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Project On

“Study on Consumer Buying Behavior & Satisfaction Level for Hero

Honda Motorcycle with reference to Chikhli city in Navsari”

Master of Business Administration (Marketing)

Submitted in partial fulfillments of requirements for award of


Master of Business Administration of
Tilak Maharashtra University, Pune.

Submitted By:

OWESH R. DABAWALA
(Batch 2008-10)
PRN: 07208013444

Of
PAI International Centre for Management Excellence, Pune-
411001

Tilak Maharashtra University


Gultekdi, Pune 411037

1
Certificate Of Internal Guide

This is to certify that project titled ―Study on Consumer Buying Behavior &

Satisfaction Level for Hero Honda Motorcycle with reference to

Chikhli city in Navsari‖ is a bonafide work carried Out by Mr. Owesh

R. Dabawala a candidate for the award of Master of Business

Administration of Tilak Maharastra University, Pune under my guidance

and direction.

Signature of guide

Name: DR. Roshan Kazi


Date: Designation: HOD
(MBA)
Place: Institute: AIMS

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ACKNOWLEDGEMENT

Concentration, dedication, hard work and application are essential but not the only
factor to achieve the desired goal. Those must be supplemented by the guidance
assistance and cooperation of experts to make it success.

I am extremely grateful to my institute for providing me the opportunity to undertake


this research project in the prestigious field.
With profound pleasure, I extend my extreme sincere sense of gratitude and
indebtedness to Mr. Kadar Memon and Mr. Razak Memon (Founder of Supreme
Auto) for extensive and valuable guidance that was always available to me
ungrudgingly and instantly, which help me complete my project without difficulty.
I express my deep and sincere gratitude to Mr. Nitin Patel (Sales Manager of Supreme
Auto) for providing me firsthand knowledge.
Last but not the least I am indebted to Prof.R Ganesan, Director, of our institute and
my project guide Prof.Roshan Kazi (HOD OF MBA) without whose sincere gratitude
this project would not have been possible.
I am thankful to all of my friends and batch mates for their help in completing this
project work. Finally, I am thankful to my entire family members for their great support
and encouragement.

Owesh R. Dabawala

3
PAGE

Contents
Chapter SUBJECT NO.
No.
1 Rationale of Study 1
2 Objective of the Study 6-8
Title of the project
Objective of the Study
Scope of the Study

3 Profile of Company 9-22


4 Review of Literature 23-29
5 Research Methodology 30-34
Research Design
Data collection methods/sources
Sampling plan

6 Data Analysis and Interpretation 35-50


7 Findings 51-53
8 Limitations 54-55
Appendix 56
Questionnaire 57-60
Form or any from the company 61
Bibliography 62

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Chapter: I

Rationale for The Study

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Two Wheeler Auto Mobile’s Introduction

Throughout the centuries man has striven to expand his capabilities through the use of machine. His

ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the

world around him. To go faster, deeper, higher and further than before was it. Coupled with his need to

find new thrills, new adventures and new modes of transportation, the invention refinement of the

motorcycle seems an inevitable outcome.

It would seem that Michelangelo conceived of the bicycle as early 14th century. And his drawing

shows a remarkable resemblance to he modern day bike. It had wheels of similar size and even pedals

and chain. Albeit made without any apparent means of steering.

Through never built, it was a remarkably clever design, and early bicycle makers would have done

well to study his concepts, there have, in fact been 4 machines built based on his drawing, attesting to

the viability of his design.

It wasn‘t until 1869 that the first serious attempts were made to produce motor driven bicycles.

These very first were powered by steam, and driven by leather belts or as in the case of the roper steam

velocipede of 1869 by a system of levers attached to a crank on the driven wheel.

In 1885 the Daimler, Europe this is consider by many as the first true motorcycle or motor

bicycle, as it was the first to employ an internal combustion engine and was designed from the ground

up to be motor powered. Designed by gottlibe Daimler it was powered by an Otto cycle engine

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producing about ½ horse powers. Note this design again employed wooden wheels and Daimler

dropped the twist grip controls from his 1877 design in favor of leavers on the frame.

In 1894, Hildebrand and Wolfmuller, France Worlds produce first motorcycle. It came with a 1428

cc water cooled four-stroke motor producing 2.5 bhp. And speed of 25 mph.

In 1898 orient-Aster, USA the American made production motorcycle was this entry built by the

Metz Company, in Waltham, mass, it used an aster engine that was a French copy of the Metz

Company, in Waltham, mass.

Introduction of India Two wheeler’s Company

Bikes or two wheelers in India cater to various needs of the consumers. With the choice of the Indians

improving from bicycles to two wheelers, the Indian two-wheeler market has seen a significant growth

over the years. Now owing a bike has become a must for most Indians. Even if people own a car they

prefer to have a bike as it is very economical and fuel efficient.

With the growth in the economy the demand for two wheelers is increasing over the years. It is one of

the most dynamic industries today and with the increasing competition companies are bringing in new

products with sophisticated technologies and innovative features to capture a major pie of the Indian

market and it‘s the consumer who is benefited from it..

With the availability of reduced consumer loans and high disposable income the Indian two-wheeler

industry has perceived an exceptional growth over the past few years thereby making India the second

largest market for two wheelers in the world only after China.

The motorcycle has now become one most popular mode of transportation among the Indian middle

class families because of it is cost effective, economical and easy to navigate through the traffic.

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Moreover, the people have started preferring bikes instead of scooters and mopeds and today bikes

form a major part of the Indian two wheelers.

Indian companies are one of the largest two wheeler manufacturers in the world. The number one bike

manufacturer in the world, Hero Honda is in close competition with the Indian manufacturer Bajaj

India.

The motorcycle industry in India has witnessed a tremendous change in the 90‘s with the invention of

4 stroke engine which makes the bikes more fuel efficient. Further companies are trying to bring in

more innovations to make the motorcycle ride more comfortable, safe and user friendly and

economical.

In a nut shell the followings factors can be distinguished for the growth of motorcycle industry in

India:

 Easy accessibility to cheap consumer loans

 The increase in the average income of the family.

 The reduction in duties and taxes.

 Convenience with regards to commuting as compared to the public transport system.

 Continuous innovations in technology making the bikes economic and fuel-efficient.

 The first choice among youths and teenagers.

Introduction of Study

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Selling of any product, there is needed to build relationship with customer. For building a relationship

there is need for knowing the customer behavior and how will be they satisfied?

This project is undertaken to know the customer behavior & satisfaction level for Hero Honda

Motorcycle in Supreme Auto (at Chickhli). Also through this project get awareness that which factors

affect on the selling of bike mainly in the rural area. Because the area where project was undergoing, it

is almost rural area and most population income depends on agriculture or its products.

There were some limitations while doing the project. The data was collected by personal interviews of

the respondents. It was very challenging to fill up the questionnaire as most of the population comes

from rural back ground. As it was the rural area we were supposed to explain each and every question

of the questionnaire. Also many of them did not show any interest in filling questionnaires..

This study will help Hero Honda to know the most popular way by which they are providing services

and quality to the customers and to know various customers Perceptions.

From the study, we found that, the customers were highly satisfied with the products and service of

Hero Honda, but there were some complaints regarding after sales service and staff of Hero Honda.

It was found that Hero Honda Motorcycle is having a good brand image in the market. Most of the

respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle.

The present is the era of customers. Customers are more knowledgeable than ever before and because

the customer is more knowledgeable, companies must be faster, more agile and more creative than few

years ago. So companies should strive to enhance customer satisfaction through knowing their

expectations regarding products.

Hero Honda should improve on their after sales support, and have knowledgeable support staff. Also

Hero Honda should increase the range of its targeted market.

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Chapter – II

Objective of The Study

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Title of the Project

In today‘s world customer is the key of the success of any business. So, Customer behavior and its

satisfaction level play very key role to sale of the product. That‘s why we decide to keep the project

title related this key factor called ―Study on consumer buying behavior and satisfaction

level for Hero Honda Motorcycle with reference to Chikhli in Navsari”.

Main purpose of the study was to know the customer buying behavior and demand into the minds of

customer of Chikhli because always customers say something and does something. At the same time as

there are many companies manufacturing motorcycles, idea about thinking of customer on whether,

what, how, and for whom to purchase the motorcycle.

Therefore, research is required to measure present consumer buying 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. Also after purchasing are customers being

satisfied or not?

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Objective of the Study

 To know market position of Hero Honda bike in the market.

 To know consumer behavior for purchase of two wheeler bike.

 To identify the factor which influences on consumer decision?

 To classify which types of customers visiting of Dealers with reference


to age, gender, income

 To know which medium play important role for purchasing bike.

 To study who is the decision make in purchasing bike?.

 To study whether customers are satisfied with staff and services

or not?

 Identifying possible areas of Improvement.

 To know the status of different offers.

SCOPE OF STUDY

 The main scope of the study is restricted to Chikhli city in Navsari.

 This study has been made to find the level of satisfaction the customer has

regarding the service provider by bike place at Chikhli city.

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Chapter: III

Profile of The Company

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HERO HOND PROFILE

Logo

Founded January 19, 1984 in Gurgaon, Haryana, India


Headquarters Haryana, India

HERO HONDA HEADQUARTERS

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Om Prakash Munjal, Founder
Mr. Brijmohan Lall Munjal, Chairman
Key people Mr. Toshiaki Nakagawa, Joint Managing Director
Mr. Pawan Munjal, Managing Director
Industry Automotive
Products Motorcycles, Scooters
Revenue U$ 2.8 billion
Website http://www.herohonda.com/site/home/home.asp

Board of Directors:

No. Name of the Directors Designation


1 Mr. Brijmohan Lall Munjal Chairman & Whole-time Director
2 Mr. Pawan Munjal Managing Director & CEO
3 Mr. Toshiaki Nakagawa Joint Managing Director
4 Mr. Sumihisa Fukuda Technical Director
5 Mr. Om Prakash Munjal Non-executive Director
6 Mr. Sunil Kant Munjal Non-executive Director
7 Mr. Masahiro Takedagawa Non-executive Director

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8 Mr. Santoshi Matsuzawa (Alternate Non-executive Director
Director to Mr.Takashi Nagai)
9 Mr. Pradeep Dinodia Non-executive & Independent
Director
10 Gen.(Retd.) Ved Prakash Malik Non-executive & Independent
Director
11 Mr. Analjit Singh Non-executive & Independent
Director
12 Dr. Pritam Singh Non-executive & Independent
Director
13 Ms. Shobhana Bhartia Non-executive & Independent
Director
14. Mr. Meleveetil Damodaran Non-executive & Independent
Director
15. Mr. Arun Nath Maira Non-executive & Independent
Director

The joint venture between India's Hero Group and Honda Motor Company, Japan has not only created

the world's single largest two wheeler company but also one of the most successful joint ventures

worldwide.

During the 80s, Hero Honda became the first company in India to prove that it was possible to drive a

vehicle without polluting the roads. The company introduced new generation motorcycles that set

industry benchmarks for fuel thrift and low emission. A legendary 'Fill it - Shut it - Forget it' campaign

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captured the imagination of commuters across India, and Hero Honda sold millions of bikes purely on

the commitment of increased mileage.

Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the

number of people in Finland, Ireland and Sweden put together!

Hero Honda has consistently grown at double digits since inception; and today, every second

motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in India buys Hero

Honda's top -selling motorcycle – Splendor. This festive season, the company sold half a million two

wheelers in a single month—a feat unparalleled in global automotive history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. Two

of these are based at Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing

facility was inaugurated at Haridwar, Uttrakhand in April this year. These plants together are capable

of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These

comprise a mix of dealerships, service and spare points, spare parts stockiest and authorized

representatives of dealers located across different geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda Passport

Program, one of the largest programs of this kind in the world, has over 3 million members on its

roster. The program has not only helped Hero Honda understand its customers and deliver value at

different price points, but has also created a loyal community of brand ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is

constantly working towards consolidating its position in the market place. The company believes that

changing demographic profile of India, increasing urbanization and the empowerment of rural India

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will add millions of new families to the economic mainstream. This would provide the growth ballast

that would sustain Hero Honda in the years to come. As Brijmohan Lall Munjal, the Chairman, Hero

Honda Motors succinctly points out, "We pioneered India's motorcycle industry, and it's our

responsibility now to take the industry to the next level. We'll do all it takes to reach there.''

Mission: Hero Honda‘s mission is to strive for synergy between technology, systems and human

resources, to produce products and services that meet the quality, performance and price aspirations of

its customers. At the same time maintain the highest standards of ethics and social responsibilities.

This mission is what drives Hero Honda to new heights in excellence and helps the organization forge

a unique and mutually beneficial relationship with all its stake holders.

Product of Hero Honda Motorcycle:

Category Product Name Slogan Engine


Capacity
CD Dawn Dawn 97.2cc
Entry CD Deluxe Naye Indian ki Nayi Deluxe Bike 97.2cc
Pleasure Why should boys have all the fun? 102cc
Splendor+ Designed to excel 97.2cc
Splendor NXG The New Xiting Ride 97.2cc
Passion Pro Ride your passion flaunt your style "style unlimited" 97.2cc
Deluxe
Passion Plus A whole new world of style 97.2cc
Super Splendor Generation nayi bharosha wahi 124.7cc
Glamour Simply Magnetic 124.7cc

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Glamour PGM FI Programmed fuel injection 124.8cc
Achiever Solid Like You 149.1cc
CBZ Extreme Live Extreme 149.2cc
Premium
Hunk Because Muscles Matter 149.2cc
Karizma Always Game 223cc
Market share of Hero Honda Motorcycle

Motorcycle:

Scooter:

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Dealer Profile

Two entrepreneurs Mr. Kadar Memon & Mr. Razak Memon as a partner have started journey with

Hero Honda Company on 20th March, 2000 as starting workshop service station of HHML at Chikhli

dist:Navsari. After achieving some milestone in the company they are appointed as an authorized

dealer of HHML for Chikhli taluka. On 8th July, 2005 Supreme Auto was established at Chikhli. In 4

years Supreme auto achieve many remarkable milestone and being one of the leading dealer behalf of

HHML.Hero Honda has given 4s (Sales, Service, Spares & Safety) facilities to the Supreme Auto.

SUPREME AUTO AT CHIKHLI

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Range of Providing Services: Company gives authority around 15 km far from Chikhli.

Areas are covered by dealer is given bellow.

 Chikhli

 Billimora

 Khergam

 Rankuwa

All above centers Supreme Auto has established their service centers. From there it offers sales,

services & spares to the customers.

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Service Centre of Supreme Auto

Value of Supreme Auto:

 Trust

 Satisfaction

 Passion

VISION

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To make Supreme Auto the dominant for best service provider & dealer built on trust by all class

people. This we hope to achieve by:

 Understanding the needs of customers and offering them superior products and service

 Leveraging technology to service customers quickly, efficiently and conveniently

 Providing an enabling environment to foster growth and learning for our employees

 And above all, building transparency in all our dealings.

MISSION

 Understanding the needs of customers and offering them superior products and service

 Building long lasting relationships with their customers & HHML.

 Providing an enabling environment to foster growth and learning for their employees

DEALER’S ARD & SERVICE STATIION

There Are 1Dealer Showroom, 1 Main Service station & Workshop, 3 ARD (Authorized

Representative of Dealer).Which details are given bellow

TYPE NAME ADDRESS

N.H.NO.8, THALA, CHIKHLI.


DEALER SHOWROOM SUPREME AUTO
PH.:231100,232100

SERVICE SAMROLI, KALAPUL, CHIKHLI.


SUPREME AUTO
STATION&WORKSHOP PH:234100,231399

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WORKSHOPHELPLINE:9909133100

SOMNATH ROAD , BILLIMORA

ARD REHBAR AUTO PH:284100

HELPLINENO.:9428383100

DESRA TEKRI, KHERGAM


ARD RIDDHI AUTO
PH:220233

RANKUWA
ARD SPEED AUTO
PH:247866

DEALER’S ORGANIZATION STRUCTURE

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SUPREME AUTO’S STRUCTURE

DEALERS’ TIE UP

Supreme Auto provides facilities of finance & insurance to the customer at a time. So customers does

not need to go anywhere for loan & insurance

Finance Tie up

 HDFC

 MASS FINANCE

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

finance from any finance company.

Insurance Tie up

 IFCO-TOKYO

 ICICI LOMBARD

Both insurance players have good image about customer oriented.

Achievements

 During 2000 & 2001 it got award for best service provider of all over the

india.

 It is included in top 7 scooter selling dealer of Gujarat.

E-R Diagram:

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E-R diagram shows the process from inquiry of customers to delivery of bike or any services. It shows

the relation between entities.

Dealer Market Share

(Secondary data collection from RTO and data is related to Chikhli city)

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Chapter – IV

Review of Literature

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CUSTOMER BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants buyer behavior

refers to the peoples or organization conduct activities and together with the impact of various

influence on them towards making decision on purchase of product and service in a market. The field

of consumer behavior studies how individuals, groups and organization select, buy, use and dispse of

goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior

and knowing customer are never simple. The wealth of products and service produced in a country

make our economy strong. The behavior of human being during the purchase is being termed as

―Buyer Behavior‖. Customer says one thing but do another. They may not be in touch with their

deeper motivations. They are responding to influences that change their mind at the last minute. A

buyer makes take a decision whether save or spend the money.

Definition of Buyer Behavior:-

Buyer behavior is ―all psychological, Social and physical behaviors of potential customers as

they become aware of evaluate, purchase, consume and tell others about product & service.

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Customer buying Decision Process

There are following five stages in consumer buying decision process.

1. Problem identification:-

The buying process starts when the buyer recognizes a problem or need. The need can be triggered by

internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need.

By gathering information from a number of consumers, Marketers can identify the most frequent

stimuli that spark an interest in a product category. They can then develop marketing strategies that

trigger consumer interest.

2. Information Search:-

The consumer tries to collect information regarding various products/service. Through gathering

information, the consumer learns about completing brands and their features. Information may be

collected form magazines, catalogues, retailers, friends, family members, business association,

commercial, chamber of commerce, telephone directory, tradefair etc. Marketers should find out the

source of information and their relative degree of importance to the consumes.

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

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

Public sources: mass media, consumer, rating organizations.

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Experimental sources: Handling. Examine, using the product.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying situations. There is

several First, the consumer processes, some basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product solutions.

The marketer must know which criteria the consumer will use in the purchase decision.

4 . Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to

buy. If the decision is to buy. The other additional decisions are:

Which types of bike he must buy?

From whom do you buy a bike?

How the payment to be made? And so on.

The marketer up to this stage has tried every means to influence the purchase behavior,

but the choice is properly consumers. In the evaluation stage the consumer forms preferences among

the brands in the choice set. The consumer may also form an intention to but the most preferred brand.

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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

 Post Purchase Satisfaction:-

The customer, satisfaction is a function Of closeness between the buyer, expectation and the

products Perceiver performance. The larger the gap between expectation and performance, the

g greater the consumer dissatisfaction.

 Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior. If the

consumer satisfied, he or she will exhibit a higher probability of purchasing the product again.

Dissatisfaction consumer may abandon and return the product.

 Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If the consumer store the

product in a close, the product is probably not very satisfying. If the consumer throws the product

away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.

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Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get goods and services

and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to examine merchandise

and making a purchase and mental activities-such as forming attitudes, perceiving advertising material,

and learning to prefer particular brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing. And therefore,

management need to adjust with the change otherwise market may be lot.

(4) The individuals specific behaviors in the market place is affected by internal factor, such as need ,

motives, perception, and attitudes, as well as by external of environmental influences such as the

family social groups, culture, economics and business influences.

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Stimulus - Response model for buyer behavior

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Chapter – V

RESEARCH METHODOLOGY

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Research design

A research design is the detailed blue print used to guide a research study towards its objectives. It

helps to collect, measure and analysis of data.

The present study seeks to find out the consumers attitude towards buying of bike. The study

also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the

study a descriptive one.

Type of Research

The study undertaken is of ―Descriptive Research‖ in nature.

Nature of Research

The study is ―quantitative‖ in nature.

It is structured, standardized, question based interview.

Types of Question

The types of question asked during the study are ―Straight forward and limited probing‖.
Total number of questions: 12
Total number of close ended questions: 10
Total number of open ended questions: 2

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Sources of Data

Secondary Source

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

1. Company‘s website

2. Reports of Company

3. Discussion with marketing and sales staff

4. Books on Marketing and Research methodology

Primary Source

The Primary source of collecting data for research is:

Questionnaire filled by the customers of Supreme Auto.

Primary Data of Collection

Research Technique

In this study the ―survey method‖ is used as a research technique. This method helps to obtain right

information from respondents.

Contact Method

In this study ―Personal Exit interview‖ it is taken as a tool for the contact method. In which the

personal interview is conducted with customers of Westside.

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Sampling plan

Sampling is a process of obtaining. The information about the entire population by examine a

part of it .The effectiveness of the research depends on the sample size selected for the survey purpose.

(A) Population:-

The survey was conducted in Chikhli city.

(B)Sampling Unit:-

It means ―Who is to be surveyed‖. Here target population is decided and it is who are

interested to purchase ―Bike‖ and sampling frame is developed so that everyone in the target

population has known chance of being sampled. So the survey is conducted particularly in Chikhli

city.

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(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 100

respondents.

(D) Sample Element

The sample element of research is customer of Supreme Auto.

(E) Sample Extent

The sample extent is limited to Chikhli city.

(F) Sample Duration

The sample duration between June 2009 and July 2009

(G) Sampling Procedure

The sampling procedure followed is convenience.

Research Instrument

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

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Chapter – VI

Data Analysis and Interpretation

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1. AGE WISE CLASSIFICTION
Data:

Age (in year) No. of respondents Percentage (%)


18-20 30 30
21-25 37 37
26-30 15 15
31-35 06 06
36-40 07 07
41& above 05 05
Total 100 100

Analysis:

Age wise Classification

7, 7% 5, 5%
6, 6% 30, 30% 18-20
21-25
26-30
31-35
15, 15%
36-40
41& above
37, 37%

Interpretation:
Above Graph shows are 30% of respondent in age group of 18-20, 37%of respondent in

age group of 21-25, 15% of respondent in age group of 26-30, 7% and 5% respondent are come in 36-

40 and 41&above.

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2. OCCUPATION WISE CLASSIFICATION

Data:
Occupation No. of respondents Percentage (%)
Agriculture 47 47

Student 30 30

Business 12 12

Serviceman 08 08

Others 03 03

Total 100 100

Analysis:

Interpretation:

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Above Chart Shows that 47 respondent are belonging Agriculture occupation out of 100 and

30 are the students. 12 respondents are businessman.

3.

Income Level No. of respondents Percentage (%) INCO


<= 5000 54 54

5000-10,000 25 25 ME
10,000-15,000 11 11
WISE
15,000-20,000 07 07

20,000 Above 03 03 CLAS


Total 100 100
SIFIC

ATION

Data:

Analysis:

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Income Wise Classification

7, 7% 3, 3%

11, 11%
5000
5000-10,000
10,000-15,000
15,000-20,000
54, 54%
20,000 Above
25, 25%

Interpretation:
Above graph shows that 54% of respondents are income in <=5000 income level,

Second 25% of respondents are of 5000-10,000 income level. 11% of respondents are of 10,000-

15,000, 7% of respondents are of 15,000-20,000 and remain 3% of respondents above 20,000 of

income level

4. SOURCES OF FINANCE

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

Analysis:

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

purchase Hero Honda Bike by Cash.

5. MEDIUM OF SOURCES

Data:

Sources No. of respondents Percentage (%)


News Paper 12 12

T.V.Advertisement 14 14

Friends 26 26

Others 48 48

Total 100 100

Analysis:

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No. of respondents

News Paper, 12
T.V.Advertiseme
nt, 14
Others, 48

Friends, 26

Interpretation:

Above graph shows that 48 % respondents are come to know from the ‗other‘. Then 26 %

respondents are come to know from the ‗friends‘. 14 % & 12 % respondents are come to know from

the T.V.Advertisement & news paper.

6. View of customers about “Advertisements create more awareness of


Showroom”:
Data:

Response No. of respondents Percentage (%)


Yes 65 65

No 15 15

Can‘t Say 10 10

Analysis:

47
Interpretation:

Above graph shows that the majority of customers are agreed on the

advertisement creates more awareness of showroom and very few of customers are

disagreed.

7. AGE V/S USAGE OF COMPANIES MOTORCYCLE


Data:

Age (in Hero Bajaj TVS Yamaha Honda Total


year) Honda
18-20 15 05 03 02 05 30

21-25 23 06 03 03 02 37

26-30 09 02 01 03 00 15

31-35 02 00 01 01 02 06

36-40 01 2 02 01 01 07

41& 01 01 00 02 01 05

48
above
Total 51 16 10 12 11 100

Analysis:
Age V/S Of Companies Motorcycles

25

20
No. Of Respondents

18-20
21-25
15
26-30
31-35
10
36-40
41& above
5

0
Hero Honda Bajaj TVS Yamaha Honda

Interpretation:
Above Charts shows that 51 respondents are using Hero Honda Company‘s Motorcycle.

And 16 respondents are using Bajaj bikes.

49
8. Who is decision maker for purchasing bike in your family?

Data:

Sources No. of respondents Percentage (%)


Father 46 46

Self 42 42

Mother 10 10

Others 02 02

Total 100 100

Analysis:

Decision maker for purchasing bike

50 46
46
42
42
40

30

20 No. of respondents
Percentage (%)
10
10 10
2
0 Percentage (%)
2
Father No. of respondents
Self
Mother
Others

Interpretation:

Above Graph shows that 46 % respondents take decision by father for purchasing

bike. And 42 % respondents are take decision by self for purchasing bike.

50
9. RATING OF HERO HONDA MOTORCYLE FEATURES

Data:

Weight age 6 5 4 3 2 1
Attributes Excellent Very Goo Aver Poor Very Tot Total
Good d age Poor al score
Price 30 20 18 16 10 06 100 426
Less 18 11 17 30 13 11 100 358
maintenanc
e
Style 21 18 19 10 11 21 100 355
Durability 10 17 16 24 21 12 100 335
Mileage 24 19 14 17 09 17 100 381
Easy 20 12 21 23 10 14 100 367
Driving
Brand 17 19 14 21 17 12 100 362
Reputation
Color 28 19 18 13 10 12 100 406
Pick up 19 22 15 20 14 10 100 382
Total 187 157 152 174 115 115 900 3370

51
Attributes Weight
age
Price 426
Less maintenance 358
Style 355
Durability 335
Mileage 381
Easy Driving 367
Brand Reputation 362
Color 406
Pick up 382
Total 3370

Analysis:

Feature of purchasing Bike

11% 12% Price


Less maintenance
12% 11% Style
Durability
Mileage
11% 11% Easy Driving
Brand Reputation
10% Color
11%
11% Pick up

Interpretation:

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

color.

52
10. RATING OF SHOW ROOM ATTRIBUTES

Data:

Attributes Excellent Very Good Average Poor Total


Good
Availability 30 24 18 16 12 100

After Sales 16 35 24 15 10 100


reponse
Knowledge 20 21 23 20 16 100
Of Sales man
Service 25 18 27 19 11 100

Infrastructure 12 29 20 17 22 100

Total 103 127 112 87 71 500

Analysis:

53
Interpretation:

Above chart shows that 30 respondents out of 100 give Weight age on availability is

excellent and second 35 respondents out of 100 give weight age on after sales response is Very Good,

23 respondents give weight age on Knowledge of salesman is good, 27 respondents give Weight age

on services is good, 29 respondents give weight age on Infrastructure is Very Good.

54
11. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU
MOST.
Attributes Excellent Very Good Average Poor Total
Good
Festival 43 21 12 14 10 100
Offer
Exchange 15 31 29 12 13 100
Offer
Special Gift 20 19 30 20 11 100
Cash 11 21 19 34 15 100
Discount
Anniversary 14 13 12 20 41 100
Offer
Total 103 105 102 100 90 500
Data:

Analysis:

Anniversary Offer

Cash Discount
Poor
Average
Special Gift Good
Very Good
Excellent
Exchange Offer

Festival Offer

0 20 40 60 80 100

55
Interpretation:
Above graph shows that in festival offer 43 respondents out of 100 are give a excellent,

then in exchange offer 31 respondents out of 100 are give a very good rank, in special gift 30

respondents are give a good rank, in cash discount 34 respondents are give a average rank

56
12. RANKING OF ATTRIBUTES WHICH IMPORTANT IN
PURCHASING HERO HONDA BIKE
Data:

Attributes 1st 2nd 3rd 4th 5th Total


Mileage 31 26 15 18 10 100
Available 14 25 32 16 13 100
Price 22 16 42 11 09 100
Pick up 17 18 29 21 15 100
Color 20 24 26 10 20 100
Total 104 109 144 76 67 500

Analysis:

Interpretation:

Above graph show that respondents give more importance to the mileage then after they

give more importance to the price for purchasing motorcycle of Hero Honda. Respondents give poor

rating in availability of motorcycle as per their requirement and pickup attributes.

57
Chapter – VII

Findings

58
Findings

 In current market scenario, respondents give maximum no. of weight age to price

then after they consider mileage and colors respectively.

 The study shows that more no. of respondents have connected as sources of income

from agriculture.

 The study shows that 51 respondents are already user of Hero Honda motorcycle. So

Hero Honda is popular automobile company in study region.

 The study show that 48 respondents are come to know from ―others‖ and 26

respondents are come to know from ―friends‖ about Hero Honda bike.

 The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45

respondents are purchase Hero Honda bike by cash.

 The study shows that 31 respondents are give more points to mileage.

 The study shows that 46 respondents‘ father take a decision to purchase bike And 42

respondents take a self decision to purchase bike.

 The study shows that 30 respondents are give rank to availability of show rooms and

35 respondents are give rank to service.

 The study shows that 43 respondents are giving excellent to festival offer and 41

respondents are give poor rank to the anniversary offer.

59
SUGGESTIONS

 Hero Honda should introduce a low price (25000 to 30000) moped.

 For the promotion, company makes road-show that will Increase the sales.

 Hero Honda should increase in advertisements through t.v., newspapers.

 The company should give more concentrate on the advertisement.

 Hero Honda should expand the targeted market like introducing special scooter

for women and also considering rural market related offers.

 Hero Honda should work on sports and pick up bikes.

60
Chapter – VIII

Limitations

61
 Research work was carried out in Chikhli city of Gujarat only the finding may not be
applicable to the other parts of the country because of social and cultural differences.

 The sample was collected using connivance-sampling techniques. As such result


may not give an exact representation of the population.

 Shortage of time is also reason for incomprehensiveness.

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

62
Appendix

63
Questionnaire

 CUSTOMER PERSONAL INFORMATION:-

A. Name: - ___________________________________________

B. Address:-___________________________________________
___________________________________________
___________________________________________

C. Contact No.:-__________________________________________

D. Gender: Male / Female

E. Age (in year):-

18 to 20 ( ) 21 to 25 ( )
26 to 30 ( ) 31 to 35 ( )
36 to 40 ( ) 41 & above ( )

F. Occupation:-

Agriculture ( ) Businessman ( )
Students ( ) Professional ( )
Others ( )

G. monthly income:-

5000 ( ) 5000-10,000 ( )
10,000-15,000 ( ) 15,000-20,000 ( )
20,000 Above ( )

64
A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION
LEVEL FOR HERO HONDA MOTORCYCLE.

1 Do you have own bike?

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

If yes than,

2 Which company bike do you have at present?

Company ____________________

3 Which medium do you refer to purchasing bike?

(A) News paper ( ) (C) TV advertisement ( )


(B) Friends ( ) (D) others ( )

4 Do you think advertisements create more awareness of showroom and


bikes?

(A) Yes (B) NO (C) Can‘t Say

5 Who is decision maker for purchasing bike in your family?

(A) Father ( ) (B) Mother ( )


(B) Self ( ) (D) other ( )

6 How do you purchase bike?

(A) By cash ( ) (B) By Loan ( )

65
7 Give points to the given bellow features in Hero Honda motorcycle?

Attributes 6 5 4 3 2 1
Price
Less maintenance
Style
Durability
Mileage
Easy driving
Brand reputation
Color

8 Give rating the following attribute of show room


Attributes Excellent Very Good Good Average Poor

Availability
Knowledge
of Sales
person
After sales
response
Services
infrastructure

9 Give rating the following offers that attract you most.

Attributes Excellent Very Good Good Average Poor


Festival
offer
Exchange
offer
Special
gift
Cash
discount

66
10 Give the rank of given bellow features which consider at the time of
purchasing bikes on priority base.

Attributes 1st 2nd 3rd 4th 5th


Mileage
Available
Price
After service
Pick up

11 Do you properly understand of Passport scheme?

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

12 How do you find Passport Scheme?

(A) Excellent ( ) (B) Very Good ( )


(C) Good ( ) (D) Not Bad ( )
(E) Useless ( )

13 Give your suggestion if any:

______________________________________________________________
______________________________________________________________
_____________________________

Sign.___________________

Date.___________________

67
Form Provided from Dealer

68
BIBLIOGRAPHY

69
Books
Name Date of Referred
Author Edition Publication
From To
Tata Mc Graw
Marketing
G.C.Beri 3rd Hill Publishing 1/06/09 25/06/09
Research
Company Ltd
Prentice-Hall of
Marketing Philip
12th India Private 10/06/09 15/07/09
management Kotler
Ltd.,

Websites
Date of Surfing
Name
From To
www.herohonda.com 1/07/09 30/07/09

www.nissparta.com 1/07/09 30/07/09

www.google.com

Magazines
Date of Referred
Name Published Publication
From To
NIS Sparta (HERO HONDA) 2008-2009 NIS SPARTA 15/06/09 30/07/09

70