A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE.

A Report submitted in partial fulfillment of the requirements for the award of the degree of

BACHELO OF BUSINESS ADMINISTRATION TO SOUTH GUJARAT UNIVERSITY, SURAT

Submitted By: TARANG P PATI T!"!B!B!A! #S$%&'I( R)

N)!&*+

,nder the guidan-e of %R!.)R%A/!0!PAT$

Submitted To:

THE CO-ORDINATOR THE SURAT PEOPLES CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION
,0.NA #S,ART(

March !!"

THE SURAT PEOPLES CO-OP. BANK COLLEGE OF BUSINESS ADMINISTRATION

CERTIFICATE OF THE FACULTY GUIDE

This is to -ertify that the pro2e-t entitled #A STUDY ON CONSUMER

BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. Submitted in partial fulfillment for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION TO SOUTH GUJURAT UNIVERSITY, SURAT is a re-ord of bonafide resear-h wor3 -arried out by TARANG P PATI under my super4ision
and guidan-e!

Signature Pro2e-t Guide #Prof !.!0!Patel(

Signature 5o&)rdinator #%RS! 0AIS" S!T(

DECLARATION
*

I 6 TARANG P PATI 6 here by de-lare that the pro2e-t report entitled 7A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BIKE. under the guidan-e of Pr$% H. D. PATEL submitted in partial fulfillment of the requirement for the award of the degree of Bach&'$r $% ()*+,&** a-.+,+*/ra/+$, to *$)/h G)0ara/ ),+1&r*+/2 , S)ra/ is my original 8or3 & resear-h study & -arried out during 3*/ Ja,)ar2, !!4 /$ 3*/ March , !!4 and not submitted for any other degree9 diploma9 fellowship or other similar titles or pri:es to any other institute or uni4ersity by any other person!

Pla-e: udhna 0ate:

signature TARANG PATI !P! R) N)! *+

ACKNO5LEDGEMENT
+

This is the pleasure mo4ement for me to e;pli-ate my energi:ed intelligen-e! Than3s to 5o&5oordinator Prof S!/! daisy and to my guide prof! .!0!Patel from the Surat people<s -o&op! ban3 -ollege of business administration udhna6 Surat! =or a--ommodating ad4i-e during the resear-h and help pro4ided by them in preparation of this report! This report is guided by their -o&operation and pra-ti-able suggestion! This study wor3 -ould be finished with in the period! I got -han-e to re-ogni:e my aratitute to all staff to B!B!A! department for ma3ing a4ailable all fa-ilities to -omplete the resear-h wor3! As well as to all others who e;tended the pre-ious -o&operation by pro4iding all do-uments and details required for this wor3!

Pla-e: & Surat 0ate: & Roll No!:&*+

TARANG P PATI T!"!B!B!A

INDEX
>

NUMBER

SUBJECT
INTRODUCTUION INTRODUCTUION OF INDUSTRY HISTORY OF COMPANY CONSUMER BUYING BEHAVIOUR

PAGE NO. " 4-6 3!-37 38- ! 3- 9

THEORETICAL BACKGROUND PROBLEM DEFINATION PROBLEM DEFINATION SCOPE OF STUDY OBJECTIVES OF STUDY LIMLTATIONS OF STUDY

RESEACH METHODOLOGY INTRODUCTION RESEARCH DESIGN SOURCES OF DATA RESEARCH INSTRUMENT SAMPLING PLAN DATA COLLECTION METHOD

7-93

8 : " 4 6 3!

DATA ANALYSIS AND INTERPRETATION TESTING OF HYPOTHESIS FINDINGS SUGGESTIONS S5OT ANALYSIS OF HERO HONDA REFERENCE MATERIAL BIBLIOGRAPHY APPENDI;

9!-74 76-83 8 -89 87-88 8:-84 86 :!-:3 : -::

LIST OF TABLE AND GRAPH

N$.
1 * + > ? @ A B C 1D 11 1*

Na.& $% Ta('&* A,- Gra<h*

Age wise 5lassifi-ation )--upation wise 5lassifi-ation In-ome wise 5lassifi-ation Sour-es of finan-e Analysis of Preferring Auto %obile Sour-es of Pur-hasing Bi3e Age '9S usage of -ompanies Bi3e 0e-ision ma3er for pur-hasing Bi3e =eature 5onsideration when pur-hasing Bi3e Attributes of Showroom S-hemes that Attra-t most =eatures of Pur-hasing Bi3e

Pa=& N$
++ +> +? +@ +A +B +C >D >* >> >@ >B

CHAPTER : 1
INTRODUCTION
INTR)0,5TI)N )= IN0,SR" .IST)R" )= 5)%PAN"

INTRODUCTION OF INDUSTERY
Throughout the -enturies man has stri4en to e;pand his -apabilities through the use of ma-hine! .is e4er in4enti4e mind has -onstantly de4ised ways to use tool to in-rease his abilities to e;plore the world around him! To go faster6 deeper6 higher and further than before! 5oupled with his need to find new thrills6 new ad4entures and new modes of transportation6 the in4ention refinement of the motor-y-le seems an ine4itable out -ome! It would seem that %i-helangelo -on-ei4ed of the bi-y-le as early 1>th -entury! And his drawing shows a remar3able resemblan-e to he modern day bi3e! It had wheels of similar si:e and e4en pedals and -hain! Albeit without any apparent means of steering! Through ne4er built6 it was a remar3ably -le4er design6 and early bi-y-le ma3ers would ha4e done well to study his -on-epts6 there ha4e6 in fa-t been > ma-hines built based on his drawing6 attesting to the 4iability of his design! It wasn<t until 1B@C that the first serious attempts were made to produ-e motor dri4en bi-y-les! These 4ery first were powered by steam6 and dri4en by leather belts or as in the -ase of the roper steam 4elo-ipede of 1B@C by a system of le4ers atta-hed to a -ran3 on the dri4en wheel! In 1BB? the 0aimler6 $urope this is -onsider by many as the first true motor-y-le or motor bi-y-le6 as it was the first to employ an internal -ombustion engine and was designed from the ground up to be motor powered! 0esigned by gottlibe 0aimler it was

powered by an )tto -y-le engine produ-ing about E horse powers! Note this design again employed wooden wheels and 0aimler dropped the twist grip -ontrols from his 1BAA design in fa4or of lea4ers on the frame! In 1BC> .ildebrand and 8olfmuller6 =ran-e 8orlds first produ-tion motor-y-le! It -ame with a 1>*B -- water -ooled four& stro3e motor produ-ing *!? bhp! And speed of *? mph! In 1BCB orient&Aster6 ,SA the Ameri-an made produ-tion motor-y-le was this entry built by the %et: 5ompany6 in 8altham6 mass6 it used an aster engine that was a =ren-h -opy of the %et: 5ompany6 in 8altham6 mass!

History OF COMPANY

Type =ounded

: Publi- -ompany : Fanuary 1C6 1CB>

.eadquarters : .aryana6 Indian Gey People : Bri2mohan lall mun2al

#5hairman and managing 0ire-tor( Industry : Automoti4e

1D

Produ-e

: %otor-y-le6 S-ooters

.ero .onda %otor-y-les limited is an Indian manufa-turer of motor-y-les and s-ooters! .ero .onda is a 2oint 'enture that began in 1CB> between the .ero Group of India and .onda =rom Fapan! It has been the world<s biggest manufa-turer of *&wheeled motori:ed 4ehi-les sin-e *DD1! 8hen it produ-ed 1!+ million motorbi3es in a single year! .ero .ondas splendor is the largest selling motor-y-le its * plants are in 0haruhera and Gurgaon6 both in .aryana India! It spe-iali:es in dual use motor-y-les that are low powered but 4ery fuel effi-ient!
11

India has the largest number of two wheelers in the world with >1!@ million 4ehi-les! India has a mi; of +D per-ent automobiles and AD per-ent two wheeler in the -ountry! India was the se-ond largest two wheeler manufa-turer in the world starting in the1C?Ds with the birth of Automobile produ-ts of India #API( that manufa-tured s-ooters! API manufa-tured the lambrettas but6 another -ompany6 Ba2a Auto td! Surpassed API and remained through the turn of the -entury from its asso-iation with piaggio of Italy #manufa-tured of 4espa( The li-ense ra2 that e;isted between the 1C>Ds and 1CBDs in India! 0id not allow foreign -ompanies to enter the mar3et and imports were tightly -ontrolled! 5ustomers in India were for-ed to wait 1* years to buy a s-ooter from Ba2a2! The 5$) of Ba2a2 -ommented that he did not need a mar3eting department6 only a dispat-h department! By the year 1CCD6 Ba2a2 had a waiting list that was twenty&si; times its annual output for s-ooters! In the mid&1CBDs6 the Indian go4ernment regulation -hanged and permitted foreign -ompanies to enter the Indian mar3et through minority 2oint 4entures! The two wheeler mar3et -hanged with four indo&Fapanese 2oint 4entures: .ero .onda6 T'S Su:u3i6 Ba2a2 Gawasa3i and Gineti- .onda! The entry of these foreign -ompanies -hanged the Indian mar3et dynami-s from the supply demand side! 8ith a larger sele-tion of two&wheelers on the Indian mar3et6 -onsumer started to gain influen-e o4er the produ-ts they bought and raised higher -ustomer e;pe-tations! The industry produ-ed more models6 styling options6 pri-e6 and different fuel effi-ien-ies! The foreign -ompanies new te-hnologies helped ma3e the produ-ts more reliable and with better quality! Indian -ompanies had to -hange to 3eep up with their global!

1*

0uring the BDs6 .ero .onda be-ame the first -ompany in India to pro4e that it was possible to dri4e a 4ehi-le without polluting the roads! The -ompany introdu-ed new generation motor-y-les that set industry ben-hmar3s for fuel thrift and low emission! A legendary H=ill it & Shut it & =orget itH -ampaign -aptured the imagination of -ommuters a-ross India6 and .ero .onda sold millions of bi3es purely on the -ommitment of in-reased mileage! .ero .onda has -onsistently grown at double digits sin-e in-eptionI and today6 e4ery se-ond motor-y-le sold in the -ountry is a .ero .onda! $4ery +D se-onds6 someone in India buys .ero .ondaHs top &selling motor-y-le & Splendor! This festi4e season6 the -ompany sold half a million two wheelers in a single month&a feat unparalleled in global automoti4e history! .ero .onda 4alues its relationship with -ustomers! Its unique 5R% initiati4e & .ero .onda Passport Program6 one of the largest programs of this 3ind in the world6 has o4er + million members on its roster! The program has not only helped .ero .onda understand its -ustomers and deli4er 4alue at different pri-e points6 but has also -reated a loyal -ommunity of brand ambassadors!

P&r%$r.a,c& 1+*->-1+* I,-)*/r2

The Indian two wheeler industries has seen a paradigm shift from being a regime of regulation and tight -ontrol in the 1CBDs to a more liberali:ed and a -ompetiti4e present day era! After missing out on the initial boom in two wheeler segment during the period of 1CC+&1CC@6 .ero .onda has emerged as a world leader! The gap between motor-y-les sold by .ero .onda and its -losest ri4al is appro;imately 1 m units #*+J of industry si:e(! )ne of the reasons for the tremendous performan-e of .ero .onda is the signifi-ant in-rease of share of motor-y-les in the two&wheeler segment6 from >*J in ="CC to AAJ in ="D>! No doubt6 that the shift in preferen-e of Indian popula-e from s-ooters and mopeds towards
1+

motor-y-les has fa-ilitated the growth of .ero .onda! .owe4er its performan-e 4is&K&4is industry indi-ates that the performan-e of .ero .onda was better than the industry peers6 barring two years! In the se4en&year period ending ="D>6 it has a-hie4ed a 5AGR of +DJ in two&wheeler 4olumes against 11J of the industry!

E?c&''&,/ C$''a($ra/$r R&'a/+$,*h+<@

.ero .onda is now the leading two&wheeler 5ompany in India in terms of net sales #sales less e;-ise duty 4alue6 whi-h was Rs +1A1 -rores(! It is ($/h /h& '&a-+,= /A$ Ah&&'&r .a,)%ac/)r&r a,*a'&* $<&ra/+$, a.$,= H$,-aB* A$r'-A+-& $<&ra/+$,*! The 5ompany has maintained e;-ellent relationship with all sta3eholders in-luding its -ollaborators! .ero .onda has emerged as the most su--essful 2oint 4enture 5ompany of .onda in the world6 their relationship o4er 11@ years old now!

1>

CHAPTER:2
THEORITICAL BACKGROUND
5)NS,%$R B,"ING B$.A'I),R

1?

CONSUMER BUYING BEHVIOUR

The main aim of mar3eting is meet and satisfy target -ustomers need and wants buyer beha4ior refers to the peoples or organi:ation -ondu-t a-ti4ities and together with the impa-t of 4arious influen-e on them towards ma3ing de-ision on pur-hase of produ-t and ser4i-e in a mar3et! The field of -onsumer beha4ior studies how indi4iduals6 groups and organi:ation sele-t6 buy6 use and dispse of goods6 ser4i-e6 ideas6 or e;perien-e to satisfy their needs and desires understanding -onsumer beha4ior and 3nowing -ustomer are ne4er simple! The wealth of produ-ts and ser4i-e produ-ed in a -ountry ma3e our e-onomy strong! The beha4ior of human being during the pur-hase is being termed as 7Buyer Beha4iorL! 5ustomer says one thing but do another! They may not be in tou-h with their deeper moti4ations! They are responding to influen-es that -hange their mind at the last minute! A buyer ma3es ta3e a de-ision whether sa4e or spend the money!

0efinition of Buyer Beha4ior:&

Buyer beha4ior is 7all psy-hologi-al6 So-ial and physi-al beha4iors of potential -ustomers as they be-ome aware of e4aluate6 pur-hase6 -onsume and tell others about produ-t M ser4i-e!

1@

Co s!"#r B!yi $ D#%isio Pro%#ss

There are following fi4e stages in -onsumer buying de-ision pro-ess!

3. Pr$('&. +-&,/+%+ca/+$,@The buying pro-ess starts when the buyer re-ogni:es a problem or need! The need -an be triggered by internal or e;ternal stimuli! %ar3eters need to identify the -ir-umstan-es that trigger a parti-ular need! By gathering information from a number of -onsumers6 %ar3eters -an identify the most frequent stimuli that spar3 an interest in a produ-t -ategory! They -an then de4elop mar3eting strategies that trigger -onsumer interest!

. I,%$r.a/+$, S&arch@The -onsumer tries to -olle-t information regarding 4arious produ-ts9ser4i-e! Through gathering information6 the -onsumer learns about -ompleting brands and their features! Information may be -olle-ted form maga:ines6 -atalogues6 retailers6 friends6 family members6 business asso-iation6 -ommer-ial6 -hamber of -ommer-e6 telephone dire-tory6 tradefair et-! %ar3eters should find out the sour-e of information and their relati4e degree of importan-e to the -onsumes!

P&r*$,a' S$)rc&*@ =amily6 friends6 neighbor6 as quittan-es! C$..&rc+a' S$)rc&@ Ad4ertising6 sales persons6 dealers6
pa-3aging6 displays! P)('+c *$)rc&*: mass media6 -onsumer6 rating organi:ations! E?<&r+.&,/a' *$)rc&*@ .andling! $;amine6 using the produ-t!

1A

9.

E1a')a/+$, $% a'/&r,a/+1&@-

There is no single pro-ess used by all -onsumers by one -onsumer in all buying situations! There is se4eral =irst6 the -onsumer pro-esses6 some basi- -on-epts are: =irst6 the -onsumer is trying to satisfy need! Se-ond6 the -onsumer is loo3ing for -ertain benefits from the produ-t solutions! The mar3eter must 3now whi-h -riteria the -onsumer will use in the pur-hase de-ision!

>

. Ch$+c& $% <)rcha*+,= -&c+*+$,@-

=rom among the pur-hase of alternati4es the -onsumer ma3es the solution! It may be to buy or not to buy! If the de-ision is to buy! The other additional de-isions are: 8hi-h types of bi3e he must buyN =rom whom to buy a bi3eN .ow the payment to be madeN And so on! The mar3eter up to this stage has tried e4ery means to influen-e the pur-hase beha4ior6 but the -hoi-e is properly -onsumers! In the e4aluation stage the -onsumer forms preferen-es among the brands in the -hoi-e set! The -onsumer may also form an intention to but the most preferred brand!

1B

8. P$*/ P)rcha*& B&ha1+$r@After pur-hase the produ-t6 the -onsumer will e;perien-e the same le4el of produ-t! The %ar3eter<s 2ob not end when the produ-t is buying must monitor post&pur-hase satisfa-tion6 post&pur-hase a-tion6 post&pur-hase use and disposal

P$*/ P)rcha*& Sa/+*%ac/+$,:&

The buyer6 S satisfa-tion is a fun-tion )f -loseness between the buyer6 S e;pe-tation and the produ-ts Per-ei4er performan-e! The larger the gap between e;pe-tation and performan-e6 the g greater the -onsumer dissatisfa-tion!

P$*/ <)rcha*& Ac/+$,@The 5onsumer6 S satisfa-tion or dissatisfa-tion with the produ-t influen-e subsequent beha4ior! If the -onsumer satisfied6 he or she will e;hibit a higher probability of pur-hasing the produ-t again! 0issatisfa-tion -onsumer may abandon and return the produ-t!

P$*/-P)rcha*& U*& $r D+*<$*a':&

The mar3eter should also monitor new buyers use and dispose of the produ-t! If the -onsumer store the produ-t in a -lose6 the produ-t is probably not 4ery satisfying! If the -onsumer throws the produ-t away6 the mar3eter needs to 3now how they dispose of itI espe-ially it -an be hurt the en4ironment!

1C

Charac/&r+*/+c $% B)2&r B&ha1+$r*

The -hief -hara-teristi-s of the buyers beha4iors are as follow:&

C3D It -onsists of mental and physi-al a-ti4ities whi-h -onsumers underta3e to get goods and ser4i-es and obtain satisfa-tion from them! C D It in-ludes both obser4able a-ti4ities su-h as wal3ing through the mar3et to e;amine mer-handise and ma3ing a pur-hase and mental a-ti4ities&su-h as forming attitudes6 per-ei4ing ad4ertising material6 and learning to prefer parti-ular brands! C9D 5onsumer beha4iors are 4ery -omple; and dynami- to -onstantly -hanging! And therefore6 management need to ad2ust with the -hange otherwise mar3et may be lot! C7D The indi4iduals spe-ifi- beha4iors in the mar3et pla-e is affe-ted by internal fa-tor6 su-h as need 6 moti4es6 per-eption6 and attitudes6 as well as by e;ternal of en4iourmenatal influen-es su-h as the family so-ial groups6 -ulture6 e-onomi-s and business influen-es!

*D

CHAPTER:&
PROBLEM DEFINATION
PROBLEM DEFINATION OBJECTIVE OF STUDY LIMITATIONS OF STUDY

*1

PROBLEM DEFINATION
To 3now the best -onsumer buying beha4ior and demand into the minds of -onsumer of Surat -ity be-ause always -onsumer say something and does something! There are many -ompanies manufa-turing motor-y-les into the mar3et6 at the same time as there are many -ompanies manufa-turing motor-y-les6 idea about thin3ing of -ustomer on whether6 what6 how6 and for whom to pur-hase the motor-y-le! Therefore6 resear-h is required to measure present -onsumer buying beha4ior at the pur-hase of .ero .onda bi3e! so the resear-her problem is to identify what are the -riteria that prospe-ti4e -ustomer ta3es into -onsideration before buying the motor-y-les!

SCOPE OF STUDY
The main s-ope of the study is limited to Surat -ity! It also analysis the benefits a--ruing to the -ompany as a result of those ser4i-e! This study has been made to find the le4el of satisfa-tion the -ustomer has regarding the ser4i-e pro4ider by bi3e pla-e!

**

OB'ECTIVES OF STUDY
To 3now mar3et position of .ero .onda bi3e in the mar3et! To 3now -onsumer beha4ior for pur-hase of two wheeler bi3e!

Li"it(tio s o) st!*y

8hen the buyers are busy we -an<t get a--urate data from them!

A--ording to the time limit of our pro2e-t we -an -o4er only the some area! 0uring sur4ey some respondents may not gi4e answer in a proper manner!

*+

CHAPTER:+,
RESEARCH METHDOLOGY
INTRODUCTION RSEARCH DESIGN SOURCES OF DATA SAMPLING PLAN DATA COLLECTION METHOD

RESERCH METHODOLOGY
*>

CADI,/r$-)c/+$,
%ar3eting resear-h is the fun-tion whi-h lin3s the -onsumer6 -ustomer and publi- to the mar3eters through information used to identify and define mar3eting6 opportunities and problems6 generates refine mar3eting a-tionI monitor mar3eting performan-eI and impro4e understanding of mar3eting as a pro-ess! %ar3eting resear-h spe-ifies the information required to address these issuesI designs the method for -olle-tion information manages and implements the data -olle-tion pro-essI analysis the results and -ommuni-ation the findings and their impli-ation!

R&*&arch -&%+,+/+$,@
7Resear-h is -areful inquiry or e;amination to dis-o4er new information and relationship and to e;pand and to 4erify e;iting 3nowledge6L Resear-h always starts with questions or a problem! Its purpose is to find answer to questions through the appli-ation of the s-ientifi- method! It is a systemati- and intensi4e study dire-ted towards a more -omplete 3nowledge of the sub2e-t studies!

CBD R&*&arch -&*+=,

*?

7Resear-h design is the plan6 stru-ture and strategy of in4estigation -on-ei4ed so as to obtain answer to resear-h question and to -ontrol 4arian-e!L & BY KERLINGER =rom definition it is e4ident that resear-h design is ore or less a blueprint of resear-h! At the outset may be noted that there are se4eral ways of studying and ta-3ling a problem! There is no signal perfe-t design! The resear-h design -an be -lassified in to true broad -ategories: #A( $;ploratory #B( 0es-ripti4e #5( 5asual $;ploratory resear-h is fo-us on the dis-o4ery of ideas! $;ploratory resear-h is -arried out to define problems and de4eloped hypothesis to test later! An e;ploratory study is generally based on the se-ondary data that are reading a4ailable! It does not ha4e to -hange his fo-us of dire-tion6 depending on the a4ailability of new ideas and relationship among 4ariables! 0es-ripti4e studies are underta3en in many -ir-umstan-es! 0es-ripti4e studies -an be -omple;6 determining a high degree of s-ientifi- s3ill on the part of the resear-her! 5asual resear-h helps in determined -ause and effe-t relationship! Between two or more 4ariables!

The present study see3s to find out the -onsumers attitude towards buying of bi3e! The study also aims at findings out the
*@

drawba-3s of the mar3eting set up of .ero .onda P'T! T0! So this ma3es the study a des-ripti4e one!
#0(

S$)rc&* $% Da/a

The sour-es of data -olle-tion methods are as follows!

a(

Pr+.ar2 -a/a:&

The primary data is that whi-h details we -olle-t first time from the mar3et and also used first time in the resear-h! 8e also say that the information is first time in the resear-h de-ision! To -olle-t the primary data questionnaire is prepared stru-ture non& disguise questionnaire is prepared!
b(

S&c$,-ar2 -a/a@-

Se-ondary data are those data whi-h are already -olle-ted by someone for some purpose and are a4ailable for the present studyI se-ondary data are already -olle-ted by the -ompany<s re-ords and other library<s boo3s! 8hen the se-ondary data are suffi-ient6 the resear-her has to be satisfied with the primary sour-es of data! Se-ondary data -an be used as bases for -omparison with primary data ha4e been -olle-ted by questionnaire!

CED Da/a C$''&c/+$, M&/h$*A

Resear-her instruments is the tool by whi-h the resear-her -an do resear-h on spe-ifi- problems or ob2e-ti4e! The most popular resear-her instrument for -olle-tion data is 7OuestionnaireL for a parti-ular in4estigation! It is simple for a moiled set of questions presented to respondents for their answers! 0ue to this fle;ibility6 it is most -ommon instrument used to -olle-t the primary data! 0uring the pre& testing of questionnaire6 I seen the rea-tion of respondents and suggestions required to ma3e -hange in resear-h instrument! The questionnaire -ontains three types of questions!

O<&,-&,-&- E)&*/+$,@It is helpful in 3nowing what is uppermost in the mind of the respondents! It gi4es -omplete freedom to the respondent!

D+ch$/$.$)* E)&*/+$,* :& It has only two answers in form Pyes< or Pn<6 Ptrue< or Pfalse<6 Puse< or Pdo not use<! So the respondent is offered two or more -hoi-e!

M)'/+<'&-ch$+c& E)&*/+$,:& In this6 the respondent is offered two or more -hoi-e!

CFD Sa.<'+,= <'a,

*B

Sampling is a pro-ess of obtaining! The information about the entire population by e;amine a part of it !The effe-ti4eness of the resear-h depends on the sample si:e sele-ted for the sur4ey purpose! CAD *a.<'& S+/&@The sur4ey was -ondu-ted in S,RAT 5IT"! CBDSa.<'+,= U,+/@It means 78ho is to be sur4eyedL! .ere target population is de-ided and it is who are interested to pur-hase 7Bi3eL and sampling frame is de4eloped so that e4ery one in the target population has 3nown -han-e of being sampled! So the sur4ey is -ondu-ted parti-ularly in Surat 5ity! CCDSa.<'& *+F&@=or the purpose of proper sur4ey6 there is need of perfe-t resear-h instruments to find out sample si:e for more a--urate result about buying beha4ior of bi3e! The sample si:e is 1DD respondents!

S/a/+ca''2 F$r.)'a %$r Sa.<'& S+F& +*@nQpRq #:9e( *

*C

8ere6 nQSample Si:e pQD!BD#probability of satisfied -ustomer( qQD!*D#I&p( :Q1!C@#The : #C?J( s-ore asso-iated with the degree of 5onfiden-e( eQD!D? #tolerable error( nQ #D!B>(R#D1@(R#1!C@9D!D?(* Q #D!1+>>(R#1?+@!@>( Q*D@!?* Sample Si:e nQ*D@!?* .ere6 from -al-ulation nQ*D@!?* is found but for the simpli-ity of the study nQ*D@!?*ha4e ta3en!

CDDSa.<'+,= M&/h$-@+D

A Stratified random sample is one where the population is di4ided in to mutually e;hausti4e strata or sub&group and then a simple random is sele-ted within ea-h of strata on age groups6 o--upation et-! It may be noted that stratifi-ation does not means absen-e of randomness! I use a simple random sampling method!

+1

1- AGE .ISE CLASSIFICTION

Age #in year( 1B&*D No! of respondents +D
+*

Per-entage #J( +D

*1&*? *@&+D +1&+? +@&>D >1M abo4e Total

+A 1? D@ DA D? 1DD
Age wise Classification

+A 1? D@ DA D? 1DD

7, 7% 6, 6%

5, 5% 30, 30% 18-20 21-25 26-30 31-35 36-40 41& above 37, 37%

15, 15%

#Sour-es: Ouestionnaire&personal 0etail( 5omment:& Abo4e Graph shows are +DJ of respondent in age group of 1B&*D6 +AJof respondent in age group of *1&*?6 1?J of respondent in age group of *@&+D6 AJ and ?J respondent are -ome in +@&>D and >1Mabo4e!

2- OCCUPATION .ISE CLASSIFICATION

++

)--upation Ser4i-emen Student Business Profession )thers Total

No! of respondents >A +D 1* DB D+ 1DD

Per-entage #J( >A +D 1* DB D+ 1DD

Occ !ation "ise Classification

*o+ of ,es!on&ents

100 80 60 40 20 0
% en &e nt ne s si on O t) e$ s s
*o+ of $es!on&ents (e$centage -%.

$v ic e

#e

Occ !ation

#Sour-es: Ouestionnaire&personal detail( 5omment:& Abo4e 5hart Shows that >A respondent are Ser4i-emen out of 1DD and +D are the students! 1* respondents are businessman!

&- INCOME .ISE CLASSIFICATION

+>

($ of es

#t

'

si

In-ome e4el TQ ?DDD ?DDD&1D6DDD 1D6DDD&1?6DDD 1?6DDD&*D6DDD *D6DDD Abo4e Total

No! of respondents ?> *? 11 DA D+ 1DD

/nco%e "ise Classification

Per-entage #J( ?> *? 11 DA D+ 1DD

7, 7% 11, 11%

3, 3% 5000 5000-10,000 10,000-15,000 54, 54% 15,000-20,000 20,000 Above

25, 25%

#Sour-es: & Ouestionnaire S Personal 0etail( 5omment:& Abo4e graph shows that ?>J of respondents are in-ome in TQ?DDD in-ome le4el6 Se-ond *?J of respondents are of ?DDD& 1D6DDD in-ome le4el! 11J of respondents are of 1D6DDD&1?6DDD6 AJ of respondents are of 1?6DDD&*D6DDD and remain +J of respondents abo4e *D6DDD of in-ome le4el!

,- SOURCES OF FINANCE
+?

Sour-es of =inan-e By -ash By oan Total

No! of respondents >? ?? 1DD

Per-entage #J( >? ?? 1DD

55 60 50 40 30 20 10 0 '0 cas) '0 1oan 45 45

55

*o+ of $es!on&ents (e$centage -% .

#Sour-es: & OuestionnaireUOue!B( 5omment:& Abo4e Graph shows that ?? people pur-hase .ero .onda Bi3e =or by oan and >? people pur-hase .ero .onda Bi3e from 5ash!

/- ANALYSIS OF PREFERING AUTO MOBILE

+@

Auto %obiles Shi4ani 0hru Siddhi )ther Total

No! of respondents *D 1A 11 ?* 1DD

Per-entage #J( *D 1A 11 ?* 1DD

*o+ of $es!on&ents

#)ivani 20% Ot)e$ 52% 2)$ 17% #i&&)i 11%

#Sour-es: & Ouestionnaire S Oue!A( 5omment:& Abo4e 5hart shows that out of 1DD6 ?* J respondents prefer other Automobile to pur-hase bi3e! *D J respondents prefer shi4ani Automobile to pur-hase bi3e!

0- FROM .HICH SOURCE YOU PURCHSE BI1E2

+A

Sour-es News Paper T!'!Ad4ertisement =riends )thers Total

No! of respondents 1* 1> *@ >B 1DD

Per-entage #J( 1* 1> *@ >B 1DD

*o+ of $es!on&ents

*ews (a!e$, 12 4+5+A&ve$tise%e nt, 14 Ot)e$s, 48

3$ien&s, 26

#Sour-es: & Ouestionnaire S Oue!+( 5omment:& Abo4e graph shows that >B J respondents are -ome to 3now from the Pother<! Then *@ J respondents are -ome to 3now from the Pfriends<! 1> J M 1* J respondents are -ome to 3now from the T!'!Ad4ertisement M news paper!

3 AGE V4S USAGE OF COMPANIES MOTORCYCLE

Age #in year( 1B&*D *1&*? .ero .onda 1? *+ Ba2a2 D? D@ T'S D+ D+
+B

"amaha D* D+

.onda D? D*

Total +D +A

*@&+D +1&+? +@&>D >1M abo4e Total

DC D* D1 D1 ?1

D* DD * D1 1@

D1 D1 D* DD 1D

D+ D1 D1 D* 1*

DD D* D1 D1 11

1? D@ DA D? 1DD

Age 56# Of Co%!anies 7oto$c0cles

25

*o+ Of ,es!on&ents

20 18-20 15 21-25 26-30 31-35 36-40 41& above 5

10

0 8e$o 8on&a 'a9a9 45# :a%a)a 8on&a

#Sour-es: & Ouestionnaire S personal detail( 5omment: & Abo4e 5harts shows that ?1 respondents are use .ero .onda 5ompany<s %otor-y-le! And 1@ respondents are using Ba2a2 bi3es! ,- .5o is *#%isio "(6#r )or 7!r%5(si $ 8i6# i yo!r )("i9y2 Sour-es =ather Self %other )thers Total No! of respondents >@ >* 1D D* 1DD
+C

Per-entage #J( >@ >* 1D D* 1DD

2ecision %a;e$ fo$ ! $c)asing bi;e

50 40 30 20 10 0
3at)e$ #elf 7ot)e$
10 10 2 2 46 46 42 42

*o+ of $es!on&ents (e$centage -%.

(e$centage -%. *o+ of $es!on&ents

Ot)e$s

#Sour-es: & Ouestionnaire S personal detail M Oue&>( 5omment:& Abo4e Graph shows that >@ J respondents ta3e de-ision by father for pur-hasing bi3e! And >* J respondents are ta3e de-ision by self for pur-hasing bi3e!

/- .HAT FEATURES YOU CONSIDERS .HEN YOU PURCHASE BI1E PLEASE GIVES THE RAN1-

>D

8eightage Attributes Pri-e ess maintenan-e Style 0urability %ileage $asy 0ri4ing Brand Reputation 5olor Pi-3 up Total

@ $;-ellent +D 1B *1 1D *> *D 1A *B 1C 1BA

? 'ery Good *D 11 1B 1A 1C 1* 1C 1C ** 1?A

> Good 1B 1A 1C 1@ 1> *1 1> 1B 1? 1?*

+ A4erag e 1@ +D 1D *> 1A *+ *1 1+ *D 1A>

* Poor 1D 1+ 11 *1 DC 1D 1A 1D 1> 11?

1 'ery Poor D@ 11 *1 1* 1A 1> 1* 1* 1D 11?

Total 1DD 1DD 1DD 1DD 1DD 1DD 1DD 1DD 1DD CDD

Total s-ore >*@ +?B +?? ++? +B1 +@A +@* >D@ +B* ++AD

Attributes Pri-e ess maintenan-e Style 0urability %ileage $asy 0ri4ing Brand Reputation 5olor
>1

8eightage >*@ +?B +?? ++? +B1 +@A +@* >D@

Pi-3 up Total

+B* ++AD

3eat $e of ! $c)asing 'i;e

11% 12%

12% 11%

($ice 1ess %aintenance #t0le 2 $abilit0 7ileage

11% 10% 11%

11%

<as0 2$iving '$an& ,e! tation Colo$ (ic; !

11%

#Sour-es: & Ouestionnaire S personal detail M Oue&?( 5omment:& Abo4e -hart show that more no of respondents are gi4e more weightage to the pri-e!

0- RATE THE FOLLO.ING ATTRIBUTES OF SHO. ROOM

Attributes A4ailable After Ser4i-e Gnowledge )f Sales man Ser4i-e Infrastru-ture Total $;-ellent 'ery Good +D *> 1@ +? *D *1 *? 1* 1D+ 1B *C 1*A
>*

Good 1B *> *+ *A *D 11*

A4erage 1@ 1? *D 1C 1A BA

Poor 1* 1D 1@ 11 ** A1

Total 1DD 1DD 1DD 1DD 1DD ?DD

Att$ib te of s)ow $oo%

100 =0 80 70 60 50 40 30 20 10 0 Available Afte$ #e$vice >nowle&ge Of #ales %an #e$vice 30 16 24 35 21 20 18 2= 25 12 /nf$ast$ ct $e 18 24 23 27 12 16 10 15 20 16 11 1= 17 20 (oo$ Ave$age ?oo& 5e$0 ?oo& <@cellent

22

no of $es!on&ents

#Sour-es: & Ouestionnaire S personal detail M Oue&@( 5omment:&

>+

Abo4e -hart shows that +D respondents out of 1DD are a4ailable who gi4e 8eight age on the e;-ellent and se-ond +? respondents out of 1DD are after ser4i-e who gi4es 8eight age on Attributes $;-ellent 'ery Good >+ *1 Good A4erage Poor Total

=esti4al 1* 1> 1D 1DD )ffer $;-hange 1? +1 *C 1* 1+ 1DD )ffer Spe-ial Gift *D 1C +D *D 11 1DD 5ash 11 *1 1C +> 1? 1DD 0is-ount Anni4ersary 1> 1+ 1* *D >1 1DD )ffer Total 1D+ 1D? 1D* 1DD CD ?DD the 'ery Good6 *+ respondents are Gnowledge of salesman who gi4e 8eight age on the good6 *A respondents are ser4i-e who gi4e 8eight age on the good6 *C respondents are Infrastru-ture who gi4es 8eight age on the 'ery Good!

:- RATE THE FOLLO.ING SCHEMES THAT ATTRACT YOU MOST-

>>

Annive$sa$0 Offe$

Cas) 2isco nt

(oo$ Ave$age ?oo& 5e$0 ?oo& <@cellent

#!ecial ?ift

<@c)ange Offe$

3estival Offe$ 0 20 40 60 80 100

#Sour-es: & Ouestionnaire S personal detail M Oue&C(

>?

5omment:& Abo4e graph shows that in festi4al offer >+ respondents out of 1DD are gi4e a e;-ellent6 then in e;-hange offer +1 respondents out of 1DD are gi4e a 4ery good ran36 in spe-ial gift +D respondents are gi4e a good ran36 in -ash dis-ount +> respondents are gi4e a a4erage ran3

1;- RATE THE FOLLO.ING FEATURE YOU HAVE PURCHASE HERO HONDA BI1E
Attributes %ileage A4ailable Pri-e After Ser4i-e Pi-3 up Style 5olor A4erage Total $;-ellent +1 1> 1@ *D *1 1B *D *A 1@A 'ery Good *@ *? ** +1 +@ *? *> *> *1+ Good 1? +* >* *? 1A 1? *@ *D 1C* A4erage 1B 1@ 11 1> 1? *@ 1D 1? 1*? Poor 1D 1+ DC 1D 11 1@ *D 1> 1D+ Total 1DD 1DD 1DD 1DD 1DD 1DD 1DD 1DD BDD

>@

Ave$age Colo$ #t0le (ic; ! Afte$ #e$vice ($ice Available 7ileage 0

20 18

27 24 25

24 26 15 36 31 22 25 32 26

20 10 26 17 25 42

15

14 20 16

<@cellent 5e$0 ?oo& ?oo& Ave$age (oo$

21 20 16 14 31

15 14 11 16

11 10 = 13 10

15

18

20

40

60

80

100

#Sour-es: & Ouestionnaire S personal detail M Oue&1D( 5omment:& Abo4e graph show that respondents gi4e more weightage to the pri-e then after they gi4e more weightage to the mileage before pur-hasing motor-y-le!

>A

CHAPTER: 0

T$STING )= ."P)T.$SIS

>B

TESTING OF HYPOTHESIS
A hypothesis is a proposition6 whi-h the resear-her wants to 4erify! It is tall test and my null hypotheses are6 .D: P Q D!>D .1: P V D!>D 8ith referen-e to fa4orable mar3et of .ero .onda Bi3e! Now to 4erify this hypothesis I ha4e ta3en signifi-antle4el of 1 J! It means in the long run ris3 of ma3ing the wrong de-ision is I out of e4ery 1DD! Sin-e the sample si:e is more than +D the use of / test is most appli-able! Now6 P Q Probability of .ero .onda is gi4en best by -onsumer! O Q Probability of other -ompany bi3e is gi4en best by -onsumer! W Q .ero .onda bi3e is pur-hased by -onsumer! N Q Total no! of Respondents! P Q ;9n Q?191DD QD!?1 q Q1&p i!e! D!>C / -al-ulation Q pSq
>C

XXXXXXX XXXXXXX Y PO XXXXXXX 1DD Q D!?1& D!>D XXXXXXXXXX XXXXXXXXXX Y D!>CRD!> XXXXXXXX 1DD Q D!11 XXXXXXXX XXXXXXXX Y D!DD1C@ D!11 XXXXXXX D!D>>*A

Q *!>B Q *!>B T *!?@ So6 .ow may a--epted at 1 J le4el of signifi-an-e! It may be -on-luded that >D J of -onsumer go for other -ompany bi3e and @D J go for .ero .onda bi3e!

?D

CHAPTER: 3
FINDINGS

?1

Fi *i $s
The study shows that ?1 respondents are using .ero .onda! The -urrent trend is that respondents gi4e ma;imum no of point to pri-e and mileage! The study show that >B respondents are -ome to 3now from 7othersL and *@ respondents are -ome to 3now from 7friendsL about .ero .onda bi3e! The study shows that ?? respondents are pur-hase .ero .onda bi3e by oan and >? respondents are pur-hase .ero .onda bi3e by -ash! The study shows that +1 respondents are gi4e point to mileage! The study shows that more no! of respondents gi4es more weightage to pri-e! The more no! of ser4i-eman6 Students6 Businessmen6 and others gi4e more weightage to the pri-e when Professionals gi4e more weightage to the mileage! The study shows that >@ respondents are father ta3e a de-ision to pur-hase bi3e And >* respondents are self ta3e a de-ision to pur-hase bi3e! The study shows that +D respondents are gi4e ran3 to a4ailable in show rooms and +? respondents are gi4e ran3 to after ser4i-e! The study shows that >+ respondents are gi4ing e;-ellent to festi4al offer and >1 respondents are gi4e poor ran3 to the anni4ersary offer! The study shows that >? respondents are pur-hase .ero .onda bi3e whose salary is below ?DDD in-ome!

?*

?+

SUGGESTIONS
1! .ero .onda should introdu-e a low pri-e moped
*!

=or the promotion6 -ompany show ma3e road&show that will In-rease the sales! The -ompany should gi4e more -on-entrate on the ad4ertisement! .ero .onda 5ompany should implement a new strategy to redu-e the -ompetition and lead into the bi3e mar3et!

+!

>!

?! As people e;pe-t more mileage per 3ilometer6 -ompany should in-rease the mileage of the hero .onda bi3e! @! .ero .onda should ma3e a sports bi3e li3e to Gawasa3i Su:u3i .yabusa bi3es whi-h -an run with ma;imum speeds!

?>

S.OT A (9ysis OF HERO HONDA

??

S.OT A (9ysis
S/r&,=/h*
Ability to understand -ustomer<s needs and wants Re-ogni:ed and established brand name $ffe-ti4e ad4ertising -apability

5&aG,&**&*
RM0 is not -lose to the .ero manufa-turing plant .ero is 4ulnerable in the 2oint 4enture be-ause .onda %otor 5ompany has so mu-h power

?@

O<<$r/),+/+&*

Global e;pansion into the 5aribbean and 5entral

Ameri-a

$;pansion of target mar3et #in-lude women( Be-ome India<s leader in the s-ooter mar3et
Thr&a/*

.onda %otor-y-les and S-ooters India -an ta3e Ba2a2 %otors is a strong -ompetitor
?A

away mar3et share and -ause 2oint 4enture to go sour

CHAPTRE: <
REFERENCE MATERIAL

BIB )GRAP." APP$N0I5$S

?B

?C

BIBLIOGRAPHY

%ar3eting resear-h6 G!5!Beri6 Third $dition6 Tata %-Graw .ill Publishing 5ompany imited6 New 0elhi6 *DDD %ar3eting management6 Philip Gotler6 Twelth #%illennium( edition6 Prenti-e&.all of India Pri4ate imited6 New 0elhi6 *DD+

www!herohonda!-om

@D

APPENDICES
HUESTIONNAIRE

@1

A STUDY ON CONSUMER BUYING BEHAVIOUR AT TIME TO PURCHASE HERO HONDA BI1E1 0o you ha4e own bi3eN
#a( "es Z [! #b( No Z [

If yes than6

* 8hi-h -ompany bi3e do you ha4e at presentN

5ompany XXXXXXXXXXXXXXXXXXXX

+ 8hom do you refer to pur-hasing bi3eN

#A( News paper #B( =riends Z [ Z [ #5( T' ad4ertisement Z [ #0( others Z [

> 8ho is de-ision ma3er for pur-hasing bi3e in your familyN

#A( =ather #B( Self Z [ Z [ #B( %other #0( other Z [ Z [

.ow you pur-hase bi3eN #A( By -ash Z [ #B( By oan Z [

@*

8hat features you -onsiders when you pur-hase bi3e please gi4e the ran3! e;-ellent 'ery good good A4erage Poor 'ery poor

attributes pri-e ess maintenan-e Style 0urability %ileage $asy dri4ing Brand reputation 5olor

A Rate the following attribute of show room

Attributes A4ailable After sales Ser4i-es infrastru-ture 1 * + > ?

B =rom where are you pur-hasingXXXXXXXXXXXN

#A( Shi4ani Auto Z [ #B( 0hru4 Auto Z [ #5( Shiddi Auto #0( others Z [ Z [

@+

C Rate the following s-hemes that attra-t you most!

attributes Spe-ial offer $;-hange offer Spe-ial gift 5ash dis-ount 1 * + > ?

1D Rate the following feature you ha4e pur-hase hero .onda Bi3e! Attribute %ileage A4ailable Pri-e After ser4i-e Pi-3 up 1 * + > ?

11 gi4e your suggestion! XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX CUSTOMER PERSONAL INFORMATION@A! Name: & XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX B! Address:&XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
@>

XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX 5! phone no:&XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX 0! Age #in year(:& 1B to *D *@ to +D +@ to >D $! )--upation:& Ser4i-es Z [ Students Z [ )thers Z [ =! monthly in-ome:& ?DDD 1D6DDD&1?6DDD *D6DDD Abo4e Z [ Z [ Z [ ?DDD&1D6DDD 1?6DDD&*D6DDD Z [ Z [ Businessman Z [ Professional Z [ Z [ Z [ Z [ *1 to *? +1 to +? >1 M abo4e Z [ Z [ Z [

Sing!XXXXXXXXXXXXXXXXXXX 0ate!XXXXXXXXXXXXXXXXXXX

@?