Hero Honda Consumer Buying Behaviour PDF

A
FINAL REPORT
ON
TO KNOW CONSUMER BUYING BEHAVIOR OF HERO

HONDA MOTORCYCLE
(WITH SPECIAL REFERENCE TO RETAILERS OF SURAT CITY)
DURATION OF RESEARCH
14 JULY TO 24 OCT. 2008
TH
TH
PREPARED BY
JAGDISH PAREEK
ENROLL NO:-7NBSU022
GUIDED BY
MRS. M. LAKHNI
SUBMITTED TO:
MRS. M.LAKHNI
ICFAI NATIONAL COLLEGE, SURAT
TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE
ACKNOWLEDGEMENT
It is a great pleasure to have this opportunity to express my regards and sense

of gratitude to my guide Mrs. Mehrunisha lakhni it is due to their
encouragement and proper suggestion this project work could not be finished
without their help in the time limit prescribed by the university.
I am also thankful to marketing faculties for its valuable advice and
help .I can not miss the opportunity to acknowledge my respected Principle Mr.
minocha for their help and support. I am also thankful to all staff of Icfai College
for their coordination.
I own my sincere thanks to Mr. Punit Agarwal (Prop. of M/S. Shivani
Motors) and Mr. Amit Agarwal for their coordination & help in accomplishing my
project report at this moment. I am also very much thankful to my parents &
brother for their continue encouragement and moral support during the project.
Last but not least I am also thankful to my friends who supported me
during the deed of the project work.
Jagdish Pareek
Icfai National Collage
ICFAI NATIONAL COLLEGE
DECLARATION
I hereby, declare that the project report entitled the research of Consumer
Behavior on purchasing Hero Honda Motor Cycle(with special reference to
Surat city ) is the result of my own research and hard work to two month
during the academic year (2008-2009)
I submit this Project Report to ICFAI NATION COLLEGE for the partial
completion of my MBA Program and I assume that the same topic has not
been presented by me at any other examination of any university. All the
data presented in this dissertation are the fact.
Place:-SURAT
Jagdish
Pareek
Date:
Icfai National
College
EXECUTIVE SUMMARY
In the present business environment it is very difficult for any business to
survive. For survival every business unit has to differentiate it from others and
to give certain benefits to its customers keep doing business in long run.
Discount is seen as promotional tool by many businesses. By giving huge
discount to customer, retailers want to maintain long term relationship with
them.
In todays fast and developing world every person wants to try to manage their
speed. Every Individual has wish to complete their work with high efficiency and
beyond the certain time limits. People use many source to maintain their speed
according to this era motorcycle is one of them. This project is directly relate it.
The objective of my survey was to study buying behavior of Hero Honda
Motorcycles. In this survey I have used personal survey method.
The sample size for the research kept in mind seeing the size of Surat city, and
it is 200 people for survey. And for survey I used area sampling method and
judgmental method.
After demeanor the survey, I had done the analysis and finding of the buying
behavior of Hero Motorcycles in Surat city.
Abbreviation
ABC - Active Body Control
ABS - Antilock Brake System
AC - Alternating Current
A/C - Air Conditioning
ACC - Adaptive Cruise Control
ACC - Air Conditioning Clutch
ACC - Automatic Climate Control
Accel - Acceleration
ACCS - Air Conditioning Cycling Switch
Accum - Accumulator
Accy - Accessory
ACD - Air Conditioning Demand
ACE - Active Cornering Enhancement
ACL - Air cleaner
ACM - Airbag Control Module
ACM - Audio Control Module
ACR4 - Air Conditioning Refrigerant, Recovery, Recycling, Recharging
B+ - Battery positive (voltage)
BARO - Barometric (pressure)
BAS - Brake Apply Sensor
batt - Battery
BBV - Brake Booster Vacuum
BCA - Bias Control Assembly
BCM - Body Control Module
BECU - Body Electronic Control Unit
BFC - Body Function Controller
BHP - Brake Horsepower
C3I - Computer Controlled Coil Ignition
CAA - Canadian Automobile Association

CAA - Clean Air Act
CAB - Controller, Antilock Brake
CAC - Charge Air Cooler
CAFC - Company Average Fuel Consumption (Canada)
CAFE - Corporate Average Fuel Economy (USA)
CAMM - Computer Aided Manufacturing Measurement
CAMS - Computerized Automotive Maintenance System
CAN - Controlled Area Network
CANP - Canister Purge (solenoid)
CARB - California Air Resources Board
CARS - Canadian Automotive Repair and Service Council
CASE - Cranking Angle Sensing Error
E4OD - Electronic 4-Speed Overdrive
E85 - Ethanol 85 percent
EA - Electronic Accelerator
EAC - Electronic Air Control (replaced with AIR)
EAIR - Electronic (secondary) Air Injection Reaction
EAS - Electrically Assisted Steering
EAS - Electronic Air Switching
EATC - Electronic Automatic Temperature Control
EBC - Electronic Brake Control
EBCM - Electronic Brake Control Module
EBD - Electronic Brake force Distribution
EBM - Electronic Brake Module
EBP - Exhaust Back Pressure
EBTCM - Electronic Brake and Traction Control Module
IMDX - Integrated Mini Disc Changer
IMLUT - Inspection/Maintenance Look-Up Table
Immo - Immobilizer
IMPR - In-use Monitor Performance Ratio
IMRC - Intake Manifold Runner Control
IMRC F - Intake Manifold Runner Control Fault YES/NO
IMRCM - Intake Manifold Runner Control Monitor Input Bank 1 VOLTS
IMRCM2 - Intake Manifold Runner Control Monitor Input Bank 2 VOLTS
IMS - Inductive Magnetic Saturation
IMS - Instant Mobility System
IMSC - Intake Manifold Swirl Control
IMSC F - Intake Manifold Swirl Control Fault
LSEGR - Linear Solenoid Exhaust Gas Recirculation
LSP and BV - Load Sensing Proportioning and Bypass Valve
Index
Chapter No
Subject
Chapter:-1
Industrial Back ground
1.1
Historical Industry Development

Introduction about company
Introduction about Shivani Motors Pvt. Ltd.
1.2
Concept of Consumer Behaviour.
2.5
Concept.
What is Consumer Behaviour?
Buying Behaviour Model.
A model of Consumer Behaviour.
The Birth of Buying idea.
Factors Influencing Consumer Behaviour.
Buying Decision Process.
Introduction of the Problem.
Title of the Project
Statement of the Problem
Research Objective
Important of the Study
Scope of the Study
2.6
Research Methodology
1.3
Chapter:- 2
2.1
2.2
2.3
2.4
2.7
Page No.
Marketing Research
Research design
Data Collection Method
Chapter:-
3.1
3.2
3.3
3.4
3.5
Chapter:-4
Research Measuring Instrument

Questionnaire
Pilot Study
Sample design.
Data Interpretation and analysis
Demographic Analysis
Summary
Finding
Suggestion
Conclusion
Annexure
Bibliography
4.1
4.2
4.3
4.4
4.5
4.6
4.7
Chapter:-5
5.1
Chapter:-6
6.1
6.2
Chapter:-7
Chapter:-8
8.1
8.2
INDUSTRY DETAIL
THE FIRST MOTORCYCLE

"Who invented the first motorcycle?" It seems like a simple question, but
the answer is a bit complicated. Just as the automobile was the answer to the
19th-century dream of self-propelling the horse-drawn carriage, the invention of
the motorcycle created the self-propelled bicycle.
Motorcycles are descendents of the "safety" bicycle-bicycles with front
and rear wheels of the same size, and with a pedal crank mechanism to drive
the rear wheel. Those bicycles, in turn, were descended from high-wheel
bicycles. The high-wheelers were 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.
The first commercial design was a three-wheeler built by Edward Butler
in Great Britain in 1884. It employed a horizontal single-cylinder gasoline
engine mounted between two steerable front wheels and connected by a drive
chain to the rear wheel. However, it would perhaps be incorrect to call it a
precursor of the two-wheeled genre of vehicles.
The person credited with building the first motorcycle in 1885 is Gottlieb
Daimler (who later teamed up with Karl Benz to form the Daimler-Benz
Corporation). The gasoline-run vehicle had one wheel in the front and one in
the back, with a smaller, spring-loaded outrigger wheel, on each side. Powered
by a single-cylinder Otto-cycle engine, it may have had a spray-type carburetor
also (since Daimler's assistant, Wilhelm Maybach was working on the invention
of the spray carburetor at the time). The motorcycle was constructed mostly of
wood, with the wheels being of the iron-banded.
FUTURE DEVELOPEMENT
Most of the development during the early phase concentrated on threeand four-wheeled designs since it was complex enough to get the machines
running without having to worry about them falling over. The next notable twowheeler was the Millet of 1892. It used a five-cylinder engine built as the hub of
its rear wheel. The cylinders rotated with the wheel and its crankshaft
constituted the rear axle.
The first successful two-wheeler, though, was the Hildebrand &
Wolfmueller, patented in Munich in 1894. It had a step-through frame, with its
fuel tank mounted on the down tube. The engine was a parallel twin, mounted
low on the frame, with its cylinders going fore-and-aft. The connecting rods
linked directly to a crank on the rear axle, and instead of using heavy flywheels
for energy storage between cylinder firing, it used a pair of stout elastic bands,
one on each side of the cylinders, to help out on the compression strokes. It
was water-cooled, and had a water tank/radiator built into the top of the rear
fender.
In 1895, the French firm of DeDion-Buton built an engine that was to make the
mass production and common use of motorcycles possible. It was a small, light,
high
Revving four-stroke single, and used battery-and-coil ignition, doing away with
the troublesome hot tube. Bore and stroke figures of 50 mm by 70 mm gave a
displacement of 138 cc. A total loss lubrication system was employed to drip oil
into the crankcase through a metering valve, which then sloshed around to
lubricate and cool components before dumping it on the ground via a breather.
DeDion-Buton used this 0.5 hp power plant in road-going tricks, but the engine
was copied and used by everybody, including Indian and Harley-Davidson in
the U.S.
Although a person named Pennington built some machines around 1895
(it's uncertain whether any of them actually ran), the first US motorcycle was
the Orient-Aster, built by the Metz Company in Waltham, Massachusetts, in
1898. It used an Aster engine that was a French-built copy of the DeDionButon, and predated Indian (1901) by three years, and Harley-Davidson (1902)
by four.
The Indian Motorcycle Company, Springfield, introduced the AV-Twin in 1903,

updated with two- and three-speed gearboxes that were further refined with
swing arm rear suspensions. The first motorcycle with electric start and a fully
modern electrical system, the Hendee Special from the same company,
astounded the industry in 1913. Before World War I, IMC was the largest
motorcycle manufacturer in the world producing over 20,000 bikes per year.
INCREASING POPULARITY
The popularity of the vehicle grew, especially after 1910. By 1900, many
manufacturers were converting bicycles, or pedal cycles as they were
sometimes called, by adding small, centrally mounted spark ignition engines.
The need for reliable constructions led to road trial tests and competition
between manufacturers. The original Tourist Trophy races were held on the Isle
of Man in 1907 as reliability or endurance
Races. Such events have been the proving ground for many new ideas-from
the early two-stroke-cycle designs to the supercharged, multi-valve engines
mounted on aerodynamic, carbon fiber reinforced bodywork engines.
In 1916, the Indian Motorcycle Company introduced the Model H racer,
and placed it on sale at the astronomical price of $350. It featured overheadvalve heads with four valves per cylinder, and was easily capable of speeds of
over 120 mph. In various forms, it was raced on the dirt track as well as on the
boards with very great success. It is unknown how many of the 8-valve racers
were manufactured, but production was very small indeed; most machines
were ridden either by factory riders or were "loaned" to promising privateers.
During World War I, all branches of the armed forces in Europe used
motorcycles principally for dispatching. After the war, it enjoyed a sport vogue
until the Great Depression began in 1929.
After the 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 more sophisticated motor scooter originated in Italy soon
after World War II, led by the manufacture of a 125-cc model. Since then, an
increasing number of powerful bikes have blazed the roads.
During the 1950s, the practice of attaching auxiliary engines to bicycles
in Western Europe and parts of the United States led to the development of a
new type of light motorcycle, the moped. Originating in Germany as a 50-cc
machine with simple controls and low initial cost, it was largely free of licensing
and insurance regulations except in Great Britain.
THE PRESENT
Today the Japanese manufacturers, Honda, Kawasaki, Suzuki, and Yamaha
dominate the large motorcycle industry, although Harley-Davidson still
maintains a high degree of popularity, particularly in the United States. Recent
years have seen a resurgence in the popularity around the world of many other
motorcycle brands, including BMW, Triumph and Ducati, and the emergence of
Victory as a second successful mass-builder of big-twin American cruisers. In
November 2006, the Dutch company E.V.A. Products BV Holland announced
that the first commercially available diesel-powered motorcycle, its Track T800CDI, achieved production status The Track T-800CDI uses a 800 cc threecylinder Daimler Chrysler diesel engine. However, other manufacturers,
including Royal Enfield, had been producing diesel-powered bikes since at
least 1965.
Currently, the largest motorcycle market is the small machines market for the
developing world, hence the claim from Indian Hero Honda to be the world's
new biggest bike firm. India has also been the home to the Enfield Cycle
Company's Royal Enfield, since 1995. Enfield India still makes updated
versions of the 1955 Royal Enfield Bullet motorcycle.
There is a large demand for small, cheap motorcycles in the "developing
world", and many of the firms meeting that demand now also compete in
"developed" markets, such as China's Hongdou which makes a version of
Honda's venerable CG 125.
TYPES OF MOTERCYCLES
Road motorcycles:
Road motorcycles are motorcycles designed for being ridden on paved roads.
They feature smooth tires with a light tread pattern and engines generally in
the 125 cc and over range. Most are capable of speeds up to 100 mph
(160 km/h), and many of speeds in excess of 125 mph (200 km/h).
In India and Pakistan, motorcycles are more popular than cars as means of
transport due to low operating and ownership cost. Typical displacements are
small (50450 cc), and as a result these motorcycles give better fuel economy
reportedly 1.25-2.5 l/100km (94-188 mpg) being common.
Cruiser:
These motorcycles mimic the style of American machines from the 1930s to
the early 1960s, such as those made by Harley-Davidson, Indian, and
Excelsior-Henderson, even though they have
benefited from advances in metallurgy and
design. The riding position always places the
feet forward. Usually the hands are up and the
spine erect or leaning back slightly, which some
riders find to be more comfortable for longdistance riding. The riding position of American-style Cruisers and Choppers
evolved from the Western Saddle and riding position used by Western
cowboys. This position allows greater long-distance comfort, with some
compromise of control.
Sport bike:
Sport bikes, sometimes called performance

bikes or "crotch rockets", emphasize speed, acceleration, deceleration, and
maneuverability. Because of this, there are certain design elements that most
motorcycles of this type will share. Sport bikes have comparatively high
performance engines resting inside a lightweight frame. The combination of
these help maintain structural integrity and chassis rigidity. Braking systems
combine higher performance brake pads and multi-piston calipers that clamp
onto oversized vented rotors. Suspension systems are advanced in terms of
adjustments and materials for increased stability and durability. Front and rear
tires are larger and wider than tires found on other types of motorcycles to
accommodate higher cornering speeds and greater lean angles. Fairings may
or may not be found on a sport bike. When used, the fairings are shaped to
reduce aerodynamic drag as much as possible, and less as a wind protection
for the rider. The performance of some stock sport bikes is so great they can
be used on a race track right off the showroom floor.
These overall design traits mean sport bikes are generally less practical for
street use when compared to most other types of motorcycles. There is little in
the way of extra features or creature comforts like those present on touring
motorcycles, such as center stands, provisions for saddle bags, large
windshields, or fairings providing protection from rain. Rider position and
ergonomics are compromised in favor of weight distribution and aerodynamics.
This generally means higher foot pegs that move the legs closer to the body
and more of a reach to a lower set of hand controls which positions the body
and weight forward and over the tank.
Touring:
Although any motorcycle can be so equipped and used to tour with,

manufacturers have brought specific models designed to address the
particular needs of long-distance touring and heavy commuting riders to
market. Common to the touring market are usually large displacement
fairings and screens (to offer a high degree of weather and wind
protection), large capacity fuel tanks (for long ranges between fill-ups)
and a more relaxed, more upright seating position than sport-bikes.
These motorcycles can be further subdivided into multiple subcategories, which are commonly used terms
within the motorcycle industry.
Naked bike:
Also known as a "standard" or "street bike" (see below), this is the basic
form of the motorcycle stripped down to its fundamental parts. The
emphasis is on functionality, performance, and ergonomics rather than
aerodynamic body panels and exaggerated riding positions that are
most common on sport bikes.
Current naked bikes are usually given a modern, more-or-less sporting
suspension, unless they are intended to have "retro" styling. The BMW
K1200R, R1200R, and F650CS, Ducati Monster, Yamaha FZ1, Honda
919, Honda Hornet (599), Triumph Speed Triple, Triumph Speed Four,
Farm bike:
These adaptations of trail bikes were first used by dairy farmers in New
Zealand from the early 1960s. They wanted a light, simple machine that
could be started easily and that would negotiate particularly muddy
paddocks and steep hillsides in all weathers. A range of bikes were
tried by a number of farmers and they came to use a mild-off-road
machine that could carry a good load (mainly a tray for their dogs,
instead of a rear seat) that was easy to mount, start and ride with heavy
rainwear. Large profile low-pressure tyres with knobby tread were found
best
for
grass,
mud
and
rocky
tracks.
Ultimately
Japanese
manufacturers developed a range of specialized bikesabout the time

that the farmers came to use ATVs instead.
Despite the development of the ATV, farm bikes retain certain
advantages for some tasks. They are faster on uneven ground, which
can be useful in rounding up livestock, and most are quicker in an onroad setting (and can be registered for on-road travel). They can also
operate safely on steep terrain where ATV's have a risk of rollover. For
these reasons, farm bikes are still reasonably common in some places.
Moped:
The moped used to be a hybrid of the bicycle and the motorcycle,

equipped with a small engine (usually a small two-stroke engine up to
50 cc, but occasionally an electric motor) and a bicycle drivetrain, and
motive power can be supplied by the engine, the rider, or both.
In many localities, mopeds are subject to less stringent licensing than
bikes with larger engines and are popular as very cheap motorbikes,
with the pedals seeing next to no use. Mopeds were very popular in the
United States during the late 1970s and early 1980s, but their popularity
has fallen off sharply since the mid 1980s
Towing:
Aftermarket trailers designed to be towed by motorcycles are available.
However, because of the added risk involved, no manufacturer of single-track
motorcycles recommends that they be used to tow trailers.
Although there are aftermarket trailers that allow motorcycles to tow, factorymade motorcycles specialized for towing are rare. The only known vehicle for
towing is Retriever by a Swedish company named Coming Through, which is a
modified version of Honda GL1800 Gold Wing. With the use of a high torque
engine, low centre of gravity design, and retractable trailer, towing motorcycles
can reduce response time for retrieving cars and light trucks on congested
roads.
Concept bikes:
Concept bikes are one-off motorcycles built as prototypes to test or showcase
the desirability of a design, the integration of new technologies, cost
effectiveness, or general design studies. Most concept bikes never see the
light of day as full mass-production vehicles; those that do rarely match the
original concept perfectly, instead representing a combination of some of the
concepts presented in the proto-type combined with marketing realities and
tooling capabilities of the manufacturer.
Examples of recent concept bikes can be see in the press

release for any of the major global motorcycle exhibitions,
including the Tokyo Motorcycle Show, the various primary
European Motorcycle Shows (Intermot (Cologne), Paris
Motorcycle Exhibit, Milan Motorcycle Show
COMPANY PROFILE
Hero Group:
Hero Group is a multi-unit, multi-product, geographically diversified
Group with myriad interests. Hero, is synonymous with two-wheelers in
India and Group's other ventures include product designing, IT enabled
services, finance and insurance etc. Hero Group ranks amongst the
Top 10 Indian Business Houses. The Group today comprises of 20
companies, 300 ancillary suppliers, over 5,000 outlets, and has
employee
strength
of
more
than23,000.
The origins of Hero Group can be traced to 1956 when Hero Cycles
Limited was established by Munjal brothers: Satyanand Munjal,
Brijmohan Lall Munjal and O. P. Munjal. Before the establishment of
Hero Cycles, which is the flagship company of the Hero Group, Munjal
brothers were modest manufacturers of bicycle components. In 1961,
Rockman Cycles Industries Limited established which the largest
manufacturer of bicycle chains and hubs is today. In 1963, Hero Group

forayed into the international market with bicycle exports from India. In
1971, Highway Cycles was set up to meet the demands of Hero Cycles.
It is today the largest manufacturer of single speed and multi-speed
freewheels. In 1975, Hero Cycles Limited became the largest
manufacturer of bicycles in India. In 1978, Majestic Auto Limited was
formed and the Hero Majestic Moped was introduced. In 1981, Munjal
Castings was established.
In 1984, Hero Group started manufacturing motorcycles with the

establishment of Hero Honda Motors Limited in joint venture with Honda
Motors of Japan. In 1985, Munjal Showa Limited was established to
manufacture shock absorbers and struts. In 1986, Hero Cycles Limited
entered the Guinness Book of Records as the largest bicycle
manufacturer in the World. In 1987, Hero Motors, a division of Majestic
Auto Limited was set up in collaboration with Steyr Daimler Puch of
Austria. In 1987, Gujarat Cycles Limited, presently known as Munjal
Auto Industries Limited was established to manufacture and export
state-of-the-art bicycles and allied products. In 1993, Hero Exports was
established as the International Trading Division for Group and nonGroup products. In 1995, Hero Corporate Services Limited was
established as the service segment for the Hero Group Companies,
ancillaries, suppliers, dealers and other associates. In 1998, Munjal
Auto Components was established to manufacture gear shafts and gear
blanks for motorcycles. In 2000, Hero Group diversified into IT and IT
enabled services through its service segment - Hero Corporate
Services Limited. In 2001, Hero Global Design established to offer
engineering services in CAD/CAM/CAE related to New Product
Development, Design, Engineering and Manufacturing. In 2002, Easy

Bill was established to offer utility bill collection & retail services. In
2004, Hero Group forayed into retail insurance business with the
establishment of NsurePlus. Today, Hero Group enjoys leadership
position in all the business segments it has entered.
Major Achievements of Hero Group
Hero Honda Motors is the World's largest manufacturer of two-wheelers.
Hero Cycles Limited is a Guinness Book Record holder since 1986 as

the world's largest manufacturer of bicycles.
Hero Honda is ranked number one in the two-wheeler category on

Environmental Performance by the Centre for Science and Environment.
Group Chairman, Mr. Brijmohan Lall Munjal received the coveted "Ernst
& Young Entrepreneur of the Year" award for 2001.
HERO HONDA MOTORS LTD

Hero is the brand name used by the Munjal brothers in the year 1956 with the
flagship company Hero Cycles. 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
captured the imagination of commuters across India, and Hero Honda sold
millions of bikes purely on the commitment of increased mileage
Over 19 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 two globally benchmarked
manufacturing facilities based at Dharuhera and Gurgaon in Haryana. These
plants together are capable of churning out 3.9 million bikes per year. A third
state of the art manufacturing facility at Hardwar in Uttaranchal will soon be
commissioned to cope with sustained customer demand.
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 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.
Growth
Hero Honda experienced great growth throughout its early days. The Munjal
family started a modest business of bicycle components. By 2002 Hero Group
had sold 86 million bicycles producing 16000 bicycles a day. Today Hero
Honda has an assembly line of nine different models of motorcycles available.
It holds the record for most popular bike in the world by sales for Its Splendor
model. Hero Honda Motors Limited was established in joint venture with Honda
Motors of Japan in 1984, to manufacture motorcycles. It is currently the largest
producer of Two Wheelers in the world. It sold 3 million bikes in the year 20052006. Recently it has also entered in scooter manufacturing, with its model
PLEASURE mainly aimed at girls. HUNK is the latest offering from the HHML
stable.
Just-in-Time Manufacturing
The Hero Group through the Hero Cycles Division was the first to introduce the
concept of just-in-time manufacturing. The Group boasts of superb operational
efficiencies. Every assembly line worker operates two machines simultaneously
to save time and improve productivity. The fact that most of the machines are
either developed or fabricated in-house, has resulted in low inventory levels.
In Hero Cycles Limited, the just-in-time inventory principle has been working
since the beginning of production in the unit. This is the Japanese style of
production. In India, Hero is probably the only company to have mastered the
art of the just-in-time inventory principle.
Labor relations
In Hero Group there is no organized labor union and family members of
employees find ready employment within Hero. The philosophy with regard to
labor management is "Hero is growing, grow with Hero." Hero workers receive
a uniform allowance, as well as House Rent Allowance (HRA) and Leave
Travel Allowance (LTA). Extra benefits include medical check-ups not just for
workers, but also for the immediate family members. For the majority of the
production workers, who are hired through contractors, these benefits are out
of reach. This and other problems lead to a strike and factory occupation by
4,000 temp workers in the Gurgaon plant in spring 2006.
Diversification
Throughout the years of enormous growth , the Group Chairman, Mr. Lall has
actively looked at diversification. A considerable level of vertical integration in
its manufacturing activities has been ample in the Group's growth and led to the
establishment of the Hero Cycles Cold Rolling Division, Munjal and Sunbeam
Castings, Munjal Auto Components and Munjal Showa Limited amongst other
component-manufacturing units.
.
AWARDS
1. National Safety Award:Hero Honda got national safety award for the Year 2000-01.
2. National Productivity Award:-
Hero Honda got the National Productivity award for the best
performance in automobile sector even in the very sluggish condition of
economy for the year 2000-01.
3. Best Slogan Award:Hero Honda got the Best Slogan Award for its touching Slogan DESH
DHADKAN
KI
for the year 2000-01.
These are some decent awards which are collected by the Hero Honda
Customer satisfaction is the biggest award for any company this can be the
Hero Hondas biggest strength that it has more than 35,00,000 satisfied
customers.
Future of the Company:Being a master of the automobiles sector HH is consistent with its
amazing performance. Hero Honda has been a successful story in an
otherwise dull market. Positing a over 1 million sales in the financial year
2001-02 the company has out ridden all the players. The company signed two
of most popular celebrities. Hritik Roshan and Sourav Ganguly to be brand
ambassadors. That should further help the (Both its) company in maintaining its
following. Both its duly launched models, the CBZ and Passion have received
highly positive response and created new segment for the company so the future
of two company seems very good and profitable.
List of group companies:
Hero Motors
Hero Exports
Hero Cycles
Majestic auto Ltd.
Munjal Showa Ltd.
Gujarat Cycle Ltd.
Hero Honda Motors Ltd.
Hero Cycle Ltd. (Unit 2)
Munjal and Sunbeam Castings
High way cycle Industries.
IN PURSUIT OF EXCELLENCE
"We, at Hero Honda, are continuously striving for 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 the new millennium".
SHIVANI MOTORS PVT.LTD.
Mr.Vijay Bhai Agarwal started his business career 1968 in Patna in the
textile trade . By the year 1975, he along with his Brothers Mr.Ajay Bhai
Agarwal & Mr.Sanjay Bhai Agarwal had diversified in the promising distribution
and logistical support business.
In natural progression, Automobile giants like HMT (1976), Kinectic
Honda (1980), Bajaj Tempo (1980), Maruti Udhyog (1981), LML (1982), Kinetic
Engineering (1980) and various others joined association with M/S Vijay
Agricultural Implements and established long term relationship. Even Today the
firm in Bihar and its branches in Gujarat are growing at a tremendous rate and
its presence is being felt in the Surat area with the newly acquired Dealership
of the prestigious HERO HONDA Dealership for Surat.
OUTSTANDING PERFORMANCE AND ACHIEVEMENTS

1) Shivani Motors Pvt Ltd, Varachha Road, Surat Opened its gates on the
26th Sept, 2002 and has been in the forefront of HERO HONDA sales &
service ever since.
2) The sales figure for the first Three Months for a newly eastablished
dealership is a new record at HERO HONDA & is quoted as mark of
outstanding sales effort from Shivani Team.
3) The Genuine Spares sales reached a record 3 lacs in the first month
itself and promises to grow from the retail counter at the location
workshop.
4) The design of the entire showroom and in built workshop/warehouse &
further construction was done at a seemingly impossible time frame of 4
months flat. Its a vision and dedication to this exercise that realized this
goal & The shivani team is looking forward to grow in near future.
Market players
Bajaj Auto: The company registered a 32% growth in the sales of
motorcycles much above the industry average of 19%. Bajaj Auto has
emerged as a market leader in the entry level or price segment
motorcycle with the Bajaj CT 100 accounting for nearly 40% of the
market share. It also commands a 62% market share in the premium
segment of motorcycles with products like the Bajaj Pulsar DTSI
TVS : It stand out from all other two wheeler company in the country is
that it is without any foreign collaboration. The company was established
by T.V Sundaram Iyengar in the year 1911 and was primarily into the
production of mopeds. TVS Motor Company Limited, the flagship
company of the USD 2.2 billion TVS Group, is the third largest twowheeler manufacturer in India and among the top ten in the world, with
an annual turnover of over USD 650 million. The company has many first
to its credit like the introduction of the first indigenous moped and a 100
cc motorcycle in collaboration with Japanese auto giant Suzuki.
Kinetic Motor: Kinetic has launched India's first motoscooter in the form
of Kinetic Blaze. Kinetic Blaze is a 165 cc scooter which seeks to
revolutionize the diminishing scooter market in the country. The product
is a first of the seven series of vehicles which Kinetic want to acquire
from the Italian two wheeler giant Italjet Spa.
Suzuki Motor: The company has started its India operation with three
mass market motorcycles and is also expected to come up with a 150 cc
high performance set of two wheelers soon. The company has a
manufacturing capacity in Gurgaon to churn out over one lakh
motorcycles annually. The company employs around two hundred
people and will step up its production capabilities as and when required.
Some higher end models are also expected to be rolled out of the
Suzuki factory soon.
Honda Motors: Honda Motors Co. Ltd. is a renowned Japanese engine

manufacturer and engineering corporation. Although Honda is known all
over for its motorcycles and automobiles, it also manufactures products
such as scooters, trucks, aeronautical, robots, electric generators, jets, jet
engines, water crafts, ATV beside others. The best-known Honda luxurious
cars are acknowledged as Acura in North America and China. Recently,
Honda came up with mountain bikes called Honda RN-01 G-cross. The
Power of Dreams- is the motto of Honda . True to its slogan, Honda
definitely turns dreams into reality
Royal Enfield: The new age biking concept was ushered into the country with
the advent of first batch of Enfield bikes which were manufactured
indigenously, since then these bikes have become as much a part of the
Sergeant stable of Kolkata to the business minded milkman in Uttar
Pradesh. However it's only the beginning of the contrast, these bikes are
also a prized possession of the rebellious college student in any part of the
country. The bikes are a part of the domain of the hardcore bike enthusiast
who wants to stretch the limits of biking.
OBJECTIVE
Primary objective
The primary objective of my research is To Know Consumer Buying Behavior
of Hero Honda motorcycle
Secondary objective
To find out brand awareness of hero Honda and its competitor.
To study consumer behavior about purchasing of Hero Honda Motorcycle.
To find out the consumer buying pattern.
To study which sources of media really reach to consumer or which highly

nearer to consumer
To study the buying of consumer financial schemes.
To find out consumer buying pattern.
To find out in term of improvement in promotional tools.
Important of the Study:The study helpful for the manufacturing in formulating the strategies and
suitable marketing mix to improve the sales of Hero Honda two wheeler Vehicle
and taking note of important required in some of the product. Because at the
study is based on the consumer survey if will help the company to understand
the consumer need and wants properly and in acceptable will get the
concerned product more & more of their choice.
The study will also provide basic data help in the research organization
for future study and research in area of two-wheeler vehicles industries. At
automobiles industries.
RESEARCH METHODOLOGY
Research methodology is a systematic design collection of analysis, reporting
of data and finding relevant to specific marketing situation that is faced by the
company. Properly conduct of market survey is a required tool for top
management in decision making in order to conduct a useful and objective
market research. A research methodology only then the studies conduct can be
properly elaborated and commented on so I have conduct research and it
include some sub-point and it is given below.
1. Formulating the research problem:According to the marketing research process, the first step is the
identification of the problem or defining the objective. My objective of the
project is to study The Research Work of Consumer Buying Behavior of Hero
Honda motorcycle. After the objective is defined, next I have to formulate

that objective, for that great effort is required.
2. Choice of research design:A research design specifies the idea about sampling methods,
sources of data and method of data collection for conducting a particular
study. I will use descriptive research design.
3. Determining the source of data:I will use two types of data basically for my survey, those are as
follows:
(1) Primary data:Primary data is the data which can collect by the researcher at the
first hand when the needed data is not exist or are dated inaccurate,
incomplete and unreliable, the researcher has to collect the primary data will
be collected through observation, personal interview and questionnaire. I
will get primary data in terms of personal interview by filling the
questionnaire.
(2) Secondary data:Secondary data which have been gathered earlier for some
purpose. I will use secondary data as which available in company site
www.gujaratsrtc.com for company details. I will also use secondary data
for industry details, from the different web sites which will mention in to
bibliography.
4. Designing the data collection forms:The data collection phase of marketing research is generally the
most expensive and most prone error. I will use primary data collection
method as the data collection method. For that purpose I have decided to
go for survey method. The personal survey will used by me. I will prepare
the questionnaire for collecting the data by personal survey.
5. Personal interview:Personal interview is the most versatile method of primary data

collection method. I will conduct a personal interview because the
respondents would easy to contact and get response. For this I will
conducted the survey for collecting the reposes from the respondents.
6. Determine the sampling design and sample size:Sample design:I will decide to go for sample survey because the population
survey is out of reach. The population survey consumes more time and
money, and therefore the sampling survey was better for my project.
Sample size involved the questions like How many people
should be
surveyed?
Sample size:
The statistical formula for sample size is:
n = p * q (z / e) 2
Where,
n = Sample Size
p = Probably of Future Buyer
q = 1-p
e = Tolerable Error
z = The z score associated with the
degree of confidence selected.
Here, p = 0.40, q = 0.60, e = 0.10, z = 1.00, n =?

n = p * q (z / e) 2
n = 0.40 * 0.60 (1.96 / 0.10) 2
n = 0.24 * (19.6) 2
n = 0.24 * 384.16
n = 92.20
So I have taken approximately 100 samples as sample size.
7. ORGANIZING AND CONDUCTING THE FIELD SURVEY:
Having prepared the questionnaires and selected the sample design and size
of sample, I will go for conducting a field survey. For field work I personally
meet various retailers for filling up my questionnaires. I will also take help of y
some of the friends for filling up my questionnaires. I will take care that they
give better understanding to persons from whom they filling my questionnaires.
8. PROCESSING AND ANALYSING THE COLLECTED DATA:

When I am complete my field survey, I will process the collected data and
analyze it in a systematic manner so as I can derive results from it. In order to
derive meaningful outcomes from the data, I will form the data in a tabular and
graphical representation and then use various statistical tools to interpret the
data to derive meaningful findings from the data.
9. PREPARING THE RESEARCH REPORT:
After data had been tabulated, interpreted and analyzed, I will prepare my
report embodying the findings of my research study and my recommendations.
I will prepare my report in several parts to make it easy to understand to others.
I will divide my report into chapters such asI. Executive summary
II. Introduction of industry
III. Introduction of companies
IV. Objective of project
V. Methodology of the project
VI. Limitation of the project
VII. Findings and analysis of research
VIII. Conclusions and suggestions
CONCEPT
Knowledge of the buying behaviour of consumer is essential for a market. The
consumers bring the changes in the market. It is essential task for marketing
behaviour of target Market.
The Consumer market consist the individual and household the buy goods and
Services for personal consumption. It is attempted to understand and predict
human actions in the buying role. It has assumed growing in the importance
under Market Oriented or Customer Oriented working planning and
Management.
Consumers very tremendously in age income adulation level and Preferences.
Marketer finds it useful to distinguisia different consumer groups and to develop
products and services tailored to their needs. Consumer behaviour always
involves choice.
Buying behaviour includes acts of individual directly involves in obtaining and
using economics Good and Services includes sequences of decision processes
that proceed and determine these acts. Actual purchase is only a part of the
decision process in buyers behaviour we consider not only why now and what
people buy other factors. Such as where how offer and under in find analysis
buyer is one of the most important keys to successful Marketing.
WHAT IS
CONSUMER BEHAVIOUR
The wealth and services product in a country make an economy strong. Almost
all the product which are available to buyer, have a number of alternative
supplies that is suitable products are available to customers. Who make a
decision to buy products? There fore, a seller most of his time seeks buyers
and tries to please them. In order to successful, a seller is concerned with:
Who is Consumer?
What do Consumers buy?
When do Consumers buy?
How do Consumers buy?
From where do Consumers buy?
Why do Consumers buy?
A buyer makes a purchase of a particular product or a particular brand and this
can be termed Products buying Motives and the reason behind the Purchase
from particular Seller is Patronage Motives.
The buyer may take a decision whether to save or spend the money. When he
decision to spend them there are many problems as to what to purchase
because needs are numerous. This leads to ranking the needs in terms of
priority. Those the problems are consumption problems where to buy whom to
buy etc.
A MODEL OF CONSUMER BEHAVIOUR
In earlier times Markets could understand consumers through the daily

experience of selling to them. But the growth in the size of forms and Markets
has removed many Marketing decisions from direct contract with customers
increasingly; numbers have had to turn to consumer research.
The Company that understands how Consumer will respond to different
Product features, price, advertising appeals and so on will have an enormous
advantage over the competitors. Therefore business and academic marketing
researching have invested much energy in researching the relationship
between marketing stimuli and Consumers response.
Marketing stimuli including Four P Products, Price, Place, and Promotion.
Environmental stimuli consist economic technological political and cultural. All
of these stimuli pass through the buyers black box and Produce the buyer
Purchase decision shown. On the Product choice, brand choice, dealer choice,
Purchase timing, Purchase amount.
BUYING BEHAVIOUR MODEL
Out Side
Marketing
Product
Price
Place
Promotion
Stimuli
Other
Economic
Technological
Political
Cultural
Buyers Black box

Buyer
Buyer
Characteristics Decision
Buyers Response
Products
Choice
Brand
Choice
Dealer
Choice
Purchase
Amount
Purchase
Timing
THE BIRTH OF BUYING IDEA
Mr. Hiren owns a bike. The bike causing or dissatisfactions because of some
defects or troubles in it. He decisions anticipates the idea of a troubles free and
dependable bike. He decides not to buy a bike of the same make, because of
dissatisfaction and lack of confidence. Thus a thought seed about a new bike is
born in him, the movement he thinks. I must replace the bike the buying idea
comes up with the thought in his mind, he thinks of the benefit, and this leads to
future thinking what sort of a bike will give the benefit he wants. The benefits
make two desires. He makes the desire. He may bike, which can give the
desire benefit. He makes enquires an.
Observation through talking to his friends, he selects one or two possible bike.
By this he wants to confirm his decision about the make he wishes to buy. He
reads advertisement about the new bike. He chooses one with all the possible
advantage and which is wholly dependable. Mr. Hiren is a prospective
Customer to dealer.
FACTORS INFLUENCING CONSUMER BEHAVIOUR
Factor influencing the consumer behaviour are internal needs, motives,
perception and attitude as well as external- family, social group, cultural,
economic, business influences, etc.
1. Economics Factors.
An economics factor of buying behaviour is undisplinary it assumes that
Consumers are economics. When are they follow the principle of maximization
of utility based on the low of diminishing Managerial utility. As economic when,
consumer evaluations rationally the alternative in terms of cost and value
received. They try to maximize their utility or satisfactory while spending them
scarce resources of time, energy and money.
2. Psychological Factors
Psychology has contributed much to the markers to understand the buyers
psychology explains how consumers learn about a product and how they can
recall from the memory. The development of buying habits, this includes the
following factors:
a)
Motive:A buying motive is the reason why a person buys a particular products. It
is the driving force behind buying behaviour and may be based on
psychological or psychological want marketers are in rested in patronage
motives such as store loyalty and brand loyalty.
b)
Perception:Perception causes the behaviour in a certain way perception influences
this behaviour. It gives direction to the taken by the behaviour. It the
meaning we have on the bases on our past dependence.
c)
Learning:Learning refers to changes in behaviour brought about by practice or
experience. Almost every timing one does or timing is learned product
features such as price quality services, brand, packing, etc. Act as hints
influencing consumers response.
d)
Attitude:Attitude is a state of mind of fillings it includes a per disposition to
behave in source way. Attitude core very important in explaining buyers
behaviour. A change in attitude leads to changes purchasing attitude and
modify buyer behaviour knowledge of consumer attitude can product
redesigning packages and developing and evaluating promotional
programs.
e)
Personality:In general perception attitude belief lead collectively to a consistent
response by the individual to his environment. This consistent pattern or
behaviour is termed as personality its primary teachers are self-concept role
and level of consciousness.
3. Social Factors
This includes the following factors:
a)
Family:Most consumers belong to a family group. The family can exert
considerable influence in shaping the pattern of consumption and indicating
the decision making role personal value attitude and buying habits have
been shaped by family influences.
b)
Reference Group:The small group to which the buyer belongs influence buyer behaviour.
A human being is considered as a social animal spending much of his or
her life in group situation, group norms direct attention of its member to a
new style of a product.
c)
Social Class:As a predictor of consumption patterns marketing management is
familiar with social classes consumers, buying behaviour is determined by
the social class to which they cespires rather than by their income belong.
Proudly speaking we have distant social classes upper, middle and lower
classes usually stress rationality, exhibit sense of choice making whereas
consumers of lower classes have essentially no rational purchases and
show limited sense of choice making. The three social classes will have
differences in the stress they patronize. The magazines they read and
abutting and furniture they select social class may act as one criterion for
market segmentation.
d)
Culture:A culture is as distinctive way of life of a group of people their complete
design for living it is the man made pan or mans environment the sum total
of his knowledge. Belief morals customers. Art laws etc it includes the
attitude and values of a whole society and affects the ways in which we do
things, see tuniy, use things and judge things in every culture. European
culture, American culture etc. Marketing strategies can developed for each
culture separately.
BUYING DECISION PROCESS

The process consists include following step:
Recognition of an unsatisfied need
Identification of alternatives
Evaluation of alternatives
Purchase Decision
Post purchase decision
1. Recognition of an unsatisfied need:When a person has an unsatisfied need the buying process begins to satisfy
the needs generally the unsatisfied need leads to tension. The nature of the
want indicates the speed with which a person moves to fulfill the unsatisfied
want which is of high pressing need on the basis of need and its urgency forms
the order of pointy.
2. Identification of Alternatives:Different alternatives are available in the market the consumer must know the
brand of the product which gives maximum satisfaction and the person has to
source out for relevant information of the product brand location etc.
3. Evaluation of Alternatives:This is a critical stage especially with regard to the costly items consumers
have different alternatives. The attributes tastes color price durability etc. have
different preference the marketers must understand this process.
4. Purchase Decision:By considering the likes and dislikes of alternatives one is about to take a
decision as to buy one will consider with reference to product type price quality
etc. A seller can facilitate such consumers to understand the products through
advertisements.
5. Post Purchase Decision:-
Feedback information is important as for as a seller is concerned. A brand

preference maturely repeats sales to a marketer. A satisfied buyer is a silent
advertisement. A satisfying dependence of a buyer tends to strengthen the
brand preference.
Questionnaire
THE RESEARCH FOR CONSUMER PERCEPTION ABOUT PURCHASING HERO HONDA BIKES
Name:____________________________________________
Address:
Gender:
Age:
Male
Female
Phone no:
Education:
Attended school
Graduate
Std 12
Post Graduate
Attended college
Executive
Business men
Trade shop own
Industrialist
Service
other
Occupation:
Student
House wife
Professional
1) Which two wheeler motor cycle company you aware that presently available
in the
Market?
a)
d)
b)
e)
c)
f)
2) Will you /Do you want to purchase any HERO HONDA Bike?
Yes
No
3) If yes, than which model do you purchase?
CD-Deluxe
Splendor
Ambition
CD-Dawn
Passion
Glamour
CBZ
Karizma
4) Have you planed to purchase any other Bike?

Yes
Please Mentioned Company name
No then planning for four wheeler
5) How did you come to know about this HERO HONDA Bike?
News paper
Advertising
Showroom banner
On road
Hoarding
Television
Magazine
Friend/Relative
6) On which specific occasion did you purchase HERO HONDA two-wheeler

Bike?
On festival
On birthday
Get promotion
When you start job
Bike required
when you go married
7) Who promotes you to purchase this HERO HONDA Bike?

Family member
Friend
Relative
For other
8) Do you considered any consumer incentive before purchasing HERO

HONDA Bike?
Yes
No
9) What important criteria you considered while purchasing the HERO HONDA
Bike? (Multi tick mark)
Price
Design
CC of engine
Average
Company image
Pick up
Maintenance
10) Main reason for you to selecting this particular model?

(Rank any five in ascending order)
Good looks/ stylish
Low maintenance cost
Fuel efficiency
Pick up
Reasonable price
Auto Start
Engine capacity
11) You had to purchase your Bike on?

Cash basis
Loan from bank
Corporate buying
Loan from financial institute
12) From where you will purchase your Bike?

Shivani motors
Siddhi automobiles
Dhru motors
13) You will use this Bike mainly for? (Multiple Tick mark)
Going with family
Travelling for field work
Going to college
Community work
14) Any comments or suggestion.
________________________________________________
Que: 1
Objective: To know Brand Awareness of Hero Honda Motorcycles.
BRAND AWARENESS
Brand
No. of Respondent
Hero Honda
100
Bajaj
100
Suzuki/Tvs
95
LML
92
Escort
85
Other
90
%
100%
100%
95%
92%
85%
90%
Interpretation:
Bran awareness is an important factor now days. Hero Honda and Bajaj have a
100% brand awareness which is become competitive advantage for them.
Other Bike manufacturer has slight less brand awareness which they can
increase by promotional activities and quality service.
Que: 2
Objective: To Know Future Purchaser of Hero Honda Motorcycles.
Detail
Yes
No
Total
No. of Respondents
65
45
100
Percentage
65%
45%
100%
Interpretation:
65% of respondents want to purchase Hero Honda Bikes in future. It means
Hero Honda has a good future aspects and can sell more bikes than
competitors mainly Bajaj. 45% of respondents dont want to Hero Honda Bikes,
and they prefer other bikes. Hero Honda can attract those customers by
providing them other benefits.
Que: 3
Objective: To know which model of Hero Honda bikes, he/she wants to
purchase.
Model
CD-Deluxe
CD-Down
Splendor
No. of Respondents
7
3
18
%
10.76%
4.61%
27.69%
Glamour
Passion
CBZ
Karizma
Ambition
Total
7
19
8
2
1
65
10.77%
29.23%
12.31%
3.07%
1.54%
100.00%
Interpretation:
From the above chart, we conclude that consumer purchase passion and
splendor bikes. After, that CBZ comes which is stylish and powerful bike, more
preferred by youngsters. Other Bikes have not much demand because CDDeluxe and CD-Dawn are for lower middle class and Karizma is for Higher
Upper class bikes. Glamour and Ambition fails in Market and have not much
demand and company introduce new model of glamour which increase the
glamour demand to around 11%.
Que: 4
Objective: To know future demand for other bikes manufacturer.
Brand
No. of Respondent
Bajaj
Suzuki/Tvs
LML
Escort
Other
Total
27
8
3
2
5
45
60%
17.78%
6.66%
4.44%
11.11%
100%
Interpretation:
In other companys Bike purchaser, most share (60%) is covered by Bajaj Auto
which has also 100% brand awareness and a major competitor of Hero Honda.
Other bike manufacturers are having very less percent of future prospects and
they have to come with good quality consumer preferred bikes to compete in
the market.
Que: 5
Objective: To know the media by which consumer come to know about bikes.
Media Preferred by Respondents

Media
No. of Respondents
News Paper
19
Hoarding
6
Magazine
3
Television
22
Showroom Banner
7
On Road
18
Friend/Relative
25
Total
100
%
19%
6%
3%
22%
7%
18%
25%
100%
Interpretation:
Most important media by which consumers come to know about Bikes are
television and News Papers with 22% and 19% respectively. They are most
effective source to advertise and promote new and existing models of bikes for
Hero Honda and other Bike Manufacturer.
Que: 6
Objective: To aware about the time which customer uses to purchase Bike.
Time
On Festival
Get Promotion
Bike Required
On Birthday
When you start job
When you go married
Total
No. of Respondents
18
11
41
6
16
8
100
%
18%
11%
41%
6%
16%
8%
100%
Interpretation:
Most peoples purchase bikes when they have needed to purchase Bike. Many
people purchase bikes when they start job (16%) or get promotion in job (11%).
On festival also many consumer purchase bikes to take advantages of
promotional offers.
Que: 7
Objective: To know that who affects the most while taking the purchase
decision.
Detail
Family Member
Friends
Relatives
Show Room/ Dealer
Past Users
Total
No of Respondents
30
25
15
10
20
100
Percentage
30%
25%
15%
10%
20%
100%
Interpretation:
In purchasing decisions many peoples take part especially in the cases of
costly and durable product like Bike. Many people affect the consumers
decision of purchase. In those family members (30%), friends (25%), Past
Users (20%), Dealers (10%), and relatives (15%) affect the consumers
decision.
Que: 8
Objective: To aware about the effect of promotional scheme on consumer.
Affect by Incentives
Yes
No
Total
No. of Respondents
85
15
100
Percentage
85%
15%
100%
Interpretation:
As per above chart, consumers are purchases bikes when they get promotion
incentives for purchasing Bikes. 85% of consumers affect by the promotional
schemes and incentives and purchase bike when they get more incentives.
15% of consumers are not wait for incentive scheme and make purchase of
Bike without any incentive expectation.
Que: 9
Objective: To aware about the purchasing criteria for purchasing Hero Honda
Bike.
Criteria
Prices
Average
Pickup
Design
Company image
Maintenance
CC of Engine
Total
No. of Respondents
14
23
18
9
17
12
7
100
Percentage
14%
23%
18%
9%
17%
12%
7%
100%
Interpretation:
While purchasing bike, consumers considers a number of criterias such as

price, average, company image, maintenance cost, etc. Average is most
important criteria for purchase bike with 23%, after that comes company image
(17%), Pick up (18%) and price (14%).
Que: 10
Objective: To know the reason for purchasing Hero Honda Bike.
Reasons
Good looks/ stylish
Reasonable price
Low maintenance
cost
Fuel efficiency
Auto Start
Engine capacity
Pick up
Total
No. of Respondents
13
26
Percentage
13%
26%
11
19
15
9
7
100
11%
19%
15%
9%
7%
100%
Interpretation:
As above mentioned consumer looks for many things before purchasing Bike.
26% of consumer looks for reasonable price bike, while 19% of consumer looks
for fuel efficient bike. 15% want Auto start bike and !3% want stylish bike. 11%
have low maintenance cost is important whereas 9% shows engine
capacity and 7% shows pick up of Bike.
Que: 11
Objective: To aware purchase pattern of consumer of hero Honda Bikes.
Detail
Cash Basis
Loan from Bank
Loan from financial Institute
Corporate Buying
Total
No. of Respondents
54
26
15
5
100
Percentage
54%
26%
15%
5%
100%
Interpretation:
Purchase pattern is important factor for bike dealers as many people wants
purchase bike with cash whereas many purchase with loan from bank or
financial institute and take advantage of installment payment. Here more

respondents want to purchase with cash (54%).
Que: 12
Objective: To know the location from which consumer purchase Hero Honda
Bikes.
Show Rooms
Shivani Motors
DhruAuto
Siddhi Auto
Total
No. of Bike Purchased

24
47
29
100
Percentage
24%
47%
29%
100%
Interpretation:
Consumer purchase from the location which is more benefited to him such as
near to house or more quality after sales provides. 47% of Hero Honda Bike
consumer of Surat City purchases bikes from the DhruAuto whereas 29% from
Siddhi Auto and 24% from Shivani motors.
Que: 13
Objective: To aware about the purpose of Bike purchased by the consumer of
Hero Honda.
Detail
Going with Family
Going to College
Traveling for field work
Community work
Total
No. of Respondents
24
17
47
55
143
Percentrage
16.78%
11.89%
32.87%
38.46%
100.00%
Interpretation:
Bikes are useful for many purposes such as for go to office, college and other
places. Hero Honda purchaser use bikes most frequently for community work
(38%) and office use (32%). Consumer purchase bike for college going use is
17%.
Finding:1. About 22%, 19%, 25%, Respondents are come to know about the Hero
Honda from Television, News Paper and Friend/Relatives.
2. The Criteria of Select the Hero Honda Motorcycle the Most of the Service
man Trade shop Owner and Business man the give the importance of the
Average Pick up and Price and also maintenance consideration.
3. About 28%, 30%, 12%, respondents will purchase splendor, Passion and
CBZ respectively produced by the Hero Honda Company.
4. About 60%, respondents will Purchase a Bajaj Motorcycle, 18%
respondents will purchase a Suzuki / TVS Motorcycle and 11% respondents
will Purchase other Bikes if they wont purchase Hero Honda.
5. Most of Respondents Purchase a Motorcycle on bike required and festival
and students preferred it to buy when they start Job.
Suggestions
1. Hero Honda co. is suggested to make improvement in their vehicle
considering the C.C. and Maintenance cost occur after sales.
2. Company and dealer are suggested to concentrate on advertising print

Media like Hoarding, Magazines, and adverting Banner. So it can help both
them to increases their sales.
3. No. of Competitors entered in the market so Consumers are sifting towards
others. So, company is suggested to more concentrate on consumer by
creating more dealers in city. Dealers are advise to provide better quality
after sales service to retain consumer and for mouth publicity.
4. The company should come out with its own financial company and provide
attractive finance like Low down payment, low rate of interest to attract
customers.
Conclusion
After the completing my research on the topic of The research of consumer
Perception About purchasing Hero Honda Bike it concluder that Customer
satisfaction is the one major part of the buying behaviour consumer needs arise
time to time and its changes time to time.
Company has to Build strong brand awareness and credibility among its
customers.
It is good for Hero Honda that majorities of people are aware about its brand
that Hero Honda has earned enough to keep conditions contact with customer
market and to constantly carry out R & D in production of two wheeler and
marketing the same to the different destination. They try to produces such
vehicles that attract the customer.
BIBLIOGRAPHY
WEBSITES
www.wikipedia.com
www.researchandmerkets.com
www.hero honda.com
www.google.com
BOOKS
Marketing Management
- J.C. Berry
MAGAZINES
Business Today

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TO KNOW CONSUMER BUYING BEHAVIOR OF HERO

ICFAI NATIONAL COLLEGE, SURAT

TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

It is a great pleasure to have this opportunity to express my regards and sense

ICFAI NATIONAL COLLEGE

TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

ICFAI NATIONAL COLLEGE

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ICFAI NATIONAL COLLEGE

TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

CAA - Canadian Automobile Association

ICFAI NATIONAL COLLEGE

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Industrial Back ground

Historical Industry Development

Concept of Consumer Behaviour.

TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

Research Measuring Instrument

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THE FIRST MOTORCYCLE

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ICFAI NATIONAL COLLEGE

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The Indian Motorcycle Company, Springfield, introduced the AV-Twin in 1903,

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ICFAI NATIONAL COLLEGE

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TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

ICFAI NATIONAL COLLEGE

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Sport bikes, sometimes called performance

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Although any motorcycle can be so equipped and used to tour with,

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manufacturers developed a range of specialized bikesabout the time

The moped used to be a hybrid of the bicycle and the motorcycle,

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ICFAI NATIONAL COLLEGE

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Examples of recent concept bikes can be see in the press

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manufacturer of bicycle chains and hubs is today. In 1963, Hero Group

In 1984, Hero Group started manufacturing motorcycles with the

TO KNOW CONSUMER BUYING BEHAVIOR OF HERO HONDA MOTORCYCLE

Development, Design, Engineering and Manufacturing. In 2002, Easy

Hero Honda Motors is the World's largest manufacturer of two-wheelers.

Hero Cycles Limited is a Guinness Book Record holder since 1986 as

Hero Honda is ranked number one in the two-wheeler category on

HERO HONDA MOTORS LTD

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ICFAI NATIONAL COLLEGE