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A Project Report
On
CONSUMER BEHAVIOUR
On
Hero Honda Two Wheelers
PHOENIX MOTORS PVT. LTD
Hubsiguda, Hyderabad
Submitted to Osmania University in partial fulfillment of
The requirement for the Award of
Master in Business Administration
2005-07
By
S.surya charan
HTNO: 6405159
Bhavans vivekanda PG. COLLEGE
(AFFILIATED TO OSMANIA UNIVERSITY)
sanikpuri secunderabad
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Declaration
I, S.surya charan hereby declare that the dissertation titled Consumer
Behavior on Hero Honda two wheelers is based on the Original work
carried out by me under the guidance of the Mr. Mahendra, M.B.A Dept.
Bhavans P.G. College, as internal guide and Phoenix Motors Pvt. Ltd,
Habsiguda, Secunderabad, Towards the fulfillment of the requirement for the
award ofMasters Degree in Business Administration (M.B.A).
This dissertation has not been submitted in part or fulfillment of any other
degree/diploma awarded by Osmania University or any other University.
Place: Hyderabad
Date:
(S.surya charan)
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ACKNOWLEDGEMENT
At the outset I express my deep sense of gratitude to Honorable
Director ., Bhavans P.G College of Business
Management, for giving me an opportunity and permission to
undertake this practical training in the Market Field. And also thanks to
my General Management.
I extend my honest thanks to my Guide Mr.Imad Akhter,
Marketing manager of the Phoenix Motors, Habitudes, Hyderabad.
For his guidance throughout the course of my Project work at the
Organization.
I extend my sincere regards and heartful thanks to my guide
Mrs.---------------, and-------------- Head of the dept. M.B.A, for giving his
suggestions and guidance during the course of dissertation and in
preparation of this report.
I am thankful to my friends and consumers who have helped me
in the preparation of the project report
(S.surya charan)
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CONTENTS
S. No Particulars
Page
Chapter 1: INTRODUCTION
Topic & Significance
Need and Importance
Objectives
Scope
Methodology
Chapter layout
Limitation of Study
Chapter 2: PROFILE OF THE COMPANY
The Legend of Hero Honda
Objectives of the Study
Product Profile
Product Line Specifications
Chapter 3: PROFILE OF PHOENIX MOTORS
History
Advertising Strategy of Phoenix Motors
Sales Strategy of Phoenix Motors
Warranty on Proprietary Items
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Chapter 4: DATA ANALISYS & INTERPRETATION
Chapter 5: SUGGESTIONS AND CONCLUSIONS
ANNEXURE: QUESTIONARIES
BIBILOGRAPHY
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INTRODUCTION
The global business environment is buzzing with the single most
important issue of building a competitive edge by creating and
retaining a large number of customer than their goods and services.
Every organization is therefore seized of the task of establishing &
sustaining its worth to the customer, who has been rendered
unpredictable by competition.
Therefore, every business is engaged in making a continuous
effort for achieving customer loyalty, which however, has not been
achieved by any one in absolute terms. But the customer is not a
compromising mood to relax in his pursuit of advantages and to realize
value for his money. Organizations, therefore, is devoting their
attention to prove their customer worthiness.
In short, it is the total organizational culture and brand equity,
which face challenge of other organizations so that there is a perennial
struggle amongst organizations to sustain their existence in the market
place.
Phoenix motors pvt. Limited. Is such organization who is the
dealer of Hero Honda in the city of Hyderabad, and the identification of
the customers opinion lurking behind on the dealer service, has taken
in significance.
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The study is conducted primarily to know the customer opinion
towards features of different brands of motor cycles on behalf of
phoenix motors pvt ltd and find out the basic reasons to why
customers are feeling cognitive dissonance.
Survey research method is adopted to collect primary data from
the respondents
Due to time constraint only 100 respondents are randomly selected from the city of
Hyderabad. A predefined questionnaire is used as an instrument in collecting information
from the respondents. Various related to the automobile industry is u8sed for gatheringsecondary data.
The main findings of the study are most of the respondents are suggesting their vehicles
to others. Respondents are satisfied with the availability if spare parts.
The questionnaires used for collection of the data are predefined questionnaire so theintentions of respondents might not be clear. The study being restricted to the city of
Hyderabad and the views drawn out of the study may not to be applied to all the
geographical ares. All the view of the respondents cannot be drawn descriptively so theviews that arose from majority of the respondents are considered.
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NEED FOR THE STUDY
In the modern times the business organizations are adopting new
techniques and methods for the growth of business. The organizations
are giving better services.
To their customers to face challe3nge posed by the competitors.
For every business, it is not only important to retain the present
customers but also attract the new customers. So there is need to
ascertain the customers use regarding the services provided by key
organizations like Phoenix Motors Pvt Ltd.
With the increase market study there is a cut throughcompetition among the business men in the industry. Some of the
major competitors in this area are BAJAJ, TVS, YAMAHA,
etc..Hence there is a need for the study.
OBJECTIVES OF THE STUDY
To study about the customer satisfaction on the servicesprovided by the dealers.
To study the opinion of the customers regarding the availability
and cost of spare parts.
To study the opinion of the owners of motor cycles regarding its
features like mileage, price etc.
To study the effect of advertisement on the customers to
promote the product. To study the customer satisfaction with usage of their vehicle.
To study the information resources that the customer using
before purchasing the vehicle.
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The Consumer Market
The consumer market consists of all the individuals and
households who buy or acquire goods and services for personal
consumption. The simplest model of consumer buyer behavior is the
stimulus-response model. According to this model marketing stimuli
(the four Ps) and other major forces (economic, technological, political,
and cultural) enter the consumers black box and produce certain
responses. Once in the black box these inputs produce observable
buyer responses, such as product choice, brand choice, purchase
timing, and purchase amount.
Consumer Buyer Behavior
Consumer buyer behavior is influenced by four key sets of buyer
characteristics: cultural, social, personal, and psychological. Although
many of these factors cannot be influenced by the marketer, they can
be useful in identifying interested buyers and in shaping products and
appeals to serve consumer needs better. Culture is the most basic
determinant of a persons wants and behavior. It includes the basic
values, perceptions, preferences, and behaviors that a person learns
from family and other important institutions. Subcultures are cultures
within cultures that have distinct values and lifestyles and can be
based on anything from age to ethnicity. People with different cultural
and sub-cultural characteristics have different product and brand
preferences. As a result, marketers may want to focus their marketing
programs on the special needs of certain groups.
Social factors also influence a buyers behavior. A persons
reference groups-family, friends, social organizations, professional
associations-strongly affect product a brand choices. The buyers age,
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life-cycle stage, occupation, economic circumstances, lifestyle,
personality, and other personal characteristics influence his or her
buying decisions. Consumer life-styles the whole pattern of acting and
interacting in the world-are also an important influence on purchase
decisions.
Finally, consumer buying behavior is influenced by four major
psychological factors-motivation, perception, learning, and beliefs and
attitudes. Each of these factors provides a different perspective for
understanding the workings of the buyers black box.
MODEL OF CONSUMER BEHAVIOUR
Marketing and Other Stimuli Buyers Black Box Buyers Responses
Models of Buyer Behavior
Product EconomicPrice Technological
Place Political
Promotion Cultural
Buyer
Characteristics
Buyer
Decision Process
Product Choice
Brand Choice
Dealer Choice
Purchasing Timing
Purchase Amount
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METHODOLOGY
Research Methodology : Survey Method
Research Instrument : Questionnaire
Contact Method : Personnel Interview
The questionnaire was the main tool used for securing the
responses form the respondents regard the companies product.
The respondents were contacted personally interviewed them
and collected their views, opinions and suggestions given by them.
DATA COLLECTIONS:
The data collection is of two types. They are:
1. Primary data
2. Secondary data
Primary source of data:
Meaning: Primary sources of data are the data which needs the
personal efforts of collect it and which are not readily available.
Primary sources of data are the other type of sources through which
the data was collected.
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Following are few ways in which the data was collected:
1. Questionnaires: Its set of questions on a sheet of paper was
being was being given to the respondents of fill it, based on
which data was interpreted.
2. Direct interviewing: Direct interviewing involved the
process where I asked the Questions directly to the retailers and
got the feedback.
Secondary sources of data:
Secondary sources are the other important sources through
which the data were collected. These are the readily available sources
of the data where one had needed not put much effort.
To collected because it is already been collected and part in an
elderly manner by some researchers, experts and specialties.
The Secondary sources helpful for study were:
Text books like marketing management research methodology
advertisement and sales promotion etc.
1. Internet was made use for the collection of the data.
2. News papers were also referred.
3. Business magazines were also referred.
4. Some journals were also referred.
5. Library survey:
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This was also undertaken for the collection of data. This type of
research is based on books, periodical, journals, documentation,
and secondary data etc. which are available in the library.
Sample size:
By using convenient random sampling technique 100 customers
are selected for the purpose of the study. Direct questionnaire is
used to survey the customers.
Limitation of the study:
The study is restricted in scope of owing to the following
limitations:
Due to constraint of time only city of Hyderabad is selected
and so it cannot claim to be a comprehensive study of
population.
The sample size is restricted to 100 respondents.
The data is obtained through a structured questionnaire and it
has its own limitations in its analysis and interpretation.
Some respondents did not provide the requisite information
pertaining to the questionnaire.
As the study undertaken in the year 2006.
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RESEARCH DESIGN
Preliminary Survey:
A Preliminary survey was conducted with a sample size of 100
customers. For this purpose a questionnaire was designed & data was
collected randomly
Sample Size: 100 Customers
Research Tool:
Questionnaire (A Structure of non-designed questionnaire was
designed. It consists of the both Open-ended & Close ended questions.
Data Collection Method:
Survey Method include both Primary & Secondary data
Primary Data:
Primary data was collected by Direct interviewing the target
customers with questionnaire.
Secondary Data:
Secondary data was collected Business Magazines, Journal, News
papers, Company Web site and other related literature.
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The Legend of Hero Honda:
What started out as a Joint Venture between Hero Group, the world's largest bicycle
manufacturers and the Honda Motor Company of Japan, has today become the World's
single largest two wheeler Company. Coming into existence on January 19, 1984, Hero
Honda Motors Limited gave India nothing less than a revolution on two-wheels made
even more famous by the 'Fill it - Shut it - Forget it ' campaign. Driven by the trust of
over 5 million customers, the Hero Honda product range today commands a market
share of 48% making it a veritable giant in the industry. Add to that technological
excellence, an expansive dealer network, and reliable after sales service, and you have
one of the most customer- friendly companies. This is proved by the company's sales
over the years :1997-1998 96,200 units
1998-1999 5,30,600 units1999-2000 7,61,210 units
2000-2001 10,29,555 units2001-2002 14,25,195 units2002-2003 16,77,537 units2003-2004 20,70,147 units
2004-2005 26,21,400 units2005-2006 30,00,751 units
Customer satisfaction, a high quality product, the strength of Honda technology and
the Hero group's dynamism have helped HHML scale new frontiers and exceed limits.In the words of Mr. Brijmohan Lall Munjal, the Chairman and Managing Director, "We
will continue to make every effort required for the development of the motorcycle
industry, through new product development, technological innovation, and investment
in equipment and facilities and through and through efficient management."
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Mission Statement:
We, at Hero Honda, are continuously striving for synergy
between technology, systems, and human resources to provide
products and services that meet the quality, performance, and price
aspirations of our customers. While doing so, we maintain the highest
standards of ethics and societal responsibilities, constantly innovate
products and processes, and develop teams that keep the momentum
going to take the company to excellence in the new millennium.
An Environmentally and Socially, Aware Company:
At Hero Honda, our goal is not only to sell you a bike, but also to
help you every step of the way in making your world a better place to
live in. Besides its will to provide a high-quality service to all of its
customers, Hero Honda takes a stand as a socially responsible
enterprise respectful of its environment and respectful of the important
issues.
Hero Honda has been strongly committed not only to
environmental conservation programmers but also expresses the
increasingly inseparable balance between the economic concerns and
the environmental and social issues faced by a business: businesses
must not grow at the expense of mankind and mans future but rather
must serve mankind.
HERO HONDA PASSPORT PROGRAME:
The Hero Honda Passport Program is an initiative designed
specially for you. A first of its kind Customer Relationship Program in
the Indian two-wheeler industry, this unique Program is our way of
saying that you are special to us. It is part of our effort to build and
strengthen the relationship between us that begins when you start
using a Hero Honda motorcycle.
As the over half a million current members have learnt, the Hero
Honda Passport opens for you a world full of exciting rewards and
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benefits. And with its presence in over 600 authorized Hero Honda
Dealerships and Service Centers, no matter where you go, you well
always find a friend in us.
JOINT VENTURES:
Hero entered a joint venture for technical and financial
participation with one of the worlds largest automotive makers, Honda
Motor Company Limited of Japan, in 1984 for the manufacture of 100cc
motorcycles in India.
Scope of Warranty:
Hero Honda Motors Limited warrants all its motorcycles
manufactured / assembled in Dharuhera Plant, distributed in India &
sold through its authorized dealers to be free, under normal use and
condition, from any defect both in material & workmanship, subject to
the following terms and conditions.
Warranty on Proprietary Items:
Warranty on proprietary items like tires, tubes & battery etc. will
be directly handled by the respective Original Equipment
Manufacturers (OEMs) except AMCO for batteries and Dunlop / Falcon
for tires, tubes. In case of any defect in proprietary items, other than
the above two mentioned OEMs the dealer must approach the branch
office / dealer of the respective manufacturers.
For AMCO batteries and Dunlop/Falcon tires, tubes claims will be
accepted at out Authorized Dealership/Service Centers, w.e.f 1st
May2002, as per the mutually agreed terms and conditions between
Hero Honda and these two OEMs. While for other OEMs in case the
claim is not accepted for any invalid reason, then the claim along with
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the refusal note from the OEM can be sent to the warranty section at
Gurgaon Plant after due recommendation of the area service engineer.
If any of the six free services or subsequent paid service is not
availed as per the recommended schedule given in the owners
manual
If Hero Honda recommended engine oil is not use
For cosumables like oil, grease etc. used during free services or
used during warranty repairs.
If any part of the vehicle is tanpered/repaired by unauthorized.
For motor cycles not used in accordance with the owners manual
supplied with each motor cycle on hero Honda.
All hero Honda motor cylces are warranted for the period of 2 years
or 30000 kms from the date of purchase which ever is earlier. It is
mandatory for the customer to avail all free & paid services as per
the recommended schedule to be eligible for the warranty benefits.
The customer has to ensure that each paid service is availed within
60 days from the date of previous services or as per the
recommended schedule. If a defect is observed in any Hero Honda
motorcycle, Hero Hondas only obligation is to repair or replace
those parts which is to be considered to be the cause of malfunction
free of charge of both labour & material, when Hero Honda
acknowledges that such malfunction has not come out of misue or
improper handling etc. such defective motorcycle should be brought
to the nearest Hero Honda dealer service center by the owner for
necessary inspection & subsequent repairs.
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Hero Group Profile:
"Hero", the brand name symbolizing the steely ambition of the Munjal
brothers, came into being in the year 1956. From a modest manufacturer of
bicycle components in the early 1940's to the world's largest bicycle
manufacturer today, the odyssey was fueled by one vision - to build long-lasting relationships with everyone, including workers, dealers and vendors.
This philosophy has paid rich dividends through the years.
Hero, a name synonymous with two wheelers in India is today a multi-unit,
multi-product, geographically diversified Group of companies. Through fully
integrated operations, the Munjals roll their own steel, make critical
components such as free wheels for their bicycles, and have the foresight to
simultaneously diversify into myriad ventures, like product designing, IT
enabled services, finance and insurance, just to name a few.
Like every success story, Hero's saga contains an element of
spirit and enterprise; of achievement through grit and determination,
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coupled with vision and meticulous planning. Throughout its success trail,
the Hero Group and its members have displayed unwavering passion of
setting higher standards for themselves and delivering simply the best to
their customers.
The Hero Group philosophy is: "To provide excellent
transportation to the common man at easily affordable prices and to
provide total satisfaction in all its spheres of activity." Thus apart
from being customer-centric, the Hero Group also provides its employees
with a fine quality of life and its business associates with a total sense of
belonging.
"Engineering Satisfaction" is the prime motive of the Hero Group
and it has become a way of life and a part of the work culture of the Group.
This is what drives the Group to seek newer vistas, adopt faster technology
and create quality driven products to the utmost satisfaction of customers,
partners, dealers and vendors.
Today the Hero Group has a number of accolades and achievements to its
credit yet consumer requirements and newer technologies provide fresh
challenges every day, and at Hero the wheels of progress continue to turn...
BOARD OF DIRECTORS
Chairman Mr. Brijmohan Lall Munjal
Managing Director Mr. Pawan Munjal
Joint Managing Director Mr. Toshiaki Nakagawa
Wholetime Director Mr. Takao Eguchi
Non-Executive Director Mr. Satyanand Munjal
Non-Executive Director Mr. Om Prakash Munjal
Non-Executive & Mr. Satoshi Toshida
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Independent Director
Non-Executive &
Independent DirectorMr. Motohide Sudo
Non-Executive &
Independent DirectorMr. Narinder Nath Vohra
Non-Executive &
Independent DirectorMr. Pradeep Dinodia
Non-Executive &
Independent DirectorGen. (Retd.) Ved Prakash Malik
Non-Executive &
Independent Director Mr. Analjit Singh
Non-Executive &
Independent DirectorDr. Pritam Singh
Non-Executive &
Independent DirectorDr. Vijay Laxman Kelkar
Non-Executive &
Independent DirectorMs. Shobhana Bhartia
Non-Executive &
Independent DirectorMr. Sunil Bharti Mittal
MILESTONES:
YEAR EVENT
2003 Winner of the Review 200 - Asia's Leading
Companies Award (3rd Rank amongst the top 10
Indian Companies)
Most Respected Company in Automobile Sector by
Business World Bike Maker of the Year by Overdrive
Magazine
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2002 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia's Leading
Companies Award (4th Rank amongst top 10 Indian
Companies)
Sponsored 'India-England Women's Cricket Series'
Sponsored 'Hero Honda Masters Golf Championship'
Dawn mode introduced Entrepreneur of the Year
Award conferred upon the Chairman, Mr. Brijmohan
Lall by Business Standard Company of the Year for
Corporate Excellence by the Economic Times
Ambition model introduced Giants International
Award to the Chairman, Mr. Brijmohan Lall in the
field of Business & Industry
Appointed Virender Sehwag, Mohammad Kaif, Yuvraj
Singh, Harbhajan Singh and Zaheer Khan as Brand
Ambassadors
Business Leadership Award conferred upon the
Chairman, Mr. Brijmohan Lall by MadrasManagement Association
Mr. Pawan Munjal, Managing Director of Hero Honda
Motors Ltd. Appointed as the Chairman of Asian PGA
Tour BoardofDirectors Sponsored 'Second Indian
Television Academy Award'
2001 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 - Asia's Leading
Companies Award (9th Rank amongst top 10 Indian
Companies)
Passion model introduced Achieved OM - One million
productionin one single year Joy Model launched
Entrepreneur of the Year Award conferred upon
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the Chairman, Mr. Brijmohan Lall by Ernst & Young
50,00,000th Bike produced
'Three Leaves Award for Environment' to Hero
Honda by Centre for Social & Environment Green
Rating Project.
Sponsored '21st Cinema Express Award'
Sponsored 'India-England Test Series'
Sponsored 'First Indian Television Academy Award'
2000 Sponsored 'Hero Honda NKP Salve Challenger
Trophy'
Sponsored 'Stardust Hero Honda Millennium Honors
Award'
Sponsored 'Hero Honda Masters Golf Championship'
Appointed Sourav Ganguly & Hrithik Roshan as
Brand Ambassadors
Environment Performance Award to Hero Honda
Dharuhera Plant by Haryana State Pollution Control
Board
Environment Management System of Gurgaon Plant
certified ISO-14001 by DNV Holland
4,000,000th motorcycle produced
Sponsored '20th Cinema Express Award'
Splendor declared World No. 1 - largest selling
single two-wheeler model
Passport Programme - Customer Relation
Programme launched
Sir Jehangir Grandee Medal for Industrial Peace
conferred upon the Chairman, Mr. Brijmohan Lall by
XLRI, Jamshedpur
1999 25,00,000th motorcycle produced CBZ model
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launched
Sponsored '7th World Cup Cricket tournament' at
England
Environment Management System of Dharuhera
plant certified with ISO 14001 by DNV Holland
Raman Munjal Memorial Hospital inaugurated
Sponsored 'Hero Honda Masters Golf Championship'
Suhana Safar - Customer Relation Programme
launched
30,00,000th Motorcycle produced in December
Best Productivity Award for the best
performance in Automobile & Tractor Sector by
National Productivity Council presented by Vice
President of India
1998 20,00,000thmotorcycleproduced Hero Honda
Masters Golf Championship started Business Leader
of the Year conferred upon the Chairman, Mr.
Brijmohal Lall by Business Baron
1997 15,00,000th motorcycle produced Street model
introduced
Foundation stone of Raman Munjal Vikas Kendra
foundation stone laid by Chief Minister of Haryana
Gurgaon plant inaugurated by Honda President
Sponsored 6th Women World Cup Tournament
Distinguished Entrepreneurship Award
conferred upon the Chairman Mr Brijmohan Lall By
PHD Chamber of Commerce & industry
1200 motorcycles per day production started
1996 Hero Honda becomes first company to serve Army,
Navy & Air Force with its 100cc motorcycles
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1000 motorcycles per day production started
1995 800 motorcycles per day production started
National Award for Outstanding contribution to
the Development of Indian Small Scale
Industry (NSIC Award - Presented by President of
India)
The Analyst Award 1995 presented to Hero Honda
Motors Limited on being ranked 9th amongst the
most investor rewarding Companies in India
1994 Splendormodelintroduced10,00,000th motorcycle
produced
The Businessman of the Year award is conferred
upon the Chairman Mr Brijmohan Lall - by Business
India Group of Publications
1993 750,000thMotorcycleproducedSponsored Hero Group
- Five Nations Cricket Tournament
1992 A school named Raman Kant Vidya Mandir
inaugurated in memory of the first Managing
Director of Hero Honda Motors Limited
1991 500,000thmotorcycleproduced CD 100SS model
introduced
MobileServiceWorkshoplaunched
Economic Times-Harvard Business School
Award for Excellent Governance to Hero Honda
Motors Ltd.
Hero Honda moved into India's Top 100 Companies
- Ranked 87
1990 400,000thMotorcycleproducedPegasus Award from
Readers Digest for campaigning 'One Litre Road'
1989 Sleek model introduced 300,000th Motorcycle
produced
1988 Hero Honda Family Club formed at Gurgaon
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200,000th motorcycle produced
1987 Engine plant started 1,00,000th Motorcycle
produced
1986 Quality circles launched
1985 First motorcycle (Model CD 100) produced200 motorcycles per day production
1984 Company incorporated Technical collaboration
signed
Foundation stone laid
1983 Joint Collaboration Agreement with Honda Motor Co.
Ltd. Japan, signed Shareholders Agreements signed
New Delhi, April 01, 2006: Hero Honda, the World No.1 two wheeler
manufacturer for the fifth year in a row, has set yet another precedent for
the Indian two-wheeler industry by recording incredible sales in FY 2005-06.
The companys sales crossed the landmark 3-million mark, for the first time
ever in the Indian two-wheeler industry tallying to 30,00,751 units for FY
05-06.The company recorded sales of 2,72,312 units during the month of
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March 2006out of which 2,64,816 came out of motorcycles sales and 7,496
were fromscooters. The sale of motorcycles grew by a significant 14.34% as
compared to the corresponding month last year. The company sold 2,64,816
units of motorcycles in March 2006 as against 2,31,593 units in March
2005.Hero Hondas achievement of the landmark 3 million plus sales
(including motorcycles and scooters) within a single year is an extraordinary
feat considering the growing competition in the two-wheeler market and is
certain to redefine industry standards. Expressing his delight over the
companys performance Mr. Pawan Munjal, Managing Director, Hero Honda
Motors Ltd. said, Our sales performance of 3 million motorcycles during the
financial year 2005-06 is a testimony to the success of our customer centric
business philosophy. Month over month, our sales have been witnessing an
upsurge signifying the success of our new models launched recently. With
the Financial Year ending Hero Hondas cumulative sales for motorcycles for
the period April 05-March 06 has also registered a significant growth of
13.72% over the corresponding period in the previous year. The companys
cumulative sales tally for motorcycles has thereby increased to 29, 81,175
units, a jump from 26,21,400 units in 2004-05.During the month of Marchthe company also announced national launch of
Pleasure, the companys first gearless scooter in the Indian market. The
company has already sold 19,576 units of the scooter since its launch in
January 2006.
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AWARDS & ACCOLADES
Awards & Recognitions to Hero Honda Motors Limited
2006 Certificate of Export Excellence for outstanding export performance
during 2003-04 for two-wheeler & three- wheelers - Complete (Non
SSI) by Engineering Export Promotion Council
The NDTV Profit Car & Bike Awards 2006 in the following category -
-Bike Maker of the Year
- Bike of the Year - Achiever
- Bike of the Year - Achiever (up to 150 cc category)
- Bike of the Year - Glamour (up to 125 cc category)
- NDTV Viewers' Choice Award to Glamour in the bike category
2005 Awaaz Consumer Awards 2005 - India's most preferred two-wheeler
brand by CNBC in the 'Automobiles' category
Bike Maker of the Year Award by Overdrive Magazine
ICWAI National Award for Excellence (Second) in Cost Management
2004 in the private sector category by ICWAI
10th Motilal Oswal Wealth Creator Award for as the most consistent
wealth creator for the period 1991-2005
2004 Winner of the Review 200 Asias Leading Companies Award (3rd
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Rank amongst the top 10 Indian companies)
GVC Level 1 (Highest Rating) by CRISIL for corporate Governance
Adjudged as the Best Value Creator Large Size Companies 2003-04
by The Outlook Money
Corporate Excellence Award 2004 by Indian Institute of Materials
Management
Adjudged as the Organization with Innovative HR Practices by HT
Power Jobs for HR Excellence
ICSI National Award for Excellence in Corporate Governance 2004 by
The Institute of Company Secretaries of India
2003 Winner of the Review 200 Asias Leading Companies Award (3rd
Rank amongst the top 10 Indian companies)
Most Respected Company in Automobile Sector by Business World
Bike Maker of the Year by Overdrive Magazine
2002 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 Asias Leading Companies Award (4th
Rank amongst the top 10 Indian companies)
Company of the Year of ET Awards for Corporate Excellence
Ranked 4th in Overall Best Managed Company category, ranked 3rd
in Best Financial Management and Best Operational Efficiency
category, ranked 6th in Overall Best Investor Relations category, by
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Asia money
Highest Wealth Creating Company of the Year Award by the Money
GVC Level 1 (Highest Rating) by CRISIL for Corporate Governance
2001 Bike Maker of the Year by Overdrive Magazine
Winner of the Review 200 Asias Leading Companies Award (9th
Rank amongst the top 10 Indian Companies)
Winner of Three Leaves Award for showing Corporate Environment
Responsibility in the Automobile Sector by Centre for Science &
Environment
1999 National Productivity Award for the Best Productivity Award in the
category of Automobile & Tractor presented by Vice President of India
1995 The Analyst Award 1995 presented to Hero Honda Motors Ltd. on
being ranked 9th amongst the most investor rewarding companies in
India
1991 Economic Times-Harvard Business School Award for Corporate
Performance to Hero Honda Motors Ltd.
SUCCESFUL MODELS OF HERO HONDA
The world's best-selling motorcycle just got better. The Splendor+, a
bike that will stop you right in your tracks. Both by its looks and
performance. Needless to add, owning a Splendor+ means a lot of
other things too. Like getting admiring looks. Or the pride of riding a
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motorcycle that meets the pollution control standards of this decade.
That's the Splendor+. The new face of trust.
9 New two-tone body colors PLUS Body color rear view mirrors PLUS
Aluminum die cast rear grip PLUS Heat protector on the muffler. All
this and much more to make the biker and his bike stay married
forever.
Presenting CD deluxe, the stylish, true value 100 cc motorcycle from
Hero Honda. Encompassing the legendary Hero Honda values of fuel
efficiency, economy and rock solid dependability.
A smooth ride over the toughest of roads with maximum fuel
efficiency and at an affordable price, now you can bid goodbye
to all your commuting problems!
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Chapter 3
PROFILE OF PHOENIX MOTORS
History
Advertising Strategy of Phoenix Motors
Sales Strategy of Phoenix Motors
Warranty on Proprietary Items
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PROFILE OF PHOENIX MOTORS
Phoenix motor Pvt. Ltd is dealership type of business. Phoenix
motors pvt. Ltd is established on 21 march 2003. The business is
running by only one man. The chair person is CH.MADHUMATHI, the
managing director is P. Murthi, and the marketing manager is P.
Naresh, the firm is located at Hubsiguda in Hyderabad.
Generally the sales will be either on cash basis or on installment
basis. . Banks like ICICI, HDFC and CENTURION are providing loans to
customers.
Advertising strategy of phoenix motors:
They are giving the ads through Newspapers, wall paintings,
hoardings, and field staff. They are upgrading sales by introducing the
schemes, group bookings, institutional sales, customer door-to-door
activities.
Categorization of staff members:
Staff members are categorized for technicians, 10 members are
allotted for field staff, 5 members are recruited for sales person, three
persons are placed for evaluating the spare parts, three members are
allotted for marinating accounts and one person for cash transactions
and other members are allotted for remaining works.
Sales strategy of phoenix motors:
Averagely they are selling 20 vehicles per day. Phoenix motors
Pvt Ltd is A.P NO.1 dealership in sales and other and other activities. Itis a QLQD (quality leader through quality dealer).
Customer Relationship:
To entertain the customer the show room providing a customer
lounges having pool game, Internet facility and Television.
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Warranty on Proprietary Items:
Warranty on proprietary items like tires, tubes and battery etc,
will be directly handled by the respective Original Equipment
Manufacturers (OEMs) except AMCO for batteries and Dunlop/Falcon
for tires, Tubes. In case of any defect in proprietary items, other than
the above two mentioned OEMs the dealer must approach the branch
office/dealer of the respective manufacturers. For AMCO batteries and
Dunlop/Falcon tires, tubes claims will be accepted at our Authorized
Dealership / Service Centers, w.e.f 1st may 2002, as per the mutually
agreed terms and conditions between Hero Honda and these two
OEMs. while for other OEMs in case the claim is not accepted for any
invalid reason, then the claim along with the refusal note from the
OEM can be sent to the warranty section at Gurgaon Plant after due
recommendation of the area service engineer.
If any of the six free service or subsequent paid service is not
availed as per the recommended schedule given in the owners
manual.
If Hero Honda recommended engine oil is not used.
To normal wear & tear components like bulbs, electrical wiring,
filters, spark plugs, clutch plates, brake shoes, fasteners, shims,
washers, oil seals, gaskets, rubber parts (other than tires &
tubes), plastic components, chain & sprockets and in case of
wheel rim misalignment or bend.
If there is any damage due to modification or fitting of
accessories other than the ones recommended by Hero Honda.
If the motorcycle has been used in any competitive events like
track races or rallies.
If there is any damage to the painted surface due to industrial
pollution or other extraneous factors.
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For claims made for any consequential damage due to any
previous malfunction.
For normal phenomenon like noise, vibration, oil seepage, which
do not affect the performance of the motorcycle.
If there is any damage caused due to usage of improper oil /
grease, non genuine parts;
For motorcycles which have been used for any commercial
purposes as taxi etc.
For maintenance repairs required due to misuse while driving or
due to adulteration of oil, petrol or due to bad road conditions.
For consumables like oil, grease etc. used during free services of
used during warranty repairs.
If any part of the vehicle is tampered / repaired by unauthorized
persons / workshops etc.
For motorcycles not use in accordance with the owners manual
supplied with each motorcycle by Hero Honda.
All Hero Honda motorcycles are warranted for a period of 2 years
or 30,000 km from the of purchase, whichever is earlier. This is i.e. 1 st
April 2001. It is mandatory for the customer to avail all free & paid
services as per the recommended schedule to be eligible for the
warranty benefits. The customer has to ensure that each paid service
is availed recommended schedule. If a defect is observed in any Hero
Honda motorcycle. Hero Hondas only obligation / liability is to repair or
replace those part (s) which is / are considered to be the cause of
malfunction free of charge of both labor & material, when Hero Honda
acknowledges that such malfunction has not come out of improper
handling etc. such defective motorcycle should be brought to the
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nearest. Hero Honda dealer / authorized service centre by the owner
for necessary inspection & subsequent repairs.
Chapter 4
DATA ANALYSIS &
INTERPRETAION
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AGE GROUPS OF THE RESPONDENTS:
The below table shows the age group of the respondents
surveyed.
(SOURCE: FIELD INVESTIGATION)
AGE GROUPS NO OF RESPONDENTS
20-25 58
25-30 26
30-35 11
Above 35 5
Total 100
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AGE GROUP OF RESPONDENTS
58
26
11
5
0
10
20
30
40
50
60
70
20-25 25-30 30-35 Above 35
NO OF RESPONDENTS
Findings:
From the above table 58 of the respondents belong to the age
group of20-25 years, 26 f the respondents belong to the age group of
25 to 30 years, 11% of the respondents belong to the age group of 30
years to 35 years and 5% of the respondents are above or equal to 35
years.
OCCUPATION OF THE RESPONDENTS:
The below table shows the type of occupation of the respondents surveyed:
TYPE OF OCCUPATION NO. OF RESPONDENTS
STUDENT 42
PROFESSIONAL 0
EMPLOYEES 45
BUSINESSMEN 13
TOTAL 100(SOURCE: FIELD INVESTIGATION)
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OCCUPATION OF RESPONDENTS
42
0
45
13
0
5
10
15
20
25
30
35
40
45
50
STUDENT PROFESSIONAL EMPLOYEES BUSINESSMEN
NO. OF RESPONDENTS
Findings:
From the above table, 45% of the respondents are employees, 42% of the
respondents are students, 13% are Businessmen and 0% is Professional
TYPE OF THE MOTOR CYCLE PURCHASED:
The below table shows the type of the motor cycle purchased among various brands
available:
Type of motor cycle No. of respondents
Hero Honda 51
Baja 25
TVS 8
Yamaha 5
others 11
Total 100
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(SOURCE: FIELD INVESTIGATION)
Findings:
From the above table 51% of the respondents are Hero Honda owners, 25% are Bajaj,
11% are others and 8% are using TVS, 5% are Yamaha vehicles.
SOURCES OF INFORMATION:
The below table shows the source of information from where the respondent got before
purchasing the vehicle:
SOURCES OF INFORMATION NO. OF RESPONDENTS
ADVERTISEMENTS 45
FRIENDS 44
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DEALERS 9
OTHERS 2
TOTAL 100(SOURCE: FIELD INVESTIGATION)
SOURCES OF INFORMATION
45%
44%
9%2%
ADVERTISEMENTS
FRIENDS
DEALERS
OTHERS
SATISFACTION WITH THE VEHICLE:
The following table shows the satisfaction of the respondents on the vehicle usage:
OPTIONHERO
HONDA BAJAJ TVS YAMAHA OTHERS
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EXCELLENT 15 6 0 2 2
GOOD 34 17 7 2 7
FAIR 2 2 1 1 2
POOR 0 0 0 0 0(SOURCE: FIELD INVESTIGATION)
SATISFACTION WITH THE VEHICLE
15
6
02 2
34
17
7
2
7
2 21 1
20 0 0 0 0
0
5
10
15
20
25
30
35
40
HERO
HONDA
BAJAJ TVS YAMAHA OTHERS
EXCELLENT
GOOD
FAIR
POOR
Findings:
From the above table 34% respondents of Hero Honda more satisfied and 2%
least satisfied.17% of Bajaj respondents more satisfied and 2% of least satisfied, 7% of
TVS respondents more satisfied and 1% least satisfied,2% of Yamaha respondents more
satisfied and 1% least satisfied,7% of other respondents more satisfied and 2% leastsatisfied.
RESPONDENTS WHO SUGGESTED OTHERS TO BUY THEIR VEHICLE:
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The below table show the respondents who are suggesting others to buy their vehicle
OPINION OF THE
RESPONDENT NO. OF RESPONDENTS
YES 88
NO 12(SOURCE: FIELD INVESTIGATION)
RESPONDENTS WHO SUGGESTED OTHERS TO BUY
THEIR VEHICLE
88%
12%
YES
NO
Findings:
From the above table only 88% of the respondents are suggesting others to buy their
vehicle and 12% are rejecting to suggest others.
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RESPONDENT IMPORTANCE TO MILEAGE:
The below table show the respondents importance on the mileage of their vehicle.
RESPONDENTSIMPORTENCE 1 2 3 4 5 6
NO. OFRESPONDENTS 57 22 7 6 4 4
(SOURCE: FIELD INVESTIGATION)
IMPORTENCE OF THE RESPONDENTS TO MILEAGE
57
22
7 64 4
0
10
20
30
40
50
60
1 2 3 4 5 6
IMPORTENCE
RESPONDENTS
NO. OF RESPONDENTS
Findings:
From the above table 57% more importance to the mileage, 4% least importance to themileage and rest lie among them.
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RESPONDENT IMPORTANCE TO PRICE:
The below table show the respondents importance on the price of their vehicle:
RESPONDENTSIMPORTENCE 1 2 3 4 5 6
NO. OFRESPONDENTS 3 10 29 35 20 3
(SOURCE: FIELD INVESTIGATION)
IMPORTENCE OF THE RESPONDENTS TO PRICE
3
10
29
35
20
3
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6
IMPORTENCE
RESPONDENTS
NO. OF RESPONDENTS
Findings:
From the above table 3% of respondents give more importance to the price, and 3% of
the respondents give least importance to the price and rest lie among them.
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RESPONDENT IMPORTANCE TO BRAND IMAGE:
The below table show the respondents importance on the brand image of their vehicle:
RESPONDENTSIMPORTENCE 1 2 3 4 5 6
NO. OFRESPONDENTS 4 17 24 30 18 7
(SOURCE: FIELD INVESTIGATION)
IMPORTENCE OF THE RESPONDENTS TO BRAND
IMAGE
4
17
24
30
18
7
0
5
10
15
20
25
30
35
1 2 3 4 5 6
IMPORTENCE
RESP
ONDENTS
NO. OF RESPONDENTS
Findings:
From the above table 7% give more importance to the brand image, 4% give least
importance to brand image and rest lie among them
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RESPONDENT IMPORTANCE TO PICK-UP:
The below table show the respondents importance on the pick-up of their vehicle:
RESPONDENTSIMPORTENCE 1 2 3 4 5 6
NO. OFRESPONDENTS 33 34 19 9 4 1
(SOURCE: FIELD INVESTIGATION)
IMPORTENCE OF THE RESPONDENTS TO PICK-UP
3334
19
9
4
1
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6
IMPORTENCE
RESPONDENTS
NO. OF RESPONDENTS
Findings:
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From the above table 1% give more importance to the pick-up, 33% give least
importance to pick-up and lie among them.
RESPONDENT IMPORTANCE TO DESIGN:
The below table show the respondents importance on the design of their vehicle:
RESPONDENTS
IMPORTENCE 1 2 3 4 5 6NO. OFRESPONDENTS 3 17 21 15 42 2
(SOURCE: FIELD INVESTIGATION)
IMPORTENCE OF THE RESPONDENTS TO DESIGN
3
17
21
15
42
2
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6
IMPORTENCE
RESPONDENTS
NO. OF RESPONDENTS
findings:
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From the above table 2% of the respondents give more importance to the design, 3% of
them give least importance to design and rest lie among them.
RESPONDENT IMPORTANCE TO RESALE:
The below table show the respondents importance on the resale of their vehicle:
RESPONDENTS
IMPORTENCE 1 2 3 4 5 6NO. OFRESPONDENTS 0 1 0 4 6 89
(SOURCE: FIELD INVESTIGATION)
IMPORTENCE OF THE RESJPONDENTS TO RESALE
0 1 04 6
89
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5 6
IMPORTENCE
RESPONDENTS
NO. OF RESPONDENTS
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Findings:
From the above table 89% of respondents give more importance to resale, 1% of the
respondents give least importance to resale and rest lie among them.
EFFECT OF ADVERTISEMENT MEDIA ON RESPONDENT:
The following table shows the effect of advertisement media on respondent
TYPE OF ADVERTISE MENT NO OF RESPONDENTS
TELEVISION 62
HOARDINGS 5
SHOW ROOMS 19
NEWS PAPER PRINTS 14(SOURCE: FIELD INVESTIGATION)
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EFFECT OF THE ADVERTISEMENT ON RESPONDENTS
62%
5%
19%
14%
TELEVISION
HOARDINGS
SHOW ROOMS
NEWS PAPER PRINTS
Findings:
From the above table 62% of the respondents are exposed to TV, 5% to Hoardings, 19%
to showrooms and 14% to newspapers.
RESPONDENTS RATE TO THE MOTOR CYCLE BRAND:
The following table shows the rate of the respondents to the motor cycle brand:
MOTORCYCLE RANK 1 RANK 2 RANK 3 RANK 4
HERO HONDA 47 3 1 0
BAJAJ 11 10 3 1
TVS 0 2 5 1
YAMAHA 1 1 2 1(SOURCE: FIELD INVESTIGATION)
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RATE GIVEN BY THE RESPONDENTS
47
31 0
11 10
310
25
11 1 2 1
0
5
10
15
20
25
30
35
40
45
50
RANK 1 RANK 2 RANK 3 RANK 4
RANK
RESPONDENTS
HERO HONDA
BAJAJ
TVS
YAMAHA
RESPONDENTS OPINION OVER THE COST OF SPARE PARTS(ALL
VEHICLES)
The following table shows the respondents opinion over the cost of spare parts
CUSTOMER OPINION NO. OF RESPONDENTS
COSTLY 48
AVERAGE 42
CHEAP 10(SOURCE: FIELD INVESTIGATION)
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COST OF SPARE PARTS
48%
42%
10%
COSTLY
AVERAGE
CHEAP
The following table shows the cost of spare parts of Hero Honda:
CUSTOMER OPINION NO. OF RESPONDENTS
COSTLY 35
AVERAGE 15
CHEAP 1(SOURCE: FIELD INVESTIGATION)
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HERO HONDA
35
15
1
0
5
10
15
20
25
30
35
40
COSTLY AVERAGE CHEAP
COST
RESPONDENTS
NO. OF RESPONDENTS
COMPARING HERO HONDA VS OTHER BRANDS:
CUSTOMER
OPINION
NO. OF
RESPONDENTS
NO. OF
RESPONDENTS
COSTLY 20 32
AVERAGE 32 40
CHEAP 10 28
(SOURCE: FIELD INVESTIGATION)
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HERO HONDA VS TOTAL
20
32
10
32
40
28
0
5
10
15
20
25
30
35
40
45
COSTLY AVERAGE CHEAP
COST OF SPARE PARTS
RESPONDENTS
NO. OF
RESPONDENTS
NO. OF
RESPONDENTS
Chapter 5
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CONCLUSIONS
1. 62% of the respondents are Hero Honda owners most preferred
motorcycle brand out of various brands available.
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2. Hero Honda splendor is the most preferred model out of Hero
Honda products.
3. 35%-55% of the respondents are considering Hero Honda brand
before purchasing their vehicle.
4. Most of the respondents are getting information through friends
before purchasing the vehicle.
5. Most of the respondents have good satisfaction with their
vehicle.
6. 84% of the respondents are suggesting their vehicle to others.
7. Most of the Hero Honda users have good satisfaction with dealer
service comparing to other brands.
8. Most respondents are affecting to TV advertising media.
9. Above 60% of the respondents are giving No 1 Rate to Hero
Honda.
10. Respondents are satisfied with availability of spare parts to
greater extent.
11. More the 30% of the respondents who feel the cost of the
spare parts.
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RECOMMENDATIONS
1. The bikes recently introduced by HERO HONDA are mostly
concerned about youth. So, they should also consider middle
aged people while manufacturing.
2. Indian market is a price sensitive market so the bike should be at
minimum price with maximum quality.
3. The maintenance cost is the main burden for the middle class
people. So, care should be taken to reduce spare part prices.
4. The standard of service centers need to be improved.
5. Advertisements in Televisions, Hoardings should be increased to
attract the people.
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ANNEXURE:
BIBLIOGRAPHY
QUESTIONNAIRE
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BIBILOGRAPHY
For collection of the required information sources have been
referred.
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1. Principles of marketing -Philip Kotler & Gary Armstrong
J.C.Gandhi
2. Marketing Management -V.S.Ramaswamy &
S.Namakumari
3. Marketing Research -Tull Donald & Hawkins
4. Consumer behavior -Schiff man Leon & kanuk
Leslie
5. Internet www.herohonda.com
6. The economic times
7. Magazines Business today
Business world
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QUESTIONNAIRE
Respected sir,
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I Surya Charan, studying at Bhavans Vivekananda College. As part of
my MBA curriculum I am pursuing my project work on Consumer
behaviour on Hero Honda two wheelers at PHOENIX MOTORS Pvt Ltd.
Hence I would request you to kindly extend your cooperation in filling this
questionnaire to the fullest of your knowledge.
This information provided will be kept confidential and will be used for
academic purpose only:
_____________________________________________
Name:
1Age:
20-25( ) 25-30( ) 30-35( ) 35 and above( )
2. Occupation
Student professional
Employee Businessmen
3.what type of motor cycle was purchased by you
Hero Honda ( ) Bajaj ( ) TVS ( ) Yamaha ( ) others ( )
4. From where did you get information before purchasing your vehicle?
Advertisements( )Friends( ) Dealers( ) Others( )
5. Please tick your opinion with regard to your vehicle
Excellent Good Fair Poor
HeroHondaBajajYamahaTVSOthers
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6. Would you like to suggest your friends and relatives to buy the
vehicle which you are using?
Yes ( ) No ( )
7. How do you give importance to the following factors while
purchasing a two wheeler (Rank 1 the most important and rank 6 the
least important)
Mileage ( ) Pick UP ( ) Price ( )
Brand Image ( ) Design ( ) Resale ( )
8. To which media advertisements are you exposed most regarding to
your vehicle
TV ( ) Hoardings( ) Showrooms( ) Newspaper/prints( )
9. How do you rate the following two wheeler brands on a rank of 1 4
Yamaha( ) Bajaj ( ) Hero Honda ( ) TVS ( )
10. How did you rate the prices of spare parts of Hero Honda?
Cheap ( ) Average ( ) Costly ( )
11. How did you rate the prices of spare parts other than Hero Honda?
Cheap ( ) Average ( ) Costly ( )