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A FUNCTIONAL RESEARCH PROJECT REPORT ON

Study on Consumer Buying Behaviour & Satisfaction Level for Hero Honda Motorcycle

SUBMITTED BY
TAHSIN RAJA Roll No.-MBA/35/09

SUBMITTED IN PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION PROGRAMME

Under the esteemed guidance of


Asst.Prof. Mr.Randip sir

Of

ICL INSTITUTE OF MANAGEMENT &TECHNOLOGY (Affiliation:-Kurukshetra University, Kurukshetra)

ACKNOWLEDGEMENT

Any work will not be completed successfully and exquisitively without the help of others. Hence the joy and satisfaction of completion of the work would be incomplete without dedicating the heartfelt gratitude to those who joined their hands. First & foremost, I wish to express my deepest sense of gratitude to my Internal Project Guide Prof. Randip sir, for guiding me through this project work, by timely suggestions in carrying out the project and shaping up the same. I render my heartfelt gratitude to ms Neeru Singhal, Head of Department, Dept. of Management, ICL for giving me this opportunity to do so this functional Research project.

Tahsin Raja MBA/35/13

CONTENTS Chapter No. I II Subject Rationale of study Objective of study Titles of the project Objective of the study Scope of the study III IV V Profile of company Review of literature Research methodology Research design Data collection method/sources Sampling plan VI VI VII Data analysis and interpretation Finding Limitations Appendix Questionnaire Bibliography & Websites 29-49 50-51 52-53 54 55-59 60 7-17 18-23 24-28 Page No. 1 4-6

CHAPTER I

Rational For The Study

Two Wheeler Auto Mobiles Introduction


Throughout the centuries man has striven to expand his capabilities through the use of machine. His ever inventive mind has constantly devised ways to use tool to

increase his abilities to explore the world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to find and new modes of transportation, the new thrills, new adventures

invention refinement of the motorcycle

seems an inevitable outcome. It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals and chain. Albeit made without any apparent means of steering. Through never built, it was a remarkably clever design, and early bicycle makers would have done well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to the viability of his design. It wasnt until 1869 that the first serious attempts were made to produce motor driven bicycles. These very first were powered by steam, and driven by leather belts or as in the case of the roper steam velocipede of 1869 by a system of levers attached to a crank on the driven wheel. In 1885 the Daimler,

Europe this is consider by many as the first true motorcycle or motor bicycle, as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine producing about horse powers. Note this design again

employed wooden wheels and Daimler dropped the twist grip controls from his 1877 design in favor of leavers on the frame. In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph. In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz Company, in Waltham, mass.

Introduction of India Two wheelers Company


Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians improving from bicycles to two wheelers, the Indian two-wheeler market has seen a significant growth over the years. Now owing a bike has become a must for most Indians. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient. With the growth in the economy the demand for two wheelers is increasing over the years. It is one of the most dynamic industries today and with the increasing competition companies are bringing in new products with sophisticated technologies and innovative features to capture a major pie of the Indian market and its the consumer who is benefited from it.. With the availability of reduced consumer loans and high disposable income the Indian twowheeler industry has perceived an exceptional growth over the past few years thereby making India the second largest market for two wheelers in the world only after China. The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective, economical and easy to navigate through the traffic. Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers. Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj India. The motorcycle industry in India has witnessed a tremendous change in the 90s with the invention of 4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring in more innovations to make the motorcycle ride more comfortable, safe and user friendly and economical. In a nut shell the followings

factors can be distinguished for the growth of motorcycle industry in India: Easy accessibility to cheap consumer loans The increase in the average income of the family. The reduction in duties and taxes. Convenience with regards to commuting as compared to the public transport system. Continuous innovations in technology making the bikes economic and fuel-efficient. The first choice among youths and teenagers.

Introduction of Study
Selling of any product, there is needed to build relationship with customer. For building relationship there is need for knowing the customer behaviour and how will be they satisfied? This project is undertaken to know the customer behaviour & satisfaction

level for Hero

Honda Motorcycle in Supreme Auto (at Ranchi) Also through this project

get awareness that which factors affect on the selling of bike mainly in the rural area. Because the area where project was undergoing, it is almost rural area and most population income depends on agriculture or its products. There were some limitations while doing the project. The data was collected by personal interviews of the respondents. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground. As it was the rural area we were supposed to explain each and every question of the questionnaire. Also many of them did not show any interest in filling questionnaires. This study will help Hero Honda 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, we found that, the customers were highly satisfied with the products and service of Hero Honda, but there were some complaints regarding after sales service and staff of Hero Honda. It was found that Hero Honda Motorcycle is having a good brand image in the market. Most of the respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle. The present is the era of customers. Customers are more knowledgeable than ever before and because the customer is more knowledgeable, companies must be faster, more agile and more creative than few years should strive to enhance customer satisfaction through ago. So companies knowing their

expectations regarding products. Hero Honda should improve on their after sales support, and have knowledgeable support staff. Also Hero Honda should increase the range of its targeted market.

CHAPTER II

Objective Of The Study

Title of the Project

In todays world customer is the key of the success of any business. So, Customer behaviour and its satisfaction level play very key role to sale of the product. Thats why we decide to keep the project title related this key factor called --Study on consumer buying behaviour and satisfaction level for Hero Honda Motorcycle with reference to Ranchi in Jharkhand.

Main purpose of the study was to know the customer buying behaviour and demand into the minds of customer of Ranchi because always customers say something and does something. At the same time as there are many companies manufacturing motorcycles, idea about thinking of customer on whether, what, how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer buying behaviour at the purchase of Hero Honda bike. So the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles.

Also after purchasing are customers being satisfied or not?

Objective of the Study


To know market position of Hero Honda bike in the market. To know consumer behaviour for purchase of two wheeler bike. To identify the factor which influences on consumer decision? To classify which types of customers visiting of Dealers with reference to age, gender, income To know which medium play important role for purchasing bike. To study who is the decision make in purchasing bike?. To study whether customers are satisfied with staff and service or not? Identifying possible areas of Improvement. To know the status of different offers.

SCOPE OF STUDY
The main scope of the study is restricted to Ranchi city in Jharkhand. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place at Ranchi city.

CHAPTER III

Profile Of The Company

HERO HOND PROFILE

Logo

Founded
Hadequaters

January 19,1984 in Gurugaon,Haryana,india

Haryana,india

HERO HONDA HEADQUARTERS

Om Prakash Munjal, Founder Mr. Brijmohan Lall Munjal, Chairman

Key people

Mr. Toshiaki Nakagawa, Joint Managing Director Mr. Pawan Munjal, Managing Director

Industry Product Revenue Website

Automotive Motorcycles, Scooters U$ 2.8 billion http://www.herohonda.com/site/home/home.asp

Board Of Director

Mr. Brijmohan Lall Munjal

Chairman & Whole-time Director

Mr. Pawan Munjal

Managing Director & CEO

Mr. Toshiaki Nakagawa

Joint Managing Director

4 Mr. Sumihisa Fukuda

Technical Director

Mr. Om Prakash Munjal

Non-executive Director

Mr. Sunil Kant Munjal

Non-executive Director

7 Mr. Masahiro Takedagawa

Non-executive Director

Mr. Santoshi Matsuzawa (Alternate Director to Mr.Takashi Nagai) Mr. Pradeep Dinodia Gen.(Retd.) Ved Prakash Malik

Non-executive Director

9 10

Non-executive & Independent Director Non-executive & Independent Director

Non-executive & Independent Director 11 Mr. Analjit Singh

12

Dr. Pritam Singh

Non-executive & Independent Director

13 14 15

Ms. Shobhana Bhartia Mr. Meleveetil Damodaran . Mr. Arun Nath Maira

Non-executive & Independent Director Non-executive & Independent Director Non-executive & Independent Director

The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created the world's single largest two wheeler company but also one of the most successful joint ventures worldwide.

During the 80s, Hero Honda became the first company in India to prove that it was possible to drive a vehicle generation without polluting that the roads. The company introduced new

motorcycles

set industry benchmarks for fuel thrift and low emission. A

legendary 'Fill it - Shut it - Forget it' campaigncaptured the imagination of commuters across India, and Hero Honda sold millions of bikes purely on the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the number of people in Finland, Ireland and Sweden put together!

Hero

Honda

has consistently

grown

at double

digits since inception;

and

today, every second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero Honda's top -selling motorcycle Splendor. This festive season, the company sold half a million two wheelers in a single montha feat unparalleled in global automotive history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April this year. These plants together are capable of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These comprise a mix of dealerships, service and spare points, spare parts stockiest and authorized representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda Passport Program, one of the largest programs of this kind in the world, has over 3 million members on itsroster. The program has not only helped Hero Honda understand its customers and deliver value at different price points, but has also created a loyal community of brand ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly working towards consolidating its position in the market place. The company believes that changing demographic profile of India, increasing urbanization and the empowerment of rural India will add millions of new families to the economic mainstream. This would provide the growth ballast that would sustain Hero Honda in the years to come. As Brijmohan Lall Munjal, the Chairman, Hero Honda Motors succinctly points out, "We pioneered India's motorcycle industry, and it's our responsibility now to take the industry to the next level. We'll do all it takes to reach there.''

Mission: Hero Hondas mission is to strive for synergy between technology, systems and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities

.This mission is what drives Hero Honda to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders.

Product of hero Honda

Category

Product name

Slogan

Engine Capacity

Entry

CD Dawan

Dawn

97.2 cc

CD Deluxe

Naye Indian ki nayi Deluxe Bike Why should boys have all the fun? Designed to excel The new Xitiing ride Ride your passion flaunt your style unlimited A whole new world of style Generation nayi bharosha wahi Simply Magnetic Because magnetic

97.2 cc

Pleasure Deluxe Splender+ Splender NXG Passion Pro Passion Plus Super Splendor Glamour Glamour PMG FI Premium Achiver CBZ Extreme Hunk Karizma

102 cc 97.2 cc 97.2 cc 97.2 cc 97.2 cc 124.7 cc 124.7 cc 124.8 cc

Solid like you Live Extreme Because Muscles Matter Always Game

149.8 cc 149.1 cc 149.2 cc 223 cc

Dealer Profile
Mr Hemant Jain is the founder of Auto Bikes which is the oldest authorised dealer of Hero Honda Motorcycles Ltd in Ranchi city. It is situated in the heart of the city main road.

Value of Supreme Auto:

Trust Satisfaction Passion

VISION
To make Supreme Auto the dominant for best service provider & dealer built on trust by all class people. This we hope to achieve by:

Understanding the needs of customers and offering them superior products and service Leveraging technology to service customers quickly, efficiently and conveniently Providing an enabling environment to foster growth and learning for our employees And above all, building transparency in all our dealings.

MISSION

Understanding the needs of customers and offering them superior products and service Building long lasting relationships with their customers & HHML. Providing an enabling environment to foster growth and learning for their employees

DEALERS ORGANIZATION STRUCTURE

AUTO BIKESS STRUCTURE

DEALERS TIE UP Auto Bikes provides facilities of finance & insurance to the customer at a time. So customers does not need to go anywhere for loan & insurance

Finance Tie up
HDFC ICICI Bank

Both finance providers are belonging good reputation in the market. Also customers are free to get finance from any finance company.

Insurance Tie up
ICICI LOMBARD United India Insurance

Both insurance players have good image about customer oriented.

Achievements During 2008 & 2010 it got award for best service provider of all over the india.

CHAPTER-IV

Review Of Literature

CUSTOMER 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. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispse of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as --Buyer Behavior|. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.

Definition of Buyer Behavior:Buyer behavior is --all psychological, social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about product & service.

Customer buying Decision Process There are following five stages in consumer buying decision process.

1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest.

2. Information Search:-

The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the source of information and their relative degree of importance to the consumes. ource of information and their relative degree of importance to the consumes.

Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source: Advertising, sales persons, dealers, packaging, displays.

Public sources: mass media, consumer, rating organizations.

Experimental sources: Handling. Examine, using the product. Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are: First, the consumer is trying to satisfy need. Second, 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.

4. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to buy. If the decision is to buy. The other additional decisions are:

Which types of bike he must buy? From whom do you buy a bike? How the payment to be made? And so on. The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumers. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-purchase action, post-purchase use and disposal

Post

Purchase Satisfaction:-

The customer, satisfaction is a function Of closeness between the buyer, expectation and the products Perceiver performance. The larger the gap between expectation and performance, the greater the consumer dissatisfaction Post purchase Action:The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product. If the consumer store the product in a close, the product is probably not very satisfying. If the consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.

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. (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, perceiving advertising material, and learning to prefer particular brands. (3) Consumer behaviours are very complex and dynamic to constantly changing. And therefore, management need to adjust with the change otherwise market may be lot. (4) The individuals specific behaviours in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of environmental influences such as the family social groups, culture, economics and business influences.

Stimulus - Response model for buyer behaviour

Marketing Stimulus Product Price Place Promotion Other Stimulus Economic Political Social Technological Buyer Buyer characteristics

Buyer Response Product Choice Brand choice Retail choice Dealer choice Purchases Timing decision making process Purchases Amount Purchase Frequency

CHAPTER-V

Research Methodology

Research design

A research design is the detailed blue print used to guide a research study towards its objectives. It helps to collect, measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the

study a descriptive one.

Type of Research The study undertaken is of --Descriptive Research| in nature.

Nature of Research The study is --quantitative| in nature. It is structured, standardized, question based interview.

Types of Question The types of question asked during the study are --Straight forward and limited probing|.

Total number of questions: 12 Total number of close ended questions: 10 Total number of open ended questions: 2

Sources of Data

Secondary Source In this study the secondary data is collected from the following sources.

1. Companys website 2. Reports of Company 3. Discussion with marketing and sales staff 4. Books on Marketing and Research methodology

Primary Source The Primary source of collecting data for research is: Questionnaire filled by the customers of Supreme Auto.

Primary Data of Collection

Research Technique In this study the --survey method| is used as a research technique. This method helps to obtain right information from respondents.

Contact Method In this study --Personal Exit interview| it is taken as a tool for the contact method. In which the personal interview is conducted with customers of Westside.

Sampling plan
Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

(A) Population:The survey was conducted in Ranchi city.

(B)Sampling Unit:It means --Who is to be surveyed|. Here target population is decided and it is who are interested to purchase --Bike| and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the survey is conducted particularly in Ranchi city.

(C)Sample size:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behaviour of bike. The sample size is 100 respondents.

(D) Sample Element The sample element of research is customer of Supreme Auto.

(E) Sample Extent The sample extent is limited Ranchi city.

(F) Sample Duration The sample duration between Jan 2011 and Feb 2011

(G) Sampling Procedure The sampling procedure followed is convenience.

Research Instrument In this study the research instrument is --Questionnaire|. It consists of set of question presented to respondents. The questionnaire is structured & combinations of various close and open ended questions. Close ended question already have the possible answers and the open ended question allow the espondents to answer in their own word.

CHAPTER-VI

Data Analysis and Interpretation

1.AGE WISE CLASSIFICATION


Data:

Age (in year) 18-20 21-25 26-30 31-35 36-40 41 & above Total

No. Of respondents 30 37 15 06 07 05 100

Percentage (%) 30 37 15 06 07 05 100

Analysis:

Interpretation:
Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36- 40 and 41&above.

2.0CCUPATION WISE CLASSIFICATION


Data;

Occupation Agriculture Student Business Serviceman Other Total

No. Of respondent 47 30 12 08 03 100

Percentage (%0 47 30 12 08 03 100

Analysia;

Interpretation Above chart show s that 47 respondent are belonging Agriculture occupation out of 100 and 30 are the student.12 respondents are businessman.

3. INCOME WISE CLASSIFICATION:

Data:

Income Level <= 5000 5000-10,000 10,000-15,000 15,000-20,000 20,000 Above Total

No. Of respondents 54 25 11 07 03 100

Percentage (%) 54 25 11 07 03 100

Analysis:

Interpretation: Above graph shows that 54% of respondents are income in <=5000 income level, Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000- 15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of income level

4. SOURCES OF FINANCE
Data: Sources of Finance Agriculture Student Business Profession Others Total 31 11 10 3 1 46 16 17 2 5 2 54 47 30 12 8 3 100 By cash By loan Total

Analysis:

Interpretation: Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero Honda Bike by Cash.

5. MEDIUM OF SOURCES
Data: Sources News Paper T.V.Advertisement Friends Others Total No. of respondents 12 14 26 48 100 Percentage (%) 12 14 26 48 100

Analysis:

Interpretation: Above graph shows that 48 % respondents are come to know from the =other. Then 26 % respondents are come to know from the =friends. 14 % & 12 % respondents are come to know from the T.V.Advertisement & news paper. 6. View of customers about Advertisements create more awareness of Showroom: Data:

Response Yes No Cant Say

No. of respondents 65 15 10

Percentage (%) 65 15 10

Analysis:

Interpretation: Above graph shows that the majority of customers are agreed on the advertisement creates more awareness of showroom and very few of customers are disagreed.

7. AGE V/S USAGE OF COMPANIES MOTORCYCLE

Data:

Age (in year) 18-20 21-25 26-30 31-35 36-40 41& Above Total

Hero Honda 15 23 09 02 01 01 51

Bajaj

TVS

Yamaha

Honda

Total

05 06 02 00 02 01 16

02 03 03 01 01 02 10

02 03 03 01 01 02 12

30 37 15 06 07 05 11

30 37 15 06 07 05 100

Analysis:

Interpretation: Above Charts shows that 51 respondents are using Hero Honda Companys Motorcycle. And 16 respondents are using Bajaj bikes.

8. Who is decision maker for purchasing bike in your family?


Data: Sources Father Self Mother Others Total No. of respondents 46 42 10 02 100 Percentage (%) 46 42 10 02 100

Analysis

Interpretation: Above Graph shows that 46 % respondents take decision by father for purchasing bike. And 42 % respondents are take decision by self for purchasing bike.

9. RATING OF HERO HONDA MOTORCYLE FEATURES


Data:

Weight age Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total

6 5 Excellent Very good 30 20 18 11 21 10 24 20 17 28 19 187 18 17 19 12 19 19 22 157

4 3 2 Good Average Poor 18 17 19 16 14 21 14 18 15 152 16 30 10 24 17 23 21 13 20 174 10 13 11 21 09 10 17 10 14 115

1 Very poor 06 11 21 12 17 14 12 12 10 115

Total Total score 100 426 100 358 100 100 100 100 100 100 100 900 355 335 381 367 362 405 382 3370

Attributes Price Less Maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total

Weight age 426 358 355 335 381 367 362 406 382 3370

Analysis

Interpretation: Above chart show that more no of respondents are give more weight age to the price and color.

10. RATING OF SHOW ROOM ATTRIBUTES

Data:

Attributes

Excellent Very Good Average

Poor

Total

Availability After Sales response Knowledge Of Sales man Service Infrastructure Total

30 16

24 35

18 24

16 15

12 10

100 100

20

21

23

20

16

100

25 12 103

18 29 127

27 20 112

19 17 87

11 22 71

100 100 500

Analysis:

Interpretation: Above chart shows that 30 respondents out of 100 give Weight age on availability is excellent and second 35 respondents out of 100 give weight age on after sales response is Very Good, 23 respondents give weight age on Knowledge of salesman is good, 27 respondents give Weight age on services is good, 29 respondents give weight age on Infrastructure is Very Good.

11.RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.

Data:

Attributes Festival Offer

Excellent 43

Very Good 21

Good 12

Average 14

Poor 10

Total 100

Exchange Offer

15

31

29

12

13

100

Special Gift CashDiscount AnniversaryOffer

20 11 14

19 21 13

30 19 12

20 34 20

11 15 41 100

100 100

Total

103

105

102

100

90

500

Analysis:

Interpretation: Above graph shows that in festival offer 43 respondents out of 100 are give a excellent, then in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30 respondents are give a good rank, in cash discount 34 respondents are give a average rank

12. RANKING OF ATTRIBUTE WHICH IMPORTAN IN PURCHASING HERO HONDA BIKE

Data:

Attributes

1st

2nd

3rd

4th

5th

Total

Mileage

31

26

15

18

10

100

Available Price

14 22

25 16

32 42

16 11

13 09

100 100

Pick up

17

18

29

21

15

100

Color

20

24

26

10

20

100

Total

104

109

144

76

67

500

Analysis:

Interpretation:
Above graph show that respondents give more importance to the mileage then after they give more importance to the price for purchasing motorcycle of Hero Honda. Respondents give poor rating in availability of motorcycle as per their requirement and pickup attributes.

CHAPTER-VII

Findings

Findings

In current market scenario, respondents give maximum no. of weight age to price then after they consider mileage and colors respectively. The study shows that more no. of respondents have connected as sources of income from agriculture. The study shows that 51 respondents are already user of Hero Honda motorcycle. So Hero Honda is popular automobile company in study region. ?The study show that 48 respondents are come to know from --others| and 26 respondents are come to know from --friends| about Hero Honda bike. The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45 respondents are purchase Hero Honda bike by cash. The study shows that 31 respondents are give more points to mileage. The study shows that 46 respondents father take a decision to purchase bike And 42 respondents take a self decision to purchase bike. The study shows that 30 respondents are give rank to availability of show rooms and 35 respondents are give rank to service.

The study shows that 43 respondents are giving excellent to festival


offer and 41 respondents are give poor rank to the anniversary offer.

SUGGESTIONS
Hero Honda should introduce a low price (25000 to 30000) moped. For the promotion, company makes road-show that will increase the sales. Hero Honda should increase in advertisements through t.v., newspapers. The company should give more concentrate on the advertisement. Hero Honda should expand the targeted market like introducing special scooter for women and also considering rural market related offers. Hero Honda should work on sports and pick up bikes.

CHAPTER-VIII

Limitations

Research work was carried out in Ranchi city of Jharkhand only the finding may not be applicable to the other parts of the country because of social and cultural differences. The sample was collected using connivance-sampling techniques. As such result may not give an exact representation of the population.

Shortage of time is also reason for incomprehensiveness.

The views of the people are biased therefore it may not be reflecting true picture.

Appendix

Questionnaire
CUSTOMER PERSONAL INFORMATION:A. Name: - ___________________________________________ B. Address:-___________________________________________ ___________________________________________ ___________________________________________ C. Contact No.:-__________________________________________ D. Gender: Male / Female E. Age (in year):18 to 20 ( ) 26 to 30 ( ) 36 to 40 ( ) 21 to 25 31 to 35 41 & above ( ) ( ) ( )

F. Occupation:Agriculture ( ) Students Others ( ) ( ) Businessman Professional ( ) ( )

G. monthly income:5000 10,000-15,000 20,000 Above ( ) () ( ) 5000-10,000 15,000-20,000 ( ) ( )

A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE.

Do you have own bike? ( ). (B) No ( )

(A) Yes

If yes than,

2 Which company bike do you have at present? Company ____________________

3 Which medium do you refer to purchasing bike? (A) News paper (B) Friends ( ) (C) TV advertisement ( ) (D) others ( ) ()

4 Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Cant Say

5 Who is decision maker for purchasing bike in your family? (A) Father (B) Self ( ) ( ) (B) Mother (D) other ( ) ( )

How do you purchase bike? ( ) (B) By Loan ( )

(A) By cash

7. Give points to the given bellow features in Hero Honda motorcycle?

Attributes Price Less maintenance

Style Durability Mileage Easy driving Brand reputation Color

8. Give rating the following attribute of show room

Attributes Availability Knowledge of Sales person After sales response Services infrastructure

Excellent

Very

Good

Good

Average

Poor

9. Give rating the following offers that attract you most.

Attributes Festival offer

Excellent

Very Good

Good

Average

Poor

Exchange offer Special gift Cash discount

10. Give the rank of given bellow features which consider at the time of purchasing bikes on priority base.

Attributes Mileage Available Price After service

1st

2nd

3rd

4th

5th

Pick up

11. Do you properly understand of Passport scheme?


(A) Yes ( ) (B) No ( )

12. How do you find Passport Scheme?


(A) Excellent (C) Good (E) Useless ( ) ( ) ( ) (B) Very Good (D) Not Bad ( ) ( )

13. Give your suggestion if any:


______________________________________________________________ ______________________________________________________________ _____________________________

Sign.___________________

Date.___________________

BIBLIOGRAPHY
1. PHILIP KOTLER/ KELLER KEVIN LANE/KOSHY ABRAHAM/JHA

2. MITHELESWAR- Marketing perspective,perrsons education

management,

Twelfeth

edition,a

south

Asian

3. MALHOTRA NARESH Edition,Pearsons Education

K.

Marketing

research-The

applied

orientation,Fourth

4. KOHARI C.R Research Methodology- Method and Techniques,second Edition,Wishwa prakashan

5. WILSON ALAN, Marketing Research:an Integated Approch, third Edition, TATA McGraw Publication

6.Booklets of Automotive Industry Standard I. Automotive Industry Standard- Requirements for industries. II. Automotive vehicles Types- Termology. 7.Beri G.C Marketing Research 3rd Edition Tata Mc Graw Hill Publishing Company Ltd

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