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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, Pune411001
Tilak Maharashtra University Gultekdi, Pune 411037
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: (MBA) Place: Institute: AIMS
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
1 2 Rationale of Study Contents SUBJECT Title of the project Objective of the Study Scope of the Study PAGE NO.Chapter No. 1 6-8 Objective of the Study 3 4 5 Profile of Company Review of Literature Research Methodology Research Design Data collection methods/sources Sampling plan 9-22 23-29 30-34 6 7 8 Data Analysis and Interpretation Findings Limitations Appendix Questionnaire Form or any from the company Bibliography 35-50 51-53 54-55 56 57-60 61 62 4 .
Chapter: I Rationale for The Study 5 .
higher and further than before was it.Two Wheeler Auto Mobile’s Introduction Throughout the centuries man has striven to expand his capabilities through the use of machine. Coupled with his need to find new thrills. new adventures and new modes of transportation. It wasn‘t until 1869 that the first serious attempts were made to produce motor driven bicycles. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. Albeit made without any apparent means of steering. It would seem that Michelangelo conceived of the bicycle as early 14th century. as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. Europe this is consider by many as the first true motorcycle or motor bicycle. deeper. it was a remarkably clever design. To go faster. in fact been 4 machines built based on his drawing. These very first were powered by steam. attesting to the viability of his design. And his drawing shows a remarkable resemblance to he modern day bike. and early bicycle makers would have done well to study his concepts. there have. It had wheels of similar size and even pedals and chain. Through never built. In 1885 the Daimler. 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. the invention refinement of the motorcycle seems an inevitable outcome. Designed by gottlibe Daimler it was powered by an Otto cycle engine 6 .
mass.producing about ½ horse powers. France Worlds produce first motorcycle. it used an aster engine that was a French copy of the Metz Company. With the choice of the Indians improving from bicycles to two wheelers. Now owing a bike has become a must for most Indians. the Indian two-wheeler market has seen a significant growth over the years. 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 Waltham. It came with a 1428 cc water cooled four-stroke motor producing 2.5 bhp. 7 . 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. Hildebrand and Wolfmuller. In 1894. economical and easy to navigate through the traffic. The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective. mass. 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.. Introduction of India Two wheeler’s Company Bikes or two wheelers in India cater to various needs of the consumers. And speed of 25 mph. With the growth in the economy the demand for two wheelers is increasing over the years. in Waltham. USA the American made production motorcycle was this entry built by the Metz Company. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient. In 1898 orient-Aster.
the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers. Convenience with regards to commuting as compared to the public transport system.Moreover. Introduction of Study 8 . The number one bike manufacturer in the world. Hero Honda is in close competition with the Indian manufacturer Bajaj India. safe and user friendly and economical. The reduction in duties and taxes. Continuous innovations in technology making the bikes economic and fuel-efficient. 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 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. The first choice among youths and teenagers. Indian companies are one of the largest two wheeler manufacturers in the world.
From the study. 9 . but there were some complaints regarding after sales service and staff of Hero Honda. Because the area where project was undergoing. Hero Honda should improve on their after sales support. Also through this project get awareness that which factors affect on the selling of bike mainly in the rural area. Most of the respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground. There were some limitations while doing the project. there is needed to build relationship with customer. . The present is the era of customers. It was found that Hero Honda Motorcycle is having a good brand image in the market. 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. the customers were highly satisfied with the products and service of Hero Honda. Customers are more knowledgeable than ever before and because the customer is more knowledgeable. more agile and more creative than few years ago. Also Hero Honda should increase the range of its targeted market. companies must be faster. we found that. 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.Selling of any product. and have knowledgeable support staff. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products. The data was collected by personal interviews of the respondents. it is almost rural area and most population income depends on agriculture or its products. 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).
Chapter – II Objective of The Study 10 .
Also after purchasing are customers being satisfied or not? 11 .Title of the Project In today‘s world customer is the key of the success of any business. idea about thinking of customer on whether. and for whom to purchase the motorcycle. what. 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”. research is required to measure present consumer buying behavior at the purchase of Hero Honda bike. At the same time as there are many companies manufacturing motorcycles. So. so the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles. Customer behavior and its satisfaction level play very key role to sale of the product. 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. Therefore. how.
To know the status of different offers. To know consumer behavior for purchase of two wheeler bike. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place at Chikhli city. To study whether customers are satisfied with staff and services SCOPE OF STUDY The main scope of the study is restricted to Chikhli city in Navsari.Objective of the Study To know market position of Hero Honda bike in the market. To study who is the decision make in purchasing bike?. income To know which medium play important role for purchasing bike. or not? Identifying possible areas of Improvement. gender. 12 . To identify the factor which influences on consumer decision? To classify which types of customers visiting of Dealers with reference to age.
Chapter: III Profile of The Company 13 .
1984 in Gurgaon. India Founded Headquarters Haryana.HERO HOND PROFILE Logo January 19. Haryana. India HERO HONDA HEADQUARTERS 14 .
Managing Director Automotive Motorcycles.8 billion http://www. Brijmohan Lall Munjal. Brijmohan Lall Munjal Mr. Chairman Mr. Om Prakash Munjal Mr. Sunil Kant Munjal Mr.Key people Industry Products Revenue Website Om Prakash Munjal. Pawan Munjal. Toshiaki Nakagawa. Pawan Munjal Mr.asp Board of Directors: No. Joint Managing Director Mr.herohonda. Toshiaki Nakagawa Mr. Founder Mr. Sumihisa Fukuda Mr.com/site/home/home. Scooters U$ 2. Masahiro Takedagawa Designation Chairman & Whole-time Director Managing Director & CEO Joint Managing Director Technical Director Non-executive Director Non-executive Director Non-executive Director 15 . 1 2 3 4 5 6 7 Name of the Directors Mr.
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.) Ved Prakash Malik Non-executive & Independent Director 11 Mr. Mr. Hero Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. Mr. Pradeep Dinodia Non-executive & Independent Director 10 Gen.Forget it' campaign 16 .(Retd. A legendary 'Fill it . Arun Nath Maira Non-executive & Independent Director The joint venture between India's Hero Group and Honda Motor Company. Pritam Singh Non-executive & Independent Director 13 Ms.8 Mr. Shobhana Bhartia Non-executive & Independent Director 14. Analjit Singh Non-executive & Independent Director 12 Dr. Santoshi Matsuzawa (Alternate Director to Mr. Meleveetil Damodaran Non-executive & Independent Director 15.Takashi Nagai) Non-executive Director 9 Mr.Shut it . The company introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission.
The program has not only helped Hero Honda understand its customers and deliver value at different price points. every second motorcycle sold in the country is a Hero Honda. service and spare points. Uttrakhand in April this year. Hero Honda is constantly working towards consolidating its position in the market place. someone in India buys Hero Honda's top -selling motorcycle – Splendor. These are almost as many as the number of people in Finland.Hero Honda Passport Program. Over 20 million Hero Honda two wheelers tread Indian roads today. increasing urbanization and the empowerment of rural India 17 . Having reached an unassailable pole position in the Indian two wheeler market. but has also created a loyal community of brand ambassadors. This festive season. Two of these are based at Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing facility was inaugurated at Haridwar. Every 30 seconds.captured the imagination of commuters across India. Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. one of the largest programs of this kind in the world. spare parts stockiest and authorized representatives of dealers located across different geographies.4 million units per year. These comprise a mix of dealerships. and today. The company believes that changing demographic profile of India. has over 3 million members on its roster. Ireland and Sweden put together! Hero Honda has consistently grown at double digits since inception. These plants together are capable of producing out 4. Its unique CRM initiative . Hero Honda's extensive sales and service network now spans over 3000 customer touch points. the company sold half a million two wheelers in a single month—a feat unparalleled in global automotive history. Hero Honda values its relationship with customers. and Hero Honda sold millions of bikes purely on the commitment of increased mileage.
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 CD Dawn CD Deluxe Pleasure Splendor+ Splendor NXG Passion Pro Passion Plus Super Splendor Glamour Slogan Dawn Naye Indian ki Nayi Deluxe Bike Why should boys have all the fun? Designed to excel The New Xiting Ride Ride your passion flaunt your style "style unlimited" A whole new world of style Generation nayi bharosha wahi Simply Magnetic Engine Capacity 97.2cc 97.2cc 102cc 97.2cc 97.2cc 97.2cc 97.2cc 124.7cc 124.7cc
Glamour PGM FI Achiever CBZ Extreme Hunk Karizma
Programmed fuel injection Solid Like You Live Extreme Because Muscles Matter Always Game
124.8cc 149.1cc 149.2cc 149.2cc 223cc
Market share of Hero Honda Motorcycle
On 8th July. Razak Memon as a partner have started journey with Hero Honda Company on 20th March. Kadar Memon & Mr. Spares & Safety) facilities to the Supreme Auto. After achieving some milestone in the company they are appointed as an authorized dealer of HHML for Chikhli taluka. In 4 years Supreme auto achieve many remarkable milestone and being one of the leading dealer behalf of HHML. SUPREME AUTO AT CHIKHLI 21 . 2000 as starting workshop service station of HHML at Chikhli dist:Navsari.Dealer Profile Two entrepreneurs Mr. 2005 Supreme Auto was established at Chikhli.Hero Honda has given 4s (Sales. Service.
22 . Areas are covered by dealer is given bellow. From there it offers sales. services & spares to the customers. Chikhli Billimora Khergam Rankuwa All above centers Supreme Auto has established their service centers.Range of Providing Services: Company gives authority around 15 km far from Chikhli.
Service Centre of Supreme Auto Value of Supreme Auto: Trust Satisfaction Passion VISION 23 .
NO.To make Supreme Auto the dominant for best service provider & dealer built on trust by all class people. efficiently and conveniently Providing an enabling environment to foster growth and learning for our employees And above all. CHIKHLI.8.:231100. KALAPUL. 1 Main Service station & Workshop.Which details are given bellow TYPE DEALER SHOWROOM NAME SUPREME AUTO ADDRESS N. building transparency in all our dealings.232100 SERVICE SUPREME AUTO STATION&WORKSHOP SAMROLI. MISSION Understanding the needs of customers and offering them superior products and service Building long lasting relationships with their customers & HHML.H. Providing an enabling environment to foster growth and learning for their employees DEALER’S ARD & SERVICE STATIION There Are 1Dealer Showroom. 3 ARD (Authorized Representative of Dealer). PH:234100. CHIKHLI. PH. This we hope to achieve by: Understanding the needs of customers and offering them superior products and service Leveraging technology to service customers quickly. THALA.231399 24 .
WORKSHOPHELPLINE:9909133100 SOMNATH ROAD . BILLIMORA ARD REHBAR AUTO PH:284100 HELPLINENO. KHERGAM ARD RIDDHI AUTO PH:220233 RANKUWA ARD SPEED AUTO PH:247866 DEALER’S ORGANIZATION STRUCTURE 25 .:9428383100 DESRA TEKRI.
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 26 .
During 2000 & 2001 it got award for best service provider of all over the E-R Diagram: 27 . Insurance Tie up IFCO-TOKYO ICICI LOMBARD Both insurance players have good image about customer oriented. It is included in top 7 scooter selling dealer of Gujarat.Both finance providers are belonging good reputation in the market. Achievements india. Also customers are free to get finance from any finance company.
Dealer Market Share (Secondary data collection from RTO and data is related to Chikhli city) 28 . It shows the relation between entities.E-R diagram shows the process from inquiry of customers to delivery of bike or any services.
Chapter – IV Review of Literature 29 .
groups and organization select. use and dispse of goods. The wealth of products and service produced in a country make our economy strong. 30 . service. The behavior of human being during the purchase is being termed as ―Buyer Behavior‖. They are responding to influences that change their mind at the last minute. or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The field of consumer behavior studies how individuals. ideas. Social and physical behaviors of potential customers as they become aware of evaluate. Definition of Buyer Behavior:Buyer behavior is ―all psychological. consume and tell others about product & service. purchase. Customer says one thing but do another. A buyer makes take a decision whether save or spend the money. buy. They may not be in touch with their deeper motivations.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.
Problem identification:The buying process starts when the buyer recognizes a problem or need. business association. By gathering information from a number of consumers. commercial. Public sources: mass media. dealers. Information Search:- The consumer tries to collect information regarding various products/service. displays. telephone directory. Marketers can identify the most frequent stimuli that spark an interest in a product category. neighbor. Personal Sources: Family. Marketers need to identify the circumstances that trigger a particular need. family members. Commercial Source: Advertising. They can then develop marketing strategies that trigger consumer interest. retailers. consumer. Information may be collected form magazines. 1. sales persons. catalogues. Marketers should find out the source of information and their relative degree of importance to the consumes.Customer buying Decision Process There are following five stages in consumer buying decision process. friends. chamber of commerce. the consumer learns about completing brands and their features. friends. packaging. 2. The need can be triggered by internal or external stimuli. as quittances. Through gathering information. tradefair etc. 31 . rating organizations.
some basic concepts are: First. using the product. The marketer must know which criteria the consumer will use in the purchase decision. It may be to buy or not to buy. the consumer processes. 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. 32 . The marketer up to this stage has tried every means to influence the purchase behavior. 4 . the consumer is looking for certain benefits from the product solutions. In the evaluation stage the consumer forms preferences among the brands in the choice set. If the decision is to buy. The consumer may also form an intention to but the most preferred brand. Choice of purchasing decision:- From among the purchase of alternatives the consumer makes the solution. Evaluation of alternative:- There is no single process used by all consumers by one consumer in all buying situations. Examine. 3. Second. There is several First.Experimental sources: Handling. but the choice is properly consumers. the consumer is trying to satisfy need.
the marketer needs to know how they dispose of it. The Marketer‘s job not end when the product is buying must monitor post-purchase satisfaction. If the consumer satisfied. Post purchase Action:The Consumer. the g greater the consumer dissatisfaction. satisfaction is a function Of closeness between the buyer. S satisfaction or dissatisfaction with the product influence subsequent behavior. post-purchase use and disposal Post Purchase Satisfaction:The customer. Dissatisfaction consumer may abandon and return the product. he or she will exhibit a higher probability of purchasing the product again. 33 . Post Purchase Behavior:After purchase the product. the product is probably not very satisfying. Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product. especially it can be hurt the environment. post-purchase action. the consumer will experience the same level of product. The larger the gap between expectation and performance. If the consumer throws the product away. If the consumer store the product in a close.5. expectation and the products Perceiver performance.
perceiving advertising material. and attitudes. management need to adjust with the change otherwise market may be lot. perception.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. and learning to prefer particular brands. (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. such as need . economics and business influences. 34 . motives. as well as by external of environmental influences such as the family social groups. (3) Consumer behaviors are very complex and dynamic to constantly changing. (4) The individuals specific behaviors in the market place is affected by internal factor. And therefore. culture.
Stimulus .Response model for buyer behavior 35 .
Chapter – V RESEARCH METHODOLOGY 36 .
It is structured. It helps to collect. Nature of Research The study is ―quantitative‖ in nature. question based interview. The study also aims at findings out the drawbacks of the marketing set up of Hero Honda. measure and analysis of data. The present study seeks to find out the consumers attitude towards buying of bike. Type of Research The study undertaken is of ―Descriptive Research‖ in nature. So this makes the study a descriptive one. Total number of questions: 12 Total number of close ended questions: 10 Total number of open ended questions: 2 37 .Research design A research design is the detailed blue print used to guide a research study towards its objectives. standardized. Types of Question The types of question asked during the study are ―Straight forward and limited probing‖.
38 . 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. This method helps to obtain right information from respondents. Primary Data of Collection Research Technique In this study the ―survey method‖ is used as a research technique.Sources of Data Secondary Source In this study the secondary data is collected from the following sources. Contact Method In this study ―Personal Exit interview‖ it is taken as a tool for the contact method. Company‘s website 2. In which the personal interview is conducted with customers of Westside. Discussion with marketing and sales staff 4. Reports of Company 3. 1.
(B)Sampling Unit:- It means ―Who is to be surveyed‖. So the survey is conducted particularly in Chikhli city. 39 . 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.The effectiveness of the research depends on the sample size selected for the survey purpose. (A) Population:- The survey was conducted in Chikhli city. The information about the entire population by examine a part of it .Sampling plan Sampling is a process of obtaining.
Close ended question already have the possible answers and the open ended question allow the respondents to answer in their own word. 40 .(C)Sample size:- For the purpose of proper survey. (F) Sample Duration The sample duration between June 2009 and July 2009 (G) Sampling Procedure The sampling procedure followed is convenience. The questionnaire is structured & combinations of various close and open ended questions. It consists of set of question presented to respondents. (E) Sample Extent The sample extent is limited to Chikhli city. The sample size is 100 respondents. there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of bike. (D) Sample Element The sample element of research is customer of Supreme Auto. Research Instrument In this study the research instrument is ―Questionnaire‖.
Chapter – VI Data Analysis and Interpretation 41 .
37%of respondent in age group of 21-25. 15% of respondent in age group of 26-30. 30% 18-20 21-25 26-30 31-35 36-40 41& above 37. 15% Interpretation: Above Graph shows are 30% of respondent in age group of 18-20. of respondents 30 37 15 06 07 05 100 Percentage (%) 30 37 15 06 07 05 100 Analysis: Age wise Classification 7.1. 7% and 5% respondent are come in 3640 and 41&above. 7% 6. 37% 15. AGE WISE CLASSIFICTION Data: Age (in year) 18-20 21-25 26-30 31-35 36-40 41& above Total No. 5% 30. 42 . 6% 5.
of respondents 47 30 12 08 03 100 Percentage (%) 47 30 12 08 03 100 Analysis: Interpretation: 43 . OCCUPATION WISE CLASSIFICATION Data: Occupation Agriculture Student Business Serviceman Others Total No.2.
Income Level <= 5000 5000-10.000-15. 12 respondents are businessman. of respondents 54 25 11 07 03 100 Percentage (%) 54 25 11 07 03 100 INCO ME WISE CLAS SIFIC Data: Analysis: 44 .000 10.000-20.000 Above Total ATION No.000 15.000 20.Above Chart Shows that 47 respondent are belonging Agriculture occupation out of 100 and 30 are the students. 3.
000-20.000.000 Above Interpretation: Above graph shows that 54% of respondents are income in <=5000 income level. 25% 15. 11% 3.000 and remain 3% of respondents above 20.000 income level. 7% 11. 11% of respondents are of 10.000 54. 7% of respondents are of 15.00015.000 of income level 4.000-20. 54% 25.000 10.Income Wise Classification 7. 3% 5000 5000-10.000-15. SOURCES OF FINANCE Data: Sources of By cash Finance Agriculture 31 Student 11 Business 10 Profession 3 Others 1 Total 46 Analysis: 45 By loan 16 17 2 5 2 54 Total 47 30 12 8 3 100 .000 20. Second 25% of respondents are of 5000-10.
V.Interpretation: Above Graph shows that 54 people purchase Hero Honda Bike by Loan and 46 people purchase Hero Honda Bike by Cash. of respondents 12 14 26 48 100 Percentage (%) 12 14 26 48 100 . 5. MEDIUM OF SOURCES Data: Sources News Paper T.Advertisement Friends Others Total Analysis: 46 No.
14 % & 12 % respondents are come to know from the T.V. 6. of respondents 65 15 10 Percentage (%) 65 15 10 Analysis: 47 . of respondents News Paper. 26 Interpretation: Above graph shows that 48 % respondents are come to know from the ‗other‘.No.V. 48 Friends.Advertiseme nt. View of customers about “Advertisements create more awareness of Showroom”: Data: Response Yes No Can‘t Say No. 14 Others. 12 T. Then 26 % respondents are come to know from the ‗friends‘.Advertisement & news paper.
AGE V/S USAGE OF COMPANIES MOTORCYCLE Data: Age (in year) 18-20 21-25 26-30 31-35 36-40 41& Hero Honda 15 23 09 02 01 01 Bajaj 05 06 02 00 2 01 TVS 03 03 01 01 02 00 Yamaha Honda 02 03 03 01 01 02 05 02 00 02 01 01 Total 30 37 15 06 07 05 48 . 7.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.
Of Respondents 20 18-20 15 21-25 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. 49 . And 16 respondents are using Bajaj bikes.above Total Analysis: 51 16 10 12 11 100 Age V/S Of Companies Motorcycles 25 No.
of respondents 46 42 10 02 100 Percentage (%) 46 42 10 02 100 40 30 20 10 0 Father No. of respondents Self Mother Others Interpretation: Above Graph shows that 46 % respondents take decision by father for purchasing bike. 50 . Who is decision maker for purchasing bike in your family? Data: Sources Father Self Mother Others Total Analysis: Decision maker for purchasing bike 50 46 46 42 42 No.8. of respondents 10 10 2 2 Percentage (%) Percentage (%) No. And 42 % respondents are take decision by self for purchasing bike.
9. RATING OF HERO HONDA MOTORCYLE FEATURES Data: Weight age Attributes Price Less maintenanc e Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total 6 Excellent 30 18 5 Very Good 20 11 4 Goo d 18 17 3 Aver age 16 30 2 Poor 10 13 1 Very Poor 06 11 Tot al 100 100 Total score 426 358 21 10 24 20 17 28 19 187 18 17 19 12 19 19 22 157 19 16 14 21 14 18 15 152 10 24 17 23 21 13 20 174 11 21 09 10 17 10 14 115 21 12 17 14 12 12 10 115 100 100 100 100 100 100 100 900 355 335 381 367 362 406 382 3370 51 .
52 .Attributes Price Less maintenance Style Durability Mileage Easy Driving Brand Reputation Color Pick up Total Analysis: Weight age 426 358 355 335 381 367 362 406 382 3370 Feature of purchasing Bike 11% 12% 12% 11% Price Less maintenance Style Durability Mileage 11% 11% Easy Driving Brand Reputation Color Pick up 11% 11% 10% Interpretation: Above chart show that more no of respondents are give more weight age to the price and color.
RATING OF SHOW ROOM ATTRIBUTES Data: Attributes Availability After Sales reponse Knowledge Of Sales man Service Infrastructure Total Excellent Very Good 30 16 24 35 Good 18 24 Average 16 15 Poor 12 10 Total 100 100 20 21 23 20 16 100 25 12 103 18 29 127 27 20 112 19 17 87 11 22 71 100 100 500 Analysis: 53 .10.
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. 27 respondents give Weight age on services is good. 54 . 29 respondents give weight age on Infrastructure is Very Good. 23 respondents give weight age on Knowledge of salesman is good.
Attributes Festival Offer Exchange Offer Special Gift Cash Discount Anniversary Offer Total Data: Excellent Very Good 43 21 15 20 11 14 103 31 19 21 13 105 Good 12 29 30 19 12 102 Average 14 12 20 34 20 100 Poor 10 13 11 15 41 90 Total 100 100 100 100 100 500 Analysis: Anniversary Offer Cash Discount Poor Average Good Very Good Excellent Special Gift Exchange Offer Festival Offer 0 20 40 60 80 100 55 .11. RATE THE FOLLOWING SCHEMES THAT ATTRACT YOU MOST.
in special gift 30 respondents are give a good rank. then in exchange offer 31 respondents out of 100 are give a very good rank.Interpretation: Above graph shows that in festival offer 43 respondents out of 100 are give a excellent. in cash discount 34 respondents are give a average rank 56 .
12. RANKING OF ATTRIBUTES PURCHASING HERO HONDA BIKE Data: Attributes Mileage Available Price Pick up Color Total Analysis: 1st 31 14 22 17 20 104 2nd 26 25 16 18 24 109 3rd 15 32 42 29 26 144 WHICH IMPORTANT IN 4th 18 16 11 21 10 76 5th 10 13 09 15 20 67 Total 100 100 100 100 100 500 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. 57 . Respondents give poor rating in availability of motorcycle as per their requirement and pickup attributes.
Chapter – VII Findings 58 .
The study shows that 43 respondents are giving excellent to festival offer and 41 respondents are give poor rank to the anniversary offer. The study shows that 51 respondents are already user of Hero Honda motorcycle. 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 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 30 respondents are give rank to availability of show rooms and 35 respondents are give rank to service. of respondents have connected as sources of income from agriculture.Findings In current market scenario. The study shows that more no. So Hero Honda is popular automobile company in study region. The study shows that 31 respondents are give more points to mileage. 59 . The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45 respondents are purchase Hero Honda bike by cash. of weight age to price then after they consider mileage and colors respectively. respondents give maximum no.
company makes road-show that will Increase the sales. newspapers.SUGGESTIONS Hero Honda should introduce a low price (25000 to 30000) moped. The company should give more concentrate on the advertisement. 60 . Hero Honda should increase in advertisements through t. For the promotion. Hero Honda should expand the targeted market like introducing special scooter for women and also considering rural market related offers..v. Hero Honda should work on sports and pick up bikes.
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. 62 . As such result may not give an exact representation of the population. The sample was collected using connivance-sampling techniques. Shortage of time is also reason for incomprehensiveness. The views of the people are biased therefore it may not be reflecting true picture.
Appendix 63 .
Contact No. Address:-___________________________________________ ___________________________________________ ___________________________________________ C.000-15.000 20. Name: .000-20.000 15.Questionnaire CUSTOMER PERSONAL INFORMATION:A. Occupation:Agriculture Students Others G. Gender: Male / Female E. monthly income:5000 10.:-__________________________________________ D.000 ( ) ( ) ( ) ( ) ( ) Businessman ( ) Professional ( ) 21 to 25 31 to 35 41 & above ( ) ( ) ( ) 64 .000 Above ( ) ( ) ( ) 5000-10.___________________________________________ B. Age (in year):18 to 20 ( ) 26 to 30 ( ) 36 to 40 ( ) F.
(B) No ( ) (A) Yes If yes than. 1 Do you have own bike? ( ). 2 Which company bike do you have at present? Company ____________________ 3 Which medium do you refer to purchasing bike? (A) News paper (B) Friends ( ) ( ) (C) TV advertisement ( ) (D) others ( ) 4 Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Can‘t Say 5 Who is decision maker for purchasing bike in your family? (A) Father (B) Self ( ) ( ) (B) Mother (D) other ( ) ( ) 6 How do you purchase bike? ( ) (B) By Loan ( ) (A) By cash 65 .A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE.
Average Poor Attributes Excellent Very Good Good Festival offer Exchange offer Special gift Cash discount 66 .7 Give points to the given bellow features in Hero Honda motorcycle? 6 5 4 3 2 1 Attributes 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.
___________________ Date. 1st 2nd 3rd 4th 5th Attributes Mileage Available Price After service Pick up 11 Do you properly understand of Passport scheme? ( ) (B) No ( ) (A) Yes 12 How do you find Passport Scheme? ( ) ( ) ( ) (B) Very Good (D) Not Bad ( ) ( ) (A) Excellent (C) Good (E) Useless 13 Give your suggestion if any: ______________________________________________________________ ______________________________________________________________ _____________________________ Sign.___________________ 67 .10 Give the rank of given bellow features which consider at the time of purchasing bikes on priority base.
Form Provided from Dealer 68 .
BIBLIOGRAPHY 69 .
com www.com Date of Surfing From To 1/07/09 1/07/09 30/07/09 30/07/09 Magazines Name NIS Sparta (HERO HONDA) Published 2008-2009 Publication NIS SPARTA Date of Referred From To 15/06/09 30/07/09 70 .C.google.herohonda.Books Name Marketing Research Marketing management Author G.nissparta.Beri Philip Kotler Edition 3rd Publication Tata Mc Graw Hill Publishing Company Ltd Prentice-Hall of India Private Ltd. Date of Referred From To 1/06/09 25/06/09 12th 10/06/09 15/07/09 Websites Name www.com www..
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