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A Project Report On Consumer Buying Behaviourjkjkjk
A Project Report On Consumer Buying Behaviourjkjkjk
kA Projeuhgiyuiuhct Report on
HYDERABADgvngjfgtjygjhygiyiyi
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Mr.
CERTIFICATE
1
This is to certify that the project report titled “A Study on
Performance appraisal system” carried out in IVRCL Limited,
Hyderabad is being submitted by K.Srujana (10311E0038), in
partial fulfillment for the award of Master of Business
Administration to the Jawaharlal Nehru Technological
University, is a record of confide work carried out by her under
my guidance and supervision. The results embodied in this thesis
have not been submitted to any other University or Institute for the
award of any Degree or Diploma.
DECLARATION
2
I hereby declare that this Project Report entitled “A Study on
Consumer buying behaviour” at infrastructures and projects
limited; HYDERABAD is a bonafied work done by me for the
award of degree of Master of Business Administration submitted
to JNT University, Hyderabad. The results embodied in this thesis
have not been submitted to any other University or Institution for
the award of any Degree/Diploma Certificate or Published any time
before.
Place:
Date
(vikrant)
ACKNOWLEDGEMENT
3
I am thankful to Mr. M.Lenin Babu M.B.A, Asst.Professor for being my
project guide..
(VIKRANT)
INDEX
4
TOPIC PAGE NO
CHAPTER 1
INDUSTRY PROFILE
COMPANY PROFILE
INTRODUCTION TO
CONSUMER BEHAVIOUR
CHAPTER 2
OBJECTIVES OF THE STUDY
NEED & SCOPE OF THE STUDY
RESEARCH METHODOLOGY
DATA ANALYSIS
DATA SOURCE
CHAPTER 3
DATA ANALYSIS &
INTERPRETATION
CHAPTER 4
FINDINGS
SUGGESTIONS
ANNEXURE
BIBLIOGRAPHY
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Chapter-1
INDUSTRY PROFILE
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Automobile industry in India
The automobile industry in India is the ninth largest in the world with an annual
production of over 2.3 million units in 2008 In 2009, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand.
Following economic liberalization in India in 1991, the Indian automotive industry has
demonstrated sustained growth as a result of increased competitiveness and relaxed
restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti Suzuki
and Mahindra and Mahindra, expanded their domestic and international operations.
India's robust economic growth led to the further expansion of its domestic automobile
market which attracted significant India-specific investment by multinational automobile
manufacturers. In February 2009, monthly sales of passenger cars in India exceeded
100,000 units.
bryonic automotive industry emerged in India in the 1940s. Following the independence,
in 1947, the Government of India and the private sector launched efforts to create an
automotive component manufacturing industry to supply to the automobile industry.
However, the growth was relatively slow in the 1950s and 1960s due to nationalization
and the license raj which hampered the Indian private sector. After 1970, the automotive
industry started to grow, but the growth was mainly driven by tractors, commercial
vehicles and scooters. Cars were still a major luxury. Japanese manufacturers entered the
Indian market ultimately leading to the establishment of Maruti Udyog. A number of
foreign firms initiated joint ventures with Indian companies.
The invention of two wheelers is a much-debated issue. “Who invented the first
motorcycle?” May seem like a simple question, “safety”, bicycle, i.e., bicycle with front
and rear wheels of the same size, with a pedal crank mechanism to drive the rear wheel.
Those bicycles in turn described from high-wheel bicycles. The high –wheelers
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. Gottiieb Daimler (who credited with the building the first motorcycle in
1885, one wheel in the front and one in the back, although it had a smaller spring-loaded
outrigger wheel on each side. It was constructed mostly of wood, the wheels were of the
iron-banded wooden-spooked wagon-type and it definitely had a “bone-crusher” chassis!
FURTHER DEVELOPMENTS:
Most of the developments during the early phase concentrated on three and four-
wheeled design since it was complex enough to get the machines running with out having
to worry about them falling over. The next notable two-wheeler though was the
Hildebrand & Wolf Mueller, patented in Munich in 1894. In 1895, the French firm of
DeDion-button built and engine that was to make the mass production and common use
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of motorcycle possible. The first motorcycle with electric start and a fully modem
electrical system; the Hence special from the Indian Motorcycle Company astounded the
industry in 1931. Before World War 1, IMC was the largest motorcycle manufacturer in
the world producing over 20000 bikes per year.
INCREASING POPULARITY:
The popularity of the vehicle grew especially after 1910, in 1916; the Indian
motorcycle company introduced the model H racer, and placed it on sale. During World
War 1, 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
motorcycles lasted into the late 20th century; weight the vehicle being used for high-speed
touring and sport competitions. The more sophisticated of a 125cc model. Since then, an
increasing number of powerful bikes have blazed the roads.
Indian is the second largest manufacturer and producer to two wheelers in the
World. It stands next only to Japan and China in terms of the number of V produced and
domestic sales respectively. This destination was achieved due to variety of reason like
restrictive policy followed by the government of India towards the passenger bike
industry, rising demand for personal transport, inefficiency in the public transportation
system etc. The Indian two-wheelers industry made a small beginning in the early 50s
when Automobile products of India (API) started manufacturing scooters in the country.
Until 1958, API and Enfield were the sole producers.
The two –wheelers market was opened were opened to foreign competition in the
mid-80s. And the then market leaders-Escorts and Enfield – were caught unaware by the
onslaught of the 100cc bikes of the four Indo- Japanese joint ventures. With the
availability of fuel-efficiency low power bikes, demand swelled, resulting in Hero Honda
–then the only producer of four stroke bikes (100cc category), gaining a top slot.
The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki
and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles
respectively. These two players initially started with assembly of CKD Kits, and later on
progressed to indigenous manufacturing.
9
The industry had a smooth ride in the 50s, 60s and 70s when government
prohibited new entries and strictly controlled capacity expansion. The industry saw a
sudden growth in the 80s. The industry witnessed a steady of 14% leading to a peak
volume of 1.9 mn vehicles in 1990.
In 1990 the entire automobile industry saw a drastic fall in demand. This resulted
in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn
vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93
and FY94. Hero Honda showed a marginal decline in 1992.
The reason for recession in the sector were the incessant rise in fuel prices, high
input costs and reduced purchasing power due to significant like increased production in
1992, due to new entrants coupled with recession in the industry resulted in companies
either reporting losses or a fall in profits.
CONCLUSION:
The two-wheelers market has had a perceptible shift from a buyers market to a
sellers market with a variety of choice, players will have compete on various fronts viz.
pricing, technology product design, productivity after sale service, marketing and
distribution. In the short term, market shares of individual manufacturers are going to be
sensitive to capacity, product acceptance, pricing and competitive pressures from other
manufacturers.
As incomes grow and people grow and people feel the need to own a private means
of transport, sales of two-wheelers will rise. Penetration is expected to increase to
approximately to more than 25% by 2005.
The motorcycle segment will continue to lead the demand for two-wheelers in the
coming years. Motorcycle sale is expected to increase by 20% yoy as compared to 1%
growth in the scooter market and 3% by moped sales respectively for the next two years.
The four-stroke scooters will add new dimension to the two-wheeler segment in the
coming future.
The Asian continent is that largest user of the two-wheelers in the world. This is due to
poor road infrastructure and low per capita income, restrictive policy on bike industry.
This is due to oligopoly between top five players in the segment, compared to thirsty
manufacturers in the bike industry.
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Hero Honda motors LTd., is one of the leading companies in the two-wheeler
industry. At present it is the market leader in the motorcycle segment with around 47%
the market share during FY 2000 –01. During the year, company posted a 41.15% yoy
rise in turnover to Rs.31, 686.5mn in motorcycles which driven by a 35.17% yoy rise in
Motorcycle sales volumes. The company has emerged as one of the most successful
players, much ahead of its competitions an account of its superior and reliable product
quality complemented with excellent marketing techniques. The company has been
consistently addressing the growing demand for motorcycles and has been cumulative
customer base of over 4 million customers, which is expected to reach 5min mark with
rural and semi-urban segment being the new class of consumers.
COMPANY PROFILE
Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's largest
manufacturer of two - wheelers, based in India.
In 2001, the company achieved the coveted position of being the largest two-wheeler
manufacturing company in India and also, the 'World No.1' two-wheeler company in
terms of unit volume sales in a calendar year. Hero MotoCorp Ltd. continues to maintain
this position till date.
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Today, every second motorcycle sold in the country is a Hero Honda bike. Every 30
seconds, someone in India buys Hero Honda's top-selling motorcycle – Splendor.
Vision
The Hero Honda story began with a simple vision – the vision of a mobile and an
empowered India, powered by Hero Honda. This vision was driven by Hero Honda’s
commitment to customer, quality and excellence, and while doing so, maintaining the
highest standards of ethics and societal responsibilities. Hero Honda believes that the
fastest way to turn that dream into a reality is by remaining focused on that vision.
Strategy
Hero Honda’s key strategy has been driven by innovation in every sphere of activity –
building a robust product portfolio across categories, exploring new markets, aggressively
expanding the network and continuing to invest in brand building activities.
Manufacturing
Hero Honda bikes are manufactured across three globally benchmarked manufacturing
facilities. Two of these are based at Gurgaon and Dharuhera which are located in the state
of Haryana in northern India. The third and the latest manufacturing plant is based at
Haridwar, in the hill state of Uttrakhand.
Technology
In the 1980’s Hero Honda pioneered the introduction of fuel-efficient, environment
friendly four-stroke motorcycles in the country. Today, Hero Honda continues to be
technology pioneer. It became the first company to launch the Fuel Injection (FI)
technology in Indian motorcycles, with the launch of the Glamour FI in June 2006.
Products
Hero Honda's product range includes variety of motorcycles that have set the industry
standards across all the market segments. The company also started manufacturing
scooter in 2006. Hero Honda offers large no. of products and caters to wide variety of
requirements across all the segments.
Distribution
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The company's growth in the two wheeler market in India is the result of an intrinsic
ability to increase reach in new geographies and growth markets. Hero Honda's extensive
sales and service network now spans close to 4500 customer touch points. These
comprise a mix of authorized dealerships, Service & Spare Parts outlets, and dealer-
appointed outlets across the country.
Brand
The company has been continuously investing in brand building utilizing not only the
new product launch and new campaign launch opportunities but also through innovative
marketing initiatives revolving around cricket, entertainment and ground- level activation.
Hero Honda has been actively promoting various sports such as hockey, cricket and golf.
Hero Honda was the title sponsor of the Hero Honda FIH Hockey World Cup that was
played in Delhi during Feb-March 2010. Hero Honda also partners the Commonwealth
Games Delhi 2010.
2010-11 Performance
2009-10 Performance
13
HERO HONDA'S MISSION
Hero Honda’s mission is to strive for synergy between technology, systems and human
resources, to produce products and services that meet the quality, performance and price
aspirations of its customers. At the same time maintain the highest standards of ethics and
social responsibilities.
This mission is what drives Hero Honda to new heights in excellence and helps the
organization forge a unique and mutually beneficial relationship with all its stake holders.
Hero Honda is a world leader because of its excellent manpower, proven management,
extensive dealer network, efficient supply chain and world-class products with cutting
edge technology from Honda Motor Company, Japan. The teamwork and commitment
are manifested in the highest level of customer satisfaction, and this goes a long way
towards reinforcing its leadership status
BOARD OF DIRECTORS
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13 Ms. Shobhana Bhartia Non-executive & Independent
Director
14. Mr. M. Damodaran Non-executive & Independent
Director
15. Mr. Ravi Nath Non-executive & Independent
Director
16. Dr. Anand C. Burman Non-executive & Independent
Director
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Year Event
1983 Joint Collaboration Agreement with Honda Motor Co. Ltd. Japan signed
Shareholders Agreement signed
1984 Hero Honda Motors Ltd. Incorporated
1985 First motorcycle "CD 100" rolled out
1987 100,000th motorcycle produced
1989 New motorcycle model - "Sleek" introduced
1991 New motorcycle model - "CD 100 SS" introduced
500,000th motorcycle produced
1992 Raman Munjal Vidya Mandir inaugurated - A School in the memory of founder
Managing Director, Mr. Raman Kant Munjal
1994 New motorcycle model - "Splendor" introduced
1,000,000th motorcycle produced
1997 New motorcycle model - "Street" introduced
Hero Honda's 2nd manufacturing plant at Gurgaon inaugurated
1998 2,000,000th motorcycle produced
1999 New motorcycle model - "CBZ" introduced
Environment Management System of Dharuhera Plant certified with ISO-14001
by DNV Holland
Raman Munjal Memorial Hospital inaugurated - A Hospital in the memory of
founder Managing Director, Mr. Raman Kant Munjal
2000 4,000,000th motorcycle produced
Environment Management System of Gurgaon Plant certified ISO-14001 by DNV
Holland
Splendor declared 'World No. 1' - largest selling single two-wheeler model
"Hero Honda Passport Programme" - CRM Programme launched
2001 New motorcycle model - "Passion" introduced
One million production in one single year
New motorcycle model - "Joy" introduced
5,000,000th motorcycle produced
2002 New motorcycle model - "Dawn" introduced
New motorcycle model - "Ambition" introduced
Appointed Virender Sehwag, Mohammad Kaif, Yuvraj Singh, Harbhajan Singh
and Zaheer Khan as Brand Ambassadors
2003 Becomes the first Indian Company to cross the cumulative 7 million sales mark
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Splendor has emerged as the World's largest selling model for the third calendar
year in a row(2000, 2001, 2002)
New motorcycle model - "CD Dawn" introduced
New motorcycle model - "Splendor +" introduced
New motorcycle model - "Passion Plus" introduced
New motorcycle model - "Karizma" introduced
2004 New motorcycle model - "Ambition 135" introduced
Hero Honda became the World No. 1 Company for the third consecutive year.
Crossed sales of over 2 million units in a single year, a global record.
Splendor - World's largest selling motorcycle crossed the 5 million mark
New motorcycle model - "CBZ*" introduced
Joint Technical Agreement renewed
Total sales crossed a record of 10 million motorcycles
2005 Hero Honda is the World No. 1 for the 4th year in a row
New motorcycle model - "Super Splendor" introduced
New motorcycle model - "CD Deluxe" introduced
New motorcycle model - "Glamour" introduced
New motorcycle model - "Achiever" introduced
First Scooter model from Hero Honda - "Pleasure" introduced
2006 Hero Honda is the World No. 1 for the 5th year in a row
Bike Maker of the Year by ET-ZigWheels Car & Bike of the Year Awards 2009
200 'Two-wheeler Manufacturer of the Year' by NDTV Profit Car & Bike Awards
9 2009 and Passion Pro adjudged as CNB Viewers' Choice two-wheeler
Top Indian Company under the 'Automobile - Two-wheelers' sector by the Dun
& Bradstreet-Rolta Corporate Awards
Won Gold in the Reader's Digest Trusted Brand 2009 in the 'Motorcycles'
category
200 NDTV Profit Business Leadership Award 2008 - Hero Honda Wins the
8 Coveted "NDTV Profit Business Leadership Award 2008"
TopGear Design Awards 2008 - Hunk Bike of the Year Award
NDTV Profit Car India & Bike India Awards - NDTV “Viewers’ Choice
Award” to Hunk in Bike category
IndiaTimes Mindscape and Savile Row ( A Forbes Group Venture ) Loyalty
Awards - “Customer and Brand Loyalty Award” in Automobile (two-wheeler)
sector
Asian Retail Congress Award for Retail Excellence (Strategies and Solutions
of business innovation and transformation) - Best Customer Loyalty Program in
Automobile category
NDTV Profit Car India & Bike India Awards - Bike Manufacturer of the year
200 The NDTV Profit Car India & Bike India Awards 2007 in the following category:
Overall "Bike of the Year" - CBZ X-treme
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"Bike of the Year" - CBZ X-treme (up to 150 cc category)
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"Bike of the Year" - CBZ X-treme by Overdrive Magazine.
One of the 8 Indian companies to enter the Forbes top 200 list of world’s most
reputed companies.
Best in its class awards for each category by TNS Total Customer Satisfaction
Awards 2006:
Splendor Plus (Executive)
CD Deluxe (Entry)
Pleasure (Gearless Scooters)
Splendor & Passion - Top two models in two wheeler category by ET Brand
Equity Survey 2006.
Adjudged 7th Top Indian Company by Wallstreet Journal Asia (Top Indian Two
Wheeler Company).
Top Indian company in the Automobile - Two Wheeler sector by Dun &
Bradstreet - American Express Corporate Awards 2006.
Hero Honda Splendor rated as India's most preferred two-wheeler brand at the
Awaaz Consumer Awards 2006.
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04 for two-wheeler & three- wheelers - Complete (Non SSI) by Engineering
Export Promotion Council.
The NDTV Profit Car India & Bike India Awards 2006 in the following category:
Bike Maker of the Year
Hero Honda Motors takes considerable pride in its stakeholder relationships, especially
ones developed at the grassroots. The Company believes it has managed to bring an
economically and socially backward region in Dharuhera, Haryana, into the national
economic mainstream.
An Integrated Rural Development Centre has been set up on 40 acres of land along the
Delhi-Jaipur Highway. The Centre-complete with wide approach roads, clean water, and
education facilities for both adults and children-now nurtures a vibrant, educated and
healthy community.
The Foundation has adopted various villages located within vicinity of the Hero Honda
factory at Dharuhera for integrated rural development. This includes:
The Raman Munjal Sports Complex has basketball courts, volleyball courts, and
hockey and football grounds are used by the local villagers. In the near future, sports
academies are planned for volley ball and basket ball, in collaboration with National
Sports Authority of India.
In order to help local rural people, especially women, Hero Honda has set up a Vocational
Training Centre. So far 26 batches comprising of nearly 625 women have been trained in
tailoring, embroidery and knitting. The Company has helped women trained at this centre
to set up a production unit to stitch uniforms for Hero Honda employees. Interestingly,
most of the women are now self-employed.
Marriages are organized from time to time, particularly for girls from backward classes,
by the Foundation by providing financial help and other support to the families.
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KEY POLICIES AN ENVIRONMENTALLY AND SOCIALLY, AWARE
COMPANY
At Hero Honda, our goal is not only to sell you a bike, but also to help you every step of
the way in making your world a better place to live in. Besides its will to provide a high-
quality service to all of its customers, Hero Honda takes a stand as a socially responsible
enterprise respectful of its environment and respectful of the important issues.
Hero Honda has been strongly committed not only to environmental conservation
programmers but also expresses the increasingly inseparable balance between the
economic concerns and the environmental and social issues faced by a business. A
business must not grow at the expense of mankind and man's future but rather must serve
mankind.
"We must do something for the community from whose land we generate our
wealth."
A famous quote from our Worthy Chairman Mr.Brijmohan Lall Munjal.
Environment Policy
We at Hero Honda are committed to demonstrate excellence in our environmental
performance on a continual basis, as an intrinsic element of our corporate philosophy.
To achieve this we commit ourselves to:
Quality Policy
Safety Policy
Hero Honda is committed to safety and health of its employees and other persons
who may be affected by its operations. We believe that the safe work practices lead to
better business performance, motivated workforce and higher productivity.
We shall create a safety culture in the organization by:
PVT LTD. is established on 21st march 2003. The business is running by only one man.
The owner name is ch .madhu mathi the firm is located at habsiguda in Hyderabad.
Generally the sale will be either on cash basis or on institutional basis. Bank
They are giving the ads through newspapers, wall paintings, hoardings
and field staff. They are upgrading sales by introducing the schemes, group bookings,
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Categorization of Staff members:
allotted for field staff, 5 members are recruited for sales for persons, 5 persons are placed
for evaluating for spare parts, 5 members are allotted for managerial accounts and another
3 persons for cash transaction and other members are allotted for remaining work.
Customer relationship:
pool game, internet facility and television with home there system. They provide bile
According to other dealers PHOENIX motors in first in sales and best in service. They
treat customer, is the very important person at PHOENIX motors customer satisfaction is
their motto, why because, they will satisfied customer is the best advertisement. They
provide better value for the customers and as well as employees also. At PHOENIX
Average they are selling 25 vehicles per day. PHOENIX motors PVT L.T.D
is the A.P s NO.1 dealership in sales and other activities? It is a QLAD (qualify leader
through quality dealer). At PHOENIX motor they gave the quality service to the
customers why because ‘the cost is long forgotten but the quality is remembered for
Warranty on proprietary items like Tyros, Tubes and Battery etc, will be
directly handled by the respective original manufactures (OEM’s) except AMCO for
batteries and Dunlop and Falcon tires and Tubes. In case of any defect in proprietary
items, other than the above two mentioned OEM’S the dealers must approach the Brach
office dealer of the respective manufacture. For AMCO batteries and Dunlop and falcon
tires, tubes claims will be accepted at our authorized dealerships per the mutually agreed
terms and conditions between HERO HONDA and of these two OEM’s in case the claim
is not accepted for invalid reasons. Then the claim along with the refusal note form the
OEM can be sent to the warranty section at gorgon plan after due to recommendation of
the area service engineer. If any other six services or subsequent paid services is not
availed as per the recommended schedule given in the owner’s manual. If HERO
HONDA recommended engine oil is not used. To normal wear & tear components like
bulbs, electric wiring, filters, spark plug, clutch plates, braded shoes, fasteners, shim
washers, oil seals, gaskets, rubber parts (other than tyre and tube) plastic components,
If there is any damage due o modification or fittings of accessories other than ones
recommended by HERO HONDA. If the motor has been used in any competitive events
like tracking races or rallies. If there is any damage to the painted surface due to industrial
pollution or other extraneous factors. For clams made for any consequential damage due
to any previous malfunction. For normal phenomenon like noise, vibration, oil seepage,
26
PHOENIX motors participate and conduct social service activities. Recently the
phoenix motors organized a BLOOD DONATION CAMP for the trust on 21 st January
2006.they motivated on the consumers to participated in this camp and also provide
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28
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CUSTOMER RELATIONSHIP:
To entertain the customers the showroom providing a customers huge having pool
game, Internet facility and television with home theatre system. They provide bike
maintenance programs on every week. According to other dealers PHOENIX motors in
first in sales and best in service. They treat customer, is the very important person at
PHOENIX motors customer satisfaction is their motto, why because, the well satisfied
customer is the best advertisement. They provide better value for the customers and as
well as employees also. At PHONIX motors the customer is the boss.
30
PHOENIX Motors participates in social service activities. The Phoenix motors
organize a BLOOD DONATION CAMP for the trust in every year. They motivated on
the customers to participated in this camp and also provide Certificate for the customers.
Definition:
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a product
or service.
Consumer behavior involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, sociopsychology,
anthropology and economics. It also tries to assess the influence on the consumer from
groups such as family, friends, reference groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any observer and the
detailed or short decision process that may involve the interplay of a number of complex
variables not visible to anyone.
When purchasing a product there several processes, which consumers go through. These
will be discussed below.
Purchase decision
Through the evaluation process discussed above consumers will reach their final purchase
decision and they reach the final process of going through the purchase action e.g. The
process of going to the shop to buy the product, which for some consumers can be as just
as rewarding as actually purchasing the product. Purchase of the product can either be
through the store, the web, or over the phone.
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Post Purchase Behavior
Ever have doubts about the product after you purchased it? This simply is post purchase
behavior and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase,
it is therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and
reputable organization. This limits post purchase behavior. i.e. You feel reassured that
you own the latest advertised product.
Culture is one factor that influences behavior. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
may teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO) . These factors will
influence their purchase behavior however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.
Reference groups are particular groups of people some people may look up towards to
that have an impact on consumer behavior. So they can be simply a band like the Spice
Girls or your immediate family members. Opinion leaders are those people that you look
up to because your respect their views and judgments and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behavior; do consumers have a secure job and a regular income to spend on
goods? Marketing and advertising obviously influence consumers in trying to evoke them
to purchase a particular product or service.
Peoples social status will also impact their behavior. What is their role within society?
Are they Actors? Doctors? Office worker? and mothers and fathers also? Clearly being
parents affects your buying habits depending on the age of the children, the type of job
32
may mean you need to purchase formal clothes, the income which is earned has an
impact. The lifePerformence of someone who earns £250000 would clearly be different
from someone who earns £25000. Also characters have an influence on buying decision.
Whether the person is extrovert (out going and spends on entertainment) or introvert
(keeps to themselves and purchases via online or mail order) again has an impact on the
types of purchases made.
Abraham Maslow hierarchy of needs theory sets out to explain what motivated
individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests
individuals aim to meet basic psychological needs of hunger and thirst. When this has
been met they then move up to the next stage of the hierarchy, safety needs, where the
priority lay with job security and the knowing that an income will be available to them
regularly. Social needs come in the next level of the hierarchy, the need to belong or be
loved is a natural human desire and people do strive for this belonging. Esteem need is
the need for status and recognition within society, status sometimes drives people, the
need to have a good job title and be recognized or the need to wear branded clothes as a
symbol of status.
But how does this concept help an organization trying to market a product or service?
Well as we have established earlier within this website, marketing is about meeting needs
and providing benefits, Maslow’s concept suggests that needs change as we go along our
path of striving for self-actualization. Supermarket firms develop value brands to meet the
psychological needs of hunger and thirst. Harrods develops products and services for
those who want have met their esteem needs. So Maslow’s concept is useful for
marketers as it can help them understand and develop consumer needs and wants.
CUSTOMER
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own. The experts’ advice of the olden days is being replaced by the customer’s own
wisdom. This is making the market place more complicated and unpredictable. The
customer is getting smarter today and he is able to decide his own money’s worth and
therefore, organization across the board are `pursuing the customer’s views to streamline
their business strategies to remain customer- worthy.
People are the prime factor for any organization to maintain the effectiveness and
thus develop the right focus for the people, so that each one perceives as clearly as
possible his position in the cycle of growth and prosperity of the organization. Agendas
will have to be drawn in such a manner and communicated so effectively that the
individual is able to enjoy a meaningful life in the organization, endowed with authority
and responsibility for the role he plays.
“One should be able to see for oneself the impact of the contributions one has
made towards the growth and prosperity cycle of the organization. As a matter of fact the
relationship between the people and the organization should be so designed that each one
is here to experience the pleasure of winning and pain of losing. People alone are of no
significance unless and until they have an intimate and continuous interaction with the
process”.
Therefore organization have to take continuous care to update their quality of the
people and that of processes simultaneously so that a healthy relationship is built up and
maintained making the relationship happy and healthy one. This, when done, should
generate in people a sense of entrepreneurship ownership of the organization.
“Since the customer are the main focus of any organization its structure should be
so flat i.e., people fluently interact with the customer and maintain continuous feedback
about the customer’s moods and methods in order to shape its business portfolio and
strategies”.
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customers and therefore the image of the organization largely depends upon the quality of
the people managing the interventions and transactions at the level.
The consume market consists of all the individuals and households who buy or
acquire goods and services for personal consumption. The simplest model consumer
buyer behavior is the stimulus – response model. According to this model marketing
stimuli ( the four Ps) and the major forces (economic, technological, political, cultural)
enter the consumer’s “black box” and reproduce certain responses.
Start
35
Need
Need Recognition
Recognition
Information
Information Search
Search
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological Evaluation
Evaluation
Psychological of
Factors
Factors of Alternatives
Alternatives
affect
affect
all
all steps
steps Purchase
Purchase
Postpurchase
Postpurchase
Behavior
Behavior
CONSUMER PERCEPTION
b) Attention d) Memory
36
The first three constitute perception.
Exposure occurs when a stimulus such as an Advertisement hoarding comes within the
range of a person’s vision. Attention occurs when the information from vision pass on to the
brain for processing. Interpretation is the assignment of meaning to the received sensations.
Memory is the short – term use of the meaning for immediate decision-making or the longer-
term retention of the meaning.
The basic components shown in the figure can be arranged into four groups:
The stages of processing activities, which are linked by arrows and mainly internal to the
customer.
Situational and consumer characteristics which can influence the nature of these
processing activities, and an executive system, which guides the process by regulating the type
and intensity of processing activities engaged in, at any time.
Possibly the most challenging concept in marketing deals with understanding why buyers do
what they do (or don’t do). But such knowledge is critical for marketers since Wanting a strong
understanding of buyer behavior will help shed light on what is important to the customer and
also suggest the important influences on customer decision-making. Using this information,
marketers can create marketing programs that they believe will be of interest to customers.
As you might guess, factors affecting how customers make decisions are extremely complex.
Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make
things more interesting. Since every person in the world is different, it is impossible to have
simple rules that explain how buying decisions are made. But those who have spent many years
analyzing customer activity have presented us with useful “guidelines” in how someone decides
whether or not to make a purchase.
37
In fact, pick up any textbook that examines customer behavior and each seems to approach it
from a different angle. The perspective we take is to touch on just the basic concepts that appear
to be commonly accepted as influencing customer behavior. We will devote two sections of the
Principles of Marketing Tutorials to customer behavior. In this section we will examine the
buying behavior of consumers (i.e., when people buy for personal reasons) while in the Business
Buying Behavior tutorial we will examine factors that influence buyer’s decisions in the business
market.
As we discussed in the What is Marketing? tutorial, customers make purchases in order to satisfy
needs. Some of these needs are basic and must be filled by everyone on the planet (e.g., food,
shelter) while others are not required for basic survival and vary depending on the person. It
probably makes more sense to classify needs that are not a necessity as wants or desires. In fact,
in many countries where the standard of living is very high, a large portion of the population’s
income is spent on wants and desires rather than on basic needs.
In this tutorial when we mention the consumer we are referring to the actual buyer, the person
spending the money. But is should also be pointed out that the one who does the buying is not
necessarily the user of what is bought and that others may be involved in the buying decision in
addition to the actual buyer. While the purchasing process in the consumer market is not as
complex as the business market, Wanting multiple people involved in a purchase decision is not
unusual. For example, in planning for a family vacation the mother may make the hotel
reservations but others in the family may have input on the hotel choice. Similarly, a father may
purchase snacks at the grocery store but his young child may be the one who selected it from the
store shelf.
So understanding consumer purchase behavior involves not only understanding how decisions
are made but also understanding the dynamics that influence purchases.
38
What Influences Purchasing
As we discussed the decision-making process for consumers is anything but straight forward.
There are many factors that can affect this process as a person works through the purchase
decision. The number of potential influences on consumer behavior is limitless. However,
marketers are well served to understand the KEY influences. By doing so they may be in a
position to tailor their marketing efforts to take advantage of these influences in a way that will
satisfy the consumer and the marketer (remember this is a key part of the definition of
marketing).
For the purposes of this tutorial we will break these influences down into three main categories:
Internal, External and Marketing. However, those interested in learning more about customer
buying activity may want to consult one or more consumer behavior books where they will find
additional methods for explaining consumer buying behavior.
39
For the most part the influences are not mutually exclusive. Instead, they are all interconnected
and, as we will see, work together to form who we are and how we behave.
For each of the influences that are discussed we will provide a basic description and also suggest
its implication to marketers. Bear in mind we only provide a few marketing implications for each
influence; clearly there are many more.
We start our examination of the influences on consumer purchase decisions by first looking
inside ourselves to see which are the most important internal factors that affect how we make
choices.
Perceptual Filter
Perception is how we see ourselves and the world we live in. However, what ends up being
stored inside us doesn’t always get there in a direct manner. Often our mental makeup results
from information that has been consciously or subconsciously filtered as we experience it, a
process we refer to as a perceptual filter. To us this is our reality, though it does not mean it is an
accurate reflection on what is real. Thus, perception is the way we filter stimuli (e.g., someone
talking to us, reading a newspaper story) and then make sense out of it.
How these steps are eventually carried out depends on a person’s approach to learning. By
learning we mean how someone changes what they know, which in turn may affect how they act.
There are many theories of learning, a discussion of which is beyond the scope of this tutorial,
however, suffice to say that people are likely to learn in different ways. For instance, one person
may be able to focus very strongly on a certain advertisement and be able to retain the
40
information after being exposed only one time while another person may need to be exposed to
the same advertisement many times before he/she even recognizes what it is. Consumers are also
more likely to retain information if a person has a strong interest in the stimuli. If a person is in
need of new car they are more likely to pay attention to a new advertisement for a car while
someone who does not need a car may need to see the advertisement many times before they
recognize the brand of automobile.
Marketing Implications:
Marketers spend large sums of money in an attempt to get customers to have a positive
impression of their products. But clearly the existence of a perceptual filter suggests that getting
to this stage is not easy. Exposing consumers to a product can be very challenging considering
the amount of competing product messages (ads) that are also trying to accomplish the same
objective (i.e., advertising clutter). So marketers must be creative and use various means to
deliver their message. Once the message reaches consumer it must be interesting enough to
capture their attention (e.g., talk about the product’s benefits). But attending to the message is
not enough. For marketers the most critical step is the one that occurs with awareness. Here
marketers must continually monitor and respond if their message becomes distorted in ways that
will negatively shape its meaning. This can often happen due in part to competitive activity (e.g.,
comparison advertisements). Finally, getting the consumer to give positive meaning to the
message they have retained requires the marketer make sure that consumers accurately interpret
the facts about the product.
Knowledge is the sum of all information known by a person. It is the facts of the world as he/she
knows it and the depth of knowledge is a function of the breadth of worldly experiences and the
strength of an individual’s long-term memory. Obviously what exists as knowledge to an
individual depends on how an individual’s perceptual filter makes sense of the information it is
exposed to.
Marketing Implications:
Marketers may conduct research that will gauge consumers’ level of knowledge regarding their
41
product. As we will see below, it is likely that other factors influencing consumer behavior are in
large part shaped by what is known about a product. Thus, developing methods (e.g., incentives)
to encourage consumers to accept more information (or correct information) may affect other
influencing factors.
In simple terms attitude refers to what a person feels or believes about something. Additionally,
attitude may be reflected in how an individual acts based on his or her beliefs. Once formed,
attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a
particular issue it will take considerable effort to change what they believe to be true.
Marketing Implications:
Marketers facing consumers who have a negative attitude toward their product must work to
identify the key issues shaping a consumer’s attitude then adjust marketing decisions (e.g.,
advertising) in an effort to change the attitude. For companies competing against strong rivals to
whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why
consumers feel positive toward the competitor and then try to meet or beat the competitor on
these issues. Alternatively, a company can try to locate customers who feel negatively toward the
competitor and then increase awareness among this group.
Marketing Implications:
For marketers it is important to know that consumers make purchase decisions to support their
42
self concept. Using research techniques to identify how customers view themselves may give
marketers insight into products and promotion options that are not readily apparent. For example,
when examining consumers a marketer may initially build marketing strategy around more
obvious clues to consumption behavior, such as consumer’s demographic indicators (e.g., age,
occupation, income). However, in-depth research may yield information that shows consumers
are purchasing products to fulfill self-concept objectives that have little to do with the
demographic category they fall into (e.g., senior citizen may be making purchases that make
them feel younger). Appealing to the consumer’s self concept needs could expand the market to
which the product is targeted.
This influencing factor relates to the way we live through the activities we engage in and
interests we express. In simple terms it is what we value out of life. LifePerformence is often
determined by how we spend our time and money.
Marketing Implications:
Products and services are purchased to support consumers’ lifePerformences. Marketers have
worked hard researching how consumers in their target markets live their lives since this
information is key to developing products, suggesting promotional strategies and even
determining how best to distribute products. The fact that lifePerformence is so directly tied to
marketing activity will be further examined as we discuss developing target market strategies
(See Targeting Markets) tutoria
Motivation relates to our desire to achieve a certain outcome. Many internal factors we have
already discussed can affect a customer’s desire to achieve a certain outcome but there are
others. For instance, when it comes to making purchase decisions customers’ motivation could
be affected by such issues as financial position (e.g., Can I afford the purchase?), time
constraints (e.g., Do I need to make the purchase quickly?), overall value (e.g., Am I getting my
money’s worth?), and perceived risk (e.g., What happens if I make a bad decision?).
43
Marketing Implications:
Motivation is also closely tied to the concept of Involvement, which relates to how much effort
the consumer will exert in making a decision. Highly motivated consumers will want to get
mentally and physically involved in the purchase process. Not all products have a high
percentage of highly involved customers (e.g., milk) but marketers who market products and
services that may lead to high level of consumer involvement should prepare options that will be
attractive to this group. For instance, marketers should make it easy for consumers to learn about
their product (e.g., information on website, free video preview) and, for some products, allow
customers to experience the product (e.g., free trial) before committing to the purchase
Roles represent the position we feel we hold or others feel we should hold when dealing in a
group environment. These positions carry certain responsibilities yet it is important to understand
that some of these responsibilities may, in fact, be perceived and not spelled out or even accepted
by others. In support of their roles, consumers will make product choices that may vary
depending on which role they are assuming. As illustration, a person who is responsible for
selecting snack food for an office party his boss will attend may choose higher quality products
than he would choose when selecting snacks for his family.
Marketing Implications:
Advertisers often show how the benefits of their products aid consumers as they perform certain
roles. Typically the underlying message of this promotional approach is to suggest that using the
advertiser’s product will help raise one’s status in the eyes of others while using a competitor’s
product may have a negative effect on status.
Consumer purchasing decisions are often affected by factors that are outside of their control but
have direct or indirect impact on how we live and what we consume. One example of this are
cultural factors
44
Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting
or observing other members of society. In this way much of what we do is shared behavior,
passed along from one member of society to another. Yet culture is a broad concept that, while
of interest to marketers, is not nearly as important as understanding what occurs within smaller
groups or Sub-Cultures to which we may also belong. Sub-cultures also have shared values but
this occurs within smaller groups. For instance, sub-cultures exist where groups share similar
values in terms of ethnicity, religious beliefs, geographic location, special interests and many
others.
Marketing Implications:
As part of their efforts to convince customers to purchase their products, marketers often use
cultural representations, especially in promotional appeals. The objective is to connect to
consumers using cultural references that are easily understood and often embraced by the
consumer. By doing so the marketer hopes the consumer feels more comfortable with or can
relate better to the product since it corresponds with their cultural values. Additionally, smart
marketers use strong research efforts in an attempt to identify differences in how sub-culture
behaves. These efforts help pave the way for spotting trends within a sub-culture, which the
marketer can capitalize on through new marketing tactics (e.g., new products, new sales
channels, added value, etc.).
In addition to cultural influences, consumers belong to many other groups with which they share
certain characteristics and which may influence purchase decisions. Often these groups contain
Opinion Leaders or others who have major influence on what the customer purchases. Some of
the basic groups we may belong to include:
Social Class – represents the social standing one has within a society based on such
factors as income level, education, occupation
Family – one’s family situation can have a strong effect on how purchase decisions are
made
45
Reference groups – most consumers simultaneously belong to many other groups with
which they associate or, in some cases, feel the need to disassociate
Marketing Implications:
Identifying and understanding the groups consumers belong to is a key strategy for marketers.
Doing so helps identify target markets, develop new products, and create appealing marketing
promotions to which consumers can relate. In particular, marketers seek to locate group leaders
and others to whom members of the group look for advice or direction. These opinion leaders, if
well respected by the group, can be used to gain insight into group behavior and if these opinion
leaders accept promotional opportunities could act as effective spokespeople for the marketer’s
products.
Purchase Situation
A purchase decision can be strongly affected by the situation in which people find themselves. In
general, a situation is the circumstances a person faces when making a purchase decision, such as
the nature of their physical environment, their emotional state, or time constraints. Not all
situations are controllable, in which case a consumer may not follow their normal process for
making a purchase decision. For instance, if a person needs a product quickly and a store does
not carry the brand they normally purchase, the customer may choose a competitor’s product.
Marketing Implications:
Marketers can take advantage of decisions made in uncontrollable situations in at least two ways.
First, marketers can use promotional methods to reinforce a specific selection of products when
the consumer is confronted with a particular situation. For example, automotive services can be
purchased that promise to service vehicles if the user runs into problems anywhere and at
anytime. Second, marketers can use marketing methods that attempt to convince consumers that
a situation is less likely to occur if the marketer’s product is used. This can also be seen with auto
products, where marketers explain that using their product will prevent unexpected damage to
their vehicles.
46
Types of Consumer Purchase Decisions
Consumers are faced with purchase decisions nearly every day. But not all decisions are treated
the same. Some decisions are more complex than others and thus require more effort by the
consumer. Other decisions are fairly routine and require little effort. In general, consumers face
four types of purchase decisions:
Minor New Purchase – these purchases represent something new to a consumer but in the
customer’s mind is not a very important purchase in terms of need, money or other reason (e.g.,
status within a group).
Minor Re-Purchase – these are the most routine of all purchases and often the consumer
returns to purchase the same product without giving much thought to other product
options (i.e., consumer is brand loyalty).
Major New Purchase – these purchases are the most difficult of all purchases because the
product being purchased is important to the consumer but the consumer has little or no
previous experience making these decisions. The consumer’s lack of confidence in
making this type of decision often (but not always) requires the consumer to engage in an
extensive decision-making process..
Major Re-Purchase - these purchase decisions are also important to the consumer but the
consumer feels confident in making these decisions since they have previous experience
purchasing the product.
For marketers it is important to understand how consumers treat the purchase decisions they
face. If a company is targeting customers who feel a purchase decision is difficult (i.e., Major
New Purchase), their marketing strategy may vary greatly from a company targeting customers
who view the purchase decision as routine. In fact, the same company may face both situations at
the same time; for some the product is new, while other customers see the purchase as routine.
The implication of buying behavior for marketers is that different buying situations require
different marketing efforts.
47
How Consumers Buy
So now that we have discussed the factors influencing a consumer’s decision to purchase, let’s
examine the process itself. This process is presented in a sequence of 5 steps as shown below.
However, whether a consumer will actually carryout each step depends on the type of purchase
decision that is faced. For instance, for minor re-purchases the consumer may be quite loyal to
the same brand, thus the decision is a routine one (i.e., buy the same product) and little effort is
involved in making a purchase decision. In cases of routine, brand loyal purchases consumers
may skip several steps in the purchasing process since they know exactly what they want
allowing the consumer to move quickly through the steps. But for more complex decisions, such
as Major New Purchases, the purchasing process can extend for days, weeks, months or longer.
So in presenting these steps marketers should realize that, depending on the circumstances
surrounding the purchase, the importance of each step may vary.
1. Need/Want/Desire is recognized
In the first step the consumer has determined that for some reason he/she is not satisfied (i.e.,
consumer’s perceived actual condition) and wants to improve his/her situation (i.e., consumer’s
perceived desired condition). For instance, internal triggers, such as hunger or thirst, may tell the
consumer that food or drink is needed. External factors can also trigger consumer’s needs.
48
Marketers are particularly good at this through advertising, in-store displays and even the
intentional use of scent (e.g., perfume counters). At this stage the decision-making process may
stall if the consumer is not motivated to continue (see Motivation above). However, if the
consumer does have the internal drive to satisfy the need they will continue to the next step.
Assuming consumers are motivated to satisfy his or her need, they will next undertake a search
for information on possible solutions. The sources used to acquire this information may be as
simple as remembering information from past experience (i.e., memory) or the consumer may
expend considerable effort to locate information from outside sources (e.g., Internet search, talk
with others, etc.). How much effort the consumer directs toward searching depends on such
factors as: the importance of satisfying the need, familiarity with available solutions, and the
amount of time available to search. To appeal to consumers who are at the search stage,
marketers should make efforts to ensure consumers can locate information related to their
product. For example, for marketers whose customers rely on the Internet for information
gathering, attaining high rankings in search engines has become a critical marketing objective.
3. Evaluate Options
Consumers’ search efforts may result in a set of options from which a choice can be made. It
should be noted that there may be two levels to this stage. At level one the consumer may create
a set of possible solutions to their needs (i.e., product types) while at level two the consumer may
be evaluating particular products (i.e., brands) within each solution. For example, a consumer
who needs to replace a television has multiple solutions to choose from such as plasma, LCD and
CRT televisions. Within each solution type will be multiple brands from which to choose.
Marketers need to understand how consumers evaluate product options and why some products
are included while others are not. Most importantly, marketers must determine which criteria
consumers are using in their selection of possible options and how each criterion is evaluated.
Returning to the television example, marketing tactics will be most effective when the marketer
can tailor their efforts by knowing what benefits are most important to consumers when selecting
49
options (e.g., picture quality, brand name, screen size, etc.) and then determine the order of
importance of each benefit.
4. Purchase
In many cases the solution chosen by the consumer is the same as the product whose evaluation
is the highest. However, this may change when it is actually time to make the purchase. The
"intended" purchase may be altered at the time of purchase for many reasons such as: the product
is out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g., store salesperson
mentions a competitor’s offer), the customer lacks the necessary funds (e.g., credit card not
working), or members of the consumer’s reference group take a negative view of the purchase
(e.g., friend is critical of purchase). Marketers whose product is most desirable to the consumer
must make sure that the transaction goes smoothly. For example, Internet retailers have worked
hard to prevent consumers from abandoning online purchase (i.e., online shopping carts) by
streamlining the checkout process. For marketers whose product is not the consumer’s selected
product, last chance marketing efforts may be worth exploring, such as offering incentives to
store personnel to "talk up" their product at the checkout line.
5. After-Purchase Evaluation
Once the consumer has made the purchase they are faced with an evaluation of the decision. If
the product performs below the consumer’s expectation then he/she will re-evaluate satisfaction
with the decision, which at its extreme may result in the consumer returning the product while in
less extreme situations the consumer will retain the purchased item but may take a negative view
of the product. Such evaluations are more likely to occur in cases of expensive or highly
important purchases. To help ease the concerns consumers have with their purchase evaluation,
marketers need to be receptive and even encourage consumer contact. Customer service centers
and follow-up market research are useful tools in helping to address purchasers’ concerns.
50
CHAPTER 2
51
OBJECTIVE OF THE STUDY:
Main objective: The main objective of the study is to study the buying motives of the
customers regarding purchasing bikes in Hero MotoCorp Ltd. (Formerly Hero Honda Motors
Ltd.).
SPECIFIC OBJECTIVES:
1. To gain an understanding of the theories and concepts of Buyer Behavior, to find the age
group, educational back ground, occupation / profession and income and income level of the
respondents.
2. To know whether the customer is interested to purchase bikes in Hero MotoCorp Ltd.
(Formerly Hero Honda Motors Ltd.) or not.
3. To find respondents reason for purchasing the bikes in Hero MotoCorp Ltd. (Formerly Hero
Honda Motors Ltd.)
4. To know the important reason the respondents give to each factor for purchasing bikes in Hero
MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.).
5. To know the customer service satisfaction from the respondents.
6. To know the awareness of the brand Hero MotoCorp Ltd.
Customers consider various factors for purchasing of bikes in Hero MotoCorp Ltd.
(Formerly Hero Honda Motors Ltd.). The factors they consider are based on certain demographic
variables such as income, age, occupation etc. It also depends on attributes and life Performance
of the customer buying behavior becomes essential to get a competitive edge.
52
district. To sum up the project had within the scope of the study in the area of “Customer
Buying Behavior” of Hero MotoCorp Ltd. in Rangareddy district for a particular time (2012).
The research measures the experiences of customers. Defines and analyses the experiences based
on key deliverables. Gains insights into Customer expectations.
Research Methodology
SOURCES OF DATA:
Primary data are those, which are collected fresh and for the first time and this happen to
be original in character. In this study primary data was collected by interview schedule method.
SECONDARY METHOD:
Secondary data are those, which are collected from existing data. Secondary data for this
study include appropriate material from newspaper, Magazines, Broachers, Company Reports,
Standard Text Books, and information from Internet has also been acquired wherever necessary.
FIELD WORK:
The project involved a fieldwork of around 1 month 15 days where in the survey was
carried out.
The survey was conducted in different areas of Hyderabad such as Koti, bowenpally, Ameerpet,
L.B Nagar, Hayath nagar.
53
METHODOLOGICAL ASSUMPTIONS:
c) All primary data collected is true and reflects the actual actions of the
Respondents.
d) The data collected has been coded, tabulated and analyzed into logical
Statement using simple statistical methods, pie charts, etc.
A research design is a logical and systematic plan prepared for directing a research study
it specifies the methodology and technique to be adopted for achieving the objectives. It
constitutes the blueprint for the collection, measurement and analysis of data.
The main aim of the study is to evaluate the brand image of Hero Honda. The study is
descriptive in nature. Surveys are best-suited method for descriptive research. So survey method
is used for the study.
The preparation of a research plan for a study aids in establishing direction to the study and
knowing exactly what has to be done and how and when it has to be done at every stage.
A research plan describes the boundaries of research activities and enables the research to
channel his energies in the right work. With clear research objectives, in view the research can
proceed systematically towards his achievements.
54
SAMPLING PROCEDURES:
Sampling is a systematic approach for selecting a few elements from an entire collection
of units (population) in order to make some inference about the total population it is a small
specimen or a segment of the whole population representing its general qualities as for as
possible. The study was undertaken by convenience sampling.
SAMPLE SIZE:
The study is conducted on a sample of 100 respondents.
SAMPLING FRAME:
The population for the study consists of Big bazaar owners in the cities of Hyderabad and
Secunderabad.
RESEARCH INSTRUMENTS:
An interview schedule was used to conduct the study.
LIMITATIONS:
55
CHAPTER 3
DATA ANALYSIS
&
INTERPRETATION
56
AGE GROUP OF THE RESPONDENTS:
The below table shows the age group of the respondents surveyed:
AGE No Of Respondents
18-28 8
28-38 28
38-48 10
Above 48 54
Total 100
No Of Respondents
120
100
80
No Of Respondents
60
40
20
0
18-28 28-38 38-48 Above 48 Total
INFERENCE: From the above table, 8% of the respondents belong to the age group of 18-28
years, 28% of the respondents belong to the age group of 28-38 years, 10% of the respondents
belong to the age group of 38-48 years, 54% of the respondents belong to the age group of above
48 years.
57
OCCUPATION OF THE RESPONDENTS:
The below table shows the type of respondents of the respondents surveyed.
Occupation No Of Respondents
Student 0
Business 50
Private Employee 32
Govt Employee 18
Total 100
No Of Respondents
100
80
60
40 No Of Respondents
20
0
t s ee ee l
en es ta
d is n oy oy To
St
u pl pl
Bu Em Em
te vt
r iva Go
P
INFERENCE: From the above table 0% of the respondents are students, 50% of the respondents
are businessmen, 32% of the respondents are private employee, 18% of the respondents are Govt
employee.
58
WANTING A BIKE OR NOT:
The below table shows that whether the respondents is wanting a bike or not
20%
Yes
No
80%
INFERENCE:
From the above table 80%of people wanting bike and 20% do not want bike.
59
TYPE OF BIKE THAT THE RESPONDENT IS WANTING:
The below table shows the type of BIKE that the respondent is wanting.
120
100
80
60 % of respondents
No of respondents
40
20
0
100CC 180CC 150CC 200CC
INFERENCE:
From the above table 51%of the respondents are Wanting Hero MotoCorp Ltd 100CC BIKE.
14%of the respondents want 180CC. 26%of the respondents are wanting 150CC.9% of the
respondents want 200CC.
SOURCES OF INFORMATION
60
The below table shows, from where did the respondent get the information about the
BIKE.
Offers 15
Advertisements 27
Technology 10
Finance Schemes 15
Total 100
Advertisements
10%
Referred from friends &
relatives
27.00%
Technology
Finance Schemes
33%
INFERENCE:
61
From the above table 15%of people known from offers, 27% of people known from
advertisements, and 33% of people known from their friends and relatives, 10% of people known
from technology, 15% of people known from finance schemes.
Average 21 10 10 14 5 6 8
Poor 0 2 1 8 2 3 1
100%
90%
80%
70%
60%
50% Poor
Average
40%
Good
30% Very good
20% Excellent
10%
0%
ce e es ice up ilit
y
ag
e
an ag ur Pr ck b
rm ile at pi
lia Im
M Fe Re
d
rfo an
Pe Br
INFERENCE:
From the above table 17% of the respondents preferred PERFORMENCE as their main motive,
22% of the respondents preferred PRICE as their main motive, 4%of the respondents preferred
62
FEATURES as their main motive, 22% of the respondents preferred TRANSPORT as their
main motive, 2% of the respondents preferred RELIABILITY as their main motive, 21% of the
respondents preferred BRAND IMAGE as their main motive.
PERFORMENCE:
The following table shows that, some of the brands of bikes respondents selected performance as
their main motive.
Brand No of respondents
HERO 32
BAJAJ 35
HONDA 30
SUZIKI 03
Total 100
No of respondents
HERO
BAJAJ
HONDA
SUZIKI
Total
63
INFERENCE:
The above table shows that Bajaj and Honda companies are the competitors with HERO Bikes.
PRICE:
The following table shows that, some of the brands of respondents selected PRICE as their main
motive.
Brand No of respondents
HERO 31
BAJAJ 18
HONDA 42
SUZIKI 9
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
64
The above table shows that HONDA is the competitor with HERO MOTO CORP LTD.
PICK UP:
The following table shows that, some of the brands of respondents selected PICK UP as
their main motive.
Brand No of respondents
HERO 50
BAJAJ 10
HONDA 30
SUZIKI 10
Total 100
No of respondents
100
90
80
70
60
50
Axis Title 40
30
20
10
0
HERO
BAJAJ
HONDA
SUZIKI
Total
INFERENCE:
65
MILEAGE:
The following table shows that, some of the brands of respondents selected MILEAGE as their
main motive.
MILEAGE No of respondents
HERO 50
BAJAJ 10
HONDA 30
SUZIKI 10
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
66
RELIABILITY:
The following table shows that, some of the brands of respondents selected RELIABILITY as
their main motive.
Reliability No of respondents
HERO 35
BAJAJ 15
HONDA 30
SUZIKI 20
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
The above table shows that HONDA is the competitor with HERO .
FEATURES:
67
The following table shows that, some of the brands of respondents selected FEATURES as their
main motive.
FEATURES No of respondents
HERO 35
BAJAJ 15
HONDA 30
SUZIKI 20
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
BRAND IMAGE:
68
The following table shows that, some of the brands of respondents selected BRAND IMAGE is
their main motive
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
Respondents:
69
Respondents who want to buy the BIKE of a particular brand:
Brand No of respondents
HERO 40
BAJAJ 15
HONDA 30
SUZIKI 15
Total 100
No of respondents
120
100
80
No of respondents
60
40
20
0
HERO BAJAJ HONDA SUZIKI Total
INFERENCE:
The above table shows 40% of the respondents want to buy HERO BIKES.
70
CHAPTER-IV
CONCLUSION
71
45% of the respondents are Hero MotoCorp Ltd customers and hence it is most
Preferred BIKE brand out of various brands.
Hero MotoCorp Ltd 150CC is the most preferred model out of all products
60% of the respondents are considering Hero MotoCorp Ltd brand before
Purchasing there for use.
FINDINGS
72
50% of the Hero MotoCorp Ltd customers are business people and 32% of the customers
are private employees.
Hero MotoCorp Ltd 150CC is the most preferred model in the Hero MotoCorp Ltd
products.
Most of the respondents getting information through the Media and friends before
purchasing the vehicle.
Most of the respondents are motivated by their friends and family members.
Most of the respondents have good satisfaction with the performance of their BIKE
strength.
64% of the respondents are satisfied with the mileage of their BIKE.
Cent percent of the respondents satisfied with the response of the sales executive at first
visit.
60% of the Hero MotoCorp Ltd users have good satisfaction with the performance given
b the company.
Most of the respondents are satisfied with the response of the company to the complaints
given by the customers.
Most of the respondents are satisfied with the fulfillment of promises by the company.
73
SUGGESTIONS
The BIKEs recently introduced by Hero MotoCorp Ltd are mostly concerned about home
base. So, they should also consider commercial people while manufacturing.
Indian market is a price sensitive market’s the BIKEs should be at Minimum price with
maximum quality.
If Hero MotoCorp Ltd can improve in Performance and brand image it will be the best in
all the other competition brands.
74
QUESTIONNAIRE
1. NAME:
2. AGE :
3. GENDER
Male Female
4. EDUCATION
5. OCCUPATION
75
7. DO YOU HAVE OWN BIKE
Yes No
Performance
mileage
Features
76
Price
Pick up
Reliability
Brand Image
12. IF YOU DON’T USE BIKE, THEN WHICH BRANDS YOU PREFER TO BUY?
SUZUKI
77
BIBILIOGRAPHY
WEB SITES
WWW.GOOGLE.COM
WWW.HERO HONDA.COM
78
WWW.GOOGELFINANCE.COM
WWW.INDUSTRYSINDIA.COM
79