TITLE OF THE STUDY

A study on post purchase behavior of consumer with special reference to service of hero honda

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.

REVIEW OF LITERATURE

1. Kerby (1975) developed a model on consumer behavior. After recognition of his need,
consumer evaluates the various available alternatives to satisfy his need. The results of this
stage are known as purposive actions

2. Duncan and Olshavsky (1982) conducted a survey and analyze the information search
behavior of the consumers by evaluating available alternatives of information like
advertisements in internet, television and in print media. It has observed that influential
information has collected through social networks like friends and family by the consumers.

3. Chernev (2003) found that consumer decision making process is usually guided by already
formed preferences for a particular alternative. This means that consumers are likely to
make the choice between alternatives based on limited information search activity and
without detailed evaluation of the other alternatives. The researcher found that many
 decision strategies used by consumers can change due to person, context and task specific
factor
4. Leslie Lazar and Schiffman (2004) explored that individual consumer behavior differs a from
consumer behavior as group. The family decision for a purchase decision is entirely different
from individual decision making. The research focused on family life cycle and various needs
of consumer during different life stages. The family decision making process as a group
decision making is elaborated and it is recommended to segment the market according to
family need hierarchy

5. Schiffman and Kanuk (2007) study on information sources related to consumer searches
regarding to their desired product or services. It has depicted in the research findings that
information search process can be categorized as internal and external process. While
internal search refers to the process where consumers rely on their personal experiences
and believe whereas external search involves wide search of information which includes
addressing the media and advertising or feedbacks from other people.

6. According to Jha and Singh (1998) consumer behaviour is about all the social, physical and
physiological behaviour of potential customers as customers become aware of evaluation,
purchase and inform others about the goods and services.

7. Mooij Ed (2010) points out that the buyer behaviour or the consumer behaviour is the
process by which a customer decides what, whether, who, when and from whom to
purchase products and services

8. Hoyer and Maclnnis (2008) argue that consumer behaviour reflects the consumer’s ability to
decide and act on the whole with respect to level of using something, taking possession of
and free use of services, experiences, products, ideas and people by the level of decision
making.

9. Bateman (2002) Consumer behaviour is defined as the study of individuals, groups or

organizations and the processes they use to select, safe, use and dispose of products,
services, experiences or ideas to satisfy needs and the effects that these processes have on
the consumer and society.

10. Hoyer and Maclnnis (2008) explain consumer behavior is the totality of decisions made by
the consumers with respect to consumption, acquisition and disposition of time, services,
goods, people, activities, ideas and experiences by (human) units of decision-making.

STATEMENT OF PROBLEM

1. To assess the brand preference of two wheelers among the post purchase.

2. To analyze after sales service provided by dealers after the purchase

3. To find out the problems faced by the respondents in using two wheelers.
OBJECTIVES OF THE STUDY

1. To study the factor influencing the consumer to purchase product of two wheeler bikes

2. To identify post purchase behavior of consumer after purchasing two wheelers

3. To analyse the customers response after purchase and reveiewing their remarks and two
wheeler bike

4. To provide suggestion to hero Honda two wheeler bike for a company on any other factor
which is making the consumer to purchase product

RESEARCH METHODOLOGY

A research methodology is the detailed blue print used to guide a research study towards its
objectives. It helps to collect, measure and analysis of data.
The present study seeks to find out the consumers attitude towards post purchased. The study
also aims at findings out the drawbacks of the marketing set up of Hero Honda. So this makes the
study a descriptive one

Type of Study

Descriptive Research: Descriptive Research does not fit neatly into the definition of either
quantitative or qualitative research methodologies, but instead it can utilize elements of both, often
within the same study. The term descriptive research refers to the type of research question, design
and data analysis that will be applied to a given topic. Descriptive statistic tells what is, while
inferential statistics try to determine cause and effect. Here, I’m using descriptive research to my
project.

METHODS OF DATA COLLECTION

1. 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.

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

Sample Design : A total of 50 consumers were selected from the twin cities of Bangalore for this
study to analyze the consumers behaviour with reference to select motor bikes i.e., Hero Honda,
Yamaha, and TVS bike.

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

DATA PROCESSING
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

1. The study is based on the Consumer Preference towards the various types of Twowheeler in
BANGALORE only.

2. The Research is mainly concentrated the attitude of consumers.

3. The sample size was restricted to 50 and may not represent the whole customer population

4. The information given by the respondents may not accurate.

 5. Customers were very busy and couldn’t afford more time to answer.

Conclusion:

The study on Post purchase behaviour of customers of Hero Motor was mainly intended to assess
the attitude of customers of Hero Bikes after their purchase and use. Through analyzing whether the
customers are satisfied or not, the company can take necessary strategies to sustain a steady or
increased demand for the growth of the Company and to compete in the present complex and un
predictable market situation.
From the analysis, it’s very clear that the customers still have hope in Hero Motocorps even
somebody records their depression. Customers are mere satisfied only in the performance of the
Hero Bikes and Hero’s service. Defects related with some bike parts such as chain, self start system
etc..., became a major problem to customers and they seeks a variety of models also from Hero.
Reputation and legacy are the major demand generating factors rather than the advertisement and
sales promotion strategies of Hero Motocorp.