CONSUMERS BEHAVIOUR TOWARDS TWO-WHEELER MOTOR BIKES.

DR. K. MALLIKARJUNA REDDY
Associate Professor,Department of Business Management, Osmania University, Hyderabad

ABSTRACT The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create a community of satisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. Consumer behavior is affected by a host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their behavior. There are four major factors which influences on the buying behavior of consumer. 1. Cultural factors 2. Social factors 3. Personal factors 4. Psychological factors So a study had been conducted on ³Consumer Behaviour Towards

Two-Wheeler Motor Bikes´ in the twin cities i.e. Hyderabad and Secunderabad with a sample of 100 consumers by selecting two wheeler motor bikes i.e. Hero Honda, Yamaha, and TVS bikes and data had been collected through structured questionnaire. Marketing starts with the consumers and ends with the consumer. Satisfaction of the consumers becomes the most important goal of a business enterprise. The effort to ensure consumer satisfaction lies in understanding the consumer, his likes dislikes, his expectations and motivation. An analysis of the consumer¶s behavior in terms of consumer consumption patterns, consumer preferences, consumer motivation, consumer buying process and shopping behavior is very much helpful to formulate a firm¶s marketing strategy. So the ultimate objective of a business firm is to create a consumer who is said to be pivot around whom the entire business of a firm revolve. Thus the marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create a community of satisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs. A consumer decision to purchase a particular brand of motor cycle consumers result to complex interplay of a consumer variables the

There are four major factors which influences on the buying behavior of consumer. the learning process personality characteristics are the similarities. Cultural factors 2. age. Informal learning . Formal learning 2. The stimuli my social economic. colleagues. motivations. attitudes and values. The potential consumer along with other stimuli already exciting receives the marketing stimuli in the environment. professional needs. personality characteristics.Cultural factors: Consumer behavior cultural can be defined as the some total of learned belief. Social factors 3. professional status to social influences of various kinds exerted a family. friends. perceptions attitudes. social economic and cultural background. price and distribution strategy. gender. Personal factors 4. which operate across the different types of people and influence their behavior. technological and political in nature. MAJOR FACTORS INFLUENCING BUYING BEHAVIOR: Consumer behavior is affected by a host of variables ranging from personal. cultural. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs. Cultural is a learned through the following three ways:1.starting point for the company provides the decision process marketing stimuli in shape of brand. values and customs that serve to guide and direct the consumer behavior of all members of that society. promotion. and society as a whole. Psychological factors 1. 1.

perceptions. 4) To study the consumers¶ opinion of their motor bikes regarding its features like appearance. preferences and behavior. occupation. RESEARCH METHODOLOGY Source of Data: Primary Data: . lifestyle and personality and self-concept. PERSONAL FACTORS: Buyer¶s decisions are also influenced by personal characteristics. family and social roles and status. MASLOW¶S hierarchy of human needs make us understand consumer motivation. the growing child acquires a set of values.. life cycle stages. Brands such as food and clothes are bought to fulfill psychological n OBJECTIVES OF THE STUDY 1) To study the behavioral factors of consumers in motor bikes. Cultural is a most fundamental determinant person¶s wants and behavior. mileage. 3) To suggest various factors to improve sales.Social factors: Consumer behavior is also influenced by such social factors as reference groups. 2) To analyze the impact of behavioral factors of consumers on choosing particular brand of motor bike.Technical learning. 2. It is useful for the marketer who can identify what generic level need this brand is capable fulfilling and accordingly position his brand up with relevant marketing inputs. through his family and key institutions. economic circumstances. price etc. the buyers¶ age.3. PSYCHOLOGICAL FACTORS : µAbraham Mallows¶ needs can be ranked in order of importance from the low biological needs to the higher levels of psychological needs.

and Robertson T. New Delhi.. New York. Hero Honda. 2000. and TVS bike. Hawkins D. Prentice Hall of India Pvt. New Delhi 2001. .Best. 3.. books and magazines websites of Hero Honda. Marketing Management. SCOH Forman & Company. and TVS bikes. Secondary Data : Secondary data was collected through various publications of newspapers.. Sample Design : A total of 100 consumers were selected from the twin cities of Hyderabad and Secunderabad for this study to analyze the consumers behaviour with reference to select motor bikes i. 4.ed).. 2. Inc.2002. Illinois. R. and Sheth. Karsarjian H. Hyderabad and Secunderabad the Questionnaire was pre-Designed and pre-tested before it was administered.. Business Publications. Consumer Behaviour : Implications for Marketing Strategy.I. analysis. Schiffman G. Perspectives in Consumer Behaviour.e. Jagdish N. John Wiley and Sons Inc.e. Howard John H.. (Rev. planning implementation and control.The primary data collected through questionnaires administered to a sample of 100 consumers selected from twin cities i.A.H.J.. REFERENCES: 1.S. Consumer Behaviour. and Convey. Texas. Kotler Philip. Ltd. K. The Theory of Buyers Behaviour. Prentice Hall of India Publishing. 2001.Leon. magazines. Yamaha. 2001.

Pune411001 Tilak Maharashtra University Gultekdi.Project On ³Study on Consumer Buying Behavior & Satisfaction Level for Hero Honda Motorcycle with reference to Chikhli city in Navsari´ Master of Business Administration (Marketing) Submitted in partial fulfillments of requirements for award of Master of Business Administration of Tilak Maharashtra University. Submitted By: OWESH R. DABAWALA (Batch 2008-10) PRN: 07208013444 Of PAI International Centre for Management Excellence. Pune 411037 2 . Pune.

Roshan Kazi Date: Designation: HOD (MBA) Place: Institute: AIMS 3 . Pune under my guidance and direction.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. Signature of guide Name: DR. Dabawala a candidate for the award of Master of Business Administration of Tilak Maharastra University. Owesh R.

I extend my extreme sincere sense of gratitude and indebtedness to Mr.Roshan Kazi (HOD OF MBA) without whose sincere gratitude this project would not have been possible. Nitin Patel (Sales Manager of Supreme Auto) for providing me firsthand knowledge. I express my deep and sincere gratitude to Mr. Dabawala . dedication. Razak Memon (Founder of Supreme Auto) for extensive and valuable guidance that was always available to me ungrudgingly and instantly. Finally. I am extremely grateful to my institute for providing me the opportunity to undertake this research project in the prestigious field. Last but not the least I am indebted to Prof. Owesh R. Kadar Memon and Mr. I am thankful to all of my friends and batch mates for their help in completing this project work. With profound pleasure. of our institute and my project guide Prof.R Ganesan.ACKNOWLEDGEMENT Concentration. Those must be supplemented by the guidance assistance and cooperation of experts to make it success. I am thankful to my entire family members for their great support and encouragement. which help me complete my project without difficulty. Director. hard work and application are essential but not the only factor to achieve the desired goal.

attesting to the viability of his design. as it was the first to employ an internal combustion engine and was designed from the ground up to be motor powered. It wasnµt until 1869 that the first serious attempts were made to produce motor driven bicycles. in fact been 4 machines built based on his drawing. higher and further than before was it. These very first were powered by steam.6 Two Wheeler Auto Mobile¶s Introduction Throughout the centuries man has striven to expand his capabilities through the use of machine. the invention refinement of the motorcycle seems an inevitable outcome. Albeit made without any apparent means of steering. there have. new adventures and new modes of transportation. 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. To go faster. it was a remarkably clever design. In 1885 the Daimler. It would seem that Michelangelo conceived of the bicycle as early 14th century. It had wheels of similar size and even pedals and chain. and early bicycle makers would have done well to study his concepts. deeper. Designed by gottlibe Daimler it was powered by an Otto cycle engine 7 . And his drawing shows a remarkable resemblance to he modern day bike. His ever inventive mind has constantly devised ways to use tool to increase his abilities to explore the world around him. Europe this is consider by many as the first true motorcycle or motor bicycle. Coupled with his need to find new thrills. Through never built.

It came with a 1428 cc water cooled four-stroke motor producing 2. Introduction of India Two wheeler¶s Company Bikes or two wheelers in India cater to various needs of the consumers. In 1894. it used an aster engine that was a French copy of the Metz Company. USA the American made production motorcycle was this entry built by the Metz Company. mass. In 1898 orient-Aster. mass. 8 . The motorcycle has now become one most popular mode of transportation among the Indian middle class families because of it is cost effective. 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. Even if people own a car they prefer to have a bike as it is very economical and fuel efficient. economical and easy to navigate through the traffic. in Waltham. 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 itµs the consumer who is benefited from it. France Worlds produce first motorcycle.producing about ½ horse powers. With the growth in the economy the demand for two wheelers is increasing 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. the Indian two-wheeler market has seen a significant growth over the years. With the choice of the Indians improving from bicycles to two wheelers. And speed of 25 mph.5 bhp. Hildebrand and Wolfmuller. in Waltham. Now owing a bike has become a must for most Indians..

The first choice among youths and teenagers. 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. Indian companies are one of the largest two wheeler manufacturers in the world. the people have started preferring bikes instead of scooters and mopeds and today bikes form a major part of the Indian two wheelers.Moreover. Hero Honda is in close competition with the Indian manufacturer Bajaj India. The number one bike manufacturer in the world. safe and user friendly and economical. Convenience with regards to commuting as compared to the public transport system. The motorcycle industry in India has witnessed a tremendous change in the 90µs 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. IInnttrroodduuccttiioonn ooff SSttuuddyy 9 . Continuous innovations in technology making the bikes economic and fuel-efficient. The reduction in duties and taxes.

10 . the customers were highly satisfied with the products and service of Hero Honda. we found that. The data was collected by personal interviews of the respondents. 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. There were some limitations while doing the project.. So companies should strive to enhance customer satisfaction through knowing their expectations regarding products. Most of the respondents considered Hero Honda showroom is one of the best places to purchase of Motorcycle. but there were some complaints regarding after sales service and staff of Hero Honda. It was found that Hero Honda Motorcycle is having a good brand image in the market. Because the area where project was undergoing. As it was the rural area we were supposed to explain each and every question of the questionnaire. 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). companies must be faster. it is almost rural area and most population income depends on agriculture or its products. Also Hero Honda should increase the range of its targeted market. there is needed to build relationship with customer. and have knowledgeable support staff. From the study. Customers are more knowledgeable than ever before and because the customer is more knowledgeable. more agile and more creative than few years ago. Also through this project get awareness that which factors affect on the selling of bike mainly in the rural area. The present is the era of customers.Selling of any product. Also many of them did not show any interest in filling questionnaires. Hero Honda should improve on their after sales support. It was very challenging to fill up the questionnaire as most of the population comes from rural back ground.

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So. Therefore. what. At the same time as there are many companies manufacturing motorcycles. Also after purchasing are customers being satisfied or not? 12 . idea about thinking of customer on whether. 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. so the researcher problem is to identify what are the criteria that prospective customer takes into consideration before buying the motorcycles. Thatµs 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´. Customer behavior and its satisfaction level play very key role to sale of the product.Title of the Project In todayµs world customer is the key of the success of any business. research is required to measure present consumer buying behavior at the purchase of Hero Honda bike. how. and for whom to purchase the motorcycle.

To study who is the decision make in purchasing bike?. To know consumer behavior for purchase of two wheeler bike. SCOPE OF STUDY The main scope of the study is restricted to Chikhli city in Navsari. income To know which medium play important role for purchasing bike. . To know the status of different offers.Objective of the Study To know market position of Hero Honda bike in the market. To study whether customers are satisfied with staff and services or not? Identifying possible areas of Improvement. gender. To identify the factor which influences on consumer decision? To classify which types of customers visiting of Dealers with reference to age. This study has been made to find the level of satisfaction the customer has regarding the service provider by bike place at Chikhli city.

Address:-___________________________________________ ___________________________________________ ___________________________________________ C.000 Above ( ) 65 . Occupation:Agriculture ( ) Businessman ( ) Students ( ) Professional ( ) Others ( ) G. Contact No. monthly income:5000 ( ) 5000-10.000-20.000-15.000 ( ) 20. Age (in year):18 to 20 ( ) 21 to 25 ( ) 26 to 30 ( ) 31 to 35 ( ) 36 to 40 ( ) 41 & above ( ) F.000 ( ) 15. Name: . Gender: Male / Female E.:-__________________________________________ D.___________________________________________ B.000 ( ) 10.Questionnaire CUSTOMER PERSONAL INFORMATION:A.

2 Which company bike do you have at present? Company ____________________ 3 Which medium do you refer to purchasing bike? (A) News paper ( ) (C) TV advertisement ( ) (B) Friends ( ) (D) others ( ) 4 Do you think advertisements create more awareness of showroom and bikes? (A) Yes (B) NO (C) Canµt Say 5 Who is decision maker for purchasing bike in your family? (A) Father ( ) (B) Mother ( ) (B) Self ( ) (D) other ( ) 6 How do you purchase bike? (A) By cash ( ) (B) By Loan ( ) 66 . 1 Do you have own bike? (A) Yes ( ). (B) No ( ) If yes than.A STUDY ON CUSTOMER BEHAVIOUR AND SATISFACTION LEVEL FOR HERO HONDA MOTORCYCLE.

7 Give points to the given bellow features in Hero Honda motorcycle? Attribu 6 5 tes Price Less maintenance Style Durability Mileage Easy driving Brand reputation Color Attribute Excellen Very s t Good Availability Knowledge of Sales person After sales response Services infrastructure 4 3 2 1 8 Give rating the following attribute of show room Good Average Poor 9 Give rating the following offers that attract you most. Attribute 1st 2nd 3rd 4th 5th s Mileage . Attribut Excellen Very es t Good Festival offer Exchange offer Special gift Cash discount Good Average Poor Give the rank of given bellow features which consider at the time of purchasing bikes on priority base.

nissparta.C..com www. 1/06/09 10/06/09 15/07/09 Websites Name From www.herohonda.Beri 3rd Marketing management Philip Kotler 12th Tata Mc Graw Hill Publishing Company Ltd Prentice-Hall of India Private Ltd.___________________ Books Name From Marketing Research Author Edition To Publication Date of Referred 25/06/09 G.___________________ Date.com Date of Surfing To 1/07/09 1/07/09 30/07/09 30/07/09 .Available Price After service Pick up 11 Do you properly understand of Passport scheme? (A) Yes ( ) (B) No ( ) 12 How do you find Passport Scheme? (A) Excellent ( ) (B) Very Good ( ) (C) Good ( ) (D) Not Bad ( ) (E) Useless ( ) 13 Give your suggestion if any: __________________________________________________________ __________________________________________________________ _____________________________________ Sign.

Pune411001 Tilak Maharashtra University Gultekdi. Pune. DABAWALA (Batch 2008-10) PRN: 07208013444 Of PAI International Centre for Management Excellence. Pune 411037 . Submitted By: OWESH R.google.com Magazines Name From NIS Sparta (HERO HONDA) Published Publication To NIS SPARTA 15/06/09 Date of Referred 30/07/09 2008-2009 Project On ³Study on Consumer Buying Behavior & Satisfaction Level for Hero Honda Motorcycle with reference to Chikhli city in Navsari´ Master of Business Administration (Marketing) Submitted in partial fulfillments of requirements for award of Master of Business Administration of Tilak Maharashtra University.www.

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. respondents give maximum no. The study shows that 55 respondents are purchase Hero Honda bike by Loan and 45 respondents are purchase Hero Honda bike by cash. The study shows that 43 respondents are giving excellent to festival offer and 41 respondents are give poor rank to the anniversary offer. The study shows that 46 respondentsµ father take a decision to purchase bike And 42 respondents take a self decision to purchase bike. of respondents have connected as sources of income from agriculture. 60 . The study shows that more no. The study shows that 51 respondents are already user of Hero Honda motorcycle. of weight age to price then after they consider mileage and colors respectively. The study shows that 31 respondents are give more points to mileage.Findings In current market scenario. So Hero Honda is popular automobile company in study region. The study shows that 30 respondents are give rank to availability of show rooms and 35 respondents are give rank to service.

in/i/2.v.SUGGESTIONS Hero Honda should introduce a low price (25000 to 30000) moped.ac..pdf - . Hero Honda should work on sports and pick up bikes. For the promotion.ou-mba. company makes road-show that will Increase the sales. The company should give more concentrate on the advertisement. www. newspapers. Hero Honda should expand the targeted market like introducing special scooter for women and also considering rural market related offers. Hero Honda should increase in advertisements through t.

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