedduurree ooffwwoorrkk


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Research design

A research design is the detailed blue print used to guide a research study towards its objectives. It

helps to collect, measure and analysis of data.

The present study seeks to find out the consumers attitude towards buying of bike. The study also

aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the study a

descriptive one.

Type of Research

The study undertaken is ofDescriptive Research in nature.

Nature of Research

The study is quantitative in nature.

It is structured, standardized, question based interview.

Types of Question

The types of question asked during the study are Straight forward and limited probing.

Total number of questions: 12

Total number of close ended questions: 10

Total number of open ended questions: 2


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Sources of Data

Secondary Source

In this study the secondary data is collected from the following sources.

1. Companys website

2. Reports of Company

3. Discussion with marketing and sales staff

4. Books on Marketing and Research methodology

Primary Source

The Primary source of collecting data for research is:

Questionnaire filled by the customers of Supreme Auto.

Primary Data of Collection

Research Technique

In this study the survey method is used as a research technique. This method helps to obtain right

information from respondents.

Contact Method

In this study Personal Exit interview it is taken as a tool for the contact method. In which the

personal interview is conducted with customers of Westside.


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Sampling plan

Sampling is a process of obtaining. The information about the entire population by examine a part of

it. The effectiveness of the research depends on the sample size selected for the survey purpose. (A)

Population:-

The survey was conducted in Chikhli city.

(B) Sampling Unit:-

It means Who is to be surveyed. Here target population is decided and it is who are

interested to purchase Bike and sampling frame is developed so that everyone in thetarget population has known chance of being sampled. So the survey is conducted particularly

in Chikhli city.

(C) Sample size:-

For the purpose of proper survey, there is need of perfect research instruments to find out

sample size for more accurate result about buying behavior of bike. The sample size

is 100 respondents.


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(D) Sample Element

The sample element of research is customer of Supreme Auto.

(E) Sample Extent

The sample extent is limited to Chikhli city.

(F) Sample Duration

The sample duration between June 2009 and July 2009

(G) Sampling Procedure

The sampling procedure followed is convenience.

Research Instrument

In this study the research instrument is Questionnaire. It consists of set of questionpresented to respondents.

The questionnaire is structured & combinations of various close and open ended questions.

Close ended question already have the possible answers and the open ended question allow

the respondents to answer in their own word.


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CChhaapptteerrVVIIII

DDaattaa AAnnaallyyssiiss aanndd IInntteerrpprreettaattiioonn


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1. AGE WISE CLASSIFICTION

Data:

Age (in year) No. of respondents Percentage (%)

18-20 30 30

21-25 37 37

26-30 15 15

31-35 06 06

36-40 07 07

41& above 05 05Total 100 100

Analysis:

Age wise Classification

15, 15%

6, 6%

7, 7% 5, 5%

37, 37%

30, 30% 18-20

21-25

26-30

31-35

36-40

41& above

Fig.7.1


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Interpretation:

Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age group

of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36-40 and

41 & above.

2. OCCUPATION WISE CLASSIFICATION

Data:

Occupation No. of respondents Percentage (%)

Agriculture 47 47

Student 30 30

Business 12 12

Serviceman 08 08

Others 03 03

Total 100 100

Analysis:

Fig 7.2


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Income Level No. of respondents Percentage (%)


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Interpretation:Above graph shows that 54% of respondents are income in


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Fig. 7.4

Interpretation:

Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero

Honda Bike by Cash.


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5. MEDIUM OF AWARENESS OR INFORMATION THROUGH

DIFFERENT SOURCES:

Data:

Sources No. of respondents Percentage (%)

News Paper 12 12

T.V. Advertisement 14 14

Friends 26 26

Others 48 48

Total 100 100

Analysis:

Fig.7.5


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Interpretation:

Above graph shows that 48 % respondents are come to know from the other. Then 26 %

respondents are come to know from the friends. 14 % & 12 % respondents are come to know

from the T.V. Advertisement & news paper.

6. View of customers about Advertisements create more awareness of

Showroom:

Data:

Response No. of respondents Percentage (%)

Yes 65 65

No 15 15

Cant Say 10 10

Interpretation:

Above graph shows that the majority of customers are agreed on the advertisementcreates more awareness of showroom and very few of customers are disagreed.


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No.

OfRespondents

7. AGE V/S USAGE OF COMPANIES MOTORCYCLE

Data:

Age (in

year)

HeroHonda

Bajaj TVS Yamaha Honda Total

18-20 15 05 03 02 05 30

21-25 23 06 03 03 02 37

26-30 09 02 01 03 00 15

31-35 02 00 01 01 02 06

36-40 01 2 02 01 01 07

41& 01 01 00 02 01 05

Above

Total 51 16 10 21 11 100

20

18-20

1521-25

26-30

31-3510

36-40

41& above

5

0

Hero Honda Bajaj TVS Yamaha Honda

Age V/S Of Companies Motorcycles Fig.7.6


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Interpretation:

Above Charts shows that 51 respondents are using Hero Honda Companys Motorcycle.And 16

respondents are using Bajaj bikes.

Who is decision maker for purchasing bike in your family?

Data:

Sources No. of respondents Percentage (%)

Father 46 46

Self 42 42

Mother 10 10

Others 02 02

Total 100 100

Analysis:

Decision maker for purchasing bike

50 4646

42

4042


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Interpretation:

Above Graph shows that 46 % respondents take decision by father for purchasing bike. And

42 % respondents are take decision by self for purchasing bike.

RATING OF HERO HONDA MOTORCYLE FEATURES

Data:

Weightage 6 5 4 3 2 1

Attributes Excellent Very

Good

Good Average Poor Very

Poor

Total Total

score

Price 30 20 18 16 10 06 100 426

Less

maintenance

18 11 17 30 13 11 100 358

Style 21 18 19 10 11 21 100 355

Durability 10 17 16 24 21 12 100 335

Mileage 24 19 14 17 09 17 100 381

Easy

Driving

20 12 21 23 10 14 100 367

Brand

Reputation

17 19 14 21 17 12 100 362

Color 28 19 18 13 10 12 100 406

Pick up 19 22 15 20 14 10 100 382

Total 187 157 152 174 115 115 900 3370


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Attributes Weight Age

Price 426

Less maintenance 358

Style 355

Durability 335

Mileage 381

Easy Driving 367

Brand Reputation 362

Color 406

Pick up 382

Total 3370

Analysis:

Feature of purchasing Bike

12%

11%

11% 12%

11%

11%

Price

Less maintenance

Style

Durability

Mileage

Easy Driving

Brand Reputation

11%

11%

10%


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Color

Pick up

Fig.7.8


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Interpretation:

Above chart show that more no of respondents are give more weight age to the price and color.

RATING OF SHOW ROOM ATTRIBUTES

Data:

Attributes Excellent VeryGood

Good Average Poor Total

Availability 30 24 18 16 12 100

After SalesResponse

16 35 24 15 10 100

KnowledgeOfSales man

20 21 23 20 16 100

Service 25 18 27 19 11 100

Infrastructure12 29 20 17 22 100

Total 103 127 112 87 71 500

Analysis:


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Fig.7.8

Interpretation:

Above chart shows that 30 respondents out of 100 give Weight age on availability is excellentand second 35 respondents out of 100 give weight age on after sales response is Very Good, 23

respondents give weight age on Knowledge of salesman is good, 27 respondents give Weight

age on services is good, 29 respondents give weight age on Infrastructure is Very Good.


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11. RATE THE FOLLOWING SCHEMES THAT ATTRACT

YOU MOST.

Data:

Attributes Excellent VeryGood

Good Average Poor Total

FestivalOffer

43 21 12 14 10 100

Exchange

Offer

15 31 29 12 13 100

Special Gift 20 19 30 20 11 100

CashDiscount

11 21 19 34 15 100

AnniversaryOffer

14 13 12 20 41 100

Total 103 105 102 100 90 500

Analysis:


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Fig 7.9

Interpretation:

Above graph shows that in festival offer 43 respondents out of 100 are give a excellent, then

in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30

respondents are give a good rank, in cash discount 34 respondents are give a average rank


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12. RANKING OF ATTRIBUTES WHICH IMPORTANT IN

PURCHASING HERO HONDA BIKEData:

Attributes 1st 2nd 3rd 4th 5th Total

Mileage 31 26 15 18 10 100

Available 14 25 32 16 13 100

Price 22 16 42 11 09 100

Pickup 17 18 29 21 15 100

Color 20 24 26 10 20 100

Total 104 109 144 76 67 500

Analysis:

Fig 7.10

Interpretation:

Above graph show that respondents give more importance to the mileage then after they give more

importance to the price for purchasing motorcycle of Hero Honda. Respondents give poor rating in

availability of motorcycle as per their requirement and pickup attributes.


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CChhaapptteerrVVIIIIII

FFiinnddiinnggss


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Findings

In current market scenario, respondents give maximum no. of weight age to pricethen after they consider mileage and colors respectively.

The study shows that more no. of respondents have connected as sources of incomefrom agriculture.

The study shows that 51 respondents are already user of Hero Honda motorcycle. SoHero Honda is popular automobile company in study region.

The study show that 48 respondents are come to know from others and 26respondents are come to know from friends about Hero Honda bike.

The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45respondents are purchase Hero Honda bike by cash.

The study shows that 31 respondents are give more points to mileage. The study shows that 46 respondents father take a decision to purchase bike And 42

respondents take a self decision to purchase bike.

The study shows that 30 respondents are give rank to availability of show rooms and35 respondents are give rank to service.

The study shows that 43 respondents are giving excellent to festival offer and4respondents are give poor rank to the anniversary offer.


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SUGGESTIONS

Hero Honda should introduce a low price (25000 to 30000) moped. For the promotion, company makes road-show that will Increase the sales. Hero Honda should increase in advertisements through T.V., newspapers. The company should give more concentrate on the advertisement. Hero Honda should expand the targeted market like introducing special scooter for

women and also considering rural market related offers.

Hero Honda should work on sports and pick up bikes.


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Chapter-IX

Conclusion:

Hero Honda should expand the target market like introducing special scooter for woman andalso for rural market.

It is found that most of the dealers now days prefer keeping the bike like Pulsar, fz16 and R15. It is found that Yamaha and Bajaj capture most of the market.


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Chapter - X

AAnnnneexxuurree


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Questionnaire

CUSTOMER PERSONAL INFORMATION:-

A.Name: -

B.Address:-

C. Contact No.:-

D. Gender: Male / Female

E. Age (in year):-

18 to 20 ( ) 21 to 25 ( )26 to 30 ( ) 31 to 35 ( )36 to 40 ( ) 41 & above ( )

F. Occupation:-

Agriculture ( ) Businessman ( )Students ( ) Professional ( )Others ( )

G. monthly income:-

5000 ( ) 5000-10,000 ( )10,000-15,000 ( ) 15,000-20,000 ( )

20,000 Above ( )


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A STUDY ON CUSTOMER BEHAVIOUR AND

SATISFACTION LEVEL FOR HERO HONDA

MOTORCYCLE.

1. Do you have own bike?

(A) Yes ( ). (B) No ( ) If yes than,

2. Which company bike do you have at present?

Company

3. Which medium do you refer to purchasing bike?

(A) News paper ( ) (C) TV advertisement ( ) (B) Friends ( ) (D) others ( )

4. Do you think advertisements create more awareness of showroom and bikes?

(A) Yes (B) NO (C) Cant

Say

5. Who is decision maker for purchasing bike in your family?

(A) Father ( ) (B) Mother ( )

(B) Self ( ) (D) other ( )

6. How do you purchase bike?

(A) By cash ( ) (B) By Loan ( )


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7. Give points to the given bellow features in Hero Honda motorcycle?

Attributes 6 5 4 3 2 1

Price

Less maintenance

Style

Durability

Mileage

Easy driving

Brand reputation

Color

8. Give rating the following attribute of show room?

Attributes Excellent Very Good Good Average Poor

Availability

Knowledge of Sales person

After sales response

Services

infrastructure


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9. Give rating the following offers that attract you most.

Attributes Excellent Very Good Good Average Poor

Festival Offer

Exchange Offer

Special Gift

Cash discount

10. Give the rank of given bellow features which consider at the time of purchasing

bikes on priority base.

Attributes 1st

2nd

3rd

4th

5th

Mileage

AvailablePrice

After service

Pickup

11. Do you properly understand of Passport scheme?

(A) Yes ( ) (B)No ( )

12. How do you find Passport Scheme?

(A) Excellent ( ) (B) Very Good ( ) (C) Good ( )

(D) Not Bad ( ) (E) Useless ( )

13. Give your suggestion if any:

Sign.

Date.


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Form Provided from Dealer


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BIBLIOGRAPHY

Books

ameAuthor Edition Publication

Date of Referred

From To

MarketingResearch

G.C.Beri 3rdTata McGrawHill PublishingCompany Ltd

1/06/09 25/06/09

Marketingmanagement

PhilipKotler

12thPrentice-Hall ofIndia Private

Ltd.,

10/06/09 15/07/09

Websites

ameDate of Surfing

From To

www.herohonda.com1/07/09 30/07/09

www.nissparta.com1/07/09 30/07/09

www.google.com

Magazines

Name Published PublicationDate of Referred

From To

NIS Sparta (HERO HONDA) 2008-2009 NIS SPARTA 15/06/09 30/07/09
http://www.herohonda.com/http://www.herohonda.com/http://www.nissparta.com/http://www.nissparta.com/http://www.google.com/http://www.google.com/http://www.google.com/http://www.nissparta.com/http://www.herohonda.com/

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