Marathwada Shikshan Prasarak Mandal’s

Deogiri Institute of Engineering and Management Studies, Aurangabad

AProject Report

On

“ A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE.”

Submitted by

Mr. (ISHWAR D. RAJPUT)

Roll no.Mktg-65MBA 4th semesterBatch 2012-2013

In partial fulfillment of the completion of the course ofDr.Babasaheb Ambedkar Marathwada University, Aurangabad

1

Marathwada Shikshan Prasarak Mandal’s

Deogiri Institute of Engineering and Management Studies, Aurangabad

A

Project Report

On

“ A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE”

Submitted by

Mr. (ISHWAR D.RAJPUT)

Roll no.Mktg-65

MBA 4th semester

Batch 2012-2013

In partial fulfillment of the completion of the course of

Dr.Babasaheb Ambedkar Marathwada University, Aurangabad

Prof Mangesh Dasare Prof Vaishali Raodeo Dr.UlhasShiurkar

Project Guide HoD Director

2

Acknowledgement

I am ISHWAR D. RAJPUT thanks to my project guide prof. MANGESH

DASARE his expertise was in valuable during each step of the project from

narrowing the scope of the research to theoretical development and analysis.

I also thank Prof. Vaishali Raodeo (HoD) and Dr.Ulhas

Shiurkar (Director), Deogiri Institute of Management Studies, Aurangabad

for encouraging and guiding me through the project.

Mr. ISHWAR D. RAJPUTRoll no. Mktg-65MBA III semesterBatch 2012 – 2013

3

Certificate

This is to Certify that, ISHWAR D. RAJPUT, a student of Deogiri Institute

of Engineering and Management Studies, Aurangabad Batch 2011 -2013 his

duly completed the his project (CP 402) had submitted satisfactory report to

Dr.Babasaheb Ambedkar Marathwada University, Aurangabad in partial

fulfillment master of business administration coerce.

We wish his all the best future Endeavour.

Prof-mangesh dasare Prof Vaishali Raodeo Dr.Ulhas Shiurkar

Project guide HoD Director

4

DECLARATION

I hereby declare that I have formed, completed and written the project report

entitled “A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE” it has not been previously submitted for the basis of the award of any degree or other similar title of this for any other examining body or university.

Place: Aurangabad Name: ISHWAR D. RAJPUT

Date: /04/2013 Roll No.: Mktg-65

MBA 4TH SEM

Batch 2012-2013

5

TABLE OF CONTENTS

01 INTRODUCTUION 7INTRODUCTUION OF INDUSTRY 8-9HISTORY OF COMPANY 10-14

2 THEORETICAL BACKGROUND 15-20CONSUMER BUYING BEHAVIOUR

3 PROBLEM DEFINATION 25PROBLEM DEFINATIONSCOPE OF STUDYOBJECTIVES OF STUDYLIMLTATIONS OF STUDY

4 RESEACH METHODOLOGY 29-37INTRODUCTIONRESEARCH DESIGNSOURCES OF DATARESEARCH INSTRUMENTSAMPLING PLANDATA COLLECTION METHOD

5 DATA ANALYSIS AND INTERPRETATION 38

6 FINDINGS 55

7 SUGGESTIONS 56-57

8 SWOT ANALYSIS OF HERO HONDA 58

9 REFERENCE MATERIAL 60BIBLIOGRAPHY 60APPENDIX 61-65

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INTRODUCTION

INTRODUCTION OF INDUSRY

HISTORY OF COMPANY

INTRODUCTION OF INDUSTERY

Throughout the centuries man has striven to expand his

capabilities through the use of machine. His ever inventive mind

7

has constantly devised ways to use tool to increase his abilities to

explore the world around him. To go faster, deeper, higher and

further than before. Coupled with his need to find new thrills, new

adventures and new modes of transportation, the invention

refinement of the motorcycle seems an inevitable out come.

It would seem that Michelangelo conceived of the bicycle as

early 14th century. And his drawing shows a remarkable

resemblance to he modern day bike. It had wheels of similar size

and even pedals and chain. Albeit without any apparent means of

steering.

Through never built, it was a remarkably clever design, and

early bicycle makers would have done well to study his concepts,

there have, in fact been 4 machines built based on his drawing,

attesting to the viability of his design.

It wasn’t until 1869 that the first serious attempts were made

to produce motor driven bicycles. These very first were powered

by steam, and driven by leather belts or as in the case of the roper

steam velocipede of 1869 by a system of levers attached to a crank

on the driven wheel.

8

In 1885 the Daimler, Europe this is consider by many as the

first true motorcycle or motor bicycle, as it was the first to employ

an internal combustion engine and was designed from the ground

up to be motor powered. Designed by gottlibe Daimler it was

powered by an Otto cycle engine producing about ½ horse powers.

Note this design again employed wooden wheels and Daimler

Dropped the twist grip controls from his 1877 design in favor of

leavers on the frame.

In1894 Hildebrand and Wolf muller, France Worlds first

production motorcycle. It came with a 1428 cc water cooled four-

stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production

motorcycle was this entry built by the Metz Company, in Waltham,

mass, it used an aster engine that was a French copy of the Metz

Company, in Waltham, mass.

History OF COMPANYType : Public company

Founded : January 19, 1984

9

Headquarters: Haryana, Indian

Key People : Brijmohan lall munjal

(Chairman and managing Director)

Industry : Automotive

Produce : Motorcycle, Scooter

Hero Honda Motorcycles limited is an Indian manufacturer of

motorcycles and scooters. Hero Honda is a joint Venture that

began in 1984 between the Hero Group of India and Honda From

Japan. It has been the world’s biggest manufacturer of 2-wheeled

motorized vehicles since 2001. When it produced 1.3 million

motorbikes in a single year. Hero Hondas splendor is the largest

selling motorcycle its 2 plants are in Dharuhera and Gurgaon, both

in Haryana India. It specializes in dual use motorcycles that are

low powered but very fuel efficient.

India has the largest number of two wheelers in the world with

41.6 million vehicles. India has a mix of 30 percent automobiles

and 70 percent two wheeler in the country. India was the second

largest two wheeler manufacturer in the world starting in the1950s

with the birth of Automobile products of India (API) that

10

manufactured scooters. API manufactured the lambrettas but,

another company, Baja Auto Ltd. Surpassed API and remained

through the turn of the century from its association with piaggio of

Italy (manufactured of vespa)

The license raj that existed between the 1940s and 1980s in

India. Did not allow foreign companies to enter the market and

imports were tightly controlled. Customers in India were forced to

wait 12 years to buy a scooter from Bajaj. The CEO of Bajaj

commented that he did not need a marketing department, only a

dispatch department. By the year 1990, Bajaj had a waiting list that

was twenty-six times its annual output for scooters.

In the mid-1980s, the Indian government regulation changed

and permitted foreign companies to enter the Indian market

through minority joint ventures. The two wheeler market changed

with four indo-Japanese joint ventures: Hero Honda, TVS Suzuki,

Bajaj Kawasaki and Kinetic Honda. The entry of these foreign

companies changed the Indian market dynamics from the supply

demand side. With a larger selection of two-wheelers on the Indian

market, consumer started to gain influence over the products they

bought and raised higher customer expectations. The industry

produced more models, styling options, price, and different fuel

11

efficiencies. The foreign companies new technologies helped make

the products more reliable and with better quality. Indian

companies had to change to keep up with their global.

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.

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 motorcycle - Splendor. This festive season,

the company sold half a million two wheelers in a single month-a

feat unparalleled in global automotive history.

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 members on

its roster. The program has not only helped Hero Honda

12

understand its customers and deliver value at different price points,

but has also created a loyal community of brand ambassadors.

Performance vis-à-vis Industry

The Indian two wheeler industries has seen a paradigm shift from

being a regime of regulation and tight control in the 1980s to a

more liberalized and a competitive present day era. After missing

out on the initial boom in two wheeler segment during the period

of 1993-1996, Hero Honda has emerged as a world leader. The gap

between motorcycles sold by Hero Honda and its closest rival is

approximately 1 m units (23% of industry size). One of the reasons

for the tremendous performance of Hero Honda is the significant

increase of share of motorcycles in the two-wheeler segment, from

42% in FY99 to 77% in FY04. No doubt, that the shift in

preference of Indian populace from scooters and mopeds towards

motorcycles has facilitated the growth of Hero Honda. However its

performance vis-à-vis industry indicates that the performance of

Hero Honda was better than the industry peers, barring two years.

13

In the seven-year period ending FY04, it has achieved a CAGR of

30% in two-wheeler volumes against 11% of the industry.

Excellent Collaborator Relationship:

Hero Honda is now the leading two-wheeler Company in India in

terms of net sales (sales less excise duty value, which was Rs 3171

crores). It is both the leading two wheeler manufacturer and

sales operation among Honda's worldwide operations. The

14

Company has maintained excellent relationship with all

stakeholders including its collaborators. Hero Honda has emerged

as the most successful joint venture Company of Honda in the

world, their relationship over 116 years old now.

15

THEORITICAL BACKGROUND

CONSUMER BUYING

BEHAVIOUR

CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target

customers need and wants buyer behavior refers to the peoples or

organization conduct activities and together with the impact of

various influence on them towards making decision on purchase of

product and service in a market. The field of consumer behavior

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studies how individuals, groups and organization select, buy, use

and dispose of goods, service, ideas, or experience to satisfy their

needs and desires understanding consumer behavior and knowing

customer are never simple. The wealth of products and service

produced in a country make our economy strong. The behavior of

human being during the purchase is being termed as “Buyer

Behavior”. Customer says one thing but do another. They may not

be in touch with their deeper motivations. They are responding to

influences that change their mind at the last minute. A buyer makes

take a decision whether save or spend the money.

Definition of Buyer Behavior:-

Buyer behavior is “all psychological, Social and physical

behaviors of potential customers as they become aware of evaluate,

purchase, consume and tell others about product & service.

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Consumer Buying Decision Process

There are following five stages in consumer buying decision

process.

1. Problem identification:-

The buying process starts when the buyer recognizes a problem or

need. The need can be triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a

particular need. By gathering information from a number of

consumers, Marketers can identify the most frequent stimuli that

spark an interest in a product category. They can then develop

marketing strategies that trigger consumer interest.

2. Information Search:-

The consumer tries to collect information regarding various

products/service. Through gathering information, the consumer

learns about completing brands and their features. Information may

18

be collected form magazines, catalogues, retailers, friends, family

members, business association, commercial, chamber of

commerce, telephone directory, trade air etc. Marketers should find

out the source of information and their relative degree of

importance to the consumes.

Personal Sources: Family, friends, neighbor, as

quittances.

Commercial Source: Advertising, sales persons, dealers,

packaging, displays.

Public sources: mass media, consumer, rating organizations.

Experimental sources : Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer

in all buying situations. There is several First, the consumer

processes, some basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the

product solutions.

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The marketer must know which criteria the consumer will

use in the purchase decision.

4. Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the

solution. It may be to buy or not to buy. If the decision is to buy.

The other additional decisions are:

Which types of bike he must buy?

From whom to buy a bike?

How the payment to be made? And so on.

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The marketer up to this stage has tried every means

to influence the purchase behavior, but the choice is properly

consumers. In the evaluation stage the consumer forms preferences

among the brands in the choice set. The consumer may also form

an intention to but the most preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same

level of product. The Marketer’s job not end when the product is

buying must monitor post-purchase satisfaction, post-purchase

action, post-purchase use and disposal

Post Purchase Satisfaction:-

21

The buyer, S satisfaction is a function Of closeness between the

buyer, S expectation and the products Perceiver performance.

The larger the gap between expectation and performance, the

g greater the consumer dissatisfaction.

Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product

influence subsequent behavior. If the consumer satisfied, he or she

will exhibit a higher probability of purchasing the product again.

Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal :-

The marketer should also monitor new buyers use and

dispose of the product. If the consumer store the product in a close,

the product is probably not very satisfying. If the consumer throws

the product away, the marketer needs to know how they dispose of

it; especially it can be hurt the environment.

22

Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as

follow:-

(1) It consists of mental and physical activities which consumers

undertake to get goods and services and obtain satisfaction from

them.

(2) It includes both observable activities such as walking through

the market to examine merchandise and making a purchase and

mental activities-such as forming attitudes, perceiving advertising

material, and learning to prefer particular brands.

23

(3) Consumer behaviors are very complex and dynamic to

constantly changing. And therefore, management need to adjust

with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is

affected by internal factor, such as need , motives, perception, and

attitudes, as well as by external of enviourmenatal influences such

as the family social groups, culture, economics and business

influences.

PROBLEM DEFINATION

24

PROBLEM DEFINATION

OBJECTIVE OF STUDY

LIMITATIONS OF STUDY

PROBLEM DEFINATION

To know the best consumer buying behavior and demand into

the minds of consumer of Aurangabad city because always

consumer say something and does something.There are many

companies manufacturing motorcycles into the market, at the same

time as there are many companies manufacturing motorcycles, idea

25

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

researcher problem is to identify what are the criteria that

prospective customer takes into consideration before buying the

motorcycles.

SCOPE OF STUDY

The main scope of the study is limited to Aurangabad city.

It also analysis the benefits accruing to the company as a

result of those service.

26

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

customer has regarding the service provider by bike place.

OBJECTIVES OF STUDY

To know market position of Hero Honda bike in the

market.

To know consumer behavior for purchase of two wheeler

bike.

Limitations of study

27

When the buyers are busy we can’t get accurate data from

them.

According to the time limit of our project we can cover

only the some area.

During survey some respondents may not give answer in a

proper manner.

RESEARCH METHDOLOGY

INTRODUCTION

RSEARCH DESIGN

28

SOURCES OF DATA

SAMPLING PLAN

DATA COLLECTION METHOD

RESERCH METHODOLOGY

(A)Introduction

Marketing research is the function which links the

consumer, customer and public to the marketers through

information used to identify and define marketing, opportunities

and problems, generates refine marketing action; monitor

marketing performance; and improve understanding of marketing

as a process.

29

Marketing research specifies the information required

to address these issues; designs the method for collection

information manages and implements the data collection process;

analysis the results and communication the findings and their

implication.

Research definition:

“Research is careful inquiry or examination to discover

new information and relationship and to expand and to verify

exiting knowledge,”

Research always starts with questions or a problem. Its

purpose is to find answer to questions through the application of

the scientific method. It is a systematic and intensive study

directed towards a more complete knowledge of the subject

studies.

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(B) Research design

“Research design is the plan, structure and strategy of

investigation conceived so as to obtain answer to research question

and to control variance.”

- BY KERLINGER

From definition it is evident that research design is ore or less a

blueprint of research.

At the outset may be noted that there are several ways of

studying and tackling a problem. There is no signal perfect design.

The research design can be classified in to true broad categories:

(A) Exploratory

(B) Descriptive

(C) Casual

Exploratory research is focus on the discovery of ideas.

Exploratory research is carried out to define problems and

developed hypothesis to test later. An exploratory study is

generally based on the secondary data that are reading available. It

does not have to change his focus of direction, depending on the

availability of new ideas and relationship among variables.

31

Descriptive studies are undertaken in many circumstances.

Descriptive studies can be complex, determining a high degree of

scientific skill on the part of the researcher.

Casual research helps in determined cause and effect

relationship.Between two or more variables.

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 PVT Ltd. So

this makes the study a descriptive one.

(D) Sources of Data

The sources of data collection methods are as follows.

a) Primary data :-

32

The primary data is that which details we collect first time

from the market and also used first time in the research. We also

say that the information is first time in the research decision. To

collect the primary data questionnaire is prepared structure non-

disguise questionnaire is prepared.

b) Secondary data :-

Secondary data are those data which are already collected by

someone for some purpose and are available for the present study;

secondary data are already collected by the company’s records and

other library’s books. When the secondary data are sufficient, the

researcher has to be satisfied with the primary sources of data.

Secondary data can be used as bases for comparison with primary

data have been collected by questionnaire.

33

(E) Data Collection Method

Researcher instruments is the tool by which the researcher

can do research on specific problems or objective. The most

popular researcher instrument for collection data is

“Questionnaire” for a particular investigation. It is simple for a

moiled set of questions presented to respondents for their answers.

Due to this flexibility, it is most common instrument used to

collect the primary data. During the pre- testing of questionnaire, I

seen the reaction of respondents and suggestions required to make

change in research instrument.

34

The questionnaire contains three types of questions.

Open-ended question :-

It is helpful in knowing what is uppermost in the mind of the

respondents. It gives complete freedom to the respondent.

Multiple-choice question :-

In this, the respondent is offered two or more choice.

(F) 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) sample Site:-

The survey was conducted in Aurangabad CITY.

35

(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 the target

population has known chance of being sampled. So the survey is

conducted particularly in Aurangabad 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 50

respondents.

(D)Sampling Method:-

36

A Stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then a simple random is selected within each of strata on age groups, occupation etc. It may be noted that stratification does not means absence of randomness. I use a simple random sampling method.

37

1. AGE WISE CLASSIFICTIONAge (in year) No. of respondents Percentage (%)

18-20 15 30

21-25 18 3726-30 07 1531-35 04 0636-40 05 07

41& above 01 05Total 50 100

38

no of respondentes

18-2021-2525-3031-3536-4041abovetotal

(Sources: Questionnaire-personal Detail)Comment:- 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

39

Occupation No. of respondents Percentage (%)Servicemen 23 47

Student 15 30Business 6 12

Profession 04 08Others 02 03Total 50 100

(Sources: Questionnaire-personal detail)

Comment:- Above Chart Shows that 23 respondent are Servicemen out of 50 and 15 are the students. 6 respondents are businessman.

3. INCOME WISE CLASSIFICATION

no of respondentes

<=50005000-1000010000-1515-2000020above

40

(Sources: - Questionnaire – Personal Detail)

Income Level No. of respondents Percentage (%)<= 5000 27 54

5000-10,000 12 2510,000-15,000 06 1115,000-20,000 03 0720,000 Above 02 03

Total 50 100

Comment:- Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000-15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level.

4. SOURCES OF FINANCE

Sources of Finance No. of respondents Percentage (%)By cash 22 45By Loan 28 55

Total 50 100

41

by cashby loan

0102030405060708090

%no of respondentes

(Sources: - Questionnaire—Que.8)

Comment:- Above Graph shows that 28 people purchase Hero Honda Bike For by Loan and 22 people purchase Hero Honda Bike from Cash.

5. ANALYSIS OF PREFERING AUTO MOBILE

Auto Mobiles No. of respondents Percentage (%)Raj Auto 20 20

Dhanluxmi 17 17Ratnaprabha 11 11

Other 52 52Total 100 100

42

no of respondentes

raj autodhanluxmiratnaprbhaother

(Sources: - Questionnaire – Que.7)

Comment:-

Above Chart shows that out of 100, 52 % respondents prefer other Automobile to purchase bike. 20 % respondents prefer Raj Automobile to purchase bike.

6. FROM WHICH SOURCE YOU PURCHSE BIKE?

43

Sources No. of respondents Percentage (%)News Paper 06 12

T.V.Advertisement 07 14Friends 13 26Others 24 48Total 50 100

No. of respondents

News Paper, 06

Friends, 13

Others, 24

T.V.Advertisement, 07

(Sources: - Questionnaire – Que.3)

Comment:- 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.

7 AGE V/S USAGE OF COMPANIES MOTORCYCLE

Age (in year)

Hero Honda

Bajaj TVS Yamaha Honda Total

18-20 07 02 02 01 03 1521-25 11 03 02 02 01 1926-30 04 01 0 02 00 0731-35 02 00 0 0 01 0336-40 00 2 01 0 00 03

41& above 01 0 00 01 01 03Total 25 08 05 06 06 50

44

18-20 21-25 26-30 31-35 36-40 41above

0

2

4

6

8

10

12

hero hondabajaj

tvsyahma

honda

hero hondabajajtvsyahmahonda

(Sources: - Questionnaire – personal detail)

Comment: - Above Charts shows that 25 respondents are use Hero Honda Company’s Motorcycle. And 08 respondents are using Bajaj bikes.4. Who is decision maker for purchasing bike in your family?

Sources No. of respondents Percentage (%)Father 23 46Self 21 42

Mother 05 10Others 01 02Total 50 100

45

father self mother others

05

101520253035404550

no of respondents

%

no of respondents%

(Sources: - Questionnaire – personal detail & Que-4)

Comment:-

Above Graph shows that 46 % respondents take decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.

5. WHAT FEATURES YOU CONSIDERS WHEN YOU PURCHASE BIKE PLEASE GIVES THE RANK.

46

(Sources: - Questionnaire – personal detail & Que-5)

Comment:-

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

47

Weight age 6 5 4 3Attributes Excellent Very

GoodGood total

Price 25 15 11 50Less

maintenance18 13 17 50

Style 17 15 18 50Durability 14 20 16 50Mileage 24 11 16 50

Easy Driving 22 10 18 50Brand

Reputation25 15 10 50

Color 28 10 12 50Pick up 13 22 15 50Total 186 131 133 450

Price

less m

aintan

cesty

le

durabilit

y

miladge

easiy

driving

brand re

putation

color

pick up

0

10

20

30

40

50

60

goodvery goog Excellent

6. RATE THE FOLLOWING ATTRIBUTES OF SHOW ROOM

48

AvilableAfter service

Knowledge of sales man service

infrastrcutre

0%10%20%30%40%50%60%70%80%90%

100%

poorAveragegoodvery goodExcellent

Attributes Excellent Very Good

Good Average Poor Total

Available 15 12 09 08 06 50After Service 08 18 12 07 05 50Knowledge Of Sales man

10 11 12 10 08 50

Service 13 09 13 10 05 50Infrastructure 06 15 10 09 10 50Total 51 65 56 44 34 250

Sources: - Questionnaire – personal detail & Que-6)

Comment:-

49

Above chart shows that 15 respondents out of 50 are available who give Weight age on the excellent and second 18 respondents out of 50 are after service who gives Weight age on the Very Good, 12 respondents are Knowledge of salesman who give Weight age on the good, 13 respondents are service who give Weight age on the good, 15 respondents are Infrastructure who gives Weight age on the Very Good.

9. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.

Attributes Excellent Very Good

Good Average Poor Total

Festival Offer

21 11 06 07 05 50

50

Exchange Offer

07 16 15 06 06 50

Special Gift 10 20 15 10 05 50Cash Discount

06 10 09 17 08 50

Anniversary Offer

07 07 06 10 20 50

Total 51 64 51 40 44 250

51

festiva

l offer

exch

ange

offer

speci

al gift

cash disc

ount

annive

rsary

offer0

5

10

15

20

25

Excellentvery goog goodaveradgepoor

(Sources: - Questionnaire – personal detail & Que-9)

Comment:-

Above graph shows that in festival offer 20 respondents out of 50 are give a excellent, then in exchange offer 15 respondents out of 50 are give a very good rank, in special gift 15 respondents are give a good rank, in cash discount 34 respondents are give a average rank

10. RATE THE FOLLOWING FEATURE YOU HAVE PURCHASE HERO HONDA BIKE

52

Attributes Excellent Very Good

Good Average Poor Total

Mileage 15 13 08 9 5 50Available 7 13 16 8 6 50

Price 8 11 21 5 05 50After Service 10 16 12 7 5 50

Pick up 11 18 8 7 6 50Style 9 12 8 13 8 50Color 10 12 13 05 10 50

Average 14 12 10 8 6 50Total 84 107 96 62 51 400

milage Avilable Price After service Pick up Style0

10

20

30

40

50

60

poorAveragegoodvery goodExcellent

(Sources: - Questionnaire – personal detail & Que-10

Comment:-

53

Above graph show that respondents give more weight age to the price then after they give more weight age to the mileage before purchasing motorcycle.

Findings

The study shows that 26 respondents are using Hero Honda. The current trend is that respondents give maximum no of point

to price and mileage.

54

The study show that 24 respondents are come to know from “others” and 13 respondents are come to know from “friends” about Hero Honda bike.

The study shows that 27 respondents are purchase Hero Honda bike by Loan and 23 respondents are purchase Hero Honda bike by cash.

The study shows that 16 respondents are give point to mileage. The study shows that more no. of respondents gives more

weight age to price. The more no. of serviceman, Students, Businessmen, and others give more weight age to the price when Professionals give more weight age to the mileage.

The study shows that 23 respondents are father take a decision to purchase bike And 21 respondents are self take a decision to purchase bike.

The study shows that 15 respondents are give rank to available in show rooms and 18 respondents are give rank to after service.

55

SUGGESTIONS

56

1. Hero Honda should introduce a low price moped

2. For the promotion, company show make road-show that will

3. Increase the sales. The company should give more concentrate on the advertisement.

4. Hero Honda Company should implement a new strategy to reduce the competition and lead into the bike market.

5. As people expect more mileage per kilometer, company should increase the mileage of the hero Honda bike.

6. Hero Honda should make a sports bike like to Kawasaki Suzuki Hyabusa bikes which can run with maximum speeds.

SWOT AnalysisSWOT Analysis

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Strengths

Ability to understand customer’s needs and wants

Recognized and established brand name

Effective advertising capability

Weaknesses

R&D is not close to the Hero manufacturing plant

Hero is vulnerable in the joint venture because

Honda Motor Company has so much power

OpportunitiesOpportunities

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Global expansion into the Caribbean and Central Global expansion into the Caribbean and Central AmericaAmerica

Expansion of target market (include women)Expansion of target market (include women)

Become India’s leader in the scooter marketBecome India’s leader in the scooter market

ThreatsThreats

Honda Motorcycles and Scooters India can take Honda Motorcycles and Scooters India can take away market share and cause joint venture to go away market share and cause joint venture to go soursour

Bajaj Motors is a strong competitorBajaj Motors is a strong competitor

Bibliography

Marketing research, G.C.Beri, Third Edition, Tata McGraw Hill Publishing Company Limited, New Delhi, 2000

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Marketing management, Philip Kotler, Twelth (Millennium) edition, Prentice-Hall of India Private Limited, New Delhi, 2003

www.herohonda.com

www.google.com

www.wikipedia.com

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APPENDICES

QUESTIONNAIRE

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A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE.

CUSTOMER PERSONAL INFORMATION:- A. Name: - ___________________________________________B. Address:-___________________________________________ ___________________________________________ ___________________________________________C. phone no:-__________________________________________D. Age (in year):- 18 to 20 [ ] 21 to 25 [ ] 26 to 30 [ ] 31 to 35 [ ] 36 to 40 [ ] 41 & above [ ]E. Occupation:- Services [ ] Businessman [ ] Students [ ] Professional [ ] Others [ ]F. monthly income:- 5000 [ ] 5000-10,000 [ ] 10,000-15,000 [ ] 15,000-20,000 [ ] 20,000 Above [ ] Sing.___________________ Date.___________________

1 Do you have own bike?

(a) Yes [ ]. (b) No [ ]

If yes than,

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2 Which company bike do you have at present? Company ____________________

3 Whom do you refer to purchasing bike?

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

4 Who is decision maker for purchasing bike in your family?

(A) Father [ ] (B) Mother [ ] (B) Self [ ] (D) other [ ]

5 How you purchase bike?

(A) By cash [ ] (B) By Loan [ ]

6 What features you considers when you purchase bike please give the rank.

attributes excellent Very good

good

priceLess maintenance

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StyleDurabilityMileageEasy drivingBrand reputationColor

7 Rate the following attribute of show room

Attributes 1 2 3 4 5

Available

After sales

Services

infrastructure

8 From where are you purchasing___________?

(A) Ratanprbha Auto [ ] (C) dhanluxmi Auto [ ] (B) Raj Auto [ ] (D) others [ ]

9 Rate the following schemes that attract you most.

attributes 1 2 3 4 5Special offerExchange offerSpecial

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giftCash discount

10 Rate the following feature you have purchase hero Honda Bike.

Attribute 1 2 3 4 5MileageAvailablePriceAfter servicePick up

11 give your suggestion.

_________________________________________________________________________________________________________________________________________________________

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