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Group Name

The research project is carried out on the topic of Consumer Buying Behavior of Hero Moto Corp. The objective of this research is to study two wheeler industry, to study the customer behavior of Hero Moto Corp., to study various Marketing activities provided by Hero Moto Corp., to study the various services provided by Hero Moto Corp., to know the expectation of Hero Moto Corps customer. This is beneficial because by analyzing this information, the company would be able to better design schemes and services and target right prospects needs and wants. More people will get aware about Hero Moto Corp. that will increase profit level of Hero Moto Corp. This study helps to identify the behavior of consumer when there are no offers and schemes from Hero Moto Corp.

Benefits of Study
To help To know the Indian market position in Two Wheeler Industry To Analyst different marketing strategy of company.

To Analysis market potential for new brand to introduce.


More people will get aware about Hero Moto Corp. that will increase profit level of Hero Moto Corp. To know the customers attitude toward product. To know the Behavior of customer when there are no offers and schemes from Hero Moto Corp.

objectives of Study
The study has been under taken to analyze the product performance of only Hero Moto Corp. motor cycles in twin cities with a special reference to the Hero Moto Corp. motors, the other objectives are:

1. 2.

To know the strengths and weakness of the Hero Moto Corp. motor cycles. To know the Perception towards Brand about the sales service offer to buy Hero Moto Corp. motors. Brand names play an important role for launching of new product. To offer suggestions, in improving the product performance and the company sales and profitability and image to increase the brand level.

3. 4.

Introduction about the Hero Moto Corp.


Hero MotoCorp is putting forth an epic performance in the manufacture of two-wheeled motor vehicles. Serving the Indian market, Hero MotoCorp (formerly Hero Moto Corp. Motors Ltd.) sells more than 3 million bikes annually with offerings ranging from fuel-efficient scooters to powerful motorcycles. The company, considered the largest two-wheeler manufacturing company in the world, exports to Africa, Asia, Eastern Europe, and Latin America. Hero MotoCorp started as a joint venture between Hero Group (run by the Munjal family) and Honda Motors. In mid-2011 Honda sold its 26% stake in Hero MotoCorp to Hero Group. CEO Pawan Munjal and the Munjal family own 52% of Hero MotoCorp

BOARD OF DIRECTORS
SR. No.
1. 2. 3. 4. 5. 6. 7. 8. 9.

Name of the Directors


Mr. Brijmohan Lall Munjal Mr. Pawan Munjal Mr. Toshiaki Nakagawa Mr. Yutaka Kudo Mr. Om Prakash Munjal Mr. Sunil Kant Munjal Mr. Masahiro Takedagawa Mr. Takashi Nagai Mr. Narinder Nath Vohra

Category of Directorship
Chairman & Whole-time Director Managing Director Joint Managing Director Whole-time Director Non-executive Director Non-executive Director Non-executive Director Non-executive Director Non-executive & Independent Director

10.
11. 12.

Mr. Pradeep Dinodia


Gen.(Retd.) Ved Prakash Malik Mr. Analjit Singh

Non-executive & Independent Director


Non-executive & Independent Director Non-executive & Independent Director

13.
14. 15.

Dr. Pritam Singh


Ms. Shobhana Bhartia Mr. Sunil Bharti Mittal

Non-executive & Independent Director


Non-executive & Independent Director Non-executive & Independent Director

Hero Moto Corps. Mission

Hero Moto Corps. mission is to strive for synergy between technology, systems, and human resources, to produce products and services that meet the quality, performance and price aspirations of its customers. At the same time maintain the highest standards of ethics and social responsibilities. This mission is what drives Hero Moto Corp. to new heights in excellence and helps the organization forge a unique and mutually beneficial relationship with all its stake holders

Brief Profile Of Hero Moto Corp. Ltd.


Company name :Hero Moto Corps. Ltd. Type: Public company BSE: Hero Moto Corp. Founded: January 19, 1984 in Gurgaon, Haryana, India Headquarters: New Delhi, India Key people: Brijmohan Lal Munjal, Founder : Mr. Brijmohan Lal Munjal, Chairman: Mr. Toshiaki Nakagawa, Joint Managing Director : Mr. Pawan Munjal, Managing Director, CEO Industry: Automotive Products : Motorcycles, Scooters

Revenue : U$ 2.8 billion ^


Website : www.HeroMotoCorp .com

Buying Behavior Process

1.

Problem identification

2.
3. 4. 5.

Searching of information
Searching of alternative Purchase decision Post purchase Behaviour

RESEARCH PROCESS ON CONSUMER BUYING BEHAVIOR OF HERO MOTO CORP.

1. 2. 3. 4. 5.

IDENTIFY AND FORMULATE THE PROBLEM CHOOSE THE RESEARCH DESIGN DETERMINEE THE INFORMATION NEEDS DESIGHN THE DATA COLLECTION FORM DETERMINE THE SAMPLE DESIGHN & SAMPLE SIZE

6.
7. 8.

ORGANISE AND CONDUCT THE FIELD SURVEY


ANALYSE AND INTERPRETE THE COLLECTED DATA PREPARE THE RESEARCH REPORT

1. Identify and Formulate the Research Problem:


Identification of problem Mainly report made on 1. overt difficulty 2. latent difficulty 3. unnoticed difficulty Here, there are 2 types of problems that are latent research problem and unnoticed opportunities. According to our research problem the following points are to be taken in to consideration while formulating the problem.

Time:
The time for the research is August - September, 2011

Area:
Udhna

Characteristics of Interest:
Features of vehicle Price of product Sales after services

Warranty of product
Schemes

Hypothesis:
1. H0: customer is satisfied with features of Hero Moto Corp. H1: customer is not dissatisfied with features of Hero Moto Corp.

2. H0: customer is satisfied with price of Hero Moto Corp. H1: customer is not dissatisfied with Price of Hero Moto Corp.
3. H0: customer is satisfied with Sales after services of Hero Moto Corp. H1: customer is not dissatisfied with sales after services of Hero Moto Corp. 4. H0: customer is satisfied with Warranty of Hero Moto Corp. H1: customer is not dissatisfied with Warranty of Hero Moto Corp. 5. H0: customer is satisfied with Schemes of Hero Moto Corp. H1: customer is not dissatisfied with Schemes of Hero Moto Corp.

2. Choose the research design:

A research design specifies the methods and procedures for conducting a particular study. There are mainly 3 types of research design:

1. Exploratory Research. 2. Descriptive Research. 3. Causal Research.

Researcher taken Descriptive research design.

3. Determining sources of data:


There are mainly two types of data used that are as following:

1. Primary source. 2. Secondary source.

There are 2 types of method for collecting the data i.e., survey method and observation method. In survey method include personal, mail, telephonic and electronic and observation method include structured, unstructured, disguised, undisguised, natural, laboratory setting, human and mechanism, direct and indirect. And here, secondary data is the industry profile and introduction of Hero Moto Corp. from take on internet.

4. Designing data collection form:


Survey method 1.Personal method a) In home

The method we are going to use is the survey method. Field survey method is used to collect primary data from the respondents. The survey is be personal, e mail or telephonic. But we are going to use the personal survey to collect the data. For which we are going to prepare the structured questionnaire so that the survey can be easily made.

5. Determining sampling design & sampling size:


Once the decision is taken to decide to collect primary data then, there are 3 methods to collect primary data.

1. Observation method 2. Survey method 3. Experiments method

In sample survey method the type of sample design has to be determined and a choice to be made between probabilities sampling and non-probability sampling. In this report consider the non-probabilities method is uses in convince method. And sampling size is the 100 in 100 personal survey

6. Organizing and conducting the field survey:

In the research process there are two important concepts considered that is interviewing and supervising. The survey conducted by us is among the people of UDHNA for knowing their Hero Moto Corp. Services.

7. Processing and analyzing the collected data:


The next step after the field survey is being conducted is to analyse the data in a meaningful manner. After the data is collected by us from the people of udhna by personal survey we had analysed the data using the following methods to get an appropriate conclusion. The following are the some of the methods used:

1. Charts. 2. The analysis of the questions framed and the data collected is given below in an appropriate way.

Q. 1 :- Do you Have Bike?


Options Yes No Total 28% 1st Qtr 2nd Qtr Yes 3rd Qtr No 4th Qtr Frequency 72

Sales 28
100

72%

Interpretation From above research 72% of the respondents have Bike while 28% of the respondents do not have Bike.

Q.2 :- Which Brands Bike you are Using?


Personal Survey Particular User 17 Honda Hero 60 Mahindra 3 TVS 2 Bajaj 8 Other 10

User
Honda Hero Mahindra TVS Bajaj Other

10% 2% 3% 8%

17%

60%

Interpretation From the above research it is seen that in personal survey a 17 people are using Honda Companys bike and 60 people are using Hero Companys bike.

Q.3 : How many CC engine are you prefer while purchasing a bike?
Personal Survey Particular User 0 80-cc 100-cc 125-cc 150-cc 180-cc 220-cc

60
40 20 0 80-cc 100-cc Series1, 15 125-cc 150-cc 180-cc 220-cc

Interpretation

In personal survey 12 respondents are use 80-cc of bike. 37 respondents are use 100-cc while 42, 27 and 17 respondents are using 125-cc, 150-cc, 180-cc, 220-cc of bike engine.

Q.4 : Why you would like to purchase new bike? Personal Survey Particular No. of Respondents Personal Need Hobby Profession

14% 37% 30% 19% Personal Use Need Hobby Professional

Interpretation Here in personal survey 37% of people are purchase for personal use and 19% of respondents are purchase for need and rest of respondents purchase for hobby and profession use. And in mail survey 58% of people are purchase for personal use and 15% of people are purchase for his/her need and rests of people are purchase for his/her Hobby and Profession and family use.

Q.5 : What are your source of information?


Personal Survey Particular No. of Respondents Shopkeeper Relatives Business Relatives Advertisement Friends Neighbor Other 60 50 40 30 20 10 0

Interpretation
In the above diagram in personal survey 39% of respondents are get the information about Hero Moto Corp. from his/her friends and any other respondents are get the information to shopkeeper, relatives, neighbor, etc.

Q. 6 : Which type of advertisement impressed you most?


Personal Survey Particular T.V. Magazine Newspaper Trade Shows Internet Other No. of Respondents

5%
26% 47% T.V. Magazine Newspaper 5% 6% 11% Trade Shows Internet Other

Interpretation
In personal survey most of the respondents are impressed in advertising in Television and internet.

Q. 7 : What amount would you for the purchase of a new bike?


Particular 20000-35000 35000-50000 50000-65000 65000 > Personal Survey No. of Respondents

No. of Respondents
4% 35% 34% 27% 20000-35000 35000-50000

50000-65000
65000<

Interpretation Here in personal survey 47% of the respondents wants to purchase a bike in Rs. 50000-65000 and 25% of respondents want to purchase a bike in Rs. 65000<.

Q. 8 : Which Factors would you consider while purchasing bike?


Price Outlook Finance Facility Scheme Brand Durability Service 47 21 18 12 24 13 16 13 34 17 9 22 37 17 21 23 24 18 19 19 23 19 24 28 23 23 16 25 14 19 21 35 15 18 27 19 17 29 21 16 21 18 17 12 13 32 31 26 24

11% 13% 31% 1 2 9% 9% 13% 14% 3 4 5 6 7

Price:Customer Satisfaction About Price


Price 47 13 21 19 14 19 17 Rank 7 6 5 4 3 2 1

11%
13% 9%

31%

13%

9% 14%

1 2 3 4 5 6 7

Interpretation
In the above diagram 47 respondents are given 7 ranks about price and 13 respondents are given 6 rank about Price and 21 respondents are given 5 rank about Out Look and rest of respondents are given 4,3,2,1 rank to Price.

Out Look:Customer Satisfaction About outlook


Out Look Rank 7 21 6 34 5 23 4 24 3 19 2 17 1 12 8% 14% 23% 16% 1 2 3 4 5 6 7 8

11% 13%

15%

Interpretation In the above diagram 21 respondents are given 7 rank about Out Look and 34 respondents are given 6 rank about Out Look and 23 respondents are given 5 rank about Out Look and rest of respondents are given 4,3,2,1 rank to Out Look.

Service:Service 16 17 23 25 27 18 24 Rank 7 6 5 4 3 2 1

Customer Satisfaction About Service


16% 12% 15% 18% 17% 11% 11% 1 2 3 4 5 6

Interpretation In the above diagram 16 respondents are given 7 rank about Service and 17 respondents are given 6 rank about Service and 23 respondents are given 5 rank about Service and rest of respondents are given 4,3,2,1 rank to Service.

Finance Facility :-

Finance Facility 18 17 24 28 21 29 13

Rank 7 6 5 4 3 2 1

Financ Facility
4% 7% 11% 25% 1 2 3 21% 18% 4 5 6 7

14%

Interpretation In the above diagram 18 respondents are given 7 rank about Finance Facility and 17 respondents are given 6 rank about Finance Facility and 24 respondents are given 5 rank about Finance Facility and rest of respondents are given 4,3,2,1 rank to Finance Facility.

Scheme:Scheme
4% 7% 1 25% 2 3 21% 18% 4 5 6

Scheme 12 9 18 23 35 21 32

Rank 7 6 5 4 3 2 1

11% 14%

Interpretation In the above diagram 12 respondents are given 7 rank about Scheme and 9 respondents are given 6 rank about Scheme and 18 respondents are given 5 rank about Scheme and rest of respondents are given 4,3,2,1 rank to Scheme.

Brand :Brand
Brand 24 22 19 23 15 16 31 Rank 7 6 5 4 3 2 1
4% 7% 11% 14% 21% 18% 25% 1 2 3 4 5 6

Interpretation In the above diagram 24 respondents are given 7 rank about Brand and 22 respondents are given 6 rank about Brand and 19 respondents are given 5 rank about Brand and rest of respondents are given 4,3,2,1 rank to Brand.

Durability:-

Durability 13 37 19 16 18 21 26

Rank 7 6 5 4 3 2 1

Durability
4% 7% 11% 14% 21% 18% 25% 1 2 3 4 5 6 7

Interpretation In the above diagram 13 respondents are given 7 rank about Durability and 37 respondents are given 6 rank about Durability and 19 respondents are given 5 rank about Durability and rest of respondents are given 4,3,2,1 rank to Durability.

Q. 9 : Are you satisfy with services of Hero Moto Corp.?


Particular Delighted Highly Satisfied Just Satisfied Dissatisfied Highly Dissatisfied
3% 10% 24% 17% Delighted Highly Satisfied Just Satisfied 46% Dissatified Highly Dissatisfied

Personal Survey No. of Respondents

Interpretation In the above diagram in personal survey 38% of respondents are Delighted and 35% of respondents are Highly satisfied and 4% of respondents are Highly Dissatisfied with its services.

Q. 10 : If the Hero Moto Corp. is not available then would you like to purchase other brand?

Personal Survey Particular No. of respondents Yes No

49%

51%

Yes No

Interpretation In personal survey if Hero Moto Corp Company is not available in the market so 51% of respondents are going to purchase any other brands bike.

Q.11 : If Hero Moto Corp. goes for manufacturing new product other then product, will you accept it?
Particular Yes of course Yes No No. of Respondents

13% 36% Yes of course Yes No 51%

Interpretation In personal survey if Hero Moto Corp Company goes for new product manufacturing so 51% of respondents are say yes I purchase that product, and 36% of respondents are say yes I of course purchase that product.

Q. 12 : The Hero Moto Corp. gives you feeling of __________


Particular Warmth Security Social Approval Excitement Self Respect Fun No. of Respondents

13%

8% Warmth Security

21%

29%

Social Approval
Excitement 17% 12% Self Respect Fun

In the above diagram we can say that 29% of respondents are feel Security to use Hero Moto Corp. `s Bike. And 21% of respondents are feel self respect to use Hero Moto Corp. `s Bike.

Majority of respondents choose their Hero Moto Corp. bikes because of its brand image in the market & mileage
The Nearly 94% people have use Bike. The 31% peoples are use Hero Moto Corp.`s bike. And 40% people are use Only Honda company`s bike.

Most of the people are prefer 125 cc engine of the bike.(28%)


The most people around 39% are come know of a friends.

The Nearly Average 46% people are Highly satisfied of the Hero Moto Corp.
Most of the prefer authorized service centers, because their quality of service.

Brand name play vital role in the customer perception. The Hero Moto Corp. are good image in the market the many people are satisfied by their product. The Mainly Sources where Consumer are Know that the Advertising are more Attract to the Consumer. Mostly New Feature are Added to the Hero Moto Corp. The mostly people are using Hero Company`s bike. 39% of the respondents will recommend the Hero Moto Corp. bikes to their friends.

There is a heavy demand for Hero Moto Corp. motor cycles in the market, so there supply has drastically improved so as to meet the demand of the customers.
The prices of some of the Hero Moto Corp. motor cycles are high which are considered to be not suitable for the Indian economy that is not affordable by the middle class people. The company should keep updating the models of bikes and keep adding the new features to the bikes in order to face the competition from the competitors and company should concentrate on pickup. The after sale services has to be improved and make availability of servicing centers even in rural areas so as to face the competition existing in the motor cycle segments. Though the majority of the customers are satisfied with the timings of the workshop, it is suggested to have 24*7 service

Websites:1) http:// www.scribd.com/doc/50592864/26/heromotocorp/company-profile