INTRODUCTION

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

1.Cultural factors: Consumer behavior cultural can be defined as the some total of learned belief, values and customs that serve
to guide and direct the consumer behavior of all members of that society. Cultural is a learned through the following three ways:-
1. Formal learning
2. Informal learning
3.Technical learning.
Cultural is a most fundamental determinant person’s wants and behavior, the growing child acquires a set of values, perceptions,
preferences and behavior, through his family and key institutions.

2.Social factors: Consumer behavior is also influenced by such social factors as reference groups, family and social roles and
status.

PERSONAL FACTORS: Buyer’s decisions are also influenced by personal characteristics, the buyers’ age, life cycle stages,
occupation, economic circumstances, lifestyle and personality and self-concept.

INTRODUCTION OF THE COMPANY

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 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the number of people in
Finland, Ireland and Sweden put together!
Hero Honda has consistently grown at double digits since inception; and today, every second motorcycle sold in the country is a
Hero Honda. Every 30 seconds, someone in India buys Hero Honda's top -selling motorcycle – Splendor. This festive season, the
company sold half a million two wheelers in a single month—a feat unparalleled in global automotive history.

Hero Honda bikes currently roll out from its three globally benchmarked manufacturing facilities. Two of these are based at
Dharuhera and Gurgaon in Haryana and the third state of the art manufacturing facility was inaugurated at Haridwar, Uttrakhand
in April this year. These plants together are capable of producing out 4.4 million units per year.

Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These comprise a mix of
dealerships, service and spare points, spare parts stockiest and authorized representatives of dealers located across different
geographies.

Hero Honda values its relationship with customers. Its unique CRM initiative - Hero Honda Passport Program, one of the largest
programs of this kind in the world, has over 3 million members on its roster. The program has not only helped Hero Honda
understand its customers and deliver value at different price points, but has also created a loyal community of brand
ambassadors.

Having reached an unassailable pole position in the Indian two wheeler market, Hero Honda is constantly working towards
consolidating its position in the market place. The company believes that changing demographic profile of India, increasing
urbanization and the empowerment of rural India 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.

Literature Review
Indian Two-wheeler Report (2013) elucidates facts on the Indian Two-Wheeler industry, supplemented by the latest statistics.
The report is divided into three sections. Section I mainly CARE Research’s outlook on Indian Two-wheeler industry over next
5 years. Section II covers overview of various segments of the industry, regulatory issues, trade scenario and overall
performance of the domestic market. Section III gives details of the some key players in the industry.

ICRA Report (2013) state that the domestic two-wheeler industry is expected to report moderate volume growth of around 4-5
per cent in 2012-13. The two-wheeler industry, however, has clocked a compounded annual growth rate (CAGR) of 21.8 per
cent over the last three years. The report further adds that over the medium term, the two-wheeler industry is expected to report a
volume CAGR of 8-9 per cent, to reach a size of 22-23 million units (combining domestic and exports) by 2016-17.

Faiz Ahmed Shaikh (2011) in his research paper titled “A Critical Analysis of Consumer buying behavior of two-wheelers”
reviews the current marketing practices in the two-wheeler industry and their impact on consumer.
Anil Kumar kanojia (2011) in his research paper titled “Analysing the State Of Competition in Indian Two-Wheeler Industry”
shows the oligopolistic nature of the Indian two-wheeler industry and the propensity of the major players to increase their share.
The study also reveals that urban and rural segments have different preferences in purchasing two-wheelers.

Anjan Ghosh , Subrata Ray, Jitin Makkar (ICRA 2011) in their research paper titled “Two-wheeler Industry: Growth Drivers
Intact” stated that entry of new players into the Indian market has enriched product offerings and brought-in new technologies.
Urbanization has drawn people living in India’s rural and semi-rural hinterland to cities and towns at a steady pace. The need for
mobility in most Indian cities and towns therefore has increased substantially, yet the proliferation of public transport system has
not kept pace. This is where the utility of a two-wheeler as the most affordable mode of private transport comes to the fore.

Sunila George (IIM Bangalore), Raghbendra Jha (ANU, Canberra), Hari K. Nagarajan (IIM Bangalore and NCAER, Delhi),
2001 in their research paper titled “The Evolution and Structure of the Two-wheeler Industry in India” studies the evolution of
the competitive structure of the two-wheeler industry in India.

Virupaxi Bagodi and Biswajit Mahanty (2008) in their research paper titled “Twowheeler service sector in India: factors of
importance for sustainable growth” identified important factors to achieve customer satisfaction in two-wheeler service industry.

Abdul Haneef et.al (2006), in their study on "Consumer buyer behaviour of two wheelers in Tirunelveli city, Tamilnadu" found
that fuel economy, price and maintenance expenses are the main factors influencing the buying decision of a particular two
wheeler, followed by brand name, style and after sales service.

Madhav (2005)^ in his research on "Marketing research to study the customer perception of TV Sundaram Iyengar and Sons'
Automobile services" stated that all the customers always use the free service option and majority of customers use TVS service
station during warranty period

Objective of the Study

To know consumer behavior for purchase of two wheeler bike.

To identify the factor which influences on consumer decision?

To classify which types of customers visiting of Dealers with reference to age, gender, income

To know which medium play important role for purchasing bike

STATEMENT OF PROBLEM

To study the behavioral problems of consumers in motor bikes.

To analyze the impact of behavioral factors of consumers on choosing particular brand of motor bike.

RESEARCH METHODOLOGY

Source of Data:
Primary Data:
The primary data collected through questionnaires administered to a sample of 100 consumers selected from twin cities i.e.,
Hyderabad and Secunderabad the Questionnaire was pre-Designed and pre-tested before it was administered.

Secondary Data :
Secondary data was collected through various publications of newspapers, magazines, books and magazines websites of Hero
Honda, and TVS bikes.

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.e., Hero Honda, Yamaha, and TVS bike.

METHOD OF SAMPLING

Sampling Unit:-

It means ―Who is to be surveyed‖. Here target population is decided and it is who are interested to purchase ―Bike‖
and sampling frame is developed so that everyone in the target population has known chance of being sampled. So the
survey is conducted particularly in Chikhli city.

Sample size:-

For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result
about buying behavior of bike. The sample size is 100 respondents.
Sample Extent

The sample extent is limited to Bangalore city.

Sampling Procedure

The sampling procedure followed is convenience.

DATA PROCESSING, ANALYSIS AND PRESENTATION

After collecting data, the researcher organized well-answered questionnaires; data was edited and sorted to ensure completeness
and accuracy of the data.

DATA ANALYSIS
The data collected was classified and analyzed using frequency tables and percentages. Regression analysis model was used in
establishing the relationship between the variables

DATA PRESENTATION

Data was presented in tabular form, with frequencies and percentages.

Limitation of Study
The study is based on the Consumer Preference towards the various types of Twowheeler in Rural Lucknow only. The Research
is mainly concentrated the attitude of consumers. Here the sample size is limited. The Researcher has relied upon the oral facts
given by the respondents. The attitude of the consumer may be changed. Due to the time constraint the Researcher has done this
Research work in particular area. Hence the Research findings are not generalized

Conclusion:

Automobile Company gain market leadership only if it understands the consumer needs and final solution that delights consumer
through superior value, quality and service. Consumers typically describe what they want in terms of products benefits,
functions, characteristics, performance, Criteria and even manufacturing procedures. Since consumers differ on their present and
future buying requirement, hence knowledge of the buyer behavior is very much required. Buying patterns of different market
segments helps marketers to identify groups, which represent the greatest sales potential. Therefore marketing manager must
know what rural buyers are really seeking in the purchase of two-wheelers. The ultimate motive of all marketing activities is
consumer satisfaction.