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marketing project

marketing project

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Published by: sunitha2 on Jul 20, 2010
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04/15/2013

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 A survey on Consumer Perception of Hero Honda Splendor plus
 
1
 
 A survey on Consumer Perception of Hero Honda Splendor plus
Definition of Marketing:-Marketing is the process of ascertaining consumer needs converting them intoa product or service and then moving product or service to the final consumer tosatisfy such needs and wants of specific costumer segment. With emphasis on profitability, ensuring optimum use of the resources available to the organization.
1.2 INTRODUCTION TO MARKETING
To be a marketer, we need to understand what marketing is, how it works, what ismarketed and who does the marketing.
What is marketing?
Marketing deals with the identifying and meeting human and social needs. One of theshortest definitions of marketing is “creating and meeting needs profitability.”The American Marketing Association offers the following common definition:“Marketing is an organizational function and set of for creating, communicating, anddelivering value to customers and managing customer relationships in way that benefit the organization and its stake holders.”We see marketing management as the art and science of choosing target markets andgetting, keeping and growing customers through creating, delivering andcommunicating superior customer value.2
 
 A survey on Consumer Perception of Hero Honda Splendor plus
1.3 The Scope of Marketing
While marketing can be stated as a distinct function of the marketing manager; it hascertain tools by which one can scan, monitor, assess & reach to the market andimplement any strategies they formulate; perhaps one needs to understand the stronginsights of consumers instead of implementing mere boardroom ideas, for which thestudy of perception is the first step.
1.4 INTRODUCTION TO PERCEPTION 
“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 infront of them”. -
 Philip Kotler,
to forecast where consumers are moving we need tounderstand 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 rightlysaid by
 A.Maslow;
motivation is the one that is arranged in an increasing hierarchy for a man from physiological needs to self-actualization needs.
 Perception
is the process by which an individual selects, organizes, and interpretsinformation inputs to create a meaningful picture of the world.Among motivation and perception, a marketer can only understand consumers’ perception (to a reasonable extent at least). Perception is what that helps marketers tosucceed the battle based on information than based on mere sales power.Several factors influence the extent to which stimuli will be noticed. One obviousissue is
relevance
. Consumers, when they have a choice, are also more likely to attend3

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