Hero Marketing

K. L. E.
SOCIETY’S
BASAVAPRABHU KORE ARTS, SCIENCE AND COMMERCE COLLEGE,
CHIKODI-591201
PG DEPARTMENT OF COMMERCE AND MANAGEMENT
A PROJECT REPORT ENTITLED
“A STUDY ON BUYING BEHAVIOR OF CONSUMERS TOWARDS HERO

MOTOCORP”
AT
M/S. SHREE RENUKA MOTORS, CHIKODI
Submitted to
RANI CHANNAMMA UNIVERSITY, BELAGAVI
FOR THE PARTIAL FULFILMENT OF DEGREE IN MASTER OF COMMERCE

DURING THE ACADEMIC YEAR 2021-2022
SUBMITTED BY
Miss. Jyoti Kanade

M.COM-IV SEMESTER
REGISTER NO: MC201605
UNDER THE GUIDANCE OF
MISS. RACHANA V.
K.L.E. SOCIETY’S
BASAVAPRABHU KORE ARTS, SCIENCE AND COMMERCE COLLEGE,
CHIKODI-591201
PG DEPARTMENT OF COMMERCE AND MANAGEMENT
CERTIFICATE
This is to certify that Miss. Jyoti Kanade has satisfactorily completed the Project
Report Entitled “A Study on Buying Behavior of Consumers towards Hero
Motocorp” with special reference to M/s. Shree Renuka Motors, Chikodi for the
partial fulfillment of Degree in Master of Commerce in Rani Channamma
University, Belagavi during the academic year 2021-2022.
MISS. RACHANA V. SHRI. N. B. PATIL SHRI. UDAYSINGH RAJPUT
PROJECT GUIDE CO-ORDINATOR PRINCIPAL

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Declaration
I declare that the project report entitled “A Study on Buying Behavior of

Consumers towards Hero Motocorp” with special reference to M/s. Shree Renuka
Motors, Chikodi is a record of independent research work carried out by me and
submitted in partial fulfillment of the Degree in “Master of Commerce” as
prescribed by the Rani Channamma University, Belagavi for the academic year
2021-22.
It has been prepared under the guidance and supervision of Miss. Rachana V.
Lecturer in PG Department of Commerce and Management K.L.E. Society’s
Basavaprabhu Kore Arts, Science and Commerce College, Chikodi.
The Thesis or a part thereof has not been previously submitted for the award
of any other degree or diploma.
Date: Miss. Jyoti Kanade

Place: Chikodi Register No: MC201605
Acknowledgement
The success of any project is incomplete without mentioning the
names of the people who made it possible.
I am conscious of my indebtedness to each and every individual,

who has helped me in many ways in the preparation of this project work. It
would be great privileged to express words of gratitude and respect to all those
who guided and inspired me throughout the completion of this project.
I sincerely express my deep sense of gratitude and appreciation to

Internal Guide Miss. Rachana V, for her careful and valuable guidance, never
ending patience and constant encouragement throughout the project.
I am beholden to Shri. N. B. Patil, Co-Ordinator of PG Department

of Commerce and Management for constant interest evidenced by him in my
academic pursuits.
I express my deep intelligence of appreciation to Shri. Udaysingh

Rajput, Principal of our college for his valuable suggestions and
encouragement.
I express my sincere gratitude to Shri. Chidanand Hiremath,

Managing Director at M/s. Shree Renuka Motors, Chikodi for providing me
an opportunity to do a project in their organization.
At the outset, I would like to thank all the teaching faculty of PG

Department of Commerce and Management for their valuable suggestions
during project work.
My thanks are also to library staff for their cooperation during the
course of project work and I am also thankful to Printers for their skillful
printing of this project.
Finally I owe my deep sense of gratitude to my parents, friends and

relatives for their constant encouragement and support.
Miss. Jyoti Kanade

INDEX
SL PAGE
NO. CONTENTS NO.
1-8
1 INTRODUCTION
9-18
2 CONCEPTUAL FRAMEWORK
19-43
3 INDUSTRIAL PROFILE
44-60
4 DATA ANALYSIS AND INTERPRETATION
61-63
5 FINDINGS, SUGGESTIONS AND CONCLUSION
BIBLIOGRAPHY
A Study on buying behaviour of consumers towards Hero Motocorp with
special reference to M/S. Shree Renuka Motors, Chikodi.
CHAPTER I
INTRODUCTION AND RESEARCH DESIGN

CONTENTS
1.1 Introduction
1.2 Review of literature
1.3 Statement of the problem
1.4 Need for the study
1.5 Objectives
1.6 Scope of the study
1.7 Research methodology
1.8 Limitations of the study
1.9 Chapter Scheme
PG DEPT OF COMMERCE AND MANAGEMENT KLE SOCIETY’S BK COLLEGE CHIKODI. Page 1

Chapter -1
INTRODUCTION AND RESEARCH DESIGN
1.1 Introduction
Through the centuries man has driven to expand the capabilities through the use of machine.
His ever inventive mind has constantly devised ways to use tool to increase his abilities to
explore the world around him. To go faster, deeper, higher and further than before. Coupled
with his need to find new thrills, new adventures and new models of transportation. The
invention refinement of the motorcycle seems as investible outcomes.
As a customer we are all unique and this uniqueness is reflected in the consumption pattern
and process of purchase. The study of consumer behavior provides us the reason why
consumer differ from one another in buying, using products and services.
The study of consumer behavior is very important to the marketers because it enables them to
understand and predict buying behavior of consumers in the market place. It is concerned not
only with what customers buy but also with why they buy it, when and where and how they
buy it, and how they consume it and deposit it.
According to professor Theodore Levitt of Harvard Business School, The study of buying
behavior is one of the most important in business education, because the purpose of a business
is to create an keep customers.
1.2 Review of Literature
SHEIKH QUZZAFI (2020)

The study focused on the factors which affects consumers buying behavior. The objective of
this study is to know the factors which affect the consumer buying behavior towards the
goods/services and to gain the knowledge on how the factors affects the purchase design of an
individual consumer. The approach used in this study is qualitative. The four main factors
which affects the consumer buying behavior such as personal factors, psychological factors
,Social factors and Economic factors. It also concluded that a consumer affects at the different
ages, life cycle stages, motivation and perception affect the consumer buying behavior and
surrounding of the consumer play a major role for influencing the buying decision.
BINOD SHAH (2020)
The Paper states the review of the factors that influence consumer buying behavior of
motorcycles in Janakpurdham. The focus of article is in the area of consumer behavior that
plays a vital role in making decisions to purchase any product. The main objective of this
study is to examine the factors that influence buying behavior of consumers to purchase

motorcycles. The main findings of this study is that the male folk play a dominant role in
influencing the purchase of motorcycle. Servicemen prefer motorcycles in comparison of
professionals, Businessmen and others. Income of consumers , price and quality of the
product and also promotion plays a major role in influencing the consumer buying behavior.
NASAM RAMYA, S MOHEMED ALI (2016)
Consumer buying behavior refers to the buying behavior of the ultimate consumer. Many
factors, specificities and characteristics influence the individual in what he is and the
consumer in his decision making process, shopping habits, purchasing behavior, the brands he
buys or the retailers he goes. A purchase decision is the result of each and everyone of these
factors. An individual and a consumer is led by his culture, his subculture, his social class, his
membership groups, his family, his personality, his psychological factors, etc.. and is
influenced by cultural trends as well as his social and societal environment. By identifying
and understanding the factors that influence their customers, brands have the opportunity to
develop a strategy, a marketing message and advertising campaigns more efficient and more
in line with the needs and ways of thinking of their target consumers, a real asset to better
meet the needs of its customers and increase sales.
KEM ZK ZHANG, MORAD BENYOUCEF(2016)
The emergence of social commerce has brought substantial changes to both businesses and
consumers. Hence, understanding consumer behavior in the context of social commerce has
become critical for companies that aim to better influence consumers and harness the power
of their social ties. Given that research on this issue is new and largely fragmented, it will be
theoretically important to evaluate what has been studied and derive meaningful insights
through a structured review of the literature. In this study, we conduct a systematic review of
social commerce studies to explicate how consumers behave on social networking sites. We
classify these studies, discuss noteworthy theories, and identify important research methods.
More importantly, we draw upon the stimulus-organism-response model and the five-stage
consumer decision-making process to propose an integrative framework for understanding
consumer behavior in this context. We believe that this framework can provide a useful basis
for future social commerce research.
MEENA MADHAVAN, C KALIYAPERUMAL(2015)
This theoretical research attempts to turn back the pages in literature, to understand the
concepts and existing theories in the consumer buying behavior. The base research in
consumer behavior lays foundation for quantitative research to analyze the existing theories
and new emerging patterns of consumer behavior. This study aims to understand the
consumer buying behavior while making their purchase decisions for personal consumption.
And it reviews the base research articles related to consumer buying behavior. This includes
consumer buying behavior models, factors influencing buying behavior, types of buying
behavior and the consumer decision-making process. This study provides the summary of
existing literature related to consumer behavior for better understanding and helps to frame
the hypothesis for future research. While some outcomes may be significant to marketing
practice the overall goal of such research endeavor is to achieve better understanding of
consumer behavior.
OSADEBAMWEN ANTHONY OGBEIDE(2015)
In this paper, an attempt has been made to present a generic exposition about the behavior that
consumers display in product acquisition , and to provide some information about consumer
behavior for reference. Critical to this paper are the key words that make up the title:
‘consumer’ ‘behavior’ (in) ‘product’ ‘acquisition’, as they form the basis for all the relevant
secondary research investigations conducted and summarized in this paper. The paper
consists of explanations on the concepts of motivation and involvement, knowledge, attitude,
perceived risk, risk reduction strategy and social demographics.
JOHN DUDOVSKIY (2015)
The topic of consumer behavior is one of the massively studied topics by the researchers and
marketers in the past and still being studied. Researchers show different reasons as to why
consumer behavior has been the topic of many academics and researchers. One of the
common views is that understanding consumer behavior has become a factor that has a direct
impact on the overall performance of the businesses. Another view suggests that
understanding consumer behavior has become crucial especially due to fierce competition in
retail industry in the UK and worldwide. This chapter will introduce some other areas of
research background of consumer behavior addressing the works of researchers and
marketers. Moreover, consumer decision making process, in particular, five stages of
consumer decision making process will be discussed in detail.
VICTORIA K WELLS (2014)
Psychology, along with a wide range of other academic disciplines, has influenced research in
both consumer behavior and marketing. However, the influence of one area of psychology -
namely, behaviorism – on research on consumers and marketing has been less prominent.
Behaviorism has influenced consumer and marketing research through the application of
classical and operant conditioning, matching and foraging theories, amongst other framework
during the past 50 years. This article provides a review of research and applications of
behavioral psychology in the area, as well as a brief introduction of behavioral psychology for
scholars unfamiliar with the area. The article also suggests avenues for further research
examining the potential of behavioral psychology approaches for both consumer and
marketing researchers.

1.3 STATEMENT OF THE PROBLEM
The study is about the activities of consumers with respect to their opinion about the best
quality of two wheelers and their preferences towards the purchase of two wheelers. The
research is also analyzing the consumers income of vehicle, price of vehicle, quality. Because
these factors also determine the purchase factor.
The study is based on the consumer preference towards the various types of two wheeler in
rural Chikodi only. The research is mainly concentrated the attitude of consumer. Here the
sample size is limited. This study has relied upon oral facts given by the respondents. The
attitude of the consumer may be changed due to time constraint, I have done this research
work in particular area. And all responses are not considered as true.
1.4 NEED FOR THE STUDY
Management needs to know the customer buying behavior in order to take sound decisions.
Surveys on consumers behavior can produce favorable or unfavorable result, but bringing a
number of benefits to industry. The study of consumer buying behavior indicates the
expectations of the customers. Customer behavior helps to understand the loyalty of the
customer towards the products. The management finds a possible way to fulfill the
expectations of customers and attract new customers.
1.5 OBJECTIVES
 To know consumer behavior for the purchase of Hero bikes.

 To know the market position of Hero bikes in Chikodi taluka.
 To study the factor which affect consumer behavior for purchase of two wheeler bikes.
 To study consumer satisfaction towards Hero bikes in Chikodi.
 To study whether the consumer is interested to purchase bikes in Hero Motocorp ltd or
not.
1.6 SCOPE OF THE STUDY
The scope of the study is limited to M/S Shree Renuka Hero Motors Chikodi only.

1.7 RESEARCH METHODOLOGY
Sources of Data
The data required for this project has been collected from both primary as well as secondary
resources.
I. Primary data: As the name itself suggest these data are first hand information.
For this study the primary data has been collected from respondents by personal visit and
interview using structured questionnaire, personal survey and sampling.
Sampling Plan
Sampling is a process of obtaining the information about the entire population by examining
a part of it. The effectiveness of the research depends on the sample size selected for the
survey purpose.
Sample site
The survey is conducted in Chikodi city.
Sampling unit
It means “who is to be surveyed”. Here target population is decided and it is who are
interested to purchase “Bike” and sampling frame is developed so that everyone in the target
population has known chance of being sample. So the survey is conducted particularly in
Chikodi city.
Sample size
For the purpose of proper survey, there is need of perfect research instruments to find
out sample size for more accurate result about behavior of consumer. The sample size is 50
respondents.
Sampling Method
A stratified random sample is one where the population is divided into mutually
exhaustive strata or sub-group and then a simple random is selected within each of strata on
age groups, occupation etc. It may be noted that stratification does not means absence of
randomness. I used a Random Sampling method.
II Secondary data:
The data that has previously been gathered and can be accessed by
researcher.
The data related to company profile and conceptual framework has been collected from
secondary sources such as websites, books and annual reports.

1.8 LIMITATIONS OF THE STUDY
 During survey some respondents may not give proper answer.

 This study is limited to M/S Shree Renuka Motors authorized Hero Motocorp Dealer
Chikodi only.
 The study is only based on Hero Motors.
 The study does not include comparison between two wheeler brands.
1.9 CHAPTER SCHEME
Unit 1 - INTRODUCTION
This chapter gives details on introduction, Review of literature, Need of the study, Objectives
of the study, Scope of the study, Research methodology and Limitations of the study.
Unit 2 – CONCEPTUAL FRAMEWORK
In this chapter is viewed on various concepts related to the study which are, Consumer buying
behaviour, Characteristics, Factors influencing consumer behaviour, stages of consumer
behaviour.
Unit 3 – INDUSTRY PROFILE
This chapter deals with industry profile which includes Introduction to Hero
Motocorp,Company profile, Etsablishment of the company, vision, mission, strategy,
manufacturing, technology, products, distribution, brand , flow chart, products of Hero
Motocorp.
Unit 4 – DATA ANALYSIS AND INTREPRETATION
This chapter gives details regarding the analysis and interpretation of data. It also consists of
the tables, graph and its interpretation.
Unit 5- FINDINGS, SUGGESTIONS AND CONCLUSION
This chapter comprises findings, suggestions and conclusion.

CHAPTER II
CONCEPTUAL FRAMEWORK
CONTENTS
2.1 Introduction
2.2 Meaning of consumer buying behaviour
2.3 Definition of consumer behaviour
2.4 Characteristics of consumer buying behaviour
2.5 Factors influencing consumer buying behaviour
2.6 Stages of consumer buying behaviour
2.7 Types of consumer buying behaviour

CHAPTER II
CONCEPTUAL FRAMEWORK
2.1. INTRODUCTION:
Consumer behavior is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, including the
consumer’s emotional, mental and behavioral responses that precede or follow these
activities. Consumer behavior emerged in the 1940s and 50s as a distinct sub-discipline in the
marketing area.
2.2. Meaning of consumer buying behavior:

Consumer buying behavior is the sum total of a consumers attitudes, preferences, intentions,
and decisions regarding the consumer behavior in the marketplace when purchasing a product
or service. The study of consumer behavior draws upon social science disciplines of
anthropology, psychology, sociology, and economics.
2.3Definition of consumer behavior:

The consumer behavior is the study of how an individual decides to purchase a particular
product over the other and what the underlying factors that mold such behavior are.
2.4. CHARACTERISTICS OF CONSUMER BUYING BEHAVIOR:

1. Bargaining :
A trend of bargaining is often found in the behavior of buyers. They prefer buying goods by
reducing the price as told by seller. Indian buyers too do not frame uniform price policy. The
trend bargaining is still in vogue in the Indian markets.
2. Quality vs. price :

Buyers focus on price instead of variety of goods. They therefore, prefer goods. A little bit
change has come now because the consumers have now begun purchase of quality goods on
higher price.

3. Brand or trademark consciousness :

It is the characteristic of the behavior of buyer that he appears now aware of brand of items
and considers these goods authentic and of higher quality.
4. Changing consumption pattern :

Owing to widespread education, increase in income and standard of living as also desire of
more comforts, the pattern of consumption is now being changed. The low income groups are
increasingly buying fried, tape recorder, cooler, sewing machines, etc.
5. Role of women :
The role of women is increasing day to day in the manner of decisions for purchase. The
women do purchase of all kinds particularly in families where the husbands earn the bread.
6. Credit and guarantee :

New motives for purchase are getting their way rapidly because of having credit and
guarantee facility available in the market. Such facilities are developing the trade and
commerce.
7. Complaining :
Buyers are gradually being aware of their rights. They have started exhibiting their complaints
through media and representations before consumer forum and thus, can receive the
compensation against the damage/loss so sustained.
2.5. FACTORS INFLUENCING CONSUMERS BUYING BEHAVIOR:
The marketers try to understand the actions of the consumers in the marketplace and the
underlying motives for such actions. These motives are the factors the influence the consumer
behavior.
1). PSYCHOLOGICAL FACTORS :
Human behavior is the outcome of his or her mental process and is goal oriented. The
working of mind can be explained in terms of motivation perception, learning, attitude,
personality and self concept.

A) Motivaton:-
Every action of a person seeks to satisfy certain need. A stimulation need becomes motive.
The interested need compels an individual act for its satisfaction. According to its intensity of
urgency a want becomes need drive and urge triggering human being in to action.
B) Perception:-
Human behavior is determined by one's perception. We see, hear and feel the external stimuli
through the five sense organs. Organize the information make meaning out of it. This process
of interpreting stimuli is called perception.
Perception is determined by the psychologist conditions and socio cultural environment.

Perception depends not only on the ability of sense organs but also on a person's needs, mind
set, span of apprehension and self image.
C) Learning:-
learning means the changes in behavior of person due to previous experiences. Most of
consumer’s behavior is learnt by earlier experiences. Learning theory helps us in
understanding “Brand Loyalty" and patronizing a firm.
D) personality and self concept:-
The personality is made-up of qualities possessed by a person like self confidence, boldness,
shyness, creativity, friendliness, adoptability etc., personality of consumer has influenced on
his brand preference and choice of product. Self concept implies about one think of himself.
The consumer buys such items which fit with his self concept.
E) attitudes and beliefs:-
Attitude is mental predisposition or orientation which determines behavior pattern with

regard to an object or idea. It can be positive or negative feelings towards a product, service or
a brand. Beliefs are views and convictions held by a person with regard to an idea or an
object.

2). SOCIALOGICAL DETERMINANTS :-
Human being is social animal and his perceptions behavior and attitude are greatly influenced
and shaped by social factors via family, reference group, social class, occupation, culture and
life style.
A). Family :-
Family is the social powerful group having influence on purchasing decisions of not only on
individual but also of his family members. The family structure, size, tradition and lifestyle of
its members and marketing behavior. Family itself constitutes purchasing unit.
B). Reference group :-
Every individual associates or wishes to associates with one or other social or preference
group of people which influences a person attitude, beliefs and behavior such groups are
family, sports club, professional body, trade union, religious group, friends circle etc.,
C). Social class :-
Society is organized in different levels of status classes. These social classes are
characterized by their incomes, education, occupation and neighborhood of residence. The
people are placed broad classes like upper, middle and low classes. The social classes create
brand preference in the area of clothing, home furnishing, automobiles etc., sectors.
D). Occupational group:-
The occupation or profession of attributes person his bearing on his purchase decisions. The
life style and purchase considerations different. According to occupations buying behavior or
lawyer can be easily differentiated from that of a teacher. The company can being out varied
designs to so it different occupational group.
E). Culture :-
Culture is a way of life and social heritage traditions, dress and philosophy. The culture
determines our behavior pattern. A culture may consist of sub culture is a group of people
sharing common values, religion and way of life.

F). Life style :-
Lifestyle means a person's pattern of living as expressed in his/her activities, interest and
opinion, His/her interaction with the society. Lifestyle of consumer can be measured by
technique called psycho-graphics. Marketer may design programs to suit the life style of
customers.
3). ECONOMICAL FACTORS:-
The purpose of demand creation activities requires not only intensifying the desire of a person
to go in for a brand but also to give buying power which translate desire in to actual
purchases. The buying power depends upon;
A). Personal income :-
Gross income of a person is composed of "disposable income" and " discretionary income".
the disposable personnel income is the balance remaining after subtracting taxes and
compulsory deductions (such as debts) from gross income. When disposable income rises the
expenditure on various items will go up. Fall is disposable income reduces consumer
spending. The discretionary income is the income remaining after meeting basic necessities of
life. This income is available for buying shopping goods, durable and luxuries. The rise in this
income raises standard of living.
B). Family income :-
Since is a part of his family. It is the aggregate income of all members of the family which
determines the buying power of an individual. The surplus income in the entire family after
deducting expenditure on basic needs of the family is made available for buying durable.
C). Income exeption :-
The buying behavior also depends on the exceptions of the future income. If a person accepts
future rise in his income, he purchases durable such as scooter, car, refrigerator, sofa set,
motorcycle etc., on hire purchases or installment bases. If his future income is likely to
decline, he will restrict current expenditure to bare necessities. It is change in spending pattern
of a person as a retirement is nearing.

D). Savings :-
Where a consumer decides to increase his savings, his spending on consumer durables will
decrease and appropriation towards profitable investments opportunities.
E). Liquidity position:-
The liquidity position of a person refers to his holding of cash and assets, which can be
quickly convertible in to cash.
Example :- Bank balance, marketable securities etc.. If consumer has adequate liquid assets,
he goes in for buying durable, fashionable items and vehicles on it enhance his purchasing
power.
F). Standard of living :-
It refers to the goods and services. A person is habited to use. Rising income improves
standard of living. However, fall in the income does not result in lowering of person's
standard of living.
G). Consumer credit :-
Availability of bank finance for purchase, hire purchase and installment facilities make
customer to propone their purchase of costlier items, consumer credit enables lower income
group to go in for items like scooter, car, refrigerator and furnishing etc.,
4). ENVIRONMENTAL FACTORS :-
Consumer behavior is influenced by external environment forces, such as political, legal,

technological, ethical and forces relating to once life cycle.
A). Political situations :-
It has impact on consumer behavior in a controlled system. Consumer have to be satisfies

with limited range of products made available by state monopolies. Where in market oriented
economy, consumer have wider choice.

B). Legal:-
Consumer are interested in fair and law dealing. They make purchase within legal framework
and enjoy quite possession of their purchase. all purchases dealing are carried on within legal
limits, although it may involve in cost.
C). Technology:-
Technological changes bring out wide range of choice among products or services. In buying
items like T.V, Cars, motorbikes etc. Consumer consults technical experts in purchase of
endeavors. They weight price vise - a - vise technologically and quality of product. The rapid
technological changes have made consumer to go in for the latest.
D). Ethical consideration:-
The sense of social mortality and ethical consideration exert their influence on buyers
behavior. In buying and consuming harmful items his conscience under great strain. Religious
and moral consideration have been formidable challenges in popularizing family programs
and use of birth control device
E). Life style :-
Lifecycle of an individual refers to the different phase of his life. Childhood adolescence,
adulthood, old age. The attributes tastes and performance vary perceptibility with changes in
life stages resulting in shifts in buyer’s behavior.
These all factors are influence on consumer buying behavior.
2.6. STAGES OF CONSUMER BUYING PROCESS:

Consumers go through a set of sequential steps while buying a product. A buying
process is the sequence of steps that a consumer takes while making a purchasing decision. A
normal consumer purchase includes the recognition of needs and wants. Next comes the
information search, followed by an evaluation of all the choices. Finally, the purchase
happens, and post-purchase evaluation follows a purchase.

Let’s go over each stage of a consumer buying process:
1. Identify the Problem

This is the first stage of the buying process. A consumer will not initiate a purchase without
the recognition of the needs or wants. When a consumer feels the need to buy a particular
product, he will go for a purchase decision. There is an unmet need or there is a problem that
can be solved by buying a particular product.
Needs arise as there is a problem. For example, you broke the table that you were regular
ling using for your business. And due to this problem, you now have to buy a new table.
Wants arise either because you have need a product or just because you are influenced by
external factors. For example, you see your friends using a laptop for their project work. You
might also have seen numerous advertisements about how a laptop can help you in your
project work. Due to this influence, you feel you want to upgrade to a laptop though you may
already have a desktop.
In this stage, the marketer should identify the needs of the consumers and offer the products
based on the desire.
2. Information search
At this stage, the consumer is aware of his need or want. He also knows that he wants to buy a
product that can relieve his problem. Therefore, he wants to know more about the product that
can relieve his problem. This leads to the information search stage.
The consumer will try to find out the options available and the best solution for his problem.
The buyer will look for information in internal and external business environments. A
consumer may look into advertisements, print, videos, online and even might ask his friends
and family.
When consumers want to buy a laptop, they look for a laptop, its features, price, discounts,
warranty, after-sales service, insurance, and a lot of other important features.
Here, a marketer must offer a lot of information about the product in the form of informative
videos, demos, blogs, how-to-do videos, and celebrity interviews.
3. Evaluation of Alternatives
By now the consumer has done enough research about the kind of product that can solve his
problem. The next step is to evaluate alternative products that can solve his problem. Various
points of information gathered from different sources are used in evaluating alternatives.
Generally, consumers evaluate the alternatives based on a number of attributes of the product.
Looks, durability, quality, price, service, popularity, brand, social media reviews are some of
the factors that consumers consider.
The market offers many products that can solve the problem of a consumer. Hence the
consumer has to make a choice after evaluating the various alternatives available.
At the end of this stage, the consumer will rank his choices and pick a product that best
matches his needs and wants.
4. Purchase Decision/Purchase
At this point, customers have already explored multiple options. They are aware of the pricing
and payment options available. Here, consumers are deciding whether to buy that product or
not. Yes, even at this stage they can still drop the purchase and walk away.
Philip Kotler (2009) says the final purchase decision may be ‘interrupted’ by two factors.
Customers may get negative feedback from friends or other customers who bought it. For
example, a customer shortlisted a laptop, but his friend gave negative feedback. This will
make him to change his decision. Furthermore, the decision might also change. Sudden
changes in business plans, financial crunch, unexpected higher prices, etc. might lead the
consumer to drop the idea of buying the laptop.
The Consumer chooses the product that he wants to buy, but many times, he may not actually
buy it for various reasons. At this stage, a marketer should find out the various reasons why
the consumer is hesitating to buy. The reasons could be price, value, and change in the needs
of the consumer.
5. Post-Purchase Evaluation
This is the last stage and is most often ignored by marketers.
After buying the product, customers compare products with their expectations. There can be
two outcomes: Either satisfaction or dissatisfaction. Consumers will be happy after buying
the product if it has satisfied their needs. But in case the product was not up to his
expectations, the consumer will be dissatisfied. A consumer can be lost even at this stage.
A dissatisfied customer might feel as though he took an incorrect decision. This will result in
returns Offering an exchange will be a straightforward action. However, even when a
customer is satisfied, there is no guarantee that the customer might be a repeat
customer. Customers, either satisfied or dissatisfied, can take action to distribute their

experience in the form of customer reviews. This may be done through reviews on customer
forums, websites, social media conversations, or word of mouth.
A marketer has to make sure that the consumer will be satisfied with the product so that his
experience will lead to repeat customers. Brands need to be careful to create a positive post-
purchase experience.
2.7. TYPES OF CONSUMERS BUYING BEHAVIOR:

The four types of consumer buying behaviour are:-
I. Complex buying behaviour:

In complex buying behavior consumer shows high level of involvement while purchase and
observe considerable differences among brands. Complex consumer buying behavior is
noticeable when the product price is high, risky, low quality after sale service and so on. Its
good example is buying a mobile or laptop. Both the products are expensive and variety of
brands. Consumers feel uncomfortable to decide for a specific brand.
II. Dissonance Reducing Buying Behavior

In dissonance reducing buying behavior consumer involvement is very high due to high price
and infrequent purchase with less significance differences among brands. In this case buyer
purchases the product which is easily available. After the product purchase, consumers may
face dissonance post purchase behavior.
III. Habitual Buying Behavior

In Habitual buying behavior consumer involvement is low as well as low is no significance
among brands names. The good example is a lighter or match box. They just go for it and
purchase it, there is no brand loyalty. Consumers do not need information regarding brand
purchase, characteristics. For such brands tv commercials, news papers and magazines build
positive attitude of consumers towards.
IV. Variety Seeking Buying Behavior

In variety seeking buying behavior situation consumer involvement is very low but there are
significance differences among brands. In this situation consumers perceive brand switching.
A good example is purchase is chips. In such case consumer purchase chips and make results
are consumption. Next time they purchase another brand just to change the taste.

CHAPTER III
COMPANY PROFILE
CONTENTS
3.1 History
3.2 Industrial Profile
3.3 Company profile
3.4 Organisational chart
3.5 Products of Hero Motocorp

CHAPTER III
COMPANY PROFILE
3.1 HISTORY
Hero Honda started its operations in 1984 as a joint venture between Hero Cycles (sometimes
called Hero Group, not to be confused with the Hero Group food company of Switzerland) of
India and Honda of Japan. In 2010, when Honda decided to move out of the joint venture,
Hero Group bought the shares held by Honda, and focused on its entirely owned subsidiary,
Honda Motorcycle and Scooter
Total equity ₹12,857 crore (US$1.8 billion) (2019) Number of employees 8,551 (2019)
Website Hero Motocorp India (HMSI). In June 2012, Hero Motocorp approved a proposal to
merge the investment arm of its parent Hero Investment Pvt. Ltd. with the automaker. This
decision came 18 months after its split from Hero Honda.
"Hero" is the brand name used by the Munjal brothers for their flagship company, Hero
Cycles Ltd. A joint venture between the Hero Group and Honda Motor Company was
established in 1984 as the Hero Honda Motors Limited at Dharuhera, India. Munjal family
and Honda group both owned 26% stake in the Company.
During the 1980s, the company introduced motorcycles that were popular in India for their
fuel economy and low cost. A popular advertising campaign based on the slogan 'Fill it – Shut
it – Forget it' that emphasized the motorcycle's fuel efficiency helped the company grow at a
double-digit pace since inception. In 2001, the company became the second largest two-
wheeler manufacturing company in India and globally. It maintains global industry leadership
to date. The technology in the bikes of Hero Motocorp (earlier Hero Honda) for almost 26
years (1984–2010) has come from the Japanese counterpart Honda.
By December 2010, the board of directors of the Hero Honda Group had decided to terminate
the joint venture between Hero Group of India and Honda of Japan in a phased manner. The
Hero Group would buy out the 26% stake of the Honda in JV Hero Honda. Under the joint
venture Hero Group could not export to international markets (except Nepal, Bangladesh and
Sri Lanka) and the termination of Honda joint venture and the renaming termination would

mean that Hero Group could now export. From the beginning, the Hero Group relied on their
Japanese partner Honda for the technology in their bikes.
The Japanese auto maker exited the joint venture through a series of off market transactions
by giving the Munjal family— which held a 26% stake in the company— an additional 26%.
Honda, wanting to focus only on its independent fully owned two-wheeler subsidiary—Honda
Motorcycle and Scooter India (HMSI)—, exited Hero Honda at a discount and get over ₹64
billion (US$900 million) for its stake. The discount was between 30% and 50% to the current
value of Honda's stake as per the price of the stock after the market closed on 16 December
2010.
The rising differences between the two partners gradually emerged as an irritant. Differences
had been brewing for a few years before the split over a variety of issues, ranging from
Honda's reluctance to fully and freely share technology with Hero (despite a 10-year
technology tie-up that expired in 2014) as well as Indian partner's uneasiness over high
royalty payouts to the Japanese company. Another major irritant for Honda was the refusal of
Hero
Honda (mainly managed by the Munjal family) to merge the company's spare parts business
with Honda's new fully owned subsidiary, HMSI.
As per the arrangement, it was a two-leg deal. In the first part, the Munjal family, led by
Brijmohan Lal Munjal group, formed an overseas-incorporated special purpose vehicle (SPV)
to buy out Honda's entire stake, which was backed by bridge loans. This SPV was eventually
thrown open for private equity participation, and those in the fray included Warburg Pincus,
Kohlberg Kravis Roberts (KKR), TPG, Bain Capital, and Carlyle Group.
Formation of the new company

The name of the company was changed from Hero Honda Motors Limited to Hero Motocorp
Limited on 29 July 2011. The new brand identity and logo of Hero Motocorp were developed
by the British firm Wolff Olins. The logo was revealed on 9 August 2011 in London, to
coincide with the third test match between England and India.

Hero Motocorp can now export to Latin America, Africa and West Asia. Hero is free to use
any vendor for its components instead of just Honda-approved vendors.
On 21 April 2014, Hero Motocorp announced their plan on a ₹2.540 billion (US$36 million)
joint venture with Bangladesh's Nitol-Niloy Group in the next five years to set up
manufacturing plant in Bangladesh. The plant started production in 2017.
Hero Motocorp owns the 55% of the manufacturing plant and rest 45% is owned by Niloy
Motors (A subsidiary of Nitol-Niloy Group). Hero also updated its 100cc engine range in
2014 for 110cc Bike expect hero dawn.
3.2 INDUSTRIAL 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.



3.3 COMPANY PROFILE
M/S SHREE RENUKA MOTORS

Name AUTHORISED HERO MOTOCORP
DEALER CHIKODI.
RENUKA MOTORS,SANGALI
Address ROAD,CHIKODI-591201
srmgerockd@gmail.com
E-mail
Date of 24/02/2014
establishment
Dealer Code 11625
Phone Number 9289922884
VISION:-
The story began with a simple vision – the vision of a mobile and an empowered India,
powered by its bikes. Hero Motocorp Ltd., company’s new identity, reflects its commitment
towards providing world class mobility solutions with renewed focus on expanding
company’s footprint in the global arena.
Mission:-
Hero MotoCorp’s mission is to become a global enterprise fulfilling its customers’ needs and
aspirations for mobility, setting benchmarks in technology, styling and quality so that it
converts its customers into its brand advocates. The Company will provide an engaging
environment for its people to perform to their true potential. It will continue its focus on value
creation and enduring relationships with its partners.
Strategy:-
Hero MotoCorp’s key strategies are to build a robust product portfolio across categories,
explore growth opportunities globally, continuously improve its operational efficiency,
aggressively expand its reach to customers, continue to invest in brand building activities and
ensure customer and shareholder delight.
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 Uttarakhand.
Technology:-
In the 1980’s the company pioneered the introduction of fuel-efficient,environment friendly
four stroke motorcycle in the country. It becomes the first company to launch the fuel
injection (FI) Technology in Indian motorcycles, with the launch of Glamour FI in June 2006.
Its plants use world class equipment and processes and have become a benchmark in leanness
and productivity.
Hero Motocorp, in its endeavor to remain technology pioneer, will continue to innovate and
develop cutting edge products and processes.
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
2005. Hero Honda offers large no. of products and caters to wide variety of requirements
across all the segments.
Distribution:-
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 Motocorp’s extensive sales
and service network now spans over to 5000 customer touch points. These comprise a mix of
authorized dealerships, Service & Spare Parts outlets, and dealer-appointed outlets across the
country.

Brand:-
The new Hero is rising and is poised to shine on the global area. Company’s new identity
“Hero Motocorp Ltd.” is truly reflective of its vision to strengthen focus on mobility and
technology and creating global footprint. Building and promoting new brand identity will
be central to all its initiatives, utilizing every opportunity and leveraging its strong
presence across sports, entertainment and ground- level activation.

Hero Motocorp Limited
Type Public
BSE: 500182
NSE: HEROMOTOCO NSE NIFTY 50
Traded as
Constituent
ISIN INE158A01026
Industry Automotive
Founded 19 January 1984
Founder Brijmohan Lall Munjal
Headquarter New Delhi, India
Key People Pavan Munjal (Chairman,MD &CEO)
Products Motorcycles, Scooters

Production
output 7,587,130 units (2019)
Operating
Income Rs 3,895 crore (US$490 million)(2021)
Net Income Rs 2,982 crore (US$370 million)(2021)
Total assets Rs 22,161 crore (US$2.8 billion)(2021)

3.4 ORGANIZATION CHART OF RENUKA HERO MOTORS PVT. LTD.

CHIKODI.
General Manager
Sales Manager Account Manager Workshop Manager
Sales Person Assistant Account Workers

Person

3.5 PRODUCTS OF HERO MOTOCORP:
Name XPULSE 200 4V

Price Rs.1,35,978
On road price Rs.1,78,225

Name Passion Pro 110
Price Rs.72,420
On Road Price Rs.94,042

Name Destiny 125 BSVI Platinum
Price Rs.79,200
On Road Price Rs.1,03,776

Name Maestro Edge 110
Price Rs. 70,698
On road price RS. 93,892

Name Destiny125
Price Rs. 82,950
On Road Price Rs. 1,08,001

Name Pleasure 110 BSVI XTEC Yellow
Price Rs.76,970

Name Pleasure 110 Metal Wheel
Price Rs.68,020
On Road Price Rs.91,091

Name Super Splendor
Price Rs.78,650

Name Passion Pro
Price Rs.78,640

Name Splendor Plus
Price Rs. 71,638
On Road Price Rs. 93,174

Name HF Dlx i3s
Price Rs. 66,350

Name XTREAM 160R
Price Rs. 1,13,958

Name Maestro Edge 125
Price Rs. 86,348

Name Pleasure 110 BSVI
Price Rs. 75,370

Name HF DLX 100
Price Rs. 49,999
On road price Rs. 67,496

Name Glamour
Price Rs. 86,270

CHAPTER IV
DATA ANALYSES AND INTREPRETATION
CONTENTS
4.1 Shows the age of respondents.
4.2 Shows occupation of respondents.
4.3 Shows annual income of the consumer.
4.4 Shows respondents opinion on purchase of hero bikes in future.
4.5 Shows media by which consumer (respondents) come to know about hero bikes.
4.6 Shows source of finance for purchase of hero bikes.
4.7 Shows on specific occasion consumer purchased hero bikes
4.8 Shows the people who affect the consumer most, while making the purchase
decision.
4.9 Shows the rate given by consumers about after sale services provided by Hero
Motocorp Ltd
4.10 Shows the reason to consumers for selecting particular hero bikes.
4.11 Shows the criteria which are considered by consumers while purchasing hero bikes.
4.12 Shows the marketing scheme that attracts the consumer most.
4.13 Shows the consumer opinion about service provided by dealers.
4.14 Shows the brand name plays important role in purchase of twowheelers.
4.15 Shows the satisfaction level of the consumers of hero bikes.

CHAPTER IV
DATA ANALYSES AND INTREPRETATION
Data Analyses is a process for obtaining raw data, and subsequently converting it into
information useful for decision making by users.
Data Interpretation is the process of reviewing data through some predefined processes which
will help assign some meaning to the data and arrive at relevant conclusion.

Table 4.1 shows age of respondents
Age limit Respondents Percentage

18 – 25 20 40
26 – 35 14 28
36 – 45 10 20
45 and above 06 12
Total 50 100
(Source : Survey)
45
40
35
30
25
Respondents
20
Percentage
15
10
0
18 – 25 26 – 35 36 – 45 45 and above
Above table shows that 40% of consumers are in the age group of 18 to 25, 28% of
respondents are in the age group of 26 to 35,20% of cosumers are of 36 to 45 age group
and 12% of consumers are the age group of 45 and above.

Table 4.2 shows occupation of the consumer.
Occupation No. of respondents Percentage(%)

Farmers 10 20
Students 25 50
Teachers 05 10
Others 10 20
Total 50 100
(Source :Survey)
60
50
40
30 No. of respondents
Percentage(%)
20
10
0
Farmers Students Teachers Others
The above table shows that out of 50 respondents 20% are of farmers , 50% are of
students, 10% are teachers and remaining 10% are of other occupation holders.

Table 4.3 shows annual income of consumer
Annual Income No. of respondents Percentage(%)

50,000 – 1 lakh 08 16
1 lakh – 2 lakh 17 34
2 lakh - 3 lakh 14 28
3 lkh – 4 lakh 05 10
4 lakh and above 06 12
Total 50 100
(Source : Survey)
40
35
30
25
15 Percentage(%)
10
0
50,000 – 1 1 lakh – 2 2 lakh - 3 3 lkh – 4 4 lakh and
lakh lakh lakh lakh above
Above table and chart shows that 16% respondents are having annual income of 50,000 to
1 lakh ,34% are of in the income group of 1 lakh to 2 lakh, 10% of respondents are having
3 lakh to 4 lakh income and 12 % of respondents are having more than 4 lakh annual
income.

Table 4.4 Shows respondents opinion on purchase of Hero bikes in future.
Details No. of respondents Percentage(%)

Yes 37 74
No 13 26
Total 50 100
(Source : Survey)
80
70
60
50
40 Yes
No
30
20
10
0
No. of respondents Percentage(%)
Above table and graph shows that 74% of respondents are having the plan of purchasing
Hero bikes in future and remaining 26% of respondents are not having the opinion about
purchase of Hero bikes in future.

Table 4.5 shows media by which consumers (respondents) come to know about Hero
bikes.
Media No. of Percentage(%)

respondents
Newspaper and 00 00
magazines
Advertising 12 24
Showroom 08 16
Banners on road 04 08
Friends and 26 52
relatives
Total 50 100
(Source : Survey)
60
50
40
30
No. of respondents
20 Percentage
10
0
Newspaper Advertising Showroom Banners on Friends and
and road relatives
magazines
The above table and graph shows the media by which consumers are come to know about
Hero bikes. Here more number of respondents i.e. 52% are come to know about Hero bikes
by their friends and relatives, 08% are by banners on road and 16 % of consumers are by
showrooms and 24% of consumers are come to know by advertising.

Table 4.6 shows the source of finance for purchase of Hero bikes.
Particulars No. of respondents Percentage(%)

By cash 32 64
By loan 18 36
Total 50 100
(Source : Survey)
70
60
50
40 By cash
By loan
30
20
10
0
No. of respondents Percentage(%)
Above table and graph represents that the source of finance for purchase of Hero bikes i.e
by loan or by cash. Here 64% of respondents are purchased the Hero bikes by paying cash
and 34% of consumers are purchased by loan.

Table 4.7 represents on specific occasion consumer purchase hero bikes.
Occasion No. of respondents Percentage(%)

On festival 14 28
On promotion 05 10
Bike required 09 18
On birthday 08 16
When you start job 12 24
When you got married 02 04
Total 50 100
(Source : Survey)
30
25
20
15
5 Percentage(%)
The above table and graph represents some specific occasion on that consumers are going
to purchase the bikes. Here Out of 50 respondents 28% of people are purchasing bikes on
festival season, 10% of respondents were purchased when they get promotion in their job,
18% of respondents were purchased as and when they required the bike, 16% of
respondents are purchased on their birthday, 24% of respondents were purchased when
they start their job and remaining 04% of respondents were purchased when they got
married.

Table 4.8 shows the people who affect the consumer most, while making the purchase
decision.
Details No. of respondents Percentage(%)

Family members 36 72
Friends 06 12
Relatives 04 08
Others 04 08
Total 50 100
(Source : Sourvey)
80
70
60
50
Percentage(%)
30
20
10
0
Family Friends Relatives Others
members
Above table and graph shows that the people who affect the consumer most, while making
the purchase decision. And here more number of consumers are affected by their family
members i.e. 72%, 12% are by their friends, 08% by their relatives and remaining 08% are
affected by other factors.

Table 4.9 shows the rate given by consumer about after sale services provided by
dealers of Hero Motocorp Ltd.
Rates No. of respondents Percentage(%)
Excellent 21 42
Good 12 24
Average 08 16
Poor 09 18
Total 50 100
(Source : Survey)
45
40
35
30
20 Percentage(%)
15
10
0
Excellent Good Average Poor
The above table and graph shows that the rate given by consumer about after sale services
provided by Hero Motocorp Ltd. Here out of 50 respondents 42% of respondents gave the
rate as excellent, 24% of respondents given the rate as good and 16 % of respondents gave
poor and 18% of respondents were gave the rate as poor.

Table 4.10 shows the reason to consumer for selecting particular Hero bikes.
Reason No. of respondents Percentage (%)

Good look/style 12 24
Reasonable price 08 16
Low maintenance cost 06 12
Auto start 04 08
Fuel efficiency 05 10
Engine capacity 05 10
Pick up 10 20
Total 50 100
(Source : Survey)
14
12
10
The above table and graph says that 24% of consumers were selected the Hero bikes for its
good look / style and 16% of respondents were selected for its reasonable price, 12%
respondents were selected for its less maintenance cost, 08% of people selected it for auto
start feature and 10% of respondents were selected it for its fuel efficiency and same for
engine capacity and 20% of respondents were selected it for its pick up feature.

Table 4.11 shows the criteria which are considered by consumers while purchasing
Hero bikes.
Criteria No. of respondents Percentage

Price 05 10
Average 06 12
Pickup 08 16
Design 04 08
Company image 10 20
CC of Engine 17 34
Total 50 100
(Source : Survey)
Price
Average
Pickup
Design
Company image
CC of Engine
The above table and graph says that the criteria which are considered by consumer while
puechasing Hero bikes. Here out of 50 respondents 10% of respondents were considered
the price of bike, 12% respondents were considered its average, 16% of respondents were
considered its pickup, 08% of respondents were considered design of the bikes, 20% of
people were considered Company image and remaining 34% of people were considered the
CC of the Engine.

Table 4.12 shows the marketing scheme that attracts the consumer most.
Marketing scheme No. of respondents Percentage (%)

Special offers 07 14
Cash discount 19 38
Festival gifts 17 34
Others 07 14
Total 50 100
(Source : Survey)
Special offers
Cash discount
Festival gifts
Others
The above table and graph represents that the marketing schemes which attracts the
consumer most. Here out of 50 respondents 14% of respondents were attracted by special
offers which are given by the dealers, 38% of people were attracted by cash discount, 34%
of people were attracted by festival gifts and remaining 14% of respondents were attracted
by some other factors which are given by the Hero motocorp dealer.

Table 4.13 shows consumers opinion about service provided by dealers.
Opinion No. of respondents Percentage (%)

Excellent 22 44
Good 17 34
Fair 09 18
Poor 02 04
Total 50 100
(Source : Survey)
Excellent
Good
Fair
Poor
The above table and graph shows that the consumer opinion about the service provided by
dealer. Out of 50 consumers 44% of consumers were having the opinion as excellent, 34%
of respondents were given as good, 18% of respondents were having the opinion about the
service provided by dealer as fair and remaining 04% of respondents were given as poor
opinion.

Table 4.14 shows whether the brand name plays important role in purchase of two
wheelers?
Yes/No No. of respondents Percentage(%)

Yes 43 86
No 07 14
Total 50 100
(Source : Survey)
Yes
No
The above table and graph represents that whether the brand name plays important role in
purchase of two wheelers. Here out of 50 respondents 86% of respondents says yes brand
name plays an important rolein purchase decision and 14% of respondents were said no.

Table 4.15 shows satisfaction level of the consumer of hero bikes.
Satisfaction level No. of respondents Percentage (%)

Excellent 24 48
Good 16 32
Fair 09 18
Poor 01 02
Total 50 100
(Source : Survey)
Excellent
Good
Fair
Poor
The above table and graph shows that the satisfaction level of the consumers of Hero
bikes. Here out of 50 respondents 48% people are having excellent level of
satisfaction, 32% of people are having good , 18% of respondents are having fair
satisfaction level and remaining 02% of respondents are having poor level of
satisfaction.

CHAPTER V
FINDINGS SUGGESTIONS AND CONCLUSION
CONTENTS
5.1 Findings
5.2 Suggestions
5.3 Conclusion

Chapter V
FINDINGS SUGGESTIONS AND CONCLUSION
5.1 Findings
 The study shows that majority of the the respondents are using Hero bikes.
 Most of the consumers were came to know about hero bikes by their friends and relatives.
 On festival season more number of people are purchasing the hero bikes.
 Most of the purchase decision is affected by family members.
 More number of consumers are purchasing this hero bikes because of its style, pick up and
reasonable price.
 While purchasing two wheeler, consumers consider the image of the company and CC of
the engine.
 Cash discount and festival offers affect more on consumers to purchase hero bikes.
 By this study we come to know that more number of customers are satisfied with the
service provided by Hero motocorp dealer.
 More number of consumers are delighted with the Hero bikes and very less people are
poorly satisfied.
 The study says that Hero motocorp is most trusted and valuable brand.

5.2 Suggestions
 Its better to introduce less priced hero products because the customers attracts towards
less price products then the poor families ,farmers can purchase Hero bikes. This may
leads to increase your sales.
 Hero company should design the bike for college students so that he can feel proud as he
is taking other company bikes such as Yamaha, Royal Enfield, KTM etc.
 As people expect more mileage per kilometre, company should increase the mileage of
the Hero bike.

5.3 Conclusion
After completing my research in M/S Shree Renuka Hero motors I came to include that the
Hero Company is developping day by day. The present condition of the company is fair
because every individuals, groups, department etc. is well coordinated to improve the level of
standard. The company for its development purpose must see its employees works together as
a family, for this the company needs to take steps for motivating them. Hero is one of the
largest automobile industry in India. It has created a notable place in the minds of the people.
Today the Hero stands tall at the forefront of the industries in India. Hero is who has become
popular through its vibrant marketing style and various innovative products it should continue
to do so and ensure that the set target is achieved.The new Hero is rising and is poised to
shine on the global area. Company’s new identity “Hero Motocorp Ltd.” is truly reflective of
its vision to strengthen focus on mobility and technology and creating global footprint.
Building and promoting new brand identity will be central to all its initiatives, utilizing every
opportunity and leveraging its strong presence across sports, entertainment and ground- level
activation.
Consumer perception towards hero motorcycles is very good. It has created very good brand
image for itself by providing low maintenance, fuel efficient, sleek looking models along with
efficient after sales services. It is only due to the positive perception of the consumer that the
company is being able to complete in the market its other competitors.

BIBILOGRAPHY
ARTICLES:
1. Kem ZK Zhang, Morad Benyoucef, Consumer behavior in social commerce., Decision

support system 86,2016.
2. Victoria K Wells, Behavioural psychology, marketing and cosumerbehaviour., Journal of

Marketing Management 30, 2014.
3. John Dudovskiy, consumer buying behavior,2015.
4. Osadebamwen Anthony Ogbeide, Consumer behaviour in product acquisition.,The

marketing review 15(3),2015
5. Sheikh Qazzafi, Factors affecting consumer buying behavior., International journal for
scientific Research & Development 8(2),2020.
6. Meena Madhavan, C Kaliyaperumal, Consumer buying behavior – an overview of theory

and models., St. Theresa Journal of Humanities and Social Science 1(1),2015
7. NASAM Ramya, S Mohamed Ali, Factors affecting consumer buying behavior.,

International journal of applied research 2(10),2016.
Book:
1. Consumer Behaviour, Leon G. Schiffman, Leslie lazar Kanuk, S Ramesh Kumar., Tenth
edition
WEBSITES:
1. www.heromotocorp.com
2. www.wikipidea.com
ANNEXURE
QUESTIONARIES
Dear sir/Madam,
It is a matter of great pleasure to introduce myself Mrs. Jyoti A. Kanade studying M.com in
K.L.E. Society’s Basavaprabhu Kore College Chikodi. As per the course requirement we need
to undergo a major concurrent project entitled “ A Study on buying Behaviour of consumers
towords Hero Motocorp with special reference to M/S. Shree Renuka Hero Motors, Chikodi.”
I am requesting you to please share your time to provide valuable information and opinion
by filling this questionaries. Your co-operation will be highly appreciated and also this will
helpful to us to serve you better in future.
1) How old are you?

a)18-25 b)26-35
c)36-45 d)45 and above
2) What is your occupation?
a)Farmer b)students
c)Teacher d)Others
3) what is your annual income?
a)50000 – 1 lakh b)1 lakh – 2 lakh
c)2 lakh – 3 lakh d)3 lakh – 4 lakh
e)4 lakh and above
4) Do you purchase Hero bikes in future?
a)Yes b)No
5) From which media you came to know about Hero bikes?
a)Newspapers and magazines b)Advertising
c)Showroom d)Banners on Road
e)Friends and Relatives

6) Which source of finance you are using for purchase of Hero bikes?
a)By cash b)By Loan
7) when you purchase Hero bike?
a)On festival b)On promotion
c)Bike required d)On birthday
e)When you start job f)When you got married
8) who were affected for your purchase decision?
a)Family members b)Friends
c)Relatives d)Others
9) which rate will you give for after sale services provided by dealers of Hero Motors Ltd ?
a)Excellent b)Good
c)Average d)Poor
10) For which reason you select Particular Hero bike?
a)Good look/style b)Reasonable Price c)Low maintenance cost
d) Auto start e)Fuel efficiency f)Engine capacity
g)Pickup
11) Which criteria are you considere while purchasing Hero Bikes?
a)Price b)Average c)Pickup
d)Design e)Company image f)CC of Engine
12) Which marketing scheme that attract you most for purchase of bikes?
a)Special offers b)Cash discount
c)Festival gifts d)Others
13) What is your opinion about service provided by dealers?
a)Excellent b)Good
c)Fair d)Poor
14) Is brand name plays important role in purchase of twowheelers?
A)Yes b)No
15) How much are you satisfied by Hero bikes?
a)Excellent b)Good
c)Fair e)Poor

Hero Marketing

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K. L. E.

BASAVAPRABHU KORE ARTS, SCIENCE AND COMMERCE COLLEGE,

PG DEPARTMENT OF COMMERCE AND MANAGEMENT

A PROJECT REPORT ENTITLED

“A STUDY ON BUYING BEHAVIOR OF CONSUMERS TOWARDS HERO

M/S. SHREE RENUKA MOTORS, CHIKODI

FOR THE PARTIAL FULFILMENT OF DEGREE IN MASTER OF COMMERCE

Miss. Jyoti Kanade

UNDER THE GUIDANCE OF

BASAVAPRABHU KORE ARTS, SCIENCE AND COMMERCE COLLEGE,

PG DEPARTMENT OF COMMERCE AND MANAGEMENT

MISS. RACHANA V. SHRI. N. B. PATIL SHRI. UDAYSINGH RAJPUT

PROJECT GUIDE CO-ORDINATOR PRINCIPAL

I declare that the project report entitled “A Study on Buying Behavior of

Date: Miss. Jyoti Kanade

I am conscious of my indebtedness to each and every individual,

I sincerely express my deep sense of gratitude and appreciation to

I am beholden to Shri. N. B. Patil, Co-Ordinator of PG Department

I express my deep intelligence of appreciation to Shri. Udaysingh

I express my sincere gratitude to Shri. Chidanand Hiremath,

At the outset, I would like to thank all the teaching faculty of PG

Finally I owe my deep sense of gratitude to my parents, friends and

Miss. Jyoti Kanade

INTRODUCTION AND RESEARCH DESIGN

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INTRODUCTION AND RESEARCH DESIGN

1.2 Review of Literature

SHEIKH QUZZAFI (2020)

BINOD SHAH (2020)

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NASAM RAMYA, S MOHEMED ALI (2016)

KEM ZK ZHANG, MORAD BENYOUCEF(2016)

MEENA MADHAVAN, C KALIYAPERUMAL(2015)

OSADEBAMWEN ANTHONY OGBEIDE(2015)

JOHN DUDOVSKIY (2015)

VICTORIA K WELLS (2014)

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1.3 STATEMENT OF THE PROBLEM

1.4 NEED FOR THE STUDY

 To know consumer behavior for the purchase of Hero bikes.

1.6 SCOPE OF THE STUDY

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1.7 RESEARCH METHODOLOGY

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1.8 LIMITATIONS OF THE STUDY

 During survey some respondents may not give proper answer.

1.9 CHAPTER SCHEME

Unit 2 – CONCEPTUAL FRAMEWORK

Unit 3 – INDUSTRY PROFILE

Unit 4 – DATA ANALYSIS AND INTREPRETATION

Unit 5- FINDINGS, SUGGESTIONS AND CONCLUSION

This chapter comprises findings, suggestions and conclusion.

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2.2. Meaning of consumer buying behavior:

2.3Definition of consumer behavior:

2.4. CHARACTERISTICS OF CONSUMER BUYING BEHAVIOR:

2. Quality vs. price :

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3. Brand or trademark consciousness :

4. Changing consumption pattern :

6. Credit and guarantee :

2.5. FACTORS INFLUENCING CONSUMERS BUYING BEHAVIOR: