A survey on Consumer Perception of Hero Honda Splendor plus

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A survey on Consumer Perception of Hero Honda Splendor plus

Definition of Marketing:Marketing is the process of ascertaining consumer needs converting them into a product or service and then moving product or service to the final consumer to satisfy 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 is marketed and who does the 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.”

The American Marketing Association offers the following common definition: “Marketing is an organizational function and set of for creating, communicating, and delivering 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 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 1.3 The Scope of Marketing 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 study 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 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. Perception is the process by which an individual selects, organizes, and interprets information 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 to succeed the battle based on information than based on mere sales power. 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 3

and selective retention. A person who is motivated to get a personal loan will probably notice loan ads. he or she may not probably notice insurance ads. Selective distortion is the tendency to twist information into personal meanings and interpret information in a way that will fit our preconceptions. selective distortion. The key word in the definition of perception is individual. many very irritating advertisements are remarkably effective).A survey on Consumer Perception of Hero Honda Splendor plus to pleasant stimuli (but when the consumer can’t escape. >>People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli. Selective Attention. >>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. very unpleasant stimuli are also likely to get attention—thus. Perceiving that a bank charging a lower interest on a loan might be too longer or too shorter in tenure. as intelligent and helpful. People can emerge with different perceptions of the same object because of three perceptual processes: selective attention. than actually knowing what exactly the 4 . You are more likely to notice the 0% interest scheme than the reduction interest by 0. another. since you do not expect banks to sell insurance. Can be understood by observing the following: >>People are more likely to notice stimuli that relate to a current need. One person might perceive a fast-talking salesperson as aggressive and insincere. Perception depends not only on the physical stimuli but also on the stimuli’s relation to the surrounding field and on conditions within the individual.5% in a loan offer Selective Distortion. Even noticed stimuli do not always come across in the way the senders intended.

organizing. etc. Money.5 CONSUMER BEHAVIOUR: 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. attribute towards selective retention. Selective retention explains why marketers use repetition in sending message to their target market. 5 .4 PERCEPTION: Perception is defined as the process by which an individual selects.. why they buy it. when. “Consumer behaviour is the process where by individuals decide what. there is nothing much that marketers can do about selective distortion. Perception is the process of receiving. a stimulus is any unit of input any of the senses.A survey on Consumer Perception of Hero Honda Splendor plus offer is. where they buy it. People will tend to forget much that they learn but will tend to retain information that supports their attitudes and beliefs. where. 1. Selective Retention. Unfortunately. and how they use it. interpreting. organizes and interprets stimuli into meaningful and coherent picture of the world. Effort] on consumption related items. how and from whom to purchase goods and services”. when they buy it. Because of Selective retention. The study of consumer behavior is the study of how individuals make decisions to spend their available resources [Time. checking and reacting to sensory stimuli or data. logos. It includes the study of what they buy it. 1. selecting. we are likely to remember good points mentioned about a product we like and forget good points mentioned about competing products. The usage of punch lines.

Splendor contributes around 60% profits to the Hero Honda Company. wiser customers. The initial thrust to consumer research was from a managerial perspective here marketing managers wanted to know the specific causes of consumer behaviour. This new discipline barrowed heavily from the concept enveloping other scientific disciplines like psychology etc. Science. This approach has come to know has positivism and is concerned with predicting consumer behaviour is know as positivists.bike in India is in very much demand. we are able to understand consumer behaviour and then we can predict how consumers are likely to react to various information’s. How we buy and the promotional influences that persuades us to buy. many early theories were based on the economic theory. if they could predict consumer behaviour they could influence. on the notion that individuals act rationally to maximize their benefits in the purchase of goods and services.. The knowledge of post purchase consumer perception of a product and level of satisfaction with a product is essential for the manufacturers of a product in order to get an idea about what the general consumer perceives about the product. They regarded it as an applied marketing. Which help us to shape the marketing strategies accordingly to gain a competitive advantage in the marketing.A survey on Consumer Perception of Hero Honda Splendor plus WHY WE STUDY CONSUMER BEHAVIOUR: There are various reasons as to why people study consumer behaviour. Splendor 6 . As consumer. Consumer behaviour was a relatively new field of study in the mid to late 1960. Splendor being the largest selling motor . The study of consumer behaviour enables us to become better that is. As marketing’s and future marketers. we benefit from insights in our own consumption related decision: what we buy why we buy.

6 THEORETICAL BACKGROUND: Perception can be described as “how we see the world around us. Hence. Two wheeler segment is the one sector which is facing very rapid change and it is vital for the consumer to understand his customer as to design his product to satisfy him successfully. A detailed questionnaire was used for collecting the information from the consumers and analysis of the same is done in the report. Splendor plus is the re-engineered product of Hero Honda motors India Ltd. 7 . And. The subject seems interested because of the re-engineering of the project thereby. Understanding the minds of customer is a difficult task faced by the marketer. 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. A product is understood differently by the consumers and it occupies prominence in the strategy formulation of the marketing manager. Valuable suggestions are made at the end of the study based on the response of the respondents. And as well a improvised version of the successful splendor brand.A survey on Consumer Perception of Hero Honda Splendor plus being a leader in the segment of 100cc motor bike. and expectations. values. and interprets them is a highly individual process based on each person’s own needs. to understand the perceptions of the consumers towards the new Splendor plus.” Two individuals may be subject to the same stimuli under the same apparent conditions but how each person recognizes them. The influence that each of these variables has on the perceptual process. 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. organizes them. select them. Splendor plus almost resembles the old model of Splendor but varies in some attributes like Design of the Head-light etc. 1. it is very important to understand the customer’s reaction towards the product and the level of satisfaction. which ultimately contributes to the strategy formulation to the Company.

sales promotion. paying & motivating as this tasks applied to personnel sales force which has a great link.. routing. assigning. to distribution channel and external public. physical distribution.A survey on Consumer Perception of Hero Honda Splendor plus and its relevance to marketing. Sales management is integral sub system of marketing management. we will examine some of the basic concepts that underlie the perceptual process.(Defined By American Marketing Association) The Planning direction and control of personnel selling including recruiting selecting. First.. which translates marketing plan into marketing performance. This has got specific objectives within the organizational objectives & mainly aims at achieving this effectively & efficiently. marketing research . with the other activities like advertising . will be explored in some detail.. Thus sales management acts as the back bone behind the e marketing management. These will be discussed within the frame work of consumer behaviour. This has got great responsibility both to employees and customers. Sales Management has acquired an important position coz it’s the bridge between customer and the organization. equipping.7 Definition of Sales Management:- Sales Management may be defined as the art and sciences of managing the sales personal. however. and so on. supervising. 1. 8 . pricing merchandising.

He is also responsible for bringing in the recognized profit.9 Sales Management Functions • • • • • • • Sales and Personnel Administration. Advertising. Sales Promotion. In addition he is also responsible for creating good image of the company and it s product. His task does not stop with the achievement of sales quotas. Market Research. A company expects the sales manager to customer oriented as well as profit oriented. Sales management involves a multitude of responsibilities. • Infect the Modern sale man has to do marketing rather than mere selling. Personnel selling. A sales Manager in a modern organization has to plan direct and control Personnel selling efforts of the company.A survey on Consumer Perception of Hero Honda Splendor plus 8 SALES MANAGEMENT OBJECTIVES SALES VOLUME PROFITABILIT Y GROWTH 1. 9 .

1. Sales Manager plays an important role in ensuring the growth of the firm. In the dynamic market customer preferences. They are required to ensure that the sales organization is maintained in good condition. Sales organization is used to attend the qualitative and quantitative objective of personnel selling. And the sales policies and the strategies of the firm. Sales manager sets sales goods for the sales team or for the sales men.A survey on Consumer Perception of Hero Honda Splendor plus Setting Sales Goals and achieving them. 10 . advertising pricing distribution and sales promotion. methods and measures of selling necessitate the identification of selling as a separate organization within the whole system. Sales organization allows delegation of authority and assignment of responsibility and achieves co-ordination and balance. Capable of effectively implementing the personal selling program of the firm. In addition sales manager also required to provide assistance in planning marketing programs like product mix. In addition they assist the company the in managing changes. Building the Sales Organization It is the responsibility of sale manager to build the sales organization. And bears the responsibility for achieving more goals. In Addition Sales Manager Have to develop the sales program and achieve the forecasted sales by implementing the sales program.10 Sales Organization Sales Organization deals with size of the organization and the complexities of the products. Ensuring Growth and Managing Change in the Organization. They assist the firm in measuring market potential and in developing sales forecast and sales budget.

12 OPERATIONAL FUNCTIONS • • • • • • • • • Location and allocation of line manager for sales department.. Controlling and fixing remuneration of sales man. Sales forecasting and sales planning Setting up sales programme and sales campaign Pricing. sales promotion etc. Co-Ordination communication and control of sales activities. 1. Group the activities into jobs or positions. Recruitment and selection of sales man. I. Routing of sales man.. Tackling physical and distribution problems. Provide for co-ordination and control 1. Training of sales man. Co-coordinating sales man operation and other sales functions like advertising.11 ADMINISTRATIVE FUNCTIONS • • • • • • • • • • Designing the sales organization structure. Deciding the channels of distribution Direction and Motivation of Sales man Dealers Relation Evaluation of performance of Sales man and middle man. Formulation of sales policy. List down the activities necessary to carry out this objective.A survey on Consumer Perception of Hero Honda Splendor plus Sales Organization are Set up by undertaking the Five Activities : • • • • • Define Their Objectives. Supervising Sales man.e. Quotas setting and evaluation of sales performance. fixing the terms and condition of sales pricing policy. 11 .market analysis. Assign staff to manage these positions.

Sales office organization and financing. Communication Control.13 STAFF FUNCTION • • • • • • • • Market analysis and research Advertisement and publicity Sales promotion and sales program. 1. Sales control. Resource mobilization and plan executions. Personnel services and after sales services. Merchandising. Sales planning and programming.A survey on Consumer Perception of Hero Honda Splendor plus 1. 12 . Problems of transportation and warehousing. Marketing research. Sales promotion and advertising Management of sales force. Distribution. Sales budget. Sales analysis Dealer relation.14 DUTIES AND RESPONSIBILITIES OF SALES MANAGER • • • • • • • • • • • • Sales planning.

A survey on Consumer Perception of Hero Honda Splendor plus SALES ORGANISATION CHART u MARKETING MANAGER GENERAL SALES MANAGER DEPUTY SALES MANAGER ASISTANCE SALES MANAGER BRANCH SALES MANAGER FIELD SALES MANAGER SALES MAN 1 SALES MAN 2 SALES MAN 3 13 .

and solve the administrative problems. which helps getting an immediate feed back through observing the reaction of the prospective customers. Personnel selling can be defines as the art of persuasion. Sales objectives are qualitative in terms of direction and quantitative in terms of goals. Sales force interacts with the prospective customers in a variety of ways. which motivates the customer to buy products. which along with product. To act as a technical consultants for complex products and make consumer aware of our marketing strategy. To help the trade sell the company’s product line to motivate the trade to keep product line in stock and inform them about our changes therein. A personnel selling is focused directly on target audience. This is type of face to face communication. To get new customers To carry out selling task entirely if other elements of promotional mix are not at work. depending on the products and situation. Thus personnel selling are the part of the total promotional activity of a firm.A survey on Consumer Perception of Hero Honda Splendor plus 1.15 SALES FORCE Sales force is the personnel used in the selling activities. Quantitative personnel selling objectives are short term and keep on changing. and place management goes a long way in meeting the overall marketing objective of the entire organization. To help the middle man sales force. 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. who promote the total efforts of the organization. which provide them suitable benefits. 14 . Sales force Objectives • • • • • • To Service the existing customers by maintaining a good relationship with them and by follow up of their orders. price.

as well as rational. This persuades the customers that the product with the promotional tool is the very much worthy. This employs a specific type of promotional tool that most closely fits the condition and the sales goals. exposition. It is consistent with present or potential behavior patterns of the groups involved. 3. This is clear simple and easy to understand and execute.16 SALES PROMOTION Sales promotion is those marketing activity other than personnel selling. Principles of Effective Sales Promotion 1. and various other non recurrent selling efforts not in the ordinary rooting. 9. It attempts to accomplish goals better than the other sales activities. advertising and publicity that stimulate consumers purchasing and dealer affective ness such as display. 5. It is consistent with the brand image. 10. It uses emotional. or other influential groups. This creates a win-win situation between the traders and the customers. 6. appeals of self interest. This has a uniqueness variety and creative imagination. 2. (According to American marketing association) Sales promotion accelerates action by changing the process value relationship of the brand. It is aimed primarily at the consumers. 4.A survey on Consumer Perception of Hero Honda Splendor plus 1. shows. This has sufficient impact to achieve the stated sales goals. But at the same time it offers positive incentives to the trade. 15 . 7. demonstrations. sales force. 8.

It creates better incentive in the consumers to make a purchase. To improve the efficiency of the sales man. It can promote the product sales. It can be used at any stage of new product.A survey on Consumer Perception of Hero Honda Splendor plus Functions of Sales Promotion: • It serves as a connecting link or a bridge between advertising and personal selling. to stock more and sell more. 16 . It helps in producers to produce new product. It stimulates the customer to buy the new product. when there is slump-in demand. which benefits manufacturer. Advantages of Sales Promotion. • • • • • It helps sales man to boost their selling. To compact competition. which are the two wings of the promotion. It gives direct inducement to consumer to take immediate action. The sales promotion leads to low unit cost of product due to large scale production and large scale selling. Sales Goals. • • • • • • • It stimulates in the consumers a favorable attitude towards the product. It is an effective support for a sales man. The sales promotional tool are most effective in rising the sales volume. It attracts urges and persuades the customer to buy the product. Purpose of Sales Promotion • • • • • To create new customers To retain the existing customers. It is flexible. It helps the sales man and makes his effort more productive. To attract middle man. through effective incentives.

among the subordinates and the sales man. To increase the sales volume. employee’s satisfaction and continuous profit. Sales policy is a pre determined.17 SALES POLICY Sales policy regulates and guides the sales process and program through comprehensive sales plan. 3. To divide and fix responsibility and authority. which guides sales personnel. To devote more time to planning and policy matters. 17 . To avoid repetitive duties. 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. To stimulate the efforts of those concerned with selling. Fix sales budgets. well thought out code. 2. To establish sales routine. 1. Some of the sales policies with regard to functions are as follows. Every action of sales emerges from a sales policy. The other Objectives of the Sales Management are as follows: • • • • • • • • To enable the top marketing executives. To fix responsibility. To contribute to the profits of the organization. To ensure continues growth of the organization. To enforce proper supervision of sales force. sales quotas and sales territories.A survey on Consumer Perception of Hero Honda Splendor plus The main basic goals are as follows 1.

Product quality and service policies. Product-line policies. Pricing policies. 18 . Distribution policies.A survey on Consumer Perception of Hero Honda Splendor plus      Product policies.

Such were the proving ground for many new ideas from early two-stroke-cycle designs to supercharged.300 cubic cm. or motorized velocipedes. The motors on mini-bikes. less often. The automobile was the reply to the 19th-century dream of self-propelling the horsedrawn carriage. This led to road trial tests and competition between manufacturers. The first commercial design was a three-wheeler built by Edward Butler in Great Britain in 1884. are usually air-cooled and range from 25 to 250 cubic cm (1. There was then felt the need for reliable constructions. the multiple-cylinder motorcycles have displacements of more than 1.5 to 15 cubic inches) in displacement. multivalent engines mounted on aerodynamic. Similarly. by an electric engine). carbon-fiber reinforced bodywork.1 INTROUDCTION TO AUTOMOBILE INDUSTRY History of two wheelers: The Britannica Encyclopedia describes a motorcycle as a bicycle or tricycle propelled by an internal-combustion engine (or. The 1900s saw the conversion of many bicycles. 19 . centrally mounted spark ignition engines. the invention of the motorcycle created the self-propelled bicycle. scooters. This employed a horizontal single-cylinder gasoline engine mounted between two steer able front wheels and connected by a drive chain to the rear wheel. and mopeds. Tourist Trophy (TT) races were held on the Isle of Man in 1907 as reliability or endurance races. or pedal cycles by adding small.A survey on Consumer Perception of Hero Honda Splendor plus 3.

" both for their jarring ride. Gottlieb Daimler (who later teamed up with Karl Benz to form the DaimlerBenz Corporation) is credited with building the first motorcycle in 1885. was working on the invention of the spray carburetor at the time). one wheel in the front and one in the back.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. used iron-banded wagon wheels. There is an existing example of a Roper machine. bicycles with front and rear wheels of the same size. Two-wheelers owe their descent to the "safety" bicycle. 20 . whose connecting rods directly drive a crank on the rear wheel. Those bicycles. This machine predates the invention of the safety bicycle by many years. i. (Wilhelm May Bach. and were called "bone-crushers.. The high-wheelers descended from an early type of pushbike. It was constructed mostly of wood. and their tendency to toss their riders. in turn descended from high-wheel bicycles. These appeared around 1800. Massachusetts. although it had a smaller spring-loaded outrigger wheel on each side. propelled by the rider's feet pushing against the ground. A charcoal-fired two-cylinder engine. and it definitely had a "bone-crusher" chassis! This two-wheeler was powered by a single-cylinder Otto-cycle engine. One such machine was demonstrated at fairs and circuses in the eastern US in 1867. and may have had a spray-type carburetor. This was built by one Sylvester Howard Roper of Roxbury. the wheels were of the iron-banded wooden-spoke wagon-type. so its chassis is also based on the "bone-crusher" bike. dated 1869.e. powers it. If two wheels with steam propulsion can be called a motorcycle. with a pedal crank mechanism to drive the rear wheel. Daimler's assistant. but the answer is quite complicated. then the first one may have been American. without pedals.

Power units are placed low and close to the rear wheel. with the vehicle being used for high-speed touring and sport competitions. and the rider sits inside the frame. led by manufacture of a 125-cubic-centimetre model. which is driven by bevel gearing or chain. followed by British. The popularity of the vehicle grew. it was largely free of licensing and insurance regulations except in Great Britain. During World War I the motorcycle was used by all branches of the armed forces in Europe. The first gasoline-engine motorcycle to appear publicly was built by Gottlieb Daimler. especially after 1910. and American makers. German. After World War II a revival of interest in motorcycles lasted into the late 20th century. of Bad Constant. Germany. in 1885. 3. Originating in Germany as a 50-cubic-centimetre machine with simple controls and low initial cost. After the war it enjoyed a sport vogue until the Great Depression began in 1929. an Englishman. The more sophisticated motor scooter originated in Italy soon after World War II.A survey on Consumer Perception of Hero Honda Splendor plus Origin of Motor-Scooters Edward Butler. The practice of attaching auxiliary engines to bicycles in Western Europe and parts of the United States led to the development during the 1950s of a new type of light motorcycle.2 INTRODUCTION: 21 . built the first motor tricycle in 1884. The scooter has small wheels from 20 to 36 cm (8 to 14 inches) in diameter. The first practical engines and motorcycles were designed by the French and Belgians. Austria. the Italian scooters maintained the lead in the diminishing market. and Britain. principally for dispatching. France. the moped. Italian. Despite strong competition from West Germany.

In 1863. a French invited Lenoir. in 1802. invented and automobile propelled by gas engine. Otto and Langen in Germany invited and designed and internal combustion engine. Gottlieb Daimler in Germany patented and internal combustion engine.3 DEVELOPMENT: Capitan Nicholas Cuglot. The power is supported through the engine. 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. Richard Trevitluch built the first practical steam engine. 3. A French man is considered to be the father of “the automobile’’. He was the first to built the self-propelled road vehicle with a three wheeled coach fitted with a steam engine in 1769-70. Initially man tamed and trained certain animals for carrying heavier loads to greater distance at speeds higher than the man could carry.A survey on Consumer Perception of Hero Honda Splendor plus An automobile is transport equipment. Daimlers engine is considered as the first high speed. distance covered with the load and also the speed of traveling with are with out luggage’s. 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 protection and comfort is given by the body of the vehicle. These means of transport provided by nature to man has a limited regard in terms of load to carry. which co7uld move at a speed 21/2 miles per hour only for a period of 15 minutes. And during the next few years there was a large amount of experimental work carried out both on engine and carriages. The 22 . The automobile moves through the friction of the contact between the road and the wheel. It was during the year 1876. The actual development of the modern automobile dates back to 1885. light construction engine and this development is considered as the greatest achievement in the history of automobiles.

two Indian factories. commissions. before partition some assembly plants were only established at Bombay. where in various great names in automobile industries started appearing Packard. Calcutta and madras by leading foreign manufactures. overland. the premier automobiles ltd. replacement or rigid front axle with independent front-wheel hydraulic brakes. olds mobile.With the year 1920 bean the period of gradual change and refinement in the automobile design. And Hindustan motors ltd was setup was the progressive manufacturer instead of assembly from imported components. increased engine compression ratios and use of stronger and cheaper new materials. In India. On recommendation of the traffic 23 . The main idea in the designers mind has established to create a vehicle running under all conditions of weather and time. The engines were located in the front of chassis. The spark ignition gasoline engine was power plant of motor vehicle. Water-cooled engines had established their university.A survey on Consumer Perception of Hero Honda Splendor plus production and sales of vehicles became a real business during 1900-1906. increasingly comfortable and easy to operate. expansion of capacity of existing units and increased production of diesel vehicles. In order to create and manufacture indigenous products. The steam and electric engines were already discarded. The year that followed 1906-1920 are considered the 3rd era mass production and inter changeability methods permitting lower price production. ford. The main changes had been the increased tyre life. white etc. government of India discouraged the activities of assemblers to ensure economic output of the automobiles in 1953 and provided a further protection to the industry in 1956 with priority for manufacturer of commercial vehicles.

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. motorcycles and other similar vehicles. In the field of personal transport.. Piaggio decided to build a tiny run about powered by a 98 cc Two-Strock Engine placed along side the rear wheel. It combine the extremely low operating costs of the single cylinder two-stroke engine with the comfort and cleanliness usually associated with a motorcar. The capacity was raised from 98 cc to 125cc and styling was improved. They are the man of economic transport for different purposes. Its evaluation was further necessitated by requirement of a personal transport of lightweight for moving smaller distances or short journey travel with just the driver. It is highly maneuverable in addition to begin safe and easy to drive. History of two wheelers: The bombing of the Piaggio aircraft works at Pontedeara. Italy during the second world war resulted in its worsen conditions.4 TWO WHEELER AUTOMOBILES Introduction: Since the time of captain Nicholas cugnot. First production version of the vespa appeared in 1946. 24 . The main 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. considered father of “the automobile” (1769-70). due to market this product with certain modifications. these had been a demand and search for a minimum cost motoring and a low cost travel vehicle.A survey on Consumer Perception of Hero Honda Splendor plus 3. the development of two wheelers is a major revaluation. The resulted in the development of two wheeled scooters.

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. Asia and Russia. the limitations are not serious. driven by the trust of over 40 lakh customers. On 12th December 1983 the shareholders agreement was signed and in 1984 January 19th the company was incorporated at dharuhera. and FORGET IT” campaigns. Reliability of a particular design of two wheelers is assessed by experience. yet the scooters of Italian origin were the pace setters. Made even more famous by the “FILL IT.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. and met majority of the demand. 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. road and weather conditions.5 BRIEF HISTORY OF HERO-HONDA MOTORS Hero Honda motors limited is a joint venture between hero groups. the world’s largest bicycle manufacturers and the Honda motor company of Japan id today the leading manufacturing of India’s largest selling motorcycle. Although each country has its own specific operational requirements like cost. 25 . But they had certain advantages as well as disadvantages outside Italy. regulations. Certain weaknesses or limitations are liable to be present in new or relatively unknown designs. SHUT IT. In case a particular design is backed by a good spares and servicing system. 3. Britain. The Honda product range today commands as much as 47% making it a veritable giant in the industry add to that technological excellence an experience dealers network and reliable of the sale companies. 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. Hero Honda limit5ed gave India nothing less than a revolution on two wheels. Although they were acceptable in country like Italy yet in France and continent. they were a rarity. America.

investment in equipment and facilities and through sufficient management”.7 Dealers and service out lets. and the company provides 6 free services and 9 paid services. the strength of Honda technology and hero groups dynamism have helped hero Honda motors limited scale new frontiers and exceed limits.A survey on Consumer Perception of Hero Honda Splendor plus Infact. SHUT IT. chairman cum managing director of Hero Honda Motors Limited. every second bike sold in India today is hero Honda customer satisfaction. If the hero Honda purchased. To cover all the customers and the parts of India. mobile services and regular services to its customers. BRIJ MOHAN LALL MUNJAL. They had a network of 405 dealers and 169 service out lets. constantly innovate products and processes. and Human resources to provide products and services that meet the quality. They with in a year. systems.6 Mission Statement: “We. They are also eligible for the 2 years warranty. performance. and price aspirations of our customers. While doing so .8 FILL IT. They add 25 to 30 dealers every year. and develop teams that keep the momentum going to take the company to excellence in new millennium” 3. are continuously striving for the synergy between technology. Hero Honda Motor Limited has got the reputations in all over the India. “we continue to make every effort required for the development of the motor cycle industry through new product development. The dealers provide the services with all the spare parts to the customers. 3. They provide free services after the customers. The Hero Honda Motors Limited provides good and better services to the customers through dealers service station and through service out lets. A high quality product. For. FORGET IT 26 . In the words of Mr. technological innovation. we maintain the highest standards of ethics and societal responsibilities. spread all over India apart from 10 stockiest for spare parts. at Hero Honda. 3.

TVS 2.. this fully automated plant is equipped with state-of-the-art machinery. Spread over 47000 sq mts. an in-house research and development set up. 3.friendly companies. and you have one of the most customer. 1984. using FMS technology. they consistently meet and exceed all requirements on quality. cost and delivery. Yamaha 5.10 BRIEF DESCRIPTION OF SPLENDOR PLUS 27 . Honda 4. it is rated as one of the most modern motorcycle manufacturing plants in the world. The spirit of excellence has permeated all their ancillaries and vendors. Suzuki Hero Honda began operations with establishment of the Dharuhera plant in 1985. Hero Honda opened another unit at Gurgaon. Today. Bajaj 3.9 Competitors: 1. Add to that technological excellence.Shut it . seamlessly translate into the joy experienced by their many satisfied customers and dealers. the Hero Honda product range today commands a market share of 48% making it a veritable giant in the industry.. Coming into existence on January 19. The plant produces 1800 bikes every day. and reliable after sales service. an expansive dealer network. a joy that happens when all aspects of the manufacturing process and supply chain. Driven by the trust of over 5 million customers. 3. Hero Honda Motors Limited gave India nothing less than a revolution on two-wheels made even more famous by the 'Fill it . and today it produces a bike every 30 seconds.Forget it ' campaign. All this gives a unique joy. To meet the growing demand.A survey on Consumer Perception of Hero Honda Splendor plus Today Hero Honda Motor Company becomes the World's single largest two wheeler Company. Covering a total area of over 58000 sq mts.

A survey on Consumer Perception of Hero Honda Splendor plus The world’s best-selling motorcycle just got better.458 2.  Availability of spares. 1) Multi-Reflector Head Light 2) Multi-Reflector Tail Sales Data of S. 28 .  Innovative bikes care solutions to meet individuals needs. clear. 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. multi-reflector tail light and stylish graphics which give it. its contemporary looks. The enterprise has skill and company trained mechanics. Consider its new.  Quick service. The splendor plus. That’s the splendor plus.387 3.810 Unique facilities :  Hero Honda trained technicians.  Personalized service for a total ownership experience.869 3. The new face of trust. feel the ergonomics of it as you cruise along. A well-cushioned low-slung seat helps you rest and ride at the same time. Both by its looks and performance. Or the pride of riding a motorcycle that meets the pollution control standards of this decade.S MOTORS Financial year 05-06 06-07 07-08 09-10 Units sold 2. It also provides mobile service to its customers. bright multi-reflector head light.  Mobile service. Like getting admiring looks. Next. owning a splendor plus means a lot of other things too. Not to mention. a bike that will stop you right in your tracks.

Monday.M and other financial institutions. 29 . They are 1. 2.11 AWARDS Brijmohan Lall .B.05. 3. 3. ICICI Bank. Brijmohan Lall Munjal has been conferred the prestigious Padma Bhushan Award. March 28. for his contribution to the Trade and Industry. Chairman of Hero Honda. 2005 Dr. S. by the President A P J Abdul Kalam at the investiture ceremony held at the Rashtrapati Bhavan on28.3.. HDFC Bank. receives the Padma Bhushan from the President A P J Abdul Kalam…. Centurion Bank 4.A survey on Consumer Perception of Hero Honda Splendor plus The financial facilities provided by the institutions for purchasing of Splendor plus.

The 30 Businessman of the Year (1994) – Business India. Under his guidance.A survey on Consumer Perception of Hero Honda Splendor plus Dr. He has been conferred with numerous accolades and recognitions including Honorary Membership of Indian Institution of Industrial Engineering Award (1992). reinforce it with mutually beneficial relationships and you will be a winner. he set up Hero Cycles factory in 1956. a position it has held since then. The company heralded the twowheeler revolution in India and became the world’s largest two – wheeler company in 2001 and continues to hold that position ever since. Presently. vocational training for rural women. Dr. cost and service. the Hero Group operates several charitable trusts. Munjal is considered to have led Hero Honda from the front to establish it as a ‘World No. Board of Governors. Hero Group which straddles Indian industrial landscape with 20 companies in diverse fields including auto parts. BPO. education. schools. quality. a Rotary District Governor and a member of Rotary International Committees. He has been long associated with Business Management education in India and is presently Member. Today more than a crore satisfied Hero Honda customers bear the testimony to Dr. President of Society of Indian Automobile Manufacturers (SIAM). IT software etc. Brijmohan Lall Munjal is a great philanthropist. National Award for Outstanding . the joint venture of Hero with Honda Motor Co. In 1984 he started Hero Honda. 1’ two – wheeler company. hospitals. Japan. He has held important positions on the panel of various prestigious bodies like President of Confederation of Indian Industry (CII). motorcycles. mobile medical facilities for remote villages etc. which engaged in manufacturing complete bicycles and went on to become the world’s largest bicycle producer in 1986. He is an active Rotarian. He has nurtured the growth of a large number of world-class suppliers and ancillaries. adult education programs. Munjal is the Chairman. bicycles. Dr. and Management Development Institute (MDI) Gurgaon. Munjal’s philosophy – create a judicious world class blend of performance. A true entrepreneur.

It has also tied up with other two wheeler manufactures. One of the largest two and Four wheeler manufacturers in all models in the world. Entrepreneur of the Year (2002) – Business Standard. This was a giant step forward and ensured the company's growth to the auto market word.12 SHOWROOM PROFILE SS MOTORS PVT LTD was established in the year 2002 with the aim of trading Automobiles. Lifetime Achievement Award for Management (2003) – All India Management Association. SS motors have established that it is one of the best Dealers in this field. by this it is able to provide wide range of vehicles to its customers & also increase its sales. Hero Honda Auto Limited in bangalore. 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. Now SS motors private limited have become one of the main dealer of M/s. having most of all models of two wheeler motorcycles.A survey on Consumer Perception of Hero Honda Splendor plus Contribution to the Development of Indian Small Scale Industry by President of India (1995). SS Motors is also the pioneer in farm mechanization. but today it has come long way in the automobile world. Initially. Escorts Limited. as modest beginning. Entrepreneur of the Year (2001) – Ernst & Young. M/s SS Motors Private limited dealt only with Motors Parts. Hero Honda Auto Limited. dealing I with Farmtrac and Escorts Tractors. manufactured by M/s. SALIENT FEA TURES OF “SS MOTORS” • Simplicity is the nature of truth 31 . Sir Jehangir Ghandy Medal for Industrial Peace (2000) – XLRI. Degree of “Doctor of Letters” Honoris Causa (2004) – Banaras Hindu University 3.

easy to implement. We learnt that there is a requirement of Hero Honda 2 Wheeler for BSF Personnel. and come out with simple solutions. trustworthiness. Patel Director: Verandra patel Product Profile 32 . and dependability in cost.• • • • A survey on Consumer Perception of Hero Honda Splendor plus We reduce all complex problems to their simple elements. both strength and weaknesses. . • Have good advanced technical equipments for servicing the vehicles & the servicing is provided all the 7day of the week. • Showroom atmosphere attracts the customers.13 Board of directors Chairman & Managing Director: B. time and quality. 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. Humility is the understanding and acceptance of truth. Kindly avail the special scheme. Honesty is transparency. to the essence. We have a tie-up with financial institutions like ICICI Bank. Honesty is the manifestation of truth. 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. 3. hire purchase special schemes for Defence Personnel.S. We go to the root.

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.

Various Models of Vehicles: Cd Dawn  Hero Honda Pleasure  CD Deluxe  Splendor NXG  Splendor super  Splendor Plus  Passion Plus  Glamour  Hero Honda Achiever  Hunk  CBZ Xtreme  Karizma R

33

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: Engine 4-Stroke OHC, Single Cylinder, Air Cooled 34

Bore X Stroke Displacement Compression Ratio Max Power Torque Max Speed Clutch Final Drive Ignition Starting Suspension Dimensions (LXWXH) Wheel Base Ground Clearance Kerb Weight Tyres FuelTank Capacity Head Light

A survey on Consumer Perception of Hero Honda Splendor plus 52.4 X 57.8 mm 124.7 cc 9.1: 1 6.72 Kw (9 BHP) @ 7000 rpm 10.35 Nm @ 4000 rpm 90 Kmph 4 - Speed Constant Mesh Roller Chain Digital - CDI Ignition (AMI) Processor Ignition system Kick Start Self Start (Optional) Front : Telescopic

Advanced Micro

Hydraulic

Fork

Rear : Swing Arm with Hydraulic Shock Absorbers 1995 X 735 X 1095 mm 1265 mm 150 mm 117 Kg (Kick Version) 121 Kg (Self Version) Front : 2.75 X 18 - 4 PR /

42P

Rear : 2.75 X 18 - 6 PR / 48P 12 Ltrs. (Min) 12V - 35W Multi Reflector Halogen Bulb - AC Type

PASSION PLUS

35

A survey on Consumer Perception of Hero Honda Splendor plus

CD-Dawn

CD DELUXE

36

A survey on Consumer Perception of Hero Honda Splendor plus

Hero Honda – CBZ

37

A survey on Consumer Perception of Hero Honda Splendor plus 2.Honda and TVS . It is much important to any manufacturer to understand the . Suzuki. This helps the manufacturer to know where his product is lacking as compared with a competitor. in the 38 two-wheeler market. Now a days the competitors are Bajaj.Yamaha.1 Statement of the Problem: The knowledge of post purchase consumer perception of a product and level of satisfaction with a product is essential for the manufacturers of a product in order to get an idea about what the general consumer perceives about the product.

39 . Hence today study aims at analysis of “consumer perception towards splendor plus ’’ in S. 2.3 Objectives of the study: The Primary Objectives are:1. To understand. Then only they can compete in this competitive world.2 Title of the report: “Consumer Perception of Hero Honda Splendor Plus. analyze and evaluate the opinion of the consumers’ perception on splendor plus. Bangalore. 2. what are the factors influencing the consumer’s while deciding to purchase the Splendor plus.S MOTORS.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. To know.” 2.

5 Sampling Size: A few people or a unit of population called as sample size was taken to obtain representative sample of the whole universal. 2.6 METHODOLOGY OF THE STUDY Sources of Data  Primary Sources. 4. 2. 2. and the response relate to that period only. The survey was conducted from 25th Feb to 18TH April 2010. To know the level of satisfaction among the owners and users of splendor plus. 40 . The study is done to analyse the consumer perception towards the splendor plus.A survey on Consumer Perception of Hero Honda Splendor plus 3. 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.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.  Secondary Sources. To provide information helpful to S.4 Scope of the Study: The study covers the over all consumer opinion survey on splendor plus and is restricted to Bangalore only.

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.  Through personal interviews – to collect information on responses requiring an explanation and also information vital to the study but not covered in the questionnaires.7 DATA COLLECTION INSTRUMENT: In this study the main tool used for data collection is questionnaire. The questionnaire construction consists of 5 steps: Specifying the information needed.  Questionnaires. with close ended questions and few open ended questions. Secondary Sources: These are sources containing data that have been collected and compiled for another purpose. 41 . 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. Primary data in this research was obtained through questionnaires and direct interview. Hero Honda.  Determining the type of questions to be asked.com. 2.

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. Coding: Pre coding is done which involves identification and classification of each responses. Consumer Behaviour: 42 .  Preparing the preliminary draft of questionnaire.  Revising and pretesting the questionnaire. 2.A survey on Consumer Perception of Hero Honda Splendor plus  Deciding the number and sequence of questions are to be asked. whether an accurate sample was obtained.9 OPERATIONAL DEFINITION OF CONCEPTS: Perception: It is the process by which people.8 DATA PROCESSING AND ANALYSIS: Validation: The researches routinely checked the some proportion of questionnaire in order to check. Percentages were used to analyze data. Data collected is depicted through tables. select. graphs and pie-charts. organize and interpret information to form a meaningful picture of the world. Tabulation: After the Transcription of data is over. 2. Hence the questions prepared are modified in order to extract the relevant information. 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.

Product: A product of utilities comprising of various products features and accompanying services. It is a strategy where by all the elements involved in successful retaining [right product at right price. creating the awareness of product’s activity and services.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. Reference Group: An interactive group of people who influence an individuals attitudes and behaviour. Attributes: The salient features of a product marketing mix. 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. Splendor plus to this study of market area is five Blocks of Bangalore. Retail marketing is more concerned with who is buying the splendor plus and the underlying reasons for this behaviour. Advertisement: A paid media for non-person communication from the manufacturer/dealer to the consumer. etc] are blended together is such a way so as to satisfy the customer. advantageous location. To my study the product is splendor plus two wheelers. 43 . In this study behaviour of the splendor plus consumers are studied. Marketing: A human activity directed at satisfying needs and services. effective promotion.

3.10 Limitations of the Study: 1. The responses of 100 respondents considered to be the fair representation of the universe.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. 5. The data collected from the respondents assumed to be fair and unbiased. 4. 44 . The sample size is restricted to 100 respondents due to time and cost constraints. 3.1 2. The study focuses mainly on the consumer who own splendor plus and the potential consumers. 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.

A survey on Consumer Perception of Hero Honda Splendor plus Table – 4. of Respondents 4 66 10 12 8 100 Percentage 4 66 10 12 8 100 45 .1 Table showing age group of the respondents: Age Group Bellow 20 years 20 – 30 years 30 – 40 years 40 – 50 years 50 and above Total No.

10 percent of respondents fall under the age group of 30 –40 years. respondents fall under the age group of below 20 years. 8 percent of the respondents fall under the age group of 50 years and above. 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.1 Graph Showing Age Group of the Respondents: 46 .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. 4 percent of Graph 4.

30 years 40 -50 years 47 .A survey on Consumer Perception of Hero Honda Splendor plus 8% 12% 4% 10% 66% Below 20 years 30 .40 years 50 & above 20 .

Respondents 38 of Percentage Married 38% Un married 62 62% Total 100 100% INFERENCE: Hence.2 Table Showing Marital Status of the Respondents: Marital Status No.A survey on Consumer Perception of Hero Honda Splendor plus Table – 4. 48 . 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.

2 Graph showing Marital Status of the Respondents: 38% 62% Married Un married 49 .A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.

A survey on Consumer Perception of Hero Honda Splendor plus Table – 4.C. we can infer that majority of respondents have completed graduation. Respondents 12 8 14 66 100 of Percentage Illiterate Matriculation P. 12 percent of respondents were illiterates and 8 percent of respondents were matriculation. Graduate & above Total 12% 8% 14% 66% 100% INFERENCE: Hence.U. ANALYSIS: Above table shows that 66 percent of respondents were having educational qualification of Graduate and above.U. 14 percent of respondents have studies P. 50 .C.3 Table Showing Educational Qualification of the Respondents: Qualification No..

Graduate and above 51 .3 Graph Showing the Educational Qualification of the Respondents: 12% 8% 14% 66% Illiterate Matriculation P.A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.U.C.

4 Table Showing the Occupation of Respondents: Occupation Students Business Employees Professionals Others Total No. Respondents 20 40 24 12 4 100 of Percentage 20% 40% 24% 12% 4% 100% INFERENCE: Hence. 12 percent of the respondents were professional. 52 . ANALYSIS: Above table shows that 40 percent of the respondents were business. 20 percent of the respondents are student. 24 percent of respondents were employed.A survey on Consumer Perception of Hero Honda Splendor plus Table – 4. we can say that majority of respondents have their own business. and 4 percent of the respondents were others.

4 Graph Showing the Occupation of the Respondents: 12% 4% 20% 24% 40% Students Business Employees Professionals Others 53 .A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.

000-20.000 10.10.000 Below.000-25.15.000-25000. ANALYSIS: Above table shows that 30 percent of the respondents fall under the income group of 25.20.000 above. of Respondents 14 20 16 20 30 100 Percentage 14% 20% 16% 20% 30% 100% 54 .000-15.000 and 14 percent of the respondents fall under the income group of Rs. No.) Below 10.000 and above Total INFERENCE: we can say that majority of respondents are in the income group of 25000 and above. 16 percent of the respondents fall under the income group of Rs.A survey on Consumer Perception of Hero Honda Splendor plus Table – 4.000-20.5 Table showing monthly income of the respondents: Monthly Income (In Rs.000 25.000 15.000 20. 20 percent of the respondents fall under the income group of Rs.

500 7.500 and above 55 .00012.000 Percentage 30 20 16 20 10.5 Graph showing monthly income of the respondents: Percentage 35 30 25 20 15 10 14 5 0 Below 5.000 5.50010.000-7.A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.500 12.

V..V.V. this product enjoys good publicity.ads. Non of them aware from the others.ads.A survey on Consumer Perception of Hero Honda Splendor plus Table 4. 14 percent of respondents were aware from the dealers. Respondents 14 44 20 6 16 100 of Percentage 14 44 20 6 16 100 56 . 6 percent of respondents were aware from magazines. ANALYSIS: Above table indicates that 44 percent of respondents were aware about splendor plus from the friends. ads Magazines News papers ads Others Total INFERENCE: The 44 of respondents were aware about splendor plus from the friends and T.6 Table showing how respondents were aware of this brand: Source Dealers Friends T. It means. 16 percent of respondents were aware from the News paper ads. No. 20 percent of respondents were aware about splendor plus from T.

V.6 Graph showing how respondents were aware of this brand: 50 45 40 35 30 25 20 15 10 5 0 T. Respondents Percentage Table showing the respondents having any other two-wheeler before purchasing Two wheelers Ne ws of Percentage 57 .7 Splendor plus No. ad s De al er s Fr ie nd s ag az i pa pe rs O th er s ne s ad s 44 20 14 16 6 0 M Table 4.A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.

A survey on Consumer Perception of Hero Honda Splendor plus Yes No Total 70 30 100 70 30 100 INFERENCE: Most of the respondents (70%) have used other two-wheeler before purchasing of this bike. we come to know that most of the respondents have given importance to this brand. Hence.7 Graph showing the respondents having any other two-wheeler before purchasing Splendor plus: 58 . Graph 4. ANALYSIS: Above table depicts that 70 percent of respondents were having other twowheeler before purchasing of this bike and 30 percent of respondents are not having any other two-wheeler before purchasing of this bike.

Respondents 4 4 of Reasons Problems of engine Problems of spare parts Percentage 6 6 59 .A survey on Consumer Perception of Hero Honda Splendor plus 70 60 50 40 30 20 10 0 Yes No 30 70 Percentage Table 4.8 Table showing reasons for replacing the old brand: No.

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. 28 percent of respondents replaced old brands because of High fuel consumption. 32 percent of respondents have replaced old brands for purchasing of new brand. Graph 4. 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. ANALYSIS: Above table shows that.8 Graph showing reasons for replacing the old brand: 60 . 16 percent of respondents have replaced old brand because of low mileage. 12 percent of respondents replaced old brands because of High maintenance cost.

A survey on Consumer Perception of Hero Honda Splendor plus Percentage 0% 32% 6% 6% 28% 12% 16% Problems of engine High fuel consumption High Maintenance cost Others Problems of spare parts Low mileage Purchasing of new brand Table 4.9 Table showing the attributes considered by respondents with regard to Splendor plus: Ranking Excellent Good Satisfactory Poor Total % 61 .

% No.Attributes Style Comfort Quality Safety Maintenance Mileage Availability of Spares Service A survey on Consumer Perception of Hero Honda Splendor plus No. % 28 28 40 40 30 30 2 2 100 100 30 30 40 40 20 20 10 10 100 100 40 40 32 32 24 24 4 4 100 100 36 36 40 40 24 24 100 100 24 24 28 28 40 40 8 8 100 100 50 50 28 28 22 22 100 100 28 26 28 26 30 30 30 30 32 34 32 34 10 10 10 10 100 100 100 100 62 . % No. % No.

5 percent respondents feel that the overall attributes of the bike are poor.25 percent of respondents are satisfied and 5. 28.75 percent of respondents feel excellent about the attributes of bike. ANALYSIS: Above table shows the 40 percent respondents are of the opinion that the style of the bike is good. 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. 33.28 percent of respondents consider it to be excellent. 40 percent of respondents feel good about the safety 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 comfort factor of the bike. while 30% feel it is satisfactory. and 2 percent of respondents were of an opinion that the style of the bike is poor.INFERENCE: 32. and 34 percent of respondent are satisfied with the service of bike.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 COMFORT QUALITY 25 SAFETY MAINTENANCE 20 MILEAGE AVAILABILITY OF SPARE PARTS SERVICE 15 30 10 5 0 EXCELLENT SATISFACTORY .

Table 4. ANALYSIS: Above table shows that 50 percent of respondents are of a opinion that the price of the bike is reasonable. Respondents 50 40 10 100 of Percentage Reasonable High Too high Total 50 40 10 100 INFERENCE: Majority of respondents are of a opinion that the price of the splendor plus is reasonable. .10 Table showing the respondent opinion on the price of splendor plus: Opinion No. 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.

10 Graph showing the respondents opinion on the price of splendor plus 50 45 40 35 30 25 20 15 10 5 0 Reasonable High 10 50 40 Percentage Too high .Graph 4.

11 Table showing the suggestions of respondents to others to buy splendor plus: Suggesting splendor plus Yes No Total INFERENCE. others to buy No. . of Respondents 90 10 100 Percentage 90 10 100 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. Majority of the respondents are suggesting others to buy splendor plus.Table 4.

Graph 4.11 Graph showing the suggestions of respondents to others to buy splendor plus: Percentage 90 80 70 60 50 40 30 20 10 0 Yes No 10 90 Percentage .

44 percent of respondents are satisfied.12 Table showing satisfaction criteria regarding the performance of their splendor plus: Level of satisfaction Fully satisfied Satisfied Not at all Satisfied Total INFERENCE: Majority of respondents are fully satisfied with the performance of splendor plus. No. of Respondents 56 44 100 Percentage 56 44 100 ANALYSIS: Above table shows that 56 percent of respondents are fully satisfied. .Table 4.

Graph 4.12 Graph showing satisfaction criteria regarding the performance of their splendor plus: Percentage 60 50 40 30 20 10 0 Fully satisfied Satisfied 0 Not at all Satisfied 56 44 Percentage .

of Respondents 40 36 24 100 Percentage 40 36 24 100 .Table 4.13 Table showing opinion of respondents about advertising and publicity of splendor plus: Opinion Excellent Good Satisfactory Not satisfied Total INFERENCE Majority of respondents accept the way it is promoted by the company. No. 24 percent of respondents were satisfied. 36 percent of the respondents said good. ANALYSIS Above table shows that 40 percent of respondents opinion is excellent about the advertising and publicity of the company.

13 Graph showing opinion of respondents about advertising and publicity of splendor plus Percentage 40 36 35 30 25 20 15 10 5 0 0 Excellent Good Satisfactory Not satisfied 40 24 Table 4.14 .Graph 4.

Table showing satisfaction level of respondents about after sales service Satisfaction Level Fully satisfied Satisfied Un-satisfied Total 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.14 Graph showing satisfaction level of respondents about after sales service: . No. of Respondents 38 62 100 Percentage 38 62 100 Graph 4. 38 percent of respondents are fully satisfied.

15 Table showing respondent’s opinion about the effectiveness of service .Percentage 0 38 62 Fully satisfied Satisfied Un-satisfied Table 4.

15 Graph showing respondent’s opinion about the duration of service period: . Graph 4. Respondents 90 10 100 of Percentage 90 10 100 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.Opinion Satisfied Not Satisfied Total No.

Percentage 90 90 80 70 60 50 40 30 20 10 10 0 Yes NO Percentage Table 4.16 .

.Table showing duration of the extension of free service period required by respondents: Period 6 months 1 year 1 ½ year Total INFERENCE: Most of the respondents wanted the service period to be extended to one year. No. Respondents 20 50 30 100 of Percentage 20 50 30 100 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.

of Respondents Percentage .Graph 4.17 Table showing the respondents opinion regarding the most valuable brand. Brand Name No.16 Graph showing duration of service period required by respondents: 60 50 40 30 50 20 30 10 20 Percentage 0 6 months 1 year 1 ½ year Table 4.

S. 36 percent of the respondents feel splendor plus is the most valuable brand. 16 percent respondents feel Bajaj is the most valuable brand. ANALYSIS: Above table shows that.Hero Honda Bajaj T. 30 percent of the respondents feel Hero Honda is the most valuable brand. is the most valuable brand.V. Yamaha Others Total INFERENCE: 50 16 6 28 100 50 16 06 28 100 Hero Honda has got brand identity in the market and it shows it is one of the best products. 12 percent of the respondents feel yamaha is the most valuable brand.S. Graph 4.V.17 Graph showing the respondents opinion regarding the most valuable brand: . 6 percent of the respondents feel T.

V.S Yamaha 20 10 0 percentage .60 50 40 Hero Honda 30 Bajaj T.

.

Most of the respondents are aware of splendor plus. . Majority of the respondents are influenced by mileage factor. Majority of the respondents feel that the service period for the bike should be extended to 1 year. 7. Majority of the respondents have sold their previous vehicles just to purchasing of new brand. 3. Most of the users of splendor plus are in the age group 20-30. 9. Most of the respondents feel that the advertising strategy is excellent. Majority of the respondents are in the income group of 25000 & Above. 12. 10. 4. Majority of the respondents feel that the price of splendor plus is reasonable. 6. 8. 11. 5. 2. Majority of the respondents are satisfied about after sale service.SUMMARY OF FINDINGS 1. Majority of the owners of splendor plus are satisfied with the performance of their vehicle. Majority of the respondents have come to know about splendor plus through ads. Majority of the respondents who know about splendor plus feel it is vehicle known for comfort.

style factor while purchasing a two – wheeler. In order to attract non users promotional strategies like advertising. demonstration camps may be made use of. Majority of the respondents feel splendor plus is the most aware and preferred brand. safety. . maintenance. service. 35. free. Majority of the respondents are influenced and satisfied by the mileage.test drive camps. Majority of the respondents feel that a reasonable price for a bike is in between Rs.13.000 SUGGESTIONS AND RECOMMENDATIONS 1. 15. 14.000 – 40.

3. 4. 8. The company should Decrease the price of spare parts because it is considered expensive by the respondents. 9. Most of the respondents though feel the price of the splendor plus is reasonable many of them feel it is quite high. safety. 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. 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. CONCLUSIONS My project title being “ a study of consumer perception towards splendor plus in Bangalore” after completion of study and careful analysis of the data can conclude that . Most of the respondents feel the free-service period is not sufficient so the company can look into this factor. This can be done by changing the design making it more sleek. so that HMSI should try to cut the cost will benefit the students. 5. HMSI should try to improve based on these factors. style. modern and stylish. Most of the customers look for mileage. overall performance and cost of vehicle and comfort riding. 7. 6. Remember middle income group are the most constituted population in the country.2. It was found from the stuffy that splendor plus is made for middle class families.

which are not available in any other bikes and other reasons being service and maintenance.the public had a favorable opinion about splendor plus. Suzuki and TVS the most common reason given by the respondents for purchase of splendor plus was its unique mileage and comfort.Suzuki. Yamaha and TVS. It is possible to say that the respondents have good opinion about the splendor plus and the “S S Motors” have good name and popular in Bangalore. Honda. so main comparing are Bajaj. . In short it is perceived as good performer in the market. The respondents were making the purchase of splendor plus after comparing it with Bajaj.

C. Gandhi .BIBILIOGRAPHY BOOKS Marketing Management Marketing Management AUTHOR Philip Kotler J.

Consumer Behavior Leon Schiffman Websites:  www.com .com  www.herohonda.google.com  www.questa.

Name : Age:  > 20 yr  20-30yr  30-40yr  40-50yr  <50yr . 2.QUESTIONNAIRE 1.

How did you come to know about Hero Honda Splendor +?  Internet  Friends  TV Ads  Magazines  News paper Ads  Others Did you own a Two wheeler prior to purchasing HeroHonda Splendor+?  Yes  No 8. 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 10.Educational Qualification:  No formal Education  PUC 5. 13. . Marital Status: Married  Unmarried 4.  Matriculation  Graduation and above  Employed  Business  Others  10000-15000  20000-25000 Monthly Income of your family (in Rs)  Below 10000Rs  15000-20000  Above 25000 7. 9.3. 12. What factors influenced you to own Splendor+?  Style  Comfort  Quality  Maintenance  Mileage  Service  Availability of Spares What is your opinion regarding pricing of Splendor +?  Reasonable  High  Too high Do you think Splendor + is a multipurpose vehicle?  Yes  No Would you like to recommend others to buy this vehicle?  Yes  No  Safety 11. Occupation:  Student  Professional 6.

19. How satisfied you are with the performance of Splendor+?  Fully satisfied  Satisfied  Not at all satisfied What is your opinion about advertisement and publicity of Splendor+?  Excellent  Good  Satisfactory  Not satisfactory How satisfied with the after sales service you received for your vehicle?  Fully satisfied  Satisfied  Unsatisfied Are you satisfied with the duration of service period?  Yes  No If you are not satisfied with the duration of free services. 17.14. 15. . 18. what is your preferred extension of service period?  6months  1year  1½ Years Which brand you would like to associate with Most valuable brand?  Hero Honda  Bajaj  TVS  Yamaha  Others 16.

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