Professional Documents
Culture Documents
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A survey on Consumer Perception of Hero Honda Splendor plus
Definition of Marketing:-
What is marketing?
Marketing deals with the identifying and meeting human and social needs. One of the
shortest definitions of marketing is “creating and meeting needs profitability.”
We see marketing management as the art and science of choosing target markets and
getting, keeping and growing customers through creating, delivering and
communicating superior customer value.
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A survey on Consumer Perception of Hero Honda Splendor plus
While marketing can be stated as a distinct function of the marketing manager; it has
certain tools by which one can scan, monitor, assess & reach to the market and
implement any strategies they formulate; perhaps one needs to understand the strong
insights of consumers instead of implementing mere boardroom ideas, for which the
“There is the known and the unknown; between which lies the doors to the world of
perception” – Anonymous
“The most important thing is to forecast where customers are moving, and to be in
front of them”. - Philip Kotler, to forecast where consumers are moving we need to
understand what consumers, perhaps, for any commodity, perceive and what
motivates them to make decisions on purchasing a particular commodity.
Motivation is a need that is sufficiently pressing to drive the person to act. As rightly
said by A.Maslow; motivation is the one that is arranged in an increasing hierarchy for
a man from physiological needs to self-actualization needs.
Several factors influence the extent to which stimuli will be noticed. One obvious
issue is relevance. Consumers, when they have a choice, are also more likely to attend
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A survey on Consumer Perception of Hero Honda Splendor plus
to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are
also likely to get attention—thus, many very irritating advertisements are remarkably
effective).
Perception depends not only on the physical stimuli but also on the stimuli’s relation
The key word in the definition of perception is individual. One person might perceive
a fast-talking salesperson as aggressive and insincere; another, as intelligent and
helpful.
People can emerge with different perceptions of the same object because of three
perceptual processes: selective attention, selective distortion, and selective retention.
>>People are more likely to notice stimuli that they anticipate. You are more likely to
enquire about loan in a bank than their tie-up with an insurance company, since you
do not expect banks to sell insurance.
>>People are more likely to notice stimuli whose deviations are large in relation to
the normal size of the stimuli. You are more likely to notice the 0% interest scheme
than the reduction interest by 0.5% in a loan offer
Selective Distortion. Even noticed stimuli do not always come across in the way the
senders intended. Selective distortion is the tendency to twist information into
personal meanings and interpret information in a way that will fit our preconceptions.
Perceiving that a bank charging a lower interest on a loan might be too longer or too
shorter in tenure, than actually knowing what exactly the
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A survey on Consumer Perception of Hero Honda Splendor plus
offer is. Unfortunately, there is nothing much that marketers can do about selective
distortion.
Selective Retention. People will tend to forget much that they learn but will tend to
retain information that supports their attitudes and beliefs. Because of Selective
retention, we are likely to remember good points mentioned about a product we like
and forget good points mentioned about competing products, Selective retention
explains why marketers use repetition in sending message to their target market.
The usage of punch lines, logos, etc., attribute towards selective retention.
1.4 PERCEPTION:
The term consumer Behaviour refers to the behaviour that consumers display
in searching for purchasing using evaluating and disposing of products and services
that they expect will satisfy their needs. The study of consumer behavior is the study
of how individuals make decisions to spend their available resources [Time, Money,
Effort] on consumption related items. It includes the study of what they buy it, why
they buy it, when they buy it, where they buy it, and how they use it.
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A survey on Consumer Perception of Hero Honda Splendor plus
WHY WE STUDY CONSUMER BEHAVIOUR:
Consumer behaviour was a relatively new field of study in the mid to late
1960. This new discipline barrowed heavily from the concept enveloping other
scientific disciplines like psychology etc., many early theories were based on the
economic theory, on the notion that individuals act rationally to maximize their
benefits in the purchase of goods and services.
The initial thrust to consumer research was from a managerial perspective here
marketing managers wanted to know the specific causes of consumer behaviour.
They regarded it as an applied marketing. Science; if they could predict consumer
behaviour they could influence. This approach has come to know has positivism and
is concerned with predicting consumer behaviour is know as positivists.
Splendor being the largest selling motor - bike in India is in very much demand.
Splendor contributes around 60% profits to the Hero Honda Company. Splendor
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A survey on Consumer Perception of Hero Honda Splendor plus
being a leader in the segment of 100cc motor bike, the company is not willing to drop
the brand in near future and hence it has re-engineered its product by naming the
brand as Splendor plus. Splendor plus almost resembles the old model of Splendor but
varies in some attributes like Design of the Head-light etc.
The subject seems interested because of the re-engineering of the project thereby, to
understand the perceptions of the consumers towards the new Splendor plus.
The study covers response of the consumers through survey and the underlying object
of the report is to understand the change in perceptions among the consumers. And,
which ultimately contributes to the strategy formulation to the Company. A detailed
questionnaire was used for collecting the information from the consumers and
analysis of the same is done in the report. Valuable suggestions are made at the end of
the study based on the response of the respondents.
Splendor plus is the re-engineered product of Hero Honda motors India Ltd.
And as well a improvised version of the successful splendor brand. Hence, it is very
important to understand the customer’s reaction towards the product and the level of
satisfaction.
Perception can be described as “how we see the world around us.” Two
individuals may be subject to the same stimuli under the same apparent conditions but
how each person recognizes them, select them, organizes them, and interprets them is
a highly individual process based on each person’s own needs, values, and
expectations. The influence that each of these variables has on the perceptual process,
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A survey on Consumer Perception of Hero Honda Splendor plus
and its relevance to marketing, will be explored in some detail. First, however, we
will examine some of the basic concepts that underlie the perceptual process. These
will be discussed within the frame work of consumer behaviour.
Sales Management may be defined as the art and sciences of managing the
sales personal, with the other activities like advertising ,sales promotion, marketing
research , physical distribution,, pricing merchandising, and so on,,.(Defined By
American Marketing Association)
Sales Management has acquired an important position coz it’s the bridge
between customer and the organization. This has got great responsibility both to
employees and customers.
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A survey on Consumer Perception of Hero Honda Splendor plus
8 SALES MANAGEMENT OBJECTIVES
SALES PROFITABILIT
GROWTH
VOLUME Y
• Infect the Modern sale man has to do marketing rather than mere selling. A
company expects the sales manager to customer oriented as well as profit
oriented.
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A survey on Consumer Perception of Hero Honda Splendor plus
Setting Sales Goals and achieving them.
Sales manager sets sales goods for the sales team or for the sales men. And
bears the responsibility for achieving more goals. They assist the firm in measuring
market potential and in developing sales forecast and sales budget. In Addition Sales
Manager Have to develop the sales program and achieve the forecasted sales by
implementing the sales program.
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A survey on Consumer Perception of Hero Honda Splendor plus
Sales Organization are Set up by undertaking the Five Activities :
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A survey on Consumer Perception of Hero Honda Splendor plus
1.13 STAFF FUNCTION
• Sales planning.
• Merchandising.
• Distribution.
• Resource mobilization and plan executions.
• Sales control.
• Marketing research.
• Sales budget.
• Sales promotion and advertising
• Management of sales force.
• Sales office organization and financing.
• Communication
• Control.
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A survey on Consumer Perception of Hero Honda Splendor plus
u MARKETING MANAGER
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A survey on Consumer Perception of Hero Honda Splendor plus
1.15 SALES FORCE
Sales force is the personnel used in the selling activities, who promote the total
efforts of the organization. Thus personnel selling are the part of the total promotional
activity of a firm, which along with product, price, and place management goes a long
way in meeting the overall marketing objective of the entire organization.
Salesmanship is the one of the part of the personnel selling and can be used
and can be considered as a skill under in this.
Personnel selling can be defines as the art of persuasion, which motivates the
customer to buy products, which provide them suitable benefits.
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A survey on Consumer Perception of Hero Honda Splendor plus
Sales promotion is those marketing activity other than personnel selling, advertising
and publicity that stimulate consumers purchasing and dealer affective ness such as
display, shows, exposition, demonstrations, and various other non recurrent selling
efforts not in the ordinary rooting.
Sales promotion accelerates action by changing the process value relationship of the
brand. This persuades the customers that the product with the promotional tool is the
very much worthy.
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A survey on Consumer Perception of Hero Honda Splendor plus
Functions of Sales Promotion:
Sales Goals. 16
A survey on Consumer Perception of Hero Honda Splendor plus
• To enable the top marketing executives. To devote more time to planning and
policy matters.
• To divide and fix responsibility and authority, among the subordinates and the
sales man.
• To avoid repetitive duties.
• To fix responsibility.
• To establish sales routine.
• To stimulate the efforts of those concerned with selling.
• To enforce proper supervision of sales force.
• Fix sales budgets, sales quotas and sales territories.
Sales policy regulates and guides the sales process and program through
comprehensive sales plan. Sales policy is a pre determined, well thought out
code, which guides sales personnel. Every action of sales emerges from a sales
policy. A business conducted must be in such a manner that it should be
appreciated by
the customers and by the employees and results in customers good will,
employee’s satisfaction and continuous profit.
Product policies.
Product-line policies.
Product quality and service policies.
Distribution policies.
Pricing policies.
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A survey on Consumer Perception of Hero Honda Splendor plus
Invention of Two Wheelers
The invention of the first two-wheeler is a much-debated issue. "Who invented
the first motorcycle?" may seem like a simple
question, but the answer is quite complicated.
Two-wheelers owe their descent to the "safety" bicycle,
i.e., bicycles with front and rear wheels of the same
size, with a pedal crank mechanism to drive the rear wheel. Those bicycles, in turn
descended from high-wheel bicycles. The high-wheelers descended from an early
type of pushbike, without pedals, propelled by the rider's feet pushing against the
ground. These appeared around 1800, used iron-banded wagon wheels, and were
called "bone-crushers," both for their jarring ride, and their tendency to toss their
riders.
Gottlieb Daimler (who later teamed up with Karl Benz to form the Daimler-
Benz Corporation) is credited with building the first motorcycle in 1885, one wheel in
the front and one in the back, although it had a smaller spring-loaded outrigger wheel
on each side. It was constructed mostly of wood, the wheels were of the iron-banded
wooden-spoke wagon-type, and it definitely had a "bone-crusher" chassis!
One such machine was demonstrated at fairs and circuses in the eastern US in 1867.
This was built by one Sylvester Howard Roper of Roxbury, Massachusetts. There is
an existing example of a Roper machine, dated 1869. A charcoal-fired two-cylinder
engine, whose connecting rods directly drive a crank on the rear wheel, powers it.
This machine predates the invention of the safety bicycle by many years, so its chassis
is also based on the "bone-crusher" bike.
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A survey on Consumer Perception of Hero Honda Splendor plus
Origin of Motor-Scooters
The more sophisticated motor scooter originated in Italy soon after World War II,
led by manufacture of a 125-cubic-centimetre model. Despite strong competition from
West Germany, France, Austria, and Britain, the Italian scooters maintained the lead
in the diminishing market. The scooter has small wheels from 20 to 36 cm (8 to 14
inches) in diameter, and the rider sits inside the frame. Power units are placed low and
close to the rear wheel, which is driven by bevel gearing or chain.
3.2 INTRODUCTION:
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A survey on Consumer Perception of Hero Honda Splendor plus
An automobile is transport equipment, which is made up of a frame supporting
the body certain power developing and transmitting units and there are further
supported by wheelers and tyres through the springs and axies. The power is
supported through the engine. The automobile moves through the friction of the
contact between the road and the wheel. The protection and comfort is given by the
body of the vehicle.
Initially man tamed and trained certain animals for carrying heavier loads to
greater distance at speeds higher than the man could carry. These means of transport
provided by nature to man has a limited regard in terms of load to carry, distance
covered with the load and also the speed of traveling with are with out luggage’s.
3.3 DEVELOPMENT:
It was during the year 1876, Otto and Langen in Germany invited and
designed and internal combustion engine. The actual development of the modern
automobile dates back to 1885. Gottlieb Daimler in Germany patented and internal
combustion engine. Daimlers engine is considered as the first high speed, light
construction engine and this development is considered as the greatest achievement
in the history of automobiles.
It was not before 1900 that the improved design of automobiles fully
awakened the public to the greater utilities if this new form of transportation. The
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A survey on Consumer Perception of Hero Honda Splendor plus
production and sales of vehicles became a real business during 1900-1906, where in
various great names in automobile industries started appearing Packard, olds mobile,
ford, overland, white etc.
The year that followed 1906-1920 are considered the 3rd era mass production
and inter changeability methods permitting lower price production.With the year 1920
bean the period of gradual change and refinement in the automobile design. The
spark ignition gasoline engine was power plant of motor vehicle. The steam and
electric engines were already discarded. The engines were located in the front of
chassis. Water-cooled engines had established their university. The main idea in the
designers mind has established to create a vehicle running under all conditions of
weather and time, increasingly comfortable and easy to operate. The main changes
had been the increased tyre life, replacement or rigid front axle with independent
front-wheel hydraulic brakes, increased engine compression ratios and use of stronger
and cheaper new materials.
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A survey on Consumer Perception of Hero Honda Splendor plus
Introduction:
problem of the staff was movement from one end of the vast factory to other
end as well as to different section of the factory.
Piaggio decided to build a tiny run about powered by a 98 cc Two-Strock Engine
placed along side the rear wheel. This tiny run about having a modest amount of
bodywork with an open frame and a platform for the rider to put his feet as well as
small wheels and a front shield was the proto type of modern vespa scooters., due to
market this product with certain modifications. The capacity was raised from 98 cc to
125cc and styling was improved. First production version of the vespa appeared in
1946.
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A survey on Consumer Perception of Hero Honda Splendor plus
Vespa and Lambretta designed by brilliant engineers applying original ideas to
a set of required conditions were the original trend setters. Since their first
appearance in most war Italy as a popular from of personal and low cost transport,
they have been developed to a high degree of reliability and in a variety of forms and
design.
The post war period witnessed the development of various types of two
wheelers and appearance of different manufacturers in different countries from Italy
to continental Europe, Britain, America, Asia and Russia. Although each country has
its own specific operational requirements like cost, regulations, road and weather
conditions, yet the scooters of Italian origin were the pace setters, and met majority of
the demand. But they had certain advantages as well as disadvantages outside Italy.
The original scooters being quite bare without any provision to protect the rider
against the weather had poor lighting and complete absence of parking lights.
Although they were acceptable in country like Italy yet in France and continent, they
were a rarity.
Infact, every second bike sold in India today is hero Honda customer
satisfaction. A high quality product, the strength of Honda technology and hero
groups dynamism have helped hero Honda motors limited scale new frontiers and
exceed limits.
In the words of Mr. BRIJ MOHAN LALL MUNJAL, chairman cum
managing director of Hero Honda Motors Limited. “we continue to make every effort
required for the development of the motor cycle industry through new product
development, technological innovation, investment in equipment and facilities and
through sufficient management”.
“We, at Hero Honda, are continuously striving for the 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 new millennium”
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A survey on Consumer Perception of Hero Honda Splendor plus
3.8 FILL IT. SHUT IT. FORGET IT
Today Hero Honda Motor Company becomes 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.
3.9 Competitors:
1. TVS
2. Bajaj
3. Honda
4. Yamaha
5. Suzuki
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A survey on Consumer Perception of Hero Honda Splendor plus
3.10 BRIEF DESCRIPTION OF SPLENDOR PLUS
The world’s best-selling motorcycle just got better. The splendor plus, a bike
that will stop you right in your tracks. Both by its looks and performance. Consider its
new, clear, bright multi-reflector head light, multi-reflector tail light and stylish
graphics which give it, its contemporary looks. Next, feel the ergonomics of it as you
cruise along. A well-cushioned low-slung seat helps you rest and ride at the same
time.
Not to mention, the suspension that works so well that you’ll probably never find out
what happens between the tires and those bumpy roads. Needless to add, owning a
splendor plus means a lot of other things too. Like getting admiring looks. Or the
pride of riding a motorcycle that meets the pollution control standards of this decade.
That’s the splendor plus. The new face of trust.
Unique facilities :
It also provides mobile service to its customers. The enterprise has skill and company
trained mechanics. 28
A survey on Consumer Perception of Hero Honda Splendor plus
The financial facilities provided by the institutions for purchasing of Splendor plus.
They are
1. ICICI Bank.
2. HDFC Bank.
3. Centurion Bank
4. S.B.M and other financial institutions.
3.11 AWARDS
Brijmohan Lall , Chairman of Hero Honda, receives the Padma Bhushan from the
President A P J Abdul Kalam….. Monday, March 28, 2005
Dr. Brijmohan Lall Munjal has been conferred the prestigious Padma Bhushan
Award, for his contribution to the Trade and Industry, by the President A P J Abdul
Kalam at the investiture ceremony held at the Rashtrapati Bhavan on28.3.05.
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A survey on Consumer Perception of Hero Honda Splendor plus
Dr. Munjal is considered to have led Hero Honda from the front to establish it as a
‘World No. 1’ two – wheeler company.
Presently, Dr. Munjal is the Chairman, Hero Group which straddles Indian industrial
landscape with 20 companies in diverse fields including auto parts, bicycles,
motorcycles, education, BPO, IT software etc. He has nurtured the growth of a large
number of world-class suppliers and ancillaries. He is an active Rotarian, a Rotary
District Governor and a member of Rotary International Committees. He has held
important positions on the panel of various prestigious bodies like President of
Confederation of Indian Industry (CII), President of Society of Indian Automobile
Manufacturers (SIAM).
Dr. Brijmohan Lall Munjal is a great philanthropist. Under his guidance, the Hero
Group operates several charitable trusts, schools, hospitals, adult education programs,
vocational training for rural women, mobile medical facilities for remote villages etc.
He has been long associated with Business Management education in India and is
presently Member, Board of Governors, and Management Development Institute
(MDI) Gurgaon.
He has been conferred with numerous accolades and recognitions including Honorary
Membership of Indian Institution of Industrial Engineering Award (1992),The
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Businessman of the Year (1994) – Business India, National Award for Outstanding
A survey on Consumer Perception of Hero Honda Splendor plus
Contribution to the Development of Indian Small Scale Industry by President of India
(1995), Sir Jehangir Ghandy Medal for Industrial Peace (2000) – XLRI, Entrepreneur
of the Year (2001) – Ernst & Young, Entrepreneur of the Year (2002) – Business
Standard, Lifetime Achievement Award for Management (2003) – All India
Management Association, Degree of “Doctor of Letters” Honoris Causa (2004) –
Banaras Hindu University
SS MOTORS PVT LTD was established in the year 2002 with the aim of trading
Automobiles. Now SS motors private limited have become one of the main dealer of
M/s. Hero Honda Auto Limited in bangalore, having most of all models of two
wheeler motorcycles.
Initially, as modest beginning, M/s SS Motors Private limited dealt only with
Motors Parts, but today it has come long way in the automobile world. SS Motors
Private Limited has always moved with time and expanded its transactions in
accordance with current market scenario and wide its products range, joining hands
with M/s. Hero Honda Auto Limited. One of the largest two and Four wheeler
manufacturers in all models in the world. This was a giant step forward and ensured
the company's growth to the auto market word.
.
We learnt that there is a requirement of Hero Honda 2 Wheeler for BSF
Personnel. We have a tie-up with financial institutions like ICICI Bank, hire purchase
special schemes for Defence Personnel. Kindly avail the special scheme.
The other reasons behind the successful growth of the SS Motors is :
• There are good interacting sales personals who give good information to the
customers.
• Bikes are brought from customers place if they have to be repaired
• There are different good sale offers through out the year which keeps the
sales of the showroom above the mark.
• Showroom atmosphere attracts the customers.
• Have good advanced technical equipments for servicing the vehicles & the
servicing is provided all the 7day of the week.
Product Profile
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A survey on Consumer Perception of Hero Honda Splendor plus
Hero Honda Ltd. is India’s leading motorcycle manufacturer despite being
world’s largest motorcycle sellers, with am amazing records over the past. It has
produced a wide range of motorcycles to suit every individual in the society. Because
Hero Honda is collaborated with Japan’s leading auto major Honda to give their best
hand in India.
Cd Dawn
Hero Honda Pleasure
CD Deluxe
Splendor NXG
Splendor super
Splendor Plus
Passion Plus
Glamour
Hero Honda Achiever
Hunk
CBZ Xtreme
Karizma R
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A survey on Consumer Perception of Hero Honda Splendor plus
SPLENDOR+ :
Features
Both by its looks and performance, with a new, clear, bright multi-reflector head light,
multi-reflector tail light and stylish graphics which give it, its contemporary looks. A
well-cushioned low-slung seat helps to rest and ride at the same time. The suspension
that works so well that one probably never find out what happens between the tyres
and those bumpy roads. Needless admiring looks a motorcycle that meets the
pollution control standards of this decade. That's the new face of trust.
The Splendor+ is a newly designed bike which differs from its predecessors in various
facts including multi-reflector head light Disc brake (optional) Multi-reflector tail
light.
Technical Specifications:
PASSION PLUS
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A survey on Consumer Perception of Hero Honda Splendor plus
CD-Dawn
CD DELUXE
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A survey on Consumer Perception of Hero Honda Splendor plus
Now a days the competitors are Bajaj, Suzuki,Yamaha,Honda and TVS , in the
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two-wheeler market. It is much important to any manufacturer to understand the
A survey on Consumer Perception of Hero Honda Splendor plus
level of satisfaction to their product and they should manufacture and provide the
services to their customers in such a way that it should provide complete
satisfaction to it’s customers. Then only they can compete in this competitive
world. Hence today study aims at analysis of “consumer perception towards
splendor plus ’’ in S.S MOTORS, Bangalore.
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A survey on Consumer Perception of Hero Honda Splendor plus
3. To provide information helpful to S.S MOTOR [Dealers of Splendor plus] in
planning and implementing of marketing approach towards the buying
motives of splendor plus bike owners and to know their satisfaction.
4. To know the level of satisfaction among the owners and users of splendor
plus.
The study covers the over all consumer opinion survey on splendor plus and is
restricted to Bangalore only. The study is done to analyse the consumer
perception towards the splendor plus. The survey was conducted from 25th Feb to
18TH April 2010, and the response relate to that period only.
A few people or a unit of population called as sample size was taken to obtain
representative sample of the whole universal.
The data collection of this study was limited to Bangalore city. The researcher
has randomly selected five blocks in Bangalore and each block consists 20
respondents of splendor plus owners.
Sources of Data
Primary Sources.
Secondary Sources.
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A survey on Consumer Perception of Hero Honda Splendor plus
Primary Sources:
Primary sources are original sources directly collected data that have not been
previously collected.
Primary data in this research was obtained through questionnaires and direct
interview.
Questionnaires, with close ended questions and few open ended questions.
Through personal interviews – to collect information on responses requiring
an explanation and also information vital to the study but not covered in the
questionnaires.
Secondary Sources:
These are sources containing data that have been collected and compiled for
another purpose.
Secondary data for the study is obtained through the company’s brochure and
information from library and through internet source [web site of Hero Honda
Company: WWW. Hero Honda.com.
In this study the main tool used for data collection is questionnaire. The
questionnaire construction consists of 5 steps:-
Specifying the information needed.
Determining the type of questions to be asked.
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A survey on Consumer Perception of Hero Honda Splendor plus
Deciding the number and sequence of questions are to be asked.
Preparing the preliminary draft of questionnaire.
Revising and pretesting the questionnaire.
Editing:
In the second step the researches edited the data and some of the questions
were found not necessary in order to extract the relevant information. Hence the
questions prepared are modified in order to extract the relevant information.
Coding:
Pre coding is done which involves identification and classification of each
responses.
Transcription: Since direct tabulation from the edited data is difficult the researcher
used the transcription process [in a long work sheet] rather than obtain tabulation
directly.
Tabulation:
After the Transcription of data is over. Percentages were used to analyze data.
Data collected is depicted through tables, graphs and pie-charts.
Perception:
It is the process by which people, select, organize and interpret information to
form a meaningful picture of the world.
Consumer Behaviour: 42
A survey on Consumer Perception of Hero Honda Splendor plus
It is defined as the behaviour that consumers display in searching for,
purchasing using and evaluating products ideas and services their expect will satisfy
their needs. In this study behaviour of the splendor plus consumers are studied.
Product:
A product of utilities comprising of various products features and
accompanying services. To my study the product is splendor plus two wheelers.
Marketing:
A human activity directed at satisfying needs and services. Splendor plus to
this study of market area is five Blocks of Bangalore.
Attributes:
The salient features of a product marketing mix. It is a strategy where by all
the elements involved in successful retaining [right product at right price, effective
promotion, advantageous location, etc] are blended together is such a way so as to
satisfy the customer.
Retail Selling:
Retail marketing is a concept in which sales goals are set on the basis of
market potential for the new vehicles increased attention to the behaviour of the
consumer.
Retail marketing is more concerned with who is buying the splendor plus and the
underlying reasons for this behaviour.
Reference Group:
An interactive group of people who influence an individuals attitudes and
behaviour.
Advertisement:
A paid media for non-person communication from the manufacturer/dealer to
the consumer, creating the awareness of product’s activity and services. 43
A survey on Consumer Perception of Hero Honda Splendor plus
Brand Preference:
Is the selective preference a consumer accords to a particular brand of a
product in comparative evaluation with other available brands.
1.1 The sample size is restricted to 100 respondents due to time and cost
constraints.
2. The responses of 100 respondents considered to be the fair representation of the
universe.
3. As for as secondary data is concerned most of the information and official records are
located in different cities and they are not within the reach.
4. The data collected from the respondents assumed to be fair and unbiased.
5. The study focuses mainly on the consumer who own splendor plus and the potential
consumers.
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A survey on Consumer Perception of Hero Honda Splendor plus
Table – 4.1
Table showing age group of the respondents:
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A survey on Consumer Perception of Hero Honda Splendor plus
INFERENCE:
It can be inferred that most of the respondents are of the age group between 20-30.
ANALYSIS:
Above table shows that 66 percent of the respondents fall under the age group
of 20 – 30 years, 12 percent of the respondents fall under the age group of 40 –50
years, 10 percent of respondents fall under the age group of 30 –40 years, 8 percent of
the respondents fall under the age group of 50 years and above, 4 percent of
respondents fall under the age group of below 20 years.
Graph 4.1
Graph Showing Age Group of the Respondents:
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A survey on Consumer Perception of Hero Honda Splendor plus
8% 4%
12%
10%
66%
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A survey on Consumer Perception of Hero Honda Splendor plus
Table – 4.2
No. of
Marital Status Percentage
Respondents
Married 38 38%
Un married 62 62%
INFERENCE:
Hence, we can infer that most respondents are un married.
ANALYSIS:
Above table shows that 62 percent of respondents were Un-married and 38
percent of respondents are married.
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A survey on Consumer Perception of Hero Honda Splendor plus
Graph 4.2
Graph showing Marital Status of the Respondents:
38%
62%
Married Un married
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A survey on Consumer Perception of Hero Honda Splendor plus
Table – 4.3
Table Showing Educational Qualification of the Respondents:
No. of
Qualification Percentage
Respondents
Illiterate 12 12%
Matriculation 8 8%
P.U.C. 14 14%
INFERENCE:
ANALYSIS:
Above table shows that 66 percent of respondents were having educational
qualification of Graduate and above. 14 percent of respondents have studies P.U.C.,
12 percent of respondents were illiterates and 8 percent of respondents were
matriculation.
50
A survey on Consumer Perception of Hero Honda Splendor plus
Graph 4.3
12%
8%
14%
66%
51
A survey on Consumer Perception of Hero Honda Splendor plus
Table – 4.4
No. of
Occupation Percentage
Respondents
Students 20 20%
Business 40 40%
Employees 24 24%
Professionals 12 12%
Others 4 4%
INFERENCE:
Hence, we can say that majority of respondents have their own business.
ANALYSIS:
Above table shows that 40 percent of the respondents were business, 24
percent of respondents were employed, 20 percent of the respondents are student, 12
percent of the respondents were professional, and 4 percent of the respondents were
others.
52
A survey on Consumer Perception of Hero Honda Splendor plus
Graph 4.4
Graph Showing the Occupation of the Respondents:
4%
12% 20%
24%
40%
53
A survey on Consumer Perception of Hero Honda Splendor plus
Table – 4.5
Table showing monthly income of the respondents:
Monthly Income
No. of Respondents Percentage
(In Rs.)
Below 10,000 14 14%
10,000-15,000 20 20%
15,000-20,000 16 16%
20,000-25,000 20 20%
25,000 and above 30 30%
Total 100 100%
INFERENCE:
we can say that majority of respondents are in the income group of 25000 and
above.
ANALYSIS:
Above table shows that 30 percent of the respondents fall under the income
group of 25,000 above, 20 percent of the respondents fall under the income group of
Rs.20,000-25000, 16 percent of the respondents fall under the income group of
Rs.15,000-20,000 and 14 percent of the respondents fall under the income group of
Rs.10,000 Below.
54
A survey on Consumer Perception of Hero Honda Splendor plus
Graph 4.5
Graph showing monthly income of the respondents:
Percentage
35
30
25
20
15 30
10 20 20
16
14
5
0
Below 5,000 5,000-7,500 7,500- 10,000- 12,500 and
10,000 12,500 above
Percentage
55
A survey on Consumer Perception of Hero Honda Splendor plus
Table 4.6
Table showing how respondents were aware of this brand:
No. of
Source Percentage
Respondents
Dealers 14 14
Friends 44 44
T.V. ads 20 20
Magazines 6 6
News papers ads 16 16
Others - -
Total 100 100
INFERENCE:
The 44 of respondents were aware about splendor plus from the friends and
T.V.ads. It means, this product enjoys good publicity.
ANALYSIS:
Above table indicates that 44 percent of respondents were aware about
splendor plus from the friends, 20 percent of respondents were aware about splendor
plus from T.V.ads., 16 percent of respondents were aware from the News paper ads,
14 percent of respondents were aware from the dealers, 6 percent of respondents were
aware from magazines. Non of them aware from the others.
56
A survey on Consumer Perception of Hero Honda Splendor plus
Graph 4.6
Graph showing how respondents were aware of this brand:
50
45 44
40
35
30
25
20
20
16
15 14
10
6
5
0
0
s
s
s
s
s
s
ad
er
er
ne
nd
ad
th
al
ie
i
V.
az
rs
O
De
Fr
T.
pe
ag
pa
M
ws
Ne
Percentage
Table 4.7
Table showing the respondents having any other two-wheeler before purchasing
Splendor plus
No. of
Two wheelers Percentage
Respondents
57
A survey on Consumer Perception of Hero Honda Splendor plus
Yes 70 70
No 30 30
INFERENCE:
Most of the respondents (70%) have used other two-wheeler before purchasing
of this bike. Hence, we come to know that most of the respondents have given
importance to this brand.
ANALYSIS:
Above table depicts that 70 percent of respondents were having other two-
wheeler before purchasing of this bike and 30 percent of respondents are not having
any other two-wheeler before purchasing of this bike.
Graph 4.7
Graph showing the respondents having any other two-wheeler before purchasing
Splendor plus:
58
A survey on Consumer Perception of Hero Honda Splendor plus
70
60
50
40 70
Percentage
30
20
30
10
0
Yes No
Table 4.8
Table showing reasons for replacing the old brand:
No. of
Reasons Percentage
Respondents
Problems of engine 4 6
Problems of spare parts 4 6 59
A survey on Consumer Perception of Hero Honda Splendor plus
High fuel consumption 20 28
Low mileage 10 16
High Maintenance cost 08 12
Purchasing of new brand 24 32
Others - -
Total 70 100
INFERENCE:
People go by technology and style and as these change people prefer new brands.
ANALYSIS:
Above table shows that, 32 percent of respondents have replaced old brands
for purchasing of new brand, 28 percent of respondents replaced old brands because
of High fuel consumption, 16 percent of respondents have replaced old brand because
of low mileage, 12 percent of respondents replaced old brands because of High
maintenance cost, 6 percent of respondents replaced old brands for problems of
engine and 6 percent of respondents were replaced old brands because of problems of
spare parts.
Graph 4.8
60
A survey on Consumer Perception of Hero Honda Splendor plus
Percentage
0% 6% 6%
32%
28%
12%
16%
Table 4.9
Table showing the attributes considered by respondents with regard to Splendor plus:
62
INFERENCE:
32.75 percent of respondents feel excellent about the attributes of bike, 28.25
percent of respondents are satisfied and 5.5 percent respondents feel that the overall
attributes of the bike are poor.
ANALYSIS:
Above table shows the 40 percent respondents are of the opinion that the style of
the bike is good, while 30% feel it is satisfactory,28 percent of respondents consider it to
be excellent, and 2 percent of respondents were of an opinion that the style of the bike is
poor.
40 percent of respondents feel good about the comfort factor of the bike.
40 percent of respondents are of an opinion that the quality of the bike is excellent.
40 percent of respondents feel good about the safety of the bike.
40 percent of respondent are happy with the maintenance of the bike
32 percent of respondent feel satisfied with the availability of spare parts of splendor
plus, and
34 percent of respondent are satisfied with the service of bike.
33.5 percent of respondents feel good about the overall attributes of splendor plus
Graph 4.9
Graph showing the attributes given by the respondents:
50
45
40
35
STYLE
30
COMFORT
QUALITY
25 SAFETY
MAINTENANCE
MILEAGE
20
AVAILABILITY OF SPARE PARTS
SERVICE
15
10
0
EXCELLENT SATISFACTORY
Table 4.10
Table showing the respondent opinion on the price of splendor plus:
No. of
Opinion Percentage
Respondents
Reasonable 50 50
High 40 40
Too high 10 10
INFERENCE:
Majority of respondents are of a opinion that the price of the splendor plus is
reasonable.
ANALYSIS:
Above table shows that 50 percent of respondents are of a opinion that the price
of the bike is reasonable, 40 percent of respondents are of a opinion that the price is high
and 10 percent of respondents are of a opinion that the price of bike is too high.
Graph 4.10
Graph showing the respondents opinion on the price of splendor plus
50
45
40
35
30
50
25 Percentage
40
20
15
10
10
5
0
Reasonable High Too high
Table 4.11
Table showing the suggestions of respondents to others to buy splendor plus:
Suggesting others to buy
No. of Respondents Percentage
splendor plus
Yes 90 90
No 10 10
Total 100 100
INFERENCE;
ANALYSIS
From the above table it is observed that 90 percent of respondents would suggest
others to buy splendor plus and 10 percent of respondents are not going to suggest others
to buy splendor plus.
Graph 4.11
Graph showing the suggestions of respondents to others to buy splendor plus:
Percentage
90
80
70
60
50 90
Percentage
40
30
20
10 10
0
Yes No
Table 4.12
Table showing satisfaction criteria regarding the performance of their splendor
plus:
Level of satisfaction No. of Respondents Percentage
Fully satisfied 56 56
Satisfied 44 44
Not at all Satisfied - -
Total 100 100
INFERENCE:
Majority of respondents are fully satisfied with the performance of splendor plus.
ANALYSIS:
Above table shows that 56 percent of respondents are fully satisfied, 44 percent of
respondents are satisfied.
Graph 4.12
Graph showing satisfaction criteria regarding the performance of their splendor plus:
Percentage
60
50
40
30 56 Percentage
44
20
10
0 0
Fully Satisfied Not at all
satisfied Satisfied
Table 4.13
Table showing opinion of respondents about advertising and publicity of splendor
plus:
Opinion No. of Respondents Percentage
Excellent 40 40
Good 36 36
Satisfactory 24 24
Not satisfied - -
Total 100 100
INFERENCE
ANALYSIS
Above table shows that 40 percent of respondents opinion is excellent about the
advertising and publicity of the company, 36 percent of the respondents said good, 24
percent of respondents were satisfied.
Graph 4.13
Graph showing opinion of respondents about advertising and publicity of splendor plus
Percentage
40
40
36
35
30
25 24
20
15
10
0
0
Excellent Good Satisfactory Not satisfied
Table 4.14
Table showing satisfaction level of respondents about after sales service
INFERENCE
Majority of the respondents were satisfied with the company’s after sales service.
ANALYSIS
Above table shows that 62 percent of respondents were satisfied with the
company’s after sales service, 38 percent of respondents are fully satisfied.
Graph 4.14
Graph showing satisfaction level of respondents about after sales service:
Percentage
38
62
Table 4.15
Table showing respondent’s opinion about the effectiveness of service
No. of
Opinion Percentage
Respondents
Satisfied 90 90
Not Satisfied 10 10
INFERENCE
Majority of the respondents were of the opinion that the service period should be
extended.
ANALYSIS:
Above table shows that 90 percent of respondents were opinion of expanding the
service period and 10 percent of respondents are opinions don’t want to extend the
service period.
Graph 4.15
Graph showing respondent’s opinion about the duration of service period:
Percentage
90
90
80
70
60
50
Percentage
40
30
20
10
10
0
Yes NO
Table 4.16
Table showing duration of the extension of free service period required by
respondents:
No. of
Period Percentage
Respondents
6 months 20 20
1 year 50 50
1 ½ year 30 30
INFERENCE:
Most of the respondents wanted the service period to be extended to one year.
ANALYSIS:
Above table shows that 50 percent of respondents feel that the service period
should be extended to one year of service period, 20 percent of respondents want to
extend 6 months and 30 percent of respondents were want to extend the service period of
one and half year.
Graph 4.16
Graph showing duration of service period required by respondents:
60
50
40
30 Percentage
50
20
30
10 20
0
6 months 1 year 1 ½ year
Table 4.17
Table showing the respondents opinion regarding the most valuable brand.
Brand Name No. of Respondents Percentage
Hero Honda 50 50
Bajaj 16 16
T.V.S. 6 06
Yamaha 28 28
Others - -
Total 100 100
INFERENCE:
Hero Honda has got brand identity in the market and it shows it is one of the best
products.
ANALYSIS:
Above table shows that, 36 percent of the respondents feel splendor plus is the
most valuable brand, 30 percent of the respondents feel Hero Honda is the most valuable
brand, 16 percent respondents feel Bajaj is the most valuable brand, 12 percent of the
respondents feel yamaha is the most valuable brand, 6 percent of the respondents feel
T.V.S. is the most valuable brand.
Graph 4.17
Graph showing the respondents opinion regarding the most valuable brand:
60
50
40
Hero Honda
Bajaj
30
T.V.S
Yamaha
20
10
0
percentage
SUMMARY OF FINDINGS
1. Majority of the respondents who know about splendor plus feel it is vehicle known
for comfort.
2. Majority of the respondents have come to know about splendor plus through ads.
3. Majority of the respondents feel that the price of splendor plus is reasonable.
4. Majority of the respondents feel that the service period for the bike should be
extended to 1 year.
5. Majority of the owners of splendor plus are satisfied with the performance of their
vehicle.
6. Majority of the respondents are in the income group of 25000 & Above.
8. Majority of the respondents have sold their previous vehicles just to purchasing of
new brand.
9. Most of the respondents are aware of splendor plus.
10. Most of the respondents feel that the advertising strategy is excellent.
11. Majority of the respondents are satisfied about after sale service.
12. Most of the users of splendor plus are in the age group 20-30.
13. Majority of the respondents feel splendor plus is the most aware and preferred
brand.
14. Majority of the respondents are influenced and satisfied by the mileage, safety,
service, maintenance, style factor while purchasing a two – wheeler.
15. Majority of the respondents feel that a reasonable price for a bike is in between Rs.
35,000 – 40,000
1. In order to attract non users promotional strategies like advertising, free- test drive
camps, demonstration camps may be made use of.
2. Most of the customers look for mileage, safety, style, overall performance and cost of
vehicle and comfort riding. HMSI should try to improve based on these factors.
3. Most of the respondents feel the free-service period is not sufficient so the company
can look into this factor.
4. Most of the respondents though feel the price of the splendor plus is reasonable many
of them feel it is quite high, so that HMSI should try to cut the cost will benefit the
students. Remember middle income group are the most constituted population in the
country.
5. The company should Decrease the price of spare parts because it is considered
expensive by the respondents.
6. Splendor plus must increase the efficiency of after sales services in order to decrease
the unsatisfied respondents and the free service period should be extended to one
year.
7. Splendor plus must try to hold on to the respondents of the age group of 20 – 30 years
and try to capture the market of younger generation.
8. This can be done by changing the design making it more sleek, modern and stylish.
9. It was found from the stuffy that splendor plus is made for middle class families.
CONCLUSIONS
Websites:
www.google.com
www.questa.com
www.herohonda.com
QUESTIONNAIRE
1. Name :
4.Educational Qualification:
No formal Education Matriculation
PUC Graduation and above
5. Occupation:
Student Employed Business
Professional Others
9. Why did you replace your previous two wheeler with HeroHonda
Splendor+?
Problems with Engine Problems with spare parts
High fuel consumption Low mileage
High maintenance cost I wanted to buy new brand
Others
16. How satisfied with the after sales service you received for your vehicle?
Fully satisfied Satisfied Unsatisfied
18. If you are not satisfied with the duration of free services, what is your preferred
extension of service period?
6months 1year 1½ Years
19. Which brand you would like to associate with Most valuable brand?
Hero Honda Bajaj TVS
Yamaha Others