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A Study On Consumer Buying Behaviour Towards Hero Motocorp Bikes in Lucknow Tyui
A Study On Consumer Buying Behaviour Towards Hero Motocorp Bikes in Lucknow Tyui
On
“A Study on Consumer Buying Behaviour
towards Hero Motocorp Bikes in Lucknow”
Submitted by
Abhishek Singh
BBA 3rd Semester
Roll No- 1170671018
Session 2018-2019
School of Management
Abhishek Singh
2
ACKNOWLEDGEMENT
No project report ever reflects the efforts of a single individual. The report owes its
existence to the constant support and guidance of a number of people. I am grateful to all
of them.
I would like to thank all the respondents for giving their valuable time and providing
useful insight into finer aspects of retailing and the latest trends.
I am also grateful to all those who have either directly or indirectly contributed towards
the completion of the project, for their support and encouragement.
Abhishek Singh
3
PREFACE
I have put my sincere efforts to accomplish my objectives within the stipulated time.
Despite all limitations, obstructs, hurdles and hindrances, I have toiled and worked to my
optimum potential to achieve desired goals. I am presenting this hand carved effort. I
tried my level best to conduct a research to gain a thorough knowledge about the project
MOTOCORP BIKES IN LUCKNOW”. I put the best of my efforts and have also tried
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TABLE OF CONTENT
SR.NO. INDEX PG.NO.
6
1. INTRODUCTION
9
2. COMPANY OVERVIEW
12
4. DATA ANALYSIS &
INTERPRETATION
19
5. FINDINGS
20
6. SUGGESTION &
RECOMMENDATIONS
CONCLUSION 21
7.
22
8. BIBLIOGRAPHY
23
9. QUESTIONNAIRE
5
INTRODUCTION
Consumer behavior refers to the mental and emotional process and the observable
or service.
Consumer behavior involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, sociopsychology,
anthropology and economics. It also tries to assess the influence on the consumer from
Buyer behavior has two aspects: the final purchase activity visible to any observer and
the detailed or short decision process that may involve the interplay of a number of
process is a complex matter as many internal and external factors have an impact on the
When purchasing a product there several processes, which consumers go through. These
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Purchase decision
Through the evaluation process discussed above consumers will reach their final
purchase decision and they reach the final process of going through the purchase action
e.g. The process of going to the shop to buy the product, which for some consumers can
be as just as rewarding as actually purchasing the product. Purchase of the product can
Ever have doubts about the product after you purchased it? This simply is post purchase
behavior and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase,
it is therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and
reputable organization. This limits post purchase behavior. i.e. You feel reassured that
influences you before you buy a product or service? Your friends, your upbringing, your
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Culture is one factor that influences behavior. Simply culture is defined as our attitudes
and beliefs. But how are these attitudes and beliefs developed? As an individual growing
up, a child is influenced by their parents, brothers, sister and other family member who
may teach them what is wrong or right. They learn about their religion and culture, which
helps them develop these opinions, attitudes and beliefs (AIO) . These factors will
influence their purchase behavior however other factors like groups of friends, or people
they look up to may influence their choices of purchasing a particular product or service.
Reference groups are particular groups of people some people may look up towards to
that have an impact on consumer behavior. So they can be simply a band like the Spice
Girls or your immediate family members. Opinion leaders are those people that you look
up to because your respect their views and judgments and these views may influence
consumer decisions. So it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behavior; do consumers have a secure job and a regular income to spend on
goods? Marketing and advertising obviously influence consumers in trying to evoke them
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Company Profile
Hero MotoCorp Ltd. (Formerly Hero 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.
Vision
The story of Hero 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.
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Hero MotoCorp Ltd
10
OBJECTIVES OF THE STUDY
To study factors which affect consumer behavior for purchase of two wheeler
bike.
11
DATA ANALYSIS & INTERPRETATION
Que: 1
Objective: To Know Future Purchaser of Hero Motorcycles.
45%
65%
Yes No
Interpretation:
65% of respondents want to purchase Hero Bikes in future. It means Hero has a
good future aspects and can sell more bikes than competitors mainly Bajaj. 45%
of respondents don’t want to Hero Bikes, and they prefer other bikes. Hero can
attract those customers by providing them other benefits.
12
Que: 2
Objective: To know the media by which consumer come to know about bikes.
Media Preferred by Respondents
Media No. of Respondents %
News Paper 19 19%
Hoarding 6 6%
Magazine 3 3%
Television 22 22%
Showroom Banner 7 7%
On Road 18 18%
Friend/Relative 25 25%
Total 100 100%
Friend/Relativ
e
News
25%
Paper
19% Hoarding
6%
Magazine
On Road 3%
18% Television
22%
Showroom
Banner
7%
Interpretation:
Most important media by which consumers come to know about Bikes are
television and News Papers with 22% and 19% respectively. They are most
effective source to advertise and promote new and existing models of bikes for
Hero and other Bike Manufacturer.
13
Que:3
Objective: To aware about the time which customer uses to purchase Bike.
Time of Purchase
45% 41%
40%
35%
30%
25%
20% 18%
16%
15% 11%
10% 8%
6%
5%
0%
On Festival Get Bike Required On Birthday When you When you go
Promotion start job married
Time
Interpretation:
Most peoples purchase bikes when they have needed to purchase Bike. Many
people purchase bikes when they start job (16%) or get promotion in job (11%).
On festival also many consumer purchase bikes to take advantages of
promotional offers.
14
Que: 4
Objective: To know that who affects the most while taking the purchase
decision.
Past Users,
20% Family
Show Room/ Member, 30%
Dealer, 10%
Relatives, 15%
Friends, 25%
Interpretation:
In purchasing decisions many people’s take part especially in the cases of costly
and durable product like Bike. Many people affect the consumers’ decision of
purchase. In those family members (30%), friends (25%), Past Users (20%),
Dealers (10%), and relatives (15%) affect the consumers’ decision.
15
Que: 5
Objective: To aware about the effect of promotional scheme on consumer.
No
15%
Yes
85%
Interpretation:
As per above chart, consumers are purchases bikes when they get promotion
incentives for purchasing Bikes. 85% of consumers affect by the promotional
schemes and incentives and purchase bike when they get more incentives. 15%
of consumers are not wait for incentive scheme and make purchase of Bike
without any incentive expectation.
16
Que: 6
Objective: To aware about the purchasing criteria for purchasing Hero Bike.
Criteria No. of Respondents Percentage
Prices 14 14%
Average 23 23%
Pickup 18 18%
Design 9 9%
Company image 17 17%
Maintenance 12 12%
CC of Engine 7 7%
Total 100 100%
25% 23%
Criterias
Interpretation:
While purchasing bike, consumers considers a number of criteria’s such as price,
average, company image, maintenance cost, etc. Average is most important
criteria for purchase bike with 23%, after that comes company image (17%), Pick
up (18%) and price (14%).
17
Que: 7
Objective: To know the reason for purchasing Hero Bike.
Reasons No. of Respondents Percentage
Good looks/ stylish 13 13%
Reasonable price 26 26%
Low maintenance
cost 11 11%
Fuel efficiency 19 19%
Auto Start 15 15%
Engine capacity 9 9%
Pick up 7 7%
Total 100 100%
Auto Start
15% Reasonable
price
26%
Low
maintenance
Fuel efficiency cost
19% 11%
Interpretation:
As above mentioned consumer looks for many things before purchasing Bike.
26% of consumer looks for reasonable price bike, while 19% of consumer looks
for fuel efficient bike. 15% want Auto start bike and! 3% want stylish bike. 11%
have low maintenance cost is important whereas 9% shows engine capacity and
7% shows pick up of Bike.
18
Findings
The old prophecy that once a customer is a customer has become a myth in the present
day competitive world. Brand image is no longer works a magic with the consumer. So to
hold the customer to the brand and attract new consumers the company must produce
products that are efficient and competent along with its marketing activities that help in
After analyzing the response of the consumer interviewing through questionnaire and
1. Hero motor cycles were the market leader in the Two Wheeler segment.
But they are losing their grip in the market. Even the 48% Hero customers
said that if they get a second chance they would prefer Bajaj.
2. The Brand Name of Hero is still there in the market and in the minds of
the customer.
3. There are only a few women Hero customers and they own Hero Pleasure.
4. Now days the main Hero customers are students between 18-25 years of
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CONCLUSION
Hero is one of leading two wheeler producer in the world and a major player in the Indian
Market. They were the producer of largest selling motor cycle of the world that is Hero
Splendor it has its own importance still in the market. But from the past two or three
years Hero suffered a slight loss in its market share and Bajaj became a big competitor to
Hero. The introduction of Bajaj Pulsar is one of the biggest threats to Hero.Hero is one of
the leading two wheeler producer in the globe. It holds an important place in the minds of
consumer by providing efficient service and better products. Product efficiency and
innovations are the method they live up today. Their engineering is comprehensive.
Consumer perception towards Hero motorcycles is very good. It has created a very good
brand image for itself by providing low maintenance, fuel efficient, sleek looking models
along with efficient after sales service. It has attracted every class of customers.
the consumer that the company is being able to compete in the market with its other
competitors.
20
RECOMMENDATIONS
1. Most of the customers are of the view that the price tag of HERO bikes as
compared to other similar bikes is a bit higher. Hence the price of the bikes
especially the power range bikes like CD DELUXE, CBZ XTREME, and
2. CD-Dawn, Splendor+ and Passion Plus, could be added with more power,
effective maintenance of the bike so that the consumers get the best from the
bike.
4. HERO has to identify those dealers who are facing the problem with sales and
5. Hero has to use more promotional techniques to improve the sales in future. It
given with much detailed information about the product and more public
awareness is created.
21
BIBLIOGRAPHY
WEBSITE:-
www.heromotocorp.com
www.scribd.com
www.projects4mba.com
www.docstoc.com
TEXTBOOKS REFERRED
Consumer Behaviour – Building Marketing Strategy 9th Edition 2003, Tata McGraw Hill.
MAGAZINES
Business Today
Business World
Business standard
Auto India
Overdrive
22
Appendix
23
QUESTIONNAIRE
Name:____________________________________________
Address:
Gender: Male Female
Age: Phone no:
Education:
Occupation:
1) Which two wheeler motor cycle company you aware that presently available in
the
Market?
a) b) c)
d) e) f)
Yes
No
Yes
Please Mentioned Company name
24
4) How did you come to know about this HERO Bike?
Yes No
8) What important criteria you considered while purchasing the HERO Bike?
(Multi tick mark)
25