A SUMMER TRAINING REPORT ON “A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD.

Submitted in partial fulfillment for the award of the degree Master of Business Administration Chhattisgarh Swami Vivekananda Technical University, Bhilai

Submitted by,

OMPRAKASH SINHA,
MBA – Semester IIIrd Session 2011-2013

Approved By, DR. SUMEET GUPTA Head of the Department

Guided By, GURMEET SINGH General Manager JAI HERO, Rajnandgaon (C.G.)

Shri Shankaracharya Institute of Technology and Management
Junwani, Bhilai (C.G.) - 490020

DECLARATION
I the undersigned solemnly declare that the report of the research work entitled A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. is based on my own work carried out during the course of my study under the supervision of MR. GURMEET SINGH, General Manager (JAI HERO). I assert that the statements made and conclusions drawn are an outcome of my research work. I further declare that to the best of my knowledge and belief the report does not contain any part of any work which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this University or any other University of India or abroad.

_________________ (Signature of the Candidate) OMPRAKASH SINHA Enrollment No: AI6161

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CERTIFICATE

This is to certify that summer internship report A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. is a

record of research work carried out by MR. OMPRAKASH SINHA bearing Enrollment No.: AI6161 under my/our guidance and supervision for the part fulfillment for the award of MBA Degree of Chhattisgarh Swami Vivekananda Technical University, Bhilai (C.G.), India.

To the best of my knowledge and belief the Report i) Embodies the work of the candidate him/herself, ii) Has duly been completed, iii) Is up to the desired standard both in respect of contents and language for external viva.

Gurmeet Singh General Manager JAI HERO, Rajnandgaon (c.g.)

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ACKNOWLEDGEMENT

I, hereby, express my gratitude towards JAI HERO, Rajnandgaon for granting me the opportunity to do my Internship Programme in their Company. I also take this moment to express my gratitude to Mr. Gurmeet Singh, General Manager of the JAI HERO under whose guidance i could conduct my summer training on “A PROJECT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD.” I am pleased to record my gratitude and sincere thanks to my guide, SSITM Bhilai for sincere guidance and valuable assistance for completing this report. I am also indebted to my parents and friends for their support for completing this project successfully. Once more, I am grateful to all the above mentioned people for the help, advices and suggestions they contributed in the making of my Internship Programme Report during the period of June-July 2012.

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TABLE OF CONTENTS Declaration by the Student Certificate from the Supervisor / Company Acknowledgments Chapter 1. Introduction to the study a. Explanation of the subject Chapter 2. Company Profile / Industry Profile a. About the Company / Industry b. The relation of work done in your study to the industry Chapter 3. Literature Review a. Related to the work done in your study Chapter 4. Research Methodology a. Objectives b. Research Plan c. Sampling Plan d. Data Collection e. Descriptive Statistics Chapter 5. Data Tabulation, Analysis and Results a. Type of Analysis used and Why b. Results of the Analysis Chapter 6. Findings of the study Chapter 7. Recommendations Chapter 8. Limitations Chapter 9. Conclusions References Appendices a. Research Progress Report b. Questionnaire used

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CHAPTER .1 INTRODUCTION Page | 5 .

1. companies must be faster. Also many of them did not show any interest in filling questionnaires.1 Introduction of Study Selling of any product. The data was collected by personal interviews of the respondents. The present is the era of customers. the customers were highly satisfied with the products and service of Hero MotoCorp. There were some limitations while doing the project. It was found that Hero MotoCorp Motor cycle is having a good brand image in the market. Page | 6 .. Customers are more knowledgeable than ever before and because the customer is more knowledgeable. Also Hero MotoCorp should increase the range of its targeted market. Hero MotoCorp should improve on their after sales support. we found that. it is almost rural area and most population income depends on agriculture or its products. Also through this project get awareness that which factors affect on the selling of bike mainly in the rural area. Most of the respondents considered Hero MotoCorp showroom is one of the best places to purchase of Motor cycle. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products. and have knowledgeable support staff. This study will help Hero MotoCorp to know the most popular way by which they are providing services and quality to the customers and to know various customers Perceptions. From the study. but there were some complaints regarding after sales service and staff of Hero MotoCorp. there is needed to build relationship with customer. For building a Relationship there is need for knowing the customer behavior and how will be they satisfied? This project is undertaken to know the customer behavior & satisfaction level for Hero MotoCorp in JAI HERO at (Rajnandgaon). more agile and more creative than few years ago. Because the area where project was undergoing. As it was the rural area we were supposed to explain each and every question of the questionnaire.

2 COMPANY PROFILE Page | 7 .CHAPTER .

First motorcycle 'CD 100' rolled out. With its three manufacturing plants located at Haridwar. Ltd. MILESTONES  1983    1984   1985   1987  Joint Collaboration Agreement with Honda Motor Co. The joint venture between India's Hero Group and Honda Motor Company. Japan signed. Hero churns out approx 3 million bikes in a year.2. Incorporated. The company started with a joint venture between the Japanese Two Wheeler manufacturing company Honda in 1984. Shareholders Agreement signed. Hero Motocorp Ltd. Honda Motor Company of Japan and the Hero Group entered a joint venture to setup Hero Honda Motors Limited in 1984. The new company which was renamed Hero Motocorp in August 2011 is now the world‟s largest manufacturer of two – wheelers. 100. The Japanese technology which came from their Japanese partner “Honda” in the Hero motorcycles made it a huge hit in Indian market.000th motorcycle produced. Page | 8 . The company continued to use the same technology till they parted ways with Honda. but in 2010 Honda decided to move out and Hero Cycle bought their shares and became a new independent identity. formerly known as Hero Honda is world‟s largest Two-Wheeler company having its registered office in India. Not only in manufacturing the company is a real “hero” in customer service also with a huge network of about 3000 dealerships and service centers across country. Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide. Hero Honda Motors Ltd. The Company started with a vision of empowering India by its bikes and making it a mobile and much more empowered country by taking it to global market with its world class bikes In the 1980‟s Hero Honda introduced low cost and fuel efficient bikes in India. Gurgaon and Dharuhera.1 HISTORY OF COMPANY Hero MotoCorp is the World's single largest two-wheeler motorcycle company. The company offers wide range of two wheelers including motorcycles and scooters. The company has been working intelligently and trying to utilise every opportunity to promote its new brand identity.

Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated.CRM Programme launched. New motorcycle model . Raman Kant Munjal. New motorcycle model . Raman Munjal Vidya Mandir inaugurated -A School in the memory of founder Managing Director.000th motorcycle produced. 1. 1989   1991    1992   1994    1997    1998   1999     2000      2001      2002   New motorcycle model . Splendor has emerged as the World's largest selling model for the third calendar year in a row(2000.'CBZ' introduced. Page | 9 .A Hospital in the memory of founder Managing Director. One million production in one single year . Becomes the first Indian Company to cross the cumulative 7 million sales mark .000th motorcycle produced. Raman Munjal Memorial Hospital inaugurated .000th motorcycle produced. 1' .000.'Sleek' introduced. New motorcycle model . 2002). New motorcycle model . 4. 'Hero Honda Passport Programme' . Raman Kant Munjal.000. New motorcycle model .000. New motorcycle model .'CD 100 SS' introduced. 2001. 500. Environment Management System of Dharuhera Plant certified with ISO-14001 by DNV Holland.000th motorcycle produced.'Splendor' introduced.'Street' introduced.largest selling single two-wheeler model. 2.'Passion' introduced. Environment Management System of Gurgaon Plant certified ISO-14001 by DNV Holland. Mr.000. 5.'Joy' introduced. Mr.000th motorcycle produced. Splendor declared 'World No.

Hero Honda Haridwar Plant inauguration. Hero Honda is the World No. First Scooter model from Hero Honda . 1 Company for the third consecutive year.'Super Splendor' introduced. 1 for the 5th year in a row. Splendor NXG launched with power start feature. New 'Glamour' launched. New motorcycle model . Joint Technical Agreement renewed. New motorcycle model 'Splendor +'introduced. 25 million production milestone achieved. New 'CD Deluxe' launched.'CBZ' introduced.'Passion Plus' introduced. CD Deluxe launched with power start feature. New motorcycle model -'Karizma' introduced. 20 million production milestone achieved. New motorcycle model . 1 for the 6th year in a row. a global record.  2004         2005     2006    2007        2008          Page | 10 .'Glamour' introduced.'Achiever' introduced. New 'Splendor NXG' launched. New 'Glamour Fi' launched. New motorcycle model 'CD Deluxe' introduced New motorcycle model . New motorcycle model . New motorcycle model . New motorcycle model . Crossed sales of over 2 million units in a single year. 1 for the 4th year in a row. New motorcycle model 'Passion Pro' launched.'Ambition 135' introduced. Hero Honda became the World No. New motorcycle model . Hero Honda is the World No. Hero Honda is the World No. New 'Pleasure' launched.'Pleasure' introduced. 15 million production milestone achieved. Total sales crossed a record of 10 million motorcycles.World's largest selling motorcycle crossed the 5 million mark . New 'CBZ Xtreme' launched. Splendor . New motorcycle model 'Hunk' launched. New 'Passion Plus' launched.'CD Dawn' introduced.

Karizma. from the company. Hero Honda is now Hero MotoCorp On 11 sept. Crosses the landmark figure of 5 million cumulative sales in a single year . From Hero Honda Motors and its known as Hero MotoCorp Ltd. 2011 . 2011 the name of company was enhanced to Hero MotoCorp Ltd. Launch of new Super Splendor and New Hunk. Page | 11 . New motorcycle model 'Karizma . Launch of new refreshed versions of Glamour. July 29.ZMR' launched. New licensing arrangement signed between Hero and Honda.Hero Honda Motors changed its name to Hero MotoCorp following the exit of its erstwhile Japanese promoter. New model Splendor Pro launched. Honda. Glamour FI. 2009      2010    2011     Hero Honda GoodLife Program launched Hunk' (Limited Edition) launched. Splendor completed 11 million production landmark . CBZ Xtreme. Silver jubilee celebrations.

Technology In the 1980‟s the Company pioneered the introduction of fuel-efficient. the Company achieved the coveted position of being the largest two-wheeler manufacturing Company in India and also. continuously improve its operational efficiency. the „World No. Hero MotoCorp Ltd. Page | 12 . Vision The story began with a simple vision – the vision of a mobile and an empowered India. It will continue its focus on value creation and enduring relationships with its partners. powered by its bikes. styling and quality so that it converts its customers into its brand advocates. (Formerly Hero Honda Motors Ltd. Two of these are based at Gurgaon and Dharuhera which are located in the state of Haryana in northern India. company‟s new identity.2 COMPANY PROFILE Hero MotoCorp Ltd. Mission Hero MotoCorp‟s mission is to become a global enterprise fulfilling its customers‟ needs and aspirations for mobility. reflects its commitment towards providing world class mobility solutions with renewed focus on expanding company‟s footprint in the global arena.2. explore growth opportunities globally. Manufacturing Hero Honda bikes are manufactured across three globally benchmarked manufacturing facilities. Strategy Hero MotoCorp‟s key strategies are to build a robust product portfolio across categories. Hero MotoCorp Ltd.. continue to invest in brand building activities and ensure customer and shareholder delight. continues to maintain this position till date. aggressively expand its reach to customers. with the launch of the Glamour FI in June 2006. In 2001.1‟ two-wheeler Company in terms of unit volume sales in a calendar year.based in India. in the hill state of Uttarakhand. setting benchmarks in technology. environment friendly four-stroke motorcycles in the country. It became the first Company to launch the Fuel Injection (FI) technology in Indian motorcycles. The third and the latest manufacturing plant is based at Haridwar. The Company will provide an engaging environment for its people to perform to their true potential.) is the world's largest manufacturer of two – wheelers.

32 per cent Net profit after tax at Rs. growth of 22. Service & Spare Parts outlets. and dealer-appointed outlets across the country.49 per cent EPS of Rs. These comprise a mix of authorized dealerships.90 Crores Total dividend of 5250% or Rs. 19. 96.Its plants use world class equipment and processes and have become a benchmark in leanness and productivity. 70 per share on face value of each Share of Rs.15 Crores.401. 1. of products and caters to wide variety of requirements across all the segments. 105 per share including Interin Dividend of Rs. in its endeavor to remain technology pioneer. Hero MotoCorp.54 Page | 13 .level activation. Brand The new Hero is rising and is poised to shine on the global arena. Building and promoting new brand identity will be central to all its initiatives. Products Hero Honda's product range includes variety of motorcycles that have set the industry standards across all the market segments. Hero Honda offers large no. Company‟s new identity “Hero MotoCorp Ltd.” Is truly reflective of its vision to strengthen focus on mobility and technology and creating global footprint. will continue to innovate and develop cutting edge products and processes.927.44 per cent) Total net operating income of Rs. Hero MotoCorp‟s extensive sales and service network now spans over to 5000 customer touch points. 2010-11 Performance Total unit sales of 54. 02. (growth of 17. Distribution The Company‟s growth in the two wheeler market in India is the result of an intrinsic ability to increase reach in new geographies and growth markets.444 two-wheelers. utilizing every opportunity and leveraging its strong presence across sports. The Company also started manufacturing scooter in 2005. entertainment and ground. 2 each EBIDTA margin for the year 13.

3. Burman Page | 14 . Name of the Directors Designation Mr. Analjit Singh Dr. 6. Malik Mr. Mr. (Retd. 5. Dr. 9. Paul Edgerley Mr. Managing Director Non-Executive Director Non-Executive Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director Non-Executive and Independent Director 7. P.2. 4. Sunil Kant Munjal Mr. 2. Mr. M. Pritam Singh Chairman Managing Director & CEO Jt.) V. Suman Kant Munjal Mr. Brijmohan Lall Munjal Mr. 8. Anand C. Damodaran 11. Pradeep Dinodia Gen. Pawan Munjal Mr. Ravi Nath 12. 10. 1.3 BOARD OF DIRECTORS No.

2 cc 97.2 cc 97.2 cc 97.2.2 cc 149.2 cc 109 cc 97.2 cc 124.8 cc 149.2 cc 223 cc 223 cc 149.4 PRODUCT OF HERO HONDA MOTORCYCLE Category Product Name CD Dawn Slogan PUBLIC KA APNA TRANSPORT Naye Indian ki Nayi Deluxe Bike Why should boys have all the fun? The All New DESIGNED TO EXCEL Yaari ki gaadi ab sirf style hi style bolega All New SIMPLY SUPER SIMPLY MAGNETIC Trusted by millions RIDE THE FUTURE Solid like you LIVE OFF THE EDGE EVERYBODY FOLLOWS THE ALWAYS GAME ABOVE ALL Engine Capacity 97.7 cc 97.2 cc CD Deluxe Entry Pleasure MAESTRO Splendor + SPLENDER NXG Passion PRO Deluxe Super splendor GLAMOUR Splendor PRO GLAMOUR PGM Fi Achiever CBZ XTREME Hunk Premium KARIZMA KARIZMA ZMR IMPULSE 97.2 cc Page | 15 .7 cc 124.2 cc 149.2 cc 124.

W.W.2.) SELF PASSION PRO(C. SHOW RTO/INS ACC.W.LIFE EXWTY R.W.) SELF PASSION PRO(DSC) SELF GLAMOUR C.W. –SELF CD-DELUX C.5 PRODUCT PROFILE PRICE LIST(02. – SELF(NEW) GLAMOUR C. OF TTL PLEASURE MAESTRO CD-DOWN DC-DELUX SPK CD-DELUX-CW CD-DELUX S.) KIK PASSION PRO(S.) KIK PASSION PRO(C. G.W.Price can be change time to time. –SELF SPLENDOR 10 SPOKE SPLENDOR 10 CAST SPLENDOR PRO KIK SPK SPLENDOR PRO KIK CAST SPLENDOR PRO SELF SPK SPLENDOR PRO SELF CAST SPL NXG KIK SPOKE SPL NXG KIK CAST SPL NXG S. SELF PASSION PRO(S.05.W – SELF SPL NXG C. – SELF DISK GLAMOUR DISCW-KIK-FI GLAMOUR DISCW-SLF-FI SUPER SPLENDOR CW NEW CBZ XTREEM (REAR DISK) CBZ XTREEM(REAR DRUM) HUNK SELF (NEW) (fr /disk) HUNK SELF(NEW)(fr & redisc) IMPULS KARIZMA-R KARIZMA-10 42663 47511 37137 39593 41384 41998 42920 43937 44961 44858 45882 46905 47929 42914 44449 45677 46701 46598 48135 48645 49669 51716 53430 55477 58624 62769 51613 70341 67270 66095 69166 70803 80107 100781 4250 4600 4000 4150 4200 4250 4300 4400 4450 4450 4500 4550 4600 4300 4400 4500 4550 4600 4700 4750 4800 5000 5250 5400 5550 5650 4900 6500 6000 5900 6150 6300 6850 7900 2400 2400 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 900 350 350 350 350 350 350 350 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 250 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 550 570 570 570 570 570 570 570 570 570 570 610 610 50110 54760 42840 45440 47290 47950 48920 50040 51110 51010 52080 53160 54230 48910 50550 51880 52950 52900 54540 55100 56170 58420 60400 62600 65890 70140 58240 78010 74440 73160 76490 78270 88170 109890 NOTE:.W.W. Page | 16 .W.2012) MODEL NAME EX.

Palace Maroon GLAMOUR PGM Fi Black With Sport Red. Boon Silver Metallic. Panther Black Metallic Hunk Panther Black. Force Silver. Hi Granite Blue.6 COLOURS OF BIKE No. Vibrant Blue. Deep Sea Blue. Sports Red. Heavy Grey. Sports Red. Pearl White. Ebony Grey. Black With Purple Stripe 1. Aqua Green. Candy Blazing. Force Silver Metallic. Shield Bold Metallic CBZ XTREME Sport Red. Daring Yellow. Candy Red SPLENDER NXG Vibrant Blue. Terra Rossa. Black With Frost Blue Metallic. Canyon Orange 6 7 8 9 10 11 12 13 14 15 16 Page | 17 . Graphite Black. Flaming Orange. Black With Silver Stripes. Candy Blazing Red. Black With Frost Blue. Candy Blazing Red. Bold Brown. Panther Black. Leaf Green Metallic. MODELS CD Dawn 1 2 3 4 5 COLOURS COMBINATION Black With Gold Stripes. Light Purple MAESTRO Electric Blue. Candy Blazing Red. Cloud Silver. Black With Red Stripes. Black With Purple Stripes Pleasure Dream Orange. Candy Blazing Red. Spotlight White. Black Monotone. Purple Stripe 3. Spotlight White IMPULSE Grassland Green. Black With Vibrant Orange. Evony Grey. Classy Maroon Metallic. Max Brown Metallic. Vibrant Orange. Candy Blazing Red. Purple Stripe 2. Black With Purple Stripes. Black With Red Stripes. Cloud Silver. Hi Granite Blue. Blazing Red. Digital Silver. Black With Silver Stripe. Force Silver Super splendor Cloud Silver.2. Black With Heavy Grey. Heavy Grey. Vibrant Blue. Sport Red KARIZMA ZMR Panther Black Metallic. Candy Blazing Red. Black With Sports Red Splendor PRO Excellent Blue. Harvest Green. Black With Fiery Red. Black Purple. Black With Sports Red. Classy Maroon Metallic CD Deluxe Boon Silver Metallic. Ebony Grey. Black With Purple Stripes. Black With Electric Purple GLAMOUR Black With Tornado Grey Metallic. Blazing Red. Marine Green. Blazing Red KARIZMA Power Black. Force Silver Splendor + Excellent Blue. Candy Blazing Red Passion PRO Sport Red.

Free Rider's Personal Insurance:-Get a free Personal Accidental Insurance worth Rs.All members enrolled in a month get a chance ot participate in an exciting lucky draw and 4 lucky winners get a chance to win a Splendor+. Page | 18 . Referral Points :. take home your gifts As you continue your journey with us.2.Earn additional 3000 points on referring a Hero MotoCorp two-wheeler to your friends-n-family members and 6000 points on upgrading your own two-wheeler. you can redeem your points for fabulous gifts. It also provides you with a free riders‟ insurance worth 1 Lakh to ensure your peace of mind. What‟s more. Present the Pollution Under Control certificate to the dealer and earn your points. *Terms & Conditions Apply Special Value Offers :-Exclusive invities to events and special value offers from our partners. your Hero MotoCorp GoodLife Program membership rewards you with points on all your spends. Redeem points. selected especially for you. spares and accessories at an authorized Hero MotoCorp dealership or service centre. Points Earned on Money Spent :-Accumulate points on the purchase of service. So make the best use of your card and redeem your points for fabulous rewards! Winner of the month:. It brings you an easy to use privilege card packed with special rewards and benefits. Service Bonus :-Get 100 points per service and 500 as continuity bonus on every 6th regular service Bonus Points On Birthday :-Earn bonus double points for every transaction done on your birthday and get special greetings too. First Transaction Benefit :.7 GOOD LIFE PROGRAMME The Hero MotoCorp GoodLife Program is designed to compliment your good life in every way. Each rupee spent gets translated into one point earned.You can earn the „First Transaction Gift‟ on your first program transaction through the card and also earn 500 points as first transaction benefit. And it doesn‟t end here. Discount on Spares & Accessories :-Start receiving a special discount of 5% on the purchase of spares and accessories on your successful enrollment and free wash coupon (with limited validity period). 1 lakh on your successful enrolment. Go Green:-Get 50 Green Reward points for every Pollution Under Control check of your vehicle.

DEALERS NAME (PARTNERS) 1.RATNESH SINGH JAI HERO is authorized dealer of HERO MOTOCORP LTD.DEVWRATH SINGH 3.MR.G. MR. At Rajnandgaon (C.LAXMINARAYAN SINGH 2. Three entrepreneurs as a partner have started JAI HERO SHOW ROOM.MR.) . Page | 19 .2.) .8 DEALER PROFILE JAI HERO was established in the year 1992 at Rajnandgaon (C.G.

YAMHA 6. ROYAL ENFIELD 7.DHANESH FINANCE 3.Services (pre delivery inspection. KINATIC Page | 20 .UNION FINANCE PRIVATE FINANCE available from:1. good life. HONDA 3.INDUSIND BANK LTD 2.DEPARTMENT :1.SHRI RAM CITY FINANCE 5. MAHINDRA 8. BAJAJ 2.9 COMPETITORS 1.RISHAB FINANCE 2.BEARER FINANCE 2.Spares 3.ICICI 4. SUZUKI 5. Sales 2. extended warranty) FINANCE AVAILABLE FROM :1. TVS 4.HDFC 3.

10 DEALER’S ORGANIZATION STRUCTURE OWNER Show Room Service Station Godown Incharge incharge Mechanics P.2.I.T. insInsurance Service Adviser Page | 21 . Incharge Helper Floor Line Suplier Front Line suplier Delivery bike Wash boy Account Manager Delivery boy Cashier Mechanics incharge Bill Booking Executive Parts supplier Finance Executive Sales Executive P.I.D.o. Incharge R.D.

CHAPTER .3 REVIEW OF LITERATURE Page | 22 .

3. (i) Problem identification:The buying process starts when the buyer recognizes a problem or need.1 CONSUMER BUYING BEHVIOUR The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. packaging. commercial. They are responding to influences that change their mind at the last minute. service. use and dispse of goods. purchase. Public sources: mass media. Customer says one thing but do another. Commercial Source: Advertising. buy. as quittances. Information may be collected form magazines. Personal Sources: Family. using the product. catalogues. rating organizations. or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. They can then develop marketing strategies that trigger consumer interest. The need can be triggered by internal or external stimuli. They may not be in touch with their deeper motivations. Marketers should find out the source of information and their relative degree of importance to the consumes. Definition of Buyer Behavior:Buyer behavior is ―all psychological. consumer. (ii) Information Search:The consumer tries to collect information regarding various products/service. Social and physical behaviors of potential customers as they become aware of evaluate.3. tradefair etc. ideas. The field of consumer behavior studies how individuals. Through gathering information. sales persons. consume and tell others about product & service. friends. chamber of commerce. retailers. A buyer makes take a decision whether save or spend the money. By gathering information from a number of consumers. family members. groups and organization select. business association. neighbor. The behavior of human being during the purchase is being termed as ―Buyer Behavior. friends. dealers. The wealth of products and service produced in a country make our economy strong. Marketers can identify the most frequent stimuli that spark an interest in a product category. displays. telephone directory.2 CONSUMER BUYING DECISION PROCESS There are following five stages in consumer buying decision process. Experimental sources: Handling. the consumer learns about completing brands and their features. Page | 23 . Marketers need to identify the circumstances that trigger a particular need. Examine.

(v) Post Purchase Behavior:After purchase the product. If the Page | 24 . some basic concepts are: First. Second. It may be to buy or not to buy. (iv) Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. The other additional decisions are: Which types of bike he must buy? From whom to buy a bike? How the payment to be made? And so on. If the consumer store the product in a close. If the decision is to buy. The marketer up to this stage has tried every means to influence the purchase behavior. post-purchase use and disposal Post Purchase Satisfaction:The buyer. If the consumer satisfied. S satisfaction is a function Of closeness between the buyer. Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product. the consumer processes. he or she will exhibit a higher probability of purchasing the product again. the consumer is trying to satisfy need. the greater the consumer dissatisfaction. the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision. the consumer will experience the same level of product. Dissatisfaction consumer may abandon and return the product. The consumer may also form an intention to but the most preferred brand. Post purchase Action:The Consumer. The Marketer„s job not end when the product is buying must monitor post-purchase satisfaction. There is several First. S satisfaction or dissatisfaction with the product influence subsequent behavior. the product is probably not very satisfying. but the choice is properly consumers. The larger the gap between expectation and performance.(iii) Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying situations. In the evaluation stage the consumer forms preferences among the brands in the choice set. S expectation and the products Perceiver performance. postpurchase action.

And therefore. and attitudes. (2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes. culture. economics and bu Page | 25 . and learning to prefer particular brands. as well as by external of enviourmenatal influences such as the family social groups. (4) The individuals specific behaviors in the market place is affected by internal factor. especially it can be hurt the environment. perceiving advertising material. (3) Consumer behaviors are very complex and dynamic to constantly changing. motives. 3. management need to adjust with the change otherwise market may be lot. the marketer needs to know how they dispose of it.consumer throws the product away.3 Characteristic of Buyer Behaviors The chief characteristics of the buyers behaviors are as follow:(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them. such as need . perception.

CHAPTER 4 RESEARCH METHODOLOGY Page | 26 .

2.g.Research Methodology:Section A: . To identify the factor which influences on customer decision.) convenience 100 Research Design: Research Method Used Research Technique Used Data Collection (location) Sampling Plan Sample Size Page | 27 . To know which medium play important role for purchasing bike.Objective 1. 3. Section B:. To know customer behavior for purchase of hero motocorp bike.Research Plan RESEARCH PLAN Descriptive Survey Questionnaire Rajnandgaon (c.

ANALYSIS AND RESULT Page | 28 .CHAPTER 5 DATA TABULATION.

Respondent Profile:1. Gender profile : Table 1: Indicating gender profile of the respondents Gender Male Female Total Percent 75 25 100 Interpretation: 75% of the respondents were male and 25% of the respondent s were female. Page | 29 .

Page | 30 . Age profile : Table 2: Indicating age profile of the respondent Age 18-19 20-29 30-39 40 & above Total Percent 5 41 29 25 100 Interpretation: 41% of the respondents fall in the age group of below 20-29.2. 5% of the respondents fall in the age group of 18-19. 29% of the respondents fall in the age group of 30-39 and 25% of the respondents fall in the age group of 40 and above.

Occupation of the respondents : Table 3: Indicating Occupation of the respondents Occupation Business Service Students Agriculture Total Percent 43 32 5 20 100 Interpretation: 43% of the respondents were business class. 5 % of the respondents were student. 32 % of the respondents were service class. Page | 31 .3. 20 % of the respondents were agriculture.

4. 30% of the respondent fall in the bracket of 15.000 15.000 10. 11% of the respondent fall in the 20.000-15.000-20.000 & above Total Percent 15 44 30 11 100 Interpretation: 44% of the respondent fall in the below 10. 15% of the respondent fall in the bracket of <10.000-20.000.000 & above. Income of the Respondents : Table 4: Indicating Income of the respondents. Income <10.000-15.000 20.000 .000 . Page | 32 .

Analysis:1. 43% respondents have own bike. Page | 33 . Do you have own bike ? Percent Yes No Total 43 57 100 Interpretation: 57% respondents don‟t have own bike.

Which medium do you refer to purchasing bike? Sources News paper TV advertisement Friends & relatives others Total Percent 26 24 38 12 100 Interpretation: 38% of the respondents had the knowledge through friends &relatives.2. Page | 34 . 12% of the respondents had the knowledge through others. 26% of the respondents had the knowledge through newspaper. 24% of the respondents had the knowledge through TV advertisment.

Who is decision maker for purchasing bike in your family? Decision maker Father Mother Self others Total Percent 46 8 42 4 100 Interpretation: 46% of the respondents take decision by father for purchasing bike. Page | 35 . 4% of the respondents take decision by other for purchasing bike. 8% of the respondents take decision by mother for purchasing bike. 42% of the respondents take decision by self for purchasing bike.3.

35% respondents purchase bike by Cash.4. What is your source of finance? Source of finance By Cash By Loan Total Percent 35 65 100 Interpretation: 65% respondents purchase bike by Loan. Page | 36 .

33% of the respondents told that brand is more important. 0% of the respondents told that brand is least important.5. Which factors influence you to purchase HERO bike? Brand reputation Factor Brand Most More Important Less Least important important important important 52 33 12 3 0 Interpretation: 52% of the respondents told that brand is most important. 12% of the respondents told that brand is important. 3% of the respondents told that brand is less important. Page | 37 .

Page | 38 .Style Factor Style Most More Important Less Least important important important important 18 34 45 3 0 Interpretation: 45% of the respondents told that brand is important. 0% of the respondents told that brand is least important. 34% of the respondents told that brand is more important. 18% of the respondents told that brand is most important. 3% of the respondents told that brand is less important.

0% of the respondents told told that COLOUR is least important. 3% of the respondents told told that COLOUR is important. 0% of the respondents told told that COLOUR is less important.COLOUR Factor Most importan t 69 More importan t 28 Importan t 3 Less importan t 0 Least importan t 0 COLOU R Interpretation: 69% of the respondents told told that COLOUR is most important. Page | 39 . 28% of the respondents told that COLOUR is more important.

0% of the respondents told that price is least important. Page | 40 .Price Factor Price Most More Important Less Least important important important important 57 34 9 0 0 Interpretation: 57% of the respondents told that price is most important. 9% of the respondents told that price is important. 34% of the respondents told that price is more important. 0% of the respondents told that price is less important.

21% of the respondents told that price is less important. 11% of the respondents told that price is more important. 14% of the respondents told that price is least important. 5% of the respondents told that price is most important.Pick up Factor Pick up Most More Important Less Least important important important important 5 11 49 21 14 Interpretation: 49% of the respondents told that price is important. Page | 41 .

2% of the respondents told that price is less important. 0% of the respondents told that price is least important. 19% of the respondents told that price is most important.Mileage Factor Mileage Most More Important Less Least important important important important 19 44 35 2 0 Interpretation: 44% of the respondents told that price is more important. 35% of the respondents told that price is important. Page | 42 .

Maintenance Factor Maintenance Most More Important important important Less important Least important 11 15 67 7 0 Interpretation: 67% of the respondents told that price is important. Page | 43 . 15% of the respondents told that price is more important. 0% of the respondents told that price is least important. 11% of the respondents told that price is most important. 7% of the respondents told that price is less important.

CHAPTER 6 FINDING OF STUDY Page | 44 .

maintenance 67% are important. Respondents told that style 45%. COLOUR 69%. 5. Respondents told that brand 52%. Respondents told that mileage 44% is more important.Finding of Study: 1. pick up 49%. The study shows that 65% respondents purchase bike by Loan. 7. 2. 4. The study shows that 57% respondent has already bike. price 57% are most important. 6. 3. The study shows that 46% of the respondents take decision by father for purchasing bike. The study shows that 38% respondent had knowledge through friends &relatives. Page | 45 .

CHAPTER 7 RECOMMENDATION Page | 46 .

2. Page | 47 . Brand is the most significant factors so while making promotional activities companies must focus more on Brand name.Recommendation:1. Company should try to use more loan facility.

CHAPTER 8 LIMITATIONS OF THE STUDY Page | 48 .

Limitations of the Study:During conducting period this training I come across the following limitations. and fulfilling the objectives of the reports.   However in spite of these limitations all efforts have been put to make the report correct. preference. genuine. Some of the respondents refuse to give the important information best known to them.  Very often responded do not express their true feelings. In such case their habit. Lack of experience. practice cannot be assessed correctly. Page | 49 .

CHAPTER 9 CONCLUSION Page | 50 .

pick up. 2. price are most important. Mostly respondents purchase bike by Loan. maintenance are important. 4.Conclusion:1. Mostly respondents told that mileage is more important. Mostly Father is decision maker for purchasing bike in your family. 3. Mostly people getting knowledge by friend and relatives. COLOUR. Mostly respondents told that style. 6. Page | 51 . 5. Mostly respondents told that brand.

REFERENCE Page | 52 .

projects4mba.scribd.com www.REFERENCE:- WEBSITE:www.heromotocorp.com Page | 53 .docstoc.com www.com www.

QUESTIONNAIRE Page | 54 .

What is your source of finance? (a) By cash ( ) (b) By Loan ( ) 5. Who is decision maker for purchasing bike in your family? (a) Father ( ) (b) Mother ( ) (c) Self ( ) (d) other ( ) 4.” 1.“A PROJECT REPORT ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO MOTOCORP LTD. Which factors influences you to purchase HERO bike? (1=most important factor and 5=least important factor) FACTOR Most More Important Less Least important important important important Brand reputation Style COLOUR Price Pick up Mileage Maintenance Page | 55 . Which medium do you refer to purchasing bike? (a) News paper ( ) (b) TV advertisement ( ) (d) Friends & relatives( ) (d) others ( ) 3. Do you have own bike? (a) Yes ( ) (b) No ( ) 2.

MONTHLY INCOME: (in rupees) 10. AGE: ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Male 18-19 Female 20-29 Service < 10. NAME: 2.000 20.000 30-39 Students 40 & Above Agriculture 5. OCCUPATION: Business 6. ADDRESS: 3.000-20.000 15.000 & above Page | 56 .CUSTOMER PERSONAL INFORMATIONS: 1. GENDER : 4.000-15.