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Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. 1.1.1 OUTLINE OF THE STUDY Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. 1.1.2 DEFINITION Marketing is defined by the AMA as "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
"Marketing is the set of human activities directed at facilitating and consummating exchanges."- Philip Kotler
1.1.3 DEFINITION OF BRAND POSITIONING Brand Positioning probably the most common is identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies. Positioning is defined as the way by which the marketers create impression in the customers mind.
1.1.4 Brand positioning process Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness, differentiation and verifiable value. It is important to note that "me too" brand positioning contradicts the notion of differentiation and should be avoided at all costs. Generally, the brand positioning process involves: 1. Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions) 2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, etc.) 3. Documenting the provider's own positioning as it exists today (may not exist if start up business) 4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation 5. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions.
1.1.5 Product positioning process Generally, the product positioning process involves: 1. Defining the market in which the product or brand will compete 2. Identifying the attributes that define the product 'space' 3. Collecting information from a sample of customers about their perceptions of each product on the relevant attributes 4. Determine each product's share of mind 5. Determine each product's current location in the product space 6. Determine the target market's preferred combination of attributes 1.1.6 Positioning concepts More generally, there are three types of positioning concepts: 1. Functional positions
o o o
Solve problems Provide benefits to customers Get favorable perception by investors and lenders
2. Symbolic positions
o o o o
Self-image enhancement Ego identification Belongingness and social meaningfulness Affective fulfillment
3. Experiential positions
Provide sensory stimulation Provide cognitive stimulation
8 Repositioning a company It can be necessary . 4 .1. employees. This is especially true of small and medium-sized firms. In a prolonged recession. POSE Analysis offers a somewhat more sophisticated approach than perceptual mapping and allows one to not only determine the positioning of a brand but also the overall strength of a brand's proposition.7 Measuring the positioning Positioning is facilitated by a graphical technique called perceptual mapping. Doing so involves repositioning the entire firm. and logic analysis.1.even urgent . Upscale restaurants. for example. and statistical techniques like multi dimensional scaling. It involves making hard decisions about how a market is shifting and how a firm's competitors will react. and each company needed to influence how these perceptions changed. the expectations of investors. business approaches that were effective during healthy economies often become ineffective and it becomes necessary to change a firm's positioning. various survey techniques. for example. many of which often lack strong brands for individual product lines. When Goldman Sachs and Morgan Stanley suddenly shifted from investment to commercial banks. clients and regulators all needed to shift. rather than just a product line or brand.1. 1. may for the first time need to stress value as a sale tool. conjoint analysis. which previously flourished on expense account dinners and corporate events. factor analysis. Repositioning a company involves more than a marketing challenge.to reposition an entire company.
5 . Here is a list of nine positioning types you can think of before deciding on which one you will attach to your brand: 1. and you will succeed in creating a powerful brand. Al Reis and Laura Reis. authors of The 22 Immutable Laws of Branding say the best way to increase perception of quality is to narrow the company’s focus. It is the foundation to all communications and brand strategy. It is the disciplined thinking that guides the basis for building relationships between brands and customers. lies in the mind of the buyer. the next thing to look at is how you are going to lure your customer to try your brand. Build a powerful perception of quality. or the perception of quality.Brand positioning is the ―space‖ that your services and solutions occupy in the minds of your target audience. Brand Positioning permeates virtually everything we do. Quality positioning Perception of quality is probably one of the most important elements for a brand to have and can be combined with any of the other prompts below. Quality. Brand positioning is important in deciding where you want to position your brand within its category and relative to the competition. Once you determine the way in which you can reach your market. The right positioning incorporates strong values and differentiators that are important to your customers.
The advantage is that the message is clear. you become a specialist rather than a generalist. Today. co-branded names. most of the other major airlines have followed Southwest’s lead by rolling out value-priced flights under new. items that were considered to be a good ―value‖ meant that they were inexpensive. 6 . Feature-driven positioning More marketers rely on product/service features to differentiate their brands than any other method. or be of ―higher quality‖ than a generalist. Value positioning Although at one time. that stigma has fallen by the wayside. Unfortunately. For instance.When you narrow a product’s focus. In fact. feature-orientated stances are often rendered useless if the competition comes out with a faster or more advanced model. The product or service does need to have some perk or difference to justify the higher price. they explain. 2. 3. 4. and the positioning will be credible if you stick to the facts about the product. brands that are considered a value are rising in popularity amongst consumers. Southwest Airlines is probably the best example of how a company has been able to offer discount prices and still keep a strong brand identity. and a specialist is perceived to know more. Relational positioning One of the most effective ways to create interest in a brand is to send out a positioning prompt that resonates well with potential buyers.
8 5 Factors of Brand Positioning 1. 5.5. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 1. the good value for the money solution. Consumer Expectations What consumers expect to receive from the brand. problem/solution prompts show the consumer how a sticky situation can be relieved quickly and easily with the brand or service. the high-end.e. Consumer perceptions The perceived quality and value of your brand in consumer’s minds (i. 2. Price An easily quantifiable factor is your prices vs.. your competitors’ prices. 4. 6. high price tag solution. or a person they might like to be. Problem/solution positioning As the name implies. Brand Attributes What the brand delivers through features and benefits to consumers. or a state of mind they might like to achieve. does your brand offer the cheap solution. Aspiration positioning These are positioning prompts that offer prospects a place they might like to go. 3.1. 7 . etc.
765 units exported.1 INDIAN TWO-WHEELER INDUSTRY INTRODUCTION The Indian automotive industry consists of five segments: commercial vehicles. two-wheelers. This is the thirteenth consecutive month where Hero Honda has sold more than 4 lakh 8 .2 INDUSTRY PROFILE 1.1. 1 two wheeler company has posted growth of 14.2. The company has sold 5.822.933 units of two wheeler sold in the month of May 2010.5% of the total vehicles sold in the period mentioned. three-wheelers.613.2 TWO-WHEELERS: MARKET SIZE & GROWTH In terms of volume.2.35. Hero Honda: Hero Honda the world’s no.436 units of two-wheelers were sold in the country in 9MFY2005 with 256.234 units of two wheeler in the month of May 2011 compared to 4. and tractors. the industry (excluding tractors) marked a growth of 17% over the corresponding previous. 1.591 units exported during the first nine months of FY2005 (9MFY2005). The total two-wheeler sales of the Indian industry accounted for around 77.00. 4.75% in the month of May 2011 compared to May 2010. multi-utility vehicles & passenger cars. With 5. The two-wheeler sales have witnessed a spectacular growth trend since the mid nineties.963 units sold in the domestic market and 453.
54.58%. The company exported 1.818 units in the month of May 2011 TVS Motors: TVS Motors has posted growth of 17.891 units in the month of May 2011 compared to 1.17. Total sales stood at 1.488 units in the month of May 2010. Total sales stood at 38. The company sold 34.980 units sold in the same period last year Yamaha India: Yamaha India has reported sales growth of 55.56.989 units of motorcycle in the month of May 2011 compared to 2.units and the firth time and consecutive three times more than 5 lakh plus sale in the history of company.812 units in the month of May 2011 compared to 25.930 units in the month of May 2011 up by 18. Bajaj Auto: Country’s second largest two wheeler maker. The company has sold 1.04% in the month of May 2011 compared to May 2010.476 units in the April 2011. The company has sold 3. 9 .26.00 % in the month of May 2011.81.033 units last year in the same period.44% compared to 1.85.69. The company reported month on month basis sales is grown by 12.667 units sold in the month of May 2010. This is by far company’s highest ever monthly sales for May month. Bajaj Auto has reported growth of 18.60% in the month of May 2011.
72% in the month of May 2011.HMSI: India’s largest scooter manufacturing company Honda Motorcycle & Scooter India Ltd reported sales growth of 5.623 units in the month of April 2011. 1. higher access to relatively inexpensive financing.3 SEGMENTAL GROWTH OF THE INDIAN TWO WHEELER INDUSTRY After facing its worst recession during the early 1990s. sales picked up thereafter mainly on the strength of an increase in the disposable income of middle-income salaried people (following the implementation of the Fifth Pay Commission's recommendations). 10 .842 units in the May 2010.85 million units by 2011-12. On month on month basis the company’s sales is up by 8.37. the industry bounced back with a 25% increase in volume sales in FY1995. The company reported sales of 1. more than double of the current production level.36. However.13%.723 units in the month of May 2011 compared to 1. The company sold 1. Some of the features that deserve attention in respect of the Indian two wheeler segment are as mentioned: The production of two wheelers in India is expected to reach a staggering 17. and increasing availability of fuel efficient two-wheeler models.45.2.
Increasing urbanisation. ▪ ▪ ▪ ▪ ▪ Increased availability of cheap consumer financing in the past 3-4 years.000 in 2006-07.78 million in 2006-07. Increasing availability of fuel-efficient and low-maintenance models. Hero Honda. especially in the semi-urban and rural areas.39 million two-wheelers in 2011-12 compared with 590. The key demand drivers for the growth of the twowheeler industry are as follows: ▪ Inadequate public transportation system. which creates a need for personal transportation. Difference between two-wheeler and passenger car prices. Bajaj Auto and TVS Motor remain the leading players in terms of sales and popularity of their two wheelers. The two-wheeler production capacity is to reach 22. ▪ Steady increase in per capita income over the past five years.2. and 11 . Total investment for new capacity generation in two-wheeler segment is likely to be more than $2. India is likely to export 1. Changes in the demographic profile. 1. which makes two-wheelers the entrylevel vehicle. 000 core).31 million units in 2011-12 compared with 10.2 billion (INR10.4 DEMAND DRIVERS: The demand for two-wheelers has been influenced by a number of factors over the past five years.
LML Ltd (LML).5 MARKET CHARACTERISTICS The three main product segments in the two-wheeler category are scooters. segmental demand is influenced by segment-specific factors. Yamaha Motors India Ltd (Yamaha). 1. 100-125 cc gearless scooters.2. the Indian two-wheeler industry is highly concentrated. Besides. While the demand drivers listed here operate at the broad level.▪ Increasing number of models with different features to satisfy diverse consumer needs. other sub segments emerged.6 MANUFACTURERS: As the following graph indicates. product groups within these subsegments have gained importance in the recent years. motorcycles and mopeds.2. with three players-Hero Honda Motors Ltd (HHML).accounting for over 80% of the industry sales as in 9MFY2005. Bajaj Auto Ltd (Bajaj Auto) and TVS Motor Company Ltd (TVS) . Scooters. in response to evolving demographics and various other factors. gearless scooters. While the first two emerged as a response to demographic changes. The characteristics of each of the three broad segments. However. these prominent sub-segments. 1. the introduction of 4-stroke scooters has followed the imposition of stringent pollution control norms in the early 2000. The other key players in the two-wheeler industry are Kinetic Motor Company Ltd (KMCL). 12 . etc. Kinetic Engineering Ltd (KEL). viz. and 4-stroke scooters. Examples include 125cc motorcycles.
which had concentrated on the motorcycle segment. technology transfer to the Indian two-wheeler industry took place mainly through: licensing and technical collaboration (as in the case of Bajaj Auto and LML). Table 2 details the alliances of some major two-wheeler manufacturers in India.found favour in the early 2000s. Although the three players have dominated the market for a relative long period of time. as the demand started shifting towards motorcycles.that is.2. However. a 100% subsidiary of Honda.2. the 100% owned subsidiary route . Royal Enfield Ltd (REL) and Honda Motorcycle & Scooter India (P) Ltd (HMSI). their individual market shares have undergone a major change. was the main beneficiary. HHML. Bajaj Auto was the undisputed market leader till FY2000. A third form . accounting for 32% of the two-wheeler industry volumes in the country that year. and joint ventures (HHML).7 TECHNOLOGY Hitherto. 1. 1.Majestic Auto Ltd (Majestic Auto).8 TRENDS IN THE TWO-WHEELER INDUSTRY Companies raising capacity to meet the growing demand 13 . Bajaj Auto dominance arose from its complete hold over the scooter market. A case in point is HMSI. and almost doubled its market share from 20% in FY2000 to 40% in 9MFY2005 to emerge as the market leader. the company witnessed a gradual erosion of its market share. Japan.
All the major two-wheeler manufacturers. The move has been prompted by the rapid growth reported by the motorcycles segment since FY1995. HHML increased the capacity of its plants from 1. Bajaj Auto. TVS. HMSI and others.8 million units in FY2003 to 2.25 million in FY2004 and has been able to achieve 92% capacity utilisation. 14 . viz.8 million units per annum (FY2003) as against total market sales of 3. Since its entry in the Indian market during FY2002. have increased their manufacturing capacities in the recent past. Most of the players have either expanded capacity. the company plans to set up a new plant.8 million units in FY2002. or converted their existing capacities for scooters and mopeds into those for manufacturing motorcycles. HMSI has aggressively expanded its capacity. In light of the increase in demand for motorcycles. HHML. The total capacity of these players stood at 7.
The type of business was partnership within the family contain 6 members. they started their automated service center exclusively or the service of Hero Honda two wheeler. The Nagappa motors pvt Ltd is the dealer of the Hero Honda company in Chennai. 15 . Palaniappan & Mr. They started their workshop at kilpauk & perambur in the name of ―Nagappa motors pvt Ltd‖ In the years 1994. Besides improving their business to the Optimum level. New Delhi after seeing their sincere.1. The founder of the Nagappa motors pvt Ltd Mr.3 COMPANY PROFILE PROFILE OF THE NAGAPPA MOTORS PVT. the Nagappa motors pvt Ltd began to work hard to extend their services in order to ensure customer satisfaction at all level to the maximum extent possible. appointed in the style of ―Nagappa motors pvt Ltd‖ as the Hero Honda authorized dealer for the Chennai District in the year 1985. in the year 1982 and commenced the Hero Honda moped two wheeler business in chennai. LTD. P. They established this Nagappa motors pvt Ltd at Balfour road. hard work and progress achieved by them in the field two wheeler business. P. Muthu palaniappan.
Sale of Hero Honda spare parts required by the customer are also being under taken at this automated service center also functioning well to achieve their goal. they are concentrating and hard to achieve ―CUSTOMERS QUALITY‖ which is their MOTTO. Kilpauk on an average. Sales of Hero Honda Motor cycle Year No.ft on the Balfour road.ft. The showroom is functioning in a building with floor area of 2500sq. Their automated service center is situated in their building with total area of 7000sq. Their objective is to become world’s No. At Perambur and average service of 2000 vehicles per month is being undertaken in this center. Motor cycle Source: For the last five years sales report of Nagappa motors pvt ltd. Besides their hard and sincere efforts to maximize the sales and service of Hero Honda two wheelers. 300 numbers of two wheelers are being sold monthly in this showroom.1 company in the sales two wheelers they are also trying their best level to contribute their share in their Endeavour to maintain their above success in the coming years also. 2004 – 05 of 4200 2005 – 06 4600 2006 – 07 5100 2007 – 08 6000 2008 – 09 7600 16 .
performance of the two wheeler and the expectations are fulfilled by the produces of these vehicles. 17 .67 From the above it is clear that a sale of two wheelers keeps an increasing steady year after year. Years Sales Increase Decrease % on Increase or Decrease 1 2 3 4 5 2004 – 05 2005 – 06 2006 – 07 2007 – 08 2008 – 09 4200 4600 5100 6000 7600 400 500 900 1600 9. S.No. The reasons were better dealer service.86 17.6 10.64 26.The following table shows the trend growth of sales of two wheelers in Nagappa motors pvt ltd Chennai.
Munjal family and Honda group both own 26% stake in the Company. the company introduced motorcycles that were popular in India for their fuel economy and low cost. in August 2011 the company was renamed Hero MotoCorp with a new corporate identity. it was reported that Honda planned to sell its stake in the venture to the Munjal family. A joint venture between the Hero Group and Honda Motor Company was established in 1984 as the Hero Honda Motors Limited At Dharuhera India. Hero Group bought the shares held by Honda.HERO MOTOCORP Formerly Hero Honda is a motorcycle and scooter manufacturer based in India. In 2010. Subsequently.Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a double-digit pace since inception. Gurgaon in Haryana and at Haridwar in Uttarakhand. 18 . The technology in the bikes of Hero Honda for almost 26 years (1984–2010) has come from the Japanese counterpart Honda Hero MotoCorp has three manufacturing facilities based at Dharuhera. The company is the largest two wheeler manufacturer in India.Shut it . Contents ―Hero‖ is the brand name used by the Munjal brothers for their flagship company Hero Cycles Ltd. In 2010. These plants together are capable of churning out 3 million bikes per year. During the 1980s. Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of Japan. A popular advertising campaign based on the slogan 'Fill it . When Honda decided to move out of the joint venture.
Hero Honda motorcycle Splendor. motorcycle CD Dawn. Ltd. 2001 -.Hero Honda motorcycle Splendor launched.Hero Honda motorcycle CD 100 SS launched.HISTORY Hero MotoCorp was started in 1984 as Hero Honda Motors Ltd.Hero Honda motorcycle CBZ launched.Joint Collaboration Agreement with Honda Motor Co. 19 .Hero Honda motorcycle CD 100 launched. Japan signed Shareholders Agreement signed 1984 -. 1999 -. 2002 -.Formation of Hero Cycles in Ludhiana 1975 -.Hero Honda motorcycle Street launched.Hero Cycles becomes largest bicycle manufacturer in India. 1991 -.Hero Honda .Hero Honda motorcycle Dawn and Hero Honda motorcycle Ambition launched.Hero Honda motorcycle Passion and Hero Honda Joy launched. Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Karizma launched. 1989 -. 1994 -. incorporated 1985 -. 2003 -.Hero Honda motorcycle Sleek launched.Hero Honda Motors Ltd. 1997 -. 1983 -. 1956 -.
2004 -.New Models of Hero Honda motorcycles Glamour.Hero and Honda part company. New Models of Hero Honda motorcycle CD Deluxe.Hero Honda motorcycle Super Splendor. 2007 -. Karizma launched. Glamour Fi and Hero Honda motorcycle Passion Pro launched. Hero Honda motorcycle CD Deluxe. CBZ Xtreme. 2011 -. New licensing arrangement signed between Hero and Honda.New Models of Hero Honda motorcycle Splendor NXG. Glamour FI. New Models of Hero Honda motorcycle Passion Plus and Hero Honda motorcycle Hunk launched.Hero Honda motorcycle Ambition 135 and Hero Honda motorcycle CBZ launched.New Models of Hero Honda motorcycles Pleasure.ZMR and limited edition of Hero Honda motorcycle Hunk launched 2010 -. 20 .New Models of Hero Honda motorcycle Splendor Pro and New Hero Honda motorcycle Hunk and New Hero Honda Motorcycle Super Splendor launched. 2008 -. August 2011 -. CBZ Xtreme.New Models of Hero Honda motorcycle Karizma:Karizma . Glamour.Hero launched its first ever Off Road Byke Named Hero "Impulse". Hero Honda motorcycle Achiever and Hero Honda Scooter Pleasure. Hero Honda motorcycle Glamour. 2009 -. thus forming Hero MotoCorp and Honda moving out of the Hero Honda joint venture. 2005 -. November 2011 -.
So there are concerns that the Hero Group might not be able to sustain the performance of the Joint Venture alone. third and fourth placed two-wheeler companies put together. COMPANY PERFORMANCE During the fiscal year 2008-09. the Hero Group relied on their Japanese partner Honda for the technology in their bikes. the company had a market share of 57% in the Indian market. In the same year. The Hero Group would buy out the 26% stake of the Honda in JV Hero Honda. Hero Honda's bike Hero Honda Splendor sells more than one million units per year. Since the beginning.7 million bikes. a growth of 12% over last year. the Board of Directors of the Hero Honda Group have decided to terminate the joint venture between Hero Group of India and Honda of Japan in a phased manner. the company sold 3. 21 . Under the joint venture Hero Group could not export to international markets (except Sri Lanka) and the termination would mean that Hero Group can now export. Hero Honda sells more two wheelers than the second.TERMINATION OF HONDA JOINT VENTURE In December 2010.
CBZ Xtreme CD 100. Ambition 135 CBZ.MOTORCYCLE MODELS Category: Hero Honda motorcycles Sleek Achiever Ambition 133. CD Dawn. Passion Pro Pleasure Splendor. CBZ Star. CD 100 SS. Splendor PRO 22 . Super Splendor. Karizma R. CD Deluxe (Self Start) Glamour. Karizma ZMR FI Passion. Glamour F.I Hunk Karizma. Passion+. Splendor NXG. CD Deluxe. Splendor+ (Limited Edition). Splendor+.
sign. associated with one or more items in the product line that is used to identify the source of character of the item‖ (Kotler 2000). his focus was the short-term financial results of single brands and single products in single markets. were subject to constant review and redefinition. as traditionally understood.REVIEW OF LITERATURE The central concern of brand positioning literature experienced a dramatic shift in the last decade. In this situation. Aaker and Joachmisthaler (2000) discuss the traditional branding model where a brand management team was responsible for creating and coordinating the brand’s management program. symbol. American Marketing Association (AMA) definition of a brand is ―a name. the brand manager was not high in the company’s hierarchy. The basic objective was the coordination with the manufacturing and sales departments in order to solve any problem concerning sales and market share. Branding and the role of brands. or a combination of them. With this strategy the responsibility of the brand was solely the concern of the marketing department (Davis 2002). term. A traditional definition of a brand was ―the name. 23 . intended to identify the goods and services of one seller or group of seller sand to differentiate them from those of competitors‖ (p. 404). or design.
Positioning is about visibility and recognition of what a product/service represents for a buyer. 2002). benefit-driven positioning. competition driven positioning. p 323).The brand was always referred to as a series of tactics and never like strategy. 2002. identification and understanding of a product is intrinsic values become critical (Fill.In general. target driven positioning. problem/solution prompts. There is a great deal of subjective interpretation and high degree of risk involved in choosing to seek one positioning strategy over another (Upshaw 1995). Positioning are not verifiable scientific hypotheses. Hankinson and 24 . emotional/psychological positioning. using product experience and marketing initiatives to increase profitability by associating trademarks with compelling consumer values (Marsden. to occupy a particular space in the market The commercial utility of positioning The entire enterprise of branding itself can be understood as an exercise in positioning. most companies thought that focusing on the latest and greatest advertising campaign meant focusing on the brand (Davis and Dunn 2002). The model itself was tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler 2000). Positioning is the process whereby information about the organization or the product is communicated in such a way that the object is perceived by the consumer/stakeholder to be differentiated from the competition. In markets where the intensity of rivalry and competition are increasing and buyers have greater choice. Alternative positioning types. feature-driven prompts. inspirational positioning and value positioning.
• They promise relevant benefits. According to Kapferer (1997) positioning does not reveal the entire brand is richness of meaning nor reflect all of its potential. The brand is restricted once reduced to four questions. first indicate to what category the brand should be associated and compared with. Positioning can be seen as a two step process. • There is a credible brand fit. secondly. 25 . • Their promises are backed up with persuasive support. Some of the most important factors are. indicate what the brands essential difference is in comparison to other products and brands of that category (Kapferer. 1997). • They are supported by sufficient market spending. According to Upshaw (1995) positioning campaigns that work often share common characteristics that can serve as a guide for marketers. but what it means in someone is life is derived from its positioning. • They serve as an integrated base with a personality. How a brand is recognized in the marketplace is based largely on its personality.Cowking (1997) states that a brands positioning defines the brands point of reference with respect to the competition. • They are correctly and clearly targeted. To identify a brands position and its future position opportunities (Aaker 1996).
2. 4. This makes to know how effectively the product reaches the customer mind and how to retain the customer in the market.1 SCOPE OF THE STUDY 1. The study helps to gather information about consumer thoughts and various competing concern of the same product.2. 3. The study helps to know the brand positioning towards hero Honda. 26 . The study reveals a lot of information such as awareness perception and consumers expectation towards the product.
This will help them to know the level of customer aware about the brand of hero Honda 2. This will helps them to create their brand image much better than present condition 4.2. Through this they come to know how much the consumer feel satisfy and all their opinion about the brand.2 NEED FOR THE STUDY 1. 27 . Through this hero Honda can know their brand positioning in market 3.
3 OBJECTIVE OF THE STUDY 2. 3.1 Primary objective To study on brand positioning about the product of hero Honda in Chennai city. 2.3.2 Secondary objective 1. To know the customer satisfaction level towards the Hero Honda.3.2. To identify the awareness level towards the product of Hero Honda. To find out the customer attitude level towards the product of Hero Honda. 4. 28 . To give suitable suggestions to improve the brand image in customers mind. 2.
LIMITATION The survey has been conducted to the customers in Chennai city. Most of the customers show hesitation to fill the question. 29 . The respondents might be given biased informations. It is very difficult to cover the entire market because of the study period was only 60 days.
NO 1 2 3 4 6 PARTICULAR Type of research Type of research design Population size Sample size Type of data DETAIL Descriptive research Descriptive Chennai 120 (a) Primary data (b) Secondary data 7 Data collection method Survey method 8 Data collection instrument Questionnaire 9 Sampling technique Convenient sampling 10 Statistical tool for analysis (i) Simple percentage analysis (ii) Chi-square analysis (iii) Weighted Average Method (iv) correlation 30 .RESEARCH METHODOLOGY S.
DATA ANALYSIS AND INTERPERTATION TABLE 3.1.NO GENDER NO OF RESPONDENTS 1 2 Male Female Total 90 30 120 PERCENTAGE % 75 25 100 CHART 3.1 GENDER S.1. 31 .1 GENDER PERCENTAGE 25% Male Female 75% INTERPRETATION: It is inferred that the majority of the respondents 90% are male and few no of respondents 30% are female.
5) of respondents are under the age group of above 50.2 AGE WISE CLASSIFICATION S. 32 .83% 17.5% 15.83%) of respondents are under the age group of 41-50.5%) of the respondents at the age group of 26-30. few number (17.17% 26-30 31-40 41-50 Above 50 particulars INTERPRETATION: It is inferred that almost 30% of the respondents at the age group of below 25.NO 1 2 3 4 5 AGE Below 25 26-30 31-40 41-50 Above 50 TOTAL NO OF RESPONDENTS 36 27 17 19 21 120 PERCENTAGE 30 22. and very few number of respondents are under the age group of 31-40.TABLE 3.5 100 CHART 3. (22.1.2 AGE WISE CLASSIFICATION 35 30% 22.83 17.1. and only few number (15.5% % of respondents 30 25 20 15 10 5 0 Below 25 14.5 14.17 15.
3 CLASSIFICATION BASED ON QUALIFICATION S.TABLE 3.1. 9% of Respondents are having diploma 33 .3 CLASSIFICATION BASED ON QUALIFICATION 40% % of respondents 30% 20% 10% 0% SSLC ITI HSC particulars Diploma Others 15% 9% 37% 28% 11% INTERPRETATION: 37% of the respondents are belonging to SSLC.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE 1 2 3 4 5 SSLC HSC Graduate/diploma Post Graduate Others Total 37 15 28 9 11 100 37 15 28 9 11 100 CHART 3.1.
4 OCCUPATION S.83 50 10 14.83%) of the respondents are government.17 5 100 CHART 3..83% 14.1. are private.e.17% 10% 5% Government Private Professional particulars Student Others INTERPRETATION: Almost(50%) of respondents i.TABLE 3. and only few no of respondents are others. 34 . majority (20.NO 1 2 3 4 5 OCCUPATION Government Private Professional Student Others TOTAL NO OF RESPONDENTS 25 60 12 17 6 120 PERCENTAGE % 20.1.4 OCCUPATION 50% 50 45 40 35 30 25 20 15 10 5 0 % of respondents 20.
5 INCOME WISE CLASSIFICATION 60 50 % of respondents 40 30 20 10 0 Upto 5000 24.17 8.67% 5001-10000 1001-15000 particulars 15001-20000 Above 20001 INTERPRETATION: Almost (51.1. (24.1.33 6.67% 9.16%) of the respondents are earning upto 5000.5 INCOME WISE CLASSIFICATION S.67 9.TABLE 3.16% 51.33% 6. and only few no of respondents are earning above 20001.NO 1 2 3 4 5 INCOME Upto 5000 5001-10000 1001-15000 15001-20000 Above 20001 TOTAL NO OF RESPONDENTS 29 62 11 10 8 120 PERCENTAGE % 24.16 51.67%) of respondents are earning 5001-10000.67 100 CHART 3. 35 .17% 8.
NO 1 2 PARTICULAR Yes No TOTAL NO OF RESPONDETNS 110 10 120 PERECENTAGE 91 9 100 CHART 3..1.TABLE 3.e. are not aware of the Hero Honda two wheeler.6 AWARING OF HERO HONDA TWO WHEELER S.6 AWARING OF HERO HONDA TWO WHEELER PERECENTAGE Yes No 9% 91% INTERPRETATION: It is inferred that (91%) of respondents are aware of Hero Honda two wheeler and only very few (9%) of respondents i. 36 .1.
37 . of respondents (3%) are gets from neighbors and relations.34% 45 40 35 30 25 20 15 10 5 0 % of respondents 30% 20% 4.5% Media Friends Neighbours Particulars Relation Others INTERPRETATION: It is inferred that the majority (43%) of the respondents are get the information from media and (30%) of respondents gets information from friends and most of respondents gets information from others and very few no (4%).1.1.5 20 100 CHART 3.7 INFORMATION ABOUT HERO HONDA 43.34 30 4.16% 2.TABLE 3.NO 1 2 3 4 5 PARTICULAR Media Friends Neighbours Relation Others TOTAL NO OF RESPONDENTS 52 36 5 3 24 120 PERCENTAGE 43.7 INFORMATION ABOUT HERO HONDA S.16 2.
are mostly prefer hero Honda two wheeler and few no of respondents (17%) are prefer Bajaj and also some of the respondents prefer Honda and TVS and very few no of respondents (8%) are prefer Yamaha.8 BRAND MOSTLY PREFER FOR TWO WHEELER S.8 BRAND MOSTLY PREFER FOR TWO WHEELER 50% 50 45 40 35 30 25 20 15 10 5 0 % of respondents 17% 8% 13% 12% Yamaha Hero Honda Honda particulars Bajaj TVS INTERPRETATION : Almost (50%) of respondents i..TABLE 3.e.1.1.NO 1 2 3 4 5 PARTICULAR Yamaha Hero Honda Honda Bajaj TVS TOTAL NO OF RESPONDENTS 10 60 15 20 15 120 PERCENTAGE 8 50 13 17 12 100 CHART 3. 38 .
(12%). (3%) are preferred HUNK.NO 1 2 3 4 5 PARTICULAR Splendor Passion Hunk CBZ ZMR TOTAL NO OF RESPONDENTS 53 37 12 15 3 120 PERCENTAGE 44 31 10 12 3 100 CHART 3.9 POSSESS THE SUB BRAND OF HERO HONDA S.1.TABLE 3.1. 39 . CBZ and ZMR.9 POSSESS THE SUB BRAND OF HERO HONDA 50 45 40 35 30 25 20 15 10 5 0 44% 31% % of respondents 10% 12% 3% Splendor Passion Hunk particulars CBZ ZMR INTERPRETATION: It is inferred that majority (44%) of the respondents are possess the subbrand of the Hero Honda is SPLENDER and most of the respondents (31%) is prefer PASSION and Only very few no of respondents (10%).
TABLE 3.10 BRAND PREFERANCE OF HERO HONDA S.10 BRAND PREFERANCE OF HERO HONDA 31% 26% 16% 3% 24% 35 30 25 20 15 10 5 0 % Of respondents Reasonable price Attractive design Quality particulars Brand image Show room INTERPRETATION: It is inferred that most of the respondents (31%) are prefer that Hero Honda brand is giving the best quality and also (26%) of the respondents prefer that hero Honda brand is reasonable price and (24%) of respondents said that hero Honda is brand image and only few (3%) of the respondents for show room. 40 .1.NO 1 2 3 4 5 PARTICULAR Reasonable price Attractive design Quality Brand image Show room TOTAL NO OF RESPONDENTS 31 19 37 29 4 120 PERCENTAGE 26 16 31 24 3 100 CHART 3.1.
1.1.11 ATTRACTION OF PURCHASE THE BRANDED PRODUCT S.11 ATTRACTION OF PURCHASE THE BRANDED PRODUCT 32% 29% 23 35 % of respondents 30 25 20 15 10 5 0 Brand name 12% 4% Price Fuel capacity particulars Model Resale value INTERPRETATION: It is inferred that majority (32%) of the respondents are view that fuel capacity is attract to purchase that branded product and also (29%) of the respondents for favorable price of the branded product and only few (4%) of the respondents view that resale value.NO 1 2 3 4 5 PARTICULAR Brand name Price Fuel capacity Model Resale value TOTAL NO OF RESPONDENTS 28 35 38 14 5 120 PERCENTAGE 23 29 32 12 4 100 CHART 3. 41 .TABLE 3.
1.TABLE 3.NO 1 2 3 5 PARTICUALR 1-6 months 7-12 months 1-3 years 3-5 years Above 5 years TOTAL NO OF RESPONDENTS 19 31 21 4 24 25 120 PERCENTAGE 16 26 17 20 21 100 CHART 3.12 CUSTOMER USAGE OF HERO HONDA S. 42 . (16%) are using for past 3-5 years 1-6 months.12 CUSTOMER USAGE OF HERO HONDA 30 20 10 0 1-6 months 7-12 months 1-3 years 16% 26% 17% 20% 21% % of respondents 3-5 years Above 5 years particulars INTERPRETATION: It is inferred that majority (26%) of the respondents are view that they using hero Honda for past 7-6 months and almost (21%) of the respondents are using Hero Honda for above 5 years and also (20%) of the respondents using hero Honda for 3-5 year and few no of respondents i (17%).1.
e.1. (1%) are responsible for disagree and strongly disagree.1.TABLE 3.. 43 . (25%) are agree with the influence of brand purchase and (21%) are moderate with purchase decision and very few no of respondents (7%).NO 1 2 3 4 5 PARTICULAR Strongly agree Agree Moderate Disagree Strongly disagree TOTAL NO OF RESPONDENTS 55 30 25 8 2 120 PERCENTAGE 46 25 21 7 1 100 CHART 3.13 INFLUENCE OF BRAND ON PURCHASE DECISION S.13 INFLUENCE OF BRAND ON PURCHASE DECISION % of respondents 60 40 20 0 Strongly agree Agree Moderate 46% 25% 21% 7% 1% Disagree Strongly disagree particulars INTERPRETATION: It is inferred that the table shows majority (46%) of the respondents are strongly agree on influence of brand on purchase decision and most of the respondents i.
1.TABLE 3.14 REASONABLE PRICE OF THE PRODUCT 50 % of respondents 40 30 20 10 0 Strongly agree Agree Moderate particulars 50% 27% 17% 5% Disagree 1% Strongly disagree INTERPRETATION: Almost (50%) that the table show that majority of the respondents are strongly agree with that the product of the price is reasonable and (27%) of the respondents are agree the price is reasonable and (17%) of the respondents are moderate with the price and some of the respondents i.e.14 REASONABLE PRICE OF THE PRODUCT S.(5%). 44 . (1%) are disagree and strongly disagree with the price of the product..NO 1 2 3 4 5 PARTICULAR Strongly agree Agree Moderate Disagree Strongly disagree TOTAL NO OF RESPONDENTS 60 32 20 7 1 120 PERCENTAGE 50 27 17 5 1 100 CHART 3.1.
1..15 QUALITY OF THE PRODUCT 50 45 40 35 30 25 20 15 10 5 0 48% % of respondents 28% 15% 7% 2% Excellent Good Average particulars Poor Very poor INTERPRETATION: This table show that majority (48%) of the respondents are view that quality of the product is excellent and (28%) of the respondents are view that good in product quality and (15%) of the respondents is responsible for average and some of the respondents i. (2%) are poor and very poor. 45 .e.NO 1 2 3 4 5 PARTICUALR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 58 34 18 8 2 120 PERCENTAGE 48 28 15 7 2 100 CHART 3.TABLE 3.1.(7%).15 QUALITY OF THE PRODUCT S.
1.16 FEEL ABOUT PRODUCT FEATURE S.. (3%) are responsible for poor and very poor.(5%).NO 1 2 3 4 5 PARTICULAR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 55 30 25 6 4 120 PERCENTAGE 46 25 21 5 3 100 CHART 3.16 FEEL ABOUT PRODUCT FEATURE 46% 50 % of respondents 40 30 20 10 0 25% 21% 5% 3% Excellent Good Average particulars Poor Very poor INTERPRETATION: It is inferred that the table shows majority (46%) of the respondents are feel excellent about product feature and (25%) of the respondents are view that good about product feature and (21%) of the respondents are average about feature of product and some of the respondents i.e. 46 .1.TABLE 3.
17 PEER GROUP INFLUENCE IN PURCHASE DECISION 50% 50 40 30 20 10 0 Excellent % of respondents 33% 13% 3% Good Average 1% Poor Very poor particulars INTERPRETATION: Almost (50%) of the respondents are view that excellent of peer group influence in purchase decision and (33%) are view that good in peer group of purchase decision and (13%) of the respondents are average and very few (3%).17 PEER GROUP INFLUENCE IN PURCHASE DECISION S.NO 1 2 3 4 5 PARTICULAR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 60 40 15 4 1 120 PERCENTAGE 50 33 13 3 1 100 CHART 3. 47 .TABLE 3. (1%) of the respondent are responsible for poor and very poor.1.1.
1.NO 1 2 3 4 5 PARTICULAR NO OF RESPONDENTS Highly satisfied 16 Satisfied 74 Moderate 24 Dissatisfied 6 Highly dissatisfied 0 TOTAL 120 PERCENTAGE 13 62 20 5 0 100 CHART 3.18 SATISFACTION OF HERO HONDA ADVERTISEMENT S.1.TABLE 3. 48 .18 SATISFACTION OF HERO HONDA ADVERTISEMENT 70 60 % of respondents 50 40 30 20 10 0 Highly satisfied Satisfied Moderate particulars 13% 20% 5% Dissatisfied 0 Highly dissatisfied 62% INTERPRETATION: It is inferred that almost (62%) of the respondents are satisfied with the hero Honda advertisement and (20%) of the respondents moderate with advertisement and (13%) of the respondents are highly satisfied and only very few are dissatisfied and none of the respondents are dissatisfied.
1.1. 49 . (1%) are dissatisfied and highly dissatisfied.TABLE 3.NO 1 2 3 4 5 PARTICULAR NO OF RESPONDENTS Highly satisfaction 63 Satisfaction 36 Moderate 15 Dissatisfaction 5 Highly 1 dissatisfaction TOTAL 120 PERCENTAGE 53 30 12 4 1 100 CHART 3.19 OVERALL LEVEL OF SATISFACTION S.19 OVERALL LEVEL OF SATISFACTION % of respondents 60 40 20 0 Highly satisfaction Satisfaction Moderate Dissatisfaction Highly dissatisfaction particulars 53% 30% 12% 4% 1% INTERPRETATION: It is inferred that the table shows majority (53%) of the respondents are highly satisfied with overall level of satisfaction and (30%) of the respondents are satisfied and (12%) of the respondents are moderate and very few (4%).
e.. 50 .20 AVAILABLE OF TWO WHEELER MARKET 35% 35 30 25 20 15 10 5 0 Hero Honda Yamaha TVS Particulars 28% 18% 12% 7% % of respondents Honda Bajaj INTERPRETATION: Majority (35%) of the respondents view that TVS brand is available in two wheeler market and also (28%) of the respondents are view that the Hero Honda is available in two wheeler market and few no of respondents i. (12%).(18%) .NO 1 2 3 4 5 PARTICULAR Hero Honda Yamaha TVS Honda Bajaj TOTAL NO OF RESPONDENTS 34 14 42 8 22 120 PERCENTAGE 28 12 35 7 18 100 CHART 3.1.20 AVAILABLE OF TWO WHEELER MARKET S.TABLE 3. are Bajaj and Yamaha two wheeler availability and very few (7%) are response for Honda.1.
21 BRAND RANKING OF TWO WHEELER S.5 4 25 12 29.1.21 BRAND RANKING OF TWO WHEELER 29..NO 1 2 3 4 5 PARTICULAR Hero Honda Yamaha TVs Honda Bajaj TOTAL NO OF RESPONDENTS 35 5 30 15 35 120 PERCENTAGE 29.5 100 CHART 3.(29.TABLE 3.e.5% Honda Bajaj Particulars INTERPRETATION: This table show that the majority of the respondents i.5%) are view that HERO HOND and BAJAJ are fast moving brand in two wheelers marker and mostly (25%) of the respondents are view that TVS and only few supported for HONDA and very few response for YAMAHA 51 .5% % of respondents 30 20 10 0 Hero Honda Yamaha TVs 4% 12% 25% 29.1.
(12%).e.e. (4%) are responsible for poor and very poor.1.TABLE 3.1.22 RATE THE DESIGN OF HERO HONDA 40 30 20 10 0 Excellent Good Average 25% 21% 12% 4% 38% % of respondents Poor Very poor particulars INTERPRETATION: This table show that rate the design of hero Honda the majority of the respondents i.22 RATE THE DESIGN OF HERO HONDA S..NO 1 2 3 4 5 PARTICULAR Excellent Good Average Poor Very poor TOTAL NO OF RESPONDENTS 30 45 25 15 5 120 PERCENTA GE 25 38 21 12 4 100 CHART 3.(38%) are view it was good and (25%) are view that excellent rate of design and (21%) of the respondents are average with rate of design and some of the respondents i.. 52 .
.23 BEST MEDIA FOR ADVERTISMENT S.e.e. 53 ..V Newspaper Radio Bit notice Magazines TOTAL NO OF RESPONDENTS 55 36 9 4 16 120 PERCENTAGE 46 30 8 3 13 100 CHART 3.1. (46%) are responsible of TV advertisement and mostly (30%) of the respondents are view that newspaper is the best and some of the respondents i.(13%) are responsible for magazine and very few responsible for bit notice and radio.V Newspaper Radio Bit notice 13% Magazines particulars INTERPRETATION : This table show that the best media for the advertisement of hero Honda that is majority of the respondents i.TABLE 3.NO 1 2 3 4 5 PARTICULAR T.1.23 BEST MEDIA FOR ADVERTISMENT 50 40 30 20 10 0 46% 30% % of respondents 8% 3% T.
24 BRAND RANKING OF TWO WHEELER S.5% % of respondents 30 20 10 0 Hero Honda Yamaha TVs 4% 12% 25% 29.e.5% Honda Bajaj Particulars INTERPRETATION: This table show that the majority of the respondents i.1.24 BRAND RANKING OF TWO WHEELER 29.NO 1 2 3 4 5 PARTICULAR Hero Honda Yamaha TVs Honda Bajaj TOTAL NO OF RESPONDENTS 35 5 30 15 35 120 PERCENTAGE 29..5 100 CHART 3.1.TABLE 3.(29.5%) are view that HERO HOND and BAJAJ are fast moving brand in two wheelers marker and mostly (25%) of the respondents are view that TVS and only few supported for HONDA and very few response for YAMAHA 54 .5 4 25 12 29.
1. 7100080000 Above 80000 particulars INTERPRETATION: It is inferred that majority of the respondents i.25 PREFERANCE OF PRICE RANGE OF HERO HONDA 35% 38% % of respondents 40 30 20 10 0 12% 10% 3% Rs.80000.1.e.40000-50000 and (12%) of the respondents are prefer Rs. 61000-70000 Rs.(38%) are mostly prefer that price range of the Hero Honda is Rs. 55 .61000-70000 and (10%) of the respondents are prefer Rs. 5100060000 Rs.NO 1 2 3 4 5 PARTICULAR Rs. 51000-60000 Rs.TABLE 3.51000-60000 and (35%) of the respondents are prefer Rs.. 6100070000 Rs. 4000050000 Rs. 40000-50000 Rs.25 PREFERANCE OF PRICE RANGE OF HERO HONDA S.71000-80000 and only few (3%) of the respondents is above Rs. 71000-80000 Above 80000 TOTAL NO OF RESPONDENTS 43 46 15 12 4 120 PERCENTAGE 35 38 12 10 3 100 CHART 3.
BRAND PREFERENCE VS ATTRACTION OF PURCHASE THE BRANDED PRODUCT NULL HYPOTHESIS (Ho) H0: There is no relationship between brand preference and attraction of purchase the branded product.1.TOOLS 3. 56 . ALTERNATIVE HYPOTHESIS (H1) H1: There is relationship between brand preference and attraction of purchase the branded product.2. CHI-SQUARE TEST TABLE ( 10 & 11 ) Chi-square test was conducted to analyze the relationship between the brand preference and the attraction of purchase the branded product.
TABLE 1 OBSERVED FREQUENCY Two wheeler Attribute Brand name 1 12 6 5 14 28 price Fuel capacity 6 16 3 7 3 35 2 24 2 5 5 38 1 6 3 3 1 14 Model Resale value 0 2 1 0 2 5 TOTAL Yamaha Hero Honda Honda Bajaj TVS TOTAL 10 60 15 20 15 120 CALCULATION OF EXPECTED FREQUENCY Row total x Column total E = -----------------------------------Grand Total 57 .
17 19 4.42 2.83 0.67 3.17 7 1.TABLE 2 Two wheeler Attribute Brand name 2.75 Model Resale value 0.75 1.75 6.83 4.5 4.75 2.33 1.91 17.38 5.33 4.62 Yamaha Hero Honda Honda Bajaj TVS 58 .33 14 3.5 Price Fuel capacity 2.62 0.38 3.5 4.50 0.
78 0.45 (O-E)2/E 0.33 2.18 4 2.029 0.11 1.25 1.55 1.56 0.28 0.59 0.5 4.14 0.75 1.5 3.25 25 1 0.76 3.90 7.43 1.10 1.FREQUENCY VALUES O 1 6 2 1 0 12 16 24 6 2 6 3 2 3 1 5 7 5 3 E 2.62 4.56 1.77 0.23 0.91 3.024 0.5 19 7 2.37 1.17 0.28 0.14 0.29 0.83 6.33 59 (O-E)2 1.02 0.33 2.13 1.42 14 17.25 6.38 4.17 1.37 0.75 0.43 0.89 0.62 5.19 .31 0.22 0.43 0.77 9.
69 0.01 0.07 0.25 1.32 3.75 0.0 4 3 5 1 2 0.062 0.07 17.38 4.75 1.90 0.62 0.83 3.90 0.5 4.254 DEGREE OF FREEDOM = (R-1) (C-1) = (5-1) (5-1) = (4) (4) = 16 60 .83 0.43 0.56 1.
61 .V < T.FORMULA FOR CHI-SQUARE: χ2=Σ(O-E)2/E Calculated value = 17.254 At 5% level of significance 16 is 26.V So H0 is accepted and H1 is rejected CONCLUSION: Hence there is no significant between brand preference and attraction of purchase the branded product.296 Since calculated value is less than the tabulated value C.296 Tabulated value =26.
2. CORRELATION TABLE: 3.12& 3.1. HERO HONDA X Y 34 35 YAMAHA 14 5 TVS 42 30 HONDA 8 15 BAJAJ 22 35 Calculation of simple correlation X 34 14 42 8 22 ΣX=120 Y 35 5 30 15 35 ΣY=120 X2 1156 196 1764 64 484 ΣX2=3664 Y2 1225 25 900 225 1225 ΣY2=3600 XY 1190 70 1260 120 770 ΣXY=3410 62 .2.1.13 Correlation between which brand is always available in two wheeler market with which brand is fastly moving two wheeler in market.3.
FORMULA FOR CORRELATION = ΣXY √ ΣX2 ΣY2 = 3410 √ 3664*3600 = 0. 63 .938 The value more than 0.5 is said to be highly correlated and the value for this correlation is 0. So it is correlated.9.
3.85 64 .3.3. WEIGHTED AVERAGE Customer view on factors influencing buying decision: RANK QUALITY PRICE ADVERTISEMENT OVER ALL SATISFACTION 63 36 15 5 1 1 2 3 4 5 58 34 18 8 2 60 32 20 7 1 16 74 24 6 0 QUALITY RANK(X) 1 2 3 4 5 TOTAL NO OF RESPONDENTS (W) 58 34 18 8 2 120 WEIGHTAGE (WX) 58 68 54 32 10 222 Weighted average = ∑WX/∑W =222/120 = 1.
PRICE RANK(X) 1 2 3 4 5 TOTAL NO OF RESPONDENTS (W) 60 32 20 7 1 120 WEIGHTAGE (WX) 60 64 60 28 5 217
Weighted average = ∑WX/∑W =217/120 = 1.80
RANK(X) 1 2 3 4 5 TOTAL
NO OF RESPONDENTS (W) 16 74 24 6 0 120
WEIGHTAGE (WX) 16 148 72 24 0 260
Weighted average = ∑WX/∑W =260/120 = 2.17
OVER ALL SATISFACTION
RANK(X) 1 2 3 4 5 TOTAL
NO OF RESPONDENTS (W) 63 36 15 5 1 120
WEIGHTAGE (WX) 63 72 45 20 5 205
Weighted average = ∑WX/∑W =205/120 = 1.70
The following are the weighted average for customers buying decision towards Hero Honda
PARTICULARS QUALITY PRICE ADVERTISEMENT OVER ALL SATISFACTION
WEIGHTAGE 1.85 1.80 2.17 1.70
RANK 2 3 1 4
Since advertisement have the highest rank ; Therefore it is the factor which influencing the customers buying decision towards Hero Honda.
(30%) at the age group of below 25. Majority of the respondents i.5%) at the age group of 26-30 It is inferred that 37% of the respondents are belonging to SSLC. majority of the respondents i. Almost no of the respondents i.FINDINGS OF THE STUDY It is inferred that the majority of the respondents 90% are male and few no of respondents 30% are female. (44%) are possessing the sub-brand of hero honda splender.e.e. 50% of the respondents mostly preferred hero honda two wheeler . (22.. 91% are aware of hero honda two wheeler in the market.e. Almost of the respondents i..e.16%) are earning upto 5000 Majority of the respondents i. (43%) are get information for media.. (51.e. majority of the respondents i.(24. 9% of Respondents are having diploma Almost the no of respondents i.e. 68 .. Almost of respondents i..e.e. (31%) are prefer hero honda brand giving the best quality and only few 24% of respondent for brand image.67%) are earning 5001-10000..
e.e.5% are view that hero honda and bajaj are the fast moving brand two wheeler in the market.(50%) are favourable and strongly agree that hero honda is providing that the product of the price is reasonable value.. 32% are view that fuel capacity is attract to purchase that branded product. 50% of respondents are view that excellent of peer group influent in purchase decision.e.. Around 46%of the respondents are strongly agreed on influence of brand on purchase decision. Majority of the respondents i. Around 29. Almost 46% of the respondents are felt excellent about product feature. 48% of the respondents are view that hero honda product quality is excellent.(53%) are highly satisfied with overall performance of hero honda. It is found that 28% of the respondents are view that the hero honda is available in two wheeler market. Almost of the respondents (62%) are satisfied with the hero honda advertisement Majority of the respondents i. 69 . Majority nof the respondents i..
46% are view that media is the best advertisement. It is found that 49% of the respondents are brand recommend for two wheeler is hero honda and only few respondents for bajaj... Majority of the respondents i.e. (38%) are preferred the price range of 5100060000 and (35%) of respondent are preferred 40000-50000. 70 . 26% are view that they using hero honda for past 7-12 months and most of the respondents using 3-5 year and 5 above. Most of the respondent i. Around 46%of the respondents are strongly agreed on influence of brand on purchase decision.e. Most of the respondents i.e..
marketing experts dealing with dealers in all areas. 71 . By giving some gifts and best wishes cards to the customer that your buying decision is very good. Company should increase availability of the product which can be increase the sale and brand image. regular contact. So that company creates good brand image. conferences. Company should organize seminars. more advertisement. dealers meeting to promote sales quarterly. For customer care services company should concentrate on information provided by mobile Company conducts society welfare program in rural area.SUGGESTIONS AND RECOMMENDATIONS From the above findings it is suggested that if the company has good quality.
Hero Honda has a good brand image in the dealer & customers mind and improve the availability of two wheeler in the market and concentrate on distribution network. Most of the customers are fully satisfied with the price of Nagappa motor Pvt Ltd. so here Nagappa motor pvt limited maintaining good will with the customers. Most of the customer buying decision depends on the quality and price of the product. 72 . The company should focus more on sales promotion & public relation. Hero Honda being one of the dominating and leading players in two wheeler market.CONCLUSION The project was concluded from the topic a study on brand positioning towards the hero Honda in nagappa motors PVT Ltd the market of Hero Honda is growing at rapid speed.
QUESTIONNAIRE A STUDY ON BRAND POSITIONING TOWARDS THE HERO HONDA IN NAGAPPA MOTORS PVT LTD PERSONAL DETAILS: 1) Name of the respondent__________________________________ 2) Address _______________________________________ ______________________________________ 3) Gender (a) Male (b) Female 4) What is your age? (a) 18-26 (b) 26-34 (c) 34-42 (d) 42-50 (e) above50 5) Educational Qualification (a) Below 10th (b) 10th-+12 (c) Graduate/diploma (d) Post Graduate (e) Others 6) Profession Type (a) Government (b) Private (c) Professional (d) Student (e) Others______________ 7) Monthly Income (a) Up to 5000 (b) 5001-10000 (c) 10001-15000 (d)Above15001 (e) Nil 73 .
PROJECT DETAILS: 1) Are you aware of Hero Honda two wheeler (a) Yes (b) No 2) From which source you get the information about Hero Honda (a) Media (b) Friends (c) Relation (d) Exhibition (e) others 3) Which brand you mostly prefer for two wheeler (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS 4) Which sub brand of Hero Honda do you possess (a) Splendor (b) Passion (c) Hunk (d) CBZ (e) ZMR 5) Why do you prefer Hero Honda brand (a) Reasonable price (b) Design (c) Quality (d) Availability (e) showroom 6) Which attribute did attract you to purchase Hero Honda (a) Brand name (b) Price (c) Fuel (d) Performance (e) Resale value 74 .
7) Since how many months/years have you been using Hero Honda (a) Up to 6months (b) 7-12 months (c) 1-3 years (d) 3-5 years (e) Above 5 years 8) What do you influence of brand on purchase decision (a) Strongly agree (b) Agree (c) Moderate (d) Disagree (e) Strongly disagree 9) Are you think price of the product is reasonable (a) Strongly agree (b) Agree (c) Moderate (d) Disagree (e) Strongly disagree 10) How do you feel about quality of the product (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 11) What do you feel about the product features? (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 12) How the peer group influence in purchase decision (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 75 .
(a) Highly satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly dissatisfied 15) Which brand is always available in two wheeler market (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS 16) Rank the brand according to fastest moving in two wheeler market (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS 17) How do you rate the design of Hero Honda (a) Excellent (b) Good (c) Average (d) Poor (e) Very poor 18) In which media have you seen the advertisement (a) T.V (b) Newspaper (c) Radio (d) Bit notice (e) Magazine 76 .13) Are you satisfied with the advertisement of Hero Honda (a) Highly satisfied (b) Satisfied (c) Moderate (d) Dissatisfied (e) Highly dissatisfied 14) Mark your overall satisfactory level.
——————————————————————————— ———————————————————————— 77 .19) Rank the brand of two wheeler would you recommend to others (a) Hero Honda (b) Yamaha (c) Honda (d) Bajaj (e) TVS 20) Which price range of Hero Honda do you prefer most (a) Rs 40000-50000 (b) Rs 50001-60000 (c) Rs 60001-70000 (d) Rs 70001-80000 (e) Above Rs 80000 21) Kindly give your suitable suggestion.
New Delhi .kothari. S. K. Journal of Consumer Marketing 1998.BIBLIOGRAPHY 1.com www. Published by Pearson Education Pvt. Second Edition.com www. Marketing Management. Research Methodology. Websites www. Reddy.scribd.amzon. published by Wishaprakashan Publishing Company.herohonda.com www.com 78 . Philip Kotler. 2003 2. 3.R.answer.wikipedia. New Delhi.com www.Ltd. Functional Positioning of Brands. C.
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