AN EMPERICAL STUDY

ON

THE FACTORS THAT MAKES HERO HONDA A VERY POPULAR BRAND IN

INDIA.

BY

PRIYANKAR CHATTARAJ

(Reg. No- 420920270)

UNDER THE GUIDANCE

OF

Prof. MEGHNA VERMA

M S Ramaiah Management Institute

M S Ramaiah Nagar

MSRIT Post

Bangalore - 560054

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WORKING TITLE:

To Study the factors that makes Hero Honda a very popular brand in India.

PURPOSE OF THE RESEARCH:

In the present marketing scenario, competition plays a vital role. There is a need for
improvements of new products to face various challenges in the world market. Because of
this, companies are working on innovative ideas to bring improvements in their product
design, efficiency, look and better workability and so on. Now-a-days, motor vehicles have
become the middle class people's comfortable mode of transport. Out of all the available
brands/companies, a few like Hero Honda, Yamaha, Bajaj, TVS are highly popular. Of these,
Hero Honda is well-established in the market. Many surveys have shown considerable
difference between Hero Honda and the others. Observation of consumer behavior is very
important for any kind of manufacturer for making further improvements in their products.
The company ended the year 2009 with a market share of around 57 percent. Hero Honda
sold 3,722,000 units in 2008-09.

With all this still Hero Honda could not able to maintained the bike of the year award after
2007. In the year 2008 TVS Apache RTR180 got bike of the year award, Yamaha YZFR15
got award in the year 2009 and in 2010 Bajaj pulsar135 LS got the award.
So to know why Hero Honda not able to maintained the award winning position after the year
2007.

So the purpose of the research to find out various factors that influence the popularity of hero
Honda bikes among consumers. The study will help to understand the consumers purchase
behavior and their perception towards Hero Honda bikes. It will also help to understand
whether the company is fulfilling consumer demand and satisfying their needs. With the help
of this study company can use different strategies to increase their sales and also to maintain
their position in the market.

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AIM:

Aim of the study is to analyze the factors influencing the popularity of Hero Honda bikes.

OBJECTIVE:

The objective of the study is classified into Primary objective and Secondary objective. They
are as follows.

 Primary Objective -

The primary objective of the study is to find out the position of Hero Honda bikes in
consumers’ mind.

 Secondary Objective –

 To find out various attributes or factors that affects the buying behavior.
 To evaluate the alternative preference of the customer.
 To analyze the performance of Hero Honda.
 To study the areas of improvement and give suggestion for further
improvement of Hero Honda bikes.

RESEARCH QUESTION:

The questionnaire is attached in the back side.

HYPOTHESIS:

Ho= Mileage, Power, Style, Comfort and Price are the factors that make Hero Honda a very
popular brand in India.

H1= Mileage, Power, Style, Comfort and Price are not the Factors that make Hero Honda a
very popular brand in India.

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RESEARCH METHODOLOGY:

 REDEARCH DESIGN-
Descriptive research will be carried out among sample size of 50 student respondent
and 50 employed respondent from Bangalore city.

 DATA COLLECTION-

 PRIMARY DATA- Primary data will be collected through

questionnaire method and interview.
 SECONDARY DATA-Secondary data will be by studying
various news paper, journals, magazines and web site etc.

 SAMPLING-

 SAMPLE SIZE – 50 student Consumers and 50 employed

consumer.
 SAMPLE UNIT- Young star having 2 wheelers and who are
thinking of taking new bikes.

 SAMPLING TYPE-

 Observation methods.

DATA ANALYSIS AND INTERPRETETION:

Once the data is collected it will be tabulated in the form of MS Excel sheet and data
analysis is done by forming pie chart, bar diagram and others form.

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PROPOSED CONTENT:

Chapter- 1: Introduction.

Chapter- 2: Industry profile.

Chapter- 3: Research design and methodology.

Chapter- 4: Analysis and interpretation of collected data.

Chapter- 5: SWOT analysis of industry.

Chapter- 6: Conclusion and recommendation.

Chapter- 7: Reference and bibliography.

WORK PLAN:

 Submission of synopsis to AIMA CME for approval.

 After being approved the synopsis, collection of secondary data from internet,
journals, newspaper, magazine, books etc. - 2 weeks.
 Collecting the primary data through questionnaire- 4 weeks.
 Analysis of data collection – 3 weeks.
 Preparation of research project – 2 weeks.
 Submission of the project to AIMA.

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 QUESTIONNAIRE

1) Name-
2) Age-
3) Gender- M F
4) Occupation- Business , Student , Govt employee Pvt
employee
5) Income - Below 15000
Rs 15001 – 20000
Rs 20001- & above
6) Educational qualification- Post Graduate , Graduate , Diploma
7) Do you own a bike?
Yes No
8) Which company bike do you have?
Hero Honda
Bajaj
Suzuki
Yamaha
Kinetic
TVs
9) Are you satisfied with your bike?
Agreed
Disagreed

10) Which model of Hero Honda do you like the most?

Karizma

Muscle Hunk

CBZ

Passion Pro

Achiever

Splendor

11) What is your opinion on ……?

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  Styling - Attractive
Good
Average
Need to improve
 Handling - Smooth Handing
Good Handling
Average Handling
Need to improve
 Maintenance - High maintenance
Average maintenance
Less maintenance
Zero maintenance

12) Which power bike you prefer?

100cc

110cc

125cc

150cc

180cc

200cc

220cc

13) What is your opinion about the price of Hero Honda bikes?

High price

It gives good value for the money

Reasonable price

14) Are you satisfied with the price of the spare parts of Hero Honda?

High price
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 Reasonable price

Low price

15) Do you find the service station at convenient place?

Yes

No

Need more station

16) Brand recall …..

Desh ki dhadkan - …………………..

It’s now or never- ……………………

No problem bike- …………………….

Definitely Male- …………………….

Lord of the streets- …………………….

17) While purchasing the bike if the price and its specification are almost
same then what helps you to take the purchase decision?

Availability of the showroom

Easy accessibility of the service station

Outlook of the bike

Celebrity endorsement

18) If you want to purchase a bike from where you will try to get the
information? Rank in order of preferred form…

Internet

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 Friend

Newspaper

Advertisement in TV

Advertisement in radio

Directly from the showroom

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