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A survey on Consumer Perception of Hero Honda Splendor plus

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A survey on Consumer Perception of Hero Honda Splendor plus

Definition of Marketing:Marketing is the process of ascertaining consumer needs converting them into a product or service and then moving product or service to the final consumer to satisfy such needs and wants of specific costumer segment. With emphasis on profitability, ensuring optimum use of the resources available to the organization.

1.2 INTRODUCTION TO MARKETING To be a marketer, we need to understand what marketing is, how it works, what is marketed and who does the marketing.

What is marketing? Marketing deals with the identifying and meeting human and social needs. One of the shortest definitions of marketing is “creating and meeting needs profitability.”

The American Marketing Association offers the following common definition: “Marketing is an organizational function and set of for creating, communicating, and delivering value to customers and managing customer relationships in way that benefit the organization and its stake holders.”

We see marketing management as the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.

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A survey on Consumer Perception of Hero Honda Splendor plus 1.3 The Scope of Marketing While marketing can be stated as a distinct function of the marketing manager; it has certain tools by which one can scan, monitor, assess & reach to the market and implement any strategies they formulate; perhaps one needs to understand the strong insights of consumers instead of implementing mere boardroom ideas, for which the study of perception is the first step.

1.4 INTRODUCTION TO PERCEPTION “There is the known and the unknown; between which lies the doors to the world of perception” – Anonymous “The most important thing is to forecast where customers are moving, and to be in front of them”. - Philip Kotler, to forecast where consumers are moving we need to understand what consumers, perhaps, for any commodity, perceive and what motivates them to make decisions on purchasing a particular commodity. Motivation is a need that is sufficiently pressing to drive the person to act. As rightly said by A.Maslow; motivation is the one that is arranged in an increasing hierarchy for a man from physiological needs to self-actualization needs. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. Among motivation and perception, a marketer can only understand consumers’ perception (to a reasonable extent at least). Perception is what that helps marketers to succeed the battle based on information than based on mere sales power. Several factors influence the extent to which stimuli will be noticed. One obvious issue is relevance. Consumers, when they have a choice, are also more likely to attend 3

A survey on Consumer Perception of Hero Honda Splendor plus to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are also likely to get attention—thus, many very irritating advertisements are remarkably effective).

Perception depends not only on the physical stimuli but also on the stimuli’s relation to the surrounding field and on conditions within the individual. The key word in the definition of perception is individual. One person might perceive a fast-talking salesperson as aggressive and insincere; another, as intelligent and helpful. People can emerge with different perceptions of the same object because of three perceptual processes: selective attention, selective distortion, and selective retention. Selective Attention. Can be understood by observing the following: >>People are more likely to notice stimuli that relate to a current need. A person who is motivated to get a personal loan will probably notice loan ads; he or she may not probably notice insurance ads. >>People are more likely to notice stimuli that they anticipate. You are more likely to enquire about loan in a bank than their tie-up with an insurance company, since you do not expect banks to sell insurance. >>People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli. You are more likely to notice the 0% interest scheme than the reduction interest by 0.5% in a loan offer Selective Distortion. Even noticed stimuli do not always come across in the way the senders intended. Selective distortion is the tendency to twist information into personal meanings and interpret information in a way that will fit our preconceptions. Perceiving that a bank charging a lower interest on a loan might be too longer or too shorter in tenure, than actually knowing what exactly the 4

A survey on Consumer Perception of Hero Honda Splendor plus offer is. Unfortunately, there is nothing much that marketers can do about selective distortion. Selective Retention. People will tend to forget much that they learn but will tend to retain information that supports their attitudes and beliefs. Because of Selective retention, we are likely to remember good points mentioned about a product we like and forget good points mentioned about competing products, Selective retention explains why marketers use repetition in sending message to their target market. The usage of punch lines, logos, etc., attribute towards selective retention.

1.4 PERCEPTION: Perception is defined as the process by which an individual selects, organizes and interprets stimuli into meaningful and coherent picture of the world; a stimulus is any unit of input any of the senses. Perception is the process of receiving, selecting, organizing, interpreting, checking and reacting to sensory stimuli or data.

1.5 CONSUMER BEHAVIOUR: The term consumer Behaviour refers to the behaviour that consumers display in searching for purchasing using evaluating and disposing of products and services that they expect will satisfy their needs. The study of consumer behavior is the study of how individuals make decisions to spend their available resources [Time, Money, Effort] on consumption related items. It includes the study of what they buy it, why they buy it, when they buy it, where they buy it, and how they use it. “Consumer behaviour is the process where by individuals decide what, when, where, how and from whom to purchase goods and services”.

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

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A survey on Consumer Perception of Hero Honda Splendor plus being a leader in the segment of 100cc motor bike, the company is not willing to drop the brand in near future and hence it has re-engineered its product by naming the brand as Splendor plus. Splendor plus almost resembles the old model of Splendor but varies in some attributes like Design of the Head-light etc. The subject seems interested because of the re-engineering of the project thereby, to understand the perceptions of the consumers towards the new Splendor plus. The study covers response of the consumers through survey and the underlying object of the report is to understand the change in perceptions among the consumers. And, which ultimately contributes to the strategy formulation to the Company. A detailed questionnaire was used for collecting the information from the consumers and analysis of the same is done in the report. Valuable suggestions are made at the end of the study based on the response of the respondents. Understanding the minds of customer is a difficult task faced by the marketer. A product is understood differently by the consumers and it occupies prominence in the strategy formulation of the marketing manager. Two wheeler segment is the one sector which is facing very rapid change and it is vital for the consumer to understand his customer as to design his product to satisfy him successfully. Splendor plus is the re-engineered product of Hero Honda motors India Ltd. And as well a improvised version of the successful splendor brand. Hence, it is very important to understand the customer’s reaction towards the product and the level of satisfaction. 1.6 THEORETICAL BACKGROUND: Perception can be described as “how we see the world around us.” Two individuals may be subject to the same stimuli under the same apparent conditions but how each person recognizes them, select them, organizes them, and interprets them is a highly individual process based on each person’s own needs, values, and expectations. The influence that each of these variables has on the perceptual process, 7

A survey on Consumer Perception of Hero Honda Splendor plus and its relevance to marketing, will be explored in some detail. First, however, we will examine some of the basic concepts that underlie the perceptual process. These will be discussed within the frame work of consumer behaviour.

1.7 Definition of Sales Management:-

Sales Management may be defined as the art and sciences of managing the sales personal, with the other activities like advertising ,sales promotion, marketing research , physical distribution,, pricing merchandising, and so on,,.(Defined By American Marketing Association) The Planning direction and control of personnel selling including recruiting selecting, equipping, assigning, routing, supervising, paying & motivating as this tasks applied to personnel sales force which has a great link, to distribution channel and external public. Sales management is integral sub system of marketing management, which translates marketing plan into marketing performance. This has got specific objectives within the organizational objectives & mainly aims at achieving this effectively & efficiently. Thus sales management acts as the back bone behind the e marketing management.

Sales Management has acquired an important position coz it’s the bridge between customer and the organization. This has got great responsibility both to employees and customers.

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A survey on Consumer Perception of Hero Honda Splendor plus 8 SALES MANAGEMENT OBJECTIVES

SALES VOLUME

PROFITABILIT Y

GROWTH

1.9 Sales Management Functions

• • • • • • •

Sales and Personnel Administration. Market Research. Personnel selling. Sales Promotion. Advertising. Sales management involves a multitude of responsibilities. A sales Manager in a modern organization has to plan direct and control Personnel selling efforts of the company. His task does not stop with the achievement of sales quotas. He is also responsible for bringing in the recognized profit. In addition he is also responsible for creating good image of the company and it s product.

Infect the Modern sale man has to do marketing rather than mere selling. A company expects the sales manager to customer oriented as well as profit oriented.

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A survey on Consumer Perception of Hero Honda Splendor plus Setting Sales Goals and achieving them. Sales manager sets sales goods for the sales team or for the sales men. And bears the responsibility for achieving more goals. They assist the firm in measuring market potential and in developing sales forecast and sales budget. In Addition Sales Manager Have to develop the sales program and achieve the forecasted sales by implementing the sales program.

Building the Sales Organization It is the responsibility of sale manager to build the sales organization. They are required to ensure that the sales organization is maintained in good condition. Capable of effectively implementing the personal selling program of the firm. And the sales policies and the strategies of the firm. In addition sales manager also required to provide assistance in planning marketing programs like product mix, advertising pricing distribution and sales promotion. Ensuring Growth and Managing Change in the Organization. Sales Manager plays an important role in ensuring the growth of the firm. In addition they assist the company the in managing changes. In the dynamic market customer preferences.

1.10 Sales Organization Sales Organization deals with size of the organization and the complexities of the products, methods and measures of selling necessitate the identification of selling as a separate organization within the whole system. Sales organization is used to attend the qualitative and quantitative objective of personnel selling.

Sales organization allows delegation of authority and assignment of responsibility and achieves co-ordination and balance.

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A survey on Consumer Perception of Hero Honda Splendor plus Sales Organization are Set up by undertaking the Five Activities : • • • • • Define Their Objectives. List down the activities necessary to carry out this objective. Group the activities into jobs or positions. Assign staff to manage these positions. Provide for co-ordination and control 1.11 ADMINISTRATIVE FUNCTIONS • • • • • • • • • • Designing the sales organization structure. Formulation of sales policy. Sales forecasting and sales planning Setting up sales programme and sales campaign Pricing. I.e. fixing the terms and condition of sales pricing policy. Deciding the channels of distribution Direction and Motivation of Sales man Dealers Relation Evaluation of performance of Sales man and middle man. Co-Ordination communication and control of sales activities.

1.12 OPERATIONAL FUNCTIONS • • • • • • • • • Location and allocation of line manager for sales department. Recruitment and selection of sales man. Training of sales man. Routing of sales man. Controlling and fixing remuneration of sales man. Supervising Sales man. Quotas setting and evaluation of sales performance. Tackling physical and distribution problems. Co-coordinating sales man operation and other sales functions like advertising,market analysis, sales promotion etc... 11

A survey on Consumer Perception of Hero Honda Splendor plus 1.13 STAFF FUNCTION • • • • • • • • Market analysis and research Advertisement and publicity Sales promotion and sales program. Sales analysis Dealer relation. Problems of transportation and warehousing. Personnel services and after sales services. Sales planning and programming.

1.14 DUTIES AND RESPONSIBILITIES OF SALES MANAGER • • • • • • • • • • • • Sales planning. Merchandising. Distribution. Resource mobilization and plan executions. Sales control. Marketing research. Sales budget. Sales promotion and advertising Management of sales force. Sales office organization and financing. Communication Control.

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A survey on Consumer Perception of Hero Honda Splendor plus SALES ORGANISATION CHART

u

MARKETING MANAGER

GENERAL SALES MANAGER

DEPUTY SALES MANAGER

ASISTANCE SALES MANAGER BRANCH SALES MANAGER

FIELD SALES MANAGER

SALES MAN 1

SALES MAN 2

SALES MAN 3

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

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A survey on Consumer Perception of Hero Honda Splendor plus

1.16 SALES PROMOTION Sales promotion is those marketing activity other than personnel selling, advertising and publicity that stimulate consumers purchasing and dealer affective ness such as display, shows, exposition, demonstrations, and various other non recurrent selling efforts not in the ordinary rooting. (According to American marketing association)

Sales promotion accelerates action by changing the process value relationship of the brand. This persuades the customers that the product with the promotional tool is the very much worthy. Principles of Effective Sales Promotion 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. It attempts to accomplish goals better than the other sales activities. This employs a specific type of promotional tool that most closely fits the condition and the sales goals. It is aimed primarily at the consumers. But at the same time it offers positive incentives to the trade, sales force, or other influential groups. It is consistent with present or potential behavior patterns of the groups involved. It uses emotional, as well as rational, appeals of self interest. This has a uniqueness variety and creative imagination. This is clear simple and easy to understand and execute. It is consistent with the brand image. This creates a win-win situation between the traders and the customers. This has sufficient impact to achieve the stated sales goals.

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A survey on Consumer Perception of Hero Honda Splendor plus Functions of Sales Promotion: • It serves as a connecting link or a bridge between advertising and personal selling, which are the two wings of the promotion, through effective incentives. • • • • • It helps sales man to boost their selling. It helps in producers to produce new product. It can promote the product sales. It stimulates the customer to buy the new product. It attracts urges and persuades the customer to buy the product.

Purpose of Sales Promotion • • • • • To create new customers To retain the existing customers. To compact competition. To attract middle man, to stock more and sell more, which benefits manufacturer. To improve the efficiency of the sales man.

Advantages of Sales Promotion. • • • • • • • It stimulates in the consumers a favorable attitude towards the product. It creates better incentive in the consumers to make a purchase. It gives direct inducement to consumer to take immediate action. It is flexible. It can be used at any stage of new product. The sales promotion leads to low unit cost of product due to large scale production and large scale selling. It is an effective support for a sales man. It helps the sales man and makes his effort more productive. The sales promotional tool are most effective in rising the sales volume, when there is slump-in demand. Sales Goals. 16

A survey on Consumer Perception of Hero Honda Splendor plus The main basic goals are as follows 1. 2. 3. To increase the sales volume. To contribute to the profits of the organization. To ensure continues growth of the organization.

The other Objectives of the Sales Management are as follows: • • • • • • • • To enable the top marketing executives. To devote more time to planning and policy matters. To divide and fix responsibility and authority, among the subordinates and the sales man. To avoid repetitive duties. To fix responsibility. To establish sales routine. To stimulate the efforts of those concerned with selling. To enforce proper supervision of sales force. Fix sales budgets, sales quotas and sales territories. 1.17 SALES POLICY Sales policy regulates and guides the sales process and program through comprehensive sales plan. Sales policy is a pre determined, well thought out code, which guides sales personnel. Every action of sales emerges from a sales policy. A business conducted must be in such a manner that it should be appreciated by the customers and by the employees and results in customers good will, employee’s satisfaction and continuous profit.

Some of the sales policies with regard to functions are as follows.

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

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A survey on Consumer Perception of Hero Honda Splendor plus

3.1 INTROUDCTION TO AUTOMOBILE INDUSTRY

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

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

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

3.2 INTRODUCTION:

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A survey on Consumer Perception of Hero Honda Splendor plus An automobile is transport equipment, which is made up of a frame supporting the body certain power developing and transmitting units and there are further supported by wheelers and tyres through the springs and axies. The power is supported through the engine. The automobile moves through the friction of the contact between the road and the wheel. The protection and comfort is given by the body of the vehicle. Initially man tamed and trained certain animals for carrying heavier loads to greater distance at speeds higher than the man could carry. These means of transport provided by nature to man has a limited regard in terms of load to carry, distance covered with the load and also the speed of traveling with are with out luggage’s. 3.3 DEVELOPMENT: Capitan Nicholas Cuglot, A French man is considered to be the father of “the automobile’’. He was the first to built the self-propelled road vehicle with a three wheeled coach fitted with a steam engine in 1769-70. in 1802, Richard Trevitluch built the first practical steam engine, which co7uld move at a speed 21/2 miles per hour only for a period of 15 minutes. In 1863, a French invited Lenoir, invented and automobile propelled by gas engine. And during the next few years there was a large amount of experimental work carried out both on engine and carriages. It was during the year 1876, Otto and Langen in Germany invited and designed and internal combustion engine. The actual development of the modern automobile dates back to 1885. Gottlieb Daimler in Germany patented and internal combustion engine. Daimlers engine is considered as the first high speed, light construction engine and this development is considered as the greatest achievement in the history of automobiles.

It was not before 1900 that the improved design of automobiles fully awakened the public to the greater utilities if this new form of transportation. The 22

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

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A survey on Consumer Perception of Hero Honda Splendor plus

3.4 TWO WHEELER AUTOMOBILES

Introduction: Since the time of captain Nicholas cugnot, considered father of “the automobile” (1769-70), these had been a demand and search for a minimum cost motoring and a low cost travel vehicle. Its evaluation was further necessitated by requirement of a personal transport of lightweight for moving smaller distances or short journey travel with just the driver. The resulted in the development of two wheeled scooters, motorcycles and other similar vehicles. In the field of personal transport, the development of two wheelers is a major revaluation. It is highly maneuverable in addition to begin safe and easy to drive. It combine the extremely low operating costs of the single cylinder two-stroke engine with the comfort and cleanliness usually associated with a motorcar. They are the man of economic transport for different purposes. History of two wheelers: The bombing of the Piaggio aircraft works at Pontedeara, Italy during the second world war resulted in its worsen conditions. The main

problem of the staff was movement from one end of the vast factory to other end as well as to different section of the factory. Piaggio decided to build a tiny run about powered by a 98 cc Two-Strock Engine placed along side the rear wheel. This tiny run about having a modest amount of bodywork with an open frame and a platform for the rider to put his feet as well as small wheels and a front shield was the proto type of modern vespa scooters., due to market this product with certain modifications. The capacity was raised from 98 cc to 125cc and styling was improved. First production version of the vespa appeared in 1946.

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A survey on Consumer Perception of Hero Honda Splendor plus Vespa and Lambretta designed by brilliant engineers applying original ideas to a set of required conditions were the original trend setters. Since their first appearance in most war Italy as a popular from of personal and low cost transport, they have been developed to a high degree of reliability and in a variety of forms and design. The post war period witnessed the development of various types of two wheelers and appearance of different manufacturers in different countries from Italy to continental Europe, Britain, America, Asia and Russia. Although each country has its own specific operational requirements like cost, regulations, road and weather conditions, yet the scooters of Italian origin were the pace setters, and met majority of the demand. But they had certain advantages as well as disadvantages outside Italy. The original scooters being quite bare without any provision to protect the rider against the weather had poor lighting and complete absence of parking lights. Although they were acceptable in country like Italy yet in France and continent, they were a rarity. Reliability of a particular design of two wheelers is assessed by experience. Certain weaknesses or limitations are liable to be present in new or relatively unknown designs. In case a particular design is backed by a good spares and servicing system, the limitations are not serious. 3.5 BRIEF HISTORY OF HERO-HONDA MOTORS Hero Honda motors limited is a joint venture between hero groups, the world’s largest bicycle manufacturers and the Honda motor company of Japan id today the leading manufacturing of India’s largest selling motorcycle. On 12th December 1983 the shareholders agreement was signed and in 1984 January 19th the company was incorporated at dharuhera. Hero Honda limit5ed gave India nothing less than a revolution on two wheels. Made even more famous by the “FILL IT, SHUT IT, and FORGET IT” campaigns, driven by the trust of over 40 lakh customers. The Honda product range today commands as much as 47% making it a veritable giant in the industry add to that technological excellence an experience dealers network and reliable of the sale companies. 25

A survey on Consumer Perception of Hero Honda Splendor plus Infact, every second bike sold in India today is hero Honda customer satisfaction. A high quality product, the strength of Honda technology and hero groups dynamism have helped hero Honda motors limited scale new frontiers and exceed limits. In the words of Mr. BRIJ MOHAN LALL MUNJAL, chairman cum managing director of Hero Honda Motors Limited. “we continue to make every effort required for the development of the motor cycle industry through new product development, technological innovation, investment in equipment and facilities and through sufficient management”.

3.6 Mission Statement: “We, at Hero Honda, are continuously striving for the synergy between technology, systems, and Human resources to provide products and services that meet the quality, performance, and price aspirations of our customers. While doing so , we maintain the highest standards of ethics and societal responsibilities, constantly innovate products and processes, and develop teams that keep the momentum going to take the company to excellence in new millennium” 3.7 Dealers and service out lets; Hero Honda Motor Limited has got the reputations in all over the India. For, To cover all the customers and the parts of India. They had a network of 405 dealers and 169 service out lets, spread all over India apart from 10 stockiest for spare parts. They add 25 to 30 dealers every year. The Hero Honda Motors Limited provides good and better services to the customers through dealers service station and through service out lets. The dealers provide the services with all the spare parts to the customers. They provide free services after the customers. They with in a year, mobile services and regular services to its customers. If the hero Honda purchased. They are also eligible for the 2 years warranty, and the company provides 6 free services and 9 paid services. 26

A survey on Consumer Perception of Hero Honda Splendor plus 3.8 FILL IT. SHUT IT. FORGET IT Today Hero Honda Motor Company becomes the World's single largest two wheeler Company. Coming into existence on January 19, 1984, Hero Honda Motors Limited gave India nothing less than a revolution on two-wheels made even more famous by the 'Fill it - Shut it - Forget it ' campaign. Driven by the trust of over 5 million customers, the Hero Honda product range today commands a market share of 48% making it a veritable giant in the industry. Add to that technological excellence, an expansive dealer network, and reliable after sales service, and you have one of the most customer- friendly companies.

3.9 Competitors: 1. TVS 2. Bajaj 3. Honda 4. Yamaha 5. Suzuki Hero Honda began operations with establishment of the Dharuhera plant in

1985. Covering a total area of over 58000 sq mts., this fully automated plant is equipped with state-of-the-art machinery, an in-house research and development set up, and today it produces a bike every 30 seconds. To meet the growing demand, Hero Honda opened another unit at Gurgaon, using FMS technology. Spread over 47000 sq mts., it is rated as one of the most modern motorcycle manufacturing plants in the world. The plant produces 1800 bikes every day. The spirit of excellence has permeated all their ancillaries and vendors. Today, they consistently meet and exceed all requirements on quality, cost and delivery. All this gives a unique joy, a joy that happens when all aspects of the manufacturing process and supply chain, seamlessly translate into the joy experienced by their many satisfied customers and dealers.

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A survey on Consumer Perception of Hero Honda Splendor plus 3.10 BRIEF DESCRIPTION OF SPLENDOR PLUS The world’s best-selling motorcycle just got better. The splendor plus, a bike that will stop you right in your tracks. Both by its looks and performance. Consider its new, clear, bright multi-reflector head light, multi-reflector tail light and stylish graphics which give it, its contemporary looks. Next, feel the ergonomics of it as you cruise along. A well-cushioned low-slung seat helps you rest and ride at the same time. Not to mention, the suspension that works so well that you’ll probably never find out what happens between the tires and those bumpy roads. Needless to add, owning a splendor plus means a lot of other things too. Like getting admiring looks. Or the pride of riding a motorcycle that meets the pollution control standards of this decade. That’s the splendor plus. The new face of trust. 1) Multi-Reflector Head Light 2) Multi-Reflector Tail Sales Data of S.S MOTORS

Financial year 05-06 06-07 07-08 09-10

Units sold 2,458 2,869 3,387 3,810

Unique facilities :  Hero Honda trained technicians.  Innovative bikes care solutions to meet individuals needs.  Personalized service for a total ownership experience.  Mobile service.  Availability of spares.  Quick service. It also provides mobile service to its customers. The enterprise has skill and company 28 trained mechanics.

A survey on Consumer Perception of Hero Honda Splendor plus The financial facilities provided by the institutions for purchasing of Splendor plus. They are 1. ICICI Bank. 2. HDFC Bank. 3. Centurion Bank 4. S.B.M and other financial institutions.

3.11 AWARDS

Brijmohan Lall , Chairman of Hero Honda, receives the Padma Bhushan from the President A P J Abdul Kalam….. Monday, March 28, 2005

Dr. Brijmohan Lall Munjal has been conferred the prestigious Padma Bhushan Award, for his contribution to the Trade and Industry, by the President A P J Abdul Kalam at the investiture ceremony held at the Rashtrapati Bhavan on28.3.05. 29

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

He has been conferred with numerous accolades and recognitions including Honorary Membership of Indian Institution of Industrial Engineering Award (1992),The 30 Businessman of the Year (1994) – Business India, National Award for Outstanding

A survey on Consumer Perception of Hero Honda Splendor plus Contribution to the Development of Indian Small Scale Industry by President of India (1995), Sir Jehangir Ghandy Medal for Industrial Peace (2000) – XLRI, Entrepreneur of the Year (2001) – Ernst & Young, Entrepreneur of the Year (2002) – Business Standard, Lifetime Achievement Award for Management (2003) – All India Management Association, Degree of “Doctor of Letters” Honoris Causa (2004) – Banaras Hindu University

3.12 SHOWROOM PROFILE SS MOTORS PVT LTD was established in the year 2002 with the aim of trading Automobiles. Now SS motors private limited have become one of the main dealer of M/s. Hero Honda Auto Limited in bangalore, having most of all models of two wheeler motorcycles.

Initially, as modest beginning, M/s SS Motors Private limited dealt only with Motors Parts, but today it has come long way in the automobile world. SS Motors Private Limited has always moved with time and expanded its transactions in accordance with current market scenario and wide its products range, joining hands with M/s. Hero Honda Auto Limited. One of the largest two and Four wheeler manufacturers in all models in the world. This was a giant step forward and ensured the company's growth to the auto market word. SS Motors is also the pioneer in farm mechanization, dealing I with Farmtrac and Escorts Tractors, manufactured by M/s. Escorts Limited. SS motors have established that it is one of the best Dealers in this field. It has also tied up with other two wheeler manufactures, by this it is able to provide wide range of vehicles to its customers & also increase its sales.

SALIENT FEA TURES OF “SS MOTORS”

Simplicity is the nature of truth

31

• • • •

A survey on Consumer Perception of Hero Honda Splendor plus We reduce all complex problems to their simple elements. We go to the root, to the essence, and come out with simple solutions, easy to implement. Honesty is the manifestation of truth. Honesty is transparency, trustworthiness, and dependability in cost, time and quality. Humility is the understanding and acceptance of truth, both strength and weaknesses. . We learnt that there is a requirement of Hero Honda 2 Wheeler for BSF

Personnel. We have a tie-up with financial institutions like ICICI Bank, hire purchase special schemes for Defence Personnel. Kindly avail the special scheme. The other reasons behind the successful growth of the SS Motors is : • • • There are good interacting sales personals who give good information to the customers. Bikes are brought from customers place if they have to be repaired There are different good sale offers through out the year which keeps the sales of the showroom above the mark. • Showroom atmosphere attracts the customers. • Have good advanced technical equipments for servicing the vehicles & the servicing is provided all the 7day of the week. 3.13 Board of directors Chairman & Managing Director: B.S. Patel Director: Verandra patel

Product Profile

32

A survey on Consumer Perception of Hero Honda Splendor plus Hero Honda Ltd. is India’s leading motorcycle manufacturer despite being world’s largest motorcycle sellers, with am amazing records over the past. It has produced a wide range of motorcycles to suit every individual in the society. Because Hero Honda is collaborated with Japan’s leading auto major Honda to give their best hand in India.

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

33

A survey on Consumer Perception of Hero Honda Splendor plus SPLENDOR+ :

Features Both by its looks and performance, with a new, clear, bright multi-reflector head light, multi-reflector tail light and stylish graphics which give it, its contemporary looks. A well-cushioned low-slung seat helps to rest and ride at the same time. The suspension that works so well that one probably never find out what happens between the tyres and those bumpy roads. Needless admiring looks a motorcycle that meets the pollution control standards of this decade. That's the new face of trust. The Splendor+ is a newly designed bike which differs from its predecessors in various facts including multi-reflector head light Disc brake (optional) Multi-reflector tail light.

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

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

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

Advanced Micro

Hydraulic

Fork

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

42P

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

PASSION PLUS

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A survey on Consumer Perception of Hero Honda Splendor plus

CD-Dawn

CD DELUXE

36

A survey on Consumer Perception of Hero Honda Splendor plus

Hero Honda – CBZ

37

A survey on Consumer Perception of Hero Honda Splendor plus

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

A survey on Consumer Perception of Hero Honda Splendor plus level of satisfaction to their product and they should manufacture and provide the services to their customers in such a way that it should provide complete satisfaction to it’s customers. Then only they can compete in this competitive world. Hence today study aims at analysis of “consumer perception towards splendor plus ’’ in S.S MOTORS, Bangalore.

2.2 Title of the report: “Consumer Perception of Hero Honda Splendor Plus.”

2.3 Objectives of the study: The Primary Objectives are:1. To understand, analyze and evaluate the opinion of the consumers’ perception on splendor plus. 2. To know, what are the factors influencing the consumer’s while deciding to purchase the Splendor plus.

39

A survey on Consumer Perception of Hero Honda Splendor plus 3. To provide information helpful to S.S MOTOR [Dealers of Splendor plus] in planning and implementing of marketing approach towards the buying motives of splendor plus bike owners and to know their satisfaction. 4. To know the level of satisfaction among the owners and users of splendor plus.

2.4 Scope of the Study: The study covers the over all consumer opinion survey on splendor plus and is restricted to Bangalore only. The study is done to analyse the consumer perception towards the splendor plus. The survey was conducted from 25th Feb to 18TH April 2010, and the response relate to that period only.

2.5 Sampling Size: A few people or a unit of population called as sample size was taken to obtain representative sample of the whole universal. The data collection of this study was limited to Bangalore city. The researcher has randomly selected five blocks in Bangalore and each block consists 20 respondents of splendor plus owners.

2.6 METHODOLOGY OF THE STUDY Sources of Data  Primary Sources.  Secondary Sources. 40

A survey on Consumer Perception of Hero Honda Splendor plus Primary Sources: Primary sources are original sources directly collected data that have not been previously collected. Primary data in this research was obtained through questionnaires and direct interview.  Questionnaires, with close ended questions and few open ended questions.  Through personal interviews – to collect information on responses requiring an explanation and also information vital to the study but not covered in the questionnaires.

Secondary Sources: These are sources containing data that have been collected and compiled for another purpose. Secondary data for the study is obtained through the company’s brochure and information from library and through internet source [web site of Hero Honda Company: WWW. Hero Honda.com.

2.7 DATA COLLECTION INSTRUMENT: In this study the main tool used for data collection is questionnaire. The questionnaire construction consists of 5 steps: Specifying the information needed.  Determining the type of questions to be asked. 41

A survey on Consumer Perception of Hero Honda Splendor plus  Deciding the number and sequence of questions are to be asked.  Preparing the preliminary draft of questionnaire.  Revising and pretesting the questionnaire. 2.8 DATA PROCESSING AND ANALYSIS: Validation: The researches routinely checked the some proportion of questionnaire in order to check, whether an accurate sample was obtained. Editing: In the second step the researches edited the data and some of the questions were found not necessary in order to extract the relevant information. Hence the questions prepared are modified in order to extract the relevant information. Coding: Pre coding is done which involves identification and classification of each responses. Transcription: Since direct tabulation from the edited data is difficult the researcher used the transcription process [in a long work sheet] rather than obtain tabulation directly. Tabulation: After the Transcription of data is over. Percentages were used to analyze data. Data collected is depicted through tables, graphs and pie-charts.

2.9 OPERATIONAL DEFINITION OF CONCEPTS: Perception: It is the process by which people, select, organize and interpret information to form a meaningful picture of the world. Consumer Behaviour: 42

A survey on Consumer Perception of Hero Honda Splendor plus It is defined as the behaviour that consumers display in searching for, purchasing using and evaluating products ideas and services their expect will satisfy their needs. In this study behaviour of the splendor plus consumers are studied. Product: A product of utilities comprising of various products features and accompanying services. To my study the product is splendor plus two wheelers.

Marketing: A human activity directed at satisfying needs and services. Splendor plus to this study of market area is five Blocks of Bangalore. Attributes: The salient features of a product marketing mix. It is a strategy where by all the elements involved in successful retaining [right product at right price, effective promotion, advantageous location, etc] are blended together is such a way so as to satisfy the customer. Retail Selling: Retail marketing is a concept in which sales goals are set on the basis of market potential for the new vehicles increased attention to the behaviour of the consumer. Retail marketing is more concerned with who is buying the splendor plus and the underlying reasons for this behaviour. Reference Group: An interactive group of people who influence an individuals attitudes and behaviour. Advertisement: A paid media for non-person communication from the manufacturer/dealer to the consumer, creating the awareness of product’s activity and services. 43

A survey on Consumer Perception of Hero Honda Splendor plus Brand Preference: Is the selective preference a consumer accords to a particular brand of a product in comparative evaluation with other available brands.

3.10 Limitations of the Study: 1.1 2. 3. The sample size is restricted to 100 respondents due to time and cost constraints. The responses of 100 respondents considered to be the fair representation of the universe. As for as secondary data is concerned most of the information and official records are located in different cities and they are not within the reach. 4. The data collected from the respondents assumed to be fair and unbiased. 5. The study focuses mainly on the consumer who own splendor plus and the potential consumers.

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A survey on Consumer Perception of Hero Honda Splendor plus

Table – 4.1 Table showing age group of the respondents: Age Group Bellow 20 years 20 – 30 years 30 – 40 years 40 – 50 years 50 and above Total No. of Respondents 4 66 10 12 8 100

Percentage 4 66 10 12 8 100 45

A survey on Consumer Perception of Hero Honda Splendor plus INFERENCE: It can be inferred that most of the respondents are of the age group between 20-30. ANALYSIS: Above table shows that 66 percent of the respondents fall under the age group of 20 – 30 years, 12 percent of the respondents fall under the age group of 40 –50 years, 10 percent of respondents fall under the age group of 30 –40 years, 8 percent of the respondents fall under the age group of 50 years and above, respondents fall under the age group of below 20 years. 4 percent of

Graph 4.1 Graph Showing Age Group of the Respondents:

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A survey on Consumer Perception of Hero Honda Splendor plus

8% 12%

4%

10%

66%

Below 20 years 30 - 40 years 50 & above

20 - 30 years 40 -50 years

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A survey on Consumer Perception of Hero Honda Splendor plus

Table – 4.2 Table Showing Marital Status of the Respondents: Marital Status No. Respondents 38 of Percentage

Married

38%

Un married

62

62%

Total

100

100%

INFERENCE: Hence, we can infer that most respondents are un married.

ANALYSIS: Above table shows that 62 percent of respondents were Un-married and 38 percent of respondents are married.

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A survey on Consumer Perception of Hero Honda Splendor plus

Graph 4.2 Graph showing Marital Status of the Respondents:

38%

62%

Married

Un married

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A survey on Consumer Perception of Hero Honda Splendor plus

Table – 4.3 Table Showing Educational Qualification of the Respondents:

Qualification

No. Respondents 12 8 14 66 100

of

Percentage

Illiterate Matriculation P.U.C. Graduate & above Total

12% 8% 14% 66% 100%

INFERENCE: Hence, we can infer that majority of respondents have completed graduation.

ANALYSIS: Above table shows that 66 percent of respondents were having educational qualification of Graduate and above. 14 percent of respondents have studies P.U.C., 12 percent of respondents were illiterates and 8 percent of respondents were matriculation.

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A survey on Consumer Perception of Hero Honda Splendor plus

Graph 4.3 Graph Showing the Educational Qualification of the Respondents:

12% 8%

14% 66%

Illiterate

Matriculation

P.U.C.

Graduate and above

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A survey on Consumer Perception of Hero Honda Splendor plus

Table – 4.4 Table Showing the Occupation of Respondents: Occupation Students Business Employees Professionals Others Total No. Respondents 20 40 24 12 4 100 of Percentage 20% 40% 24% 12% 4% 100%

INFERENCE: Hence, we can say that majority of respondents have their own business. ANALYSIS: Above table shows that 40 percent of the respondents were business, 24 percent of respondents were employed, 20 percent of the respondents are student, 12 percent of the respondents were professional, and 4 percent of the respondents were others.

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A survey on Consumer Perception of Hero Honda Splendor plus

Graph 4.4 Graph Showing the Occupation of the Respondents:

12%

4%

20%

24% 40%

Students

Business

Employees

Professionals

Others

53

A survey on Consumer Perception of Hero Honda Splendor plus Table – 4.5 Table showing monthly income of the respondents: Monthly Income (In Rs.) Below 10,000 10,000-15,000 15,000-20,000 20,000-25,000 25,000 and above Total INFERENCE: we can say that majority of respondents are in the income group of 25000 and above. ANALYSIS: Above table shows that 30 percent of the respondents fall under the income group of 25,000 above, 20 percent of the respondents fall under the income group of Rs.20,000-25000, 16 percent of the respondents fall under the income group of Rs.15,000-20,000 and 14 percent of the respondents fall under the income group of Rs.10,000 Below.

No. of Respondents 14 20 16 20 30 100

Percentage 14% 20% 16% 20% 30% 100%

54

A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.5 Graph showing monthly income of the respondents:

Percentage 35 30 25 20 15 10 14 5 0 Below 5,000 5,000-7,500 7,50010,000
Percentage

30 20 16 20

10,00012,500

12,500 and above

55

A survey on Consumer Perception of Hero Honda Splendor plus Table 4.6 Table showing how respondents were aware of this brand: Source Dealers Friends T.V. ads Magazines News papers ads Others Total INFERENCE: The 44 of respondents were aware about splendor plus from the friends and T.V.ads. It means, this product enjoys good publicity. ANALYSIS: Above table indicates that 44 percent of respondents were aware about splendor plus from the friends, 20 percent of respondents were aware about splendor plus from T.V.ads., 16 percent of respondents were aware from the News paper ads, 14 percent of respondents were aware from the dealers, 6 percent of respondents were aware from magazines. Non of them aware from the others. No. Respondents 14 44 20 6 16 100 of Percentage 14 44 20 6 16 100

56

A survey on Consumer Perception of Hero Honda Splendor plus Graph 4.6 Graph showing how respondents were aware of this brand:

50 45 40 35 30 25 20 15 10 5 0
T. V. ad s De al er s Fr ie nd s ag az i pa pe rs O th er s ne s ad s

44

20 14 16

6 0

M
Table 4.7 Splendor plus No. Respondents

Percentage

Table showing the respondents having any other two-wheeler before purchasing

Two wheelers

Ne ws
of Percentage

57

A survey on Consumer Perception of Hero Honda Splendor plus Yes No Total 70 30 100 70 30 100

INFERENCE: Most of the respondents (70%) have used other two-wheeler before purchasing of this bike. Hence, we come to know that most of the respondents have given importance to this brand. ANALYSIS: Above table depicts that 70 percent of respondents were having other twowheeler before purchasing of this bike and 30 percent of respondents are not having any other two-wheeler before purchasing of this bike.

Graph 4.7 Graph showing the respondents having any other two-wheeler before purchasing Splendor plus:

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A survey on Consumer Perception of Hero Honda Splendor plus

70 60 50 40 30 20 10 0 Yes No 30 70

Percentage

Table 4.8 Table showing reasons for replacing the old brand: No. Respondents 4 4 of

Reasons Problems of engine Problems of spare parts

Percentage 6 6 59

A survey on Consumer Perception of Hero Honda Splendor plus High fuel consumption 20 28 Low mileage 10 16 High Maintenance cost 08 12 Purchasing of new brand 24 32 Others Total 70 100

INFERENCE: People go by technology and style and as these change people prefer new brands.

ANALYSIS: Above table shows that, 32 percent of respondents have replaced old brands for purchasing of new brand, 28 percent of respondents replaced old brands because of High fuel consumption, 16 percent of respondents have replaced old brand because of low mileage, 12 percent of respondents replaced old brands because of High maintenance cost, 6 percent of respondents replaced old brands for problems of engine and 6 percent of respondents were replaced old brands because of problems of spare parts.

Graph 4.8 Graph showing reasons for replacing the old brand:

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A survey on Consumer Perception of Hero Honda Splendor plus Percentage

0% 32%

6%

6%

28% 12% 16%

Problems of engine High fuel consumption High Maintenance cost Others

Problems of spare parts Low mileage Purchasing of new brand

Table 4.9 Table showing the attributes considered by respondents with regard to Splendor plus: Ranking Excellent Good Satisfactory Poor Total % 61

Attributes Style Comfort Quality Safety Maintenance Mileage Availability of Spares Service

A survey on Consumer Perception of Hero Honda Splendor plus No. % No. % No. % No. % 28 28 40 40 30 30 2 2 100 100 30 30 40 40 20 20 10 10 100 100 40 40 32 32 24 24 4 4 100 100 36 36 40 40 24 24 100 100 24 24 28 28 40 40 8 8 100 100 50 50 28 28 22 22 100 100 28 26 28 26 30 30 30 30 32 34 32 34 10 10 10 10 100 100 100 100

62

INFERENCE: 32.75 percent of respondents feel excellent about the attributes of bike, 28.25 percent of respondents are satisfied and 5.5 percent respondents feel that the overall attributes of the bike are poor. ANALYSIS: Above table shows the 40 percent respondents are of the opinion that the style of the bike is good, while 30% feel it is satisfactory,28 percent of respondents consider it to be excellent, and 2 percent of respondents were of an opinion that the style of the bike is poor. 40 percent of respondents feel good about the comfort factor of the bike. 40 percent of respondents are of an opinion that the quality of the bike is excellent. 40 percent of respondents feel good about the safety of the bike. 40 percent of respondent are happy with the maintenance of the bike 32 percent of respondent feel satisfied with the availability of spare parts of splendor plus, and 34 percent of respondent are satisfied with the service of bike. 33.5 percent of respondents feel good about the overall attributes of splendor plus

Graph 4.9 Graph showing the attributes given by the respondents:

50

45

40

35 STYLE COMFORT QUALITY 25 SAFETY MAINTENANCE 20 MILEAGE AVAILABILITY OF SPARE PARTS SERVICE 15

30

10

5

0 EXCELLENT SATISFACTORY

Table 4.10 Table showing the respondent opinion on the price of splendor plus: Opinion No. Respondents 50 40 10 100 of Percentage

Reasonable High Too high Total

50 40 10 100

INFERENCE: Majority of respondents are of a opinion that the price of the splendor plus is reasonable. ANALYSIS: Above table shows that 50 percent of respondents are of a opinion that the price of the bike is reasonable, 40 percent of respondents are of a opinion that the price is high and 10 percent of respondents are of a opinion that the price of bike is too high.

Graph 4.10 Graph showing the respondents opinion on the price of splendor plus

50 45 40 35 30 25 20 15 10 5 0 Reasonable High 10 50 40 Percentage

Too high

Table 4.11 Table showing the suggestions of respondents to others to buy splendor plus: Suggesting splendor plus Yes No Total INFERENCE; Majority of the respondents are suggesting others to buy splendor plus. others to buy No. of Respondents 90 10 100 Percentage 90 10 100

ANALYSIS From the above table it is observed that 90 percent of respondents would suggest others to buy splendor plus and 10 percent of respondents are not going to suggest others to buy splendor plus.

Graph 4.11 Graph showing the suggestions of respondents to others to buy splendor plus:

Percentage

90 80 70 60 50 40 30 20 10 0 Yes No 10 90 Percentage

Table 4.12 Table showing satisfaction criteria regarding the performance of their splendor plus: Level of satisfaction Fully satisfied Satisfied Not at all Satisfied Total INFERENCE: Majority of respondents are fully satisfied with the performance of splendor plus. No. of Respondents 56 44 100 Percentage 56 44 100

ANALYSIS: Above table shows that 56 percent of respondents are fully satisfied, 44 percent of respondents are satisfied.

Graph 4.12 Graph showing satisfaction criteria regarding the performance of their splendor plus:

Percentage 60 50 40 30 20 10 0 Fully satisfied Satisfied 0 Not at all Satisfied 56 44 Percentage

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

Graph 4.13 Graph showing opinion of respondents about advertising and publicity of splendor plus

Percentage 40 36 35 30 25 20 15 10 5 0 0
Excellent Good Satisfactory Not satisfied

40

24

Table 4.14

Table showing satisfaction level of respondents about after sales service Satisfaction Level Fully satisfied Satisfied Un-satisfied Total INFERENCE Majority of the respondents were satisfied with the company’s after sales service. ANALYSIS Above table shows that 62 percent of respondents were satisfied with the company’s after sales service, 38 percent of respondents are fully satisfied. No. of Respondents 38 62 100 Percentage 38 62 100

Graph 4.14 Graph showing satisfaction level of respondents about after sales service:

Percentage

0 38

62

Fully satisfied

Satisfied

Un-satisfied

Table 4.15 Table showing respondent’s opinion about the effectiveness of service

Opinion Satisfied Not Satisfied Total

No. Respondents 90 10 100

of

Percentage 90 10 100

INFERENCE Majority of the respondents were of the opinion that the service period should be extended. ANALYSIS: Above table shows that 90 percent of respondents were opinion of expanding the service period and 10 percent of respondents are opinions don’t want to extend the service period.

Graph 4.15 Graph showing respondent’s opinion about the duration of service period:

Percentage

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

Table 4.16

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

ANALYSIS: Above table shows that 50 percent of respondents feel that the service period should be extended to one year of service period, 20 percent of respondents want to extend 6 months and 30 percent of respondents were want to extend the service period of one and half year.

Graph 4.16 Graph showing duration of service period required by respondents:

60

50

40

30 50 20 30 10 20

Percentage

0 6 months 1 year 1 ½ year

Table 4.17 Table showing the respondents opinion regarding the most valuable brand. Brand Name No. of Respondents Percentage

Hero Honda Bajaj T.V.S. Yamaha Others Total INFERENCE:

50 16 6 28 100

50 16 06 28 100

Hero Honda has got brand identity in the market and it shows it is one of the best products. ANALYSIS: Above table shows that, 36 percent of the respondents feel splendor plus is the most valuable brand, 30 percent of the respondents feel Hero Honda is the most valuable brand, 16 percent respondents feel Bajaj is the most valuable brand, 12 percent of the respondents feel yamaha is the most valuable brand, 6 percent of the respondents feel T.V.S. is the most valuable brand.

Graph 4.17 Graph showing the respondents opinion regarding the most valuable brand:

60

50

40

Hero Honda 30 Bajaj T.V.S Yamaha

20

10

0 percentage

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

13.

Majority of the respondents feel splendor plus is the most aware and preferred brand.

14.

Majority of the respondents are influenced and satisfied by the mileage, safety, service, maintenance, style factor while purchasing a two – wheeler. 15. Majority of the respondents feel that a reasonable price for a bike is in between Rs. 35,000 – 40,000

SUGGESTIONS AND RECOMMENDATIONS 1. In order to attract non users promotional strategies like advertising, free- test drive camps, demonstration camps may be made use of.

2. Most of the customers look for mileage, safety, style, overall performance and cost of vehicle and comfort riding. HMSI should try to improve based on these factors. 3. Most of the respondents feel the free-service period is not sufficient so the company can look into this factor. 4. Most of the respondents though feel the price of the splendor plus is reasonable many of them feel it is quite high, so that HMSI should try to cut the cost will benefit the students. Remember middle income group are the most constituted population in the country. 5. The company should Decrease the price of spare parts because it is considered expensive by the respondents. 6. Splendor plus must increase the efficiency of after sales services in order to decrease the unsatisfied respondents and the free service period should be extended to one year. 7. Splendor plus must try to hold on to the respondents of the age group of 20 – 30 years and try to capture the market of younger generation. 8. This can be done by changing the design making it more sleek, modern and stylish. 9. It was found from the stuffy that splendor plus is made for middle class families.

CONCLUSIONS My project title being “ a study of consumer perception towards splendor plus in Bangalore” after completion of study and careful analysis of the data can conclude that

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

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

Consumer Behavior

Leon Schiffman

Websites:  www.google.com  www.questa.com  www.herohonda.com

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

3.

Marital Status: Married

 Unmarried

4.Educational Qualification:  No formal Education  PUC 5. Occupation:  Student  Professional 6.

 Matriculation  Graduation and above  Employed  Business  Others  10000-15000  20000-25000

Monthly Income of your family (in Rs)  Below 10000Rs  15000-20000  Above 25000

7.

How did you come to know about Hero Honda Splendor +?  Internet  Friends  TV Ads  Magazines  News paper Ads  Others Did you own a Two wheeler prior to purchasing HeroHonda Splendor+?  Yes  No

8.

9. Why did you replace your previous two wheeler with HeroHonda Splendor+?  Problems with Engine  Problems with spare parts  High fuel consumption  Low mileage  High maintenance cost  I wanted to buy new brand  Others 10. What factors influenced you to own Splendor+?  Style  Comfort  Quality  Maintenance  Mileage  Service  Availability of Spares What is your opinion regarding pricing of Splendor +?  Reasonable  High  Too high Do you think Splendor + is a multipurpose vehicle?  Yes  No Would you like to recommend others to buy this vehicle?  Yes  No  Safety

11. 12. 13.

14. 15.

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

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