a study on consumer satisfaction toward hero …

Computational studies ISSN: 1462-6063

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A STUDY ON CONSUMER SATISFACTION TOWARD HERO

MOTOCORP WITH SPECIAL REFRENCE TO AMBALA

Deepali Tiwari

ABSTRACT: In India two wheeler industries has acquired a new height’s during the last five

years with heavy competition and changes in technology. The owners of two wheelers have now

a wide choice of models. Generally in urban areas, two wheeler is used for various purposes

connecting to work. Visiting people, carrying loads outdoor jobs like selling etc. In Rural areas it

enables people to travel more frequently to nearby towns for their daily needs. In other words, it has

also become a valuable support for increasing productivity and profits, as well personal

transportation. Two wheelers in usage are of three type’s mopeds, Scooters & motor cycle.

Indians prefers two wheelers because of their needs, manageable size, low maintains cost and

easy instalment methods. The present research is analysed that the satisfaction level of the

customer on the Hero motocorp. The study is limited to the area of Ambala district in the state of

Haryana with total number 200 responded were personally surveyed. From the research it is

observed that two wheeler are well known from their design and performance.

There is mainly four questions arise during the survey which is as follow:

Measure the consumers buying behavior towards the different models of Hero

Two-Wheelers.

To study the factors influencing the consumers to purchase the Hero Two-Wheelers

To analyze the consumers level of satisfaction towards Hero Two-Wheelers

To identify the problems faced by the consumers while using the Hero Two-

Wheelers

Keywords: satisfaction, consumer, two wheeler, industries, mopeds, scooters, motor cycle

etc.


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INTRODUCTION : Two-wheelers are one of the most versatile forms of transportation. The

adaptive ability of a motorized two-wheeler can be characterized by its usage. Its use could

vary from being used just for commute from point A to Point B. Quickly transport small

packages of goods through the cramped bazaar streets. A fast ride to catch the school/college

bus, or even a brief trip to purchase vegetables. Two-wheelers are most popular especially

among the people belonging to middle income group. Due to wide choice of brands there is

stiff competition among the manufacturers and marketers to get attention of the buyers. People

favor a specific model of motor cycle among different brands for numerous reasons like

maintenance, price, appearance, fuel efficiency, durability and resale value. Today the two

wheeler industry plays a important role in the Indian economy. India is the largest two-wheeler

manufacturers in the world.

One of the most important feature of economic development is the transformation of luxury

goods into necessary goods. In recent times one such goods, which has been greatly de- manded

by the consumers, is the motor cycle possessing a mechanical device for conveyance is an

indicator of good standard of living.

TWO WHEELER INDUSTRIES IN INDIA

In 2017, India surpassed China to become the world's largest two-wheeler market by volume.

With a population of over 1.3 billion people, India loves its two-wheelers and it is the default

choice of personal transport. From humble 100 cc motorcycles and automatic scooters to

performance-oriented, and slightly more premium motorcycles, India is now the world's two-

wheeler hub with overall two-wheeler sales crossing 2 crore units for the first time in financial

year 2017-2018. Over the last three or four decades of the Indian two-wheeler industry, several

manufacturers have started from humble beginnings to become some of the world's biggest

success stories in the world of motorcycles and scooters. Here's a look at the top Indian two-

wheeler brands which have immense contribution to put India on the global map as the go-to

place for two-wheelers.

The Indian two-wheeler industry made a small beginning in the early 50s when Automobile

Products of India (API) started manufacturing scooters in the country. Until 1958, Enfield were

the sole producer.

The motorcycles segment was no different, with only three manufacturers viz Enfield, Ideal Jawa

and Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke

bikes. The motorcycle segment was initially dominated by Enfield 350cc bikes and Escorts

175cc bike.


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The two-wheeler market was opened to foreign competition in the mid-80s. And the then market

leaders - Escorts and Enfield - were caught unaware by the onslaught of the 100cc bikes of the

four Indo-Japanese joint ventures. With the availability of fuel efficient low power bikes,

demand swelled, resulting in Hero Honda - then the only producer of four stroke bikes (100cc

category), gaining a top slot.

Two-wheelers are most popular especially among the people belonging to middle income group.

Due to wide choice of brands there is stiff competition among the manufacturers and marketers to

get attention of the buyers. People favour a specific model of motor cycle among different brands

for numerous reasons like maintenance, price, appearance, fuel efficiency, durability and resale

value. Today the two wheeler industry plays a important role in the Indian economy. India is the

second largest two-wheeler manufacturers in the world.

Hero MotoCorp is the world's largest manufacturer of two-wheelers based in New Delhi. The

company, formerly known as Hero Honda, started its operations as a joint venture between the

Hero Group and Honda Motor Company in 1984. The joint venture not only created the world's

largest two-wheeler company but also one of the most successful joint ventures worldwide.

Initially starting off with motorcycles under the Hero Honda brand, the first 100 cc four-stroke

motorcycles of the 1980s became extremely popular for their fuel economy and low running

costs. A popular advertisement campaign based on the Hero Honda CD100, with the slogan "Fill

it - Shut it - Forget it" helped the company cement its position as the leader in the 100 cc

segment in the 1980s and '90s

In 2010, Hero decided to terminate the joint venture with Honda in a phased manner and by

2011, the Hero Honda name was changed to Hero MotoCorp. Today, Hero MotoCorp is the

world's largest two-wheeler manufacturer by volume and has over 46 per cent market share in

the Indian two-wheeler market. Today, Hero sells over 7 lakh two-wheelers on an average every

month and exports its two-wheelers to several countries, not just in the South Asian region, but

also to Latin America, Africa and West Asia. In 2016, Hero MotoCorp formed the Hero

MotoSports Team Rally through a strategic partnership between Hero MotoCorp and German

off-road specialist Speedbrain GmbH. The Hero MotoSports Team Rally has gone on to

participate in several international rally raid championships including the Dakar Rally, where

Hero finished at an impressive 12th place in its debut outing at the Dakar 2017.

SCOPE OF STUDY

The study aims at assessing the consumer’s behavior towards Hero Two-Wheelers. It

consists of brand preference of consumers and their level of satisfaction regarding the

usage of Hero Two-Wheelers.

The study also focuses the problems of the customers while using Hero Two-

Wheelers. It covers the customers of Hero Two-Wheelers in Ambala City only.

https://auto.ndtv.com/hero-bikes


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STATEMENT OF PROBLEM

The Indian automobile industry is facing a tough competition with the entry of many companies.

All the companies are constantly engaged in gaining the attention of consumers by introducing a

novelty in the existing vehicles, changing the design and model. In view of the above, the

researcher has made an attempt to study the brand preference and consumers satisfaction towards

Hero two wheeler.

OBJECTIVES OF THE STUDY

Measure the consumers buying behavior towards the different models of Hero Two-

Wheelers.

To study the factors influencing the consumers to purchase the Hero Two-Wheelers

To analyze the consumers level of satisfaction towards Hero Two-Wheelers

To identify the problems faced by the consumers while using the Hero Two-

Wheelers

To know the popular model of Hero two wheeler.

To bring the suggestion about Hero two wheeler.

LIMITATION OF THE STUDY

The study confined to Ambala city only.

The researcher has studied only Hero Two-Wheelers. Other Two-Wheeler companies

have been excluded in the study.

Only 200 respondents are taken to this study.

REVIEW OF LITRETURE

There are many factors on which the buying behavior of the customers depends and these factors

motivate them to purchase a two-wheeler. These factors include advertisement, word of mouth,

references from family, friends, own experience, features, price, etc. The results of the survey

done was that around ……… of the customers having two-wheelers fall in the age group of 20-

30 years, while their income is below Rs. 5000. ………people are unmarried and use Hero two

wheelers. In most of the cases, the motivation comes from friends ……. and family ………..

People also search for installment plans and finance schemes before purchasing a two wheeler.


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A customer considers all factors at the time of purchasing a two wheeler, although majority of

customers give importance to the brand image. This study also describes the socio-economic

factors which satisfy two wheelers customers and that the employees and students crave for

show room services.

Lisa R. Klein and Gary T. Ford (2003)1 It has been stated by the authors that the customers can

do a cost benefit analysis to choose a search strategy, i.e. what, when, how much and where to

search, but the customers do not search much, which may be due to customers’ perception that

the search costs are quite high or that the value of the search is quite low. As a part of pre-

purchase search for perfect automobile as per their requirement, the customers in this digital

age take the help of internet, websites as well as social networking sites to do a comparative

study of the different models of different brands available in the market.

RESEARCH METHODOLOGY

Sample Size: 200 respondent

Brand covered: Hero motocorp

Target area: Ambala

Statistical tool: % analysis

Source of Data: primary data: (collected by the survey)

Period of the study collected from ……. To……….

Secondary data:

ANALYSIS AND INTERPRETATION

TABLE – 1

Distribution of Sample Respondents

S.No Gender No.of

Respondents

%

1 Male 156 78

2 Female 44 22

Total 200 100

Source: Survey Data


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The above table shows that out of 200 respondents, of the respondents are male, of the

respondents are Female.

TABLE - 2

Age of Respondents

S.N

o

Age No. of

Respondents

%

1 18 - 25 75 37.5

2 25 – 35 50 25

3 35 – 45 45 22.5

4 45 and

above

30 15

Total 200 100

Source: Survey Data

It is clear from the above table that percent of the respondents are in the age group of 18-25,

percent of the respondents are in the age group of 25-35 years, percent of the respondents are in

the age group of 35-45 and the remaining percent are in the age group of 45 and above.

78%

22%

no. Of respondents

male female


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TABLE – 3

Occupation of Respondents

S.No Occupation No. of

Respondents

%

1 Student 48 24

2 Service 78 39

3 Business 28 14

4 Self

employed

39 19.5

5 Others 7 3.5

Total 200 100

Source: Survey Data

The above Table shows that out of 200 respondents percent of the respondents are Students,

14 percent of the respondents are Service, percent of the respondents are Business, percent of

respondents are Self employed and the remaining are others.

TABLE – 4

Educational Qualification of Respondents

S.No Educational

Qualification

No. of

Respondents

%

1 Illiterate 38 19

2 School 41 20.

5

3 Graduate 69 34.

5

4 Post Graduate 52 26

Total 200 100

Source: Survey Data


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The above Table shows that out of 200 respondents percent of the respondents are Illiterate,

percent of the respondents are educated at School Level, percent of the respondents are

Graduates and percent of the respondents are Post Graduates.

TABLE – 5

INCOME OF RESPONDENT

S.No Income Level

Per Annum

No. of

Respondents

%

1 Upto 1 lakh 140 70

2 1-2 lakhs 50 25

3 2-3 lakhs 10 5

Tota

l

200 100

Source: Survey Data

The above Table shows that out of 200 respondents percent of the respondents are earning

upto 1 lakh per annum, percent of the respondents are in the Income group of 1-2 lakhs per

annum, percent of the respondents are in the Income group of 2-3 lakhs per annum.

TABLE – 6

Types of Hero Two-Wheelers

S.

No

Two-

Wheelers

Type

No. of

Respondents

%

1 Moped’s 20 10

2 Scooter 60 30

3 Motor Cycle 120 60

Total 200 100

Source: Survey Data

The above Table shows that out of 200 respondents percent of the respondents are having

Mopeds, percent of the respondents are having Scooters, percent of the respondents are

having Motor Cycles.


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TABLE – 7

Number of Years using the Hero Two-Wheelers

S.No Model No. of

Respondents

%

1 1 -2 years 30 15

2 2-4 years 60 30

3 4 -6 years 80 40

4 More

than 6

years

30 15

Total 200 100

Source: Survey Data

It is clear from the above table that percent of the respondents are using the Two-Wheeler for 1-2

years, percent of the respondents are using the Two-Wheeler for 2-4 years percent of the

respondents are using the Two-Wheeler for 4-6 years and the remaining percent are using the

Two-Wheeler for more than 6 years.

TABLE – 8

Satisfaction Regarding the Performance Hero Two-Wheelers

S.No Model No. of

Respondents

%

1 Highly

Satisfied

40 20

2 Satisfied 153 76.5

3 Dissatisfied 7 3.5

Total 200 100

Source: Survey Data

The above table shows that percent of the respondents are highly satisfied regarding the

performance of TVS Two-Wheel- ers, percent of the respondents are satisfied and the re-

maining percent of the respondents are dissatisfied the performance of TVS Two-

Wheelers.


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TABLE – 9

Sources of Awareness

S.No Sources No. of

Respondents

%

1 TV 26 13

2 News

Paper

40 20

3 Friend 30 15

4 Product

Show

30 15

5 Family 26 13

6 Test Ride 12 6

7 Internet 28 4

8 Hoarding 8 4

Total 200 100

Source: Survey Data

It is clear from the above table that percent of the respondents are aware about the TVS Two-

Wheeler through TV add, percent of the respondents through News Paper, percent of the

respondents through Friends, percent of the respondents through Product Shows, percent of the

respondents through Family, percent of the respondents through Test Ride, percent of the

respondents through Internet and the remaining percent of the respondents through Hoardings.

SUGGESTION

1. Company can do promotional activity to increases the sales like: advertisement through

news paper, pamphlets etc.

2. Employee of the company provide proper service to their customers before as well as

after sales.


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CONCLUSION : It has been proven that retaining customer is the only way to succeed in

business. The study on the customer satisfaction of Hero two wheeler among the customer within

the ambala district was conducted. The study tries to reveal the factor responsible for preferring

the particular brand. The sample was collected from the customer who owned the hero two

wheeler and to know about the satisfaction level of hero two wheeler. In this study, most of the

responded having a good opinion about the hero two wheeler and the findings and suggestions of

the study will support the company in an effective and better way

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