CHAPTER-I 1.

1 INTRODUCTION
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. 1.1.1 OUTLINE OF THE STUDY Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. 1.1.2 DEFINITION Marketing is defined by the AMA as "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."

"Marketing is the set of human activities directed at facilitating and consummating exchanges."- Philip Kotler

1.1.3 DEFINITION OF BRAND POSITIONING Brand Positioning probably the most common is identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies. Positioning is defined as the way by which the marketers create impression in the customers mind.

1.1.4 Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. Generally, the brand positioning process involves: 1. Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions) 2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, etc.) 3. Documenting the provider's own positioning as it exists today (may not exist if start up business) 4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation 5. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions.
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1.1.5 Product positioning process Generally, the product positioning process involves: 1. Defining the market in which the product or brand will compete 2. Identifying the attributes that define the product 'space' 3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes 4. Determine each product's share of mind 5. Determine each product's current location in the product space 6. Determine the target market's preferred combination of attributes 1.1.6 Positioning concepts More generally, there are three types of positioning concepts: 1. Functional positions
o o o

Solve problems Provide benefits to customers Get favorable perception by investors and lenders

2. Symbolic positions
o o o o

Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment

3. Experiential positions
o o

Provide sensory stimulation Provide cognitive stimulation

1.1.7 Measuring the positioning Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logic analysis. POSE Analysis offers a somewhat more sophisticated approach than perceptual mapping and allows one to not only determine the positioning of a brand but also the overall strength of a brand's proposition. 1.1.8 Repositioning a company It can be necessary - even urgent - to reposition an entire company, rather than just a product line or brand. When Goldman Sachs and Morgan Stanley suddenly shifted from investment to commercial banks, for example, the expectations of investors, employees, clients and regulators all needed to shift, and each company needed to influence how these perceptions changed. Doing so involves repositioning the entire firm. This is especially true of small and medium-sized firms, many of which often lack strong brands for individual product lines. In a prolonged recession, business approaches that were effective during healthy economies often become ineffective and it becomes necessary to change a firm's positioning. Upscale restaurants, for example, which previously flourished on expense account dinners and corporate events, may for the first time need to stress value as a sale tool. Repositioning a company involves more than a marketing challenge. It involves making hard decisions about how a market is shifting and how a firm's competitors will react.
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Brand positioning is the space that your services and solutions occupy in the minds of your target audience. The right positioning incorporates strong values and differentiators that are important to your customers. Brand positioning is important in deciding where you want to position your brand within its category and relative to the competition. Brand Positioning permeates virtually everything we do. It is the foundation to all communications and brand strategy. It is the disciplined thinking that guides the basis for building relationships between brands and customers. Once you determine the way in which you can reach your market, the next thing to look at is how you are going to lure your customer to try your brand. Here is a list of nine positioning types you can think of before deciding on which one you will attach to your brand: 1. Quality positioning Perception of quality is probably one of the most important elements for a brand to have and can be combined with any of the other prompts below. Quality, or the perception of quality, lies in the mind of the buyer. Build a powerful perception of quality, and you will succeed in creating a powerful brand. Al Reis and Laura Reis, authors of The 22 Immutable Laws of Branding say the best way to increase perception of quality is to narrow the companys focus.

When you narrow a products focus, they explain, you become a specialist rather than a generalist, and a specialist is perceived to know more, or be of higher quality than a generalist. The product or service does need to have some perk or difference to justify the higher price. 2. Value positioning Although at one time, items that were considered to be a good value meant that they were inexpensive, that stigma has fallen by the wayside. Today, brands that are considered a value are rising in popularity amongst consumers. Southwest Airlines is probably the best example of how a company has been able to offer discount prices and still keep a strong brand identity. In fact, most of the other major airlines have followed Southwests lead by rolling out value-priced flights under new, co-branded names. 3. Feature-driven positioning More marketers rely on product/service features to differentiate their brands than any other method. The advantage is that the message is clear, and the positioning will be credible if you stick to the facts about the product. Unfortunately, feature-orientated stances are often rendered useless if the competition comes out with a faster or more advanced model. 4. Relational positioning One of the most effective ways to create interest in a brand is to send out a positioning prompt that resonates well with potential buyers. For instance,
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5. Aspiration positioning These are positioning prompts that offer prospects a place they might like to go, or a person they might like to be, or a state of mind they might like to achieve. 6. Problem/solution positioning As the name implies, problem/solution prompts show the consumer how a sticky situation can be relieved quickly and easily with the brand or service.

1.1.8 5 Factors of Brand Positioning

1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor is your prices vs. your competitors prices. 5. Consumer perceptions The perceived quality and value of your brand in consumers

minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high price tag solution, etc.
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1.2 INDUSTRY PROFILE

1.2.1 INDIAN TWO-WHEELER INDUSTRY INTRODUCTION The Indian automotive industry consists of five segments: commercial vehicles; multi-utility vehicles & passenger cars; two-wheelers; three-wheelers; and tractors. With 5,822,963 units sold in the domestic market and 453,591 units exported during the first nine months of FY2005 (9MFY2005), the industry (excluding tractors) marked a growth of 17% over the corresponding previous. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties. 1.2.2 TWO-WHEELERS: MARKET SIZE & GROWTH In terms of volume, 4,613,436 units of two-wheelers were sold in the country in 9MFY2005 with 256,765 units exported. The total two-wheeler sales of the Indian industry accounted for around 77.5% of the total vehicles sold in the period mentioned. Hero Honda: Hero Honda the worlds no. 1 two wheeler company has posted growth of 14.75% in the month of May 2011 compared to May 2010. The company has sold 5,00,234 units of two wheeler in the month of May 2011 compared to 4,35,933 units of two wheeler sold in the month of May 2010. This is the thirteenth consecutive month where Hero Honda has sold more than 4 lakh

units and the firth time and consecutive three times more than 5 lakh plus sale in the history of company. Bajaj Auto: Countrys second largest two wheeler maker, Bajaj Auto has reported growth of 18.00 % in the month of May 2011. The company has sold 3,17,989 units of motorcycle in the month of May 2011 compared to 2,69,488 units in the month of May 2010. This is by far companys highest ever monthly sales for May month. The company exported 1,26,818 units in the month of May 2011 TVS Motors: TVS Motors has posted growth of 17.60% in the month of May 2011. The company has sold 1,81,891 units in the month of May 2011 compared to 1,54,667 units sold in the month of May 2010. Total sales stood at 1,85,930 units in the month of May 2011 up by 18.44% compared to 1,56,980 units sold in the same period last year Yamaha India: Yamaha India has reported sales growth of 55.04% in the month of May 2011 compared to May 2010. Total sales stood at 38,812 units in the month of May 2011 compared to 25,033 units last year in the same period. The company reported month on month basis sales is grown by 12.58%. The company sold 34,476 units in the April 2011.

HMSI: Indias largest scooter manufacturing company Honda Motorcycle & Scooter India Ltd reported sales growth of 5.72% in the month of May 2011. The company reported sales of 1,45,723 units in the month of May 2011 compared to 1,37,842 units in the May 2010. On month on month basis the companys sales is up by 8.13%. The company sold 1,36,623 units in the month of April 2011. 1.2.3 SEGMENTAL GROWTH OF THE INDIAN TWO WHEELER INDUSTRY After facing its worst recession during the early 1990s, the industry bounced back with a 25% increase in volume sales in FY1995. However, sales picked up thereafter mainly on the strength of an increase in the disposable income of middle-income salaried people (following the implementation of the Fifth Pay Commission's recommendations), higher access to relatively inexpensive financing, and increasing availability of fuel efficient two-wheeler models.

Some of the features that deserve attention in respect of the Indian two wheeler segment are as mentioned:

The production of two wheelers in India is expected to reach a staggering 17.85 million units by 2011-12, more than double of the current production level.

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 The two-wheeler production capacity is to reach 22.31 million units in 2011-12 compared with 10.78 million in 2006-07. India is likely to export 1.39 million two-wheelers in 2011-12 compared with 590,000 in 2006-07. Total investment for new capacity generation in two-wheeler segment is likely to be more than $2.2 billion (INR10, 000 core). Hero Honda, Bajaj Auto and TVS Motor remain the leading players in terms of sales and popularity of their two wheelers. 1.2.4 DEMAND DRIVERS: The demand for two-wheelers has been influenced by a number of factors over the past five years. The key demand drivers for the growth of the twowheeler industry are as follows: Inadequate public transportation system, especially in the semi-urban and

rural areas; Increased availability of cheap consumer financing in the past 3-4 years; Increasing availability of fuel-efficient and low-maintenance models; Increasing urbanisation, which creates a need for personal transportation; Changes in the demographic profile; Difference between two-wheeler and passenger car prices, which makes

two-wheelers the entrylevel vehicle; Steady increase in per capita income over the past five years; and

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Increasing number of models with different features to satisfy diverse

consumer needs. While the demand drivers listed here operate at the broad level, segmental demand is influenced by segment-specific factors. 1.2.5 MARKET CHARACTERISTICS The three main product segments in the two-wheeler category are scooters, motorcycles and mopeds. However, in response to evolving demographics and various other factors, other sub segments emerged, viz. Scooters, gearless scooters, and 4-stroke scooters. While the first two emerged as a response to demographic changes, the introduction of 4-stroke scooters has followed the imposition of stringent pollution control norms in the early 2000. Besides, these prominent sub-segments, product groups within these subsegments have gained importance in the recent years. Examples include 125cc motorcycles, 100-125 cc gearless scooters, etc. The characteristics of each of the three broad segments.

1.2.6 MANUFACTURERS: As the following graph indicates, the Indian two-wheeler industry is highly concentrated, with three players-Hero Honda Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) - accounting for over 80% of the industry sales as in 9MFY2005. The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd (Yamaha),

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Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI). Although the three players have dominated the market for a relative long period of time, their individual market shares have undergone a major change. Bajaj Auto was the undisputed market leader till FY2000, accounting for 32% of the two-wheeler industry volumes in the country that year. Bajaj Auto dominance arose from its complete hold over the scooter market. However, as the demand started shifting towards motorcycles, the company witnessed a gradual erosion of its market share. HHML, which had concentrated on the motorcycle segment, was the main beneficiary, and almost doubled its market share from 20% in FY2000 to 40% in 9MFY2005 to emerge as the market leader. 1.2.7 TECHNOLOGY Hitherto, technology transfer to the Indian two-wheeler industry took place mainly through: licensing and technical collaboration (as in the case of Bajaj Auto and LML); and joint ventures (HHML). A third form - that is, the 100% owned subsidiary route - found favour in the early 2000s. A case in point is HMSI, a 100% subsidiary of Honda, Japan. Table 2 details the alliances of some major two-wheeler manufacturers in India.

1.2.8 TRENDS IN THE TWO-WHEELER INDUSTRY Companies raising capacity to meet the growing demand

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All the major two-wheeler manufacturers, viz. Bajaj Auto, HHML, TVS, HMSI and others, have increased their manufacturing capacities in the recent past. The total capacity of these players stood at 7.8 million units per annum (FY2003) as against total market sales of 3.8 million units in FY2002. Most of the players have either expanded capacity, or converted their existing capacities for scooters and mopeds into those for manufacturing motorcycles. The move has been prompted by the rapid growth reported by the motorcycles segment since FY1995. HHML increased the capacity of its plants from 1.8 million units in FY2003 to 2.25 million in FY2004 and has been able to achieve 92% capacity utilisation. In light of the increase in demand for motorcycles, the company plans to set up a new plant. Since its entry in the Indian market during FY2002, HMSI has aggressively expanded its capacity.

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1.3 COMPANY PROFILE

PROFILE OF THE NAGAPPA MOTORS PVT. LTD.

The Nagappa motors pvt Ltd is the dealer of the Hero Honda company in Chennai. The founder of the Nagappa motors pvt Ltd Mr. P. Palaniappan & Mr. P. Muthu palaniappan. The type of business was partnership within the family contain 6 members. They established this Nagappa motors pvt Ltd at Balfour road, in the year 1982 and commenced the Hero Honda moped two wheeler business in chennai. New Delhi after seeing their sincere, hard work and progress achieved by them in the field two wheeler business, appointed in the style of Nagappa motors pvt Ltd as the Hero Honda authorized dealer for the Chennai District in the year 1985. Besides improving their business to the Optimum level, the Nagappa motors pvt Ltd began to work hard to extend their services in order to ensure customer satisfaction at all level to the maximum extent possible. They started their workshop at kilpauk & perambur in the name of Nagappa motors pvt Ltd In the years 1994, they started their automated service center exclusively or the service of Hero Honda two wheeler.

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Sale of Hero Honda spare parts required by the customer are also being under taken at this automated service center also functioning well to achieve their goal. The showroom is functioning in a building with floor area of 2500sq.ft on the Balfour road, Kilpauk on an average, 300 numbers of two wheelers are being sold monthly in this showroom. Their automated service center is situated in their building with total area of 7000sq.ft. At Perambur and average service of 2000 vehicles per month is being undertaken in this center. Their objective is to become worlds No.1 company in the sales two wheelers they are also trying their best level to contribute their share in their Endeavour to maintain their above success in the coming years also. Besides their hard and sincere efforts to maximize the sales and service of Hero Honda two wheelers, they are concentrating and hard to achieve CUSTOMERS QUALITY which is their MOTTO.

Sales of Hero Honda Motor cycle Year No. Motor cycle Source: For the last five years sales report of Nagappa motors pvt ltd. 2004 05 of 4200 2005 06 4600 2006 07 5100 2007 08 6000 2008 09 7600

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The following table shows the trend growth of sales of two wheelers in Nagappa motors pvt ltd Chennai. S.No. Years Sales Increase Decrease % on

Increase or Decrease 1 2 3 4 5 2004 05 2005 06 2006 07 2007 08 2008 09 4200 4600 5100 6000 7600 400 500 900 1600 9.6 10.86 17.64 26.67

From the above it is clear that a sale of two wheelers keeps an increasing steady year after year. The reasons were better dealer service, performance of the two wheeler and the expectations are fulfilled by the produces of these vehicles.

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HERO MOTOCORP Formerly Hero Honda is a motorcycle and scooter manufacturer based in India. Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of Japan. The company is the largest two wheeler manufacturer in India. In 2010, When Honda decided to move out of the joint venture, Hero Group bought the shares held by Honda. Subsequently, in August 2011 the company was renamed Hero MotoCorp with a new corporate identity. Contents Hero is the brand name used by the Munjal brothers for their flagship company Hero Cycles Ltd. A joint venture between the Hero Group and Honda Motor Company was established in 1984 as the Hero Honda Motors Limited At Dharuhera India. Munjal family and Honda group both own 26% stake in the Company. In 2010, it was reported that Honda planned to sell its stake in the venture to the Munjal family. During the 1980s, the company introduced motorcycles that were popular in India for their fuel economy and low cost. A popular advertising campaign based on the slogan 'Fill it - Shut it - Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a double-digit pace since inception. The technology in the bikes of Hero Honda for almost 26 years (19842010) has come from the Japanese counterpart Honda Hero MotoCorp has three manufacturing facilities based at Dharuhera, Gurgaon in Haryana and at Haridwar in Uttarakhand. These plants together are capable of churning out 3 million bikes per year.

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HISTORY Hero MotoCorp was started in 1984 as Hero Honda Motors Ltd. 1956 -- Formation of Hero Cycles in Ludhiana 1975 -- Hero Cycles becomes largest bicycle manufacturer in India. 1983 -- Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed Shareholders Agreement signed 1984 -- Hero Honda Motors Ltd. incorporated 1985 -- Hero Honda motorcycle CD 100 launched. 1989 -- Hero Honda motorcycle Sleek launched. 1991 -- Hero Honda motorcycle CD 100 SS launched. 1994 -- Hero Honda motorcycle Splendor launched. 1997 -- Hero Honda motorcycle Street launched. 1999 -- Hero Honda motorcycle CBZ launched. 2001 -- Hero Honda motorcycle Passion and Hero Honda Joy launched. 2002 -- Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition launched. 2003 -- Hero Honda , motorcycle CD Dawn, Hero Honda motorcycle Splendor, Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Karizma launched.

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2004 -- Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle CBZ launched. 2005 -- Hero Honda motorcycle Super Splendor, Hero Honda motorcycle CD Deluxe, Hero Honda motorcycle Glamour, Hero Honda motorcycle Achiever and Hero Honda Scooter Pleasure. 2007 -- New Models of Hero Honda motorcycle Splendor NXG, New Models of Hero Honda motorcycle CD Deluxe, New Models of Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Hunk launched. 2008 -- New Models of Hero Honda motorcycles Pleasure, CBZ Xtreme, Glamour, Glamour Fi and Hero Honda motorcycle Passion Pro launched. 2009 -- New Models of Hero Honda motorcycle Karizma:Karizma - ZMR and limited edition of Hero Honda motorcycle Hunk launched 2010 -- New Models of Hero Honda motorcycle Splendor Pro and New Hero Honda motorcycle Hunk and New Hero Honda Motorcycle Super Splendor launched. 2011 -- New Models of Hero Honda motorcycles Glamour, Glamour FI, CBZ Xtreme, Karizma launched. New licensing arrangement signed between Hero and Honda. August 2011 -- Hero and Honda part company, thus forming Hero MotoCorp and Honda moving out of the Hero Honda joint venture. November 2011 -- Hero launched its first ever Off Road Byke Named Hero "Impulse".

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TERMINATION OF HONDA JOINT VENTURE

In December 2010, the Board of Directors of the Hero Honda Group have decided to terminate the joint venture between Hero Group of India and Honda of Japan in a phased manner. The Hero Group would buy out the 26% stake of the Honda in JV Hero Honda. Under the joint venture Hero Group could not export to international markets (except Sri Lanka) and the termination would mean that Hero Group can now export. Since the beginning, the Hero Group relied on their Japanese partner Honda for the technology in their bikes. So there are concerns that the Hero Group might not be able to sustain the performance of the Joint Venture alone.

COMPANY PERFORMANCE During the fiscal year 2008-09, the company sold 3.7 million bikes, a growth of 12% over last year. In the same year, the company had a market share of 57% in the Indian market. Hero Honda sells more two wheelers than the second, third and fourth placed two-wheeler companies put together. Hero Honda's bike Hero Honda Splendor sells more than one million units per year.

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MOTORCYCLE MODELS Category: Hero Honda motorcycles Sleek Achiever Ambition 133, Ambition 135 CBZ, CBZ Star, CBZ Xtreme CD 100, CD 100 SS, CD Dawn, CD Deluxe, CD Deluxe (Self Start) Glamour, Glamour F.I Hunk Karizma, Karizma R, Karizma ZMR FI Passion, Passion+, Passion Pro Pleasure Splendor, Splendor+, Splendor+ (Limited Edition), Super Splendor, Splendor NXG, Splendor PRO

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REVIEW OF LITERATURE

The central concern of brand positioning literature experienced a dramatic shift in the last decade. Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. A traditional definition of a brand was the name, associated with one or more items in the product line that is used to identify the source of character of the item (Kotler 2000). American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of seller sand to differentiate them from those of competitors (p. 404). Aaker and Joachmisthaler (2000) discuss the traditional branding model where a brand management team was responsible for creating and coordinating the brands management program. In this situation, the brand manager was not high in the companys hierarchy; his focus was the short-term financial results of single brands and single products in single markets. The basic objective was the coordination with the manufacturing and sales departments in order to solve any problem concerning sales and market share. With this strategy the responsibility of the brand was solely the

concern of the marketing department (Davis 2002).

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In general, most companies thought that focusing on the latest and greatest advertising campaign meant focusing on the brand (Davis and Dunn 2002). The model itself was tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler 2000).The brand was always referred to as a series of tactics and never like strategy. Positioning are not verifiable scientific hypotheses. There is a great deal of subjective interpretation and high degree of risk involved in choosing to seek one positioning strategy over another (Upshaw 1995). Alternative positioning types; feature-driven prompts, problem/solution prompts, target driven positioning, competition driven positioning,

emotional/psychological positioning, benefit-driven positioning, inspirational positioning and value positioning. Positioning is the process whereby information about the organization or the product is communicated in such a way that the object is perceived by the consumer/stakeholder to be differentiated from the competition, to occupy a particular space in the market The commercial utility of positioning The entire enterprise of branding itself can be understood as an exercise in positioning; using product experience and marketing initiatives to increase profitability by associating trademarks with compelling consumer values (Marsden, 2002). Positioning is about visibility and recognition of what a product/service represents for a buyer. In markets where the intensity of rivalry and competition are increasing and buyers have greater choice, identification and understanding of a product is intrinsic values become critical (Fill, 2002, p 323). Hankinson and

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Cowking (1997) states that a brands positioning defines the brands point of reference with respect to the competition. According to Upshaw (1995) positioning campaigns that work often share common characteristics that can serve as a guide for marketers. Some of the most important factors are; They are correctly and clearly targeted. They promise relevant benefits. Their promises are backed up with persuasive support. They serve as an integrated base with a personality. There is a credible brand fit. They are supported by sufficient market spending.

How a brand is recognized in the marketplace is based largely on its personality, but what it means in someone is life is derived from its positioning.

According to Kapferer (1997) positioning does not reveal the entire brand is richness of meaning nor reflect all of its potential. The brand is restricted once reduced to four questions. Positioning can be seen as a two step process; first indicate to what category the brand should be associated and compared with; secondly, indicate what the brands essential difference is in comparison to other products and brands of that category (Kapferer, 1997). To identify a brands position and its future position opportunities (Aaker 1996).

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2.1 SCOPE OF THE STUDY

1. The study helps to know the brand positioning towards hero Honda. 2. The study reveals a lot of information such as awareness perception and consumers expectation towards the product. 3. The study helps to gather information about consumer thoughts and various competing concern of the same product. 4. This makes to know how effectively the product reaches the customer mind and how to retain the customer in the market.

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2.2 NEED FOR THE STUDY

1. This will help them to know the level of customer aware about the brand of hero Honda 2. Through this hero Honda can know their brand positioning in market 3. This will helps them to create their brand image much better than present condition 4. Through this they come to know how much the consumer feel satisfy and all their opinion about the brand.

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2.3 OBJECTIVE OF THE STUDY

2.3.1 Primary objective To study on brand positioning about the product of hero Honda in Chennai city.

2.3.2 Secondary objective 1. To identify the awareness level towards the product of Hero Honda. 2. To find out the customer attitude level towards the product of Hero Honda. 3. To know the customer satisfaction level towards the Hero Honda. 4. To give suitable suggestions to improve the brand image in customers mind.

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LIMITATION

The survey has been conducted to the customers in Chennai city. It is very difficult to cover the entire market because of the study period was only 60 days. Most of the customers show hesitation to fill the question. The respondents might be given biased informations.

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RESEARCH METHODOLOGY

S.NO 1 2 3 4 6

PARTICULAR Type of research Type of research design Population size Sample size Type of data

DETAIL Descriptive research Descriptive Chennai 120 (a) Primary data (b) Secondary data

Data collection method

Survey method

Data collection instrument

Questionnaire

Sampling technique

Convenient sampling

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Statistical tool for analysis

(i) Simple percentage analysis (ii) Chi-square analysis (iii) Weighted Average Method (iv) correlation

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DATA ANALYSIS AND INTERPERTATION

TABLE 3.1.1 GENDER S.NO GENDER NO OF RESPONDENTS 1 2 Male Female Total 90 30 120 PERCENTAGE % 75 25 100

CHART 3.1.1 GENDER

PERCENTAGE

25% Male Female 75%

INTERPRETATION: It is inferred that the majority of the respondents 90% are male and few no of respondents 30% are female.

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TABLE 3.1.2 AGE WISE CLASSIFICATION S.NO 1 2 3 4 5 AGE Below 25 26-30 31-40 41-50 Above 50 TOTAL NO OF RESPONDENTS 36 27 17 19 21 120 PERCENTAGE 30 22.5 14.17 15.83 17.5 100

CHART 3.1.2 AGE WISE CLASSIFICATION

35 30% 22.5% 15.83% 17.5%

% of respondents

30 25 20 15 10 5 0 Below 25

14.17%

26-30

31-40

41-50

Above 50

particulars INTERPRETATION: It is inferred that almost 30% of the respondents at the age group of below 25, (22.5%) of the respondents at the age group of 26-30, few number (17.5) of respondents are under the age group of above 50, and only few number (15.83%) of respondents are under the age group of 41-50, and very few number of respondents are under the age group of 31-40.
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TABLE 3.1.3 CLASSIFICATION BASED ON QUALIFICATION

S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE

1 2 3 4 5

SSLC HSC Graduate/diploma Post Graduate Others Total

37 15 28 9 11 100

37 15 28 9 11 100

CHART 3.1.3 CLASSIFICATION BASED ON QUALIFICATION

40% % of respondents 30% 20% 10% 0% SSLC ITI HSC particulars Diploma Others 15% 9% 37% 28%

11%

INTERPRETATION: 37% of the respondents are belonging to SSLC, 9% of Respondents are having diploma

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TABLE 3.1.4 OCCUPATION S.NO 1 2 3 4 5 OCCUPATION Government Private Professional Student Others TOTAL NO OF RESPONDENTS 25 60 12 17 6 120 PERCENTAGE % 20.83 50 10 14.17 5 100

CHART 3.1.4 OCCUPATION

50% 50 45 40 35 30 25 20 15 10 5 0

% of respondents

20.83% 14.17% 10% 5%

Government

Private

Professional particulars

Student

Others

INTERPRETATION: Almost(50%) of respondents i.e., are private, majority (20.83%) of the respondents are government, and only few no of respondents are others.

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TABLE 3.1.5 INCOME WISE CLASSIFICATION S.NO 1 2 3 4 5 INCOME Upto 5000 5001-10000 1001-15000 15001-20000 Above 20001 TOTAL NO OF RESPONDENTS 29 62 11 10 8 120 PERCENTAGE % 24.16 51.67 9.17 8.33 6.67 100

CHART 3.1.5 INCOME WISE CLASSIFICATION

60 50 % of respondents 40 30 20 10 0 Upto 5000 24.16%

51.67%

9.17% 8.33% 6.67%

5001-10000

1001-15000 particulars

15001-20000

Above 20001

INTERPRETATION: Almost (51.67%) of respondents are earning 5001-10000, (24.16%) of the respondents are earning upto 5000, and only few no of respondents are earning above 20001.
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TABLE 3.1.6 AWARING OF HERO HONDA TWO WHEELER

S.NO 1 2

PARTICULAR Yes No TOTAL

NO OF RESPONDETNS 110 10 120

PERECENTAGE 91 9 100

CHART 3.1.6 AWARING OF HERO HONDA TWO WHEELER

PERECENTAGE
Yes No

9%

91%

INTERPRETATION: It is inferred that (91%) of respondents are aware of Hero Honda two wheeler and only very few (9%) of respondents i.e., are not aware of the Hero Honda two wheeler.

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TABLE 3.1.7 INFORMATION ABOUT HERO HONDA S.NO 1 2 3 4 5 PARTICULAR Media Friends Neighbours Relation Others TOTAL NO OF RESPONDENTS 52 36 5 3 24 120 PERCENTAGE 43.34 30 4.16 2.5 20 100

CHART 3.1.7 INFORMATION ABOUT HERO HONDA

43.34%

45 40 35 30 25 20 15 10 5 0

% of respondents

30% 20%

4.16%

2.5%

Media

Friends

Neighbours Particulars

Relation

Others

INTERPRETATION: It is inferred that the majority (43%) of the respondents are get the information from media and (30%) of respondents gets information from friends and most of respondents gets information from others and very few no (4%), of respondents (3%) are gets from neighbors and relations.
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TABLE 3.1.8 BRAND MOSTLY PREFER FOR TWO WHEELER S.NO 1 2 3 4 5 PARTICULAR Yamaha Hero Honda Honda Bajaj TVS TOTAL NO OF RESPONDENTS 10 60 15 20 15 120 PERCENTAGE 8 50 13 17 12 100

CHART 3.1.8 BRAND MOSTLY PREFER FOR TWO WHEELER

50% 50 45 40 35 30 25 20 15 10 5 0

% of respondents

17% 8% 13% 12%

Yamaha

Hero Honda

Honda particulars

Bajaj

TVS

INTERPRETATION : Almost (50%) of respondents i.e., are mostly prefer hero Honda two wheeler and few no of respondents (17%) are prefer Bajaj and also some of

the respondents prefer Honda and TVS and very few no of respondents (8%) are prefer Yamaha.
38

TABLE 3.1.9 POSSESS THE SUB BRAND OF HERO HONDA S.NO 1 2 3 4 5 PARTICULAR Splendor Passion Hunk CBZ ZMR TOTAL NO OF RESPONDENTS 53 37 12 15 3 120 PERCENTAGE 44 31 10 12 3 100

CHART 3.1.9 POSSESS THE SUB BRAND OF HERO HONDA

50 45 40 35 30 25 20 15 10 5 0 44% 31%

% of respondents

10%

12% 3%

Splendor

Passion

Hunk particulars

CBZ

ZMR

INTERPRETATION: It is inferred that majority (44%) of the respondents are possess the subbrand of the Hero Honda is SPLENDER and most of the respondents (31%) is prefer PASSION and Only very few no of respondents (10%), (12%), (3%) are preferred HUNK, CBZ and ZMR.
39

TABLE 3.1.10 BRAND PREFERANCE OF HERO HONDA S.NO 1 2 3 4 5 PARTICULAR Reasonable price Attractive design Quality Brand image Show room TOTAL NO OF RESPONDENTS 31 19 37 29 4 120 PERCENTAGE 26 16 31 24 3 100

CHART 3.1.10 BRAND PREFERANCE OF HERO HONDA

31% 26% 16% 3% 24%

35 30 25 20 15 10 5 0

% Of respondents

Reasonable price

Attractive design

Quality particulars

Brand image

Show room

INTERPRETATION: It is inferred that most of the respondents (31%) are prefer that Hero Honda brand is giving the best quality and also (26%) of the respondents prefer that hero Honda brand is reasonable price and (24%) of respondents said that hero Honda is brand image and only few (3%) of the respondents for show room.
40

TABLE 3.1.11 ATTRACTION OF PURCHASE THE BRANDED PRODUCT S.NO 1 2 3 4 5 PARTICULAR Brand name Price Fuel capacity Model Resale value TOTAL NO OF RESPONDENTS 28 35 38 14 5 120 PERCENTAGE 23 29 32 12 4 100

CHART 3.1.11 ATTRACTION OF PURCHASE THE BRANDED PRODUCT

32% 29% 23

35 % of respondents 30 25 20 15 10 5 0 Brand name

12% 4%

Price

Fuel capacity particulars

Model

Resale value

INTERPRETATION: It is inferred that majority (32%) of the respondents are view that fuel capacity is attract to purchase that branded product and also (29%) of the respondents for favorable price of the branded product and only few (4%) of the respondents view that resale value.
41

TABLE 3.1.12 CUSTOMER USAGE OF HERO HONDA S.NO 1 2 3 5 PARTICUALR 1-6 months 7-12 months 1-3 years 3-5 years Above 5 years TOTAL NO OF RESPONDENTS 19 31 21 4 24 25 120 PERCENTAGE 16 26 17 20 21 100

CHART 3.1.12 CUSTOMER USAGE OF HERO HONDA

30 20 10 0 1-6 months 7-12 months 1-3 years 16% 26% 17% 20% 21%

% of respondents

3-5 years Above 5 years

particulars

INTERPRETATION: It is inferred that majority (26%) of the respondents are view that they using hero Honda for past 7-6 months and almost (21%) of the respondents are using Hero Honda for above 5 years and also (20%) of the respondents using hero Honda for 3-5 year and few no of respondents i (17%), (16%) are using for past 3-5 years 1-6 months.
42

TABLE 3.1.13 INFLUENCE OF BRAND ON PURCHASE DECISION

S.NO 1 2 3 4 5

PARTICULAR Strongly agree Agree Moderate Disagree Strongly disagree TOTAL

NO OF RESPONDENTS 55 30 25 8 2 120

PERCENTAGE 46 25 21 7 1 100

CHART 3.1.13 INFLUENCE OF BRAND ON PURCHASE DECISION

% of respondents 60 40 20 0 Strongly agree Agree Moderate 46% 25% 21% 7% 1% Disagree Strongly disagree particulars

INTERPRETATION: It is inferred that the table shows majority (46%) of the respondents are strongly agree on influence of brand on purchase decision and most of the respondents i.e., (25%) are agree with the influence of brand purchase and (21%) are moderate with purchase decision and very few no of respondents (7%), (1%) are responsible for disagree and strongly disagree.
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TABLE 3.1.14 REASONABLE PRICE OF THE PRODUCT

S.NO 1 2 3 4 5

PARTICULAR Strongly agree Agree Moderate Disagree Strongly disagree TOTAL

NO OF RESPONDENTS 60 32 20 7 1 120

PERCENTAGE 50 27 17 5 1 100

CHART 3.1.14 REASONABLE PRICE OF THE PRODUCT

50 % of respondents 40 30 20 10 0 Strongly agree Agree Moderate particulars 50% 27% 17% 5% Disagree

1% Strongly disagree

INTERPRETATION: Almost (50%) that the table show that majority of the respondents are strongly agree with that the product of the price is reasonable and (27%) of the respondents are agree the price is reasonable and (17%) of the respondents are moderate with the price and some of the respondents i.e.,(5%), (1%) are disagree and strongly disagree with the price of the product.
44

TABLE 3.1.15 QUALITY OF THE PRODUCT S.NO 1 2 3 4 5 PARTICUALR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 58 34 18 8 2 120 PERCENTAGE 48 28 15 7 2 100

CHART 3.1.15 QUALITY OF THE PRODUCT

50 45 40 35 30 25 20 15 10 5 0 48%

% of respondents

28%

15% 7% 2% Excellent Good Average particulars Poor Very poor

INTERPRETATION: This table show that majority (48%) of the respondents are view that quality of the product is excellent and (28%) of the respondents are view that good in product quality and (15%) of the respondents is responsible for average and some of the respondents i.e.,(7%), (2%) are poor and very poor.
45

TABLE 3.1.16 FEEL ABOUT PRODUCT FEATURE S.NO 1 2 3 4 5 PARTICULAR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 55 30 25 6 4 120 PERCENTAGE 46 25 21 5 3 100

CHART 3.1.16 FEEL ABOUT PRODUCT FEATURE

46%

50 % of respondents 40 30 20 10 0

25%

21% 5%

3%

Excellent

Good

Average particulars

Poor

Very poor

INTERPRETATION: It is inferred that the table shows majority (46%) of the respondents are feel excellent about product feature and (25%) of the respondents are view that good about product feature and (21%) of the respondents are average about feature of product and some of the respondents i.e.,(5%), (3%) are responsible for poor and very poor.
46

TABLE 3.1.17 PEER GROUP INFLUENCE IN PURCHASE DECISION S.NO 1 2 3 4 5 PARTICULAR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 60 40 15 4 1 120 PERCENTAGE 50 33 13 3 1 100

CHART 3.1.17 PEER GROUP INFLUENCE IN PURCHASE DECISION

50% 50 40 30 20 10 0 Excellent % of respondents 33% 13% 3% Good Average 1%

Poor Very poor

particulars

INTERPRETATION: Almost (50%) of the respondents are view that excellent of peer group influence in purchase decision and (33%) are view that good in peer group of purchase decision and (13%) of the respondents are average and very few (3%), (1%) of the respondent are responsible for poor and very poor.

47

TABLE 3.1.18 SATISFACTION OF HERO HONDA ADVERTISEMENT S.NO 1 2 3 4 5 PARTICULAR NO OF RESPONDENTS Highly satisfied 16 Satisfied 74 Moderate 24 Dissatisfied 6 Highly dissatisfied 0 TOTAL 120 PERCENTAGE 13 62 20 5 0 100

CHART 3.1.18 SATISFACTION OF HERO HONDA ADVERTISEMENT

70 60 % of respondents 50 40 30 20 10 0 Highly satisfied Satisfied Moderate particulars 13% 20% 5% Dissatisfied 0 Highly dissatisfied 62%

INTERPRETATION: It is inferred that almost (62%) of the respondents are satisfied with the hero Honda advertisement and (20%) of the respondents moderate with advertisement and (13%) of the respondents are highly satisfied and only very few are dissatisfied and none of the respondents are dissatisfied.
48

TABLE 3.1.19 OVERALL LEVEL OF SATISFACTION S.NO 1 2 3 4 5 PARTICULAR NO OF RESPONDENTS Highly satisfaction 63 Satisfaction 36 Moderate 15 Dissatisfaction 5 Highly 1 dissatisfaction TOTAL 120 PERCENTAGE 53 30 12 4 1 100

CHART 3.1.19 OVERALL LEVEL OF SATISFACTION

% of respondents 60 40 20 0 Highly satisfaction Satisfaction Moderate Dissatisfaction Highly dissatisfaction particulars 53% 30% 12% 4% 1%

INTERPRETATION: It is inferred that the table shows majority (53%) of the respondents are highly satisfied with overall level of satisfaction and (30%) of the respondents are satisfied and (12%) of the respondents are moderate and very few (4%), (1%) are dissatisfied and highly dissatisfied.
49

TABLE 3.1.20 AVAILABLE OF TWO WHEELER MARKET S.NO 1 2 3 4 5 PARTICULAR Hero Honda Yamaha TVS Honda Bajaj TOTAL NO OF RESPONDENTS 34 14 42 8 22 120 PERCENTAGE 28 12 35 7 18 100

CHART 3.1.20 AVAILABLE OF TWO WHEELER MARKET

35% 35 30 25 20 15 10 5 0 Hero Honda Yamaha TVS Particulars 28% 18% 12% 7%

% of respondents

Honda

Bajaj

INTERPRETATION: Majority (35%) of the respondents view that TVS brand is available in two wheeler market and also (28%) of the respondents are view that the Hero Honda is available in two wheeler market and few no of respondents i.e.,(18%) , (12%), are Bajaj and Yamaha two wheeler availability and very few (7%) are response for Honda.
50

TABLE 3.1.21 BRAND RANKING OF TWO WHEELER S.NO 1 2 3 4 5 PARTICULAR Hero Honda Yamaha TVs Honda Bajaj TOTAL NO OF RESPONDENTS 35 5 30 15 35 120 PERCENTAGE 29.5 4 25 12 29.5 100

CHART 3.1.21 BRAND RANKING OF TWO WHEELER

29.5% % of respondents 30 20 10 0 Hero Honda Yamaha TVs 4% 12% 25% 29.5%

Honda

Bajaj

Particulars

INTERPRETATION: This table show that the majority of the respondents i.e.,(29.5%) are view that HERO HOND and BAJAJ are fast moving brand in two wheelers marker and mostly (25%) of the respondents are view that TVS and only few supported for HONDA and very few response for YAMAHA
51

TABLE 3.1.22 RATE THE DESIGN OF HERO HONDA S.NO 1 2 3 4 5 PARTICULAR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 30 45 25 15 5 120 PERCENTA GE 25 38 21 12 4 100

CHART 3.1.22 RATE THE DESIGN OF HERO HONDA

40 30 20 10 0 Excellent Good Average 25% 21% 12% 4% 38%

% of respondents

Poor Very poor

particulars

INTERPRETATION: This table show that rate the design of hero Honda the majority of the respondents i.e.,(38%) are view it was good and (25%) are view that excellent rate of design and (21%) of the respondents are average with rate of design and some of the respondents i.e.,(12%), (4%) are responsible for poor and very poor.
52

TABLE 3.1.23 BEST MEDIA FOR ADVERTISMENT S.NO 1 2 3 4 5 PARTICULAR T.V Newspaper Radio Bit notice Magazines TOTAL NO OF RESPONDENTS 55 36 9 4 16 120 PERCENTAGE 46 30 8 3 13 100

CHART 3.1.23 BEST MEDIA FOR ADVERTISMENT

50 40 30 20 10 0 46% 30%

% of respondents

8% 3% T.V Newspaper Radio Bit notice

13%

Magazines particulars

INTERPRETATION : This table show that the best media for the advertisement of hero Honda that is majority of the respondents i.e., (46%) are responsible of TV advertisement and mostly (30%) of the respondents are view that newspaper is the best and some of the respondents i.e.,(13%) are responsible for magazine and very few responsible for bit notice and radio.
53

TABLE 3.1.24 BRAND RANKING OF TWO WHEELER S.NO 1 2 3 4 5 PARTICULAR Hero Honda Yamaha TVs Honda Bajaj TOTAL NO OF RESPONDENTS 35 5 30 15 35 120 PERCENTAGE 29.5 4 25 12 29.5 100

CHART 3.1.24 BRAND RANKING OF TWO WHEELER

29.5% % of respondents 30 20 10 0 Hero Honda Yamaha TVs 4% 12% 25% 29.5%

Honda

Bajaj

Particulars

INTERPRETATION: This table show that the majority of the respondents i.e.,(29.5%) are view that HERO HOND and BAJAJ are fast moving brand in two wheelers marker and mostly (25%) of the respondents are view that TVS and only few supported for HONDA and very few response for YAMAHA
54

TABLE 3.1.25 PREFERANCE OF PRICE RANGE OF HERO HONDA S.NO 1 2 3 4 5 PARTICULAR Rs. 40000-50000 Rs. 51000-60000 Rs. 61000-70000 Rs. 71000-80000 Above 80000 TOTAL NO OF RESPONDENTS 43 46 15 12 4 120 PERCENTAGE 35 38 12 10 3 100

CHART 3.1.25 PREFERANCE OF PRICE RANGE OF HERO HONDA

35% 38%

% of respondents

40 30 20 10 0

12% 10% 3% Rs. 4000050000 Rs. 5100060000 Rs. 6100070000

Rs. 7100080000

Above 80000

particulars

INTERPRETATION: It is inferred that majority of the respondents i.e.,(38%) are mostly prefer that price range of the Hero Honda is Rs.51000-60000 and (35%) of the respondents are prefer Rs.40000-50000 and (12%) of the respondents are prefer Rs.61000-70000 and (10%) of the respondents are prefer Rs.71000-80000 and only few (3%) of the respondents is above Rs.80000.
55

TOOLS
3.2.1. CHI-SQUARE TEST

TABLE ( 10 & 11 )

Chi-square test was conducted to analyze the relationship between the brand preference and the attraction of purchase the branded product. BRAND PREFERENCE VS ATTRACTION OF PURCHASE THE BRANDED PRODUCT NULL HYPOTHESIS (Ho) H0: There is no relationship between brand preference and attraction of purchase the branded product. ALTERNATIVE HYPOTHESIS (H1) H1: There is relationship between brand preference and attraction of purchase the branded product.

56

TABLE 1 OBSERVED FREQUENCY Two wheeler Attribute Brand name 1 12 6 5 14 28 price Fuel capacity 6 16 3 7 3 35 2 24 2 5 5 38 1 6 3 3 1 14 Model Resale value 0 2 1 0 2 5 TOTAL

Yamaha Hero Honda Honda Bajaj TVS TOTAL

10 60 15 20 15 120

CALCULATION OF EXPECTED FREQUENCY Row total x Column total E = -----------------------------------Grand Total

57

TABLE 2 Two wheeler Attribute Brand name 2.33 14 3.5 4.67 3.5 Price Fuel capacity 2.91 17.5 4.38 5.83 4.38 3.17 19 4.75 6.33 4.75 1.17 7 1.75 2.33 1.75 Model Resale value 0.42 2.50 0.62 0.83 0.62

Yamaha Hero Honda Honda Bajaj TVS

58

FREQUENCY VALUES

O 1 6 2 1 0 12 16 24 6 2 6 3 2 3 1 5 7 5 3

E 2.33 2.91 3.17 1.17 0.42 14 17.5 19 7 2.5 3.5 4.38 4.75 1.75 0.62 4.62 5.83 6.33 2.33
59

(O-E)2 1.77 9.55 1.37 0.029 0.18 4 2.25 25 1 0.25 6.25 1.90 7.56 1.56 0.14 0.11 1.37 1.77 0.45

(O-E)2/E 0.76 3.28 0.43 0.024 0.43 0.29 0.13 1.31 0.14 0.10 1.78 0.43 1.59 0.89 0.22 0.02 0.23 0.28 0.19

0 4 3 5 1 2

0.83 3.5 4.38 4.75 1.75 0.62

0.69 0.25 1.90 0.062 0.56 1.90

0.83 0.07 0.43 0.01 0.32 3.07 17.254

DEGREE OF FREEDOM = (R-1) (C-1) = (5-1) (5-1) = (4) (4) = 16

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FORMULA FOR CHI-SQUARE: 2=(O-E)2/E Calculated value = 17.254 At 5% level of significance 16 is 26.296 Tabulated value =26.296

Since calculated value is less than the tabulated value C.V < T.V So H0 is accepted and H1 is rejected

CONCLUSION: Hence there is no significant between brand preference and attraction of purchase the branded product.

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3.2.2. CORRELATION
TABLE: 3.1.12& 3.1.13 Correlation between which brand is always available in two wheeler market with which brand is fastly moving two wheeler in market. HERO HONDA X Y 34 35 YAMAHA 14 5 TVS 42 30 HONDA 8 15 BAJAJ 22 35

Calculation of simple correlation

X 34 14 42 8 22 X=120

Y 35 5 30 15 35 Y=120

X2 1156 196 1764 64 484 X2=3664

Y2 1225 25 900 225 1225 Y2=3600

XY 1190 70 1260 120 770 XY=3410

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FORMULA FOR CORRELATION

XY X2 Y2

3410 3664*3600

0.938

The value more than 0.5 is said to be highly correlated and the value for this correlation is 0.9. So it is correlated.

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3.3.3. WEIGHTED AVERAGE Customer view on factors influencing buying decision:

RANK

QUALITY

PRICE

ADVERTISEMENT

OVER ALL SATISFACTION 63 36 15 5 1

1 2 3 4 5

58 34 18 8 2

60 32 20 7 1

16 74 24 6 0

QUALITY RANK(X) 1 2 3 4 5 TOTAL NO OF RESPONDENTS (W) 58 34 18 8 2 120 WEIGHTAGE (WX) 58 68 54 32 10 222

Weighted average = WX/W =222/120 = 1.85

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PRICE RANK(X) 1 2 3 4 5 TOTAL NO OF RESPONDENTS (W) 60 32 20 7 1 120 WEIGHTAGE (WX) 60 64 60 28 5 217

Weighted average = WX/W =217/120 = 1.80

ADVERTISEMENT

RANK(X) 1 2 3 4 5 TOTAL

NO OF RESPONDENTS (W) 16 74 24 6 0 120

WEIGHTAGE (WX) 16 148 72 24 0 260

Weighted average = WX/W =260/120 = 2.17

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OVER ALL SATISFACTION

RANK(X) 1 2 3 4 5 TOTAL

NO OF RESPONDENTS (W) 63 36 15 5 1 120

WEIGHTAGE (WX) 63 72 45 20 5 205

Weighted average = WX/W =205/120 = 1.70

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The following are the weighted average for customers buying decision towards Hero Honda

PARTICULARS QUALITY PRICE ADVERTISEMENT OVER ALL SATISFACTION

WEIGHTAGE 1.85 1.80 2.17 1.70

RANK 2 3 1 4

Since advertisement have the highest rank ; Therefore it is the factor which influencing the customers buying decision towards Hero Honda.

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FINDINGS OF THE STUDY

It is inferred that the majority of the respondents 90% are male and few no of respondents 30% are female.

Almost no of the respondents i.e. (30%) at the age group of below 25, majority of the respondents i.e. (22.5%) at the age group of 26-30

It is inferred that 37% of the respondents are belonging to SSLC, 9% of Respondents are having diploma

Almost the no of respondents i.e., (51.67%) are earning 5001-10000, majority of the respondents i.e.,(24.16%) are earning upto 5000 Majority of the respondents i.e., 91% are aware of hero honda two wheeler in the market. Almost of the respondents i.e., (43%) are get information for media.

50% of the respondents mostly preferred hero honda two wheeler . Majority of the respondents i.e., (44%) are possessing the sub-brand of hero honda splender.

Almost of respondents i.e., (31%) are prefer hero honda brand giving the best quality and only few 24% of respondent for brand image.

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 Majority nof the respondents i.e., 32% are view that fuel capacity is attract to purchase that branded product. Around 46%of the respondents are strongly agreed on influence of brand on purchase decision.

Majority of the respondents i.e.,(50%) are favourable and strongly agree that hero honda is providing that the product of the price is reasonable value. 48% of the respondents are view that hero honda product quality is excellent.

Almost 46% of the respondents are felt excellent about product feature. 50% of respondents are view that excellent of peer group influent in purchase decision. Almost of the respondents (62%) are satisfied with the hero honda advertisement

Majority of the respondents i.e.,(53%) are highly satisfied with overall performance of hero honda. It is found that 28% of the respondents are view that the hero honda is available in two wheeler market. Around 29.5% are view that hero honda and bajaj are the fast moving brand two wheeler in the market.

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 Majority of the respondents i.e., 26% are view that they using hero honda for past 7-12 months and most of the respondents using 3-5 year and 5 above. Around 46%of the respondents are strongly agreed on influence of brand on purchase decision.

Most of the respondents i.e., 46% are view that media is the best advertisement. It is found that 49% of the respondents are brand recommend for two wheeler is hero honda and only few respondents for bajaj.

Most of the respondent i.e., (38%) are preferred the price range of 5100060000 and (35%) of respondent are preferred 40000-50000.

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SUGGESTIONS AND RECOMMENDATIONS

From the above findings it is suggested that if the company has good quality, more advertisement, regular contact, marketing experts dealing with dealers in all areas. Company should increase availability of the product which can be increase the sale and brand image.

For customer care services company should concentrate on information provided by mobile Company conducts society welfare program in rural area. So that company creates good brand image.

Company should organize seminars, conferences, dealers meeting to promote sales quarterly. By giving some gifts and best wishes cards to the customer that your buying decision is very good.

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CONCLUSION
The project was concluded from the topic a study on brand positioning towards the hero Honda in nagappa motors PVT Ltd the market of Hero Honda is growing at rapid speed. Hero Honda being one of the dominating and leading players in two wheeler market. Most of the customer buying decision depends on the quality and price of the product. Hero Honda has a good brand image in the dealer & customers mind and improve the availability of two wheeler in the market and concentrate on distribution network. The company should focus more on sales promotion & public relation. Most of the customers are fully satisfied with the price of Nagappa motor Pvt Ltd. so here Nagappa motor pvt limited maintaining good will with the customers.

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QUESTIONNAIRE A STUDY ON BRAND POSITIONING TOWARDS THE HERO HONDA IN NAGAPPA MOTORS PVT LTD
PERSONAL DETAILS: 1) Name of the respondent__________________________________ 2) Address _______________________________________ ______________________________________ 3) Gender (a) Male (b) Female 4) What is your age? (a) 18-26 (b) 26-34 (c) 34-42 (d) 42-50 (e) above50 5) Educational Qualification (a) Below 10th (b) 10th-+12 (c) Graduate/diploma (d) Post Graduate (e) Others 6) Profession Type (a) Government (b) Private (c) Professional (d) Student (e) Others______________ 7) Monthly Income (a) Up to 5000 (b) 5001-10000 (c) 10001-15000 (d)Above15001 (e) Nil
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PROJECT DETAILS:

1) Are you aware of Hero Honda two wheeler (a) Yes (b) No

2) From which source you get the information about Hero Honda (a) Media (b) Friends (c) Relation (d) Exhibition (e) others

3) Which brand you mostly prefer for two wheeler (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS

4) Which sub brand of Hero Honda do you possess (a) Splendor (b) Passion (c) Hunk (d) CBZ (e) ZMR

5) Why do you prefer Hero Honda brand (a) Reasonable price (b) Design (c) Quality (d) Availability (e) showroom

6) Which attribute did attract you to purchase Hero Honda (a) Brand name (b) Price (c) Fuel (d) Performance (e) Resale value
74

7) Since how many months/years have you been using Hero Honda (a) Up to 6months (b) 7-12 months (c) 1-3 years (d) 3-5 years (e) Above 5 years

8) What do you influence of brand on purchase decision (a) Strongly agree (b) Agree (c) Moderate (d) Disagree (e) Strongly disagree

9) Are you think price of the product is reasonable (a) Strongly agree (b) Agree (c) Moderate (d) Disagree (e) Strongly disagree

10) How do you feel about quality of the product (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor

11) What do you feel about the product features? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor

12) How the peer group influence in purchase decision (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor

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13) Are you satisfied with the advertisement of Hero Honda (a) Highly satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly dissatisfied

14) Mark your overall satisfactory level. (a) Highly satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly dissatisfied

15) Which brand is always available in two wheeler market (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS

16) Rank the brand according to fastest moving in two wheeler market (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS

17) How do you rate the design of Hero Honda (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor

18) In which media have you seen the advertisement (a) T.V (b) Newspaper (c) Radio (d) Bit notice (e) Magazine

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19) Rank the brand of two wheeler would you recommend to others (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS

20) Which price range of Hero Honda do you prefer most (a) Rs 40000-50000 (b) Rs 50001-60000 (c) Rs 60001-70000 (d) Rs 70001-80000 (e) Above Rs 80000

21) Kindly give your suitable suggestion.

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BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, Published by Pearson Education Pvt.Ltd,New Delhi , 2003 2. C.R.kothari, Research Methodology, Second Edition, published by Wishaprakashan Publishing Company, New Delhi. 3. Reddy, S. K. Functional Positioning of Brands, Journal of Consumer
Marketing 1998.

Websites
www.herohonda.com www.scribd.com www.amzon.com www.wikipedia.com www.answer.com

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