Professional Documents
Culture Documents
PROJET REPORT
ON
Session 2009-2010
Submitted by
GUIDED BY
ABHISHEK KUMAR
MR.SANDEEP JASHWANT
BBA 6TH SEM
HOD ( MANAGEMENT)
1
DEPARTMENT OF MANAGEMENT
SHRI SHANKARACHARYA MAHAVIDYALAYA
SECTOR-6 BHILAI (C.G)
Certificate
2
Declaration
3
Certificate
This is to certify that ABHISHEK KUMAR a
student of B.B.A sixth semester at our
institute under my guidance and supervision
she had carried out the research project
under title
Project guide
PRINCIPAL
(H.O.D management)
Place:
4
Date :
Acknowledgement
Perhaps the most awaited moment of any
endeavor in its successful competition of their
project report cases study having worked on
her project for the whole academic session. I
would like to express my sincere gratitude to
all those who made it possible.
5
At the end last but not the least, I would like
to thanks the other staff and non staff member
of this college.
ABHISHEK KUMAR
BBA 6TH SEM
Preface
The topic chosen by me for my project is
“CUSTOMER RELATION”. In reference to hero
Honda chauhan automobiles the two
wheeler especially in the stylish
motorcycle. At present hero Honda is
market leader in the Indian market.
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Chapter (1) Introduction
Chapter (2) Company profile
›Introduction
› History
›Two wheeler in India
› Company profile
›Our brand
› Product profile
8
›Characteristic of buying behavior
› sampling plan
› Problem definition
›Data collection
›Scope & limitation of study
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Index
SERIAL CHAPTER PAGE
NO: NO:
1) INTRODUCTION 10-16
23-34
3) PUBLIC RELATION
35-41
4) RESEARCH METHODOLOGY
FINDINGS 65-66
10
8)
CONCLUSION AND 67
9) SUGGESTION
BIBLIOGRAPHY
10)
Chapter - 1
11
Introduction
Satisfaction is the persons feeling of pleasure
(or) disappointment resulting from comparing a
product perceived performance (outcome) in
relation to his/her expectation. If the
performance fall short of expectation the
customer is dissatisfied . If the performance
matches the expectation the customer is
satisfied if the performance exceeds the
expectation the customer is highly satisfied ( or
) delighted many companies are aiming for
high satisfaction because they are much ready
to switch. ]
Buyer’s expectation formed on the basis of
past buying experience,
friend and the associate advice and the
marketers and the competitor’s information
and promises. If marketers raise expectations
two high , the buyer is likely to be disappointed
. Even if the company sets expectation should
match the performances.
12
≈} A customer is the most important
person ever in
any company
≈} A customer never depend on company,
but the
company depends on him.
≈} A customer is the person who bring
company his
Wants.
≈} A customer is not a interruption of
marketers
Work he is the purpose of it.
Two wheelers in
India
13
After 60 decade some other motorcycles
and scooter had been launched in Indian
two wheeler market, those are the
Rajdoots, Java, Vespa and Lamrata .
Objectives of the
study
14
≈} To know the customers
expectations
towards hero Honda.
Our brand
15
Our brand identity:
Our brand is the visual
expression of tho -ught and the
action it conveys to everyone
our intention two constantly
inspire the confidence.
Our customers are the primary
audience for our brand.
Indeed, our brand identity is
shaped as much by their belief
in hero Honda as the as it it’s
our brand.
We can do this by the living on
the brand essence and by
continuously seeking to enhance
our customer experience.
In doing so, we ensure a special
pace for our self in the heart
and in the mind of the customer.
16
Our brand essence
17
Blending together youthfully
creativity and competitive
technology to exceed the
spoken and the implicit
expectations of our customers.
By challenging the given by
exploring the unknown and
thereby stretching ourselves
towards tomorrow and today.
Learning
Learning is how we insure
our proactively
It is the values that embraces
Innovation
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It is that which provokes us to
reach beyond the obvious in
per suite of that which exceeds
the ordinary.
Speed
19
Chapter
-2
History
20
India has the largest number of two
wheeler in the world with 41.6 million vehicles.
India has a mix of 30 percent automobile and
70 % two wheeler in the country. India was the
second largest two wheeler manufacture in the
world starring in 1950’s with the British
automobiles product of India (API) that
manufactured the scooter. API manufacture the
lamberts but, another company Bajaj
automobiles LTD Surpassed API and remaining
through the turn of the century from its
association with piaggio of Italy
(Manufacturer of Vespa)
The license raj that exist between the
1940s to 1980s in India , did not allow the
foreign companies to enter the market and
import were tightly controlled .These
regulatory maze , before the economic
liberalization , made the business easier for
local player to have a seller market . Customer
in India was forced to wait 2 years to buy a
scooter from Bajaj. The CEO of Bajaj
commented that he did not make a marketing
department, only in dispatch department. By
the year 1990, Bajaj has a waiting list that has
twenty six times of annual output for scooter.
The motorcycle segment has the same long
wait time with three manufacture; Royal
Enfield, ideal Java and Escorts. Royal Enfield
made a 350cc bullet wit the only four – stroke
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engine at that time and took the higher end of
the higher end of the market but , there was
little competition for there costumer . Ideal
Java and escorts took the middle and lower end
of the market respectively.
Company
profile
Hero is the brand name used by the Munjal
brother in the year 1956 with the flag ship
company hero cycle’s .The two wheeler
manufacturing business of bicycle component
23
had originally started in the 1940’s and turned
in the world largest bicycle manufacture today.
The Munjal run their own steel make free wheel
and other critical bicycle component and and
have diversified in to different like product
design. the Hero group philosophy is;
“ To provide excellent transportation to
the common man at easily available and
affordable and to provide the total
satisfaction in all its sphere of activity “
He hero group has a passion for setting the
higher standard and engineering satisfaction is
the prime motivation way of life and work
culture of the group .
Product profile
24
Price list
Colors in Vehicle
GLAMOUR
25
Candy blazing red, cloud silver metallic,
tornado metallic grey, impulse
orange metallic, excellent blue metallic.
CD DELUXE
Candy blazing red, cloud silver, candy Tahitian
blue, amaranth maroon, cool mint grey.
SPLEDOUR
black candy red , blaze , boon silver, metallic,
sierra metallic, granti blue metallic.
PLEASURE
Orange , Candy blazing red, grey silver,
Tahitian blue metallic.
CD DAWN
Black, maroon, red
CD 100SS
Candy ruby red black , amazing blue
metallic, green metallic.
PASSION PLUS
Moon yellow, cloud silver, amaranth maroon,
Tahitian blue, Candy blazing red, black with
purple strips.
KARIZMA
Green, sky blue black metallic, yellow shade.
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27
28
CONSUMER BUYING
BEHAVIOUR
29
30
To promote the 3 new HERO HONDA bikes, viz. KARIZMA
ZMR, PASSION PRO, PLEASURE.
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,
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catalogues, retailers, friends, family members,
business association, commercial, chamber of
commerce, telephone directory, trade fair etc.
Marketers should find out the source of
information and their relative degree
importance to the consumes.
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.
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to influence the purchase behavior, but the choice is
properly.
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 Marketer’s
job not end when the product is buying must monitor
post-purchase satisfaction, post-purchase action,
post-purchase use and disposal.
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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
PROBLEM DEFINATION
36
• PROBLEM DEFINATION
• OBJECTIVE OF STUDY
• LIMITATIONS OF STUDY
PROBLEM DEFINATION
37
Therefore, research is required to measure present
consumer buying behavior 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.
SCOPE OF STUDY
Limitations of study
OBJECTIVES OF STUDY
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RESEARCH METHDOLOGY
40
• INTRODUCTION
• REASERCH DESIGN
• SOURCES OF DATA
• SAMPLING PLAN
RESERCH METHODOLOGY
(A)Introduction
41
Marketing research is the function which links the
consumer, customer and public to the marketers
through
information used to identify and define marketing,
opportunities and problems, generates refine
marketing action; monitor marketing performance;
and improve understanding of marketing as a
process.
Marketing research specifies the information
required
to address these issues; designs the method for
collection
information manages and implements the data
collection process; analysis the results and
communication the findings and their implication.
(B)Research definition:
42
(B) Research design
a) Primary data :-
The primary data is that which details we collect first
time
from the market and also used first time in the
research. We also say that the information is first
time in the research decision. To collect the primary
data questionnaire is prepared structure non disguise
questionnaire is prepared.
b) Secondary data :-
Secondary data are those data which are already
collected by someone for some purpose and are
available for the present study; secondary data are
already collected by the company’s records and
other library’s books. When the secondary data are
sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used
as bases for comparison with primary data have
been collected by questionnaire.
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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 PVT. LTD. So this makes
the study a descriptive one.
45
The questionnaire contains three types of
questions.
( 1)Open-ended question :-
It is helpful in knowing what is uppermost in the mind
of the
respondents. It gives complete freedom to the
respondent.
(3)Dichotomous questions :-
It has only two answers in form ‘yes’ or ‘no’, ‘true’ or
‘false’,
‘use’ or ‘do not use’. So the respondent is offered
two or more choice.
Multiple-choice question :-
(4)
In this, the respondent is offered two or more
choice.
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.
(B)Sampling Unit:-
It means “Who is to be surveyed”. Here target
population
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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 Phagwara 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 behavior of bike.
The sample size is 40 respondents.
Sampling Method:-
A Stratified random sample is one where the
population is
divided in to mutually exhaustive strata or sub-group
and then a simple random is selected within each of
strata on age groups, occupation etc. It may be
noted that stratification does not means absence of
randomness. I use a simple random sampling
method.
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Have a bike:-
48
Result No. of
respondent(100)
Yes 90
No 10
2) Company name
49
Company No of respondent
Hero Honda 11
Bajaj 09
TVS 03
HONDA 07
3) Media
Media No of respondent
Newspaper 04
50
Television 09
Friends 14
Other 03
Result No of respondent
Yes 18
No 12
51
5) Decision maker
Decision No of respondent
Father 16
Mother 02
Self 11
Other 01
52
6) Mode of purchase
Mode No of respondent
By cash 22
By loan 08
53
7) Features consider
Features No of respondent
Price 2
Style 9
Mileage 8
Easy diving 3
Color 4
54
Brand reputation 4
9) Time period
Year No of respondent
0-1 4
1-2 19
2-3 5
Above 3 2
55
10)Schemes attracts
Schemes No of respondent
Special offer 07
Exchange offer 04
Cash discount 13
Festival gift 06
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10) Satisfaction
Result No of respondent
Yes 27
No 03
57
58
Customer response
Service feedback
Chauhan automobile
Near SBI bid., station road , durg-491001 tell-
(0788)4012344
59
1 How do you rate overall service experience at the work shop.
Excellent very good good just ok poor
2 Where you attend promptly you came to the work shop.
Yes no
3 Do you think that our service supervisor could understand your
problem fully?
Yes no not fully
4 Did our service supervisor provide information on exact nature of
problem?
Yes no not fully
5 Was your vehicle ready at the date & time promised by the service
supervisor?
Yes no
6 How do you rate explanation given by service supervisor of work
done vehicle.
Excellent very good Good just ok poor
7 Are you satisfied of the work done on your vehicle?
Yes no not fully
8 How do you rate the quality of washing and polishing of your
vehicle?
Excellent very good Good just ok poor
9 Were the charge of service and repair?
Almost as per estimate more than estimate no
estimate given
10 Are you happy with basic amenities such as drinking water, toilet
etc.
Yes no
11 Will you revisit &recommend this service center to your friend.
Yes no
We will welcome your valuable comment & suggestion
____________________________________________________________________
_____
____________________________________________________________________
_____
Customer
details.______________________________________________________
Vehicle registration
number._____________________________________________
Model._______________________________________________________________
Customer
name._______________________________________________________
Telephone.__________________________________________________________
__
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COMPANY PROMOTIONAL STRATERGIES
61
1. KARIZMATIX
- The search for the country’s best stuntman.
62
To promote passion pro, we have made provisions for
the bike to be displayed at the leading malls, where
test drive facility will be provided. Along with that a
lucky draw competition is organized, where by the
shoppers just have to fill in a form and drop it at the
drop box provided at the mall display. The lucky
winners will win the new HERO HONDA PASSION PRO.
Our Mall Partners for the lucky draw promotions are,
INORBIT MALL, ATRIA MALL, PALADIUM MALL &
LIFESTYLE.
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1. GIRL UP! – Stay true. Stay brave. Stay you.
64
Special discounts on spares and free services for
your Hero Honda motorcycle along with attractive
gifts at various milestones. This is our way of
making sure that every time you come to us for
servicing your motorcycle, you take away more
than just the benefit of world class servicing in our
automated workshops!
65
SPECIAL OFFERS JUST FOR YOU
From time to time we will bring for you exclusive offers with
the best brands in the country for products that will keep your
entire family happy
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PROMOTIONAL TECHNIQUES
To create awareness amongst the people of the country, all
the channels of media were used for effective
communication with the audience.
PRINT MEDIA
1. HOARDINGS
A large number of hoardings were put across the country
at prime locations in association with BRIGHT MEDIA
as our outdoor partner.
2. MAGAZINES
Print advertisements are being published in leading
automobile and women magazines viz. Auto india, auto
car india , overdrive, bike, femina, women’s era.
3. POSTERS
The first slot of 10,000 posters were printed and put up at
prominent locations like, cafes, colleges, trains, buses,
main street junctions etc.
4. NEWPAPERS
Full page print advertisements were published in leading
newspapers viz. THE TIMES OF INDIA, DNA, MID –
DAY & HINDUSTAN TIMES.
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T.V. ADDS
RADIO
Prior to the launch of these 3 bikes, the
famous hero Honda jingle was never aired on
radio, which is now being aired 15 – 20 times
a day in association with BIG FM & RADIO
CITY as RADIO PARTNERS.
IPL
HERO HONDA KARIZMA ZMR, took over the title sponsorship
of IPL, defeating DLF in price and other deliverables. The 2
main deliverables offered by IPL besides the
usual, are as follows.
- 3 min advertisement of KARIZMA
ZMR, in every commercial break.
- Whenever a batsman hits a ‘6’, the
KARIZMA ZMR will ride through the
screen, along with the line “will he
continue to be the fastest cricketer and win the
ZMR”.
The highest scorer of the match will be entitled to win the
bike.
MOOD- I
KARIZMA ZMR sponsored MOOD-I, which is the best
college festival in the country as MAIN SPONSOR.
MOOD- I is an effective platform to communicate with
68
the immediate target audience, since it gathers a crowd of 20,000+ college
students.
69
Findings
The study shows that 51 respondents are using Hero
Honda.
70
The study shows that 30 respondents are give
rank to available in show rooms and 35
respondents are give rank to after service.
The study shows that 43 respondents are giving
excellent to festival offer and 41 respondents
are give poor rank to the
anniversary offer.
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CHAPTER - 9
Suggestion and
conclusion
SUGGESTIONS
BIBLOGRAPHY
73
(1) Marketing research, G.C.Beri, Third Edition, Tata
McGrawHill Publishing Company Limited, New
Delhi, 2000
(2) Marketing management, Philip Kotler, Twelth
(Millennium) edition, Prentice-Hall of India
Private Limited, New Delhi, 2003
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