CONSUMER BEHAVIOUR

INTRODUCTION

The term consumer behavior is defined as the behavior that consumers display in
searching for purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs.
Observable activities chosen to maximize satisfaction through the attainment of economic
goods and services such as chaise of retail outlet, preference for particular brands and so on.

The buying behavior of final consumers is individuals and households who buy goods
and services for personal consumption.
Consumers make many buying decisions every day. Most large companies’ research
consumer buying decisions in great detail to discover what consumers buy where they buy, how
and how much they buy, when they buy, and why they buy. Marketers can study actual consumer
purchases, but learning about the whys of consumer buying behavior is not so easy – the answers
are often locked deep within the consumer head.

The central question for marketers is: How do consumers respond to various marketing
efforts the company might use? The company that really understands how consumers will
respond to different product features, prices, and advertising apples has a great advantage over its
competitors. The starting point is the stimulus
– response model behavior. Marketing and stimuli enter the consumer’s black box and produce
certain responses. Marketers must figure out what is in the buyer’sblack box.

SV DEGREE COLLEGE -ATP Page 1

 LITERATURE REVIEW

Review of Literature

Some important research works undertaken in recent years which are very
closely connected with the present study are reviewed.

 Shinde Govind P. & Dubey Manisha (2011) the study has been conducted
considering the segments such as passenger vehicle, commercial vehicle, utility
vehicle, two and three wheeler vehicle of key players performance and also analyze
SWOT analysis and key factors influencing growth of automobile industry.

 Sharma Nishi (2011) studied the financial performance of passenger and commercial
vehicle segment of the automobile industry in the terms of four financial parameters
namely liquidity, profitability, leverage and managerial efficiency analysis for the
period of decade from 2001-02 to 2010-11. The study concludes that profitability and
managerial efficiency of Tata motors as well as Mahindra & Mahindra ltd are
satisfactory but their liquidity position is not satisfactory. The liquidity position of
commercial vehicle is much better than passenger vehicle segment.

 Singh Amarjit & Gupta Vinod (2012) explored an overview of automobile industry.
Indian automobile industry itself as a manufacturing hub and many joint ventures have
been setup in India with foreign collaboration. SWOT analysis done there are some
challenges by the
 virtue of witch automobile industry faces lot of problems and some innovative key
features are keyless entry, electrically controlled mechanisms enhanced driving
control, soft feel interiors and also need to focus in future on like fuel efficiency,
emission reduction safety and durability.

 Zafar S.M.Tariq & Khalid S.M (2012) the study explored that ratios are calculated
from financial statements which are prepared as desired policies adopted on
depreciation and stock valuation by the management. Ratio is simple comparison of
numerator and a denominator that cannot produce complete and authentic picture of
business. Results are
manipulated and also may not highlight other factors which affect performance of firm
by promoters.

 Ray Sabapriya (2012) studied the sample of automobile companies to evaluate the
performance of industry through indicators namely sales, production and export trend
etc for period of 2003-04 to 2009-10. The study finds that automobile industry has
been passing through disruptive phases by over debt burden, under utilization of assets
and liquidity instability. The researcher suggested to improving the labour productivity,
labour flexibility and capital efficiency for success of industry in future.
The Consumer’s Environment:
The many environmental influences combine to form a total life setting
for consumers. Purchasing and using product and services are among the ways in which people
respond to and interact with the world about them. Marketing Managers must understand the live
setting of consumers to fully appreciate what consumers are trying to accomplish with particular
purchase. Only then can a company demonstrate the relevance of its marketing offer to
customers by showing how it will help them deal with their life setting. Ultimately, convincing
customers of the product offer’s relevance is crucial to sales growth in markets.

Marketing stimuli consist of the 4Ps: product, price, place and promotion. Other stimuli
include major forces and events in the buyer’s environment: economic, technological, political,
and cultural. All these inputs enter the buyer’s black box where they are turned into a set of
observable buyer responses: product choice, brand choice, dealer choice, purchase timing and
purchase amount.

The marketer want to understand how the stimuli are changed into response inside the
consumer’s black box, which has two parts: First, the buyer’s characteristics influence how he or
she perceives and reacts to the stimuli; Second, the buyer’s decision process itself affect the
buyer’s behavior.
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR

Cultural

Social
Culture Personal
Reference groups
Psychological
Age & life- Cycle stage Occupation Economic situation Lifestyle Personality& Self-concept
Subculture
Family
Motivation
Perception
Social class Roles and status Learning Beliefs & Attitudes
Buyer

TYPES OF BUYING BEHAVIOR:

High involvement Low involvement

Complex Variety-seeking Buying behavior
Buying
Significant difference Behavior

between brands

Habitual Buying Behavior

Dissonance- reducing Buying behavior
Few differences
between brands
 Buying behavior differs greatly for a tube of toothpaste, a tennis racket, an expensive
camera, and a new two-wheeler. More complex decisions usually involve more buying
participants and more buyer deliberation. Complex consumer buying behavior in situations
characterized by high consumer involvement in a purchase and significant perceived differences
among brands.

Dissonance-reducing consumer buying behavior in situations characterized by high

involvement but few perceived differences among brands.
Habitual consumer buying behavior in situations characterized by low consumer
involvement and few significant perceived brand differences.

Variety-seeking consumer buying behavior in situations characterized by low consumer

involvement but significant perceived brand differences.

BUYER DECISION PROCESS:

Purchase decision
Post purchase behavior
Need recognition Informatio n search Evaluation
→→ Of
alternatives
The buyer decision process consists of five stages: need
recognition, information search, evaluation of alternatives, purchase decision, and post purchase
behavior. Clearly, buying process starts long before actual purchase and continues long after.
Marketers need to focus on the entire buying process rather than on just the purchase decision.
Need recognition is the first stage of the buyer decision process in which the consumer
recognizes a problem or need.
Information search is the stage of the buyer decision process in which the consumer is
aroused to search for more information; the consumer may simply have heightened attention or
may go into active information search.
Alternative evaluation is the stage of the buyer decision process in which the consumer
uses information to evaluate alternative brands in the choice set. Brand image is the set of beliefs
consumers hold about a particular brand.
Purchase decision is the stage of the buyer decision process in which the consumer
actually buys the product.
Post purchase behavior is the stage of the buyer decision process in which consumers
take further action after purchase based on their satisfaction or dissatisfaction.

These discussions on the buyer, his motives, his buying habits, his behavior patterns and
his decision-making process essentially lead us to the conclusion that it is not easy to solve the
puzzle of buyer behavior. The behavior depends upon the buyer’s needs and such needs keep on
changing. Moreover, in many cases, the buyer’s decisions cannot wait for the evaluation of all
the alternatives available to him. He cannot always pause to find out the cause effect
relationships of his decisions. All that can be said is that he will normally take a decision, which
he believes will meet his needs of his customers existing and prospective. But in spite of the
difficulty, the job continues to be undertaken by marketers, researchers and behavioral scientists.
That is why so many theories and concepts have been built about buyer behavior. At the same
time, the mote we study the buyer, the more complex he appears. It is only natural that no
‘theory’ of buyer’s decision-making process. And, the marketer’s job remains challenging,
mainly because he has to predict the unpredictable, the buyer.
 INDUSTRY PROFILE

History of Two Wheelers:

Motorcycles have made their debut around the 1950s; this section looks at the two
wheelers which have over the years caught the imagination of country. It was in the year 1954
that the Indian government ordered for total number of 800 motorcycles to man the Pakistani
borders. In came the bullets which were initially launched in England as a 350cc bike and it was
upgraded to 500cc a year or so later. These bikes have remained unaltered. Barring some
cosmetic changes which have undergone over the years. Thus one can say without much of a
doubt that the 1955 bullet was one of the initial hits of the Indian two-wheeler industry and till
today it continues to be a darling of the motorcycle enthusiasts.

Enfield bullet had a close competition with another sturdy bike named rajdoot: as the
bike was strong enough no handle the rough Indian roads. The company had roped in Indian He-
man Dharmendra for the promotion of the bike. With more than 1.6 million vehicles on the road
the Rajdoot motorcycle was one of the initial hits of the earlier years of two-wheeler history in
the country.

When have motorcycles were the day. a relatively lighter bike had caught on the
imagination of the Indian two wheeler user. Ind-Suzuki bike launched by the then TVS Suzuki
group was an instant hit; however the bike could not sustain it’s initial success due to the high
import content in the vehicle and less of localization.
 In scooters Bajaj Chetak has been hugely responsible for adding momentum to the
transport system of the country. till today it remains one of the most successful brands to have
come out of the Bajaj stable.

The scooters is named after the horse of legendary Rana Pratap Singh.These sets of two
wheels have become a part of the Indian milieu and are often considered a representative of the
Indian middle class aspiration. Very few two-wheelers have been able to emulate the success.
Which Bajaj Chetak has achieved over the years.

Similarly LML Motors enjoyed a reasonable success with the launch of LML select
which came with new age technology and improved performance.

Today newer models of two-Wheelers are entering the market everyday. Slowly pushing
these names down memory lane. However names like Chetak, Rajdoot and Bullet will always
find a mention in the history of two-wheelers in the country.

India is the second largest producer of two-wheelers in the world. In the last few years,
the Indian two wheeler industry has seen spectacular growth. The country stands next to China
and Japan in terms of production and sales respectively.

Majority of Indians, especially the youngsters prefer motorbikes rather than cars.
Capturing a large share in the two-wheeler industry, bikes and scooters cover a major segment.
Bikes are considered to be the favorite among the youth generation, as they help in easy
communication.

Large variety of two wheelers are available in the market, known for their latest
technology and enhanced mileage. Indian bikes, scooters and mopeds represent style and class
for both men and women in India.
Benefits of two wheelers:

Two-wheelers are the most popular and highly sought out medium of transport in
India. The trend of owning two-wheelers is due to its-

 Economical price
 Safety
 Fuel-efficient
 Comfort level

However, few Indian bike enthusiasts prefer high performance imported bikes. Some of
the most popular high-speed bikes are Suzuki Hayabusa, Kawasaki Ninja, Suzuki Zeus, Hero
Karizma, Bajaj Pulsar and Honda Unicorn. These super bikes are specially designed for those
who have a zeal for speedy drive.
Browse through the pages and catch all the details of high-performance two
wheelers in India. Know more about latest launches and happenings in two wheelers
industry.

TWO WHEELERS IN INDIA:

The feeling of freedom and being one with the nature comes only from riding a two-
wheeler. Indians prefer the two wheelers because of their small manageable size, low
maintenance, pricing and easy loan repayments. Indian streets are full of people of all age groups
riding a two wheeler. Motorized two wheelers are seen as a symbol of status by the populace.
Thus in India, we should see swanky four wheels jostling with our ever reliable and sturdy
steed the two
 wheelers India is the second largest producer and manufacturer of two-wheelers in the
world.

It stands next only to Japan and china in terms of the number of two- wheelers produced
and domestic sales respectively. Indian two-wheeler industry has got spectacular growth in the
few years. Indian two-wheelers industry had a small beginning in the early 50%. The
Automobile products of India (API) started manufacturing scooters in the country.

Bikes are major segment of Indian two wheeler industry, the other two being scooters
and mopeds. Indian companies are among the largest two-wheeler manufacturers in the world. In
the initial stages, the scooter segment was dominated by API; it was later overtaken by Bajaj
Auto. Although various government and private enterprises entered the fray for scooter, the only
new player that has lasted till today is LML. The motorcycle segment was initially dominated by
Enfield 350ccbikes and Escorts 175cc bike. The two-wheeler market was 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 efficient low power bike, demand swelled, resulting in Hero 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 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. In the 90s the major growth for
 motorcycle segment was brought in by Japanese motorcycles, which grew at a rate of
nearly 25% CAGR in the last five years.

The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited
new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the
80s. The industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn 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, all the major producers suffered from recession in FY93 and FY94. Hero showed a
marginal decline in 1992.

The reasons for recession in the sector were the incessant rise in fuel prices, high input
costs and reduced purchasing power due to significant rise in general price level and credit
crunch in consumer financing. Factors like increased production in 1992, due to new entrants
coupled with the recession in the industry resulted in company either reporting losses or a fall in
profits.

Key players in the Two-wheeler Industry:

There are many two-wheeler manufacturers in India. Major players in the 2- wheeler
industry are Hero Motors Ltd (HHML), Bajaj Auto Ltd (Bajaj Auto) and TVS Motor
Company Ltd (TVS).
 The other key players in the two-wheeler industry are Kinetic Motor Company Ltd
(KMCL), Kinetic Engineering Ltd (KEL), LML Ltd (LML), Yamaha Motors India Ltd
(Yamaha), Majestic Auto Ltd (Majestic Auto), Royal Enfield Ltd (REL) and Honda
Motorcycle & Scooter India (P) Ltd (HMSI).

Types of Two-wheelers in India:

There are mainly three types of two-wheelers available in India. They are Motorcycles,
Scooters and Scooters/Mopeds.

Motorcycles in India:
Bikes comprise a major segment of Indian two wheeler industry.

Company: Bajaj Auto Ltd

 Bajaj Avenger
 Bajaj CT 10
 Bajaj Platina
 Bajaj Discover DTSi
 Bajaj Pulsar DTSi
 Bajaj Wave
 Bajaj Wind 125
Company : HERO
 Hero Achiever
 Hero CD Dawn
 Hero CD Deluxe
 Hero Glamour
 Hero Glamour-Fi
 Hero Karizma
 Hero Passion Plus
Company : TVS Motor
 TVS Apache
 TVS Centra
 TVS Star City
 TVS Star Sports
Company: Yamaha Motor India
 Yamaha Crux
 Yamaha G5
 Yamaha Gladiator
 Yamaha

Company: Honda Motor India

 CB Shine
 CB Unicorn
 CB Hornet
 Splendor Plus
 COMPANY PROFILE
HERO MOTORS LIMITED PROFILE
History of Hero:
The joint venture between India's Hero Group and Honda Motor Company, Japan has
not only created the world's single largest two wheeler company but also one of the most
successful joint ventures worldwide. Coming into existence on January 19, 1984.

During the 80s, Hero 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.

Over 19 million Hero two wheelers tread Indian roads today. These are almost as many
as the number of people in Finland, Ireland and Sweden put together! Hero has consistently
grown at double digits since inception; and today, every second motorcycle sold in the country is
a Hero.
Hero bikes currently roll out from two globally benchmarked manufacturing facilities
based at Dharuhera and Gurgaon in Haryana. These plants together are capable of churning out
3.9 million bikes per year. A third state of the art manufacturing facility at Hardware in
Uttranchal will soon be commissioned to cope with sustained customer demand. Hero's
extensive sales and service network now spans over 3000 customer touch points. Hero values its
relationship with customers.
 Having reached an unassailable pole position in the Indian two wheeler market, Hero 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 in the years to come. As Brijmohan Lall Munjal, the
Chairman, Hero 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.''

Brijmohan Lall Munjal – The king of the Road

The venerated patriarch and visionary of the Hero Group, Mr. Brijmohan Lall Munjal
is a first generation entrepreneur who started very small and through sheer hard work and
perseverance has today made his two-wheeler venture the world’s no.1 Two Wheeler
Company. Customer satisfaction, a high quality product, the strength of Honda technology and
the Hero group’s dynamism have helped HHML scale new frontiers and exceed limits.

Hero, the brand name synonymous with two-wheelers in India, is a multi-unit, multi-
product, geographically diversified, Group of Companies – the reflection of the steely ambition and
indomitable grit of the Munjal Family…
Hero’s Mission:

Hero’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 to new heights in excellence and helps the
organization forge a unique and mutually beneficial relationship with all its stake holders.

Hero’s Vision:
“Hero’s Vision is to become a world’s largest two wheeler manufacturing
company and best two wheeler sellers in the world.”
Hero’s Mandate:
Hero 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:
Pawan Munjal Chairman & M.D & CEO
Suman Kant Munjal Non Executive Director
Paul Edgerley Ind. Non-Executive Director
M Damodaran Ind. Non-Executive Director
M Damodaran Ind. Non-Executive Director

Designation
Name
Executive Director - Operations
Vikram S Kasbekar
Pradeep Dinodia Non Executive Director
Shobana Kamineni Ind. Non-Executive Director
Jagmohan Singh Raju Independent Director
He traversed the road to success following these principles
 Trusting his uncanny instincts
 A unique approach to people – one from the heart
 Ahead of his time, every time!
 The ideal corporate citizen! Showing others the way
 Above all, his leadership and sagacity has earned him respect and he has personally
been responsible for kindling the spirit of entrepreneurship amongst his employees
who today constitute a family of abut forty successful entrepreneurs

Service Statement:
Hero’s constant endeavor is to support the company’s mandate of providing highest level
of customer satisfaction by taking CARE of your motorcycle service & Maintenance through our
vast network of more than 1000 committed dealers & service outlets spread across the country.

Hero’s state-of-the-heart authorized workshop have well laid out standards for
motorcycle servicing supported by fully equipped infrastructure in terms of quality precision
instruments, pneumatic tools & a team of highly trained service technicians. Having your
motorcycle serviced at an authorized workshop ensures highest standards of service quality and
reliability.
ACHIEVEMENTS:

2018:

 Best launch – Two wheeler at CNB auto Expo Awards for Excellence 2018
 Highest ranked Executive motorcycle in intial quality – Hero Super Splendor – by JD
Power india
 Bikesport award of the year –Times Auto Awards

2017:

 Hero Glamour - Commuter Motorcycle Of The Year - NDTV Car and Bike awards

 Creative Television Commercial of the Year - Hero MotoCorp - Play Inspire FIFA -
NDTV Car and Bike awards 2017

 Indian MNC of the Year by All India Management Association (AIMA)

 Manufacturer of the year - NDTV Car and Bike awards 2017

 Highest Ranked Executive Motorcycle in Initial Quality - Hero Super Splendor -

by JD Power India
2016:
 Overdrive - Scooter of the Year - Hero Maestro Edge
 Overdrive - 'Viewers' Choice Scooter of the Year - Hero Maestro Edge
 Overdrive - Manufacturer of the Year (Two-wheeler) Award - Hero MotoCorp
 ''Hero GoodLife'' has been declared as the winner in the Category "Best Loyalty
Program in Automobile Sector"

2015:
 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 Wall street Journal Asia (Top Indian Two
Wheeler Company)

 Top Indian company in the Automobile - Two Wheeler sector by Dun & Bradstreet

2014:
 Motorbeam - Bike Manufacturer of the year
 Zigwheels - Entry-Level Bike of the year: Hero Splendor iSmart
 CONSUMER BEHAVIOUR
2013:

 CFO of the year Award (Conferred on Mr. Ravi Sud)

 2013 on April 11, 2013 (Conferred on Mr. Pawan Munjal)
 Montek Singh Ahluwalia, at the NDTV Business Leadership Awards 2013
(Conferred on Mr. Pawan Munjal)

2012:

 Business Leader in Automobiles (two-wheelers) at the NDTV Profit Business

Leadership Awards 2012 (Conferred upon Mr. Pawan Munjal)
 Best value for Money Bike Maker and Best Advertising in Two Wheelers Category at
the Auto India Best Brand Awards 2012
 Digital Advertiser of the year at the Indian Digital Media Awards (IDMA) 2012
 Best value for Money Bike Maker and Best Advertising in Two Wheelers Category at
the Auto India Best Brand Awards 2012

2011:

 Two-wheeler Manufacturer of the Year award by Bike India magazine.

 Adjudged the "Bike Manufacturer of the Year" at the Economic Times ZigWheels
Car and Bike Awards
 CNBC Awaaz - Storyboard special commendation for "Effective rebranding
of a new corporate entity" by CNBC Awaaz Consumer Awards
 CONSUMER BEHAVIOUR
2010:

 Rated as Top Indian Company in Automobile - Two Wheelers sector by Dun &
Bradstreet - Rolta Corporate Awards 2009
 Most Preferred Brand of Two-Wheelers" award at the CNBC Awaaz Consumer
Awards.
 Adjudged at top of the two-wheeler category in the Brand Equity Most Trusted
Brands 2010 Survey.

2009:

 'Two-wheeler Manufacturer of the Year' by NDTV Profit Car & Bike Awards 2009
and Passion Pro adjudged as Car and Bike Viewers' Choice two-wheeler
 Top Indian Company under the 'Automobile - Two-wheelers' sector bythe Dun &
Bradstreet-Rolta Corporate Awards
 Won Gold in the Reader's Digest Trusted Brand 2009 in the 'Motorcycles' category

2008:

 NDTV Profit Business Leadership Award 2008 - Hero Honda Wins the Coveted
"NDTV Profit Business Leadership Award 2008"
 NDTV Profit Car India & Bike India Awards - NDTV "Viewers' Choice Award" to
Hunk in Bike category
 TopGear Design Awards 2008 - Hunk wins Bike of the Year.
KEY POLICIES:
Environment policy:
Towards creating and preserving a cleaner environment Hero Motors Ltd. Manufacturer
of two-wheelers is committed to prevention of pollution, continual improvement of our
environment performance and compliance with all applicable environmental legislation and
regulations.

Towards this, we shall strive to:

 Create proactive environmental management systems that address all
environmentally significant aspects related to our products and process.
 Minimize the generation of waste and conserve resources through better technology
and practices, and
 Promote environmental awareness amongst our employees and motivate them to
fulfill our commitments.
Hero pledges towards creating and preserving cleaner environment.

Quality policy:
Hero continues to firmly believe in providing the customer value for money, for years of
their products and services. This they shall maintain and improve.
In decision-making, quality, safety and service they give much consideration for
productivity, cost and delivery. Quality shall be built into every aspect of their work life and
business operations. Quality improvements and customer satisfaction shall be the responsibility
of every employee.
TPM POLICY:
Hero adopts Total productivity maintenance as a means of creating a safe and
participative work environment in which all employees target the elimination of losses in order
to continuously enhance the capacity, flexibility, reliability and capability of its processes,
leading to higher morale and greater organizational profitability.

HERO BRAND:
Their Brand Identity:
Hero Brand is the visual expression of their thoughts and actions. It conveys to everyone
that their intention is to constantly inspire confidence. Their customers are the primary audience
for their brand. Indeed, their brand identity is shaped as much always reinforces the
distinctiveness and the power of their brand. They can do this by living upon brand essence and
by continuously seeking to enhance their customer’s experience. In doing so, they ensure a
special place for ourselves in the hearts and the minds of their customers.
Brand Essence:
 Our Brand Essence is the soul of our brand.
 Our Brand essence encapsulates our mission at Hero.
 It is the singular representation of our terms of endearment with or
customers.
 It provides the basis on which we grow profitably in the market.
 Our Brand Essence is Excitement.
 Hero strives to inspire confidence through excitement engineering.
  Blending together youthful creativity and competitive technology to exceed the spoken
and the implicit expectations of our customers.
.

Brand Values:
We live our brand by its values of learning, innovation, perfection, speed and
Transparency. Hero will inspire confidence through excitement engineering. Learning:
Learning is how we ensure proactively. It is a value that embraces knowledge as the
platform for building well informed, reasoned a decisive action.

Innovation:
Innovation is how we create the future. It is a value that provokes us to reach beyond the
obvious in pursuit of that which exceeds the ordinary.

Perfection:
Perfection is how we set new standards. It is a value exhibits our determination to excel
by endeavoring to establish new benchmarks all the time.

Speed:
Speed is how we convey clear conviction. It is a value that keeps us sharply responsive,
mirroring our commitment towards our goals and processes.

Transparency:
 Transparency is how we characterize ourselves. It is a value that makes us worthy of
credibility through integrity, of thrust through Sensitivity and of loyalty interdependence.

Hero Group Companies Are:

 Hero Motors Limited
 Hero Cycles Limited
 Hero Auto Limited
 Munjal Showa Limited
 Majestic Auto Limited
 Hero Exports
 Munjal Auto Industries Limited
 Sunbeam Auto Limited
 Munjal Casting
 Highway Industries Limited
 Rockman Cycle Industries Limited
 Hero Cycles Cold Rolling Division
 Munjal Auto Components
 Satyam Auto Components Limited
 Hero Global Design
 Hero Fin lease Limited
 Easy Bill Limited
 Munjal Sales Corporations
 Hero Financial Services Limited
VEHICLES:
Some like our looks; some go for speed and power. The truth is, our
motorcycles have it all – style, speed, performance, comfort and safety. So go
ahead and make your choice, whichever bike you go for, you are in for a great ride.

CD

SUPER
KRIZMA ZMR

CBZ-
PASSION PLUS
PASSION PLUS

GLAMOUR
DEALER PROFILE (PHOENIX MOTORS):
PHOENIX MOTORS PVT LTD is dealership type of business. PHOENIX
MOTORS 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
like ICICI, HDFC and CENTURION are providing loans to customers.

ADVERTISING STRATEGY OF PHOENIX MOTORS:

They are giving the Adds through newspapers, wall paintings, hoardings and
field staff. They are upgrading sales by introducing the schemes, group bookings,
institutional sales and customer door-to-door activities.

CATEGORIZATION OF STAFF MEMBERS:

Staff members are categorized for technicians, 25 members are 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:
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.

SALES STRATEGY OF PHOENIX MOTORS:

Averagely they are selling 25 vehicles per day. PHOENIX motors PVT
LTD. Is the A.P s No.1 dealership in sales and other Activities? It is a QLAD
(quality 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 ever”.
 They treat quality has a...

Q Quest for excellence

U Understanding customer’s needs
A Action to achieve customer’s appreciation
L Leadership determined to be a leader
I Involving all the people
T Team Spirit to work for a common goal
Y Yard sticks to measure programs.

WARRANTY ON PROPRIETARY ITEMS:

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 Tyres and Tubes. In case of any defect in
proprietary items, other than the above two mentioned OEM’s the dealers must
approach the branch office dealer of the respective manufacturers. For AMCO
batteries and Dunlop and Falcon Tires, Tubes claims will be accepted at our
authorized dealership. As per the mutually agreed terms and conditions between
HERO and of these two OEM’s in case the claim is not accepted for invalid
reasons. Then the claim along with the refusal note from the OEM can be sent to
the warranty section at Gorgon plant after due to recommendation of the area
service engineer.
 If any of the six free services or subsequent paid services is not availed
as per the recommended schedule given in the owner’s manual.
 If HERO recommended engine oil is not used.
 To normal wear & tear components like bulbs, electric wiring, filters,
spark plug, clutch plates, brake shoes, fasteners, shims washers, oil seals,
gaskets, rubber parts (other than tyre and tube) plastic components, chain
& sprockets and in case of wheel rim misalignment or bend.
 If there is any damage due to modification or fittings of accessories other
than ones recommended by HERO .
 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, which do not
affect the performance of the motorcycles.
 If there is any damage caused due to usage of improper oil, grease, non-
genuine parts.
 For motorcycles which have been used for any commercial purpose as
taxi etc.
 For maintenance repaired due to misuse while driving or due to
adulteration of oil, petrol or due to bad road condition.
 For consumable oil, grease etc. used during free services or used during
warranty repairs.
  If any part of the vehicle is tampered repaired by unauthorized person or
workshops etc.
 For motorcycles not using accordance with the owner’s manual supplied
with each motorcycle by HERO .

All HERO motors are warranted for a period of 2 years or 30000 kilometers
from date of purchase, whichever is earlier. This is i.e., 1 st April 2001. It is
mandatory for the customer to avail all free and paid services as per recommended
schedule to be eligible for the warranty benefits. That the customers have to be
ensuring that each paid service is availed with in 60 days from the date of previous
service or as per the recommended schedule. If a defect is observed in any HERO
motorcycle, Hero’s only obligation/liability is to repair or to replace those parts.

Which are considered to be the cause of malfunction free of charge of both

labor and material, when HERO acknowledges that such malfunction as not come
out of misuse or improper handling etc. such defective motor cycles should be
brought to the nearest HERO dealer or authorized service center by the owner for
necessary inspection and subsequent repairs.
 SOCIAL SERVICE ACTIVITIES:

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 customers to participated in this camp and
also provide certificate for the customers.

1. NEED FOR THE STUDY

Although there have been studies on customer perception, its application and
Affects on tractor seen to be impressive. Hence this studies valuable contribution
in analyzing customer perception. And its effects as the organization due fast
changing development in economic scenario improving the performance of the
organization is essential as a result undertaking an academic study on customer
perception will be definitely helpful in achieving the organization effectiveness
and its market share.

Success of the business hanged on sound decisions are the outcome of

relevant,clear,complete,accurarte,timely,objective and authentic information about
the customer source of perception, impact of advertisement, their level of
satisfaction, the factor influencing in customer preference, customer opinion
regarding the technological advancements and about the competitors.
 2. OBJECTIVES OF THE STUDY

Primary objective:
To determine the Consumer Behavior towards Buying Hero Bike!

Secondary objective:
 To study abderation set of alternatives during the purchase of the Hero
bike
SOURCE OF DATA:
The data is collected from two sources.
1. Primary data
2. Secondary data
The marketing researcher should, first explore the Secondary data and if needed he
should go for primary data

 PRIMARY DATA
Primary data gathered for a specific purpose of for specific research project
.This is the data collected for the first time, gathered for a specific purpose of a
project.
Primary data can be collected in four ways.

1. Observation Research
2. Focus - group Research
3. Survey Research
4. Experimental Research
 Here survey method has been selected for research. It is used to learn about
People’s knowledge, beliefs, preference and satisfaction etc, and to measure the
Magnitude in Research sample.

RESEARCH METHODOLOGY
The systematic design, collection, analysis, and reporting of data relevant to
a specific marketing situation facing an organization.

Defining the Problem and Developing

Research Objectives
the Research plan
Implementing
For collecting
the Research
Information
plan- Collecting andInterpreting
Analyzing and
the data
reporting the findings

DEFINING THE PROBLEM:

Defining the problem and research objectives is often the hardest step in the
research process.
The marketing problem on which the survey is expected to focus should be
clearly defined. Before this clear definition is possible, it may be necessary to
undertake some exploratory research into certain aspects of the client's business.
Example, the sale organization methods of publicity, distribution arrangements
etc., in an attempt to pinpoint areas of significance of the inquiry. Preparatory work
of nature carried out conscientiously and objectively, is an essential element in the
systematic study of marketing problems. Management and researchers should work
closely together in this crucial task of developing survey objectives.
DEVELOPEING RESEARCH PLAN:
A research design is purely and simply the frame work of plan for a study
that guides the collection and analysis of the data. It is a map or blue print
according to which the research is to be collected. The research design specifies
the methods for data collection and data analysis.

The researcher specifically pinpoints that to carry out the research properly.
1. How the data be collected.
2. Which instruments for data collection would be used, and
3. What sampling plan would be used?
The researcher has to carefully decide and make a choice from the group of
different alternatives available to him

FIELD WORK/DATA COLLECTION:

This stage will be central point of the research activities. An effective
sampling plan would have been devised in stage two and the efficiencies of various
methods of collecting data would have been evaluated. At this stage, the survey
methodology has to be put into proactive. Since time constraints an inevitable, it
would be advisable to plan operations on a time schedule. Since so much of the
efficiency of the company research progress depends on reliable and valid data
being gathered by research, activities during this stage of research should be
carefully planned and executed.
DATA ANALYSIS AND EVALUATION:

The data analysis and evaluation of the fourth step in the Research process.
The data are first edited, ceded and tabulated for the purpose of analyzing them.
The editing, coding and tabulating is a most when the interviewer has amassed a
huge amount of data concerning the Research project at hand. The analysis can be
conducted by using simple statistical tools like percentages, averages and measures
dispersion. The collected data may be analyzed by using diagrams, graphs, charts,
picture Etc., Finally meaning data may be extracted from the analysis thus
conducted.
REPORTS PRESENTATION:
The last state in the research process should be done thoroughly. During the
preceding stage research will be planning how to present their findings. Tables,
graphs and other diagram data to illustrate the principle findings of the researchers.

RESEARCH INSTRUMENTS:
Marketing research has a choice of two mail research instruments in
collecting the primary data. They are questionnaires and mechanical devices.

QUESTIONNAIRE:
It is a formalized instrument for asking information directly from the
respondent concerning behavior, demographic characteristics, level of knowledge
and or attitude, belief, and feelings. Because of its flexibility, it is by and large the
most common instrument used to collect the primary data.
 Questionnaires contain two types of questions or a combination of Closed-
End questions and Open-End questions. Closed-end questions include all the
possible answers, and subjects make choices among them.

Open-end questions allow respondents to answer in their own words. In this

research I used Closed-end questions and Open-end questions. In Closed-end I
used multiple choice questions, Rating scale question and Dichotomous questions.

SAMPLING DESIGN:
After deciding the research approach and instruments research must design
the sample from which the data is to be collected. Thus, the research has to decide
whether he will conduct a census or a sample survey to collect the data needed for
his study.
In this project sample survey method has been taken i.e. only a portion of
whole population is surveyed
.
SAMPLING SIZE:
Sampling size is the number of people being surveyed. In my research, 100
consumers are my sample size.

SAMPLING PROCEDURE:
In my survey, I selected consumers randomly in the petroleum outlet who
visited for their two-wheelers. Therefore, it is random sample.
CONTACT METHOD:
Once the sampling plan has been determined, marketing research must
decide how the consumer should be contacted. The choices are mail, telephone or
personal interview.
In my research I had done personal interviewing. It is most versatile of the
three methods because we can ask more questions and can record additional
observations about the respondent.

SECONDARY DATA:
It is the data were collected for another purpose and already existing.
Secondary data provide a starting point for research and offer the advantage of low
cost and ready availability. The various sources from which secondary data is
collected are
1. Company profile and records.
2. Magazines.
3. News papers
4. Reference books related to subject.
The sample size of survey is only 100 respond
LIMITATIONS:
The sample size is restricted to 100 respondents only.
 Due to certain constraints, the survey is limited to the twin cities to
Hyderabad and Secunderabad.
 The survey cannot be generalized to rural areas as it is limited to twin cities
only.
 Some respondents did not provide the requisite information pertaining to the
questionnaire.
 DATA ANALYSIS
1. Time period usage of product by the respondents.
S.NO Variables No of respondents % of Respondents
1 0-3 months 5 10
2 3-6 months 4 8
3 6-9 months 11 22
4 More than one year 30 60
Total 50 100

70
60%
60
50
40

30 Variables
30
22%
20
10% 11
8%
10 5 4
0
1 2 3 4

Analysis:
From above the table is inferred that 10% of customers are using the
Hero commercial vehicle below 0-3months,8% of the customers are using the Hero
commercial vehicles 3-6months,21%of the customers are using 6-9months,61 of
the customers are using More than 1year.

Interpretation:
From the above analysis most of the Customers are using the
Hero Commercial vehicles more than 1year.
2. Respondents opinion on awareness of Hero.

S.NO Variables No of respondents % of Respondents

1 Television 5 10
2 News paper 8 16
3 Magazine 4 8
4 Friend 33 66
Total 50 100

Analysis:
From the above table is in ferred that 5% of the customers are known
the Hero commercial vehicles through Television, 8% of the customers are
known through Newspapers, 4% of the customers are known through
magazine,83% of the customers are known through friend or relative.

Interpretation:
From the above analysis most of the customers known through Friend
or Relative.
3. Respondents satisfaction on compare with other product.

S.No Variables No of % of Respondents

respondents
1 Very unsatisfied 5 10
2 Unsatisfied 5 10
3 Satisfied 25 50
4 Very satisfied 15 30
Total 50 100

160
140
120
100 25
80
60 S eries 3
S eries 2
S eries 1

40
5 5 15
20
0

C ategory 1C ategory 2C ategory 3C ategory 4

Analysis:
From the above table, it is indicated that 5% of the respondents were
very unsatisfied, 5% of the customers were unsatisfied on worth of the product,
25% of the respondents were satisfied on worth of the product, 15% of the
customers were very satisfied.
Interpretation:
From the above analysis most of the customers were satisfied on
worth of the product.
4. Respondents satisfaction on usage of product.

S.no Variables No of respondents % of respondents

1 Very unsatisfied 0 0
2 Unsatisfied 5 10

3 Satisfied 35 70

4 Very satisfied 10 20

Total 50 100

Analysis:
From the above table, it is inferred that 5% of the customers very
unsatisfied on them usage experience, 5% of the customers are unsatisfied about
it, 80% of the customers are satisfied about Hero usage experience,10% of the
customers are very satisfied usage of the experience.
Interpretation:
From the above the analysis most of the customers are satisfied
respond that after usage the experience.
5. Respondents opinion on when compare to the other similar product.

S.No Variables No of Respondents % of Respondents

1 Much better 30 60
2 Some what better 15 30
3 about the same 5 10
4 Worst 0 0
Total 50 100

70
60%
60
50

40 S eries 1
30 30%
30 S eries 2
20
10 15 C olumn1
10%
0 5
0 0%

C ategory 1C ategory 2C ategory 3C ategory 4

Analysis :
From the above table inferred that 25% of the customers are much better
compare to other product, 45% of the customers respond to some what better on it,
15% of the customers are about the same on it, 15% of the customers respond on
that worst.
Interpretation:
From the above analysis most of the customers are says some what
better to comparison of the product.
6. Respondents opinion on purchase of product again.
S.No Variables No of Respondents % of Respondents
1 Definitely 20 40
2 probably will 15 30

3 might or might not 5 10

4 probably will not 10 20

Total 50 100

40%
40
35
30 30%
25
20
15 20 20% V ariables
10 No of R es pondents
15 % of R es pondents
5
0 10% 10
5

1 2 3 4

Analysis:
From the above table inferred that40% of the customers are definitely
purchase the product again,30% of the customers are probably will purchase the
product again, 15% o f the customers might or might not purchase the product
again, 15% of the customers probably will not purchase the product again.
Interpretation:
From the above analysis most of the customers definitely purchase
the product again.
7. Respondents recommendation to product for others.

S.no Variables No of Respondents % of

Respondents
1 Definitely will recommend 30 60
2 Probably will recommended 10 20
3 Not sure 5 10
4 Probably will not recommend 5 10
Total 50 100

Analysis:
From the above table inferred that 60% of the customers definitely will
recommended the product, 15% of the customers probably will recommended the
product,10% of the customers not recommended, 15% of the customers probably
not recommended.
Interpretation:
From the above analysis most of the customers definitely will
recommended.
8. Respondents satisfaction on service provided by the company.

S.NO Variables No of Respondents % of Respondents

1 Very unsatisfied 6 12
2 Very satisfied 12 24
3 Satisfied 30 60
4 Very satisfied 2 4
Total 50 100

2 6
12
C ategory
1
C ategory
2
C ategory
30 3
C ategory
4

Analysis:
From the above table inferred that 6% of the customers very unsatisfied on
Service provided by the company, 24% of the customers unsatisfied on service
provided by the company,65 of the customers satisfied on service provided by the
company,5% of the customers very satisfied on service provided by the company.
Interpretation:
From the above analysis most of the customers of the customers satisfied
on service provided by the company.
 9. Respondents attraction towards the product.
S.NO Variables No of Respondents % of Respondents
1 Seating arrangement 8 15
2 Product design 24 49
3 Fuel efficiency 10 20
4 All above 8 16
Total 50 100

Analysis:
From the above table inferred that 15% of the customers satisfied with
seating arrangements of the Quality attracted in the product, 49% of the
customers satisfied with product design of the Quality attracted in the product,
20% of the customers satisfied with fuel efficiency of the Quality attracted in
the product,16% of the customers satisfied with all above conditions of the
Quality product.
Interpretation:
From the above analysis most of the customers satisfied at product
design
10.Respondents opinion about price of the product.

S.NO Variables No of Respondents % of Respondents

1 High price 8 16
2 price is suitable 33 66
3 Low price 3 6
4 Better 6 12
Total 50 100

70 66%
60
50
40
30 33 no of respondents
20 %of respondents Column1
10 16% 12%
0 8 6
3 6%

high price price is low pricebetter

suitable

Analysis:
From the above table inferred that 15% of the customers felt that the price
of the product is high, 65% of the customers felt that the price of the product is
suitable, 5% of the customers felt that the price of the product is low,15%of the
customers felt that the price of the product is better.
Interpretation:
From the above analysis most of the customers felt that price of the
product is suitable.
 11. Respondents comfortless with this product.

S.NO Variables No of Respondents % of Respondents

1 Very uncomforted 5 10
2 Un comfort 5 10
3 Comfort 30 60
4 Very comfort 10 20
Total 50 100

Analysis:
From the above table inferred that 5% of the customers are very
uncomforted about the product, 5% of the customers are uncomforted about the
product, 80% of the customers are comfort about the product, 10% of the
customers very comfort about the product.

Interpretation:
From the above analysis most of the customers satisfied with
comfort of the product.
12. Respondents on availability of the product.

S.NO Variables No of Respondents % of Respondents

1 More available 12 24
2 Less available 3 6
3 Shortage in available 15 30
4 Very shortage 20 40
Total 50 100

Analysis:
From the above table inferred that 25% of the customers are agreed it, It
is one of most available product, 5% customers opinion is less available , 30%
customers opinion is shortage in available and 40% customers opinion is very
shortage.

Interpretation:
From the above table most of the customers opinion is availability of
the project is very shortage.
13. Respondents satisfaction with technology uses of this product.

S.NO Variables No of Respondents % of Respondents

1 Very unsatisfied 5 10
2 Unsatisfied 5 10
3 Satisfied 30 60
4 Very satisfied 10 20
Total 50 100

70 60%
60
50

40 30 S eries 1
30
20% S eries 2 C olumn1
20 10% 10% 10
10 5 5
0

VE R YUNS AT IS F IDE S AT IS F IDEVE R Y

UNS AT IS F IDES AT IS F IDE

Analysis:
From the above table 5%customers are very unsatisfied with technology
used in the bike, 5% customers are unsatisfied with technology used in the bike,
85%customers are satisfied with technology and 5% customers are very satisfied
technology used in the bike

Interpretation:
From the above analysis most of the customers are satisfied with
technology used in the product.
14. Respondents overall opinion about the product.

S.NO Variables No of Respondents % of Respondents

1 Very low quality 5 10

2 Low quality 5 10
3 Average 20 40
4 High quality 20 40
Total 50 100

5
20 5
VERY LOW QUALITY
LOW QUALITY AVERAGE

20
HIGH QUALITY

Analysis:
From the above table 5% customer’s opinion about the product is very
Low quality, 5% customer’s opinion is low quality, 70%customers opinion is
Average and 20% customers opinion is very high quality.

Interpretation:
From the above analysis most of the customer’s opinion about the
product quality is average.
15. Respondents satisfaction about the Sasya motors.
S.NO Variables No of Respondents % of Respondents
1 Very unsatisfied 20 40
2 Very unsatisfied 5 10
3 Satisfied 20 40
4 Very satisfied 5 10
Total 50 100

70
60
50
40
30 40 40
20 C olumn1
10 S eries 2
0 S eries 1

10 10

VE R YVE R YS AT IS F IDEVE R Y
UNS AT IS F AID UNS AT IS F AIDS AT IS F IDE

Analysis:
From the above table is inferred that 23% of the customers are very un
satisfied to problems solved by company,7% of the customers are unsatisfied,
60% of the customers are satisfied to problems solved by company,9% of the
customers are very satisfied on service provided by company.

Interpretation:
From the above analysis most of the customers are satisfied on service provide
by company.
16. Respondents satisfaction about the staff of Sasya motors.
S.no Variables No of Respondents % of Respondents
1 Very unsatisfied 5 10
2 Unsatisfied 10 20
3 Satisfied 30 60
4 Very satisfied 5 10
Total 50 100

Analysis:
From the above table is inferred that5% of the customers are very
unsatisfied towards helpfulness of the staff,9% of the customers are unsatisfied
that, 81%of the customers are satisfied the helpfulness of the staff,5% of the
customers are very satisfied on that in the company.
Interpret
17. Respondents main reason to purchase this product.

S.no Variables No of Respondents % of Respondents

1 Quality 10 20
2 Good will 5 10
3 Spare parts 5 10
4 Mileage 30 60
Total 50 100

70
60%
60

50

40
30
30 No of Respondents
20% % of Respondents
20
10 10% 10%
1055
0

QualityGood will Spare Mileage

parts

Analysis:
From the above table it is inferred that 30% of the customers are main
purchase the product to quality, 15% of the customers are purchase that good
will, 20% of the customers are buy that good spare parts,30% of the customers
arepurchase that mileage purpose.
Interpretation
From the above analysis most of the customers are purchase the bike to
quality purpose.
18. Respondents opinion on customer’s lounge facilities provided by the
company.
S.no Variables No of Respondents % of Respondents
1 Very good 10 20
2 Good 5 10
3 Average 20 40
4 Bad 15 30
Total 50 100

10
15
VE R Y
GOOD GOOD
5 AVE R AGE BAD

20

Analysis:
From the above table, it is inferred that 5% of the customers are
respondents to facilities in lounge very good,25% of the customers are respondents
good, 40% of customers are respondents average, 30% of customers are
respondents were bad.
Interpretation:
From the above analysis of the customers are averages with facilities
provided to customers in lounge.
 CONSUMER BEHAVIOUR
19.Customers opinion on choosing the product from Hero
company.
S.no Variable No of Respondents % of Respondents
1 Glamour 5 10
2 Fashion plus 15 30
3 Karizma 5 10
4 Slender plus 25 50
Total 50 100

60
50%
50
40
30%
30 25 No of
R espondents
20 15 % of R espondents
10% 10% S eries 3
10 5 5

0
G lamour F ashion K arizmaS lender plus
plus

Analysis:
From the above table ,it is inferred that 15% of the customers are attracted
to Glamour,35% of the customers are attracted to Fashion plus,10% of the
customers are attracted to Karizma,40% of the customers are attracted to
splendor plus.
Interpretation:
From the above analysis most of the customers are attracted to
splendor plus.
 CONSUMER BEHAVIOUR

20. Respondents opinion rate after sales service in the company.

S.no Variables No. Of Respondents % of Respondents

1 Excellent 5 10
2 Very good 20 40
3 Good 15 30
4 Average 10 20
Total 50 100

45 40%
40
35 30%
30
25 20 20%
20 S eries 1
15
15 S eries 2
10% 10
10 5
5
0
excelentvery goodgoodaverage

Analysis:
From the above table is inferred that 10% of the customers are rate he
after sales service in the company is excellent,20% of the respondents are very
good on that,40% of the respondents are good that,30% of the respondents are
average on the rate after sales service in the company.

Interpretation:
From the above analysis most of the respondents are good in the
company.
FINDINGS:

 Majority of the customers preferred SPLENDER PLUS bike than the other
bikes in Hero company.
 The study found that, the customers are highly satisfied with Hero vehicles.
 Majority of the customers are purchased Hero vehicles through electronic
media.
 The customers satisfied with the company providing free sales service for
1year.
 If it is find out by the study that “more pick up and mileage” feature of Hero
bikes is the more attractive feature and hence the increases in sales.
 Majority of the awareness of the Hero bikes is word of mouth and electronic
media.
 It is find out Hero motor preferred by the customers 26 – 3- age group of
peoples using the Hero bikes.
 The study it is find out majority of the customers self employee are using
more bikes.
 Customers are satisfied with Hero vehicles by giving mileage.
 RECOMMENDATIONS:

 As Hero has a good market share in the market, the company has to take
steps to keep up the market share by conducting checkup campaigns and
educating the customer about the maintenance of their two-wheeler, so that
they can reap maximum utility.
 The company should alter the design of the bikes so as to make long
journeys comfortable.
 Specific factors like mileage being opted by the customers, suggests that the
company must take great care in the quality of the product.
 The company must motivate the external factors influencing the purchase
target them to spread positive word of mouth.
 As majority of the Hero owners are brand loyal, they must be given some
special benefits and recognition in order to keep them satisfied and loyal.
 Customer relationship marketing must be carried out effectively which
enables the company to acquire more profits through satisfied customers.
 As majority of the Hero Owners are works try to improve the no of service
centers in villages. Reduce the cost of spare parts.
 As majority of the Hero Owners are not satisfied with Hero service centers.
 Improve the employees in service centers.
 CONCLUSION:

 Most of the Hero customers are satisfied with their decision of buying the
vehicle.
 Majority of the customers are satisfied with their vehicle. But, few of those
who don’t get a good mileage are dissatisfied.
 Most of the Hero customers are delighted about their riding experience. But,
few of them are dissatisfied, as it uncomfortable for long journeys.
 Most of the Hero customers are influenced by their friends/relatives and TV
ads while purchasing the vehicle.
 Most of the Hero customers purchase the vehicle based on features like
mileage, quality and style/comfort offered by the vehicle.
 Most of the Hero two wheeler owners opted for the same brand, which
shows that they are brand loyal.
 Most of the customers need self-starting facility in their bikes.
 Most of the Hero customers like Black Color vehicle.
 QUESTIONNAIRE
CONSUMER’S BEHAVIOUR TOWARDS BUYING HERO BIKE!
CUSTOMER INFORMATION:

Name: Age:
Bike model: Phone No:
Occupation:
1.Time period usage of product by the respondents? ( )
(A).0-3 months (B).3-6 months
(C).6-9 months (D).More than one year
2.Respondents opinion on awareness of Hero? ( )
(A).Television (B).News paper
(C) Magazine (D).Friends or relatives
3.Respondents satisfaction on compare with other product? ( )
(A).Very unsatisfied (B).Unsatisfied
(C). Satisfied (D).Very satisfied
4.Respondents satisfaction on usage of the product ? ( )
(A).Very unsatisfied (B).Unsatisfied
(C) Satisfied (D).Very satisfied
5. Respondents opinion on when compare to other similar product? ( )
(A).Much better (B).Some what better
(C).About the same (D).Worst

6.Respondents opinion on purchase of the product again? ( )

(A).Definitely wills (B).Probably will
(C).Might or might not (D).Probably will not
7.Respondents recommendation to product for other? ( )
(A).Definitely will recommended (B).Probably will
(C).Not sure (D).Probably will not
8.Respondents satisfaction on service provided by the company? ( )
(A).Very unsatisfied (B).Un satisfied
(C).Satisfied (D).Very satisfied
9.Respondents attraction to wards the product? ( )
(A).Seating arrangement (B).Product design
(C).Fuel efficiency (D).All above
10. Respondents opinion about price of the product? ( )
(A).Price is high (B).Price is suitable
(C).Low price (D).Better
11. Respondents comfortless with this product? ( )
(A).Very un comfort (B).Uncomforted
(C).Comfort (D).Very comfort
12. Respondents on availability of the product? ( )
(A).More available (B).Less available
(C).Shortage in availability (D).Very shortage
13. Respondents satisfaction with technology uses of this product? ( )
(A).Very unsatisfied (B).Unsatisfied
(C).Satisfied (D).Very satisfied

14.Respondents overall opinion about the product? ( )

(A).Very low quality (B).Low quality
(C).Average (D).High quality
15.Respondents satisfaction about the Sasya motors? ( )
 (A).Very unsatisfied (B).Unsatisfied
(C).Satisfied (D).Very satisfied
16.Respondents satisfaction about the staff of the Sasya motors? ( )
(A).Very unsatisfied (B).Unsatisfied
(C).Satisfied (D).Very satisfied
17.Respondents main reason to purchase this product ? ( )
(A).Quality (B).Price
(C).Reputation (D).Good will
18. Respondents opinion on customer’s lounge facilities provided by the ( )
company?
(A) Very good (B) Good
(C) Average (D) Bad
19. Customers opinion choosing the product from Hero company? ( )
(A)Glamour (B) Fashion plus
(C)Karizma (D) Super splendor
20.Coustmer opinion rate the after sale service in the company ( )
(A) Excellent (B)Very good
(C) Good (D) Average

Date: Respondent sign,

Place:
 BIBLIOGRAPHY

Philip Kotler &

Gary Armstrong Principles of Marketing, Ninth Edition.

V S Ramaswamy &
S Namakumari Marketing Management, Third Edition.

Cravens, Hills &

Woodruff Marketing Management.

Loudon &
Bitta Consumer Behavior, Tata McGraw Hill, 2000.

Peter & Consumer Behavior and marketing strategy,

Olson Fifth Edition

Schiffman &
Kanuk Consumer Behavior, Sixth Edition

Indian Journal of Marketing.

www.herohonda.com

www.herogroup.com